Occasionally a client tries to take things under their own control when it comes to their website optimization. They start changing and adding their own links and text onto the page and the next thing they know, they’re scraping the bottom of page 4 when they were previously rocking their way up page 1.
It’s not unusual at all to have curiousity where your website SEO is concerned, but devestating effects can occur when the uninitiated try and take the reins and drive their site they way they see fit. The constant and recent algorithm updates within Google, Bing’s addition of the Facebook metric can wreak havoc with a constantly changing website.
It’s not a difficult concept to grasp, you hire a search engine optimization expert to optimize your website to increase your visibility online. Grow your brand name online, manage your reputation, perhaps bury your competition in the process. Molding your content, cleaning up your code and making sure all the steps are in the right spots for you to climb to the top of your niche in the search world. What we are not paid to do, is fix fleeting experimentation on your website conducted by your web techs in your hopes of saving a few dollars. We are contracted to build your online worth to a point where you become the authority in your niche market and make you a globally known name if you so desire. When we’re confronted with web programmers who only have an idea as to what we’re doing because it looks the same, that’s merely the surface of our work.
I’ve said this a few times on the blog already, but I’ll say it again. You don’t pay a mechanic to fix your home plumbing, you wouldn’t pay a plumber to fix your cars transmission. You should not be paying a web designer for SEO work, nor should you be contracting an article writer to design your website. Choose the right tools for the job, don’t skimp on the bottom line as you always get what you pay for.
Since it’s inception and it’s growth to become the go to search engine for the majority of internet users, Google has tweaked, modified, upgraded and changed the way you search continually. Under the hood that is, the algorithm has been tweaked so many times it barely resembles that innocent little spiderbot that began it’s journey 10+ years ago.
Every time that they make a change in the coding, or an indexing priority change it effects the search results page and it’s relevance for the users. Last year for example in order to speed up the experience of search, Google implemented the Caffeine update which indexed and cached pages faster than ever before. Doubling the experience with Google Instant they brought the average search down to less than 10 seconds for the average user. The most recent major change was the Panda or Farmer update which was put into play to try and exlude major content farms and spammy websites from search results.
And a new shift which is underway, which only Google knows will take place, Google is currently reevaluating the relevancy weight that’s given to keyword rich domain names. In a short video blog, Matt Cutts discusses a few differences between domains in that you can go differing ways in search. With a brandable name, or with a keyword rich domain. And while there’s something to be said for having a keyword rich domain, it also needs to be pointed out that more often than not, brandable urls and company names prevail online. Take Twitter for example, you wouldn’t search for twitter by using social micro blogging site, you’d type twitter in the search bar, or even just directly into the address bar.
So just to be a little more clear in what Google has admitted they’re currently working on. They’re analysing the relevance of keyword rich urls to ensure they’re delivering proper results. And they’re going to be adjusting the level of relevance they give to keyword rich domains. Bear this in mind when the next SEO “expert” you speak to, who’s working from his basement or garage urges to you that you need to have a url with your keywords in it. Because after all is said and done, what’s in a name?
Some people & business owners are still not sure what social networking is all about and how it works. The guys over at commoncraft.com came up a few years ago with a really simple explanation by video. Enjoy.
If you are ready to attract more qualified traffic or if you have questions about social networking, please contact us for more details and a free quote.
Fresh Traffic is a Canadian-based, Internet marketing company that specializes in search engine optimization, paid search advertising, web analytics, social media marketing, email marketing, and web and interactive media development.
Since 1996, Fresh Traffic founder Jerry Booth has provided business solutions to local companies and national brands alike. With foundations in marketing & web development, Fresh owns both marketing and technical knowledge, allowing us to create comprehensive solutions and communicate with every member on your team.
Since it’s all over the news and has been talked about since word broke, here ‘s just another take on the J.C. Penney search gaff. The NYTimes did a piece titled “The dirty little secrets of search” and in it was outlined how J.C. Penney gamed Google into listing them for all sorts of terms, applicable to their stores, but always listing at the top irregardless of the search.
