Build Backlinks Online has posted a new item, 'Why On Earth Do We Need Search
Engine Optimization Experts?'
Hiring a search engine optimization expert to write copy on your pages is
overkill. Worse, it benefits one part of your business by risking the rest of
the business. A search engine optimization expert will get your site higher
rankings in Google and other search engines, but he might sacrifice your sitess
readability or selling strength to do it. What good is it to your site to rank
high but sell poorly?
VISIT THE BLOG TO CONTINUE READING: http://basicblogtips.com
You may view the latest post at
http://feedproxy.google.com/~r/BasicBlogTips/~3/VWO1kd5Gs5s/search-engine-optimization-experts.html
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
Monday, 4 November 2013
[Build Backlinks Online] Be the Result that Google Wants to Rank
Build Backlinks Online has posted a new item, 'Be the Result that Google Wants
to Rank'
Posted by Kristina Kledzik
As SEOs, we're the only type of online marketers who pay little to no
attention to the people who actually visit our websites. PPC'ers watch visitors'
responses to ads via click through rates, social media managers converse with
users directly, writers write for readers, and designers design for visitors.
But SEOs give advice based on Google.
Google, like the rest of online marketers, is primarily concerned with the
opinions of visitors to Google.com. Its goals is to deliver the most satisfying
webpages as results to searchers (and possibly charge for those results through
ever-more-subtle paid ads). Thus, we SEOs eventually have our effect on actual
visitors, as our techniques to attract search engines allow our sites to rank
well and get visits from actual humans.
Why don't we just make changes for visitors so that Google will want to rank
us well?
In the dawn of SEO, Google was stupid
When Google was first created, it couldn't see nearly as much as it can now,
and focusing on user experience alone could leave your site virtually unreadable
to Google. I only started in this industry in 2010, and even then, SEOs had to
focus on specific keyword usage, tagging, link building, and anchor
textâall things that are virtually meaningless to visitors. But over the
past few years, Google's near-daily algorithm updates have made its crawler
interpret webpages more and more like a human would.
Still, we continue to panic about every change Google makes. What are their
next steps? Are they going to do something that will crush your site?
Here's a hint: If we're optimizing our sites for visitors, there's little to
no chance that a Google algorithm update will penalize us. That means that we're
on Google's side: We're trying to make our site better for visitors, which makes
Google look good when visitors click through to our sites. Help them help us.
The good news is, if you're a white hat SEO who keeps up on search engine
trends, Google has probably led you into doing some good online marketing
without even realizing it. To explain this a little more clearly, here's a
comparison of some of the top white-hat SEO strategies from 2010, when I
started, and how you should handle them in 2013:
On-page keyword usage â content strategy
2010: The best way to rank #1 for a keyword was to use it in the
<title>, the <h1>, maybe an <h2>, and a few times in the text
(but no keyword stuffing! Google had figured that out, at least.)
2013: Google understands synonyms now, so you can use a keyword once and show
that it's highly relevant with other similar terms. Experts recommend using
keyword groups (an idea that I had been hinting at for ages but didn't think of
concretely until I read Cyrus's awesome post): Use a number of keywords that all
mean approximately the same thing, so you can be relevant for all of them.
How to be even better with content strategy
Don't focus so much on keywords with the most local searches a month, on
average (Google Keyword Planner is so vague). Instead, use phrases that your
current and potential customers use.
There are hundreds of easy, reliable, cheap online survey tools, so take your
pick. Reach out to your email list and ask them to complete a survey that asks:
How they describe your products/services
What emotions they attribute to your products/services
Why they want/need your products/services
The ideal brand personality that would sell your products/services
Allow survey takers to write in the responses free-form, so they won't be
restricted to the words you think they'll use.
Once you have the right keywords, work them into the copy in a way that speaks
to them. This will take a great content strategy, something that I can't
describe to you briefly here. But these blog posts will get you on the right
path:
How to Build a Content Marketing Strategy
Kill it in Content Creation by Knowing Your Customer Conversion Funnel
Avoiding Disaster: How to Prevent the 3 Most Common Content Marketing #Fails
On-page structure/tagging â design
2010: You had to mark up the important parts of a webpage with HTML tags:
<h#>, <strong>, and <em>.
2013: Google can see where text will show up on a page, and how prominent it
will be to visitors. You can't just tag text to make it relevant to search
engines, it has to be integrated into the design.
Design isn't just a "nice to have." It's a necessary part of the online
marketing world now, and it absolutely pays off. If you didn't come to MozCon
2012, Jenny Lam's presentation discusses how people are much more likely to
trust attractive things. Google knows that design builds trust: Remember how
Panda slapped websites covered in ads? As Google begins to understand how people
interpret design better and better, having a good design will become a necessary
part of both online marketing and SEO.
