When conducting search engine optimisation, there is something thing that needs to be remembered and noted; measurement is critical to success. The progress needs to be tracked in order to see if the hard work is paying off or if it is having a minimal effect. It is important throughout an SEO campaign that you identify trends, strengths and weaknesses to see where to go next, what to change and what is actually having the desired effect. One metric that should be tracked every month is the contribution of each traffic source, from direct navigation, referral traffic and search engines. It is important to see where most of the traffic on your site is coming from in terms of bookmarks, email links, promotion campaigns and queries that sent traffic. Measuring the contribution of search engine traffic is also important, how many visits to your site is referred by and which specific search engines?

Keywords are the next thing to track, how many visits are referred by these particular searches? It is important to establish this because the popular keywords driving a lot of traffic to your site needs to be used through your content, titles and tags, their may be keywords that you are underserving. The keywords need to be used effectively as keywords stuffing can have a detrimental effect on your sites ranking. Conversation rate by search query term is another aspect that can highlight performance. These phrases send relevant visitors that convert to conversation, like filling out forms on the site. The term ‘relevant’ is the optimum word here because they need to be interested in your site to do this. This also includes relevant backlinks, your site needs to link to other sites that are relevant, you don’t want them clicking on your link then leaving your site straight away, this will then increase the bounce rate.

Watching the trends over time allow you to see a pattern emerge, using analytics software which can be paid for or that can be accessed for free, will show the progress of these points on your site. You need to be able to effectively interpret this data to apply successful changes, like fluctuations in the data. If there are significant drops in links or traffic there may be a loss of link juice, this means it will need to be checked if the important links still exist. Drops like this can also be due to penalties from search engines or blocked access. Measurement and tracking is highly important in SEO and is an ongoing process. It needs to be considered on a regular basis in order to keep your site at a high ranking or for your site to improve, if it is neglected your site will keep dropping and will become nothing but another lost site in the vast sea of the world wide web.

There are lots of misconceptions when it comes to SEO. Some are based on guesswork, dubious technical knowledge, hearsay or just plain ignorance of the fundamental principles of the process. Some are based on old information that was relevant once upon a time, but for all intents and purposes is defunct and useless today. One of the most enduring of these ‘legacy’ SEO concepts is that of ‘submissions’, and the idea that a website can be physically requested to rank on a search engine.

In the early days of search, around the late-1990’s, search engines did indeed have pages where webmasters could submit URLs for consideration. Although it was never a fast-track to ranking, or even guaranteed that a search engine would acknowledge it, submission was a legitimate part of SEO.

To say that the submission process is long gone would be to indulge in the most ludicrous and obvious understatement. Search engines operate by crawling the web, indexing pages on a wide range of technical and content-based parameters. This means that websites are ranked and classified on their merits, and whether they provide the information that the user is searching for… not because a webmaster has simply asked for the site to rank through a manual submission.

It’s been this way since 2001.

Search engine submissions are literally a decade out of date.

Amazingly (or should that be disgracefully?), some SEO companies are still offering submissions as part of their paid-for service. This should be considered one of the calling-cards of someone who, a) doesn’t really know what they’re doing, b) is trying to pad out their proposal, c) is trying to bamboozle their client, or d) is operating a service from 1998. None of which would make for a successful business relationship.

Google went live with its new “Instant” search last Wednesday, in a move that has been variously claimed to herald everything from the “death of SEO” to a revolutionary new way of using the web. Available to users logged into their Google Accounts, Instant works by immediately displaying the results page as you’re typing, based on what the system believes you’re searching for… essentially taking the auto-fill function to an ultimate end-point.

Google is a past-master in innovation, and hasn’t been afraid to try out new search toys on an unsuspecting public before (Wonder Wheel anyone?). However, Instant feels like a more considered and permanent addition.

I’ve been using Instant for a week now, and here’s what I’ve found.

While I didn’t get any feelings of “weightlessness or euphoria” as claimed by Google on launch day, I did get a very real sense that something wasn’t quite right with the jumpy interface. Whether this sensation was because of the move away from Google’s incredibly familiar functionality or perhaps something more terminal, it was a distinctly negative first impression.

The “2 to 5 seconds” that Google claims could be saved with each search query were completely negated by the distraction of results popping around beneath the search box. A quick example would be when searching for “Buy Tag Heuer“, you’d be suddenly and jerkily presented with the links for the BBC, Budget Car Rental, This Is Money and the DVLA before anything even close to the subject of buying a Tag Heuer watch even appeared.

