BusinessOnLine SEO Blog - Search Engine Marketing techniques for 3rd generation SEO» SEO Observations

Quick, there is a huge change at Google today! Sound the sirens, the SEO sky is falling! Er…wait, how exactly does this new Google Instant functionality change SEO? That’s what I was asking myself today as this big to do from Google was announced. Other than potentially decreasing the number of long tail searches as users may find something interesting as they type and don’t finish their initial thought before they click a result (and a potentially inflated number of PPC impressions), I don’t believe that Google’s new instant search changes much in the way of SEO best practices. The recent increased effect of localization has a much stronger implication. This is really a usability play by Google and probably after testing, resulted in a better user experience (and / or more ad revenue).

This article today from PC World seems to imply that somehow Google has changed the SEO landscape, and done so in dramatic fashion: http://www.pcworld.com/businesscenter/article/205055/google_instant_will_save_you_seconds_but_not_for_seo.html?tk=hp_new#addyours . But how do quicker search results change the need for authoritative content and links? They don’t. It’s like my friend Benj Arriola said yesterday, “it’s like auto suggest on steroids.” It may cause users to see more information before they click, which may mean that text snippets become that much more important in driving clicks, but this just reinforces current behavior.

The one thing I will say about the article in question is that no one does see the same results anymore. But this is already been the case for a while now because of personalization and localization having such a strong influence on search results. But the public is just now starting to understand this. It doesn’t really affect how we optimize with the exception of paying a lot more attention to localization and localized content and link strategies for key markets. However, that doesn’t have much to do with Google instant.

I think it’s exciting that Google keeps pushing the envelope for search. And certainly the “May Day” update had an impact on what the SEO process looks like. Not so much for Google Instant. Google Instant isn’t an algorithm change, it just helps you find things faster (in theory). And of course, that in itself is cool. It just doesn’t have that much affect on what we do as SEO practitioners.

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To App or Not to App: The Mobile Dilemma

Andrew Devine — Tue, 24 Aug 2010 23:15:53 +0000

There’s a lot of buzz around mobile apps these days, and for good reason. You can do some pretty amazing things with these native programs, like access nutritional information for chain restaurant menus or get the title of a song playing at the coffee shop simply by holding your phone up to the speaker.

The substantial advantage that mobile apps have is they aren’t restricted by the limitations of the browser since they are launched directly from your mobile OS, allowing the application to have more powerful features.

The downside for developers is that an application has to be tailored to each mobile operating system out there. And although iPhone and Android offer the two most popular smartphone platforms out there, Blackberry, Palm and Nokia collectively own significant market share in the mobile space.

If developing multiple app versions doesn’t bother you (you’re fine just developing for the iPhone), be ready to face numerous barriers that stand in the way of mobile app victory:

App store publishing fees – normally $100-200 per app submission for review
Carrier revenue share – the cut the app store takes per paid app sale
Stiff competition – gaming and banking are fiercely competitive
Big brand dominance – people aren‘t searching for you if they don’t know you exist
Short app shelf life – user engagement generally wanes quickly
The dominance of paid placement – including both featured store placement and search placement (PPC)

In contrast, developing a mobile website does simplify the development process by requiring only one version of the site (great for accessibility), cuts out the middle man (app store), and offers a greater propensity to rank in organic search results compared to the volatile app store environment.

Although the gist of this article is admittedly dissuasive of app development, an impressive app can go a long way in strengthening one’s brand and engaging potential clients or customers. The question is, does your organization have a valuable service that would best serve the user via mobile app? More often than not, an app store regurgitation of the mobile website will not attract a following and will be lost forever in app store oblivion, along with all of the blood, sweat, and tears that went into its development. This is why knowing what your audience needs and what could be of value to them will help answer the question “to app or not to app”.

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Five Things You Didn’t Know About Baidu

Alice Wansi Chen — Fri, 13 Aug 2010 18:13:38 +0000

by Alice Wansi Chen

Baidu is the dominant search engine in China. It provides users with a wide range of results and information, including multimedia content (MP3 music, movies, etc,), and displays it in a well written Chinese language. Baidu is also the first to offer WAP and PDA-based mobile search in China; however, there are a few things you may still be unaware of. Below I have listed five things you may or may not know about Baidu.

