SEO: Let Us Hustle, Everyone

May 4, 2020

I was horrified in 2013 when I read “Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence.” I assume Ramanathan Guha, one of the semantic sparkplugs, may have to breathe deeply and do Zen things when he ponders how his semantic inventions have been applied.

One idea for “semantic” was to deal with ambiguity and provide improved recall for Web content. I am not to thrash around in the Semantic Web kiddy pool with over inflated natural language processing methods, the sprites of SPARQL, and Watson-esque methods that can figure out “meaning” in human utterances. No, no.

I want to point out that crazy suggestions for fooling Google’s bastardized relevance methods into presenting a user with increasingly less and less relevant information. Here’s an example: A query for “Peruvian Machu Picchu stone masonry.” Pretty specific. Here’s what the GOOG delivers:

stone masonry

The top hit is from a travel agency. Number two is a Wikipedia article. Number three is a collection of pictures.

I don’t know about you, but I am not confident in a travel agency’s take on Mesolithic quarrying. The Wikipedia entry raises the question, “Says who?” And the pictures. I don’t need pictures, I need data about quarrying: Where, chemical composition of stone, tools, etc.

But that’s the search engine optimization world at work. Travel agencies are experts because they put a word in their sales material. Notice that the wondrous Google ad matching algorithm did NOT generate explicit travel advertisements. This begs the question,  “What’s the problem, Google smart software ad matching thing?”

The goal of search engine optimization is to outfox an increasingly mixed up Google and the clueless user who wants information on a specific topic; for example, Peruvian Machu Picchu stone masonry,” NOT a pitch for a tours. The sacred valley gateway to Machu Picchu becomes under ham fisted SEO manipulations, the Valley of Tricked Customers, populated with users wondering, “I meant masonry information, not a tour.”

Let’s put David Amerland and his ilk aside. At least, the almost respectable SEO bilkadoodles (a cross between a street savvy fox and pink miniature poodle) write books and contribute to Search Engine Journal, one of the advocates of helping Google display unrelated content.

No, let’s take a quick look at an outfit which is a breed of interest to SEO veterinarians: came across my lidar when I received this email on Friday, May 1, 2020. Note that the text is unedited:

Hi ,
My name is Christian from Woobound, Helping you get through remote work challenges!

I’ve been looking up content related to Seo, Digital Marketing & Lead Generation for Finance topic and noticed that you published one on your site

I liked what I have read so far, and I think we can agree on all your points. In fact, we have written and published similar content on the same topic which also touches on some of the Seo, Digital Marketing & Lead Generation for Finance tips/topics featured in your article.

We thought your readers might find it as a useful resource, and you can find it here:
Think it would make a nice addition to your page? I’m also keen to know your feedback or thoughts on our writing as well.

We also have a blog and we’re happy to give you a link in return.

Keep up the great work at and stay safe



I noted several issues which this spam email poked in my face:

  1. The email is signed Christian, but the email address is for A fake name is a flashing yellow light.
    The warning light is now pulsing.
  2. The Christian Arriola / Jeffrey entity is following what is a trend in getting useless content in order to pump up a loser blog. (I receive these “please, take my content and link to me” requests frequently. As I was assembling this post, an entity called begged me to respond to her earlier requests for me to talk to her. No, doesn’t work with these thoughtless, clueless individuals.) The Christian Jeffrey entity called my attention to a story from 2016 about finance, and it seems to Christian Jeffrey that a story related to “seo-financial-advisor” and Manuka Kitchen. The entities are either stupid humans or stupid software bots. The common denominator is “stupid.”
  3. The Christian Arriola / Jeffrey entity is confident that the entity and I agree. Wrong. The fake praise is even more obtuse than the links to subjects of zero interest to me and the DarkCyber team. What’s most inept? Assuming that I am going to agree with this Christian Arriola / Jeffrey or that I will craft a five star review of the Amerland SEO book?

What’s up with this Christian Arriola / Jeffrey entity, please?

Curious I did some checking of open source content. What do you know? The Christian Arriola / Jeffrey reinvented himself in 2018. Here’s a before behavioral modification in the food aisle and the fashion forward Christian Arriola / Jeffrey of the here and now. The image comes from Facebook. Of course, this Christian possibly named Arriola is a Facebooker and an Instagramer to boot:

`fat christian

The “less pizza” diet seems to have had zero impact on the fashion sense of the entity Christian Jeffrey. You can check out the girl friends (numerous), the dog, the favorite cities, and the entity’s most loved pizza restaurants at this link.

A little more exploration revealed a cornucopia of search engine optimization rubbish presented in a series of YouTube videos. You can experience these discharges (effluent, not prison) by clicking on this image:a hustle show

The Christian Jeffrey program does not present the name of the top hustler who operates the program.