How to be even better with good design
PAY FOR GOOD DESIGN.
Many of you reading this blog are technical, possibly able to build a very
solid HTML website. That does not make you a good web designer.
Go out there and find a good web designer. Your input will be to remind the
designer you hired that good web design does include a lot of text, both for
search engines and for visitors.
Resources:
9 Principles for Great Branding by Design
Designing for SEO
Link building â online public relations
2010: Google was already getting pretty good at devaluing links from crappy
sites, but a good link network could still work, and it certainly hadn't started
penalizing you yet!
2013: Many sites have gone down because of Penguin alone, and others are still
reeling from it. We can't buy links anymore, yet almost all bloggers understand
the value of a link and want to be paid for it.
At Distilled, we now do what we like to call "online PR," where we focus on
building relationships with bloggers and sites. The important thing is to focus
on building a partnership where they rely on us as much as we rely on them. With
a one-sided relationship, site owners are bound to take your link down or forget
about you eventually, but when they look to you as a source of knowledge, and
valuable to their readers, they'll keep reaching out to you.
And that's very much likeâgaspâreal PR!
How to get better with online PR
Don't look for a link with DA [blank]. Look for a site that is genuinely a
good match for what you or your client has to offer. Pitch the link or mention
to the other site the way you would explain it if you weren't you and just
thought it was a good match. Be flexible, so you can build a long-term
relationship and keep sharing things through that channel in the future.
Here are a few great resources to point you in the right direction for great
outreach:
The Blogger Outreach Equation
8 Tips for Blogger Outreach
Why Link Building Strategies Fail
Anchor text manipulation â branding
2010: The strongest way to rank for a keyword was to get a link with that
keyword in the anchor text. Ecommerce sites across the nation paid for links
with their target keyword in it and slipped those links in unrelated articles.
2013: It occurred to Google that if you have a million links to your site for
"slinkies" but no links to your site about your brand name, no one knew who you
were. There's just too much information out there, and too many scams. People
feel more comfortable with brands, and are more likely to click on links to
recognizable brands.
At the same time, Google realized that link profiles full of unbranded links
were probably paid for, and that contributed to penalties.
Now, it's better to focus on brand awareness than the specific anchor text to
your page. The more people are talking about your brand, the more likely they'll
be to search for you specifically, and then you won't even have to worry about
competing for #1 position in SERPs, you'll just be there!
How to get better with more brand awareness and loyalty
I think we've always known the value of branding. After all, why do so many
Americans pay $2.50 for $0.05 worth of water, carbonation, sugar, and a bit of
caffeine?
It's just been easier to match your content with search terms than to get
people to actually search for you. Building brand awareness and loyalty involves
building relationships with people you don't know yet, which is absolutely
terrifying. It means you can try your hardest but fail, and have no idea why.
But, let's look at this a different way. Competing in the world of online
marketing without a brand means that you're relying 100% on Google to continue
to send you visitors. This is a very one-sided relationship. If Google changes
things, or if your competitors get slightly better and edge you out of the first
page of results, your business will collapse completely, and Google won't even
notice. No company should rely so heavily on another, especially not one that
barely knows you exist. Building a brand is planning for the future, and
protecting you against the whims of Google.
Instead, make your company into something you're excited about, so it can
excite your customers too. Put as much money into building your brand as you do
other online marketing activities; it'll pay off. Joanna Lord gave one of the
best "how to" speeches on building brand loyalty at SearchLove this year:
slideshare or video.
So, all this means SEO is dead, right?
NO.
For one thing, as smart as Google will get, it will always have its quirks, so
technical SEO is here to stay.
For another, a big part of SEO is identifying and understanding your
competitors for certain search terms, since that can be very different from your
competitors in real life.
But, SEO alone can't make your business. Even if, for some reason, it does
right now, it won't in the future. SEO is one aspect of good online marketing,
but you have to be a great marketer overall to make it in the long run.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten
hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think
of it as your exclusive digest of stuff you don't have time to hunt down but
want to read!
You may view the latest post at
http://feedproxy.google.com/~r/seomoz/~3/Vqt60RE1Omk/be-the-result-that-google-wants-to-rank
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
to Rank'
Posted by Kristina Kledzik
As SEOs, we're the only type of online marketers who pay little to no
attention to the people who actually visit our websites. PPC'ers watch visitors'
responses to ads via click through rates, social media managers converse with
users directly, writers write for readers, and designers design for visitors.
But SEOs give advice based on Google.
Google, like the rest of online marketers, is primarily concerned with the
opinions of visitors to Google.com. Its goals is to deliver the most satisfying
webpages as results to searchers (and possibly charge for those results through
ever-more-subtle paid ads). Thus, we SEOs eventually have our effect on actual
visitors, as our techniques to attract search engines allow our sites to rank
well and get visits from actual humans.
