Browsing "internet marketing"
Does search engine optimization need to go the way of the dinosaur? If you follow any of the reporting outlets out there, it’s usually a couple of times a year that they’re bringing out the funeral procession for the SEO industry, but since it became the defacto method of gaining visitors it hasn’t budged. But is it really, finally time to bury it?
Before I get too far ahead of myself, it needs to be said that the search industry isn’t going anywhere, anytime soon. With more mobile devices connected to the web than there are people on the planet, the method of delivering results is going to continue shifting to that marketplace, but it will never disappear. A better way to pose the question might be, is it time to lay the term SEO in it’s death bed? Search engine optimization began it’s time as the goody two shoes brother to black hat results page spamming that plagued the internet in the early days, and still to this day plays it’s own part in the search world. Black hatters, for all their dastardly intentions, actually play a vital role in the search market, because if they didn’t exploit things and try and find ways around the algorithms, then it could never improve at the results it provides.
But that aside, with the prevalence of information on the web about best practices, Bing recently came out with their own version and it reads much like the Google one, blogs, forums and podcasts about some of the methods and means of working with your site and it’s content to rank on the web, it seems like these days everyone is trying to be an SEO expert. And with this happening, the name and it’s methods have become muddied, with conflicting steps and methods, with some who profess to be gurus who outright skip using the basics.
It is a difficult decision, to try and come to a conclusion of burying the term search engine optimization, but then what to use in it’s stead. Online marketer, online branding consultant, perhaps internet consultant. The one simple problem remains though, that no matter what moniker gets attached to the industry, eventually everyone who followed suit into the SEO realm, they’ll follow along with the new buzz term. Maybe with that in mind, it’s just as well to let SEO live for another day, for now.
Online marketing and branding is can be an intensely competitive market, made even more difficult with there being billions and billions of web pages out there about everything you can imagine. And while they say imitation is the sincerest form of flattery, it can tend to be a death note where the search engines are concerned.
With the web being so massive, it’s can be often difficult to say where content originated. Images get copied, text gets scraped and snippets of code gets replicated across the web on untold amounts of websites. Where organic optimization is concerned, it’s a time intensive process to prove original authorship in some cases, and even then it may not make a ton of difference. There is a difference however, where paid advertisements are concerned, such as with Adwords campaigns.
Adwords is a much different platform from organic search, the biggest being you’re paying for your positioning in the results pages. You bid for your chosen keywords, and if your ad copy and your bid are better than your competitors then your ad will appear, frequently before theirs. It’s a lucrative search market namely because it’s where people make their snap buying decisions. Sometimes, there are companies out there which play a little dirtier than others, sometimes copying ads copy directly, or even copying ad titles and format. It is a dirty business practice, and you can compare it to Pepsi mimiking a Coca Cola commercial or tune.
As dirty as it is to copy your competitors titles, copy or entire text, due to the nature of the business they may be allowed to run the ad, that is of course unless you dispute their usage. A prevalent argument that is often found in these cases falls under the Adwords informational site policy, a long winded document that exists to cover the usage of trademarked terms use in Adwords. It basically limits the use of a trademarked term to the original mark holder, or a reseller of the product. The loop hole exists however, when you get to the portion of informational sites, which can carry the trademarked text if the landing page of the ad is informative in nature to the written ad text. Now just because the loop hole exists, it doesn’t mean you’re out of luck if your competitor runs an identical ad using your text, your primary step should be to file a dispute in your Adwords account against the ad. You’re also covered in the same trademark policy text where it basically says you can’t use a trademarked term if the goal is to take sales away from the trademark holder.
Make sure to be diligent with your Adwords copy, and if you see someone using your very own text to try and snag away sales then you should be reporting them as soon as possible. If you let it slide, there’s nothing stopping you from losing your next big sale.
Recently Google went and turned on their own tool which enabled website owners to disavow selected backlinks coming to their site. Great tool, that allows a diligent site owner to take control over who links to them. The process is fairly basic as to the steps to follow, you create a text file which you upload to your webmaster tools account with the backlinks you’d like to have disavowed and voila, supposedly case closed.
