So the recent change in how Google displays its ads on its search engine has already pulled up a number of interesting outcomes with agencies that manage large accounts reporting a number of standouts.
An increase in CTR of 16% across SERPs should be pretty concerning to folks in the organic space, and frankly to advertisers as well. I’m not saying these results are instantly stealing 16% of traffic from organic results, but there’s certainly been a migration as a result of this change; however significant or insignificant is yet to be seen. Aaron at EliteSem
That’s quite a big chunk and is echoed by what icrossing saw too with big increases in CTR for the new ad slot.
Positive click-through-rate impact for top positions (+5%) and PLA (+10%), as competition at the top right has been eliminated.
Negative click-through-rate impact for positions 5–7 (-8%) as they moved from top right to bottom of the page.
Negative impression impact for positions 8–10 (-69%) and click impact (-50%). However since this segment accounted for a very small percentage of impressions in the “before” period, their loss doesn’t represent a significant impact.
There’s no doubt a slew of these across the web. Look at any account with a large enough dataset and you’ll likely see similar patterns.
But what does this really mean for organic? It’s pretty obvious what it means for PPC. In the short term, for competitive queries the new position four ad slot seems to be doing a sterling job at stealing organic click share. If CTR’s are up across ad slots, then it follows that available click share MUST be down for organic, even if we account for the loss of side ads, right?
I was talking with a client yesterday about conversion rates on site.
We had all been a little perplexed in how conversions rates had dropped off of late and had tried a variety of things to identify and reverse.
We looked at the usual suspects of onsite changes, page speed, competitor activity, sector innovations etc and were doing a degree of head scratching trying to establish what was going on. Most channel traffic was up, organic especially. The view was that maybe rankings had decreased for competitive head terms (nope) or that direct and referral traffic had increased due to PR activity and that was impacting conversion rates due to lower buyer intent (a fact, but also nope)
The client noticed that the conversion problem had occurred around the 22nd of February, which funnily enough was around the time that Google rolled out its new land grab. Aha! The smoking gun.
What was really interesting (but surprising) was that the inclusion of this new ad spot, appears to have impacted the click through on high converting pages for competitive search terms. Effectively, for every competitive position attained, visibility has dropped by an order of at least one position.
Is it really the case that people collectively have jumped the shark and no longer care about ads in google as they once did? Has Google created such a neat and compelling ad product that users are now more drawn to the ad than they would be the organic result? Are the ads more relevant today even? Is all that SERP diversity of images, videos, knowledge graph, news results and the like just a massive pain in the Goolies? Are ads the quicker route for commercial intent!? Maybe!
Of course, I’m surmising and using the data witnessed from one account. It may not necessarily be the same for every commercial query and determining what is and what is not a commercial query isn’t a walk in the park either. Just because a query doesn’t have ‘buy’ or ‘book’ in the string doesn’t mean that it’s an informational intent type query.
It’s only when you begin to dig in to your conversion data locally that you’ll even begin to notice, and even when you have your aha moment you’ll be none the wiser as to how to fix it.
In short, the only fix that matters is, to gain increased visibility for your commercial intent queries, and the only way you are going to do that in “Google Four Ad slots” is to buy ads.
Sure, you can up your activity in your other channels and up your efforts targeting queries of lesser commercial intent and create more wow moments in your PR and general marketing efforts but make no mistake. Those organic opportunities are continually diminishing as Google seek to eat more of that organic pie.
For those interested, it might also be interesting to take a little look at CTR generally and look at a few of the tactics Google has taken over the years.
Looking at CTR historically
If you look at click throughs around positions over the years you’ll see that it’s an interesting picture. Many of us will have read the various click through studies detailing how pos #1 gets x % position #2 y% position #3 z% tailing off the further you go down the SERP.
Here’s an old graph from Internet Marketing Ninjas showing the optify data
This is old of course and came from the days when there was a max of two ads above the fold at the top.
However, it does show the general picture and variations over the years show similar curves and it’s pretty safe to say that with the advances in PPC ads since (smart links, stars, better ad copy, blah blah) that those numbers and their respective share has likely diminished since as ad clicks, knowledge graph type distractions have gained click share.
Eye tracking and clicks
Heatmaps show us that generally, much of our attention is taken by the space above the fold.
A page loads, we scan it, see what we need and click it and many of the studies produced have helped inform ad placement, nav placement, button placement and the like.
This eye tracking study below shows the google of old 2005 and the google of 2015. The golden triangle versus the um…red guy with no arms and legs.
What’s really interesting is the whole background colour change in the ad slot in the image to the right. Note the background is some kind of distinctive yellowish colour.
Do a search today, and that colour distinction is no longer there. The only differentiator is the word “Ad” and that’s diluted by other distractions like ad links and gold stars.
Many of the features that Google used to show for its organic results, user rating stars for example are now seen in its ads, but increasingly, not in its organic results.
It would seem that increasingly in the organic portion, attention is taken away at every opportunity. One could be forgiven for concluding that Google sought to confuse the consumer by continually shifting such features around and blurring the lines between organic and paid. After all, we aren’t stupid are we? We don’t need to see the ads with a clearly defined different background colour, do we.
Some might say that it would appear that if it’s commercial and you monetise it, then the Google of today wants you to pay for those clicks.
For businesses looking to seek visibility for commercial queries, they are effectively a pay for inclusion engine today. If you want visibility, then they want you to pay for it.
It’s a risk laden strategy. Altavista did the same in 1998 and killed itself.
Users didn’t want ads shoved in their faces and users left in droves, enticed by the thing that was all Googley.
