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Tagged with " bing"

Knowing Your Search Services Definitions

Aug 21, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

viralEvery now and then when taking an inquiry on the phone, we get asked what it is that we do. Turns out that when you tell people that we deal with online branding and internet marketing, they manage to disconnect those terms with SEO, and instead assume that our focus is on pay per click rankings and such. The truth of those terms however, is that they’re all related, and all different from each other.

Search engine optimization – This is most likely the term you searched for when landing on our website. SEO has been a big buzz word in marketing circles the last few years especially, with the explosion of consultants appearing on the scene. There’s millions and millions of pages online to find information about SEO, and it’s extremely easy to read a forum or two and suddenly decide you know what you’re doing with search. The quick and easy test to discover if the person who is helping you is good at their job? Search for them, if they can’t appear in search for their industry terms, how can they realistically help you?

Online Branding – Online branding is a different goal for your website, and it’s as simple as defining the term. Anyone with a website and a business will only benefit from branding themselves and then growing that brand on the web to suit their offline image. It’s done with the idea that just by the mention of your business name, it conjours up your logo, slogan, and/or design scheme associated with your products or services. The way this plays out online for you is two fold, as you’ll be recognized as an authority in your market by the search engines, and your website (if your developer has done to the SEOs specifications) will be highly relevant as well.

Pay Per Click – This goes by a couple of industry wide terms, AdWords is more revolving around Google with their sponsored ads campaign and search engine marketing as a more all encompassing term when you’re talking about paid advertisements around the web. The paid advertisements often catch a lot of unreasonable criticism from some search users as they can tend to show up in some inconvenient places. While there is some truth to an ads location sometimes impeding on the organic results listings, it’s simple to discern which results are which as the paid ads will say they’re paid ads. The paid results are often on a different colored background, and will say something to the effect of “Ads related to – ” or “Sponsored Listings”. A key point to think about, and consider when you’re first building your own search campaign, is to weigh the return on investment if you were to use PPC as part of your strategy. A simple way to explain how ads are chosen to be displayed are by relevance to the search term, is the bid for the term meet the cost (the ads are based around an auction – high bidder wins in most cases), and is the text of the ad appropriate to the search query. This is a quick way to gain some visibility if you’re trying to rebrand your business, or if you have a brand new website and want to try and gain some quick traction. In then end for things like big money terms, like “hotel rental” it will likely be the company with the deepest pockets who commands the top of the paid results, but that doesn’t mean you don’t have a shot at the most important organic results that make up the meat of the page.

Internet Marketing – It’s just an all encompassing term to wrap up all aspects of online marketing. Whether it’s SEO, PPC, branding for your business, when you hear the term internet marketing you just need to keep in mind that it’s a general term, not a specific one.

Are You Panda Proof?

Aug 20, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

There’s a lot of scary terms in the the SEO world, and if you’ve been reading about the benefits that you can gain from a properly executed search campaign, you’ve undoubtedly run across some of them. Usually they include things like Google bans, black hat tactics, spam penalty, any or all of which can effectively lead to your website being dropped from the search engine results pages. So here are a couple of tips that you can focus on improving your website, instead of thinking about the unlikely doom and gloom that awaits those who try and trick the search gods.

brandingstampNow these won’t make you immune to any radical changes that Google or Bing introduce, but those types of updates are infrequent, and while can be devastating if you’ve been doing the wrong things for some time, don’t automatically end your online marketing campaign.

One of the first things you need to realize about search, is that you need to make your business a brand, regardless of which results page you’re trying to crack. When you conduct a search the most frequent returned results in the top spots are always major brand names. Especially if you’re searching for things like electronics, sporting goods, hotel bookings, most likely all will be major brand names. First instinct may be to think that they pay Google and Bing directly to perch their business and website at the top of the results page, but the realistic truth is they’ve built their brand. When you think of a company like Coke or Pepsi, you get the image of a soft drink in mind, Mercedes and Porsche brings up vehicles, and so on. You need to think of your company as a brand and what type of image you want to build for yourself online, then when you come to us with your goal in mind we can help you mold and craft your website to suit that image. Build your brand offline, and that traction and attention will follow to your online presence as well.

