by Apogee Results | Feb 15, 2010
Ahhh, holidays. I’m guessing that about 50% of the country is hung over this chilly Monday morning due to either romantic champagne & wine with a loved one, or contrary tequila shots & beer with friends or the TV.
As you try to shake off the after-effects this holiday, remember to shake off any after-effects that various holidays may have left on your PPC campaigns. A lot of PPC campaigns are probably hung over from Valentine’s campaigns today, and many are still hung over from Christmas!
Roses are red
Violets are blue
Valentine’s is over
And Christmas is too
A couple of weeks before valentine’s day I was searching for gourmet chocolates – probably a competitive keyword this time of year. Ad #4 was a an ad talking about Christmas Chocoaltes [sic] and chocolate santas.
Time and again I come across outdated holiday promotions in PPC ads. And yes, I’ve had slip-ups myself over the years, but let this valentine’s day remind you to show your PPC ads some love.
- Scan through your ads for references to Christmases past (or any other holiday that’s not around the corner)
- Do a search for terms like Christmas, holiday, valentine, etc. & edit anything that comes up
- While you’re at it, go ahead and spell-check & grammar-check your ads too
by Apogee Results | Feb 1, 2010
During PubCon Vegas 2009, Matt Cutts hinted that Google will start considering page load time in their organic search ranking algorithm in 2010. Google already factors the time the pages on your site take to populate into its quality score, a metric used for Pay Per Click customers to reward higher quality sites with top placement and lower bid requirements. Search engines care about the speed of your site because fast load times improve the user’s experience and increases their productivity, something you should be concerned with as well if you hope for loyal customers.
Google is obsessed with speed. They have been not so secretly developing a next-generation architecture for Google’s web search, dubbed Google Caffeine, that aims to “push the envelope on size, indexing speed, accuracy, comprehensiveness and other dimensions.” Google does not, however, want to leave your site in the dust. In fact, they recommend several tools to improve your page load speed and thus the quality of your site.
Since 2006, Google Webmaster Tools has been offering up diagnostic information on your site such as crawl errors, checking robot.txt, and content issues. Now, under the Labs tab, Google has added a Site Performance page that delivers “information to improve the speed of your site and create a faster experience for your users.” Here you’ll find your average page load time, how it changes over time, and how it compares to other sites. You can also view suggestions on how to improve your site’s performance based on a tool called Page Speed.
Page Speed is a Firefox Add-on that requires a popular developer extension calledFirebug. It performs several tests on a site’s web server configuration and front-end code. This tool will analyze the performance of each page of your site and advise best practices to implement organized by a priority score: High Priority, Medium Priority, Working Fine or Low Priority, and Informational Only. Page Speed will also give you an overall quality score out of 100. For the more advanced, run the Page Speed Activity option to view a timeline of all browser activities, including network events and JavaScript processing.
Even though page load time has not traditionally been part of the natural search ranking equation, Google intends to factor speed into its organic search algorithm, and so you should factor it in to your SEO strategy. Google is doing its part to create a faster world wide web, but they need the help of webmasters, site owners, and webhosting services to usher in a higher standard of web surfing. With these new tools, now you can keep pace with search engine ingenuity and the demands of your site’s visitors and, ultimately, win the favor of both.
by Apogee Results | Jul 14, 2009
In this week’s edition of SEO Odds & Ends, I’m shifting gears into the nonprofit SEO space. I came acrossLiberty Hill Foundation’s website and found their slogan to be impressive–”30 Years of Change, Not Charity.” As a fan of participating in change instead of throwing money at problems, this spoke to me and I thought I’d help out.
First off, there is a great resource online for any nonprofit out there–a charity version of SEO Book. With 25 chapters, I must admit I haven’t combed through it all, but if you have the time, it gives a lot of great SEOinformation tailored to nonprofits.
As with many nonprofits, marketing in general gets put on the back burner, because money could be better spent on making things happen rather than getting a shiny website, right? That seems to be the case with Liberty Hill, as well. Here are the top tips I’d start with for their site:
1. Create a specific page for each of the organization’s issues.
Even if it seems that the issues cross over a lot, create each page to be as different as possible, and then link between similar pages. A well-optimized site involves giving the search engines a single page for each idea your organization (and website) represents.
