Updates from:
"Search Engine Journal" - 8 new articles
- Google Refreshes Image Search with More Images
- Yahoo Begins Testing Search Ads from Microsoft
- Blueglass LA Session: InHouse SEO
- Blueglass LA Session: Links matter: How to measure and attain them
- Blueglass LA Session: Marketing Strategy: Don't forget search
- Blueglass LA Session: Building Communities that People Love
- Weekly Search &Social News: 07/20/2010
- 5 Useful Tools for Conducting International Keyword Research
- More Recent Articles
- Search Search Engine Journal
Google Refreshes Image Search with More Images
Google is set to revamp the overall interface of its Image Search vertical. According a post on the Official Google blog, the new Google Image Search will soon feature more images on the search results page. In fact, if you take a look at the sample screenshot of the new image search results page, you won't see any text anymore aside from the navigation panel on the left side of the page.
The new Google Image search results page will sport a dense tiled layout allowing you to get a good view of many images to find what you're really looking for. The page also instantly scroll down up to 1,000 images before bringing you to another page. The image search results also give larger thumbnail previews to fit modern browsers as well as high-resolution screens. And a hover pane also appears when you mouse over a thumbnail image which will display larger preview of the image with all the necessary information about the image. Clicking on the image will bring you to a new landing page which display a larger image as well as link to the website where the image is hosted.
Will you use Google Image search more now with these new features?
Check out the SEO Tools guide at Search Engine Journal.
Google Refreshes Image Search with More Images
Yahoo Begins Testing Search Ads from Microsoft
This has long been overdue, but Yahoo is nonetheless starting to integrate both organic and paid search listings from Microsoft for up to 25 percent of Yahoo Search traffic in the U.S. This means that these search listings is now coming from Microsoft Ad networks. Some U.S. users would have started seeing this integrated Microsoft search ads on Yahoo Search if they were selected by Yahoo.
The Yahoo Search Blog explains this integration via a post which mentioned that:
However, the overall page should look the same as the Yahoo! Search you're used to – with rich content and unique tools and features from Yahoo!. If you happen to fall into our tests, you might also notice some differences in how we're displaying select search results due to a variety of product configurations we are testing.
An example was given showing a screenshot of the actual test wherein a boxed area in the normal Yahoo SERP is displaying a paid ad coming from Microsoft. The search results page still carry the overall Yahoo layout and theme, the only difference is the addition of the search ad box. This also means that the search algorithm is still carried out by Yahoo Search.
Yahoo is also planning to integrate both Microsoft's mobile organic and paid search listings
Full integration for organic search listings in U.S. and Canada is expected starting August/September while the timeline for paid search listing will happen by October.
Check out the SEO Tools guide at Search Engine Journal.
Yahoo Begins Testing Search Ads from Microsoft
Blueglass LA Session: InHouse SEO
Moderator: Tony Adam
Speakers:
Jessica Bowman, Founder, SEOinhouse.com
Marshall Simmonds, Chief Search Strategist, New York Times Company/About.com, Co-Founder and CEO, Define Search Strategies
Laura Lippay, Director of Technical Marketing, Yahoo! Media
Jessica's up first!
SEO Efficiency &Accountability
Set up lines of defense incorporate SEO into every day activities. Push back when SEO isn't included in deliverables sent to you.
You need a Healthy Organization
SEO crosses many disciplines. Programming, purchasing, marketing, PR, Legal, Sales, etc…
SEO needs to be part of every team – brought into projects as though you're part of the team. As soon as projects get going, it's usually the SEO person who falls out of the process first – is pushed out first.
It's like marriage – it starts with a courtship. You do training, you're involved in meetings – you think – this is great…
Behind the scenes, programmers, others are going nuts thinking "I can't incorporate this!"
Everything is bliss in courtship, everything is great in honeymoon phase. During this phase, leverage those feelings. That phase is going to last 6 – 9 months or less.
Then things fall into reality. If you leverage during the honeymoon, you'll eventually reach synergy.
Once you get buy-in:
Don't assume the battle is done. You've only just begun. The problem is always the lower level people – Project managers, programmers…
You get management buy in, they say "everybody work with the SEO". You go talk with everyone, they say – okay.. But then they go to management behind the scenes and tell management why they can't work with SEO….
Your SEO added to man-hours, are inconsistent with other goals, go against existing programming standards, weren't technically feasible, added to timeline and cost.
If you're a small business, it's keeping everyone in line to your approach to SEO. Keep everyone in line with best practices.
Integrate SEO and IT
Project Development Pyramid – people think small involvement at the beginning. It's really the opposite – SEO needs to be really integrated from the start.
During the project life cycle is usually brought in at the development, QA and live site stage. It needs to be in at every step. The costs are really based on it appearing to cost more this way but in reality there's more cost in lost opportunities by not being integrated sooner.
There's more pain when it's not integrated from the beginning.
Hold everyone responsible for SEO.
Distribute SEO duties and create Accountability. Create SEO champions. Nurture those relationships – they're the ones who are going to be your advocate and eventually will do SEO on your behalf.
Before deliverables are accepted, verify it- push back if it's not.
Training is a small portion of SEO – you really need to be doing mentoring.
Make sure the SEO is involved in company guidelines and standards. Incorporate them into the organizations overall standards so the organization is held accountable.
Get SEO requirements into deliverables.
Contribute to documentation.
2 or 3 nuggets may be all that need addressing.
SEO can't be everywhere so everyone needs to contribute to hold everyone else accountable.
People aren't going to learn SEO in 3 or 4 months so it's the long-haul.
Bring in an expert trainer or send them to a conference to get them to that honeymoon phase…
WOW That was a crazy-fast presentation – Jessica is a machine-gun of high level in-house SEO information! Go Jessica!
Next up is Laura!
Check out – A day in the life of a successful in-house SEO
How Data, Beer, and Monroe's Motivated Sequence got Me Everywhere…
Tales of an ex-Yahoo In-house SEO
(Laura recently joined Vanessa Fox at Nine By Blue &Jane and Robot)
Obstacle #1 - the new, ONLY US SEO in an 11000 person team. Solved by taking people out for beer and to have fun.
Obstacle #2 – Unique visitors at the property level was the only data I was given. Solved by learning microstrategy with beef-incentivized help from the MS guy. Took Excel classes, spent months creating reports. I spent a lot of time measuring the data.
