Tagged with " search engine"
Quickly, what’s the difference between internet marketing, and online branding? Depending on who you talk to, and from what marketing background they come from, they are completely different. What is actually much closer to the truth though, is they should be regarded as one and the same.
Internet marketing, the process by which you work on your website to try and make your site relevant and prevalent in the search engine ranking pages is often a misunderstood process. There are tons of terms which are often thrown around when you start talking about internet marketing, white hat, black hat, backlinks, content, keywords, and that is only the tip of the iceberg. What is almost always missed however, is the discussion about how increasing your web presence affects your brand as a whole. One of the biggest benefits of the internet and using the power of the web to brand or rebrand your business is the captive audience that is already qualified as a customer. And since you’ve taken that time to ensure your internet marketing is being successful and driving visitors to your website, you should have already taken the steps to make your brand clear and visible. Whether it’s a logo, a statement, or a combination of the two, you need to realize that marketing is branding is marketing.
On another side of the discussion, it is absolutely possible to have your offline brand, drive traffic to your site, especially if you’re widely known either locally or nationally. While you need to use internet marketing to build a brand online if you’re a new comer, if your business is already well known you can use your branding offline to influence your internet marketing campaigns. I do realize that may sound like common sense, but it often eludes people that search users don’t always browse the web the way you think. Just because you’re the most well known plumber in town, and everyone can spot your vans from a mile away doesn’t mean they know how to find you online properly. And if you skimp on your marketing, you’ll soon feel that pain as people will occasionally slip through your fingers.
Once you’ve realized just how much potential sales, traffic, or attention you’re missing out on by focusing on only one type of marketing, feel free to contact us here at Freshtraffic. We have always worked with the goal to improve your online branding image while working on your internet marketing campaign simultaneously. With more than 30 years of varied marketing experience in our team, we will absolutely find the right course of action for you and your business.
For the last few years especially, the web has taken off as the delivery method for world news. You can get your local, or world news quicker and you can form a more complete picture quicker now than ever before. Occasionally old media methods, radio, newspaper, or television, come out with a story or report that makes me do two main things. The first I do is shake my head at how common sense the reports often are, and the second is a realization that in order for there to be a story, it meant someone had made a fuss over it.
The news story which stuck in my mind the last couple of days came from a report that security experts were warning users of search engine poisoning, and how if you’re not careful you could hit a bad link. The security company (and I use that term loosely) even said that search engine poisoning is 3 times more likely to infect a computer with malware than opening an email with a tainted attachment. It wasn’t the report so much that makes me wonder about computer users out there, but it does shine some light on how far behind some companies are where the web is concerned.
The real problem I have with these types of reports are the hype they generate, and the disinformation they can spread. Search engine poisoning isn’t a new trend in cyber warfare, it’s been happening for years now. It’s not a new method that suddenly popped up because people stopped clicking on email attachments. The black hat manipulators out there have been gaming the search listings for highly popular terms almost as long as the web has been available. Trending topics are most often the usual suspects that are targeted, whether it’s a celebrity story, or holiday gift ideas. The search engines are getting better at catching the offenders out there, but just like the police can’t catch every bad guy out there, neither can Google or Bing stop all of the bad results from getting through.
Instead of relying on antivirus software and firewalls to protect your computer, you should take some time to practice safe search methods. And always remember, if the text of that little blue link sounds too good to be true, then it most likely is.
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.
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.
With the always growing concern over privacy online, it wasn’t a great shock that Google announced that their browser, Chrome, is moving to an entirely encrypted service. Currently the beta version of the browser provides private search features for logged in users, and they’re quickly working towards that being a default for all users, signed into your Google account or not.
It’s a mildly distressing point when you drill down into your analytics, because at present the average is somewhere between 20-30% of analytics traffic is coming up as “Not Provided”. Up until the last year or so, when a user conducted a search, made a choice, our analytics tools would show the URL that “refers” the visitor to that page, and would typically include what the visitor searched for. Now when someone performs that same search, the referring URL just looked like www.google.com. The analytics didn’t know how to provide a proper break down of traffic with that referrer, so instead it started giving results of “not provided”. And when you’re dealing with online optimization, not being aware of what your target audience is searching for can be a distressing blow, in the short term.
It’s highly likely that the amount of users taking advantage of secure search methods will continue to grow, especially after Chrome makes it a default setting for all users of it’s browser. But just because the referrer is no longer being provided, it doesn’t mean all is lost. As a website owner, you’re losing the ability to easily see how trends are shifting in search for your particular niche, but you can counter that simply by being up to date with your clients and customers. You should be on the cusp of shifting trends in your industry if you expect to be a leader. Additionally, those search terms are not entirely lost, you just need to look in a different place. You should have Google Webmaster tools setup to monitor your website, and within that toolkit you can see the last 90 days of search terms for your site, with up to 2000 key terms. The data isn’t gone, it’s just in a different spot, and with the utilization of your entire toolkit you can still find any answers you seek.
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.
The next frontier that Facebook needs to conquer is search. That would help it significantly expand revenues and, in turn, its market value. Search, I would say, is a very high priority for Facebook and may be the announcement due Tuesday might well be that. Facebook has this incredible treasure trove of unstructured data on the site, but can it finally put it to good use?
Research firm eMarketer estimates that Facebook, the No. 2 company in the U.S. mobile advertising market, had an 8.8 percent share last year —up from zero in 2011. That compared with No. 1 Google’s 56.6 percent. This year, Facebook is expected to grow its share to 12.2 percent, while remaining far behind Google, but we all know the real dollars is in search.
Facebook’ biggest challenge however and potentially its most lucrative opportunity, a chance to topple Google as the king of search. Will that ever happen?
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.
An interesting point to notice about a search engine, is just how many results are returned when performing a search. Google and Bing have indexed trillions of pages if you mixed them together, an always increasing amount. Some written articles have called it a problem, but Google and Bing rarely display any results passed the 1000 range, even if it says that it found 25,000,000 results for your query.
It isn’t so much a problem that they don’t display a value larger than 1000 results, the question should really be ‘Do they need to?’ The search engines like to pride themselves on delivering the most relevant results, based on what you’ve searched for, your past history and so on. If you’re a fan of having a no strings attached type search, using a search engine like DuckDuckGo may be more up your alley, but the first point still remains. What point does it serve if a search engine tells you it finds millions of results, and doesn’t show you them.
Let’s take the following quick search from Google, for ice cream. We’re in Winnipeg, so we were returned the results for the Wikipedia entry, and then we got into the local restaurants and dessert places that purvey ice cream. But when you look at how many results are returned, 463,000,000.. is that entirely relevant? I don’t need that many results about ice cream, it’s not that wide of a variable product, but Google has said they have that many results. This is where some written pieces have said that there is a problem, even though it says that it has 463,000,000 results, I can’t browse passed the first 1,000 results even though there’s been so many returned. It’s more a personal preference, but some very basic math (default search results pages show 10 results) says, why would I be looking on page 46 million to see what has been indexed about ice cream?
Where online marketing and your brand are concerned, you shouldn’t worry about what is showing in terms of how many pages have been returned that have been indexed. There are some sites and pages from the early 90s that can still be found, which are horrid where aesthetics and usability are concerned if you’d really like to find them. The vast majority of search users don’t go to page 2, let alone page 3 or 4, chances are if their result hasn’t been found on their first search they’re going to revise their terms and try again. Focus on your content, focus on being relevant, and focus on the basics. Don’t worry about the other 463 million results.