joi, 14 februarie 2013

SEO Blog

SEO Blog


How can UK businesses use text marketing in their advertising mix?

Posted: 13 Feb 2013 09:56 PM PST

Any marketer worth their salt should constantly be looking at new opportunities to promote products – the rise of mobile marketing has meant there is a new platform to consider. The idea of sending promotional messages to a person’s mobile phone is sure to sound appealing, as the directness and almost...
Read more »

Tune in at 4:50 ET

The White House Thursday, February 14, 2013
 

Tune in at 4:50 ET

This morning, we asked for your response to the State of the Union. In just a few hours, President Obama is going to sit down with a group of Americans for a conversation about that speech and his plan to create jobs and strengthen the middle class.

And you should watch it live:

WHAT: President Obama's Hangout
WHEN: February 14, 4:50 p.m. ET
WHERE: WhiteHouse.gov/Live

The President will talk to Americans from all over the country in a Google+ Hangout. He'll also take and answer questions that people like you have submitted and voted for.

It should be a great conversation, so be sure to tune in.

http://www.whitehouse.gov/live

Stay Connected

 

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Secrets of the 7-Result SERP

Secrets of the 7-Result SERP


Secrets of the 7-Result SERP

Posted: 13 Feb 2013 05:23 PM PST

Posted by Dr. Pete

Secrets of the 7-result SERP (pulp sci-fi cover)In August of 2012, Google launched 7-result SERPs, transforming page-one results. MozCast data initially showed that as many as 18% of the queries we tracked were affected. We’ve been collecting data on the phenomenon ever since, and putting some of the most common theories to the test. This is the story of the 7-result SERP as we understand it today (image created with PULP-O-MIZER).

I. 7-Result SERPs in The Wild

By now, you’ve probably seen a few 7-result SERPs in the “wild”, but I think it’s still useful to start at the beginning. Here are a few examples (with screenshots) of the various forms the 7-result SERP takes these days. I apologize in advance for the large images, but I think it's sometimes important to see the full-length SERP.

(1) The “Classic” 7-Result SERP

The classic 7-result SERP usually appears as a #1 listing with expanded site-links (more on that later), plus six more organic listings. Here’s a screenshot from a search for “some ecards”, a navigational query:

Classic 7-result SERP

(2) The 7 + 7 with Local Results

It’s also possible to see 7-result SERPs blended with other types of results, including local “pack” results. Here’s the result of a search with local intent – “williamsburg prime outlets”:

7-result SERP with 7 local

(3) The 6 + Image Mega-Pack

It’s not just organic results that can appear in the #1 spot of a 7-result SERP, though. There’s a rare exception when a “mega-pack” of images appears at the top of a SERP. Here’s a “7-result” SERP with one image pack and six organic listings – the search is “pictures of cats”:

7-result SERP with image mega-pack

II. Some 7-Result SERP Stats

Our original data set showed 7-result page-one SERPs across about 18% of the queries we tracked. That number has varied over time, dropping as low as 13%. Recently, we’ve been experimenting with a larger data set (10,000 keywords). Over the 10 days from 1/13-1/22 (the data for this post was collected around 1/23), that data set tracked 7-result SERPs in the range of 18.1% - 18.5%. While this isn’t necessarily representative of the entire internet, it does show that 7-result SERPs continue to be a significant presence on Google.

These percentages are calculated by unique queries. We can also looking at query volume. Using Google’s “global” volume (exact-match), the percentage of queries by volume with 7-result SERPs for 1/22 was 19.5%. This compares to 18.5% by unique queries. Factoring in volume, that’s almost a fifth of all queries we track.

