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January 2014 ~ SEO Updates

The Importance of Proper Site Updating and Maintenance to Achieve Success

SEO update and content strategy comprises of the dissemination phase that includes the process of maximizing its potential for the effective distribution through social networks.

The Importance of Proper Site Updating and Maintenance to Achieve Success

SEO update and content strategy comprises of the dissemination phase that includes the process of maximizing its potential for the effective distribution through social networks

Saturday, January 18, 2014

PPC Management Operations:




When your PPC operations are set up well, account management should run like a finely tuned machine. Just like a car's engine, PPC management needs regular tune-ups and maintenance in order to perform at the optimal level.
When you have regularly scheduled checkups daily, monthly, quarterly and semi-annually, you miss less opportunity to respond to change and increase your return on investment.
Planning is half the battle, so here's your starter calendar for your PPC management at the start of a new year.

Daily PPC Tasks

Every business is different and the level of attention needed for certain accounts will vary. But in general, one of the first things you should do is check your accounts each day to see what happened yesterday.
  1. For ecommerce, check ad spend and revenue.
  2. For lead gen sites, check conversions.
Those are the two basic performance indicators – what everyone cares about anyway. But look for standouts – did any one account spend way more or less than usual? Did it have a fantastic sales day? Track the ups and downs.
And don't get too freaked out if something looks out of the ordinary. Unless the client is used to making $10,000 per day and it dropped down to $1,000, it's likely part of the inconsistencies businesses sometimes see.
Pro tip: If you're an agency or consultant and you notice something is off, call up the client. They might be able to explain the odd behavior, for example, the shopping cart was buggy or someone internally clicked on the ad and put items in the shopping cart to test the process, thus making a purchase. (I've seen both of those scenarios and more). If you're running your own PPC, talk to others on your team or dig deeper to uncover reasons why you might be seeing this behavior.

Monthly, Quarterly & Semi-Annual PPC Tasks

These tasks within your PPC calendar will once again depend on the individual business and its advertising needs. For example, changing ad messaging could be a quarterly task, but depends on how much data you have about your ad performance, or if you have special campaigns that run consistently on a shorter timeline.
A good rule of thumb is: the newer the account, the more attention it will need – and some of the tasks we're going to go over may occur more frequently in that case.

5 Monthly PPC Tasks

1. Negative Keyword Management
The simplest and easiest way to avoid wasted money is managing negative keywords. If you stay on top of this, squandered ad spend is practically non-existent. For newer accounts or existing accounts that need a revamp, doing this daily is wise.
2. Review Ad Positions and Manage Bids
You want to make sure you're claiming top spots in paid search placement, just like in organic search. Bid management is key, and you can help streamline this with rules and settings in advertising platforms like AdWords.
3. Communications With Clients or the Team
If you're a party of one running your own campaigns, this doesn't really apply. But if you're managing PPC on behalf of a company, a monthly check-in is a must, and can go a long way when you learn about something the client or team is working on that you can assist with.
4. Watch for Good and Bad Performers
View this at the campaign level down to the ad group and keyword level. It's also sometimes beneficial to do this in reverse as well.
5. Google Display Network Management
Site exclusions are to the Display Network what negative keywords are to paid search ads. Make sure you're managing which sites your ads are featured on, so you're not inadvertently showing up on weather sites if you're a cloud computing company (true story!).

