Tagged with " search engine optimization"
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.
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.
So after talking about the new patent papers filed about tricking spammers into showing themselves, with Penguin and Panda breathing down your websites neck, what is there left for you to do as a webmaster? You follow the basics and stick to the best practices guide, it sounds boring and cliche, but it works.
Focus on content creation, when you put forth effort when creating great pieces of content, the result is increased traffic to your website via shares and referrals. Another strong candidate to let your company and site become well known is to distribute press releases for major changes. Make sure you don’t abuse press releases, as it can give your company a bad image as a spammy site when you talk about every little bit of activity. Focus on taking advantage of press releases and the traffic they generate when you have something impressive to share.
Make sure to take care of the increasing social boom, and add social sharing buttons to your website. Don’t make the assumption that users will take the initiative to share your content on their own. Making it simple for your visitors to share you content with social share buttons is a quick way to garner additional views. Going hand in hand with using social sharing and social media, is to create your own YouTube channel. YouTube is the web’s largest search engine, so when you can create videos showing off your product or services it is a great way to expose new audiences to your brand. And with the search engines starting to include media results mixed in with the organic results, you may even begin to find new visitors coming to your site via your Youtube channel.
And one of the most important tips that can be offered on how to improve your visibility, when you find yourself with a new client you should always do your best to over-deliver on your company’s products or services. Word-of-mouth is still one of the strongest advertising methods online, offline, new media or old. Once you’ve thoroughly impressed a new client, the odds of them bringing their friends and family to your site are very high. Be sure not to step on their toes however, or to ruin a relationship when dealing with a client, as the only thing that travels faster than great news, is bad news.
Previousl I wrote about a Google patent which has gained more and more traction in the search community. The patent in question is named Ranking documents, and as mentioned previously it seemed like an interesting tactic to employ to catch thsoe who less than ideal tactics to rank a website.
Unfortunately, often times you’ll find that people are discussing search engine optimization, and will tack on the terms spamming, or buying links, but the truth of it is – when you do it right SEO is none of those things. The new patent that was discovered I think of like a magic trick, it’s a bit of slight of hand that Google is using to get those unscrupulous tacticians to reveal themselves. Google shows them the index, they try and spam to get ranked highly. When Google notices the spam, they show a different set of results (if you don’t think they can do that, you’re not thinking clearly) just to see the reaction of their target. If they continue to offend, their site will likely be penalized, and the ranking pages will haven’t been affected negatively.
Spamming links to a website to give uncredible weight to a term is a measure used by those in the industry who are in the game for only a few quick clicks. Often used on disposable website urls, they will target a hot, trending term – as an example Paul Ryan’s RNC speech – and will try and garner as many links and as much visibility as possible in as short a time frame as they can. It’s a pump and dump tactic that is very likely to have the offending site banned from the index and the url blacklisted.
I fore see that this patent will be dissected, discussed, scrutinized and blamed for all manner of SEO problems and head aches to come. The only problem that some site owners have has with Google, Bing and Yahoo is they’re getting better and better at catching the people who try to cut corners or use less than natural methods to rank their site. Maybe even one day soon, we’ll have an adaptive algorithm which detects, and removes spam sites as you search actively so black hatters go the way of the dodo bird.
In Search Engine Optimization, your keyword margin for error is very large. If you use a keyword in a way that just doesn’t seem to be working, you can adjust it and try again. You may even find yourself starting to rank for keywords you didn’t think about. Those are a bonus, and you can chalk them up to extra traffic and possible conversions. You’ll also want to reassess your keywords every now and then to make sure there aren’t new trends, technologies, products or ideas that weren’t popular when you first did your research.
Since organic optimization doesn’t attach a fee per keyword, you shouldn’t shy away from the high competition terms that you may not get. It doesn’t hurt to compete for those, and, it makes it easier to match up for long tail keywords. And when it comes to the users, it makes your site much cleaner, because instead of having headings like “Winnipeg Blue Bombers Hatsfor your baby”, you can stick with “Blue Bomber Hats” or the more specific but still high volume “Winnipeg Blue Bomber”. It’s important to adjust the depth of the keyword to the depth of the site, with your landing pages using broader keyword matching and leaving it to your categories to be more specific.
On the other side of the spectrum, the margin for error in PPC is small. Every time you make a mistake, it costs you money. Every time that you bid on a new keyword, it puts you in direct competition with other sites. You need to go over your keywords with a fine tooth comb, cutting out those that aren’t working, adding negatives, researching new trends, and always the cost per click in mind and the other on the Quality Score. You need to make sure you’re using themes to categorize your keywords, that your copy is performing as well as it possibly can, and that your tight ad group/keyword strategy extends to your landing page and the way keywords are used on it.
An interesting patent was being discussed lately, which may be related to all of the most recent shifts in Googles index, which seem to shake up the rankings pages every few weeks.
A basic description of how the patent reads:
Rather than allow the rankings to respond immediately and directly to those changes, the system that would change rankings in unexpected, counter-intuitive ways – while the rankings change from a first position through transition positions and to the final “target rank” position.
It sounds a little strange to think that the algorithm would work in an almost backwards way, but it’s an interesting idea. It’s a way for Google to monitor situations where spam may be an issue in a websites position, whether it be through links or content. and as the last portion of the analysis describes,
significant changes in position continue to happen even though there is no change in page’s ranking factors
Happy Birthday to Fresh
It’s been five, eventful years now since Fresh has made it’s landing in Winnipeg, and we’ve steadily become the online leader in the city. We’ve seen the construction of a new museum and stadium, the return of the long lost Jets, and a steadily growing business sector.
