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.
RankBrain Judgment Day: 4 SEO Strategies You'll Need to Survive | WordStream - 0 views
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In “Google Organic Click-Through Rates” on Moz, Philip Petrescu shared the following CTR data:
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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:
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The 37-Point Landing Page Checklist That Scores Conversion Goals - 0 views
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26) Thank You Page Did you optimize your thank you page? Have you clearly defined expectations and next steps post-conversion? Don’t forget about the back-end. Your Thank You page is your chance to seal the deal and delight your converted visitors. Tell them exactly what to expect, how and when, now that they’ve engaged in your offer. Here’s an example of a Thank You page with everything you can (and should) include from HubSpot: What happens next? Make it very clear – image source
BruceClay - 6 Questions to Ask Your Next PPC Agency - 0 views
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Google can deploy “smart bidding” strategies depending on goals of the campaign (target CPA, target ROAS, maximize conversion and maximize conversion value). But third-party tools often work better. This includes tools like those from Marin Software, Kenshoo and Acquisio.
Is your brand prepared for voice search? - 0 views
Google Confirms "Mayday" Update Impacts Long Tail Traffic - 0 views
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Google Confirms “Mayday” Update Impacts Long Tail Traffic May 27, 2010 at 11:02am ET by Vanessa Fox Google made between 350 and 550 changes in its organic search algorithms in 2009. This is one of the reasons I recommend that site owners not get too fixated on specific ranking factors. If you tie construction of your site to any one perceived algorithm signal, you’re at the mercy of Google’s constant tweaks. These frequent changes are one reason Google itself downplays algorithm updates. Focus on what Google is trying to accomplish as it refines things (the most relevant, useful results possible for searchers) and you’ll generally avoid too much turbulence in your organic search traffic. However, sometimes a Google algorithm change is substantial enough that even those who don’t spend a lot of time focusing on the algorithms notice it. That seems to be the case with what those discussing it at Webmaster World have named “Mayday”. Last week at Google I/O, I was on a panel with Googler Matt Cutts who said, when asked during Q&A, ”this is an algorithmic change in Google, looking for higher quality sites to surface for long tail queries. It went through vigorous testing and isn’t going to be rolled back.” I asked Google for more specifics and they told me that it was a rankings change, not a crawling or indexing change, which seems to imply that sites getting less traffic still have their pages indexed, but some of those pages are no longer ranking as highly as before. Based on Matt’s comment, this change impacts “long tail” traffic, which generally is from longer queries that few people search for individually, but in aggregate can provide a large percentage of traffic. This change seems to have primarily impacted very large sites with “item” pages that don’t have many individual links into them, might be several clicks from the home page, and may not have substantial unique and value-added content on them. For instance, ecommerce sites often have this structure. The individual product pages are unlikely to attract external links and the majority of the content may be imported from a manufacturer database. Of course, as with any change that results in a traffic hit for some sites, other sites experience the opposite. Based on Matt’s comment at Google I/O, the pages that are now ranking well for these long tail queries are from “higher quality” sites (or perhaps are “higher quality” pages). My complete speculation is that perhaps the relevance algorithms have been tweaked a bit. Before, pages that didn’t have high quality signals might still rank well if they had high relevance signals. And perhaps now, those high relevance signals don’t have as much weight in ranking if the page doesn’t have the right quality signals. What’s a site owner to do? It can be difficult to create compelling content and attract links to these types of pages. My best suggestion to those who have been hit by this is to isolate a set of queries for which the site now is getting less traffic and check out the search results to see what pages are ranking instead. What qualities do they have that make them seen as valuable? For instance, I have no way of knowing how amazon.com has faired during this update, but they’ve done a fairly good job of making individual item pages with duplicated content from manufacturer’s databases unique and compelling by the addition of content like of user reviews. They have set up a fairly robust internal linking (and anchor text) structure with things like recommended items and lists. And they attract