And with good reason. For starters, Cutts is a very smart guy. He’s been a valuable part of the Google team since 2000, when he came on board as a software engineer. Before that, Cutts received his Ph.D. in computer graphics from the University of North Carolina. And he also holds a M.S. from UNC and B.S. degrees in both mathematics and computer science from the University of Kentucky.
Among his many other accomplishments at Google, Cutts wrote the first version of SafeSearch, Google’s family-friendly filter, and he’s worked extensively and enthusiastically – others might say too enthusiastically – on enhancing search quality and cracking down on webspam at Google for the past several years.
And 2013 seems to have been a particularly busy, active and interesting one for Cutts and his webspam team. Back in February, Cutts and his team slapped some sanctions on U.K. floral giant Interflora for “selling links that pass PageRank” – i.e. paying bloggers to favorably review and write about their products and services, but not disclosing this content as “advertorial.”
Cutts delivered this address via the GoogleWebmasterHelp YouTube page, where he explores the issues surrounding advertorials, editorial content, and native ads in his usual laid-back yet informative fashion.
Again, makes sense to us. In fact, as we’ve stated before and will surely proclaim again, much of what Cutts says and does makes perfect sense to us.
And we hold firm in our belief that, regardless of how many voices might hem and haw and cry and curse the heavens when it comes to Google and its Top SEO Cop Cutts, almost all of these dictates, crackdowns, positions and philosophies have been pretty well-known, accepted and practiced by “White Hat SEO” for quite some time now. And if not, common sense and decency dictate the proper course of action. Now, the “Black Hat SEO,” on the other hand, are like The Bad Kids in school. You know, the ones whose poor behavior and utter lack of discipline or common sense results in the whole class being made to stay after school and think about what they’ve done wrong.
The bottom line is, if you’re doing things the right way as a marketer, advertiser, brand or business, there’s really no need to lose sleep – or your cool – when it comes to any of these “controversies” or “issues” around SEO as we know it today. Or SEO as it existed in, say, 1995.
With over 25 years of online marketing experience, Jeff has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian, and Napster. Honored as one of PPC Hero’s “Top 25 Most Influential PPC Experts” for three years in a row, Jeff Ferguson is no stranger to industry speaking circuits throughout the US, Europe, and Asia. Jeff is a regular presenter at Ad:tech, AllFacebook Expo, Conversion Conference, eMetrics, Search Marketing Expo (SMX), Digital Hollywood, Online Marketing Summit (OMS), Consumer Electronics Show (CES), and Search Engine Strategies (SES), where he also served as a member of the advisory board. Additionally, Jeff has volunteered his time for the Search Engine Marketing Professional Organization (SEMPO) and Digital Analytics Associations (DAA) on both the national and regional levels, where he serves as a board member of the Los Angeles chapter.