Antonio Espinoza

SEO Wishlist for 2011

December 14th, 2010 by Antonio Espinoza

How many times have we seen Google’s SERP (Search Engine Results Page) change this year?  There’s been everything from a complete new layout, to Google not always displaying 10 organic search results on the first SERP, to ‘Google Instant’—which changes the SERP as you type in your search query.  If one of the primary goals of SEO is to understand Google’s Search Engine algorithms such that you can make your website more search engine friendly, how is one supposed to go about optimizing a website amidst all these changes?  Well, that is a question I’ll seek to answer in a future blog post, but for now, I’d like to list some things that I think could really help those of us engaged in SEO better optimize websites:

Google ‘Content Rank’ Checker – How Relevant is My Content?

With fresh unique content being such an important ranking factor, having a tool that gave us insight into how relevant content on a particular page is for a specific keyword would be helpful.  Similar to Google Page Rank which uses a scale of 1-10, we could have a Google ‘Content Rank’ which would help us understand just how relevant Google found a page for a particular keyword.

The Link Diversity Tool – From What Types of Sites Do I Need More Links?

How great would it be if there was a tool that helped clue us into what types of sites a specific page on our website needed more links from (e.g. Directories, Partnership Sites, Articles, Press Releases, Blogs, Forums)?! Building quality one-way inbound links is enough of a challenge, but trying to figure out the right mix of link sources adds a whole other level of complexity.  Inbound links (one-way links from external websites pointing to your website) have been known for some time to be a very large factor in ranking highly on the SERPs.  However, it’s not just the number of inbound links your site has, or even the pure strength of the individual links, but the diversity of those links sources that also matters.  A site that has great inbound links coming from not just one type of website (e.g. Blogs), but many types of websites (e.g. Blogs, Directories, Articles, Press Releases, Forums) will have much stronger Domain Authority.  So…could we see this development within Google Webmaster Tools :) ?

A Way To Measure Social Media Authority – How Do I Increase My Author Authority/Social Authority?

With recent confirmation that Twitter and Facebook links influence SEO on Google and Bing (http://bit.ly/f8oTbb), the world of SEO just got a whole lot more complex.  Google is now measuring what is calls ‘Author Authority’ (Bing calls it ‘Social Authority’) and including this as a new ranking factor.  While it may still be a while until Google and Bing divulge too much regarding just how these social media sources affect rankings, having a ‘Social Media Authority’ checker would be extremely insightful.  Ideally this tool would assign not only a scope of how much authority a web page has from social media sources, but also tell us what specific source this authority is coming from, and at what rate.

A Keyword Tool That Forecasts Search Volume – What Keywords Will Be Most Searched In the Coming Months?

Hopefully most of you reading this are familiar with Google’s Keyword Tool (http://bit.ly/9FqW8F) that shows the approximate number of internet searches conducted on a given keyword over the past month.  While that tool is useful for understanding recent search volume trends, what it doesn’t tell you is any predictions of what future search volume on keywords will be.  Right before the release of the iPhone 4, if you were to use Google’s current Keyword Tool to see the number of searches conducted on that keyword over the past month, you would find barely anyone searching on it.  Today, there are well over 2 million global monthly searches conducted on Google.com for the keyword ‘iPhone 4’ on exact match.  That means over 2 million people last month went onto Google.com and entered ‘iPhone 4’ as their search.  How powerful would it be if there was a tool that could predict future search trends for any given keyword – talk about being able to prepare in advance with SEO!

I’m hoping this isn’t all wishful thinking, but that will be determined once 2011 hits. Feel free to share your SEO wishes as well!

–Antonio

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Webmarketing123

Social Influence on SEO

December 10th, 2010 by Webmarketing123

Yesterday, Ben Cheng, our SEO specialist and Barbara Dizon, our Social Media expert, presented an analysis of the Google and Bing revelation that social media does influence search. The majority of the webinar was spent discussing the different ways social media affects your search rankings, and what Google and Bing take into account when incorporating social media posts into your website’s ranking. Below are some key take-aways you probably won’t find on the slides :) .

