Search Engine Optimisation
19 January 2010
2010 SEO Checklist
2009 has seen so many changes in the Search Engine Industry and you would probably be surprised to realise how these changes have an impact on your business.
The Vince update is already so far away and so 2009 anyway, but 2010 looks very promising and full of exciting innovations that will keep on influencing the way people search, and find.
So here's our 2010 SEO checklist for Marketing Managers:
1. Personalised Search
The Search Engines have come up with so many new ways to personalise your search results, logged-in or not, based on your search history, on your social media profiles, your location, etc. 2010 will see more of these customised results and the challenge will be to maintain relevancy for all users while businesses will have to maintain their search engine rankings in the new top 8+2. For the online marketers, it will become a greater challenge as they will have to manage the balance between more online profiles to maximise their search engine visibility while ensuring that their primary property ranks ahead of the others.
2. Speed matters
Since Matt Cutts revealed during an interview with Web Pro News that Speed will become part of the Search Engines ranking algorithm in 2010. To rank higher, the webmaster will have to optimise code, technology as well as content delivery strategies to win the race.
3. Real-Time Search
Bing opened the ball this year by starting to index tweets, and Google followed and started displaying real-time search results with its "Latest Search Results" option. The online marketers and the public relations people probably had a chill down their spine realising how much more crucial reputation management then became.
4. Videos
Now that online videos are making their ways up in the marketing budgets and that viral marketing as emerged, video organic rankings have become extremely valuable. The search engines as well have jumped on board, and ever since Google acquired YouTube in 2006, the online video spending has only gone up. Google recently introduced sponsored videos via their AdSense network. Ranking for videos has become critical, and the two big questions for webmasters and online marketers is to decide whether:
a) they are willing to pay the big bucks for sponsored videos as opposed to optimising videos for organic results
b) they want to host their own videos to attract more traffic to their site as opposed to having better chances in ranking for their keywords via video sharing sites.
5. Local Search
The release of Google Maps in 2005 has changed the way people search locally. Little by little, Google Maps has delivered more local results, establishing partnership with local directories and mapping companies to improve the quality of their results. It can now be used in so many aspects, from getting directions to a place to getting a closer look with Street View. The introduction of the new dashboard in the Google Local Business Centre earlier this year has once more proven that it has now become essential to be listed on Google Maps. Bing has recently launched their own Maps engine "Bing Maps", which has an emphasis on user experience.
These new Maps engine now provide a new arena where the SMEs in particular can easily be found and rank for their search term + location. These businesses can now also be found by users searching for keywords only, using the geo-targeting features of the new smartphone generation with built-in GPS, and therefore potentially converting a sale in minutes if the business is found by a mobile searcher.
These new local business listings also provide an opportunity for businesses to rank for highly competitive terms, even without a website.
If you want to learn more about SEO, Bruce Clay Australia is organising a 1 Day SEO Training presented by Jeremy Bolt in Sydney on February 17th, Brisbane on April 7th, Melbourne on May 12th, and Sydney on June 9th as well as a 3 Days presented by Bruce Clay in Sydney on March 10th, 11th and 12th.
Posted by Martin Orliac on 19 January 2010 at 9:42 AM | Comments (0) | TrackBack (1)
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21 October 2009
Spam | Where the Wild things are
Photo by freezelight via Creative Commons |
So I have a pretty standard ritual most mornings when I come in the Bruce Clay Australia Offices. Generally, I will come in, boot up the PC and open my Outlook. While my plethora of emails download I will mosey down to my local cafe and get a caffeine fix in the form of a great cappuccino and the culinary highlight of my morning, banana bread, toasted with some butter ( yes I know unhealthy, but I am a hedonist at heart).
I'll then return to my PC and on any normal day and see between 5-10 mails arrive in my blog comments folder. Before I open it, my colleagues often hear me hoping and mumbling under my breath "No spam, No Spam" or " be a proper productive comment, plleeeezzzz", they think I'm a little odd ( that's probably a nice way of putting it ) I just think I'm indulging in the power of positive thinking.
Unfortunately, it is normally an effort in futility as 95 % of the blog comments I get are spam. Now I know we could implement more anti-spam measures but that would also filter out some genuine blog comments, something I am not prepared to do. I have been monitoring blog comments (in various capacities) for a good few years now and have noticed a pretty sizeable shift in terms of where these blog comments are coming from. So where are these wild things (spammers) that continually pollute my blog coming from and why has their location changed?
