miercuri, 17 noiembrie 2010

SEOmoz Daily SEO Blog

SEOmoz Daily SEO Blog


Beyond Good and Evil in SEO

Posted: 17 Nov 2010 03:55 AM PST

Posted by DragonSearch

I recently heard a story about a local SEO shop whose customers, overnight, almost ALL lost ranking in Google. Apparently, the shop had been engaging in “black hat” techniques. I’m pretty sure the teller of the tale made a “tsk tsk” sound at the end to help emphasize this as another instance where people who do evil get their just desserts.

 

But I think there is a fundamental disjoint in even using the phrase “black hat” – as it does infer a big gap in morality. And ‘black hats’ aren’t going around stealing the life savings of pensioners, killing kittens, or committing other dastardly deeds. What they are doing is gaming the system.

 

In Italy, there is a word for when someone uses audacity to gain advantage: “Furbo”.  And it is, in a way, considered a virtue.  In many cultures, it isn’t a bad thing at all to be a “player”.  So how is it, in my own circle of SEO experts, black hat is spoken of with such disdain? Mind you, I’m not advocating black hat seo tactics – as I’ll explain in more detail in a bit. But by framing the black/white hat discussion in terms of morality, we might be distorting the real meaning behind the concepts.

 

What IS happening in Black Hat

 

What IS happening in black hat is the gaming, or the attempt at gaming the system.  And in this case, the system is usually Google.  Now, Google, we hope, wants to present the best search results to its users.  I’m not always sure about that, and not at all sure that the reality isn’t that Google wants to present the best results to its users that helps Google make the most money.  If we’re going to discuss ethics, there is a whole topic for discussion in that.

 

In a way, as a professional SEO, what we want to do is get Google to see our page as being more relevant to a topic than our competitor’s page.  And who is to say it isn’t?  Google, as we know, has an algorithm, albeit a SECRET algorithm – and we can all find countless examples of where Google does not provide the best results.  So, we’re asking, is Google a better arbiter of best results?

 

Let’s consider a black hat tactic I recently heard discussed at SMX East, the acquisition of an old well-indexed website, and then peppering it with back links to our web page.  Those link’s were NOT part of the original content of the site – and perhaps not even relevant to the content of that old well-indexed site – so in essence, the black hat is using Google’s system to sort of cheat a little.

 

By the way; there are some interesting studies (http://blog.ted.com/2009/03/13/dan_ariely_offe/ ) that show that MOST people WILL cheat in small incremental ways if they believe that can go undetected.  It’s just a little cheat.  In game theory, this is an aspect of the “Tragedy of the Commons” – people will take a little bit from the group if their actions benefit themselves a lot, but only hurt the group a little.  The problem is, of course, that all those little hurts to the group add up.

 

Now, isn’t it true that emphasizing a key phrase in meta tags, H1’s, links, etc, is ALSO gaming the system? Maybe it is gaming the system but in a lesser way than acquiring a mothballed site. But if we’re talking about ethics, can we really talk degrees of ethics, and where do we score the little measures?

 

Mrs. Google

 

Imagine a classroom where the teacher up front is Mrs. Google, and all of the students are us SEO’s.  Mrs. Google asks a question, “who is the most relevant student here to answer this question”?  And we all raise our hands – each one of us wants her to notice ME, we want to her to pick ME!  And sometimes, to get noticed, maybe we sort of bounce up and down in our seats, to help influence her choosing.  But should the student doing the most bouncing up and down in their seat be chosen?  Are they really the most relevant?  Now, maybe one student not only bobs up and down in his seat, but emits a small chirping sound! Is the chirper a black hat?  Isn’t he using a method of getting called-on that has nothing to do with the fairness of his being chosen?

 

So; what I’m suggesting is that black hats are simply taking their methods of being noticed FURTHER than white hats – and in comparison to most SEO professionals, is only doing what is done by everyone, just in greater degrees.

 

Beyond Good and Evil

 

As an SEO, I discourage the use of so-called black hat techniques.  Simply put, they can result in a web site’s being perceived as deserving a Google purgatory.  It would be irresponsible to put a website at risk in that way.  It’s a risk management issue, not a moral issue.

 

The SERP has been dying a long and painful death. Every so often, a new Google enhancement causes SERP to be less relevant – instant search, local results, etc.  In other words, DYNAMIC results based on the searcher’s demographics or behavior.  Cool.  And by focusing more on creating content that is rich in relevant clouds of words and phrases, we’re not simply trying to be perceived as being more relevant, we’re focusing on BEING more relevant.  It takes the entire discussion outside of the black hat/white hat.