This is how I got buy-in.
"Here's this great thing/ opportunity"
"Here's how you're not reaching it".
"This is all solvable."
"Picture yourself in this place. I can get you there and here's how you can help me".
Google Monroe's Motivated Sequence to learn more.
She was told "we want 100% SEO across 10 of the biggest properties in 2 months" (hahahaha OMG that's sad!)
She solved this by being realistic up front, not just being a "yes" person.
Educate the masses. If you're the only SEO or a small team, educate people – where to find tools, resources. Give them everything possible that they can do as much as possible without having to come to you, if they can.
A lot of our training conferences had beer, pizza. We always sent out lots of information in between conferences.
Implementation was a problem. We weren't ready for much of it until we had the reports and data.
After 2 years I was moved to Marketing, got a team, and promoted into a more appropriate position.
Obstacle – how to prioritize working with so many properties? Solved by saying – IS there an opportunity, does the property want to work with us? Is it a priority for execs?
Problems integrating – people are busy – if we couldn't get in the door, we moved on but I reported that to management, with data about the missed opportunity.
Obstacle - little to no results. Some people didn't implement everything. Some competitive verticals might mean this work might not be enough (Setting realistic expectations up front sets the stage for that reality).
Make sure to document and report gaps where SEO fell off roadmaps.
Obstacle – Implementation – it's still beer, ping pong, fun – create relationships. Integrate SEO checks into the QA process.
We created a dashboard for the PM level and one for executive level. Showing performance, provides points of accountability.
Next Up is Marshall
When I'm talking with upper management – I want to hear "Yes, I understand the expectations" and "Good job" That's all I want to hear from them.
The Directing teams- directly underneath senior management is where the work really gets done – they're responsible for resources, budgets, issuing bonuses…
If you have a site over 10,000 pages, think of your site as enterprise.
80% of all our success has been through the tech team. Without their buy-in, all the content resources are useless.
High Priority
Sitemaps, 301s, Template SEO (titles, captions, linking) Rel=canonical, Rewriting URLs, How much it will make/cost/traffic potential.
If you're like me, you make it up because the real number doesn't matter – they just need to hear a number that will get their buy-in.
Low Priority
Page Load Time, Link Flow, Video SEO, Duplicate Content, CMS Overhaul, W3C Compliance, Education (if you're already dealing with a 10,000 page site)
Get Their Attention
Show real world examples in Google. He said to implement 301 redirects, they implemented 302 redirects. So he showed them the plunge in referrals.
- Education
- Sitemaps
- SEO school
- Title Tags and Headlines
- Images
- URL rewrites
- Tracking
- CMS
- Meta Description
These were the top priority. There's a lot missing from that list but we were focused on getting the most wins at the highest level in a big company.
For Editors:
High Priority
Titles, Reach and understanding, Top two keywords, Copying and pasting, WYSIWYG, Repetition.Low Priority
- Best Practices
- Headlines
- Wikis
- Keyword Research
Again – limited ability to get your goals met, so focus on the most important.
By showing editors where you missed previous opportunities to reach your audience, it hits their ego – and by showing them how to optimize in these ways, you play into their ego.
Resources
We can't do it all ourselves. Webmaster Central helps in some ways but it's not completely accurate and you can't rely on it with a site this large. You'll have to supplement with other tools.
If you use WebTrends or Omniture, supplement that with Google Analytics – each is less than perfect but combined, you get better information.
Header Checker: http://gsitecrawler.com/tools/Server-Status.aspx
Build your own tool if you're not getting the information you need.
Q&A
Q- Can you talk about credibility when things go wrong?
Laura – If there's any way, even if it's in a sit-down with your boss – where you can show these gaps – where things fall off, make sure you show them.
Marshall – use reports as a carrot or a stick – they should show who's doing well and who's not – the reports should go to everyone.
Jessica – Some things happen you can't account for – like May Day update. Ongoing communication to constantly highlight your positives and show when the process falls, where the ball fell.
Tony – If you know something bad is going to happen, or there's going to be a drop-off, warn everyone – so they don't freak out when it happens.
Jessica – let them know the risks when you're doing things.
Q – Please clarify your statement about editors and keywords – are we assuming they're going to check keywords?
Marshall – we like to give editors, journalists, producers, tools to find out what's possible but I don't want them to get mired in that rabbit hole. I want them to determine real quick – I don't want to add process to the content creation process – they don't want to hear there's more to have to do…
It is front-loaded – it may take a week or a month up front in getting them oriented, but it shouldn't be addressed too much after that.
Jessica – when the keywords aren't going to change that much, the SEOs do the research up front – so the writers don't have to do that down the road when they're writing new content.
Q – Is there any one thing you can think of as an in house SEO to think of when considering other platforms – social, mobile…
Jessica – are they going to have the budget or time to write for all these platforms – do we need to focus on that if they aren't?
Laura – Are we going to go there? If not, we're not going to focus on addressing that. Is it link-worthy? If not, we don't focus on that.
Marshall – I'll echo Laura – is it linkable? We can't just throw content up there if we have it. If it's not linkable, its' not going to grow.
Q – What are your recruiting tactics for in-house SEO?
Marshall – it's very hard in this economy with contractors making what they do – it's a very hot commodity – the SEMPO board is good. And it's not to say you can't have a contractor if you need to fill a position right now.
Jessica – we saw the same thing – having someone have to come into the office every day, these hours… Get creative… Give someone the feeling of being a contractor – working from where they want, their hours… That's stressful but it can help…
Tony – SEOMoz's Job board is good for that…
Brent – Conferences, local meet-ups are another good spot to find people who might be a good fit or know someone who is…
______________________________
AND THAT'S IT PEOPLE- THE LAST SESSION I'M LIVEBLOGGING! If you found my efforts worthy, please let me know. If not, uh let me know that as well!
Check out the SEO Tools guide at Search Engine Journal.
Blueglass LA Session: InHouse SEO
Blueglass LA Session: Links matter: How to measure and attain them
Moderator: Chris Winfield
Speakers:
Rand Fishkin, CEO and CO-Founder, SEOmoz
Dave Snyder, Partner, Search &Social
Rand is up first, so here we go!