Pin-yin. Pin-yin is the standard Romanization system for Mandarin, and the most dominant Chinese language used in China. Baidu provides “pin-yin” search that allows users to type in Chinese keywords using the English alphabet. This feature allows users to bypass the English, Chinese, and Pin-yin input options, because Baidu recognizes each of these formats already. Additionally, it helps those users who may not know the traditional written form of the Chinese word, and instead can type it in English or pin-yin. You don’t need to optimize your site in pin-yin. However, Baidu could figure out and rank your Chinese keywords for the pin-yin search.
Chinese Handwriting Input Method. Baidu recently started to provide a handwriting input method, which allows users to search the web via handwriting Chinese characters using their mouse.
Quantity Over Quality. At this point, Baidu is not as sophisticated as Google when it comes to figuring out link relevance, therefore, Baidu heavily depends on the link quantity instead of quality to make a decision for ranking. Thus, there are still a lot of link farm issues existing.
Linking is Not Always King. In Google, external linking is considered king. However, Baidu considers various elements in your site besides external links to decide your ranking; for example, internal linking, information architecture, keyword density, etc.
Language. Most of the search queries inputted in Baidu are Chinese, while Google China has a higher percentage of English queries. This means that if you want to optimize for the Chinese market, the Google keyword tool is not localized enough. Actually, Baidu provides some useful tools for your Chinese keyword research. For example, Baidu Index is a tool that provides insight on the search queries in Chinese.

Baidu optimization is less standardized than Google, since it keeps improving its algorithm. Because of this, it’s extremely important to be aware of the latest updates, and constantly refine your site to meet Baidus ever-changing standards.

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Yahoo Displaying DMOZ Title? Also Not Following NOODP

Benj Arriola — Tue, 10 Nov 2009 21:46:49 +0000

Just a few minutes ago, colleague Laura Beatty here at BusinessOnLine notices something on Yahoo, and says Yahoo is not showing the correct title tag. I took at look at it searching BusinessOL and yup, it does look different.

Yahoo Title different from the HTML title tag.

After looking at it deeper, of course the first think we checked was Yahoo Directory since Yahoo is already known to do this, in the same way how Google and Bing sometimes pull titles from DMOZ, but they are still different.

BusinessOnLine Yahoo Directory Title

It’s not Yahoo Directory, it’s not the title tag, so it must be DMOZ?

BusinessOL Title on DMOZ

So far, it does look like the title is pulled from DMOZ aka the ODP. Even if we had the NOODP, NOYDIR tags in there for a very long time.

NOODP and NOYDIR Meta Tags are included in the BusinessOL source code.

I am not sure if I have read anywhere that Yahoo pulls titles from DMOZ, all I know is it pulls from Yahoo Directory. And if this is indeed pulling from DMOZ, it is not following the NOODP tag which I believe it should. Is Yahoo broken? Well I’m not really surprised right now. In the previous SMX East, Yahoo announced they no longer read the Meta Keywords tags, and just after a few weeks, Danny proves them wrong.

Has anyone else been seeing the same observations? We’d be glad to hear from you also if you are seeing the same thing, tell us about it.

Benj thinks Yahoo and Bing are working out how to merge these two algorithms and is probably working on it already causing some functions running erratically on Yahoo.

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Should I Trust Bing’s Search Engine Results?

Benj Arriola — Fri, 07 Aug 2009 18:23:00 +0000

Bing has gone all out with it’s marketing campaign, not only with online efforts, but also offline claiming itself to be the first decision engine, whatever that means. Before Microsoft came out with Bing, it was MSN Search, then Live Search and many people in the SEO field still believe their algorithm did not change significantly since live.com. In my opinion their algorithm does not even come close to the power of Google and Yahoo’s search technology. This explains how beneficial the new business partnership of Bing and Yahoo is. Yahoo will have a wider reach, use more resources, and Bing will have a more powerful search engine and both increase their their combined search market share.

Let’s do a quick search exercise on Google, Yahoo and Bing.

