CAT | Search Engine News
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Google says website page loading speed will be key to rankings in the future!
0 Comments | Posted by andy in Google, Search Engine News
We’re all constantly trying to climb to the top of a Google search results page! Well here is a great hint that may help you climb search results a little faster.
Recently Google rep Matt Cutts suggested that page load times / speed of your website will affect your site position in Google. This hint is in line with other news the Google plan to “speed up the internet”. Previously Google has not factored page load time into the algorithm, although it does make a great deal of sense considering Google’s all about the end user experience. Who wants to be sent to a slow loading website, the quicker the better!
Matt suggested that we should all start paying attention to the tools and other resources found on http://code.google.com/speed a variety of plug-ins and external tools aimed to help optimize your web pages for speed.
At the end of the day what does this mean for your web pages?
It means start optimizing images, cleaning your code, compressing java script etc..
Although this can be seen as just adding to the work load of SEO’rs.. quicker page load for your visitors means a much happier consumer which will have a knock on effect for sales, consumer engagement and enjoyment.
Join the Google Speed Web Revolution, and let’s speed things up!
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Published by SEO Prof Andy
25
Are Google & Facebook Evil?
0 Comments | Posted by andy in Google, Search Engine News, Slipstream News, Social Media
Google and Facebook both represent the dominant leaders in their respective fields. So complete is their dominance in fact, that people have begun audibly questioning whether they are in fact a force for good, or evil.
The prime fear where both are concerned is with regards to data. Google has indexed billions of website pages, making it privy to a lot of information; all of which could, in theory at least, be used for dangerous profiling purposes. Google Earth has also caused uproar with claims that it is helping criminals pick targets and is another major invasion of privacy.
Facebook, of course, thrives on information. Users are encouraged to share their most personal of details, thoughts and – shamefully – pictures. It harvests your email address to find potential friends and can be accessed by anyone. With all this at one company’s disposal, could Facebook one day abuse its power and expose its users to the world.
Some may see the theories as fanciful, others as a very real Orwellian nightmare made possible by governments and corporations around the world. The fundamental truth in all this though is that both companies do wield a great deal of power and both have access to private elements of many peoples’ lives.
From a search marketing point of view, Google’s omnipotent near monopolisation of the search market, ensures that theirs is the drum that we all march to. Whilst Bing and Yahoo are still hugely popular, it is the guidelines passed down by Google – often by way of Webspam team leader Matt Cutts – that needs to be heeded with the greatest urgency.
There have been numerous tales of woe from those who have been stricken from Google’s pages and suffered a steep drop in visitors as a result. There are cases where this is inexplicable and can’t be explained; however, most are usually as the result of long-outlawed blackhat techniques like buying links or creating numerous domains to push traffic towards a single main site.
A good example of a company falling foul of Google is the case of Foundem. The UK based price comparison site had its ‘plight’, highlighted last month after they kicked up a fuss over their exclusion from the Google rankings for the past three years. They even produced a secondary site called ‘The Google Delusion’, to tell their side of the story and show how they have been persecuted by the search giant over the preceding years.
But is this exclusion as a result of Google using its power to punish or simply down to a lack of content and originality on the site? It would be churlish of me to suggest that Google haven’t played their part, but the simple truth is that Foundem are in a competitive industry and just don’t abide by the clearly defined rules of Google – thus they were forced to pay the penalty. For those in any doubt, the comments on both their own blog and the Econsultancy story offers some interesting reading, particularly with regard to where it may be failing.
The passing of information is dangerous. But whether you’re a victim of Facebook or a clumsy junior civil servant leaving a USB full of personal details, the more we open up, the more open we are to intrusion. Google and Facebook have gained their power through providing a service that the public wants. The reason that they are the first and fourth most popular websites in the world is purely down to their success at being the best (at least, the perceived best) at what they do.
Could our information be passed on and misused, yes. Is this the sole intention of Google or Facebook, most probably not. Thieves will steal lead from church roofs regardless of Google Earth. Industrious hackers can obtain personal information about you through any site that you’ve entered details, not just Facebook.