Strategic Link Analysis for SEO
Step 1 – Determine your goals
The links match in different ways to different goals. If you're in marketing and you want to attract a specific person, you don't want to do a SuperBowl ad – you want to do a niche campaign.
The most common goals we see -
- Individual Competitive Rankings
- Greater Indexation
- Improve a Site's Ability to Rank Pages
- Dominate the SERPs
Match Goals to Competitive Analysis
Once you know what you need to do – whether it's a few phrases or several, the question is:
What do I need to rank here?
I like to perform a basic competitive analysis here for a phrase. Keyword difficulty, broad match search volume, exact match search volume, then domain authority for the top 10 pages that rank for that, and the page authority of those top ten pages for that phrase.
You can then dig deep in the analysis – looking at domain authority, root domains linking to this competitor's site's root domain, page authority of the page that shows up for this competitor in the SERP, # of partial keyword match anchor links, # of exact keyword match anchor links.
From this you can eyeball it or set up processes to look for opportunities. For example, to compete, I might need to obtain links from more high authority sites, or I might need more links direct to this page…
Indexation – How do I get Google indexing more of my pages? Or if they're all indexed, maybe I need to focus on more content… For getting more pages indexed, I'd look at other sites in the same industry and see what are the differences in metrics that got them there compared to the site I'm working on.
(Note from Alan – link analysis is important to the process though I would first start with on-site factors – maybe a competitor has clean internal links that the search engines can crawl – maybe the site I'm working on has AJAX page navigation that prevents indexation right out of the gate…)
Domain Rank-Ability
How do I get to rank like Wikipedia? Find sites that consistently have top rankings – not necessarily sites in your industry that rank for the long tail. Find out the top 10 or top 20 consistently. You want to execute on a campaign that will get you links to fill in where you're missing value.
SERP Domination
This can be for reputation management, branding…
Run analysis of current SERP then do an analysis of what pages you have that can ultimately rank, which ones you want to rank, or if you need to create new content…
Identify Potential Verticals in Google (the left sidebar of Google – related content)
- Images
- Video
- News
- Blogs
- Books
- Updates
You will probably want to prop up pages you have already ranking somewhat with content / profiles on powerful sites… (Mybloglog, Twitter, Myspace… )
Go after link sources from flexible applications. Have a consistent bio that includes 4 or 5 links where you determine the anchor text and the target.
Employ the right metrics for your needs
Raw Link Juice is okay but it's not necessarily important. MozRank, external MozRank, other data… Link quantity &domain Diversity, anchor text…
If you do this right you'll save yourself a ton of work on the back side by doing research on the front end.
If you're going for links for individual rankings anchor text matters. For greater indexation, quality of linking source is more important… so think about your goals as you determine what metrics matter.
Up next is Dave Snyder
Linky Goodness
Based on vertical, it's always going to be different so this is higher level…
The key to dominating the web is links. The reason links are the core of the algorithm is because they're the core of the web.
Links are the core concept of the web even before the search engines. People sharing content, information.
Withe Google's PageRank came the advent of links as a commodity.
If you want to generate traffic, you have to get links. People usually start with blog spam, other things that won't help.
1. Monetary Response
I'm not telling you to do that – if you do, you'll get penalized.
2. Emotional Response
Giving a link means you had some kind of emotional response and that's the reason you want to share this content.
Monetary response is simple – people love money and they'll do disgusting things to get it. If you start spreading money all over the web, you'll get in trouble.
Emotional response is psychological
Eight emotions: Anger fear sadness disgust surprise anticipation acceptance, joy. If you can base your content on one of these responses, there's a good chance you'll get links.
If you look at resourceful content – if I trust the source, I'll link to it. People will link to conspiracy theories – fear. It all relates to emotional response.
How does this work?
You have an initial point of contact, which leads to thoughts, then feelings, followed by actions and finally results.
This is one of my favorite link bait examples – Joy – some hippie put up info about a vegan support group, then someone else created information about a carnivore in opposition to that… They got almost 500 links from humor based sites.
I don't want to start from the initiation point – I want to start from the Action – desire is a link. What feelings and emotions do I need to focus on? How do I trigger those? You need to create content that provokes thoughts on a personal level in your audience.
High level process:
Step 1: Mine Data
What are people lijnking to in your vertical?
What content is garnering the links to those sites? Try to ascertain why.
How are they linking?
Are they linking in anchor text rich formats? With images? Infographics?
What topics are people emotional about now?
What is happening right now, like BP?
How have people historically interacted with content?
How have people historically linked to this?
Step 2 Create your Reason for Linking
What emotion do you want ot evoke? How can you shape this into content that gets traction and will evoke that emotion that responds?
Step 3 Craft Outreach Strategy from that Data
Find a clean list of vertically related sites. Look at social sites that have led to links in the past. 2nd or 3rd tier sites are the best. You can interact with more people on a granular level.
Make lasting relationships.
Step 4 Outreach
Don't send out spam emails "Give me a link". Make sure if you're a finance related site, you want finance related sites – learn their content – talk with them like you would talk with a friend.
Do a post Quality Assurance check on the acquisition. Go through your site make sure there's no viagra or other fishy stuff going on in those links.
Quantify and inventory the links. Make sure you're not going to the same people all the time. Figure out what's this link worth? How does it relate to what I want to rank.
Step 5 Data Collection&Categorization
Do A/B testing on your outreach – subject lines, approach, open rates, types of links produced from different outreach promotion and methods…
Segment links based on value in the space, what worked, what didn't work? What can we refine on?
Step 6 Rinse &Repeat
If you do this, you'll kill it in your vertical.
Safest and most productive way to approach link building is Will this link increase my traffic and share my content with the correct audience?
Q&A
Q- We have a big content site – we threw out millions of pages when we launched. Only 25% are high quality at this point. Can you talk about overall indexation, crawl budget with Google?
Rand – the concept of PageRank sculpting is controversial. Some sites that are large find value in it, and a lot of sites don't so it's controversial. It's not always necessarily the same reality. So it depends on the situation. The critical thing – with those quality pages, find ways to extend that in a scalable way. How do I get those category / subcategory pages to earn links directly to those pages? Just a few links could make a big difference.
Dave – sites like Digg or Reddit can help to establish social signals – in addition to links this is going to help.
Rand – sites that get tweets and re-tweets can help a great deal.
