Tagged with " internet news"
When we build a website for a client, whether they’re in Winnipeg or anywhere else in the world, we make sure that any kind of forward thinking marketing is covered. And since we’re in the business of online branding and internet marketing, we try and make sure that each website we develop has the capabilities to become a leader in their niche, so long as they decide they want too. We didn’t just come up with some arbitrary stats which we settled on, there are some very specific points that we look for. We’ll go over a handful of the options this time around, if you’re involved in the industry in any way, you’ll probably recognize some traits in the platform you use.
One of the very first points that is a necessity, is being ablt to customize page titles, and the meta tags of each page. If it’s a properly built website, and you’re following the best practice guide that both Google and Bing have readily available, then you should know already that having an identical title or tags on all of your pages is a big no-no. You should at the very least be able to customize each page title, meta data, and your header tags, if you can’t manage these very basic snippets of information on your site, then you’ve already started off on the wrong foot and we haven’t even gotten to the hard stuff yet!
I’ve touched on this point several times, but when you’re building your site you need to think about the navigation menu. And I’m not referring creating a singing and dancing menu that thanks a visitor for being a part of the website experience, I’m looking more at a navigation menu that uses CSS to control the display elements. You can have an impressively interactive navigation menu just by using CSS elements, which are easily indexed by all of the search engines and are much more responsive than a java or flash equivalent. Besides being responsive and a solid display method, it also allows you to control the contents of the menu, so if you happen to make a spelling mistake, don’t be surprised to find it indexed if you’re not paying attention.
It is an often overlooked feature, as a normal site owner doesn’t usually think about the website link beyond the main address, but being able to control how your URLs are created is a major point where best website development practices are concerned. If you’ve ever been on a major online shopping site like Ebay for example, if you’ve ever copied and pasted a link of a page to an email you’d notice the link contains a mess of letters a numbers (=item20cdb2380c&_uhb=1#ht_599wt_1139). These letters and numbers aren’t there for users, they’re definitely SEO unfriendly, and need to be avoided at all costs if possible.
These are only a couple of the very basic best practices that you’ll find discussed in any of the website development guides out there. If you’ve got the time, you should work your way through your site and if you have it, your CMS backend and ensure that you have all of the above listed functionality. If you’ve learned that you don’t have these capabilities, get in touch with us here at Freshtraffic as soon as possible and we’ll get that taken care of for you. The longer you wait on necessary changes like the above, the deeper you could be lost in the results pages.
It’s no secret that Google is the big kahuna where search is concerned, and they make enough money year after year they should have their own printing press. But for the last year or so especially, Google has been the target of some anti-trust and privacy issues across the globe, with advocates pushing for more from the search giant. Claims that it takes too long to clean up your past from the search engine, and blaming the provider for results deemed inappropriate.
The web is at it’s core, a giant repository of everything. Pictures, videos, text, scripts, code and trillions upon trillions of 1s and 0s that make up websites and documents. It is often a strange sensation to be able to go back to an old website you used to frequent, read some of your past ramblings and wonder, what was wrong with me, or, why would I write something like that? With the way the internet holds onto its history, you can often find information about anything or anyone for that matter. You would be hard pressed to think up a legitimate search topic that wouldn’t appear on a search engine somewhere, and it’s highly likely that Google as well has it indexed and stored on one of it’s multitude of data centers across the globe.
It’s that level of access to information that seems to have the hackles of some of the population up, and has them trying to call for regulations on search engines. Soon it won’t be just Google that will be caught up in these privacy and anti trust regulation talks. Google is being made an example of because they’re the biggest target out there, and so, who better to hit. The plain and simple point of contention of access to information isn’t a search problem, I’d blame it more on a generational divide. The yougest users of the web, those 13-18 year olds have grown up with 24/7 access to the web and all of it’s content, while the top end of the user range, that 65+ age range, sees the internet in a completely different way.
40 years ago when a family went on vacation and took snap shots, they didn’t share them with 400 of their friends on a social network. It was maybe the 6-10 close family friends that they shared their details with, and so they could control their information and had a semblance of privacy. Flash forward to now with the same family, and you have little sister posting pictures to Instagram and Facebook, while the 17 year old son is watching a steaming Netflix movie. Mom and dad are using a GPS navigational system with turn by turn functionality, and are setting up a video chat with the friends they’re on their way to visit. Everytime that photo is viewed on Facebook or Instagram, it’s being saved with another web address, in another location. Everytime you’ve used your Skype or iPhone to conduct a video call, the connection and duration has been saved on a data server, and every movie or show you stream online has helped define what your likes and dislikes are with the service, so you can have a better targeted product to view at a later date. It used to be called personal accountability, if you didn’t want to be viewed in a certain way, you just didn’t act that way, and it’s become even more important to conduct yourself well.
