Tell me if this rings a bell. Are your search recommendations overlooked and misunderstood? Do you feel like you hit roadblocks at every turn? Are you worried that people don't understand the value of your work?I had an eye-opening moment when my colleague David Mitchell, Chief Technology Officer at VML, said to me, “You know the best creatives here aren’t the ones who are the best artists — they’re the ones who are best at talking about the work.”I have found that the same holds true in search. As an industry, we are great at talking about the work — we’re fabulous about sharing technical knowledge and new developments in search. But we’re not so great at talking about how we talk about the work. And that can make all the difference between our work getting implementing and achieving great results, or languishing in a backlog.It’s so important to learn how to navigate corporate bureaucracy and cut through red tape to help your … [Read more...] about Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
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Last week I was privileged to conduct a webinar on the topic of Website Architecture. Unfortunately I was only able to get to two of the three main topics due to time and my inability to not talk so much! Overall I think we covered the two areas we got to, URL & Domain Structure and Link Structure, pretty sufficiently. Over the course of the hour I was told that over 16 pages of questions were submitted, yet we only had time to answer a few during the hour. I'm hoping to be able to go through those and answer as many as I can, but I'm still making my way through the pile of questions sent before the webinar. So without any more yapping, let's jump right in and answer some more... How do you submit information to search engines? -- Lloyd Site submission issues using seo software - how often can one submit to the engines - is there a maximum of pages one can submit - can one submit each day many different urls for the same site? -- Gil Let's get this out of the way. Website … [Read more...] about Website Architecture Questions Answered, Part III
Goodbye, Ask.com. You caught my eye back in 1997 as an unusualmeta search engine that asked questions to get answers. By 1998, I countedyou alongside Google and Direct Hit as shining examples of what to watch insearch. You’d dumped depending on others for search results and startedproviding answers using your own human editors. I hung with you over the years,cheered when you acquired the impressive Teoma crawler in 2001. I was thrilledwhen you alone among the major search engines dumped the traditional searchmetaphor for the Ask3Dview last year. Now you’re just for women, apparently. No more appealing to the"West Coast elite" or "digerati," you say. You can tell yourself that, if ithelps. The truth is, you’re dead. You’re about to join the legion of otherhas-been search engines, some of which you own or power, like Excite and iWon. It’s OK. It hurts, but we both know it’s for the best. I know what you’rethinking. I can hear you explaining it … [Read more...] about A West Coast Digerati Deadpools Ask.com
“Horror” is an apt term for how many experienced paid search practitioners respond to the newbie’s mistake of optimizing paid search ads solely to CTR. Before getting to the nuances of ad testing, though, it’s important to emphasize yet again that rapid setup of ad rotation, for testing purposes, was the gift given to us by the Google Gods in 2002 when they rolled out what was then called AdWords Select. Seven years later, many marketers have not fully accepted the gift. Although few drivers are as key to performance as the ad copy, many campaign managers have a tendency to neglect ad testing to this day. There is still much more industry “noise” in the day-to-day tactical chatter about two other levers: (1) keywords and (2) bids. In those areas, the newbie’s attention is easily grabbed by vendors who have nothing to sell but more keyword discovery, and more frequent bid changes. By contrast, ad refinement requires know-how, experience, and a … [Read more...] about Manage To ROI Or CTR?