For Liberty Hill, initiatives related to developing a green economy and promoting environmental justice are extremely important. There are multiple pages about this, including the 2009 Environmental Agenda “Turn Green to Gold”, a donor page explaining what Environmental Justice is, and finally, a grant seekers page describes the funds available.
To organize the site a bit more from a search engine perspective, first, organize the group’s initiatives into a category such as “Liberty Hill Issues,” then add specific pages with descriptive content for Environmental Justice, Gay/Lesbian Rights, etc., third, add links on the Environmental Justice page to the Donors, Grant Seekers, and Media/Press pages devoted to this topic.
Pick keywords for each issue your organization represents, and optimize your tags for those terms.
Using the Google Adwords keyword tool, you can find the approximate search volume for terms related to your organization’s issues.
For the Environmental Justice issue, there isn’t much search volume for many terms beyond “California Environmental Justice” and “Los Angeles Environmental Justice.” Therefore, creating a title tag using this code would probably be be the best option:
<title>Environmental Justice | Los
Angeles, California | Liberty Hill Foundation</title>
On the Liberty Hill Blog, there are several stories about undocumented students and the hardships they face–keywords such as “Scholarships For Undocumented Students” and “Undocumented Students in California” would be good options to target on the primary site.
Use variations of your keywords within the content on each page of your site.
Often adding a city name plus the primary keywords for a page is a good start.
Within the content of the page, use variations of this broad term by starting with “Environmental Justice” and adding the following words: “solution(s),” “project(s),” “action,” “group.” Always focus on making the content readable and relevant to your readers, optimization is a second priority.
On the current site, the Environmental Justice Fund is introduced this way:
Liberty Hill is pleased to announce our new grantmaking program, the Fund for Change…Liberty Hill will hold two webinars and four community workshops across Los Angeles to introduce our new grantmaking program.
An optimized phrase from an SEO perspective would be:
Liberty Hill is pleased to announce our new Environmental Justice project, the Fund for Change…Liberty Hill will hold two webinars and four community workshops in conjunction with various Los Angeles Environmental Justice groups to announce our new grantmaking program.
Ask for links from your donors and grant recipients!
The single most valuable thing for a website to have in order to have better visibility in the search engines is links! Get more links! This, of course, can be an extremely time consuming process, hence its inclusion at the bottom of this list.
Request optimized links– include the keyword assigned to that issue in the text of the link. For example, “Thanks to Liberty Hill Foundation, and specifically their gay and lesbian rights grant initiatives, for supporting the Cara a Cara Latino AIDS Project,” or in the ALT attribute of an image link: “Liberty Hill Foundation Logo, great resource for environmental justice information in Los Angeles.”
When donors inquire about giving money or resources, mention to them that simply adding a link to the Liberty Hill Foundation from a donor company’s website, the donor’s personal blog, or even their Facebook page would help you out. Ask them to link to the particular issue on Liberty Hill’s website that is of interest to them, as oppposed to the homepage.
Require that recipients of grants mention the Liberty Hill Foundation website through a post or a link of some sort! If they’ve received $20,000, a link from their site to the grant site shouldn’t be a major effort for them.
SEO is an ongoing process–do what you can when redesigning a website or when there are specks of free time, but don’t ignore it entirely! A little bit of effort each week (or month!) is better than none.
by Apogee Results | Jan 16, 2008
October was a tough month for PayPerPost (PPP) bloggers. Many PPP opportunities required a blog to have a certain PageRank to be eligible to take them. Unfortunately, right before the holidays, a very large number of PPP sites saw their PageRank drop to zero. Suddenly, they were unqualified for the better paying blogging opportunities.
Posts from Matt Cutts at Google confirmed that this was an intentional penalty, not just the usual suspect data from the Google Toolbar. The belief passed through the forums and the blogosphere that these sites had lost all ability to provide benefits through links (e.g. “link juice”).
