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Is Twitter The Future of Search?

After reading the interviews BusinessWeek did this month with Google execs I started thinking a little more about search, where it’s headed and what effect it will have on SEOs and search marketers. You get the feeling that Twitter has search in turmoil. Both Microsoft and Google are trying to cut deals with Twitter to license Twitter feeds. In the Business Week interview Matt Cutts makes a comment that Google had crawled BusinessWeek 7 minutes before he visited it. Sadly he tried to imply that this was unique to using Google, going as far as saying other search engines could be 4 or 5 days. In my research Bing has been crawling news sites nonstop for a while. The point is that Bing and Google are very concerned with real time, Twitter has proved that real time is where it’s at.
When asked about an option to request Google results for the last 5 minutes Udi Manber, vice-president of engineering and head of the search quality group, responds “we already have that” but in the very next breath he says it’s 24 hours not 5 minutes. It’s obvious the reality of Twitter’s appeal is on his mind. tweety Does the fight for Twitter feeds mean we will see #1 and #2 results dominated by inane comments from Twitter in the future? Let’s hope not.
Amit Singhal runs the core ranking team at Google and in his interview with NewsWeek he does calm some of my fears but he also has Twitter on his mind. When answering the question “what about truly real-time search?” Amit includes in his answer “it’s not just Twitter”. Yes, it appears Twitter is on everyone’s mind. He does say that just because something is said right now doesn’t mean it should be put in front of the search results.
Who knows, maybe quality will remain the goal and we won’t see search dumbed down to reality TV.
What about Eric Schmidt? He has something to say about Twitter too. His concern is how to rank the data and include it in results. He makes the comment that “Twitter and Facebook aren’t the last things we’ll see”.
So what does all the chatter and concern about Twitter and Facebook mean for the SEO business? I can see a real issue if the search giants don’t have the resources for real-time. They might reduce the crawl on the small business sites to weeks or months so they can increase crawl times for popular sites to minutes. We might find it takes much longer to get a new site listed or a new design or content indexed. It could also be the next blow to quality. We saw what AdSense did to the web so I can imagine the SPAM tactics that will evolve once real time is indexed.

Time will tell, tweet on.

—David Blizzard

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Posted in Search Engine News, Social Media | 3 Comments »

SEO Meets Politics

I check my email this morning and I have a link to a political piece titled Nowhere Else To Go and then I hit Twitter and I find a link to a new post by Aaron Wall about how the SEO industry went corporate. Aaron could have easily titled his post “Nowhere Else to Go“. The crossroads in these two articles are alarming. One difference is that you have two political parties that are the same but sell themselves as representing two different cultures and in the SEO article you realize we really only have Google. Some people pray for Bing or Yahoo or a combination to catch up with Big G but will it matter? Or will we just have two parties that play favorites to Corporate America while stepping all over the little guy and our Internet freedom? With Google we already have things like the dreaded eviction notice from AdSense:

“While going through our records recently, we found that your AdSense account has posed a significant risk to our AdWords advertisers. Since keeping your account in our publisher network may financially damage our advertisers in the future, we’ve decided to disable your account”

You have just been declared an Internet terrorist, try to figure out why. If you are a scammer then you know why but what about all the poor saps that don’t have a clue why they were banned? You can’t get any information from Google other than a canned response on their website. Basically their claim is that they can’t tell you what you did wrong or everyone would stop doing it and search wouldn’t be as safe. What? Their advice is to admit in an email that you broke the rules and promise never to do it again. First you have to undo what you did that you don’t know about? Cop a plea to a charge you disagree with when they have provided no evidence.

A friend of mine jokes all the time “Google is the CIA“. Sometimes I laugh, but only sometimes.
Aaron quotes Google as saying “the reason that so many people come to Google is that for the last decade, we’ve worked really hard to protect our users“. Ahh, the infamous we only step all over you to protect you, there will be long lines and forms in triplicate but it’s for your own good.
Someone I follow on Twitter mentioned an issue with a key phrase dropping in the SERPs after some link building and I can only wish him luck and feel his pain because we have to guess what it takes to fix the issues. Once again Google can’t tell us what we did wrong (in their eyes) because we might stop doing it. I can tell you. You know what you did? You tried to compete with Corporate America, you bastard.

