miercuri, 19 septembrie 2012

Google FINALLY Admits That GWO Could F*** Up Your Rankings Graywolf's SEO Blog

Google FINALLY Admits That GWO Could F*** Up Your Rankings Graywolf's SEO Blog


Google FINALLY Admits That GWO Could F*** Up Your Rankings

Posted: 19 Sep 2012 10:08 AM PDT

Google’s official line on their Google Website Optimizer (GWO) A/B testing tool was that using it would not make your site trip a cloaking filter (since essentially A/B or MVT testing shows different versions of the same page to different people). They claimed it was SEO-safe in other words. BULL****. At Pubcon Las Vegas in [...]

This post originally came from Google FINALLY Admits That GWO Could F*** Up Your Rankings

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  • Rock Your SEO with Structured Social Sharing - #MozCon Presentation

    Rock Your SEO with Structured Social Sharing - #MozCon Presentation


    Rock Your SEO with Structured Social Sharing - #MozCon Presentation

    Posted: 18 Sep 2012 07:59 PM PDT

    Posted by Dana Lookadoo

    During my MozCon 2012 talk, attendees learned about the Structured Social Sharing Formula (SSSF) - 10 steps to optimize and track social share snippets on Facebook, Google Plus, and Twitter. The formula includes use of microdata and best practices for controlling the snippet that displays on Facebook and Google+ as well as how to automatically tag URLs with campaign variables for analytics.

    PRO TIP: This structured markup makes a difference for SEO! 

    I'm sharing the process, my MozCon presentation, and a free worksheet with you below. Oh! La! La!

    You can also view my Whiteboard Friday on SSSF where I give a bird's-eye view of through the process.

    Why are social snippets important?

    You put your heart and soul into creating a piece of great content or a killer blog post. It looks good, reads well, is attractive, and maybe even authoritative. You're hoping for links and social engagement. Then you share it online... OUCH! The wrong image displays, or worse, maybe no image displays. Your share doesn't look as good as you hoped and fizzles.

    If you don't optimize your page with the right code, your dreams of going viral may flop. That killer content most likely won't get as many reshares, likes, or retweets as you thought it would.

    Example: Great content without structured markup

    Rand Fishkin put together an absolutely stellar Whiteboard Friday: 8 Rules for Exceptional Slide Presentations

    The video rocked! He included a SlideShare presentation along with transcripts. There were some fantastic images in the presntation and nice visuals in Rand's video.

    However, when shared on Facebook and Google+, the share snippet image didn't work in both cases:

    Social Share Snippet - Directives

    Facebook grabbed Rand's avatar for the post image correctly, but Google+ found no image on the page large enough to pull.

    Publishers beware: Most CMS are not set up to allow an editor to control the <head> where the structured markup to control a share snippet needs to be placed. (There are a couple references below for WordPress users.) Amazingly, major news publishers such as the Reuters and the LA Times don't even have it right. Often, a sponsor's ad on the page is the default image that displays. OOPS!

    Anatomy of a Share Snippet

    Let's review the elements of a share snippet before we get to the SSSF and steps. Every share snippet contains, at least, the following elements:

    Anatomy of a Social Share Snippet

    The code on your page controls how the share snippet displays:

    1. Share Blurb - your explanation about the content.
    2. Title - page Title
    3. Description - brief description of the page
    4. Image -  a thumbnail image
    5. URL - links the Title to the page

    When you don't use microdata to specify what to display for these elements, Facebook and Google+ determine it for you. You can make your social snippets look good and know if your social media engagement is working for you by implementing the steps below! 

    Formula for Optimized Social Engagement

    Here's the all-in-one Structured Social Sharing Formula to optimize your social engagement:

    Structured Social Sharing Formula - 10 Steps

    Five of the 10 steps include placing additional <meta> in the <head> of each Web page using Open Graph Protocol (OG).

    PRO TIP:
    You don’t have to create two sets of tags - Open Graph and Schema.org. OG works for both Google and Facebook for social sharing! (Save Schema for other microdata markup.)

    10 Steps With Microdata & Analytics

    Four of the five Open Graph tags are required, marked with an asterisk (*) below. Let's break each step down:

    1. OG: Title*
      <meta property="og:title" content="
      Share Snippet Title Goes Here" />
      The title becomes anchor text to the page. Follow best practices for writing OG titles the same way you would write captivating and explanatory text for your meta title tag. (OG title overrides meta title tag.)