You can’t assume security, just as you can’t assume that you’ll get to the top of the search engine rankings. Understanding the dangers rather than fearing the consequences is by far the most important aspect of any online usage. So are Google and Facebook really evil? In short, no; but even if they are, we are the ones who have given them the power and the information, so can we really pass blame? There are alternative sites, plenty of them, but we have actively decided to follow the well-trodden path regardless of the dangers that may lurk down the other end.
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Published by SEO Prof Andy
24
Twitter Negotiating Real-Time Search Deal with Microsoft and Google
0 Comments | Posted by andy in Google, Microsoft, Search Engine News, Social Media, Twitter, Yahoo
When I posed the question, ‘How will Twitter monetise…?’, at the tail end of last week, I didn’t expect the answer to be quite so immediate. Today it has been announced that Twitter are holding talks with both Google and Microsoft to seal a deal that will see feeds being shown alongside standard search results.
This is a move that has been some time in the making. Bing stole a march on Google at the beginning of July by integrating the tweets of a select band of Twitterati royalty (as covered in our blog post, ‘Bing Unleash Real-Time Search’). Whilst Twitter has struggled to find a way to make money from its hugely popular service, the search engines have been seeking ways to tap into its real-time capabilities. A match made in heaven, surely.
Initial reports suggest that the Twitter team are talking to executives at both Microsoft and Google; although it remains unclear whether they favour either, both or maybe even neither. Details are a little sketchy but it appears as though Twitter will be looking to tap into some of the search engine’s huge advertising revenue by affording them the chance to mine their data.
A shrewd move, particularly if it comes off. Firstly Twitter won’t have to sell advertising on their own pages, therefore they won’t suffer the backlash of disgruntled members. Secondly, the Twitter service will suddenly become available to an even wider audience, helping to cajole a few more to sign up. Thirdly, and perhaps most importantly, they can finally establish a continuous and productive revenue stream.
On the other hand Google and Bing will also get what they have been looking for, real-time data. People follow trends and want to know the latest news as it happens, which has accounted for much of Twitter’s popularity. Whilst Facebook may be bigger in terms of audience, Twitter has cornered the market in information sharing; and whilst they still maintain that position, it is surely time to cash in.
As with most business deals, you can expect this to be protracted and have various twists throughout the negotiations. Whilst it will be interesting to see what the outcome is, it will surely be more interesting to see how quickly and what the effect of this Twitter/search engine integration will be.
Whilst I suggested that the news on Twitter’s monetising plans should be expected ‘in the coming months’ following their major investment, this wasn’t quite what I envisaged. Most people could have foreseen that significant investment would lead to equally significant development; but this, on the face of it, appears to be Twitter really getting their act together and ensuring they remain vital and a major part of both search and communication.
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Published by SEO Prof Andy
23
List of Search Engine Marketing Blogs
0 Comments | Posted by andy in Blogging, Search Engine Marketing, Search Engine Marketing Resources, Search Engine News
We hope that you enjoy reading the information in our blog. It’s intended to be a mix of information for anyone interested in search engine marketing, together with observations and news stories related to the Internet and “search” in particular. We also use it, of course, to announce news related to Impact Media such as when a new client chooses us for their SEO or PPC management.
However, if you’ve read through the information in our blog and are still hungry for more, you really should pay a visit to the BIGLIST of Search Marketing Blogs.
BIGLIST of Search Marketing Blogs This is a comprehensive resource listing some of the most popular blogs related to the search engine marketing industry and has over 400 entries at the time of writing this post.
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23
Useful Firefox Plugins for Search Engine Marketing
0 Comments | Posted by andy in Accessibility, Blogging, Hubs, Internet News, Online Ideas - Thinking Outside The Box, Search Engine News
Firefox have now started allowing “Add-on Collections” which is a great way for users of Firefox to share, or make public, their favourite plugins (add-ons) for a give topic.
One of those to already be made available is a “Best of Breed Firefox Collection for SEO and Internet Marketers” from Andy Beard. Andy’s assembled some very useful plugins here in one collection so you could add them all or just view the list and add individually. Enjoy!
