 | | | | FEATURE: Are Likes the New Links?
Author: Bruce Clay
| | | There is a change coming that mimics search as it existed in the early days. In the very beginning, search was developed to find answers and there were more people with questions than truly authoritative sites with answers. Authorities were identified by a combination of competent, well-constructed content and testimonial-grade inbound links (essentially a trusted testimonial system). This led to a culture of link-building and eventually deceptive link spamming which eroded and eventually undermined the concept of trusted links. It is really difficult to identify a purchased link from an earned testimonial-grade link. Simply put, spammer link camouflage is just too good. With link spam winning, search engines are turning to signals received from trusted friends (Facebook Likes), reviews appearing in the LocalPack (7-pack local maps), and in referrals and sharing within social media as new sources for testimonials. By substituting what a user's actual friends like in the place of spammy links, ultimately what we see today as link spam will lose its impact. 
| | | BACK TO BASICS:
Videos, YouTube and Being Found Online
Author: Jessica Lee | | | If you're not already using videos as part of your Internet marketing strategy, it's time to start considering it for two very important reasons: Universal Search and YouTube. With videos being a standard blend in the search engine results pages (SERPs) and YouTube being the second largest search engine in the world behind its parent company, Google, people are looking to videos as a new way of obtaining the information they seek. Don't know much about video? You're not alone. Like most new online developments, it takes time for them to go from industry to mainstream. It may seem like an exhausted issue by now to Internet marketers, but for many businesses - small or large - it's still unchartered territory.
| | | INTERNATIONAL:
Calculating the ROI of SEO
Author: Des Odell, Bruce Clay Australia  | | As search marketers, one of the most common questions we get asked is: How do you calculate the return on investment (ROI) from a search engine optimisation (SEO) project? These questions come from a number of sources including those looking to: - Justify spend on a new SEO project.
- Increase spend on an existing SEO project.
- Transfer funds from other marketing channels to SEO.
- Reduce their spend on paid search and increase spend on SEO.
It is great when we are asked this question, as generally the ROI for an SEO project is high and out-performs other marketing channels. We believe that all marketing channels should be subject to detailed scrutiny and we encourage rigorous ROI analysis where all available strategies are evaluated on a level and transparent playing field. In this article, I will outline how we approach the ROI calculation and identify some of the common pitfalls in the process.
| | | Hot Topics Local Search and Google Places
Author: Nasim Jafarzadeh Late in October, Google made a major transformation in the way Search Engine Results were displayed for searches with a local intent. The result of this change was that the Google Local 7 Pack is no longer always in the SERPs in the way that it used to be. Instead, Google has begun to integrate the local results within organic results and provided more prominent presence for local results on the SERP, while pushing the Web results below the fold. As a result, the significance of being number one in the organic results has lost its meaning dramatically. At the same time, due to the competitiveness of the local space, obtaining and maintaining a Google first page results has become even more difficult; therefore local businesses should claim and ensure their presence in local before it is too late. Google's update places more emphasis on Google Places Page. It seems what is on the place page can be as important for the Local results than what is on the website. That said, the following are a few important things that you should consider: - If you are local, it is imperative to claim your Google Place Page.
- The more information on your Place Page, the better. Our research shows the top local results all have very complete place pages (address, phone number, hours of operations, pictures, reviews and so on). Google is committed to user experience and shows listings that can provide thorough information and therefore enhances overall user experience.
- Google put emphasis in Place Page reviews to the point that they are showing reviews not only from Google users, but also from other review sites like Yelp.com, so don't underestimate the importance of Reviews in its impact on local ranking. But please Avoid Fake and Untruthful Reviews! As a local service provider, your reputation and client's trust is worth far more.
- Try to optimize your place pages for your keywords.
- Categories listed on Place Page influence your Place Page's ability to rank in local results directly, so it is imperative to have the right category on the Place Page. For example, if you own a local Mexican restaurant, make sure to use "Mexican restaurant" as your category as opposed to just the generic business category "restaurant".
