February 23rd, 2011.
The evolution of the Internet shows the constant change in the way search engines fetch you the information you want when you put in a query. Gone are the days, when a uniform set of results would pop up irrespective of who you are, where, when and how you searched a particular term.
One such example was just 2 years ago in the huge viral campaign for the blockbuster movie ‘2012’. The online marketing behind this movie was so clever that consumers were told to “just search 2012” in a search engine, as part of the teaser. Indeed if they did, a quick search in Google would return about 1, 000 websites and over 150 books based on the idea that 2012 marked – the end. Scary!
Localised and Personalised results.
Two years later, things have changed. With Google collecting just about every smidgen of information available to them from the online user, they have found away to return results that are ultra personalised all depending on the users’ settings. This is great in terms of relevance. For example, a Londoner living in Chelsea putting in a search for “local plumbers” or even just “plumbers” would be in for a treat. Google would collect her I.P. address which would determine roughly which area the search has come from, her domain name, (which in this case would be ‘.co.uk’), and even the similar searches that have been carried out in the past, to finally come up with some options that would best relate to that user.
This seems great for the person wanting a local plumber. But is it great? The answer is yes…and no – and here’s why:
- It causes some businesses or products to not be shown, limiting the users opportunity to try something new/go somewhere else.
- Other businesses might not draw customers from certain locations because they are not being shown in results.
- Most importantly: nobody ranks number one!
Blended results further add to this difficulty of ranking at the very top of your field. These are integrated in the results that are returned when you search any particular term. For example we already know that a search for “local plumbers” combines a series of data to produce personalised results. Blended results are the effect of vertical search engines gathering information. For example in Google, there are additional tabs you can click to get certain results: (images, news, books, blogs etc.) These are placed adjacently between organic results. So you might search “plumber” and return: 1. A Google page listing of a local plumber, 2. The Wikipedia definition for the word, 3. A directory result and 4. An image of a plumber (just kidding on this one but you get the idea.)
Therefore ranking at number one is not really generic. This doesn’t mean however, that you can’t rank at the top for your field if you utilise tools such as Google AdWords and create a very powerful and successful campaign with all the right keywords. After all, you only need to appeal to the intended audience, and this is exactly what Google assists in doing!
Firstly, what are ‘organic’ search results?
Organic search results found in search engines such as Google, Bing and Yahoo, are those that are not strictly altered by anyone and are not paid for. They are results that appear centre-left on the screen after you put in a search term.
Doesn’t organic mean ‘pure’?
Yes, it does. This term is ideal because unlike the many paid/sponsored results, the purity of the organic result means that they are free from blatant advertisements pushing a product or service.
Search engines such as Google are great at separating the two. The paid adverts are usually columned off to the right.
So just how important are organic search results?
Very important! In fact 83% of commercial purchases come from them in comparison to paid results. So that’s 5/6’s of all potential business. Whilst PPC is a competitive and additionally important SEO element, if it only accounts for 1/6 of your overall success then organic results must be made priority.
Okay, so now I know about organic results and PPC results – but I’ve heard about sponsored or ‘paid inclusion’ results – what are those?
Paid inclusion is a search engine marketing tool where search engine companies charges fees for the inclusion of particular websites in their search index. These websites are then known as sponsored listings.
This sounds surprisingly similar to PPC…isn’t it the same thing?
Well, the line between PPC and paid inclusion is a thin one. Some believe that any paid listings are advertisements (which is essentially what PPC is), while others insist they are not because unlike ads, webmasters do not control the listings content, it’s ranking, or even whether it is shown to any users.
Okay to sum this all up, what are the differences between all three?
1. Organic traffic: includes the free-of charge results off to the left side of the page.
2. PPC listings: are the ads typically at the right side of the page. Occasionally they will appear at the top & bottom of pages too. When PPC ads appear above or below organic results in most search engines, they are in a coloured box which helps make it that little bit clearer.
