How Social Media Keeps Leaders Honest

David Jones of Havas and Mashable CEO Pete Cashmore recently sat down to talk about the responsibilities of the leaders of today to respond to social media, and how it holds them accountable.

“Google Clarifies: No, Ads Shouldn’t Help Rankings & No, SEO Isn’t Bad”  Recent comments made by a new Google employee have some SEO’s up in arms.  Apparently his comments included “SEO isn’t good for users” and “It’s a bug that you could rank highly in Google without buying ads.”  Curious to know what else he has to say and what reaction this has caused within the online community?  Via Search Engine Land.

“100 Million Americans Watch Online Video Per Day.  Up 43% Since 2010- comScore”  According to comScore Americans streamed 43.5 billion videos in December 2011 alone.  This is an increase of 44% over the previous year.  With this astronomical jump in online views, is television in trouble?  Via TechCrunch.

“The Next Big Social Network Is You”  Many companies are trying to address the now common social network exhaustion.  Between the constantly shifting policy changes and programming updates many users are getting tired.  This opinion piece shares that in the near future it will be less about your number of followers and more about a smaller group of well-connected individuals.  What do you think?  Via Information Week.

“5 Essential Spreadsheets for Social Media Analytics”  If you are involved in social media, and are a small business this post provides some useful tools for measuring your data.  Want to know the best part?  They’re free, customizable, and easy to use.  Via Mashable.

“Brand Storytelling Lessons You Can Steal from Hollywood”  Innovation, a term we seem to hear quite frequently these days.  As a content marketer innovation is especially important because not only must you attract customers, you must veer them away from your competition.  Paying close attention to Hollywood entertainment and the way that promotion is done in that industry is a great means for discovering new ideas.  Via Content Marketing Institute.

TopRank Team News

Alexis Hall – Report: National Marketers Love Local, Fail At Basic Tactics
This post discusses survey results from late 2011 which revealed that although many marketers have the perception they are highly invested in local advertising, survey results show they are failing when it comes to basic tactics, like management of local directory listings.  Those seemingly small tactics can have a big impact on local results, so if marketers are really invested in their online local presence, they must be diligent when it comes to education on all types of tactics.  Via Search Engine Land.

Ken Horst – Pinterest is quietly generating revenue by modifying user submitted pins
It appears as though Pinterest has found a way to monetize their site, even at this early beta stage.  Most people would say that’s a good thing however the way they are making money has some people crying foul.

Pinterest is using a service called SkimLinks to add an affiliate link wherever there is a link to a product page that has an affiliate program.  It’s not the idea that people are concerned about, it’s the fact that Pinterest is doing this without providing any disclosure to its users.  Via LLsocial.

Brian Larson – Bing Now A Full Point Ahead of Yahoo In Search Share-comScore
According to comScore, Bing is now a full point ahead of Yahoo! in search share. While Google’s search results are highly flavored by Google+, Bing receives streams of information from Facebook and Twitter. With Yahoo! In Bing’s rear view mirror, is Google next?  Via Search Engine Land.

Time to Weigh In:  What do you think of Pinterest’s money making tactics?  Smart move or too far?  With so many American’s consuming video on a daily basis, are you including video in your 2012 online marketing strategy?

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© Online Marketing Blog, 2012. | Online Marketing News: Pinterest’s Sneaky Tactics, Keeping Leaders Honest, 100 Million Videos Watched Per Day | http://www.toprankblog.com

"Google taught us how to search." - Paul Vallez

Paul Vallez admits that when he started at HP less than a year ago he had just come from Ask.com and was pretty cocky about what he knew.  Vallez also shares that he wasn’t very open to new ideas and wanted to step into his new position at a big brand and immediately demonstrate value. What was his approach?

• 75% Cocky
• 25% Open to new ideas

In Vallez’s presentation he identified what he called “3 Key Learnings” that he shared with the audience for improving the way that your search strategy is implemented for improved engagement.

Key Learning #1 – Enterprise Search is Ripe for Disruption

According to Vallez, Enterprise Search is constantly going through a cycle and that emerging companies and established companies alike should expect changes, be prepared to take action, and run for the opportunity.  The different phases that were identified included:

• Creation: In this phase organizations are experimenting with different platforms and their may be limited use or capability.
• Survival: This phase shows some growth with a small community of partners and vendors.
• Growth: At this point their is a solid value proposition in place as well as vendor consolidation.
• Equilibrium: By this phase the vendor community can be leveraged, benefits and risks are known, and there is a flat growth.
• Decline: The final phase presents an opportunity for other companies to begin working their way onto the Search playing field.

When we reach the “Equilibrium” phase of the cycle what you will typically see happen is the beginning of the decline.  At that point there is the opportunity for other organizations to disrupt the cycle and begin rolling out their own Search solutions.

Are you prepared for this disruption?

“By the end of 2012 over 90 percent of information flowing through the internet will be reach media (audio, images, video)” – Cisco

Search today is largely commoditized.  Companies will feature a product page that contains images, pricing, and product specs but not much more.  What these pages wont show you is what the product is good for or what problems it will help consumers solve.  When we talk about content we need to start talking about which content will better engage our customers.  At this point the majority of us know that if  they can’t find it from you they WILL look elsewhere.

Key Learning #2:Enterprises Need to Facilitate User Research

Facilitation of user research is key.  After all the internet is all about information.  How it is consumed, shared, and what affect it has on our prospective clients.  The question we were urged to ask ourselves was: What is the right information for your customers?  Vallez encourages us as marketers to make our information less about the product and more about the customers needs, stressing that customers also need to understand why your product is right for them. A 2010 DMA Study found that 43.7% of buyers admit that they are taking more time to research purchases while 66% of buyers say that vendor content/website influences their purchasing decisions.

Key learning point #3: Deliver the Right Balance of Content and User Experience

It is recommended that we focus on search results that bring up the right TYPE of information for our customers.  It should be as easy as possible for customers to  find anything related to your products so they know if they are making an informed buying decision. An example of some objectives that you may want to set forth to target your consumers could include:

• De-commodotize the search experience
• Better engage user
• Faciliatate research
• Increase Conversion Rate

What Did We Learn?

• Prepare for a deeper level of engagement beyond text
• Segment your audience and develop customer centric content and experiences
• De-commoditize your search experience
• You should spend at least 75% of your time being open to new ideas

After the presentation I asked Paul Vallez the following question: “With a shifted focus on providing customers with a combination of targeted content and user generated content how do you handle negative feedback while still presenting a real picture of your products?”  Vallez shared that obviously no brand wants to see anything negative being said about their products.  However, customers can tell when something is too curated or moderated.  HP has implemented a response button so that if customers don’t like the results they can send feedback to the company.  He has found that you will consistently get a more positive reaction from your customers if you take an open and honest approach.

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© Online Marketing Blog, 2012. | Innovative Search Features Drive Engagement – Paul Vallez #OMS12 | http://www.toprankblog.com

Google+ Optimization or Community Building?

Initially I looked at Google+ the same as other Google social projects like Wave and Orkut. But the more I use Google+ the more I like it. Maybe it’s the network effect because others are using it more too. I often find content and insights shared on G+ that I don’t find elsewhere.

While the addition of Google Search Plus Your World (SPYW) has made a big splash in the digital community, I actually think G+ is far more useful (from a personal perspective) as a social network than it is as an augmentation of search on Google.com. When I put my Marketer’s hat on, of course it doesn’t matter what I think of G+ – the task is to figure out how to optimize opportunities to gain an advantage.

There’s been no shortage of commentary about G+ and SPYW but I think there are a few pros and cons that are worth exploring.

Google+ Pros:

As a social network, there are inherent social engagement benefits of Google+.  The Google+ shares, pluses, comments and overall interaction behaviors necessary to improve Google+ inspired search visibility also benefit social network development and community engagement. Starting with SEO and Google+ seems a little backwards to me compared to leveraging it first as a social network.

Along the lines of optimizing for customers before keywords, what about starting on Google+ with engagement and building a network for the sake of growing a community first? As you grow content and community, then bring in the SEO component – or at least simultaneously.

Google+ can definitely serve as another spoke in a hub and spoke content distribution and social engagement model. While Google+ has been reported to have 90 million users, it’s a far cry from the 800 million on Facebook. That said, Google is doing everything it can to “encourage” mass adoption. As that happens, it can become a very productive channel in an overall content and social media marketing mix.

As for SEO and G+, there’s no reason Google+ optimization best practices and social networking efforts cannot happen simultaneously. G+ has rich social networking opportunities that have value on their own vs. viewing G+ solely for it’s SEO value. Together, they represent true social media optimization opportunity.

Google+ Cons:

Is Google+ participation mandatory? The clear advantages of Google+ presence and activity in search make it impossible for companies that value online visibility not to join in. But that incentive is not the same thing as joining a social network because you know that’s where customers and influentials are. As companies mature in their social media participation, those choices are increasingly based on customers vs. chasing shiny objects, the competition or because everyone is doing it. Joining Google+ for the wrong reasons is a bit of a con to me.

A boost in Google+ is a boost for “Unknown” keywords. The more people that are logged in to Google+ and other Google services, the more that search keywords will be reported as “Unknown” to website owners. I think this is the biggest potential con for Google+ success. Search encryption enables privacy with organic search results but not for PPC search clicks. Is that double standard?

The “unknown” segment of referring keywords for our most popular site is now over 25%. That’s a lot of traffic that we know comes from Google but we don’t know which specific keyword phrase it was. As a result, optimization refinement for better search visibility is a much bigger challenge for those phrases. Additionally, optimizing content for better user experience also suffers.

Of course, we’re an adaptable bunch and we’ll simply find another way to make connections between how customers discover our content and what inspires engagement and conversions.

Can Google create their own weather by incentivizing participation? Will it be enough to create momentum and the network effect that will create “true” value for membership? Yes or no, the incentive is too strong not to join. Now it’s a matter of what can brands do to actually make it meaningful vs. mechanical.

When I posted this question on my Google+ account, here are a few of the replies:

Mike Grinberg  -  Google is using a push strategy with G+. They are pretty much “forcing” people to join by integrating as much as possible with all their other services. As more people join, this will become more than just a “power user’s/geeks/nerds paradise” It is slowly happening already.

