When you think of search results you often think of the biggest names in the game, Google being the biggest of them all. Bing sometimes shows up of course and they’re upping their game lately which is a very good thing for the internet as a whole.
The latest improvement that Bing is working on is actively leveraging the power of other search providers as well. The preliminary shots of how this is playing out is turning out to be handy to find local results and help you make a decision quicker than having only a single list of results in front of you. As an example, you may be looking for an dinner option for the evening, and if you use Bing for your search now you have the option of seeing additional results from sites like Yelp. Having more options in your search results page may seem counter intuitive but for everyone involved it’s an improvement. This follows somewhat in suit with how Google has had to open up their results page in the EU anti-trust settlement.
As a user, more options to make a decision is always a good thing. Not only does it allow you to possibly read some reviews and see personal experiences from other patrons, but you may get a handful of different results as well with which to base your decision.
As a business owner, having your name out there for even more potential terms than you’ve originally targeted can help grow your customer base. Making sure you have positive reviews and experiences will help your reputation with the other sites like Yelp or OpenTable, and also helps to reinforce your position in the organic results as well while growing your local customer loyalty.
Change is a great thing to be happening with the search engines and hopefully the inclusion of the other forms of providers only increases the quality of results as a whole.
It’s been a busy week working on the web with all of the heart attacks going on across the web. In case you were living under a rock for the last 5 days I’ll go through a quick recap for you.
The issue that popped up this weekend affected a absolutely massive portion of the web, some reports saying as much as 65% of all websites had the potential to be affected. When you’re talking about billions of websites and trillions of pages, it’s a huge amount of the web. Just to be clear about the issue, the Heartbeat bug affected sites that were using a specific security certificate from OpenSSL – the community driven option to paying for a security certificate for your website.
Without going into too much technical jargon and being confusing, the best description I found regarding the bug was this description of events.
The top portion of the exchange is how a secure connection works, it’s a very simplified version of events between your computer and the webserver you’ve connected to. The Heartbleed version of events that comprises the bottom portion of the image is where the exploit got it’s name. The process is the same, but via what’s called an overflow error a malicious user can request a longer string of information back related to your security code, called an overflow error.
The issue was found, corrected and there are multiple steps you can take if you feel that your personal web security was in question. CNet has a running list of sites which have been patched against the Heartbleed bug and if you should potentially change your passwords on those services. Have a look through their list and follow the proposed directions to minimize any potential security issues you may have in the future.
image credit : vox.com
Time for a little bit of free advice for you and your website, especially if you happen to be an affiliate or a licensed dealer for a larger company.
There are definitely some positive aspects when you work as a dealer or an affiliate for a larger business or brand. You gain the instant recognition and the branding power built by the advertising dollars that have already been spent. You also usually have access to their marketing teams and some of their infrastructure in order to help develop and grow a web presence for yourself. Oodles of content, images, videos and more marketing materials than you would likely know what to realistically do with. Usually the conversation with the branding team consists of them telling you that as you build your site and use their assets, consists of being advised to just go ahead and copy what they’ve written and if you have any issues just link people back to their website.
Please, if you’re an affiliate or a dealer for a brand don’t do this.
Having all of their promotional materials, text content and images is an amazing start to your website and being able to promote their product but the last thing you want to do is follow that type of marketing advice. Instead what you want to do is use their text content as a guide and recreate it in a way that benefits your business and it’s location instead of copying it word for word. The images are less of a concern, as you can’t really edit them without losing the quality that some branding companies put into their photos. When you copy and paste your dealers content you’re basically telling the search engines that you’re selling their product – see my content is the same and I have the affiliate links and everything! And the search engines will promptly drop you down the page for that branding term as well, for precisely those points. Regardless of who you are, how large your brand is or how much money you make, if you try and skimp on the rules of the search game then you’re going to lose. Just ask BMW, Teleflora or JC Penny, they all had their own problems of course, but they’re multi-billion dollar brands and the search engines had no qualms about doling out penalties when they were necessary. Remember that with your small business when you’re ready to bring your site online, take the time to rewrite the content to make it relevant for you and your business. Cheat at your own peril.
There is to this day a general misunderstanding about search engine optimization and just what it can do for your website and business; SEO will not sell your product for you.
What optimizing for search does do however is give you visibility online, a very important component of online sales to be sure but it’s only one side of the coin. For the sake of explaining assumptions will be made – seeing as how you likely have your own website for your business it would be somewhat safe to say that there is some experience selling yourself or your wares to your intended audience. When you’re working on a sale for yourself a solid general rule to follow would be around 1 in 10 or so, for every 10 contacts that you make you’ll earn a sale – it may seem low but this is from a strictly hard sell stand point. From that stand point the most difficult part of making that sale isn’t actually the conversation with the customer, it’s generating that initial point of contact. The days of people wandering down the sidewalk and walking into a store front that intrigues them are dwindling, increasingly often consumers are turning to the internet to procure their desired goods.
