Not a pleasant concept and folks the world over are feeling the pain and pressure it is inflicting with its current activities. To be honest it is doing so much at present that you’d almost be pushed to try and fathom out where to start, what to take notice of first?

Well the subject I want to discuss today is that of the current so called “Over optimisation” slap that currently appears to be doing the rounds either brought about by or part of the current war against High Page Rank Networks.

The latest casualty appears to be Build My Rank hard on the heels of Authority Link Network and a whole host of others. At the same time Google appear to be firing the starting shots against some of the major Press Release Agencies who supply (for a fee disguised as an upgrade / premium fee) dofollow links in their Press Releases. The most notable name that has appeared here is PRWeb.com.

As well as de indexing and downgrading sites that have getting links form these networks there also appears to be a huge increase in the so called “Google Re indexing Request”. Now this is where via Webmaster Tools, Google kindly informs the recipient that they have been guilty of dubious linking building practices and are going to be de-indexed but that they will be eligible for re indexing if they clean their act up and stop these nefarious activities etc.

Now I know that this is a gross over simplification of the issue but sometimes it is best to strip these down to the basics and then try and work your way up from there.

Firstly in a lot of cases this is long overdue and I am surprised it has taken so long to happen as some of these Networks were extremely over the top in the way they promoted themselves and what membership of these networks would achieve.

After all consider the following. Why would Google continually allow such networks to prosper when their main aim is to undermine what Google is about?

Consider the way that most have continued to go about their activities:

“Join us and with our help we’ll make sure that you get No 1 slots guaranteed in Google despite their updates!” etc etc.

Answer from Google? “No you’re not and we’re going to de index you and punish all the folks who have had anything to do with you”

Going back to my gorilla analogy, it’s like sitting next to the aforementioned big hairy fella, continually poking him with a stick and then wondering why he has just picked up an even bigger stick and hit you with it?

So what is there to do and what advice can be given?

Well strangely the first thing to do is sit tight. Do nothing, don’t reply to any so called Google Messages as I have a sneaky feeling these are auto generated (well really Steve? That’s a surprise) and that they are just “shaking the tree” as we say over here in Northern Ireland and waiting to see who runs for cover and who falls out?

Don’t give them the pleasure but sit tight, watch and wait.

If you have a site that has been de-indexed or downgraded then go back and re-evaluate what you’ve been doing and what your involvement in any of the above High Page Rank Networks was.

Take this information and effectively reverse engineer it i.e. if you’ve only been targeting certain terms or anchor topics then widen your target base “as of yesterday”

Also consider your Anchor Link Density ratio and then expand upon that.

“Throw some dust up” and get some activity and signs of life surrounding your site and Google will have to re visit the site. Get fresh links but from different sources and don’t get beaten out of shape over Page Rank. It’s a busted flush, gone and not worth worrying over.

Nice if you have it but don’t lose any sleep if you haven’t.

Google are slowly pulling out of Page Rank anyway so why bother with it in the long term (the subject of another webinar basically but we’ll cover it in some detail in our next one).

Remember, Google wants to see a Back Links Landscape that as closely approximates a human powered one as possible. So if all Google sees on its occasional check is about 600 links all of which are coming from only PR4 sites and above, all on the same anchor subject and all from a limited number of IP’s then it is going to look very gerrymandered and false.

That’s why we’ve been “banging on about” these Wikis for the past few weeks. They are the perfect tool in your armoury for generating large numbers of any sort of links you want from 16,000 different IP’s. For literally a pittance you can create large numbers of sacrificial links that otherwise would be too expensive to procure or set up and then you can widen your back links base to as large a spread as you need.

For diluting a heavy links concentration they are perfect. They are also extremely useful in other areas and anecdotally we are in receipt of a number of case studies where they have been shown to have positively impacted upon increases in SERPS.

Now in case folks think that we’re ignoring what is going on at present and trying to pretend that nothing is amiss, we’re not. We’re just as anxious as the rest over what is going on but we’re anxious perhaps in a slightly more laid back manner.

Those of you who know me fairly well with confirm that my view on Google is that I listen to everything it says, don’t believe a word of what it says and trust it about as far as I can throw it.

I intensely dislike what it does and how it conducts itself, the breath taking hypocrisy that it comes out with time after time but sadly it is a fact of life we have to deal with it and live with it.

