SEO is constantly changing and evolving, but the goal has stayed the same. Effective SEO must drive traffic to the site from search
Amanda G. Watlington, Ph.D.
It is always fun at the beginning of the New Year to pull out the crystal ball and make bold pronouncements about what the New Year
During the frenetic activity that precedes the holidays, I find myself looking at the flood of marketing materials that comes to both
Big data is the big business buzzword in recent years, and what firm has a bigger treasure trove of marketing data than Google?
In organic search marketing, even a small mistake can translate into substantial business losses. Have you considered what impact an
As the dog days of summer yield to the beginnings of fall, schools reopen and my mind turns to the classroom and thoughts on education
In a surprise move on Aug. 10, Google announced plans to create a new public holding company, Alphabet Inc. and a new operating
Amazon declared July 15, its 20th birthday, as Amazon Prime Day. … Other huge volume retailers such as Walmart, Best Buy and Target
Have you reviewed your site’s formula for creating your page titles and meta descriptions recently? If you have not, let me give you
Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious effect. On April 29, Google-watchers and site owners detected another "big" change creating huge drops in traffic for sites impacted. Because this change sneaked in without warning, it has been dubbed "Phantom 2." The change seems to attack the same problems addressed by Panda — the ever-pervasive and deadly — thin content. There is also speculation that another Penguin is hatching in Mountain View, readying an attack on over-optimization and other violations of Google's rules of the road.
At a baseball game the other day, I couldn't help but notice how many people in my seating area were busy looking at their phones, phablets or tablets. Baseball, with its languorous pace, provides spectators plenty of extra time to search online, check their email, send texts and engage with social media. It seems no one near me at the game was wasting a single moment of this valuable screen time. Savvy sports marketers already know this and regularly encourage social media use, providing hashtags and URLs almost everywhere.
Google seldom gives search engine marketers advance warning of algorithmic changes; however, in a rare move recently Google announced plans to penalize "doorway pages" through a ranking algorithmic adjustment. At the same time, Google clarified its quality guidelines on what constitutes a "doorway page." Designed to increase a site's search footprint for specific keywords, "doorway pages" are an old and discredited search marketing tactic. Google in its guidelines for Web development has routinely advised marketers to avoid using doorway page campaigns, because they yield a poor user experience. The question this recent move begs then is: Why is Google going after "doorway pages" now?
Google has your site on a budget. This is not just the budget that you set for your paid search ads, but this budget is one that Google controls for your organic search. Unless you are mindful of the ways that Google manages their resources and how this impacts your site, you may be squandering the organic search budget that Google allots your site. If you are dependent on search traffic from Google whether organic or paid, you need to consider how you might get more out of what is allotted to you. This may seem like a cynical view, but it is a reality.
Google has changed the requirements for its Trusted Stores program to make it easier for stores to join the program. What does this promise for the consumer, for merchants taking advantage of the offer, particularly those who went through the initial vetting process necessary to obtain the designation, as well as for Google? When Google first set up its Trusted Stores program, it provided a level of purchase protection for consumers and a conversion enhancement incentive for merchants displaying the Trusted Stores badge. The program badge provides consumers a level of confidence prior to purchase, and for consumers opting-in at time of purchase, a free purchase protection program; whereby, Google promises to intervene if there was an issue with the purchase. To display the Google Trusted Stores badge, the merchant had to submit feeds with shipping and cancellation information to prove that the merchant met specific levels of shipping and customer satisfaction performance set by Google.
As you turn the calendar to 2015, it is time once again to revisit the SEO successes or unmet challenges from the previous year and set priorities for what must get done during this year. Setting priorities for SEO is difficult. SEO is fast-moving, constantly changing and highly tactical marketing. There is always the temptation to chase the changes in search algorithms and ranking factors, for these changes require tactical solutions. It is easy to focus so intently on tactics to meet these immediate changes in the search that the overarching goals can get lost in the details, deep in the weeds. Good tactical execution done without real strategies and clearly set priorities is like driving fast with no directions or destination.