Chris – I think the social signals are underrated. With just a few signals we saw content get to the home page of Google news when it shouldn't have otherwise belonged there.
Q – In your experience building links, have you found differences for various TLDs – .com vs. .info, etc…
Rand – We did some correlation research and you can see .com does well, .org does well. but I think that's more human bias not search engine bias. Less people will be likely to link to a .info site than a .com site. Emotions come into play for .mobi or .tt – because a lot of people are unfamiliar with the way the web works.
Dave – in general you stick with .com .org .net as a business – most people are marketing correctly use the .com or .org. Make decisions not just on SEO – it has to be usability, other factors as well…
Q – What method would you go about to see why a page that was on page 1 is now on page 3?
Dave – have you already been collecting data on links?
Yes.
Look at which links aren't indexed anymore, or are themselves lower value than they were.
Rand – either you changed something on your site, someone else changed something on their site, or the ranking system changed. Look to see if those links have changed. And if they haven't and my site hasn't, Google might have changed how they evaluate links.
Dave – if you can keep your link profile clean and sustainable, the value will last.
Q – if you have a site with pretty good authority, exact match page title, how important is exact match anchor text?
Dave – you always want to have a differentiation in your anchor text. Another example is a link does not have to have toolbar PageRank to be valuable. There are several factors.
Rand – If the links you acquire are not just natural but the kind of links Google will always count, go for the exact anchor text. It seems like today anchor text is overpowered so eventually in the long term, that may not hold.
Dave – you need to optimize anchor text, but we also bring in viral, online PR, to make it diverse.
Q – What do you think of the concept of link aging? Does an older link count more than a new link?
Rand – No it doesn't matter much. A Fresh link seems to provide a spike in value then it settles down. It doesn't seem that you rise back up over time as links are there longer. That's my guess.
Dave – We try to put in some aged links – I think that trust is going to play a role for sure. Again, if your site is brand new, don't get links from somewhere from 1998. Everything has to be natural or a mix that makes sense. Take a holistic approach to acquire links.
Q- Rand – you've seen a few tweets get get indexed – do they help it with rank?
Rand – We looked at data – we did not see tweet links influence rankings. 2 Weeks later, Google bought the Twitter Firehose – that timing strongly suggests if we redo that analysis, we'd see some influence…
And that's it!
Check out the SEO Tools guide at Search Engine Journal.
Blueglass LA Session: Links matter: How to measure and attain them
Blueglass LA Session: Marketing Strategy: Don't forget search
Moderator: Loren Baker
Speakers:
Melanie Mitchell, SVP/Search Marketing Strategy at Digitas
Dave Roth, Director of Search Marketing at Yahoo
David Szetela, CEO, Clix Marketing
First up is David
I'm not on the search side of Yahoo – I'm a search marketer like you.
Search Marketing at Yahoo
We do search marketing the way everyone does – there's no better way to get new users. We look at data on a week by week basis. At any given time there are a lot of properties involved. All have different business models. Hosting, Fantasy Football, Yahoo Shopping, Toolbar, Messenger, Travel, Media… all these different businesses. We need a common language and how to think about tradeoffs, where to spend the next dollar. We do that through valuation.
Valuation -
The cornerstone for everything we do – SEO, SEM, Affiliate… Net Present Value – how much value am I going to get from a customer over a lifetime and what is that value today?
Today a hosting customer may be worth $200. Look at the costs of acquisition. You get the current value. What is an acceptable profit margin?
Support brand campaigns with search marketing (SEM for Branding)
Global Campaigns
(global mans local x 12) (I guess that's their internal formula, but he doesn't say).
As much as its nice to have money to spend on Brand, don't think for every dollar you spend, you'll get X return – remember – this is search so you need analytics to evaluate the return on your investment. Our goal was to drive engagement with our brand.
We can measure when they engage – when they click for different products, set up a home page… These don't have revenue attached to them, so we assigned a point value system to each of them. By setting up that point value system, you can optimize your search efforts based on that.
By setting up a spreadsheet to look at the different locations around the world showing campaign metrics (media cost, clicks, impressions, CPC, CTR, points (from the point value system set up), we can see where we're successful.
Paid Vs. Organic
I was asked – if we already rank #1 for a phrase, why do we want to spend money to promote that in PPC? We measured the total clicks to query volume for the organic link and looked at how that changes when we also do PPC. Is there cannibalism from organic clicks, is there synergy…
We found an increase in overall organic clicks as we bought more inventory on the paid side. We increased the organic clicks. There are caveats in all of this depending on keywords and markets, but we found it worked well. Don't settle on that – do the tests.
(Alan's Note – I found this to be true for our biggest clients as well – my thinking is it builds brand awareness to see both organic and PPC)
Yahoo Bing Search Alliance
Unified Marketplace – Any attention you gave to YSM, you'll give to Microsoft Ad Center.
The algo and paid testing is going on right now. If they can do the integration well, you'll see algo switch in September, followed by paid.
Depending on how big or small you are as an advertiser, you may continue to use YSM interface for a time, but your invoice will go to Bing.
I have a post coming out on Search Engine Land later today with lots of resources about this transition.
Up Next – Melanie
I agree with Dave Roth – we've done several tests – we definitely see a lift when we do both organic and paid.
It's amazing how many companies forget search, or they have a silo and not connecting it with the rest of their business – all that content. Search helps connects those dots and helps you build more.
The Power of Search
Search is the holy grail for marketers
Search is one part of the mix. We're all being hit with all these areas – offline, online, phone, banners, social… We need to look at what is that customer journey – how are they getting to you?
To this day, only about 55% of search marketers coordinate or integrate offline channels with search marketing.
67% of people are triggered to do search after seeing something offline.
Example – Twilight Eclipse
I looked at how is Twilight is building community – you can download things from the Eclipse site, you can go to Facebook, Twitter….
9.5mm Facebook fans, 355k Twitter followers, youtube… lots of offline – billboards, print ads, TV…
I looked at their search marketing – Couldn't find them for any of the important phrases. Fans are, other companies are (like Volvo).
So where are you Summit Entertainment? Why aren't you using search to get even more?
Example -Apple iPhone 4 issue
Lots of search but Apple chose not to. Lots of competitors took advantage, playing on the fear. They waited to respond. So they've now created this reputation problem.