Google aren’t stupid and have learnt from the mistakes of their predecessors. They do lots of testing and use feature creep to change things. Revolutionaries they are not.
I’ll leave you to draw your own conclusions around the bait and switch tactics and overlaps of paid serps versus organics. There’s no reason why they’d seduce users with rich snippets, only to snatch them away and leave them hanging around in their paid results, no reason at all.
If you are seeing similar things in your campaigns, decreased conversions whilst organic traffic has increased, and it fits in with these date ranges, do let me know in the comments.
Just to be clear, I didn’t personally identify the reason for reduced conversions. A team member at the client put forward the hypothesis and the whole 4 ad slot scenario seems to fit. I’d love to say who that is, but client confidentially and all that stuff… Hat tip Nick!
Hello – I’m excited to announce the release of some really useful SEO products for 2016.
The products are aimed at marketers and business owners
and lazy SEO’s who’d rather not do the work themselves.
Presently, there are
three four to choose from but I’ll be developing more as time allows.
It’s a bit of a departure from the usual SEO product suite announcement in that none of these products are produced via automation or some clever backend api integration.
The reports created will of course use a suite of the best tools in the business. For starters most will use a combination of Kerboo, MajesticSEO, SEMRush, Google, Bing and Moz – we also use a few other top-secret ones too but if we told you what they were then we might have to tickle you to death.
The nature of the type of reports produced means that you’ll have to wait at least a few days for whatever you buy. Sometimes you’ll have to wait longer dependant upon what you’ve ordered and the number of others waiting for the same. Look for the status update on the product pages for the latest turnaround times.
As I said, there are
3 4 new products.
The products are all different and tailored to the specific client that requires them. There’s no template, no fluff, no sausage machine in action.
To go too much in to the finer details of each would be to spoil the surprise and delight of your purchase.
What I can say is that I love what I do and have been doing it for quite some time now (20 years OMG). I’ll provide you with actionable insights that will make a difference to your understanding of your business and niche. I’ll give you ideas and inspiration and will show you how to fix any general silliness you’ve managed to find yourself doing. I won’t tell you about anything you know already and I won’t kill you with charts and lists and intangibles.
You’ll find phraseology like – “This part of your site is sub optimal and my recommendation is that you change this line of code to this line of code” or “An analysis of your market shows that you have some major content opportunities at hand, my advice is that you do X Y and Z as a priority…”
I hope not to have to write stuff like “The majority of your backlinks appear to come from a suburb of Afghanistan, whereas you aspire to rank in the bustling community of NYC…” I’d prefer not to work with numpties if I can avoid it, so if that’s you then erm…sorry.
There are rare occasions when it’s clear that there’s very little to say or add.
If you are one of these fortunate people then accept my apologies in advance as I decline your request. Why not go spend your cash on nice holiday or give it to charity instead?
That’s it! Happy 2016 to you!
Ps For the referral minded among you, there’s an affiliate program full of half decent commission for completed sales.
PPs. For a limited time, enter BoxMeUp at the checkout for an additional 20% off
It’s a fair question, and one that will get different responses from different companies.
Ultimately, your SEO will be looking to identify and unblock any bottlenecks and help return your domains search engine visibility for queries that are important to your business.
In this post, we are going to look at some of the typical aspects that a reputable SEO company should be looking at if you experience a sudden stop or gradual drop off in traffic to your website from search engines.
Where has my search engine traffic disappeared to?
Businesses that turn to SEO companies for help will often do so on the back of a crisis.
They may have seen a gradual decline in search engine traffic or a sudden drop in traffic that has a huge impact on sales or enquiries that matter to their bottom line. Such events are of course worrying and require investigation to see what is the problem and how best we can identify and present solutions.
You’ll need to give your SEO as much information as you can. They’ll need access to your analytics package to view past traffic performance and your Google and Bing webmaster
tools accounts search consoles to see if there are additional direct clues.
You should also be candid with them and tell them of anything that you know that has been done to help them identify things for you. If you bought a tranche of links from a link seller or signed up for a dubious website promotion strategy then tell them.
Lack of transparency will not help you and will cost you more money in the long run and the SEO will likely find out anyway through their investigations.
Using the webmaster search console to help identify problems
The webmaster search consoles may tell your SEO professional if there’s a specific issue relating to the domain due to a manual penalty or an onsite performance issue.
The webmaster search console contains specific information about your domain, generated through the search crawl and the responses received. It will also show search traffic numbers and limited information around keywords, volumes, positions and click through rates.
Manual Penalties – Maybe you have a manual search penalty
Search engines will (but not always) notify webmasters if a manual penalty has been applied. A manual penalty is applied for egregious abuse of search engine guidelines. These might be for link buying for example, hidden text or other spammy type activities that have been identified as unacceptable.
Where you have a manually applied penalty, you’ll need to file a reinclusion request from within the console. You’ll need to outline what you have done to correct any transgressions and politely beg for mercy, promising that you’ll never do what you’ve been penalised for again.
Generally, manual penalties are rare and there are often other reasons why a sites traffic has been impacted. Crawl errors are often responsible.
Let’s look at those.
Identification of Crawl Errors – Is your site generating debilitating site errors?
When a search engine visits a website, it effectively ‘crawls’ the pages using its search engine spider or robot. These spiders or bots as they are known are simple fetch and grab programs that read the content of the pages and then store and classify them in their databases. The codes returned by your web server are recorded and the outputs are then shown to you for analysis.