Now we have the Government asking everyone to spy on his neighbor and rat him out for anything “out of the ordinary” and we have Google begging the little SEO to rat out his competition. The weaklings will be indoctrinated and sell their own freedom so they can be “friends” of Google (or the Feds).
What can we do? Nothing, you have already lost, you just haven’t figured it out yet. You are still moving your chess pieces around but the big boys left the table a long time ago. They only play with each other now. Enjoy the left overs.

—David Blizzard

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Posted in Search Engine News, SEO | Comments Off on SEO Meets Politics

Facebook Pages in SERPs

It’s happening! Small companies that can’t afford high dollar SEO work are starting to see their Facebook Business Pages appear in the search engine results. They can get results for keywords faster and cheaper on Facebook than they can’t get with their own company website by leveraging Facebook’s authority. Will we start seeing more abuse with long keyword stuffed page names? Probably, just like page sculpting with the nofollow tag we will once again see how creative the populace is when it comes to taking advantage of something. Is there a new policy for business pages on the horizon? Should there be? Eventually it all works out just like hidden text, keyword meta abuse, and 60 character 10 hyphen domain names but how long will it last or how far will it go is yet to be seen.

Don’t get left behind, get your business on facebook but beware, your content will be indexed and it should convey a feeling of professionalism. Every marketing avenue that leads to your company is another door to your store, be careful what you put on display in the window.

Check out Hubspots free eBook: How To Use Facebook for Business

—David Blizzard

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Posted in Internet Marketing, Social Media | 1 Comment »

Social Networking is Marketing

Can social media be used to market your company? Yes, print media and telemarketing are giving up a lot of ground to Internet marketing and social networking could be another nail in the coffin. Social media can be used for marketing, branding, and customer relations but is it really free? Not at all, anything that takes your time or an employee’s time is not free. You need to determine the cost and estimate the value in order to budget for this avenue of marketing.

The Twitter buzz: Here are some good starter tips right from the horse’s mouth, Twitter 101 a Special Guide. You can use Twitter to mingle and rub elbows, virtually. You can find out when people are talking about your company or products and services. You can respond to questions about your service and make new connections. You can provide a link to your Twitter account on your company website and blog and give customers a look at your personal side. In moderation you can use Twitter for SEO by linking to new product releases or blog posts but it should be a low percentage of your overall tweets. Twitter is not a great SEO tool, it’s Internet marketing.

Step back now and look at your business without the rose colored glasses. Are you really so big and popular that you need to watch for tweets about your company? Is monitoring Twitter going to improve your customer service? For small companies the answer is probably no so don’t buy in too deep. Stick with the things that will benefit you.
Do you really have something to offer, something to say, or something you can give away? If the answer is yes then start tweeting and building your social network. Spend a few hours per week building a network and offering something of value. Value may be found in humorous replies, interesting sub culture news, industry news, personal experience with a product, free samples, free work, or just be that person that lets others know someone is listening. You aren’t selling your services directly, you are marketing your company.
Remember, if your customers can’t get a reply to an email or a call back because you are too busy Tweeting then you have missed the point of Twitter.

We know Facebook is the cat’s meow for personal socializing but how is it for business? It’s not anywhere near as hot as Twitter for business but the water is warm. Facebook has a different set of rules for business accounts or pages. Should you set up a company page on Facebook? If you have the staff to use Twitter to its potential then you probably have the resources to maintain a company Facebook page so the answer is yes. If you are a small company and you are going to set up a facebook page and then neglect it as if setting it up was all you needed to do then no, you shouldn’t. If you have time to make new product or service announcements then it can be useful. Did you know you can run an ad campaign on Facebook?

Some other sites to consider are www.LinkedIn.com and www.MerchantCircle.com . Like Facebook, they will require some setting up and then maintenance but only occasional work is required. With both sites you need to build your connections and with MerchantCircle you can try adding coupons and get your customers to write reviews. That reminds me, Google Maps offers the ability to offer coupons and reviews too.