Here are the 7-result SERP percentages across 20 industry categories (500 queries per category) for 1/22:

 CATEGORY  7-SERPS
 Apparel  23.6% 
 Arts & Entertainment  16.8% 
 Beauty & Personal Care  12.6% 
 Computers & Consumer Electronics  16.8% 
 Dining & Nightlife  27.2% 
 Family & Community  13.2% 
 Finance  19.2% 
 Food & Groceries  13.4% 
 Health  3.8% 
 Hobbies & Leisure  11.0% 
 Home & Garden  20.0% 
 Internet & Telecom  12.6% 
 Jobs & Education  21.4% 
 Law & Government  16.2% 
 Occasions & Gifts  7.8% 
 Real Estate  13.2% 
 Retailers & General Merchandise  29.6% 
 Sports & Fitness  28.6% 
 Travel & Tourism  36.2% 
 Vehicles  26.0% 

These categories were all borrowed from the Google AdWords keyword research tool. The most impacted vertical is “Travel & Tourism”, at 36.2%, with “Health” being the least impacted.  At only 500 queries/category, it’s easy to over-interpret this data, but I think it’s interesting to see how much the impact varies.

III. The Site-Link Connection

Many people have hypothesized a link between expanded site-links and 7-result SERPs. We’ve seen a lot of anecdotal evidence, but I thought I’d put it to the test on a large scale, so we collected site-link data (presence and count) for the 10,000 keywords in this study.

Of the 1,846 queries (18.5%) in our data set that had 7-result SERPs on the morning of 1/22, 100% of them had expanded site-links for the #1 position. There were 45 queries that had expanded site-links, but did not show a 7-result count, but those were all anomalies based on how we count local results (we include blended local and packs in the MozCast count, whereas Google may not). There is nearly a perfect, positive correlation between 7-result SERPs and expanded site-links. Whatever engine is driving one also very likely drives the other.

The only minor exception is the image blocks mentioned above. In those cases, the image “mega-pack” seems to be the equivalent of expanded site-links. Internally, we count those as 6-result SERPs, but I believe Google sees them as a 7-result variant.

While most (roughly 80%) of 7-result SERPs have six expanded site-links, there doesn’t seem to be any rule about that. We’re tracking 7-result SERPs with anywhere from one to six expanded site-links. It doesn’t take a full set of site-links to trigger a 7-result SERP. In some cases, it seems to just be the case that the domain only has a limited number of query-relevant pages.

IV. 7-Result Query Stability

Originally, I assumed that once a query was deemed “worthy” of site-links and a 7-result SERP, that query would continue to have 7 results until Google made a major change to the algorithm. The data suggests that this is far from true – many queries have flipped back and forth from 7 to 10 and vise-versa since the 7-result SERP roll-out.

While our MozCast Top-View Metrics track major changes to the average result count, the real story is a bit more complicated. On any given day, a fairly large number of keywords flip from 7s to 10s and 10s to 7s. From 1/21 to 1/22, for example, 61 (0.61%) went from 10 to 7 results and 56 (0.56%) went from 7 to 10 results. A total of 117 “flips” happened in a 24-hour period – that’s just over 1% of queries, and that seems to be typical.

Some keywords have flipped many times – for example, the query “pga national” has flipped from 7-to-10 and back 27 times (measured once/day) since the original roll-out of 7-result SERPs. This appears to be entirely algorithmic – some threshold (whether it’s authority, relevance, brand signals, etc.) determines if a #1 result deserves site-links, probably in real-time, and when that switch flips, you get a 7-result SERP.

V. The Diversity Connection

I also originally assumed that a 7-result SERP was just a 10-result SERP with site-links added and results #8-#10 removed. Over time, I developed a strong suspicion this was not the case, but tracking down solid evidence has been tricky. The simple problem is that, once we track a 7-result SERP, we can’t see what the SERP would’ve looked like with 10 results.

This is where query stability comes in – while it’s not a perfect solution (results naturally change over time), we can look at queries that flip and see how the 7-result SERP on one day compares to the 10-result SERP on the next. Let’s look at our flipper example, “pga national” – here are the sub-domains for a 7-result SERP recorded on 1/19:

  1. www.pgaresort.com
  2. www.pganational.com
  3. en.wikipedia.org
  4. www.jeffrealty.com
  5. www.tripadvisor.com
  6. www.pga.com
  7. www.pgamembersclub.com

The previous day (1/18), that same query recorded a 10-result SERP. Here are the sub-domains for those 10 results:

  1. www.pgaresort.com
  2. www.pgaresort.com
  3. www.pgaresort.com
  4. www.pgaresort.com
  5. www.pganational.com
  6. en.wikipedia.org
  7. www.tripadvisor.com
  8. www.pga.com
  9. www.jeffrealty.com
  10. www.bocaexecutiverealty.com

The 10-result SERP allows multiple listings for the top domain, whereas the 7-result SERP collapses the top domain to one listing plus expanded site-links. There is a relationship between listings #2-#4 in the 10-result SERP and the expanded site-links in the 7-result SERP, but it’s not one-to-one.