Barbara reminds us that:

  • Social media engages with a community, not a specific generation. The point of Twitter, for example, is to give relevant information that will be helpful for your followers.
  • To continue the topic of Twitter, it is generally used for specific information and/or as a news filter. When people realize that you are consistently sending them to pages and links that they consider relevant, they start to trust your company.
  • Social authority does depend on the quantity of fans and followers you have, but they MUST be relevant and active as well! In other words, having 100,000 followers where 50% of them are irrelevant spammers will do no better than having 1,000 followers that are completely relevant, and actually engage with your content (RT, @ reply, etc.).
  • Social Media for B2B is less about marketing and more about thought leadership. The best way to get people on your brand’s bandwagon is to have great content that will make the ride much more pleasant.

Ben reviews:

  • The links you share on your Twitter or Facebook have a direct impact on your rankings. Why? Because they can be shared and Re-Tweeted, which impacts the level of authority you have.
  • With enough social/author authority, your company will be indexed. Getting your website pages mentioned on Twitter, for example, is synonymous link building.
  • Another important component of authority is not just the amount of friends or followers but also how often they visit your site, or ping it!
  • Make social waves through Bing and Google’s discussion tab. This allows real time tweets to be in the feed if you are well-followed and connected.
  • A product page can be crawled by Google spiders up to three times quicker if it is tweeted (tested in-house at Webmarketing123).

The main point in integrating social and search now lies in your social authority. If you are a trusted authority with decent amount of fans/followers that all repurpose & engage with your relevant content, your rankings will benefit from social media. Repeat after me: trust, repurpose, engage, relevancy, rankings. Therefore, get social to get noticed!

If you would like a copy of the slides from this week’s webinar, e-mail Mark Powers at mark@webmarketing123.com. Ask him to hook it up with that good social/search knowledge—he should know what you’re talking about ;) .

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Webmarketing123

Social Media Wishlist for 2011

December 8th, 2010 by Webmarketing123

Social media is such an adaptive space, constantly changing in form and functionality—lately we’ve been thinking about a few capabilities that we would like to see included on our various social platforms in 2011:

Better Facebook Analytics. We’re sure Facebook is working hard to improve their insights, but considering how much Facebook Pages has grown in the past year for business use, you’d think they’d get a quicker move on this feature! ‘Impressions’ is a start…

Facebook Video Chat. Recently, Mashable ran an article about how they’ve spotted references to Skype popping up within the coding framework of Facebook. This is definitely one thing that we would like to see from Facebook in the near future—video chat! We’re surprised they haven’t rolled that out already…

Embedded video within Tweets. The same way that you are able to watch videos hosted by Youtube and other such websites, directly from Facebook’s newsfeed/profiles, we would like to see Twitter incorporate this functionality into the display of Tweets that contain video.

‘New ReTweet’ Accommodations. Some 3rd party Twitter applications (cloud and mobile) don’t display any RTs that use the new button, which might make you miss an opportunity to reach out. Other apps also only allow you to RT with the new button, leaving you no chance to add a comment on RTs *ahem Twitter for Blackberry*

Accurate Facebook Ads. More accurately targeted ads on Facebook’s display network. No, we’re not looking to “Meet Single Christian Girls in your (my) Area,” but thank you anyway.

iFrames—STAT! Not to discuss Facebook too much, but we’re interested to see how the new ‘iFrames’ (rolling out in January 2011) for business pages will compare to the old FBML structure—it’d be great if you didn’t need as much knowledge of web development to create a highly functional, and elegantly designed Facebook application. Anywho, we hope this really does roll out in January 2011.

Twitter Police. Can we find a way to put all the Twitter-using spam artists in check? We wish that people wouldn’t use Twitter to flood the world with, “get rich quick on the internet” schemes, and silly “get a million-billion followers in one month” advertisements—as marketers using social media, we would just like to say to all the spammers out there that what they’re doing isn’t effective, but good effort.

We think that’s it for now. Check back for more additions to our Social Media Wishlist!

–Social Media Team

@coachgoot | @barbaradizon

P.S. We’ve been good this year…

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Barbara Dizon

Creativity Killed the Cat — at Google, that is.

