Complex Observations to my Simple Thinkin'...

Effective Digital & Internet Marketing Strategies and Ideas for Your Web Identity & Brand Prominence, On-Line & Off-Line SEO and Social Media Optimization; On-Page & Off-Page Marketing Best Practices for Business and Individuals

The Ultimate Google+ SEO Guide - Worth a 2nd Read!

Media_httpwwwblindfiv_rtgne
via blindfiveyearold.com

Most of the attention is on the integration of Google+ in Google search results. However, internal search on Google+ is a fascinating product and lays the groundwork for search integration.

This comprehensive Google+ SEO guide covers every aspect and angle of Google+ and how it impacts search. AJ also gives a great tip, placing his normal "too long; don't read" (TL;DR) material in Google+... saving space and keywording his Google+!

(click image for full article)

Optimize Your YouTube Channel For The New Design

Media_httpwwwsearchen_faoin
via searchenginepeople.com

YouTube - predictably - is becoming more social and introduced a new design in 2012; as wellas, giving front-page preference to subscriptions. SEO's will, of course, debate the changes - neccesary/unnecessary, good/bad. Nevertheless, search engines have most always given pages containing video better ranking measure to those without.

All that said, it's time to review the best practices for YouTube SEO and marketing.

Is the Current Bravado from Google showing Cracks in the Stalwart’s Brand or New CEO?

In Thursday’s Google earnings call, CEO Larry Page told the world that the company’s fledgling social network, Google+ has reached 90 million registered users. He went on to say that, “Over 60 percent of Google+ users use Google products on a daily basis. Over 80 percent of Google+ users use Google products every week.”
via venturebeat.com

Just observing a bit of expansion in a few definitions (e.g. "Registered" and "daily use") by my buddies at the big-G. No evil here... nevertheless; I sensed, what now is being illustrated publicly, a bit of concern is showing from the glowing-chrome-Gplex. The tactics deployed over the last few weeks usually do not come from a market leader in an industry/space. The strong encouragements to join and utilize G+ - to this observer - appears to come from someone believing they are being let behind (or not getting 'their' proper love).

Just thinkin' about speed to market - the previous and current strategies from a market leader.

Just thinkin'...
-- n1ck

In a twist on Mother-may-I... big-G will have you "Ask On Google+" Opinions on Google's SERP Links

“Ask On Google+” Links Appearing In Google’s Search Results

The invasion of Google+ into Google’s search results continue. The latest Google+ification?  Now Google’s encouraging people at the end of its search listings if they “Want to ask your friends about” what they were Googling.

Want To Ask Your Friends?...

 ...  it might not be happening to everyone.  It also doesn’t happen if you’re signed out of Google...

Good Idea, But Not For Every Query

The feature is helpful, in that... people do turn to their social networks to get questions answered. It makes huge amounts of sense to provide this type of prompt, especially if a search engine can detect that someone is having particular difficulty with a question...

-----

Your Thoughts? Good for folks who reach out to their social sphere often... You?

 

Is Social Media Killing the Traditional Purchase Funnel?

"Social media, consumer forums and brand advocates play a very important role in this purchase process model. Consumer tries or buys a product, tells the world about it, and triggers other consumers interests who will then evaluate different options on and offline and compare brands before buying the product."
-----
Excellent, thought provoking and must read for marketers (for your survival) article from Pauliina Jamsa . 

We are well past the tipping point - consumers have changed the "fundamental rules" of the marketplace.

The decades-long, traditional linear marketing and sales model based on directing consumers down a linear "compelling-event" based hunt-find-qualify-sales "funnel" is gone... history!  Consumers are active and, frankly, more 'aware' of the purchase process in the marketplace . Previous "compelling-events" purchasing behavior has been replace by an iterative - circular - journey which includes utilizing technologies, advocacy groups and consumer forums.  Marketing and sales must align, 'participating' with this iterative process and 'help' the consumer in the journey.

Pualiina makes this plain and comprehensible in her article:
------

Is Social Media Killing the Traditional Purchase Funnel?

January 9th, 2012

pauliinajamsaLeave a commentGo to comments

  Back in the days it all seemed very easy. By identifying where people were in the purchase funnel (awareness, familiarity, consideration, purchase and loyalty), marketers were able to identify cool, warm and hot prospects and lead them down the funnel to the sale. Clear step by step customer acquisition journey that made sense. A basic marketing rule that has been respected for decades.


But let’s face it: the world we knew back then has changed. With the exponential growth in technology, mobiles, Internet, social media and search, even the way we look at the world has changed. We marketers have changed, consumers have changed and the ways brands engage with the consumers have changed.

So why the way consumers buy our products would not have changed?


Different consumer decision journey


According to consulting firm McKinsey, traditional funnel is dead and has been replaced with a different model called Consumer Decision Journey.