3. Paid inclusion results: are mixed in with regular organic listings however paid inclusion is known to have no effect on relevancy. They are simply blended into the search results anywhere and cannot be easily distinguished from the other search results.
However, some search engines such as Google, feel as though paid inclusion is a conflict of interest with relevancy, this is why they have never had a paid inclusion program.
Okay so back to organic results…how do I improve them?
- Be an expert on your site. Literally know everything you need to know about it – it is extremely likely there will be competition, so that little bit of extra information is what will help you to stand out.
- Research the competition to see how competitive the keywords you are using are.
- After you have found the most effective and unique keywords make sure you include them in your meta-tags, your page title and everywhere you can on the page.
- Submit your site to as many directories as you can find (that are relevant your location) If your services go as far as the South East of London and you are submitting to American directories, you may be found in the USA – but then ignored.
- Each page should have a specific focus – whatever you mention on one page should stay there, no need to keep backtracking, it’s repetitive and ideally you want to be found for different things in search engines rather than just the one service/product.
- Search for spam in your keywords and report any you find – you may be able to them removed.
- Build links. This is the most effective element of SEO that exists. If you aren’t building links, start!
- Remember that content quality matters much more than quantity. Don’t waste any time putting a site together with tonnes of useless or badly planned out information when you haven’t got any strategy on what to do with it.
Google Adwords is a fantastic way of advertising your business online. However, the key to success with this tool is to properly optimise your advertisements so that they reach the intended audience – and you don’t end up paying over the odds.
There are some obvious ways to do this and some tips you may not have come across before, this post will outline both:
Effective keyword matching: With Adwords you can specify how closely you want your keyword to match the users query on the search pages by selecting either “Broad match” “Phrase match” or “Exact match” – Avoid broad match. Why you ask? Simply because under a broad match, if a user searches for a specific term such as “woolly hat”, your advert will appear whenever a search for “woolly” or “hat” is made in any order and even alongside other terms (such as woolly mammoth).
Trying dynamic titles: ‘Dynamic titles’ are an efficient way to improve your CTR and conversion rates. They work by causing the phrase that the user is searching for in Google (for example woolly mammoth), to become the title of your advert when it appears. This of course means that your ad is more targeted.
Landing pages are important: This is the first page a person will see when they click onto your advert and come to your website. You can make this any page you wish, however you should probably avoid using your homepage if your product isn’t being pushed there. Whatever page you do use, it is a good idea to optimise it with information about your product.
Quality control: Do – work on the quality of your advert and rely on its CTR to get you into the top spot. Don’t – on the other hand get into a bidding war with a competitor vying to pay whatever it takes to remain in or get into the number one spot. This is never a good idea because it is actually the quality of the ad that will shine through meaning regardless of the position your ad appears in, you can still gain the top spot if you get more clicks over time. The best thing about doing it this way is that you will still be paying the lesser amount of being second place, even when you climb to first place.
Keeping track of everything: High CTR do not necessarily mean success. Try not to fall under the illusion that because the CTR is high, you are making money. You could in fact be losing money. Using Google’s conversion tracking codes to link Adwords with Analytics is a good idea and will help you to understand how each keyword is performing so that you can optimise your campaigns buy getting rid of any that do not work well, and putting more time and effort into the ones that do.
Use the direct approach: Keywords such as “Bargain” “You” “Free” and “Deal” all speak directly to a user and sound enticing. Use these. This also works with ‘call to’ actions which are phrases that provoke an action from the user. Some examples include “Buy Now”, “Free Delivery” and “For a Limited Time Only” etc. Such keywords cause a sense of urgency and give the impression that the user must act quickly or lose out. There are many other direct ways you can talk to a user including the use of questions to engage them. This could work particularly well if you ask questions that aren’t particularly clear or answerable, for example “woolly hats or woolly mammoths?”
Spell things wrong: With Google’s “did you mean” feature it’s pretty easy to get away with the odd typo in a search and still successfully get where it is you want to go. The bottom line is, people spell things wrong, often. Take advantage of that by doing the same.