Meanwhile, we were still seeing our clients benefit from PPP opportunities, both in direct traffic (suggesting that the sites had not lost search engine rankings themselves) and in ranking benefit (suggesting that link juice was still being passed. Clearly, something else was going on and I was determined to discern the facts scientifically. The details on my investigation follow.
Hypothesis: The “penalty” Google imposed on PPP blogs is more cosmetic than actual.
Prediction: If the penalized sites are truly unable to pass any link juice, then a link from that site to a page on another site will have no impact on Google’s rankings.
To test this theory, I had a group of sites each use unique, fantasy anchor text to link to a brand new page (unindexed and never before linked) on a single site (so that there were no variances of site trust on the destination page). The destination pages all included different excerpts from the text of Beowulf (so that the content of the page was unique across the site) and did not include the targeted keyword on the page. If the destination page later returned in a search for that keyword, it would be shown that the site was still passing link juice.
The anchor texts were created using a password generator, using six or more characters in length, and had no more than five hundred (500) Search Engine Results Pages (SERPs) in Google at the time of creation (many were misspellings of other words or used as forum logins by others, so they did have a few SERPs).
Methodology: The test consisted of eighty-three (83) sites. Fifty-four (54) were PPP blogs that had been “penalized” by Google (PPP Group) and twenty-nine (29) were non-PPP sites (Control Group). The members of the PPP Group were located via a posting on the PPP forum. We asked PPP bloggers that had been penalized to participate in this test so that we could determine whether their blogs still provided any SEO linking benefit.
Each blogger was given a unique combination of anchor text and destination page on the target site and was told to place the link on the homepage of their blog. Once the links were live, the target site was monitored daily to determine if/when it started ranking for any of the fantasy anchor texts in Google, Yahoo, and MSN. The test was allowed to run for six weeks.
Results: Of the PPP Group, fourteen (14) caused pages to be ranked in Google (25.93%) and thirty-two (32) to be ranked in Yahoo (59.26%). Of the Control Group sites, fifteen (15) ranked in Google (51.72%) and sixteen (16) ranked in Yahoo (55.17%). None of the sites caused pages to be ranked in MSN.
Conclusions: Clearly, the claims that PPP blogs have lost all ability to pass link juice have been definitively proven false.
However, the possibility that an actual penalty has been imposed still remains. The PPP sites pushed pages into Google at half the rate of Yahoo, while the Control Group pushed pages into Google and Yahoo at very similar rates. This suggests that Google may have lowered the actual PageRank for the pages. Whether this was to zero so that only the link juice from the page itself is passed (none of the link juice coming into the page would be passed) or to some other amount is unknown.
Alternatively, this differential rate may be due to Google’s attempts to reduce the influence of Google Bombs. The anchor texts for the PPP Group were actually somewhat more competitive than that for the Control Group. On average, the keywords in the PPP Group had 196 SERPs while the keywords in the Control Group had 129 SERPs on average, a difference of about one-third. If the efficacy of the Google Bomb filters is based upon the number of pages that rank for a keyword (as many believe), then this could account for much of the delta.
Another lesson learned is that it appears that MSN will not rank a page based only on the anchor text of the links coming into the page. The key phrase must be on the page itself.
Commentary: It’s very possible that the penalty imposed by Google is not purely cosmetic, and that an actual lowering of PageRank did occur. As it happens, PageRank is no longer all that large a component of Google’s relevancy calculation, so even if PageRank was actually dropped to zero, PPP posts still have definite SEO benefit for advertisers.
That’s no consolation to Posties who lost revenue due to not being able to take on new paid blogging opportunities, and I sympathize with their pain. Unfortunately, Izea’s connecting the sale of links to PageRank was a sure-fire way to draw some ugly attention from Google. Hopefully Izea/PayPerPost advertisers will be willing to accept RealRank as a suitable proxy for PageRank.