 

About Ric Dragon


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Getting Your Company Onboard with LPO

Posted: 16 Nov 2010 01:11 PM PST

Posted by JoannaLord

I don't like the word "optimization." It has surpassed the level of buzz word and has officially been overused in every which way. While the word itself annoys me, the process of improving what you have to get more from it still rings true. I think we can all get onboard with the concept, but what about the process behind it? I am constantly surprised by the number of people that tell me their boss or client simply doesn't want to spend time on landing page optimization.

I've put together a little something I think explains the norm pretty well:
 

LPO conversation
                                                  (Origional photos courtesy of Shutterstock).
 

Instead they would rather work on increasing traffic to ugly unoptimized pages. While you would think selling LPO in-house would be an easy task, you would be surprised. Often I hear objections centered around lack of resources, inability to project return, and my personal favorite--"We simple don't have time to revisit pages that are already built."

Uhmmmm. Okayyyy.

So you, myself, and the rest of the cool kids know that optimizing your landing pages can be a huge win for your company, but how do you make the case for it in-house? It just so happens I have a few ideas for you on this. Below you'll find seven ways I've been able to convince clients and bosses to take a break from building up, and rework the foundation. Hopefully, you can use some of these the next time you are faced with what I call, "The Anti-Optimizers."

1. Evangelize the cause prior to starting.
You know that old saying, "make the case before you need the win?" Yeah me neither, I just made it up, but it stands true in this case. For most things you want to push through in-house, you will see less resistance if you start talking it up prior to the pitch. For LPO in particular, I suggest sending out emails with links to good case studies that show the value of LPO, or possibly dropping stats in meetings about how simple tweaks can result in "X." Doing all of this before asking them to allocate resources can set a great base for future conversations.

2. Pull the numbers to make a case in-house.
Call me a pessimist at heart but I love looking up crappy data. Yup it's true. The good news is we all have some of it to find. Your client, your company, whoever you are hoping to convince has data sitting in their analytics to help make the case for LPO efforts. The hard part is not necessarily finding the data, but relaying it in a positive light. You need to show all of the low hanging fruit around you.

Examples include things like showing industry standards for metrics like bounce rates or time on site, and then highlighting your own and the..uhmmm...discrepancies. Another idea is pulling your best converting pages, and showing what % of your site fails to perform at that standard or anywhere near it really. Those simple data pulls can go a long way.

3. Show potential successes.
Okay for you optimistic, rainbow-loving, happy data people...this one is for you. Do the number crunching. Take the time to show what an increase in performance could mean to your bottom-line. The best way to do this is to show ranges. Show them what a 10% increase in X would mean, a 5% increase in X would mean, and what something as small as a 2% increase in X would mean (don't forget to stress "something as small" and pause for dramatic affect...it works). By highlighting the potential successes, you turn that negative conversation into an opportunity for growth.

4. Know the costs & resources involved.
This is all about doing your homework. Just like any other time you try to convince someone to spend time or money on something, you should be prepared to give estimations. Whether you use a free tool like GWO, or another option that costs a monthly price, have those numbers on hand.

Also know how much design and dev time you will require for these changes and tests to get up on your site. You will be prepared for the questions, and hopefully put to rest any concerns about LPO wasting your company's money and resources.

5. Show competitors and their efforts.
This one is another favorite of mine. Nothing lights a fire like showing people where they are losing ground. If you want to make a case for your company doing LPO, what better way than to show your competitor testing out homepages, landing pages, different buttons, colors, etc. It may take a while to snag the screenshots, but it is sooo worth it. Trust me.

6. Run a small test behind closed doors & preach results.
This one is a bit of a gamble, mainly because it could totally backfire...but hey who doesn't love a little risk? Exactly. So get testing. Take one of your medium trafficked pages, and set up a quick A/B test. Change something drastic though--like the intention of the call to action, page layout and nav, or possibly the entire color scheme.

You may be thinking wouldn't this be more like a multivariate test, doesn't this get complicated? Well yeah, but you aren't really testing in hopes of finding out something revolutionary. Hear me out. This is what we call --down and dirty testing. Show two vary drastic alternatives for one page. Show Page A to 50% and Page B to 50% of your traffic , your results may not be the key to your company's success, but it will prove that different landing page experiences evoke very different actions by users. It's intuitive to us marketers, but sometimes people truly believe all pages are equal. Scary, I know.

