Interesting discovery today, a search on www.google.com.au showed some different looking serps. I noticed Google has moved the location of the URL to the upper left hand side just below the title tag of the website before the description tag.

It used to be below the description tag on the lower left hand side.

It is quite interesting how different the SERP look by simply moving the placement of the URL. Not exactly sure why they would be making this move, but it is clear that having sitelinks, becomes more important that ever.

It appears about a year ago people at Webmasterworld had seen this within adwords. http://www.webmasterworld.com/google_adwords/4142468.htm

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In addition to bringing you the most relevant results, search engines are many times fighting over presenting the most up-to-date pages to the searcher. That’s why Google has those time-related filters in the left, just below the “type” filters. Although recent content might be well of importance only to news-seekers, Google thinks otherwise. Long before the recent “Panda” update to its indexing algorithm that is being talked about all over the world in during last week, Google has made numerous adjustments to its ranking rationale, with frequently updated websites getting “bonuses” in SE placements.

Yet another step in the same direction was done several days ago, although no official announcement has been made. It seems, Twitter is getting more credit within Google, which has decided to present recent tweets in the search results. In addition, the results also show user’s picture. But more important is the fact that the link is the tweet is included in the SERP’s, making it a valuable inbound link for the featured website.

It has to be noted, that the above only applies to recently posted tweets (the exact amount of time could not be determined, but from my testing it is probably several hours, and after that the results return to the usual “join twitter to follow”. If you want to see those results, by the way, it is very advisable to include the word “Twitter” in your search query.

Google shows a tweet

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With the recent Goolge’s algorithm update (which was quickly called “Farmer’s Update”, as it seriously affects the so-called “content farms”) and Blekko’s removal of twenty famous websites from its results, it seems that fighting spam is the hottest issue in the search engine market.

Indeed, when we face certain enemy, it is very advisable to know about him as much as you can. So, what is this “spam”? The answer is clear – something annoying and useless. The first occurrence of spam is said to happen in the 19^th century, when many honorable English gentlemen received an urgent telegram with an advertising content.

When we are talking about search results, however, spam is not easily defined. Usually, it means irrelevant pages that happen to have a keyword in them. But this has been handled a while ago. The search algorithms are far more advanced than 10 years ago, when one could fill the page with meaningless phrases and get a high SE ranking.

The problem has switched to using a good-written content (grammatically that is), which provides little useful information. It keeps repeating the same things again and again, so while looking “normal article” for the bot/spider, for the human being it is simply a waste of time. That’s what “content farm” means – a website that has constantly generated and frequently updated content, which has little value in it. That’s what Blekko and Google are fighting. The problem is that technically it is very hard to distinguish between “useful” and “useless” content – even for a human, let alone an indexing bot…

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Numerous websites reported that Google is ignoring the page title tags, replacing them with something “equivalent”. The discussion started on the WebmastersWorld forum with several “upset” webmasters claiming that Google is shoeing page titles that are different from what is included in the page HTML.

Well, instead of being upset, I would rather try to understand the issue. Not a big fan of Google myself, I still recognize the fact that whatever they do, they do for a reason. Matt Cutts says that “We (Google-J.S.) reserve the right to try to figure out what’s a better title.” Of course, one can shout “who are you to determine a better title for my page”, but the answer to this is pretty simple – they are GOOGLE, world’s number one search engine. And with the SPAM issue so hot, their quest of fighting “crawler-fooling-techniques” is understandable.

So, when does Google try to find an alternative title for a page? According to Google’s John Mueller, this happens when “the titles are particularly short, shared across large parts of the site or appear to be mostly a collection of keywords.” Those titles are regarded as “inappropriate” by the search engine that will try to replace them with “other text on the page”.

Some might see this as a violation of rights and yet another step towards global domination by the greedy Google. What I see is the basic principle of SEO – offer a solid and interesting content in your website and you will rank high. Page title should definitely be remarkable and unique, providing the user with the most important info about the page. So, instead of complaining about Google policy, go and check your page titles. If they are good I am sure Google won’t touch them.

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Several polls, conducted recently, approve that the search engines are still regarded reliable by the internet users, yet the influence of “spammers” worries many searches.

Over 33 percent of the responders to the question: “Have Google’s Search Results Become Less Useful To You?”, said that the spammers “have gained a significant foothold”. Over 40 percent responded with the “kind of” statement, making a total of over 75% percent noticing the negative influence of “noise” on Google Search. With less than 4% stating that results got better, it seems that the spam issue needs to worry Google algorithmists.

