Browsing "internet marketing"
Came across this great infographic by Aaron Wall at SEOBook, what I found most interesting was the deluded people mentioned, here at Fresh Traffic we have been coming across people like this from day one of the internet. The truth of the matter is that most people who say or mention this are on the list, why? simple they cannot do it.
Click to enlarge to pdf version
It’s a honor to welcome another Brit to Winnipeg, Sir Richard Branson arrived to champion a pilot program to put cellular phones in the hands of homeless and at-risk youth, called RAY. Branson unveiled “Phones for Change” Thursday through Virgin Mobile Canada and Virgin Unite, two subsidiaries of the Virgin Group, an international giant that he founded.
When we talk about Branding here at Fresh Traffic here is company that has done it better than most, Richard born in Blackheath, London, His first business venture was a magazine called Student at the age of 16.In 1970, he set up an audio-record mail-order business. In 1972, he opened a chain of record stores, Virgin Records, later known as Virgin Megastores. Branson’s Virgin brand grew rapidly during the 1980s, as he set up Virgin Atlantic Airways and expanded the Virgin Records music label.
I have had the privilege of working for one of the virgin brands online and had a few nights out with Richard in the past, a true gentleman with no heirs and a straight talking intelligent man.
So Rich, welcome to Winnipeg, have a great few days with us and no doubt we will run in to each other very soon.
Richards Winnipeg Chamber Video
There’s merit to the web search team and the tidbits of news they put out everyday. Sometimes they talk about the changes to the algorithm, and about how to expect a shift in the search rankings or placements.
It’s not uncommon for sweeping changes to be made to the web which leaves old code irrelevant, if every little bit was always left as part of the formula, then the search algorithms wouldn’t be the few hundred factors they are now, it would be in the thousands. The search industry would be substantially slower moving, both in use and as a business. Building a website would be an absolute nightmare if you still had to worry about table construction for a half dozen different browsers, and if the flash menu you’ve built with fancy fly away modules would even start up in others. Thankfully, none of that is an issue, as old coding techniques get replaced with much more up to date methods.
One of the basics of web development, that we’ve always made sure to mention to web developers and clients, is to make sure they utilize the metas keywords and description tag. For a number of years, the search engine optimization industry has said that the tags no longer bear any relevance or importance, and that the engines themselves will more often than not choose which they like to use anyways. Putting time and effort into even writing the few lines of code it takes to put them in, is a few lines too many. Fair enough, everyone is entitled to their own opinion, I do offer an example of what can happen when you let the engines decide what to publish as your websites description in search.
SEARCH. <div> <div > </div> <div> <div templateType=”C1″> <ul role=”listbox” class=”"> <li role=”menuitem”> headline </li>
Just a couple of points to note, this is from a multi-million dollar company, with strong rankings in search and in traditional media, and this is the description that was pulled to use in the results page. This mix up won’t hurt their positioning online, or offline, but it proves that skipping the basics isn’t always a good idea. Skipping adding a description tag on the premise that it’s an out dated step, would be the end for a new site online with that type of description pulled.
Previously I mentioned how Zuckerberg was being tapped for information about a possible Facebook search engine, and while he admitted to serving something on the order of a billion searches per day, he wouldn’t admit to there being an engine on the way. It seems this week, that there is still a smattering of discussion still trying to discerne if there is a social search engine on the horizon.
There is a strong belief in the social circle, that the search industry is headed towards a results page which is served based on your friends list. There has been the odd study every few months which seem about as skewed as the recent BingItOn (citing 2:1 Bing over Google acceptance) challenge which are overwhelmingly in favor of a social engine as opposed to a search engine. It’s only my personal opinion, but I think Google and Bing are already headed in the right direciton, with having some social signals being included into the organic and paid results. If someone were to build an engine served entirely by social signals, the only one in the space who could feasibly pull it off would obviously be Facebook, however their reasons for being tight lipped about the possibility of one launching is likely due to the studies being not entirely as accurate as the media would have you believe. As always, time will tell, and change is a very good thing.
Jabber, Jabber, Jabber
There is always a positive side, and a negative side to having someone else complete work for you. On the positive, you are paying a professional to complete a job at a much higher skill level than you could. A negative however, stems from the fact that you are time constrained suddenly, not by your own, but by the professional you have hired.
