Tagged with " seo"
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.
Recently Google confirmed that another Panda Update has happened. Worldwide, the update will impact only about 0.4% of queries that a regular user might notice, in the US that number reaches around 1.1%. This latest update makes the 21st confirmed Panda Update by Google and while it can leave site owners a bit leery, there are a few things that you can do to help your site.
One of the simplest things that you can do for your online position is to create a dialogue between you and your customers. Keeping them apprised of developments in your business or your product, and encouraging discussion. It can lend your site ongoing, timely stuff to encourage the Google algorithms that feature content based on freshness.
What this can do is attract your audience to interact with you. User interaction signals like a comment discussion, can help your site gain higher prominence in Google local results. Having an active blog can also develop into more subscribers and frequent visits, and generally make a site/business appear more friendly and open. Blogging enables you to rank in Blog Search results as well as assisting with regular keyword results. Ultimately your goal, is gaining more prominent positions in your local search result.
An added benefit of blogging is it provides you with your own voice, in case anyone ever tries to attack your company online. You can think of writing your own blog as a linchpin of proactive online reputation management. Because where the internet is concerned, it’s forever and once it’s out there anyone can find it. This is also your simplest route into the social media market, as you can develop your own Facebook fan page, Google+ page and a Twitter feed, and link your blog directly to it. This provides your business with a solid bedrock for developing your own, unique social media presence. Using your blog as a feed source, you can use it to actually reduce your workload by simply adding content in one place and having it show up in your various social media pages if that’s what you want.
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.
A phrase often uttered where online marketing is discussed is ‘Content is king’. Even the search engines are in on the act, with many of their guides directly mentioning to keep tabs on content, it’s creation and how you have it on your site. What no one has really every asked or wondered in these discussions, seems to be the why part of the equation, why is content so important.
Firstly, content is a rather broad term, it can be text on your site, images, videos, interactive forms, almost anything you can place on your site to engage visitors is deemed as content. Once you have your content on your site, it’s up to either yourself, or your visitors to spread it around the web. Some of the faster ways you can do that for yourself would be via a Twitter or Facebook feed, obviously one with your clients as followers. The idea is that your followers link to your content, and help spread the word that you’re the leading authority in widget and doohicky sales in town.
This is where your content has started to generate back links to your website, and where your authority can be proven in your niche market. This you could call the third step of being relevant in the search engines, as the path to this point has been Content -> Followers -> Back links. If you follow the hype that the greener SEOs out there try to sell, it’s that you have no control over who links to your content, and to a degree they are correct. Almost every small business owner out there doesn’t have the hours in the day to devote to creating content, monitoring followers and the policing where there links are coming from. There aren’t really even that many who know how to view their backlinks profile in a search engine.
This is where a small portion of the real search engine optimization work comes into play, online body guards. It is in our best interest to ensure that any single backlink you have coming to your site, is from a reliable and relevant source. Once you create your content and make it available online, it’s in the wild and you really do have no control over who links to it, but we have the time, the expertise, and the steps in place to take care of who links to your site and content. So in the end, a simple four steps as to why content is king could be viewed as follows:
Content -> Followers
Relevance < – Backlinks
With Google making their gaff and releasing their earnings numbers in the middle of the day as opposed to the end of day, it caused a bit of excitement. So much do in fact, that trading on their stock had to be halted, due to their earnings being lower than expected.
The market had already been aggressive with the stock, estimating positive growth in the company. With the final numbers coming in lower than what was expected, it caused the knee jerk reaction that the stock experienced. But just how is it, that one of the most powerful online properties failed to increase earnings when they picked up notable acquisitions like Motorola? Perhaps the answer isn’t as complex as it seems on the surface.
When it comes to search there is a handful of (viable) options for being found online, Google, Bing etc. But one of the avenues that mostly levels the search playing field is paid search, or PPC. Pay per click is almost the gear equalizer, as it’s limited to daily budget and doesn’t have any real bearing on age of domain or rely on heavy back linking strategies, you just need to write a better ad than the other guy. The issue we’ve been seeing in the last 8 months or so is the cost per click on client campaigns, previous costs ran in the 35 to 40 cent range where now we’re seeing increases to the 3 dollar plus range.
It makes it vastly difficult for anyone who doesn’t have a budget of several hundred dollars, equating to budgets of several thousand dollars per month. Short term gains are much more difficult for the mid to small business owner and who knows, maybe a direct correlation was their bottom line.
The myths surrounding SEO are many, everything ranging from what the algorithm contains, how to trick the engines to rank highly with no effort and everything in between. Just like all rumors, they have a beginning, and it seems someone is trying to start a new on on the Webmaster World forums.