Why don't we just make changes for visitors so that Google will want to rank
us well?
In the dawn of SEO, Google was stupid
When Google was first created, it couldn't see nearly as much as it can now,
and focusing on user experience alone could leave your site virtually unreadable
to Google. I only started in this industry in 2010, and even then, SEOs had to
focus on specific keyword usage, tagging, link building, and anchor
textâall things that are virtually meaningless to visitors. But over the
past few years, Google's near-daily algorithm updates have made its crawler
interpret webpages more and more like a human would.
Still, we continue to panic about every change Google makes. What are their
next steps? Are they going to do something that will crush your site?
Here's a hint: If we're optimizing our sites for visitors, there's little to
no chance that a Google algorithm update will penalize us. That means that we're
on Google's side: We're trying to make our site better for visitors, which makes
Google look good when visitors click through to our sites. Help them help us.
The good news is, if you're a white hat SEO who keeps up on search engine
trends, Google has probably led you into doing some good online marketing
without even realizing it. To explain this a little more clearly, here's a
comparison of some of the top white-hat SEO strategies from 2010, when I
started, and how you should handle them in 2013:
On-page keyword usage â content strategy
2010: The best way to rank #1 for a keyword was to use it in the
<title>, the <h1>, maybe an <h2>, and a few times in the text
(but no keyword stuffing! Google had figured that out, at least.)
2013: Google understands synonyms now, so you can use a keyword once and show
that it's highly relevant with other similar terms. Experts recommend using
keyword groups (an idea that I had been hinting at for ages but didn't think of
concretely until I read Cyrus's awesome post): Use a number of keywords that all
mean approximately the same thing, so you can be relevant for all of them.
How to be even better with content strategy
Don't focus so much on keywords with the most local searches a month, on
average (Google Keyword Planner is so vague). Instead, use phrases that your
current and potential customers use.
There are hundreds of easy, reliable, cheap online survey tools, so take your
pick. Reach out to your email list and ask them to complete a survey that asks:
How they describe your products/services
What emotions they attribute to your products/services
Why they want/need your products/services
The ideal brand personality that would sell your products/services
Allow survey takers to write in the responses free-form, so they won't be
restricted to the words you think they'll use.
Once you have the right keywords, work them into the copy in a way that speaks
to them. This will take a great content strategy, something that I can't
describe to you briefly here. But these blog posts will get you on the right
path:
How to Build a Content Marketing Strategy
Kill it in Content Creation by Knowing Your Customer Conversion Funnel
Avoiding Disaster: How to Prevent the 3 Most Common Content Marketing #Fails
On-page structure/tagging â design
2010: You had to mark up the important parts of a webpage with HTML tags:
<h#>, <strong>, and <em>.
2013: Google can see where text will show up on a page, and how prominent it
will be to visitors. You can't just tag text to make it relevant to search
engines, it has to be integrated into the design.
Design isn't just a "nice to have." It's a necessary part of the online
marketing world now, and it absolutely pays off. If you didn't come to MozCon
2012, Jenny Lam's presentation discusses how people are much more likely to
trust attractive things. Google knows that design builds trust: Remember how
Panda slapped websites covered in ads? As Google begins to understand how people
interpret design better and better, having a good design will become a necessary
part of both online marketing and SEO.
How to be even better with good design
PAY FOR GOOD DESIGN.
Many of you reading this blog are technical, possibly able to build a very
solid HTML website. That does not make you a good web designer.
Go out there and find a good web designer. Your input will be to remind the
designer you hired that good web design does include a lot of text, both for
search engines and for visitors.
Resources:
9 Principles for Great Branding by Design
Designing for SEO
Link building â online public relations
2010: Google was already getting pretty good at devaluing links from crappy
sites, but a good link network could still work, and it certainly hadn't started
penalizing you yet!
2013: Many sites have gone down because of Penguin alone, and others are still
reeling from it. We can't buy links anymore, yet almost all bloggers understand
the value of a link and want to be paid for it.
At Distilled, we now do what we like to call "online PR," where we focus on
building relationships with bloggers and sites. The important thing is to focus
on building a partnership where they rely on us as much as we rely on them. With
a one-sided relationship, site owners are bound to take your link down or forget
about you eventually, but when they look to you as a source of knowledge, and
valuable to their readers, they'll keep reaching out to you.
And that's very much likeâgaspâreal PR!
How to get better with online PR
Don't look for a link with DA [blank]. Look for a site that is genuinely a
good match for what you or your client has to offer. Pitch the link or mention
to the other site the way you would explain it if you weren't you and just
thought it was a good match. Be flexible, so you can build a long-term
relationship and keep sharing things through that channel in the future.