Nevertheless, almost 90% still find Search Engines (and most use Google, of course) do either “excellent” or “good” job of finding relevant information, and about two-thirds of users rate Google results as “useful”.

With other search engines trying to close the gap between the runaway leader in the Search Industry, they might well switch their attention to inventing better search algorithms. Yet, there is no guarantee that those will produce less “noisy” results. And even if they do, and Google will lose a considerable amount of market percentage – the spammers will probably quickly adjust their techniques to alter these “new-search-algorithm” results as well…

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The marketing has always been about customer’s psychology – learning the specific needs of a potential client and trying to satisfy them. Google has demonstrated once again that targeting certain audience is mandatory. And if you are into SEO, you should be aware of it.

According to one recently published study, Google Search results on a smartphone will vary by over 80% from those produced by a desktop computer query. If you think about it – this is actually quite logical to have a slightly different search algorithm for smartphones. For example, smartphone users like downloading various applications. Thus the mobile Google Search presents many results that include the word “app” or “download”. Brand filters and store filters cannot be applied to mobile Google search and it is even more biased towards “local” domains, with Google places usually appearing higher in the vertical results list.

With the smartphone market growing quickly, it seems as only a matter of time when “SEO for mobile” will become a separate branch in the industry.

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Everybody knows that since the introduction of the new Caffeine index, Google is able to update its site indexing within hours and even minutes. Long gone are the days when we were shown some outdated “caption” of the website content that turned out as no longer present on the page. Different was the case with images, as Google Image Search indexing was still lagging behind. It could take a month or so for the recently added image to appear in Google Image Search results.

It appears Google, in its efforts to produce real time results, is now addressing this “problem”. Several users, who are following Google image indexing closely, have reported a major improvement in this field, stating that the new images are being indexed more fluently, appearing in Google Image Search results with a delay of several days only. This is yet another proof that non-textual content is becoming more and more popular among users, making it essential for proper SEO.

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According to most encyclopedia definitions, organic searches are natural listings/results from a search-engine spider crawling a Web site. The process begins when a keyword is used in a search engine. There is no monetization (pay for these listings. It’s simply the most accurate results according to the work of the search engine. The key word here is “relevant.”

We have to accurately define “organic search results” and determine why they are important (if they still are). This will let us move on to more in-depth information about organic search results for travel. In addition, we will be able to comprehend why some observers of the Web world are writing the “obituary” for these searches on Google.

The Opposite

raIn recent weeks the concern has been the “death” of organic search results for travel on Google. In other words, there is concern that the majority of results for the travel industry will be paid advertising. The question is: Will you be able to come up with truly organic search results when you seek travel information?

Processes such as pay-per-click advertising would qualify as non-organic in this discussion. Major search engines such as Google and Yahoo, for example, use combinations of advertising and search results on their pages. Ads are designed so they look like search results, though background color usually sets them apart. Many non-technical users/end users simply don’t recognize these paid listings for what they are.

Will the big spenders with Google benefit from unique technical assistance so that they achieve better “organic” search engine placement?

As We Know It

In 2010, Wired magazine carried an article that basically proclaimed the death of the Internet as we know it. The theory seems to be that we will focus on applications (apps) rather than on the search process. It seems that we are moving into a world in which final results are available, with most of the work already completed for you. This is part of the Bing story and may be a factor in the Google changes as well.

Some observers have proposed that the idea of the big-money advertisers getting the preferential placements is just good business. The big spenders have account representatives at the Google offices. Scott Buresh wrote for www.searchengineguide.com, “I am willing to bet that this perk was not Google’s idea. Rather, it almost certainly stemmed from the sense of entitlement that those spending large sums on paid search felt and the fact that technical help with their organic search engine placement is what they demanded.”

He asks whether Google can continue to work with its “Don’t Be Evil” philosophy. Will this be replaced by a philosophy that focuses on keeping shareholders happy?

Upgrades and Improvements?

The concern about the death of organic search results for travel grew from an announcement by Google about upgrades to the search process. When search results are displayed the user will see a much different design. Two major items that will be obvious to regular users will be maps on the right side of the screen and additional content that is not actually part of results listings.

The problem seems to be that this will create confusion rather than being an improvement. In some cases the organic search results that most Google users are familiar with end up with borders that set them off, though this section doesn’t have the colored background that paid listings have.

Another user, from another part of the world, gets similar results but the organic results are not set off by a border and appear as they generally do with organic searches. Google has already written about this change and insists that what they call Universal Search results are definitely organic, not paid for or click-based.

