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Voyeur

Joe Joe

November 29th, 2012.

Rise of the Digital Voyeurs: What is Your Role in Social Media?

 

Every day we sign into Facebook, Twitter , Google+ and a plethora of other Social Media platforms. The content shared on these sites is limitless, and with new content being created and shared every day, the power of Social Media has never been stronger.

We are constantly told about the benefits of Social Media as an Online Marketing Strategy, but one question that I’ve been pondering is: What do the 700 million people who use these sites actually use them for?

I propose a three-pronged method of identifying social media users.

1) Those who seek to create new content for their online audience for a multitude of reasons and in a multitude of ways. (Creators)
2) Those who enjoy nothing more than engaging with online content and sharing it among their family, friends and professional peers. (Amplifiers)
3) Those of us who sign in just to see what our friends and family have been up to. (Voyeurs)

The spread of users across these three categories is far from even. As the following diagram comprehensively explains, the people responsible for creating new content are in a tiny minority, while most people are quite content to just observe what other people are creating.

 

So what type of user am I?

There is no easy answer to this question. I imagine most people fall under ‘a bit of each'; but here, I will give each User-Type a profile and you can see which you most identify with.

Creators

These are the people at the top of the content waterfall. People who focus on creating web content. Here are the different types:

Type 1: Raising Awareness/Expanding a Fan Base/Increasing Exposure

The creators with the most exposure are big brands with big followings. A company like Coca-Cola push new content all day every day. They want to keep people interested in their product and spread the good word. If people are sharing new pictures, competitions and media around Social Networks, it’s free promotion for the company and everyone’s a winner.

There’s obviously a sliding scale with the multi-nationals at one end and independent companies, artists, musicians and people trying to build a fan-base at the other end.

(If you’re on the digital marketing team of a big brand; an unsigned musician; or a celebrity, this is you).

Type 2: Staying Current/Inspiring Ideas/Informing

Other creators might be Bloggers or companies who offer online services. They spark discussion about topics and, as their content is shared in email or social networks, they build more of a following. New content is important for these people. Staying fresh and current in the SEO-driven world requires a focus on innovative ideas and compelling writing.

(If you’re a Blogger, SEO or Redditor, this is you)

Type 3: Have-a-Go Heroes

The final type of creator is anyone else who posts on any Social Media Platform. The people who Tweet about their breakfast; or Instagram pictures of the weather; or update Facebook after a successful bowel movement. The people who just want to share their lives with their contacts. Features such as ‘Checking-in’ and ‘Tagging’ on Facebook enable these users the opportunity to be as detailed as they could possibly be when creating new content. The more they tag, the bigger their audience becomes. Mobile technology means that essentially anyone with thumbs can be this type of creator.

(If you have an internet connection, this is probably you)

 Amplifiers

The Amplifiers of Social Media can be broken into similar sections, as such:

Type 1: Shameless Self-Promoters

This is the type of Amplifier who tries to get their own content as much attention as they can. For example, a Blog-Post writer at an internet marketing company might Tweet a link to his post for his followers to see. His Twitter account is linked to his Facebook page, so it will also post the link to Facebook. He might then post a link to the page on Reddit; Submit the page to Stumbleupon; +1 the page on Google+; Pin the page on Pinterest; e-mail the page to all of his friends; write a letter containing the URL to his Great Aunt; Spray paint the link under a railway bridge or just go door-to-door asking people to visit his page. If he’s lucky, his followers, friends and associates will give the post the same treatment; retweeting it and sharing it around their own online networks and this will get the post the recognition it deserves.

(If you are trying to increase exposure to your own content, this is you)

Type 2: Subject Gurus
These are the types of Amplifiers who are considered (by themselves at least) to be experts in their field of interest. They will follow anyone who shows an interest in their subject and retweet, comment and increase awareness of the content they view to be of a high standard. This could be @DogFoodCentral Retweeting your comment about the new biscuits you bought your Labrador, or it might be @MattCutts raising awareness of your worthwhile post about Google’s Interpretation of HTML Tags. In any case, these are people who have an online following interested in a particular subject. They acknowledge that responsibility by sharing the best content in that field.

(If you are an online expert on anything, this is you)

Type 3: Fankids

These are the people who share content from their favourite bands, celebrities or artists. There are pages and sites dedicated to sharing the content put out by pop-cultural icons from all walks of life. Many artists have modern-day Fan Clubs in the form of Fan Pages and Groups on Facebook. There are also a growing number of Twitter accounts dedicated to Retweeting people talking about the artist. For example the frankly confusing account dedicated to 2010’s 4th Place X-Factor Contestant, Cher Lloyd:

For an example of the hype that can be created by Fankids, look at a fairly innocuous Tweet from  a young boy named Justin Bieber:

That was Retweeted by more people than could fill Wembley Stadium.

Take a moment to process that…

Now, I’ve got nothing against Justin Bieber. I’m sure he’s completely deserving of the attention he receives for quoting other people’s lyrics. But I’m sure if an 18 year old boy doing an Apprenticeship at a local City College had Tweeted the same sentiment, it might not have generated quite the same buzz…

Fankids share their love of artists to an alarming level of dedication, making them a huge part of the Amplification process.

(If you are obsessed with someone online, this is you)

Type 4: Keyboard Keensters

This applies to anyone else who interacts with online content. Casual Social Networkers who either want to get involved with the technology or just keep up with their friends. They will retweet @sportsquotesoffical or whatever sage advice is being handed out by @charliesheen that day. They will comment on each other’s photos with material that 5 years ago would have been confined to a text message or phone-call. They will like their friend’s status updates, share photos from their favourite singer’s pages; but still be fairly restricted to slightly extended group of people that they probably see on a day-to-day basis anyway.