Welcome back, Larry! When you were last CEO of Google in 2001, the company was a much loved scrappy underdog with a bright future. Ten years later, you’re coming back to the helm. Things have changed. You’re soon to be steering a massive battleship that’s taking on water from a number of hits over the years. Let’s talk damage control. We’re Not Monopolists! While you were gone, Google has grown — and grown — and grown. In 2001, you weren’t the most popular search engine on the planet. You faced a field of daunting competitors. You didn’t have a mobile operating system (Android), nor a laptop one (Chrome OS) nor your own browser (Chrome). Hell, AdWords was still just starting and AdSense didn’t even exist. Today, powerful people, companies and organizations wonder if you’ve grown too much. The EU is investigating Google on anti-trust grounds. Your good friends over at Microsoft are chuckling over helping to cause that, … [Read more...] about A To Do List For Google’s New CEO Larry Page
Google’s latest search algorithm change designed to fight spam and improve its search results went live yesterday. Plenty of people are seeing its impact already. Better or worse? It’s easy to find some examples of things being bad; it’s hard to say overall if there’s been a net improvement or not. Judging Relevancy Is Tricky I’ll go through some examples, but let me start with some caveats. If you dive into some forums, you’ll find plenty of people screaming. People tend to scream after any update that things have gotten worse because they’ve lost rankings. Few scream about how things have improved, much less provide examples. In short, relying just on forums can give you a skewed view. That doesn’t mean you ignore what you might discover through forums, however. Few know the quality of any search engine’s search results as well as SEOs. They might not be happy if something outranks them, but good ones know if something better or … [Read more...] about Did Penguin Make Google’s Search Results Better Or Worse?
I was excited to see the results of Moz’s 2014 Local Search Ranking Factors survey published last week. The timing of this year’s survey was particularly useful given Google’s Pigeon update in July (2014), which resulted in major ranking changes for both local pack and localized organic results. As ever, it’s nice to see the observations and comments of so many leading local experts distilled into an easily digestible form. I’m not going to dig too deeply into the 2014 results here, as a ton of good analysis and commentary is already out there. For those who are interested, the following posts are must-reads in addition to the survey results themselves: Here, I’m going to look at the changing composition of the Local Search Ranking Factors study since it was first conducted in 2008. Can We Predict The Future By Looking At The Past? Historians, politicians, scientists, economists, gamblers, and meteorologists all use events in the past to predict the … [Read more...] about Using The Past To Predict The Future For Local Search
Surprisingly, even though I talk about AdWords all the time, I don’t think anybody has ever asked me that one. I thought for a minute and gave an answer that’s perhaps a bit disappointing, despite it being the truest answer I could think of: It’s all about developing a great management methodology and sticking to it rigorously. So if you were hoping to get the one key to success, I’ll have to disappoint with this month’s article. But if you’re curious about what my methodology entails and you want a copy of my checklist, read on…. What Is A Successful AdWords Campaign? Before we get into the methodology and my checklist for success, there’s a fundamental question that needs an answer first: How do you know when you’re successful at AdWords? That may sound like an overly simple question to most readers, but it’s still worth pondering it for a moment because other people in your organization may not give you the answer … [Read more...] about The Secret To AdWords Success, Told By A Former Googler
The reason I do this is because it’s worked — sustainably — for years now, weathering all sorts of algo updates. There is still a lot of potential in this strategy, so here’s an overview of top options for gearing up the Content Marketing Engine. The Indirect Approach Content marketing is valuable for more than just helping your keyword associations and search engine rankings. Much of the material generated for content marketing development will intersect with consumers early in the buying cycle, often while they still may be in a research phase, just prior to making a purchase decision. Marketing when you don’t appear to be marketing is a sort of stealth approach — you can sneak up on the consumer before they know what’s happening. Content marketing does exactly that. Sometimes, people will not precisely know what product or services they need or from whom to get it. What’s the best or minimum quality of product/service can I tolerate … [Read more...] about Rev Up The Content Marketing Engine To Achieve Local Liftoff
Search engine rankings are powerful. Ranking at the top of a search query can add commas to your business profits. So how do we focus on the right things to secure our place at the top of search engines? I cover the details in this post. This is excitement for an SEO. Rankings and Reporting. Watching the SERPS do their work. The thrill of victory is few and far between. What does it take to make a site grow forever? The Typical Discouraged Search Engine Ransack Crisis Begins When you start a website, you want traffic. You want people to share every post. Then you expect their friends to share and visit. You expect people to come flocking from all ends of the earth to read your amazing website. You even expect to make money and fast. Unfortunately, most of us have experienced that moment of hitting publish and hearing crickets. Tweet this if you know that feeling! Then we get that one amazing email. A comment on your blog is on hold for moderation. Excitement feels every ounce of your … [Read more...] about How to Get Results From Search Engine Rankings