Read on Twitter
1/ Now feels like a good time to tell the true story of when Bleacher Report got deplatformed by Google.
It was 2008. Right as we were raising our first VC round.
Without warning, we got booted from the Google News index.
Our traffic tanked. It could have been over for us.
It was 2008. Right as we were raising our first VC round.
Without warning, we got booted from the Google News index.
Our traffic tanked. It could have been over for us.
2/ B/R at the time was an “open source sports network.” Anyone could write. Editing was done collaboratively, wiki-style.
But we had a problem.
Everyone wanted to write. No one wanted to edit.
So the founding team did all the editing. But there was too much to keep up with.
But we had a problem.
Everyone wanted to write. No one wanted to edit.
So the founding team did all the editing. But there was too much to keep up with.
3/ We had a moderation problem.
People used our platform to publish low quality content, offensive speech, even nude photos.
We didn’t have the tools to prevent this. But we needed them desperately.
People used our platform to publish low quality content, offensive speech, even nude photos.
We didn’t have the tools to prevent this. But we needed them desperately.
4/ Google News drove 80% of our traffic at the time.
Then as now, GN had vague rules for which publishers qualified for indexing.
Google then as now made it next to impossible for outsiders to get any on the record answers about their policies.
Then as now, GN had vague rules for which publishers qualified for indexing.
Google then as now made it next to impossible for outsiders to get any on the record answers about their policies.
5/ We had no idea what offense got us delisted. But we knew we had to fix it.
Did we go public about our plight? Protesting Google limiting our free speech and ability to do business?
No.
We were building our business on their platform. We knew we had to play by their rules.
Did we go public about our plight? Protesting Google limiting our free speech and ability to do business?
No.
We were building our business on their platform. We knew we had to play by their rules.
6/ So we built the tools we needed to fix the problem.
The first step was a sitemap filter that prevented unmoderated content from being submitted to Google’s index.
We built more tools. Keyword filters. User flagging. Shadow ban capabilities.
The first step was a sitemap filter that prevented unmoderated content from being submitted to Google’s index.
We built more tools. Keyword filters. User flagging. Shadow ban capabilities.
7/ We didn’t know it at the time, but this was the beginning of a huge transformation for B/R.
Over the next two years, we evolved from unmoderated UGC platform to a professional editorial model.
That pivot directly led to our exit, and to the B/R you know today.
Over the next two years, we evolved from unmoderated UGC platform to a professional editorial model.
That pivot directly led to our exit, and to the B/R you know today.
8/ But first we had to get back on Google News.
There was no formal way to re-apply. We exhausted efforts on Google Support forums.
So we tapped our networks. My cofounder had a family friend at Google who helped and got us to the right person.
There was no formal way to re-apply. We exhausted efforts on Google Support forums.
So we tapped our networks. My cofounder had a family friend at Google who helped and got us to the right person.
9/ We knew we only had one shot.
We put together an extensive memo on all the safeguards and moderation tools we had put in place.
We detailed how B/R now met all the known criteria for Google News inclusion.
Then we held our breath.
We put together an extensive memo on all the safeguards and moderation tools we had put in place.
We detailed how B/R now met all the known criteria for Google News inclusion.
Then we held our breath.
10/ It worked.
In a few days we were back on Google News. Traffic went back up.
We didn’t close the VC round. Every VC we pitched passed. Not because of the Google News dustup, but because of concerns about media. A story for another time.
Still, B/R survived.
In a few days we were back on Google News. Traffic went back up.
We didn’t close the VC round. Every VC we pitched passed. Not because of the Google News dustup, but because of concerns about media. A story for another time.
Still, B/R survived.
11/ What did we learn?
When you build on someone’s platform, you play by their rules. And the rules keep changing.
You have to accept the business risk. And to manage risk by diversifying and reducing dependence on any one platform.
We learned to solve problems with product.
When you build on someone’s platform, you play by their rules. And the rules keep changing.
You have to accept the business risk. And to manage risk by diversifying and reducing dependence on any one platform.
We learned to solve problems with product.
12/ These were hard lessons.
If things hadn’t worked out, B/R could have ended then.
But without going through this and learning the hard way, B/R would not have gone on to achieve the success it did.
If things hadn’t worked out, B/R could have ended then.
But without going through this and learning the hard way, B/R would not have gone on to achieve the success it did.
13/ Enjoy this story? Follow me for more like this.
And subscribe to my weekly newsletter for insights on media, building audiences, and creative process.
http://davenemetz.com/subscribe
And subscribe to my weekly newsletter for insights on media, building audiences, and creative process.
http://davenemetz.com/subscribe
