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One of the limitations of information on the Web is that it is organized differently at each site on the Web. As a newly granted Google patent notes, there is no official catalog of information available on the internet, and each site has its own organizational system. Search engines exist to index information, but they have issues, as described in this new patent that make finding information challenging. Limitations on Conventional Keyword-Based Search Engines The patent granted to Google, in September of 2016, discusses a way to organize information on the Web in a manner which can help to better organize and index that information, using context vectors to better understand how words are being used. The patent describes limitations of search engines that are based upon indexing content using keywords, such as: A search engine working with Conventional keyword searching will return all instances of the keyword being searched for, regardless of how that word is used on a site. This … [Read more...] about Google Patents Context Vectors to Improve Search

Have you ever watched in awe as a juggler effortlessly keeps multiple balls in the air? Dexterous and agile, he tosses them high, flicks them around, even does fancy stuff with them… and still, not one of them bounces on the ground! You come home and decide to try it. But even with two balls, it doesn’t work the same way. You fail. And fail again. “Juggling is tough,” you tell yourself. But it isn’t. Not if you learn how to do it. And then practice doing it. Search Engine Optimization (SEO) is like that, too. Without knowing how it works, you’ll fail. Often spectacularly. Here are six ways that could happen. 1. Being out of date Even big corporations handling high-volume online sales often work with SEO dinosaurs — “experts” who learned their craft 10 years ago and then stopped updating their knowledge. In a fast-moving field like search marketing, this approach won’t work. An SEO strategy implemented without up-to-date … [Read more...] about 6 reasons why SEO fails, and how you can succeed at it

So whether you’re doing an account review because you’re checking your own performance or helping someone else figure out what opportunities exist, a checklist may help. Here’s mine, which consists of four main areas: feature usage, account structure, segmentation opportunities and trend analysis. 1. Are You Using All The Latest Features AdWords changes incredibly quickly. With weekly changes to the AdWords website, the Editor, the API and now Scripts, it’s easy to miss out on a great new feature and fall behind your competitors. One way to stay current is to subscribe to the Inside AdWords Blog to get official updates directly from Google. The fact that you’re reading this on Search Engine Land tells me you’re already paying attention, but let me just cover a few of the top features I think you should use. Conversion Tracking I can’t believe I still have to write this, but after my recent clinics, I saw there are still marketers who … [Read more...] about 4 Steps To The Perfect AdWords Audit

In The Trenches is a weekly spotlight of tips, tricks, and news about the tools search engine marketing professionals use to give them a leg up on the competition. Today: News from the search engines and today’s in-depth look, The Ultimate Guide to Search Marketing Optimization Part 1, and To Broad Match or To Not Broad Match: That is the Question. News from the search engines Google AdWords: Pay Per Action beta phase out. A few weeks ago, you may have heard that Google was deleting its pay-per-action feature to create the Google Affiliate Network. This was the original announcement: “As part of Google’s recent acquisition of DoubleClick, the Performics affiliate network is now a part of Google. To consolidate our offerings, we will be phasing out the AdWords pay-per-action beta, and the product will be retired on during the last week of August. Pay-per-action campaigns and all related data will be removed from all AdWords accounts the last week of October.” So, … [Read more...] about SEM News, The Ultimate Guide To Search Marketing Optimization, & Broad Match Or Not?

Link development, before search engines polluted the process into a currency for search engine rankings, was all about promotion. Links were simply a natural side effect of promoting your website. And one of the most tried and true methods of promotion is PR (as in Public Relations, not Pagerank). “The American Heritage Dictionary defines PR as “the art or science of establishing and promoting a favorable relationship with the public.” A public relations firm does this mainly by promoting favorable news.” – Wikipedia Link development is essentially an online PR campaign that promotes favorable content to the public (who are also known as the linkerati) in an attempt to foster goodwill (which, if we’re lucky, results in links as well). How To Get The Attention of Those Who Link Identifying the linkerati is pretty easy. But knowing that you need to get links from bloggers and people in the limelight is pretty obvious. The real question is not who … [Read more...] about The Other Important PR In Link Development