Recently, I happened across another way to compare. Google partners with other search engines to provide data, and one partner with fairly similar results is EarthLink. What’s interesting is that Google partners don’t show expanded site-links or 7-result SERPs – at least not in any case I’ve found (if you know an exception, please let me know). Here’s a search for “pga national” on EarthLink on 1/25:

  1. www.pgaresort.com
  2. www.pgaresort.com
  3. www.pgaresort.com
  4. www.pganational.com
  5. en.wikipedia.org
  6. www.tripadvisor.com
  7. www.jeffrealty.com
  8. www.pga.com
  9. www.bocaexecutiverealty.com
  10. www.devonshirepga.com

Again, the #1 domain is repeated. Looking across multiple SERPs, the pattern varies a bit, and it’s tough to pin it down to just one rule for moving from 7 results to 10 results. In general, though, the diversity pattern holds. When a query shifts from a 10-result SERP to a 7-result SERP, the domain in the #1 spot gets site-links but can’t occupy spots #2-#7.

Unfortunately, the domain diversity pattern has been hard to detect at large-scale.  We track domain diversity (percentage of unique sub-domains across the Top 10) in MozCast, but over the 2-3 days that 7-results SERPs rolled out, overall diversity only increased from 55.1% to 55.8%.

Part of the problem is that our broad view of diversity groups all sub-domains, meaning that the lack of diversity in the 10-result SERPs could overpower the 7-result SERPs. So, what if we separate them? Across the core MozCast data (1K queries), domain diversity on 1/22 was 53.4%. Looking at just 7-result SERPs, though, domain diversity was 62.2% (vs. 54.2% for 10-result SERPs). That’s not a massive difference, but it’s certainly evidence to support the diversity connection.

Of course, causality is tough to piece together. Just because 7-result SERPs are more diverse, that doesn’t mean that Google is using domain crowding as a signal to generate expanded site-links. It could simply mean that the same signals that cause a result to get expanded site-links also cause it to get multiple spots in a 10-result SERP.

VI. The Big Brand Connection

So, what drives 7-result SERPs? Many people have speculated that it’s a brand signal – at a glance, there are many branded (or at least navigational) queries in the mix. Many of these are relatively small brands, though, so it’s not a classic picture of big-brand dominance. There are also some 7-result queries that don’t seem branded at all, such as:

  1. “tracking santa”
  2. “cool math games for kids”
  3. “unemployment claim weeks”
  4. “cell signaling”
  5. “irs transcript”

Granted, these are exceptions to the rule, and some of these are brand-like, for lack of a better phrase. The query “irs transcript” does pull up the IRS website in the top spot – the full phrase may not signal a brand, but there’s a clear dominant match for the search. Likewise, “tracking santa” is clearly NORAD’s domain, even if they don’t have a domain or brand called “tracking santa”, and even if they’re actually matching on “tracks santa”.

In some cases, there does seem to be a brand (or entity) bias. Take a search for “reef”, which pulls up Reef.com in the #1 spot with four site-links:

Google #1 result for Reef.com

Not to pick on Reef.com, but I don’t think of them as a household name. Are they a more relevant match to “reef” than any particular reef (like the Great Barrier Reef) or the concept of a reef in general? It could be a question of authority (DA = 66) or of the Exact-Match Domain in play – unfortunately, we throw around the term “brand” a lot, but we don’t often dig into how that translates into practical ranking signals.

I pulled authority metrics (DA and PA) for a subset of these queries, and there seems to be virtually no correlation between authority (as we measure it) and the presence of site-links. An interesting example is Wikipedia. It occupies over 11% of the #1 results (yeah, it’s not your imagination), but only seven of those 1,119 queries have 7-result SERPs. This is a site with a Domain Authority of 100 (out of 100).

