Posts filed under 'Search Engines'
There has been a lot of movement over the last year in terms of clampdown on unscrupulous SEO tactics, as Google continue to strive for greater relevancy within their search index. The biggest of these has been the clampdown on paid linkage, and directories and something that affected a large number of SEO tactics and campaigns, as well as campaign planning.
However taking a step back now that the dust has settled - what is the current scenario. Sure new facets of optimisation are starting to take shape (such as blended/universal search), and many search engine optimisation specialists are starting to have to think like marketeers rather than SEO’s, something which has been good for the industry, and as the industry continues to evolve will hopefully continue to produce more and more broad thinking online marketeers.
However following on from the paid links (which people like Andrew Girdwood from Bigmouthmedia in particular activately campaigned on behalf), a new trend which in my opinion rivals that of paid linkage (well in my opinion is more devious and off less value than targetted paid links), has started to become much more widespread in its use. It has been noticeable the amount of Search Engine Optimisation companies now starting to employ ‘doorway sites’ or ’satellite sites’ more aggressively as part of their online marketing strategies. In particular I can name two organisations based around Burnley, Lancashire alone (and that isn’t a huge geographic location) that actively engage in such tactics. I would suggest on a UK basis there could possibly be hundreds if not thousands more employing this technique. Many of these sites have only one major plus on the side - relevancy (and I use that term loosely) but are however of very little use, and often merely filter people through to the primary site.
Used well and strategically as part of a campaign, there is no issue with the use of microsites, however a thought pattern develops in my brain, that if you (ie Google) are going to penalise sites for artificially affecting the algorithm via the purchase of linkage, then surely trying to artificially affect the algorithm by developing hundreds of throwaway sites is against T&C’s as well, in fact quoting from Googles own Q&A page, surely the above practise would fall under shadow domains or at the very least doorway pages.
“There are a few warning signs that you may be dealing with a rogue SEO. It’s far from a comprehensive list, so if you have any doubts, you should trust your instincts. By all means, feel free to walk away if the SEO:
- owns shadow domains
- puts links to their other clients on doorway pages
- offers to sell keywords in the address bar
- doesn’t distinguish between actual search results and ads that appear in search results
- guarantees ranking, but only on obscure, long keyword phrases you would get anyway
- operates with multiple aliases or falsified WHOIS info
- gets traffic from “fake” search engines, spyware, or scumware
- has had domains removed from Google’s index or is not itself listed in Google”
Therefore I have to ask, why do you continue to reward such activity Google?
Surely it is not that hard to track - a simple DNS or Whois lookup would sort some of the wheat from the chaff, and more sophisticated algorithmic calculations would probably take care of the rest?
It would be interesting to gauge other peoples thoughts in the industry on this one. Pretty sure there is going to be a broad difference in opinion…
However nothing should be taken away from some major advances though that I believe have been made over the last year. It is very noticeable now how many more organisations understand SEO and its commercial benefits. It has to said, that there are a a number of people that have played a key part in laying the foundations but I do believe that SEO has to a certain extent started to move away from the ‘Dark Art’ perception and one can only hope this continues across the digital marketing landscape.
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May 30th, 2008
According to reports on SE Roundtable, Yahoo is no longer accepting applications for their Ambassador program (something that I should add won’t affect many paid search specialists in the UK - as it has never been rolled out to UK organisations). For those unfamiliar with the Yahoo Ambassador program it is (or was) the equivalent of Google’s Adwords Professional program, where you take an online exam, administered by YSM!, and upon successful completion, you receive a Yahoo! Ambassador badge that can be displayed on your website.
From a search perpective it is not a great suprise, however given the lack of credible accreditation out there it does seem somewhat of a pity to see this fall by the wayside. This like the Google Advertising Professional/Company accreditation is a distinguishing feature and something that certainly can help in distinguishing you from smaller ’smoke and mirrors’ organisations.
Other coverage on this
Search Engine Land - Yahoo Search Ambassador Program closing
Search Engine Watch
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May 17th, 2008
According to reports in the Wall Street Journal, Yahoo! is now close to sealing a deal with Google after receiving ‘positive results’ from its initial trials held over the last week. Yahoo! announced last week the launch of a two week trial with Google Ad Sense for 3% of its searches, a move that would increase its cash flow by $1bn.