Search Results on Google for the words: Google, Yahoo & Microsoft:

Google Results for the keyword Google

Google Results for the keyword Yahoo

Google Results for the keyword Microsoft

Clearly results are relevant, complete, and has tons of information on each keyword searched. The same seems to be true on Yahoo.

Search Results on Yahoo for the words: Google, Yahoo & Microsoft:

Yahoo Results for the keyword Google

Yahoo Results for the keyword Yahoo

Yahoo Results for the keyword Microsoft

Both Google and Yahoo showed sitelinks which should be normal for a very popular company with a very large website. Now take a look at the result of Bing below. This makes me question Bing’s credibility in giving search engine results as the results seems to be biased to Microsoft owned properties.

Search Results on Bing for the words: Google, Yahoo & Microsoft:

Bing Results for the keyword Google

Bing Results for the keyword Yahoo

Bing Results for the keyword Microsoft

Wow, Bing gives pages full of information about Microsoft, and they only give 1 entry for Yahoo and 1 entry for Google. With tons of properties of Google, I can imagine something else should be in there, Gmail, Gtalk, Google Calendar, Google Docs, Picasa, Blogger, or even just the tons of articles talking about Google. The same goes with Yahoo! Yahoo Mail & Yahoo Messenger are two very popular products that I am sure these are very keyword focused and has tons of links using the Yahoo keyword. If Bing cannot display them, it is either their algorithm really doesn’t work or their results are skewed by hand.

Even less popular search engines such as Ask and Cuil are showing better results.

Hat tip to an SEO friend of mine, web designer Alfredo Palconit, told me about this search on Bing result just yesterday showing that Bing seems to have skewed results. Thanks also to Sulumits Retsambew posted the result earlier.

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SEO Videos from OMS – Internal and External Link Building Strategies

Ray "Catfish" Comstock — Wed, 23 Jul 2008 15:57:00 +0000

Hello again everyone. Sorry I have been MIA this week, although I did do a guest blog over at the OMS site about the 4 most common way that marketers squander resources for SEO. But I have been incredibly busy with client work, developing new internal processes for the SEO team, and putting together my OMS presentation for next Tuesday in Houston. I am happy to say that my band has been selected for Hyperfest 2008 in New Mexico which is very exciting for us, but the planning of that event is cutting into my free time (think blog time..lol). So that’s my long winded apology for taking so long to get these new link strategy videos up.

Obviously these videos are not comprehensive guides to linking but I think there is a lot of solid advice on the subject of both internal and external links that you hopefully will gleam a couple SEO tips from. Let me know what you think!

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Why a Top 10 Listing in Google Continues to Mean Less in SEO

Ray "Catfish" Comstock — Mon, 02 Jun 2008 17:37:00 +0000

So you’re thinking, Catfish you must have had way too much to drink at your birthday show Saturday night if you think that top 10 listings in Google are not important. Well I will plead the 5th on the extent of my celebration except to say I had a blast and I was very appreciative of so many of my friends coming out to celebrate with me. Turning 39 isn’t easy…lol. But, my original point in the title of this post still stands. A top ten listing in Google continues to mean less. And the reason is, because it gets harder and harder to measure what a top ten listing is.

Now don’t get me wrong. Maximizing your visibility on the front page of Google for your related keywords to as many users as possible is still the end goal of any good search engine optimization campaign. But the truth is that its getting harder to know what users see. In the old days, if you were #1 for a particular keyword in Google (and for us old timers, Altavista), that was consistent across the entire users base of the search engine. And it was good to be King! But in today’s search engine technology landscape, there are a number of factors that change what users see for their search results.

Currently the biggest cause of two users seeing different results for the same query is geography. Google serves different data to different users in different locations in order to try to best serve that user. So someone in San Diego that searches for pizza would see different results than someone in New York.

Another big differentiator is personalization. Users who are signed into their Google accounts when they do a search, will have their results colored by known preferences and past search history. And as Google continues to grow, so does the number of users that this affects.

Universal search is another recent development that has impacted the value of a top ten listing because their is more competition within the top 10 for the click. Now that images, videos, news results, maps and reviews have all been incorporated into the front page real estate, it is harder to capture the attention of the user.