Privacy hasn’t disappeared, but it’s definitely not the same as it was 40 years ago, as a person living in the digital age you need to be acutely aware of your online conduct. Because everything you say, do, or post is saved somewhere. Google, Bing, Yahoo, and all of the other search engines just search for information. They do not operate with bias or under the control of some megalomaniac with a god complex who is out to control the world. All they do is take a mess of 1s and 0s, and display them in a way that a person can understand them. And just remember that the information that people are trying so hard to push Google to bury, erase and hide, can be found just as quickly on the other major search engines out there.
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.
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.
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.
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.
Now that Halloween is officially over, the shopping rush of Christmas is going to begin. Each and every year there is billions of dollars to be made online as more and more often shoppers are using the web to avoid the holiday masses in store. Here in Canada we have about 1 in 5 gifts purchased online, and while that might seem like a sizable amount, the reality is we’re well behind the pack.
A great quote about our current state of online shopping:
E-commerce could be a much, much larger trend in Canada if consumers had more places to shop online.
Rafe Petkovic, Google Canada
In terms of saturation, Canada is 5 to 6 years behind the rest of the world for online shopping, much where the UK was in 2006/07. There is an upside to our situation however, and it exists mainly because everyone else already did the work, all we would have to do is copy it, for lack of a better description. Can we improve our online offerings and move more towards the digital world with the rest of the world? Absolutely, all of the trials and tribulations with building the online shopping centers have already been ironed out.
There is a downside however, and it’s one that we frequently meet here at Fresh. The business owners who are resistent to change, growth, and adapting the online world and business model. When Jerry opened the offices here in Winnipeg, he was often met with resistence when outlining a new plan for an online presence even though the methods are proven successful in much tougher markets. In 2011 in the US, 70% of Internet users were online shoppers and for the UK that number was 82.5%. Canada was sitting at just under 57% of users were online shoppers, and the only one stopping that number from going up are the business owners.
The steps that are needed to be made to have a successful online shopping destination are not small ones, and make no mistake about the cost, because you get what you pay for. If you try and go cheap on a website or a shopping portal, just to get your name in the game, then you shouldn’t be surprised if you shipping issues, security issues or problems with payment processing. It’s a job that needs to be monitored, that needs to be guided and needs a proven professional company to do it right. Christmas is fast approaching, it’s only 7 weeks away, are you ready or able to properly serve your customers?
Search engine optimization as new as it is as an industry, still seems to raise the ire of in house company marketers. When a company has an advertising budget to use to be able to drive people to their business, whether it’s on or offline, it’s where online marketing becomes a problem.
The reason it becomes a problem, is because crafty marketers will try their hardest to think outside the box and find that niche strategy that lands the large influx of new customers or clients. One of the newer trends to online marketing is the idea that social marketing is thee benchmark requirement now, if you’re not using social then you’re losing out. The truth of the matter though? If you really, really wanted to you could entirely skip social media marketing and do just fine. Social media marketing and trying to take advantage of the potential there in isn’t the next big thing in the sense that if you’re not doing it you automatically lose, all it really does is give you another means to communicate with your customers/clients/consumer base.
It works like this, you set your business up with a Facebook page, a Google+ page and maybe a Twitter account, add the maintenance of these pages into your already packed full scheduled needs. Now you need a dedicated person to manage these pages, whether it’s posting a flash sale for example, or maybe it’s to respond to some criticism that’s trying to be pushed onto your brand or business image. This is a full time job, in and of itself, and if mismanaged can lead to negative repurcussions with your image directly offline. Now, is having a social media presence a positive aspect for your brand/business? Yes, but it needs to be managed, and no it is not required to be found in the results pages.
If you’re thinking about making the plunge into the social sector, ask yourself these few questions before you do, you may end up saving yourself a large amount of time and headaches down the road.
1)Do our customers ask for our Facebook/Twitter/Google+ name?
2)Is our customer base shrinking because of the lack of a social space?
3)Do we have too many testimonials and positive reviews to post on our website?
4)Are we missing out on conversions due to lack of a social presence?