What will Google think of next?

This is the new buzz word in search and it is here to stay. Affiliates, paid search, seo and social media working independently will not get you to the top of the search results. Paid search and seo go hand in hand. They are a match made in digital heaven and should not be treated as separately.

How do they compliment one another?
Studies have shown that if users see both a paid search ad and the natural search results, they will click on the natural search listings which is free. You are not paying for that click and if that therefore generates sales, you are lowering your cost per acquisition.

How can you integrate the two?
Communication is the key. Have regular meetings with the paid and natural search team. In this way both teams are aware of the campaigns and seo work on optimising the key landing pages the site wants to rank for making it appear higher in the search results.

Report back as one
When you are analysing the results, make sure you record how seo and ppc have complimented one another on a campaign by campaign level and then how this has led to a decrease in paid search costs overall. This way you can show to senior management and those in control of the purse strings the positive effect of integration while drilling down to the detail of the campaigns and can tweak these even further for next time.

Do you have any case studies where you have delivered an integrated search strategy that has worked well? Or perhaps you are still in the middle of working on it. Let me know, all comments welcome.

Photo is from Flickr

If you want to take this attitude, I do not blame you, but it will be harder to get your client ranking high in the search results without them.

PR and SEO should work closely together. Having a press release ranking for a key term can help your seo efforts:
1. It will appear in the top search results, therefore pushing down the competition.
2. PR will help you to appear in the news results as well.
3. By appearing high in the web and news results, you will drive more traffic to your site, the whole objective of most website owners.

So how can you work closely with PR so that they like and respect your seo efforts?

1. Educate
Speak to them about how important seo is and by working together you are complimenting their efforts.
2. Optimise signed off press releases
You will not be able to change the copy of most press releases, that is pretty much guaranteed., but what you can do is add in links to key terms the site should be ranking for.
3. Results
You will get the PR team on board quicker if you can show them results from working with previous clients.
4. Quick turn around
Make sure when you have a press release, you optimise it and send it back to the team quickly.

PR and SEO should work closely together so they can compliment one another’s efforts. A solid partnership with bring long lasting results which will benefit the agency and the client.

I work closely with social media who produce monitor the amount of online mentions or “buzz” for a particular brand. The seo guys use these buzz reports to see which bloggers and twitters are talking about the brands. The social media team contacts the bloggers but the seo team people give them the optimised content. This means that when the bloggers write about a particular product we have asked them to review they are linking back to our destinated web page on our key terms.

Facebook ties in with social media, but it also has an impact on seo. If your client wants to have a facebook page then they need to make sure it is optimised for seo. They must make sure that their key terms and links are on the facebook page and that they have an optimised URL.

Paid search and seo go hand in hand. By monitoring paid search adverts, we can see the number of impressions and click throughs for certain campaigns. If there is a high number of clicks on key terms and then we see through tracking that there is a high bounce rate, it may be that the landing page does not have enough content or that people cannot find what they are looking for. A new landing page will need to be created and the keywords that generated the highest CTR will be used in the page title, meta description and on page copy.

Another example of working together is when there is a brief for a new landing page to be built. Paid search will carry out keyword research to check the volumes around particular terms. This research can also feed into the seo recommendations.

The next time a client asks you just to do their paid search for them, look at their site and see if they have optimised it for seo. If they have not, show them the great opportunities there are with the integrated search strategy.

Integration is the key to unlocking traffic and high rankings.

What Mary does is great, she uses her expertise to allow the business owners to understand their core offering which makes them unique. Mary makes it simple to see the pitfalls, where they went wrong and makes it so easy to see how they can turn their business around.

I like simplicity. I wish websites were given the same publicity as retail stores. Some web owners need to have a “Mary” assess their site and help them to increase traffic and rankings. As part of my job, I audit many websites and analyse what elements they need to change in order to make their websites more profitable.

When a website is built, seo tends to be the last thing people think of, when it should be the first. Seo should be seen as the most important element of a website as it is the first step people take when they are searching for a product or service. Seo is the route to your website. If a retail shop is not in a busy street, if it is down a side alley that is not easily visible for people to see, then they will not come in to browse and purchase. The same is true with a website. It needs to be clearly visible within the search engine results in order for people to click through.

I have raised the profile of seo with my clients through training workshops and have already seen changes. People just have to know about seo and how easy it is to incorporate it with their usual business/marketing tasks. The results will speak for themselves.

In agencies I have worked in, we just reported on just the top 20 terms that the client wanted to rank for. We had to report on the traffic from these keywords as it was assumed it was driving the majority of the traffice. However, despite what people think, most sites get the majority of their traffic from terms that are not tracked. Strange I know, but watch the video from Rand Fishkin about the long tail.

The long tail are the words that have about very few visits per month 0 – 5 queries per month. But it represents 70-75% of the volume of all searches. The queries are more focused and more specific and can lead to higher converting keywords. In the video Rand explains that there was a study that discovered there are 20% unique searches in Google each month.

SEOmoz Whiteboard Friday – Ignore the Tail at Your Peril! from Scott Willoughby on Vimeo.