I will give you a clue. It is the biggest country in the world, they value vodka over wine and this particular country is home to the Czar's and that scoundrel Rasputin. To those who correctly guessed Russia, congrats, for those who guessed Finland or Paraguay, I think it's time to brush up on your General Knowledge. Over 70% of my spammy comments come from Russia (calculated from Russian email addresses and some very basic I.P analysis).
The other spam pretty much comes from various other sources but a significant proportion comes from Bill Bartman (Bill, I know you think "Your site was extremely interesting, especially since I was searching for thoughts on this subject last Thursday" but please vary your message every 20 comments or so). Some other comments, especially from my Russian comrades are particularly funny or strange, here is a selection of my best (I have no idea what kind of value these comments would add, if you have any ideas let me know, my thoughts on the comments in brackets):
• If the plural of tooth is "teeth," why isn't the plural of booth "beeth"?
• Hello from Russia ( Well hello from Sydney Russia)
• This is a test message, please ignore it ( No Problemo)
• Generally I do not post on blogs, but I would like to say that this post really forced me to do so, Excellent post! ( thanks again Bill)
• How much money do book editors make on average?
• Why do we say "heads up" when we actually duck?
• Obviously. Apple manufactures the Mac. ( wow a revelation)
• Where are you from? Is it a secret? :) ( Big Big secret)
• Excellent site, keep up the good work ( Once again thanks to Mr Bartman)
• charming post. upright one decimal where I bicker with it. I am emailing you in detail.(how bizarre)
• hi, how are you? http://google.com - Google (Hi Google)
Photo by D'Arcy Norman via Creative Commons |
That is but a selection of the most amusing. When I started monitoring blog comments, the majority actually came from the US, but why and how does most of it come from Russia these days? Has Russia started offering attractive tax breaks for all those spammers out there? Hmm I don't think so. According to Project Honeypot , Russia is the 4th leading comment spammer in the world, although I don't have any historical evidence of this, I can anecdotally say this was not always the case. So why has Russia become this spam superpower?
One of the reasons may be that the ISP's and the internet controlling bodies in Russia lack DNS blacklisting and network spam filters that other countries may have. There are also some very very smart Russians out there that are constantly developing new tools and techniques to circumvent existing anti-spam protocols. Russian Internet usage is also growing at quite a staggering amount, with growth rates reaching 40% annually during the mid 2000's. Pursuant to this, Russia's spam share rocketed from 3 percent during the beginning of 2007, finally reaching 8.3 percent towards the end of the year. As of today, there are almost 58 000 identified spam accounts within Russia. Russian Botnets are also on the rise. One particular Botnet was discovered to have over 70,000 compromised computers at its disposal. There have also been accusations from several security organisations that it is Russian Spammers who cracked the CAPTCHA code, In February 2008 it was reported that spammers had achieved a success rate of 30% to 35% in circumventing spam, using a bot.
But how is this related to SEO? Well every few months or so there is a spiteful post done where SEO's are held responsible for all the spam in the world? This happened pretty recently many people came to both the defence and attack of people in the search engine optimisation industry. I dont like being lumped in with spammers, it's bad for my fragile psyche. Anyway Danny Sullivan has articulated his opinion in a series of articles through the years, his most recent post Thoughts On Web Developers, SEO & Reputation Problems has some great insight and he has a personal interest in the matter after his post How Link Spammers Killed My Wife's Web Site.
My final point is that people associate SEO with spam, this is generally incorrect, however the more spam that gets through peoples defences, the more the SEO=spammers view will be perpetuated. If a rallying call from Danny to stop spam isn't going to stop it, then mine definitely won't. However, if more and more people come out against it, we have a chance to stop the deluge of spam. I can personalise this message though, for all you Russian Spammers out there оставьте мой blog в покое!
Posted by Marc Elison on 21 October 2009 at 3:07 PM | Comments (4) | TrackBack (0)
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18 September 2009
SEO for PDF Documents
PDF files are being used more and more by both individuals and corporations. As a result of this they are finding their way onto the internet more often. So here are some cool PDF seo tips and tricks. If implemented correctly these tips and techniques will get your PDF more exposure on the search engines and also use the PDF's to pass link juice to important pages on your sites.