December 2nd, 2010 by Barbara Dizon

When the news leaked about “Googlers” getting a 10% raise (in cash) by the New Year, everyone saw it for what it really was: an act of desperation. Why? Well first off, a Googler ratted out its own employer—kind of a red flag. Secondly, nearly 1 in 5 Facebook employees listed on LinkedIn came from Google (thanks to Glenn Kelman’s research). Even though Google is ranked the 4th best company to work for in 2010, they’re obviously not doing something right—so what could it be?

This topic has been in discussion for the past month now, and after keeping up with countless articles, it all comes down to the creative mind. Yes, Google launched a few innovations that haven’t really taken off (e.g. Google Wave), but everything is a learning process. Creativity sparks innovation, but some of the top engineers that left Google for Facebook was due to a struggle with their creativity being hindered.

The most recent article I’ve read still provides insight on former Google employees feeling the liveliness of Facebook compared to Google in getting things done. Though all this talk doesn’t mean Google is going out of business any time soon, this rivalry is interesting to follow, and Facebook is definitely becoming more appealing to those with the most out-of-the-box ideas. As I was searching for a quote to relate, I came across this one, by Brian Graham: “Competition creates better products, alliances create better companies.” We’ve already seen this happen with Yahoo! and Bing, as well as Facebook and Bing, so I’m curious to see how these partnerships will flourish (or fail) in 2011.

Anywho, I’m anxious for what Facebook has in store for 2011, but I’m hoping whatever they release will spark even more innovation—from Google, Bing, whoever can keep with this rapidly moving snowball. Speaking of snowball, it’s that time of the season…hope everyone is enjoying the start of the Holidays!

-@barbaradizon

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Webmarketing123

The Top 5 SEO Mistakes in B2B Marketing

November 15th, 2010 by Webmarketing123

Many businesses believe that: Search Engine Optimization (SEO) is one of today’s most effective marketing tactics. If done correctly, businesses can increase their ranking on search engine result pages as well as experience a boost in traffic to their site—resulting in increased lead generation and conversions. If your business is implementing SEO but you are still not seeing your site on the first page of Google, Yahoo or Bing, your execution may be off. In our November 10th webinar, Mike Turner, Search Marketing Executive discussed the Top 5 SEO Mistakes in B2B Marketing. Here is a recap in case you missed it:

1) Keywords are the most important aspect of SEO and if they’re not researched properly, they can be one of your biggest problems.

A keyword is typed in by a potential client so be sure you’re using consumer vocabulary and not company jargon. Another point is that the best keywords to invest in are usually phrases, as illustrated by this graph:

B2B-longtail-seo

Shown above, the one-word phrases are likely to have high competition from other sites and a high search frequency. The more descriptive phrases that are upwards of five words long are going to have low competition and a lower search frequency.

At Webmarketing123, we have found that the Keywords with the best ROI will be three to four words in length. These more descriptive terms will have a higher conversion rate than the single keyword searches. People who search using three to four word key phrases will generally be further along in their sales process, more informed and therefore more likely to make a purchase.

2)      Missing Keywords in content and text links.

Once you have the correct keywords, you want to make sure that they’re visible to Google spiders. Including Keywords in more places than just the written content of your site will improve your raking for those keywords. Here are a few places to include your keywords:

  • Title tags
  • Headings
  • Paragraph titles
  • Keywords in body copy
  • Anchor text in links
  • Image alt text

Pages can have as little as one to two keywords but should not have more than seven to ten. Too many keywords on one page will overload the user. Pages should flow nicely and make sense. You need to decide what the preferred landing page for a given search term will be. These could be called the blueprints of your site.

3)      Using content that search engines can’t read.

This is a common mistake because Google bots cannot read certain content and thus cannot give your site credit. Flash and images are not variables that go into a search engine’s algorithm.

flash

4)      Not creating fresh content.

If Google bots don’t see any new content they’re not going to visit your site regularly. An easy way to avoid this, especially for B2B companies, is to have a blog and regularly post keyword-rich content with links back to the primary website.

…and make it easy for others to link towards your site by utilizing some of these tools:

  • RSS
  • Twitter
  • Facebook & LinkedIn status/groups
  • Networks & Media
  • Digg
  • Delicious
  • StumbleUpon
  • Flickr
  • YouTube

5)       Being Activity-focused, not outcome-focused.
Set goals for keywords with high conversions. Google analytics and Webtrends are just two of the programs that you can use to determine conversion rates on your different keywords.