On the other hand, one clear benefit of Instant comes with cutting out wasted searches. Since the results appear automatically you’re in a position to judge whether the suggested links are what you’re looking for, or whether your search term needs refining. The fact that this can be done on-the-fly without performing individual searches is a genuine time-saver in these cases.

From an SEO perspective, and thinking along the lines of how a website is optimised ongoing, Instant doesn’t change a great deal. The fundamental approach of providing highly usable content on a technically-proficient website remains the goal. Hypothetically, Instant could prioritise those sites that appear for individual keyterms rather than long-tail phrases, but this isn’t likely to happen in practice. The raft of websites that pop up in the Instant results for the opening letters of a word – as demonstrated in the “Buy Tag Heuer” example – are the big guns of the BBC and the like, traditionally indomitable websites that will likely always be search giants.

Back to the user experience viewpoint, the fact that there’s an off-switch with Instant may well prove to be its downfall long-term. When something is that jarring and doesn’t provide any real demonstrable benefit worth suffering through, the temptation to turn it off is almost irresistable. Instant will live or die depending on how many users battle through the sensation of unfamiliarity and embrace it into their daily searches.

At Green Media, copywriting for Search Engine Optimisation is regarded as a lifeline for businesses. Keywords relating to areas of interest, specific to a site are raised up like stepping stones from velvety rich copy that laps up around each protruding keyword. While eye-catching headlines act as bridges that invite the user to cross and explore the new territory of a website.

Glistening keywords entwined with the main copy will elevate your website up search engine rankings, from the depths of underwater anonymity, to appear as a dominant feature amongst other results that vie for competition. The surfer will be able to ride the waves that will reach desirable heights of targeted information. Keywords will not litter the copy but will be placed in considered areas that will allow text to flow, rather than be blockaded by repetition, which seems to be a transparent tactic aimed to increase the volume of visitors but does not serve to anchor the user to a site with engaging copy. Instead, keywords are peppered throughout the site in order for the user to easily navigate their way and reaffirm the relevance of their search, as they delve further into the website’s offerings.

SEO is both an art form and a science, crafting and engineering in a continuing process, as a formula of refreshed content keeps information relevant, while the copy’s creativity prevents users from becoming disenchanted with a site, giving them a reason to return with anticipation, as updates renew enthusiasm. By keeping track of trends and behaviours, together with a discerning ability; the copywriter is able to draw upon considered language, structured in an appropriate format that convinces the user of the site’s integral worth.  The copywriter is also fuelled by the deceptively powerful tool of imagery, relayed in words that transport the user into a world by a particular product or service, as they visualise varied possibilities.

Undoubtedly SEO, together with the back-up of quality copy is the most effective way to communicate your website’s professionalism, dynamism and enthusiasm. Without it your website may be drowned under other sites that provide similar products and services and who have taken advantage of SEO’s buoyant ability to keep them ahead of competition.

The map that you occasionally see right at the top of Google’s organic search results is the Local Business Listings. These listings tend to show up on service-orientated searches where regional modifiers are used as part of the keyterm, ie; “bars in Newcastle”. The prime positioning of the listings on Google’s results page means that if you’re focusing on a particular location for sales then Local Business Listings should really be prioritised in your wider SEO programme.

Google’s Local Business Listings are technically separate to organic SEO, yet rely largely on the same basic rules for success – the main one being the use of good relevant content. Listings are created through Google Accounts, with the option to add a brief description and the all-important location which is highlighted on the results map. It’s so quick to set up, and depending on the type of company you’re running, the benefits can be incredible.

Following the basic principles of SEO good practice is the best way to get a strong performing listing;

- Create a clear title, with a single main keyterm included.

- Write the description for real-world users, in a no-nonsense copy style. Keyword stuffing, as always, results in unreadable copy.

- Focus on your main service – this offers a clearer message to both users and Google.

- Don’t forget to add the business URL – an obvious point maybe, but this isn’t a mandatory field on the set-up form so can be easily missed out.

- If anything notable changes with your business – new services, services phased out, location changes etc – change your listing. It should always be up-to-date.

- Remember Google’s primary aim – to provide the user with the information they’re searching for – if your listing isn’t as helpful and useful as it could be, change it.

While it ranks on its own merits in relation to competition, the performance of a Local Business Listing is assisted by the quality of the associated business website. If that website is doing everything it should with an ongoing SEO programme, then the business listing will benefit accordingly.

Like organic SEO you’ve got the top ten to aim for, as these are the results that will appear on the all-important first page. However, again like organic SEO the competition can often run into the thousands depending on the keyterm and location in question. Approach the Local Business Listings like any SEO project – remember there’s no quick fix or silver bullet, stick to the known principles and the results will follow.