Further testing will be needed to determine whether or not the penalty was cosmetic, and if not, how severe a penalty was imposed. I still believe that at best the penalty is quite limited. Google’s ability to programmatically determine which blogs are doing paid blogging seems too still be somewhat ineffectual. Many PPP blogs were not hit with the penalty, and there are numerous reports of sites that have never had anything to do with PPP having their PageRank zero’ed out. The risk of collateral damage was quite high and even a purely cosmetic penalty would achieve Google’s goal of punishing the sale of PageRank. It’s probable that Google didn’t want to take that risk.
The next round of testing will begin in a week or two. If you’d like to take part, please drop me a line through the blog.
by Apogee Results | Dec 20, 2007
Dart throwing, names in a hat, coin tosses, and binge drinking are all accepted formulas for devising a list of keywords for an SEM campaign. There is however differences in creating paid search keywords versus natural search keywords.
The main difference paid search keywords have in comparison to natural search is the breadth of generated keywords. With paid search your keywords are at the mercy of a user’s search, which is unfortunate because a user’s intelligence pales in comparison to that of an algorithm. This is why paid search keywords need to be both precise and all encompassing. Take for instance name brand HDTV’s. Keywords such as “Sony,” “Magnavox” etc need to be included however those are all very high volume keywords, and unless you are willing to pay five or more dollars a click, chances are this keyword won’t see the first page of results. However if you tweak the keywords to match a probable user comparison thought process the keyword “Sony vs Magnavox” would be of more benefit to your overall campaign.
Another important thing to remember in keyword generation is that your customers are not looking for you they are looking for your product or service, which means they’re looking for anyone. Bidding on competitors’ names has received some bad press in the past, but it’s a smart (and legal) way to be seen in the search engines. There is no need to use it as an assault on the competition, but having your name rank among their results will be of benefit to users shopping for your product or service.
Those were just two tips to keep in mind for keyword generation. For the actual generation itself, there is once again no way a human’s intellect can match that of a machine, which is why keyword generation websites can immensely help the process. There are many sites out there, some for free (Google Adwords), that generate a list of keywords along with a number of impressions. Along with this list should be a short list of negative keywords that tell the search engines not to run an ad when an unwanted keyword is entered. For example a pickle farmer would want to create a negative keyword for the type of people that live in Poland.
Developing your paid search keywords is actually the first step in generating keywords for a natural search campaign. Throughout the first months of a paid search campaign you will begin to see which keywords are out performing the rest. The top 5, along with a few long tail keywords that perform well should be considered to be a part of a natural search keyword list. Performance depends on a robust clickthrough rate as well as impressions. In natural search the only thing search engines care about is relevancy, which is why these keywords should be the 15- 20 best keywords that define your site.
If you do not plan on running a paid search campaign preceding your natural search, tools like wordtracker are of use when trying to find high volume keywords. However these high volume words should be carefully chosen. Terms like “real estate” are too broad which is why “Louisville KY real estate” would work better for the algorithm retrieving your site. Also, try to stay away from prepositions. While words like “and, but, for” etc. work for your humans users in paid search campaigns, they are usually bypassed by the search engines.
In terms of keeping up with your competitors viewing their source code to see the keywords they have used in places such as the title, headings, and descriptions is useful when creating ideas for keywords and such on your site.
Above all the aforementioned it’s important to realize the monetary distinction between paid and natural search keywords. With paid search a keyword is more of a one-time payment multiplied by the number of times it is clicked, and you can manipulate this number with targeted ad copy. For example the keyword “SPAM Prevention Software” will be seen by a large market, but if you’re software is designed for enterprises only creating copy targeted for the private market will filter out the public market. With SEO your keywords are more of an investment on the basis of impressions. Which is why to succeed in SEO the same “SPAM Prevention Software” keyword might not be the best overall investment if only 10% of the total audience searching for SPAM prevention software sees it.
While I don’t want to explicitly say that paid search is an art while natural search is a science, it more or less is like that. The majority of the time a user will not put much thought into entering in his/her keywords which is why it is important to think existentially in order to have all bases covered in a paid search campaign. Conversely in natural search you are catering to an algorithm that is essentially a cold, heartless robot that wants nothing but results. Much like an elderly, widowed piano teacher.
