Archive | Internet Marketing Articles

Is this what Google will use instead of the PageRank algorithm?

Google recently announced that the PageRank toolbar won’t be updated anymore. Does this mean that Google won’t use PageRank as a ranking factor anymore? A Google patent that was granted in September indicates that Google might use some kind of PageRank 2.0 to rank pages.

New methods that Google uses to rank web pages

Google’s new patent with the name “Onsite and offsite search ranking results” lists several on-site and off-site factors that Google might use to rank web pages. This could be something like PageRank 2.0.

Google insights

1. On-site data that Google might use

On-site data is data that can be retrieved from the analyzed web page and the complete website. According to the patent, Google might consider this information:

  • The frequency of the searched keyword on the web page or website.
  • The location of the searched keyword on the page.
  • The placement of the web page in the structure of the web site. For example, the home page might be regarded as more important than a page the requires several clicks before it can be viewed.
  • How often a web page is linked from other pages of the same website.

How to analyze on-site data:

According to the patent, on-site data is important for Google’s ranking algorithm. SEOprofiler offers two tools that help you with on-site optimization: the website audit tool analyzes the contents of your web pages.

For example, you will see how many clicks each page is away from the home page, you will see errors that can keep search engine robots away, etc.

The Top 10 Optimizer analyzes the contents of individual web pages.  The frequency of the keywords is checked as well as the location, the different web page elements, the links, etc.

2. Off-site data that Google might use

In addition to on-site data, Google also uses off-site data to determine the position of a website. Off-site data refers to ranking signals that can be identified without accessing the web page:

  • The number of links to a page or website from other websites.
  • The number of times a web page has been clicked in the search results for a particular keyword.
  • Other statistical data about the relevance of a site.
  • Topical relevance to other sites: if many sites that are relevant to the keyword link to the same site, the linked site becomes more relevant.
  • Authoritative relevance to other site: the number of links to the site can indicate a high authority of the site. Websites with a high level of authority could be trusted more.
  • Web pages that have links from websites with high authority get a higher authority than websites that are linked from sites with less authority.
  • According to the patent, websites with a higher number of links get a higher authority.

How to analyze off-site data:

The Link Profiler tool in SEOprofiler gives you a detailed overview of the backlinks that point to a website. You can sort the links by category, context, quality and keyword.

The link disinfection tool in SEOprofiler shows you the links that can have a negative influence and the hub finder tool helps you to get links from authority websites.

The same website might have more than one page that is relevant to a keyword. In that case, Google might use a combination of on-site data and off-site data to find the most relevant page of the website.

The tools in SEOprofiler help you to optimize both on-site and off-site signals. If you haven’t done it yet, try SEOprofiler now and find out how SEOprofiler can help your site to protect your rankings.

Article by Axandra SEO software

Categories: Internet Marketing Articles

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Is the age of social marketing over for small businesses?

By James McAllister

You don’t have to look very hard to see that the internet has completely revolutionised the way that businesses market to their customers. No longer can marketers shout loud and often about a brand and expect to cut through the noise. Marketers must embrace social media and take the time to become relevant and useful to its customers in order to succeed.

Social media giants, such as Facebook and Twitter, offer ‘quick win’ marketing through hyper targeted advertising – but this has given rise to an increasing number of disgruntled social media users. Many are now looking to escape the constant barrage of advertising and manipulation of personal data that has infested social platforms.

Social media entrepreneur and one of the founders of Ello, Todd Berger, summarised the situation well, saying: “on Facebook, the advertiser is the customer, and you are the product that’s bought and sold.”

With the emergence of sites like Ello, it appears that we are at the start of an online revolution that is set to take back social media from the online advertisers.

Ello offers a new social media platform that goes back to basics and looks to create an online space that is about socialising and not advertising. With a bold mission, the site promises to be a safe haven from the long intrusive arms of targeted advertising. But, marketers have hit back against these promises, claiming that the website would not be able to sustain itself without the financial support of online advertisement.

In response, Ello’s founders released this email:

Hi there.

There has been some speculation in the press since our launch 11 weeks ago that Ello will someday be forced to allow paid ads on our social network.

With virtually everybody else relying on ads to make money, some members of the tech elite are finding it hard to imagine there is a better way.

But 2014 is not 2004, and the world has changed.

To assure that Ello always remains ad-free, today Ello converted to a Public Benefit Corporation (PBC).

A Benefit Corporation is a new kind of for-profit company in the USA that exists to produce a benefit for society as a whole — not just to make money for its investors.

The Ello PBC charter states in the strongest legal terms possible that:

  1. Ello shall never make money from selling ads;
  2. Ello shall never make money from selling user data; and
  3. In the event that Ello is ever sold, the new owners will have to comply by these terms.

In other words, Ello exists for your benefit, and will never show ads or sell user data.

