Let us partake in a litmus test, if you don’t know what that is here’s a very basic definition for you : A test that uses a single indicator to prompt a decision. So here’s the question to answer: Do you have a website for your business? If the answer is yes then the answer to this next question is yes as well; you need to have a solid SEO plan in place.
It’s not voodoo or black magic, it’s not about putting videos up on Youtube and tweeting to your Facebook fans (that’s social marketing and it works as well) SEO is about making the search engines love your website. SEO is about telling the world that “Yes I am the authority on <your niche> in <your location>. I can take care of all of your needs.”
Now here comes the tricky part, there are some simple things you’re going to need to come to grips with when it comes to search engine optimization. The number one point you need to realize is: SEO costs money. Who’d have thought that having someone go through your website, clean up it’s code, properly build it’s navigation and make it faster online would cost money! It’s like putting a new engine in your car, if you’re incapable of putting the hours and skills into doing the work yourself, you’re better off paying the professionals. Even those very simpe steps I mentioned can help to increase traffic and visitors to your website. Another extremely important point, arguably the most important, SEO is not an instant quick fix to your search rankings. It takes time to re-tune your website, update the content and clean the code. After all of that the spiders need to come and crawl your site and decide if it’s better than the last one you had and how you would stack up against your peers now. You could be re-indexed in a day, you could be re-indexed in 2 weeks. You may be on page 6 when you started your campaign and after first pass you’re up to page 3, while not the page 1 where all of the action is you’ve literally improved 100% from where you previously were. The most common metric we tell our clients new and old is, you’ll begin to see significant long lasting results in a 6 month plus time frame.
Enough of those two big scary ideas (money and time), lets talk more about what’s going to happen to your website once you’re up in the rankings. Sitting on page 1 enjoying all of the new visitors you’re receiving, you need to begin to take a good hard look at your home page. Traffic is useless without a conversion of some sort. Sign up for my newsletter, subscribe to our coupon book, buy our product. You need a call to action on your website where visitors arrive. Because if people show up to the party and there’s no party, then the visit was wasted.
To recap: SEO will cost you money and it will take time. Once your campaign is in full swing, breakdown your website and determine your call to action on your landing page. Because without these 3 key understandings, it doesn’t matter if you’re number 1 on the SERPs, or number 1000.
This past Monday, Google finally has tipped it’s hand to the world. To the tune of over $12 billion, the search giant bought up Motorola Mobility, best known for their quality cellular phones.
It’s common knowledge at this point in the industry, that the Google Android operating system has been devouring market share on handheld devices. By adding the Motorola feather into their cap now, Google includes both them and Android, Google voice and fibre optic service plans, as well as their internet voip phone services which are still growing and booming in usage. Providing that all of the industry watchdogs say yes to the deal, Google has bought itself a powerful arm to add to their arsenal with more than 17,000 patents in the Motorola company.
With Android being so popular on so many different handsets, they’re still all going on the record and saying the Motorola purchase doesn’t worry them in the slightest. In fact, they’ve reportedly endorsed the deal as a patent protection measure. That sounds all well and good, but paying $12 billion+ for patent protection is a stretch even for the search giant. Android is a powerful, moldable operating system which many handheld device makers have adopted, but the longer the lifetime of Android has been stretched, so do the problem tickets and the wait of a solution. By having Motorola in their stable, Google will be able to solve some hardware misunderstandings which have dogged their Android OS.
“With Motorola, Google will get a better understanding of how hardware works,” said Ramon Llamas, mobile device analyst at IDC. “They can then offer better help to guide their partners about how to develop hardware for future Android products.”
No one thought 6 months ago that Google would want to buy up a handset manufacturer — or launch a head-to-head assault on Facebook, as it did with Google+. Four months into Larry Page’s tenure as CEO, he’s already proven he’s not afraid to make high-stakes bets. Forget “don’t be evil.” Google’s new motto seems to be “expect the unexpected.”
With all there is to do on the web, how do you internet? According a recent survey, despite all of the distractions and extra activities you can become tied up with, things really haven’t changed all that much. Pew Research and the American Life Project measured adults online activities for the monts of April and May 2011, and what they learned was conducting online searches and checking email were still the top activities performed.
When it came to using search engines to find information online, 92% of adults use a search engine and 59% admitted to conducting searches everyday. Not such a big surprise if you think of the multi-billion dollar a year search industry. Also 92% of adults use the internet to check their email, 61% of which do so everyday. Again, shouldn’t really be a surprise that you need to use the internet to check your email, but that both activities still rank as the top usage was.
“Perhaps the most significant change over that time is that both activities have become more habitual,” it notes. “Today, roughly six in ten online adults engage in each of these activities on a typical day; in 2002, 49 percent of online adults used email each day, while just 29 percent used a search engine daily.”