Be outcome-focused, not activity-focused. Focus on what matters—outcome!

Finally, here is a graph to help you keep your site SEO Friendly.

order-of-operations

This Wednesday from 11:00 a.m. (Pacific) to 12:00 p.m. we’ll be hosting our next webinar, How to Succeed with SEO During the Holidays–click here to register!

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Webinar Recap: Dominate Google with Social Media Campaigns

November 8th, 2010 by Sarah Shakour

Last week, Barbara Dizon (@BarbaraDizon, Social Media Account Manager) and Travis Low (@TravisLowSEO, Director of Search) discussed the importance of Social Media to B2B marketing, in our webinar titled Dominate Google with Social Media Campaigns. So if you missed it, here’s a recap–and if you want to download the slides, FOLLOW this link!

Some Key Takeaways:

  • 70% of Social Media websites affect purchasing decision in the buying cycle.
  • 50% of social network users, factor information shared on their networks into their purchasing decision.
  • Social Media users are 3 times more likely to trust their peers’ opinions over advertisements.

The Importance of Social Media Today:

Social Media marketing is not about talking to different generations–it’s about creating a community based on common interest that thrives on user support.

Social Media for B2B Companies is about:

  • Building loyalty and trust for your brand.
  • Increasing community following and brand awareness as well as increasing traffic to your site.

Social Media is becoming increasingly integrated with customer service and influence on purchasing decisions. However, direct sales are difficult to track with Social Media. Social Media can offer direct sale opportunities, but without a defined metric for success, it will be difficult to determine its rate of return.

Integrating Blogs, Web Pages & Social Media for Optimal Search Results:

As with any form of communication, it’s important to have a plan for integrating your blogs and websites with your social media initiatives:

  • A little planning goes a long way when starting a Social Media campaign.
  • Map out what your marketing goals are – What does your company want to accomplish?
  • Identify and understand your audience – Who are they, what Social Media platforms do you they use?
  • Do not limit yourself to one Social Media platform. Determine which ones your target market use the most then establish your brand accordingly.
  • Utilize/optimize Social Media profiles fully to reach your marketing goals.

Here are the Top 3 Starting Points for Optimizing Social Media & Search–where your company should start and how:

Blogs – Generate fresh, unique Content
Inbound Links – Establish your site as an industry authority

Social Media – Build your brand image with Social Media:

  • Facebook Fan Pages
  • Google Buzz
  • Twitter
  • Yelp
  • LinkedIn
  • Website Resources & Content

How to Measure Your Overall SEO & Social Media Efforts:

When starting Social Media campaigns, there are many ways you can measure your overall success. Here are some tips:

Blogs  = Content:

  • Search engines love content–this is the single most important aspect of Social Media for SEO.
  • Write casually, as though you were speaking to someone.

Inbound Links:

  • Show that your site has good content and is the “real deal”.
  • Also shows that your content is relevant, which is key to being well-optimized for search.

Interconnectedness:

  • Social Media is about connecting and communicating.
  • Social Media will help your brand/company remain transparent—increasing its credibility.
  • Your website should be constantly updated, giving search engines new content to crawl. The more current search spiders determine your site to be, the higher they will rank it in search results.

Key Takeaways Continued:

1.      64% of marketers already integrate social media into their Search Engine Marketing plans today.

2.      Social Media and SEO go hand in hand.

3.      B2B is in fact equally, if not more active on Social Media sites than B2C.

4.      Social Media is more about increasing engagement and building relationships than broadcasting your message.

5.      The role of SEO for Social Media is to directly influence discovery of social communities and content through search, boosting sales and increasing conversions (conversations translate to Share of Voice).

6.      Content is king. Start with great content on your blog to increase inbound links.

-@SarahShakour

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Webinar Recap: How the Facebook-Bing Partnership Will Affect Your SEO

October 29th, 2010 by Cynthia Everson

On October 13th, Facebook and Bing held a joint press event to announce the start of their new relationship, working together to form what they are calling “instant personalization”. Twitter feeds and Youtube videos showing up on the Google SERP have become a standard sight, but now Bing has teamed up with Facebook to take the integration of social media into the search engines to another level: pulling data out of your personal account and putting it among all of the organic results.

