Decor My Eyes Owner Vitaly Borker Bullied for Big Bucks

Decor My Eyes owner Vitaly Borker was busted on a long list of charges for treating his customers like crap to boost online sales because he knew treating people badly would increase his Google ranking with links to his website posted in bad reviews. That was of course until Borker bragged about it to the New York Times and Google under scrutiny decided to issue a manual penalty that devalued those links before ultimately allowing his competitors to overtake him on all competitive keywords not directly related to the domain name "DecorMyEyes". Borker's anti-customer service strategy was so unconscionable to most that it took international news headlines and lengthy explanations from Google as well as independent specialists in the search engine optimization (SEO) field to explain it in a way so that average people could understand how a constant stream of negative reviews nearly made Borker brilliant.

The problem all started with Google and a shady online merchant with a steady supply of designer glasses. Like most online merchants Borker realized that organic Google search results are the Holy Grail that drives online sales because once you are at the top you never have to buy AdWords ever again and consumers will assume that you are a reputable source because you are at the top of Google. For those of you who don't understand the previous sentence organic search results are the natural search results that are displayed for any given search while AdWords are the paid results that are shown on top and to the right of the natural results. Also like most merchants Borker realized that having relevant content alone was not good enough to beat the competition and that he would need as many editorial links to his site as possible to maximize online sales.

Unlike most merchants Borker was willing to do absolutely whatever it took to maximize links to his site no matter what laws he broke or how bad he made his brand look on the web. Even before Borker got arrested any Google search for "Decor My Eyes" yielded countless negative reviews that would cause most people to steer clear of his business without realizing how those horrible reviews were driving his business. They drove his business because a vast majority of those reviews that at times included negative consumer fraud awareness stories in the news media did not attack his primary tool for generating leads which was Google search results and most of those stories contained hyperlinks to Borker's website. As a result of the links most of which did not contain a rel="nofollow" attribute (an option invented by Google so webmasters can link to a site while telling Google not to use the link in its pagerank algorithm) Decor My Eyes would show up at the top of organic search results for competitive terms most commonly searched for by online shoppers. Those search results would typically show nothing but competing shopping sites with similar products, but no reviews of the site itself. As a result people would find his merchandise on Google and buy it without ever knowing about the shady Russian they were doing business with.

Tactics used by Borker to maximize negative reviews and quality backlinks included death threats to customers and credit card fraud by knowingly making false charges to their credit cars. Google also claimed to have improved its algorithm to better identify negative reviews, but experts agree that Google's automated "sentiment analysis" is largely ineffective.