To this day they're still not doing much. How come they're not buying keywords "iPhone antennae" or "iPhone problem"? Blackberry now has ads embedded in Steve's most recent announcement.
Case Study 1
We were able to coordinate search volume with TV commercials. We saw a 9% overall reduction in CPA (Cost Per Action) and a 300% increase in sales from search. and looking at more than just TV, we saw an 800% increase in sales.
Case Study 2
Users exposed to clients display campaign on Yahoo were more likely to search Brand and Campaign specific terms more than users not exposed to other advertising.
We have to be mindful of these people – how are they consuming information? It continues to change over time but it's not impossible to look at. Even when you're talking off line – you know when you're doing a TV commercial, a radio commercial…
Are you listening to your customers? Tying in those critical keywords to those offline campaigns?
David's up now
- he warns us he's going to tell us 3 things he doesn't want to blog about and he's serious. So I'm not taking notes on anything he's saying. But then he just said he hasn't gotten to those three things. So I just missed a bunch of stuff. Oh well. Hopefully Loren won't uninvite me from liveblogging in the future. :-)
Q&A
Q – With the Yahoo Bing transition will we be able to choose which marketplace to participate in?
Dave Roth – it's a unified marketplace so you can't opt in or opt out from one or the other.
Q – How will the 2 display networks work?
Dave Roth – Yahoo Display isn't changing right now – your display buys will probably not change. Yahoo will search for managed advertisers in the unified marketplace.
Q – What does the future hold for companies like Marin Software – bid management?
David S – I use bid management, they're my friends, but I think they're toast. Google's saying they're going to do everything they can to get as close to the customer as possible. Bid management built into AdWords, and within display they have the data to do it better than any 3rd party company can. They have the data for all areas across all advertisers.
I think it should be relegated to something an algorithm does. They better work harder and faster beyond managing keyword bids.
Melanie – We're not using Google Analytics for everything – it's not just realistic for everyone. You place your bets on what you're going after and it changes as you go into different platforms like Facebook. We automate as much as possible but we also do other reports that we create ourselves. I think we're all going to have to get smart.
Dave – my experience is SEM / PPC is different for different businesses. In a normal program where you can tag something with a tracking tag, Google has a pretty good offering but there's situations where that can't work.
Loren – What amazes me is couch searching – if I see a TV commercial, I'm not going to go to my PC, or my laptop – I'll either use my smart phone or my iPad – when I do that search on those, the search result is different. If I'm searching on an iPad the assumption shouldn't be that I'm looking for something 3 miles away as it would be on my phone. And that's just going to be more of a factor.
Q – Agencies – Google has a huge amount of power in the agency – publisher relationship. What do you see as the role of the agency?
Melanie – it depends on the agency. We have a very good relationship with the search engines. We're figuring out what people want, how they want it so we partner with Google. We're saying – let's work together – we understand the client – we work with the client directly – so Google, let's work together where we do show more value, here's how we contribute to the bottom line…
David – I think Google will always recognize agencies play an important role. Many companies realize the cost of keeping a team as well as an agency is much higher than they pay the agency.
Melanie – we own the client relationship – Google sells things not really understanding the client, and we go in and fix that – I think they're starting to get that they're not able to do what we do.
Check out the SEO Tools guide at Search Engine Journal.
Blueglass LA Session: Marketing Strategy: Don't forget search
Blueglass LA Session: Building Communities that People Love
Moderator: Brent Csutoras
Ben Huh, CEO, Cheezburger Network
JR Johnson, CEO and Founder, Lunch.com
First up is JR
According to Brent, JR started out with Virtual Tourist ( which sold to Expedia for gobs of money #WIN )
With Virtual Tourist, going back to 1999, there were communities out there, like Geocities. I spoke with venture capitalists. The response was "why would I want to read what somebody else writes – non journalists?" That was the mind-set back then. We've come a long way since then.
Through VT, we found out a lot about what gets people participating in community online.
Motivation Matters
The #1 is Recognition – leaving comments, ratings, badging, leader boards.
#2 is even more interesting – that's a humanitarian motivation. Someone wants to contribute because they're helping somebody else's life. Even if it's doing research looking information up and sharing it with others, paying it forward.
Something like Foursquare of Facebook that's more on the recognition side. You're putting information out there to help your friends but it's to be acknowledged and recognized.
Intangibles
It's important when you're building community to give people cues – like when you go to someone's house and all the shoes are lined up by the door – it's a cue to let people know to take your shoes off.
When you're building the site you can do a lot of that through the user experience. With VT we had over 3 million photos with no filtering on upload. Someone said – you must have a lot of porn. No – we had none because we set the tone of integrity and trust of quality from our users that it wasn't a problem. The intangibles were set that prevented that.
People are Messy
You want people to take ownership of the community but that means they control it – they can set the rules of how it gets used. As people come into the community they take ownership. With Lunch, we had somebody come in posting obscene material. We had this dilemma – we're trying to build community do we clip this guy, or rehabilitate him. We tried to rehabilitate him – get him to participate in a way we preferred. What motivated him actually turned out to be to interact with us – that was his reason for doing things – to get reaction from us.
With communities, we come into freedom of speech rights arguments. You're infringing my freedom of speech. No – this is our community, our site. We have to set and enforce the rules.
Remove the Roadblocks
When you start the site, you get from 1% to 20% of the people contributing content. 1 of the biggest roadblocks is getting the rest to contribute, not just consume. Talking with people helps find out what the reasons are people don't share. Some people want to keep anonymity. One way to help change that is Facebook Connect – we like to encourage accountability. This helps reduce the trolls, and makes the community more open and comfortable for others to contribute without worrying about trolls.
You Can't Force It
You need to be authentic with the community. We've seen a lot of communities online over the years – how many have been built by a big corporate brand? Not many because they have a hard time with authenticity.
Expedia had to buy Trip Advisor and Virtual Tourist because they couldn't build community on their own. Could Yahoo or Google have built Facebook? I don't think so – you can build something the big guys can't because we have the authenticity.
Brent – how do you recommend people deal with cutting users?
JR – it's a question of where you are in the community development and growth. If you let a heavy user in there early, and they're not using it the way you want, that encourages more of the same. If someone like that joins later on when it's a much better community, they probably wouldn't be accepted by the community and have less chance of getting big and causing major problems.