“It’s taking a fundamentally different view of what’s going on in consumer behavior”, claims David Edelman, partner and co-leader of McKinsey’s global digital marketing strategy, “What we have seen in sector after sector is that this [funnel] is not what’s going on; we need to reframe the consumer decision journey to something more iterative, circular and more about what the consumer is actually doing. And marketing needs to be about helping customers through that journey.”


Source: McKinsey & Co


Social media, consumer forums and brand advocates play a very important role in this purchase process model. Consumer tries or buys a product, tells the world about it, and triggers other consumers interests who will then evaluate different options on and offline and compare brands before buying the product.

What is interesting in this model is that since consumers are constantly evaluating different possibilities, they are in a continuous journey where they regularly add and drop brands. It is a loop, which means that the communication should not only focus on awareness and end sale, but also in consumer engagement and consumer loyalty. More happy customers the brand has, more advocates, positive comments and evaluations it has. Which then lead to more potential customers.


How to engage with the customers during their journey?


McKinsey has identified four ways companies could use to engage consumers during their journey:

  1. Align – instead of using all resources for “consider” and “buy” stages, companies need also to focus on “advocate” and “evaluate” stages. This means that marketers need to stop ignoring consumer forums and encourage clients to rate their product/service or write their opinion about it. Amazon is a great example of the power consumer opinions and data brings.


  2. Link – Communication and brand message across all channels from offline to online needs to be consistent. If the core message and brand identity differs, consumers get confused. And confused customers are not happy customers.


  3. Lock – Companies should “lock in” a customer’s attention via direct, opt-in channels, such as Twitter, Facebook, email and apps. It does not mean sales talk, people who follow you are usually your fans and deserve interesting and relevant content. Other consumers following you are all potential customers who also deserve engaging content that does not only push sales, but asks their opinion and makes them feel special at every stage of their journey.


  4. Loop – As mentioned, the journey is a loop. To improve the loop it is very important to measure data and evaluate the response to the content. If you do not know the results, how can you improve your marketing strategy and communication?

Is traditional purchase funnel dead?


Dead is a strong word. I think the consumer purchase journey has only transformed and become more advanced and adapted to the modern times. The basics steps are similar, but the model highlights the importance brand advocacy has especially on these disloyal times. We are surrounded by excessive choice, have become suspicious and picky, and search for other consumers advice before choosing the right product for us.


Word of mouth and post-purchase customer service have always been important, but often forgotten from the marketing mix. Yet the truth is that ever since consumer was able to speak with the world via Internet and reach not only his family but hundreds of thousands of people, his power has skyrocketed. It would be foolish to ignore it.


Whether you call it customer decision journey or purchase “loop”, this model should be an eye opener for those who stick to the old world and the old models. The world has changed. Welcome to 2012.

Is PageRank still Relevant or Dismissed as a Measure for SERP?

Is PageRank still Relevant or Dismissed as a Measure for SERP?

 

Dismissed nah... still relevant as much as it was when introduced in 1996 to replace "BackRub" their 1995 Stanford research name for the analysis of the output—which, "for a given URL, consisted of a list of backlinks ranked by importance"... by Page and Brin's definition, maybe not.

 

Brin and Page further refined their research and developed the "PageRank algorithm', "to convert the backlink data that it [referencing 'BackRub'] gathered into a measure of importance for a given web page,"

 

PageRank was the winning differentiating factor in the search engine race of the 1990s; then used/utilized as an important foundation for Larry Page's patent of Link Popularity first presented in 1998, argued, then patented in 2001 - "Method for Node Ranking in a Linked Database", finally PR's importance was amplified by being presented in Google's IPO in 2004.

 

PageRank is still an important as defined - an algorithm "to convert the backlink data that it [BackRub] gathered into a measure of importance for a given web page".

 

PageRank's importance wanes in the mathematical percentage of being part of a larger and more complex system.

 

Much better explained by Udi Manber, VP of engineering at Google, wrote on the Official Google Blog in 2008:

 

“The most famous part of our ranking algorithm is PageRank, an algorithm developed by Larry Page and Sergey Brin, who founded Google. PageRank is still in use today, but it is now a part of a much larger system.”

 

PageRank may have distinguished Google as a search engine when it was founded in 1998; but given the rate of change Manber describes launching “about 9 [improvements] per week on the average.” "We’ve had a lot of opportunity to augment and refine our ranking systems over the last decade. PageRank is no longer—if it ever was the be-all and end-all of ranking."