Here are a few great resources to point you in the right direction for great
outreach:
The Blogger Outreach Equation
8 Tips for Blogger Outreach
Why Link Building Strategies Fail
Anchor text manipulation â branding
2010: The strongest way to rank for a keyword was to get a link with that
keyword in the anchor text. Ecommerce sites across the nation paid for links
with their target keyword in it and slipped those links in unrelated articles.
2013: It occurred to Google that if you have a million links to your site for
"slinkies" but no links to your site about your brand name, no one knew who you
were. There's just too much information out there, and too many scams. People
feel more comfortable with brands, and are more likely to click on links to
recognizable brands.
At the same time, Google realized that link profiles full of unbranded links
were probably paid for, and that contributed to penalties.
Now, it's better to focus on brand awareness than the specific anchor text to
your page. The more people are talking about your brand, the more likely they'll
be to search for you specifically, and then you won't even have to worry about
competing for #1 position in SERPs, you'll just be there!
How to get better with more brand awareness and loyalty
I think we've always known the value of branding. After all, why do so many
Americans pay $2.50 for $0.05 worth of water, carbonation, sugar, and a bit of
caffeine?
It's just been easier to match your content with search terms than to get
people to actually search for you. Building brand awareness and loyalty involves
building relationships with people you don't know yet, which is absolutely
terrifying. It means you can try your hardest but fail, and have no idea why.
But, let's look at this a different way. Competing in the world of online
marketing without a brand means that you're relying 100% on Google to continue
to send you visitors. This is a very one-sided relationship. If Google changes
things, or if your competitors get slightly better and edge you out of the first
page of results, your business will collapse completely, and Google won't even
notice. No company should rely so heavily on another, especially not one that
barely knows you exist. Building a brand is planning for the future, and
protecting you against the whims of Google.
Instead, make your company into something you're excited about, so it can
excite your customers too. Put as much money into building your brand as you do
other online marketing activities; it'll pay off. Joanna Lord gave one of the
best "how to" speeches on building brand loyalty at SearchLove this year:
slideshare or video.
So, all this means SEO is dead, right?
NO.
For one thing, as smart as Google will get, it will always have its quirks, so
technical SEO is here to stay.
For another, a big part of SEO is identifying and understanding your
competitors for certain search terms, since that can be very different from your
competitors in real life.
But, SEO alone can't make your business. Even if, for some reason, it does
right now, it won't in the future. SEO is one aspect of good online marketing,
but you have to be a great marketer overall to make it in the long run.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten
hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think
of it as your exclusive digest of stuff you don't have time to hunt down but
want to read!
You may view the latest post at
http://feedproxy.google.com/~r/seomoz/~3/Vqt60RE1Omk/be-the-result-that-google-wants-to-rank
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
[Build Backlinks Online] TITLE
Build Backlinks Online has posted a new item, 'Clearing Up Negative Broad Match in AdWords' 
You may view the latest post at http://feedproxy.google.com/~r/WordStreamBlog/~3/EeoOCbuH2Gc/negative-broad-match You received this e-mail because you asked to be notified when new updates are posted. Best regards, Build Backlinks Online peter.clarke@designed-for-success.com
If there's one topic in AdWords that seems to confuse all sorts of folks, it's negative keyword match types, especially negative keywords on broad match.
Since regular keywords on broad match can cast a fairly wide net, people are worried about using that match type on their negative keywords. People are scared to use broad match on their negative keywords because they're worried about potentially filtering out traffic they'd want.
The main thing to remember is that negative keywords set to broad match behave much more like modified broad keywords. Every word that you have in the negative keyword will need to appear in the query for the negative keyword to filter it out.
For example, if we used the negative keyword –nike basketball shoes, our keywords could still trigger on queries like:
- adidas basketball shoes
- basketball hoops
- tennis shoes nike
The negative keyword would filter out queries like:
- nike jordan basketball shoes
- boston basketball shoes store nike
Other points to remember about negative keywords:
- Negative broad keywords won't match on synonyms or similar words like they can for regular keywords.
- Negative keywords, even on broad match, won't match on close variations or plurals.
- For single-word negative keywords, there is no difference between broad and phrase match.
If you think a bit about it, you can understand one of the reasons why Google would not want broad matched negative keywords to behave like regular keywords on broad match – to prevent AdWords users from accidently killing their account performance when they're looking through their search queries and adding some queries in as negatives. Google doesn't want you to kill your traffic (especially your ad spend!) accidently.