But with the guy we had early on, it caused 2 of our biggest 10 members to leave.
One way to address this – how we did it – reach out to some of the influencers.
I think it's important to be vague with your rules early on. As you learn what the community finds acceptable you can set more rules that fit the community.
We can haz cheezburger guy now? (yeah, I went there… ) Yes – Ben's up!
3 Short lessons from building the Cheezburger Network
At the end of the day what you have to do is find what makes your community work. Each community is different.
We have the most active channel on Youtube – the most successful comedy sites online. We've been profitable from the start.
#1 Start With Passion
Showing that love does come across the Internet. The Internet is a series of tubes that passes data, but it also allows you to pass passion. If it doesn't come across, that's what you call corporate.
Other communities came along that were sharing photos of cats. Some dude in Hawaii sent his girlfriend the I Can Has Cheezburger photo back in 1999. They made a blog about it -people started sending them photos of their cats with sayings on them – that's how that started. This blog became the number 1 blog on WordPress.com.
Eight months after they started the site, I bought the web site. I was the guy who had the job to take care of the community.
#2 Focus on really good Solutions – Focus on Simplicity
The LOL builder was built in a weekend. People have the ability to have text on 3 lines. Question came up – how do we handle text that's too long? The choices were:
- Auto-scale down the font size
- Wrap the text
- Warn the user
- Do nothing
We chose the last option.
The reason people like this tool – you can try over and over and over without restriction. People love to ADMIRE complexity. Nobody wants to OWN a space shuttle.
We REWARD simplicity.
Build them something simple so they can try over and over again. That builds habit. Habit builds community.
#3 Trust your Users but not Too Much
If you're here to make money, you need to balance your business needs with the community. Business needs trump community if you can't make money.
You can do everything to build that community, but if you lose money, nothing else matters in the end (because you can't maintain the community).
Today you have the ability to publish more content in a day than what the media could produce in a year.
If you can find a way to harness that content and filter it into specific communities, you can succeed.
We think of users as a monolithic thing "The Community". but that doesn't exist. You give them cues, guides that are explicit or implicit and they'll use the community that way.
Instead of focusing on the commenters who make up less than 3% of your community, like the trolls, you should be focusing on the people who don't comment. If you just keep focusing on the commenters, you can't grow your community as well as if you focus on the rest of your community.
Show the community that you're willing to invest in a system that's fair. You set an example – that lets the majority of the community know – this is someone I can trust.
Q&A
Q- Could you speak about setting the tone of the community – is it UI, style, tone?
Ben – We take a heavy hand on moderating comments. One Example – found one entry where a group of people took over the comments on one post that had nothing to do with the post.
JR 3 Things – the UI (if you have a black screen with sculls and crossbones, that sets a tone); Policing the contributions to ensure it's going in a direction you like; when they join give them some guidelines – be nice, be useful, be helpful..
Q- Do you allow people to delete their accounts?
Ben – we make it possible but it's deep down, or you can email us.
JR – Absolutely – if you want to delete it, it's gone.
Q- How do you deal with the 3 % who constantly want things, contact you?
Ben – You let them know you appreciate them, but that "we have to help the rest of the community". They're smart people. They get it.
Q (From Brent) – What do you do to attract people to your communities and how do you feel about mobile aspect of building?
JR – back in 99 there wasn't a lot out there it was easier to attract people to the travel community. What we're doing now is we're going after power users of other communities and that's been very effective. Once we have content in then its where SEO comes into play. Mobile isn't a priority for us now because we're still building content. It will be later especially in consumption.
Ben – we've done really poorly on that ourselves – the initial ramp is very slow – when you're seeding yourself at the beginning but social media has made it a democratic process if you generate content or aggregate content?
Chris – how do you approach Amazon users?
JR – Most of the amazon users have their email public. This is an artistic expression for them. They get spam – write about my stuff – write about my stuff… We let them know "we have a similar network". That lets them know there's another place they can reach people. The sites don't own the content submitted by users. They license it, but the user can take it and post it on other sites as well.
Q Can you explain more about how to get it started, to build community?
Ben – I'm surprised how many blogs have no feedback system other than comments. We have a rating system – that lets people give feedback. After the 1st 100 votes, nothing matters – you've reached statistical normalcy. So if you see 3000 votes, that's not important to us – it's that 1st 100 votes that determines if something is liked or not.
If you find a way to give the user what they want, they'll tell others. Spend 90% of that and you'll succeed. Spend 90% of your time doing tricks and contests, you won't.
Check out the SEO Tools guide at Search Engine Journal.
Blueglass LA Session: Building Communities that People Love
Weekly Search &Social News: 07/20/2010
Hello ladies and gentleman, geeks and phreaks alike, it's time for another edition of '7 Days of Search and Social' ? Lookin to beat the summer heat? The this massively cool round up of all the goodiness of the week that was should do ya' well. It was actually quite a busy one out there and I really did have to wrestle with what to keep and leave. We got into search nuetrality, Google grabbed meta-web and the gang gathered for another edition of SEO Dojo Radio… and soooooo much more. I hope this week's offering finds you well (except you buggars at Blue Glass, we're ever so jealous)
Enjoy!
And away….
Lead Story
Search just ain't nuetral
This week I wanted to touch on a bit of a controversy Google was having with the NYT again…lol… like that is some shocking news. Essentially they flew the concept out there that Google, being the behemoth it is, should somehow be regulated. Or if one goes by extension, search itself. That there should be some sort of neutrality to it.
For the record? They really do gotta stop feeding the columnists crack over there…. REALLY. Search algorithms are tweaked by the companies that own them to give the editorial slant that they believe is best for users. And this isn't just willy-nilly here. They have plenty of qualitative testing going on and are constantly looking to tweak them.
Details;
- Our op-ed: Regulating what is "best" in search?
- The New York Times Algorithm &Why It Needs Government Regulation
- Google's fight to keep search a secret
Some have even suggested that Google makes public the details of their algorithms… which to be to the delight of spammers as Marissa Mayer had mentioned during this little fiasco.
Yes, what Google decides to rank 1st or last can make the difference of success or failure to many an enterprise. Yes, they can be 'king makers' with their algos. But does that mean it should be open to public scrutiny? Should the government step in to put their own stamp of approval on it? I don't bloody think so my friends. It is a business and if they want to screw things up, let the market decide.