      Size? You're not limited by 60 or 70 characters as with the meta title tag. I've seen up to 134 characters in a Google+ snippet title, but that's just too long. (Personally, long titles are not preferred, and they are not quickly readable.)
       
    2. OG: Description
      <meta property="og:description" content="Your descriptive content goes here, probably similar to your meta description." />
      This markup acts like a meta description, but you are not so limited by the number of characters as with the equivalent meta. I recommend up to 188 characters for your text to display without the ellipsis. (OG description overrides meta description tag.)

      Best practice is to write it like an ad, summarizing the first paragraph of the page copy and/or include benefit statements. 

      Caveat: I’m still testing character length. I saw 453 characters in a Google+ description. It was pulled from a page without markup, and that page had short one-sentence paragraphs. Google may have been testing how much they display for the description.
       
    3. OG: Image*
      <meta property="og:image" content="http://www.domain.com/images/image-file-name.png" />
      Enter the URL of the thumbnail image. If you don't have an image, Facebook and Google+ will look for another image on your page, e.g. avatars, images for related posts, and worst of all...sponsored ad graphics.

      150x150 square is the best size for both Facebook and Google+. The height must be at least 120px. (If the width is less than 100px, then the aspect ratio must be no greater than 3:1.) 

      Important: Size overrides code. Images that are too small or not square enough are not included in a Google+ snippet, even if the images are explicitly referenced by schema.org microdata or Open Graph markup.
       
    4. OG: Type*
      <meta property="og:type" content="website" />
      Specify the type of content (object) being shared. Any non-marked up webpage will be treated as og:type website. Other type values include article, book, profilevideo.movie, music.song.

      Read more about Open Graph Object Types.
       
    5. OG: URL*
      <meta property="og:url" content="http://www.domain.com/file-name" />
      Put in your canonical URL. Simple (period).

      OK! We're now done with the markup...
       
    6. UTM Variables
      Append tracking tags to end of your URL:
      ?utm_source=facebook&utm_medium=social&utm_campaign=conference

      URL tagging with UTM campaign variables gives you social referral data!

      All you need to do is identify your URL and the three required attributes:  the source (social network), the medium (how it is delivered), and the campaign (the category for how you want to track in Google Analytics).
       
    7. Share Content
      This is the textual blurb you want to put in the share box.
      Enter it in the boxes where it says, “Share what’s new” (Facebook) or “What’s on your mind?” (Google+).

      SEO tip: this share text become the title tag <title> of that share snippet when it becomes a SERP. So, if you are targeting Search Plus Your World (SPYW) personalized search, remember that your Google+ share blurb can rank. Think SEO and front load keywords – without being spammy. However, always think more about your message and audience engagement first.
       
    8. Hashtags
      Use #hashtags on Google+.
      When you type a # in the G+ share box, it auto-completes (auto-suggests) hashtags other people have used.

      Tip: Use hashtags to discover trends! Don't use hashtags on Facebook. (Facebook is not Twitter. Forget the hashtags.) Choose one hashtag for Twitter, and don't abuse that precious hash (#) sign!

      Tools: Discover hashtags on Twitter for your topic: Tagdef, Hashtags.org, Twubs
       
    9. Twitter/Retweetable
      Sharing on Twitter is a different beast, since the OG markup doesn't affect the tweet. Below are some tips to optimize and track your tweets.

      Steps:
      1.  Append your UTM campaign variables to end of each URL.
      2.  Create a bit.ly or custom (branded) short URL.
      3.  Choose a single #hashtag, if any.
      4.  Create a “retweetable” tweet. (See "Format" below.) 

      Size:
      To be retweetable, your tweet needs to be short enough that it doesn't get cut off. Here's the formula for determining the length:
      Max Characters = 140 – 5 – (LEN)@YourProfile

      Format:
      Put the post title first, followed by your short URL, the "by" you or your company's profile name. Add your #hashtag to the end.

      Latest Greatest SEO Post Title:
      bit.ly.Moz3Xlu by @YourProfile #hashtag

    10. Document  & Track
      Here's the fun part, err, the FREE part...


      Yo! Yo! SEO is making this process nearly error-free and easy for you. Download the Structured Social Sharing Worksheet to plan each page's Open Graph tags and social shares.