7. Take ownership, start the ball rolling.
This is my last and final idea for you...it's sort of like a virtual high five. When it comes to making the case for anything in-house, I find the most effective way to convince people something is worth doing...is by doing it. So go get started, get the specs written, or the test versions mocked up. Then pitch the four to six steps left, explain how the hard work is done, and it's time to push it live. Your drive for the project will be appreciated, and hopefully the ambition will be contagious.

Well there you go. Hopefully you can use some of this the next time you run into a wall. LPO is no longer a side project we run when we "think something is wrong," it should be an ongoing process at every company. If you spend time driving traffic to your pages, you should spend time improving those pages.

Do you have a favorite tool or tactic for awesome LPO? I'd love if you left them in the comments below! We can all start sharing the LPO love together, group hug anyone?

 


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New AdSense interface enabled for your account

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Hello,

Last week we began rolling out the new AdSense interface in beta to all of our publishers, and wanted to let you know that it has been enabled for your account. Inspired by direct feedback from you, our publishers, the new interface includes features designed to help you make more money with AdSense by giving you more actionable performance data, offering you more control over the ads that appear on your sites, and helping you manage your account more efficiently. The new interface makes it easy to quickly see your earnings and payment information, find relevant features, and make changes to your account.

In addition to a visual redesign of your AdSense account, some of the new features include:

  • More data: You can now run detailed performance reports by ad type, ad size, ad unit, targeting type, and bid type for total earnings and other metrics by day, week, or month in addition to over a custom date range. 
  • Graphical performance reports: Quickly view earnings and other reporting metrics in a graphical format.  You can easily compare performance over time and view metrics like impressions, clicks and earnings all in one graph.
  • Easier-to-use controls: You can find all of the ad controls, including our revamped ad review center, in one place - under the "Allow & block ads" tab. Additionally, you can now search for ads in the ad review center by ad type, keyword, URL, or ad network, and choose to allow or block them.
  • Integrated help and online resources: Easily find answers to your questions when you need them, with a help box now appearing on every page. You can also easily find updates and optimization tips on the newly redesigned Resources page, which now includes feeds from the Inside AdSense blog, videos from the YouTube channel, and tweets from AdSense.

When you sign in to your AdSense account at http://www.google.com/adsense, you'll see the current interface you're familiar with and a "Try the new AdSense interface beta" link in the upper right-hand corner of your screen. Clicking this link will bring you to the new interface.

Visit http://www.google.com/ads/newadsense to check out our Getting Started guide, view our video series and learn more about some of the features in the new interface.

Please keep in mind that certain features in the current AdSense interface may not be available yet in the new version, and you can switch between the two versions at any time.  More information is available at https://www.google.com/adsense/support/as/bin/answer.py?answer=164489, and we'll be sure to announce any updates on this page.

If you need help with the new interface at any time, please visit https://www.google.com/adsense/support/as/bin/topic.py?hl=en&topic=25399.

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Michael Gray - Graywolf's SEO Blog

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Merrick Lozano of PRLeap Gives Tips About Press Releases

Posted: 16 Nov 2010 08:30 AM PST

Post image for Merrick Lozano of PRLeap Gives Tips About Press Releases

This is the third time we're speaking with Merrick Lozano of PRLeap, so let's dive right in. The last time we talked here was 2007 when we spoke about local search. What's new in the area of press releases that people should know about?

Thank you for having me back Michael.

When we last spoke in 2007 the press release had just celebrated its 100th birthday. It had evolved into an effective tool for increasing a brand's search visibility. You can use an online press release to reach customers and writers who are searching for the type of information you are writing about.

With the emergence of social networks, the press release has continued to evolve – showing its flexibility – as it becomes a tool for sparking conversations and engaging customers and influencers. The social media press release, also known as the social media release (SMR), bundles together videos, pictures, links, and other social objects into a story ready to be distributed via online press release services like PR Leap.

This summer we upgraded our social media release template with the Facebook Like button and the Tweet button from Twitter – to make it easy to spark a conversation in those respective communities. The impact was immediate: with only a few Likes and Tweets, a news release not only gets an increase in visitors from Facebook and Twitter, but it also gets a spike in search traffic.

… socializing a press release into a social media release makes it easier to spark conversations on communities where your audience is participating. You'll get much better results if you help get the conversation started by liking, tweeting and submitting the social media release to target niche sites…
 The benefits of socializing a press release are clear, but not all social media releases are equal. Traditionally, a press release was written for the press. This meant writing a news story in the third person. Giving the social media release the flexibility to be written in conversational tone for most audiences makes it more engaging. But most press release services and newswires will not distribute or publish a release unless it's free of direct address.

This is why at PR Leap we no longer require that press releases be written in third person. We believe you know your customers best. You decide if conversational tone is right for you.