The chief way this occurred was through the value of backlinks coming into a site. When your search engine optimization expert does their work properly, the value of the backlinks coming into your site will be categorically relative to your site. J.C. Penney however had links for all sorts of things on what seemed like any kind of website. When it comes to broad analysis of buying links to link back to your site, Google frowns heavily on the practice and often the links are devalued, or even negatively valued, and your site can be negatively effected in such cases. Matt Cutts was questioned on the occurrence and admitted that although JCP.com was already dealt with three times previous, the most recent and wide reaching offence hadn’t been noted.
Some have said it’s because JCP spends so much money on AdWords, others have said it’s sloppy policing on Googles part. One thing that the NYTimes piece did however, was contact a black hat SEO marketer directly and asked their opinion on the matter, and I believe they hit it on the head the best. Think of search not as a one type tool (search) but as a dual purpose technology; informational and commercial. And while the black hat lauded the strength of Googles informational capabilities, he readily admitted that commercially the results were lack luster, a cess pool was the term used. The Google team has admitted fully that there’s a relevance problem as of late, which has become more pronounced with the advent of both Caffeine and Instant technologies into the Google search algorithm. It also needs to be noted however, that spammers didn’t all of a sudden triple their output, the right set of adjustments just haven’t been found yet to exclude them from the relevant results. Additionally since no one has thought to bring it up, the same (gamed) results would have shown up in Bing or Yahoo as well as they did in Google.
JCP is about to go through some growing pains, and will most likely learn a valuable lesson in search; always make a point to be aware of your hired SEOs track record . You may find yourself on the receiving end of a swat on the nose from the Google team.
In a bit of a change of pace, just a reminder that there are a few key points which need to be considered when working online whether as a new website owner just getting into the search marketing side of business. Or a long trusted brand both on and offline, that’s looking to stake a claim, or reinforce a position online.
K.I.S.S. (Keep It Simple Silly) – Keep your website simple in appearance, construction and use. That doesn’t mean like a printed sheet of paper, but flashy ads, a video clogged front page or fancy fly away graphical menus don’t help your position in the search world. All of the above technologies, without a lot of back work, can actually hurt your online marketing performance.
Relevant Content – Keep your copy relevant and consistent to what you want to be known for. If you’re a plumber, write about plumbing trends, technologies and concerns. If you’re a tailor, writing about style trends, materials and new patterns is helpful. As a carpenter you wouldn’t want to write about small engine repair or microwave ovens, it’s simply not pertinent to your business or your website.
Budget – Ahh money, the one aspect of the business that always seems to surprise people. The thing about advertising, is that advertising in earnest, with the idea to make contact with your customers or clients to earn a living, will cost you money. In North America, Canada especially, online marketing budgets are significantly below what they need to be to see the real rewards capable from high quality, skilled search optimization. It still makes no business sense how a company can have no problem throwing away thousands of dollars per month on a marketing metric which is untrackable (newspapers/radio), versus a significantly lower cost for a completely trackable one (SEO).
A Call to Action – Often the missed point of a newer website owner, a call to action for your visitors is a required point of your website. A qualified and capable search engine optimization expert can bring you traffic, but if your website doesn’t direct your visitors what to do, they will leave until they find a site that does. If the point of your website is to sell, ensure you have a way to sell to your visitors with a Buy Now button, or a catalogue to order. If your desire is to attract people to sign up for your newsletter, make sure it’s prominently displayed as such.
Time – One of the most important requirements for SEO is time. Time for your website to be crawled and indexed, time for Google, Bing and Yahoo to place you within their index and the time it takes to balance your website versus the millions upon millions of pages also within your sector. It all takes time in the end, and if you try to circumvent the time component and go quick and dirty like J.C. Penney did? You’ll get caught, maybe not today, maybe not tomorrow, but you’ll be caught.
We heard this statement the other night from President Obama in his state of the union speech, it made me smile, why? because we are exactly that.
Since our inception on a coffee table back in the UK this is exactly how we have seen ourselves.
Over the years we’ve done big things with major brands like Sony, Sanyo & Best Buy, we’ve worked with celebrities & governments to making a small back street vendor a major player online across North America beating the likes of Sears & Costco, A little company that do big things.