- Acquiring listings in local directories which verify your local presence can also help your local search rankings.
- Last, but definitely not least, traffic, click-through and your overall Place Page's popularity are important, so make sure your Place Page is built with users in mind.
Bruce Clay mentioned in his interview with WebProNews at PubCon, "You should either figure out how to play in the local space ... or you are not going to get the clicks even if you are number one." This is just a start, stay tuned to see how Google Place search will evolve and what is next. | | | | Shuffles Broadcasting live from its headquarters, Facebook discussed its new messaging system. Following, some claimed this was just one of many attacks in the ongoing Facebook-Google war. Google Place Search rolled out this month as one more giant shift in the way search works. Locations of users are now auto-logged by IP address, and if Google believes users are looking for something geotargeted, organic listings are now pushed below the fold in favor of local results. Also in Google launches, Boutiques.com was released in beta as a hybrid shopping-fashion portal that generates leads for participating merchants. YouTube introduces a program called On the Rise, giving up-and-coming channels the opportunity to grace the YouTube home page. Channels that have less than 100,000 subscribers with accelerated subscriptions in a 30-day period are put into the pot, and viewers vote on a handful of finalists to create one lucky winner. New search engine blekko hit the scene, causing a stir this month. Key features include "slashtag" search and lots of data served up to anyone for Internet marketing research. While many speculate whether or not it will replace Google, blekko asserts that's not the point. RockMelt, a new Web browser, also became the talk of the town this month with the social-centric Web browsing experience it's offering to its clients. Despite selling off its search property to Microsoft, Yahoo is continuing to develop search tools. The new Yahoo Rich Assist gives Google Instant-like functionality to users of the Yahoo interface. | | | | Sound Bytes If you like what you've read in the SEO Newsletter, there's more Internet marketing expertise where that came from. Check out SEM Synergy every Wednesday at 3:00 p.m. Eastern and noon Pacific on WebmasterRadio.fm. Bruce Clay and the other hosts discuss industry news, SEO tactics and marketing trends, while expert guests share their insights on methods, best practices and upcoming events. Check out the show schedule below for a look at recent shows and upcoming topics. Air Date
| Segment One | Segment Two | Segment Three | November 3
(Listen Now) | Google Place Search | Crosby Noricks | Blogging Basics | November 10
| | RERUN | | November 17
| | RERUN | | November 24
(Coming Soon) | TBA | TBA | TBA | Got something to say? Contact the SEM Synergy team by email or on Twitter @SEMSynergy and share your thoughts, comments and questions. You might even hear your question answered on the show. | | | | Shindigs
Last month: The big conferences are taking a break for the next couple of months. Enjoy the holidays and plan your speaker pitches for SMX West (first round ends December 10) and SES New York (first round ends January 21). In the U.S., the newly updated SEOToolSet® standard and advanced training and certification dates for 2011 have been announced. Take your pick of 8 courses throughout the year and across the United States: California Training 2011 - January 17-21
- March 14-18
- May 16-20
- July 11-15
- September 19-23
- November 14-18
The dates for NY Training 2011 will be announced later this year. East coast students will be able to chose from two sessions during the year. | Bruce Clay Australia has just announced the date for the next 3 Day SEO Training in Sydney: - 3 Day SEO Training in Sydney -- April 4th, 5th and 6th, 2011