There is no real way to speed up the process of properly completing a project once you have turned it over to someone else. Just like you bring a car to a mechanic to fix your engine, you bring it to an autobody business to have it repainted. You wouldn’t ask a mechanic to paint it, it’s not their job nor are they proficient at it. In the same line of thinking, when it’s required for your SEO to work through your tech department, mandatory steps can end up taking a day or two, and (we have had ths happen) sometimes up to two weeks. This is an immense amount of time to lose on any campaign, whether it’s a single day or 10 days, it’s time lost in search. It’s akin to bringing your car in for a paint job, but having all of the instructions relayed through the mechanic, to the autobody technician.
Communication is an incredibly important step in the optimization process, and it works in all directions. Just as it’s important for a client to relay desired keyword position, it’s important that as SEO professionals we regularly communicate with you to keep you apprised of how you are performing. When the communication stops, that’s when the problems begin.
An odd job that every site owner should make sure to take the time to do for themselves, is to always be on the lookout for new, or soon to be opportunities. The way these opportunities can manifest themselves for your business vary, you could see increased foot traffic at physical stores, or if you have a strictly online position that your conversion rate on your site has improved.
Be aware of any of the changes in your city and target demographics. Whether your aim is to make sales, or to have people sign up for a news letter, your first hurdle to get over is the one of visibility. If you can’t be found for the newest gizmo in your niche, then you may as well not even sell them. Google and Bing both have a handy tool which you can use to get a feel for how your niche tracks. Bings Keyword Tool allows you to discover search trends over the last few months, and allows you to see how trends which initially move slowly, can suddenly fly up the rankings.
The tool that Google has available is their Trends Tool and it’s a different version of the Bing one. Trends has recently been merged with one of their other tools, Insights for Search, and has become a research gem. You can conduct research on as small an area as a few weeks, or as far back as 2004, you can get readings from a much larger base and it paints a larger picture for you to make decisions on.
Historical tools and data are amazing in helping you make clearer decisions where your market is possibly heading, especially now that we’re heading into the Christmas shopping season. As an example, in 2010 in the US alone there was $30 billion spent in online shopping, and in 2011 that number rose to $35 billion. You don’t need a large sample picture to guess, that number is only going to increase again. This is where Freshtraffic comes in, research your niche, decide on your target and come to us as soon as possible. We’ll help you reach the commanding position you need to take a bite of the (possibly) $40 billion+ online shopping pie.
Organic search engine optimization is the bigger puzzle to Adwords. It’s a tougher to work with, there’s no way to buy your way to the top, and when you’re competing against (possibly) millions of local web pages it can be a tough nut to crack. It’s these more difficult steps which are some of the larger deciding factors as to the cost of any given SEO campaign, and yet it seems to be the largest point of contention when contract discussions come up.
Late last year there was a brief survey conducted about the costs of SEO, and contrary to what some may believe, here at Fresh we’re right on target. For example, we’re working on going on year 6 here in Winnipeg, and while (according to the information gathered) that puts us on the downward slope of those surveyed, it really does show that there was a boom in the industry on a whole. We’re not shy in saying that ever since Jerry arrived and began working his online magic that all of a sudden there were 40-50 SEO “experts” within a year, where as previous there were no players.
We also like to work closely with our clients, as do most of those who were surveyed, and we all enjoy working hands on with the SEO changes after conducting some proper keyword research. Link building is also in our repetoire, as is content suggestions, however we like to shy away from directly creating your content for you, as no one knows your business like you do. As for what just that fraction of our expertise costs you as a client? If you head down to section 9 of the survey results, you’ll find the monthly retainer fees of those surveyed. If you’re an existing client of ours, you’ll know exactly where you stand, and if you’re not, then what are you waiting for? Here you have before you a representation of the projected costs of retaining a true expert in the field of SEO and online branding, you should think of your existing marketing expenses, compare them to the average of the surveyed results. Factor in that organic SEO is the highest return on investment in marketing available and make the (right) decision, we’ll wait.
There’s another minor change coming shortly with Google Adwords campaigns, it’s not exactly something new, but it’s a change that will affect those who are less diligent in the campaigns.
Google has always been a stickler for content, no matter how you feel about the company or the way it conducts it’s search business, that’s always been the case. With the trillions of web pages out there, sometimes the job of finding the most relevant results per search can be difficult, but they do their best. The advantage they have with the Adwords platform however, is they’re able to monitor if you’re actually following the rules they laid down. One of the bigger rules that the search engine has finally decided to become tough on, is just where your ads point too. From the Adwords blog:
Our existing policy has required each sitelink in a campaign to link to a different landing page. That means a user would have a meaningfully different experience on the landing page from each sitelink.