Armed with this information that negative keywords on broad match don't cast as wide of a net as you may have thought – should you start setting a bunch of negative keywords as multi-word broad match? I still wouldn't recommend it as the primary way to set negative keywords, but for other reasons: When possible, you can usually be more effective adding negative keywords in as single words. With most queries you see in your search query report or QueryStream that you'd want to avoid in the future, you can usually find just one of the words that doesn't fit your business offering. Plucking out that single word as a negative is usually the best way to eliminate future unwanted queries surrounding that theme.
Using our previous example, if I didn't sell Nike shoes at all, I'd be better off just setting –nike as the negative keyword than coming up with several multi-word combinations.
If you have more questions about negative broad match, let me know in the comments!
This post originated on the WordStream Blog. WordStream provides keyword tools for pay-per click (PPC) and search engine optimization (SEO) aiding in everything from keyword discovery to keyword grouping and organization.
You may view the latest post at http://feedproxy.google.com/~r/WordStreamBlog/~3/EeoOCbuH2Gc/negative-broad-match You received this e-mail because you asked to be notified when new updates are posted. Best regards, Build Backlinks Online peter.clarke@designed-for-success.com
Sunday, 3 November 2013
[Build Backlinks Online] 2 Simple But Brilliant Content Marketing Examples from the Great White North
Build Backlinks Online has posted a new item, '2 Simple But Brilliant Content
Marketing Examples from the Great White North'
Last week was big for me, as I finally met Taxi Mike in person. I first found
Taxi Mike and his content marketing prowess 3+ years ago, and he was the
original inspiration for my best-selling book, Youtility. But Id never met the
man until this week, when I returned to beautiful Banff, Alberta to []2 Simple
But Brilliant Content Marketing Examples from the Great White North is a post
from: Convince and Convert: Social Media Strategy and Content Marketing Strategy
You may view the latest post at
http://feeds.feedblitz.com/~/49444618/0/convinceandconvert~Simple-But-Brilliant-Content-Marketing-Examples-from-the-Great-White-North/
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
Marketing Examples from the Great White North'
Last week was big for me, as I finally met Taxi Mike in person. I first found
Taxi Mike and his content marketing prowess 3+ years ago, and he was the
original inspiration for my best-selling book, Youtility. But Id never met the
man until this week, when I returned to beautiful Banff, Alberta to []2 Simple
But Brilliant Content Marketing Examples from the Great White North is a post
from: Convince and Convert: Social Media Strategy and Content Marketing Strategy
You may view the latest post at
http://feeds.feedblitz.com/~/49444618/0/convinceandconvert~Simple-But-Brilliant-Content-Marketing-Examples-from-the-Great-White-North/
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
[Build Backlinks Online] TITLE
Build Backlinks Online has posted a new item, '[Interview] Attract 2-3x MORE Chiropractic Patients with Social Media'
At the moment, my family and I are on the STUNNING island of St. Thomas. We just finished a private tour on a catamaran sailing boat then did a little bit of snorkeling off the coast! Before we left Atlanta, I was interviewed by the CEO of Chiropractic Masters International, Dr. Mike Reid.
Feedback from doctors that attended this practice building event has been just fantastic!
The training was packed with proven social media strategies that are working now for fellow chiropractors.
Well, the long awaited replay is finally here! Click below to listen-in.
In this training, you’ll discover:
How to attract 2-3x more new chiropractic patients from social media without spending money.
Secret website triggers that get others to know, like, and trust you almost instantly.
Mistakes you MUST avoid so you don’t appear unprofessional. You only get one shot for a first impression.
The high leverage places to start your social marketing so you can see more new patients within days.
And much, much more.
This is not the kind of info you'll want to put-off until tomorrow. What was shared could easily transform your practice in the blink of an eye!
Click the play button on the audio player above to listen to the recorded replay ASAP. You'd have to be crazy to miss this advanced practice building call. You need to know what’s working NOW.
Did you like this post? If so, click the Facebook "like" button below and share it with your friends.
Related Blog Posts:
The Government Shutdown and the Future of Chiropractic
Chiropractor Fractures Wrists in Accident! Now What?
3 Instant Income Multipliers For Chiropractors
Yelp Deleting Chiropractic Reviews! (and what to do about it)
You may view the latest post at http://dcincome.com/blog/interview-attract-2-3x-more-chiropractic-patients-with-social-media/ You received this e-mail because you asked to be notified when new updates are posted. Best regards, Build Backlinks Online peter.clarke@designed-for-success.comFriday, 1 November 2013
[Build Backlinks Online] Using Google+ to Appear in the Top Results Every Time - Whiteboard Friday
Build Backlinks Online has posted a new item, 'Using Google+ to Appear in the
Top Results Every Time - Whiteboard Friday'
Posted by randfish
Many marketers are wondering about the effects of Google+ on search results,
and for anyone with a Google+ profile, a few personalized searches make those
effects quite apparent. In today's Whiteboard Friday, Marshall Lee the vampire
king (don't be afraid, it's just Rand) explains how having the right circlers on
Google+ can lead to top-ranked results for even the broadest of queries in their
SERPs.
