Tagged with " bing"
Google, and for Bing as well for their part in the search game, make hundreds of changes to their search algorithms every year. Two of the largest changes came in the past year from Google, with the inclusion of the Panda and Penguin algorithms into the search world. When the two came online, it didn’t take long for the affected site owners to cry foul, and some even still are feeling the effects of the new search cleaners.
Something very recently however has changed again, and this time it’s almost a backwards trend in search as opposed to moving forward. The Panda updates of the last year were included to try and clean out the scraper sites from ranking higher than the original author sites. And over the last couple of weeks it seems that either someone turned Panda off, or perhaps Google is placing more weight in their rel=”author” tag and just decided to not tell anyone. Since Facebook has come out with the news of their upcoming Graph search, perhaps this is Googles way of trying to push web owners into using the tag, in order to boost their own social pages in the search results. Only Google really knows, but at the present there seems to be a handful of scraped content sites showing up more prominently than the content owners. What this could possibly be is anyones guess, but maybe Panda took a vacation for a few days, just to see if anyone is paying attention.
And just to throw a little more into the fire for search speculation today, it seems like Googles Panda isn’t the only one up to something. Over the last couple of days there has been some shifting in the SERPs, and while that’s not uncommon, what makes it unusual is that it’s affecting 1-2 keyword searches, most affect 3+ term searches. The reason that is a little strange is you don’t typically see major changes in the 1-2 keyterm range, as the results pages are much larger. Penguin was the machine that was used to tune these pages, and at first glance it looks like that half of the Google zoo is on vacation as well. On some of the webmaster forums posts are trying to discern how they suddenly increased visibility and clicks by nearly 50%.
As mentioned previously, the only ones who really have any idea as to what is going on in terms of the changes in the SERPs the last few days, is Google. What ever the switches were that they tuned within Panda and Penguin the last few days however, definitely have the webmasters and SEOs on their toes, because rapid change like this can sometimes have some serious blowback.
As a website owner, the past year was a bit of a roller coaster ride where search and search engine activity was concerned. Between Pandas and Penguins attacking across the web, and Bing and Facebook amping up their own search options, it can sometimes be a bit of a surprise that you came out the other end on a positive note. It’s a simple task to take a minute and search around for the projected search shifts for the year, so instead here’s a short list of topics you should focus on for your website, regardless of the unknown changes in search to come.
First things first, you need to address your website and its content. The search engines over the last year, contrary to popular belief, have been ramping up efforts to deliver quality websites with real content as opposed to scraper sites which offer only a sliver of real information. When you are going over your sites content you need to take the time to ensure that you’re delivering your message, in your own unique way. Keep your articles clear and on topic, and try to work in the trending terms or topics which relate to your niche. Once you’ve gone over your site and reworked everything you can then begin pushing it out, either on Facebook or Twitter social channels, or even providing snippets to industry white paper sites. It’s free to market yourself on your social pages, and if you didn’t get the message last year, search engines are slowly pushing towards integrating social content into the results pages. As an added bonus, if you’ve done a bang up job creating your content, you’ll garner backlinks and it will help your efforts that much more.
Since you’ve taken the time to rework your content (you’ve done these steps right?) you need to go the next step and break down your website. I’m not insinuating that you take it offline or anything, but you need to carefully deconstruct your site, performance, appearance, layout, and then once you have finished optimizing for desktops you need to consider tablets and mobile displays. Over the last few months especially, the amount of users on mobile devices conducting search queries has grown to around 25% or so, and while that may not seem like much on the surface, think of that percentage again with the realization that there are more internet connected mobile devices on the planet than there are people. Ignoring the mobile search market is just as bad as ignoring the social angle, you’ll only continue to shoot yourself in the foot online. So load up your website on your tablet or smartphone and try using your pages, if you’re experiencing issues, correct them and count your fortunes later.
Now that you have your site mobile friendly, and you’re taking advantage of the mobile search growth, you have one more small step to take, and it is one that has been touted for a number of months as a trending market to grasp. You need to work on focusing your efforts into your local market, even if you don’t have a brick and mortar store, zeroing in on your target area and demographic will have the search engines loving your site more and more. Take advantage of the maps and local information that you can include on your website and social profiles, as the search engines will build a default local page for your site if you don’t already have one. Encourage your visitors to post their reviews to your social pages and engage your customers. Be active with them and you’ll soon find yourself with more work than you can handle.
When you perform a search with Google or Bing, one of the elements which allows a website to climb the results pages are the backlinks pointing to the site. When the links are from a similar site, which is related to the site they’ve provided a link for it tells the search engine that “even though we’re an authority, this other site is better than we are” type scenario. This is an extremely basic description of how the search engine results pages become filled with those little blue links, but Facebook search is going to try and do something a little different.