| | | | | Attaboys Google opened up Google Person Finder to the community, inviting developers to help improve the tool that's been useful in aiding natural disaster response. In other Google news, employees received word that a companywide 10 percent raise will take effect in 2011 and that everyone is collecting a $1,000 holiday cash bonus. Causes, an app that allows Facebook users to give money to charity, raised $9 million and begins selling gift cards in supermarkets. | | | | Word on the Wire Myspace and Facebook announced a non-financial partnership on Nov. 18 with MySpace's Mashup with Facebook, which imports "like" data from Facebook accounts and then personalizes entertainment for that MySpace user. Facebook and Google played nice, sort of, for the Web 2.0 Summit that took place on Nov. 15 to Nov. 17. Moderators asked Google's Eric Schmidt and Facebook's Mark Zuckerberg direct questions about what each company wanted from the other and garnered vague responses. Yahoo! Clues in beta, announced Nov. 17, provides trends and demographic information for any given search query. Could be just in time as Google makes changes to its keyword tool, making it less useful to search marketers. Google is experimenting with two new Meta tags that help identify the original sources of content online, called "syndication source" and "original source". In other Google news, Google Shoppershows mobile phone users stores nearby that carry the item they are looking for and if it's in stock via an Android app that uses GPS. Rumor has it that a launch for Twitter Analytics is imminent, with some invites already having gone out to select accounts. | Online can boost TV effectiveness - Supplementing TV ads with online and print activity can increase purchase intent by up to 300%. | | Bing testing to end mid 2010 - Microsoft's search engine Bing is set to come out of its testing phase by mid next year in Australia as it attempts to dent the dominance of Google. | | | | 
| | |
Forward email
|  |  |
Bruce Clay Inc | 207 W. Los Angeles Avenue, Suite 277 | Moorpark | CA | 93021 |
|
 Read this newsletter in your browser. | | | | FEATURE:
4 Questions with Analytics Guru, Avinash Kaushik
Author: Jessica Lee
| | | Avinash Kaushik is a best-selling author, co-founder of Market Motive Inc. and is the analytics evangelist for Google. Avinash will be in Chicago next week to present the opening keynote at SES Chicago. In preparation for SES, Jessica Lee interviewed Avinash for the company blog and gained some insight on Web analytics straight from the guru of analytics himself. In this special feature article, we asked three Bruce Clay, Inc. analysts to weigh in on his answers: Scott Fowles, Bradley Leese and Shiel Love, to give their perspectives and takeaways for our SEO Newsletter audience.
| | | BACK TO BASICS:
Link Development: Avoid Poor Choices
Author: Dærick Gröss | | Recently I had a conversation with a client here at Bruce Clay, Inc. who came to us with a link development program in place. In reviewing what they were doing we very quickly noticed they had fallen into a very common pitfall, one that we've been seeing with more and more frequency. The client had hired a third party vendor (offshore) whose development program consisted of going to various blogs and forums all over the Internet to place replies with a link back to the pertinent page on the client's site. Now when stated this simply, it is easy recognize that there are a number of flaws with this plan, not the least of which is the insincerity of it all. While most readers will recognize right off the problems, we have to keep in mind that many companies out there have little to no real understanding of what a poor link is or how low-quality link development can be a waste of time, effort, and money.
| | | INTERNATIONAL:
Sweat the small stuff - 10 SEO Details to Master
Author: Jeremy Bolt, Bruce Clay Australia | | Bruce Clay Australia does SEO (Search Engine Optimisation) and works on some very large websites, many too large to hand craft or edit each individual page. Many would of these sites have in excess of 100,000 pages indexed and some in excess of a million pages indexed. While managing millions of pages can be a little like steering a large ship (i.e., you head in a general direction) the user, on average takes a selfish perspective and wants unique, customised content on the pages applicable to their want or need. Search engines on average deliver a significant percentage of a website's total visitors, and those entering a site from a search engine results page (SERP) can be from different cultural backgrounds, languages and countries. These users have found the site by searching on a relevant search phrase and are usually unforgiving. If you don't look, behave or have what they want, they are gone, but at the same time -- given they are searching -- if they like what they see, the potential for conversion is high.