      Bonus: the Excel worksheet contains an automatic URL builder to tag your file names with UTM campaign variables!

      Download the Structured Social Sharing Worksheet - FREE

    The last step after documenting everything in the worksheet is to cut and paste into each social network.

    OK, we're almost done...

    Analytics - URL Tagging

    Let's delve a little into tagging those URLs. As mentioned, you can quickly and automatically create UTM variables to track the effectiveness of each social share, including Twitter. The worksheet does it for you through its automatic URL builder to tag URLs with UTM campaign variables. The required fields and a sample tagged URL are shown below:

    URL Builder to Tag URLs with Campaign Variables

    Why is tagging important?

    You won’t get full social referral data in Google Analytics when you shared a post without campaign variables.

    • Google Analytics will automatically know if someone clicks on a link from Twitter Web to go to your page. Twitter will be shown as a referral.
    • However, referral data is not available when you use third-party clients like TweetDeck and HootSuite to post to social networks via an API.

    Tag every URL you share for maximum "data" to know if and how each social media share is sending you traffic.

    PRO TIP: You can add UTM variables via AddThis and ShareThis. But you cannot vary your campaigns for each post. Do make it easy to share by using these and other sharing plugins, but for your personal/company sharing, tag and share them manually. Your analytics gurus will be happy for the data.

    Additional Social Sharing Tips & Resources

    Below are a few more tips to enhance your social sharing (and SEO) experience:

    1. Enhanced Google Site Search

    A worthy by-product of  the "Structured Social Sharing Formula" is that it enhances results for Google's Search Appliance for in-site search results. So if your site uses Google's Site Search, you can control and add images to those search results using the same og:image code. The images will be scaled to a smaller size to fit your own personal in-site SERPs.

    2. WordPress

    There are a couple WordPress plug-ins that have received good ratings for accessing the <head> to enable you to insert OG code. Check out the following:

    • WordPress SEO by Yoast - Lots of <head> control
    • Like - Ads the Facebook Like button along with OG tag control (NOTE: The plugin is outdated.)

    3. Structured Social Sharing - Rock Your SEO with Structured Social Sharing from Yo! Yo! SEO

    This is the full presentation as given at MozCon 2012.

    4. Best Practices for Structured Social Sharing on WebmasterRadio.FM

    I joined Ross Dunn and John Carcutt, co-hosts of SEO 101 Podcast, on WebmasterRadio.FM.

    While Ross and I were in Seattle for MozCon, we joined John to discuss best practices for optimizing social share snippets and how to track efforts. Listen to the podcast.

     

    I want to give a personal thanks to the SEOmoz team who put together such a fantastic event! Thank you for allowing 4 community speakers take 10-15 minutes on stage. To the readers, please do share how you are controlling your social shares and any additional tips. I look forward to your ideas!


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    Content Marketing - Think Campaigns Not Just Links, Your Guide to TOFU

    Posted: 18 Sep 2012 02:32 AM PDT

    Posted by searchbrat

    Content Marketing is without doubt the most popular member of buzzword bingo at the moment. With updates like Panda and Penguin (easily track all this with SEOMoz's Algorithm Tracker) and the devaluation of low quality links, the role of content in SEO has never been greater. Many of the large SEO agencies are doubling down on their efforts to sell themselves as content strategists, not just SEO consultants, and where the big agencies go, usually everyone else follows. With the next Google Penguin update (dependent on when this post is published, it may have already been released) touted to be "jarring and jolting" for a lot of webmasters, we can expect content marketing's shine to get even greater.

    Changing from "build" to "attract"

    From an SEO viewpoint, the interest in great content is to attract links, where as a lot of what Google is looking to eliminate are examples of where content is used to build links: articles, spun articles spammed across thousands of directories, blog posts spun across networks, networks that dragged in content form places like Youtube, Yahoo Answers and article directories to create mashup posts, blog comments, spun blog comments using scrapebox so you can hit thousands of sites at a time, web2.0 link wheels made from spun content, reclaiming tumblr blogs with PR and adding posts with links to your site, buying up dropped domains and using archive.org to re-add the previous content so you can link to your site, finding squidoo len's to comment on, the list could go on and on and on. It's a lot easier to build links with subpar content, as you don't expect anyone to read it.