Kevin May wrote, on www.tnooz.com, that an experienced analyst for a digital-marketing agency expressed concerns about the design.

“This forces brands to consider Google as a content destination as well as a search provider. Google Places may well be significant in this. It’s not surprising Google is doing this, it’s long been predicted Google would expand Universal Search into a polymorphic vertical search.”

Content Destination

For some who have long supported the openness and freedom of the Internet and the World Wide Web the idea of the major search engine morphing into a content destination is troublesome, at best. Of course, Google has expanded and changed through the years, offering products and services that many find useful, even essential, in the online world.

It seems that some users are beginning to question why Google can’t keep its search-engine service separate from its revenue stream. While this hasn’t been the case for years, it might seem that the limited paid-for results of the past are becoming just that – a thing of the past.

We all know that page design is one of at least three major factors in successful online marketing. Design works hand-in-hand with quality content and a call to action. If Google search results are becoming content destinations, at least in the travel arena, how long will it be before there is an overt call to action for the biggest advertisers?

In the opinion of some long-standing Web watchers, the design, placement and percentage of page coverage devoted to larger revenue streams is already a covert call to action. If the search results for travel are no longer truly organic can other commercial sectors be far behind?

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The bottom line is, if a Web site has a good quantity of reliable, subject-related links it should be placed at or near the top of the popular search engines. Link building is both a science and an art. There are proven ways to make these connections work without wasting a lot of time and money getting onto every list available. This means you have to do what it takes to make your site and your links available to the correct group of people.

The network that can carry a Web site to the top is built with exposure to a specific group of people. Target audiences are the crucial factor for anyone considering directory submissions.

Assume you have a site that offers Product X and related services. A particular sector of the online population will go to search engines and use Product X or one of the related services as a keyword for their search. Your goal is to have a Web site and its link at the top of the search engine when this target group searches. This could mean significant traffic to your site and consequently, significant income for you.

Link building is not a quick way to make a dollar or two. It takes careful planning and serious effort. You should also make use of several of the quality directories in your chosen area, whether these are link directories, article directories or a combination of both. You should also know about the different kinds of links so you can make the most efficient use of your time and effort.

Here are some key categories:

• No Follow – Search engines treat the no-follow directions as “a signal that link popularity should not be passed through that link.” (Wikipedia) This is a “way of not vouching for the quality of the site being linked to, and is heavily used by sites that allow users to insert links into content that isn’t reviewed before being published.”
• Authority – You may have to buy these links from sites such as Google Search, Yahoo Directory etc. These sites rank for top-level keywords.
• Directory – The best advice is to submit only three or four times a month to directories. Don’t flood them!! Some people who work with SEO think directory links are the best way to go but they may not be as strong as relevant, one-way links.
• One-Way – This will be one of the most effective ways to get rankings. Think about quality content and link bait. Don’t get trapped into sponsored links and advertising. Try forums for focused content and audiences.
• Press Release – Press release submission services and sites are leaders in the field. Try PR.com, for example.
• Reciprocal – This type of link is rather easy to get but is not necessarily the most effective link category. Think about this: Reciprocal links are usually an equal exchange – you get what you give in quality and reliability.
• Pre-sell Page – These might be a little harder to find. Contact webmasters. The entire page is your content so they can be excellent for SEO.
• Social Media – This has become a real buzzword in the online community over the past couple of years. With this type of link you need to think about people getting together and having a conversation. That’s the key word today – conversation.
• RSS/Blog – Think about syndication. Start your blog with quality content and make sure you have RSS, Atom etc.

This is only a short list!! There are many other types of links that you can use to build your presence. Use these ideas and learn more about: site-wide links; three-way link; links to and from media outlets such as radio stations, television stations and newspaper companies; edu and gov links; article submission links.

Not Just the Traffic, Silly!

No matter how you go about getting linked up with others who have similar interests, stimulating traffic is only part of the story. Remember, we mentioned conversations earlier. Success in the online world is about connections, of course, but after you make the connection you need to continue the conversation.

Of course, it’s tempting to just get started, try to make money quickly and move on to something else. A few people have been fortunate enough to do this. You may find that success has a short life span when you flood the Web with information and hope 1 percent or 2 percent come back to you. However, if you have a little more patience than the next guy, use some intelligence and focus on the right link or article directories you may find yourself building a more long-term business.

You may as well begin with the free directories when you begin the process of submitting your site link to a links directory. Many of these will establish good connections in sufficient numbers. It pays, however, to be selective when submitting to the many free directory sites. You could sign on with a link-submission service if you have funds to pay the fees. Be very selective with this method because some services might flood the Web with your link and you are looking for quality connections.