The crawl aspect of the search console will provide insights into how the search engine is evaluating the domain and will provide clues to any issues. Crawl errors are very useful as they help us see what may be going wrong onsite and contributing to poor performance.
Poor Robots.Txt File
An example of this might be a poorly formatted robots.txt file. The robots.txt file is a means of telling the search engines what should and what should not be indexed. It resides on your root domain and is accessed periodically by the search bots and spiders. Mistakes in these can often block an entire domain from being indexed, leading to very poor performance in search. A review of this file will help identify a problem.
Server Error Status Codes
The error code section of the search console is a great means of identifying on-site performance errors.
Server error status codes are generated by web servers, are numbered and have different meanings. Dependant upon the error, an SEO would advise and explain what each meant and how they were impacting your traffic. The worst type to have would be 401 or 403 as these are effectively saying to the search bots “go away, you’re forbidden or not authorised” If the bots can’t read your content, then your content cannot be ranked or indexed in search.
More common search status errors are so-called 404 errors. These occur when a page that is requested cannot be found. The web server will often (subject to config) return a generic page that says page not found. The better ones are useful to users giving supplemental help in enabling people to find alternatives.
Server error codes are a useful means of gaining insight into poor scripting or server performance generally so should always be considered as an early part of the investigation process.
DNS errors are often transient and can occur where the host server has issues relating to configuration or routing or hardware, DNS errors will restrict access for people looking to read your content. This includes search bots. Persistent DNS errors will prevent your site being seen in search so it’s important to get on top of the issue should it occur.
Server Connectivity and Performance
Sometimes, your web server will struggle to perform and might have connection issues that impact upon page speed and content delivery. Where this occurs, it’s important that you address the causes and return the site to peak performance. An SEO should look at performance factors as part of their investigation as ultimately, search engines would prefer any pages that they return to their users to be fast loading and functional. A poorly configured web server or script will drain server resources and switch users off to your site. If this happens with too much regularity, then search engines will lose confidence and trust in your site as a resource and your rankings may be impacted.
Algorithmic filters due to Panda or Penguin
Other reasons why your site’s traffic may have been impacted relate to so called algorithmic filters. There are many types of algorithm and they are rolled out periodically or generated upon the fly. The two we’ll look at here are called Panda and Penguin.
The search console with regard to these, isn’t that useful as the data ranges we like to use to review such things are limited to 90 days. To take a good look at these we need to see historical traffic data over a longer timeframe as this enables us to look at traffic patterns and discount things like seasonality or general growth over time.
Using Your Analytics Package to Identify Algorithmic Filters
The Panda algorithm is aimed at low quality or thin content and seeks to demote pages that are considered to trigger these signals. Panda has had a number of iterations over the years and SEO’s have identified the dates which can then be referenced against website traffic patterns. The general theory being that if your traffic plummets coincide with the published release dates of these, then it’s pretty easy to conclude what the issue is through looking at your traffic within your analytics package.
It may of course also be very obvious anyway and a good SEO should be frank enough with you to say that actually, your site is appalling and you need to reevaluate your content generation model…
Sites that were built in 1999 may not necessarily meet the expectations of 2015 perhaps. A good SEO company will at least discuss this with you and help you appreciate the needs of today’s web users. If you are answering a web query in 2015, then you need to be going above and beyond.
The penguin algorithm relates to your link graph. Some websites have unnatural inbound link patterns or have too many links that are considered to be from low quality sites. Where this is the case, a good SEO will help you identify what these are and will be able to help with a plan that will disavow any low quality links.
Again, the use of your analytics package will help the SEO align your traffic with known penguin release and refresh dates so that they can confirm whether or not your traffic fall off is penguin related.
You may have recently undergone a site redesign, your developer may have used a new technology or url structure that impacted your site in a negative way. Poor metadata, duplicate page titles, non existent page titles, poor keyword selection are just a handful of issues that may be present on site. A good seo company will help identify what these are and show you the way forward.
Wrapping things up
As we can see, there are many things that can contribute to poor performance of websites in search engines; manual penalties, algorithmic filters, poor content, poor site structure and architecture, poor hardware and each of these can pull your site down for the queries you aspire to. A thorough examination of these issues will help you take the steps that will eventually return your site to where you’d like it to be. It’s a good idea to have an seo site audit before issues occur as this can save many thousands of pounds in fixing subsequent issues arising.
Ps For the marketing DIY enthusiasts we have a range of products that can help you drive your business forward – maybe you need a manual link report to identify potential problems with your link profile , or an seo site review to unify your thinking and know you’re on the right track , or a content marketing module to give your creativity a kickstart and finally there’s a full audit and strategy report to give you that full on perspective.
One of the great things about working for yourself is that subject to resource you can virtually do what you like.
I spend far too many hours messing around with what I’ve learnt over the years and applying aspects that will offer limited return. I guess I do it because it’s fun and it sates a curiosity and if I’m really lucky it sometimes causes me to stumble on something of real value.
We all read mountains of stuff about conversions and attribution and the challenges faced in matching up the various channels to their respective ROI pots. People will naturally gravitate to positions that effectively back up the department for which they’re responsible for, so it’s no surprise to read all manner of conflicting viewpoints that make the case for the relative efficacy of channel a or tactic b.
The best way to understand things is of course to pull them all apart and put them back together again, often in the wrong places just to see what happens. Record the results and draw a few conclusions. Rinse repeat until you’re bored or until you’re happy with what you have.