According to analysts, this would strengthen Yahoo’s positioning whilst it continues discussions with both Time Warner/AOL. However moving forward, a potential Google/Yahoo is unlikely given the overlap between the two parties involved and the likely market domination that would ensue.
Watch this space…
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April 17th, 2008
After months of deliberation, the European Commission have finally approved Google’s $3.1 Billion acquisition of Search firm Doubleclick. The investigation, which started a mere five months ago has confirmed that the “transaction would be unlikely to have harmful effects on consumers, either in ad serving or in intermediation in other advertising markets”.
This news on the back the Google that Google expects to be in a “very significant position” in the online display advertising market by 2008/09, has seen Googles stock value rise significantly.
The decision by the European commision has been seen as the final major obstacle to purchase following the US Federal Trade Commission’s decision to approve the purchase back in December 2007.
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March 11th, 2008
I recently attended the SES London 2008 conference down in the Business Design Centre down in London (for day 2 anyhow), where well established SEO ‘celebs’/speakers such as Mike Grehan, DaveN (Dave Naylor - Bronco ), Paul Doleman (iCrossing) and Jon Myers (Mediavest) presented various topics relating to search and online marketing over the course of three (very intensive days). As mentioned previously, I was lucky enough to attend the second day, which was started with a Keynote speech from Nick Carr, followed by a Q&A session with a panel consisting of
- Kevin Ryan - Moderator
- Mike Grehan - CEO SearchVisible
- Paul Doleman - CTO iCrossing
- Erica Schmidt - Head of Search Isobar
- Steve Kauffman - Digitas
- Bryan Eisenberg - Future Now
The main topic of debate was the recent proposed takeover by Microsoft of Yahoo, something which has been a hive of discussion in the recent times, not just directly in terms of Microsoft buying Yahoo but for anyone else potentially buying Yahoo. One of the questions however asked was - would this allow Microhoo to compete more effectively with Google, something I am going to attempt to answer below.
In my opinion no - not unless something radical (and yes a merger between Yahoo and Microsoft is quite radical - but I mean MORE RADICAL) was to happen. To me there are a number of factors that would need to be overcome before any such ‘merger’ would bair fruit including (but not limited to):
- Mindset - one is pioneers of the Internet, one is pioneers of Software - both which have changed Significantly since the days when both these organisations were ruling the roost. Their approach to business is also considerably different, Yahoo is reasonably innovative, and arguably Microsoft is not, however both have been very slow to react to changing markets, requirements and social climate
- Character - Sort of similar to the above - however there is a signficant difference in culture between Yahoo and Microsoft which would need to be overcome before anything else. Google is successful as the sum of a collective - something I feel would be a huge obstacle to something as major as a merger/takeover between the two above - and possibly something that would suggest a merger with another organisation such as Fox Interactive would provide a better yield on investment than any Microsoft deal
- Moving forward - Both Yahoo and Microsoft do not seem to have the same ‘innovation’ and drive that Google have within both Search and the Online Advertising space. Both seem to be happy to ‘consolidate’ to a certain extent and leave Google to it, which potentially could be a dangerous thing to do with competitors such as Baidu, Naver et al on the horizon.
- Technology - Both the Yahoo and MSN Paid Search services are VASTLY inferior to the Google Interface, and personally this is something that would require significant investment in, not only from an administration perspective but also from a marketing/managability perspective if it is to compete with Google more effectively.
- Support - Both services are somewhat limited in their service and support in my previous experience - something Google seem to do better - I only had to listen to Andew Girdwood from BigmouthMedia talk about their discussions with Google whilst developing the Hilton Hotels Online Marketing campaign in order to see this, and something both Yahoo and MSN need to work on. This and their support for smaller organisations - after all small organisations don’t always stay as small organisations…
- US focus - Whilst this is small - I can’t help thinking that if Yahoo and MSN were to spread their vision out of the US remit and include more of Western Europe etc into early beta testing, launches etc, they could make some early significant wins, not only with agencies but with advertisers only. Using Yahoo Ambasador as an example -this is something - that whilst some UK advertisers do have - is something that is only available to US and Canadian organisations - and not us minnions across the pond - and this US focus I would suggest reflects itself in the Usage stats for the North American market vs that of the UK etc - something I would love to hear further feedback on
One thing that did however stand out at the conference, was Yahoo and Microsofts reluctance (for use of a better word) to get out there. Google’s attendance at the conference was highly evident - big stands as well as the usual Google University sessions whilst we were there. However Microsoft and Yahoo were both conspicious in their absence.