People interested in your particular service or product will be looking for your sign and a brief explanation of what you offer. Those who are searching for something entirely different probably won’t come into your “store.” Your choice of a few select link or article directories is like putting up the right sign on your “main street business.” In fact, it may be better if they don’t. You need to focus on the customers with real potential.

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One of the key factors in business success is leverage. Microsoft Advertising Intelligence allows you to leverage true history and forecast data. This means your keyword efforts are based on actual customer activity. You get key performance indicators (KPI) to track performance.

The full name of this tool is Microsoft Advertising Intelligence. It is designed as a research and optimization tool that works with Microsoft Office Excel 2007, providing keyword expansion, pricing, KPI data and research. What this means for the business person is that you can make the most of your marketing investment. You’ll need to uninstall the earlier versions of adCenter Add-in for Excel. Of course, you should have Microsoft Office Excel 2007 installed. Be sure Excel is closed when you go through the Ad Intelligence install process.

With Ad Intelligence you can work with lists of suggested keywords, and develop your strategy for keywords using MSN and Bing query information. The details include volume, relevance, demographic and geographic tracking as well as cost history. This data helps you fine tune your bid strategy because you use actual pricing information and data that is specific to keywords. You get information on clicks, impressions, cost-per-click and position.

As product information for Ad Intelligence states, “Search activity reflects real time consumer behavior which helps determine the best planning approach for your online and offline campaigns. This ensures you are talking to your consumers with the right message, at the right time in the right place, to build truly integrated campaigns.”

Planning for Success

It’s tempting to get into the online marketing business because it seems the “hot” thing to do. But if you want to increase the chances of success you should devote some time to planning first. Microsoft Advertising Intelligence is designed to assist you in that planning process. For example, your working campaigns will be constructed on reliable information, data that allows you to make good decisions.

Ad Intelligence means using keyword search tools built into the Excel program as well as developing keyword lists based on actual behavior and trends. Data you can use includes relevant rankings that will help you understand how this will add value to the effort. You will be able to use your business budget on campaigns that actually work!

Features that will help your efforts succeed include a keyword wizard that lets you pull keywords out of an Excel list or from a specific URL. You can then expand your keyword list based on bidding association, similarity of categories or keyword phrases that contain the single keyword. You can move a detailed report containing estimated search volume, ad position, click-through, click cost for a specific range of dates etc.

Search buzz focuses on top-category keywords, with almost two dozen core categories available. There are dozens upon dozens of subcategories. If you are familiar with the usefulness of “spiky” numbers you’ll find that Ad Intelligence uses the above-mentioned categories but focuses on spiky keywords. Features include spike start and end dates as well as spiky index. One of the key features allows you to set your information to all verticals so you can uncover the leading spiky keywords or top search queries.

There’s More!

Microsoft Advertising Intelligence offers keyword-focused tools such as extraction that is based on input URL. You will be able to set the maximum number of keywords up to 100. It even allows you to establish a minimum relevancy so you can tailor your confidence level. If you are not sure of the efficiency of a certain keyword the tool has keyword suggestion to help you. Suggestions are based on such details as long-tail keywords containing the core keyword and on advertiser behavior.

Other features include:

• Keyword categorization that helps you organize keywords
• Data on monthly traffic including forecasts for up to three months.
• Geographic details
• Demographic details
• Monetization so you can study ad clicks, click-through rate and more

One of the nice tools available in Ad Intelligence is keyword normalization. This means that the software will find and flag duplicates in an advertising group. The feature might select a keyword if it has extraneous characters or if capitalization is a bit different. This process takes place automatically and will save the use a lot of time. You don’t have to manually manage variations of the same keyword.

Extraneous characters might be quotation marks, hyphens, asterisks, parentheses, brackets and many other common symbols. Extraneous words such as “a” and “an” may trigger normalization as well.

The advertiser can remove duplicates or remove the original. With the automatic task in Ad Intelligence and some careful editing by the advertiser this feature will mean more search queries match chosen keywords. Advertising return should be increased with this fine-tuning process.

This group of tools is designed to help advertisers improve their online advertising results through accurate modeling. Business owners will be able to more correctly predict intent of the user because of the specific data based on keyword and phrase selection. This can be an awesome tool in the online commercial world. Why? Because the way people search is determined by geography, demographics, age, gender and other factors.

Keyword and search characteristics provide a nice overview of the target audience. An advertiser use Ad Intelligence is able to learn more about a user’s intent and discover a doorway into a social network that this user is part of.

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