SEO Theory

Giving Google More Data for Knowledge Graphs May Not Be Optimal

Michael Martinez

Google makes money by taking content from YOUR Website and republishing it on THEIR Website and running ads against that content. When they were just a search engine providing links to Websites this was fine. But now Google has turned into the Mother-of-all-Scraper sites, taking content from thousands of Websites and republishing it as their own “for improved user experience”. To date the only redeeming factor I see in this practice is that Google isn’t running ads against Knowledge Graph results, but how long can we count on that to last? As a publicly traded company they will answer to their investors’ concerns about seeking “return on investment”. Google critics will be quick to point out — on the day Google brings the ads to Knowledge Graph results — that they are violating their own guidelines. Technically, however, Google doesn’t index its own search results so we can’t really say they violate their own guidelines. Google does scrape its own content. You see that happen every time a YouTube video is included in search results. But most YouTube videos are uploaded by Google’s user community, so we willingly give Google our content for their own monetization in exchange for the […]

Channel: SEM Google: AdWords Microsoft: Bing Ads Paid Search Column pay-per-click advertising PPC Search Ads: General Search Engine Land search marketing for samll business Search Marketing: General small business ppc smb marketing Top News Uncategorized

Study Finds Small Businesses Waste 25 Percent Of Their PPC Budgets

Ginny Marvin

While pay-per-click marketing has become an integral part of many small businesses’ marketing plans, most SMBs struggle to find the time and resources to manage their PPC campaigns. A new study finds that, due to managerial and strategic errors, SMBs inadvertently waste a quarter of their…

Please visit Search Engine Land for the full article.

Advanced SEO Topics Research

The Art of Link Earning

Dan Petrovic

Exactly two years ago, I published a little study on link anatomy [PDF] from link builder’s point of view and many were surprised to see so many attributes attached to something so simple as a link. Today will focus on the left hemisphere of the diagram with attention to organic acquisition scenarios (excluding any direct manipulation in the link earning process).

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The post The Art of Link Earning appeared first on DEJAN SEO.

B2B Search Marketing Column B2B SEO Channel: SEO content marketing Google Google: SEO Google: Web Search Hummingbird algorithm keyword rankings keyword strategy long tail keywords organic traffic increases product-oriented pages Search Engine Land service-oriented pages short-tail keywords Uncategorized

Hummingbird’s Impact On B2B Sites

Harrison Jones

The new Hummingbird algorithm will revolutionize the way B2B companies market their sites in search. Many larger B2B companies tend to invest marketing dollars in more traditional forms of marketing rather than SEM because the B2B space is usually not …

B2B SEO demystified: a content marketing case study

David Moth

Search Labs requires all staff members to produce content based on their area of expertise, it’s not just about the marketing team. 

And to prove how content can impact SEO performance, in the week’s leading up to Funnel Readman’s team produced an infographic that gave advice and information on ecommerce in Russia.

It’s a timely topic as many UK businesses are currently aiming to expand internationally and it’s also relevant to Search Laboratory as it provides international SEO services.

A Google search for ‘ecommerce in Russia’ reveals that Search Lab’s own site is way down in 17th place on page two (though it’s page one for PPC), however the infographic appears in the top three places for natural search as it’s hosted on third-party sites.

These posts all contain links back to Search Labs, which gives it an SEO boost but also directs people interested in Russian ecommerce back to the agency.

One of the sites was our own ecommerce blog, which means that the infographic has been tweeted to our 150,000 followers.

Outreach

The hard bit of achieving this exposure is obviously the outreach that comes after you’ve produced the content.

Readman said this requires a well-executed programme and process that begins with research into what your audience wants and who the key influencers are.

By analysing the kind of content these people are sharing and also evaluating competitor brands, businesses can develop a content strategy that will hopefully appeal to the target audience. 

Similarly, referencing key influencers or asking them to contribute to content or research increases the chances that they will share the content with their community and link back to your site. This will then encourage others to share it, which hopefully creates additional links, and so on.

Collecting the data

Search Labs hosted the infographic on its own site, which allows it to capture data from those people who come through to the landing page.

There are two separate data capture forms, one for newsletter sign up and the other to request a call back.