Yesterday, I discovered that The Times (UK), a well-respected newspaper owned by News Corp., is involved in an extensive campaign to spam social media websites with links to Timesonline.co.uk articles.
Since 2004, The Times retained the established SEO consulting firm Sitelynx to handle their search engine marketing. Working on behalf of The Times, a Sitelynx employee posted thousands of links to community and social news websites, including Mahalo, Del.icio.us, StumbleUpon, Metafilter, Yahoo! Answers, Ma.gnolia, and Netscape’s Propeller. His actions were done without any disclosure of his affiliation to Sitelynx or The Times and were, in some cases, posted under the assumed identity of his wife. Update: The Times didn’t know what Sitelynx was doing, the Sitelynx employee was fired suspended, and The Sun is also involved. See the updates at the bottom of this entry.
What do the creators of Del.icio.us, Metafilter, and Mahalo think of this?
I asked them!
The accounts were all created by Piotr (or Peter) Wyspianski, an SEO Manager at Sitelynx since June 2007. (Though his LinkedIn resume says “Executive.”)
Before coming to Sitelynx, Piotr had a history of promoting his own business, an online jewelry store called Signature Gems, by using his profiles on sites like Myspace, Flickr, and Yahoo 360 to manipulate his search engine rankings. After coming to Sitelynx, he continued to use this technique to promote The Times. (A full breakdown of his accounts on each site is below.)
For me, it’s disappointing to see a well regarded, legitimate newspaper using these tactics to gain headway against their online competitors. Founded in 1785, The Times is one of the world’s longest-running papers, the namesake for the New York Times and the paper that originally commissioned Times New Roman. I’m sincerely hoping that The Times didn’t authorize undisclosed, deceptive spamming in their partnership with Sitelynx. It’s even possible that Wyspianski is a rogue SEO working autonomously, and Sitelynx isn’t even aware of his actions.
To find out, I contacted Graham Hansell yesterday, the founder of Sitelynx and head of strategy, but he didn’t respond. I’m not having any luck finding an appropriate contact at The Times either, but if you know someone there who can help address these questions, please get in contact with me immediately by email or IM. (Update: The Times contacted me, see more in the updates below.) This quote from a 2004 article, which seems to be The Times’ only public statement on working with Sitelynx:
Simon Christy, marketing manager at Times Online, which has just signed up Sitelynx to improve its search visibility, agrees. “In the past it has been down to the techies to get their heads around SEO, but it’s now moved into the remit of marketers,” he says. “I see it as the fundamental building block or starting point for any search marketing strategy. Once you have the natural side sorted, then you can start spending money on the PPC side.”
Each of the accounts below is used exclusively for posting links to Timesonline.co.uk, his jewelry business, or a combination of both. (In case the accounts get removed, I’ve included the date he began posting and a rough count of the number of Times links.)
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