I must admit we didn't fully embrace the social media release when it was first introduced in 2006. Instead, we immediately adopted what made sense and decided against making any hasty changes until we had a better understanding of the role social networks would play in online PR.

Probably the first important step in a successful press release is getting picked up and included in Google News. What are some tips you have for people to increase the likelihood of that happening?

If you want your press release to get picked up by Google News, then it has to be in acceptable format. There are 16 specific crawl errors the Google Newsbot can trip on.

Here are 5 tips if you want your press release to get picked up by Google News:

  • The press release should be more than 80 words
  • The headline should be between 2 and 22 words (Ideally 7 words)
  • The body should have paragraphs of a few sentences each
  • Bullet points and lists tend to cause a problem when they are preceded by 1-2 sentence paragraphs
  • If  you need to reference an old date in the body of the press release, make sure the publish date of the press release is at the top

Once you're in Google news, the next big thing most people want to happen is for blogs, magazines, newspapers, or any other media to notice and cover the story. What are some tips you might have that can help people reach that goal?

…Including videos and pictures in your press release is definitely worth the effort. After optimizing your press release, images by far are the easiest way to increase the reach of your press release…
It's important to establish relationships with people before you actually need something from them. If you have already made the time to establish relationships in advance with Bloggers and reporters, then you should definitely share your announcement with them. Don't send them your press release; instead, contact them privately with a short preview of what you're going to announce. Most blogs have a contact section that outlines their rules of engagement and reporters typically have a link to their profile where they list how to contact them.

I don't recommend buying email lists and blasting them with your press release or else you might end up on blacklists like this one created a couple of years ago by Gina Trapani from Life Hacker.

Here are links to articles from bloggers and journalists about how to pitch them with your story.

You obviously would prefer that everyone use your service to distribute their press releases, but are there any circumstances in which it makes sense to use more than one service? Maybe to put out two press releases with a different editorial slant, or on different dates? Are there any tips you can give about how to track the effectiveness of one over the other?

If you are a big company with a big budget and you want to put your news release in front of the largest audience possible, you can certainly pay for that. Business Wire or PR Newswire would love to take your money and send out your release to their list of newspapers, magazines, radio, and television outlets. There is no guarantee that you will get any coverage from it but, if you have the extra money, it's an option.

Some of our clients send out their press release through multiple services, including PR Leap, on the same day. Here's are a few ways to track results for such comparisons.

Track Traffic

Most press release services track how many page views your press release has to date. If you have something like Google Analytics installed you can also see how many visitors are being referred by from your press release on each site you sent it out through.

Track Contacts

You can track customer inquiries via email by customizing the email address on each release, like prleap@yourdomain.com or bizwire@yourdomain.com. An easier way to do this, if it works, is to add a + sign and any text you like after the + sign. Doing so will allow you to customize your email but still receive the emails in your inbox. For example:

contact+prleap@gmail.com (emails received at contact@gmail.com)
contact+bizwire@gmail.com (emails received at contact@gmail.com)

Track Rankings

You can track rankings, which should correlate with future traffic, by searching for your press release. Here are a few searches to track your press releases for:

1. headline
2. keyword
3. brand name

Keep track of which press release ranks above the rest on Google Search on day 1, day 7, day 30, day 180, day 365. During the first few days you may see your press release on page 1 inside a News, Images, or Video One Box within the search results.

A more automated way of tracking rankings across search engines would be to use RavenTools.com SERP Tracker or the SEOBook.com Rank Checker to track the keyword phrases/headlines from your press releases.

Social media experts often tell clients that press releases don't help social bookmarking efforts on sites like Digg, Reddit, and Stumbleupon. I don't know that I agree with that advice. For example, recently OK Cupid released a study talking about pictures, and one of the conclusions they reached was "iPhone users have more sex". I think this would have been something worthy of a press release. Have you seen any other examples where press releases work with social media or social bookmarking campaigns?

If you think about it, news is inherently social – we talk about it, link to it, bookmark it, tag it, and more.

Digg, Reddit, Stumbleupon are definitely a more challenging environment for press releases to thrive in, but it's possible to find an audience in those communities. Here are some examples of press releases on PRLeap.com that did well on social bookmarking and social media sites.

New Rogue ADHD Memoir By Gifted Writer Digs Fiercely Into Adderall Addiction and Psychiatry
Received 2,800+ page views originating from StumbleUpon with only 29 thumbs up.

New ModuLock system provides HT20/22 Replacement
Received 3000+ page views originating from Hacker News with only 49 up votes.

