If you’re in the world of SEO, copywriting, or inbound marketing, it’s likely that you’ve already heard about Google’s release of the Search Quality Evaluator Guidelines in November 2015. Designed to help Google’s own site evaluators master their jobs and wade through Google’s complex ranking system, these search guidelines are 160 pages of pure SEO goodness. But what do they say, exactly? One of the most important takeaways from the guidelines as a whole is the need for expert writers to add a true level of authority to the content. Someone who, as Google says, has real-life experience in what they’re writing or talking about. Hence, a big need for expert writers and authors to produce content in an industry they already know. Let’s discuss this and what you need to know. The 101 on Google’s Search Quality Evaluator Guidelines Despite all of their genius, ingenuity, and innovation, Google is a notoriously opaque organization and it … [Read more...] about Content Standards by Google Search Guidelines
I recently got a new Android phone and found a little card in the box advertising Ingress, the “massively multi-player location-based alternate reality game from Niantic Labs at Google.” Ingress had slipped past my notice despite Greg Sterling’s mention of it nearly a year ago. Yet, here it was, already preloaded as an app in my phone, ready to go. The video game is still in beta, but the invite has apparently been expanded to new Droid Maxx owners. Ingress is a skunk works project that emerged from Google Earth as a pet project of John Hanke, VP Product, Niantic Labs at Google (former founder/CEO of Keyhole, Inc. purchased by Google in 2004, now Google Earth). Hanke had long wished to create a multiplayer game based on Google Earth components, and Larry Page allowed him to set it up with greater independence, start-up style, under Niantic Labs. I’d intended to just dabble with the game a bit, but found it fantastically addictive once I got into it! The concept … [Read more...] about Is Google’s AR Game A Stealth Local Data Effort?
A couple months back, I covered the rise of a new generation of Windows Phones, and how they will slowly bring more mobile search market share to Bing. But, there’s more to mobile search than just Google and Bing. The app stores for iOS, Android and Windows offer countless of downloadable apps that offer built-in search engines. Some of these apps are from major players in their respective verticals and may have a more direct impact on your business than the general search engines. Let’s look at a few business types and the apps that provide good search opportunities. For Retailers: eBay, Amazon According to a new IBM study released last week, 25.3% of Thanksgiving Day traffic to retail sites came from smartphones and tablets. Putting a subset of your inventory on one of these sites can be a great shortcut to reaching mobile users. True, there’s a fee structure around transactions in these markets; and, outside of mobile, you might have a hard time justifying that … [Read more...] about Mobile Search Beyond Google: Search Engines Inside Apps
Enterprise SEO has always emphasized visibility, authority and relevance. If you’re optimizing a site with more than 10,000 pages, you now need a streamlined way to audit site quality. Quality matters, and it matters even more on large sites, because you can repeat the same issues so many times. That drags down your entire site. Here’s what I include in any large site quality audit: 1. Check For Busted Links Well, duh. Hopefully I don’t have to write about this. Do make sure you’re checking both onsite and outbound links, though. 2. Check For Duplicate Content Again, duh. You can use Google to do this with a site: search, or use a tool like Screaming Frog. Distilled has a great tutorial on analyzing crawl data in Excel that gives you everything you need. 3. Look For Typos If you can scrape site pages or get an export of your site’s content, run them through a grammar/spelling error checker, like After The Deadline. I don’t necessarily trust this kind … [Read more...] about 6 Ways To Shatter The Ceiling With An Enterprise Site Quality Audit
Imagine you own a restaurant and one day, a couple of big guys in nice suits come through your front door. One of the men introduces himself: “Good evening. My name is Gino, and this my colleague, Salvatore. We’re helping local businesses with their marketing and wanted to see if we could help you.” “Nice to meet you,” you reply. “Of course I’m always interested in getting new customers. Tell me more about what you do and how much it costs.” “Gladly,” says Gino. “It’s really quite simple. When someone approaches your restaurant, we open the door for them. For every person that comes in, we charge you $1.” You stop, perplexed. “Wait. That’s not marketing. Those people are already coming to my restaurant. Why would I pay you for my existing customers?” “I understand how you might be confused about our generous offer,” says Gino, lighting a fine cigar. “Perhaps I can explain … [Read more...] about How to ‘Protect’ Brand Keywords for Less