    What's being sold as "Content Marketing" - is truly great content that people want to share and link to = hey presto ... you're #Number1inGoogleB*tches.

    The problem with a lot of SEO's evolution into "Content Marketing" is they are really just thinking about links/shares - it's a blackbox approach, with content going in and links and social shares coming out:

    There is more to Content than Links

    The reality is true content marketing isn't just about links and shares. In the words of copyblogger:

    "Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.” CopyBlogger

    Content Marketing is so much more than getting links. It's the glue that holds your funnel together. It's the reason a prospect visits your site, it's the reason they choose to move further down the purchase path, buy a product and return to your site time and again. Real content marketing is complex; it's not just building a great infographic and notifying some bloggers about it. If you are purchasing a "Content Marketing" strategy from an SEO agency where the sole objective is to acquire links - you are going to waste money in the long run. Sure links can be a metric, but real content marketing is expensive, as a link building strategy - it's very difficult to make a decent return on.

    If you are investing in content marketing, why not put together campaigns that drive goals across your funnel and have links and shares as a metric, but not the sole objective. Let's start with TOFU (Top of Funnel) content marketing campaigns ....

    Top of Funnel - Joining the Dots

    Your approach to content marketing will differ slightly dependent on where the campaign resides within the funnel. For example, the following is a snapshot of what may be involved in a TOFU (Top of Funnel) campaign.

    # Objective

    Anything successful in life starts with a clear and concise objective/goal. For example, a goal could be structured as:

    Core Objective: Our content campaign is aimed at people who love to camp and are looking for the latest pair of hiking boots from brand X. We want to attract X amount of new visits, rank for keyword “X” on first page of Google, attract 15 links from PR2+ sites and drive X% of these new visits into our product page (which converts at X%) - of course that X% can be improved upon by MOFU (Mid of Funnel Campaigns) via A/B Testing etc

    Secondary Goal: We want X amount of these new visits to turn into Facebook Fans and X to turn into new Twitter Followers

    The more specific you can be about the goal of your content campaign the better. When asked to explain what you are doing to a VP of marketing, having a well-structured campaign mapped against core business goals will get you a far bigger budget than "I'm trying to get links".

    Your Twitter Highlight: Your Content Marketing Strategy Should be aligned to Business Goals

    I have purposely left out revenue in the above goal as I am splitting campaigns into Top of Funnel and Mid of Funnel to show the importance of content throughout the purchase path. If you're running a content campaign across the funnel - you should have revenue as a metric. You will need to quantify your own metrics to establish the ROI on your campaign e.g. how do you value Cost Per Link.

    1. Persona Development

    Persona development is a crucial part of any successful content marketing strategy. There are a number of ways to develop personas:

    • Using your Analytics
    • Social listening (this is hard, I’ve done it)
    • Interviews with prospects
    • Interviews with customers
    • Interviews with people you want to become customers
    • Customer surveys (if you have a big enough Email DB)
    • Google consumer surveys (http://www.google.com/insights/consumersurveys/home)
    • Even running an internal workshop with different teams provides great insights. You would be amazed how much valuable information is stored within the customer support team, example of a previous one I ran with the help of iqcontent.com

    Something that’s really important to keep in mind is your content campaign may touch multiple personas. For example, in the objectives mapped out above, the persona we are targeting for new visits isn’t necessary the same persona who is going to link to you. Unlike online marketing, where most people have blogs, it’s highly likely in other industries the people who you can get links from and potential customers are not the same person.

    Your Twitter Highlight: If Links are your core goal; you need to target the personas who actually have the power to link to you.

    2. Strategy

    Once you have personas in place, you can build out your content campaign framework. This should be broken into what I call The VP Strategy and The Actual Strategy.

    But What's my VP Strategy?

    This is for that moment in a meeting when you are asked, "Hey what are you spending my 100k on?" They don’t need your life story, just an overview that makes sense.

    We are building an interactive map of the globe where users can click around and learn about the best camping destinations in the world + what camp gear they should bring for each hike.

    We are doing 10 posts on our own blog to promote it. We are doing an outreach program with 20 experts on outdoor pursuits; these experts helped us develop the content for the map.