A site owner who has ended up being ‘Penguinized’ on his site as he put it, has become overly paranoid about any and all content on his site. He has basically decided, that all user generated content is a potential red flag for spam on his site, and as a result had currently removed/disabled all of the content. The (potential) birth of the SEO myth that user generated content, comments, forums, or other ways to directly interact with your customers, can lead to a Google applying a penalty to your site.
Without any confusion, user generated content will notlead to any penalty to be levied against your site.
It’s topics like this one started on active forums and blogs that lead to a great deal of confusion in the search world. It might seem like an inoccuous discussion taking place in a proper forum by someone looking for information, but with the way the discussion was handled it has the potential to lead to long lasting repurcussions. Because what often ends up happening is someone new to the search world finds these posts, and begins to believe them and the myth continues, changes, and unfortunately grows.
There’s been a small surge of malware reports coming from the searches via Bing and Google, which really isn’t news in and of itself as they’re always buried within the results somewhere. But what is different, is that more than 90% of image results were found to be malware related on some terms.
The most targeted term this time around happens to be “Emma Watson”, whom McAfee has named their most dangerous celebrity search of 2012. Of the two engines, 30% of Googles searches had malware warnings attached and more than double that came out of Bings results. Malware take overs happen in a couple of different ways, one of the most frequent are websites built with little to no security written in, and then there are throw away websites and urls used purely for the spread of malware on the web.
Black hat SEOs typically go after the hottest search terms and poke around the web looking for websites which have loop holes in it’s security. They actively work to hijack the website and it’s url, to help lend false authority to what ever term they’re wanting to spam. And because uneducated or hasty users tend to automatically trust the top results in the search engines, the spread of malware will continue.
Because of the recent discoveries that image results are getting slammed with malicious results, where the text results pages are beginning to be left behind, Bing has been unofficially dubbed (currently) the most poisonous search engine. The only reason that the moniker has been attached to the search service is due to the recent report about malicious websites being targeted at image searches now as opposed to the text results pages. Not to fret however, as Bing and Google will take steps to close those holes which have been opened in the image results, and in the meantime just be a little more cautious before clicking that top image of your favorite star.
Came across this great infographic by Aaron Wall at SEOBook, what I found most interesting was the deluded people mentioned, here at Fresh Traffic we have been coming across people like this from day one of the internet. The truth of the matter is that most people who say or mention this are on the list, why? simple they cannot do it.
Click to enlarge to pdf version
Previously I mentioned how Zuckerberg was being tapped for information about a possible Facebook search engine, and while he admitted to serving something on the order of a billion searches per day, he wouldn’t admit to there being an engine on the way. It seems this week, that there is still a smattering of discussion still trying to discerne if there is a social search engine on the horizon.
There is a strong belief in the social circle, that the search industry is headed towards a results page which is served based on your friends list. There has been the odd study every few months which seem about as skewed as the recent BingItOn (citing 2:1 Bing over Google acceptance) challenge which are overwhelmingly in favor of a social engine as opposed to a search engine. It’s only my personal opinion, but I think Google and Bing are already headed in the right direciton, with having some social signals being included into the organic and paid results. If someone were to build an engine served entirely by social signals, the only one in the space who could feasibly pull it off would obviously be Facebook, however their reasons for being tight lipped about the possibility of one launching is likely due to the studies being not entirely as accurate as the media would have you believe. As always, time will tell, and change is a very good thing.
Jabber, Jabber, Jabber
There is always a positive side, and a negative side to having someone else complete work for you. On the positive, you are paying a professional to complete a job at a much higher skill level than you could. A negative however, stems from the fact that you are time constrained suddenly, not by your own, but by the professional you have hired.
There is no real way to speed up the process of properly completing a project once you have turned it over to someone else. Just like you bring a car to a mechanic to fix your engine, you bring it to an autobody business to have it repainted. You wouldn’t ask a mechanic to paint it, it’s not their job nor are they proficient at it. In the same line of thinking, when it’s required for your SEO to work through your tech department, mandatory steps can end up taking a day or two, and (we have had ths happen) sometimes up to two weeks. This is an immense amount of time to lose on any campaign, whether it’s a single day or 10 days, it’s time lost in search. It’s akin to bringing your car in for a paint job, but having all of the instructions relayed through the mechanic, to the autobody technician.
Communication is an incredibly important step in the optimization process, and it works in all directions. Just as it’s important for a client to relay desired keyword position, it’s important that as SEO professionals we regularly communicate with you to keep you apprised of how you are performing. When the communication stops, that’s when the problems begin.
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.