(If you spend much of your time on Social Networking sites, but don’t like posting, this is you)

Voyeurs

This is less easy to break into different segments since we are all guilty of it in some way. By Voyeurism I mean the idea of looking and not touching. Seeing but not interacting. The idea of voyeurism conjures up a lot of negative connotations, but I think it is exceedingly appropriate here– especially in an age where privacy is flouted just as much as it is protected. There’s something kind of perverse about how most of us use Social Media. Every day we log on and trawl through updates of people we probably wouldn’t even think about were it not for this fairly unnecessary level of connectivity.

I’m in the age bracket where people start to have children. I’m sure having a child is the most precious thing in the world, and I’m sure when I have children I’ll want to share it with everyone I know. But at the same time, I find it almost unsettling that I’m being exposed to an enormous number of such life events by people I barely know and may never physically meet again. We invite people who are essentially strangers to share in our successes and failures, knowing that they probably don’t care. We watch people’s lives go by in our Newsfeeds and learn more about them than we care to know; but in many cases we wouldn’t even say hello if we passed them in the street.

And we still log on every day to do the same.

Looking but not clicking.

…Welcome to digital voyeurism.

So Why Should I Care About This?

It’s important to recognise who will be using your content and what they will be using it for. If you want to get a killer video out there; or you want more people to spread your latest blog post you need to think of ways to turn Voyeurs into Amplifiers, and Amplifiers into Super-Amplifiers. You might offer a prize for the 1000th Retweet or comment. You might reward commenters by commenting back with feedback. People like to know their opinions are being heard, and the more links you build on that personal level, the more people will connect with your company and the more they’ll come back. Get visitors active, and then reward their activity.
As a planet, we’ve never been so connected. The next stage for online commerce is activating the potential to interact with all of their potential customers. Things like Google Authorship are a step away from online anonymity and a stronger sense of community.

Put the effort into engaging the visitors to your site and you’ll see the benefits in no time.

googled

Joe Joe

November 27th, 2012.

Google Authorship: Your Agent, Promoter, and New Best Friend!


 

 

‘Google Authorship’. You’ve probably heard it being bandied around and if you haven’t taken the time to look into it, now’s your chance. Google Authorship will arguably prove to be the most significant tool for building rankings that Google has ever introduced; and if you’re smart about it, you can start benefiting immediately. This post will explain what it is, its implications and how to use it, so it’s a great place to start. Before we begin, it’s important to say that Authorship and AuthorRank are separate, but inescapably linked. Just like nobody ever talked about Tom without mentioning Jerry, it’s hard to talk about Authorship without thinking about AuthorRank.

 

What is Google Authorship?

Nutshell time!

Google Authorship is Google’s strategy of linking web authors to their online content. So anything you write online can be linked to your online profile (no prizes for guessing it’s your Google+ profile). Google haven’t officially said that this will lead to a writing-quality based ranking system; but they’ve implied it pretty heavily. In 2007, Google patented something called ‘Agent Rank’. You can take a look at the patent here , but if you’re not versed in patent law, Bill Slawski gives a pretty good run down over in February 2007.

Obviously we’re now spoiled by blogs explaining where they were going with this patent, but with the advent of Google+ and Authorship the theories are starting to become an impending reality.

Be Careful

It’s important to remember that Google Authorship and AuthorRank are separate entities.
You can read all about Authorship at the horse’s mouth; but broadly, it’s the link between authors and their content. AuthorRank is the rating system associated with this link. Authorship is in operation now. AuthorRank isn’t.

In a lot of press stuff the G-team has been saying the main focus of Authorship is to link authors to their content. Google Software Engineer, Othar Hansson appears to be obsessed with the fact that it puts your picture next to your post on SERPs and the psychological benefits of this in terms of connectivity. In his words, it’s Google’s way of ‘making the internet more human’. It’s a lovely sentiment, but cynical-old-me still thinks this is all part of the much bigger AuthorRank picture. And that’s not a bad thing. AuthorRank will be a great way of promoting online content based on the merit of its production and weeding out spammers. It punishes anonymity, but celebrates connectivity, and that’s surely a step in the right direction.
AuthorRank isn’t officially in use yet, but the buzz around it has become almost deafening and smart money is on it being run as an operational algorithm very soon.
But, back to Authorship…

Why should Authorship bother me?

Why shouldn’t it? This is the first chance we’ve been given to associate all of our online work in one centralised beacon. If, like me, you originally avoided the Google+ hype, change your mind now, or you might just get left behind.

There’s never been a better reason to join up. It will ensure you get the praise you deserve for the stuff you’ve written in your field of expertise by linking to similar articles you’ve written. In fact, that plan is already in action. Matt McGee has found that as soon as you’re finished reading an article by an author signed up to Authorship, you press ‘back’ on your browser and Hey, Presto! You’re presented with more articles on the same subject from the same author. This is the perfect type of promotion and will benefit your traffic in no time.