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People ask me quite often, what it is that I look for in a link back to any of our sites or our clients sites and my answer is always the same. I don’t really care quite often nowadays as long as the url the link is pointing to is correct and correctly coded.

Now the reason for this is that our viewpoint with regards to “Panda” and it’s glorious after affects really revolves around three things. Content is king again (and rightly so) and links do matter but where the link comes from in terms of geo location is perhaps now more important than ever and an increased variety in terms of type of link and mix and match of Anchor phrases is now more important.

Basically what Google want to see is a Back Links Landscape that as closely approximates something created in a random fashion by humans as possible. They do not want to see a Link Profile and Campaigns that are perfectly formed, perfectly calculated to the “n”th degree in terms of ratios regarding Dofollow to Nofollow etc etc.

In other words if your Back Links profile looks to good to be true then Google err on the side that it probably is too good to be true and will ironically punish you for it.

An example of that came up recently when I was advising on a prospective client who had come to me seeking advice because their portfolio of sites had been hammered by Google and he was now looking a portfolio of sites that had only about 30% of them indexed on Google.

I sat and listened to this “sorry tale of woe” (and it genuinely was a sorry tale as I do not wish to cause offence) and when asked about Back Links, the reply came back that everything had been carefully planned and they’d only gone after carefully screened keyword rich phrases from one a certain profile of site.

Then it hit me? Was this a link profile that looked as if it had been created and morphed by human hand or was it just too good to be genuinely true? My advice to the client was to go back and radically rethink their Linking Strategy and to not be afraid of a wide mix of link types, and certainly to think about varying their link sources and also the IP location of their links.

Next up the topic of Wikis and the power of links within them?

Now at the end of the day, unless you are talking directly to the person within Google Algorithm team who is responsible for the final tweaks that go into their algorithm changes then any comment from anyone about Links and Link Building is a “best guess” or “educated hearsay” – yes even mine.

Where we come from is that we will only pass on comments and tips / tricks and techniques that we have already tried on our own sites and know to have worked. How they have worked and why, we can only give our best shot in guessing or estimate but it is never more than that and anyone who can say different is by and large lying.

That having been said supplying information backed up by empirical verifiable evidence is fairly conclusive and that’s where we come from. We’ll only write about something either “after the event” or towards the end of a promotion that we feel us commenting upon, won’t adversely affect the outcome or success of that promotion.

So how does this affect our views on Wikis and such like?

Well basically I like them and at the moment along with SLS (of course) we are using them to support our PR Campaigns for one client and over the past five days have captured 4 Page slots (including 2 No 1 slots for two PR’s plus Client internal page) just using Press Releases backed up and supported by a wide variety of Wikis and SLS links.

The List we supplied to folks last week of Media Wikis has now expanded and instead of the 2026 Wikis we had in this list we now have over 2,500 (and it’s growing so don’t be too surprised if by this time next week it’s over 3,500!) so to all of those who bought copies of the 2026 list we’ll mail out the increased sized list for no additional charge so that about an extra 25% for free.

Now as to the power of this List? Well I spoke to one of our more senior members last week and their comment was that using one of the newer Wiki Submitters they had submitted to all of the Wikis and had successfully managed to submit to over 1,600 of them. Now this didn’t mean that the other 400 were useless, far from it. What it meant was that probably for a number of reasons the target wikis weren’t able to accept automatic submission or for some reason there was an “interface” issue but manually the Wikis would have accepted the submissions.

I personally think a success rate of 1,600 out of 2,000 is awesome and backed up by SLS gives one hell of a Link Support “Baseball Bat” to whatever you were trying to promote and our recent client success with PR’s has borne that out to be true.

Asked how powerful this list was and this type of promotion?

The answer that came back was that the evidence showed that these Wikis were strong enough to get pages moved from Page 2 in Google onto Page 1 and to be fair, that’s what we’ve found as well.

It’s great being able to go to a client or prospective client and then say that you’ll come back to them in a few days with some representation for them in Google on their first page and that’s what these Press Releases backed up by the Wikis and SLS is doing for us here.

The Wiki list is going onto Traffic Planet for sale tomorrow (slightly delayed through editing again) and the price will be $45 for 2026 wikis but those who are interested in buying from us directly for the next few days will get the extra 500 Wikis thrown in for no extra fee so will get a list that is 2,500 strong.