Still another factor in all this is that Google has a number of different data centers that it uses for load balancing, and these data centers are not always in sync. It is not uncommon therefore to do a query in Google, hit refresh, and see different results.

So what does all this mean? Well not much in terms of the way you optimize (except for obviously making sure you have elements of image optimization, video optimization and local optimization built into your over SEO campaign), but it impacts the way that you measure a successful search campaign.

For those of us who grew up on Webposition software, search engine rankings have always been the natural barometer of our success. But because of the shift in technology to less homogenized search results, it makes more sense to place greater emphasis on analytics like search engine referrals and conversions (which is really where it always should have been to begin with). Search engine rankings are going the way of Toolbar Page Rank. It will always be a barometer, but it will continue to mean less.

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Build Links Fast! There Is No Penalty In Getting Many Links Quickly

Benj Arriola — Wed, 14 May 2008 00:31:00 +0000

Now just before I said that, I am already wearing my bulletproof vest armor and mask with my forcefield on just in case people slam me right away without reading.

Links help in ranking

Here are a few SEO fundamentals that are considered SEO facts already my a majority number of people in the SEO industry.

Incoming links to your website increase ranking. They are like votes of authority, trust, credibility.
Google and many of the other search engines are against artificial link building. This is trying to influence search engines by creating so many links yourself trying to pretend many people like your site, thus linking to you.

Thus any form or kind of way you are trying to influence ranking artificially, like buying links only for the purpose of having a link for search engine ranking, or participating in various types of automated link exchanging and farming are frowned upon by search engines. And Google and other search engines are getting better and better in detecting these artificial link building activities.

Getting too many links too fast is bad!

Ok now I am contradicting my own title of the blog post. But this is known by many SEO experts already. If you build links so fast on a new page, or worst on a new site, and add tons of them in a short period of time, this spells ranking disaster and can get your site into penalty zone if you don’t get kicked out right away.

I have seen more and more people experience this when they have a site on page 1 ranking at number 10, then suddenly adds so many links and after two days, they are found beyond the 100 rank. Which is not impossible to fix by the way, you can still crawl your way back up if ever you did experience this.

But massive link building can still be done quickly without getting any penalty!

This actually happens everyday. I have seen this happen many times in the past. But I don’t memorize each example so I will just use a very recent one.

The China Earthquake

Now before I continue with this blog post, I’d like to take a break from your train of thought for just a couple of minutes and say a little prayer regardless of your religion and pray that there may be more survivors found in the rubbles of the recent earthquake last Monday at 8:00pm. And for the survivors, let’s pray that the affected families be able to recover well from this disaster. It is believed that there are nearly 10,000 deaths due to the earthquake from the intensity 7.9 earthquake. We would like to express our deepest condolences to all the families that were affected by the earthquake. If you wish to contribute and help out in the relief fund, and is not sure where to go to, I always trust the Red Cross than any other website online as there are also scammers online that it is hard to detect who are the real and fake relief entities.

This sad event happened on Monday evening (China Time) which was two days ago. As of current press time, searching from the US on Google.com page 1 shows 4 pages that have so many links right away within 2 days.

Number 3 Result on Google for China Earthquake – CNN.com

CNN is showing that their article about the China Earthquake now has 811 links all acquired in 2 days.

Number 5 Result on Google for China Earthquake is Yahoo News

Yahoo’s syndicated news from Associated Press gathers 321 links in 2 days.

Number 7 Result goes to technology blogger Robert Scoble on the popular Scobleizer blog

The techblogger already with a large fan base gets 560 links in two days after the earthquake.

Number 8 goes to the US Geological Survey that records almost any earthquake and volcanic activity world wide.

The high authoritative and very informative site of the US government gets 539 links easily in 2 days.

All of these sites gathered so many links in a very short period of time, and yet they are not beyond page 10. I know many of you may argue these are highly authoritative sites so they can get away with it, and I have seen this effect in the past already with Hurricane Katrina, San Diego’s Wild Fires, Indonesia’s Tsunami. This can build links to many news sites that are already popular with high Google PageRank. But that does not mean it cannot happen to a site that is unknown.

