Tagged with " seo"
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.
With the way that the internet is continuing to evolve, and will continue to evolve and grow for the foreseeable future, it is common place to want to change and update your website. And while making a change or giving your site a face lift normally isn’t too great of a concern, you can’t just start hacking away and changing the way your site has always worked. If you’re not careful with your methodology, you could end up disappearing from your online position, and virtual loss will translate into real world loss.
So if your site has a dated look, or you have a desire to revamp your image, don’t fret because it is possible to do, you just need to follow a few steps first. If you want to retain all of the authority that you’ve gained in your niche marketplace, it is best when you decide to build a new website to follow a few guidelines. One of the first steps you need to ensure, is that your goal, and your content remains the same. Your images, text, even if you can keep your navigation functioning the same, it doesn’t matter how strong your SEO is if you completely change your message. Sometimes even the most seemingly innocuous changes can wreak havoc on an optimization campaign. It is always wise to run any content changes passed your SEO provider to ensure it won’t throw a wrench into the works.
Once you’ve worked out that you are keeping the same content, the web development team needs to work it’s magic and try it’s best to retain the same URL structure to your new website. Really basic example would be if your product page is named products.html, that your new page on a new design is named products.html or even products. If keeping the same structure is impossible for what ever reason, then persevere to ensure that proper 301 redirects are in place so that the search engines, and users, can find their new counterparts. And when you’re ready to launch the new design, you really should not see a change in rankings or indexation by the search engines. But like with any major website design change, you need to test, test and test again to make sure you didn’t forget anything.
Now that Facebook is entering the search arena with it’s own version of search, which still has a fair amount of work to do on a large scale, it’s a good time for you to go back through your website and make sure you’ve crossed all of your t’s and dotted your i’s. There are a handful of basic practices that you can implement as a website owner, without the assistance of an expert, but only one piece of advice: If you don’t understand what you’re doing, don’t do it.
First things first, when you’re ready to try putting together some basic SEO, you need to understand it is not a one shot deal. A change you make today, will need tweaking in a week, and every week there after. Website optimization is not impossible to take on yourself, just understand the time investment, and attention to detail required.
One of the points you need to focus upon first, is you need to examine the goal of your website. Are you trying to sell a product or service? Or are you looking to entice users to sign up for a newsletter or email? Examine your end goal, and keep that goal in mind while going through your website. There are a number of free services you can leverage to engage your customers and clients, Facebook, Twitter, and other social media sites are free to use services that are a direct interaction with your current, and prospective customers. Where the cost is incurred, is your time. The more you are able to engage your audience, the more likely you are to grow your following.
You’ve determined your end goal, and settled on the time and attention required to attend to your SEO and social efforts, this is where you need to temper yourself. Every day there is an amazing new piece of software, or website out there that can tell you exactly what to do to become number 1 in search. They claim to have all of the answers for social and search, when in fact all they have is an untested idea. Don’t forget the basics, just to chase what might be, the fundamentals of website optimization remain the same. Clarify your message, stay away from sites and services that claim to promise number 1, and engage your audience on the social front. Adhering even to just those very basic points will help you to improve your positioning online.
With the vast majority of the world becoming more and more digital and available online, there is so much opportunity for business growth and expansion that it’s almost dizzying. There are new areas of customers, there is no open or close time as your site can be online and selling your products or services for you 24/7. Internet marketing and proper online branding can place you and your business in the position to experience massive growth in business and in connections, all the way from the local sector to the global one.
But there is also the other side of the coin, the flip side of the web and it can be a terrible place. Not referencing black hat SEO or any of the under handed tricks that can be used to rank highly or do shady business. I’m speaking about online reviews, and online reputation management – they say that bad news travels faster than good, and that goes ten fold online.
Any business, especially the smaller local ones face high stakes when it comes to online reviews and their online reputation. According to a study conducted last year, approximately 72% of consumers surveyed said they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business. Yelp is one the more well known services which feature reviews of businesses, and businesses are beginning to encourage their visitors to use the service to rate them by offering prizes to verified posters. So where is the driving force behind that decision? A Harvard study conducted in 2011 found that a one-star increase among Yelp reviews of Seattle restaurants led to 5-9% growth in revenue.
Hitting a little closer to home, it was nearly a disastrous year downtown for some businesses as they were built and improved up around the newly returned Winnipeg Jets franchise to town. When the league was locked out and there was no hockey going on, those businesses began to falter. For any one of them to receive a bad review due to poor food, service, attitude, or what have you, it will be the death of their business. Negative reviews can happen, will happen, as not everyone is happy 100% of the time, but there are correct ways to respond, and incorrect ways. We’ll begin to cover that ground tomorrow, as it’s not a short topic.
You work long enough in the world of online marketing and you begin to recognize a handful of different client types. You can eventually group them into about 5 or so different client types, some more difficult to work with than others.
1) Believes they know your job because of a post client
This type of client is usually the type of client who may recognize that they need help online, but will continually question every step or change that you’ve made. While not entirely a negative client to have in your portfolio, it can lead to some difficulty if they enjoy tinkering with their website because they read something on a forum one time.