external links with features such as the my favorites widget. From the discussion at the Google I/O session, this is likely a long-term change so if your site has been impacted by it, you’ll likely want to do some creative thinking around how you can make these types of pages more valuable (which should increase user engagement and conversion as well). Update on 5/30/10: Matt Cutts from Google has posted a YouTube video about the change. In it, he says “it’s an algorithmic change that changes how we assess which sites are the best match for long tail queries.” He recommends that a site owner who is impacted evaluate the quality of the site and if the site really is the most relevant match for the impacted queries, what “great content” could be added, determine if the the site is considered an “authority”, and ensure that the page does more than simply match the keywords in the query and is relevant and useful for that query. He notes that the change: has nothing to do with the “Caffeine” update (an infrastructure change that is not yet fully rolled out). is entirely algorithmic (and isn’t, for instance, a manual flag on individual sites). impacts long tail queries more than other types was fully tested and is not temporary
Women Shoppers Seek Guidance Online - 0 views
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"INFLUENTIAL REVIEWS The findings spotlight the importance other consumers' online reviews of brands has for these digitally savvy women. Asked to say how "reading consumer reviews about products on community message boards" influences them, 77 percent of respondents said it makes them "more likely to look for the product in the store." Likewise, 70 percent said it makes them "more likely to choose the product/brand over another" and 67 percent "more likely to purchase the product in a store.""
Google Analytics Upgrade: AdSense Reporting, Visualization Tools, & More - 0 views
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Online publishers may be most interested in the AdSense integration tools coming to Google Analytics. After linking an AdSense and Analytics account, you’ll be able to see AdSense data including: total revenue, impressions, clicks, and click-through ratio revenue per day, per hour, etc. revenue per page (what pages are most profitable) revenue per referral (what other sites bring you profitable traffic) Here are a couple screenshots from Google’s videos on the new features (see below for link): During our call this morning, we asked why AdSense itself doesn’t also offer this data without requiring the need for also using Google Analytics to get it. We’re waiting for a reply from Google’s AdSense team and will let you know what we learn. Update: A Google spokesperson says, “We can’t comment on any future AdSense developments or features.” Motion Charts is a visualization tool lets you see and interact with analytics data in five dimensions, a capability made possible by Google’s purchase of Gapminder’s Trendalyzer software in March, 2007. The Google Analytics API, which is currently in private beta, will open up analytics data for developers to export and use however they want. Advanced segmentation allows users to dig deeper into subsets of traffic, such as “visits with conversions,” or create their own segment types. Custom reporting lets users create their own comparisons of metrics. Google has created a series of videos showing how some of these new tools work. Crosby says the new features will be rolled out in coming weeks to Google Analytics users, who may see some new features earlier than others. The AdSense integration, he warns, may take longer to roll out than the other new tools. More discussion at Techmeme.
Article - An Insider's Guide to Split-Testing By Alex Cleanthous, Web Profits - 0 views
Thinking about a Web Redesign? Don't Bother! | The Post Click Marketing Blog - 0 views
Search Force SEM Platform Now Supports Image Ads - MarketingVOX - 0 views
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Search Force SEM Platform Now Supports Image Ads SearchForce, a company whose platform consolidates bid optimization, campaign management and reporting, has incorporated support for content-rich image ads. The company claims it is the first search engine marketing and bid optimization firm to do so. Users can now decide the specific placement of image ads within Google's AdWords network. They can also optimize bids, track conversions and view reporting on them. According to SearchForce, image ads remain lamentably little-used because of lack of visibility, awareness about location of placement, and the inability to clearly associate ROI to spend. Apart from the support of image ads, its platform also enables users to segment keywords by performance and automate multiple programs. In May, the company launched a new profit algorithm that enables clients to quickly adjust bids based on quality, seasonality and day of the week patterns. A recent Hitwise report found that, while marketing dollars are increasingly moving online, search advertising has taken a blow as a result of the recession.
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