Benjamin Wright  -  I like G+ because I can post comments like this, including comments with links, immediately, without CAPTCHAs and without waiting for the blog/post owner’s approval. G+ is able to allow this, I believe, because it bans spammers.

Rohn Jay Miller – Lee, I’ve joined and I check and participate–at least some times. But I’m still using blogs and Twitter far more to keep in touch with communities I’m a part of. What’s the incentive to pay the switching costs? This seems like Google-think again: it’s a technology driven idea that’s cool in the overview, even compelling.

But down here at my user level Google+ is just a “mini-net” that I look at once a day. And that’s me, a full-time social media / content professional. What about my brother in law? This has a long way to go before it’s more compelling than compelled

Ian Lurie  - Google is taking this 1-2 steps further by creating a strong marketing incentive FIRST, and using that to drag us all to their property. But that kinda makes sense given that they already have the audience. Facebook didn’t, so they went about it a different way.

I DO think Google can create their own weather. Their huge advantage is their audience. It’s easy to forget, but they own the two most-used search engines on the planet. If they don’t get plowed under for anti-competitive practices they’ll likely win through brute force.

How have you approached Google+ personally or for your business?

Are you optimizing or building community? Are you doing both at the same time? How are you incorporating Google+ with the rest of your online marketing mix?

Be sure to check out TopRank’s Google+ account here.

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© Online Marketing Blog, 2012. | Google+ Optimization vs. Community Building: Pros & Cons of Google SPYW | http://www.toprankblog.com

The 2012 Community Manager Report

Community Manager is an essential, yet still uncharted territory for many companies that are expanding their presence on the social web.  What should you know about the current state of this position?

• 67% of Community Managers work for a brand
• The most popular city for Community Managers is New York
• 65% of Community Managers are Female

Be sure to check out the rest of this report presented by Social Fresh.

Google & FBI: All Your Social Data Are Belong to Us

For non-geeks, here’s the reference (Zero Wing video)

“Google Privacy Changes: What Do They Mean To You?” Google announced this week that it is rolling out a new, main privacy policy that covers the majority of its products. The company is consolidating over 60 privacy notices into the main privacy policy. User activities across Google web properties from Gmail to YouTube will be used to deliver customized ads. Via WebProNews.

“The FBI Wants to Monitor Social Media” The FBI is looking to develop a web application that can monitor social networks, including Facebook and Twitter, in order to gain better real-time intelligence about current or potential future security threats or situations. As with the Google combined service data collection, many people are thinking, “Weren’t they already doing this?” Via Mashable.

“McDonald’s Twitter Campaign Goes Horribly Wrong #McDStories” From McDonald’s PR: While #meetthefarmers was used for the majority of the day and successful in raising awareness of the Supplier Stories campaign, #mcdstories did not go as planned. We quickly pulled #mcdstories and it was promoted for less than two hours. Via Business Insider.

“Twitter Now Able To Censor Tweets, If Required By Law, On A Country-By-Country Basis” From Twitter: Starting today, we give ourselves the ability to reactively withhold content from users in a specific country — while keeping it up in the rest of the world. Danny Sullivan compares Twitter’s approach towards censorship to Google, which you might find interesting. Via Marketing Land.

The Online Marketplace is Competitive: Tips to Help You Meet the Challenge:

“The Top 51 stats for Generation Y marketers” How can marketers tap into this gadget-savvy, brand-aware demographic? The following statistics, taken from four recent reports listed below, provide an insight into the complex world of 13-24 year-olds. Via The Next Web.

“5 marketing Tips for Putting Customers First” The digital world of today offers many choices to customers, which means that marketing professionals have a tough job ahead of them.  We must not only ensure that our messaging is on target, but also work with our internal team to make sure that our promises can be delivered.  Via i Media Connection.

“10 Essential YouTube Tips and Tricks”  YouTube is currently getting over 3 billion views each day.  This article provides some great tips for getting more out of your YouTube experience including, improved search and better viewing options.  Via Mashable.

“10 Ways to Impress Your Industry’s Influencers” Often times your press releases are in the hands of influencers within the industry.  This article provides some great tips on identifying who these people are, buttering them up, and following their lead.  Via Ragan.

The TopRank Team Knows News

Brian Larson – “MarketingSherpa Research Shows the Avg B2B Deal on the Decline”
We know that B2B sales cycles are longer. The rebuttal from B2B’s has always been ‘the size of our sales are far greater’.  What if that changed? With B2B deal sizes diminishing, do B2B’s need to focus on increasing sales volume or developing new ways to demonstrate value and win back larger sales? Or both? The answers to these questions are sure to influence online marketing strategies.  Via Marketing Sherpa.

Ken Horst – “Social media for the complex sale: Where should you start?”
While most B2B companies are heavily invested in their social channels today; many are finding that for at least Facebook and Twitter, these may not be the best channels for companies with a longer sales cycle.  The good news is that in this post, the author lists 10 other social media outlets that B2B marketers could use to help prime the pump for those longer sales cycle products and services. Via SmartBlog.

Emily Conley – “Google Announces Privacy Changes Across Products; Users Can’t Opt Out”
Google released an announcement on Jan. 24th stating that the company plans to follow users’ activities across the majority of its sites, including YouTube, Gmail and Google search. With no opt-out option, as of March 1st all logged in Google users will be sharing data that will enable Google to create more complete user portraits.  The change opens new debate around privacy and competitive practices.  Via Washington Post.

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© Online Marketing Blog, 2012. | Online Marketing News: Women Dominate Community Management, Google Privacy, FBI Social, Twitter Censorship, McD Hashtag Gone Wrong | http://www.toprankblog.com

As this new social platform continues to evolve it may be difficult to keep up with the latest trends, changes, and tactics for creating an optimized and influential Google+ profile for you and your business.  With recent events and the release of Chris Brogan’s new book “Google+ for Business: How Google’s Social Network Changes Everything” Lee and I thought it seemed a good time to compile some helpful tips of our own and some from Chris’s new book to help professionals take some of the fear and uncertainty out of using Google+.

Author Information in Search Results

I’m sure over the last couple of months you’ve noticed author information included in Google search results.  This feature displays a photo of the author as well as an opportunity to add them to your Google+ circles.  Getting Author information to appear in the search results next to content that you create can be accomplished a few ways.

Google suggests adding your name and your email address to each article or blog post and then verifying that same email address within your Google+ profile.  The other option is a good old fashioned link exchange between the content you create and your Google+ profile. Add a Google Profile button to your site or manually add the link using: <a href=”[profile_url]?rel=author”>Google</a> and replace the [profile_url] with the long id in your Google+ profile web address. Then make sure you link to the sites that you contribute to from your Google+ Profile in the area called “Contribute to”. Once you do that, there’s a form you need to fill out.

Google Plus for Search

Many SEO professionals and Marketers were up in arms after last weeks release of Google+ search functionality.  It appears that Google is favoring it’s own content over others.  Google does include information from some networks such as Quora or Flickr, but at this point is excluding popular social networking sites like Facebook and Twitter.  What does this mean for marketers?

Take full advantage of these changes and post useufl information on your Google+ profile or company page that are relevant to your business and the business problems of your customers. Engage with others and be useful and interesting so that as many other relevant users of Google+ add you to their circles as possible. The larger your network on Google+, the more likely your content will appear prominently in their search results.

“Where Google+ Fits in the Business Ecosystem”

Outside of the obvious need to have a presence in Google+ for search visibility, there are other good reasons for professionals to leverage the social network. In his book, Chris Brogan expresses that how a company uses Google+ for business is up to them, and that there are many opportunities to consider when building a Google+ strategy.  The suggestions in the book are pretty much best practices for any kind of social network involvement and with all the attention being paid to Google+ the past few months it’s a good time to review. Some of the ways you may want to consider using Google+ for your business or professional online presence include:

• Collaboration
• Learning
• Discovery
• Community Building
• Contests & Promotions
• Customer Service
• Engagement
• Listening
• Referrals
• Sharing

“The Most Important Part of Your Profile: The Introduction”

Building out your Google+ profile is essential for how people perceive your brand. Google+ for Business puts special emphasis on creating a stellar introduction for Google+ profiles.  The introduction field in you Google+ profile should include:

• Professional Experience:  give your potential customers an idea of what it might look like to work with them.
• Personal Information: this will inform prospects what matters most to you outside of business.
• Linking: do not stuff your profile with links but be sure to link to outside resources where appropriate.

“Posting to Build Connections”

If part of your marketing strategy is to connect with interesting or influential people, Google+ this is a good way to inspire creativity in your own content.  Some helpful tips for creating content to drive connections would include:

• Source information from websites that are not always sources.  Posting interesting information from a more obscure sight is likely to catch the attention of new followers.
• Original content that takes a different stance from the majority of users is likely to get you some attention.
• Curiosity drives traffic, share some interesting knowledge that you have about something you care about such as music or film.

There is a wealth of information being created each day on optimizing, creating content, and socializing using Google+.  Over the next few months Google will only continue to roll out changes to their Google+ platform and either by incentive or usefulness, Google+ will grow.

What are your most pressing questions about Google+? Has your business created a page yet? How are you getting your staff on board with Google+ profiles or are you focusing more on your brand page?

Be sure to connect with TopRank Online Marketing on Google+ here.

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© Online Marketing Blog, 2012. | Google+ for Business: 5 Things Marketing Professionals Should Know About Google+ | http://www.toprankblog.com

Search, plus Your World

The big news this week centers around the changes that Google has rolled out related to Google+ integration with search, which as the tech press buzzing.  Google is aiming to bring users additional search functionality that is incorporated with their Google+ profiles.   The official Google blog states that “you should be able to find your own stuff on the web, the people you know and things they’ve shared with you, as well as the people you don’t know but might want to… all from one search box.” Industry observers are saying it’s too much Google+, all the time.

Regardless, it’s a new dimension on the face of search and that spells opportunity (for those optimists among us) to Optimize. Here are a few tips on Google+ optimization. Be sure to add TopRank to your Google+ circles!

It’s an Oh So Social Web

“Facebook projected to hit 1 billion active users by August”  There are about 6.9 billion people currently living in the world, and Facebook is projected to capture close to 14% of that number by the end of this summer. According to a new study, the Facebook user count will hit 1 billion by the month of August. Via Digital Trends.