Get in touch to discuss your company’s SEO programme with Green Media.

Details of a search engine collaboration between two of the three major names in the industry were revealed today, with Microsoft and Yahoo announcing a partnership.

Under the terms of initial ten-year deal, Yahoo’s popular search engine is likely to be enveloped into Microsoft’s Bing platform, with search technologies and profit shares from ads distributed accordingly.

The move is the latest ominous sign that Microsoft really does mean business with Bing, because however mutually-beneficial the deal is dressed up to appear by the respective marketing departments, it has essentially swallowed up it’s nearest competitor in the field. Also, the ten year timescale of the agreement is an interesting note to the episode, suggesting that Microsoft isn’t expecting an overnight result and is in it for the long haul.

However the size of the task in attempting to overthrow Google hasn’t got any smaller. Even combined, Bing and Yahoo’s current share of the search market (28%) doesn’t come close to Google’s domination (65%*).

All in all, Microsoft’s recent moves on search show a certain tenacity for the fight, but it doesn’t look like it has produced a genuine gamechanger… yet.

* Comscore. July 2009.

Seasonal SEO – as the name suggests – is a highly targeted form of search engine optimisation aimed at achieving rankings on a topic at a specific point in the year, these typically being key buying times such as Christmas, Easter, Valentines Day or any period that might be important to a particular company’s activities.

We’ve recently developed a seasonal SEO programme for the Beamish Wild Ropes Activity Centre, based on attracting visitors during the school summer holidays. Following some on-site and off-site SEO work the site is now ranking 1st page (on Google.co.uk) on a selection of client-specified keyterms, including;

“summer fun for kids North East” – 7th

“summer fun for kids County Durham” – 1st

“summer holiday activities Durham” – 5th

“family fun in County Durham” – 6th

“family days out in County Durham” – 7th

The preparation required for a seasonal SEO campaign varies between websites, and can range from weeks to months in advance, depending on the keyterm topic, competition and general search proficiency of the website in question. Organic SEO – as ever – depends on various external factors so it’s always best to plan ahead as much as possible by phasing in the campaign over a number of weeks to help ensure that you hit the rankings you target at precisely the right time. Getting the timing wrong can have far-reaching consequences – there’s no business benefit at all in reaching the 1st page when no-one is searching for the keyterms anymore.

Seasonal SEO campaigns should be linked in with your company’s wider marketing strategy, and have the ability to seamlessly shift to the next relevant target when required, while always retaining the core SEO focus of the website throughout the year.

Interested in a seasonal SEO campaign for your company website? Get in touch with Green Media to find out more.

Sticking to what you do best on your company website is a good mantra for SEO.

As always, keep in mind that the main aim of Google (and the other major search engines) is to enhance the user experience, and they do this by ensuring the user finds what they’re looking for as quickly as possible. Therefore the top ranking websites for any search will always be the ones most applicable to the search term, naturally. Search engines thrive on clear topics and obvious authority on a given subject, and this is borne out in the rankings.

For instance, if your company offers a wide and varied set of services, you can be sure that there are competitors out there who are just offering one of those services. Depending on the quality of the websites and other SEO factors at work (such as off-page issues, link-building, domain name, domain age etc), the dedicated website will generally rank higher than the multiple service one, as the search engine will class it as more of an expert on the subject.

So, if your website is diluted with several different and disparate topics then you’re likely to find it tough to rank highly on any keyterms consistently, as search engines will struggle to pin your site down to a specific subject.

To avoid being lost in the search engine ether for this reason, think about topic themes and consider the natural connections between the different elements of content on your website. If all of the sections on the site can’t be naturally linked to each other then they shouldn’t be on the same website in the first place, at least if you’re expecting any decent level of search engine performance.

Green Media has been providing SEO solutions to companies since 2000, across a massive range of sectors and industries, for a multitude of performance requirements. Get in touch on 0191 275 9777 to find out how we can help improve your performance on search engines, delivering more traffic, sales, brand exposure and a clear return on investment.

The new third generation iPhone went on sale at the weekend, and while it proved to be an instant success with customers and critics alike, it seems that Apple might not have thought through the long-term SEO potential of the product – and has gone for a subtle yet drastically-sudden name change today.

Originally titled the “3G S”, the new iPhone is now known as the “3GS”. Apple hasn’t made any official comment on the change, but it’s plain to see on their website that it has happened.

What’s in a space character?