Facebook isn’t necessarily concerning itself with virtual locations, they are wanting to focus on the real world version of a page. Instead of using a similar system of backlinks however, they will be going down the route of using a like system, using your friends list as a foundation. It’s a twist on a way to determine a search results page, and it’s going to have some interesting applications moving forward with some people having hundreds and thousands of friends.
A solid description of one of the goals of Facebook search that I came across was it can be considered a multi-dimensional search results page. If you have a vacation planned for Las Vegas for example, you would need a hotel to stay at and try to plan it around the shows and events you would want to enjoy. Performing the search on Google or Bing, will return you the pages that have typically the best SEO laid out based on your search terms. From there you would do more research until you made your decision. The goal of Facebook search and using the Like idea, is that when you perform the same search within their service, you instead get a results page populated with the results based on your friends feedback. Instead of your results being based on the best optimization team, it will be based on the experiences of your friends, and if they enjoyed their visit to a particular venue.
There is a great deal of discontent already for the way that SEO works, and a lot of speculation that the methods used are gaming the search engines and breaking and bending rules to cheat to rank. The system, while built on solid principles does have it’s flaws, but it works as it is implemented. When Facebook introduces it’s method of basing their results around a like and share system, at that point I believe we will truly see what it is like to game a results page.
The new Facebook Graph search has a grip on the social world of course, being assisted on the web search by Bing. It doesn’t take but a few minutes of typing “Facebook Graph” into a search bar to find that there are more than a few people hailing the new service as taking the fight to Google. The information and the action of the new Facebook feature however, doesn’t have me convinced that Google has a whole lot to worry about.
The first part of the feature that struck me as a tad odd, was the introduction of using your social signals to deliver search results which have been tailored to suit you. Based on your friends activity and online postings, your search becomes filtered, delivering you only the topics and trends which apply to you. It places you within a search bubble, and there has been a growing outcry against Google delivering personalized results to people for the last year and a bit, so why the introduction of a Facebook search should suddenly change peoples opinions struck me a little odd.
They put together a convincing trailer about the graph search on their site, but the offering from Facebook left me rather unconvinced as to it’s full usefulness. With somewhere around a billion users, and with user profiles that are nearly five times in friend size (from 100 friends on average 5 years ago to 500 now), it seemed to me that the “searches” that were performed in the video, would have been questions you already knew the answers to. Regardless of the amount of friends you might have on your list in Facebook, you already know and can identify those nearest to you that share your interests. You don’t need to search for them or what they may like, because you already likely know.
One of the greatest advantages however to the introduction of a search service to Facebook, is the cost of advertising. Google has long been an incredibly dominant force in the web advertising space with its Adwords and Adsense programs, and depending on the terms you wanted to pursue your costs could climb rapidly. The ideal revenue model for the Facebook Graph search service would be the same idea, an advertising model that caters to what you may be searching for at the moment. And on the surface that may look like it spells doom for Google and the way it does business, but it is actually a very good thing. Competition drives creativity, it promotes change and spurs innovation. Google has always said they want people to enter the search space, and Facebook is working on it now. We’ll have to keep watch on it to see just how far it can go.
Later today there is going to be an announcement, it’ll be a change to the way you conduct yourself online, and will likely affect your friends and family as well. Late yesterday I saw word of the impending news, and in just a few hours the tech world will get it’s answer, just what could Facebook have planned?
There’s been a lot of ideas thrown around about the future of Facebook, with discussions covering almost everything from phone hardware and/or software, to search engines. In case you’ve been living under a rock, Facebook is the largest social site on the web, and with somewhere near a billion members for a user base they have the potential market to influence massive online change. As for what option really makes sense for the company is anyones guess, but you can bet that there is going to be a massive audience tuning in for it.
Facebook likely won’t be going down the road of building their own phone, while the company has a strong digital presence, it wouldn’t likely translate into as strong an audience in the hardware market. A great option, and one that makes sense especially since they recently closed their purchase of Instagram, would be to add video support to the platform. It’s already globally accepted as a way to rapidly share the photos you take, it would make sense in a number of ways to offer the same feature to any videos that are taken. Not only would this allow Facebook to monetize any videos that are put up by placing ads in the stream, but it would give a reason for YouTube to possibly step up it’s game as well. It has been the dominant online video source for ever it seems.
And then there’s the elephant in the room, the question that has been asked of Zuckerberg and the Facebook machine a number of times – are you building a search engine. Other times when the question was pointedly asked, they have sometimes shied away from the question by avoiding it, and other times saying no, not yet. Perhaps today is the day, where Facebook announces their own search engine, driven entirely by social signals? Even if today is the day that Facebook does let loose with a new search engine, or even a coming one, the true effect of what that could do to the online scope is unknown. There would be a great deal of unknown territory, as a search engine driven by social signals would be prone to massive manipulation, both positive and negative. And with a user base of somewhere around a billion members, that’s a lot of leverage that can sway an algorithm one way or the other. The other question that could be asked, is what happens to those people who remove their accounts, either by deleting or deactivating them, what happens to their social links they may have bestowed? Over the last month in the UK there have been more than a half million accounts deleted from the social service, what would happen to a search service if a mass migration hit the site? So many unknown variables, stay tuned to the web in a few hours and the picture will begin to become clearer.