“Anywhere in the world, foursquare Explore can find you something interesting (now on your computer!)”  How do you search for personalized recommendations in the real world? This is a huge and difficult problem. Most real-world searches are one-size fits all. The new web version of Explore is powered by 1,500,000,000 check-ins, tens of millions of Tips, and over half million Lists. Explore is powered by check-ins and foursquare Tips, it’s not just personalized, it’s specific. Via Foursquare.

“Some Advertisers Are Paying Up To $10 Per Follow On Twitter” Marketers spent an estimated $100- to $150-million on Twitter advertising to reach its 100 million users last year, compared with forecasts of nearly $4-billion for Facebook and its 800 million users. So far, Twitter’s advertisers have been prepared to pay $1 to $4 for each new follower through “promoted accounts”, though some – such as car makers – are bidding more than $10. Via Financial Times.

“YouTube accounts for 25% of visits to social sites in December” Market research analyst James Murray shares that there were record levels of Internet traffic at Christmas, with 2.18 billion visits going to online retailers in December.  Murry also shares that the right blend of traffic from social media, affiliates, and other sources is essential.  But, that it is more important than ever for marketers to optimize both paid and organic campaigns.  Via Econsultancy.

“71% More Likely to Purchase Based on Social Media Referrals [INFOGRAPHIC]”  Consumers are currently connecting, rating, discussing, and consumer more product information and review then ever before.  The infographic in this article illustrates the importance of ecommerce inbound marketing.  Via Hubspot.

We’re With the Brand – Tips

“5 Tips for Making Your Brand More Social”   As social media only continues to increase in value companies cannot afford to shamelessly self promote or opt out from the conversation all together.  Requests are being made that companies respond in real time, across multiple channels. Via Social Media Examiner.

“How to Build Recognition for Your Unkown Brand” In the marketing and advertising world the word “frequency” refers to the number of times a consumer must see or an ad before they purchase the product.  According to this article frequency works because it is all about building trust.  As consumers we tend to be weary of anything new.  However, if we are shown a product or brand repeatedly we begin trust what that company has to offer. Via Wall Street Journal.

TopRank(ing) News From Our Team

Emily Conley – “Real-Life Examples of How Google’s “Search Plus” Pushes Google+ Over Relevancy”
Google’s recent implementation of the “Search Plus Your World” feature has everybody talking about whether the new feature benefits Google users, or just the company.  This article dives into the initial impact of the change through a user perspective.  The “Search Plus” feature has huge implications in terms of search and social…this is only the beginning of what is sure to be a long debate!  Via Search Engine Land.

Ken Horst – “Pinterest: 13 Tips and Tricks for Cutting Edge Users”
As we’ve seen in previous weeks, Pinterest traffic and interest is growing like crazy, recently breaking into the top ten social media websites.  In addition to the 13 tips in this post, I’ve also found it useful to create pin boards of images from my blog or web site.   Each image is a link back top the originating web property and if the images are cool, users can also see some nice referring traffic as well.  Via Mashable.

Alexis Hall – “SoLoMo Revolution Picks Up Where Hyperlocal Search Left Off”
I thought this post on Social Local Mobile Search or the “SoLoMo Revolution” was interesting. It discusses how  companies like Shopkick have been successful using new mobile technology to offer shoppers a highly personalized experience.  Via Mashable.

Discussion: What do you think about the new Google+ integration with search? Do you think it’s too much?  What about $10 per Twitter user? Or $1? Do you think Foursquare can compete as a local search engine? We’d love your feedback on these stories and feel free to suggest other top stories we missed.

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© Online Marketing Blog, 2012. | Online Marketing News: Google+ Search, $10 per Twitter Follower, Facebook 1 Billion Users, Foursquare Search Engine, Social ROI: No, Really! | http://www.toprankblog.com

Screenshot from Google's promo video

Google Personalized Search rolled out yesterday revealing a change as significant as Universal Search in 2007. Unlike the major change that brought images, video thumbnails, news and blog posts within search results for all, the Google plus Your World changes are only visibile when logged into Google.

There are many stories to be told here, from Google as a social network to the tit for tat statements Google and Twitter are making. From an online marketing perspective and more specifically, search marketing, the introduction of more Google features only available when logged in will arguably increase the number of searches done when user search terms are encrypted and not available for website owners in their web analytics. The “Unknown” category of keyword referrer for this blog has risen dramatically, which isn’t helpful for future content refinement or optimization.

That aside, here are some observations for you as a marketer as it relates to Google Personalized Search and more specifically, the recommended personal and brand pages.

Many of the initial observations about the Google+ integration with Google search are that Google is favoring it’s own content over others. Facebook and Twitter, two of the most popular social networks on the internet are absent. Google states that if those services will share their data, Google would look at including it. From what I’ve read, Twitter decided not to renew their agreement with Google and Facebook isn’t exactly a “fan” of Google’s.

Matt Cutts from Google posted a response to the initial statements about Google nepotism in the new social Google and to clarify that other sources can appear in personalized results, like Quora or Flickr. What he doesn’t clarify is a preference for Google content. There’s a big difference between the possibility of varied sources appearing and a bias towards certain sources causing them to appear the majority of the time.

The default search option shows a blend of standard web content plus personalized results from the Google+ network connected to the account you’re logged in under. When I did a sample search for “kindle fire cases”, the search results were pretty good. My intent for the query was to find a case to buy for my daughter so the flavor of SERPs towards products for sale was very relevant.

Regular Google SERPs for "Kindle Fire Cases"

However, when I selected the Personalized Results option at the top of the page, the information was hardly useful and not even relevant to the query.  A big reason for that is the data set Google is drawing from: my Google+ social network associated with my Google Apps email account. Don’t get me started on the extremely disappointing snails pace Google has taken at providing a Gmail G+ to Google Apps G+ migration tool. But the relevance here is that over 10,000 people have added me to their circles on my Gmail G+ account. All that content and interaction would provide a richer set of search results, except Google isn’t showing me the Search plus Your World interface when I’m logged in using that much larger network account. Instead, I have to use a Google Apps G+ account with virtually no network and very little content and interaction.

Google Personalized Search Results for "Kindle Fire Cases"

Like all social network focused services, the network effect is critical for the service to be really useful. The more people that sign up for and use Google+, the more rich signal Google will have to provide a better search experience based on that network. It’s a wisdom of the crowds as applied to search, so to speak.

While the blend of general results with personalized results is interesting, I’m cautious about how useful it will be.  Search and social networking are two very different consumer behaviors.  Search tends to be more linear, specific and goal focused. Social networking is often a bit fuzzier and random. You can certainly find answers in either channel, but getting to those answers is a bit different. So, does that mean the convergence of search and social network is the answer?

For me, it’s really hard to tell at the moment because Google isn’t showing me the Search plus Your World option with my larger Google+ network. But I’m sure it will be enabled eventually. Hopefully a LOT faster than the Google Apps migration tool for Google+ accounts.

One of the interesting features of the new Google search results appears with very broad queries called Related People and Pages. When I started testing this last night, related people and pages appeared for a variety of terms ranging from art to marketing. Today, they are only appearing for certain terms like coffee.  You can see below that the search results for the coffee query are quite useful and show in the bottom right corner, the related pages and people.  From a search perspective, I’m not sure how many people type in “coffee” vs. a specific coffee shop or brand of coffee. The genric term would bring back such a large number of search results they wouldn’t be useful. However, in this case they are.

When you hover over the identities in the People and Pages on Google+ area, you can add them to your own Google+ Circles.  This is a handy feature and for marketers, it should be something worth considering in terms of optimizing Google+ content and social behaviors in order to attain visibility as a recommended Person or Page in conjunction with relevant keyword queries. Google offers some advice on this and I think the tips that are shared speak to overall Google+ and new Google.com optimization opportunities, not just optimizing to become a recommended Page.

One of the key Google+ takeaways for marketers is that the more people who have added your personal or business Google+ page to their circles, the greater the likelihood that your content or activity will appear in their search results. In the way that bots crawling and indexing web pages was the price of admission into the Google index, now it’s sharing and interaction amongst your Google+ network that is necessary (along with relevant content – same as it is with web pages).

Below I’ve listed the 3 tips shared by Google and have added my own commentary and interpretation as advice for online marketers that want to better understand how to optimize content and social behaviors for more prominent visibility on Google+ and Google.com search.

1. Make it easier for people to find your brand by creating your +Page. Make sure to add a high quality photo and fill out the “About” section so people can recognize your +Page.

[Brands need a +Page to be found in Google. A photo and About sections are probably priority content areas (for G+ optimization]

2. Share and comment on the topics you care about and Google will share your posts and comments with your Google+ followers when they’re searching.

[For keywords and topics you'd like to be known for and found with, create and share content as well as make comments along those themes on G+. Those actions can surface your content and activity within the search results of those who have added you to their circles. The more people in your circles, the more who will be exposed to your content and social actions.

3. Once you've created a +Page and engaged with your audience on topics you're interested in, you'll be eligible to appear on the right hand side of search results. The more quality content you create and the more people that engage with your page, the more prominent your +Page will become.

[Social interaction and I'd assume some level of network size/quality of interaction can trigger the appearance of your People or Brand page as a related item on the right of Google Personalized Search results. The ranking of your personal or brand page depends on a quantity of content in combination with the quantity and quality of responses to that content]

In the end, many of the same rules for successful networking with Facebook, Twitter or any other social network apply to Google+.  The question is, how will consumers respond? Do you know enough about your consumers to be able to adjust your content and social engagement approach? Or even your approach to SEO? It’s go time, it’s adapt or die time.

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© Online Marketing Blog, 2012. | What Google Personalized Search plus Your World Means for Marketing – SEO Tips | http://www.toprankblog.com

21 Social Media Marketing Trends for 2012

Curious to find out what 2012 could have in store for online marketers?  This presentation from DreamGrow shares 21 predictions on what 2012 could look like.