Stand out: Capitalising each word (not the entire word just the first letter) will help you to stand out. With competitors going after the same customers as you, this is almost essential.
Leave your number: This is beneficial for two main reasons. If your ad is seen, appears to have everything the user is looking for and has a telephone number, it could lead to a conversion if the user calls you up and completes a transaction. Also, you’d save on some money as you would have avoided the click! Bonus!
There are tales of retired businesspeople or sometimes new parents who leave jobs to raise families, who then get bored of monotony and decide to try and use the internet to cure their boredom. Perhaps this idea was launched after they stumbled across Google AdWords and PPC, both helpful tools in allowing companies to bid on certain keywords and phrases.
It works like this – if their bid is high enough, the winning bidder pays the bid price which ranges from pennies to pounds depending on the competition for those words. Once paid for, a short advert from that bidders company will appear alongside the search results of anyone typing those keywords or phrases into a search engine or a website. Whatever the winning bid price was, is paid every time someone clicks on the ad. The benefits come from the traffic that is drawn to the site mentioned in the advert.
This may sound great, fantastic even – but there are ways to get it wrong, so read on for some handy tips in getting the most out of PPC:
Measuring Click-Through Rates
The success of pay-per-click is found in how many time someone clicks on your ad. This is called the click-through rate. In theory, a high click-through rate equals one click for every four times the page containing your advert is displayed. However you should remember that you are paying for any clicks, therefore – if no business is gained by the ad being clicked, you are potentially losing money.
This is why decisions about your campaign should be focused on getting customers to spend money on the product or service you supply, rather than simply getting them to click on your ad. Completely removing ad that gets lots of clicks but rarely results in a transaction is an idea; perhaps replacing this ad with of one that isn’t as big of a click draw but ultimately entices more transactions would help.
Understanding Conversion Metrics
Online ads allow for you to calculate the money you will make based on what you invest. Although it can be pretty straightforward in some cases, in others it may not, especially if you are using many different forms of marketing already. Google has conversion-tracking tools designed specifically to determine the rate at which people come to your website through clicking on your ad and actually go on to complete a transaction. This can be in the form of making a purchase, signing up for something or simply joining a mailing list. By telling these tools what different types of clicks on your site are worth, it can calculate what your total return will be.
Setting Manageable Budgets
Figure out where you are getting a positive investment and base your budget primarily around that – and that alone. If you are making money, continue to spend more and keep doing so as long as you are making money. Only stop this if it is absolutely necessary, or becomes too much of an outgoing each month to pay. If you are not making money on a campaign then fix it, or walk away from it but do not throw money away month after month in the hope that things will improve, chances are they won’t.
You’re Job Is Never Done
Make constant changes. Such changes include better ads, better keywords and better methods of converting ad clickers. There are some helpful tools provided by Google that assist you in doing so, such as ‘Bid Simulator’ which predicts how new keywords will pan out. Never assume you can do no better, there is always a way to make extra money, or to ‘right’ any wrongs.
If your keywords are not highly sought after by other advertisers, then you will probably be just fine. But if you are in a crowded industry facing stronger competitors, then prices can get extremely high for keywords.
You can save some money by using more obscure keywords reflecting your businesses strengths and niches. Also, an ad that makes it to the second or even third page in a search engine is not a bad ad. You can save money this way – instead of doing all you can to land on the first page, which new businesses cannot always afford to do.
December 2nd, 2010.
Blog spamming is inevitable. It occurs when people post numerous links within comments sections in a blog article with the intention of readers of that article scrolling down to the comments bit to add their two pennies worth, seeing these links posted by other “readers” of that article and clicking on those links.
Whilst this is unfortunate for the blog owner, since many of these links drive traffic elsewhere, there is one proposed solution to this, and it goes by the name of the ‘NoFollow’ tag (written in HTML as (rel=”nofollow”)) – its one aim? To block search engines from following such links in comments.
Problem solved right? … Wrong! Regardless of the intention of the tag there is one overarching issue here – spammers haven’t hung up their spamming hats just yet, so if the tag does little or nothing to stop spam, ultimately it has failed.
