While most search marketers will agree that AdWords Quality Score (QS) primarily reflects how a keyword’s click-through rate (CTR) is expected to compare to its competition under the same circumstances, Google has left enough ambiguity in the finer points of Quality Score that it continues to be a rich area for research and debate. One of those finer points has long been the notion of an account-level Quality Score and how much impact it has on individual keywords, particularly low-traffic ones. Last year, former Googler and Search Engine Land columnist Fred Vallaeys, as part of larger, more nuanced piece, offered that “technically, Google does not have a metric called account-level QS.” In its recent white paper, “Settling the (Quality) Score,” Google bluntly confirmed this, saying, “There is no such thing as ad group-level, campaign-level or account-level Quality Score.” Okay, case closed, right? Well, not quite. There are still plenty of … [Read more...] about If Account-Level Quality Score Doesn’t Exist, Can It Really Hurt Your AdWords Program?
Page level seo score
SEO is an art. (Hence, the name of my and my co-authors’ brand new book, The Art of SEO). Crafting copy that sells, as well as ranks, is an art. So is link baiting. But SEO is also a science. Crafting rewrite rules, robots.txt directives, and so forth is pretty geeky stuff. The science side of SEO is where I spend most of my time. Another dichotomy is that SEO is both subjective and objective. The point at which a title tag, URL, or headline is “good enough” and thus moving on to the next task is warranted — that is certainly subjective. Also consider what might comprise the most optimal URL structure? Does it end in / (slash) or a file extension like .html? Again, subjective. In my view, SEO for the most part is cut-and-dry, it’s objective. That’s because it can all be boiled down to an algorithm, and in fact, it already has. The algorithm I speak of, of course, is Google’s (or Yahoo’s, or Bing’s). The SEO practitioner’s … [Read more...] about The Science Of Scoring Your SEO
Visualising the principles of basic site architecture issues for SEO, identifying problems and devising actionable methods to solve them. Background to this article In 2011, I gave a presentation called “Solving Site Architecture Issues” at a conference called SES London. It summarised the experience I had gained working as an in-house SEO at a travel company. I worked on sites that generated millions of pages, tens of millions in online revenue and, in the course of my work regularly encountered fundamental indexation issues. These were a result of the deep architectures associated with websites in the flight comparison space. I dare say, that presentation contributed significantly at the time to the topic of site architecture for SEO. It also contributed significantly to the demand for consulting my (then small) company received and I cite that work as one of the most influential contributing factors that helped our agency find its way through its first years. A lot of … [Read more...] about An SEO’s guide to site architecture
Enterprise SEO platforms such as Searchmetrics, Linkdex and BrightEdge are used by a large number of brands and agencies. As the landscape and industry has evolved, are these tools still worth investing in? Recently, I’ve noticed clients challenging whether these enterprise platforms are truly necessary. Could the budget being spent on them be diverted elsewhere to drive greater performance gains? Most of the platforms’ capabilities can broadly be broken down into the following categories: Performance and insights Technical optimization Forecasting Content marketing Campaign management Probably the biggest factor which determines their usefulness is simply their usage. Teams need to be fully trained in the platform’s capabilities and using them on a daily basis to get the best value. Assuming usage is good, let’s take a look at each of their core capabilities and discuss whether enterprise SEO platforms are still relevant. 1. Performance and insights In my … [Read more...] about Should you still be using an SEO enterprise platform?
Many times, those choosing a new enterprise platform to serve their website to the world are not well-versed in today’s SEO requirements. Systems integration and indexation are the focus of many IT-minded project managers. CMS features will often be key to marketing directors’ and CMOs’ decision-making. Even for savvy marketers, some platform requirements may slip under the radar in their due diligence. To support all of those tasked with selecting a new website platform, let’s recap the top elements to consider when vetting different solutions. Platform SEO requirements In my experience, the following are must-have elements when assessing new website platforms. Missing one or more of these elements likely means your site will see poor representation in search engine indices and/or miss an important quality guideline. 1. Hosted on dedicated IP (IP shared with dev site OK) Too often, I see major websites or blogs hosted along with dozens or hundreds of other … [Read more...] about SEO requirements for a new website platform