As per this article: http://mashable.com/2013/05/01/snickers-seo-misspellings/
Here's the original text in case they change it:
To capitalize on this phenomenon, the brand recently ran an SEO campaign that targeted users who misspelled words in Googel, sorry Google searches. The idea was that office-bound workers couldn't see the usual viral and social content because it was blocked by the IT department. Snickers snuck by the techies by buying around 25,000 misspelled search terms. If you called one up, you'd see a paid search ad that directed you to youcantspellwhenyourehungry.com, which nicely tied in with the brand's positioning over the past few years.
Or more specifically:
"ran an SEO campaign" .... "by buying around 25,000 misspelled search terms"
I tried a few of the keywords suggested in the video and couldn't find them at all - organic or sponsored. So, umm... fail?
Great read, I'm sure you know Mike, stuff like this happens more often then people know. For example, the Amazon / Walmart deal a while back when Walmart gave Amazon the boot.
If you've worked with reporters you'd know how chaotic things can get - and things like these get overlooked/misquoted. Getting that simple edit could take a while too (anyone who has ever begged for a news link can attest to this).
Eh, that came out as passive aggressive. I'm not saying Mike has no experience talking to reporters - he has way more than I do under his belt. I'm just pointing out that it's human to err, and that sometimes technology makes it harder to fix these mistakes. Keep calm and carry on :)
Very true. I guess the bigger issue is that it's Mashable in particular: experts in tech (especially social media) who also blog about SEO/Google but who've gotten it wrong on this occasion. It'd be like SEOmoz talking about hashtags as if it's a feature of Facebook.
Calling Mashable an expert in tech is like calling HuffPo a trusted news source.
"Supposed" experts, then :-) i.e. They probably like to think they do.
Issue resolved. Thread closed.
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