Compared to the Poland China output in the Amerland book, the content in these videos might challenge a trippe of hungry pygmy goats.

Let’s look at an example:

a pimp look

The image is similar to those my team has reviewed as part of our work for a tribunal focused on human trafficking and child sex crime.

The program is part of the “show” — now mercifully discontinued — called The Hustle. This particular video features images of hot flames, a visage with what seems to be a Hustle smirk, a VW sedan, footage in a bar, and includes the statement “My life is proving my mom and dad wrong.”

With some trepidation, I asked some of my team to “watch” videos prepared by the Christian Arriola / Jeffrey entity.

Here’s the scorecard I received for three of the eight videos my team viewed. Please, note that each person watched two videos because as one of the DarkCyber team said, “I can’t stand this vlogger and the content. Two’s the limit for me.” I listen, so I said, “Okay, team two shows.”

Programs were rated on a scale of one to 10. One is an F or failure; 10 is a great program with solid content. Here we go:

Show 1: How to Be a Podcaster. Score: 2. Comment: Mostly correct but geared to a person who cannot read. On the Hustle Web site, the link to this program and the free series of which it is allegedly a part does not resolve. Dead links are not what SEO experts report as helpful.

Show 2: Best Keywords for Massage Therapist. Score 1. Comment: Distasteful subject. Seems like a way to build traffic for in call and outcall prostitution services.

Show 3: Make Money with SEMrush. Score 1. Comment: Superficial. Seems to suggest that anyone — even a person with zero education and a questionable reputation — can become a search engine optimization expert.

DarkCyber provided the Christian Arriola / Jeffrey entity with some questions, a routine part of our data collection process. Here are the questions Christian Jeffrey declined to answer:

Would you be kind enough to explain the use of dual names?

One of the team took a gander at the LinkedIn profile associated with one of the names the “Hustle” expert used in his communications to me. Here’s what one of the DarkCyber team learned:

  • One job at the present time: “Associate Director of SEO” for Nexstar Digital. This is a full time position. Engaged for one year.
  • Another job at the present time: “Search Engine Optimization SEO Consultant”. Engaged for nine years.
  • A third job at the present time: Podcast Host and content marketing strategy. Engaged for three years. Note that the video podcast went into what seems to be permanent hiatus “one year ago.”
  • Education: Five years to get a BA degree in “business administration, marketing, and computer information systems.”
  • An entity named Carlos Rosado said, “One of the most complete SEO managers I have ever worked with.”
  • Christian Jeffrey is interested in AT&T and the Hotel Group, among others.

The DarkCyber team member’s opinion based on viewing the Hustle programs and the LinkedIn profile:

The fact that the person Christian Arriola / Jeffrey uses one name for LinkedIn and omits his name from the “Hustle” podcast raises red flags. Also, the information presented in the LinkedIn biography makes clear that this individual presents three “jobs” of which two are his own endeavors. This is another warning light. Multiple gigs are understandable today, but to list one’s own projects as full time jobs leads me to believe that this individual is one with a bit of professional fluidity or “stretch.”

Net Net: SEO is a discipline which plays a cat-and-mouse game with Google. Making a Web page appear when the content of that Web page is not germane to the user’s query is in some ways beyond marketing. The practice edges into intellectual dishonesty. Maybe the behavior is not in the same class as illegal weapons dealing, contraband, human trafficking, and child sex crime? But the facts presented in open source support these conclusions:

  1. SEO practitioners do shade or shape what Google displays.
  2. Individual practitioners may embrace methods associated with criminal behavior; that is, the use of aliases in a professional setting like LinkedIn and email to entities like ArnoldIT.
  3. The expertise required to deliver for fee SEO services may depend on the use of questionable software tools developed by other SEO “experts” and may not work. (Alexa Ranking reports that the site ranks at 7,313,183. DarkCyber finds it peculiar that an SEO expert cannot generate traffic or YouTube views for that matter.)

If you have to decide between the Amerland book’s advice and the “expertise” peddled by Christian Arriola / Jeffrey, look further. You’ll probably save time and money and avoid the “hustle.”

Stephen E Arnold, May 4, 2020


2 Responses to “SEO: Let Us Hustle, Everyone”

  1. Adulting: Will It Persist? : Stephen E. Arnold @ Beyond Search on May 4th, 2020 5:06 pm

    […] Looking for the story about SEO fraud? If so, click here. […]

  2. Search Engine Optimization: Content Misinformation Is the New Norm : Stephen E. Arnold @ Beyond Search on May 5th, 2020 4:15 am

    […] SEO is a unregulated discipline. Fraud is highly likely. The quest for clicks is now essential to the survival of a business. Desperate times call for desperate measures. Content marketing is tailor made for today’s business climate. For more on this subject, see “SEO: Let Us Hustle Everyone.” […]

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