Now if certain types of Domain suffixes” floats your boat” (know what I mean?) then our Wiki List contains over 110 EDU Domains – that’s 110 unique EDU Domains not just different wikis on the same domain plus 9 .Gov’s.

Not bad eh?

The other thing I wanted to mention briefly was that following hard on the heels of these Wikis is our research on another platform of Wikis and these links for these wikis are auto approve and also Dofollow.

Now at the risk of winding folks up, we have a database of these that stretches to over 12,000 Wiki Pages spread across 850 Domains so far so this one is going to be “interesting” to say the least.

Anyway to sum up if anyone is interested in the existing 2,500 list then send the $45 via PayPal to info@simpleleveraging.com and I’ll get you sorted.

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Just thought I’d drop a quick update to yesterdays email where I discussed an ongoing case study we were carrying out on some brand new domains and also checking how well the SLS Network was performing at the start of 2012.

OK interim stats are as follows:

1. 15 Domains bought and launched

2. All 15 were indexed and were starting to rank (albeit in a limited manner) within 24 hours.

3. For Narrow match terms, 4 had hit Page 1 in Google within 3 days, 5 had hit Page 2, 1 was on Page3, 1 was on Page 4 whilst the remaining 4 were lost in the mire (sub Page 5 but we’ll get them to where we want them to be ( it’ll just take some more time). So that’s a 60% success rate at Page 2 plus within 3 days.

The time period was as mentioned three days since we bought and registered this domain and we were looking at the following results for one term (our main and keyword targeted term) plus as we had launched a while network of sites there was also some collateral penetration as well in that some of our other sites were also showing up for this term:

1. 5 Places controlled by us on Page1 in Google.

2. 4 Places on Page 2.

3. 5 Places on Page 3 (including Bookmark Directories).

4. 7 Places on Page 4 (including Bookmark Directories).

5. 5 places on Page 5 (including Bookmark Directories).

Plus when we expanded the Search queries it showed on Pages 9 & 10 that we had in some cases 90% of the page tie up for our sites / terms etc when we also took into consideration the member Directories of SLS which had also started to appear.

All we used in this promotion were a couple of items that we discuss in the members area of SLS plus the Bookmark Network using one account to deep link the sites.

So the quick response to does Social Bookmarking still work in 2012 (heck there was a post in the Warrior Forum recently that predicted the “death of…..” yawn) is yes and is alive and kicking.

The key thing that you have to bear in mind and I’ve stated this on countless times over the years, SEO is a constantly moving form of marketing. You have to keep evolving or you are finished and that’s what Simple Leveraging does, it moves constantly with the times and if it seems that in 2012 we are massively different animal to how we were in 2009 when we first emerged then in certain cases we are but in our core methodology? Nope, our principles and approach have stayed the same, just the implementation of them has been slightly “tweaked” that’s all.

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Yes you read it right correctly, this is how we took a particular term that was OK a very tightly focused niche term, but one that had adverts running as far as Page 2 in Google and therefore was making money (or so Google thought so) and we ended up “owning” 95% of Google in under 24 hours.

Actually astute viewers of the video when it comes out will spot that we actually did this in just less than 13 hours!

So what did we do?

First in broad match our Press Release for the Client hit the No 2 slot out of 309 million pages in 13 hours and in narrow match we ended up with our Press Release taking 19 out of the top 20 slots in Google in the same period

Now the video, though having been recorded, is not going to appear for another 14 days or so as we are live in the midst of the Campaign for the Client and to be blunt, I don’t want any enterprising folks out there “nicking our niche” but the video proof is there and when I deem it safe the video will come out to our members only download area.

So how was this done?

1. Careful Keyword Research.
2. Timing
3. Proper and planned use of META Data

Firstly as Myra and I discussed in our recent Web Discussion, it was all down to careful Keyword Research for the right term for the client. Secondly as this particular Season Campaign has just got underway I guess our timing was pretty hot in that we hit the tracks running just before the previous Seasonal campaign had actually ended. Thirdly and last of all we made sure that our MEAT Data for the Keyword Research was included right up at the front of the Press Release.

Now astute Google watchers will know that Google have fine-tuned their algorithm recently and for the time being seem to be using for the Meta Inserts in the SERPS, the first 300 Characters of the main body copy of the piece you are trying to optimise for.