Since Google has been given the all clear signal from the FTC about the charges of them using anti-competitive behaviour, it loosens the reins a bit for the company. To be completely fair, the evolution of search and the ever present forward advancements should be evidence that the industry has never really stopped evolving.
Bing sold itself initially as a decision engine, conduct your search and you can make a decision then and there instead of digging through results pages. Then, just a short time later they started to re-brand themselves again, into the “do” engine. It’s been a year since then, and while they’ve had their hiccups (and tantrums) along the way, they’re also growing and changing with the web. It’s not just the internet that’s evolving, to technologies like IPV6, fiber connections and what not, users are evolving and changing at just as frantic a pace. Bing recognized this, and has been trying to tap into the market of people who are ready to make a choice now. Google has also recognized this in online users, when they introduced their “instant” version of search results. Instant search is basically a cached version of search results which begin to appear, if you have the feature turned on, as quickly as you can type your query. It was just one step of many to come, by both search engines to engage a quickly growing user base, those who want information now, not just options to dig through.
So what’s to come with search in the future? No one really knows for sure, but Google and Bing both have their teams working furiously to try and embrace the changing landscape. Amit Singhal, Googles head of search was even heard to say:
I would be so bold to predict that in the next two years, you’ll have a conversational search engine that you can talk to like you’re talking to me.
As much things change with the search world however, for the time being there are a few points you need to continue to work with. Remember the basics, and follow the best practices guidelines for building and maintaining your website. Your keywords are important, you can’t just slam a ton of text on your site and expect the search engines to sort it out for you, it needs to be properly written and useful to your users for the engines to take notice. Your website titles, they should follow some sort of relation to your business or service, but again, shouldn’t be filled to overflowing with keywords as that’s a no-no in the guidelines. Your URL structure is important too, as it can be used to create quick, and simple navigation for users and for crawlers as they go over your site. Having your pages properly named, and instead of using query strings for a dynamic site only helps your site gain brownie points online. As an example, what’s easier to remember on a website, an www.yourwebsite.com/about-us/ url, or www.yourwebsite.com/?q=7s9b992 . And lastly, it’s slowly making it’s way out, but your metatags still have some information to share with the search engines and your users, as you can layout what keywords you deem important and the description you use for your website. The future is definitely on the way for search, but you can’t move forward and completely forget what got you there in the first place.
When you’re busy at your computer, or even just taking some downtime and cruising around on Facebook connecting with your friends and family, have you ever wondered how the one of the two largest online properties continue to operate? They offer their services for free access, and you don’t even need to sign up to use it, at least in Googles case. If you’ve found that when you think about it, you really don’t know where their money comes from, you’re not alone.
In a survey conducted in August of last year it turns out that just over a third of internet users out there believe that search engines sell their data to marketers. Another third thought that maybe other companies pay annual dues to use those websites and even 20% of respondents thought that the sites offered premium features. While Google is somewhat transparent about how they make their dough, adwords and ad placements via adsense, Facebook is still working on fleshing out a clear revenue model. They have ads that are on every sidebar and profile page on the site, but with metrics showing that interaction on those ads being rather low, and with costs still high, it hadn’t fleshed out as reliable as of yet. At least in Googles court they’re not selling your information to marketers, still haven’t seen a clear answer from the Facebook side of the web however.
It’s been a number of years now, I think most who work full time on the web have stopped counting, but Google is the dominant force in the search world. Globally rocking somewhere around an 80% share with desktop users and where mobile is concerned, there really isn’t anyone else in the game. It’s no wonder that with the way the last year has gone with Panda/Penguin updates that some businesses have found themselves floundering, as it looks like they put all of their eggs into one, big, Google basket. Most analytic software can tell you where your traffic came from, whether it be Google, Bing, Facebook, or even from a referral link of sorts from a community driven site like Reddit. Using that information you can build a chart of sorts to get an idea of where your traffic is coming from. It’s likely you’ll find that a high percentage of your traffic, 65% and up does indeed come from Google, but if it starts getting higher than that you need to take a look at your website, and about diversifying your online position. In an ideal world, you’ll be getting almost an equal share of traffic from different sites, with Google making up the largest portion of the pie, say 50% or so, and the rest from other online sources. Because just like those who found themselves at the mercy of Panda and Penguin, if you’re relying too heavily on Google traffic, you’ll be in the dumps if you break any rules.