Whiteboard Friday - Using Google+ to Appear in the Top Results Every Time
In case you're unfamiliar, Rand is Marshall Lee the Vampire King.
For reference, here's a still of this week's whiteboard:
Video transcription
Howdy, Moz fans, and welcome to a spooooky Halloween edition of Whiteboard
Friday! I'm wearing some fangs this week, so if you have some trouble
understanding me, don't worry, all the text is right down there below.
I wanted to talk a little about using Google+ to appear in Google's top
results. It's really interesting what we've been observing over the last few
weeks and months of Google's development, so check this out. If I do a search
for "data science," and I'm logged into my Google+ account (which is "randfish,"
rightârandfish@gmail), I see under data science "How Moz's Data Science
Team Works." Which is pretty weird, actuallyâI think that's very strange,
because this was just posted on our Dev Blog, which isn't on our main site. It's
a subdomain, and it doesn't rank very well. If you search and you're not logged
in, you won't find it in the first 100 results at all. It's showing up here
because it's been shared by an account that I follow. It'll say, "Moz shared
this." And that's happening because of the Google+ integration.
You might say, "Okay, that's moderately interesting." I can search for very
broad things, too, like "industry survey," and getâyes, the S&P Industry
Survey of the Americas, the Standard & Poorsâbut then I get "Take the 2013
Moz Industry Survey." Whoa! Suddenly Moz is ranking all over the place. Again,
this is happening because Jonathon Colman, Dharmesh Shah, Pete Meyers, and one
other person I follow on Google+ +1'd it. Google+ biasing again.
And there's more. I tried some queries for "happy Halloween." Happy
Halloweenâthink how broad a search query that is. There was a post by
Gianluca that he had shared today with a photo, and that showed up in my
results. Consumer purchasing powerâa Google+ post by Avinash Kaushik
showed up because it was shared and I follow him. Patrick Stewart! Patrick
Stewart, I mean it's a celebrity query that gets millions of searches a month
(well, probably hundreds of thousands because Star Trek TNG hasn't been on for a
while, but in our hearts it's always been on). A post by George Takei, right? I
follow George Takei on Google+ so a post from him about Patrick Stewart is in
there (it was a delightful post, by the way).
What this means for marketers, particularly SEOs who are using search and
social and content together in their marketing, is the audience on Google+ is
becoming more and more valuable to us. These are search-savvy, tech-savvy folks
who are potentially reachable, and reachable without the classic kinds of
ranking signals. I don't have to do one tenth of the work that I had to do to
rank for these types of queries before. All I have to do is get you to follow me
on Google+.
Even if these people aren't using Google+ as a social networkâeven if
they're not visiting plus.google.com, and they're not sharing things and
following people and +1'ingâit doesn't matter, because they're still being
biased so long as they follow your account. So long as you're encircled by those
individuals, it's valuable. And by the way, this is not just happening to people
who have set up Google+ and are actually following you. It happens to anyone who
is logged into a Google account, and has connected with you over email. Meaning,
they've exchanged one or a few emails back and forthâit can't just be you
spamming them, it's got to be that you're actually receiving email from them as
well.
Gmail is another way to get this same sort of bias. You can see it in there if
you're logged into your Gmail account, and you can see "Hey, I'm not following
this person on Google+. Oh, we've exchanged emails, so they're showing me these
results higher that they've +1'd."
Google+ sharing obviously is critical because of these influential factors, to
SEOs in particular. But, be very careful, because think about thisâif I
shared every single page that I wanted to rank on just so that anyone who
followed me on Google+ would be biased to seeing it? I would soon lose
subscribers. In fact, I'm sure I would lose them very fast. People would be
like, "What the hell is Rand doing filling up my stream? None of these have
+1s." It wouldn't surprise me at all if Google is using some indication of
metrics around usage to actually determine, "Hey, wait a minute, this is getting
no +1s, no shares, no comments; why would I show this to anybody? I'm pushing it
down in the results. I'm not going to show it."
These are all things that did receive quite a lot of activity. Well, actually,
Gianluca's post hadn't received any activity yet, but it was very recent and
lots of his posts do receive activity. So, if you overshare, you have to be
carefulâI like to say I think discretion is key here. Also, even if you
don't have a Google+ audience, it doesn't matter because
influencersâpeople who do have audiences on Google+âmight be sharing
your stuff.