12 Quarterly or Semi-Annual PPC Tasks

Many of the following are interchangeable (quarterly or semi-annual), and depending on the account, you could do them on a monthly basis. I recommend semi-annually at the very least.
1. Click-Through Rate Review
This is at the keyword level, and the rule of thumb is to flag anything below 1 percent CTR. However, it's not uncommon to see high-volume keywords with less than 1 percent.
If the ROI and quality score for the keyword is healthy, you can often just leave it be. Otherwise, consider pausing it and weighing your options for tweaking the messaging or something else.
2. Sitelinks Audit
It's a good idea to check in and see what sort of sitelinks are set up. When things change on the website (for example, sales or product pages are added), the sitelinks can also change to drive traffic to the new pages. You can also review how the sitelinks are performing, and axe the links that don't get clicks.
3. Quality Score Reports
Here, you're looking for low score between 1 and 3 that should be addressed immediately. Sometimes when accounts have been poorly managed, the quality score will remain low for some time – even if you're doing everything right – until the improved practices have been in place for a while. You might even decide to pause these keywords and reinstate at a later date.
Quality scores of 4 and 5 are also worth flagging to investigate.
4. Keyword Trends and Program Development
You can sometimes find keyword trends when you're managing negative keywords. However, longer data sets like three or six months can help you better identify them. These trends can forge new campaigns you may not have thought of before.
5. Consider Remarketing and Product Listing Campaigns
These advertising options can fall by the wayside in favor of regular search network campaigns. Have a close look to see if remarketing or PLAs might be an option at this time. Similarly, if they are already set up, review their performance to look for improvements.
6. Campaign Performance Review
Starting at the campaign level, and working down to the keyword level, isolate the "darlings" of the campaigns and optimize for best performance. Also work on improving the worst. With poor-performing campaigns, make a decision about what you want to do – pause it or work on it more.
7. Ad Messaging
At this point in the campaign, it might be a good time to refine and test the ad copy.
8. Settings Audit
Sometimes campaign settings "mysteriously" change. It happens to the best of us, so it's always good to do a review of every setting to check for anything that may have been turned on, off, or modified accidentally.
9. Geo "Hot Spots"
Are there any cities, regions, or states that show the most ROI? Decide if you'll isolate those; it's always worth trying. Don't forget about international opportunities as well.
10. Search Partner Review
When you're advertising on the Google search network, it includes other search partners like Amazon and even Yahoo and Bing. Check the ROI for those other sites and if it makes sense, turn off these partner sites to save money (especially if you're working with a smaller budget).
11. Competitor Review
This one can be challenging if you don't have good tools. It's sometimes hard to trust the data coming from providers that claim they have it. You can start with Google Auction Insights.
12. Day Parting
Check the campaigns against times of day or days of the week to see if anything may need adjusting. If you have a tight budget, you can save a little money by only running when you know your audience is online, for example, during the week for some B2B businesses.

Ongoing PPC Management

Advertising platforms change all the time with new features. Staying on top of this can be a full-time job, but build it into your calendar. You don't want to miss important updates that can enhance your ROI.
Try reviewing the latest updates in AdWords here and here, and in Bing once a month when you're performing some of your other reviews.
But keep in mind that every new advertising product doesn't fit every account, so use discretion on what you pursue; testing new features are good, but you don't want to waste resources on those that aren't a good fit for your account.

15 Ways Clients Can Build a Better Relationship With Their SEO Provider

After running a link agency for the past few years, I can safely say that some clients are easy to work with and some are nightmares. I can also say that the ones who are easy and fun to work with are the ones that truly bring out my passion for the work that we do, and as I see with my own employees, being receptive to listening to someone else's perspective is something that I highly value.
It doesn't matter if a client's niche is exciting or if their site is so amazing that I want to spend hours on it every week. A client who is willing to view our arrangement as a give and take relationship is the client for me.
Here are 15 pieces of advice that will help you build a better relationship with your SEO provider.

1. Be Honest About What You've Done in the Past

This is probably the most critical piece of advice. Lots of clients have done some shady things that they might not have fully understood were being done, and many have known exactly what was being done and just chose to ignore the repercussions.
Be honest about what was done. It's rare to find someone who hasn't done some sketchy marketing at some point. We're not judging.
If you bought networked links and spammed the heck out of forums for three years, just admit it. Don't swear that those links were the result of a competitor trying to harm you. Lying just wastes everyone's time and energy.
Good clients will explain what they have done so their provider can find out how to fix it or counteract it faster, if needed.