Now the Golden Rule here is to try and make sure you get your main Key phrase inserted right there at the start of your piece. Now this is not new and has been standard SEO practice for years but it did seem to have gone slightly out of fashion recently but now appears to have come back to the fore in Campaigns or so our research has shown.

So given the fact that in Press Releases our distributor automatically assigns the first 300 characters to the Meta description and this includes the beginning information, for example:

(EMAILWIRE.COM, October 17, 2011)

This means it shortens your ability to use the keywords in the first 145-155 characters in the meta description that Google displays before it truncates. So make use of your keywords in the Meta description early on, ideally right in the first part of the first sentence.

Anyway enough of this. I’ll get the video put into the Members only support area of the Forum within the next 14 days or so but to further add proof to the fact that we’re not sensationalising this, I’ve released the video to a couple of SLS members to get them to verify that we’re not making this up. I’ll get them to add their comments to back up our claims.

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One of the things I love about Simple Leveraging is that the “knowledge share” truly goes in more than one direction. This has been evidenced particularly in two incidences that spring to mind for me.

Firstly the experience working with Myra Love on our forthcoming project provisionally entitled “Multi Disciplinary Marketing” where we took the $240K in four days Campaign and analysed it’s various component parts and broke it down into stages and examined in detail.

Secondly, it was after talking to another SL member, Dave “Quinn” Thomas over cool ways to promote Wikis etc and this opened my eyes to a technique that I was aware of but hadn’t really thought about too much in detail.

I have now though, but perhaps it might be an idea to get back to basics first.

Why do we pursue this whole concept of Tiered / Layered Multi-level Linking? Firstly it’s something that we have been advocating and doing at Simple Leveraging by and large well before most others but more importantly why?

It’s a question I get asked all the time, why do you advise the constant building of links to support links to support…….etc  etc?

The answer is very simple. It is because of the transient nature of certain forms of Link Support that we use in our Campaigns. Now that is not to say that short term support is a bad thing, it’s more a case of understanding fully what is going on.

For example, one of the first things we want to do with a site is build in Authority links as soon as is possible. Now in most cases this means getting links on High Page Rank Social Media sites and / or Press Releases.

Now in a lot of cases the Home Page PR of a lot of these sites is fairly high ((5+) and the knock on effect is a fairly vigorous (if we’ve planned and executed it properly) short term “hit” on our sites that results in a rise up the “SERPS”.

Now as they all say, “What goes up always has to come down” and that is the case with the effect received from those short term links but there are steps that we should do almost immediately to mitigate any potential downfall.

I explain it with diagrams and a PowerPoint in this short video here: http://www.youtube.com/watch?v=pxboJJneJg0  but the upshot is that sooner or later pages gaining the benefit of links from these High Page Rank Home Pages drop the moment that the links themselves disappear and the inbound links form these sites tend to come from less powerful inner pages.

Hopefully by then, all good promoters / Link Builders will have already had in place additional Link placements to add support to these pages. In the case of declining Press Releases, usually a fairly vigorous Link Building Campaign (from SLS etc) is good enough to not only arrest the decline but in most cases reverse it.

I’ve also uploaded to the Members Only Downloads area of the Forum another more in depth video that goes into detail a very useful little technique that drives excellent authority links from a PR8 Site to all of our Press Releases no matter how many we have, within seconds. You can also use this to replicate this technique with at least one other Authority site also. The video can be found here:

http://simpleleveraging.com/slschat/index.php/topic,187.0.html

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This question was asked recently at one of the Forums that I participate in and I thought that the reply I gave might be of use here as well.

The answer to this is very straight forward. One of the most important factors that appears to have emerged in the latest Google “Algo” update was that they were now looking at the breadth, strength and variety of the inbound links that appear in your back links “landscape”. The old days of just getting loads of so called “dofollow” anchor links from one site / IP no longer cut it.

Now whilst folks have caught on about the IP diversity (still not to the extent they should have) people still haven’t fully appreciated the fact about “Link Diversity”. By this I mean that Google are looking now for a bank links landscape that as fully replicates that created by a human as possible. To this end they are now looking to see a variety in styles of links such as a mix of dofollow / nofollow, directs, indirects, typos etc in fact anything that looks like it could have been created by hand rather than an automatic submission bot.