 Photo by rillian via Creative Commons |
Formatable Text
• Whenever possible make sure your PDF is created using a method that keeps most of the text as regular formatable text so that the search engines can read and index it.
• You should be able to tell what text is formatable or not in your PDF by selecting some text. If you can select sections of text, such as words or phrases, and copy and paste this text into another program, then it is formatable text, if not you should think about recreating the PDF so that it includes formatable text.
• You can use programs like MS Word or Adobe Pagemaker, so that the final product is text-based and can be crawled.
Optimise the text in the PDF document
• If you are writing or editing the document that will become an online PDF you should optimise it just as you would a regular HTML web page and include important keyword phrases in the body and headings.
• Regular occurrences of the chosen keywords and keyword phrases throughout your PDF document can help the PDF listing reach a higher position in the search results for the particular keywords and keyword phrases used in the PDF.
• A description that includes call-to-action phrases with the keywords being searched on highlighted should encourage more people to click through to the PDF.
Update the Document title
• If possible include an effective call-to-action (that includes your relevant keywords) as the document title, as most search engines will attempt to include the PDF's document title as the title for the search listing.
• In Acrobat (the development tool. Not the free reader) you can usually access the document title as follows:
o File > Document Info > General, or
o File > Document Properties > Summary
• The combination of a well written document title with the words and phrases being searched for highlighted should help entice people to click-through and look at the PDF document.
Link to the PDF
• To get the PDF indexed in search engines, add one or more links to it from pages on your web site, preferably on pages that are already indexed themselves and that are not too deep within your site.
• The same link authority analysis appears to apply to PDF's as it applies to regular HTML pages. For targeted keyword phrases you'll want to apply the same methodologies as you would for a regular web page such as including links to the PDF from other pages.
• Links to the PDF should be created from pages with a high authority ( or PageRank) and that contains related content relative to what information is in the PDF.
Other PDF optimisation Guidelines
• Place a link(s) to your web site and email links within the PDF so that people may contact you or click through to your site while online (link to important pages in your site from your PDF as these links pass some link juice).
• Submit your PDF to PDF specific search engines like http://www.PDF-search-engine.com/
• Your PDF can reside anywhere on your site, but the same rule about spiders not being likely to crawl content that's too deep applies. The safest thing to do is to put it as close to the root directory as possible.
• Define the document's and metadata's properties within the PDF file; this is done in Adobe Acrobat. Details: File -> Document Properties Advanced - > Document Meta-data (use the description menu to define -- this will give you the opportunity to fill in the Title/Author, Subject, and Keywords. Use commas to separate the keywords and keyword phrases).
• Include text captions under any photographs or images that are incorporated into the PDF file. The search engines will index the image captions just as they would the "alt attributes" on an image within a website.
• Use related keywords in the actual file name for the PDF file. If you are using a keyword phrase to name the PDF file, use hyphens to make it easy to distinguish all the words used. For example: filename-keyword-phrase.PDF. PDF files often rank very well in search engines.
• If you have a very large PDF, consider breaking it up into several documents. This will ensure that the maximum amount of content gets included in the search engine's index. Try limit your PDF to a maximum of 100k.
This is a pretty new and untested element of search engine optimisation so I would love your feedback on how some of these tips helped or didn't help your PDF or Site.
Have a Good Weekend All.
Posted by Marc Elison on 18 September 2009 at 2:26 PM | Comments (4) | TrackBack (0)
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27 August 2009
To train or not to train, that is the question.
I never really believed a great SEO course could exist until I started working for Bruce Clay and I had the chance to attend The Bruce Clay Training last April. There are lots of theories and opinions on how someone should learn SEO. Initially, before coming to work for BC, I had been told "if you want to learn SEO, do it yourself ".
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I agreed with that only partially, I believe that most of the best SEO people started learning by themselves and by testing and trying different things on their sites. I did start doing things by myself but I also thought that attending training and receiving some extra guidelines would help too. Initially I tried a couple of online courses and became very pessimistic about SEO courses, but after attending the Bruce Clay training I changed my mind.
Strangely enough my first day of training was also my first day at Bruce Clay Australia! It was 3 days of intense SEO training and the subject matter ranged from basic search engine optimisation ideas to advanced SEO techniques. Being in the search industry for a few years, I had heard about Bruce Clay and the company always had a good reputation within the industry.