So can Microsoft or Yahoo compete with Google? Compete I would say Yes, be market leaders No. I don’t for one minute think that Google will dominate the market for ever - others will rise and fall as they do with other markets and as they have done once before within SearchSpace. However do I think it will be Microhoo - No !!
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February 23rd, 2008
Yahoo has announced the acquisition of ad network Blue Lithium for a figure reported to be $300 million in cash. Blue Lithium was founded in 2004 and is the fifth largest ad network in the US and second largest in the UK (reportedly I hasten to add). The company has 10 offices globally and claims to have more unique US visitors than Google, MSN, AOL and eBay.
The move is part of Yahoo’s push to create the largest and most effective online ad network globally, and reinforce their position at the head of the online marketing industry.
‘BlueLithium’s products, technology and team will be an integral part of our drive to build the industry’s leading advertising and publishing network,’ said Yahoo chief executive officer Jerry Yang.
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September 5th, 2007
The Search Engine Strategies (SES) conferences always throw up a number of interesting talking points and this years San Jose conference is no different. The SES conferences was co-organised and hosted by Searchwise president Chris Sherman and Search Engine Land maestro Danny Sullivan
Marissa Mayer, speaking at this years Search Engine Strategies (SES) Conference and Expo in San Jose - which a number of prominent search engine optimisation specialists attend - was quoted as saying that personalisation was a integral part of the future plans, by saying that search sites would have a better understanding of their searchers, such as where their users are based, and what it is that they like. Using examples such as Facebook she highlighted the benefits such information could provide from a search perspective. According to CNet News, Ms Mayer was quoted as follows: the type of information [Facebook is] building about the social graph between people is something that is intelligent and will be particularly useful in the future.
Ms Mayer also indicated that Google plans to let users know when their results are personalised (and not). and offer ways in which users can toggle between these results.
Whilst personalised search has long been mentioned within the SEO community, the presentation highlighted a number of new features Google have in the offing..
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August 23rd, 2007
It is a well known fact, that a number of factors aid the route to search, including a number of offline factors. iProspect have conducted a survey regarding Offline Channel Influence on Online Search Behavior Study, covering just that, what influences users to search online?
The study concluded the following
- 37% said a television ad encouraged to use a search engine to find something
- 36% said word-of-mouth initiated a search
- 30% said a print ad
- 20% said a physical store’s location
- 17% said a radio ad.
To read the complete study, please visit the iProspect website.
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August 20th, 2007
Its been known for a while … but the supplemental index as we know it is no more. Whilst the index itself still exists, however search engine optimisation specialists such as ourselves are now unable to query the supplemental index in order to find out whether indeed the pages are supplemental or whether there is a greater problem looming.
To this effect, the ‘removal’ of the supplemental is a big step and a big deal for search engine optimisation professionals. Whilst from a visibility perspective it will make no difference at all, it will mean we will have to rely on more intelligent site development. In the meantime however we have compiled a couple of tips to help your pages stay out of the supplemental index.
- Ensure you have unique information on each page - that includes your title, description and to a lesser extent keywords (however probably worth doing for good practise). One of the reasons for being placed in the supplemental index is that Google deems your pages to be too similar
- Ensure your content is unique - this may not sound a big deal but you will be suprised by just how many people just ’scrape’ sites for content. As above - as the saying goes - familiarity breeds contempt (sort of
)
- Get good relevant linkage into your site
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August 13th, 2007
Hot on the heels of my previous post “Google Takes the Robots Meta Tag Further“ comes news that Google has now added the ability to manipulate robots without a Robots Meta Tag or a robots.txt file. How? and what use can this possibly serve?
How? Is through the headers of a web page, and why? is because you may want to prevent Google from indexing documents such as PDF, XLS and DOC files served directly from your website.
To use the new X-Robots-Tag directive all you need to do is create a HTTP header in your script that serves the document. In PHP this would be like so:
<?php header(’X-Robots-Tag: unavailable_after: 25-Dec-2007 13:00:00 GMT’) ?>
The X-Robots-Tag also appears to support all the same commands as the standard robots meta tag (noIndex,noFollow,etc).
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July 19th, 2007
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