| | | SPECIAL OFFERS:
Bruce Clay, Inc. SEO Training and Industry Conferences Discounts | | | Conferences and SEO training are an important part of both continuing education for those already in the industry, and fast-track education for those who are ramping up their SEO and Internet marketing efforts in the coming year. Now more than ever before, we are seeing a shift in the consciousness of businesses across the United States, moving away from traditional marketing and focusing on Internet marketing, with SEO absorbing a huge portion of marketing spend. The shift in focus is also evident in the growth of SEO-focused topics at conferences tailored to all types of industries, and the general growth of search-specific conferences and events. These conferences show that SEO is going mainstream, and prove that SEO and Internet marketing are at the forefront of any business' survival in these digital times. Discounts at-a-Glance Student Loyalty Program for SEOToolSet® Training Discounts
Returning students receive 25 percent off standard and advanced training. Bring a buddy! Those signing up with the returning student (friends, colleagues, etc.) receive $300 off training. ad:tech New York 2010
Receive 20 percent off Bruce Clay's one-day SEO training when calling (415) 537-8537 to register with the code "Bruce Clay". PubCon Las Vegas 2010 Registration
Receive 10 percent off registration for PubCon Las Vegas 2010 with the discount code rc-2736015.
| | | Hot Topics Social Search: Facebook and Microsoft - More Privacy Issues Facebook has been a hot topic for some time, but is once again in the spotlight due to its recent and official launch into the search space through a new partnership. The Facebook-Microsoft (Bing) partnership was announced the second week in October. Its purpose: making search more social. The first new feature allows someone using Bing for search to see who out of his or her friends on Facebook happens to like a company that shows up on a search results page. So, for example, someone searching for coffee will be able to see if her friend Sally likes any of the companies that come up on the SERP. The partnership also aims to provide more relevant search results to find people on the 'net. So, if you're looking to connect with someone and you perform a query with that person's name, Bing will use Facebook information to provide only the most relevant results for any given name based on connections within your Facebook network (i.e., those with whom you have mutual friends). These changes are set to begin rolling out in the coming weeks. At an event held the second week in October to talk about the announcement, Mark Zuckerberg, CEO of Facebook, said the partnership with Microsoft was perfect for them because Microsoft is "the underdog" and because of that, says Zuckerberg, "They're in a structural position where they're incentivized to just go all out and innovate." At the event, Zuckerberg further addressed the concern over the Instant Personalization program. Perhaps it was another way to put the kibosh on additional concerns about the new search features on Bing. Zuckerberg says that Bing cannot use any information about you that exists on your Facebook profile that you don't have set to "public" viewing. On a side note: there have been additional updates to Facebook functionality that have eyebrows raised once again over privacy with the introduction of new Facebook groups. This feature allows a user to create a group of people within his or her network to share information with, but without the person opting in. The problem is that notifications of people's activity within those groups (e.g., someone says they think a picture of Sally's grandma is adorable) is by default sent to all the members of the group's personal e-mails (there is an option to opt-out). Returning to the Facebook-Microsoft partnership; it seems to be one step further in making search more personal for the online user. Google has long since been working on the idea of personalized search, but now Bing can get in on the action through this newer concept of social search, and the partnership moves Facebook one step closer to online domination. | | | | Shuffles It's been a busy month on the Internet. AOL acquired several companies: Yahoo continued to lose executives - this time, Hilary Schneider, head of Yahoo's North American Region, David Ko, head of Yahoo's mobile division, and Jimmy Pitaro, Yahoo's media chief -- prompting speculation about CEO Carol Bartz's future. Bing xRank was officially shut down. In the search engine marketing industry, 3 Dog Media was acquired by BlueGlass Inc and Todd Friesen accepted a VP position with Performics. Ev Williams stepped down as Twitter CEO; COO Dick Costolo now takes the top job. Twitter also rolled out a totally new interface which integrates other forms of media more elegantly. | | | | Sound Bytes If you like what you've read in the SEO Newsletter, there's more Internet marketing expertise where that came from. Check out SEM Synergy every Wednesday at 3:00 p.m. Eastern and noon Pacific on WebmasterRadio.fm. Bruce Clay and the other hosts discuss industry news, SEO tactics and marketing trends, while expert guests share their insights on methods, best practices and upcoming events. Check out the show schedule below for a look at recent shows and upcoming topics. Air Date
