Advent of Search Engine Optimization

Search Engine Optimization underwent major changes in 2011 and has adapted more dignified methods than before. SEO has changed its focus from using tricks to using content and audience development for improving websites’ rankings. Optimizers have learned to avoid tricks such as using CSS image replacement, injecting keyword text, hiding links from search engines to control the flow of PageRank, etc. With search engines getting better at crawling and indexing, SEOs are expected to advance too. You need to follow the search engine’s terms of service if you want your ranking to improve.

Previously, websites used poor quality content and generic articles for long-tail keyword optimization. However, since the Google Panda Update, websites have majorly stopped using content which will not serve to be purposeful for users. Three important points for effective search engine optimization are: code, design and content.

Though Google claims to understand imperfect codes, it is advisable to keep codes as simple as possible. A simple and minimal use of code is easy for analyzing. If you use more codes, there are higher chances of not getting your page indexed or browser incompatibility. You should validate HTML and CSS to prevent crawl errors. Avoid ambiguous naming structures and use the most obvious CSS class and ID names.

Websites designing is very important for SEO. Websites should have clean vertical internal linking meaning every page should not link to all pages on the website. Do not put unnecessary links which people do not use. Look at your website’s analytics report to find out the least used links and eradicate such links. You should try and merge various sections whenever possible. Take a look at all the categories and sub-categories on your website and eliminate whole categories by merging or reassigning content. This is useful to eliminate distraction and to increase the internal flow of authority.

You should create content which people want to read and share. You should use it as a medium to communicate with potential clients and customers. You should have a continuous flow of link worthy content and build strong relationships with people who create links. Update content frequently and completely get rid of low-quality content. If the Panda update has already affected you, start rebuilding high quality and link worthy content. Have a look at the image below to learn how people use content to generate links.

Webmasters Opinion on Google’s Preferential Treatment to Big Brands

Google’s latest change in its algorithm is expected to favor videos and big brands. Many doubts were raised in this context and several people have voiced out their say about how to be identified as a big brand by the Google Panda.  Everyone has the same opinion that to convert your small brand into a big brand, gaining exposure is a must. However, how to gain exposure to become a big brand in the preferential environment created by Google poses a great problem.

Some webmasters feel that good logos and colors on the website will do the trick. However, others have argued by saying that Google’s algorithm does not look for fancy logos. Webmasters feel that websites are supposed to be built for humans and not algorithms, but Google is creating a hurdle in this process.

If you want to send the right on-page signals to Google, you should design your website with strong expert content, include graphics, and get high end backlinks. The content on the website should not be ‘good’ but it should be expert level content. Quality design and quality content put together will help you better your chances of being a big brand.

To create a big brand, it is important to build trust and give clear trust signals to users and search engines. Ensure that all the information that you are giving out is true. Building a big brand can take years, but you need to start somewhere. To start with, you should target keywords strategically and then move on to getting quality links from trusted websites. If you get an option to of choosing anchor text, use your company name or URL. You ought to be creative with every step that you take.

You can increase low level of attention to a higher level by effectively using social media marketing, especially Facebook and Twitter. Some webmasters consider that trying to become a ‘big brand’ is a fool’s errand. It is wiser to invest in trust building and authority signals.

Analytics and Reporting: Powerful Pillars of SEO

Measurement, reporting and analytics are the most powerful pillars of SEO tactics. The long-term success of an organic program completely relies on these factors. If you have ever managed a paid search campaign, you will understand the importance and impact of measurement and analysis. This article highlights how insight, action and certain other metrics can help you enhance your performance.

It is important to track conversions to demonstrate the business impact you are making. Apart from tracking rankings, you should also track revenue, leads and margin while trying to engage a company.
Usually, you will contribute a lot of time and energy to make an impact on your program, but do not forget to analyze data while focusing on your program. Study each change that you make, and check if it pushes you towards your goal, or pulls you away from it. Execute, monitor, measure and then make a note of the tactics which have a positive impact.

Keywords which drive high traffic need not necessarily be the same as keywords which help to convert leads into sales. You should prioritize your focus on keywords that will increase your revenue by lead conversion.
Apart from analytics, external factors such as seasonality also affect the traffic volume. For example, if your website sells skiing equipment, the maximum traffic will be generated during the cold months. So, you need to revolve your program around the months which drive peak traffic volumes.

It is essential to capture a benchmark of the rankings of keywords which are important for you. There are certain applications which will help you in benchmarking to check the impact of your program. These tools display the growth in keywords that start ranking over time.

Whether you wish to generate leads or conversions, you should concentrate on organic searches that lead to the call center. If your business relies on call centers for conversions, tracking these results will give you the most accurate data about the results you have acquired. These were few of the analytics that you need to trace and focus on, to pave way for successful optimization.

An Online Marketing Educational Initiative by Webmarketing123. Click here to read more.