The decision was handed out yesterday from the FTC with Google versus everyone else basically, and while some people were happy with the decision, others obviously were not. In case you’ve missed any of the news surrounding the case, the very basic gist of what the complaint was that Google was controlling their monopoly of online search and marketing using anti-competitive practices.
There were a couple of good points made in the ruling, the main point being that a monopoly in a given market is not, by itself, illegal. In order to make a monopoly illegal, you need to gain, or maintain that hold using anti-competitive practices. This has been a long ongoing case in which the FTC poured over 9 million pages of documents after the charges were initially laid. And after all of that work, all of the discussions and meetings – Google has not violated any U.S. antitrust law.
It’s no real surprise that Google would be the target of such a case, they’re supremely dominant in the search industry. The Mountain View based giant accounted for 74.5% of all U.S. search advertising revenues in 2012. Microsoft on the other hand took in a significantly smaller share at 8% in the past year. The argument has long been that Google has been demoting or removing it’s rivals in their results pages in order to drive users to their own properties. And yet, after an investigation that nearly lasted for two years, and after what FTC Chairman Jon Leibowitz described as “an incredibly thorough and careful investigation,” the FTC concluded unanimously that the evidence was lacking to charge Google.
While Google is going to make some changes in the way they do business, they’ve been cleared of any wrong doing where search is concerned, as it turns out they’re just better at it than the other options. From Ryan Radia, associate director of technology studies at the Competitive Enterprise Institute:
America’s antitrust laws are designed not to punish companies for growing too big or too unpopular, but to ensure no company stifles competition itself… The thriving Internet sector — a bright spot in America’s otherwise lackluster economy — shows no signs of suffering from too little competition.
There seems to be a fair amount of change coming on the search horizon, all of the previous updates over 2012 helped clean up the search results and with the growing acceptance of Google+ as a social network online marketing is set to make a transition. What exactly that transition will be, no one knows for sure in the search market, aside from the search engines that is. Just what Google and Microsoft have up their sleeves is anyones guess.
There have been the prediction blogs of what is to come in 2013, there have been the blogs reminiscing lost, or gained search rankings for 2012. But on the whole there seems to be two facets which are greatly worth considering for the coming search year. The first would be the social arena, if you don’t have a presence already it’s not too late to get in, but it will be a good bit of work, and the second is in the semantic side of search.
Social is easily described, having a Facebook, Google+ or Twitter page, as well as a blog all helps to draw your customers to your website. You can use the social side of the web in order to introduce sales, specials, or even the addition of a new product or service that you never previously offered in your business. The immediate benefit to using the social web is viewership, anyone and everyone who has subscribed to your feed has your new information the second you press that share button, instant traction. The barrier for entry as well, is extremely low, it’s your time. The more time you are able to put into your social pages and sites, the more potential traffic and news you can generate as a result. Google and Microsoft (Bing) haven’t fully taken on social signals as a heavy ranking factor, although they’re slowly getting there. Just how they will decide to leverage the social signals with other SEO efforts is yet to be seen however. 2013 could be another year of swings up and down the search results.
The other topic which bears some consideration is in the semantic side of search. Using proper markup in your webpages allows the search engines to easily and rapidly generate rich snippets for your website, increasing organic visibility and as a likely result generating more traffic to your site. One of the most basic forms of a rich snippet for example are the breadcrumbs which can be generated by search engine bots visiting your website. Take the search result for Facebook as an example, with only 10 results displayed on a search page, when the top 20% of the page is dominated with internal pages to your search query it definitely helps influence your clicks.
As always at this time of year we give our predictions for SEO for the following year, this year we have gathered some help from our friends & other search experts in the field who have given there twist on things to come.
In 2013, the SEO Role must go above and beyond. For example, a basic SEO strategy would obviously include some amount of reporting (for keyword rankings and traffic numbers at the least); however, I find myself analyzing the data to help my client better understand their demographic. Where are visitors accessing the site from, when do they access the site, and what are they specifically looking for when they are on the site?
All of these questions—and more—are in hopes of helping them identify new ways to effectively reach their customer base and ultimately make them more successful. It is SEO’s job to provide meaningful help.
Rand says links and rankings are just means to an end, not the end itself.
What clients really want is not better rankings and more links; they want to make more money.
The SEOs who understood and understand where Google is going and what their clients really want are the ones who are still in business and doing well. For them, the job of a SEO is content relevancy (public relations), user experience, web design, conversions, traffic segmentation, call tracking, research, writing, and anything else that sells products and services and leads to more profits for the client not just short-term, but long-term as well.
Most of all, the job of an SEO is to see the future. Those who can’t will go out of business and take their clients with them.
In conclusion, each of these experts—coming from multiple perspectives–agree that SEO will become a much broader and more complex function in 2013. Yet it will also become more vital than ever before, as it converges with every variety of online presence and marketing.
SEO 2013 predictions