Here are 5 more reasons why the NoFollow is a NoGo:
- It’s Pointless - It doesn’t work. Spammers still spam. If you want don’t want spam then perhaps you should use an(other) anti-spam tool such as ‘math’ alongside useful plug-ins like ‘SpamKarma’.
- It’s Pointless – The use of ‘NoFollow’ in comments on WordPress blogs (which are widely used) is default, hence – you may already be using it.
- It’s Pointless - There is no value, in terms of search engine indexing, & if the search engine indexes can’t find your link, and having many indexed links is your aim (and it is) then there is no point.
- It’s Selfish – Leaving a comment on another’s blog post is a nice thing to do and the right comment can even lead to more comments. If someone takes the time to do this for you, why not give back a little. Sharing is caring.
- It’s … Pointless – Guess what, Search Engines such as Yahoo, actually follow ‘NoFollow’ tags and have been known to count them as back-links in SiteExplorer. So, if you’re goal in comment spamming is to build such back-links in the hopes of building your site’s value … NoFollow is of no use to you here either.
The choice is yours…choose wisely.
Blogging regularly is important for many reasons. The most obvious being that if your want to retain a degree of professionalism (assuming your blog is not a personal one) then it looks better if you are continuously finding new and interesting things for your audience to read.
Honestly, how eager are you to get involved with a company or a business through its website, when you visit its blog and see that the ‘most recent’ entry has a date stamp of 6 months ago…?
Besides, there are some little gems you may be sacrificing if you neglect your company’s blog – such as:
Being fresh and innovative!
A blog post is an article that varies in length, can be about anything you want and is usually beneficial to the target audience it was written for. Through blogging, you can use it to encourage people, persuade them or simply to entertain them. Why lose out on something this beneficial? If you are a company or a business that has something you are trying to sell, your blog is the place to do this!
If you want to improve your chances of being visible in search engines (and you do) then well structured posts are essential. A great post can start to rank in search engines over time and could potentially bring in web traffic to your website. (For tips on how to write a great post you can read my earlier article titled ‘Successfully guest posting on A-list blogs’)
Being communicative & media savvy!
Simply because blogging and social media marketing must coexist when it comes to marketing a business, communication is essential.
Social communities, such as Twitter, Digg, and Facebook among others, can be used as a platform for your blog, and so being a consistent (but quality) blogger could create the opportunity for more traffic to find drive its way to your blog. Perhaps most importantly, through these social networks you could gather new business opportunities.
Blogging is a way to explain to your readers who you are as a company. Distancing yourself from the competition is what your brand and your website will attempt to do, but a blog can add that extra panache needed to make your business really stand out. Much like a chronicle, your blog can be how you document the goings on in your company – which will give allow it to develop a voice and a personality.
So blog & blog often!
Maximising the benefit of social and viral traffic is frequently a concept that is misunderstood by site owners looking at huge traffic spikes in their analytics accounts.
Great, 50k visits, how many sales?
None? What a waste of time!
Many years ago when I used to work in sales a key to a successful appointment was sticking to the habit of asking yourself,
What is the minimum I’m going to expect from this call or meeting?
For many salespeople its the sale, which in most cases just isn’t realistic. The minimum an intelligent salesperson expects from a contact is an invite to get in-touch again. Its building on this relationship that creates long-lasting rewarding partnerships.
I have always approached social media with the same kind of mindset. For the vast majority of people that land on your pages, particularly on viral and linkbait type content its the first time that they have had any contact with your brand. – What is the minimum you’ll expect? A sale, or an invite to get in contact again?
I have mocked-up below a before and after of a typical blog landing page.
Before (click for a larger version)
After (click for a larger version)
The key changes to the page include,
- Adding easily visible subscribe options to a prominent area of the page, including the ability to subscribe by RSS or email.
- Prominent social media voting buttons at both the top and bottom of a post. Many social media users are members of multiple sites. Many may arrive from Twitter for example and then wish to Digg a story. Make it as easy as possible for them to do this.