Pros and Cons of Authorship (and, inevitably, AuthorRank)

Let’s take a look at the effects Authorship could have on your business:

Pros
– Association with good writers and good content is bound to have a positive influence on your site’s PageRank. AuthorRank will undoubtedly go hand-in-hand with PageRank!
– People will be able to interactively see the merits of your site by clicking the author links on each post.
– Verified quality writers will encourage more people to link to your site. It’ll work wonders for Domain Authority.
– What if that writer who’s earned you all those Click-Throughs leaves? Well, they’ll always be tied to the domain that published their content. So even if they stop writing for you, as long as you both stay on top of your game, you’ll both benefit.
– You’ll get more Clicks because people will trust that smiling Rich Snippet of yours more than they trust a farmed-in link.
– People will be more willing to contact you with their thoughts. That means you’ll be able to engage more with your audience.
– Spammers will be much more easily identified. No Authorship will mean no verified author. Quality content will be rewarded.

Cons
– If you rely on one writer for a high ranking/readership and they leave, you’ll have to work extra hard to keep on top and stay fresh. But there’s nothing new there!
– Authorship can’t be attributed to your company, only to your writers.
– Authorship can’t be attributed to a team, only to ONE writer.
– It acknowledges the achievements of individual writers rather than a whole business.
(But the kudos is shared by association, so everyone’s a winner.)

One point which is a mix of a Pro and a Con: a lot of people have been reporting that their Rich Snippets have taken weeks or even months to show up. Generally, Google seems to giving it on a priority basis to people they think have earned it. That is, people who are getting a lot of traffic for a lot of posts. It seems a little harsh to begin with, but at least this way you know Authorship has truly been earned.

At face value, the pros seem to outweigh the cons; and the cons concerning companies benefiting from the writing of their employees seem to be part of an on-going morality battle. Is it OK for an employer to take credit for their employees work? That’s a question for another time on another blog. But in any case it would seem that Authorship unequivocally promotes and celebrates individualism and, to bang the Marxist drum, denies the power of anonymous corporatism.

How Can I Get On Board?

2 Things you’ll need for Authorship before you start out:

– Online Content (you already have that though, right?)
– A Google+ Profile!

I don’t have Google+!

Let’s start from the start. I’ll show you how to set up a Google+ profile from Scratch; using the perfect blank slate: me!

Step 1: We’ll pretend like none of us has a Google account and start from the front door. Head over to Google+

Step 2: Fill in the Details form

Step 3: After a verification process, you’ll be presented with this box:

Step 4: Get your photo up! This will be the photo used in your Author Rich Snippet.

Step 5… and Get Involved!

There are plenty of posts around the web that can give you a complete overview of what Google+ has to offer, but since this post is about Google Authorship I’ll leave you with one piece of advice:

Use Google+ as much as possible. The more you engage with your profile and the circles you build, the more you’ll gain from the service and the more strength you’ll have around the web.

So how do I link between my profile and my posts?

Well, there’s a lot of ways this can be done. The process can be quite confusing, but Rick DeJarnette gives a decent overview.

NB. It’s still a little jargony in places.
I’ll break it down as best I can in a second, but if the HTML stuff gets too much, feel free to watch this video of Matt Cutts and Bond-Villain-in-Waiting, Othar Hansson looking uncomfortable and explaining the HTML coding in very accessible terms.

For Sites with One Author:

If you have an email address on the same domain as your published work:

Step 1: Head over to the Authorship sign-up page and fill in the form.

Step 2: Click ‘Verify’ in the Verification Email.

Step 3: In the ‘Edit Profile’ section of your Google+ profile, you’ll now find you’re a ‘Contributor to’ the domain of the email.

Step 4: Start writing as much as possible at that domain. The more Google sees people are looking at your content, the more important Google thinks you are and the sooner you get your picture on the Search Page.

If you don’t have an email address on the same domain as your published work:

This may also be useful for posts in blogs where you’re a guest poster.

The best way in this case is to include a hyperlink with an HTML “rel=author” tag at the bottom of each page you write.

Basically, rel=”Author” is a way of telling Google that the author of this page is at the other end of this link.

The complete HTML link will look something like this:

<a href=”https://plus.google.com/101369752982717498462#101369752982717498462?rel=author”>Joe Shervell</a>

And behave something like this:

Joe Shervell

Now go back to ‘Edit Profile’ on your Google+ page and edit the ‘Contributor to’ section to include the site you posted to. It may be more beneficial to give the exact URL of the page, like this:

But reportedly listing the domain’s homepage will still work fine.

My site has multiple authors.

That’s ok, so does ours!

Step 1: Make sure you have a Bio Page set up for each writer. Something like this.

Step 2: Set up a Hyperlink from the Content Page to the Bio Page, but make sure you include our old friend, the rel=”author” tag.

Step 3: Set up a Hyperlink from the Bio Page to your Google+ profile, but this time include a rel=”me” tag. Simply put, Google will read this as you saying ‘this is me’.

Step 4: Head back to “Edit Profile” on your Google+ profile and enter the URL of the bio page in the “Contributor to” section.
That’s about the size of it!

But I use WordPress. What about me?

If you’re WordPress savvy then it’s really straight forward:

Step 1: Grab yourself a copy of a plugin like this one.

Step 2: Install it (It’s all explained in better detail right here)

Step 3: Fill in the information on your WordPress User Area.

Step 4: Keep posting and sharing and Google will notice you and give you your well-earned Rich Snippet.

So I’ve Set Up Authorship. Now What?

By setting up Authorship you’ve put yourself on Google’s radar as a writer, and that’s a huge step in the right direction. When AuthorRank does arrive, (and it’s not a matter of if, but when?) the more prestige you’ve earned as a writer, the better.