Those are two communities where experts will have you believe press releases are ignored.

Dhani Jones launches new U of M bow tie to support C.S. Mott Childrens Hospital
Facebook sent hundreds of visitors to the social media release within a couple of hours of the press release being shared on Facebook. To date the press release has 98 Likes on Facebook.

As I mentioned earlier, socializing a press release into a social media release makes it easier to spark conversations on communities where your audience is participating. You'll get much better results if you help get the conversation started by liking, tweeting, and submitting the social media release to target niche sites.

I noticed you have the ability to include pictures and videos with press releases that are distributed through your service. Is this worth the effort, is one more effective than the other, and how can I best use this my advantage?

Including videos and pictures in your press release is definitely worth the effort. After optimizing your press release, images by far are the easiest way to increase the reach of your press release, while video keeps visitors engaged with your news longer. If you have the media, including both pictures and video is a winning strategy.

Here is how to increase the reach of your press release on Google Search, Google News, and Google Images with just an image.

Upload a large image to be embedded in your press release. Make sure to optimize the filename to include the brand name and keyword you are targeting for the particular release. We've optimized our social media release template at PR Leap for Google News image inclusion such that your image maybe included next to your news article and also next to other news articles for your target keyword.

All right. Since you were nice enough to answer these questions, I'll let you wrap up by telling everyone about some of the benefits of using your press release service.

Thank you Michael. PR Leap helps businesses:

  1. Increase their online visibility
  2. Make their brand findable on Google, Bing, and Yahoo
  3. Spark conversations about them on Twitter and Facebook
  4. Drive more traffic to their website
  5. Manage their online reputation
  6. Save money when compared to the cost of advertising
  7. Track their results, which are long-lasting
  8. Get started with helpful articles, an easy-to-use platform, and friendly email support

You can visit PRleap to learn more about their service, pricing, and create a free account.

Thanks for taking the time to talk us today.

As always it's a pleasure, and I appreciate the opportunity.

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Merrick Lozano of PRLeap Gives Tips About Press Releases

Honoring America's Top Scientists, Engineers and Inventors

The White House Your Daily Snapshot for
Wednesday Nov. 17,  2010
 

Photo of the Day

President Barack Obama and First Lady Michelle Obama greet Staff Sergeant Salvatore Giunta and his wife Jennifer Mueller in the Oval Office, Nov. 16, 2010. Later, the President presented the Medal of Honor to Staff Sergeant Giunta for his courageous actions during combat operations against an armed enemy in the Korengal Valley, Afghanistan, in October 2007. (Official White House Photo by Pete Souza)

Today's Schedule

Today, the President will award the National Medal of Science and the National Medal of Technology and Innovation, the highest honors bestowed by the United States government on scientists, engineers, and inventors.

All times are Eastern Standard Time.

9:30 AM: The President receives the Presidential Daily Briefing

10:10 AM: The President meets with senior advisors

10:45 AM: Press Secretary Gibbs will convene an off-camera gaggle in the Brady Press Briefing Room

11:15 AM: The President meets with his national security team for his monthly meeting on Afghanistan and Pakistan

12:45 PM: The President and the Vice President meet for lunch

3:45 PM: The President and the Vice President meet with Secretary of State Clinton

5:25 PM: The President awards the National Medal of Science and National Medal of Technology and Innovation WhiteHouse.gov/live

WhiteHouse.gov/live  Indicates Events that will be livestreamed on WhiteHouse.gov/live.

In Case You Missed It

Here are some of the top stories from the White House blog.

President Obama Presents the Medal of Honor to Staff Sergeant Salvatore Giunta: "We’re all in Your Debt"
The President presents the Medal of Honor for conspicuous gallantry to Staff Sergeant Salvatore Giunta, U.S. Army -- the first living servicemember from the Iraq or Afghanistan wars to receive it.

Moving Ideas from the Lab to the Marketplace
Secretary of Commerce Gary Locke outlines ways the Commerce Department and the Obama Administration are helping entrepreneurs turn ideas and inventions into new products and businesses.

Open for Questions: Entrepreneurship and Innovation with Commerce Secretary Gary Locke
November 19th at 1:00 p.m. EST, the White House is hosting a special live chat with Commerce Secretary Gary Locke.

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Seth's Blog : The Sally Fields problem

[You're getting this note because you subscribed to Seth Godin's blog.]

The Sally Fields problem

It doesn't really matter if we like you.

It matters if we like your work.

[Surprisingly, the converse of this rule also works].

Sometimes it seems as though people who are really concerned about one would be better off focusing on the other.

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