Search Trends for 2011

Here is an interetsing video from Matt Cutts of Google with Danny Sullivan from SearchEngineLand, talking about future trends for search in 2011.

They talk about the increased importance of social media in influencing ranking. While still small, it shows a shift towards social as a means of determining importance of content on the web.

Towards the end of the video, they talk about how Google is trying to avoid the poisoning of somones persona on the web by taking multiple sources of information, reviews etc to try to weed out any malicious or extraneous reviews or comments. Matt says that they take over 500 sources to try and determine this, I wonder what they are?

Another important note, is that even though these sites are classed as social networks, if Google can’t crawl them, (possibly because of high security settings) then that information remains hidden and cannot be used in building ranking.

So will SEO now become more about the persona of the individual or company, will the “quality” of the persona be just as important as the “quality” of the links or the “quality” of the content?

The next big industry….Persona Management 🙂

Tis the Season to be Spammed – IRD Tax Scam

This is probably done all around the world, but even us in NZ get our own tax scam.

Sent supposedly from (The wrong address, the source says it comes from their real emails are ending in

Tax Refund Form
Get Tax Refund on your Debit Card
*Please enter your name and a valid Debit Card where you want the refund to be made.
Please enter the following information here.

It then asks for Name address etc

But it then goes onto your Debit Card info. Now with Debit and Credit Cards being very similar in operation, giving up your debit card details is just as dangerous.

But since it is called a Debit Card, people may be less likely to think it is a scam.

While giving up your account number for direct crediting is relatively safe, any request for card details should be viewed suspiciously.

They even get a bit cheeky to cover their tracks

Note: For security reasons, we recommend that you close your browser after you have finished the refund process.