Blogging is probably the number one social media that can improve your visibility, build brand, keep customers informed, and it can be leveraged for search engine optimization. If you have a blog you should make it a unique host name like blog.[yourdomain].com or a unique domain name. I believe there is some value in your blog being a separate site rather than [yourdomain].com/blog. Don’t use free blog services for a company blog. You should treat your blog just like you do your company website and build something of value on a domain name that you own. Unlike Twitter where you will make connections almost immediately a blog requires marketing and SEO work the same as your company website. A blog has all of the marketing and social value of Twitter and Facebook and then some but it does require more work.

Should you use some of your advertising budget to advance your social networking? Social networking is marketing so you could justify this. You might want to take some of your print media budget and try hiring a copywriter to advance your blog until you have more time yourself or the staff to do it for you.

Email marketing, is it social networking? Yes, a newsletter is a very good example of social networking. Let people know what is new with your company, include customer success stories, contests or drawings, tutorials, you can even share videos. As long as it’s not all about a sale or laced with ads or buy now buttons then you are networking. If you are giving and not trying to sell then it’s networking. Like I said, networking is marketing.

That’s it, the basics. Smaller companies should not get caught up in the hype and neglect normal business operations. Do what you can now, grow your company and then you can increase the time you spend on social media when you have the time or staff to accomplish your goals.

—David Blizzard

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Posted in Internet Marketing, Social Media | 2 Comments »

Basic SEO For Everyone Chapter 3

[ Basic SEO: One – Two – Three – Four – Five ]

As promised this will be about onpage and under the hood SEO basics. Starting at the top (of the html) we have the……… nope not the title, first let’s take a look at the Doctype. What does the Doctype have to do with SEO? Almost nothing but why not start out by telling the spiders what type of page you attempted to make and what type of code you are trying to write? It can’t hurt and might help them parse the page better. If you aren’t sure what the Doctype is then run over to the web standards authority and check it out and also read SEO and Validation.

OK, now the Title, what makes a good title? How is it used? The title will show in the title bar of most web browsers. There are not really any good statistics I’m aware of for how many people look at page titles when they are on your site but when they search, they are generally served your title in the Search Engine Results Page (SERP). We also know that Google, Yahoo, and Bing look at and put enough weight on your page title that it really matters. You can change your page title and only your page title and watch some of your search positions change, that’s how important the title is. If that’s true then why not SPAM the title? Simple, if I need a jack and the search results at position 4 is Jack : Lift : Heavy : Duty : Ultimate : Hydraulic and the position 5 result is The Ultimate Heavy Duty Hydraulic Jack by the JackMan then which one do you think gets more clicks? Another reason to make good titles is because the algorithms are very good at detecting SPAM and chances are you will do more harm than good if you just create stuffed titles. Moving on let’s decide what the page is about and craft a good title for humans and bots. For humans we need to strive for a complete sentence that makes sense and draws attention or demands action. Pick the topic of the page and try to get the main keywords or phrase in the first half of the title. Wow! All that in less than 70 characters including spaces, good luck. Good titles can be  a challenge but you will be rewarded for your effort. Try it, pick a product or service and try creating a title that would make you click it. After all, that is the goal, we want clicks because clicks equal traffic.

What about the page description meta tag? The search engines will most likely use your description to form the SERP description. Don’t copy the title, don’t use special characters. Include the main keywords or phrase for the page content. There is no penalty per se for a short description but you might be missing out on some keyword opportunities. Too little content could get a bot generated description that misses the point of your page. Take the opportunity to sell your product, service, or idea and use between 30 and 150 characters as a guideline.

The once powerful and now dusty and often forgotten keyword meta tag can still be useful so don’t completely neglect it. Put in your secondary keywords and key phrases, the ones that aren’t in your title and description. Limit duplicate words in phrases to 3. You can even include common typos. You can use up to 500 characters as a guideline but that’s probably more time than it deserves. I can’t tell you what search engine spyders still look at the keywords meta but there is some indication that Bing (Formerly MSN – Live Search) will grade your keywords but the weight is probably very low.

Well, I’m out of time so we will get to heading element, page content and copy writing in the next chapter.

—David Blizzard

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Posted in SEO Basics, Web Standards | Comments Off on Basic SEO For Everyone Chapter 3