Google Generates Dynamic Search Ads, Using Website Content

Google has added a new feature to AdWords, called Dynamic Search Ads, which replaces the need for keywords. This new interesting search ad type will index your website frequently for changes, and choose keywords from the content on your website to generate a highly dynamic search ad based on search queries in Google. The body of the ad has to be written by you, and Google only inserts the headline of the ad.
Google generates a headline based on the search terms used, and it thinks are a good match. This will be put apart from your other campaigns, and if the search term was a keyword that you are already bidding for, it would not be eligible for Dynamic Search Ads. It will be competing with other bidders in AdWords.
Dynamic Search Ads intend to supplement existing keyword ads and not replace them. They are put into action only when you do not have a keyword ad relevant to a query. You can promote pages within your website which contain certain important words. Google uses regular search indexing technology to scan websites. Advertisers have the liberty to choose the pages or sections they want Google to scan to generate dynamic ads.

Google claims that Dynamic Search Ads will give a broader exposure to capture target audience. Google reports that advertisers in the pilot batch of this program are seeing a 5 to 10 percent increase in clicks and conversions, and the overall ROI is positive. Lawrence Cotter, General Manager at ApartmentHomeLiving.com said, "Using Dynamic Search Ads increased conversions by almost 50% with an average cost-per-conversion that's 73% less than our traditional search ads.”

Baris Gultekin, Director of AdWords Product Management at Google, said, "We're launching Dynamic Search Ads, a new way to target relevant searches with dynamic ads generated right from your website. Dynamic Search Ads complement your existing keyword-targeted ads to help you sell more with less effort”.
Dynamic Search Ads are available in the limited beta program, in all countries and languages supported by Google search advertising. However, Google has not provided the release date when Dynamic Search Ads will be open for everyone.

Thoughts provided by Webmarketing123.

Google+ Search: Killer Threat to Social Media

If you were to search a company’s official page on a social networking website, how would you search for it? Facebook, Twitter and LinkedIn are built in with a search tool, so most of you will directly use this tool. However, the results displayed by the tool integrated on social networking websites are not as appropriate as the results displayed on Google’s result page. Google has used these skills of indexation and display to make the Google+ experience better than its social competitors.

In order to make this concept clearer, I will cite an example. Most of us are fond of coffee, and one of the most leading brands catering our caffeine cravings is Starbucks. If you typed in ‘Starbucks’ in the search box on Facebook, there will be a number of results displayed, and it is not necessary that the company’s official page is displayed first. However, if you searched for the same keyword on Google, the search engine’s result page will certainly display Starbuck’s official webpage on the top.

On Facebook, the top page listing is based on the page that has the maximum number of likes and visits, which is not what the user is actually looking for. Google has a more sophisticated search algorithm, which caters to a user’s needs appropriately. G+ does not allow business profiles yet, but the results displayed are better than those displayed by Facebook.

Google+ as a social networking website has marked its presence very quickly among the masses, by generating over 25 million users in the past few months. The usage and sharing seems to have dropped down, according to the online marketing circles. To retain its user’s interest in G+, Google needs to leverage its positive factor, that is: discovery.

Google+ offers well organized search results. It segregates the results under various tabs like people, Google+ Posts, and Sparks, to make the website user friendly. If G+ wants to capture the total interest of users in the social media arena, it should implement Google’s idea of continuous innovation. Once G+ starts allowing business profiles, the competition for Facebook and other social networks will be at its peak.

Webma

Why your website needs a Link Audit?

Irrespective of whether you have done any active link building or not, chances are your website has a considerable amount of natural, one-way links connecting to it. These natural links develop over time as other websites gradually start linking to your site. It may be through a blog comment, a review of one of your products/services on a social networking site or a mention of your company in an online publication. Such links just happen to occur without roping in any extraneous SEO effort. 

Now, the idea behind a link audit is to determine your link building baseline; identify what kind of links your website has and what sources they are coming from. It pins down every type of link that may have attached itself to your site – the good, the bad and the ugly ones.

Now, one can ask as to why they need to opt for a link audit? For any website it is important to understand its link graph. One ought to know things like ‘How many links connect to a website?’, ‘Where are they coming from?’, and ‘Which page does a link point to?’ the type of text used in the link that points to your site and so on. Answers to these questions often reflect the reason behind the position and ranking of your website on a search engine.  

If you have employed a link building effort, it is essential to evaluate every single link to understand its true merit to your website. If you are planning to opt for a link building exercise, make sure to first understand you website’s existing link profile. For a precise link audit, one can simply make use of Google Web Master Tools. It is a free tool which enlists the type and source of a link that connects to your site. One can also make use of Link Diagnosis tool which gives pretty much the same details.

The bottom line is that a link audit gives you a clear picture of where your website stands in terms of back links, and what it could do to improve upon the same. To maximize the scope of links, you will need to bank on every linking opportunity a search engine provides you. Your links may come from the search index, Netscape’s open directory, paid database from Adwords program or paid database from banner advertiser.  A link could germinate from any of these possibilities. It is then up to you to gauge where you would want your links coming from and how these links can improve your existing link profile; for; in the end, a link can significantly affect your ranking and visibility quotient in a search engine.