Use your Google+ profile to interact with your community of readers. Write about what you know, and write about it well. Google will see you as someone worthwhile in the field and give you a better rating in the rankings battle. This ‘writing about what you know’ is an important point. If you’re Noam Chomsky, then Google will recognise all the stuff you’ve written on Language Acquisition and if you decide to blog about it, you’ll be rewarded with high rankings based on your previous work. If you’re Noam Chomsky and you decide to write a blog post about Animal Husbandry in the Serengeti; you might not get the same level of respect.

That seems like an important point; one that I’m loathe to gloss over. Google Authorship can reward expertise. If you build a following and recognition as a writer in a certain field, then it will be reasonably safe for Google to assume that anything you write on that subject will be of a similar calibre. That’s not to discourage you from branching out into other fields; but if you do, make sure you have a community willing to accept that change or you might be punished by negative response.

To sum up neatly; Authorship is essential to let Google know you are a legitimate and quality writer who isn’t out to scam or spam. In the future, AuthorRank will come into the equation, and when it does, make sure you’re ready by building a big following and professional group now on Google+.

And even if we’re all wrong about AuthorRank… what’s the harm in having Google’s Seal-of-Approval on your work?

gootube

Joe Joe

November 21st, 2012.

Is Video a useful SEO tool?

Is Video a useful SEO tool?

Nearly 4 years ago, Nate Elliot made the groundbreaking claim that properly and strategically indexed video pages are 50 times more likely to appear on the first page of search results than their text-based cousins. Why? There were simply fewer videos than web pages. Brands and video-makers who took the time to index their videos were living the page rank dream.

But that was 4 years ago. Michael Jackson was still with us and some 113,529,600 hours of video had yet to be uploaded. So is video still the unsung secret hero of an SEO’s arsenal?

Honestly, there is no simple answer. Video can help you, but how you choose to use it depends on how it will help. Most of the time your video decisions will require you to choose between supporting your brand and increasing traffic to your site.

Treated with spruce and correct SEO techniques, there’s no reason a decent YouTube or Vimeo video can’t draw traffic. But the traffic won’t be going to your site, it will be going to the video hosting site. This can be an excellent way to increase awareness of your brand, but remember: Search Engines don’t watch videos! The written-side-of-things is your ally. Treat the text the same way you would treat any SEO post. Keep the title and description keyword-heavy and utilise tags for maximum keyword coverage.

Also, don’t neglect the power of transcriptions. There are plenty of transcription services on the web. There are automatic ones such as YouTube’s frankly awful Auto Caption service, but also high quality human versions. There are plenty of ways to get written versions of your video which can be placed in the video description and, if they’re keyword-heavy, you’ll see an improved search rank in no time.

Hosting or Embedding: The Big Debate

So should you host the videos on YouTube or your own server? As we’ve already established, and as with anything else in the big bad world of SEO, it’s a tug of war. YouTube is certainly more straightforward and more searchable, but even embedded on your site, the YouTube page will be raking in the traffic and any links to your video will be links to YouTube. Self-Hosting on your own servers or a cloud service like AmazonS3 can give you greater customisability and video protection, but perhaps less exposure to a passive audience. I would say if your site has better domain authority than YouTube (it doesn’t); or if you’re confident in your video’s ability to go viral, then by all means host on your site. If not, build your reputation first with your own YouTube channel.

It’s also worth mentioning that if you do decided to host your own video content and if you do expect it to go viral that you make sure that your  hosting provider can handle the traffic and that you can handle any extra potential charges.

The notion that you’ll lose out on exposure by hosting on YouTube is a myth. Ultimately, as long as you provide Google with a well-made Video XML Sitemap, it shouldn’t matter too much. Google can spider the video and you won’t miss out on any due traffic. Not all video hosting sites provide this service (YouTube does), but take a look here for a fairly comprehensive guide on How-To. Also make sure you provide a link to your site in the YouTube description! It won’t count for much in terms of backlinking, but it will encourage viewers to visit your site.

How do I make my video popular?

Now all you have to do is make your video go viral. ‘What makes a video go viral?’ you ask? Other than promotion through your social media, I would say originality and unexpectedness are key. Whether it’s babies rollerskating to promote Evian, or pandas increasing their chance of extinction by scaring each other with sneezes; originality and cuteness reign supreme.

Heroes and Zeroes of Viral Campaigns

Everyone on earth, Mars and The Moon tuned in to the Kony 2012 video on its release. Its success was down to its emotive nature and high production values. Its failure was in its shady backing and a one-man nude march by its creator.

Reebok released a pair of videos to support their ‘I am what I am’ campaign featuring notorious rapper 50 cent. One was a 30 second montage of news stories discussing Fiddy being shot 9 times interspersed with the man himself sitting in a flooded warehouse, ominously counting to 9.

The video was pulled by Reebok amid concerns from anti-gun groups.

A sister video was released featuring the same man spending time with his son and discussing his emotional rags to riches story.

It’s a genuinely moving video, but compared to its violence-focussed equivalent has garnered little attention on YouTube. The moral of the story: Be Controversial. (But not so controversial you blow the whole multi-million dollar campaign).

So what do I do now?

You need to find a video that’s right for your business. Popular types include ‘How to…’ and ‘Tricks and Tips’ videos. What little-known industry facts can you share on the web to bring traffic to your site? Make a YouTube channel for your company and start sharing your passion with the world. But make sure you follow the tips above!