VII. The "Entity" Connection

One emerging school of thought is that named entities are getting more ranking power these days. A named entity doesn’t have to be a big brand, just a clear match to a user’s intent. For example, if I searched for “sam’s barber shop”, SamsBarberShop.com would much more likely match my intent than results for barbers who happened to be named Sam. Sam’s Barber Shop is an entity, regardless of its Domain Authority or other ranking signals. This goes beyond just an exact-match domain (EMD) connection, too.

I think that 7-result SERPs and other updates like Knowledge Graph do signal a push toward classifying entities and generally making search reflect the real world. It’s not going to be enough in five years simply to use keywords well in your content or inbound anchor links. Google is going to want to want to return rich objects that represent “real-world” concepts that people understand, even if those concepts exist primarily online. This fits well into the idea of the dominant interpretation, too (as outlined in Google’s rater guidelines and other documents). Whether I search for “Microsoft” or “Sam’s Barber Shop”, the dominant interpretation model suggests that the entity’s website is the best match, regardless of other ranking factors or the strength of their SEO.

There's only one problem with the entity explanation. Generally speaking, I'd expect an entity to be stable – once a query was classified as an entity and acquired expanded sitelinks, I'd expect it to stay that way. As mentioned, though, the data is fairly unstable. This could indicate that entity detection is dynamic – based on some combination of on-page/link/social/user signals.

VIII. The Secret Sauce is Ketchup

Ok, maybe “secrets” was a bit of an exaggeration. The question of what actually triggers a 7-result SERP is definitely complicated, especially as Google expands into Knowledge Graph and advanced forms of entity association. I'm sure the broader question on everyone's mind is "How do I get (or stop getting) a 7-result SERP?" I'm not sure there's any simple answer, and there's definitely no simple on-page SEO trick. The data suggests that even a strong link profile (i.e. authority) may not be enough. Ultimately, query intent and complex associations are going to start to matter more, and your money keywords will be the ones where you can provide a strong match to intent. Pay attention not only to the 7-result SERPs in your own keyword mix, but to queries that trigger Knowledge Graph and other rich data – I expect many more changes in the coming year.


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President Obama Answers Your Questions

The White House Your Daily Snapshot for
Thursday, February 14, 2013
 

President Obama Answers Your Questions

This afternoon, February 14th at 4:50 p.m. EST, President Obama will sit down with Americans from all across the country for a “Fireside Hangout” – our 21st century take on Franklin D. Roosevelt’s fireside chats. The President will join a live, completely virtual interview from nowhere other than the Roosevelt Room in the White House’s West Wing.

Tune in at 4:50 pm EST for President Obama's Fireside Hangout.

President Obama Participates in a Fireside Hangout on Google+

In Case You Missed It

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

Open for Questions: The State of the Union and Energy and the Environment
Heather Zichal, Deputy Assistant to the President for Energy and Climate Change, answers questions from the public about the President’s speech in an “Open for Questions” session moderated by Popular Science.

Improving the Security of the Nation’s Critical Infrastructure
President Obama issued an Executive Order directing federal departments and agencies to use their existing authorities to provide better cybersecurity for the Nation, efforts that will by necessity involve increased collaboration with the private sector.

Open for Questions: The State of the Union and the Economy
Alan Krueger, Chairman of the Council of Economic Advisers, answered questions from the public about President Obama's State of the Union Address in an “Open for Questions” session moderated by Yahoo! Finance.

Today's Schedule

All times are Eastern Standard Time (EST).

9:35 AM: The President departs the White House en route to Joint Base Andrews

9:50 AM: The President departs Joint Base Andrews

11:30 AM: The President arrives in Decatur, Georgia

12:10 PM: The President visits a pre-kindergarten classroom at College Heights Early Childhood Learning Center

1:20 PM: The President delivers remarks on education WhiteHouse.gov/live

2:40 PM: The President departs Decatur, Georgia

4:10 PM: The President arrives at Joint Base Andrews

4:25 PM: The President arrives at the White House

4:50 PM: The President participates in a Fireside Hangout with Google+ WhiteHouse.gov/live

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

Get Updates

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What'd you think?


