Okay, you’re website is up and running; your online marketing campaign is bringing in traffic with both SEO and Social Media tactics; you are seeing new leads or revenues coming in, but you want to know more about the rationale behind those visitors to increase your ROI on the current spend – but you don’t know how. If that’s a fair description of where you are right now, then today’s blog post is definitely for you.
Google Analytics is the answer…..got it? But, you’ll immediately say…how do I use same to really find out where my site visitors are coming from, what they’re looking at on my site, how long they stay (i.e. the site stickyness), what call-to-action worked to get me those leads….etc. etc.
We’ve been watching south of the border in google.com land their rollout of just a couple of days ago of the new Google local carousel display for web search results. But like always I figured, as google.ca up here in the Canadian SEO world is usually behind the curve, it would bear watching without seeing same here.
I was wrong – as today (the first day of summer!) when you search for “some” local-only web keywords/phrases, yes…google.ca will display same…but only for certain “local” searches!
Huh? Google? Well, yes….a large part – well in fact just about every hour or so, I am running web searches for clients, on clients, on client products, on channel partners, on just about every single thing that you can imagine. And when you do that, when you run search after search, using everything from the Google tool bar to google.ca to tools that wring those results from the Google index….you find out quickly that yup, Google fights back.
Okay, you may not have heard of the Zagat review system for restaurants in the US (learn more here) and the fact that this firm was bought by Google back in the fall of 2011 to be used it was stated “to aid it’s local search rankings” and that seemed to hold some promise for the veracity of same.
What I thought back then (blog link here) was that as Zagat had some real authority in the restaurant review world, that when Google bought same, it could only work well for those rankings and at the same time spin away from Yelp et al and the plethora of phony reviews.
At least that’s how it looked to me…at the time – but as I’ve learned….things change muchly in the Canadian SEO world, eh!
Yes, I know…with the huge size of Google at approximately 1 Billion searches a day….and more than 7+ Billion page views a day…it’s sort of hard to even think about those “other” search engines…yet I thought it again time to look at BING & Yahoo….but not for searches but for their inclusion of photos within their web search results.
First, you should already know that as Google has rolled out their AuthorShip program, whereby content can be attibuted to any Author that goes through their validation process, that Google now shows that Author’s photo along with the link to that URL where such content can be read.
Friday once again, and today I’d like to share a DIY SEO tactic that we’ve found has helped some of our clients earn major rankings….and that is how to optimize their whitepapers or .pdfs to get better rankings and increase leads and entrants into their sales funnel.
First, you have to understand that search engines, i.e. Google, Bing etc. can read a .pdf perfectly. It’s a text based program developed by Adobe that is universal in its acceptance and use all over the globe. And the contents of any .pdf can easily be read, indexed and yes, ranked by search engines too.
Okay, so you do know that “negative SEO” – the practice of using tactics to send bad back links to a competitors site to drive them DOWN in the serps works, right? At least it’s on your own SMB radar, right? That is, you do know that there have been many many SEO practitioners talking about this and commenting and testing and even providing the results of those test, right? Even how to combat same or negate same, right? And you’ve read my own series of blog posts on negative SEO too, right? And that Google finally did release it’s own Google DisAvow tool too, right?
That said, one thing I wanted to do right up front in 2013 was to re-publish a great piece done just last Saturday here in #HamOnt by our Hamilton Spectator entitled “Where is Technology Headed” and sub titled “We’ve asked Hamilton’s Savvy Ones!” and yup, guess I’m one of same!
Okay, so you’re just searching for something – say it might be news on that Hamilton Lion’s Lair event just of a week ago. So you type into your Google search field “Lion’s Lair 2012″ and click on SEARCH….and up come the hits.
And guess what….one of them, the top one in this case as the #1 hit, has a picture of the “author” as well as the normal search snippet that Google adds to the description area.
Wouldn’t it be nice if that photo was of YOU?
Well my post last Friday obviously hit some SMB nerves…as we’ ve fielded questions from clients, from SEO peers, from friends and just about every type of forum/blog comment links that linked to our original last Friday post found here.
Negative SEO exists. Works. And can be used against you and your sites.
Okay, so you are an SMB owner, with a website that you use to bring in new leads or sell products or services and you’re wondering about your site’s rankings and effects of recent changes to the Google algorithm. Or you’ve perhaps noticed that your own site’s rankings have “dipped” a bit and you wonder why? Then this post about negative SEO is all about you and your site!
First, what is “negative SEO?” It’s a simple set of tactics that anyone can use to change – for the worse mind you – the rankings of any site. Your own. Your competitors. Even a site you’ve never ever visited….negative SEO is a way to make changes to that site.
Okay, you may want to know first, what prompted this blog piece and to be totally honest it was the comments of an attendee at a workshop I gave yesterday down at MIPs for the Innovation Factory StartupWeekendHamilton:2 runnerup winners.
The prize that they won that we donated was to get a workshop on Online Marketing and SEO & how to use same to gain new traffic and users, and we did same in the Boardroom of the Innovation Factory here in #HamOnt.