That's fascinating to imagine. It's almost like "Hey, I don't use Twitter, but
if I can just get someone to tweet some of this stuff for me, I know I'll get
traffic." Well, on Google+, it's not just the traffic you'll getâyou'll
also get high rankings from all of their audience. It's really remarkable.
By the wayâone thing of warning. There is a time decay on this stuff. I
don't see all of the posts that George Takei has historically made
(historically, I can barely say "historically" with these teeth)âthat he's
historically made about Patrick Stewart, I only see the ones from just recently.
So, there's a time decay factor, it looks like between a week and a month,
depending on which accounts you're following and what types of queries you're
doingâat least that's what I'm seeing in my accounts. Being aware of that
time decay means that if there's a topic that's very valuable, and you know you
have a potential social audience to reach that's either following you on Google+
or connecting with you through email, that might mean that publishing on a
regular basisâI might say "Hey, if ranking for consumer purchasing power
is really important to me, maybe I want to put up a blog post every month or two
about consumer purchasing power."
What's crazy is you don't need exact keyword matching. The post about Patrick
Stewart here did not have exact keyword matching, so this is a very broad
algorithm that's currently biasing to show these Google+ results. This is an
incredibly powerful tool for search marketers and social marketers, and I think
it's something that is going to get a lot more attention in the year to come.
With that, everyone, happy Halloween!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten
hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think
of it as your exclusive digest of stuff you don't have time to hunt down but
want to read!
You may view the latest post at
http://feedproxy.google.com/~r/seomoz/~3/1FauTYC-5dw/using-google-plus-to-appear-in-the-top-results-every-time-whiteboard-friday
You received this e-mail because you asked to be notified when new updates are
posted.
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Build Backlinks Online
peter.clarke@designed-for-success.com
Top Results Every Time - Whiteboard Friday'
Posted by randfish
Many marketers are wondering about the effects of Google+ on search results,
and for anyone with a Google+ profile, a few personalized searches make those
effects quite apparent. In today's Whiteboard Friday, Marshall Lee the vampire
king (don't be afraid, it's just Rand) explains how having the right circlers on
Google+ can lead to top-ranked results for even the broadest of queries in their
SERPs.
Whiteboard Friday - Using Google+ to Appear in the Top Results Every Time
In case you're unfamiliar, Rand is Marshall Lee the Vampire King.
For reference, here's a still of this week's whiteboard:
Video transcription
Howdy, Moz fans, and welcome to a spooooky Halloween edition of Whiteboard
Friday! I'm wearing some fangs this week, so if you have some trouble
understanding me, don't worry, all the text is right down there below.
I wanted to talk a little about using Google+ to appear in Google's top
results. It's really interesting what we've been observing over the last few
weeks and months of Google's development, so check this out. If I do a search
for "data science," and I'm logged into my Google+ account (which is "randfish,"
rightârandfish@gmail), I see under data science "How Moz's Data Science
Team Works." Which is pretty weird, actuallyâI think that's very strange,
because this was just posted on our Dev Blog, which isn't on our main site. It's
a subdomain, and it doesn't rank very well. If you search and you're not logged
in, you won't find it in the first 100 results at all. It's showing up here
because it's been shared by an account that I follow. It'll say, "Moz shared
this." And that's happening because of the Google+ integration.
You might say, "Okay, that's moderately interesting." I can search for very
broad things, too, like "industry survey," and getâyes, the S&P Industry
Survey of the Americas, the Standard & Poorsâbut then I get "Take the 2013
Moz Industry Survey." Whoa! Suddenly Moz is ranking all over the place. Again,
this is happening because Jonathon Colman, Dharmesh Shah, Pete Meyers, and one
other person I follow on Google+ +1'd it. Google+ biasing again.
And there's more. I tried some queries for "happy Halloween." Happy
Halloweenâthink how broad a search query that is. There was a post by
Gianluca that he had shared today with a photo, and that showed up in my
results. Consumer purchasing powerâa Google+ post by Avinash Kaushik
showed up because it was shared and I follow him. Patrick Stewart! Patrick
Stewart, I mean it's a celebrity query that gets millions of searches a month
(well, probably hundreds of thousands because Star Trek TNG hasn't been on for a
while, but in our hearts it's always been on). A post by George Takei, right? I
follow George Takei on Google+ so a post from him about Patrick Stewart is in
there (it was a delightful post, by the way).
What this means for marketers, particularly SEOs who are using search and
social and content together in their marketing, is the audience on Google+ is
becoming more and more valuable to us. These are search-savvy, tech-savvy folks
who are potentially reachable, and reachable without the classic kinds of
ranking signals. I don't have to do one tenth of the work that I had to do to
rank for these types of queries before. All I have to do is get you to follow me
on Google+.