If you already have a website then a good 30% of the work is done already, you have the potential to turn that previous hard sell approach into a soft sell, qualified visitors to your site are there because they want what you have. That’s where SEO, aka internet marketing can help turn a paltry 10-20 visitors a month into hundreds, if not thousands if your market is big enough. What we can bring your business and website as SEO professionals is visibility, you are looking for the aforementioned qualified consumers – whether you want a sale, a sign up, or an contact me later email, search engine optimization can help make that happen.
What we can not do however, is actually force that sale for you and your website. Every now and then during a campaign there is a tipping point where we sit down with our clients and essentially have the following conversation. Now that we’ve addressed your technical and optimization issues, it’s time to talk about your conversion points and methods. What makes that conversation frustrating is when the advice is ignored or discounted because now that you have all that visibility and traffic your sales will go up the same amount, right?
Contrary to what some corners of the internet like to share, that Google, Bing and all the other search engines are trying to steal you away, they really have no interest in keeping you on their search pages long term. They want you searching for answers and clicking on your chosen result, not hanging out on a blank page with a search box in it. But what does that do for a local business, maybe a little mom and pop store that only has one or two employees? Regardless of your size, you can still leverage the search engines to help grow your business, and believe it or not on the internet everyone has a shot at being number one.
One of the big changes in the last couple of months has been the drive towards semantic natural searching by the search engines. It is an approach and change designed to make searching a simpler affair for the user, the goal for example being “what is the best restaurant 6 blocks from here”. Smart phones and tablets are very good at what they do and with how convenient they are to carry and use this sort of search isn’t that far off in the future. You can already use a search like “best restaurant in winnipeg” and get a fairly decent set of results based on both consumer and editorialized reviews. So what can you do as a mom and pop to take advatage?
For starters if you have a website with a brick and mortar location then you should have your Google+ local listing filled out and attributed to you. Formerly known as Google Places, the local listings are the results you see that show up on the map with the lettered marker points directing you exactly where to go. It allows Google to verify your listing and location with you and tells the search engine that you’re a real business with doors and walls and everything! It’s a very simple step to take which only helps your visibility and actually leads into the next point – customer reviews.
Having an A+ rating is great where the local better business bureau is concerned, but even better for yourself is when you can encourage your customers to post a review to your local listings. Whether it’s Yelp, Urban Spoon, or even on your Google+ local profile it serves two fold for your business needs. First it lets visitors who find your site have a little bit of insight into how you conduct your business and how you might treat your customers. Even the negative reviews can be extremely helpful in this case, provided of course you can properly remedy the situation. And secondly it is like adding a notch on your belt for the search engines, just another way you’ve proven to them that you have an active visitor/customer base.
A final, and one of the more obvious steps that you’d be surprised to learn gets missed is to ensure you have your physical address on both your website, and your local profile. It’s a surprisingly often missed step where site owners are concerned which is sometimes lost with the addition of a contact form added to a website. It is assumed that a site visitor will automatically use a form or page to get a message or question into a site owner, but what if they would rather walk in your door and talk to a person? Or call and talk to someone to have their questions answered? You need to make sure your location and contact information is included in your website, your local profile listings and in doing so you’re likely to see increased foot traffic, as well as web traffic. The easier you are to find, the more likely you are to make a sale.
The internet is a pretty big place and with Facebook throwing its hat in the search ring with their trillion of connections made, it shouldn’t surprise anyone if a search engine doesn’t immediately deliver exactly what you’re looking for with your first search.
Google is often placed under the microscope when complaints about the web or search quality come up, but it seems exceedingly rare that anyone actually talks about how big a job it is to be a search engine. Using Facebooks example of having an index of a trillion connections made using their social software alone, it should be clear that the web is a huge place. An estimate of the size of the internet is somewhere over 100 trillion web pages and users and complainers are often quick to pass judgement on the search engines when they couldn’t find what they want. Google is the largest and most widely used search engine on the web, still holding onto more than 2/3 of the audience out there and even they don’t even try to get close to curating that massive amount of pages.
When you factor in that many pages on the web and an algorithm that sorts, ranks and tries to properly place every one that it crawls <em>and</em> that it can deliver your results pages in less than a half second it should really be amazing that it can be done at all. Constant updates and improvements to the algorithm that does the bulk of the work can alter the pages you see when you search, and even sometimes appears to completely break the results pages as was the impression when Panda and Penguin were integrated into the algorithm. As an exercise in just how massive an undertaking this can be, and how Google and the other search engines aren’t out to get you and your site specifically give this a go. Imagine you have 100 pennies in your possession all with a different year on them, after shaking them all up in a can pick out the one with the year of your birth on it, if you don’t pick out your year it goes back into the can. You might get it in the first few or it may take you 30 – 40 tries, now repeat that experiment 100,000,000 more times and you’ll have a sample of how much work the search algorithms do every time they perform your search.
Shots have been fired across the bow of the Google command ship and they came from a source that is not only extremely early, but somewhat unlikely – Facebook.