And when it comes to your website, forget about the search engine bots that crawl your pages and your content. You need to build your site for your users, not for the algorithms. While your end goal may be a sale to a visitor, you still want their interaction with your website to be so good, that they bookmark your site and even refer others too it. Create a high quality website with a positive user experience and you’ll find your internet marketing campaigns become doubly as effective.

A strong, positive user experience coupled with a clear and consistent branding campaign will boost any company in the search results, regardless of the size of their bank accounts. And as an added bonus to all of the effort in providing such a clear message online, as I stated in the beginning, you’re positioning your website to be almost entirely update proof.

FTC’s New Paid Search Guidance Will Rearrange Search Marketing

FTC

The Federal Trade Commission recently issued a warning to the major search engines requesting that they more clearly distinguish between the organic results and paid ads. This applies not only to traditional search engines, but also social media outlets, such as Twitter and Facebook, as well as mobile apps.

The FTC’s warning to search engines should be a wake-up call to the search marketing industry. The days of playing fast and loose with mixed paid and organic search results on search engine results pages (SERPs) appears to be coming to an end. In its place will be more stringent oversight of how search engines display paid search results and, as a result, more cumbersome and potentially onerous restrictions on what search marketing can and cannot do with their campaigns.

What are the potential implications for marketers of this new guidance? What do search marketers need to do now to begin adjusting for these changes?

It is unclear at this point the extent that each search engine will address this request, but it is expected that minor changes to the way paid ads are identified will ensue to avoid possible FTC action.

These changes, however, can impact the efforts of search engine marketers, as they will potentially need to make more drastic modifications to their search engine marketing efforts.

Here are some potential effects that the FTC’s warning will have on marketers:

Further Real-Estate Limitations

Clarifying the difference between paid and organic search listings can potentially limit the space available to both organic and paid listings. This means that either fewer results will be able to display “above the fold” without scrolling, or the character limits within each result will be reduced.

If the number of results above the fold is decreased, achieving an above-the-fold listing will be even more competitive. Businesses will be competing heavily for top placement and more of an investment will be needed to generate current levels of volume.

In the case of character limits being reduced within each result, businesses will need to update their online messaging to get their point across in less space. Paid ad titles and ad copy will likely have to be updated to fit within new limits and titles, and meta descriptions of organic mobile pages will need to be shortened to avoid being truncated when listed.

More Strategic Mobile Targeting

Paid search targeted to mobile devices is one of the fastest-growing digital marketing channels and is playing a bigger role in how consumers find products and services. The implications of the FTC warning on mobile paid search could have a big impact on how these ads are displayed. Mobile search real estate, because of the size of mobile browsers, is already very limited.

What marketers will need to pay close attention to is how they segment their mobile targeting by device type. For example, the difference in the amount of SERP real estate between tablets and smartphones is likely to increase. Targeting and bidding strategies will need to vary per device to be most efficient.

Changes to Voice-Activated Search Services

Another implication specific to mobile search is brought on by the request relating to voice-activated search results. The FTC’s warning extends to services such as Apple’s Siri and Samsung’s S-Voice. The FTC has requested that when a voice search is executed, an audio disclosure should be made to identify paid advertising. This could potentially deter users from those paid ads, making the organic listings more valuable.

Marketers must keep a close eye on search engine results and take note of any changes that occur. When used correctly and responsibly, paid search marketing can provide a tremendous benefit to brands’ online marketing and customer acquisition strategies. But in light of the FTC’s letter, the days of deceptive paid search tactics are coming to an end. That will benefit both consumers and marketers in the long run.

