This post was sponsored by SearchReputation.net. You have likely heard several well-known industry figures like Andy Beal, Pierre Zarokian, and Herman Turnurcuoglu refer to the term Search Engine Reputation Management, otherwise known by the acronym SERM, but a precise definition is often hard to find. Most of the digital marketing references mention the larger Online Reputation Management Industry and the companies that offer various services within this industry, such as social media monitoring, community management, and conversation influence. All too often the methods of search engine reputation management are confused or thrown into the same category of ORM. What is SERM? Search Engine Reputation Management is a subset of ORM. It refers to three primary areas of manipulation by the practitioner. Reputation issues caused by Google Autocomplete The negative search results on the first SERP The negative connotation associated by the Google Suggestions at the bottom of the SERPs … [Read more...] about Clearly Defining Search Engine Reputation Management (SERM)
Search engine reputation
The euphemistic phrase “reputation management issue” describes what happens when you have a problem arise in search engine result pages. Whether it’s the result of an algorithm change, bloggers, or social media sites jumping on negative news or other negative linking bandwagons, reputation management issues are a major pain for brands. When this happens, frustrations can run high, and you bear a lot of weight on your shoulders to fix the crisis, keep the unfavorable sites at bay, and make clients happy. One of the key things you need to master quickly when this occurs is setting and managing client expectations. Reputation management in search results can be quite challenging, and on top of this you have frustrated clients who are pressured to make the negative content “go away.” More than other projects, reputation management projects seem to be the place where client expectation management is most vital. Here are a few areas where expectations need to be … [Read more...] about Search Engine Reputation Management: Setting & Managing Expectations
About two months ago, I was at a major tech conference where search got mentioned as “boring.” Sigh. Search — which makes up half of all online ad spend in the United States — is far from boring. And search marketers, now’s your chance to prove it. This is the last week to enter the Search Engine Land Awards, where we will recognize the best in search marketing over the past year. Search marketing is the marketing activity that, more than any other, delivers that oft-sought “right message at the right time.” The marketing activity that funds Google’s auto-driving cars and other “moonshots.” The workhorse that makes so many businesses viable in the internet age. So are you tired of Hollywood portraying SEO as a bunch of spammers? Are you tired of people assuming that’s what SEO is because of spam they see, which they take as representative of SEO? Are you tired of fighting to win a paid search budget, then having to keep … [Read more...] about Why You Should Enter The Search Engine Land Awards!
On October 1, I attended the “Meet the Search Engines” panel at SMX East. This panel had Google’s Gary Illyes and Bing’s Duane Forrester on stage, with Search Engine Land founding editor Danny Sullivan moderating. In this post, I’ll review six key themes from the discussion. Theme 1: AJAX Crawling Back in October of 2009, Google recommended a way for making AJAX crawlable. Basically, this involved using a hashbang (#!) in your URL to signal AJAX crawlable URLs to search engines. When search engines see this, they will then modify the URL and request it with the #! replaced by this string: ?_escaped_fragment_. For example, this URL: When a Web server receives this version of the URL, this acts as a signal to return an “HTML Snapshot” back to the search engine. That HTML Snapshot is basically a fully rendered version of what the user would see, but in a format that is easy for the search engines to understand and interpret. The news from Illyes … [Read more...] about Six Key Themes From “Meet The Search Engines” At SMX East
Please note: there is now a more up-to-date version of this guide – How to write Title Tags for SEO – published in May 2016. Today we’re going back to basics! And nothing is more basically important to a site than properly written title tags. You know the ones that used to appear in the little blue bars in your browsers. Most modern browsers try to hide these, though that doesn’t stop them being helpful! So what is a title tag? Why is it important to SEO, and how do you write the darn things? Meta Tags First let’s talk about meta tags. Meta elements are HTML or XHTML elements used to provide information about a web page for the search engines and website users. Such elements must be placed as tags in the head section of a HTML document. These elements are the: Title Tag Description Keywords (No one uses these anymore and you can get spam “points” for overuse on Bing, so just forget them. If you have keyword stuffed “spammy” ones, … [Read more...] about How to Write Title Tags For Search Engine Optimization