Search will NEVER be nuetral. The algorithms are created by humans who are themselves, by nature, biased in one way or the other. Even the humans working at news papers and in the Government. Ya know?
On with the show
Quick Nav Links – Talk of the Town – Geek Central – Social Search – Going Vertical – Videos – Tools – Patents - Talk of the Town
Facebook and SEO; should you care? - was a post on the Trail from everyone's favourite search gypsy (ok, I am the only one, but that's beside the point). I was curious is the recent hype about Facebook and SEO was just that, hype. Want to know what we found? Your gonna have to read it.
Creating a Custom Content Strategy: Content Audit and Analysis- was a grooovy little post over on SEP about one of my favourite topics; content programs/strategy. If you aren't already fluid in this area, I humbly suggest you get on it NOW.
Link Building With Widgets – Debra had a post that not only looks at a good link building/marketing tactic, but also the value of private boards/communities (something I am also a fan of…for obvious reasons)
The Challenges of Measuring SEO Success, Part 1 – Search Engine Watch put up an interesting post that looks at the troubling area of measurements and benchmarks.
Link Building: It's a Popularity Game- it's funny that we used to refer to it as 'link popularity' and that links aren't really as much a vote as they are a sign of good promotion and popularity. So I loved the title. Past that? It is a GREAT bit of link bait (graphic) from our pal Wiep Knol. Most deffo worth checking out!
Top SEOs Analyze Glorified Scraper Sites After May Day – another one I may not entirely agree with, but none-the-less there are some more data points for those still trying to get a handle on it all.
How to Know When Your Site Needs SEO Before Social Media - I am often asked about search and social as head-to-head competitors, which I think is silly. But sometimes, when the budget doesn't allow, one must choose one over the other. This article looks at just that… and does a good job of it too!
Google's Brand Debacle Backfires- well, I am pretty sure I don't even have to tell you who wrote this one do I? The title lone should give that away. While I may not see things the same way as he does, I am always entertained. A worthy addition!
Are We Over-Engineering the Link Graph? – friend of the Fire Horse and groovy search geekin' gal, Nichola Stott begin_of_the_skype_highlighting end_of_the_skype_highlighting, had another great post at her new hang-out, Search Engine Watch. She looks at some case studies to see just how important links are in this day and age. Want to know what she found? You'll just have to read it!
Google Caffeine vs. Google Mayday — SEM Synergy Extras- While I didn't fully agree with the analysis, it is always good to see some folks geeking out and trying make sense of the recent changes at Google. So a deffo 'B for effort' on this one. Besides, Vanessa rocks… hee hee.. (geek crush?)
Site Navigation &Information Architecture Fundamentals For SEOs – much like the content strategy mentioned off the top, another area I am bullish on is architectural aspects of SEO. It is massively important and something I will never cease to promote…. this SEL article is no different. A worthy read.
Google vs Bing (Part II) the link graph – Tony Verre dropped by the Trail with the second part in his series comparing the two engines still left standing. Some interesting stuff and he will be on SEO Dojo Radio this week to discuss his finding further. Great stuff fer sure. (you can get the entire series and data here)
The evolution of ranking signals; Google is getting past the link – was a post from yours truly over on the WordStream blog last week. I was making a case for where we may be headed in search. Please do drop by and leave yer own 2c on the matter.
SEO Dojo Radio #2 - in our newly started podcast we looked at FaceBook SEO, Google ME and some interesting developments in video SERPs. In the second half we were joined by ex-Yahoodler and public relations guru Nichola Stott. Have a listen and we hope you enjoy the show… it is a work in progress.
Quick Nav Links – Talk of the Town – Geek Central – Social Search – Going Vertical – Videos – Tools – Patents - Search Geek Central
Quick Nav Links – Talk of the Town – Geek Central – Social Search – Going Vertical – Videos – Tools – Patents -
Search Patents
Detecting Entities and New Words
System and method for modulating search relevancy using pointer activity monitoring
Microsoft
System for finding queries aiming at tail URLs
System and method for performing a search and a browse on a query
Yahoo Configuring a search engine results page with environment-specific information
/end SOSG session
Quick Nav Links – Talk of the Town – Geek Central – Social Search – Going Vertical – Videos – Tools – Patents - Check out the SEO Tools guide at Search Engine Journal.
Weekly Search &Social News: 07/20/2010
5 Useful Tools for Conducting International Keyword Research
Have you ever wondered how search engine results change from country to country? If your company is multinational, it is important for you to know how your site ranks for relevant keyword terms in different countries. If your company is seeking to expand into new geographic markets, international keyword research can provide invaluable insight into local country demand and trends.
The best way to conduct this research (or at least the most interesting) is to travel to your target country. But that's not always practicable. Fortunately, there are a number of resources available to give you access to the world of search from your own computer.
Here are five tools that provide highly useful information into what is happening around the world:
Google Adwords Keywords Tool
Using the advanced option of Google's Keyword Tool, you can select keywords by country and language. Enter an initial keyword, select a language and/or target countries, and Google will return a list of keyword ideas with the associated monthly volume for each.
For a second source of international keyword research, also consider using Trellian's Keyword Discovery tool which includes data from many European countries.
Google Insights for Search
Use Google Insights for Search to explore trends in keyword search demand over time. This is a great tool for identifying areas of growing demand for which new market opportunities may exist. There are options to search the hottest trends by country and industry. You can also start with one or more search terms and the tool will provide a list of the hottest related keywords in the country of choice.
Translation Software
If you don't speak foreign languages, and don't have the budget for translation services, you could start your research by translating your English language keywords using software such as Google Translator. After translating, use the keyword research tools to further expand your list and obtain search volumes.
But be warned. Google Translator is a very useful tool but is far from fool-proof. I wouldn't use it if I were aiming to impress a native speaker!
Proxy Server
Search engine results are often tailored to a user's location. Location is determined by IP address. To understand how results differ from country to country, you can use a proxy server to search using an international IP address. This can be very useful for competitive analysis. Try this site for a selection of international proxy servers: http://www.proxy4free.com.
Rank Checking Software
To understand how well your site is ranking in multiple countries, try using a rank checking software that has international capabilities. Rank Tracker by Link-Assistant.com provides ranking results for the 3 major search engines in practically every country you can think of. You can also use it to keep tabs on the rankings of your competitors.
