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One of the central focuses of many companies is getting your brand name out there and boosting brand awareness. This comes in many and varied forms, from blog posts, to expert guides, to social media statuses. However, in the flurry to create and publish more and more brand content, it has felt at times that […]


The post Brand Communications – Finding Your Company’s Voice appeared first on White.net.

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SEO is subject to frequent change, but in the last year or two, the changes feel both more frequent and significant than changes in the past. Florida hit in 2003. Since then, it’s like we get a Florida every six months.


Whenever Google updates the underlying landscape, the strategies need to change in order to deal with it. No fair warning. That’s not the game.


From Tweaks To Strategy


There used to be a time when SEOs followed a standard prescription. Many of us remember a piece of software cal

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led Web Position Gold.



Web Position Gold emerged when SEO could be reduced to a series of repeatable - largely technical - steps. Those steps involved adding keywords to a page, repeating those keywords in sufficient density, checking a few pieces of markup, then scoring against an “ideal” page. Upload to web. Add a few links. Wait a bit. Run a web ranking report. Viola! You’re an SEO. In all but the most competitive areas, this actually worked.


Seems rather quaint these days.


These days, you could do all of the above and get nowhere. Or you might get somewhere, but when so many more factors in play, they can’t be isolated to an individual page score. If the page is published on a site with sufficient authority, it will do well almost immediately. If it appears on a little known site, it may remain invisible for a long time.


Before Google floated in 2004, they released an investor statement signalling SEO - well, “index spammers” - as a business risk. If you ever want to know what Google really feels about people who “manipulate” their results, it’s right here:


We are susceptible to index spammers who could harm the integrity of our web search results.


There is an ongoing and increasing effort by “index spammers” to develop ways to manipulate our web search results. For example, because our web search technology ranks a web page’s relevance based in part on the importance of the web sites that link to it, people have attempted to link a group of web sites together to manipulate web search results. We take this problem very seriously because providing relevant information to users is critical to our success. If our efforts to combat these and other types of index spamming are unsuccessful, our reputation for delivering relevant information could be diminished. This could result in a decline in user traffic, which would damage our business.



SEO competes with the Adwords business model. So, Google “take very seriously” the activities of those who seek to figure out the algorithms, reverse engineer them, and create push-button tools like Web Position Gold. We’ve had Florida, and Panda, and Penguin, and Hummingbird, all aimed at making the search experience better for users, whilst having the pleasant side effect, as far as Google is concerned, of making life more difficult for SEOs.


I think the key part of Google’s statement was “delivering relevant information”.


From Technical Exercise To PR


SEO will always involve technical aspects. You get down into code level and mark it up. The SEO needs to be aware of development and design and how those activities can affect SEO. The SEO needs to know how web servers work, and how spiders can sometimes fail to deal with their quirks.


But in the years since Florida, marketing aspects have become more important. An SEO can perform the technical aspects of SEO and get nowhere. More recent algorithms, such as Panda and Penguin, gauge the behaviour of users, as Google tries to determine information quality of pages. Hummingbird attempts to discover the intent that lays behind keywords.


As a result, Keyword-based SEO is in the process of being killed off. Google withholds keyword referrer data and their various algorithms attempt to deliver pages based on a users intent and activity - both prior and present - in order to deliver relevant information. Understanding the user, having a unique and desirable offering, and a defensible market position is more important than any keyword markup. The keyword match, on which much SEO is based, is not an approach that is likely to endure.


The emphasis has also shifted away from the smaller operators and now appears to favour brands. This occurs not because brands are categorized as “brands”, but due to the side effects of significant PR activities. Bigger companies tend to run multiple advertising and PR campaigns, so produce signals Google finds favorable i.e. search volume on company name, semantic associations with products and services, frequent links from reputable media, and so on. This flows through into rank. And it also earns them leeway when operating in the gray area where manual penalties are handed out to smaller & weaker entities for the same activities.


Rankings


Apparently, Google killed off toolbar PageRank.


We will probably not going to be updating it [PageRank] going forward, at least in the Toolbar PageRank.


A few people noted it, but the news won't raise many eyebrows as toolbar PR has long since become meaningless. Are there any SEOs altering what they do based on toolbar PR? It’s hard to imagine why. The reality is that an external PR value might indicate an approximate popularity level, but this isn’t an indicator of the subsequent ranking a link from such a page will deliver. There are too many other factors involved. If Google are still using an internal PR metric, it’s likely to be a significantly more complicated beast than was revealed in 1997.