In terms of online change and growth, the internet has brought us nearly a billion Facebook users, the introduction of an alternative with Google+ and many changes and updates to the way people access information on the web. The growth of online search, and businesses using their websites to capture their audience has been increasingly growing in Winnipeg. While it was a little bit slow in the beginning to show locals the way, we’re surely and steadily getting there with more and more businesses and people coming online each day. It’s been a great beginning Winnipeg, and we look forward to many more to come.
The real trick about being noticed online, isn’t about having a Facebook account, or even about having a top of the line website built for you. Just like you can think of Coke and you instantly conjure up and image of a soda, branding is where you will make your business fly.
Online branding isn’t just for multi-billion dollar companies with worldwide distribution, when it’s done right, you can leverage it locally to your advantage. All you need is the time and the willingness to forge an image for yourself, and your business both online and offline. When you’re working to create an image for your business, you need to be clear as to what you want that message to be. Just like thinking of Coke or Pepsi makes you think of a soda, you need to be mindful of what imagery your campaign will inspire. Once you have that image in mind, it’s time to push ahead with becoming your vision. Search engine optimization is merely a tool you can leverage when you’re working on your brand. It is a very powerful tool, and when you manage it correctly it can make your presence known quickly and clearly online.
So once you’re ready to make your move and become more than just another store front, the online branding experts are here and ready to help. With our help, your desire to rise to the top, and some concerted effort we can make you the cream of the crop.
In the middle of last year or so, Google started slowly pushing out warnings to webmasters of what they deemed as ‘unnatural links’ which were pointing to their website. Unnatural links, for lack of a better description, fall under the realm of being unrelated to your website. As an example, like a plumbing forum having links pointing to a website on cooking or gardening. Earlier this year, Google stepped up the notification significantly and almost immediately, sent the world of search engine optimization into a tizzy.
It was at that juncture, that webmasters began to start to drop links too and from their website, probably in the hopes that sending in their reconsideration request they would be able to clear the mark from their webmaster tools page. It’s an interesting process that Google has put in to place with the unnatural links notifications, some webmasters have laid evidence showing that they did nothing and plummeted in the search results. While others, who went through untold rigmarole trying to get their links cleaned up, reported no change in their positioning, despite multiple notifications.
And to muddy the waters just a little more, over the last day or so, Google has sent out another massive batch of notifications of unnatural links to webmasters everywhere. It seems that as of late, with all of the features Google has been adding to it’s webmastertools suite, they’re really looking at placing responsibility on the web owners. An interesting twist to the equation, is when you consider that search engines place at least some of the portion of their ranking factor into the links pointing to a website. Maybe, this is the beginning of Google trying to diversify their ranking algorithm and ideals? Time will tell, but giving webmasters the idea that they need to carefully maintain their link profiles is an interesting step.
It’s almost that time again, are you starting to get ready for Christmas? You may read that and think us all mad here, but just take your time and read and you’ll understand.
There are a number of tactics you can employ to be found online, the good stuff, the bad stuff and the stuff in the middle that may, or may not, get you into trouble. The good stuff, or the best practices lists that you can find on the search engines help pages, are really just the basics of good principles. Don’t use hidden text, don’t use spammy content, try to balance your text to image ratio, the list goes on and on. There’s no real need to go into the bad tricks or the ones that may or may not get you into trouble, the basic point is there is a lot of information out there.
But one of the points that the organic search engine experts will be able to corroborate is: becoming listed properly takes time. It doesn’t happen over night or even in a month. It can take upwards of 3 months and more depending on how competitive your market is to even be found on page 2 let alone page 1. So what’s your course of action? Start early and work at climbing the ranks diligently. If you’re already on top, then you’ve won half the battle, but you need to be ever mindful of your competition, if they’ve employed a proper SEO they will be coming on strong to try and tople you from your position.
Now with some very basic timeline information in hand, with it already being July, is it easy to understand why Christmas is so much more important than you already knew? The 3 month marker would put your campaign at mid October, perfectly poised to rash in on the online shopping bonanza that is Christmas.
Search engine optimization, it’s the big marketing buzz word of the last 5 years or so. And what was once known as a highly technical, and relatively unknown business tactic has become a medium embraced by the masses. So well embraced in fact, that it’s become more and more populated by people who barely understand what the term means, let alone how to properly implement it on a clients site.
It’s becoming ever more obvious when we speak with prospective clients, that their first introduction to the world of SEO wasn’t all it is cracked up to be. The most common way to be taken in is usually with your webhost, offering what seems to be an amazing suite with submissions to directories and search engines. What these small, and sometimes large companies don’t seem to realize, is that directories don’t carry much influence with the search engines, and as for being submitted to them, well it’s not a process that exists in so many words. This scenario, as bleak as it may seem, is the best case scenario unfortunately.
The worst case scenario, and we’ve run into it a few times, is a client who’s been attracted to the false promises, and ‘darker’ side of SEO. The black hat entrpreneurs, if you can call them that, lure in their clients with promises of page 1, top 10 positions and quick return on their investment. The problem here, is the tactics that employed often destroy the online reputation of the company, and lead to the website often being removed from the index. When we’re engaged with a client in such a predicament, we’ve actually had them start over entirely, new url, new website, the works.
Key points to remember about legitimate search engine optimization are: It is not a one shot deal that will place you in the top rankings
It is a long term, high ROI solution
It is the highest ROI marketing solution when the costs and gains are weighed
And a real SEO expert will engage you as a client, to help you create content, and create an online experience to help bring qualified visitors consistently to your site.
Don’t be fooled by get rich quick schemes where SEO is concerned, it doesn’t work, it doesn’t exist and anyone who is trying to sell it to you should be black listed in your contact book.