Simple, beautiful, and ad-free.

There is a better way.

So, is it time that your business found a new way to amplify itself online? It would appear so.

Is Ello here to stay, or just a passing trend?

Early adoption is often key to a business’s digital strategy, but for now you should give Ello a wide birth. Because of Ello’s bold mission statement, many of early adopters are likely to be hostile towards businesses for exploiting social media platforms, so you’re unlikely to find any early success.

Brands, such as Sonos, have already made the move to Ello. But placing your business at the head of this charge is a brave move, if not a little foolish.

Ben Brier put it best when he wrote: “This is why BP isn’t trying to curate a collection of images on Pinterest, why Viagra isn’t developing an Instagram following and why Axe isn’t thinking about sponsored content on ChristianMingle.”

It’s hard to say whether Ello will succeed post Beta. But, with the site growing in popularity, gaining around 31,000 new signups an hour, it would appear that Ello has tapped into an increasing desire for online privacy.

In light of these rather convincing numbers, many online marketers have begun asking, “what is your Ello marketing strategy?” – Have they not been listening!?!

Future success for online marketers means learning from the lessons taught to us by content marketing. It is not enough to directly advertise to users online, no matter how targeted it is. Users find it intrusive and annoying. You need to develop more meaningful relationships with your customers. Work hard to gain their trust through your content and become a brand that they want to align themselves with. This may not mean a ‘quick win’ but it will help create a strong and loyal customer base for your business.

In short, there is no telling if ‘Ello will mark the end of social marketing. But, what is clear is that there is need for change, and failing to do so will mean you and your business are left behind.

About the author:
This article was written by James McAllister, a content producer and general web fanatic. James can usually be found writing content for Make It Cheaper to help make the life of a small business owner easy. Follow him on Twitter @JaMacca01 for his up to date opinions and advice.

Categories: Internet Marketing Articles

How to use internal links to improve your search engine rankings

The links from other websites are a very important signal for Google’s ranking algorithms. The links on your own website also influence the position of your web pages in Google’s search results. This article explains how to optimize the internal linking structure of your website to make sure that search engines index your pages correctly.

Better linksStep 1: optimize the menu links on your website

The navigation menu of your website has a big influence on the linked pages as it appears on all pages of your site.

If all pages of your website link to your company profile page with the anchor text “About” then it’s very likely that someone who searches for “about company name” gets this page in the search results.

Use your keywords in the menu on your website to show search engines that your pages are relevant to these keywords.

Step 2: link your product pages to the top categories

Breadcrumbs are a good way to link product pages to the top categories. Breadcrumbs provide a trail for the user to follow back to the main web page.

Step 3: link your product pages

Link from one product page to the other. If you sell sneakers and sports shoes, link from the sneakers page to the sports shoes page and vice versa.

Use meaningful anchor texts that contain related keywords to link from one page to the other.

Step 4: link your category pages

Links between the category pages on your website are an opportunity to pass authority to the category pages. In general, category pages rank higher in the navigational structure of a website than product pages.

For that reason, they can be more important than product pages. Link your category pages with keyword rich anchor texts that describe the categories.

Step 5: link your blog content to your product pages and category pages

If a blog post is relevant to a product or category page on your website, you should link to that page from within the body text of the blog post.

If possible, use the keywords for which you want to get high rankings. If that doesn’t look natural, use a relevant anchor text that describes the product or category page.

If the link does not fit into the article, add relevant links below the regular text: “Related: this category page.

Why is all of this important?

When you optimize the internal linking structure of your website, you channel the link power and authority of your pages to the most important pages of your website.

Google understands contexts. If you use relevant anchor texts on your website, you will help Google to rank your web pages for the right keywords. A good internal linking structure will also help your website visitors to find the right pages more quickly.

Use the website audit tool in SEOprofiler to find the pages that require the most clicks to be found. You might be surprised that many pages of your website are hidden from your visitors.

If you haven’t done it yet, create your SEOprofiler account now and improve the backlink structure of your website:

Improve the link structure of your website

Article by Axandra SEO software

Categories: Internet Marketing Articles

Understanding the use of Emotion and Logic in Video Marketing

By Jon Mowat

It has long been argued that consumers purchase goods based on emotions and then rationalise their choice using logic. However, modern technology has had a major impact on the way products are advertised, and video campaigns have had to adjust to suit omniscreening (the use of multiple viewing devices at once) and the way consumers can now view video content whenever and wherever they are.

With technology now strongly influencing the way consumers make purchasing decisions, video marketers have had to re-examine how they balance the all important emotional appeal with a logical approach, without overselling. There’s a fine line between being cheesy and appealing to a consumer, and with so many different types of media containing advertising, the competition for a potential customer’s precious attention span is now at an all-time high.

