So I was looking at WordPress plugins, to perform essential features on my website. I’m not an expert, but I know that whatever I choose requires a learning curb and expenditure of time, and often carries a cost when you scale your operation up. So, like everyone else, I Google “Best XYZ apps.” Of course I find exactly what I’m looking for, a comparative analysis of 20 apps, which has all the answers I am looking for in a clean, professional, easy to read format. I smile; modern research is so easy these days, I remember the day when I learned how to use index cards (pre internet) to find books in the library, how research took days or weeks to conduct, and now in under 30 seconds I can ask any question and get any answer. It takes all the work out of research doesn’t it. While perusing the information I, unfortunately, glance up at the URL and notice that the app with the highest recommendations and praise happens to bear strange similarities with the site hosting the review page. My eyes narrow… My lips purse in a long “hmmmmmm.” Now I wonder WTF is going on. Am I reading an impartial review, or cleverly disguised sales letter attempting to influence me with inaccurate information?

Marketers know that thousands of people are searching for specific information. They know this info will be used to make buying decisions. A buying decision originally meant that you pull out your credit card and purchase the product, however in the modern day the term is used to describe any engagement activity. This can be something like registering with the free platform, choosing a free game to download, or subscribing for some free downloadable content. While there is no immediate financial exchange, the goal is to get you using a system or become familiar with something and then offer you upgrades, or in game tokens, or add you to a list of people who are interested in a particular type of information where they can create and sell you a very expensive course through.

The Internet is an unregulated space. There are no “Free” services. It is said that if you get something for free then you are the service. Sure you can watch YouTube for free, but you become part of a huge audience which can be advertised to. And companies are happy to pay large sums to advertise through YouTube.

When it comes to a review site, you have to ask yourself if you’re looking at real information or if you are looking at information that is weighted to encourage a specific decision. On the Internet, there is no regulatory body which governs the content of websites, anyone can say anything they want. It is truly a platform of free speech. The price of freedom is that we have a lot of garbage online as well. Peer to Peer reviews were easy and reliable form of research, but now companies know people are doing that… so you are getting disguised sales letters instead.

Hmmm… What to do? Become Aware and Adapt. Here are some of my tips and tricks for determining the validity of information I find online:

• Who is hosting the information? Look at the URL. Does the domain name have a relationship to the top recommendation? If it is then consider an ulterior motive for the the recommendation. So many companies create slick influential reviews and never bother to hide their domain name simply because most people never look and ask the question. On the flip side there are sites which love to bad mouth the competition. Spreading doubt and rumours is a nasty thing to do, but often they have a grain of truth so they are not subject to liable or slander charges. However the fact about the negative information may be framed to make it seem that if they are hiding this one negative aspect, then use it to promote the idea that it is over all a bad company to work with.
• Ask “How old is the info” one of my friends describe the Internet as being the septic tank of all human information. Once something is added, it stays in the Internet forever. So when you’re looking at a review of a product you may be looking at something from 2007. You may be even looking at positive reviews of technology that has been outdated several generations ago. I almost always add a year to my search in an attempt to get current info. Note that this doesn’t always work.
• Look for repeat recommendations. Typically a promoted company is featured as the first review (for people who never read full articles) and the last review as a summation of the best of the best. If you see that the information comes with the link, then you’re probably looking at an affiliate. These are people who receive a payment when a sale is made through their site. This also means they have a vested interest in you choosing one over another. Many affiliate review sites will get paid no matter which one you choose how over the top recommendation is determined more by how large their commission check would be rather than which is the better service.
• Do you trust the review site? There are many sites that I go to which are known for impartial reviews. They have policies governing information on their site where I know that I can rely on their recommendations. A good sign of an impartial review site is the willingness to present negative reviews without alternative recommendations. IGN is a great site for game reviews, because they tell it like it is. If it sucks they say so, if it is good then they give it a good rating. I love IGN reviews when choosing a new game to get involved in or when looking for a new game. CNET is my go to sight for productivity software. Amazon has been a great site to get impartial product reviews, however lately merchants are learning how to game the system and influence the review system. I had one merchant offer me a $20 cash back rebate (aka a bribe) if I gave them a 5 star review on a product I already purchased. Amazon is known for banning merchants who attempt to game their system, yet it some of their newer policies around 3rd party vendors have tarnished my blind faith with the company. Honourable mentions to Wikipedia, the site is set up in a way to allow peer to peer reviews of content. People can (and do) flagging and bring it to attention for revising and editing.
• Is it a PAID Search result or a NATURAL Search result. Google makes it’s money through advertising. The top spots on google gain all the attention and responses on page 2 or ever page 3 are never viewed. There is a lot of demand to be on the top of the search list and as a result google auctions off those spots through PPC or pay per click advertising. This means every time you click on a PPC link, google earns a few dollars for sending you there. Naturally google prefers featuring these sites over a natural search result, which is why they always show up at the top of the search responses. Yet, if someone is paying google to get you to come to their site, it means they have a financial motive for you to do so. You can almost guarantee that any information from these sites are starting you at the top of a sales funnel and influencing you to a specific purchase.
• Last and Most important: Always Ask WHY!!! Why is this site promoting XYZ information? How are they making their money? I am very distrustful of any site where they promote a 100% benefit for the consumer and you can’t see how they make any money at all… usually this is a big tip off of being a scam site. I know it may sound a little paranoid, but it is important in this age to consider information against influence. If you can see how they benefit

Remember above all else, don’t passively accept any information you read (online or offline). Consider it against your own experience and seek a few alternative views on different sites before making an important decision. Shop around.

information for free, that you’re going to get advertisement.