A PageRank score is a proxy for authority. I’m quite sure Google kept it going as an inside joke.


A much more useful proxy for authority are the top ten pages in any niche. Google has determined all well-ranking pages have sufficient authority, and no matter what the toolbar, or any other third-party proxy, says, it’s Google’s output that counts. A link from any one of the top ten pages will likely confer a useful degree of authority, all else being equal. It’s good marketing practice to be linked from, and engage with, known leaders in your niche. That’s PR, as in public relations thinking, vs PR (Page rank), technical thinking.


The next to go will likely be keyword-driven SEO. Withholding keyword referral data was the beginning of the end. Hummingbird is hammering in the nails. Keywords are still great for research purposes - to determine if there’s an audience and what the size of that audience may be - but SEO is increasingly driven by semantic associations and site categorizations. It’s not enough to feature a keyword on a page. A page, and site, needs to be about that keyword, and keywords like it, and be externally recognized as such. In the majority of cases, a page needs to match user intent, rather than just a search term. There are many exceptions, of course, but given what we know about Hummingbird, this appears to be the trend.


People will still look at rank, and lust after prize keywords, but really, rankings have been a distraction all along. Reach and specificity is more important i.e. where’s the most value coming from? The more specific the keyword, typically the lower the bounce rate and the higher the conversion rate. The lower the bounce-rate, and higher the conversion rate, the more positive signals the site will generate, which will flow back into a ranking algorithm increasing being tuned for engagement. Ranking for any keyword that isn’t delivering business value makes no sense.


There are always exceptions. But that’s the trend. Google are looking for pages that match user intent, not just pages that match a keyword term. In terms of reach, you want to be everywhere your customers are.


Search Is The Same, But Different


To adapt to change, SEOs should think about search in the widest possible terms. A search is quest for information. It may be an active, self-directed search, in the form of a search engine query. Or a more passive search, delivered via social media subscriptions and the act of following. How will all these activities feed into your search strategy?


Sure, it’s not a traditional definition of SEO, as I'm not limiting it to search engines. Rather, my point is about the wider quest for information. People want to find things. Eric Schmidt recently claimed Amazon is Google's biggest competitor in search. The mechanisms and channels may change, but the quest remains the same. Take, for example, the changing strategy of BuzzFeed:


Soon after Peretti had turned his attention to BuzzFeed full-time in 2011, after leaving the Huffington Post, BuzzFeed took a hit from Google. The site had been trying to focus on building traffic from both social media marketing and through SEO. But the SEO traffic — the free traffic driven from Google’s search results — dried up.


Reach is important. Topicality is important. Freshness, in most cases, is important. Engagement is important. Finding information is not just about a technical match of a keyword, it’s about an intellectual match of an idea. BuzzFeed didn’t take their eye off the ball. They know helping users find information is the point of the game they are in.


And the internet has only just begun.


In terms of the internet, nothing has happened yet. The internet is still at the beginning of its beginning. If we could climb into a time machine and journey 30 years into the future, and from that vantage look back to today, we’d realize that most of the greatest products running the lives of citizens in 2044 were not invented until after 2014. People in the future will look at their holodecks, and wearable virtual reality contact lenses, and downloadable avatars, and AI interfaces, and say, oh, you didn’t really have the internet (or whatever they’ll call it) back then.


In 30 years time, people will still be on the exact same quest for information. The point of SEO has always been to get your information in front of visitors, and that’s why SEO will endure. SEO was always a bit of a silly name, and it often distracts people from the point, which is to get your stuff seen ahead of the rest.


Some SEOs have given up in despair because it’s not like the old days. It’s becoming more expensive to do effective SEO, and the reward may not be there, especially for smaller sites. However, this might be to miss the point, somewhat.


The audience is still there. Their needs haven’t changed. They still want to find stuff. If SEO is all about helping users find stuff, then that’s the important thing. Remember the “why”. Adapt the “how”


In the next few articles, we’ll look at the specifics of how.