Mediawhizzllc

There Is No SEO School

Aug 12, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

The nature of the SEO industry is different than any other advertising method. Where other forms of marketing are concerned, it’s fairly simple to find a college or university course to enroll in, and there you can learn some of the beginnings to print, radio, and even television marketing methods. But search engine optimization is a different sort altogether than the others, it’s not something that can be readily taught, and it isn’t a field that just anyone can work in.

seoA big reason that the very idea of teaching someone how to work in the SEO field is folly, is the same reason the market exists in the first place, the search industry on the internet. The methods that you can learn at any time from anyone working online are already past their primary use, and while they may still work on some level they’re out dated. The way that Google and Bing have their algorithms running and autonomous for the most part, means that you just can’t be ahead of the curve in the ethical SEO world. This is the primary reason that the black hat world and SEOs exist, and while the methods will work for a day or two, in the end the spiders will spot you, and the site will disappear from search. It should be common knowledge that if it seems too good to be true then it probably is, but it is always good to remember that point, if an agency approaches you promising the world on a platter, look twice and ask for examples before jumping onto what could be a sinking ship.

Going back to the way that Google, Bing and Yahoo work online, it should also be kept in mind that over the course of a year the search engines are updated 200+ times. So any course that is being taught about search engine optimization, that information is outdated after the first week of class. Think about that point from an old media perspective, television, radio and print advertising hasn’t changed much, if at all, in the last 50 years. Yet advertising and marketing on the web is in a constant state of change, how would it be possible to teach a course about something that is entirely different month to month?

Be wary of an individual or an agency who approaches you with claims of having gone to school to learn all there is about search engine optimization, because what you learn in a book, is already out of date on the web. Ask for examples of their work, see if they can provide a list of websites or perhaps a past client whom they were able to successfully build their online presence and improve their position within the results pages.

The Myth of Dieing SEO

Jul 25, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

There is a re-occurring trend within the bloggosphere that search engine optimization is either dead, dieing, doesn’t work, or is a good way to get your website banned online. The only real issue with any of those assumptions is they’re all mostly false, if not entirely fiction.

viralWhen you hear the line that SEO is dead or dieing, it’s actually in a humorous context, because the article in question is written to be link bait, a very tried and true method for generating discussion about your website. There are some facets of the online marketing game which are outdated, whether they were deemed “illegal” by the search engines like using invisible text, mass stuffing keywords and the like. Or if they were just poor coding techniques to be used as a website, take the slow death of Flash as an example. The internet is the fastest growing business technology available to a business owner today, where people get caught up in particulars is that it is also changing as quickly as it is growing. The methods you can use to help build your online visibility these days are almost entirely different than what was used 18 years ago, but there are still some components which remain. The core concept driving SEO is the generation of highly relevant, quality content, used to prove to the search engines that your business is the authority in your niche.

One of the more fictitious arguments that SEO is dead and dieing, is that search engine companies like Bing and Google, hate the practice and want to ban all the practitioners of the art. Again, that’s another false statement, and in fact the search engines out there have freely available guides on how to use SEO to help your website perform at it’s best! The best practice guides are easily found with a quick search on any search engine, and even just by following those guides you can help a new site, a floundering website or even one which has fallen into the depths of the search results.

If you still find yourself believing for what ever reason that SEO is an unnecessary measure to be found online, then just remember that almost all searchers out there don’t even scroll to the bottom of the to 10 results on the first page, let alone visit page 2 or 3. If you’re not sitting in the top 5 for your niche market, I can promise you that you’re losing out on a significant amount of potential. But on the other hand, if you’re ready to experience what it’s like to be the biggest boy on the block, contact us here at Freshtraffic and we’ll begin the process of turning your business into the boss.

Your SEO – Helping You Help Yourself

Jun 10, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

A few months back, there was an article posted calling on business owners to wise up, and stop spending money on search engine optimization as it is a useless endeavour to try and improve their position on the results pages. It has been near 6 months now since that article, and its follow up have been posted, and putting aside that the article was a cleverly written piece of link bait, it made some valid points for business owners to take heed.

brandingstampTo be upfront, I do not agree that SEO is dieing or that it is going to anytime soon, the practice of search engine optimization is all about working within the guidelines to help improve your online visibility, and so long as there is an internet there will be a search engine, and there will be need of our services. But as I read the article, the major point which I took from what was written, is that your SEO company can not write your content for you and your business. For years the web spam team at Google has posted blogs, videos, articles and answered help threads in the webmaster forums and always with the same response: create your website for the users, not the search engines. The focal point of that statement is simple and it’s one that we always push with our clients – quality content will do more for you than most anything else to be noticed on the web. What no one at Google will actually come out and tell you however, is how to mould your content, your website, and your social profile to work together to portray your best brand image and improve your online image. That would be where our services as search engine optimization experts comes into play.