2. Don't Immediately Blame Links When Something Goes Wrong

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Don't immediately blame links if your SEO service provider has built one for you and you've just messed up your robots.txt file. Also, if your SEO provider has built some great links and your site skyrockets to the top of the rankings, generating lots of new traffic and conversions, don't try and insist that it had nothing to do with their work.

3. No Surprise URL Changes

Don't change URLs without 301ing them or telling your SEO provider about it. If you've provided some targets to work with and they are suddenly 404ing, that's embarrassing. Webmasters start to get cranky when you have to go back and request a change.

4. Share Access to Webmaster Tools and Analytics

If your SEO provider can't see what's happening, it's much harder to do a good job. Sure, we can bug you for this info, but it's much easier if we can dig in and not have to wait for you to come back from your weeklong vacation so we can get the data we need.

5. Answer Questions

I can promise you that I have never once asked a client a question simply because I was being nosey. If I ask whether you've just changed 100 URLs, to go back to harping on that one, it's because it affects my work.
If I do have access to your analytics and ask if you've done anything on-site that could account for the sudden drop in traffic to a specific page, again, it's not just because I have nothing better to do than ask irrelevant questions.

6. Listen to Our Advice on Risk

Not to be funny here, but if someone who doesn't mind buying links tells you that your link buying plan is just too risky, you really, really should listen. If we stand to make more money off building more links for you but we say we shouldn't do it, it's because we really believe that you're playing with fire.

7. Don't Employ Multiple Teams or People to do the Exact Same Thing

If you do this and both (or all 10) of us wind up getting links on the same site, don't complain about it and try and make some of us go back to the webmaster and get them removed.

8. Don't Share Someone Else's Confidential Information-

If you send your provider something that is clearly marked as being "for your eyes only", all your provider will think is that one day you'll be sending their confidential information to someone else.

9. Be Clear About What You Want

Don't start out asking for one service and then run your provider all around until you finally admit that what you actually want is something totally different.
I've written up loads of consulting proposals for clients who asked for one specific service. Then, after spending loads of time on it, the clients admitted that they really just wanted me to go buy a bunch of links for them. If you want paid links, then say so.

10. Ask Why a Service Costs What it Does

We'd rather explain pricing to you now than receive a complaint about it later. The more you know about what we do, the better.

11. Don’t Ask About Price Matching

Don't give us pricing information that you've pulled off the site of some offshore SEO firm that no one's ever heard of and expect a provider to meet that price. If you do and your SEO provider says OK, be very nervous.

12. Be Fair About Client Examples

Don't freak out if your provider can't give you the example you want when you're trying to decide if they are the right fit. Sometimes there are iron-clad nondisclosure agreements in place.
However, please be receptive to ways that your provider can prove its worth without violating client confidentiality.
If that's a deal breaker, that's fine – and honestly it might be one for me if I were in your shoes. But if your provider can't give you client examples but can work for you and refund the cost if you're not satisfied, either accept that offer or move on and try to refrain from sending rude emails about a lack of professionalism.

13. Any Good Link Builder Knows About More Than Just Building Links

If you're asked to promote your new content socially to give it more attention, take that advice. Don't just think that because you can't immediately tie social to links, it means the advice is worthless.
If you're told to do a few things to speed up your homepage load time since it keeps timing out, listen. Link building is much easier when a site's worth linking to, you know.

14. Don't Focus on What Your Competitors Are Doing

Don't continually point out what your competitor is doing that violates Google's guidelines and ask why we don't just mimic them.
For one thing, your site is not the same as their site. For another thing, if you build a profile based on someone else, you're contributing to a footprint, and that's not a good thing.
Would you want them copying you? No.

15. Don't Try to Get Something for Free

I doubt you'd be able to find a decent SEO who doesn't end up giving away way too much for free. Many of us are actually nice people who are willing to share what we know and help people.
But there is a limit.
If you want to pay for an audit, then get a quote and pay for one. Don't try and weasel out pieces of an audit for free each month.
If you're paying for a service, stick to the scope of your contract. Asking a question here and there is OK, but if you want someone to spend 2 hours on the phone walking you through how to do something, expect to pay for that time.