The White House, Washington


Hello --

On Tuesday, President Obama delivered his State of the Union Address. He was talking to Congress, but there's someone he especially wanted to speak to:

You.

That’s why we created Citizen Response -- a new tool that lets you to tell President Obama and his advisers what you thought of his plan to create jobs and build a strong middle class.

In fact, Americans from all over the country have given us their responses. They sat down with President Obama's speech, read through it line by line, and highlighted the ideas that resonated with them. People like you are telling us why the President's proposals matter to their communities.

It's an incredible thing. And you should be part of it.

All you need to do is visit WhiteHouse.gov/SOTU to get started.

The responses we've already seen are powerful stuff.

We heard from a veteran named Jason, who said, "I went to college using the GI Bill and was able to buy a home using the VA Home Loan. Please continue to give veterans the benefits they deserve and give them more help for transitioning out of the military back into civilian life."

We heard from a guy named Matt, who told us that he liked what he heard about the minimum wage. "The only way we can bring this country and this economy back to being 'great' again," he said, "is if we can have a more rational benchmark for pay."

Others have said that they support President Obama's call for high-quality preschool for every child. Others have said that it's time for a vote to help reduce gun violence.

This week, the President is on the road talking with people across the country about the State of the Union, but let me tell you what we're doing with stories like yours.

We're crunching the numbers, compiling your feedback, and putting a presentation together to update senior White House staff.

And soon, we're going to share your stories with President Obama so that he has a chance to hear your voices for himself.

So make sure you watch Tuesday's enhanced State of the Union and give us your Citizen Response. You have no idea how important it is:

http://www.WhiteHouse.gov/SOTU

Thanks!

David

David Simas
Deputy Senior Advisor
The White House 

 




 
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Tips for in-house marketers on engaging with an agency: senior marketers share their advice

Tips for in-house marketers on engaging with an agency: senior marketers share their advice

Link to SEOptimise » blog

Tips for in-house marketers on engaging with an agency: senior marketers share their advice

Posted: 14 Feb 2013 04:37 AM PST

There comes a time in the life of an in-house marketer when they need agency support in order to implement and manage offline and online campaigns. However, building a solid working relationship between the two parties can, at times, be quite challenging, especially for those with little experience. I spoke to two senior in-house marketers: Dr. Gill Whiteman, head of online content and strategy at GTI Media and content manager of targetjobs.co.uk and Shalini Seneviratne, Global Brand Manager – Lifebuoy at Unilever, about sharing their experiences and advice on working with agencies and what to look for from an in-house marketing perspective. The following is the list of questions I posed to them along with their responses:

  •  What are the key criteria an external agency should meet in order to work with you?

Gill: I look for the right expertise, for the specific work that needs to be done and, thereafter, I look for clarity in the agreement. I want to know what we are going to do together, what the expected outcome will be, what both sides will be bringing to the table, and when, realistically, we can expect to see the results of any action. This is important in setting up the relationship, and it helps an in-house SEO like me to communicate the value of any activity to stakeholders within my business and also manage expectations. Our business is very committed to our SEO activity, which is great. However, that means that stakeholders are also eager to see results as soon as possible when, as we know, there can be a bit of a waiting game.

For me personally, I also want to be able to work with people I feel are credible and can make their expertise accessible. As well as achieving a specific and positive outcome for the site, I want us as a business to learn from our experiences of working with agencies and build on our internal practice so that we are always progressing.

Shalini: Firstly, I think expertise is the main thing. The whole reason for outsourcing things to an external agency is because we don't have that expertise in house. The agency must really have a 'wow portfolio' which demonstrates that they have the expertise. Secondly, discipline is very important. One of the biggest complaints that people have, is how the agency doesn't stick to time, their overall commitment levels etc. Whilst some may think that a creative process is hard to keep to deadlines, this is really important to me. Thirdly, the agency must have a sense of business. More often than not, ideas presented by agencies are very outlandish and are not practical to be implemented. They must understand the business realities and be creative within them. Finally commitment – if I look back and think about the best agency people I've worked with, they are the ones that really make things happen. They will go out of their way, find back-up plans, make suggestions, and pull out some pleasant surprises!

