Two big things have just happened in Google-land: Jagger and Google Analytics. Together, these two events may have changed the face of search forever.
seo, article submission, article pr, search engine, optimisation, optimization, google, rank, article, copywriter, submission
Two big things have just happened in Google-land: Jagger and Google Analytics. Together, these two events may have changed the face of search forever.
Jagger
First, let's discuss Jagger... Just like hurricanes, Google updates have names. (A Google update is a change to the way Google determines its rankings. Google makes these changes periodically, and they're universally feared because they can impact dramatically on a website's ranking.) The latest update is called Jagger, and it has search engine optimizers (SEOs) all around the world in a state of panic.
Why was Jagger such a fearful update? Simple... With Jagger, Google once again outsmarted huge numbers of SEOs. You see, many/most SEOs spend their time (and their clients' money) trying to trick Google into thinking that their websites are more relevant and important than they really are. They do this mostly by swapping links, buying cheap links, and placing links on free directories. While there's nothing wrong with these sorts of links (i.e. they're not considered 'black-hat'), they don't really show that the site is relevant or important. All they really show is that the site owner has made a deal with another site owner. In these deals, the incentive for the linking site owner is a reciprocal link, money, or increased link volume. Google much prefers it when the linking site adds the link simply to enhance the value of their content or to increase their own credibility and authority.
In other words, Google wants its search results to contain relevant, important sites, not sites that merely appear to be relevant and important. To this end, Google invests millions of dollars and employs the world's smartest mathematicians to create algorithms which identify sites that are trying to trick them. And that's exactly what Jagger did; and when it found those sites, it simply adjusted their ranking to more accurately reflect their true importance. (Unfortunately, it also demoted some sites which actually deserve a high ranking. It is hoped that these mistakes will be ironed out with future minor updates, but that's a topic for another article...)
From a technical standpoint, Jagger was well described by Ken Webster in his article, 'Google's Jagger Update - Dust Begins To Settle?' - http://www.webpronews.com/topnews/topnews/Jagger . To summarize, Jagger:
1) Increased importance placed on IBL (Inbound Links) Relevancy?
2) Increased importance placed on OBL (Outbound Links) Relevancy?
3) Promotion of relevant Niche Directories (related to #1 & #2)?
4) More weight thrown back to PR @ top domain?
5) Increased importance on AdSense placement relevancy?
6) Possible introduction of CSS Spam filtering?
7) Overall Blog demotions?
8) New and unresolved "canonical" issues?
Some more interesting effects were reported by WG Moore (http://www.sitepronews.com/archives/2005/nov/9.html) who runs a number of test sites for SEO purposes. By monitoring the links to his test sites as reported by Google, he established that:
"all reciprocal links had vanished. We think that this is because Google is down-grading or eliminating reciprocal links as a measure of popularity. This does make sense, actually. Reciprocal links are a method of falsifying popularity. Sort of a cheap method of buying a link, if you want to think of it that way... During the second week of the Jagger Update, a few of our reciprocal links did come back up. However, we also noticed that these were from places where we had highly relevant content. They came from articles where we discussed our area of expertise: Web Analytics, or from forums where we had relevant threads. So we feel that these links came back because of content, not linking.
The other group that came back up was one-way inbound text links, regardless of the originating web site. These links also had strong relevance to our web analytics business. In other words, they contained keywords and/or phrases related to our site and its business."
In short, Jagger undid the hard work of thousands - if not millions - of people! As a result, hard-won high rankings and revenues plummeted.
Interestingly, article PR (article submission) came through Jagger seemingly unscathed. My SEO copywriting website http://www.divinewrite.com , for example, went from no.4 to no.1 worldwide for "copywriter", and I've employed article PR almost exclusively. Whether it was promoted or the sites around it were demoted, one thing is clear: article PR is one of the best ways to obtain a high ranking.