Facebook Adds Trending

Facebook has released a new feature similar to one Twitter has offered for quite some time. A new trending box will appear on the top right side of your Facebook news stream page.
Facebook's trending topics will highlight links to popular stories on Facebook. Clicking through to these topics will show you what other people are saying about it.
The new trending future is designed to get people talking about interesting things that are happening in the world, as well as to keep Facebook users informed of news and other trending topics. It is personalized to each user, so in addition to seeing topics based on things you're interested in, you'll also see what's trending across Facebook overall.
Trending is rolling out now, so you might not see it active in your accounts yet. For those who have it, they are definitely reporting it as being very heavily skewed toward fluffier news, like celebrity current events and sports headlines rather than CNN or world news.
Twitter has long taken advantage of the trending topics idea, so it's not too surprising to see Facebook marketing off something very similar. Twitter is definitely a go to place for breaking news, because it often breaks the news before you see it on CNN, Google News, or even on the Associated Press feed. However, I suspect that this is more going to be used by people who just happen to be on Facebook and look at it, rather than as a go to place for people looking for breaking news information.
Don't be surprised to see a form of advertising or other kind of monetization added to Facebook's trending feature. There are a few different ways they can implement it, such as specific sites paying to get preference to have their site's links featured prominently either in the trending box or on the landing page the users take to on Facebook.
The new trending topics feature is available now in the U.S., Canada, UK, India, and Australia, with it likely being rolled out to other countries later.

Google Images Makes it Easier to Search by Usage Rights

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Google Images has made a great change to its search results. Users can now search for images with specific usage rates more easily. This will be extremely helpful for webmasters and others to find images that they can use for publishing on their own sites.
While Google has actually offered filtering based on photo licenses since 2009, it was a little-known search feature buried in the advanced search options. With the change, users can easily see it and filter the results accordingly.
To access it, simply click "Search Tools" on the image results page, and along with the usual search settings such as size and date, there is now a new drop-down for usage rights. The default is set to "not filtered by license" but users can change it to "labeled for reuse", "labeled for commercial reuse", "labeled for reuse with modification", and "labeled for commercial reuse of modification".
Sites such as Flickr, as well as stock photography sites that offer a variety of photo rights, have long had this type of filtering in their own search results. Bing began offering its own license search filter last summer, so it's surprising that Google took so long to make the change obvious to the average searcher.
As a word of caution, as with any image search, do be aware there are sites that republish photos allowing for reuse, but are actually not the original owner. However, using Google’s reverse image search can help determine the originating owner of an image and to determine what the correct licensing on the photo is.

Monday, January 6, 2014

Google Improves URL Removal Tool


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Google has launched an improved version of its URL removal tool in Webmaster Tools, aimed at making it easier to request updates based on changes to other people’s sites.
Google suggests that you could use the tool if a page has been removed completely or if it has changed, and you need the snippet and cached page removed.
“If the page itself was removed completely, you can request that it’s removed from Google’s search results,” says Google Webmaster Trends analyst John Mueller. “For this, it’s important that the page returns the proper HTTP result code (403, 404, or 410), has a noindex robots meta tag, or is blocked by the robots.txt (blocking via robots.txt may not prevent indexing of the URL permanently). You can check the HTTP result code with a HTTP header checker. While we attempt to recognize ‘soft-404′ errors, having the website use a clear response code is always preferred.”
For submitting a page for removal, just enter the URL and confirm the request.
“If the page wasn’t removed, you can also use this tool to let us know that a text on a page (such as a name) has been removed or changed,” says Mueller. “It’ll remove the snippet & cached page in Google’s search results until our systems have been able to reprocess the page completely (it won’t affect title or ranking). In addition to the page’s URL, you’ll need at least one word that used to be on the page but is now removed.”
Webmasters are instructed to enter the URL, confirm that the page has been updated or removed and that the cache and snippet are outdated, and enter a word that no longer appears on the live page, but still appears in the cache or snippet.