It seems however, that some people aren’t content with the way the system works. After submitting his disavow list, and resubmitting a reconsideration request they were greeted with the advisory that there was still some bad links pointing to his site. The timeline with which this webmaster is unhappy with, has been a month since their initial submission of their disavowed links. There are a couple of theories about why there are still some problems, but there are also a handful of points that all webmasters who use the disavow link tool need to bear in mind.
A primary point you need to think of when using the disavow link tool, is that it is not an instant or a quick fix tool to any and all back links you might want to remove. Google has data centers all over the globe, and with that it has a number of different versions of your website at any given time. As odd as it may sound, it’s like using a collation system when working on a project through various stages of completion, so when you’re finished you can see what your steps were all the way through. Just like you could look at version 2 of your project development and have an idea of where you were, each data center will have a slightly different version of your site and it’s backlinks. It takes time for any kind of a clean up request to propagate through the entire system.
A second major point that needs minding, is you need to understand that just because you’ve submitted the disavow list, and/or asked the offending back links to be removed, it doesn’t mean it’ll happen quickly (as per the first point) or at all. The tool funtions much like asking another site owner to remove a link to your site, it’s a request, and if it happens you have no control over how quickly it does.
When I arrived in Canada in August 2007 I got to speak with three print media giants in their own area, The Yellow Pages, Winnipeg Free Press & Winnipeg Sun, in that order.
I told each and every one of them that they needed to change outlook and the way they operate to make dollars and survive going forward, all thought I was some cocky nut from Blighty.
Funny how things work out, The YP, they owned autotrader at that time and took what I told them as a slap in the face on how they needed to change direction on how they advertise, worked online etc., they sold it to the Brits losing $500 million dollars. Full Story Here
Then I spoke with the Free Press on a couple of occasions thinking I might get more traction in my adopted city, they had a circulation of around 500,000 at the time if we believe the stats, again they thought this guy is nuts, all he does is go on about Online, Google and Social Media, we are starting our own stuff on our website selling cars, real estate and banner ads, we know what we are doing, a few years later they tell me they are doing their own app and this is going to be killer, I asked for who?, I learned last week they are changing again as all this has not panned out as expected, were losing revenue and oh we are building a new website too.
Thirdly the Winnipeg Sun, I had a great meeting with the then boss Kevin Klein, a nice guy who actually had some idea of what the future might hold, but unfortunately they were tied to some boat company and there advertising ways, not good either, so today they announce they are laying off 500 workers to save $45 million a year. Full Story Here
The morale of this story, don’t judge a book or the person even if the book might be slightly X Rated, if that book has been a best seller around the world, maybe, just maybe they could be something in there your missing that could help.
The world has changed dramatically on how we get news, tweets to our tablet hours before the main news announce it, mobile uploads at the scene, if you have not lived this way of life for the last decade it’s very hard to catch up.
Shit Kickers we are, we have never denied that, but it’s all for our clients, when they win we win and we win alot.
It has been about a year since Google began encrypting the search data automatically for it’s signed in users, which has crept up in the search metrics to be a rather hefty portion. As it has turned out, almost 40% of the keyword results to a group of 400+ websites has returned the ‘not provided’ Google Analytics.
The 40% statistic of ‘not provided’ is just an average sampling of what has been found, some sites reported as high as a 60% sampling of the returned value. As a user of the web, on the surface it looks like a great feature that being signed into your Google account does not disclose how you searched for a site, but as someone who works daily on the web has been a slight hinderance. A very basic break down of how, as marketers, we would use search metrics to handle our site traffic is:
keywords you searched
page you landed on
does content match
did you stay on the page
That’s just a very basic run down of how we use the information that is now hidden to Analytics users. Now that Analytics users are getting the returned value of ‘not provided’ keyword for as much as 40% of their search results, it makes it tougher for them to discern visitor flow through to their website.
It sounds on the surface like a win for user privacy and control of your information, but in reality it makes targeted marketing campaigns much more difficult. Think of it in terms of shotgun marketing versus precisely tuned, instead of finding exactly what you’re looking for in your search results page, you have to start playing the back and forth game. Click a result, if it’s not what you want, search again and try again. It can make the process much more drawn out than it should be.
We’re firm believers that you choose the right tool for the job, and that’s why here at Fresh I am not a web designer. I can optimize a site, I can make it run like it’s on lightning and clean and organize code to an point of near OCD. Design a site however, and I fail horribly in the aesthetic aspect. It’s at that point that we bring in a proper designer to create the product image, and I take it from there.