Google Analytics
The second monumental event to occur recently was Google Analytics - http://www.google.com/analytics/index.html . Google Analytics is a free web-stats solution which not only reports all the regular site stats, but also integrates directly with Google AdWords giving webmasters and insight into the ROI of their pay-per-click ads. According to Google, " Google Analytics tells you everything you want to know about how your visitors found you and how they interact with your site."
Why is this such a landmark move? Because for the first time ever, Google will have access to your real web stats. And these stats will be far more accurate than those provided by Alexa - http://www.alexa.com . Furthermore, Google's privacy statement says: " We may also use personal information for auditing, research and analysis to operate and improve Google technologies and services." - http://www.google.com/intl/en/privacy.html . Now let's put two and two together:
1) Google is 'giving' every webmaster in the world free access to quality web-stats.
2) Millions of webmasters will accept this 'gift', if only because it integrates directly with their Google AdWords campaigns.
3) Google will then have full access to the actual web stats of millions of commercial websites.
4) Google will have the right to use these stats to develop new technologies.
5) What's the next logical step? Google will use these statistics to help determine its rankings, of course!
It should come as no surprise. It's been on the cards - and frequently discussed - for a long time. For example, Jayde Online CEO, Mel Strocen, recently published an article on this very topic, ' The Future of WebSite Ranking' - http://www.site-reference.com/articles/Search-Engines/The-Future-of-WebSite-Ranking.html . She quite rightly asserts that:
"Google's "democratic" vision of the Web will never be achieved by manipulating algorithm criteria based on content. It will only be achieved by factoring in what is important to people, and people will always remain the best judge of what that is. The true challenge for search engines in the future is how to incorporate web searcher input and preferences into their ranking algorithms."
In fact, the Jayde Online network already owns and operates a search engine, ExactSeek (http://www.ExactSeek.com) which incorporates user popularity statistics in its rankings.
The Future of Search & SEO
To date, ExactSeek is the only search engine which uses visitor stats as criteria for its rankings. But Google isn't far behind. We all know that Google specializes in taking a good idea and implementing and adapting it brilliantly. This is exactly what we'll see in this case. By combining link popularity and user popularity statistics, Google will be the only major search engine to consider both what other sites think of your website and what your visitors think of your website. And because they have the most advanced algorithms for assessing link popularity, and will soon have access to the farthest reaching, most accurate web stats to assess user popularity, its competitors will be a long time catching up.
So if that's the future of search, what's the future of SEO? The future of SEO is undoubtedly one where:
• one-way text links from relevant pages continue to be the most valuable links
• reciprocal linking continue to decline
• the 'shotgun' approach to link buying declines
• mass email link requests decline
• free directory submission declines
• niche directory submission increases
• article PR (article submission) increases
• article submission sites (e.g. EzineArticles, GoArticles, and ZapContent.com) play a much bigger and more important role in helping online publishers locate quality articles (due to the increasing article volume)
• user popularity is just as important as link popularity, which means:
o the quality of article PR improves in order to increase site traffic, credibility, and loyalty
o the quality of website content improves in order to convert traffic and encourage repeat visits
Clearly, the choices for SEOs will be pretty much limited to paying for links at niche sites and/or engaging in article PR. Being an SEO copywriter, I may be a little biased, but for mine, article PR is the hands-down winner in this comparison:
• It satisfies Google's criteria for relevance and importance. Linking site owners include your article and link because, in doing so, their site becomes more useful to visitors, and their business gains credibility and authority.
• It generates hundreds of free links quickly enough to make it worth your while, but not so quickly as to raise red flags at Google (in the form of link dampening).
• Links are permanent and you don't have to pay to keep them there.
• You get a lot of qualified referred traffic who already trust you and your expertise. This satisfies Google's visitor popularity criteria, while at the same time bringing you a lot of extra customers.
(For more information on article PR, read ' How to Top Google with Article PR' - http://www.articlepr.com/SEO_Article_Submission.shtml .)