Highlights include:

• Social CRM making inroads
• Social media influencing more sales
• Social commerce on mobile devices

Facebook IPO and Most Popular Social Sites:

Social Media: Disasters

“Ocean Marketing vs. Penny Arcade: Paul Christoforo PR Disaster Goes Viral” Documented via email and enacted on numerous YouTube videos, this might be one of the most reprehensible exchanges in the history of customer service. A PR/Marketing contractor representing N-Control, a maker of modified game controllers for hardcore gamers and disabled people has been accused of insulting a customer, plagiarism, extorting a past client and shady SEO practices. Could it get any worse? Yeah. Domestic abuse.  Via International Business Times.

“Social media, rumors might have fed melee at MOA”  On Sunday December 25th it was rumored that rappers Lil Wayne and Drake were going to be making an appearance at Mall of America in Bloomington, MN.  In the afternoon mayhem broke out involving more than 200 young people, one of the most serious disturbances at the mall in over 15 years with 10 people arrested.  Via StarTribune.

“Top 5 Most Common Networking Mistakes”  Good networking is an art and a science.  While some people may not have an innate networking skill this article points out basic mistakes and how to avoid them.  Via Inc.

Network Growth: Exceeding Expectations

“Pinterest: Crazy Growth Lands it as Top 10 Social Site”  Pintrest has grown 4,000% over the past 6 months marking it as the number 10 social media site.  While most traffic comes from California and Texas, Pinterest also receives unusually high traffic from states like Utah, Alabama, and Tennessee.  Via cNet.

“Instagram Becomes the Largest Mobile Social Network” In the past two months Instagram has added over 2 million new users.  While currently only available on iPhone, Instagram is poised to outpace Foursquare, the largest mobile focused social network available today.  Via Social Fresh.

“Google+ may reach 400 million users by end of 2012”  Google+ is on average adding 625,000 new users per day.  While the numbers are reflecting total users not active users, there is no denying that Google+ is growing.  Via LA Times Blog.

Cashing in on Christmas:

“Final Christmas Push Propels U.S. Online Holiday Spending to $35.3 Billion, Up 15 Percent Versus Last Year”  Spending reflected in this report takes into account the first 56 days of the November – December holiday season.  It is said with certainty that Cyber Monday 2011 ranked as the heaviest spending day of the season for the second year in a row.  Via ComScore.

Battles In the Court & On the Screen

“A Dispute Over Who Owns a Twitter Account Goes to Court” How much is a Twitter follower worth?  In a world where social media influence can mean the difference between a new customer and a fruitless cold call, one company thinks it’s worth a lot.  The question remains, can a company claim ownership of an employee’s social media account, and what does that mean for employee’s posting during work hours?  Via NY Times.

“YouTube Slam Begins Video Clip Battles for Users’ Votes”  Each week YouTube will put user submitted videos head-to-head to battle it out on screen.  Users will be asked to submit a vote for their favorite video.  This contest is designed to keep visitors on YouTube for longer periods of time and deepen their connection to the site.  Via BBC.

Online Marketing News You Can Use = TopRank Team Edition

Ken Horst – “Google Will Change Web Marketing in 2012”
Google has designed a new method for websites to structure data so that its crawler can pull better information. These plans revolve around metadata that will allow Google to access more rich data about a topic.  This may be a wakeup call for marketers and web masters to start looking at the new data and plan for the deployment of the new code in order to improve or maintain rankings.  Via Harvard Business Review.

Emily Conley – “The 22 Best Infographics We Found in 2011”
This is a compilation of some of the best infographics released in the past year.  I thought this was a pretty cool trend feature to reflect on the past year and gear up for 2012!  Via Co.Design.

Alexis Hall – “77 of Top 100 Brands Now Have Google+ Pages”
This article from Marketing Land discusses the fast adoption of Google+ by businesses, since its launch on November 7th.  According to BrightEdge’s December SocialShare report, 77 of the top 100 brands now have Google+ pages. This adoption rate will likely continue to increase in 2012 as big and small businesses begin to leverage Google+.  Via Marketing Land.

Ken Horst – “Will Clever Sense Help Google Become The Perfect Search Engine?”
Google is beefing up its voice search capabilities with the recent purchase of Clever Sense.  Similar to Siri for Apple, Google’s new voice search app will remember things it learns about the user so that future search results are even more targeted.  As more people use voice search on their mobile devices, online marketers will need to learn what it takes, other than location, to acquire a high ranking in the SERP.  Via Search Insider.

Happy Birthday TopRank Online Marketing Blog!

We’ve celebrated our 8th year of blogging this week. Thank you to everyone who has subscribed, shared, linked, commented and reached out over the  years. It’s an honor to be a part of such an amazing community and in this world of information overload, we appreciate your attention a great deal.  Thank you!

Have A Safe Holiday Weekend!

From the entire team at TopRank Online Marketing

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© Online Marketing Blog, 2011. | A to Z Internet Marketing News: Happy Birthday TopRankBlog!, 2012 Marketing Predictions, Social Disasters, Cashing in on XMAS | http://www.toprankblog.com

A Best Practices Approach with Gregg Stewart

Did you know that roughly 20% of all Google searches have local intent?  When you look at mobile data that number is even higher.  These statistics alone should show us as marketers how important a online local strategy is for improving engagement.

Checking the Box Won’t Work

While website All Facebook says that 96% of small businesses are on Facebook, Mashable.com says that 64% of small businesses think that social media is unnecessary.  Part of what this data tells us that many companies are simply checking the box, but aren’t sure how to properly utilize social media marketing channels.

Caution: Mistakes Ahead

Stewart stated that the biggest mistake that advertisers trying to go local make is focusing on the wrong data.  Often advertisers will say that the number of clicks on the website are not improving, or the e-commerce on the website isn’t that great.  Consumers are looking for your business in a variety of places and they expect that information to be readily available and accurate.

Local + Social Best Practices

When implementing a local and social media strategy there are some key factors that are part of a best practices approach including:

• Accuracy
• Distribution
• Signal Strength
• Enrichment

A “SoLoMo” Strategy by Benu Aggarwal

Presenter Benu Aggarwal did a great job of highlighting the importance of of a social, local, and mobile strategy and the importance of integration between the three.  A common theme for both presenters was the emphasis on consistency across multiple channels.  In addition to remaining consistent what else should you know about a social and local strategy?

The Why, Who, & How of Social + Local

Successful local and social strategies are built upon a strong foundation.  What questions should be taken into consideration when building a strategy?

• Why should you connect with your audience?
• Who should you be connected with?
• How are you going to connect with them?
• What is your audience talking about?
• Where are they socializing?

Participate in Active Conversations

Relevant and active participation in online conversations can go a long way.  What are some examples of this interaction?

• Connect with brand evangelists in your area
• Respond to direct questions about great places to stay before your competition does
• Connect with users who have the power to influence others

Exploring Local Trends on Twitter

Twitter’s search capacity is better than you may think.  What are some ways you can better utilize twitter from a local perspective?

• Reach out to users instead of waiting for them to come to you
• Explore discussions that are happening in your target markets
• Insert yourself into existing conversations in a productive manner

5 Ways to Enhance your Foursquare Business Page 

Foursquare Business Pages can be tricky.  Aggarwal recommends the following enhancements:

• Optimize your banner
• Use keywords and bullet points
• Link to other key online channels
• Create list of local interest categories
• Leave compelling and engaging tips on local businesses

Local + Social Media Key Takeaways

• Manage your listings effectively
• Continue to place importance on UGC (user generated content)
• Users like both search and social media
• Define your goals, target audience, and know where they are
• Leverage the most popular channels
• Optimize across all channels
• Integrate social, local, offline, and online channels

If executed correctly a local and social media marketing strategy can work wonders for gaining popularity, improving brand awareness, and increasing revenue.  A main focus of this session was on consistency across channels.  Are you incorporating local and social in your online marketing mix? What are some of your best tips?

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© Online Marketing Blog, 2011. | Hello Local, Meet Social – Learning the Basics at SES Chicago | http://www.toprankblog.com

What Was the Response?
The chocolate was called everything from waxy, to too sweet, messy, and melt in your mouth goodness. In contrast the packaging created by the Ghirardelli marketers was quite different, “take time to slow down and feel yourself melt with each bite.” As you can see the professional marketers took a much different approach than the consumers.

The Marketer vs. the Consumer
According to DeHaven 80-90% of total content on many major ecommerce sites is written by end users who come to the site and give their opinions or post reviews. He then proceeded to provide a few examples of what companies believed the best keywords for their product or services were and the actual keywords consumers used to describe the business. In both of the examples listed below the keyword lists were not at all aligned.

Restaurants
Marketing Keywords: romance, fine dining, gourmet food
User Generated Keywords: great drinks, partying, view

Cosmetics
Marketing Keywords: cleanser, gentle, healthy looking
User Generated Keywords: soap, younger, looking great

7 Principles of User Generated SEO

#1: Don’t Forget SEO Fundamentals
While user generated content can be extremely powerful it is important not to forget the basics such as link building, optimization, and proper tagging.

#2: Search Engines Get Bored
When Google bots are crawling your website they are looking for fresh and relevant content. If the bots return week after week and the content has not changed they become “bored” and will be less likely to return. In order to remain competitive in the online marketplace frequent updates are a must.

#3: The Primanti Principle
A Primanti sandwich is unique because of the French fries inside the sandwich. If you add too many fries to the Primanti it can become overwhelming for the user. Similarly as a marketer you want to make sure that you aren’t overwhelming Google with too many “French fries” but a reasonable combination of foundational information and user generated content.

#4: Beware of Dilution
Typical product descriptions are optimized and written by professional marketers, user reviews are not. While user generated content is important it has it’s place. Beware of what too much user generated content can do for your SEO.

#5: Unlock the Long-Tail Vault
Marketers are constantly working to determine what keywords users are typing and which ones will drive the highest ROI. An additional challenge is determining which content should be housed on the top-level domain and which ones are better suited for microsites.

#6: Ask For Content at Relevant Times
Spending time to determine when your audience will be most willing to write a review and determining their level of qualification for submitting a review is key. If you’re promoting a concert emailing attendees the morning before the concert and asking them to share their photos on the site is a great way to entice user generated content.

#7: Convert Reviewers into Advocates
It is important that marketers set next steps for reviewers. An example provided was that of a user that wrote a laptop review and then spent the next hour (in the middle of the work day) answering over 130 laptop questions asked by other users. If that user had a great experience using the laptop think of the number of people they are reaching and advocating to on behalf of the company selling the laptop.

