Google has made two big announcements recently that could have a huge impact for online businesses. An algorithm change could promote better customer service with the rumoured possibility that positive customer ratings may result in a more favourable search page ranking on Google.
The second announcement is a new partnership with Twitter to display the social networking site’s paid advertisements within Google’s own search results. Here’s what these changes could mean for you.
As with all things Google-related, the search engine kingpin is being decidedly ambiguous on the subject and although they have publicly stated that positive merchant ratings could be taken into consideration when deciding on rankings, they have yet to actually admit they are definitely using ratings as a ranking factor.
But Google does appear to be closely monitoring customer ratings and feedback and there is a high likelihood that the Google algorithm has been updated to include merchant rating when populating SERPs.
One online store publicly revealed that they had previously been manipulating customer feedback to improve search engine rankings. Basically, the website owner fuelled negative customer response and it is alleged that the sudden tirade of comments and feedback led to the website gaining greater online exposure and an increase in its search engine rankings.
The new algorithm may have changed that that. Whether these tactics did improve the retailer’s ranking is debatable. But Google took notice and admitted to an algorithm alteration. Now the website in question appears to have slipped down the rankings since the algorithm change.
Google has suggested that they were concerned about beneficial ranking results from negative feedback and that any recent algorithm alterations were intended to provide a better customer experience. However, there is some speculation that Google is now monitoring positive merchant ratings as well using various sources such as: actual website feedback, consumer websites, and Google Checkout.
This is a positive move if true. If the Google algorithm now includes a feature that monitors and rewards websites receiving beneficial consumer feedback it is great news for any online business providing quality service. If a reputable online business can see an improvement in their search engine rankings due to positive consumer feedback, this will provide a real incentive for businesses to increase their level of consumer service and satisfaction.
Social networking behemoth Twitter has finally bowed under pressure to monetise the site. It has been on the cards for a while now and Twitter has responded and decided to fill its cash coffers by means of paid advertising.
Promoted tweets are similar to Google Adwords. Promoted tweets will appear at the top of Twitter searches and already some major companies have signed up to appear on Twitters search pages. There is also an opportunity to purchase slots in Twitter’s Trending Tweets feature. At the moment, this new feature is being trialled in the US (it was rolled out in April last year) and has already attracted some major players. The plan is to offer this monetised feature to the UK soon (possibly early this year but no actual date has been confirmed).
Twitter comments already feature regularly within Google’s search engine pages. The recent emphasis on providing relevant, up-to-date, real-time content within search results has led to a massive increase in the amount of blog, forum, and social media posts featuring in top positions in SERPs.
Google has realised the potential of Twitter’s Promoted Tweets monetisation and both market leaders have joined forced to create an advertising golden team. Google will now feature Promoted Tweets from Twitter search results on its own search result pages. The format will be very similar to how it already displays its own Adwords listings, except the Promoted Tweets will be clearly labelled as Ads by Twitter.
The two companies will share the revenue earned form these paid promotions.
Any business with an effective online presence campaign should already be using the power of Twitter for marketing and consumer interaction. Many businesses are running successful Adwords campaigns and have seen the success they can achieve. Now, not only can a business generate extra interest from Twitter users, any Promoted Tweets they have in place stand a great chance of appearing on the first page of Google for their specific keyword(s). It is almost a two for one offer.
Twitter has already had talks with many interested companies working the UK market and some of the more prominent businesses showing real interest include: Sky, Vodaphone, Sony, O2, Ladbrokes, LoveFilm, and Capital One.
Google introduces new features at fairly regular intervals and keeping on top of these changes can be crucial to maintaining a positive online presence for businesses. These new developments could be very important for many businesses looking to increase their target audience and online visibility.
Any online merchant should count customer satisfaction as their number one goal. But with the possibility that Google is monitoring and potentially using these consumer ratings to determine search page rank, positive customer opinion is now more important than ever.
Using social media as an influential marketing tool is nothing new, but while Facebook and other social networking giants already provide a platform for paid advertising, Twitter has never offered this prime opportunity. But with Promoted Tweets they have finally offered marketers a much-welcomed advertising platform and it should be available to UK business very soon. With the news that Promoted Tweets will also be featured in Google search results, it is a very exciting prospect indeed.
Daniel Offer is a partner in the Facebook messaging application Chit Chat for Facebook
It’s a question I am often asked — whether it’s better to have a blog that sits within your main marketing website or to have a blog that sits on a separate domain.
As ever, you need to have a plan, look closely at your objectives, your brand and how your customers want to receive useful information from you and interact with you.
If you have a good website, one that enjoys many visits and conversions to leads, then it is feasible to integrate a blog within your main sales website. Keep it between your own goal posts! This is what marketers call reinforcement and endorsement. Potential customers can see other customers commenting on your products and services and your marketing messages are all in one place.
If, on the other hand, you have a website that needs optimising in the search engines, one that remains static or that you wish to leave as your main sales funnel, you could consider a separate blog domain. A separately hosted blog allows you to extend your marketing messaging further and it can enable you to create freer marketing information — such as blogs that are aimed at educating your audience. This option effectively gives you two websites – and you can register a keyword rich URL which can set you apart from your competition!
One of the first points to consider, when thinking about creating a business website, is the locality of your target audience. Are you aiming to attract customers from other countries, or are you concentrating solely on the country where your business is located?
There is a very good reason for asking this question and it is something that very few people consider when they develop a website. The domain extension you select and the actual physical location of a web hosting company’s servers can affect whether or not your website will appear in Google’s local search results.
Many small businesses only wish to serve a specific location within a country itself, say a particular town or district. For these businesses, local search can be very influential. Google is placing great importance on local search and it is important to a small business for their website appear within these results. But for this to occur, their website should have the correct domain extension and be hosted on servers that are geographically relevant to their target area.