  •  What are the key ingredients for a successful client-agency relationship?

Gill: The key ingredients for success are good communication and clarity. It begins with good preparation before any work begins, and actually before I pick up the phone to call an agency.

From the client side, I think it is important to provide your agency with as full and clear a brief as possible. This is a good place to begin discussions and see what is possible with the time, resources, and funds available.  It also sets the scene for the work that will take place. It can be difficult for both the agency and the in-house team if the internal team (content, design, development) isn't given sufficient time to prepare for and take on the extra work that can come out of a full site audit or campaign.

I'm also a sucker for a detailed and well-presented report. I know that some people leave these to collect dust on their shelves. I don't. We have worked with a number of agencies over the years and I do go back to review the reports. Sometimes what wasn't possible at the time becomes possible at a later date, or I might re-evaluate something we have done previously to move it on to the next level, or reassess it against changes in practice. I get maximum value out of you guys even when you've moved on!

Shalini: Trust – both client and agency must really believe in and trust each other. If you brief an agency knowing their output is not going to be up to the mark (and this happens a lot) whatever they present won't make you happy. Same with the agency – if they present to the client knowing that their ideas will be shot down, guess what?! More often than not, their ideas will be shot down. Trust will only come when both parties know that they are experts in what they do, and they really have done their background work so they can justify their ideas or feedback. With trust also comes respect. I hate having arguments with an agency about absurd ideas that can't be implemented. And they just don't let go and keep arguing about things that don't make sense. This really makes me lose respect. Finally, both parties must know when to let go.

  •  What advice would you give other in-house marketers on sourcing and getting the best out of an agency?

Gill: I think you should aim to talk openly about expectations and not expect your agency contacts to be complete mind readers. It's that brief again! As a site owner you know your product and your market, therefore it is in your interests to give the agency the inside view and then they can focus their expertise and consultancy better. Maybe those who are newer to managing their site's SEO need more handholding, but even providing good basics (competitors, main keywords, gut feel of where issues may lie, etc.) and some context of your business can really help you and your agency get quickly to the root of any issues.

Shalini : Firstly it's all about selection. Good agencies are really hard to find and good people within an agency even harder. So you shouldn't back down and go for a substandard option; fight to get the best people in the agency working on your project. Secondly inspiration – it's not rocket science that a creative process needs some kind of inspiration – be it where you brief, when you brief, what your brief looks like, even the language that goes into the brief. Make the agency feel like they're part of the team. If you really think about it, they are! Get them involved from the beginning of the process, go with them to meet consumers, have them at your meetings, and get their input into other aspects of your projects as well. You need to build a strong relationship with them which is almost personal. So whether you do it by taking them out for drinks, or sending them a cake for their birthdays, it's really up to you. But ultimately the best work comes out of inspired people and not systems and processes. I know agency people who really go out of their way for clients they like

  • Finally, in your opinion, what separates the good agencies from the great?

Gill: It's about empathy for the client's set up. Clients want to work with consultants who can go beyond the textbook solution and work with them to find the next best approximation that can be applied to their site in particular; content management systems and business-as-usual running of a website don't always allow for the perfect solution. I always prefer honesty and a good dose of rational thinking, and I would rather know and discuss upfront priorities and possible showstoppers, so that we can use our time together effectively.

Shalini: Consistency. Good agencies will have great ideas sometimes, but great agencies will consistently deliver great ideas. And that's not because of some magic or coincidence. It's because there is a scientific process that goes behind all the creativity which is required. It's because the agency people have a deeper understanding of the consumers' needs and each idea they present strives to find a genuine solution to these needs. Consistency also comes when you are not afraid to do something different. It's not really about thinking outside the box (too clichéd) but it's about thinking inside the box – the boundaries are important, you have to be creative within them.

Are you an in-house marketer? Have you had experiences of working alongside some great agency folk? If so please feel free to share your thoughts, advice and experiences with us in the comments below.

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