Barbara Dizon

Webinar Recap: Your Toughest SEO Questions Answered

April 20th, 2011 by Barbara Dizon

First off–thanks for all the great participation on today’s webinar! It was refreshing to be able to answer so many questions live and on the chat, so we’ve highlighted some key questions and answers for those who couldn’t attend.

Q: How many keywords should you generally target per page?
A: 3-5 variations and derivatives of the same term

Q: What is breadcrumb navigation?
A: Breadcrumb Navigation is a way for both users and search spiders to see how they reached the current page of the site they are on. Let’s use Nordstrom as an example: as you shop, you click links HOME>WOMEN>CLOTHING>SHOES>HEELS…this helps keywords on the page and helps the user revert if necessary. Let me know if this makes sense!
(Readers: does this make sense?)

Q: If people are searching for a really oddly phrased keyword that’s hard to directly incorporate into the content, does it really matter how the words are arranged? For instance, a keyword like “tennis shoe red nike”
A: Google picks up derivatives and variations so you shouldn’t worry too much. Make use of the metas, though.

Not really a question, but interesting topic we’re staying on top of:
Q: Google can read text from img, it is still experimental but they are already reading imgs in pdf files. Bruce Clay announced this at last pubcon.
A: Yes, still in beta. Once we find significant data in our research we will be sure to present it on a webinar!

Q: What is “anchor text”?
A: Anchor text is the term in which a hyperlink is embedded. It is the term that is on the page which is highlighted and click-able, and should take you to the respective page.

Q: If you are a local company, is it important to put geographical info (City, state, etc.), or do local and registering with Google local take care of this for you?
A: If your business is geo-specific, yes include those in your terms. Google local will show your business listing, but keep in mind this will NOT help your primary domain rank organically!

Let us know if you have any other questions and/or topics you’d like to discuss further and we’ll be sure to add to this post.

–Barbara | @barbaradizon

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Webinar Recap: JCPenney’s SEO No-Go–What Went Wrong and What You Need to Do

February 24th, 2011 by Cynthia Everson

In case you missed yesterday’s webinar about JCPenney partaking in blackhat SEO, or you’ve been hibernating for the past couple weeks, here is a recap of what happened to JCPenney’s SEO rankings and what exactly went wrong.

JCPenney recently received a penalty from Google for purchasing links on sites all around the web in order to boost their ranks on highly competitive keywords, including “dresses”, “area rugs” and “bedding”. The number of links being built increased drastically during the holiday season and eventually raised some red flags with Google. Matt Cutts’s Google Spam Team went in to investigate, saw blackhat SEO strategies in place, and penalized JCPenney’s rankings—dropping their keywords from the first page down to the sixth and seventh.

What Went Wrong? There were three main problems with JCPenney’s SEO strategy:

1.  Drastically increased rate of link-building during the holiday season. Building so many links at once is what signaled the red flags. Each site has its own natural rate of link-building (i.e. how many links are built to your site without you doing anything), and you don’t want to push too far beyond that. To be safe, we never recommend building more than 50 links a month. Even that is on the high-end if you are building legitimate links to your site.

2.  Built links on irrelevant sites. Tiny links for bridal sets and fashion jewelry tucked into the bottom right corner of a site about cars may not bother a user, but this is a big problem for Google. The irrelevance of the links is a blackhat red flag to Google. Links should only be placed on relevant sites where they make sense and have value to both the search engine as well as the user.

3.  The main website could not be optimized. Surprisingly, the actual URLs that were ranking were not from the main JCPenney website. They were actually from a proxy server. The original site could not be optimized (probably due to backend issues), so a mirror site with cleaner URLs and optimized meta descriptions and keywords was built. Using a proxy server in itself is not a problem. However, it definitely would have been better if the site they wanted to promote was something that could be optimized and rank well on its own.

What should they have done? More than anything, patience is key with SEO. The holiday season may have rushed everything, but in the end it wasn’t worth the SEO campaign backfiring. Real SEO should take months, if not years (depending on how competitive the keyword) to get you onto the first page. If appropriate measures are taken and you abide by Google’s Webmaster policies, you can still ensure great rankings and measurable results.

Cynthia | @cynniebug

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Search Marketing Strategies for 2011

January 7th, 2011 by Sarah Shakour

It’s a New Year and businesses are revamping their marketing efforts. In case you missed this week’s webinar on Search Marketing Strategies for 2011, here’s a recap to help your business reach your online marketing goals!

There were three Online Marketing Objectives discussed:

Goal 1: Increase Visibility on Search Engines

Goal 2: Build Traffic to Site

Goal 3: Maximize the Revenue Opportunity

Increase Visibility on Search Engines:

Studies show that 68% of search engine users only look at the first page of results. In addition, if you’re ranked number one on the first SERPs (Search Engine Results Page), you’re ten times more likely to get a click than someone who is ranked number ten (42 vs. 3% click through rate, respectively).

The first step to getting the most possible sales from SEO is optimizing for the right keywords. That means narrowing down a short list of ideal key phrases that your sales prospects and customers use to find your product.

•        Keyword Expansion Tools: Wordtracker, Wordze, Keywordiscovery, Google’s SK tool

•         Competitive Analysis : Scour competitors sites for missed keyword opportunities

•         Customer Terminology : Talk to your sales team. What terminology do customers actually use?

•         Analyze paid search data: Analytics data, internal site search, web logs

Which keywords bring the best (most qualified) visitors?

•         Stages of Sales Cycle: Evaluate keywords by stage of sales cycle

•         Keyword leverage analysis to determine which keywords are at a critical inflection point

in your rankings

The number of, and competitiveness of your keywords will then help you determine the optimal SEO strategy for your site.