Alternatively, you could take the creative approach. Looking at viral hits such as Rebecca Black’s Friday, Psy’s Gangnam Style, Singing Cats, Talking Dogs and Children acting Childish; I would propose a video of a baby performing dressage on an Alsatian to a synth-pop accompaniment would be the perfect video to support any brand.

And don’t forget….

Time visitors spend watching the videos on your site is time spent with your brand, and it’s time spent on your site! That’s never a bad thing. Now go and make videos!

moustache

Martina Martina

November 1st, 2012.

4 things Movember can teach all businesses

moustache

Image Source

What is Movember?

  • Movember (a combination of the terms Moustache and November), is an annual national incentive welcomed far and wide by mo bro‘s (Movember brothers, I think) who help to raise awareness for men’s health, specifically prostate cancer and other male cancer initiatives, by the growing of their moustaches.
  • The idea was launched circa 1999 by a group of 80 guys in a pub in Adelaide – and since then has gotten great publicity for it’s cause, with ambassadors including many well known celebrities  such as Justin Bieber, Snoop Dogg and UFC Lightweight Champ Frankie Edgar.
  • The campaign has even gone on to partner with Google Chrome to create a video:

Great! – What can businesses learn from Movember?

Aside from the success that comes with the genuine promotion of a charitable cause, there are many things all business owners and it’s employee’s can learn here, including:

1) Teamwork increases the odds of success!

It was a team of 80 guys that first started the initiative, not just one. Now, while it is entirely possible to begin something on your own and grow it from there, it is so much easier having people agree on the same thing from the start.

Aside from the team of people being on the same wavelength, being part of something gives it more power, which gets things going faster than if you have to wear all the hats yourself!

2) The best gains can be gotten through giving something away!

There’s a reason why on your lunch-break, if you’re lucky you’ll see a coca-cola van parked up, attached to a trolley full of free drinks it’s giving away – branding.

Being known to seduce potential customers with your product is an age-old tactic and is regularly used, use it!

The original mo bro’s gave away their freshly shaven upper lips and gained tonnes of cool-points in return.

Whatever your business niche, offer up some freebies! It might lose you money in the short run, but could very well gain you leads and will strengthen your brand awareness in the long run.

3) People outside of your niche, will help you – if what you are doing helps them!

With the recent banking scandals and shortfalls related to the Olympics, it might be hard to believe it, but people like to be nice! – Even more so when other people appreciate their niceness.

One example of this is Qantas –  the flag carrier of Australia, who painted a moustache on one of its airplanes in aid of the charity in 2011.The famous ‘tache can also be spotted at the Qantas terminal where it is displayed proudly on the entrance building:

Quantas-terminal,-Sydney

Image Source

The business of aviation isn’t particularly well known for charity among the masses, however Qantas getting involved in this shows that it doesn’t matter what you do, it will be recognized if there is genuine goodwill behind it!

4) Forget paid promotion in hopes of going viral, if your idea/cause is a good one, that is PR enough!

It’s true you can buy your way to a million views on YouTube and etc. but I’m guessing the satisfaction isn’t nearly as close to when something genuinely takes off!

Of course working with internet giants Google can bring any cause to the attention of the masses, mostly because Google pretty much run the inter-web. However, it wasn’t Google that shed light on Movember alone.

The charity worked its own way to the forefront for many reasons the biggest being that it relates to men, who make up a huge scale of the population!

Allowing/encouraging others to get involved in your cause, means they’ll feel closely related to it, and if it appeals to them personally they’ll be even more likely to continue or at least acknowledge it among peers.

After that, going “viral” is almost the next step, simply because people will want to be a part of something so good!


Ask Men‘s Movember movie comedy short:

MovemberTV: Movember’s Impact on Awareness

emds

Matt

October 25th, 2012.

EMDs Don’t Make the Final Cutts

If you are at all familiar with the concept of classical conditioning, then you should understand why roughly half the webmasters in the world wince every time Matt Cutts (Google’s head of search) mentioned a change to their algorithms. We’ve been burned too many times by the likes of Penguin, Panda and the fold algorithm and as such most of us treat his announcements a little bit like we treat a trip to the dentist – with a lot of trepidation.

Well if your website is called ‘www.oompadoo.com’ then you can breathe a sigh of relief – this time Cutts is overlooking you and giving you a bit more time to lick your wounds. This time Google is interested in targeting the owners of ‘www.buycheapfuronline.com’ and ‘www.bestbodybuildingarticles.com’. That’s right – ‘exact name domains’ or ‘exact match domains’ that have URLs designed to precisely mimic the phrases people are searching for. According to a tweet from Cutts this will only affect 0.6% of English queries – though sometimes as we know these low sounding statistics can leave fairly devastating shockwaves.

Why This Change?

Of course the reason for this change is that many sites that use ENDs do so in lieu of actual good content. This is an easy way for a site to get to the top of the SERPs and so in many cases the quality content simply isn’t there to back it up. At the same time this strategy lends itself to sites that don’t have very diverse content but rather simply focus on answering a single question in order to get AdSense revenue.

In fact this is something that has been on Google’s agenda for a while now, and not so long ago a foreboding announcement came that Google would be favouring websites that focussed on building a brand for themselves with a recognizable name and image rather than one-hit wonders. Of course this direction wouldn’t favour ENDs.

What Does This Mean?

It’s worth noting that Cutts’ tweet also stated that the change was targeting low quality exact match domains – but of course there is likely to be some collateral damage and some perfectly good sites are likely to see their rankings drop too. Some sites of course use ENDs simply because they were there, and some business names happen to be great keyphrases.