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Published by SEO Prof Andy
23
Google Services for Websites Update Announced
0 Comments | Posted by andy in Google, Internet News, Search Engine News
The Google Services for Websites package has recently received a bit of a revamp. Designed to help manage either your own or a range client sites easily, the latest updates will no doubt be welcomed with open arms by Webmasters everywhere.
Fundamentally the original Google Services for Websites was designed to show you exactly how your site was perceived by Google; where it failed, where it succeeded and how it was performing generally. With the new updates, this process has been speeded up whilst also integrating a number of new useful tools.
The first of these new tools is Web Elements. This is basically a simplified way of integrating applications including YouTube videos, presentations and maps. Through straightforward drag and click coding you can have a site bulging with useful information for your visitors. You can also interact with site users and others around you with Conversation Element whilst also searching across your own or other site with Custom Search. All of which is designed to make websites more engaging without becoming overly complicated to manage or implement changes.
The speed at which your page loads and responds is also critical to how well your site as a whole performs. If visitors are left waiting too long to see what you have to offer, you can be sure that they’ll take their business elsewhere pretty sharpish. Page Speed not only shows you how your website is performing but also provides tools and tips to help counteract latency issues.
If you’re a website hoster then the Tips for Hosters tool might be right up your street. It’ll help you to optimise your hosting platform to make it more accessible and, hopefully, more profitable. By integrating other Google Tools including Translator and Analytics to ensure you’re finding the right audience and are able to communicate with them in their language.
Of course not everybody chooses to use – or is in fact able to use – the Google Services for Websites package; but from our experience and how these new changes are shaping up, it really is invaluable. The added efficiency and in-depth knowledge it provides on visitor activity and expectations can make the difference between online mediocrity and success.
To find out more about the new updates as well as all existing services, visit the Google Blog.
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23
How to Boost Your Website’s Ranking
0 Comments | Posted by andy in Copywriting, Search Engine Marketing, Search Engine Marketing Resources, Search Engine News
When it comes to boosting your websites rankings it is important to remember that ‘Content is King’. Having a good deal of unique, helpful content on your website will help push you up the search engine rankings, whilst keeping your visitors happy.
Sometimes content is overlooked by marketers or executives in the mistaken belief that it’s better to have light copy and more images to attract visitors; but, barring an overkill of epic proportions or some fool-hardy black hat tomfoolery, the truth is language is the one thing that satisfies both the visitors and the search engines.
Having a Frequently Asked Questions (FAQ’s) section on your website is a great opportunity to create keyword-rich copy to increase rankings whilst still providing visitors with useful information. Some examples of what to include in your FAQ section;
- Find out what the most commonly asked questions are that members of your company get asked on a regular basis.
- Target non-branded keywords, so that you can be found for more than just your brand.
- Use Social Media – this is the marketing tool of the moment and it is a great way to find out what your customers are saying about your company/industry, or target specifically what they’re looking for.
- Check web analytics data to find out specific keyword phrases and questions.
FAQ pages also allow companies to promote multiple topics and optimise for multiple keywords on a smaller scale.
Local search is something that bigger companies often neglect, despite the fact that a large percentage of people actually still much prefer to look for businesses within their surrounding area. Determining the best locations to create content for can be done using tools such as Google Insights. This has been developed to provide an insight into the terms people search for in Google by creating a visual representation of regional interest on a map. Typing in a keyword will bring up the top regions that have an interest in that keyword topic – allowing you to focus special efforts on reaching that demographic.
This is undoubtedly a growing field and one that SEO agencies are beginning to push more and more due to the commercial benefits. While it might not help someone that is searching for services on the other side of the globe, in terms of getting the most focussed target audience, there aren’t many practices better than local search.
The strength of a site is often determined by the number and, more importantly, the quality of inbound links. Whilst there are hundreds of ways to get a link, through directories, articles and press releases, why not try something more adventurous?