Just a short time ago Mark Zuckerberg came forward during the most recent Facebook earnings call to state in no uncertain terms that they will compete directly with Google to be the kings of search. Over the last year Facebook implemented their graph search which allows you to perform contextual searches based on your friends and what ever information they have shared with you, to hopefully find answers to what your question may be. They’re working on being more of a source of answers instead of a source of results all while targeting the mobile platform in order to facilitate mobile searches.
The Facebook graph search has by their records the largest index on hand, larger than any other web search engine. They estimate they have somewhere more than a trillion <em>connections</em> between their users, interests, groups etc. While the number sounds impressive to be sure, and while Zuckerberg believes that they happen to have the largest database on hand the proof will be found in the pudding as they say. The actual size of the index that Google has is difficult at best to try even try and envision as a number let alone an actual one, but the last count that seems to be passed around is somewhere in the neighborhood of 50 billion pages, growing at a rate of 5+ billion pages per year based on people creating, modifying and changing their web presence.
Where the house of cards that Facebook has built for themselves as an opponent in a giant versus giant battle is also tied to their earnings call unfortunately. The likely timeline that Facebook could pose a realistic threat as a web search engine is in 10 years. 10 years on the web is an eternity where technology is concerned, and at the rate that Google and other search engines are growing and adapting, Facebook is likely to be left out in the cold when the time comes to fight.
A new year has dawned and the search game is as active as ever. You have a full clean slate ahead of your business and your website, but do you know what your goals are?
Last year was actually rather monumental in the world of search, we had farmers, pandas and penguins appearing seemingly from no where. There were the affiliate changes, the encrypted terms and semantic search that were all brought to the top headlines of blogs and posters across the web. All of them were large shifts in how the search results are created and displayed for sure, but the key aspect of their purpose remained the same – the better your visibility the more likely you are to get what you want out of the web.
There is a lot of potential for the coming year for search to be sure, but first we need to stop for a brief moment and take stock of the previous 12 months. A thorough understanding of what has been done and what the results have been will help dictate what needs to improve for the coming year. Whether it was a lackluster social profile, possibly a declining search presence or perhaps you put your nose to your grindstone and saw all of your positions jump over the last year.
Regardless of what your past 12 months were like with the search engines, you now have a fresh, clean canvas ahead of you. Give us a call and we’ll make sure that you paint your vision of the coming year.
An interesting little theory for the New Year from Forbes: Apple is being eaten away inside by Google.
The Google Worm
Call it “the worm strategy”—because Google is attacking Apple from the inside out.Over the past six months, Google has begun to systematically replace core, Apple-made iOS apps with Google-made iOS apps.
And this leads to a world where? Well there’s Android users, surrounded by Google search, and there are iPhone users, downloading Google apps—all of which make Google search a prominent feature. Interesting Yes?
However Google faces exactly the same problem that everyone else does: how do you monetize mobile? This is something that no one has managed to worked out as yet:
The key driver is that mobile CPMs are only 15 percent of desktop CPMs. As traffic migrates, seven ads on mobile bring the same revenue as one on the desktop, not good, because the lower CPMs coincide with lower click-through rates. With me so far?
The problem is traffic is flooding from desktop to mobile and no one has yet really worked out how to make good money from mobile traffic. And there’s no certainty at all, although a good bet would be that if there is a solution to be found, that it will be Google that finds it, in the same way they did with AdWords for Web 1.0. ( I knew that would come back to haunt me one day) did they find it? or was it nicked from Overture, that’s another story.
Anyways gaining great chunks of iOS traffic through apps is just great, but that traffic still has to be monetised, so get working on ideas my friends, there’s money to be made here.
As always at this time of year we give our predictions for SEO for the following year, this year we have gathered some help from our friends & other search experts in the field who have given there twist on things to come.
In 2013, the SEO Role must go above and beyond. For example, a basic SEO strategy would obviously include some amount of reporting (for keyword rankings and traffic numbers at the least); however, I find myself analyzing the data to help my client better understand their demographic. Where are visitors accessing the site from, when do they access the site, and what are they specifically looking for when they are on the site?
All of these questions—and more—are in hopes of helping them identify new ways to effectively reach their customer base and ultimately make them more successful. It is SEO’s job to provide meaningful help.
Rand says links and rankings are just means to an end, not the end itself.
What clients really want is not better rankings and more links; they want to make more money.
The SEOs who understood and understand where Google is going and what their clients really want are the ones who are still in business and doing well. For them, the job of a SEO is content relevancy (public relations), user experience, web design, conversions, traffic segmentation, call tracking, research, writing, and anything else that sells products and services and leads to more profits for the client not just short-term, but long-term as well.
Most of all, the job of an SEO is to see the future. Those who can’t will go out of business and take their clients with them.
In conclusion, each of these experts—coming from multiple perspectives–agree that SEO will become a much broader and more complex function in 2013. Yet it will also become more vital than ever before, as it converges with every variety of online presence and marketing.
SEO 2013 predictions