| Segment One | Segment Two | Segment Three | October 6
(Listen Now) | RERUN | Matt Cutts | Bradley Leese | October 13
(Listen Now) | RERUN | Avinash Kaushik | Jim Sterne | October 20
(Coming Soon) | Conferences | Mark Knowles | Google Keywords Tool | October 27
(Coming Soon) | TBA | TBA | TBA | Got something to say? Contact the SEM Synergy team by email or on Twitter @SEMSynergy and share your thoughts, comments and questions. You might even hear your question answered on the show. | | | | Shindigs
Join Bruce Clay at SES Chicago, October 18-22. Register using code SPG20CH for 20% off. The conference runs 18-21 with the very popular one-day SEO training course on October 22. Taking any one-day course qualifies you for the Student Loyalty Program. November 2-4 brings two conferences: BlueGlass conferences land in Florida (get 15% off with code sej15), and in the north, ad:tech New York begins with SEO training with Bruce Clay. If you'd like to attend training, call ad:tech at 415-537-8537 and request the 20% discount, using the code Bruce Clay. Las Vegas heats up with Pubcon this November 8-11. Receive 10 percent off registration for PubCon Las Vegas 2010 with the discount code rc-2736015. Promoting thought leadership on topics related to Internet economy, the 3rd Annual Internet Summit occurs November 17 and 18 in Raleigh, NC. In the U.S., the newly updated SEOToolSet® standard and advanced training and certification dates are as follows: Simi Valley, California - November 15-19 (Standard & Advanced)
| Bruce Clay Australia will present one more SEO course this year. There are limited seats available for the next 1 Day SEO Training Course: | | Bruce Clay Australia has just announced the date for the next 3 Day SEO Training in Sydney: - 3 Day SEO Training in Sydney – April 4th, 5th and 6th, 2011
| | | | | Attaboys The tallies are in after Google selected 16 great ideas from a batch of concepts submitted to its 10 to the 100th project from more than 170 countries, and asked the public to vote for the top five. Now, Google is giving $10 million to five organizations with ideas to help solve global problems. And while we're on the topic of Google, it recently updated its SEO Starter Guide , now with new content and more examples. It promises clearer content for ease of reading, too. Kudos to Sysomos for being part of the solution to quantify and study social media engagement with its in-depth study of replies and retweets on Twitter. | Google launches display ad campaign -- Google has launched a display ad campaign targeting Australian advertisers with a campaign called "Watch this space", to educate advertisers' about its display adverting platform. It marks the first time Google is advertising its display products at scale in Australia. | | Google named Aussie's top brand, again -- Google has once again topped the list of Australia's favourite brands. Google's search engine and portal ranked number one and four respectively, with Microsoft and Microsoft Office coming in second and third. | | | | | Word on the Wire Matt Cutts explained how long it takes rich snippets to be implemented (video). Gmail began offering an option to turn off conversation view. News came that Google has been testing cars on auto pilot. Meanwhile, Outspoken Media explained how Google is indexing more results. Facebook partnered with Bing and is providing the engine with data about its 500 millions users. Rumors of Microsoft buying Adobe began to circulate. | Australian Internet users embrace online video -- Four out of five Australian Internet users viewed online videos in July, according to research conducted by digital measurement firm comScore. The study found that the average viewer watched more than seven hours of video during the month. | | Mobile Internet Usage Doubles -- Mobile internet usage has almost doubled in the past year, with Australians turning to their phones to access the internet even when a computer is available. | | | |
| | |
Forward email
| | | |
Bruce Clay Inc | 207 W. Los Angeles Avenue, Suite 277 | Moorpark | CA | 93021 |
|
|