The misunderstood nature of SEO is that you are trying to trick the search engines, or manipulate them to place your website at the top of the results pages. The boring truth however, is we do nothing to manipulate the search engines, we have no direct phone number to the algorithm creators, we have no magic wand that can fix everything. But what we do have is more than 20 years of experience working within the guidelines, and continually, successfully working with clients and their websites to give them the best possible chance to climb the results pages. It’s the level of knowledge and experience that can’t be taught in a blog post or a webinar, and it is why you should be very wary when approached by an agency offering you page one for only $200.

The SEO world is definitely changing, and with the most recent shake up with the addition of Penguin v2, for all of the extra work it initially entails, it really serves to “clean up” the industry as a whole. It’s major addition and changes to the algorithm that shines an ugly light on the SEO practitioners who believe it is only a game, and not realizing the amount of constant upkeep it requires. Don’t fall into the belief that it is an easy affair to implement every step to give yourself the best possible chance to rank positively online, the best thing you can do for yourself and your website is to keep it simple. Keep your content clear and relevant to your services or products, and if you truly want to improve your online image, call us before you get too far down the rabbit hole, we are here to serve.

Malware Infected Search Results

Apr 12, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

Google is the biggest fish in the pond, of that there is no doubt as they retain somewhere north of 65% of all online search activity. There are others in the search game, Bing, Yahoo, Baidu, Blekko, all of which have their own little piece of the pie and serve their own version of the internet they have indexed. It has never been a surprise to see Google the target of anti-trust suits, targeted negative ads, and lawsuits over some really silly topics, and yet despite all of those things it is still the most widely used search engine on the web.

viralOne of the major issues that competitors and detractors of the search engine enjoy bringing up, is the level of spam and even malware that searchers can sometimes find in the search results delivered by Google. A recent survey however, has turned up with some interesting results regarding the malware side of the equation at least. The most often touted second most used search engine out there, Bing, has come up on the wrong side of the malware results side. While it’s entirely true that Google delivers a great deal more search results in total, it is the Bing results which have the higher rate of dangerous links attributed to them. How bad can it really be though? Bing was recorded at having nearly five times as many malware links as compared to the results pages that Google delivers, and Yandex, which is the Russian equivalent of Google, gives up 10 times the bad links.

All of the search engines that were tested were found to consistently removing malware from their results pages, it just turns out that Google is doing something just that much better than everyone else. It came up that every search engine was doing all that it could to handle the malware pointed at it, but because each search engine is targeted in different ways, then the levels of malware will differ. The process of detecting websites serving malware hasn’t changed so much as the process for delivering them has. Malware programmers aren’t typically the most rules abiding bunch to begin with, so they are always looking for ways to circumvent the safe guards put in place by the search engines. As always, practice safe search and if a link seems too good to be true in the search results, it very likely is.

The Dark Future of Facebook Search

Mar 13, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

In the last few months Facebook has come out in the open about their own search offering, and if you are interested in trying it you can sign up for it. It’s an intriguing idea Graph search, but as numerous blogs and articles on the web quickly discovered, the results which are returned can be a little on the flaky side at times. You can even go so far as to somewhat toy with the search interface, and come up with some very unusual search settings as an example.

