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Rob Laporte

Questioning the Future of Search - ClickZ - 0 views

www.clickz.com/3632495

social media

shared by Rob Laporte on 16 Apr 09 - Cached
  • Rob Laporte on 16 Apr 09
     
    Questioning the Future of Search By Mike Grehan, ClickZ, Jan 26, 2009 Related Reading New Signals to Search Engines Ajax and Search Engines SuperPages.com Combines Local Search with Social Networking Search Engines Are Allowed to Reject Ads Suggested Searches search engines - social networking - reject ads - static link Subscribe to newsletters Subscribe to RSS feeds Post a comment (0 posted) Last week I presented a Webinar based on the "thought paper" I wrote called, "New Signals To Search Engines." As it was a long read at 23 pages, I highlighted the more salient points, but mainly wanted to try and answer the hundreds of questions I received following its publication. The top question was about social media. It seems that many companies already have barriers to entry. Amy Labroo, associate director of online media at Advantage Business Media, asked specifically about any backlash due to unmonitored content in the social media space. I've come across this situation quite a lot recently. Many companies worry about negative commentary and therefore don't accept comments on their blogs or social network sites. In fact, many haven't started a blog or a dialogue space at a social networking site. This is simply hiding from your audience. If people have negative commentary about you and they can't make it known at your Web site or blog, they'll make it known somewhere else. I advocate putting yourself out there and listening to your audience. Marketing has changed from a broadcast-my-corporate-message medium to a listening medium. The voice of the customer is very, very loud online. And those companies that still believe they own their brand and the message may well be in for a bit of shock as brands are hijacked by customers. Let your customers have their say. Keyword-driven marketing is all about understanding the language of the customer and creating marketing messages in that language. From time to time, I meet with creative agencies and almost always end u
Rob Laporte

As Deal With Twitter Expires, Google Realtime Search Goes Offline - 0 views

searchengineland.com/time-search-goes-offline-84175

social media seo

shared by Rob Laporte on 06 Jul 11 - No Cached
  • While Twitter may need Google to continue offering archive search, Google also potentially needs Twitter in another way. Google may have lost some of the data it has recently been using to bring social signals into its results, as covered more below: Google’s Search Results Get More Social; Twitter As The New Facebook “Like” I’ve not yet been able to check on whether Google Social Search and other parts of Google have been impacted by the deal’s end. I’ll look at that later — I’m heading off to enjoy the 4th Of July myself now. Update: Google has sent us a statement addressing the issue above: While we will not have access to this special feed from Twitter, information on Twitter that’s publicly available to our crawlers will still be searchable and discoverable on Google. As for other features such as social search, they will continue to exist, though without Twitter data from the special feed. You can certainly understand why Google+ has become even more important to the service now. While Google has gotten by largely without social signals from Facebook, having its own data from Google+ gives it insulation if it now has to get by without Twitter signals, as well.
Rob Laporte

Wake Up SEOs, the New Google is Here | SEOmoz - 0 views

www.seomoz.org/...up-seos-the-new-google-is-here

seo social media sem industry link marketing

shared by Rob Laporte on 30 Apr 12 - No Cached
  • Rob Laporte on 30 Apr 12
     
    Rel="author" and Rel="publisher" are the solution Google is adopting in order to better control, within other things, the spam pollution of the SERPs. If you are a blogger, you will be incentivized in marking your content with Author and link it to your G+ Profile, and as a Site, you are incentivized to create your G+ Business page and to promote it with a badge on you site that has the rel="publisher" in its code. Trusted seeds are not anymore only sites, but can be also persons (i.e.: Rand or Danny Sullivan) or social facets of an entity… so, the closer I am in the Social Graph to those persons//entity the more trusted I am to Google eyes. As we can see, Google is not trying to rely only on the link graph, as it is quite easy to game, but it is not simply adding the social signals to the link graph, because they too can be gamed. What Google is doing is creating and refining a new graph that see cooperating Link graph, Social graph and Trust graph and which is possibly harder to game. Because it can be gamed still, but - hopefully - needing so many efforts that it may become not-viable as a practice. Wake up SEOs, the new Google is here As a conclusion, let me borrow what Larry Page wrote on Google+ (bold is mine): Our ultimate ambition is to transform the overall Google experience […] because we understand what you want and can deliver it instantly. This means baking identity and sharing into all of our products so that we build a real relationship with our users. Sharing on the web will be like sharing in real life across all your stuff. You'll have better, more relevant search results and ads. Think about it this way … last quarter, we've shipped the +, and now we're going to ship the Google part. I think that it says it all and what we have lived a year now is explained clearly by the Larry Page words. What can we do as SEOs? Evolve, because SEO is not dieing, but SEOs can if they don't assume that winter - oops - the
jack_fox