That said this will likely call a stop to people buying up keyword domains and selling them on and it might level the playing field for those sites do have more obscure and original URLs (that said ENDs will still have some value due to direct traffic which Google can’t control). For every person who will be angry at the changes there will be a new opportunity created for webmasters to jump in and fill a void at the top of the SERPs. Whatever else you say about Panda and Penguin they do seem to have reduced the amount of spam sites that come up and this does make for a better browsing experience…

So looks like this time ENDs haven’t made the most recent Cutts. But the real question still lingers… could bad puns be next? (Then I’m in trouble…)

The author of this article, Jeet is an avid blogger and expert SEO analyst. He is also a good writer and often writes guest post on SEO niche. He founded GetLinksPro, a link-building and SEO company. He also shares his knowledge and tips on SEO on twitter. You can also follow him on twitter @getlinkspro.

30-ways-to-promote-your-blog-posts

Martina Martina

October 23rd, 2012.

30 ways to promote your blog posts [Infographic]

Here at Datadial, we enjoy sharing the webs little gems when we stumble across them! Today is one of those days! ;-)

Take a look at the helpful infographic below, that shares some tips for you fellow bloggers on how best to get the word our about your amazing blog.

Feel free to share any useful tips you might have below:

Image Source

Google_images

Martina Martina

October 17th, 2012.

Google adwords: Image search ads

Google_images

Topic in question:
Google Adwords’ image search ads

Are these new?
Well yes and no. No technically, since they were originally launched at a Google Search event back in 2010, but to you – yes if you have never used them before, obviously.

What are they?
In short, they are ads that include images similar to the ones you see on the search network as part of a PPC campaign.

Where do you use them?
These can be used as part of your online advertising campaign in Google’s display network. Specifically, they will appear at the top of Google’s image search above the lines of images returned. Here is an example:

CLS
 

Why would you use them?
For many reasons. There is a huge untapped opportunity to be found via the images you have on your website than just through regular SEO. For instance, through the ALT-tags used in your images. These can lead people to the content on your website.

Also, often people are genuinely just looking for an image rather than actual text content – for instance when looking for new shoes, or any product they are interested in. This is a great chance to draw in prospective customers.

Hold on, don’t we already have image ads on the display network?
We sure do!

So, how are these different?
They’re completely different. Image ads are ads featured in Google’s display network. This network is different from Google’s search network. Instead, it is a large collection of websites that are in a partnership with Google that work to display graphical ads that have been built with the display ad builder.

Those ads look like this:

cooking_ad

Will these cost me more than usual search ads?
No, you can bid on relevant keywords as you usually would. So this will only cost you as much as you choose to bid.

Any tips for effectiveness?
Google advises you create a separate campaign for these kinds of ads. This way you can gauge quality scores much more accurately and hone the campaign in a way that works best.

Things to keep in mind?
Although a useful way to advertise, it is worth noting that there are no guarantees this will be a huge success in terms of conversions, and as with text ads, it is a process of constant tweaking until you find what works.

Some users have suggested that this is something that best works with tangible products (on e-commerce sites) where someone will search to get an idea of a product they will eventually wear, use or feel (i.e furniture, clothing or decoration).

If your product doesn’t fall into this band, then the outlook for image ads search might be branding; a way to advertising the visual aspects of your services. Low Cost Holidays [link redacted] does a good job of this. Here, I searched the term winter holidays:

winter_holidays
 

Okay where do I start?
You can explore this feature in Adwords by selecting a campaign on the left and then selecting ads from the top panel. From there, select new ad and then Specialised – Search from the drop down menu:

search_ad

Follow the instructions from there. – Good luck! ;-)

search_engine_relationship-th

Rob

July 10th, 2012.

Remember when..there was more than one search engine

I recently found this leaflet in the bottom of my draw.  It shows how all the different search engines used to relate to one another and how they got their results.

It bought back memories of how it used to be in the search engine game.  It also shows how long we’ve been in the SEO game compared with some of the other jonny come latelys!

 

 

 

 

 

 

 

 

 

 

 

penguin2

Adam Adam

May 22nd, 2012.

The Non-SEO Guide to The Penguin Update

There has been a lot of discussion around the search marketing industry over the past few weeks thanks to what many consider to be a pretty major update released by Google. There has been a lot of speculation that has followed with some good and not-so-good advice as a result.

With all of this information floating about it’s difficult for anyone without their ‘ear to the ground’ to get a concrete understanding of exactly what ‘Penguin’ is, and what the effects have been. I’ll put the speculation to one side for the moment and start with the facts:

What is it?

Google’s latest update aimed at rewarding high-quality sites in search results by targeting and demoting sites appearing ‘overly optimised’. Some sites that have used or are continuing to use outdated tactics (specifically tactics to get other websites to link to theirs for the purposes of improving rankings in search results) have been affected by this, however there are reports of websites that have never engaged in such tactics being affected by the update as well.

When did this happen?

Google released a blog post  stating that the update would roll out “in the next few days” back on 24th April- almost one month ago at time of writing. Most sites affected by this will have noticed changes around 24th onwards.

How to I tell if I was affected?