Bruce is a very down to earth person with an amazing knowledge, and I consider myself really lucky for having the opportunity to attend his course. I learnt a lot and acquired great information, but there is a LOT to learn. SEO is such an endless topic, do you know that the overall number of ranking factors in Google's algorithm is over 200?
To all those out there who want to learn SEO, I would say; "it's a self learning process based on self-research and testing, however having the opportunity to attend a highly qualified training course, can definitely can help". SEO is a constant learning curve, so if you want to learn more, you need to constantly keep yourself update by reading blogs, forums and by attend training and seminars.
Why BC training can help you with your learning process?
- It provides a huge amount of updated information all in one sitting
- It covers most aspects of SEO so you get a comprehensive, all round knowledge of search engine optimisation
- It gives you the chance to get an answer to your SEO questions.
- It gives you 12 months access to the SEOToolSet®
Things are constantly changing, I suppose that's the beauty of SEO but it's also a challenge. How do you know if you are learning the right way? Well that's why having guidelines and following a methodology can help you.
Posted by Raffaella Bronzi on 27 August 2009 at 12:28 PM | Comments (0) | TrackBack (0)
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14 July 2009
SEO Elements-Title Tags
The World Wide Web Consortium describes the Title Tag as a required element in an HTML document. Title Tags are a very significant guide for all search engines in determining what is in the content of a specific web page.
 Photo by TheAlieness GiselaGiardino via Creative Commons |
Creating a relevant Title Tag is one of the most important variables in achieving high search engine positioning. Therefore, the Title Tag is one of the most important factors used in the search engine optimisation process.
In HTML code, the Title Tag specifies the title of your Web page. It is code which is inserted into the header of your web page and looks like this:
{head}
{title} Creating Title Tags for Search Engine Optimisation {/title}
{/head}
The Title Tag should be used to express the SEO goals for that page. Great care must be exercised in choosing the keywords that will be used for the tag. You can't put in every keyword that you'd like to optimise for, so it's recommended that you choose the select few that will give you the biggest bang for your buck and are most relevant to the page. The Title Tag must reflect the content of the page, a Title Tag that contains words not included in the page is likely to be unused by search engines. Our SEO best practice guidelines recommend that a typical site use a page title of between 6 and 12 words. Every page must have unique and relevant Title Tags, this means no duplicating across lower levels in the site.
Common Title Tag mistakes include:
- Do not leave your Title Tag empty, ever!
- Do not use 'Untitled' or default text in your Title Tag.
- Do not write Title Tags that are not relevant to the content on the page.
Title Tags of the HTML page appear in the search results for search engines, making it even more important. If you can make your title more attractive than the web sites, which are above your site in the search results, visitor may click on your site simply due to the effectiveness of the Title Tag. It is important to optimise the Title Tag for the keywords most likely to drive searches, that way you have a good chance of achieving a high click through rate for your site.
Using powerful words in your Title Tag will draw the user into your site. You may sometimes try to use the power of questions when creating Title Tags. When you ask a question, you force the reader to stop and mentally answer that question, which encourages the visitor to click on your web site and visit it. Not only is it one of your strongest chances to impact rankings, it is undoubtedly your best chance to convert a searcher to a visitor within the SERPs.
In summary, if you have only limited time and resources to dedicate to search engine optimisation and you wish to concentrate on on-page seo, then a substantial amount of your time and effort should go towards creating unique, attention grabbing and effective Title Tags for each page you wish to rank highly for.
Posted by Marc Elison on 14 July 2009 at 10:19 AM | Comments (6) | TrackBack (0)
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14 May 2009
Cebit Australia - Search Engine Optimisation
Search Engine Optimisation: Is it More than Following the Rules? Jeremy Bolt, Director, Bruce Clay Australia.
The packed room stands up and gives a raucous applause that lasts a good 30 seconds, some wolf whistles can even me made out over the din to welcome the esteemed Jeremy Bolt .Whoops, I'm daydreaming again, in reality there is some polite applause as Jeremy strides to the podium.
Jeremy started off his discussion about what life was like before Google and how the search engines have changed and in particular the relationship between the search engines and how this relationship has changed over time.