Much of today’s analytics suites are built around cookies and a bit of embedded script on a page somewhere. For those who don’t know ( and I suspect a few of you reading this will so apols to you guys) when we view a web page on a device the web server has access to a number of environment variables. Not every web page utilises all these as they’re too much hassle (for most) to code into their projects and for most, analytics pages like GA or Omniture are as good if not better for what they need.
Attribution modelling is pretty much covered in most analytics packages but as referenced above it’s all about the set up of the funnel and the interpretation of results. What message you need and who you need to tailor it to. SEO is an amazing channel and it’s no surprise that Google for example, systematically seek to disassemble the ease of measurement whilst introducing new features at the same time. It’s pretty easy to lose people in technical theory; especially if we don’t all speak with the same understandings. HSTS super cookies, super cookies, cross domain tracking, cross device tracking cookies are just a few examples that most folk will struggle with conceptually.
Anyways, I’ve gone off track a wee bit, so apologies…
So, what have I been playing with and how is it of use potentially?
If we have a big domain with lots of users who come to our site and buy or use and then go away and come back again then we can pretty much begin to measure what they are doing, frequency, visitor length, page views and all the standard stuff that analytics packages will tell us.
1000’s of domains don’t have user accounts and for ecommerce sites especially, this is a huge lost opportunity. Check out systems are rightly cautious in enabling folk to purchase without the need for an account (it’s easier to convert folk from the purchase email anyway; incentives etc)
If we have users who are account holders and who return frequently, then we can begin to model behaviour and do a whole lot more useful stuff with tracking.
If we record (locally) specific details about the devices used along with environment variables such as screen, color depth, resolution, IP addresses used, referers, mouse behaviours, GEO data and all those things that are unique to them, then can we not begin to model the behaviours of those who aren’t logged in displaying similar behaviours also and begin to assign them to user type pots perhaps? Yes we can.
We might for example, know that user A (lets call him John) originally turned up from Google and he landed on a page that sold Triumph Rocket Touring Back rests.
A very specific page with words relevant to backrest , Triumph, Rocket and Touring. All of the meta and page data, urls etc were pretty tight in terms of KW accuracy so, despite Google hogging all of the query data for themselves we could pretty much determine that John searched Google for a Triumph Touring Back rest or at least a subtle variation.
We can assume That John either went straight to Google himself or that someone suggested he search on Google . Whatever way it’s diced, we know that he came from Google and he used his iPhone to do so.
He didn’t purchase though and we didn’t know who he was. He was at work on their wifi and he wasn’t ready to commit to the purchase as he was in research mode. He looked again on the way home this time on the train, from an edge or 3G connection as he hurtled through the burbs on his way home.
Later that day when he he got home he opened his iPad and he searched Google again or maybe he used the link that he emailed from his phone earlier and went straight to the page. His wife meanwhile was sat on her Mac or PC even. John talked to her about how his back hurt and he wanted a backrest for his bike. John’s wife’s a bit of a bossy boots so asked him to ping her the link via iMessage. The page looked amazing on her retina screen super expensive Mac and after much interrogation, she agrees that it’s a good purchase decision. Great says John and proceeds to make the purchase on the Mac.
The vendor some days later is looking at the purchases and tracking who came from where and what. He sees this isolated purchase that came from a Mac. One page view of the product and a purchase within seconds. No dilly dallying at all. He sees that the credit card info was from Mrs P Whatsherface (the details stored in John’s wife’s digital wallet)
On the face of things, the vendor has no real way of determining who to attribute the sale to. His ill configured analytics package, attributes it to the direct visitor pot and the vendor concludes that it was either from WOM or that amazeballs local motorcycle magazine campaign he paid extortionate money for just days prior. After all, he sees quite a few of these so they must be from his offline marketing efforts.
In any case, he’s kind of happy, he’s made a sale. He’s even going to renew his motorcycle magazine advert as maybe it’s working well after all. 50 sales of this type already this month…
Meanwhile, the day after, John is on the train to work. He’s on his iPhone again, fiddling around, going through emails and reads the follow up email about his back rest purchase. He clicks the link excitedly and logs in to this account on the motorcycle vendors website. He has a little browse and he’s off again.
So, what can we deduce from this little story? What lessons are there for the vendor?
At John’s first visit from his iPhone, the vendors server or analytics package should have segmented John’s visit in to a pot or database and recorded the various aspects relative to iPaddress, device type, referer, length of stay.
It would have dropped a little cookie too.
When John then returned whilst on the train it could have began to have matched some of this data, it could have seen the cookie and said aha!
It might have noticed the different IP addresses and said aha again!
It might even have noted the different ISP’s and GEO locational stuff and said aha again and then it could have seen those Mac purchase variables and concluded something different entirely.
It could have learnt that there was a whole pre purchase journey that did indeed start with Google and that when it ran a similar back reference model across a multitude of similar purchases that there were similar behaviours.
He’d have saved a small fortune on that crappy motorcycle mag ad also.
So, this is what I’m doing at the moment. Playing with these kinds of factors and seeking to create pots or tables that record specific user and device behaviour and record the various aspects of what they get up to. I’m in danger of making this a TL;DR post so I’ll shut up for now, but if you’re interested in some of the specifics of how it might work or indeed, if you have any ideas yourself then I’m all ears.
Facebook has enormous power in this regard, but that’s a post for another day perhaps.
Moral of the story? Create accounts, convert your visitors and track everything and analyse retrospectively too.
Is that a Good Link or a Bad Link?
I played with a new tool this morning. It was some kind of link evaluation tool.
It purported to tell you whether a link from a URL was good or bad or somewhere in the middle.
Cool, I thought.