- Twitter followers and Facebook fan pages can be as effective as email newsletter sign ups – make the most out of these if you use them and encourage people to sign up.
- Experiment with adding related posts to the bottom of your articles, this can help with how ‘sticky’ your site is.
- Encourage people to comment on your posts. Moderate spam and try to reply to people asking for help or advice.
Remember, its not always about converting a visitor into a sale, converting them into a user, reader, commenter, voter, advocate or sharer can be far more effective in the long-run.
You are probably already aware of the importance of guest posting to for the purposes of promotion in the world of SEO. The two work hand in hand. However, there is more to guest posting than simply getting your article uploaded to any random blog on the internet – if you want it to be seen and seen often, then you need to be featured on successful high powered blogs that get attention.
As somebody that is fairly new to SEO, I have learned that there are many ways to ‘get a link’, but perhaps more importantly, I have recognised the importance of quality over quantity when it comes to guest posting.
So what shouldn’t you do?
- Aimlessly send out requests asking a multitude of questions regarding guidelines.
Why? – Because blogs like this usually have set guidelines that can be found on ‘guest posting’ sections of their site. Asking webmasters questions that they have already answered shows your lack of attention to detail. Not a good sign.
- Ignore the target audience.
Figuring out the niche for that blog, or the readers interests from previous posts that they have on the site is helpful. Of course you may be working for clients or have your own ideas that are far away from the niche theme of the blog that you are approaching. One solution to this is to be creative and to try and marry the ideas that you have, to this niche. For example, I recently found a blog on video-gaming where I wanted to incorporate a client that supplies contemporary decorative art; I came up with ideas such as ‘concept art in video-games’ and even ‘tattoo art inspired by game characters’. These worked well.
Taking initiative is highly appreciated in the world of guest posting. Don’t be afraid to send some material to the blog owner, rather than simply asking to send some. If they are a successful blog, chances are they will be inundated with requests daily, many of which they turn down. Instead, sending some well written content with a good email explaining your intentions will be a breath of fresh air, will get you noticed and will heighten your chances of getting that post.
- Be generic.
Go ‘gaga’ with the hyperbole, the numbered titles and the informative language used. If the blog owner wants changes to be made, you’ll be informed, but standing out is the key – a title can make the topic seem boring even if the content is great. Huge blogs of text with no photographs are a no-no. Avoid these.
- Give up.
If your post was refused but you followed the above steps, chances are it’s going to have been a pretty well put together and thought out piece of work. A well constructed post is never a wasted effort, so don’t waste it – use it elsewhere or use it on your own blog if you can. If at first you don’t succeed, try and try again.
I’m new to the field of SEO and I came across it after graduating university with a degree in law. I enjoyed studying law but as far as the practise of it in the workplace, I felt as though it was a field that didn’t really leave room for me to utilise my creative abilities and imagination.
After getting some worthwhile careers advice, I decided that marketing was a field that I wanted to explore. I did some research on the different types of marketing and what these entail. I brainstormed, combining what I enjoyed doing, with the transferable skills that I already had, and figured that since I’m technology and Internet savvy (I like to think) and have an interest in how companies market themselves (perhaps sparked by my many years of experience in sales and retail as a student), I wanted to work somewhere that combined these skills and interests.
This led me to Datadial where I am currently an SEO Intern. So far, I have enjoyed coming up with ideas that really make a difference to the success of our clients.
In my spare time I love to write music, and I love to read. I also really enjoy going out & socialising with friends…and I like to cook.
June 14th, 2010.
Many thanks to the Biblical Suppliers Association for listening to my talk on:
How to build a Successful Search Engine Friendly Website.
You can download the presentation here.
I have also added some extra slides on attitudes to Social Media at boardroom level.
Also there is a slide of Resources slide for links to keyword tools, Datadial’s Reputation Management tool and a few other links worth looking at.
April 30th, 2010.