Unfortunately, getting the actual results pulled from Facebook to show up on the Bing SERP is quite the challenge. The steps to syncing up the accounts are not obvious and have changed a couple of times since the press event.

Cynthia-FB-Bing-Post1

Currently, you have to go into Preferences to log in to Facebook, and until today I couldn’t find an option to sign in to Facebook without first logging into Windows Live first.
Also, there are only two types of information that Bing is pulling from Facebook:
1. People: Namely, your friends and your friend’s friends. Search their names, and get a lovely picture right at the top.

2. Things your friends “like”. Meaning, they click a button on Facebook that says they “like” something and become a “fan”. To be honest, I have yet to see this actually come up on the Bing SERP. Either it’s being rolled out reeeally slowly, or the algorithm needs some serious tweaking. I suspect results to come up more easily in the near future.

That’s me!?! Thanks, Bing!

That’s me!?! Thanks, Bing!

So what does this all mean?

At this point, I think it should be treated as more of a heads up that social media is on the rise. No, this won’t affect your organic rankings, but your organic results will be sharing the SERP more and more with social media results.

My SEO advice: Keep optimizing. And don’t neglect Bing just because Google is still taking the lead. Between this Facebook alliance and the Bing-Yahoo alliance several months back, it looks like Bing is taking some pretty smart steps to keep Google on their toes.

My social media advice: Get started on it now if you haven’t already. It’s still on its way up, so best to get on now.

My overall advice: Utilize both SEO and social media. The two go hand-in-hand (see last week’s Webinar with MarketingSherpa, The Real Truth About Social Media and SEO). Hey, get PPC going, too, and you could be dominating the SERP on three different platforms!

The main takeaway here: Nothing major has happened yet, but baby steps are being taken and new ways of doing search are being put out there. Get your Facebook account going and don’t forget about Bing!

-@cynniebug

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Here’s a Question: Does Anyone Use Facebook Questions??

September 10th, 2010 by Cynthia Everson

As you probably are well-aware by now, Facebook released Facebook Questions, a beta application, on its site at the end of July. The concept is similar to Yahoo! Answers, launched in July 2005, but the interface is, of course, very different.

I decided to go ahead and run a quick test. I asked the question everybody has been asking for the last 14-ish years:

“Is Tupac alive?”

Yahoo insisted that my question wasn’t long enough, however, and I had to edit it slightly. Let’s check out the different interfaces.

Untitled1

Thank you, Yahoo, for the spelling correction. I guess Yahoo isn’t big on proper nouns.

Untitled2

And here is Facebook, making me incredibly nervous about my ground-breaking decision to ask a question:

Untitled3

Note: They also had a few pictures of friends to the left in that gap, giving it a very Facebook-y social networking feel, but I whited them out for privacy purposes.

Both platforms asked me to categorize my questions to get the most qualified people to find my question.

Untitled4

Untitled5

Yahoo actually helps you out and makes some suggestions for you, while Facebook reserves its sweet simplicity.

The thing I found most striking about Facebook (possibly tied with its terrifying message about selling my soul to the world by posting my first-ever question) was how it tried to give the question-asking a more professional tone. As the question asker, my picture and job title were posted along with the question and I was automatically made a follower.

Untitled6

Could this professional edge be a throwback to LinkedIn’s questions platform? Hmm.

Now how about the quality of the answers?

Within five minutes, I had 11 answers on Yahoo, mostly saying the same thing, with the style ranging from angry-sounding “NO!” to poetry about him being “alive in every word spoken by a white rapper as he attempts to become famous [and] … in the crazy as [sic] ghetto hairdos that sisters wear.” I also got some nice details of his death and a couple of links back to Wikipedia. Thanks, everyone. Now I know.

Facebook, on the other hand, got me virtually zero answers. Technically, one. But from somebody I already know, which makes it hardly count if the point is that, as Facebook so loudly declared, it’s visible to “the world” to help me out in my quest for knowledge.

So what’s the conclusion? Well, first of all, I’ll admit, it’s not the most perfect test since the nature of the question is one that most people wouldn’t take seriously. But it was an interesting test run just to see which would rake in the most responses and to see if people are catching on to Facebook questions at all yet.