What do we do? Well, everything to do with online search & branding, we have a team buying domain names daily, in fact we see opportunities before most others do, an example was the presidents quote of A little company that do big things, we bought that domain within 5 minutes of him mentioning it, a great slogan, we have done the same with others, company’s spend millions marketing there new project with traditional media, TV ads & Newspapers without first securing the web domains they will need to secure the brand first, how stupid is that at $10 a throw? then they complain when someone beats them to the punch and they have to pay Big Bucks to a little company for there ignorance, it’s just business.
We also run and manage Google Adwords accounts for clients, that’s easy considering I was consulting when the program was being built by Google, but what we really excel at is SEO, yes we know everyone can do this, if this is true then why don’t the company’s or individuals selling the service show up for themselves for major terms on the search engines like Google, Bing and Yahoo, it’s a no brainer, if they cannot list themselves, how do they list you?
Like Obama said, The rules have changed. In a single generation, revolutions in technology have transformed the way we live, work and do business. Steel mills that once needed 1,000 workers can now do the same work with 100. Today, just about any company can set up shop, hire workers, and sell their products wherever there’s an Internet connection.
Thirty years ago, we couldn’t know that something called the Internet would lead to an economic revolution, Innovation doesn’t just change our lives. It’s how we make a living.
Call a little company that do big things today on 204.942.4200 it could change your life.
When discussing with clients, both current and prospective, about the costs entailed with their SEO campaign, there’s almost always a measure of shock and or disbelief at the bottom line. Being that it’s a marketing industry at it’s base, and other marketing campaigns yield little to no tangible results, SEO offers a break down that can be examined.
You can determine if you’re attracting the proper type of visitor. Are your keywords effective, is your content driving your search rankings to help you climb to, and maintain a commanding position on the SERPs? Or are you only receiving immediate bounces to your site because you’re appearing on the wrong results pages? SEO when performed properly, and maintained rigorously on an ongoing basis, can give you these answers.
As for the costs associated to get the results you want, just like in any industry you get what you pay for. There are bucketfuls of “experts” out there who will do your websites SEO for you for $200-$400, but what will that really get you? Just like when you need maintenance done on your car or home, if you’re not a qualified professional to do the work, you pay for the services you require. Now say for instance, instead of having a contractor repair your basement foundation, you get your neighbor who you’ve seen mix concrete help you, imagine the recourse you have available when your basement walls begin to crack, leak and sag again.
Just as it is with the “experts” out there, when you’ve noticed that the $200 you’ve paid doesn’t deliver you any measurable, or quality results, there’s only one person to blame. Nickle and dime spending when it comes to your online branding and marketing has to leave the train of thought, you get what you pay for.
What is the greatest guessing game you ask? It’s the game which has made Google, Microsoft and Yahoo, as well as other search engine start ups and even failures, piles of money just by mention of the word. Search, is the greatest guessing game.
What happened when Google took the game and applied it’s own rules, was dominate the online community as it propelled itself forward, clawing and fighting for all of the infomation it could find. There are various illustrations of the web which come to mind when it’s pictured. Firstly as a web of course, of interconnecting websites and pages, all of which the search bots, spiders naturally, navigate their way around and build up this interconnectability between them. I’ve seen pictures of the internet visualized as planets in galaxies and solar systems, as continents on a map and even as a DNA strand at one point. The best visualization I can come up with is that of an ocean, and all of the websites and pages of the internet are just kind of floating around. People are like little fish, darting around from point to point, sometimes finding what they want, sometimes not. But it’s a fluid environment, never the same from day to day and always on the move.
An article written about which search engine is better at delivering relevant results was the inspiration for today. It tried to demonstrate that by using identical results in different search engines, that one could clearly deliver better and more relevant results than the other. The reality is I believe, much murkier than that. Google is absolutely a brand name, and used extensively in all walks of life. Bing is working hard on branding itself as a decision engine and not a search engine, but in the end both algorithms do primarily the same thing. They guess at what you’re looking for, they guess that they’re delivering you what you want to see and they guess mostly correct only because you’ve already told them what you want to see. Whether it’s via your search history, cookies saved on your computer or even your directly typed search query. Search is still just a game, and for now Google still plays it best. The internet and online technology being what it is, we’ll revisit the topic in a year and everything may be upside down.