    We are doing PR with 10 online camping magazines about our Facebook competition where you can win a holiday to one of the destinations on the map. The clues to this are being given away on our Twitter feed; you have to follow to get them, as they are time sensitive

    We are also running paid campaign via remarketing, content network and third-party placements to support our initial launch

    The above may not be great, but you get the point :)

    The Actual Strategy is your project plan. I usually start everything with a flow diagram (creately is awesome for this) – I am a visual thinker so this helps a lot - how you plan content could be totally different. But you need to plan .... :

    Your Twitter Highlight: Divide your content campaign into a VP Strategy and Actual Strategy

    3. Resources

    Most content campaigns will fail because they have no clear objective and they haven’t considered what resources they require (often not having the correct resources to implement the campaign). You need to define:

    • How much will this cost in total? This includes any piece of activity related to the campaign, regardless if its coming from your budget or some other department’s e.g. if you are feeding Facebook/Twitter with great content – maybe you have a social media budget that you can steal take from :)
    • What internal resources do you have?
    • What external resources will you be using?

    For our campaign we probably need:

    • Project coordinator
    • Content strategist
    • Outreach consultant (to get bloggers onboard)
    • Developer (for interactive map)
    • External agency for design
    • PR manager (for pitching of the competition)

    Resources should be part of your project plan doc.

    Your Twitter Highlight: Your Content Marketing will #fail if you don't have the right resources

    4. Content Types

    What content types will you be using in your campaign:

    • Blog posts
    • Guest posts
    • PR pitches
    • Video
    • etc

    Your Twitter Highlight: Map out every asset your content campaign will include over the whole lifecycle of the project

    5. Mediums

    What mediums are going to be used to promote your content? For our example we are going to use:

    • Google (organic): Once our piece lifts off, we expect to acquire traffic for informational key phrases around “camping destinations”. Yes, not all these are going to purchase our product. But some may share it, like our Facebook page, follow us on Twitter, join our email list or help us amplify the content. Think both macro and micro conversions.
    • Facebook: Let’s assume we already have an audience on Facebook we can promote it to. We can also use this as a way to acquire new fans via paid ads – but how effective it is to pay for fans is open for debate.
    • Twitter to promote time sensitive clues for our competition
    • Email Marketing: Yes, building an email database should still be part of your marketing strategy. Guess what Email Marketing is NOT DEAD. Leveraging it for content campaigns is a great reason why. Just make sure you are doing it right.
    • Remarketing: We are going to build a list of anyone who has visited our product pages on camping gear. Instead of advertising another product to them – we are going to take them back up the funnel a little and show them this great interactive map. Maybe they won't buy, but the might help amplify our message.
    • Display: We are going to run a small display campaign across a select number of outdoors activity sites advertising the interactive map. Google content network campaigns advertising free content tend to perform quite well.
    • Guest posts: Once live we are going to ping the experts who helped us put the map together. There is no requirement for them to post, but we hope they will :). Dependent on your brand, this step is really easy or really hard. The great thing about content marketing is, the better you get, the easier this step becomes.

    Your Twitter Highlight: Even the most remarkable Content will #fail without a solid promotion plan

    6. Metrics

    Doing content for "Brand Awareness" or "Thought Leadership" is easy, as most companies do not put anything measurable against these goals. Putting metrics against what you are doing and reporting to senior execs is a lot more difficult. You will get asked what did I get in return for my spend? Having an answer to this will put on you a par with every other exec (mostly in Sales), who can easily answer that question.

    a. Goals

    Defining goals for content marketing campaigns is not easy, just as defining goals for whitehat link building campaigns is near impossible (unless you are just doing guest posting). How do you put a number against how many links a piece of content will deliver naturally? But it's critical you have specific goals for any campaign you put live. These will be defined in your objectives:

    • X Number of Visits
    • Improved Keyword Rank (To First Page)
    • Attracted X Number of Links
    • X Number of Visits into Product Page
    • Increase X Number of Facebook Fans
    • Increase X Number of Twitter Followers

    Most TOFU (Top of Funnel) campaigns core goal is not Sales(B2C)/Qualified Leads(B2B), but thinking in terms of Macro and Micro conversions will help put dollar/euro values against each goal. For example, you can get the number of sales generated by your product page (either when it's the landing page or when it's some part of the journey), using this you can put a dollar/euro metric against each visit generated to that product page as part of this campaign. It's then up to your MOFU campaign to split test the hell out of the page and turn these into sales.