Link baiting is by no means a guaranteed way of building your inbound link portfolio, but it is one of the most creative and potentially advantageous. If you’re a creative company, show off your creativity. Develop and distribute a unique game, provide a free software sample, write a provocative blog post, just get your message out there and see if people are interested. Whilst the short-term traffic may be nice, it’s the long-term authority generated by the link structure that will ultimately pay dividends.
Whilst SEO as a dicipline is highly focused, to really maximise a sites potential you need to be covering all the bases. So that means that link building, local search and SEO copywriting all need to be addressed. Of course you can get good results with either one of these areas; however, by combining and optimising each of them, you stand a far greater chance of really boosting your web rankings.
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Published by SEO Prof Andy
23
The Friday Afternoon Online Itch
0 Comments | Posted by andy in Search Engine Marketing, Search Engine Marketing Resources, Search Engine News
Friday afternoon is almost a dead zone for webmasters and search specialists everywhere. Not just because it’s the last few hours of the working week and a good portion of the lunch hour is spent in the local pub. No, the real issue is that any changes you make to a website will be live throughout the weekend.
This leaves you in something of a quandary. Do you a) carry on regardless, hope that the new site alterations go without a hitch, b) test, re-test and then make an informed decision on whether to set any changes live or c) just hold fire until Monday?
Well the safest option, and most preferred is c) just hold fire until Monday. The reason behind this isn’t laziness, but straightforward logic. If you leave a paid search campaign running over a weekend without monitoring, you could blow the budget and ruin your campaign’s previously creditable CTR. If you launch a new site or a page within an existing site, any error could trigger a complete malfunction, ensuring a pretty awful start to your next week.
Internet marketing, paid advertising and website development is all about monitoring progress. If 404 errors start flashing up all over the show, you know that something needs to be done pretty quickly. Without being onsite to monitor this kind of issue, your site is wide open to cataclysmic failings throughout.
This is particularly pertinent with the release, or re-release of an entire website. Whilst you might be confident in the programming you’ve been doing for the preceding months, setting it free on a Friday is a major gamble. If people come along to a site opening but encounter error messages or slow loading times, that can leave a negative impression that is hard to turn around. By waiting until the next week, when your specialists are on site and ready to make any tweaks, you can minimise this potential damage.
But it goes beyond simply releasing a new site. The Friday afternoon issue can affect anyone. How about if you write a blog post with a glaring typo or any other major errors, what then? Well for two days that blog post can remain untouched and picking up traffic, making you look bad all the while. Of course you can’t just stop writing or working just because of an impending weekend, but added care is often key to ensuring that your two days off aren’t spent worrying about a Monday morning full of comments from disappointed blog readers.
The paid search issue is an area where simply setting live and hoping for the best really isn’t recommended. PPC campaigns require regular maintenance and must be observed in order to ensure that no costly errors have sneaked in. You could find that your budgets are wrong or even that erroneous clicks have maxed out your weekly projected spend in a single weekend. Key terms and negative keywords need to be defined and refined, so allowing them to simply run ‘green’ through the weekend is a risk, although of course some may see it as one worth taking.
SEO of course can be done at any time. There’s no issue of immediacy as it can take days to change a ranking and edits can happen continually behind the scenes, well away from any visitor’s eyes. So that doesn’t mean you have to shut down entirely. There’s always a lot to do when it comes to building, maintaining and marketing a website, just be careful with the Friday afternoon itch.
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Published by SEO Prof Andy
23
Google Moves Sponsored Links
0 Comments | Posted by andy in Google, Google Adwords, Google Analytics, Pay Per Click (PPC), Search Engine News
One small move for Google, one giant leap for online marketing… well maybe.
It may only be a centimetre or two but Google’s decision to move their sponsored ads much closer to the organic listings could improve ROI.
The new Google layout definitely puts the sponsored links in eye range, which could only mean one thing – advertisers get a higher Click through Rate, a better quality score and more traffic.
It will be interesting to see just how much of an increase in traffic advertisers experience and more importantly how this affects the quality of the traffic they receive.