6 Major Google Changes



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The last few weeks have been amazing. Google has made some big changes and they are all part of a longer term strategy that has many components.
In short, Google is doing a brilliant job of pushing people away from tactical SEO behavior and toward a more strategic approach.
You could argue that "tactical SEO is dead", but that's not quite right. And don't run around saying "SEO is dead" because that is far from the truth, and I might just scream at you.
Instead, let's take a few steps back and understa
nd the big picture. Here's a look at the major developments, some of Google's initiatives driving this change, and the overall impact these changes will have on SEO.

 No PageRank Update Since February

Historically, Google has updated the PageRank numbers shown in the Google Toolbar every 3 months ago or so, but those numbers haven't been updated since February. This means 8 months have gone by, or two updates have been skipped.
In addition, Google's Distinguished Engineer Matt Cutts has said Toolbar PageRank won't be updated again this year, leading many to speculate that PageRank is going away. I won't miss it because I don't look at PageRank often and I normally don't have a Google toolbar in my browser.
However, a lot of people still use it as a crude measurement of a site's prominence.
For sites with a home page that has PageRank 7 or higher, it may in fact be reasonable to assume that the site has some chops. Correspondingly, sites with a home page that has a PageRank of 3 or lower, it is either new, or probably a low quality experience. Stuff in the middle, you just don't know.
If Google shuts off this data flow entirely, which wouldn't be surprising, then they will have to rely on other real world (and better) measurements instead. This would actually be better than using PageRank anyway, because Google says they don't use it that way themselves, so why should we?

Hummingbird

There are a few elements to Google's Hummingbird algorithm, announced in time for Google's official birthday, but like Caffeine before it, this is really a major platform change. Google has built a capability to understand conversational search queries much better than before.
Hummingbird really changes the keyword game quite a bit. Over time, exact keyword matches will no longer be such a big deal.
The impact of this algorithm is likely to be quite substantial over the next 2 or so years. Net-net, they have drastically reduced access to the raw data, and are rolling out technology that changes the way it all works at the same time!

Google+

OK, this one isn't new. Google launched Google+ June 28, 2011.
While it seemed to get off to a slow start initially, many argue that it has developed a lot of momentum, and is growing rapidly. The data on Google+'s market share is pretty hard to parse, but there are some clear impacts on search, such as the display of personalized results.In addition, you can also see posts from people on Google+ show up in the results too. This is true even if you perform your search in "incognito" mode:And, while I firmly believe that a link in a Google+ share isn't treated like a regular web link, it seems likely to me that it does have some SEO value when combined with other factors.
How Google+ fits into this picture is that it was built from the ground up to be a content sharing network that helps with establishing "identities" and "semantic relevance". It does this quite well, and in spite of what you might read in some places, there is a ton of activity in all kinds of different verticals on Google+.

 Authorship

OK, authorship also isn't new (launched on June 7, 2011), but it is a part of a bigger picture. Google can use this to associate new pieces of content with the person who wrote it.
Over time, this data can be potentially used to measure which authors write stuff that draw a very strong response (links, social shares, +1s, comments) and give them a higher "Author Rank" (note that Google doesn't use this term, but those of us in the industry do).
We won't delve into the specifics of how Author Rank might work now, but you can read "Want to Rank in Google? Build Your Author Rank Now" for my thoughts on ways they could look at that.
That said, in the future you can imagine that Google could use this as a ranking signal for queries where more comprehensive articles are likely to be a good response. Bottom line: your personal authority matters.
I also should mention Publisher Rank, the concept of building a site's authority, which is arguably more important. Getting this payoff depends on a holistic approach to building your authority.
In-Depth Articles
Google announced a new feature, in-depth articles August 6.
The Google announcement included a statement that "up to 10% of users' daily information needs involve learning about a broad topic." That is a pretty big number, and I think over time that this feature will become a pretty big deal. Effectively, this is an entirely new type of way to rank in the SERPs.
This increases the payoff from Author Rank and Publisher Rank – there is a lot to be gained by developing both of these, assuming that Google actually does make it a ranking factor at some point. Note that I wrote some thoughts on how the role of in-depth articles could evolve.