When deciding if a website is relevant to local search results for a particular location, Google will examine two essential factors.
Has the website got the correct domain extension for that location?
Is the website hosted on servers local to the specific area?
Let’s take a closer look at these two factors:
Most web design companies and SEO specialists always insist that a business opts for a .com extension. Search engines do favor this extension in general but not when it comes to local search results. The only exemption here is local searches in the Unites States. In the US, Google automatically defers to .com.
The reason Google considers a website with a country-specific extension more relevant to local search is they assume (with good reason) that the site will likely contain content that is more relevant to search users from the same country. It is that simple.
The second important factor is the location of the server a website is hosted on. This is often overlooked by many web designers and SEO companies. It is not always prudent to go for the cheapest reliable web hosting company, without knowing the location of their servers.
This applies to all countries. Many of the popular web hosts have servers that are located in eastern European countries — where property, labour and utilities are cheaper. It is important to do some research before choosing a web host and if you cannot find the information on their site, phone or send them an email. Ask where their servers are located and if they are unresponsive, or dodge the question, the servers are probably not located locally.
There will be perfectly reliable web hosting companies with local servers and the difference in price between these and those with non-local servers will often be negligible. Google does rank server location when they provide local search results, so this is an important choice if you are looking to appear in these results.
There is another factor to consider for any small business that targets a specific local community. Servers located in the same locality as a particular location-based search query can also influence a website’s position in the local search listings.
As with domain extensions, Google presumes the website hosted in the same locality will contain the most relevant content for that area. This is not only country-specific; it can also be area-specific, so bear this in mind when choosing a web-hosting provider.
Google claims that one in five search queries is now a location-based search. At present Google is the prominent search engine and the above two factors do influence how a website is ranked in the local search results. Keep these factors in mind and give your website a local search advantage.
Daniel Offer is a partner in the Facebook chat programme Chit Chat for Facebook.
Before you launch your new website make sure you get these ten fundamental tips right. This checklist will ensure you are maximising your web presence by having a strong search engine ranking position for targeted keywords in your industry.
1. Cross browser checks
Make sure you have done a thorough check on all popular browsers before your website goes live. The ones to check are IE 7 and 8, Firefox 3, Safari 3, Chrome and Opera.
2. Check that all your links works
Although it may seem like an obvious tip, use a free tool like Xenu Link Sleuth to check for dead links on your website.
3. Create a custom 404 Page
Design a custom 404 page to ensure users aren’t clicking off your site if they come across a dead link. Use this page to give users popular links and a search facility for them to continue to find the right page.
4. Choose the right keywords
Keyword research is highly important when constructing content for your website. Pick two or three word terms as these are easier to work with and are known to have a higher conversion rate than single word terms.
For instant traffic to your website, use Google Adwords Sponsored Links. These ads are typically displayed across the top in a beige colour and down the right hand side of the search results. However, be aware that your campaign may cost you a lot of money if incorrectly set up and monitored.
Add a blog to your website but don’t use your blog to only talk about your products, instead discuss non-commercial topics which will help to drive traffic to your website i.e. a guide to buying the right widgets.
5. Make sure your title tag includes keywords
Make sure each page of your website has a unique <title> tag and that this tag starts with the keyword targeted to this page. For instance:
<title>Metal Widgets | Buy Aluminium, Brass and Steel Widgets for sale at Bobs Engineering</title>
In this example, the title tag has additional information such as different types of metal and selling messages like “for sale”. Also notice the company name is at the end.
6. Consider your meta description for high CTR
To attract a high number of visitors via Google, consider your meta description tags. Use this tag to display your unique selling point such as:
“Free next day delivery on our award-winning Leather Sofa – guaranteed to be the lowest price sofas for sale online”
7. Proofread and check your site
Get your family and friends to check all details on your website before it goes live – this includes phone numbers, email addresses, addresses and names. Ensure all your place-holer text has been removed!
Make sure each page of your website contains at least 50 words of exclusive content. Pay particular attention to product details and category descriptions and ensure you include the target keyword for that page.
Don’t be tempted to copy text from other people’s website or catalogues as this will incur a duplicate content penalty from Google. You can test how unique your content is for free at http://www.copyscape.com/.
8. Use a sitemap and submit to Google Webmaster tools
Generate an XML Sitemap and submit it to the Webmaster tools of Google, Bing and Yahoo. Using GWT, you’re able to diagnose any crawl issues with your website and get statistics on which pages on your site are broken and how many pages on Google have been indexed when the site is launched.
9. Use Google Analytics
To analyse and monitor the success of your website, set up a Google Analytics account. This way you can measure the traffic to your website and keep an eye on visitor retention. It is also a useful tool for checking the success of your keywords and highlights what people are searching for.
10. Contact authority sites for valuable links
Once your website is launched, the next stage to improving your ranking for a particular keyword is to have a significant number of links to your website using your target term as the clickable text link. This can take a lot of time and effort so it can be beneficial to get a professional SEO team to help you with this.
These tips were brought to you by Leeds SEO Company Blueclaw.
Since we launched our small business resource website in April many people have found the Marketing Donut through typing various queries into search engines. When we looked under the bonnet of our website, we found some more curious examples of the search terms people have entered. Either accidentally or intentionally, people found their way to the Marketing Donut by searching the terms from the following list:
If you would like to know more about search engine marketing and optimisation, we have some handy resources available.
Getting more people to your website is obviously going to do great things for your business. You don’t need to be IT savvy or an SEO geek to improve how you get found online. With the growth of social media, you can gain more attention with less effort and slowly but surely get your business name to the front page of Google.
A key point made in this video is that you need to focus on tracking results so that you can refine what you are doing to get better results. How have you managed to track your web presence and growth?