Only time will tell but this could be a win win situation for Google and Pay Per Click management.
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Published by SEO Prof Andy
23
Pay Per Click on Bing: Campaign Setup
0 Comments | Posted by andy in Bing, Microsoft, Pay Per Click (PPC), Search Engine News
Now that you have created and activated your Microsoft adCenter Account, I thought I would follow on my previous blog post ‘Pay Per Click on Bing – Account Setup‘, with step-by-step guide on creating a new campaign.
Creating your Pay Per Click Campaign
Log into your newly created Microsoft adCenter Account and click on the Campaigns tab
- You will see the initial campaign which was set up with the account creation within the main screen. To create an additional new campaign, select Create Campaign. The process is similar to the setup of your account, but you can now create a targeted campaign focused on the products or services you are looking to advertise. Once the account has been setup and activated, you have access to the many targeting and keyword tools Microsoft adCenter has to offer.
- Depending on the nature of your business, you may just have one campaign in your account and multiple ad groups promoting your products/services or you could have a number of campaigns each containing multiple ad groups. Your structure is down to you.
- Firstly, give your new campaign a name which will be relevant to the ad groups that will sit within it. If you are a pet shop for example, you may have multiple campaigns, one for each type of animal and within each campaign, you could have a series of ad groups promoting each of the different products you sell to do with the animal
a. Campaign Name – Cats
b. Ad Group 1 – Cat Food
c. Ad Group 2 – Cat Litter
d. Ad Group 3 – Cat Collars
- Select the time zone for your campaign. Microsoft adCenter will display your ads based on the time zone you select. If your company is based in the UK but you sell cat food to customers in the USA, you will need to set you time zone to USA.
- The campaign budget has two different options to choose from. If you have a suitable budget, I would recommend selecting the monthly budget option to be spent across the month
a. Budget per Month – This can be divided across the month or spent until depleted
b. Budget per Day – You will also be asked to provide a maximum monthly budget that you wish not to exceed
- Within this section, depending on the nature of your business, you may wish to set up the targeting for your campaign. The various targeting options available to you are:
a. Location
b. Hour of the day
c. Day of the week
d. Age
e. Gender
- If you know of any campaign level negative keywords at this stage, you can add them now. If you want to wait until later, this is also an option. One of the major differences between Google AdWords and Microsoft adCenter is the number of negative keywords you can add to your account. Google AdWords allows you to add 1000’s of negative keywords but within Microsoft adCenter you can only have 1024 characters worth at campaign, ad group and keyword level. Select you negatives carefully!
- Apply your first ad groups settings by giving it a relevant name and a start and end date.
- The next step is to create targeted ad copy for your first ad group. This should be carefully crafted to promote the product(s) or service(s) that you will feature within the group. Think about what keywords you are going to add to the group and incorporate the most appropriate one within the copy.
- Once you have written your first ad hit Save and you then have the option to create another ad for the ad group to allow for split testing or you can choose to continue if you just want the one ad variant.
- Next stage is to select your targeted keywords for your ad group. Remember to keep your keywords within a theme for the ad group to keep the ad variant relevant for as many of the search terms as possible.
a. Ad Group – Cat Food
b. Targeted Keywords
- Tinned Cat Food
- Packet Cat Food
- Fresh Cat Food
- Cheap Cat Food
c. Non Targeted Keywords
- Cat Litter
- Cat Food Recipes
- Now that you are an adCenter member, there is an additional keyword research tool available to you which will search your destination URL for suggested keywords
- Once you have researched all your keywords and inserted them to the box, select Add to Keyword List. Your keywords will now appear within the Keyword List at the bottom of the page, the default match type (unless you have already specified) is broad match. To change this click on the Select Columns drop down and tick all three match types.
- You will now be able to go through and choose the different variations of match type you would like to bid on.
- Next screen is all about your spend and budgets. Here you can update your campaign budget if required and select the default bid price for the ad group. The minimum CPC is £0.05p.
- Select Save and Continue, review your campaign and Submit
Congratulations! You have launched your first Microsoft adCenter campaign.
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