It is very important that we do this too, as just as it’s a time consuming process to work the optimization to a proper level, so is the design of a site, all the way down to the color scheme. Color isn’t so much as a deciding factor in the case of organic search optimization, but you need to consider what visitor you’re building your site for. People, not crawlers are what is going to bring you the return on your website investment, and if a visitor is immediately turned off by the aesthetic of your site and clicks that back button, you can just as well chalk it up to a negative mark to the search engine results pages. If visitors don’t like spending time on your site, it won’t matter if you have the best content in the world, they won’t link back to it and you won’t build relevance which won’t help drive you up the results. It’s a circular issue, and it can all come down to a simple website trait, even just your color scheme.
It’s been offline for a great while, but anyone who used the web 10 years ago remembers the visual atrocity that was the Geocity personal pages. Gif laden with pixel graphics and flashing banners, it was a difficult task to navigate through them to find what content you might happen to be looking for at the time. I’m sure there are enough people out there who remember trying to read yellow text on a green background a time or two. The web has thankfully matured to a much better point, with high resolution graphics and some vastly talented designers coming up with some incredibly detailed and interactive websites.
So when you’re working on your image of your website, remember to keep things easy on the eyes. You can be stylish and still be functional, make your site easy to navigate and read. Make sure your images and graphics blend in naturally with your site and try and stick to color schemes that don’t assault your senses. It seems like such a trivial point when you think of the bigger picture, but even just the colors of your website can drive your site around on the results pages.
After putting in extensive time and effort into procuring a website and filling it with great content, it’s then that the single most important step you can take online needs to take place. Your search engine optimization efforts – do you hire the professionals, or do you try to take care of it in house. In case you’re asking, the right answer is always hire the professionals, but, if you do decide to take on more than just the basics of good design, there are some pitfalls you need to be aware of.
One of the primary steps you need to consider with a new website if you had one previous, is what to do with all of those old links and content. The right answer, is to properly 301 redirect them and make sure that you’re tieing everything together properly. If you don’t, you’ve basically destroyed any kind of history and relevancy you may have already built with the search engines. Just because you’re revamping your image and/or your marketing drive, doesn’t mean you immediately toss out what you had previous, think of your old site and links your bedrock. If you just toss it to the wind you’re cutting your legs out from under you.
Also in the same line of thinking, just because you may be the big fish in the pond for your industry, that means little or nothing on the search engines. Even if you’ve been the key player for the last 10 years, don’t automatically assume that you know how your current and prospective clients might try and search to find you. Proper keyword research is absolutely imperative in being able to be properly indexed and found online. Just like in the previous example, you’d be selling your site short if you don’t do it right.
Don’t be lazy and take shortcuts, whether it means in your website or in your optimization efforts. If you’ve hired someone to take care of your SEO for you (as you should) then make sure to get periodic updates from them so you can have an idea as to how you’re progressing online. It’s in our best interest to do our absolute best for you, because great ROI for you means great ROI for us, it goes both ways. If you’ve chosen to go your own way and try and perform SEO on your own, be extremely mindful that there are hundreds of ways to get caught up, even accidentally, in the search web. If you don’t know how to navigate through the myriad of mazes that is the search engine optimization process, then you should know enough to call in the big guns.
My last point has to do with the idea of being lazy, and not really knowing what you’re doing, but I won’t elaborate on it a whole bunch as the answer is very simple. Links – if you don’t have the time or the skill to properly build them, do not assume you can buy them. You never buy links.. ever.
So finally the election is finished, and the winner has been decided. If for some reason you’ve been living in a cave the last couple of days, Obama took the crown and is set to begin his second term as the President of the United States. And regardless of who you were rooting for, there were some interesting search discoveries over the last couple of months of the battle, which have their roots in search.
A few days back, there was a story run in the Wall Street Journal about how Google was serving up results pages in what some were thinking was a strange coincidence. It seemed that even with being signed out of a Google account, and being on a cookie free browser, the results when searching for Obama almost bcame personalized. The article that was published even went on to say that the search engine was biased when searching for obama and related news, with one story coming right out and saying that the candidates were being treated unfairly. While it would make for a great conspiracy story, the unexciting truth is that it’s just how the Google algo works. Google simply displayed results based on how people searched for terms, the example being
more people searched for “Obama” followed by searches for “Iran” than the number of people who searched for “Romney” followed by “Iran.”