 

Google reportedly made well over 100 adjustments to its algorithms in December 2011, none appeared to diminish PageRank's defined roll as most were concerning content and site structure relating to Panda.  Surprising most in the industry, about a 10 large 'improvements' were introduced just before Christmas; staggering many SEO's calculations, and causing considerable drops of many URL’s SERP.  Again, none adjusted or diminished the importance Page and Brin originally gave PageRank; that is, "to convert the backlink data .... gathered into a measure of importance for a given web page". 

REMEMBERING THE LOST HALF OF SEO…

>>>REMEMBER: 70%+ OF A WEBSITE’S RANKING IS AFFECTED BY OFF-PAGE ACTIVITY<<<

 

In order to understand the scope of successful search engine optimization as they relate to a website's Ranking; it is necessary to remember a few details regarding the process of search engine optimization.

 

First; that the search engine never “sees” you web and the graphics you tirelessly got just-right to aesthetically please your human audience.  Many experts conclude that up to 80% of a search engine’s evaluation or indexing of your website comes from activity away from the webpage, in Off-Site or Off-Page activity.

 

SEO experts have concluded, and Google executives have all but bluntly said that, looking at factors contributing to Ranking, Off-Page or Off-Site optimization to a webpage is fundamental to Google's algorithm. That is to say, person requires a certain amount of decent inbound links or inbound citations to start any new site off right in the digital world.

 

I believe any confusion regarding which is more important between On-Page and Off-Page characteristics and attributes is mute - no contest.  The fact is, that of the five understood factors considered for ranking a website - three regarding Keywords, one for Link Popularity and the last being Relevance of each to the sum of all the above - only one of these 5 factors was felt important enough to both; patented, and that patent to be referenced in the Google IPO - that is "Link Popularity" (US Patent No. 6,285,999 B1), titled “Method for Node Ranking in a Linked Database.”

 

Therefore, when developing SEO strategies, it is important to operate with a broad, yet dependency-oriented mindset; that to "complete" a search engine optimization effort effectively; it is central to understand, dissect, measure and analyze SEO from two broad perspectives - those being, On-Page and Off-Page criteria. Nevertheless with an appreciation that the Ranking factors for each On-Page and Off-Page are not discrete or independent; they and their content must work in concert, as well as, engage and enhance the readers’ experience.  One can not dismiss one or the other.  Being successful means competing on two levels; for human mind-share and a search engine’s ranking.

 

Wikipedia.org explains part of reason Google founders Larry Page and Serg Brin focused on Off-Page factors importance to SERP was "to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings."

 

"Larry Page and Sergey Brin, developed "backrub," a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.  PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random surfer."

 

For a formal definition, I give you the topic sentence from Larry’s patent. “A method assigns importance ranks to nodes in a linked database, such as any database of documents containing citations, the world wide web or any other hypermedia database.” 

 

The term PageRank is the single KPI of all outcomes from all methods specifically designated to evaluate the importance and ranking Off-Page criteria and citations.  

 

However, as an SEO this also requires that special attention be given to areas of coordination with On-Page strategies and tactics - Meta data, Reference tags, Attributes and Targets and many more to reach SEO nirvana –SERP, traffic and cash.

 

Appreciating that person requires a certain amount of decent inbound links to start any new site off right in the digital world. Finally convinced that, it is true that Off-Page optimization is fundamental to Google's algorithm.  As a SEO with a finite amount of time, I began to measure and prioritize the effects of available Off-Page activities and resources – blogging, profiles, directories, networking, speaking, and writing original thoughts, authentic content, for submission.  I found submitting good quality content articles to for placement in sites and directories should be a first step in an SEO routine, because they measurably moved traffic; which is, of course, good for business.

 

Today, I hope that I moved your measure of the importance of Off-Page optimization as a solid long-term player in our web related / online world of business in the present day context.

 

Let me close with a statement from Udi Manber, VP of engineering at Google in 2008, that resonated to me in the broader context of the challenge for mind-share and the importance of remembering there is a second part to SEO - Off-Page - as he wrote on the Official Google Blog:

 

"One of the key things about search is that users' expectations grow rapidly. Tomorrow's queries will be much harder than today's queries. Just as Moore's law governs the doubling of computing speed every 18 months, there is a hidden unwritten law that doubles the complexity of our most difficult queries in a short time. This is impossible to measure precisely, but we all feel it.”

 

As an SEO can you relate?

 

=========

REMEMBER THE LOST HALF OF SEO…

 

REMEMBER THE LOST HALF OF SEO…

 

(REMEMBERING 70%+ OF A WEBSITE’S RANKING IS AFFECTED BY OFF-PAGE ACTIVITY)

 

In order to understand the scope of successful search engine optimization as they relate to a website's Ranking; it is necessary to remember a few details regarding the process of search engine optimization.

 

First; that the search engine never “sees” you web and the graphics you tirelessly got just-right to aesthetically please your human audience.  Many experts conclude that up to 80% of a search engine’s evaluation or indexing of your website comes from activity away from the webpage, in Off-Site or Off-Page activity.