I have seen this happen to many sites but it is hard to remember a specific example and the one that I can quickly remember is Ms Dewey. Today Ms Dewey has 40k+ links but when the site first came out in 2006, she was totally unknown. The site came out of nowhere and their links just exponentially increased in a short period of time. Where they banned? Nope, their content was purely viral and links were all natural.

Now two words I want you to focus on in the previous sentence: Natural and Viral.

Going Natural

I believe natural links and artificial links is not that hard to be detected by Google. So many factors and patterns to look at. IP addresses, locations, rate of increase, date and time, types of sites, varying link text, deep linking and a lot more. The more natural it looks, the better.

Go Viral

I guess you have heard this word over and over again, viral marketing, viral video, viral media but this is actually an old concept even before the Internet went commercial. The term word-of-mouth is already talking about viral marketing. The more viral it is, the more it spreads, and serves as better link baits. Thus making more natural links.

To end this blog post and sum it up into 1 sentence, that sentence would be: Building links so fast and so many is ok as long as your links are all natural.

And a few more things for you to think about…

Viral content may not be applicable to every industry. It will all depend on your advertising creativeness. We go back to content is king, whatever the content form is, text, photos, videos, applications, etc. How can you apply this to your industry?
SEO is not all about link building and it is not all about link numbers but also link quality and PageRank. With earthquake example I had, as of current press time, CNN, Yahoo News, USGS and Scobleizer were on page 1. But the number 1 organic result a blog post that gathered only 59 links.

Note: All the number of links used in this blog post are based on Yahoo’s Site Explorer report on links. This may not be an exact number, but is currently the more complete you can get publicly and I used this on all websites to be consistent with the number comparisons.

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Top 5 Ways American Express is Losing Money on SEO

Ray "Catfish" Comstock — Mon, 17 Mar 2008 17:22:00 +0000

So before I slam American Express today for being clueless (stay tuned), let me recap my awesome weekend. Although I couldn’t play flag football this last weekend because of my elbow injury, I coached our squad (The Vultures) to an opening day 29 – 6 throttling of team Havoc. We are now 1 – 0 in our second season in A League of the San Diego Men’s Flag Football League

Additionally, my band Dive Bomber won our first round of the Emergenza Battle of the Bands and we are moving on to round 2. Not bad for a band that doesn’t have a vocalist, although we did finally find one, but he hasn’t performed with us yet.

Ok, so now that I have bragged a little about how cool my weekend was, let’s look at the ridiculous SEO advice that American Express (who last I checked was a credit card company..lol) is distributing to people. Today I was doing a little reading at WebProNews and I read this story about American Express and their small business handbook in which they claim:

“Finally, don’t waste money on so-called Search Engine Optimization (S.E.O.) specialists. Search engines are very quick to penalize sites that try to trick their filtering techniques, and once your site has been put on Google’s blacklist, it will take forever to get off.”

Well since I am a search engine specialist myself who typically deals with companies of this magnitude, I thought I would evaluate their laughable and myopic advice by looking at their site and pointing out how they could greatly increase their organic traffic by adhering to search engine best practices, which clearly they do not. The funniest thing about this exercise is to see all the money that they are losing by turning a blind eye to SEO. I wonder if their shareholders would be impressed.

Anyway, here are the top 5 ways they are blowing it. If anyone from AMEX is reading this, you gotta pay for the rest of my observations if ya want em…lol. So without further ado:

1) Really lame page titles.

Page titles are extremely important in organic search. Probably the most heavily weighted on page factor in my opinion. Lets take a look and see how AMEX is doing with Page Titles:

Homepage:
“American Express Credit Cards, Business Services, and Travel Services”

Not bad really. Top 10 in Google for Travel Services. Nowhere to be found on Business Services. Pretty generic keywords really and not very strong calls to action but overall, I could live with this title. Not having “credit cards” in the Meta description though is a boo boo

Travel Page:
“American Express – Travel”

You’re joking right? LOL. I mean, at LEAST include the word services. There is so much lost opportunity here its amazing. I would be really surprised if being on Page 8 in Google get you any traffic for the word “travel”. Furthermore, there are so many other permutations that are more targeted that would be easier to get:

travel resources
travel packages
travel deals
business travel (** they are #8 for this term on a PR5 page, not the main travel URL which is a PR8. How high could they rank if they added this phrase into their main travel page? It’s prolly a waste of money to find out).