And of course, according to my 12 respondents, we can further conclude that Tupac lives on in our hearts, but not in body. Rest in peace, Tupac (June 16, 1971 – September 13, 1996).

- Cynthia

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Seth Gutierrez

Where’s Your Social Media Citizenship?

August 9th, 2010 by Seth Gutierrez

Here’s a really cool info-graphic that’s been floating around our office today. Recreated by Flowtown from an earlier XKCD design, this map is a great illustration of the world’s social media distribution, in a geographical layout. If the entire world was made up of social media countries and bodies of water, every nation would be represented here. From the various dating and erotic social media platforms, to the internet superpower that Facebook has become – everyone’s accounted for!

2010 Social Networking Map

Take a dip in the warm waters of the “OMG WTF TTYL Ocean,” or paddle around the “Lake of Myspace Bands,” just below the land of “Defunct Social Networks.” Hike across the “Media Mountain Ranges” in the growing “Empire of Google,” and stake your claim on the “Rising Island of Google Buzz!”

In terms of sheer numbers, the user demographic for all the major social networks are pretty accurately illustrated and from this depiction it’s clear that Facebook has sped off and distinguished itself from the rest of pack.

However, we do miss snorkeling in the “Noob Sea” (not pictured in this map), so be sure to check out the original design by XKCD’s Map of Online Communities.

Peruse the design, tell us what you think and where you take your social media break. Just don’t get caught by your co-workers cruising the “Adultfriendfinder” coastline!

- Seth

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Do Facebook Fans Provide ROI for Social Media? We’d Put Money on It!

June 17th, 2010 by mbaldwin

What is the empirical value of a Facebook fan? This month Syncapse in association with Hotspex put out a study digesting the ROI of a Facebook fan, and examined why fans are a good indicator of brand and product health. It’s a lengthy 18 pager, but if you’re into nerdy marketer stats like me, then you’ll love it!

The Study:

Syncapse looked at the top 20 consumer brands on Facebook and paneled over 4,000 Facebook users around the US. The subjects were questioned on their consumer behavioral patterns, their perceived feelings of others (friends, family, etc.) in relation to their consumer behavior, and whether they were a fan of each of the 20 brands. The variables used for understanding the value of a Facebook fan were product spending, loyalty, propensity to recommend, brand affinity, media value, and acquisition cost.

The Highlights:

There are key points of difference between Facebook users who are “fans” and are not “fans.” Fans voluntarily categorize themselves as brand advocates, and are extremely valuable for both campaign-based and long term business efforts.

Fans are your brands captive audience.

•They exhibit more affinity and loyalty to the brand than those who are non-fans.

• Fans are 28% more likely to continue using a brand than non-fan consumers.

• 81% of fans said they felt a connection/empathy with the brand, compared to 39% of non-fans.

Fans spend more.

• On average, fans spend an additional $71.84 on products for which they are fans compared to those who are not fans.

A Fan’s word of mouth -the best lead generator.

• Fans are 41% more likely than non-fans to recommend a “fanned” product to their friends.

•The act of “fanning” has incredible influence for converting non-fans to fans.

  • 38% of the subjects paneled said they would likely become a fan of a brand if they saw a friend or family member do so.
  • 34% reported they would likely become a fan of a brand if it was a person known though Facebook rather than a family member.  That’s only a 4% difference!

So what is the ROI magic number? Using the metrics of the 5 variables mentioned above, Syncapse calculated the average value of a fan as $136.38. But take note, the fiscal value of a fan has remarkable variance as some fans are extremely active and some are inactive.

As Facebook user base continues to grow, so will the need for a brand to understand, connect with, and influence the growing audience. Brands need to adapt from traditional marketing strategies and shift in the direction of social media platforms. Communication to your colleagues of the rationale for the shift is as essential as the shift itself. We’re all trying to understand the ROI on social networks.  And sure at times while reading I felt the “well duh” moment (ex. Fans feel more connection with a brand then non-fans), I also thought the report did a great job with validating why we should spend marketing dollars on Facebook.

It’s clear; there is empirical value in a Facebook fan.  I’m on board, are you?

-Mary “watching the World Cup in my cube” Baldwin

Social Media Account Manager

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