Sites affected by the update will probably notice a change in rankings and visits from organic search traffic (specifically visits from Google) around this time. If using Google Analytics you should be able to tell by navigating to ‘Traffic Sources’->’Sources’->’Search’->’Organic’, making sure you have a date range that spans a few weeks before and after this date. To be sure it’s best to limit the data you are viewing to Google only. Look for ‘Primary Dimenson’ and click ‘Source’ next to it to give you a list of organic search sources, and click on ‘google':

Google penguin visits graph

The example above shows a drop in visits from organic search (specifically from Google)- if you see a consistent increase in visits around this time it is likely that a competitor may have been affected and your site may have improved in rankings as a result.

OK it looks like my site has been affected- What else do I need to know?

1- You’re not alone-

thousands of sites have been affected by this update- some undeservingly so (to the point where Google has created a feedback form  for sites that don’t believe should have been affected by the update)

2- Penguin is an algorithmic update- it isn’t personal.

Google has identified your site as being within this ‘category’ based on the data it has, not due to a human reviewing your site personally.

3- Reconsideration requests won’t help-

SearchEngineLand.com reported:

“Because this is an algorithmic change, Google has no plans to make manual exceptions. Webmasters cannot ask for reconsideration of their site, but we’re happy to hear feedback about the change on our webmaster forum.”

4- Noone that has been affected by Penguin has recovered… yet-

There is a wealth of speculation and tips for recovering from the penguin update online, however noone can confirm what the best solution to recovering from this update is. Currently there has been no ‘refresh’ or ‘reevaluation’- sites that were affected are still in the same boat.

5- Penguin isn’t ‘real-time’-

Like the ‘Panda’ updates before, the Penguin update isn’t continually reevaluated in real-time, meaning any changes that are made now won’t have any impact until Google reevaluates their data at a later date.

How can I get my traffic and rankings back?

The only certain answer at this stage is no-one can be 100% sure (as with pretty much anything within the SEO sphere), but the potential signs of redemption lie in evaluating the existing links to your website and the methods used to attract links from external websites.

Microsite Masters released some interesting findings of sites they analysed that had been affected by the Penguin update:

“every single site we looked at which got negatively hit by the Penguin Update had a “money keyword” as its anchor text for over 60% of its incoming links. On the other hand, the sites that were not hit by the update had much more random percentages.”

This suggests that sites with a higher percentage of links that use the keyword they are trying to rank for (‘money terms’) in the clickable part of the link to their website (‘anchor text’) are more likely to have been affected by this update. This isn’t a ‘one size fits all’ issue, and I’m certain that Google would have considered several other factors rather than the percentage of keyword-rich links a site has, but suggests that Google are looking for more evidence of brand promotion rather than search engine manipulation when assessing the links to your website.

 

As with other large updates introduced by Google in the past, this re-emphasises the importance of diversifying the sources of income your business as a whole has. Depending on one revenue channel alone can be risky- even when times are good, so it’s important to remember that channels such as paid search, email marketing, online PR, affiliate marketing and social can be profitable.

 

img credit: opencage.info

i-find-you-interesting-but-facebook-thinks-your-dull

Rob

May 18th, 2012.

I like you but Facebook thinks you are dull

This post is to do with Facebook and how to get seen in people’s news feeds.

The problem is that every time you log into to Facebook it has about 500-800 possible items that it could show you in your newsfeed.  How on earth does it decide which are most relevant to you?

And how as a marketer on Facebook do you make sure that your company’s posts are getting in front of your so called fans?

 

Facebook’s Ranking Algorithm: EdgeRank

For anyone seeking to market a product or service on Facebook it’s essential you understand how this algorithm works.

In the olden days it was easy

Just like getting to the top of Google getting to appear in users’ news feed used to be a breeze.  That was when there were about 100m people on Facebook.  Now there are 900m.  Getting your company’s posts to appear in Facebook users’ feeds has meant that marketers have to really think on their feet.  No more easy money.

General rule of thumb is that if your posts are so dull that no one shares them or likes them then it’s unlikely Facebook is going to rate them as being of any interest either.

Let’s look at Edge Rank more closely

What is it: EdgeRank is Facebook’s equivalent to Google’s algorithm for ranking news feeds.

Every time you click, like, share, RSVP something on Facebook EdgeRank gives yoru behaviour a score.  The higher the score the more popular the post, the more likely it is to appear in other people’s news feeds.

If only it was that simple!  How does it really work?

Well it’s a secret for a start.

But we know there are 3 ingredients:

  • Affinity Score
  • Edge Weight ( an edge is any interaction a user has with the site such as clicking on “Like”)
  • Time Decay

 

Affinity score

Affinity score means how connected a user is with someone else. The more you write on someone’s wall the more affinity you have with them. Each interaction has a different weight: commenting on something is more valuable than just liking.  The more mutual friends you have with someone then the more affinity you have with them adn the more likely you are to receives their posts.

If you stop interacting with someone then your affinity score declines and you will stop hearing so much from them! Phew in some cases.

 

Edge Weight

Each edge has a different weight.  In order of decreasing importance you have commenting, sharing, liking.  Photos have higher value than links.

Every action that a user takes creates an edge, and each of those edges, except for clicks, creates a potential story. By default, you are more likely to see a story in your newsfeed about me commenting on a fan page than a story about me liking a fan page.  This is what Facebook marketers must understand

There is even a theory that actively searching for a page/person and Fanning it is more important than just Fanning it as someone else has posted it.  This and may other twists and turns to the Edge weight make it very clever but at the end of the day it’s quite simple:

The more interesting you are the more Facebook will rate your posts.

 

Time Decay

Old stories are old news. So when someone logs on the newsfeed is populated with the most recent stories with the highest score at that time.  Your story will not appear unless it has a higher score at that moment in time than all the other possible newsfeeds.