Build Traffic to Site:

Once keywords are selected, they need to be targeted in the site content. Site content is very important because not only do search crawlers read it to index your site, but it is what customers see when they get to your site. For visitors, site content must be informative, engaging and compelling. For search engines, different aspects of site content must signal relevance.

You need to have keyword-rich content on each of your site’s pages, especially your homepage. Keep in mind; if you don’t write about it, you’re not going to rank for it–include essential keywords, keep your message simple and relevant. Most importantly, make sure it makes grammatical sense. Search engines can identify gratuitous keyword placement.

There is a simple way you can see what Google can read on your webpage. The easiest way is to go to the text only version of your cached page. This will bring up all the content that Google can read. You will notice that although your site may be visually appealing, Google can’t read pictures or fancy flash animations. That is why it is so important to have text, targeting your specific keywords in a fashion that makes sense.

Maximize the Revenue Opportunity:

If you have the bandwidth, then this is the ongoing analysis you need to do SEO correctly.

•        Benchmarking in Place

•        Track Spider Crawls

•        Move up in Ranks

•        You should see consistent upward movement on SERPS

•        Tweak the site

•        If you are not seeing that upward movement, then you need to adjust the key areas that we’ve discussed in the “5 pillars”

When measuring the impact of Search Marketing, look at:

•        Organic (Non-Paid) Traffic

Non-paid best represents SEO efforts as all visitors arrive at your site through organic search

•        Non-Branded Traffic
Brings you new customers who do not yet know about your company, but are looking for the products and services you offer

When measuring ROI of your Search Marketing efforts, first define what you consider a conversion. Is it filling out a form, downloading a whitepaper or completing a transaction on your shopping page? Analyze which keywords are leading to the most conversions–utilize those keywords and stop using the ones that are not driving qualified traffic. Also, determine where visitors abandon your site and improve the functionality of that area. By maintain, analyzing and reporting on your customers and qualified leads- you can make an immensely positive impact on your company’s bottom line.

-@SarahShakour

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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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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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Paid Search Campaigns – Search or Display Network?

November 23rd, 2010 by Ashley Oreta

Paid Search is one of the most effective forms of advertising. PPC (Pay Per Click–another way of describing Paid Search) advertisements place your product or service directly in front of the people who are already interested in it. The two places that you can advertise online through paid search are Search Networks and Display Networks.
The best way to find out which one (if not both) will work best for your paid search campaign is to test both options! What Search and Display Networks have in common is that they are both great ways to attract visitors to your website, increase conversions and help expand your business.
For those of you that aren’t already familiar with the difference between a Search Networks and Display Networks, here’s the rundown:

Search Network: When a user searches on Google (or any other search engine), relevant ads will be featured in the ‘Ads’ section on the search engine results page. This means that your ads are seen by highly targeted users looking for your product. Therefore you are likely to have a higher click through rate.

ashley-1

Display Network: Your ads will show up on relevant websites rather than search engine results pages. This means that users don’t even have to search for your product to see your ads. The important thing to realize about Display Network advertising is that your ads will be seen by potential customers that aren’t actively searching for your product. You will have a greater reach to prospective customers by running ads on Display Networks, increasing brand awareness.

ashley-2

Main takeaway: Both Search and Display Networks can be extremely effective and will allow you to catch potential customers at different stages of the sales cycle. The best way to find out which method is right for your business is to test, test, test!

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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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The Low-Down on Having On-Site vs. Off-Site Blogs

November 10th, 2010 by Ben Cheng

We frequently have clients ask us, “What’s better, having an on-site or off-site blog?” They want to know what each option means for their site. Here’s some of our insight—both the pros and cons of having an on-site vs. off-site blog, and how each affects your SEO and user traffic.

On-site Blog:

Having an on-site blog makes it easy to maintain a simple URL, such as: www.mysite.com/blog

Here are some pros to having an on-site blog:

  • Great for internal linking
  • Builds deep links = increased crawlability
  • Helps add content to the site—websites with strong, crawlable content receive more traffic
  • Helps build a greater theme to your site–search bots feed on this
  • Great content silos—they allow you to store rich written content as well as multimedia
  • Add pages to your site, creating stronger domain & authority
  • Allow URLs to be increasingly keyword-rich and statically generated by title
  • Beneficial for your website’s Google Universal Search results–blog search

Off-site Blog:

Having an off-site blog will require you to have a separate URL, for example: www.onsiteandoffsiteblogs.com—sometimes that’s not a bad thing, especially if it makes more sense to label your blog differently than your primary website. You can also use a sub-domain for your blog to maintain your site’s name–example: www.blog.mysite.com

Here are some pros to having an off-site blog:

  • Having a blog that is contained outside of your primary website is a great way to give your site some free inbound linkage!
  • If your site is built with a specific backend, your blog may not be compatible with that same server

On the flip-side, here are some of the cons to having an off-site blog:

The Rule of Diminishing Returns – Think about the links between your blog and your site like a basket of oranges on a hot summer day. You’re feeling parched so you take an orange—it tastes pretty good and is quite refreshing so you take another, and another, and another. Pretty soon you don’t want any more of those oranges. My point? You want inbound links coming from all over the place, not just from one direction–having an off-site blog that points to your site, or vice versa can result in this limiting effect.

If the purpose of your blog is to get people to visit your website, having a different domain makes it that much harder for people to find what you want them to find—having this external domain may ultimately deter users from finding your website.

In conclusion, an on-site blog is ideal for most sites unless there are specific restrictions or goals that are being targeted.

-Ben

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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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