I really enjoyed that DeHaven’s presentation covered the ways that content can be generated by users but also what we must do as marketers to facilitate, moderate, and encourage user generated content.

I’m curious to know how much of your content you believe is generated by users? If the number is low, do you have a plan for increasing interaction? If the number is high, what have you done well that encourages users to generate content on your behalf?

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© Online Marketing Blog, 2011. | 7 Principles for User Generated Content: Michael DeHaven SES Chicago 2011 | http://www.toprankblog.com

Since launching in June, Google+ has already acquired over 40 million active users.  Users have also uploaded over 3.5 billion photos in those short months.  According to Oestlien the goal of Google+ for enable marketers to interact with their fan base in a way that they never have before.  When developing Google+ the team set out to see how they could influence and impact as well as improve that way that marketers are utilizing Online Marketing today.

Google identified 5 key problems that marketers are commonly faced with including:

• Fragmented Marketing
• Recommendations Lack Staying Power
• Comments, Not Conversations
• Impersonal Messages
• Limited Insights

Determining Problems Is Only the First Step

After only a couple of days on the market Google+ Pages have already been adopted by some very influential brands

Current Problem: Fragmented Marketing
More often than not what marketers are doing socially is vastly different than how their marketing plans are executed. Google is aiming to change the way that you market both online and offline. Oestlien also notes that Google is not trying to bring something completely new to the market. They are simply trying to transform the way that your information is shared.

Google Solution: Google+ Page, Direct Connect
Google has never had a specific place for users to connect and communicate with brands directly. Now with Google+ Pages you can easily interact with your favorite brands. Direct Connect is also a new feature that has recently been introduced. With Direct Connect you simply type the + symbol and then the name of the brand to be sent immediately to their page without having to sift through search results.

Current Problem: Recommendations Lack Staying Power
We’ve all experienced a moment where we have tried to think of a recommendation that was given to us by a friend or colleague and no matter how hard we’ve tried, we just can’t remember the exact details.

Google Solution: Google +1 Button
Google plus pages allows brands to connect +1′s around their brand and anchor them to your brand at Google. This enables Google to take recommendations that the brand has received and disperse them through the internet, enabling marketers to extend their brand and get in front of users in everything that they are doing online. For end users Google has discovered that if a brand, product, location, or event has been recommended by someone they personally know (in their circle) they are much more likely to trust that recommendation.

Current Problem: Comments, Not Conversations
It has been difficult for many marketers to find a way of engaging with prospective customers.  Strategies are often centered around pushing information out onto social networks vs. engaging prospects on social networks.

Google Solution: Google+ Hangouts
Google+ Hangouts which was mentioned at the very beginning of the keynote has many practical B2B applications for business owners.  Imagine the ability to interact live with your customers, record live testimonials, facilitate customer service questions, gather a group of industry thought leaders, the list goes on and on.

Current Problem: Impersonal Messages
In daily life you have the ability to change or tweak your message depending on who you are talking to.  Unfortunately, that has not been the case with social networks.  Marketers have been able to cast a wide net and attempt to personalize the message slightly to included all members of the audience.

Google Solution: Google+ Circles
Circles is by far one of my favorite Google+ features.  This solution consists of intuitive groups which will allow marketers to directly target individual segments of their prospect or customer base.  It also solves a question many marketers ask regarding managing a professional and personal social networking platform.

Current Problem: Limited Insights
It is extremely important to understand and gather insight into how people are interacting with your content.  Why is this important?  According to Oestlien “over 77% of content around brands is being shared by the users not the brand.”

Google Solution: Google+ Ripples
Ripples creates a timeline of how posts are shared and interacted with.  Not only can you see who shared what information with who but you can also replay this information via a timeline to see what led to the success even if it is weeks or months down the road by the time you have discovered it.

I for one, found the keynote to be very helpful and practical for business applications.  If you haven’t already signed up your company for a Google+ Page, check it out here.  The team at TopRank Online Marketing will be sure to update you as frequently as we can on the changes that are sure to follow from Google+ and of course you can visit our Google+ Page for Online Marketing Blog.

If you are attending ad:tech New York, be sure to catch TopRank Online Marketing CEO Lee Odden and the Search Marketing Masters sessions with Intel, Volkswagen, REI, Salesforce, Bazaarvoice and Marin Software this morning at Room 13, Hall 1E, Level 1, in the Javits Center.

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© Online Marketing Blog, 2011. | Is it Time to Make Google+ Your Plus One? 5 Key Problems Solved by Google+ Pages @adtech NY Keynote with Christian Oestlien | http://www.toprankblog.com

Photo from our interview with Avinash at SES Hong Kong

The morning keynote speaker for the 2011 MIMA Summit was none other than Avinash Kaushik co-Founder of Market Motive Inc and the Digital Marketing Evangelist for Google.  Avinash was a very funny and engaging speaker.  Nothing was off limits during his keynote.  Caught in the crosshairs of Avinash’s presentations were what he called “small” local companies (General Mills, 3M, etc) that dared to provide a “less than ideal” user experience.

Innovation was the topic of the morning’s keynote, ranging from which companies are a good (and bad) example of implementing innovation to proper metrics to show success.

What Are the 3 Definitions of Innovation?

Kaushik on innovation: “One of the great sexy things about the Internet is that everything you knew about the Internet 6 months ago is now irrelevant. “

• Incremental
• Incremental with Side Effects
• Transformational

How Can You Participate In Innovation?

Kaushik on measuring success: “If you only measure clicks, page views, visits, video views, touches, emails, and number of reports you are SUPER LAME.”

1. Accountability: Focus on the metrics that matter.  Do not let irrelevant data cloud your vision.  Increase loyalty by giving customers what they want.
2. Multiplicity: Losers only focus on the 2% of conversions they receive from their website.  Winners focus on the 98% that didn’t convert.  Social, Search, Content, Email are all things that drive value but should not be considered a stand-alone marketing strategy.
3. Influence: Traditional Marketing Strategy: shout to customers and hope that something will happen.  Internet Marketing: Create a flow of conversation between your brand and the end user.  Social Marketing Revolution: create not only a flow of communication between the brand and the consumer but encourage the consumer to share with their network.
4. 4. Fail Faster: Each one of us has an opinion.  Often the worst ideas are created by H.I.P.P.O’s (Highest Paid Person’s Opinion). If you’re going to fail do it quickly.  Don’t let ego’s get in the way of making adjustments and tweaks to the original plan.

4 Ways Data Can Help You Do The Right Thing

• Conversion Rate = # of audience comments or replies per post
• Amplification Rate = # of re-tweets per tweet = # of shares per post = # of share clicks per post
• Applause Rate = # of favorite clicks per post = # of likes per post
• Economic Value = sum of short and long term revenue and cost savings

Create A Better User Experience

Kaushik on improving user experiences: “Be better each day than we were the day before.”

The Unreachable Coupon

How much time and effort would you spend to gain access to a .60 cent coupon?  Some corporations think that the answer is: 13 steps and 30 minutes spent filling out personal information (with no error checking) only to find that you have to install another program in order to actually print the coupon.  If companies only focus on the data they NEED they will avoid angering the very customers they were trying to engage.  Why does the Internet bring out the worst in us?

You Say You’re Innovative But You’re Not

The example used was that of a company whose homepage screams the word innovation…literally.  However, their design screams 1940’s.  What we learn from this?  If you’re going to use strong words to describe yourself make sure that your branding reflects your message.

Measuring Suckyness

If you want to form a long-term relationship with your audience you need to provide them something of value first.  Sites that bombard browsers with too many advertisements, links, and paths are “puking” so to speak on their users.   Filling your site with 400 links on one page is not a good strategy.  Avoid suckyness by providing value in a way that is easy for your audience to digest.

I Love This Website!

Websites that allow you get to where you want to be as quickly as possible provide a much better user experience.  By segmenting consumers as soon as they reach the home page they are much more likely to frequent your site because they know exactly how to navigate and will be provided information that only pertains to what they are looking for.

What Did We Learn?

• Extract Insights From Things You Do Every Single Day
• Force companies to provide us with the things we need to make educated buying decisions
• Be authentic!
• Stop guessing and start using the data available to you

For another blog post covering Avinash’s MIMA Summit keynote, visit Lisa Grimm’s blog: Communications Passionista.

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© Online Marketing Blog, 2011. | #MIMASummit: Avinash Kaushik Keynote on Improving Engagement Through Innovation | http://www.toprankblog.com

Many companies don’t know where to start with International SEO, so here are 5 basic and tactical SEO considerations for companies looking at expanding into International Search:

1. Domain Name
3 common domain setups include Country-specific, Subdomain and Subfolder.

Whenever possible, a country-specific domain name is preferred. i.e. companyname.co.uk

Pros
The country-specific domain is a strong signal to the search engine and may provide better visibility for country-specific searches.

In addition, this domain typically provides better usability for the searcher as it’s the familiar and more common domain structure.

Cons
For some countries, registering a country-specific domain requires a physical address. If you are launching international ventures without a country-specific address this type of url may prove difficult or impossible to attain.

In addition, with a new domain, time and resources for marketing a new website (think content, links etc) will be required.

Subdomain (i.e.uk.companyname.com)

Pros
If a country-specific url is not an option, a subdomain is likely the next best solution.

The pros for this type of url structure include:

• Easy to implement
• Can be hosted separately, in native country
• Can create a different sitemap for each country folder
• Ability to set geotargeting in Google webmaster tools

Cons
The downside to this approach is the URL will still require country-specific promotion/links and will not have the added credibility of the country-specific domain.

Subfolder (i.e. www.companyname.com/uk)

Pros
The pros of a subfolder are that it’s easy to implement and you still have the ability to set geo-targeting in Google Webmaster tools.

Cons
As with the subdomain, this type of URL structure provides no country-specific SEO value. In addition, a subfolder set up can potentially create duplicate content issues if the content is similar across multiple countries/subfolders.

Also, a subfolder is typically an indication of content subordinate to the top-level domain, which isn’t in line with creating a unique website for a different market.

2. Where the site is hosted
Where the site is hosted is an important factor and one of the hundreds of items the search engines take into account when returning search results. Whenever possible, the site should be hosted in the target country. This is especially important if your site uses a generic Top Level Domain (TLD) like .com .net .org. In that situation, a search engine like Google will use the location of the hosting server to determine location for the site.

