Google Results for Plum Card, the Newest Card from Amex

American Express announced their new “plum card” earlier this month at the Inc 500 event in Chicago. Two FM authors, John Jantsch of Duct Tape Marketing and Anita Campbell of Small Business Trends, attended the event and covered the launch. (Amex runs ads on both sites.)

Googling “plum card” gives you a glimpse into the new dynamics of influence. Business Week and Inc. have more reach (unique users and pageviews) than sites like Duct Tape Marketing and Small Business Trends, and American Express owns the “plum card” trademark, but Google ranks results in order of relevance. Which sites, Google’s algorithm asks, are most trusted by others, based on their in-bound links? It turns out Duct Tape Marketing (the #2 organic result) and Small Business Trends (#3) are the marketshare leaders when it comes to trust influence in the world small business. American Express’s own site ranks #4.

Google for Plum Card

  1. # Anita Campbell said: September 19th, 2007 at 5:20 am

    Hi Chas, interesting…. I had no idea that my article, with its amateur photography, ranked so high. :) The power of conversations ….

    And I still have plenty of material to write about from the event, including an interview of Susan Sobbott, President of Amex OPEN. I’m just spreading out the articles.


  2. # Tim Daloisio said: September 19th, 2007 at 6:28 am

    Chas…as a sports blogger myself, but also an online marketer, I have had some reservations over the past year over how highly ranked blog posts are in Google’s engine right now. Don’t get me wrong, it is often very topical.

    But I feel like the “blog” publishing platform is indexed a little to strongly into Google results right now at the post level primarily due to the blogs inherit tagging/category system and the “Post Title” as “Page Title”. For myself, I can filter through search returns easily and find the level of information that I am comfortable with (casual blogger, semi-pro, first hand info, pro-blogger, news outlet, marketer, etc.), but given Google’s penetration into the mainstream Internet users who might not know the subtle differences in content sources, I think there is something a little out of whack here.

    In this case, I think that the misleading point is that search return rank is all about trusted sources and influence as measured by inbound links. It is also alot to do with how the blog publishing platform was constructed with tags, page titles, etc.

    It may or may not be relevant in this specific case as I am not all that familiar with the blogs mentioned here (although I will be in an hour or so after I read up), but I worry about linking influence and trust to search return rank as a general statement.

  3. # Chas said: November 2nd, 2007 at 9:12 am

    Tim–I agree: Google’s PageRank algorithm is still long way from perfection when it comes to organizing by “relevance,” as a couple of human beings like you and me would define it. But given how influential search (and Google specifically) has become in organizing our access to information online, Google — rightly or wrongly — tells us which results are most relevant, and we believe them. Again, I’m not saying Google is right; but I am saying that we — brands and publishers — need to recognize that Google’s results pages for our trademarks, and terms and phrases related to our brands *are* our home pages, our front doors. Therefore we need to understand as best we can how Google works and partner with the third parties that Google has anointed as influential in that category.

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