I could do this same exercise on many of their pages with the same result. Too much opportunity left on the table because of poor page titles.

2) Bad URLs (and Javascript links)

Click on the “Car Rental Insurance” link on the left navigation and you will be taken to a URL that looks like this:

https://www212.americanexpress.com/dsmlive/dsm/dom/us/en/feefreeservices/pages/carrentallossdamagei

nsurance_allccsg_shareddetails.do?vgnextoid=063a9501c3a0e010VgnVCM20000012b3ad9
4RCRD&vgnextchannel=3c830da9846dd010VgnVCM10000084b3ad9
4RCRD&name=carrentallossdamageinsurance_allccsg_shareddetails&type=intBenefitDetail

Ok first of all, this URL is never gonna get indexed consistently because it is WAY too long with too many parameters. It currently doesn’t exist in Google. Second, even if the URL was clean, the link is made in javascript so the engines can’t see it which means no Page Rank gets to the page from that link. Essentially, this content has no opportunity to get ranked in search engines. I wonder how much money it would be worth to AMEX to get listed for the term “car rental insurance”…….

3) This one is my favorite: (from the source code of the personal cards page)

https://www143.americanexpress.com/cards/home.do#PILLARS/0

As if replacing an image with text is going to “optimize search engine results”. Nice use of the comment tag though..lol.

This isn’t one of their bigger issues, I just found it REALLY amusing.

4) Flash. Same page. It was hard to look at the text cache of this page because the text version calls some other URL that Google doesn’t have indexed which means you have about 1 sec to look at the cache before the redirect to the Google error page. However, thanks to my quick guitar playing fingers, I was able to get a screen shot of the page:

http://www.businessol.com/images/seo-blog/amex-screenshot.jpg

Compare this with the content appears on the page in the normal browser window courtesy of the FLASH, and you can see a big difference. There are a lot of places on this site where content is hidden from search engines in Flash. It makes you wonder how much organic traffic this issue is taking away from AMEX (and how much that traffic might be worth).

5) ALT Tags. A link is a vote. Its a vote from Page A (the page with the link) that Page B (the page being linked to) is relevant for whatever keywords appear in the anchor text. When an image is a link, ALT text is used to convey keyword relevancy instead of anchor text. When there is no ALT tag, no keyword relevancy is conveyed and therefore there is lost opportunity. One of the most important ALT tags is the one that appears on your homepage logo because it serves as a vote for your homepage from EVERY page on your site. Therefore, it’s crucial to have a good ALT tag. A good general rule of thumb is to make it roughly equivalent to your homepage title. If we look at that same personal cards page, we can see that the ALT tag reads “American Express Home”. Think about what that ALT tag could do for the keywords “credit card”, “business services” and “travel services” if those phrases had been included in the homepage ALT tag. I wonder how much money that is…..

And that’s just the top 5. One of the biggest problems with SEO is the amount of bad information that is being thrown around by unqualified “experts”. Both in and outside the industry. The truth is, there are good SEO companies and bad ones. The bad ones try to use algorithmic loopholes to trick search engines into ranking a site higher than it should. The good ones have an understanding of search engine best practices and try to maximize a site’s inherent values while offering a strategic vision on how to improve those values through better usability, better content and better design. Not understanding the difference between the two shows a lack of knowledge on the subject. And that’s exactly what AMEX is doing with their recommendations.

That’s all for today. Hopefully someone over at AMEX will get a clue and offer a more sophisticated approach to SEO for their Business Gold Rewards Card program. Because being ignorant is not much of a reward

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BusinessOnLine SEO Blog - Search Engine Marketing techniques for 3rd generation SEO» SEO Observations

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Links help in ranking

Getting too many links too fast is bad!

But massive link building can still be done quickly without getting any penalty!

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Top 5 Ways American Express is Losing Money on SEO

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