If you use a country specific TLD, then that will be the primary signal for your site’s location and hosting in the specified country is not as important.

3. Addresses Published on the Site
In fleshing out the on-page company information, be mindful to lead with the contact information for the target country, even if the company headquarters might be elsewhere. This is good user experience as much as it’s good for search engines. The content of the website should be explicitly clear for the geographic target audience and that means displaying location information. Think of it as good keyword optimization. If you want your UK based company to rank well in google.co.uk for geographically specific phrases, then those phrases should appear in the site’s content, internal and external links.

4. Localize and Optimize Content
As with any other search engine optimization endeavor, content and the optimization of that content is key. Best practices will hold true and include:

• Creation of unique content for the site that is not only translated, but optimized after translation
• Content presented in the native language of the country - Optimized English that is then translated to another language does NOT result in content properly optimized for that language
• Optimization of content for popular keywords, according to country-specific keyword results

Whenever possible, have native speakers review (if not, write) content for the site. International SEO isn’t simply a matter of publishing a site translated into a different language. There are a host of localization issues to be addressed. There are intricacies and interpretations with any language and the content on your existing site may not translate well.

5. Inbound Links
In creating a marketing plan for the site, be sure to include content creation that will be useful to the target audience, easily shared and ultimately be something people want to link to.

Building authority for the site will be critical and plans should include the acquisition of links from country-specific and native-language sites.

Creating a website which will produce results in country-specific search takes the same planning and coordination that’s likely being invested to achieve results from Google (US) search.  Keeping the target audience in mind and delivering a site customized for the visitor is the first step to International visibility. And don’t forget, Google isn’t King everywhere – so be sure to research how/where visitors search online in each specific country.

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© Online Marketing Blog, 2011. | 5 Cheat Sheet Basics for International SEO | http://www.toprankblog.com

Hosted by MIMA, the event featured Mike Grehan, Global VP Content, Search Engine Watch, ClickZ & Search Engine Strategies.

Mike started by educating the audience on the history of the World Wide Web and the Internet (note: they are not one in the same).

The idea of collecting information and making it available to the masses was on the minds of intellectuals/scientists long before it came to fruition into the World Wide Web. For example, in 1945 Vannevar Bush – a prominent scientist and a key person behind the creation of the Atomic Bomb – argued that as humans turned from war, scientific efforts should shift from increasing physical abilities to making all previously collected human knowledge more accessible.

Fast forward to 1998 and consider Google’s mission statement: “To organize the world’s information make it universally accessible and useful” and it sounds pretty familiar.

Next, Grehan spent a few minutes explaining how search engines work via the following 3 steps:

1. Crawling the Web
Most people are aware that Google ‘crawls the web’, the crawlers follow links and collect text. However, the crawlers themselves have very little to do if anything with ranking.

2. Indexing the Web
A crawler comes to a website, content is parsed out and an inverted index is created to identify what terms exist on what pages/documents. Think of an index in the back of a book – “chocolate” appears on pages 32, 157 and 256.

3. Analyzing the Web
Ranking content based solely on instances of keyword phrases on a web page quickly proved to be a flawed method because all a site had to do to improve its ranking was have more instances of the term on a page, whether relevant or not to the end user.

This is where hyperlink analysis for the web came into play as well as the idea of hubs, authorities and communities which identifies how and where different sites within similar communities, are linking and related to each other. Not all links are equal – some links are more equal than others. And some are infinitely more equal.

Hyperlink analysis algorithms make either one or both of these assumptions:
Assumption #1 – A hyperlink from page A to page B is a recommendation of page B by the author of page A

Assumption #2 – If page A and page B are connected by a hyperlink, then they might be on the same topic – they’re related

Search engines look further into link relationships to understand: If page C cites pages A and B, then A and B are said to be co-cited by C

Page A and B being co-cited by many other pages is evidence that A and B are somehow related to each other

Confused? Grehan breaks it down into this easier to understand statement:
Company websites can use keyword phrases and position themselves as the ‘Leader of Whatever’, but Google is asking ‘who else says so?’.

Links help distill the picture and identify votes of authority about your content by others.

The new science of networks and the addition of cyber communities has further impacted the need for quality, relevant links over quantity.

Other factors that influence ranking include Query Chains and User Trails.

Query Chains are Google’s ability to understand the cognitive processes a human will undertake when searching for information.

For example, if ‘enough’ people search for ‘special edition’, then ‘special collections’ and then ‘limited editions’ to find the result they want for limited edition books, Google will eventually serve the results for ‘limited editions’ when someone types in ‘special edition’ knowing what content they are most likely looking for.

Next is User Trail data which is collected by understanding what searchers click on and continue clicking links to additional content vs what they click on and hit the ‘back button’. Too many clicks to the back button for any particular search result can potentially lead to a dip in ranking position.

Now, that the audience was up-to-speed on how search engines work (or have worked to-date) the conversation turned toward the changing end user, aka “The Connected Consumer”.

In short, the end user – me, you, your prospects, grandma and everyone in between has changed and so too did the search experience.

We went from being satisfied with 10 blue links on a search results page to wanting more options and more ways to interact with information more quickly. The now ‘old-news’ roll out of Universal Search is still a significant change in the search experience if we are looking back of the evolution of search.

Images, video and now social updates appearing directly on the SERP (search engine results page) provide a quite different experience for the searcher.

So what can we gain from understanding the premise of compiling the world’s information, knowing how the search engines work and how they are changing? Better insight into how we better approach online marketing and specifically content marketing activities.

According to Grehan, to do this most effectively companies will need to transition from creating content for Google and rather focus on the people they are trying to reach (not the channels in which you try to reach them).

To do this, we need to understand user intent.

Informational
“This applies to the surfer who is really looking for factual information on the web. So they make a query like ‘low hemoglobin’ for instance. This is a medical condition. They are looking for specific info about this condition. That’s very close to classical information retrieval.”

Navigational
“When a surfer really wants to reach a particular website. If they do a query for Best Buy for example. What they probably want is to go directly to the website, as opposed to find a Wikipedia page on the history of the company.”

Transactional
“Transactional searches are when the surfer wants to do something on the web, through the web. Shopping, downloading a whitepaper, finding a service. In this case the searcher wants to find a search result that helps them complete the action or satisfies a need.”

What we do with this information is create content to help satisfy the intent of the searcher, thereby creating quality content that people will find helpful and ultimately may link to/share with their community. And this is perhaps the biggest change in search which is the shift toward information-seeking on social sites. No longer does the end user have to go Google or any other search engine to find information.

The same end user which is placing more trust in 3^rd party content and reviews is also finding ways to side-step browsers and instead accomplishing goals through the Internet/Apps.

In summary, the Connected Consumer is finding new ways to discover and interact with information, placing more value in non-traditional sources. Decision makers no longer act independently of each other but are all the more connected to other consumers, to other channel members and often to brands.

In turn, brands and companies are now vying for central position inside consumer networks and need to determine how they can best create information that satisfies the user intent, is recognized as valuable by other sources and available to the audience in the formats they prefer. This is a model not unlike the Persona Discovery, Consumption and Sharing approach we promote at TopRank Marketing.

Have thoughts on the best ways to connect with the Connected Consumer? Share them in the comments below!

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© Online Marketing Blog, 2011. | SEO Considerations in a Connected Consumer World | http://www.toprankblog.com

And although there was enough Panda talk to make a passerby think we might all be zookeepers, there were other themes running through the conference as well including content, paid strategies and tools, tools, tools.

Here’s a quick recap:

Panda: The Aftermath, as it was called essentially recapped what TopRank and other content advocates have been saying along.

Create unique, quality content that is written first for the target audience and second for the search engines. It’s those who have been living dangerously – or maybe just naively – creating what’s now referred to as shallow content who likely got hit the worst.

Here are a couple items to check if your site is seeing less results than it was pre-panda:
1. Check your content and outline a content plan to create more.
Also, remember that the navigations, call-outs etc that live on each page are considered part of the content. If you don’t have enough unique content on each page to ‘out-weigh’ the navigation, you might run into trouble.
2. Google is now paying more attention to spelling and grammar. If your site is lacking in basic writing skills, fix it up.
3.  Check your internal link structure. If you have links pointing to each page on the site, Google will have trouble determining which pages are truly important.

Next, the paid strategy called retargeting also seemed to have people buzzing. Retargeting is the process of delivering ads to people on the web who have either entered a shopping cart and abandoned, or visited your site – but not entered the shopping cart process.

To get started with retargeting, think about the user action and your next action.
For example, if a visitor abandoned the home page you likely will want them to see a promotional offer featuring the brand.

If a visitor abandoned the shopping cart, you can send them a reminder to complete the purchase or a reminder with a coupon. Think through when and how often you offer the coupon, however, because it doesn’t take long to train a visitor to abandon the shopping cart because they know a coupon is coming.

Overall, if your site is experiencing a high number of exits in the shopping cart process, then retargeting might be a good option for you.

As always lists and tools are popular at a marketing conference and came together as a list of tools! Check out some of the recommended tools:

1. Crazy Egg – helps determine where people are clicking on your web pages, visually
2. Clicktale – use this tool for user session info, advanced link and form analytics
3. Cross Browser Testing – allows you to test different OS, browser, application settings
4. MockFlow – an online wireframe tool for helping when developing a website
5. AttentionWizard.com – a tool for predicting where visual attention exits on a site
6. Clicktale – use for form analytics
7. 4Q, Kample – survey tool to illicit from web visitors why they are on their website and if they are completing their intended tasks
8.  Mongoose Metrics, ifbyphone – for call tracking
9. WebsiteOptimization.com – if your site is known to load slow, this is a tool to help you check the speed
10.  Smush.it, Dynamicdrive – a tool for smushing images

If you attended SES New York 2011, feel free to comment below adding what you thought people were buzzing about this year.

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© Online Marketing Blog, 2011. | SES New York 2011 Roundup | http://www.toprankblog.com

However, the recent implementation of Google Instant has resulted in a number of “instant” implementations on other types of search. Twitter has tempted us with the promise of real-time, all the time and Google’s effort at real-time results has resonated with a number of developers. How much it has resonated with the searching public at large, is not yet being disclosed.