With the growth of digital marketing and social media participation we’re now starting to see more and more PR agencies looking to online communities as a way of increasing their clients influence.
In my opinion a more organised and structured approach to social media can only be a good thing, used in the right way it can be a very powerful tool, however far too many companies are either not using it to its full advantage, or doing things badly and damaging their brand while isolating themselves from other social media users.
However that’s not to say that every PR agency jumping headfirst into Twitter and Facebook is doing a great job. I still see many agencies that don’t really have a full understanding of what they’re doing and why they’re doing it. Many cases tend to be client-led, with questions and requests for a social media strategy leading to hasty moves in order to win business and prevent existing clients from potentially looking elsewhere.
In our various dealings with agencies these are the topics that repeatedly seem to reappear…..
Content really does matter – Most Of Your Ideas Will Fail
- The quality of the content is the key to any social media strategy
- You can’t rely on contacts for success. There are no friendly journalists or editors that can swing a campaign with a well placed piece
- Okay, good and great don’t cut it, if you’re relying on people to see your content and pass it on then it needs to be amazing, fantastic or brilliant
- Let go of the brand – in many cases overuse of the client brand will turn a successful viral into blatant advertising that people have no inclination to pass-on.
- The trickle-down effect is key to a successful campaign, brilliant content seeded onto key blogs, Twitter accounts and other social news sites will explode onto other social sites, smaller blogs and media outlets without you having to do anything.
- Having said all of that, most of your great ideas will fail. There really is an element of being in the right place at the right time and taking advantage of any good fortune that comes your way.
It Isn’t ALL about Twitter
- Twitter at the moment tends to be used as a buzz-word for social media, desire to participate can often be driven by a CEOs 14 your-old daughter.
- There are other social sites that are just AS important
- Sites like Digg can potentially send far more traffic and is monitored constantly by journalists and influencers
- A well seeded and targeted story on a sites like Digg and Reddit can translate into national and international press
Understand Your Audience
- You need to understand not just who you’re talking to but why
- Is your or your clients Twitter account supposed to be speaking to potential clients, existing customers or journalists, bloggers and the media?
- Is Twitter and Facebook or Digg and Reddit the best way to connect with your linkerati?
- Spend some time understanding where your targets are communicating with each other. Any time spent on competitor intelligence is worthwhile, but bear in mind they might not have got things right themselves.
Don’t Use Channels In Isolation, Look At The Bigger Picture
- If you’re just using one social media network in isolation then you’re almost certainly underperforming
- It’s usually a good idea to create a blog or news section on your client site and then use this as a ‘hub’ for all of their social media activity
- Cross-promote your different networks, you’ll find that users will sign-up for other networks as well as the one they arrived from
It’s Not Just About What You Say But How You Say It
- Syndicating content isn’t just about pushing a release through a network like PRWeb, if only things were that easy!
- Draw up a list of targets for each release – blogs, news sites, media outlets, find their contact details and contact them directly as you would with any offline story.
- Have some idea of the potential ‘influence’ of each target, record metrics such as domain authority, Compete rank, Technorati ranking, and look at the number of comments each article receives. The idea being you can then identify the top sites in a given vertical and prioritise where you focus your efforts. Remember if you can gain coverage on the larger sites the smaller ones tend to follow.
It’s All About Measurement And Metrics
- The real advantage of being online is that everything is trackable. You can gain insight into where visitors arrived from, how long they spend on the site and where they move onto.
- Use this data to understand which elements of your activity work and which ones don’t
- Sign-up to a reputation monitoring service to track brand mentions online, you’ll almost certainly miss posts, mentions and articles if you don’t.
- Have a clear plan as to which metrics are important and make sure you track them – visits, views, contacts, sales, comments, signups, links gained, search engine rankings can all be influenced by your activity – track it and report it.
Remember You Have No Control
- Always remember you have no control over how things are passed-on and how they’re being received
- Things aren’t always ‘on-brand’ – remember people pass things on because they like them, not because they help you or your clients
- Be ready to react and respond directly to questions, be honest and professional at all times