Conclusion
The lesson from Jagger is, don't try and trick Google! They've got more money and more brains than virtually any company in the world. It'll only end in tears! Don't spend time and money trying to make your site look important and relevant. Instead, spend that time and money actually making it important and relevant! Content - the real content behind the optimization - is the answer. After all, whether it's an article or a web page, it's the content that keeps 'eyes on paper', and that's what it's all about.
Happy optimizing!
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Kamis, 06 Oktober 2011
SEO in a BOX
Are profitable, top search ranks possible without the help of an experienced search engine optimization company?
Can a software package or online miracle site touting testimonials and grandeur guarantees of success elevate your online presence enough to really increase sales?
Are profitable, top search ranks possible without the help of an experienced search engine optimization company?
Can a software package or online miracle site touting testimonials and grandeur guarantees of success elevate your online presence enough to really increase sales?
Unfortunately, unless the software or miracle website were able to research your market, find hidden niches within it, author intriguing, creative, relevant and keyword laden content, house it in a framework that meshes precisely with that content, dissect and analyze your ranking competition and apply that statistical data within the afore mentioned tasks, you'll be using that money back guarantee.
The same goes of number one rank promises for a keyword for $49. Now I'm not suggesting a claim like that is bogus or false advertising. But, ask if that keyword or phrase has actually had more than one search somewhere in the world in the past month. Or to shake them, insist your keyword phrase they must bring to the number one spot is "online casino.
IS THERE INEXPENSIVE HELP THAT WORKS?
Is there a working alternative for smaller businesses and sites that can't budget pro SEO right now? There are techniques that would give your site a chance of rising higher in the ranks. You'll find countless articles and instructions online and in bookstores about general things you can do to your site to improve its online presence.
While helpful and usually accurate, blindly applying techniques to your site without some further knowledge of your own site, your competition, and your online market will hinder your efforts.
With some real world, current analysis of YOUR individual situation at your disposal, you can greatly improve your efforts with even the smallest copy, title or content adjustment. It is going to require some work on your part, no matter what do-it-yourself tactics you employ.
HOWEVER, there are tools and analysis reports available to you that can give you a towering leap for the do-it-yourselfer. Some plain English comparisons of your page vs. the top 10 ranking pages in a particular engine for a particular keyword phrase will define dozens of parameters to begin your do – it –yourself optimization.
How many links do you need, are there better keywords you should choose, and then what do you do with all this information once you have it? Comparisons and analysis of your site and your competitors are usually presented in an easy to understand format and reveal patterns and collected intelligence that can help you re-write and revise your content and page layout and begin your SEO efforts a lap ahead of everyone else.
SET REALISTIC GOALS
You must remember, legitimate, professional search engine optimizers are immersed in their field and are educated with experience. The time, knowledge, talent and effort that you get with a pro is worth every penny.
A professional SEO's approach involves research of your market, competition and many times a significant renovation of your existing site from code to content. The in-depth detail and deep analysis, content development, link and page structure requires a significant amount of time, experience, and a lot of hand work.
In other words, if you want to feel better and improve your self image, you don't have to pay a doctor to tell you that eating healthy, taking a vitamin and regular exercise will make a marked improvement in your well being.
If you want the large scale, lasting and radical change a facelift can give you, you must pay a plastic surgeon for his education, experience and talent.
Don't forget to use some common sense when looking at your market. If you think you're going to rank for a highly competitive keyword that has several well known companies at the top without the aid of a professional, you'll probably end up disheartened.
Achieving first page ranks for competitive keywords in a saturated market is a mammoth task, and at the very least would require a full time effort by an experienced firm with resources to take on such a challenge. Don't be discouraged; with some brainstorming you can think of some related, less competitive keywords and niche markets to target.
HOW A LITTLE KNOWLEDGE CAN GO A LONG WAY
Some very simple copy adjustments in the right place can go a long way on less competitive sites. Let's look at a few easy changes anyone can make.