 

SEO experts have concluded, and Google executives have all but bluntly said that, looking at factors contributing to Ranking, Off-Page or Off-Site optimization to a webpage is fundamental to Google's algorithm. That is to say, person requires a certain amount of decent inbound links or inbound citations to start any new site off right in the digital world.

 

I believe any confusion regarding which is more important between On-Page and Off-Page characteristics and attributes is mute - no contest.  The fact is, that of the five understood factors considered for ranking a website - three regarding Keywords, one for Link Popularity and the last being Relevance of each to the sum of all the above - only one of these 5 factors was felt important enough to both; patented, and that patent to be referenced in the Google IPO - that is "Link Popularity" (US Patent No. 6,285,999 B1), titled “Method for Node Ranking in a Linked Database.”

 

Therefore, when developing SEO strategies, it is important to operate with a broad, yet dependency-oriented mindset; that to "complete" a search engine optimization effort effectively; it is central to understand, dissect, measure and analyze SEO from two broad perspectives - those being, On-Page and Off-Page criteria. Nevertheless with an appreciation that the Ranking factors for each On-Page and Off-Page are not discrete or independent; they and their content must work in concert, as well as, engage and enhance the readers’ experience.  One can not dismiss one or the other.  Being successful means competing on two levels; for human mind-share and a search engine’s ranking.

 

Wikipedia.org explains part of reason Google founders Larry Page and Serg Brin focused on Off-Page factors importance to SERP was "to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings."

 

"Larry Page and Sergey Brin, developed "backrub," a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.  PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random surfer."

 

For a formal definition, I give you the topic sentence from Larry’s patent. “A method assigns importance ranks to nodes in a linked database, such as any database of documents containing citations, the world wide web or any other hypermedia database.” 

 

The term PageRank is the single KPI of all outcomes from all methods specifically designated to evaluate the importance and ranking Off-Page criteria and citations.  

 

However, as an SEO this also requires that special attention be given to areas of coordination with On-Page strategies and tactics - Meta data, Reference tags, Attributes and Targets and many more to reach SEO nirvana –SERP, traffic and cash.

 

Appreciating that person requires a certain amount of decent inbound links to start any new site off right in the digital world. Finally convinced that, it is true that Off-Page optimization is fundamental to Google's algorithm.  As a SEO with a finite amount of time, I began to measure and prioritize the effects of available Off-Page activities and resources – blogging, profiles, directories, networking, speaking, and writing original thoughts, authentic content, for submission.  I found submitting good quality content articles to for placement in sites and directories should be a first step in an SEO routine, because they measurably moved traffic; which is, of course, good for business.

 

Today, I hope that I moved your measure of the importance of Off-Page optimization as a solid long-term player in our web related or online world of business in the present day context.

 

Let me close with a statement from Udi Manber, VP of engineering at Google in 2008, that resonated to me in the broader context of the challenge for mind-share and the importance of remembering there is a second part to SEO - Off-Page - as he wrote on the Official Google Blog:

 

"One of the key things about search is that users' expectations grow rapidly. Tomorrow's queries will be much harder than today's queries. Just as Moore's law governs the doubling of computing speed every 18 months, there is a hidden unwritten law that doubles the complexity of our most difficult queries in a short time. This is impossible to measure precisely, but we all feel it.”

 

As an SEO can you relate?

 

=========

 

 

Short thoughts...

The next battle-field for Google will be ranking measures for links and backlinks, and could challenge an argument Larry Page wrote for the only Patent to the five foundations to PageRank... KW, KW Density, KW Propensity, Link Popularity and Relevancy. 

The effect of Duplicate Content to Affiliate Marketers... with redirects being a no-no at so many levels. How much SEO are we willing to compromise; do we 301 our way around Dup Content, no index tag, canonical the master and what does that do to the SEO of the children.

Duplicate Content has this Affiliate Marketer with a SEO leaning is bothersome and part of what Panda was about.  And Redirects have no SEO value, zippo, none. 

So many, as I, are looking back to Canonical tag as a quick solution; we can Canonical tag the "master" landing page to create a safe-zone for the4 children under the master - SEO effect still unknown. 

Some solutions it may be better to used meta robot noindex tag - yet sacrificing SEO - remember robot .txt for your XML sitemap - deadend to the bot - no link juice, no SEO.  Some will 301 redirect with meta noindex tag for safety.

The level of search engine support varies as does SEO effect for Canonical tag.  As an Affiliate Marketer that considers SEO a major marketing contributor, I plan to Test, Test, and Test again Canoninical tag in all iteratioins.

Does anyone have thoughts on a better way to deal with Duplicate Content and SEO effect?