Webmarketing123 is a California based Internet Marketing Firm which provides a host of services like SEO,PPC, SMM and ESM(Enterprise Search Marketing)

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Webmarketing123 – Now a ‘Marin Software Certified Agency’

Webmaketing123, the leading digital marketing agency from Bay Area, California, has been accorded with the title of being a Marin Software Certified Agency. With this recognition, Webmarketing123 stands to leverage its services with improved campaign performance and financial returns that Marin Software’s leading online ad management platform helps to provide.

Webmarketing123 is one of the foremost digital marketing agencies, with the objective of helping clients convert online visibility into measurable results. It is known to apply an approach which is customizable to bring together the power of Search Engine Optimization (SEO), Pay-per-Click (PPC), and Social Media Marketing (SMM) into an integrated whole that leads to creation of remarkable, results-driven online marketing programs. Webmarketing123’s approach is powered by a deep expertise in increasing online visibility, creating and executing effective online advertising campaigns, and delivering measurable results. In an effort to improve the performance of their customers’ campaigns, Webmarketing123 brought into force Marin Software – one of industry’s leading integrated platform for managing search, display, and social media marketing. After undergoing rigorous training and certification process to join the Marin Software Certified Agency Program, Webmarketing123 is now accredited with the program honor that ensures Webmarketing123’s clients benefit from the full campaign optimization capabilities that stem from Webmarketing123’s industry skills in accord with Marin Software.  It will also drive focus on the strategic growth of an ad program.

Webmarketing123 has augmented its standing to an escalated level following Marin’s accreditation to become a brusquer, linear and a broad-scoped digital marketing firm. Its strategic acumen coined with improved efficiencies and financial lift from Marin Software will ensure clients enhanced campaign results and a more comprehensive view of campaign activities. Webmarketing123 has seen an immediate financial boost to its clients’ bottom line after enabling Marin’s advanced bidding algorithms. Furthermore, the ability to track, report, and manage multiple channels has been largely simplified to help clients gauge the campaign activities better and with ease. 

Challenges posed to B2B Marketing

B2B marketing faces challenges due to traditional mindset of individuals. Marketing is a strategy to increase sales, which affects revenue generation. Marketing teams need to work more towards getting investments. The challenges faced by B2B marketers are common overall. They need to overcome these barriers to demonstrate their contribution towards revenue generation. Firstly, they need to identify the challenges that may arise, and then deal with them.

A survey was conducted on more than 1700 B2B marketers to study the challenges faced by them. 62 percent of the marketers feel that there is lack of staffing, budgeting and time, which hampers the success of marketing. Most companies do not invest in marketing feeling that it does not guarantee returns, and some of them do put in some money but only in the extreme stages, which gives less time for the marketers to work on a strategy to generate sales.

32 percent of the surveyed believed that there is lack of alignment between sales and marketing. Manufacturing and packaged goods sector seem to be most affected by this. Another barrier faced by them is lack of sufficient insight on target audience.

Limited ability to develop content was the problem faced by 35 percent of the surveyed marketers. The least affected in this category was the publishing sector and media, as they have a large access to content.  

 Another major parameter which posed challenge to the marketers was the lack of ability to stop executing and think strategically, which was faced by 39 percent of the marketers. Large organization, which were unaffected by parameters like resources and manpower, were most affected by this. Smaller organizations seemed to adapt faster to the changes in the industry. They develop strategic writing at all levels in the organization. These were the details of some of the statistics from the survey conducted on marketers from various fields. 

About Webmarketing123

Webmarketing123 is a full-service search and social media marketing firm, specializing in Search Engine Optimization (SEO), Pay-per-Click (PPC) campaign management and Social Media Marketing (SMM) services. Its services are aimed at enhancing a business’s search engine ranking position and maximizing its return on investment (ROI) through developing, implementing, and managing organic SEO and paid search advertising campaigns for the client’s website. It is a BBB accredited firm with a rating ‘A’, assigned in May 2007.

Search Engine Optimization or Search Marketing is the fastest growing marketing medium today. Proven to be potent and cost-effective, SEO provides an efficient marketing alternativeto clients, reciprocally ensuring high return on investment and vast potential to generate leads and conversions for a business.  Webmarketing123’s approach to SEO looks into five aspects that are a must for successful SEO implementation. A high impact keyword list is the most important element of SEO, for highest-impact search terms can impact a website in an effective manner. Site Content, which incorporates keywords appropriately into the content of your website;Meta Content, whichincorporates keywords into the source code of your pages;Site Architecture & URLs to ensure search engine friendliness of a website andInbound linksto link a client’s website with other highly-regarded, relevant sites, directories, blogs, and press release syndication sites are four other important componentsthat ensure success through SEO.

SEO is a process that takes rigorous implementation and ongoing maintenance and Webmarketing123 consistently strives to drive quality traffic and improving conversion rates in order to drive revenue through SEO. What differentiates Webmarketing123 from others is its ability to quickly adapt to rapidly changing internet marketing scenarios and by leading through intensive research.