Page Titles
The page title, the words that display in the top of your web window, is one of the most crucial elements on the page as far as the search engines go. When you do a search for something what do you type in the search field? Unless it's a company's specific name, you type in a keyword or key phrase like "men’s cross training air sneakers".
A very common mistake is to put your company name in the page title. Sometimes it's appropriate, but for ranking purposes, uses a concise description of your page with a prime keyword from that page.
Bonus Hint- Start your first sentence with that same keyword!
Content Quality
You'll surely find as many opinions about content as there are about politics. Take away the extremes and you'll find the meat is the same. To increase your rank, you have to have searchable content, and it must be quality. What is quality? More importantly, what do the search engines think is quality?
The answers depend on your site and position on the internet. However, all quality content shares some characteristics.
It's useful information about your products or service. Don't throw random free, generic, carbon copied stuff from the web onto your site. Use some thought and creativity. Build copy around different aspects of your target.
LOOK FROM A NEW PERSPECTIVE
If you have a site about restoring classic cars, make a page about the evolution of headlights over the decades. Add another page about how and where to find hard to find classic parts.
Content should be:
Easy to follow- and well written for a human reader, not a search engine.
Unique- write it yourself or hire a writer.
Varied- Don't fill your page with the same keyword repeatedly or you risk being considered spam. Examine the keyword densities of your keyword in the top 10 listings it returns in a particular engine. Stay within that number.
Take a few more evenings or weekends and improve your ranks by doing some research and digging, and applying that invaluable knowledge strategically to your web site.
KINDS OF SEO RESEARCH you can do to win
There are SEO companies online who offer various reports that can save you a lot of the legwork. Even the simplest of tasks can be too time consuming when you need to focus on editing your pages. For example, finding your current rank, if any, in all of the major engines for all of the keywords you want to rank could take a day on your own. Some other types of reports available are:
Keyword Research-
A list of keywords you or I might make sitting down with a pencil and paper is a good start. The important word here is "start". That list is dozens of revisions away from completion. It will expand and contract many times as further information is gathered.
Are your words focused and targeted enough so you'll attract qualified leads? Are there related words and phrases that you haven't thought of? What words does your competition have throughout their pages? And most importantly, are the words you've chosen actually being typed into search engines?
You can find many different levels of keyword services from simple analysis of your existing pages to research and development of an entire list ready for use in your pages, Adwords or PPC campaigns.
Competition Research-
Who is ranking now? Who is in the positions where you want to be? Examine your competition's pages with a microscope. An Understanding of those you want to outrank gives you a working outline to revise your own. (Do NOT copy their content.) Focus on trends, keywords, densities, titles, page elements… their pages, structures and their links.
On Page Optimization-
A report like this analyzes the words in the elements on your page like titles and boldface or headings as well as your body copy, and link text. It also tells you information about keyword density. Earlier I mentioned that using a keyword too many times on a page could be considered spam. An analysis like this will show how many times each word, word pairs and groups of words were used on a page and what percentage of all the words they are.
A report on a high ranking competitor's site will give you some insight into a page that is successfully ranking for keywords you want.
Off Page or Link Reports-
As soon as you start learning about search engine optimization, you'll understand what a key role good quality links play in determining rank. These types of analysis will show who is linking to you, or even better, who is linking to a ranking competitor. You can get some ideas of sites to list with and an approximate number of links of a particular quality that you'll need to rank.
TAKE SOME ACTION- a few well researched changes can give you a boost
If ranking and online presence are crucial, then find a respected, recommended and experienced search engine optimization professional. The same logic that tells you to go to the doctor when aspirin doesn't do the job also applies to this situation.
If budget is constricting, your keywords have little competition, or you'd like to improve your presence to the best it can be without employing a professional then you'd be surprised what a little knowledge and time can do for your ranking. Applying the same techniques every few weeks and keeping your site fresh will put you a level even higher above the rest.
Remember, many variables and factors are considered and given varying weights by different engines to determine where you rank. A brand new site, no matter how optimized it is usually doesn't show any rank in Google until it miraculously appears about a year later. Older sites of more than a few years often take the top ranks for competitive words.