Social Media SEO: 7 Easy Ways to Use Social Media to Improve Your SEO - 0 views

www.semrush.com/...social-media-seo

seo social media

shared by jack_fox on 31 Jul 20 - No Cached
  • jack_fox on 31 Jul 20
     
    "After analyzing 23 million social media shares on selected platforms, they discovered an equivocal link between social shares and SEO. The shares, likes, and comments your posts receive are vital signals which Google and other search engines use to rank"
Rob Laporte

How Social Media Helps SEO [Final Answer] - 0 views

www.searchenginejournal.com/...196185

seo

shared by Rob Laporte on 24 Feb 18 - No Cached
  • Rob Laporte on 24 Feb 18
     
    "What Social Signals Do Google & Bing Really Count?"
Rob Laporte

Key Problems With Current Social Link Graph Signals - 0 views

searchengineland.com/ocial-link-graph-signals-80136

social media

shared by Rob Laporte on 10 Jun 11 - No Cached
  • Rob Laporte on 10 Jun 11
     
    Introducing: The Periodic Table Of SEO Ranking Factors
Rob Laporte

RankBrain Judgment Day: 4 SEO Strategies You'll Need to Survive | WordStream - 0 views

www.wordstream.com/...rankbrain-seo

seo

shared by Rob Laporte on 29 Apr 20 - No Cached
  • The future of SEO isn't about beating another page based on content length, social metrics, keyword usage, or your number of backlinks. Better organic search visibility will come from beating your competitors with a higher than expected click-through rate.
  • In “Google Organic Click-Through Rates” on Moz, Philip Petrescu shared the following CTR data:
  • The Larry RankBrain Risk Detection Algorithm. Just download all of your query data from Webmaster Tools and plot CTR vs. Average Position for the queries you rank for organically, like this:
  • ...7 more annotations...
  • Our research into millions of PPC ads has shown that the single most powerful way to increase CTR in ads is to leverage emotional triggers. Like this PPC ad: Tapping into emotions will get your target customer/audience clicking! Anger. Disgust. Affirmation. Fear. These are some of the most powerful triggers not only drive click through rate, but also increase conversion rates.
  • No, you need to combine keywords and emotional triggers to create SEO superstorms that result in ridiculous CTRs
  • Bottom line: Use emotional triggers + keywords in your titles and descriptions if you want your CTR to go from "OK" to great.
  • Bottom line: You must beat the expected CTR for a given organic search position. Optimize for relevance or die.
  • Let's say you work for a tech company. Your visitors, on average, are bouncing away at 80% for the typical session, but users on a competing website are viewing more pages per session and have a bounce rate of just 50%. RankBrain views them as better than you – and they appear above you in the SERPs. In this case, the task completion rate is engagement. Bottom line: If you have high task completion rates, Google will assume your content is relevant. If you have crappy task completion rates, RankBrain will penalize you.
  • 4. Increase Search Volume & CTR Using Social Ads and Display Remarketing People who are familiar with your brand are 2x more likely to click on your ads and 2x more likely to convert. We know this because targeting a user who has already visited your website (or app) via RLSA (remarketing lists for search ads) always produces higher CTRs than generically targeting the same keywords to users who are unfamiliar with your brand. So, one ingenious method to increase your organic CTRs and beat RankBrain is to bombard your specific target market with Facebook and Twitter ads. Facebook ads are proven to lift mobile search referral traffic volume to advertiser websites (by 6% on average, up to 12.8%) (here’s the research). With more than a billion daily users, your audience is definitely using the Social Network. Facebook ads are inexpensive – even spending just $50 dollars on social ads can generate tremendous exposure and awareness of your brand. Another relatively inexpensive way to dramatically build up brand recognition is to leverage the power of Display Ad remarketing on the Google Display Network. This will ensure the visitors you drive from social media ads remember who you are and what it is you do. In various tests, we found that implementing a display ad remarketing strategy has a dramatic impact on bounce rates and other engagement metrics. Bottom line: If you want to increase organic CTRs for your brand or business, make sure people are familiar with your offering. People who are more aware of your brand and become familiar with what you do will be predisposed to click on your result in SERP when it matters most, and will have much higher task completion rates after having clicked through to your site.
  • UPDATE: As many of us suspected, Google has continued to apply RankBrain to increasing volumes of search queries - so many, in fact, that Google now says its AI processes every query Google handles, which has enormous implications for SEO. As little as a year ago, RankBrain was reportedly handling approximately 15% of Google's total volume of search queries. Now, it's processing all of them. It's still too soon to say precisely what effect this will have on how you should approach SEO, but it's safe to assume that RankBrain will continue to focus on rewarding quality, relevant content. It's also worth noting that, according to Google, RankBrain itself is now the third-most important ranking signal in the larger Google algorithm, meaning that "optimizing" for RankBrain will likely dominate conversations in the SEO space for the foreseeable future. To read more about the scope and potential of RankBrain and its impact on SEO, check out this excellent write-up at Search Engine Land.
Rob Laporte