Have fun researching the world of search. There are many untapped opportunities out there just waiting to be discovered.
Check out the SEO Tools guide at Search Engine Journal.
5 Useful Tools for Conducting International Keyword Research
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"Gizmos" - 4 new articles
- Nuevo LG Cookie para India, el modelo Zip
- Kit de inicio 3D de Samsung. Compra tus gafas interactivas
- El Motorola Charm confirma su retraso
- El portátil Acer Aspire 1551 llega a las tiendas
- More Recent Articles
- Search Gizmos
Nuevo LG Cookie para India, el modelo Zip
Sin llamar demasiado la atención, pero con unas características más que interesantes, se presenta un nuevo modelo de la gama LG Cookie. Se trata del LG Cookie Zip, comercializado de momento de manera exclusiva en la India.
Éste nuevo móvil, que ya está disponible al precio de alrededor 180 dólares norteamericanos (unos 140 euros), da un paso más allá en la gama Cookie.
Ofrece pantalla táctil de 3 pulgadas con resolución máxima de 240 x 400 píxeles, e incluye cámara de 2 megapíxeles capaz de grabar vídeos y realizar fotografías de buena calidad. Además, incorpora sintonizador de radio FM y conexión Bluetooth 2.1.
Su memoria interna es de sólo 72 MB, pero cuenta con slot para tarjetas microSD que nos permitirán aumentar la memoria hasta los 4GB. Por otro lado, dispone de conectividad CDMA EV-DO, software precargado para redes sociales (Facebook y Twitter entre otras), y una batería que garantiza 5 horas de uso.
En Gizmos: El LG Cookie Gig KM570 ya en Europa - LG anuncia el teléfono móvil Cookie Music KM570
Related posts:
- LG Cookie, el delicioso LG KP500
- LG presenta el Cookie Plus. Las redes sociales mandan
- LG anuncia el teléfono móvil Cookie Music KM570
- El Samsung Star Nano 3G camino de la India
- El LG Cookie Gig KM570 ya en Europa
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Kit de inicio 3D de Samsung. Compra tus gafas interactivas
Es muy probable que estés ya muy tentado de comprar un televisor en 3D si es que no lo has comprado ya después de la avalancha de películas que están llegando a los cines de todo el mundo.
Cuando te des cuenta que te faltan los accesorios principales será demasiado tarde así que Samsung ha decidido que todo el mundo esté preparado para el momento de sentarse en su sofá favorito y ver la película con un Kit 3D de introducción.
El conjunto incluye 2 pares de gafas 3D interactivas y la película Monsters vs. Aliens en edición Blu-ray 3D para que comiences a dar uso de inmediato a tu televisor y a tu kit de inicio.
El precio al que se están vendiendo este pack no es demasiado barato y aún así, desde Amazon anuncian que a los $295 por los que lo han puesto a la venta todavía se deberán sumar $55 cuando acabe esta oferta y se vendan al precio normal.
En Gizmos: LG presenta tres nuevos productos capaces de 3D - LG se introduce en el mercado de las televisiones 3D
Vía | Übergizmo
Related posts:
- Videocámara Samsung VP-HMX10A
- Samsung G800, móvil con zoom óptico
- Samsung SSD de 256 GB, ya en producción
- Samsung actualiza el Galaxy Spica a Android 2.1
- Micron C200, SSD de 256 GB a partir de marzo
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El Motorola Charm confirma su retraso
Prácticamente se confirma el rumor del que habíamos hablado días atrás: la salida del Motorola Charm en los Estados Unidos se retrasa hasta el 25 de agosto. Un documento interno de T-Mobile filtrado en la red así lo revela.
No obstante, se desconoce cuál ha sido la razón exacta por la cual el Motorola Charm ha retrasado su salida.
Los últimos rumores apuntan a que el retraso en la salida de éste smartphone se debe a problemas con su batería. De todas formas, parece que el Charm estará listo para triunfar, con todas las características de la tecnología Android, antes de terminar el mes de agosto.
Y saldrá en dos colores distintos, cabernet y bronce dorado. Ambos tendrán las mismas características y estarán dirigidos, en principio, a quienes busquen una solución alternativa Android de aspecto más económico en contraposición al Samsung Vibrant.
En Gizmos: El Motorola Charm se podría retrasar - Motorola anuncia oficialmente el smartphone Charm
Vía: Tmonews
Related posts:
- El Motorola Charm se podría retrasar
- Motorola anuncia oficialmente el smartphone Charm
- Motorola y la actualización del Cliq a Android 2.1
- Nuevo Motorola Z9
- Motorola Z6w
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El portátil Acer Aspire 1551 llega a las tiendas
Acer ha añadido un nuevo portátil a su línea de ordenadores Aspire, más específicamente el modelo Aspire 1551. Éste nuevo portátil ya está a la venta en Amazon con un precio que va desde los 470 a los 550 dólares norteamericanos dependiendo del modelo.
En total hay tres modelos de la gama Acer Aspire 1551 de los que os hablaremos a continuación.
El primero es el Aspire AS1551-4650 con procesador AMD Athlon II Neo Dual-Core K325 a una velocidad de 1.3GHz y una memoria RAM de 2GB. El segundo es el Aspire AS1551-4650, con el mismo procesador, pero con 3GB de memoria RAM. Y por último tenemos el Aspire AS1551-5448 con procesador AMD Athlon II Neo Dual-Core K625 a velocidad 1.3GHz y 4GB de memoria RAM.
Todos los modelos tienen una pantalla LED de 11.6 pulgadas con resolución de 1366 x 768 píxeles con tarjeta gráfica ATI Radeon HD4225. Además, incluyen batería de 6 células que ofrecen hasta 5 horas de uso, y salida HDMI.
En Gizmos: Acer presenta el portátil Aspire AS5741 - Portátiles económicos Acer Aspire
Related posts:
- Acer presenta el portátil Aspire AS5741
- Acer Aspire One A150, con batería de 6 celdas
- Acer rompe la barrera entre netbook y portátil con su nuevo Aspire One 751 de 11,6 pulgadas
- Acer Aspire 9920, 20 pulgadas y HD-DVD
- Acer Aspire easyStore Home Server
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