Check out the following Instant Search applications and see which you like best:

YouTube Instant: Need videos NOW?! Try YouTube Instant by Feross Aboukhadijeh, who was offered a job by YouTube CEO Chad Hurley.

Google Images Instant: Apparently Demi Lovato has “D” nailed down but the puppies have the market cornered on the letter “p” using this instant Google image search site created by Michael Hart, who also created instant maps, instant Amazon and others. Oh, and he’s also looking for a job, Google.

Bing Instant: If you want an alternative to Google Instant, then check out the real “live search” version of Bing Instant made by Long Zheng.

iTunes Instant: Why not iTunes instant search? 15 year old Stephen Ou answered the call.

Meta Instant Search BL3NK: If you want a meta instant search experience, try BL3NK

Have you found other instant search applications? Any that are actually useful?

Here’s more info on Google Instant and what it means for searchers as well as search optimizers.

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© Online Marketing Blog, 2010. | 5 Instant Search Engines & the Mash-up | http://www.toprankblog.com

Spotlight on Search Interview: Mel Carson of Microsoft Advertising on How Microsoft Does Social Media and the Yahoo Bing Search Alliance

If you attend Search Marketing industry conferences, you’ve no doubt run into the ever optimistic and charming Mel Carson from Microsoft.  When I was last in London, Mel connected me with an excellent Fish n Chips that the pubs around Trafalgar Square couldn’t get close to.  Mel is active as an advocate of Microsoft Advertising , especially via social media channels and at conferences to the Webmaster and search marketing community. His work is global and very interesting. With the Bing and Yahoo convergence, I thought it was time we did an interview – and he agreed.

Mel has accomplished amazing things with Microsoft’s use of social media and other large companies could learn a lot from this interview where he talks about Microsoft’s use of social media and what impact the Yahoo Bing Search Alliance will have on search and search advertising.

Welcome Mel, it’s exciting times as usual in the search engine world. Please tell us, what has changed about your job at Microsoft since you were last here?

My role at Microsoft Advertising evolved about 18 months ago as a result of the work our team had been doing in social media for adCenter. We had been building up an engaged audience on the adCenter Blog and forums for 3 years and started the adCenter Twitter account and Facebook page.  Our engagement with our customers was such a success, it made sense for someone to start using social to tell marketers about all our other digital assets. So I started the Microsoft Advertising Blog which brings our readers news and insight in what we’re up to in display, mobile, games advertising and research.

I also head up our events calendar. Last year we covered nearly 40 digital conferences all over the world, and it’s my job to ensure we have people trained to blog and tweet from @MSAdvertising at those events and really bring them alive.

Sometimes we go the full monty and come armed with a film crew and interview folks. Perhaps my highlight was Twitter founder Biz Stone at Cannes 2009 , but this year was awesome as we got backstage access to the TED@Cannes conference we’d partnered with them and the Starcom Mediavest Group on.

We featured Microsoft Advertising in a post about B2B Social Media Winners, earlier this year and I’m wondering if you can share how your group developed their approach to the social web?

In February this year we published a white paper (pdf) which outlined our story and approach. We’ve been listening to our customers since the start of 2006, way before Twitter and Facebook hit the mainstream. We got involved because it made perfect sense to use the web to communicate in a two-way dialogue with adCenter customers who were expecting best practices, tips, tricks and news to be at their fingertips.

We started slowly with a blog and forum, and built the strategy through common sense and by reacting swiftly to the needs of our advertisers. Social media isn’t the proverbial “rocket science”. It’s an awesome extension of traditional marketing and research methods which enable you to glean feedback in real-time, and help people in ways that never existed before.

What guides your social media strategy and participation?

Microsoft Advertising is an intensely customer-centric organization. It’s our advertisers, and potential advertisers, that guide us through where they go for news and information and what they tell us they need in order to be better marketers.

By investing in a team to monitor and engage with our paying customers, we hope we’re demonstrating that we’re open to feedback, want to build the best products and services we can, and are excited to provide insight through research and case studies that resonate with marketers all around the world.

What are your social media goals and how do you measure them? Or is it more accurate to say, what are your business goals that involve social media and how do you measure them?

Bit of both really. We look at growth as an indicator. Be it number of followers or fans, visitors to the site, number of answers to forum questions by other forum members, links from other blogs and news sites. The more reach we have, the more people we can tell our story to and let folks know we’re here and willing to help.

The other big ROI metric is how far we help lower support costs. It’s not cheap to have a call center, so if we can answer questions online through a carefully crafted blog post or tweeted link to the best information, we’re not incurring costs and we’re reaching more people with that information. A happy and informed advertiser is likely to spend more, so the two together increase the bottom line.

Return on In-action is another. What would people think if we weren’t operating in the social space? What would be the business implications of not having an early warning system in place?

How do you structure and manage listening and engagement?

We cover about 16 hours a day as I’m based in London and we have a team in Seattle. I’ll look after things from 9am GMT until about 6pm when it’s 10am PST and the US team takes over. We have various alerts set up on Twitter clients and monitoring tools and pretty much know within minutes if we have a problem or someone needs help.

We have rules of engagement which are pretty straightforward. We ask for actionable insight if an advertiser has an issue and have escalation paths internally to get things fixed.

Again, it’s common sense. You need a plan, you need outcomes and you need a team that can be flexible and personable.

A virtual smile goes a long way in this industry!

What listening or social media management tools do you recommend?

We recommend using lots. We trial, test and use a number of platforms, widgets and gizmos that all do different things with varying degrees of accuracy and success. The important thing is to find tools that are enablers and build a picture from the data they expose.

What challenges have you had gaining buy-in to social media projects and how did you overcome them?

To be honest, we’ve not had too much difficulty getting buy-in because we’ve always kept a step ahead by demonstrating the value of what we’re doing. I think many businesses dive into social media marketing with no plan around measurements of success.

Because we set out with the commitment to measure everything and tell compelling stories as we went, the business knows and relies on our data and successes now to be successful in itself.

Microsoft was called out recently as being one of the most, if not THE most social brands out there.  We get it and will continue to invest because it works well for us.

What is one great example of a social media success that like to share the most? It can be Microsoft or anyone else.

My favorite story that I’ve used in countless presentations is about how my old headmaster, who is a Benedictine monk, called me up many years ago to advise him on a search campaign to promote his website through which he wanted to recruit monks.

We set it up and 3 years later he actually did sign up one chap who found his site while searching for inspiration on the web. You can read the full story here.

Just goes to show how search and social are intertwined.

A story more close to home is obviously the Windows 7 Launch where Marty Collins and her team managed to garner 221 million impression of earned media running up to and post launch of the biggest selling piece of software ever. Check out the case study here.

If you were to give advice to a friend starting a small business on how they should get involved with social media, what would that checklist look like? What would the essentials be?

Figure out some goals and work back. Don’t think “social media” as in the tools. Think “social media marketing” as in the discipline. Research your market, find out who’s using what platform and build your value exchange around it. Make sure there are social elements in all your marketing endeavors. Have everything built for discovery and sharing. Measure as much as you can and use the data to inform decisions in other part of the business.

Oh….and don’t ever stop. Getting off the social train is not an option now it’s gathered so much pace under so much steam.

Enough of this social media, let’s talk about Microsoft and Yahoo. I know there’s the Search Alliance website and this clever little video, but can you sum up a few things for our readers who might not read Search Marketing publications?  Without any corporatePRspeak, what does the integration of Microsoft and Yahoo search mean to marketers?

It’s all on the www.searchalliance.com website. More volume with less effort. Now you’re optimizing for two marketplaces instead of three so you should see a return on time investment. More volume means we can make quicker decisions on which innovations will work best for marketers in the future.

What will it mean to consumers?

Having scale will mean speedier innovating of search results, which means those decisions consumers are looking to make get made quicker. More satisfied customers means a more loyal fan base, and as a result, we could increase share making our advertisers happy too!

What innovations in search technology (from a user perspective) are you excited about?

Bing Maps without a doubt – check out this Ted Talk with Blaise on some of the incredible innovation going on in his team.

How important is social media to the future of traditional search?

What’s traditional search these days? Ten blue links? It’s all moving so quickly but there’s no doubt that social media marketing is having an effect on search results. When you have algos associated with consumers liking content – YouTube, Facebook and others – when they’re added into the traditional mix, it makes for interesting times with optimization.

If you just take a look at what Bing has released lately in terms of social it’s obvious we feel it’ll be an integral part of how we all interact and make decisions going forward.

How do you stay current with search and social media and all the marketing, technology and communication channels that follow?

I subscribe to loads of newsletters, watch my Twitter feed and travel to many conferences around the world. We have a great ecosystem of learning and notifying here at Microsoft as well, so I pick up a lot of knowledge here internally.

Thanks Mel!

Post Script: Both Mel and I will be speaking at a new Search Engine Strategies conference being held in Hong Kong next week. Mel will be on a keynote panel, “Keynote Panel: Increasing ROI through B2B Lead Generation” and I will be on a panel about “The Business Value of Social Media”.  Here’s a video on this new event from Matt McGowan and Mike Grehan of Incisive Media.

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© Online Marketing Blog, 2010. | Interview: Mel Carson of Microsoft Advertising on Social Media | http://www.toprankblog.com

Analytics can provide a wealth of information but marketers often look at high level indicators such as: top content, bounce rates, entrance sources and keywords without tying it all together. In most cases, there is a tremendous amount of insight that can be used to make smarter marketing decisions, but most companies barley scratch the surface. At the OMS Minneapolis event last week  Adam Proehl gave an excellent presentation on analytics failures and successes. I’ve taken my notes from that presentation and combined them with my own opinions to create this list.

10 reasons why your web analytics are failing:

You speak numbers to non-number people.

It takes a numbers person to dig though large amounts of analytics data, figure things out, and draw conclusions. However, most people aren’t “numbers” people.

Many marketers like charts and clear, action orientated data. Charts are good, numbers in red and green help, and so does simplification. Don’t present tabular data just because it make sense to you. Try and think about who you’re presenting the information to and how they like to consume information. Some people like tables, others like graphs. As online marketers make an effort to understand the audience on the web they’re trying to reach, so should they understand the internal audiences that they report results to.

