Archives for posts with tag: Search Engine Optimisation

New Google Referrer String – RIP Positioning Tools

April 17, 2009 //
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Patrick Altoft has noticed some changes in the referrer string used for Google natural search results this week which will change the face of position reporting technology. Reported on Blog Storm Altoft analysis the elements of the amended referrer string seen from Google natural search results and points out a variable in the new Google referrer string which indicates the position in the search rankings the website appeared in when the click occurred.

This is major news in the world of SEO as it aids in the tracking an monitoring of search engine positions. Currently specialist tools are utilised for the tracking and monitoring of natural search positions but this change in Google referrer strings could be the beginning of the end for these tools. There is always an element of inaccuracy in position monitoring software due to the various data centres used by Google for serving search results. An update in one data centre means that users of Google would see your website in different positions depending on where and when they search. This issue has been magnified as Google has begun to introduce personalised search results and also the wiki search results for users signed in to Google services. Google has also made a step change recently to less major, more frequent updates to its algorithms which means that smaller variances in search results are more likely, but on a more frequent basis. Add in with this the introduction of universal search elements in sporadic testing stages on various results and the monitoring and predicting of positions has become a minefield and one which many softwares have struggled ot adapt to.

But with the introduction of this variable into the referrer string Google has provided users with a static, standard variable for use in monitoring SEO performance. Regardless of where you are seeing the website today, tomorrow, or yesterday you know exactly where it appeared when that particular click occurred. By including it in the referrer string with a clear indicator Google have also opened the door for analytics packages to begin including the position in their traffic reports. And you can be sure of course, that the Google Analytics team, as well as developers at all other major tracking and analytics tools, will be beavering away to release this functionality imminently.

With all the changes in SEO, and the emergence of universal and personalised search, over the past couple of years, the focus of any most professional SEO experts and companies has moved away from pure positions, and towards traffic volumes and resulting business. This move by Google follows on nicely and in a way is there way of acknowledging that your positions are going to change on a more frequent basis.  Where you see your website will be different to where your customers see it, effectively making the position at any one point in time, unimportant.  What becomes important to know in this ever changing landscape is knowledge of the position it appeared in when a click, ultimately a transaction occurred.

RIP position reporting tools, welcome the new age of SEO reporting.

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Categories Search Engine Optimisation

Conflicting Messages About Search Marketing in the Recession

January 28, 2009 //
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Many people, including myself, have been speculating about the impact of the recession on search engine marketing and digital marketing in general.  Most people predict that the measurability and flexibility of digital channels, pay per click and search engine optimisation stand it in good stead as times toughen and marketers value measurability and profitability over brand exposure.  But the truth is, no-one really knows, and this is highlighted by conflicting reports which have been published in recent weeks.

A report produced by Efficient Frontier into US search spend towards the end of 2008 showed a slow down in year on year search spend, which, whilst it wasn’t directly put down to economic conditions, it could be construed in such a way.

In contrast to this the latest marketing sherpa stats show that search engine optimisation and PPC are where digital marketers saw the greatest return on investment in Q4 of 2008, thus indicating they would be the major sources of investment in 2009 also.

Nobody knows the impact of a recession on search engine marketing.  After all, it didn’t exist the last time we experienced one!  My personal opinion is that if there are any channels which are set to benefit it will be the measurable and flexible PPC and the “free” and highly profitable SEO.

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Categories Search Engine Marketing

American Express advise against using SEO agencies

April 7, 2008 //
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In a recent report into “Online Solutions” aimed at imparting advice on how to develop an effective web presence American Express have advised companies not to “waste money” on search engin optimisation specialists.  Apparently suggetsing that this is a sure fire way to get your site banned from the listings.  This is a very strong statement and one which Im sure please their incumbent SEO agency, Greenlight!  Imagine being the agency for a company who makes a statement like that! Cant fill you with much confidence for your next contract renewal.  I wonder whether the phrase “expensive” and the warning about being penalised refer directly to Greenlight’s work or whether this is jus a coincidence!?!

The full article is here and I have copied the offending paragraph below:

—  optimize your search engines

Search engines, like Yahoo! and Google, are usually the first place people will look for you. Make it easier for them to find you. Yahoo! and Google offer tools to let them know the site map structure of your Web site. Also, using clean U.R.L.s such as yourdomain.com/store/widgets instead of yourdomain.com/store.php?id=42&categoryID=widgets will increase your chances of getting indexed in a search engine. Finally, don’t waste money on so-called Search Engine Optimization (S.E.O.) specialists. Search engines are very quick to penalize sites that try to trick their filtering techniques, and once your site has been put on Google’s blacklist, it will take forever to get off.

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Categories Search Engine Marketing, Search Engine Optimisation, SEO

SEO is dead!

July 2, 2007 //
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It has become more and more apparent recently that google has become over reliant on inbound links for determining its natural search engine listings. Analysing the websites which appear in the top positions for some of the most competitive keywords around (notably car insurance) will see that the one thing they have in common is an abundance of inbound links.

Through working with a companies trying to break into this elite it has pretty much become a case of, if you cant beat them join them. After trying every which way to do it through effective on page work it has become obvious this isnt enough. Without spending a small fortune on inbound links it just isnt going to be achieved.

Surely this cannot be the best way for a search engine to provide the most relevant results for a user query? Obviously within this the sites will be ordered by the traditional on page factors, but by placing so much emphasis on the links google is creating tiers within the search results:

Tier 1: those with a substantial link building programme (and large budgets)
Tier 2: those with less budget but well optimised sites
Tier 3: the remainder

Without a change in strategy or finances a company will find it extremely difficult, if not impossible to break into the top tier.

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Categories Google, Search Engine Marketing, SEO