The world wide web is growing everyday, with any and all sorts of content which you can imagine. Google, the largest, most widely used search engine globally, has the leading edge in the speed of searching, and delivering the web to each individual users needs. billions upon billions of pages viewed, indexed, and ready to serve.
The introduction of Google Instant, the displaying of search results while you type your search terms, should have come as no surprise. In terms of speed and reliability, it’s definitely faster (if only by a few seconds at times) than finishing a well formed query. Through their closed testing, one of Googles statements pertaining to longer searchs versus shorter, longer is not always better. Whether you type in 1 word and receive a viable, useable result, or use a 4-5 word query which returns the same result, it’s the few seconds here and there, which can end up meaning big on the bottom line. Both as an online business, and as an online consumer.
There’s been the calls of Google Instant being the death of SEO, and/or the end of SEM. When in fact it will be much the opposite. The introduction of instant search will help seperate the wheat from the chaff in the search business. It became a popular niche if you will, for anyone and everyone to become an SEO expert overnight by long tail optimizing for people online. It began to devalue the true worth of the real experts, those of us who can drive our clients campaigns to page 1 with three and less terms. Honing your skills and knowledge to be razor sharp in adapting to the algorithmic shifts as necessary, to maintain rankings, and continually build upon it’s success, and improve.
Google Instant isn’t the end of SEO, it’s not the death of SEM. It’s a new birth, the reset button on the industry that’s been long overdue. As the brands and businesses who targetted only long tail terms scratch their heads and wonder where their traffic has been trickling off to, and while the garage and Twitter based “SEO experts” struggle, the leaders in the industry can rest easy. Knowing that our ability, our knowledge, and our skills will rank our clients on Page 1.. Google Instant search or not.
So the big news so far this week would most definitely have to go to the newest change in Google search, Google Instant.
Google Instant is starting to roll-out to users on Google domains in the US, UK, France, Germany, Italy, Spain and Russia who use the following browsers: Chrome v5/6, Firefox v3, Safari v5 for Mac and Internet Explorer v8.
In a nutshell, Google is completetly your searches for you as you type, so no need to hit that enter button. They broke down the search time in a basic format. It takes about 9 seconds to type a query, 1 second to return results, and on average, 15 seconds to select your best choice. The idea, is that Instant will reduce search times by as much as 5 seconds!
Unless your a professional racer of some sorts, 5 seconds may not seem like a lot, but it can mean the difference between an ad impression, click through, or new visitor to your site. As a business owner, you need to decide and realize what your time, product and online presence are worth to you. Google Instant isn’t available widely, and can be shut off by users who dislike the service. But, what are you worth? Is your competitors site optimized better? Is your nearest rival perhaps in a better search position on the “normal” SERPs? With the looming introduction of permanent Instant, how much is your online brand worth to you? A difference of 5 seconds could mean the difference between a new contract, or being on the receiving end of a dusty unused website.
Of all the verbage thrown around when working with online marketing, a term that is often used as a negative, would have to be bounce rate. Used usually as “The bounce rate of your site/page/products is why you don’t have conversions” It’s seen as a black spot on a site, and needs to be handled as soon as possible. Bounce rate can also be used as a metric for growth as well how ever, if your SEO expert is on the ball, they’ll understand how to analyse and adjust your pages to change that rate.
A definition via Wikipedia:
Bounce rate (sometimes confused with exit rate) is a term used in web site traffic analysis. It essentially represents the percentage of initial visitors to a site who “bounce” away to a different site, rather than continue on to other pages within the same site.
A visitor can bounce by:
Clicking on a link to a page on a different web site
Closing an open window or tab
Typing a new URL
Clicking the “Back” button to leave the site
Using the above list, you can begin to personally gauge where your pages may be going awry with a high bounce rate. Do you include links to external sites? If you do, are those sites also yours? Do you have loud music/sounds or flashy videos on your site which may startle people and annoy them to closing your page? Is there nothing eye catching on the page to compell visitors to stay on your site? Session timeouts are generally gauged in the 30 minute range, and if a visitor hasn’t purchased your product, or visited other pages on your site within that time frame, then you need to begin, by looking at your content.
Just as a rule of thumb, remember that your SEO can bring you visitors, it’s up to you to convert those visitors to customers and/or clients.