Don't be discouraged. The simple SEO methods you read about online or in publications can give your site a stronger presence, but will achieve far better results for you if you employ some smaller, budget based intelligence and research.
Can a software package or online miracle site touting testimonials and grandeur guarantees of success elevate your online presence enough to really increase sales?
Are profitable, top search ranks possible without the help of an experienced search engine optimization company?
Can a software package or online miracle site touting testimonials and grandeur guarantees of success elevate your online presence enough to really increase sales?
Unfortunately, unless the software or miracle website were able to research your market, find hidden niches within it, author intriguing, creative, relevant and keyword laden content, house it in a framework that meshes precisely with that content, dissect and analyze your ranking competition and apply that statistical data within the afore mentioned tasks, you'll be using that money back guarantee.
The same goes of number one rank promises for a keyword for $49. Now I'm not suggesting a claim like that is bogus or false advertising. But, ask if that keyword or phrase has actually had more than one search somewhere in the world in the past month. Or to shake them, insist your keyword phrase they must bring to the number one spot is "online casino.
IS THERE INEXPENSIVE HELP THAT WORKS?
Is there a working alternative for smaller businesses and sites that can't budget pro SEO right now? There are techniques that would give your site a chance of rising higher in the ranks. You'll find countless articles and instructions online and in bookstores about general things you can do to your site to improve its online presence.
While helpful and usually accurate, blindly applying techniques to your site without some further knowledge of your own site, your competition, and your online market will hinder your efforts.
With some real world, current analysis of YOUR individual situation at your disposal, you can greatly improve your efforts with even the smallest copy, title or content adjustment. It is going to require some work on your part, no matter what do-it-yourself tactics you employ.
HOWEVER, there are tools and analysis reports available to you that can give you a towering leap for the do-it-yourselfer. Some plain English comparisons of your page vs. the top 10 ranking pages in a particular engine for a particular keyword phrase will define dozens of parameters to begin your do – it –yourself optimization.
How many links do you need, are there better keywords you should choose, and then what do you do with all this information once you have it? Comparisons and analysis of your site and your competitors are usually presented in an easy to understand format and reveal patterns and collected intelligence that can help you re-write and revise your content and page layout and begin your SEO efforts a lap ahead of everyone else.
SET REALISTIC GOALS
You must remember, legitimate, professional search engine optimizers are immersed in their field and are educated with experience. The time, knowledge, talent and effort that you get with a pro is worth every penny.
A professional SEO's approach involves research of your market, competition and many times a significant renovation of your existing site from code to content. The in-depth detail and deep analysis, content development, link and page structure requires a significant amount of time, experience, and a lot of hand work.
In other words, if you want to feel better and improve your self image, you don't have to pay a doctor to tell you that eating healthy, taking a vitamin and regular exercise will make a marked improvement in your well being.
If you want the large scale, lasting and radical change a facelift can give you, you must pay a plastic surgeon for his education, experience and talent.
Don't forget to use some common sense when looking at your market. If you think you're going to rank for a highly competitive keyword that has several well known companies at the top without the aid of a professional, you'll probably end up disheartened.
Achieving first page ranks for competitive keywords in a saturated market is a mammoth task, and at the very least would require a full time effort by an experienced firm with resources to take on such a challenge. Don't be discouraged; with some brainstorming you can think of some related, less competitive keywords and niche markets to target.
HOW A LITTLE KNOWLEDGE CAN GO A LONG WAY
Some very simple copy adjustments in the right place can go a long way on less competitive sites. Let's look at a few easy changes anyone can make.
Page Titles
The page title, the words that display in the top of your web window, is one of the most crucial elements on the page as far as the search engines go. When you do a search for something what do you type in the search field? Unless it's a company's specific name, you type in a keyword or key phrase like "men’s cross training air sneakers".
A very common mistake is to put your company name in the page title. Sometimes it's appropriate, but for ranking purposes, uses a concise description of your page with a prime keyword from that page.