With the advent of social networking booming in recent years, it’s worth noting their usage was up to 65% of online time, just below online shopping and checking news services online. The survey was conducted with just over 2200 adults (18+) and the popularity of using “dated” technology, aka search, was as popular with the younger users as well as the older. The differences started to show however where 66% younger users used search engines for work, only 37% of older (65+) users did.
Nokia, Android, Apple, Blackberry, all just a few names in the world which compete for market share in the mobile industry. And according to a new report out today from Canalys, Google – the search engine if you didn’t know, holds the lead with 48% of the global market share. Apple’s iPhone running with iOS, comes in at second place with 19% of the market. It’s just another arena that the search giant is dominating in, thanks to their adaptable operating system, Android.
The tech industry has been saying it for years, that the mobile side of search and business was going to be coming soon. Judging by the numbers in the report, that time isn’t just coming, it has arrived. People are using their phones to conduct searches, post to their social network of choice, make purchases and to text their friends about the newest fad/movie/music/television show. Mobile isn’t just a growing industry, Android has grown 379% in the last year to become the market leader, it’s a massively burgeoning marketplace. Business owners and website developers are acting out of sheer folly to not move to take advantage of this space.
And on that note..
It seems that the more we as search experts try to help someone, the harder it seems to become. Search engine optimization is a momentum based business, it takes time to get the proper results so as not to disappear when Panda attacks or the algorithm makes a major change. It’s sort of like pushing a huge stone along a level pathway, it takes a lot of work to get it rolling, but once you start it going it requires smaller amounts of effort to change it’s direction or even to accelerate it. Once you stop pushing however, or once you stop using SEO on your site, you’ll begin to slow immediately, and soon you’ll stop. And then you’re back at square one in the game. And to make matters worse, all of your competitors that have been working out your methods are coming up faster and faster on your rankings, when you stop they’ll just blow right by you like you’re standing still.
So once you’ve reached your desired rankings, it’s not time to let off on the work. It’s actually time to take it up a notch and begin pushing harder and in perhaps an additional direction, say into mobile marketing.
So in the world of search there’s a handful of true search engines, those little boxes of which you type in your current question or conundrum and off you go into the wild internet. We have Bing, which holds onto somewhere around 27% or so of the search market, Google who holds onto the lions share of search at just over 65%, and all those little crumbs in the bottom are search engines like Ask.com etc.
It’s not difficult to find press about how Bing is making massive inroads into Googles share of search, or how last year Bing grew by over 90%.. blah blah blah. When you boil the numbers all the way down however, all you’re really left with is Google and Bing, and the only way Bing is going to make positive growth in search is to take it from Google. So using misleading titles to the tune of Bing overtaking Google, or Bing Grows 90% over the year are nearly wholely misleading. Even with all of this “incredible growth”, with all of the addins and marketing strategies Microsoft throws at Bing they’re left with a fairly large problem. Despite owning more than 25% of the worlds search volume, Bing doesn’t make any money for Microsoft.
That may not seem like it makes any sense, but look at it from a different perspective, try and see it from the advertising angle of things. The sole product sold by search engines are the advertisements that appear on search pages, which are sold not for a set amount, but based on how many times customers click on an ad tied to the search phrase that brought the user to the page. And since Google has such a huge search market share, they’re rolling in cash right from the start because of their cost per click for their adword programs. Now the one biggest reason Bing doesn’t make money, isn’t because they have a smaller search share than Google alone, as it turns out, the cost per click tied to their advertising model is as much as 1/5 the cost of Googles cost. As bad as that may sound as a revenue model, it actually gets a little worse for the Bing machine. Less CPC looks great on the surface, but as an advertiser it brings up the issue of what is driving that low cost. Bing has less traffic than Google at the outset, the CPC to serve the same ad on Bing is cheaper than Google and in the end it translates into less ad impressions on the Microsoft search engine.
So the question in the end really, is there ever really going to be a solid competitor to the Google machine? If a multi-billion dollar a year company can’t even step into the same arena as the giant and succeed, who truly can? I say bring them all on, competition is what made the web what it is today, more will only make it better.
So if you’ve been tracking your sites progress on Googles search results pages, and you noticed some funny movement in the last week or so, you’re not imagining things. Google came out with it finally and admitted, yes they’ve had another regular update, but with Panda as part of the equation this time. Some have noticed that their sites have shifted a half dozen places or so, and some have noticed that for some of their optimized terms they’ve just completely disappeared.
As shocking and distrubing as it may be to suddenly find you’re not in the results where you were in the previous weeks, you may want to hold off on that complete site revamp to address your disappearance. To put it another way, Google took their search index, full of billions and billions of terms, tossed it up in the air and all of the websites are still coming down. Being filtered into all of their most relevant terms based on the current algorithm, it’s safe to wait just a few more days to see what happens through the weekend.