Sunday, January 5, 2014

Link Building the Right Way in 2014


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Some have concluded that the best and safest response to Penguin is to stop link building altogether. That's a bad idea.
Here's a reality check: the best way to improve visibility in the SERPs, in 2014, is still link building. Links are still believed to be the most important part of the algorithm, according to the most recentMoz search engine ranking factors survey.
Google's own Matt Cutts confirmed the same in an interview with Eric Enge, stating:
"Links are still the best way that we've found to discover (how relevant or important somebody is) and maybe, over time, social or authorship or other types of markup will give us a lot more information about that."
That statement has some pretty important implications, when it comes to planning and budgeting for a digital marketing campaign.
The main takeaway is this: Link building is still the key to more visibility in organic search. If your objective is to improve visibility in organic search, then invest in resources accordingly. Social media and authorship may (and probably will) impact the SERPs at some point in the future, but not today and probably not significantly in 2014.

Relevance is the New PageRank

The evolution of the original 1 link = 1 vote algorithm took a quantum leap forward in May 2012 with the introduction of the Knowledge Graph, which is used by Google to deliver search results with semantic-search information. This information is gathered from a wide variety of sources, using more than 500 million objects and 3.5 billion facts. In Googlespeak, the Knowledge Graph is about "things, not strings."
It's quite probable that Knowledge Graph is baked into Hummingbird, the latest Google algorithm. Assuming that's the case, then a correlation between "context, not anchor text" and "things not strings" is applicable. Relevance is the new PageRank when searching for linking opportunities.
A real life example could look something like this: Pre-Hummingbird, a search for car covers might yield results split among auto accessories to protect your car, tribute bands that cover the classic rock group "The Cars" and songs covered by Ric Ocasek and the cars. The "old" algo couldn't distinguish one car cover from another. Hummingbird, on the other hand knows the difference. Now, all of those auto parts links coming from high PR band sites, are now exposed for what they really are: unnatural. At best the link is devalued. At worst it triggers a manual review.

Link Schemes vs. Link Building

Understanding the difference between link scheming and link building is critically important in 2014. For webmasters who were doing SEO before Panda, this can be particularly difficult to navigate.
Many have been directly impacted by the Google paradox. Unlike the Einstein theory of insanity, in the Google Paradox, SERPs actually do yield different results after doing the same thing (spammy link building) over and over again.
A link scheme that scored number one rankings in 2010 can and will draw a manual or algorithmic penalty, today. That paradox has driven many a webmaster nuts!
According to Google, the following activities are link scheming – not link building:
  • Buying or selling links that pass PageRank
  • Using automated programs or services to create links to your site
  • Linking to a site for the sole purpose of getting a link back
  • Building a link networking for the purpose of linking
  • Large-scale article marketing or guest posting using keyword-rich anchor text
  • Buying advertorials or articles that include links that pass PageRank
  • Creating & Distributing Press releases with optimized anchor text
Recently removed from the guidelines, but still likely to trigger a penalty:
  • Linking to web spammers or unrelated sites with the intent to manipulate PageRank
  • Links that are inserted into articles with little coherence

3 Safe Ways to Build Links in 2014

So what's left?
  • Focus external link building efforts on the acquisition of editorially given links. These are links requiring human intervention and approval.
  • Build links that are relevant – on pages where the readers would have a genuine interest in your website.
  • Quality trumps quantity. A few links from high trust/authority websites will have more impact than hundreds of links from "Made for Guest Posting" 
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