Categories: marketing
24
Google has updated its search engine algorithms in an attempt to restrict piracy websites appearing high in its search rankings.
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At SES Denver, Merry Morud and Cindy Krum explained that as Hummingbird places more importance on social signals for ranking, Google Plus could be the key to boosting SEO rankings.
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The comeback of the ShoeMoney Show could not be better. TOMORROW, October 21 marks our seventh episode in a row this year. The guest is Aaron Wall. In 2003, Aaron and colleagues launched one of the first SEO sites that still stand today. SEO Book has sold over $1,000,000 in SEO eBooks to date. Aaron...     Read More ->
21

One of the not-so-fun parts of PPC is troubleshooting: there’s been a drop in performance and you need to know why so you can fix it. You’ll usually consult the Change History to see if it’s the result of a change in the account. But there’s a lot of changes that aren’t in the History. […]


The post Secret Histories: What’s Missing From Your Change History appeared first on White.net.

35

Google recently announced they were doing away with exact match AdWords ad targeting this September. They will force all match types to have close variant keyword matching enabled. This means you get misspelled searches, plural versus singular overlap, and an undoing of your tight organization.


In some cases the user intent is different between singular and plural versions of a keyword. A singular version search might be looking to buy a single widget, whereas a plural search might be a

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user wanting to compare different options in the marketplace. In some cases people are looking for different product classes depending on word form:


For example, if you sell spectacles, the difference between users searching on ‘glass’ vs. ‘glasses’ might mean you are getting users seeing your ad interested in a building material, rather than an aid to reading.


Where segmenting improved the user experience, boosted conversion rates, made management easier, and improved margins - those benefits are now off the table.


CPC isn't the primary issue. Profit margins are what matter. Once you lose the ability to segment you lose the ability to manage your margins. And this auctioneer is known to bid in their own auctions, have random large price spikes, and not give refunds when they are wrong.


An offline analogy for this loss of segmentation ... you go to a gas station to get a bottle of water. After grabbing your water and handing the cashier a $20, they give you $3.27 back along with a six pack you didn't want and didn't ask for.



Why does a person misspell a keyword? Some common reasons include:


  • they are new to the market & don't know it well
  • they are distracted
  • they are using a mobile device or something which makes it hard to input their search query (and those same input issues make it harder to perform other conversion-oriented actions)
  • their primary language is a different language
  • they are looking for something else

In any of those cases, the typical average value of the expressed intent is usually going to be less than a person who correctly spelled the keyword.


Even if spelling errors were intentional and cultural, the ability to segment that and cater the landing page to match disappears. Or if the spelling error was a cue to send people to an introductory page earlier in the conversion funnel, that option is no more.


In many accounts the loss of the granular control won't cause too big of a difference. But some advertiser accounts in competitive markets will become less profitable and more expensive to manage:


No one who's in the know has more than about 5-10 total keywords in any one adgroup because they're using broad match modified, which eliminated the need for "excessive keyword lists" a long time ago. Now you're going to have to spend your time creating excessive negative keyword lists with possibly millions upon millions of variations so you can still show up for exactly what you want and nothing else.


You might not know which end of the spectrum your account is on until disaster strikes:


I added negatives to my list for 3 months before finally giving up opting out of close variants. What they viewed as a close variant was not even in the ballpark of what I sell. There have been petitions before that have gotten Google to reverse bad decisions in the past. We need to make that happen again.


Brad Geddes has held many AdWords seminars for Google. What does he think of this news?


In this particular account, close variations have much lower conversion rates and much higher CPAs than their actual match type.

...

Variation match isn’t always bad, there are times it can be good to use variation match. However, there was choice.

...

Loss of control is never good. Mobile control was lost with Enhanced Campaigns, and now you’re losing control over your match types. This will further erode your ability to control costs and conversions within AdWords.


A monopoly restricting choice to enhance their own bottom line. It isn't the first time they've done that, and it won't be the last.


Have an enhanced weekend!



Categories: google
31
Writing great PPC copy means keeping your ad copy fresh even if your ads have a good CTR. Here are 5 ways to get some creative and different ideas.
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Similar to Google AdWords, Campaign Planner provides insights from data collected from Yahoo and Bing to help advertisers make decisions based on data.
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6

I have to admit, I am a bit of a sucker for a free trial or a free gift so when hunger strikes, many of us are now reaching for good-for-you care packages. In this blog post, I want to find out what Graze is doing in terms their digital marketing compared to their competitors […]


The post The Graze Box vs The Snack Delivery Industry – Who Wins? appeared first on White.net.

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