Getting results- things you need to take heed of:
• SEO is evolving- algorithm changes, competitors, content types, search results and technology
• SEO knowledge is critical to momentum- training and enthusiasm is critical or the project will lose speed and your competition will prevail
• SEO is like the T.V show 'House'- the symptoms are often hard to diagnose and the cure might take experimentation
• SEO is a professional sport- use professional and integrated tools
Key SEO Factors (basics)
• On-page factors- meta tags along with a clear subject-matter focus
• Expertness- inbound links, outbound links, internal links and controlling pagerank movement
• Copywriting- structural content, Kincaid levels and clarification words
Key SEO Factors (advanced)
• Optimisation of engagement objects - videos, mp3s, images, maps, books, news etc
• Architecture aka siloing - you need to theme align your content by the relevant search query
• Spidering- a slow server discourages spiders, crawlable XML sitemap and robots.txt file
• Building trust- how trusted is your domain?
Key SEO trends
• User engagement objects
• Trust authority - vince update
• Canonicalization tags
• Personalisation / behavioural/ localisation
• Mobile
• Duplicate content
• Global spam focus
10 SEO tips
1. Keyword research 'it all starts here'
2. Understand your competitors
3. Ongoing commitment to new content
4. Structure your site correctly
5. Include SEO in your IA
6. Professional training and updates
7. Implementation and project management
8. Continually source themed links
9. SEO KPI's
10. Design and specification
Jeremy managed to cram a days worth of information into 30 mins and did this very well. Everyone in the audience looked captivated and for once I wasn't the only person furiously taking down notes.
[See Jeremy I told you not to be nervous! LOL - Kate]
Search Engine Optimisation in Further Depth, Andy Jamieson, Founder, Switched On Media.
Andy used slideshare to pick and choose a whole lot of SEO presentations and cherry picked what he thought were the best slides on the SEO industry. SEO is business critical as 43% of page views come from search. So where to start when looking at SEO? Is my site showing up on the front page ? Is my site being indexed? Does my SERP look compelling?
AJAX/Flash/anything that is difficult to index, how do we handle this? Flash is used to enhance the user experience but search engines have a major problem reading and indexing the content. Trying to fix this issue you may get busted for cloaking, be careful when doing this. Don't cloak rather provide the same content in both elements.
When to use 301 URL's:
• Domain migration
• Canonicalization
• Site architecture changes
• Misspelled domains
Andy then gave some broad overviews on some deep subjects like the canonicalization tag, pagerank sculpting and offsite link building. All in all a nice top level discussion of some important SEO elements.
Posted by Marc Elison on 14 May 2009 at 5:01 PM | Comments (0) | TrackBack (1)
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17 April 2009
Insights and statistics from comScore
comScore has just released some interesting search engine ranking stats for March 2009. To round up:
- Google took its widest-ever lead in the U.S. search market in March, it had a 63.7 percent market share of the 14.3 billion U.S. searches in March, increasing 0.4 percentage points from February. Yahoo's market share slipped slightly while Microsoft's improved marginally.
- Overall U.S. search queries in March increased 9 percent from February, however the fact that February is significantly shorter than March accounts for many of these searches.
- Twitter.com jumped 131% in March to 9.3 million visitors! That's 5 million more visitors than in February.
- Facebook's usage in European countries grew by 314% to 100 million visitors in February from 24 million the same month a year earlier and is now the 6th biggest Web property worldwide, posting 275 million visitors in February, a 175% increase from the same period a year ago.
These figures, of course, confirm that the future looks promising for SEO and social media.
Source: ComScore, Inc
Posted by Marc Elison on 17 April 2009 at 9:23 AM | Comments (2) | TrackBack (0)
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16 April 2009
Bruce Clay SEO Training in Sydney, Australia
Here's some pics from Bruce's SEO training which took place last week in Sydney, Australia.
Bruce with Sylvia from CareerOne
SEO Training in full swing
Your humble author, taking notes
Question Time
All in all I found training very comprehensive. 3 days of super-useful and demystifying SEO information which was worth every penny, and then some. Now to catch up on the required reading! For more info on the next training session, please take a look at our SEO training page.
Posted by Richard Baron on 16 April 2009 at 4:27 PM | Comments (0) | TrackBack (0)
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15 April 2009
SEO Certification - Does SEO need a Hippocratic Oath?