Emotion and Fact

A consumer’s decision is usually based on emotion and then justified by facts, and in video marketing these two elements need to be balanced perfectly. The challenge for many marketers is to be able to combine the two and deliver an individual production and a full-length campaign that ties together each aspect. With social media and video-sharing sites such as Vine playing such a large role in advertising, it’s important that marketers are able to get their message across quickly and to appeal to a consumer’s emotional side, but with a logical aspect included.

Regardless of how short a marketing video is, emotional thinking continues to dominate consumers’ thought processes, and emotion-based advertising speaks louder than logic. Music, stagecraft, imagery and tonality all work together to make a viewer identify with a product or find symbolism in what they see. Once the emotional side has been hooked, the logical side will kick in and our critical mind will search for evidence that backs up our feelings and
beliefs and justifies our alignment with a brand
.

Short video clips can play on consumers’ emotions but they must be reinforced with logic and facts about the benefits of a product or proof that it works. By balancing the two, a successful video marketing campaign should be achieved, but it is vital that the emotional aspect is delivered first and then followed up by the logical one.

Creating an Emotional Impact in Six Seconds

The use of social media in video marketing has become especially prevalent when merging logic and emotion in video marketing, and with YouTube, Vine, Instagram, Twitter and Facebook all allowing for varying promotional angles and marketing styles, advertising strategies have changed dramatically. With platforms like Vine limiting content producers to just a few fleeting seconds of video, the opportunity to create an emotional impact on the consumer is essentially reduced down to a single moment. These resources have opened up a whole new aspect of video marketing, allowing for brand marketers to think outside the box and engage target audiences with culturally relevant and on topic content, that is very of the moment.

Weaving Together a Non-Linear Brand Narrative

By cementing an idea or creating an emotional response in just a few seconds, marketers can then use YouTube to build on the logical impact and create longer videos that elaborate a product’s benefits and advantages; in other words these platforms fill in the logical gaps that are missing on other platforms like Vine and Instagram. Once consumers’ emotional attention has been captured, the logical side has to be backed up, and this can be done by creating longer videos that justify a decision.

Where once it was assumed that both the logical and emotional aspects of a video marketing campaign had to sit alongside each other in a self-contained video, in today’s non-linear brand narratives there’s no reason these aspects can become detached and then pieced back together into a sort of meta-narrative by an audience that has become adept at flitting back and forth platforms and even screens on a daily basis. Logic and emotion still complement each other but now they do it across platforms.

In this fast paced world of shrinking attention spans, it’s the emotional grab that has become every marketer’s weapon of choice. But we are rational creatures, so you can always rest assured that the logical bit is just around the corner… or a few clicks away.

About the author
Jon Mowat is a former BBC Documentary Filmmaker and Managing Director or Hurricane Media, a video marketing and production company based in Bristol, England.

Categories: Internet Marketing Articles

Official Google statement: links mean rankings, rankings mean visitors

After Google’s recent algorithm updates, some webmasters started to believe that links did not matter anymore for Google. Nothing could be further from the truth. Links are the most important factor in Google’s ranking algorithm and it is important that you have the right links if you want to get high rankings and more website visitors.

Make no mistake about it: Google says that backlinks are very important

Earlier this year, Google’S Matt Cutts confirmed that links are very important if you want to get high rankings:

View video

Partial transcript:

“Backlinks are a really, really big win in terms of quality for search results [… ] backlink relevance still really helps in making sure we return the best, most relevant, most topical set of search results.”

Last month, Matt Cutts confirmed this in another video:

View video

Partial transcript:

“Backlinks still have many, many years left in them […] for the next few years, will continue to use links in order to assess the basic reputation of pages and websites.”

Link building can be hard, but it is necessary

If you do not do it correctly, link building can lead to ranking penalties. That’s why it is important to become serious about link building. If you want to succeed with your online business, you must treat it as a real business.

Don’t use cheap, automated link building tools and services that create backlinks in bulk. It will backfire on you. Link building is not the same as link spamming. Link spamming will get your website penalized, link building will get your website on Google’s first result page.

Although necessary, it’s not enough to have web pages great content. That content will never be seen if your web pages do not get good backlinks.

How do you get these good links?

Good links are backlinks that deliver targeted visitors to your site. Links that are valuable to real website visitors will automatically increase the search engine rankings of your website.

Unfortunately, link building can be time-consumptive. To do things as quickly and efficiently as possible, use the link building tools in SEOprofiler. The link building tools in SEOprofiler help you to find good websites that could link to your site, they help you to mange your backlinks, they find backlinks that can be harmful to your rankings, they rate the quality of each backlink, and much more.

With the right tools, link building is much easier and you will get results much more quickly. If you haven’t done it yet, test SEOprofiler now:

Article by Axandra SEO software

Categories: Internet Marketing Articles