    b. ROI

    ROI isn't going to be a straightforward calculation. How valuable is each new visit? (Google Analytics Mutli Funnels help a lot). How valuable is your improved visibility on Google? How valuable are visits to your product page? How valuable are your Facebook Fans/Twitter followers? In most cases, it might not be possible to answer all these questions, but if you want executive buy in for large content campaigns - have some type of ROI forecast you can give them.

    c. Links/Shares

    Yes, links and shares are good metrics to have. Trying to put a monetary value against these are a lot more difficult. You are better of measuring what links and shares should bring e.g. new visits from both google and social media.

    Your Twitter Highlight: Content Marketing Campaign without metrics is like p*ssing in the dark. Spraying everywhere and just maybe hitting the target


    So you are now thinking Top of Funnel Content Marketing Campaigns !! and well on the way to being a ......

    #TOFUContentMarketingNinja

    But what about the Mid of Funnel (MOFU) Campaigns ... that's going to need a whole other post !! Hope you can hold on for part two !!


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    What Are 400 Athletes Doing at the White House?

    The White House Your Daily Snapshot for
    Wednesday, Sept. 19, 2012
     
    What Are 400 Athletes Doing at the White House?

    Last Friday, more than 400 Olympians and Paralympians were on hand at the White House for an event to celebrate their success in this year's London Games.

    This new video lets you go behind the scenes and hear from the athletes as they describe their visit.

    Check out the athletes' stories from their Olympic visit: 

    Watch the behind-the-scenes video

    In Case You Missed It

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

    Celebrating the 2011 WNBA Champions
    President Obama welcomes the Minnesota Lynx to the White House.

    You're Invited: Join the White House Fall Garden Tour
    White House followers on Twitter, Facebook and Google+ are invited to attend a special preview of the White House Fall Garden Tour and share their experience through social media. Learn how you can join us.

    Small Business Google Hangout on Wednesday, Sept. 19
    Today NASA Administrator Charles Bolden and SBA Administrator Karen Mills hosted a Google+ Hangout with ATA Engineering, one of the small businesses that made the Mars Science Laboratory mission landing a success.

    Today's Schedule

    All times are Eastern Daylight Time (EDT).

    12:00 AM: The President arrives Joint Base Andrews

    12:15 AM: The President arrives the White House

    10:30 AM: The President and the Vice President receive the Presidential Daily Briefing

    11:15 AM: Briefing by Press Secretary Jay Carney WhiteHouse.gov/live

    11:30 AM: The President and the Vice President meet with Secretary of State Clinton

    12:00 PM: The President participates in an Ambassador Credentialing Ceremony

    12:30 PM: The President and the Vice President meet for lunch

    6:00 PM: The Vice President and Dr. Jill Biden host a reception with emerging young leaders of the Lesbian, Gay, Bisexual, and Transgender community

    WhiteHouse.gov/live Indicates that the event will be live-streamed on WhiteHouse.gov/Live

    Get Updates


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    The White House • 1600 Pennsylvania Ave NW • Washington, DC 20500 • 202-456-1111
     

    Seth's Blog : The simple power of one a day

    The simple power of one a day

    There are at least 200 working days a year. If you commit to doing a simple marketing item just once each day, at the end of the year you've built a mountain. Here are some things you might try (don't do them all, just one of these once a day would change things for you):

    • Send a handwritten and personal thank you note to a customer
    • Write a blog post about how someone is using your product or service
    • Research and post a short article about how something in your industry works
    • Introduce one colleague to another in a significant way that benefits both of them
    • Read the first three chapters of a business or other how-to book
    • Record a video that teaches your customers how to do something
    • Teach at least one of your employees a new skill
    • Go for a ten minute walk and come back with at least five written ideas on how to improve what you offer the world
    • Change something on your website and record how it changes interactions
    • Help a non-profit in a signficant way (make a fundraising call, do outreach)
    • Write or substiantially edit a Wikipedia article
    • Find out something you didn't know about one of your employees or customers or co-workers

    Enough molehills is all you need to have a mountain.



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