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Posts tagged ‘Search’

Mindy Gofton from iCom

Google sees a brand as the trust it has developed with it?s user. Links everywhere, press, lots of searches for it.

?Brands are how you sort out the cesspool? – Eric Schmidt. Established websites and business with a loyal readership or customer base will be favoured.

- SERP changes to emphasise Places.
- Incorporation of social signals
- Changes to allow ?brands? to appear additional times in SERPS
- Reviews to impact SERPs
- Panda – removing sites with too many ads etc

What makes a brand ?trustworthy? to Google

  1. - Provide a good impression of your brand
  2. - Provide a search engine spider a good user experience when on site
  3. - Make pages primarily for users, not for search engines


    Trust signals
    H1 tag saying what you are, what you do and the services you offer
    Keyword in your H1, with related word in your text
    Words semantically similar

    Does this business have a contact? An address, a telephone number, does it match with the Google places page? So your customers have a person they can contact if they need to get in touch. Create Google Places page.

    How long have you been in business? Demonstrates to users that you?ve been about for a while, you?re going to be about for a while. If you move, put proper 301 redirects in place.

    Is your landing page content useful? Do you answer their question? Denture implants, there?s a landing page and a lot of text, they want to be able to easily find it. There?s images, all the images have alt text. There?s videos and a video search map. No random text, spurious content etc.

    Is it easy to find things on your website? Is it easy to find what you?re looking for? Mega menus are good when done correctly. In the same way you want a user to find it, you want a search engine to find content, site maps, deep linking – don?t through up roadblocks for search engine or your ranking will reflect this.

    Does your site have business partners and industry body memberships? Just like a user would check these to make sure you?re trust worthy, Google checks these links, especially if they?re from a trusted authority.

    Is your business ever mentioned in the press? Google trusts the Guardian and there are lots of little news sources commenting, suddenly you have lots of links. Make use of online PR to promote the great things your business does.

    Do you customers talk about you to their friends? Google can see that your being mentioned. It?s natural that a business should have people who frequent a business and talk about it. Get links from relevant sites. Engage with people on social media platforms.

    Does your business have a presence in the places people discuss you? Google wants you talk about the products and services you offer.

    Do people recommend your business? Reviews, people like to see what other people are saying about you. Ciao!, Freeindex are trusted sites by Google – if you?re being reviewed by real people for real services, Google will attribute authority. Encourage happy customers to leave reviews.

    Thinking about how Google perceives the user experience can help you to understand where the gaps in your strategy or problems on a website exist.

    There is no substitute for customer-focus and real engagement with customers and potential customers.

    Business.com – one listing here and a website can jump two pages.

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    Gary Taylor – One Result

    Creating Engaging Content
    Wanted to cancel domain names with 1&1 internet. They con Lots of others with the same problem. Continued posting up every reply email from 1&1. Now ranking just below them in Google. Added a domain monster banner to the site and received 473 clicks, about 10% CTR.

    Had a spike in traffic to his blog in September. 1&1 had started doing televised ads. Above the line advertising is one of the biggest drivers of traffic. Relevant traffic & lots of it.

    ?2.9 billion television ad spend. Time your SEO and PPC with it. Large furniture retailer, advertising a new bed with a TV at the bottom of it. They didn?t see an uplift in sales – they weren?t first page ranking for the product.

    If you?re an SEO talk to your clients media buying agency. They need to be planning SEO and PPC to support TV/Radio/Print campaigns. Time it with your SEO for optimum results.

    Google image search
    Ran a test for ?Worlds tallest building Dubai?. One of these images generates 962 visits. This furniture shop didn?t have basic things like alt tags. @BAdams sees low conversion rate. @GaryPTaylor argues that this does drive traffic and this isn?t a retail example. If you?re a visual person when you search, you?ll visit this site. Also, once you get this traffic on your site, then you can figure out a way to convert it. You can add on more rich content – zooming, video etc to engage your users.

    Case study
    Send marketing – UK?s leading mailing house.Struggled with getting people to understand exactly what they did. People assume direct mail is junk mail. Send for less, send a pdf, they print it, post it for 30p (less than a 2nd class stamp). Ran split testing. Bespoke landing pages. Video Optimisation. Infographic creation and syndication. Ranked first page of Google for Mailing House. Telephone tracking, AdInsights, telephone number onsite changes with Javascript so you can track where visitors call from, how many who called and why. Sales agents can press 1 or 2 to indicate whether it was a sale or not.

    Main take away – the website was driving telephone calls.

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    From the panel at SAScon: Kevin Gibbons, Chelsea Blacker, Sam Crocker, James Lowery, Peter Young, Dixon Jones and Richard Gregory.

    Google started withholding the keyword referring data, done under the guise of privacy.

    The number of the users it affects, up to 25% of searches have not been provided.
    Overall across all industries it?s a single digit number. It used to be a 2% and then eConsultancy said it was 33%.

    The 33% eConsultancy stated maybe because they will have a lot of gmailers logged in. 0.6 and 0.9% was not provided. November 0.6 to 1.6%. Retail sites 6.2% and ecg was more 1.2%.

    Success on no brand terms and tracking those none brand terms. Say it is 8%, if you get 20 million visits that?s a lot.

    You can try to fudge the numbers a bit, like the econsultancy article that tries to separate visits, but it doesn?t help you with new keywords and emerging keywords. You?re making assumptions on assumptions. Rather than saying we?ve had X number of visits from a keyword.

    10% of websites don?t have analytics properly configured. 10% ecommerce don?t measure revenue effectively. Sample data, above 2 million a month you don?t get accurate data. 5-7-8% pales in significance when you think about the amount that are lost because companies aren?t keeping house properly. The industry as a whole is a bit like ?Chumbawumba? you get knocked down & you get back again. 6 years ago it was metrics, 5 years ago it was links, it?s always changing.

    If it really was about privacy they should have gone the whole hog. Including Adwords.

    Google+ is the game changer. People interacting with the links, what you click on 50 million . Quarter of a billion gmail accounts. Facebook 500-800 millions users. You?re not going to be able to say that 80% of your traffic is attributable.

    They?re tracking what you?re clicking, what you?re viewing etc. Way more than just the keyword tracking on a website.

    Google trying to look to be improving their privacy – but are potentially doing a lot worse in their quest for personalisation.

    Personalisation, there is a big difference between your Gmail and G+ data & the information that might be used by third parties.

    Every thing Google does either improves user experience or makes Google more money. SEOs are only a small part of Google?s audience so they have to think of the bigger picture. Privacy is part of that.

    Everyone at SAScon believes that Google won?t U-turn on this decision and many believe that the number of non-provided keywords will increase.

    Dan Barker?s hack to track the landing pages which users land on. Make sure you?re measuring a lot more than just keywords.

    Contracts based on the growth of organic non-branded traffic – massive changes in the way we get paid. But not in the way we do work.

    We can?t say this many clicks on this particular term delivered this many sales anymore.

    By the cookie tracking EU legislation by May we?ll lose 90+% of their data. 90% of visitors declined ICO website’s opt-out cookie.

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