At the same time time there appears to have been a re emergence of a concept they first looked at a few years ago called “Trust Rank”. This looks at the site that the inbound links originate from and assesses the “trustworthiness” or “authority status” of the site as it lies within your back links landscape. This is where EDU sites really come into their own and even if they only provide “nofollow” links. As most of these EDU Domains are virtually coming down with authority back links within their own profile, a lot of this is passed on in a way that is quite different to the old and now defunct (in reality) concept of Page Rank.

So to sum up (before I go too much about this) nofollow links from EDU domains are really valuable in a number of hitherto misunderstood ways. There are also a number of other factors that give benefit as well.

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“Kick Start your New Year’s Link Building with a Vengeance”

Hi Gang

Let us help you “Kick Start your New Year’s Link Building with a Vengeance”.

If you sign up to Simple Leveraging at the moment you get access to the ‘Net’s largest Private Social Bookmark Directory Network for starters which is over 362 strong and about to launch its next development of a couple dozen more Directories so this kicks butt big time for starters.

However that’s not all, in the members Free Download area there are lists for each member to download and use where we give you over 40,000 places where you can place additional links for your promotion. There are also more lists on the way as we show you how to make you build the most substantial Link Structures anywhere that will withstand the biggest and “baddest slaps” going but there’s more…….

Not only do we want to make your decision to join Simple Leveraging even more of a no-brainer but we want you to feel good about as well. Get in touch with us and I promise we will do the following.

Normally our Monthly membership rates here at Simple Leveraging are $65 a month with an initial setup fee of $65 in the first month making the cost $845 but we have a special yearly option available at $329 and I want to be able to offer you the following deal which will be of cracking value but also make you feel great about yourself as well.

Save money and make yourself feel good about it

We have a local Charity here in Northern Ireland that we want to help in 2011. It is the Children’s Hospice and it is one of the most worthwhile causes you will ever contribute to and I want you to do the following. When we have spoken and you have decided to join our “elite band” then I want you to go to their Just Giving donation page at http://www.justgiving.com/nihc/donate/ and donate $20. Send me the confirmation link to info @ simpleleveraging.com and I will match your donation in terms of additional discount and therefore you will qualify for the yearly deal at the discounted rate of $289 instead of $329 – a discount of $40 off, twice your donation of $20.

So not only do you qualify for an extra discount you get to feel good as well?

Who can beat that and believe me this is for a great cause.

For those who are unfamiliar with the work of the Hospice movement then visit this link: http://www.nihospicecare.com/index.php/NIHospice/childrens-hospice.html

I am sure you will all agree with me that this type of care is essential and for anyone who has visited somewhere like a Children’s Hospice that is basically providing help for “End of life Care” it is extremely harrowing yet strangely rewarding work but is essential.

Go on, you know you want to, do it and make a difference to a group of folks who will really appreciate it.

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Hi Gang

We have just taken delivery from one our associates an incredible deal for Link Wheels.

The size of the Link Wheel we ordered was for 100 spokes (pretty massive) and it also came with a free shot for the links to the supplier’s autopligg network. Now to be honest, this was very much an addition that was useful for spidering purposes if nothing else.

Pligg, for those who aren’t aware is a nice little application that is effectively an OS equivalent of Digg, i.e. it works very much by way of peer recommendation and votes etc but to be honest has very much been abused over the past 12 months or so and as such the majority of the thousands of Pligg sites there are out there are all virtually now “nofollow” so for SEO purposes it is not that much use but they do add to your IP spread so there is a limited value. In this case we were more interested in the coverage for the client and the spidering so we went ahead.

The Link Wheel, when it arrived, actually comprised 117 spokes instead of the 100 guaranteed and what really made us feel good about this was that when we entered the urls into our Bulk C Class IP checker we found the following results:

Domains Entered 117
Total distinct domains: 117
Unique IPs: 113
Unique Subnets: 108
Domains with Duplicate subnets: 15
Domains with Duplicate IPs: 4

Which I think most folks will agree is pretty damn good for SEO purposes.

Now there are a number of ways of looking at this and I think the best way is as follows and this is the real reason I am writing out to all members about this. Firstly all these sites are based on WPMU which as you all know is the multi user platform for WordPress so is good for Googlebot recognition for starters. When we checked there were some nice PR4 and PR3 domains in there so its going to do some good as well but the real bonus for all of you out there who reckon they can do this sort of thing cheaper is this. Firstly, what you get is a good working list of WPMU sites for future reference which in itself is a result. We managed to compile a list of about 240 WPMU sites recently through a supposedly well known piece of software that is good for checking footprints etc and the results were complete junk.