So I gave it a go and popped in 6 URL’s. All came up with wildly wacky results, all were deemed to be spam, all suggested I should do something funny with them and run away screaming.
The Magic Box of Gluttony in the Land of Glut
A world without search
Once upon a time there was a magical world called Glut – Everything happened in the world of Glut, the people within it did all manner of things. They built pink castles from weather resistant marshmallows and cool lakes made out of lemonade and beer where hamburger flavoured fish swam. Some folks knew how to make really fast cars that ran on magic beans made by their friends in the forest of emeralds.
It all seemed ideal in the world of Glut but progress was slow. Few knew how to fish for the hamburger flavoured fish and the magic beans that grew in the forest of Emeralds were known but to the people of Fark. The bottom line was that news traveled slowly in Glut, information was often controlled by the powerful and where it wasn’t, it was difficult for merchants to gain wide reach or appeal for their ideas and products.
Building a search engine to conquer all
Up on a hill next to a mountain in a place called Gooleg there lived two special wizards.
They were clever wizards backed by the powers of InvestorLand who knew that everywhere they went in the world, people had ideas that they wanted to share so they went to a little known place called Altavistaland and took on the mighty wizard Inktomi where they learnt the secrets of Retrivicus Informanicus. They went to Microland and bought the ingredients required and built a big magic box. Continue reading
The Bad SEO Rep Thing
SEO as an industry has for a long time now suffered with a terrible rep. The web is littered with case after case of burnt individuals recounting stories of being mislead at best and defrauded at worst – An examination of a lot of these tales will often reveal a well trodden path of company promised one thing whilst delivering another, usually in the form of not very much at all, or in extreme cases a nice page 6 ranking penalty from the Google monster.
Top 10 is it then Len?
I think it’s interesting that this happens, despite the wealth of info out there. Google even publishes a guide to SEO, which for the DIY brigade, is a good little reference point. Yet the reality is that whatever way you dice it, there’s only ever really 10 organic spots to be had and unless you’re above the fold, you might as well not be there.
Sure, there’s Local, Universal and Social and all that blah blah blah but let’s face it, if you aren’t ranking at positions 1 to 5 in a clean non obfuscated SERP then…need I state the obvious?
The online space never stands still – keep raising the bar
The great thing about online marketing is that it never sit stills it’s constantly evolving, constantly shifting. Today’s billy big bollox is often tommorrows has been. Sites that don’t step up are often swept away in whatever algorithmic or quality rater review so happens to contribute to their demise.
The simple thing is this – “If you want to succeed online, then you have to make a good site” it really is that simple – add value and you’ll stand the test of time, fail to do that and you’ll perish.
I wrote a strategy document for a client about 9 months or so ago. The client happened to have a site that was related to travel. They were for all intents and purposes, a bit of a thin affiliate. To be honest at the time, I groaned about this client, in fact I sighed deeply, as I’d been there before in a past life. I’d built many a thin affiliate site adding limited value and been a little naive to think they’d all last forever.
I guess looking back, as painful as it was to see my little spam babies die a death, it taught me an important lesson about search and marketing and what’s required to keep something alive online in 2008.
I was the archetypal technology driven code solutionist, the challenge of ranking in SERPs was and still is in lots of ways all about creating the write kinds of signal, be they on the page on the domain or off the domain. My view or approach was by and large relatively simple. Create a domain and attack the aspects of the search engine systems that decided what sites lived and what sites died. The methodology was simple, look at who is there in the space and do what they do, albeit better.
Of course, that’s a simplistic overview to what is a multifaced problem – companies invest thousands of pounds paying people like me to win in the SERPs. Winning in the SERPs today on the face of it, may still appear to be a simplistic route of change the code on page and get a few links, yet when you get under the hood you realise that of course, it’s a little more sophisticated than that.
You need a site that is technically competent, that also engages your audience, without an audience you have no base, no visitors, no sales.
Create conversations get people talking
Here’s a big secret no-one knew ;0) …online marketing today is very similar to offline marketing!
You want to create a product that people want to both buy in to, and that people will keep coming back to too. You want to have products that are recognised for the value they add to the space and that stimulate debate and conversations.You want to be known in the marketplace as a leader in that field, recognised for what you give to those who buy into you.
Advertising agencies use traditional old style media to tap into our emotions and stimulate conversations and help us identify when we are out shopping in stores. Billboards, posters, leaflets all help re-enforce that familiarity created by that image of the sexy female pouting or husky hunk posing to some chilled tune in an idyllic setting using that laptop or driving that car or lounging on that new leather 3 piece suite. The idea is that we want to be those people, and that by buying those products we can. It is of course a symptom of a fucked up existence that a lot of us feel the need to do this, but it’s how it is. It’s the way society works, it drives consumerism and helps keep things ticking over – heck, why shouldn’t people get to live out their dreams, what’s wrong with a little artificially induced self actualisation, be anyone you want to be right? A huge topic in itself, yet like it or not, it’s a part of this conversation, people talk about things that are good or cool or interesting, people want to be associated with these and as a result will talk about them, be it over coffee, over a pint, at home, on the phone, the list could of course go on.
Online, it isn’t too dissimilar. Search engines are organisations run and administered by? Bingo, you got it – people. The old school way of SEO was simply about get your onsite code right and you’d rank. It then changed a little and required lots of links from wherever you could get them. It changed again and was reliant upon the quality and type of links, today it’s evolving further still.
Do search engines want to mirror societies needs and wishes?