The statistics are fuzzy.

It’s easy to combine different pieces of data and come out with a great conclusion, even if they don’t go together.

For example, did you know that Michael Jordan and I have a combined total of 6 NBA championships?

While that statement is true, the conclusion is a bit skewed. Yes, Michale’s 6 plus my 0 do equal 6, the fact is that that I didn’t do any of the work for those championships, but I’m still getting the credit as I was included in the statement.

In analytics it’s important to break out the data so that it makes sense, not just so it looks good. It’s easy to combine two pieces of information in ways that make things look really good, but in reality, is something being hidden?

The averages are flawed.

Averages are great unless there is a major spike or dip. Then they have a tendency to skew the data a bit too much.

Based on the graph above, you could say that we’re averaging 1652 people from StumbleUpon a day. But in reality, most days there were less than 50. The big spike just screwed up the average.  As quickly as that spike came, it can also disappear and making decisions based on the daily average isn’t a best practice.

Sometimes things just don’t work.

There are lots of things that can go wrong with the analytics from a website and that has to be taken into account. The tracking code could be implemented incorrectly, maybe some special tagging was setup improperly, there could be issues with site architecture or maybe there are just things that are out of our control.

Analytics isn’t perfect and the reporting is never going to be 100% accurate, but that doesn’t necessarily mean that the numbers are wrong.

The important thing is to fix the issues you can and work with the numbers you have.

You don’t understand the customer.

Why are people visiting our site? What are they doing while they are here? What stage of the buying cycle are they in?

Thinking that you know your customers is one thing, but you really need to watch their behavior and see what they are actually doing.

Maybe visitors are focused on research or maybe they can’t find what they’re looking for when they get to your site. These are things analytics can tell you if you look and once you know what your customer is doing, you can modify your site to fulfill their needs.

You don’t connect the conversion dots.

Getting visitors to the site is one step. The next step is making sure you have content that is going to satisfy their need. As stated above, analytics can help with this, but once prospects fill out the contact form, what happens next?

How many decisions are made by looking at top level analytics alone? Someone has to tie leads back to the website to determine what is working and what isn’t.

For example, in a B2B situation, a whitepaper download may be bringing in lots of leads, but none are qualified. Maybe there is a CTA (call to action) form that is bringing in few leads, but they convert very well. Analytics can’t tell you what happens with a lead after filling out a form, and connecting that data is very important.

You don’t dig deep enough.

Looking at one metric in analytics and making a decision seems like a good idea unless you’re not seeing the whole picture.

A good example would be bounce rates to a landing page. Just because the bounce rates are high, doesn’t necessarily mean it’s bad. You need to dig into the data and find out the conversion rate as well.  Changing a landing page because the bounce rate is higher than normal but that also has a higher than normal conversion rate may result in lost sales.

You don’t tie in outside data.

Marketers should be looking at other online and offline marketing efforts and tie them into web analytics wherever they can.  Ideally, an online marketing program should track different sources for different outcomes such as: people from Twitter to conversion, knowing which conversions came from email campaigns and what offsite marketing tactics are working.

You don’t take the time.

Analytics isn’t easy. It’s not something anyone can do in an hour a day (except maybe those that read this book of course). If website marketers really want to get valuable information out of analytics, they need to invest time and resources into talent that can make that happen.

Analytics can seem complex and yes, it takes time and talent to make sense of them, but in the end analytics can paint a picture of how users are interacting with a site, what the user behavior is, and point out ways to make your site more successful and profitable.

Bonus: 13 analytics tools to help you out.

• ShareThis – Social sharing button that can tie data into Goggle Analytics.
• Snip and Tag – Firefox extension that allows you to easily copy a URL and tag it with Google Analytics code.
• GA? – Firefox extension that quickly shows if Google Analytics is installed on the page or not.
• Better Google Analytics – Firefox extension that enhances Google Analytics.
• Enhanced Google Analytics – Another Firefox extension that enhances Google Analytics.
• Twitalyzer – Analytics for social relationships.
• Bit.ly – URL shortening with analytics.
• Google URL Builder – A way of tagging URLs with Google Analytics code so they can be tracked on external sites.
• Excellent Analytics – Microsoft Excel plugin to pull Google Analytics data directly into Excel.
• Site Scan GA – Scans a website to find out what pages have analytics installed and which ones don’t.
• Web Analytics Solution Profiler/Debugger (WASP) – Firefox plugin that debugs analytics.
• Crazy Egg – Heat mapping tools that allow you to visually understand user behavior.
• ClickTail – Heat mapping tools that also track where uses are when they bail on a form.

What are some of your favorite web analytics tools?

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© Online Marketing Blog, 2010. | 10 Reasons Why Your Analytics Are Failing & 13 Tools To Help | http://www.toprankblog.com

Adding real-time search and social search to the mix in the search engine world has created a number of new opportunities for marketers that want to do a better job of reaching customers. With new data sharing announcements happening fairly regularly, it can paint an interesting picture when you lay out the relationships between major social networks and search engines. It’s not unlike the search engine relationship chart from Bruce Clay I remember from several years ago documenting the relationships between Inktomi, Yahoo, Lycos, Alta Vista, Excite, HotBot, Direct Hit/Teoma, Northern Light and even Google. Not many of those are still around.

As the diagram above illustrates, the major data sharing for real-time search is between the social sites Twitter and Facebook and the major search engines Google, Yahoo and Bing. To be more specific:

Yahoo announced yesterday that they would significantly enhance their relationship with Facebook. According to Yahoo’s Jim Stoneham, VP Communities, “People who use Yahoo! and Facebook can now link their accounts to view and share updates with friends across both networks”.

Yahoo is expected to launch similar cross platform sharing functionality with Twitter and other social sites in the coming months according to MediaPost.

That kind of cross sharing relationship blurs the lines between social and search even more than the one–way integration of social media sites like Twitter and Facebook into Google and Bing search results.

When search engines used to syndicate search results from different sources or even each other, it was important to know how to get web pages included in those sources so they would appear in search results where customers were looking.  As the major search engines update their data sources for real-time search and even socially influenced search, there’s an opportunity for marketers to understand how their participation on the social web can continue to provide signal and even content for the major search engines.

It doesn’t take much to see that some of the solutions for inclusion and earning top visibility are technical and related to publishing platforms, feeds and certain types of formats. Others are qualitative based on network size, type and topical focus. In the end, what matters is not just the changes search engines make to gain market share over each other, but the ways in which consumers respond in their information discovery, consumption and sharing behaviors.

While the effect of real-time search on current marketing programs isn’t anywhere as near as substantial as search marketing or even social media marketing, it’s an area that smart marketers would do well to monitor and experiment with.

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© Online Marketing Blog, 2010. | Major Social Media & Search Engine Relationships | http://www.toprankblog.com

Recently I attended GetListed.org’s Local University in Minneapolis which focused on how to optimize web sites for local search.  Out of all the good information that came out of the event, here are 10 easy things you can do today to optimize sites and content to attract local customers.

1. Claim your profile.
It’s as simple as logging into Google Places, Bing Local and Yahoo Local and walking through the verification steps which include a phone call or post card to verify your address.

2. Upload Pictures.
The local sites listing services like to provide their users with pictures of your business. To help ensure that they see some good pictures, upload your own. They don’t have to be professional photos, but they will represent your business so make sure they are decent.

3. Control information across the internet.
A big part of local search optimization and marketing involves obtaining information from other sites. Local listing aggregation services search the internet far and wide to find pictures, reviews and any information they can on your company. Submit your info to services like Localeze & infoUSA.

The downside here is that if something is incorrect on another site, it could find its way back into your local listing. If that happens, you have to go back to the source and ask them to fix the issue and then wait while the fix makes its way into local sites.

4. Ask for reviews.
Most local sites, except for Yelp, are fine with you telling your customers to review you. So do it. On your contact form thank you page, on invoices, on email communications, make a point to say “Hey we’d love it if you gave our business a review on Google/Bing/Yahoo Local.” These reviews, good or bad, make your business more creditable to future customers.

5. Bad reviews are good.
No company is perfect, so when users see all positive reviews, something looks wrong and they may actually choose a different company. Bad reviews are a part of any business and a few bad reviews can make the good reviews that much better. Obviously, you don’t want to encourage bad reviews.

6. Add local phone number.
On your website, be sure to publish your local phone number in text vs within an image or not at all. 800 numbers may be nice, but on their own they don’t give any kind of location indication.

7. Have a full physical mailing address on all pages of your website.
Your address is important and it should be on all pages of your website to re-enforce your geographic location.

8. Think like the searcher/customer.
What would your customers put in a search box to find you and buy your products?

Lets say you own an outdoor sporting good store; like hunting, camping, hiking and fishing. If a searcher puts put ‘shoes’ into a search box, they probably aren’t a good match as it’s such a generic term. If they put ‘running shoes’ you’re still not a match as your sporting goods store doesn’t focuses on running. If they put in ‘hiking shoes’ then you want to target them.

Business owners often get caught up in popular keywords or keywords that will drive a lot of traffic and forget to focus on less popular keywords that have a higher probability of making sales.

Remember to think like the customer.

9. Multiple locations need multiple landing pages.
Local sites don’t like a business having more than one local listing, but if the business has two locations, than that’s OK. However, you should ensure that each location links back to a page on your website that is all about that location and what it has to offer. Sending both local listings back to the same page, or homepage, isn’t ideal.

10. Treat Customers ‘Righter’
Everyone knows that they need to treat the customer right, but with social media, review sites and the ability for good, or bad, news to spread like wildfire, you need to treat your customers really good or “righter”. This includes online and offline customer service.

Local search takes into account information business owners put in their local profile, information it finds on other sites and information on the business’ website. Even what happens offline can be taken into consideration as customers may bring back those experiences in the form of online reviews.

Local search is it’s own unique entity as no one can control everything that appears on their local listing, but business owners can take steps to ensure that what gets listed is a good representation of the company. For more information, here is a list of local SEO blogs that we’ve reviewed in the past for TopRank’s BIGLIST with many, many more tips.

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© Online Marketing Blog, 2010. | 10 Easy Local SEO & Online Marketing Tips | http://www.toprankblog.com