By junk I mean we managed to find about 25 working sites out of 240 and it took us over 3 hours to check so we wasted all that time.

Here the grunt work is done for you.

The other aspect of this and is the reason that we will continue to use this service for our SEO clients (that’s how much we rate this service) is that on an hourly charge-out basis it’s a complete no-brainer.

The service retails at $90 for a 100 spoke Link Wheel (better that on Warriors? I think not), takes 6 days to deliver and will probably over deliver again. We have managed to negotiate a discount rate for our members of $20 so the cost drops again from $90 to $70 which is even more of a steal and I am sure as our usage of this service grows that we will be able to get an even keener price which of course we will pass on to members as and when this happens.

The other way of looking at this is how can you get this done yourself for the price?

Outsource it?

OK yes but as I said, you have to find the working WPMU (which are also still dofollow) sites first and that as we have shown takes time and effort and that costs.

My recommendation, get in touch and we’ll set up the process for you?

Cheers

Steve

PS more deals on the way, just looking after our members best interests.

PPS No here’s a thought? Take the above and plug it into 382 + Social Bookmark Directories and you have a serious amount of promotion going on, know what I mean? Watch this space for the results and see how it goes

pps Forget about Link Wheels, build yourselves Link Mountains

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With the latest results from the last Google PR update still streaming in it appears the this PR update has been good for quite a few SLS Members with at least one member reporting a PR jump from 0 (yes thats zero) to PR4 for nearly 20 sites that he was exclusively using SLS2010 to promote.

More members are reporting good rises in SERPS and regular appearances on Page 1 in Google for competitive terms.

There are limited places in the first phase of SLS still available, those interested get in touch.

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By now most of us will have read or have heard rumours of the latest changes to the terms and conditions to mighty “Web 2.0 Behemoth” Squidoo. There seems to be a pattern emerging here and it seems to follow a pre scripted route.

Web 2.0 sites get launched, there is a feeding frenzy and it is like the old days of the Wild West. There is a land rush and certain Internet Marketers tell all their followers to get their keywords listed and their pages / lenses whatever registered. Life is good for a few months and material gets indexed very quickly because Googlebot, Slurp or whatever is busy assimilating all this new content and profits are made, adsense revenue etc rises and Clickbank does very nicely out of all of this thank you very much..

Then BANG. Google wakes up to the fact that for certain keywords / research items their index is full of the same thing because…….their bot indexed the pages and did its job and now we are all wading knee deep through the same pages all describing the same items. It is the Internet equivalent of Flood Damage. Google over reacts and puts the pressure on the new Web 2.0 property usually in the form of behind the scenes pressure to make all their outgoing links (that’s inbounds to us) “nofollow” whereas before they were “dofollow” to try and stem the tide of new material. The implied threat is “do this or we’ll blanket de index your entire site”. The owners panic and enforce this new “dictat” but through inconsistencies with the nofollow attribute (yes even from within Google itself) this action doesn’t have the effect required hence the “big boots” come out and we see what happens. I am surprised Squidoo managed to hold out as long as they did as they were slapped pretty hard before but not entirely surprised when you consider the history of everything.

Unfortunately because we live in a society whether we like it or not we are controlled by and large by what the Big G says and does (Guess Orwell got it wrong and its actually Big G not Big Brother) it is going to have to take someone with enough Testosterone to stand up to the Mighty G and say “No, we will sort it out our way and not yours”. Of course this means the site will have to allocate the resource to deal with the fallout. The obvious route is to go down the existing route and have a blanket ban but have the structures in place to deal with genuine grievances and mistakes quickly and fairly.

Yes it does sadly mean that every now and then “babies will be thrown out with the bathwater” but there has to be some sort of appeals process to take this into account.

I am not trying to be an apologist for Squidoo as to be honest I have never really fathomed out how the damn thing works to best effect entirely and there are other true Squidoo experts who can advise better than I can (I apologise and grovel accordingly) but having read through the new guidelines it seems to me that they have been fairly straight up and honest about it all.

How they arbitrate the fall out and manage this will be the true test of how good their organisation is or isn’t?

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