Google and +1
So search, it’s a funny game, moving, shifting, always changing. Facebook has their ‘Like’ button, which Bing has added their own special metric and weight to. And Google has their newer +1 button which they’ve come out and said basically ‘Yes it’s good for you to have on your site along side the Like button’. Basic fact though, the implementation of the +1 button on your site was actually bogging it down as of late, cutting your performance in half by almost half in some extreme cases.
While the Facebook ‘Like’ button is a flat blue color, the +1 button is a script or two which glows and stands out from your web pages. Definitely a hindrance to performance conscientious site owners, it wasn’t long until another disturbing trend was noticed. Visitors to pages with the +1 button, were slowly and steadily dropping. Almost strangely and on cue, Google has released a new version of their +1 button, faster, sleeker and much more in line with current web speed standards.
And just like the Facebook button, and those scandalous people making a living selling their browser clicks. It seems that because the +1 button can have a positive effect on your search ranking, some of the less scrupulous SEO companies out there are now selling their clicks. It’s not much of a stretch or a surprise really, as there are grey SEOs to be found all over the web selling all manner of SEO tricks. Selling links, scraping and rewriting content for you, Facebook ‘Like’ sellers and now +1 sellers. Just cut the SEO juice from the button and it’s true use will emerge, content promotion because it’s genuinely good content.
Unless you’re a member of the tinfoil hat group, you’ve undoubtedly used the internet and a search engine at some point in the last few days. You may have used Bing, maybe Google, but you had that need for information. Irregardless of which search engine you decided to partake in, you made your choices based on what you learned. But if you’ve ever been curious, ever taken the time, the results from Bing and Google can sometimes completely differ for the exact same search.
Effective searching is, strangely enough, a skill that everyone who is online should have, yet few do. It’s actually difficult sometimes to explain to clients, both existing and prospective, that the more complicated you make search in your head, the more frustrating your SEO campaign will be to you. The first problem as a business and website owner that you need to overcome, is the idea that when people search for you online, they use niche or specialized terms as they work. Unfortunately however, this is where things begin to go over the top in complication. If you own a website and business which fixes vacuums, then it’s in your best interest to optimize and build your site around that theme. The wrong approach to take would be to try and optimize your site around all of the different brands you deal with, instead of using an all encompassing term.
Different search engines display their results differently as well, and you’ll show up for different terms in them. Some of the points which will influence where, when and how you appear are things like your content, your url structure can even influence your positioning some what as can the lack of content. There’s no such thing as too much content, provided of course it’s relevant to your business and website. Keep it simple, don’t overthink it, and before you know it you’ll be showing up in the SERPs for all sorts of terms and phrases relevant to your business.
There has been a fair amount of chatter lately about the possiblity of the bear being let loose in the wild. The bear in this scenario, while invoking a cute and cuddly image, has been anything but to some webmasters out there. I’m referring to the Panda update which was primarily implemented earlier this year in February, which in the last few days speculation has arised it’s currently loose. Google of course is tight lipped about it’s algorithm and of their method of being deployed, this all together just leads to more specualtion and hyperbole.
One of the stranger aspects of the search game and the internet in general, it seems that people forget the internet is always changing. It’s not shifting a little, it doesn’t even shift somewhat throughout the week. It’s constantly shifting, pages being created, websites being launched and search, shopping and social algorithms are continually being tweaked and modified. And because these algorithms are always changing, always moving, so do the indexes. Shopping, social, search, none of the indexes you search for and look at today, even somewhat resemble what you would have found even a few months ago.
Is Google+ a contender, or is it merely a flash in the pan like Wave and Buzz were? If the recent trends where the beta testing of Google+ are the be taken seriously, then Google’s iteration of the social network is most definitely a contender. Even Mark Zuckerberg seems to be taking the upstart seriously as he’s recently reactivated his Plus account and has been spending some time using the network. It’s most definately a good idea and competition of course breeds innovation. Only good things can really come from the continued growth of Google+.
Saying that the social network being offered by Google is a contender in the social space, really isn’t as massive a deal as at first glance. Calling Google+ a contender in social is much the same as calling Bing a contender in the search game. Bing is holding onto a solid 1/3 of search volume occuring online, and if you use the same percentages for argument sakes, that would give Google+ a strong membership somewhere in the neighborhood of 200 million members. Definitely a contender, have you tried Google+?
It’s fairly easy to find an article or blog with the viewpoint that Google is too big to be considered ‘not evil’ and they’re just a data hungry machine. It’s also not uncommon to find a writer who’s convinced that Facebook is the embodiment of forward progress online, that you need to have your eggs in the social basket to move forward. The American Customer Satisfaction Index came out recently, and while Facebook and Google are in different categories, only one of them comes out on top; as a hint it’s not the social one.