Even if these people aren't using Google+ as a social networkâeven if
they're not visiting plus.google.com, and they're not sharing things and
following people and +1'ingâit doesn't matter, because they're still being
biased so long as they follow your account. So long as you're encircled by those
individuals, it's valuable. And by the way, this is not just happening to people
who have set up Google+ and are actually following you. It happens to anyone who
is logged into a Google account, and has connected with you over email. Meaning,
they've exchanged one or a few emails back and forthâit can't just be you
spamming them, it's got to be that you're actually receiving email from them as
well.
Gmail is another way to get this same sort of bias. You can see it in there if
you're logged into your Gmail account, and you can see "Hey, I'm not following
this person on Google+. Oh, we've exchanged emails, so they're showing me these
results higher that they've +1'd."
Google+ sharing obviously is critical because of these influential factors, to
SEOs in particular. But, be very careful, because think about thisâif I
shared every single page that I wanted to rank on just so that anyone who
followed me on Google+ would be biased to seeing it? I would soon lose
subscribers. In fact, I'm sure I would lose them very fast. People would be
like, "What the hell is Rand doing filling up my stream? None of these have
+1s." It wouldn't surprise me at all if Google is using some indication of
metrics around usage to actually determine, "Hey, wait a minute, this is getting
no +1s, no shares, no comments; why would I show this to anybody? I'm pushing it
down in the results. I'm not going to show it."
These are all things that did receive quite a lot of activity. Well, actually,
Gianluca's post hadn't received any activity yet, but it was very recent and
lots of his posts do receive activity. So, if you overshare, you have to be
carefulâI like to say I think discretion is key here. Also, even if you
don't have a Google+ audience, it doesn't matter because
influencersâpeople who do have audiences on Google+âmight be sharing
your stuff.
That's fascinating to imagine. It's almost like "Hey, I don't use Twitter, but
if I can just get someone to tweet some of this stuff for me, I know I'll get
traffic." Well, on Google+, it's not just the traffic you'll getâyou'll
also get high rankings from all of their audience. It's really remarkable.
By the wayâone thing of warning. There is a time decay on this stuff. I
don't see all of the posts that George Takei has historically made
(historically, I can barely say "historically" with these teeth)âthat he's
historically made about Patrick Stewart, I only see the ones from just recently.
So, there's a time decay factor, it looks like between a week and a month,
depending on which accounts you're following and what types of queries you're
doingâat least that's what I'm seeing in my accounts. Being aware of that
time decay means that if there's a topic that's very valuable, and you know you
have a potential social audience to reach that's either following you on Google+
or connecting with you through email, that might mean that publishing on a
regular basisâI might say "Hey, if ranking for consumer purchasing power
is really important to me, maybe I want to put up a blog post every month or two
about consumer purchasing power."
What's crazy is you don't need exact keyword matching. The post about Patrick
Stewart here did not have exact keyword matching, so this is a very broad
algorithm that's currently biasing to show these Google+ results. This is an
incredibly powerful tool for search marketers and social marketers, and I think
it's something that is going to get a lot more attention in the year to come.
With that, everyone, happy Halloween!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten
hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think
of it as your exclusive digest of stuff you don't have time to hunt down but
want to read!
You may view the latest post at
http://feedproxy.google.com/~r/seomoz/~3/1FauTYC-5dw/using-google-plus-to-appear-in-the-top-results-every-time-whiteboard-friday
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
[Build Backlinks Online] You Do Not Own Your Audience
Build Backlinks Online has posted a new item, 'You Do Not Own Your Audience'
Jeffrey Rohrs, Vice President of Marketing at ExactTarget, joins the Social Pros
Podcast this week to discuss his new book Audience: Marketing in the Age of
Subscribers, Fans and Followers; the best ways to measure your audience; and the
fact that even though it may feel like it, you dont own your audience. Read on
[]You Do Not Own Your Audience is a post from: Convince and Convert: Social
Media Strategy and Content Marketing Strategy
You may view the latest post at
http://www.convinceandconvert.com/social-pros-podcast/you-do-not-own-your-audience/?utm_source=rss&utm_medium=rss&utm_campaign=you-do-not-own-your-audience
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
Jeffrey Rohrs, Vice President of Marketing at ExactTarget, joins the Social Pros
Podcast this week to discuss his new book Audience: Marketing in the Age of
Subscribers, Fans and Followers; the best ways to measure your audience; and the
fact that even though it may feel like it, you dont own your audience. Read on
[]You Do Not Own Your Audience is a post from: Convince and Convert: Social
Media Strategy and Content Marketing Strategy
You may view the latest post at
http://www.convinceandconvert.com/social-pros-podcast/you-do-not-own-your-audience/?utm_source=rss&utm_medium=rss&utm_campaign=you-do-not-own-your-audience
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
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