Time decay is also affected by how long since the user last logged into Facebook and how frequently they log in.

 

How can I optimise the my Fan page for Edgerank?

It’s the same advice as with search engine ranking.  Don’t try to trick the search engines, just make your content interesting and informative, or funny. Funny is best!

Take your turgid press releases, turn them inside out so that they ask opinion rather than give it:

eg

  • “Click ‘like’ if you think our new product will be useful”
  • “Fill-in-the-blank: I can see myself using this product in ______.”
  • “Would you recommend this product if it was _____  ______.”
  • “On a scale of 1-10, how do you rate the design of our new product X.”

 

Here are some real world examples

Here is a great example from Luv me Buddies.  Funny how’s it often the small companies that get it right! 

Though beware these sorts of give aways that tend to attract unengaged, professional competition enterers

The BBC Good Food Show have great content and potential to engender interactions but this post is too passive and does not engage.

Easy Jet are having a good go.  Their question gets you thinking of Italy and sharing your experiences.  It’s still quite a big jump to think that this might make you suddenly book a holiday but it’s all good branding  I guess.

 

Businesses are still struggling to really derive any revenue from Facebook and personally I doubt they will unless they are big brands.  But that should not stop everyone from trying.   BUT whoever you please think of something interesting to post before you post it!

 

fawltytowers

Rob

May 18th, 2012.

Fawlty Towers and Trolls SEO strategy – have you got the balls?

 

We all know that if a customer is unhappy that they are 10 times more likely to complain than if they are happy. Well poor service could be a fantastic opportunity to improve your SEO.

Let’s say you run a restaurant.  Consider a situation where for a day you deliberately gave all your clients appalling customer service – picture a day at Fawlty Towers.  In the past your clients would have just grumbled and not come back, nowadays they’ll be straight online on Facebook, twitter, mumsnet, forums, tripadvisor, restaurant review sites etc. and anywhere else to vent their spleen and to take revenge on your appalling rudeness.

They’ll be so agitated that they’ll post a link back to your site just so that your readers are in no doubt as to where you are and so that they can avoid you.

What a great result!   Fantastic.  Go out into the streets and rejoice.   Think of all those juicy, natural, organic links pointing back to your site. Clever though the poor old Google bot is it cannot determine sentiment very well (or may not even want to) and will treat those links as a good reason to boost your site’s rankings.

This is obviously a very dangerous tactic and not one to be approached lightly but you do see instances of it happening if not deliberately then definitely inadvertently.

Ryan Air are exemplars of deliberate bad PR to attract venom and spite from their clients, who keep coming back, and who presumably keep posting links to their site.

Mothercare were in the spot light last month for its appalling customer service, this was all over Mumsnet for days and other forums just clicking up the inbound links.  What a gift!

Also see here for a case study from american company My Decor Eyes whose poor customer service has catapulted them  up Googles Rankings. Here is an excerpt with a comment from the owner:

“Hello, My name is Stanley with DecorMyEyes.com,” the post began. “I just wanted to let you guys know that the more replies you people post, the more business and the more hits and sales I get. My goal is NEGATIVE advertisement.”

It’s all part of a sales strategy, he said. Online chatter about DecorMyEyes, even furious online chatter, pushed the site higher in Google search results, which led to greater sales. He closed with a sardonic expression of gratitude: “I never had the amount of traffic I have now since my 1st complaint. I am in heaven.”

 

For the ultimate SEO buzz and getting attention online why not try Troll SEO.

It’s dangerous but could be fun

 credit

Indeed it is not all about links on the Internet it’s all about getting attention and this is where Trolls come in.

Online a Troll is someone who deliberately stirs up forum discussion by posting extreme, controversial, rude, occasionally funny, comments just to annoy and cajole other readers.  He is the firestarter, the poker of ants nests.

Get it right and and everyone gets on their high horse and attacks the troll, the number of contributors increases, attention and eyeballs gather and hey presto suddenly everyone’s on your site.

This is maybe how we know about Liam Stacey who used twitter to launch a stream of racist abuse against footballer Fabrice Muamba as he fought for his life.  Is he really such a racist?  Maybe, maybe not but now we all know who he is and he’s got our attention.

Why did I find myself reading Louise Mensch’s (Tory MP) Twitter the other day?  Well she had decided to promote all the sexist abuse she gets on Twitter in her favourites.  Too disgusting to broadcast on the radio I had to see it for myself when I heard about it!  As did thousands of others neatly promoting her profile, her number of followers etc.

But who were these people posting all this sexist abuse?  If you were to meet them face to face would they be so bold?  I suspect not, but online they are Trolls, operating unseen, below the fold of the page, viley expurgating their venom and inadvertently promoting their hosts’ blogs and websites.  Everyone should have a pet Troll.

 

 

whathasfacebookeverdone-for-you

Rob

May 18th, 2012.

Social media: a fool’s paradise

 

 

 

 

 

 

Calling all Marketing managers, Social Media agencies

Can anyone send me a small business social media case study where they can definitively show a positive return on investment?

Please include time spent promoting as well as other expenses and the revenue generated.

Do not include SEO/PPC revenue.

Whilst “social media,” whatever that may be, may be useful for some large brands I suspect that it is an unnecessary diversion for 85% of smaller companies when used in the wrong way. I suspect that very few can actually attribute a decent if any ROI to it.

But I remain to be convinced.

 

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