Bonus Hint- Start your first sentence with that same keyword!
Content Quality
You'll surely find as many opinions about content as there are about politics. Take away the extremes and you'll find the meat is the same. To increase your rank, you have to have searchable content, and it must be quality. What is quality? More importantly, what do the search engines think is quality?
The answers depend on your site and position on the internet. However, all quality content shares some characteristics.
It's useful information about your products or service. Don't throw random free, generic, carbon copied stuff from the web onto your site. Use some thought and creativity. Build copy around different aspects of your target.
LOOK FROM A NEW PERSPECTIVE
If you have a site about restoring classic cars, make a page about the evolution of headlights over the decades. Add another page about how and where to find hard to find classic parts.
Content should be:
Easy to follow- and well written for a human reader, not a search engine.
Unique- write it yourself or hire a writer.
Varied- Don't fill your page with the same keyword repeatedly or you risk being considered spam. Examine the keyword densities of your keyword in the top 10 listings it returns in a particular engine. Stay within that number.
Take a few more evenings or weekends and improve your ranks by doing some research and digging, and applying that invaluable knowledge strategically to your web site.
KINDS OF SEO RESEARCH you can do to win
There are SEO companies online who offer various reports that can save you a lot of the legwork. Even the simplest of tasks can be too time consuming when you need to focus on editing your pages. For example, finding your current rank, if any, in all of the major engines for all of the keywords you want to rank could take a day on your own. Some other types of reports available are:
Keyword Research-
A list of keywords you or I might make sitting down with a pencil and paper is a good start. The important word here is "start". That list is dozens of revisions away from completion. It will expand and contract many times as further information is gathered.
Are your words focused and targeted enough so you'll attract qualified leads? Are there related words and phrases that you haven't thought of? What words does your competition have throughout their pages? And most importantly, are the words you've chosen actually being typed into search engines?
You can find many different levels of keyword services from simple analysis of your existing pages to research and development of an entire list ready for use in your pages, Adwords or PPC campaigns.
Competition Research-
Who is ranking now? Who is in the positions where you want to be? Examine your competition's pages with a microscope. An Understanding of those you want to outrank gives you a working outline to revise your own. (Do NOT copy their content.) Focus on trends, keywords, densities, titles, page elements… their pages, structures and their links.
On Page Optimization-
A report like this analyzes the words in the elements on your page like titles and boldface or headings as well as your body copy, and link text. It also tells you information about keyword density. Earlier I mentioned that using a keyword too many times on a page could be considered spam. An analysis like this will show how many times each word, word pairs and groups of words were used on a page and what percentage of all the words they are.
A report on a high ranking competitor's site will give you some insight into a page that is successfully ranking for keywords you want.
Off Page or Link Reports-
As soon as you start learning about search engine optimization, you'll understand what a key role good quality links play in determining rank. These types of analysis will show who is linking to you, or even better, who is linking to a ranking competitor. You can get some ideas of sites to list with and an approximate number of links of a particular quality that you'll need to rank.
TAKE SOME ACTION- a few well researched changes can give you a boost
If ranking and online presence are crucial, then find a respected, recommended and experienced search engine optimization professional. The same logic that tells you to go to the doctor when aspirin doesn't do the job also applies to this situation.
If budget is constricting, your keywords have little competition, or you'd like to improve your presence to the best it can be without employing a professional then you'd be surprised what a little knowledge and time can do for your ranking. Applying the same techniques every few weeks and keeping your site fresh will put you a level even higher above the rest.
Remember, many variables and factors are considered and given varying weights by different engines to determine where you rank. A brand new site, no matter how optimized it is usually doesn't show any rank in Google until it miraculously appears about a year later. Older sites of more than a few years often take the top ranks for competitive words.
Don't be discouraged. The simple SEO methods you read about online or in publications can give your site a stronger presence, but will achieve far better results for you if you employ some smaller, budget based intelligence and research.
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