The service is still in its infancy, it has a lot of learning and lot of growing to do. One of the main complaints that has come up however, that has been consistent across all articles is the web search feature provided by Graph search is lacking. In fact, it’s lacking enough that it may as well be non-existent, so there were writers out there who had hoped that the service would improve over time. It seems that their prayers will go unanswered, for the time being at least, as Grady Burnett, VP of Global Marketing for Facebook said, in no uncertain terms there will be no external search engine. The actual quote from SMX West:

GB: I don’t see that happening. We called it “Graph Search” because we’re focused on letting people search the Facebook graph. So my answer would be no.

internetmapThere is going to be a handful of different responses to this message from the company, some will be cheering, others will be jeering of course, but those in the search industry who truly understand, won’t be surprised at all. When you consider all aspects of the internet, not just search and social, a picture will begin to form. This map obviously isn’t an exact replication of what the internet looks like, or how it’s divided, but it makes it easier to understand, and see why Zuckerberg, who built the largest social network in existence, isn’t worried about external search at the moment. There is so much more out there that isn’t Google or Bing or Yahoo to worry about, they’re only a fraction of what makes the web so massive.

Ever Lasting Search Battles

Mar 12, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

Search engines catch a lot of flack for various things, some of the items which top the list are privacy concerns, spam issues, and irrelevant search results. The laundry list of complaints and concerns that users come up with about the engines is as varied as the user, and can sometimes border on the silly; like the recent court case Google won.

WebsitegoalsAll things being even though, the complaints do have some merit as there are lingering issues with search and the results pages. There are some unscrupulous users out there that try and ruin it for the rest of us by gaming the search engines. Cloaking pages, hidden links, scraping genuinely great content and sometimes even just running a content generator that spits out nonsense. At a recent event, Matt Cutts came out and discussed some of the top issues that Google actively works on keeping from their search results. Some of the ones that you would expect are in the list, spam content that was auto generated, this usually reads like nonsense and is stuff to the brim with keywords. Not surprisingly, keyword stuffing also made that short list of immediate no-no’s, where SEO is concerned this is even a basic of the basics, you just don’t do it. As it should be expected, pages that are full of nonsense text for no reason at all, it isn’t too difficult to find unfortunately, as you can just run a search for “Lorem ipsum” and you’ll be able to find too many poor businesses out there who have no idea they’re being swindled.

One of the methods that was discussed which is still an issue online, is full on hacking of websites. It started when the web was born, and will likely always exist in some form or another. There are many different levels of hacking, and not all of them are malicious, web developers have been having to deal with Internet Explorer for years with some of these methods. But there are still malicious hackers out there, who will attempt to seize your website and use it to their advantage. You can deter most attempts however just by following safe web practices and ensuring your website software is up to date, and by taking the time to actually look at your own website from time to time. If something looks wrong, investigate and fix it before it becomes an issue.

Search engines and the internet are still very young technologies if you really break down the numbers, they have a lot of evolving to go through in their lifetime. There is clearly some massive potential for growth in all sectors, search, websites, and information sharing, etc, and for as many innovations we make there will be users who try to take advantage. Be aware of your website and it’s content, and try to keep in touch with your website admin and your SEO provider, you’ll be thankful you did.

Search Context Matters

Mar 11, 2013   //   by freshtraffic   //   internet marketing  //  Comments Off

A quick pop quiz for you, what do these terms all have in common: cheap, cost effective, reduced cost, low price, reduced price? If your first response is that they all are basically the same thing, then I could say that you’re correct. Wouldn’t you know it however, that the search engines, and the internet, don’t see things quite the same way?
synSearch engines like Bing, Google and Yahoo are great at the basics of figuring out what it is that you’re trying to find online. Using the above terms as an example, if you searched for a “cheap washing machine” you would expect to get ads for refurbished machines, maybe some Kajiji ads or even Craigslist offers. The problem with the way that search engines determine what you’re looking for though, really becomes apparent when you search for “low price washing machines”. They are the same terms, and mean the same to a person, but to a search engine bot they’re completely separate values, you could just as well be searching for washing machines in one instance and a space shuttle the next.

The bearing this has on you, as a website owner and online storefront, is you need to be clear in your message you present, and your website needs to support your message. If you are in the business of repairing and reselling washing machines, then you need to be clear that yours are both cheap, and low price. Search engines, for as amazing as they are for what they do, has no idea of context, and as a result you need to relay that information to them. You do this both with your content, and with your optimization efforts. When you’re ready to finally be known for all of your business services, the online branding experts are here to help.

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