The reason that the company is going to start laying the smack down? They’ve done some checking and noticed that multiple ads are all heading back to the same page, a no-no in their guidelines.
What is going to happen moving forward is basic, initially the Adwords team will focus primarily on the new ads and campaigns that are created, ensuring that the landing pages are unique. If your link matches an existing page, your campaign will only list one of the two, the other will be restricted from showing up. The idea of the enforcement is obvious, they want to give everyone the chance to appear on the results, the best way to do that is to make sure everyone is following the rules they’ve set out. Now don’t fret, and exclaim that you need to tear down all of your campaigns and rebuild them from scratch. The folks over on the Adwords team realize that this isn’t a small effort to take care of your sitelinks so enforcement for existing links will be a few months out. This will affect all new sitelinks going forward at first.
Canada is still really coming into it’s own online, and perhaps Google has come up with the right idea to encourage some growth. The Google eTown award is designed to recognize those towns where small businesses are investing in online tools and resources to find new customers, grow their business, and improve their operations.
Chris O’Neill, Managing Director of Google Canada
“We’re delighted to recognize the accomplishments of the small businesses embracing the web in each of these cities,” said, we know that the Internet is going to contribute massively to Canada’s economic growth..”
We’ve been saying for a few years here at Fresh, that online business is still coming into it’s own for all us Canucks, hopefully this new incentive will help spur things along. They’re not playing any favorites, and have divided the country up into 5 zones, Atlantic, Quebec, Ontario, Prairies, and BC & North. This year the 5 winners are: Moncton New Brunswick, Dorval Québec, Parry Sound Ontario, Canmore Alberta, and Duncan British Columbia.
Across each of the winning towns, business has discovered that the Internet became a vital tool for reaching new customers and engaging with existing ones. In recognition of their eTown status, Google Canada will be presenting the awards to each city during events throughout October. Local businesses will be invited to attend and meet Google experts who will be on hand to provide advice on growing your business online. Actively working on your brand image is one of the key initiatives that you need to pursue while growing online. Being able to translate your offline business into your online image is one of the goals you should be aiming for, and when you’re ready for that step, Freshtraffic is here to help.
It seems as though the walk into the past isn’t quite over yet, as it seems that just like the keywords tag making a comeback, so is another old search term, the Google dance. The folks over at Search Engine Land have been commenting, and there’s already been a handful of stories about the old two step.
If you’re new to the search world, or perhaps you are a site owner who monitors your overall performance in the results, there are some points we’ll go over about how the dance used to function. Summarized over on Marketing Land:
The Google Dance took its name from how the results at Google seemed to “dance” around when it unleashed a new search algorithm — Google’s recipe for ranking web pages — on the world. A search for a particular topic suddenly brought up a set of first page listings different than from the previous day. The listings might continue to change for a series of days until stabilizing around a new set.
So that crazy shifting of positions that had site owners shaking in their boots a few years back wasn’t just imagination kicking it, it was really happening. But this was also back when Google pushed site rankings every month manually as opposed to the auto updating that happens now.
It makes it seem like the efforts that we as search marketers put into building your site and it’s positioning aren’t worth it, but the truth is the dance actually proves the methods of search engine optimization. Just like sifting flour when baking to get the best possible cake mix, the dance leaves you better results all around. The only real question we have at the moment where online branding is concerned, is which dance are we going to be subjected to, the Panda version, or the Penguin version.
There’s always some sort of change in the way that search is handled, whether it’s Bing changing the way they handle images, Google with changing their total displayed results from 10 to 7 and continually testing different methods. Even tablets and mobile devices have their own unique way of handling searches and results, and Apple is no exception.
What Apple is doing however, is completely unique in the search world, mobile or otherwise. Bing displays ten results on a page and Google users sometimes see only seven results on a page, and Apple has decided to go with a single search result per page. It’s a strange move for any search provider to use only a single result per search, and puts a hurt on the mobile display market for the iOS 6 system. It’s just another new feature I’m guessing of the iOS 6 upgrade, to go along with their own version of the maps feature. Probably a good thing that Google is already posting their own map app on their store, maybe there will be an alternative for their search display soon.
And with the end of the week we’ve almost entirely completed moving the site to a new look and platform, hopefully you haven’t noticed the hiccups too much. We’ve made the move to an updated look and feel in order to bring the looks of the blog and the website together, and overall change is a good thing. Or as can be sometimes overheard when Sergei Brin is talking about the Google Glass project:
You either continue to evolve or you go extinct