The average satisfaction mark for the public for social networks is at the 70% mark, and Facebook came in at a 66% approval rating irregardless of being the biggest on the block. The leaders of the social category as it were, are Wikipedia, the largest online publicly edited information source, and Youtube whose billions of hours of video can help wile away the rainiest of days. Those who answered the poll cited issues such as privacy and security concerns, unexpected changes to service and overcommercialization as the reasons for ranking Facebook so low in the results. This doesn’t mean of course that Google+ will immediately supplant Facebook as the social experience destination on the web, but after looking at the poll numbers, Facebook has to realize that their platform they’ve been on for so long isn’t as stable as it first appears. It does give Google and Google+ a bit of a cheat sheet however when it comes to user experience.
In the search engine portion of the same poll, Google did come out on top of their category with an 83% customer satisfaction score, it’s a 3% increase from the previous years score. Bing also climbed swiftly up the ladder as well, from a 77% rating last year, to an 82% rating this year. Bing has seen some solid gains in the customer satisfaction experience while serving up 30% of the webs searches to Googles 70% served. In the realm of search, Google is still the king of the mountain even with Bing making some headway in the space.
When it comes down to the bottom line, what will really determine the shape of the web at this time next year is what happens with these companies in the next 12 months. Facebook could turn around and make privacy a no brainer and Google may completely flub the search game. Or Google could submit their offering to the social web and Facebook may see a trickle of users slowly leaving for a more controllable social experience. Competition is a great tool to help improve the quality of the user experience on the web, putting strangle holds in place for these web giants where their every move is scrutinized by the public, lawyers and the government, is the surest and quickest way to stunt online growth.
In a 180 switch from where we were a few years ago, it’s fairly quick to find a post or two about why Google absolutely can not beat Facebook. Googles version of the social site in Google+ is a more finely tuned machine at the outset than Facebook was. And as any who’ve been a part of Facebook from the early days can tell you, the site now isn’t even reminescent of what it used to be, and it’s still going through growing pains.
But going back to the point of Google+ can not beat Facebook (at their own game of course) I’d think it’s a little early to discount any players in the social space. At this point there are really only 2 social platforms that people work and focus on, Facebook and Twitter. Twitter of course delivering pint sized pearls of wisdom, 140 characters at a time. And Facebook a social behemoth with hundreds of millions of users, close to 750 million at last count, countless apps and means to wile away your hours. I find it a premature evaluation that Google+ has no chance in the social space, when some of it’s greatest strengths are what it openly lacks, time wasting apps.
Facebook is quick with the stats and saying they have 750 million ‘active’ users on the site, when in actuallity it’s probably closer to half of that. Even still, having nearly 400 million active users on your website, is a mighty hammer to hold up to any competitors which may look your way. By that same token, Google fields hundreds of millions of searches each day, just like Facebook has their millions of active users. Basing opinion upon the current beta testing population against the hundreds of millions of users on Facebook is as fair as comparing Facebooks search prowess versus Googles, they’re completely different animals.
Some articles I’ve come across have stated that Google screwed up their last social (mis)adventure when they threw Buzz at the public and made the erroneous error of automatically making everyones Gmail contact list public. And that the public is going to be gun shy about venturing into their newest social offering because of that. Well unless you’ve been living under a rock for the last few years, Google isn’t the only company to have privacy concerns. Facebook for a while was in the news weekly with new questions being posed to them via the FTC about the access to information and their heavy handed approach to social and automatically opting your account into applications you might be interested in. Anyone who has tried to navigate the Facebook privacy settings as well without a manual at their side can attest to the jungle of links and drop down boxes which offer no clear direction. Google+ currently, has much a simpler and potent philosophy, you’re private unless you want to be public. And if you want to be public, managing your settings is simple, you can share with everyone, only your friends and circles, or you can pick specific circles to share with.
Now the circle idea has been gaining some traction in that it’s actually quite simple to operate, provided you don’t do it with your eyes closed. The circles in Google+ would most easily be described as creating a group on Facebook and inviting people into that group. The difference however, is you control who is in your circles. You can create specific groups for yourself, in order to share in the way you like best. The option on Facebook currently is to create multiple groups and dissect your friends list and invite them one by one. Creating and adding to a circle is as easy as drag and drop from your friends list and you’re done. No waiting on those people who only login once or twice every couple of weeks and hope they’ve caught your group invite.
Currently Google+ is in a good place, it flows well, it’s easy to work with, and the hangout feature is a really neat idea. If they can get the bandwidth to work out properly for it so it doesn’t destroy monthly caps, I can see getting lots of use out of the feature. Think of it from a business perspective, face to face video/audio conference calls between all relevant parties, for the cost of your internet connection.