2)Needs to control every aspect client
This client, while more than happy to help increase their search positioning, is very tight fisted with the keys to the kingdom. They often are very slow with providing proper access needed to perform all of the tasks which can make your life as an SEO much easier on a day to day basis. When you need to make a change to their sites code, or heaven forbid, their content, you might suddenly find that you no longer have the required access with whish to work. Once you’ve touched base with the steps you need to take, and why, you normally receive the required access, but still extremely bothersome none the less.
3)Very helpful client
The dream client, fully recognizes that they need help online, has provided any and all access needed for you to complete your work and is more than happy to put you in touch with the people you need to reach. This is thankfully becoming more and more the norm in the industry, and while still a rare occurence in the wild of the internet, they do exist, do not give up hope!
4)Helpful, but uninformed client
These clients, while helpful in providing all of the access you require, are almost as troublesome as the client who needs to control every facet of your work, the troublesome part is they truly don’t understand they’re inhibiting your job by working on their website during or after you’ve made changes to their site. Or they have mistakenly uploaded an old backup of their website. Most of the time you just need to contact this client and let them know what they’ve done wrong, and why it’s a bad idea for them to make that type of mistake.
5)Disinterested, disillusioned client
This type of client has often been burned in the search arena, and while understanding of the fact that the world is going digital, really doesn’t believe that the work you do can impact their business. Often slow to pay for their services, or slow to provide you the contacts or access needed for you to truly excel at your work.
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
So not such big of a news announcement as it’s all over the social and even some news channels, but in case you missed it the prophecy was wrong. The interpretations of the Mayan long calender proved false, as most people with sense knew it would, and the world did not end.
But while the physical world didn’t end overnight, Google was busy pushing out yet another update to the Panda algorithm, just in time for Christmas. This is the 23rd update since Panda first came into the search scene on February 24, 2011. The latest update affected nearly double the amount of queries, but if you consider that accounts for only 1.3% of results it’s a rather small sampling. There was also the non-update from last week, where the web acted like there was an update running, but Google said there was no such event. Perhaps it was a precursor to what we’ve seen over the last day or so with the new algorithm shift.
With all of the algorithm updates it can leave some of those who are uninitiated in search caught floundering without knowing that they’ve done anything really wrong. It happens fairly often that we have a very small business contact us for search engine optimization of their site, when all they really can afford, is to take the time to use the AdWords platform effectively. Adwords is the paid version of search results, often referred to as pay per click or search engine marketing, as you’re directly paying for position on the search page. The other large difference between PPC and SEO is the way the ads are displayed, AdWords results are listed as ‘Sponsored Listings’ and have a place on the far right of the page. The major limiting factor that directly contributes to your success in the SEM market, is your operating budget. There is no such thing as an unlimited budget, as every time a viewer clicks on one of your ads it will cost your business money.
There are some very simple rules you can thankfully assign to your ads though, which can help save you some much needed budget. You can schedule specific time frames where your ads are used in the bid system for example. If you sell sleeping pills for example, you could have your ads run only from 6pm until 6am daily, trying to appeal to your target demographic. It’s a very rough idea, but clearly shows the intent. One of the other very powerful tools you can use to shape your traffic and your views, is to use the negative search feature to block your ads from displaying on searches which don’t fit your business. A basic example would have to be if your business sells house slippers, you don’t need your ads to be showing for people who need or want outdoor foot wear. Two very simple, basic tools that already exist within the platform that allow small businesses to handle their advertising for themselves. With a little diligence, and careful crafting you can ensure your visibility with the biggest companies out there.
A topic that we have touched upon a number of times on the blog here is the discussion of skill sets. There is no all in one tool box when it comes to being a successful company online, you need to make sure to put the right tools in place. You should have your content and all of its creation, that is usually down to the business owner or visionary offering the services. You then need sales people, or if you are not into sales, a work force devoted to spreading your information, both on and offline. When you do have a website, you need to have a web team in place to manage your site, and finally online marketing. You need to have a dedicated team or individual in place who can manage your online branding efforts.
Being that we are an online focused company, we tend to see some prime examples of either one of two extremes. Either we have a client who decided that they could handle everything in house, and quickly learned that online management is a full time job in itself. The other side of the coin we find are others in our space, web designers or developers who try and sell themselves off as SEOs as well. When we have a new client who has come to us because they have learned they can’t manage the workload on their own, it is a great day. Primarily for them, for as long as they haven’t broken any of the rules, we can assist with their positioning easily.
An unfortunate thorn in our side however, are the individuals out there who bill themselves as a one stop shop for all things online. Cumulatively at Fresh, we have somewhere north of 40 years of experience in the online market, ranging from development, design, and optimization. We have always billed ourselves as online branding and internet marketing experts, but we can help you out if you need a new website designed and developed as well. And when it comes down to it, everyone within Fresh does the job they’re best at. A designer to design the sites, a developer to make them light and quick. One person taking care of the on site and on page work and the boss taking care of the finished product. If he finds a change that needs to be made, whether it’s in design, development or with the on site optimization, it gets sent back to be addressed before it goes live.
The idiom “horses for courses” is a phrase I came to know well working here at Fresh, basically meaning is what suits one person may not suit another. But it is that stringent starting point that has allowed us to provide our clients with the results they deserve and demand, both with their website and their online marketing efforts. 2012 will very soon be behind us, we will be ready come 2013 for you and your business, to help you succeed.