If the move is down to pure search engine motives, then perhaps Apple have made an unnecessarily knee-jerk decision as searches today for the old-style “3G S” are returning iPhone-dominated results on Google, Bing and Ask. (Only on Yahoo was the iPhone denied top-spot, perhaps understandably by the Three/3 mobile phone network official website.) Considering the millions of digital column inches that will be written about the 3GS in the coming months, the product will surely tighten its grip on the search term – space character or no space character.

Conversely, doing a search today for the new “3GS” name brings back a similarly iPhone-heavy set of results across the board, with some high-ranking references dating from several weeks ago, pre-empting Apple’s decision. Perhaps, when all is said and done, it wasn’t very clear that there was a space in the first place…

Either way, it’s interesting to see that maybe SEO can now impact on product launches of even the world’s most marketing-savvy companies.

Microsoft’s latest attempt to gain a greater share of the search engine market went unexpectedly into beta last week. Pitched as a “decision engine”, bing.com comes as the replacement for LiveSearch.

With a fresh look, stunning photographic background imagery and a reported immediate impact with users in the opening test week, is Bing the next big thing in search?

Nice touches, nothing groundbreaking

The homepage is undoubtedly good-looking, but how does Bing fare when it is actually put to work with a search? The results page looks more or less as you’d expect, with a couple of nice touches.

Related searches are bumped up to the top left, instead of appearing in the footer as you’d expect. This could be a slight time-saver if you’re not overly familiar with what you’re searching for, but it’s nothing you couldn’t get before elsewhere.

Each individual result, when hovered over, has a small pop-up containing a synopsis and various links from the same website. Presumably this is to offer as much information as possible before a user commits to a click. This doesn’t seem a million miles away from Ask.com’s thumbnail preview, which offers a sneak peek of a website on the results page. Neither are particularly useful, but at least Ask.com’s effort offers some neat visuals.

Both cases essentially miss the point of the results page and their own faith in the suggested websites – the fact that a site is appearing on the 1st page should be reason enough to click on it. Any in-depth pre-investigation required before accepting the search engine’s suggestion indicates it might not be what you’re looking for.

Advanced search offers a pleasingly flexible and straight-forward set of variables – including country and language – but these aren’t exactly daily requirements for your average web user.

Spammy returns rank strongly

The synopsis tool actually comes in quite handy as a few random searches show that while Bing is returning relevant websites, it often suggests very deep links or spammy findings. These absolutely need to be weeded out before any full launch, or there’ll be all manner of “optimised for Bing” results appearing – a sure-fire way to kill the user experience.

Loose PPC connections

Bing’s suggested pay-per-click websites seem decidedly fuzzy, which is odd given PPC’s highly manageable nature and in particular the sharp targeting available through Microsoft’s own Adcenter system.

A search for “email marketing newcastle” returns an accurate selection on organic – but a poorly irrelevant mix of hotel, job vacancy and football websites on sponsored search.

The same search on Google.co.uk returns a watertight set of paid-for Newcastle-based email marketing results.

Despite the apparently hapless targeting, Bing does repeat the top ranking PPC ads at the bottom of the page – meaning that those advertisers who are paying top dollar get a second bite of the cherry if their main ad is ignored. Good for advertisers, good for Microsoft’s pocket.

Endless images

When using the images tab, Bing doesn’t seem to limit the result thumbnails, returning as many as 1000 at a time. While this helpfully removes the need to click through multiple pages to find what you’re looking for, it also produces reams of loading thumbnails as you’re scrolling the page. Maybe that’s why every other search engine, ever, uses multiple pages.

“Verbing Up”

Google is so synonymous with the very act of searching online that it comfortably reached the brand nirvana of becoming an associated verb some years ago. While Google’s top brass have made noises in the past that this is something they’re not too happy about – it “dilutes” their other offerings apparently – it is surely the pinnacle of brand domination. This obviously isn’t lost on Microsoft, with Chief Exec Steve Ballmer openly stating that Bing was chosen as a name that can be easily “verbed up”.

First impressions…

So will we all be “binging” for our information in years to come? On the evidence of the beta, the answer has to be a pretty clear ‘no’. Bing needs to offer something that Google doesn’t, and at the moment it isn’t doing that. However, with a reported marketing budget of $100m to ease the full introduction, Bing is likely to be around for a while. We’ll see how it goes, but with such a glitchy opener and the absence of anything really new, or even useful, it doesn’t look very promising.

Of course the beta phase of any project is intended to iron out the creases, so perhaps the niggles mentioned above can be forgiven for the time being. Perhaps the full launch will be a little slicker…

All in all, it’s good to see that someone is taking a determined run at Google’s domination – it’ll certainly be interesting to see how the market leader responds in due course.