Unfortunately, there is no keyword research tool to show you the tail or the volume behind the long tail search terms which is one of the reasons why people just stick to the top driving traffic terms. But you should not ignore the long tail. It is easier to rank for long tail words than try and move up within Google for the more competitive and shorter terms.

What is Caffeine?

According to Google “it is a new web indexing system. Caffeine provides 50% fresher results for web searches compared to the old index”. Which means, the user can find information much sooner after it has been published than before.

A few more facts about Caffeine as quoted by Google:

What did the old algorithm look like before?

Google doesn’t really give too much away about how their algorithm works, but here is a diagram outlining the index before and after Caffeine.

Google's old index vs Caffeine

Why did Google build Caffeine?
To keep up to date with universal search, real time updates. People want to find the latest information as soon as it is published. The old index had different layers which were refreshed at different speeds.

How will it affect natural search?
Google indexes newer content more frequently which means fresher content will be indexed on Google quicker and appear higher in the search results.
It also means that content on sites will be indexed quicker as there is no index cycle – where website owners had to wait in a queue for Google to index their site.

What changes do website owners need to do?

Make sure you have fresh content on your website and everytime you build a new page, make sure it is optimised for seo.
Caffeine just emphasises how important it is for websites to not rely on just one traffic referral method. For example some sites may just rely on traffic via search engines, others may rely on back links. Instead, they need to use an overall online marketing strategy which includes online pr, social media, seo and ppc. There is a lot of competition in the search market and therefore sites need to make sure there is a lot of buzz about their brand.

Google Caffeine is live, you probably will not have noticed too many changes as the updates have been silently filtering through these past few months and now Google are saying the final version of Caffeine is complete.

I will post any new updates about Caffeine on this blog, so come back for more news.

Malware virus on wordpress

I want to get more visitors to my site, not turn them away. So I started researching how to get rid of this malware virus.

1. Updates
There was a wordpress update, but I did not download the latest version till last week. If you do not download the latest version then you are more prone to hacks into the wordpress blog. So I backed up my blog and downloaded the latest version. I also made sure the plugins were the most up to date.

2. Wordpress plugins
I looked at another
site which recommended I download a plugin for wordpress. It helps find potential viruses, javascript and iframe injections. The plugin is called WordPress Exploit Scanner. I downloaded it but it didn’t highlight any viruses.

4. Google webmaster tools
I logged into Google webmaster tools and checked if there were any errors, but there were not. All appeared well. I was running out of ideas so I decided to call my hosting company, Godaddy.

5. Hosting company
I called GoDaddy and they scanned my site. They found that someone had hacked into their hosting company and sent this virus out to everyone who hosts with them. Great, just what I need, I thought. The problem is that GoDaddy were aware of this problem took a long time to sort it out. I had to call Godaddy to tell them to check out my site, not the other way round. Normally I really like the company, the staff are really helpful

So now I have to look for a new hosting company. I asked Judith Lewis who posted a tweet on twitter and I got a lot of recommendations for hosting companies. My GoDaddy account runs out in a month, so I still have time to research where I want to host seojoblogs.com. If you have any other recommendations, let me know.

If you have a small site of less than 10 pages and you already have a link building strategy on your site and your regularly update the site, then you do not need a site map.

If you have a big site, then yes you need a sitemap. A sitemap will help to get the pages indexed and ranked in the search engines faster. It is also important if your site has session IDs and duplicate content. A sitemap should automatically be generated through the content management system. If it is not, you will need to manually run a sitemap through tools such as Xenu Sleuth to generate the xml file.

I do not have a sitemap on this blog as it is crawled often. The pages are indexed and therefore a sitemap is not needed.

Now if you have a news site, Google suggests you have a news sitemap for the following reasons (as quoted by Google):

* Discover news articles faster: Sitemaps allow Google News to quickly find all of the news articles on a site.

* Crawl and index all news articles: Sitemaps point our crawler directly to each news articles URL, ensuring full coverage of the content on your site.

* Extract and display article information more accurately: Sitemaps identify the article titles, as well as the publication date for each article.

* Characterise article content more accurately: Sitemaps specify the different types of content in your articles by using and tags.

* Annotate articles with metadata: Sitemaps clearly identify each article’s content based on specific description such as related keywords or stock tickers.

Google suggests you use a News Sitemap if has dynamic content (meaning it is updated often), it is a new site or users have to follow many links to get to your articles. Please refer the Google Help section to see how to generate the news sitemap.

But you can only submit a News Sitemap to Google if you’re already included in the Google News program. Basically, you have to be a publisher before you can have your news appear in Google News results.
So how do you become a publisher? Well you need to submit your site to Google and wait for them to come back to you.

Another sitemap that you should start to consider is the video sitemap. This is important if you have a site with lots of videos, film trailers and clips.

Video sitemap example

Check out Google’s help page to see how to set up a video sitemap.

Visit the Google homepage and start playing PAC MAN. What a cool game, I have never before seen a game on a search engine.