Search engines have access to lots of metrics that tell them different things – toolbars, analytics, clickthrough rates on ads, ISP data, link graphs, bounce rates etc all contribute in one shape or form to how a search engine see’s a domain. It’s fair to conclude that a search engineer would be far more inclined to find ways to rank good content that was more difficult for SEO’s to get in and meddle with or manipulate. Only a fool would ignore the fact that search engines have accessed billions of documents and have performed numerous studies into what is a natural link graph versus what isn’t.
Whitelisting aside, you’d be a fool not to try and develop a site so that it has a natural link profile rather than one that is overtly manufactured, yet you’d be a fool if you tried to manufacture it especially when you don’t need to!
It’s not a contradictory thing, it’s simply a case of there being an effective way and a not so effective way. One way is just about links and links and links, whereas the other is about the right types of links generated in the right types of places in the right kinds of ways.
No one wants to hang in a crappy neighbourhood
If your site is shit and you really believe that you can keyword stuff or shitty productise yourself to page one of a SERP through technology and guille alone, then you are a big nutter who is wasting not only your time, but the time of every other person who lands on your sorry arsed excuse for a site, stop, build something worthy of the people who you are trying to pull. No one likes you, you are Millwall, you may not care, but others do.
People like good haunts and will tell others
If you have a good site in a niche, then you are probably adding value to that space and are already on the road to creating a good user experience. You probably already have your social share buttons similar to those you’ll see at the bottom of this post, you might already have your facebook page, your myspace page, a Bebo page – maybe you’ve gone the micro blogging route and dipped your toe into the twitter, perhaps you have a seesmic or 12second thing going on, a youtube channel, a presence in the Google Universal search serps – maybe you podcast them and stick them on itunes…
Getting down with the masses and talking with your customers
If you haven’t then what are you waiting for? Why aren’t you out there engaging with your audience? Don’t you want them to talk about your product and what it is you do? Don’t you want to develop relationships with your consumers and have them come back to you time and time again? Do you really want to be reliant on Google and the ever escalating costs of PPC for ever and a day? No of course you don’t, you want these people to come back and tell their friends, which is why you should give them the tools to do so.
Less altruistically, some businesses have discovered that Twitter is an effective way of communicating with consumers. Dell (NASDAQ: DELL) says Twitter has produced $1 million in revenue over the past year and a half through sale alerts. People who sign up to follow Dell on Twitter receive messages when discounted products are available the company’s Home Outlet Store. They can click over to purchase the product or forward the information to others.
Tools like Radian 6 are used to identfiy pinch points and conversation nodes. Opinion formers are identifed and enaged with. If a problem with a new product is identified then rather than let it grow legs and become some uncontrollable monster the social graph of the web can be quickly identified.
Companies like Google use social media in similar ways. (They aren’t just about algorithms) Matt Cutts more commonly uses his blog but also uses his Twitter account as does a colleague of his John Mueller who on occassions has reached out to users of their product, engaging with people who are having issues.
Many companies experience reputation management issues on the web, these could so often have been nipped in the bud had the companies affected had a social media plan in place. Blogs, forums, social accounts all enable for engagement with ones online user base, I’d argue that they are fundamental for any orgnisation or individual doing business on the web today.
But back to search and seo and using these signals, what do search engines get from these and why are they important?
Search Engines Signals and Social
Very recently, Google introduced a search wiki element to it’s SERPS. Lots of people have moaned and groaned and theorised so I won’t do too much of that. The point is that people can (if they so wish) change aspects of their SERPs. Personalisation has been given one more additional option.
If people like a site, they can vote it up. If a site is voted up, it’s less susceptible to any algorithmic shifts (for that user) and will therefore (for that user) have a little more stability (for that query). It’s reasonable to suggest that enough people from a diverse enough set of ISP, IP, OS and Geographical variances vote up a site on a given query then maybe, just maybe that Google too might see this as an additional signal of quality and do the same in its non personalised results. Ignoring the fact that it seems odd that people would vote up a site in a result before they clicked it of course, and you begin to see how quality really can make a difference.
Taking all of this a little step further, we only have to see the power of some sites and their ability to rank to begin to appreciate the value of social in an algorithmic sense.
If people are talking about you (linking) on platforms that are regulary spidered, then if the engines so chose to, these could be interpreted as a powerful set of social signals. That is, real people talking about real products that offer real value or the obverse as the case may be. If sites are regulary cited in social spaces be it via making the front page of social bookmarking sites like digg, or appearing in hundreds of favoutited social profiles of stumbleupon users, or via a sudden flurry of tweets from hundreds of tweeters on twitter.com then you can pretty much bet that the site being referenced has stimulated something that is discussionworthy. be that good or bad is up for the engines to determine, however the important takeaway is that it’s a safer signal of something that hasn’t been artificially manipulated by some savvy SEO,and even if it has, then the effort required to do so, is a signal in itself that the people who decided to push it so hard, felt it relevant to the queries that the site will seek to target, and subsequently rank for.
Anyways, that’s enough – thanks to David for getting me thinking about this stuff , thanks for reading, maybe you learnt something. 🙂
Old School SEO Sucks and in isolation is a waste of money
I won’t be telling anyone anything new when I say that today in 2008 the web is a very different place from the web we knew in 1998. Back then Google was pretty fledgling, and spent a lot of time and energy building relationships with webmasters in the various webmaster hangouts. Back then, with a little programming nous and a lot of SEO knowledge you could easily make inroads to as many verticals as you had the time to manage or play in. It really was possible to wake up and say, “right, today I’m going to target x” and in as little as week you could be ranking for x related keywords and earning coin.