[Please note: After a 4 day long weekend, posting frequency has returned to normal - Richard]
The recurring theme around my long Easter weekend was not what you would expect, neither Easter egg hunts nor massive dinners that made you feel bloated for 28 hours after. It was that I kept bumping into friends and family who were recent medical graduates and had just taken the Hippocratic Oath.
Most of them considered the Oath something sacred, with its tagline "Above all, do no harm" being close to their hearts. Now I know as SEO practitioners we don't hold lives in our hands but what we do hold is the livelihoods of certain businesses, employees and by virtue of this their families in our hands. Do we need a Hippocratic Oath of our own?
Imagine this; a small organisation that is entirely web-based enlists the services of a less-than-honourable SEO firm. For the first few days, rankings soar, sales double and all is good with the world. Within in a week the search engines have detected the dubious SEO techniques on the page and have removed it from the index. The business cash flow is destroyed, cut backs are made, people lose their jobs and families go hungry, all while the SEO firm is left unaffected. I know it is the main aim of SEO to achieve certain KPI as dictated by the client but to destroy their site in the process of achieving this aim is definitely not the way forward. Improving the user experience must also always be kept in mind as a primary aim.
Now I know in every industry in the world there are dubious operators but it seems more and more of these spammy SEOs populate our industry, offering cheap services and quick fixes. This may, however, be a symptom of the SEO industry growing as a whole. Google itself has recognized this as a problem and has posted this SEO guide to help clients choose a respectable SEO.
I recently attended the Bruce Clay training and to receive accreditation for the course, I had to submit a site to Bruce Clay for an audit to ensure SEO efforts didn't employ any spamming techniques. In addition to this, Bruce covered his own SEO Code of Ethics and SEO Code of Conduct. I might be a little biased, but that's something to respect.
Now I know there is some debate as to whether the SEO industry should be somehow regulated, with certain organisations such as SEMPO and seocertification.org offering certification. However I don't believe that certification is the complete solution for the trials currently facing the SEO industry. In my opinion compulsory certification and regulation would detract from the free-thinking, dynamic nature of our industry.
I do think that some kind of ethics or code should be introduced; I don't know about the entire contents of the oath (I am no Hippocrates after all) but I have a feeling it should start with something like this "Above all, I will do no harm or face the vengeance and wrath of the one called Matt Cutts".
Posted by Marc Elison on 15 April 2009 at 1:27 PM | Comments (0) | TrackBack (0)
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6 April 2009
Rob Kerry of Ayami Search on CSS, AJAX, Web 2.0 & SEO
The 1st session in the Technical SEO Track is "CSS, AJAX, Web 2.0 & SEO" by Rob Kerry, Head of Search at Ayami Search
Rob is an internet marketing consultant specialising in Search Engine Optimisation. Currently based out of London, he has over 8 years of experience in traffic generation and conversion boosting online
You can chat with Rob on Twitter.
Geeks perfected the perfect web. They created mostly text based web pages, html TABLES were used for data and sites were designed with Library style indexing and navigation
But then marketers ruined everything, Microsoft Frontpage created uncrawlable sites and corporate designers became obsessed with flash
CSS was used to try and solve these problems
It separated content from code, made search engines job easier and replaced old image navigation buttons with CSS styling & hover effects therefore search engines recognise the navigation links
Unfortunately CSS was also used to hide dodgy content offscreen using code like "display:none" and "margin-left:-2000px to show users one type of content and search engines another type of content
AJAX
Fetches data without loading a web page. Don't overuse it.
Good uses of Ajax are data grids/sort tabular data, shopping baskets, form verification
Bad uses of AJAX are content tabs (not indexable), search results (no back button), product listings (cant bookmark specific lists)
User generated content
Is free content - but not free to manage - you will need to budget for a moderator. Communities need a lot of hand holding and Rob stresses the importance of watching for dodgy links in users comments. [C'mon people, wake up and smell the comment spam! Auto rel=nofollow=solution - Kate]
Syndication
RSS can stimulate regular visitors who end to link to sites more often than other readers. API's stimulate buzz and open up some of you data/content to be used on other sites with a link back to your canonical authoritative version
Posted by Kate Gamble on 6 April 2009 at 2:35 PM | Comments (0)
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Marc Elison
Kate Gamble
Martin Orliac