Google Places Eats Hotpot: What's it Mean for Local Search? - Search Engine Watch (#SEW) - 0 views

searchenginewatch.com/...Whats-it-Mean-for-Local-Search

seo social media local & mobile marketing

shared by Rob Laporte on 18 Jul 11 - No Cached
  • Rob Laporte on 18 Jul 11
     
    how much author authority is being used as a ranking signal
Rob Laporte

5 Things Google Ads can now do automatically - Search Engine Land - 0 views

searchengineland.com/an-now-do-automatically-301338

ppc local & mobile marketing

shared by Rob Laporte on 05 Nov 18 - No Cached
  • Smart campaigns for small business Along with Google’s recent rebranding of AdWords to Google Ads, they announced the arrival of a new automated campaign type for small businesses, called Smart Campaigns. This campaign type, now available in the US, is built on top of AdWords Express, and according to Google, it can produce significantly better results. For now, this will become the default campaign type for new advertisers. The target users of this type of campaign might have chosen AdWords Express or Local Service Ads in the past, and those options will remain available until further notice from Google. If a small business decides to work with an agency or wants to venture into PPC management, it can still opt for the full Google Ads experience. This means they can choose from varying levels of automation and make decisions about where to trade off using machine learning to drive results with manual management that provides more control.
  • What is automated In the case of Smart Bidding strategies like Target CPA, Target ROAS and Enhanced CPC, Google automatically predicts the likelihood of conversions by looking at auction-time signals including device, location, language, dayparts and more. These predictions feed the automated bids that are used for every unique auction. What still needs to be done manually While Google can predict changes in conversion rate and conversion value based on a variety of factors that are widely applicable across a range of advertisers, these systems don’t yet consider unique factors that impact individual advertisers. This means that advertisers should supplement “automated” bid strategies with a management methodology that changes targets based on business-specific conversion factors. Things like flash sales, coverage in the media, weather, social media buzz and so on can all impact how an ad campaign converts, but these factors may not be apparent to Google’s machine learning, so the advertiser who is aware of these factors must do active bid management. But instead of managing things by changing a max CPC bid, management now entails changing the target.
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