Today of course you still can, yet it’s a little bit more tricky of course. Many of the quick win doors have been closed. There aren’t as many keyword rich domains to choose from. The acquisition of links is also wrought with hurdles which must be negotiated with tact and a little cunning even. Every single aspect of web marketing today has changed and matured to a point where anyone considering embarking on an Internet start-up that doesn’t have a team with the historical background knowledge of the debates and nuances that have shaped things over the years is, well, to put it bluntly, taking a big stab in the dark.
A look at the easy stuff for starters, the so called ‘on page’ factors would have you think that ‘hey, this is all easy stuff, just get the onpage implementations right and we are good to go’ . Yeah right, exactly if only that were so, yet you’d be amazed at how many web developers fall at this relatively simple 1st hurdle. It does not cease to amaze me the complete and utter lack of knowledge that exists out there on the most basic of SEO principles. You would not believe the number of people I encounter regularly who just do not get the most simplest of concepts. Page titles, keyword usage, clean URL’s, avoidance of flash, good contextual keyword rich navigation structures to name but a few. Lots and lots and lots of very talented smart people, just don’t get it. It’s almost as if the marketing of their product designed for a marketplace just wasn’t considered. It’s akin to building a boat designed to sail the ocean waves and sticking funky big holes in the hull because they happen to look cool. Net effect, the boat sinks!
It isn’t just about SEO
How many developers out there today hooked on Ruby and Ajax web 2 ideas are knocking up apps that in terms of search engine friendliness just aren’t worth squat. It’s almost like SEO and one of the biggest potential traffic generation drivers [search engines] is almost an afterthought. It’s as if some of these guys say, right we’ll build this site, tell our customers and make some money on the Internet, yet have no clue as to how it even works. Can you imagine thinking right, I’m going to buy me a car and drive it to the other side of the world and meet lots of new people on the way, packing your bags, filling the trunk, getting everything shipshape and ready only to sit in the drivers seat and realising that you can’t even drive? Not the best analogy perhaps no, yet that is exactly what company after company after company do. They employ inexperienced people who think they know what they are doing yet know nothing. They really believe that it’s just all about meta tags or keyword density and nothing else. They really don’t get the whole joined up thinking thing that connects what it is they do to a meaningful SERP position. The lucky ones learn fast and find a company that get the whole gig and hold their hands and walk them through the rights and wrongs of their websites, developing structured plans that’ll help them get to where they want to be.Those with the resources and patience required can usually get there eventually, but for the many trying to break into their niche without sufficient resource or appreciation of the time investment required, then it can really be a big problem.
Playing catchup in 2008
In a 10 places shop window there isn’t a lot of room for new kids on the block. A new player has to be able to hit all the buttons required to get them where they need to be, whilst competing with those who are out miles in front. If site x has 6000 quality web citations then site y is going to have to work pretty hard to get anywhere near them on that front.If site x has established communities of regular patrons drawn from a rich diversity of geographic areas then again, site y is going to have it’s work cut out to compete there too. In the web economy of 1998 links were relatively easy to acquire, you seldom had to pay and you could them from practically anywhere you liked. Today of course it’s a whole different story. Links need to be sourced from the right places , in the right ways and need to be of the right type to have the desired effect.
Universal search makes it all doubly harder too. With Google working hard to mitigate the effects of competitive SEO there just aren’t the spaces to go around either they are ‘ever dwindling’. Today’s search results are often outputted in ways that give the user a wide diversity of choice. A search for Mortgages might contain a mix of banks, local, informational, news, blogs, rich media and comparison type sites. This means that any expectation to come from nowhere and compete for that keyword is at best ambitious and at worst delusional. Understanding the hows and why’s of how those components of such universal results is an obvious asset.
Yet how many people truly know or even appreciate how or why this is important? How many people just shrug and think, ah that clever Google bot algo thingy all knowing all seeing just knows what to put there. Thankfully for most, the answer is lots.Knowledgeable web marketers today will attack all aspects of those SERPs and seek to influence them towards the goals of their clients. Done correctly, people won’t even notice the subtleties. Done correctly a new kid on the block struggling to compete for that unattainable organic 1st or 2nd position slot might suddenly find themselves enjoying the raft of complementary traffic that comes from a developed strategy. That youtube channel with the viral video, that carefully crafted, widely publicised press release or article, that funny viral game, that shock controversial revelation will be seen for the fantastic investment it quite clearly was.
At the end of it all I guess nothing has really changed at all, it’s all still about putting bums on seats and eyes in front of screen, yet the means to do so requires the employment of people who really get this kind of stuff and have the contacts and resources to deliver, it just really isn’t enough to employ an SEO who says I’ll get you a few links and fix your meta tags. If this is what your SEO company told you, then do yourself a favour and sack them today.
No, not *this* website silly, the websites of people who land on this page, you know, those people who sit on Google or !Y looking for ways of promoting their sites confused by the overwhelming amount of stuff out there all shouting, Read me! Read Me! Like some Alice in Wonderland Bottle of Drink Me.
my your website online
Regular readers aside, there is a chance that you may have come from a search engine for a query related to promote my website online, or get on the first page of Google or SEO for small businesses or Improve my sites position in the search engines or … I’ll stop there, point made.
Potentially the list is endless. All manner of people search for things in all manner of ways. There is no set in stone route. There are indicators and tools that people and companies working in fields like me, use daily to get a feel for a niche or domain. We look at search data provided to us by the search engines based on the competitiveness of an a PPC keyword or phrase, some of us have access to stat counter data that allows us to use data collected real time from websites that have the code installed, allowing us to see things like referral strings, user activities and clickthroughs. In other words we use information indicators from real people in real life scenarios. There is little if any guess work involved, it’s asbout real data crunching and using that knowledge to inform your strategies.