That was the first interesting point, the second follows in a similar vein.
It’s not really news anymore that between the candidates there were hundreds of millions of dollars spent on campaigning, but it was interesting to find that Obama out bid Romney on search ads online at nearly three to one. Both were bidding on the big hitters like ”2012 election” and “2012 presidential polls” to lead people to their campaign websites, but it was the former President who owned the paid advertisements of the results pages. Sticking in the trend of online visibility, Obama had Romney beat across the board with more Facebook fans, website visitors and Youtube video views.
The largest demographic in the voting populace is shifting to a much younger, information hungry crowd, so being able to be found online should be an integral cog in any parties agenda. When you shake all the numbers out from organic results to paid search, it looks like in the end Obama simply out optimized his opponent, and as helped secure himself with a second term.
Recently Google confirmed that another Panda Update has happened. Worldwide, the update will impact only about 0.4% of queries that a regular user might notice, in the US that number reaches around 1.1%. This latest update makes the 21st confirmed Panda Update by Google and while it can leave site owners a bit leery, there are a few things that you can do to help your site.
One of the simplest things that you can do for your online position is to create a dialogue between you and your customers. Keeping them apprised of developments in your business or your product, and encouraging discussion. It can lend your site ongoing, timely stuff to encourage the Google algorithms that feature content based on freshness.
What this can do is attract your audience to interact with you. User interaction signals like a comment discussion, can help your site gain higher prominence in Google local results. Having an active blog can also develop into more subscribers and frequent visits, and generally make a site/business appear more friendly and open. Blogging enables you to rank in Blog Search results as well as assisting with regular keyword results. Ultimately your goal, is gaining more prominent positions in your local search result.
An added benefit of blogging is it provides you with your own voice, in case anyone ever tries to attack your company online. You can think of writing your own blog as a linchpin of proactive online reputation management. Because where the internet is concerned, it’s forever and once it’s out there anyone can find it. This is also your simplest route into the social media market, as you can develop your own Facebook fan page, Google+ page and a Twitter feed, and link your blog directly to it. This provides your business with a solid bedrock for developing your own, unique social media presence. Using your blog as a feed source, you can use it to actually reduce your workload by simply adding content in one place and having it show up in your various social media pages if that’s what you want.
In the online digital world that we’re moving towards, there are a lot of intangible elements that can leave you wanting for more. Are my documents really safe to be stored only in a cloud service? How can I discerne how my visitors interact with my website? Is it possible for me to work out a precise return on investment for my SEO and PPC (pay per click) campaigns?
With there being so many extra variables, it’s difficult to acurately answer those types of questions, as each case is unique. Some cloud services are much more reliable than others for example, while even the biggest and best companies don’t sell themselves as having 100% uptime. Because where the web is concerned, it’s still has more than enough unknown variables affecting performance. There has been software, which reports assumptions of how visitors interact with your website for example, basing it’s calculations on mouse point duration and location. It takes the clicks that users perform on your website and use the aforementioned mouse position to determine your highest activity zones on your website. It’s still a best guess scenario at any rate, as it can only assume that each visitor to your site is actively engaged, and not tabbed out of the screen leaving you with a false positive.
Return on investment, is also one of those intangible variables that can be difficult to distinguish where search engine optimization is concerned. Pay per click is different in that you are actively bidding on your traffic and visitors, banking on their impulses to make conversions. Google Adwords for example can give you a calculated percentage of what each click through visitor was worth for you, so you can determine if your Adwords cost is justified, so you can make a solid decision on that investment. SEO is a tougher variable to work with, as your site content has to be that much better. Once you’ve worked on your campaign well enough to rank organically, you need to then work on your content to determine if it will elicit the response you want, whether it’s a newsletter sign up, email address or a direct purchase. There are a handful of sites which are built to help you work out the return on your SEO investment, some of which run with a hefty price tag. Organic optimization is the business of bringing your website relevant traffic, if your content is well done, you’ll convert to the type of result you’re looking for. Sometimes the information you’re seeking, is only a few clicks away, and you will learn how you’re being found.