Promoting a small business online
Big businesses with big budgets have it easy. They already have the content, already have the budget that enables them to invest in people who can help them get to, and understand what it is they need to do and how it is they do it. Small businesses do not usually have access to similar resources.
Search marketing for SME’s
So how do you get started? Lets just assume you already have a website that’s been built, you might have already paid an SEO or an SEO Company to optimise your website or you might not have, whatever the case, lets just look at what might be a typical scenario.
A typical brochure type website
Your site is some old type standard 4 page website with a Flash animated intro perhaps a Home, About, Services and Contact page with a bit of static text that says not very much at all. What people don’t know is that, despite you being small, you have a massive catalog of products and stock, you have a small sales team, a customer support team, a marketing dept that deals with newspaper ads and off line directories, you have a distribution network, a product development team with an inhouse design dept too. You are small on the grand scale but in your niche you like to think you are getting to where you need to be. Your company in the area you operate is well known and respected, and your suppliers and customers all value what you do tremendously. Yet outside your little bubble nobody knows that. A little glance at your website reveals none of any of that, in the online world nobody knows because nobody told them.
Invest in your online presence and get that ROI
I hear some of you saying but hang on, I just paid $5000-00 for that website You mean Ive got to rip it all up and redo it? The answer to that is in some cases YES in some cases NO. Some websites are so awful that they are just beyond redemption. The attention they need is so drastic that they might as well start again from scratch, they need a root and branch deconstruction that addresses absolutely everything, their only redeeming feature is the email addresses that came with the domain. For others it’s not so drastic, it’s a fairly straightforward case of assessing the resources at hand and deciding what to do with them. This single blog post isn’t really the place to do justice to what is often a complex individual thing in that no two businesses are exactly the same. All have their own strengths and weaknesses that need to be assessed in the light of the company at hands aims and objectives, that said there are a few things I’d like to leave you with to consider.
7 8 general SEM tips that will help your website succeed online
- Employ a professional SEM/SEO firm or SEO ConsultantThe best way would be to employ one of the above to deliver an improvement. Forget the outlay, it really shouldn’t be a concern. A well constructed, SEO/SEM campaign can deliver a massive ROI, massive. They should be able to help you look at your business and help you with a strategy that will propel you through the roof.Don’t want to do that? Scared off by the fees? Don’t have the initial investment capital required?
Not to worry, you can have a go at doing it yourself, at least aspects of it, but prepare to make a few mistakes and lose a $ or 2 in the process…
- Invest in a PPC program.You wouldn’t think twice about paying £500 for a onetime half page local newspaper advert, yet the same money could deliver up to 5000 laser targeted geographically related enquiries directly to your site from people in buy mode. Try this link (free £50 at the time of publication). A good PPC program will enable you to identify related keywords and phrases relative to your product or service and deliver visitors who have entered these into search engines.
- If you have a product database, put it online! If you sell things then people online will not know unless you tell them. Getting your inventory into a web based system is an absolutely crucial part of any online marketing and promotion strategy. Do it now, send me a message from here and I’ll tell you where to go, heck I might even do it for you.
- Use your staff to build you content Identify your company strengths and use the people you employ. Install software that will enable you to use your team to big up your products online, allocate company time to key individuals with something to say, get them all singing from the same hymn sheet, get their enthusiasm for your company, their jobs, your customers, your products out there.
- Interact with your customers and suppliers Install software that gives your customers genuine opportunities to feedback and interact. Show the world that your company is alive and reacting to customer issues or concerns. Allow the people who have used your products or services to talk about their experiences, if your products and services are good then with the right approach you’ll be surprised at how you can pull people in and share their views. This well help solidify relationships and improve repeat sales and increase user confidence in your company its products and services.
- Use social media to reach out to your niche The online world has an array of fora with dedicated categories and communities for all manner of interests. If a category or community doesn’t exist then consider creating one. Interact with bloggers and stumblers generate interest and get your stuff dugg build networks and friends with similar interests. Use sites like Myspace and Facebook to generate interest and Buzz, get your company or you out there in your space.
- Get relevant links to your site for the keywords you seek to attain There is no real substitute for using a bonafide link building service, a good link building service will know where to acquire the right kinds of links. They will often as part of their service, offer a content writing service too which will help your domain get the necessary links required to assist in your overall website promotion strategy. It should be said too that by following the proposals above you will naturally attract links to your site which will over time, improve your websites performance in the Search engine results pages (SERPS) ultimately lowering your PPC adspend into the bargain.
- Read blogs and content from people and companies who have a passion for this stuff Not vital, but you’d do a lot worse that to read articles and content from people who live and breath this stuff, me aside of course you might also do well to read blogs related to Online marketing ideas, Niche marketing ,Social Media , Search marketing and online sales to mention a few. Why? Simple really, doing business online is the future for many businesses today. By increasing your knowledge base you increase your ability to make informed choices that will enable you to make the best possible purchasing decisions. If you ever bought a ‘pay £10 per month for submission to a zillion search engine package’ then you’ll know exactly what I mean.
Getting back to where I started initially, if you found this article online then it might have been because you were looking for ways to promote your site. Perhaps you’d been burned in the past by some company that didn’t deliver or for reasons related to a limited budget. Heck you might even be a company just starting out looking for ideas and information. Whatever the case, I hope you found it all useful and wish you every success for 2008.