Search Engine Optimisation, Search Engine Marketing, Pay Per Click, SEO, Essex, UK | SEO PPC

The Global Future of Search Engine Optimizing

seoppcuk — Fri, 12 Mar 2010 07:29:42 +0000

So, if you’ve been following this evolution of search engine optimization strategies, you know that the game’s not getting any easier and raises many concerns for all internet users. Everyone’s online. And everyone searches. How else could you possibly hope to navigate over 100 billion Web sites? Every searcher has a goal: to find information relevant to their query. And any business with a web presence, be it a retailer, service provider, publisher, or even a blogger, wants to be found for relevant search queries, both by the search engine and by that searcher.

Not only that, but the traditional forms of optimizing aren’t as effective as they once were, therefore you know that the game’s not getting any easier. This sector would include two of the many search engine giants such as Google Inc. and Yahoo Inc.

A current report compiled by leading research firm Rothman.Research.com points out some important insight with the future of this industry covering these two companies.

*These full reports are free for viewing for all interested investors at

http://www.rothmanresearch.com/article/goog/23153/Mar-04-2010.html

http://www.rothmanresearch.com/article/yhoo/23151/Mar-04-2010.html

So, why do these search engine companies constantly have to evolve into a different type of engine? Why can’t they stay the same?

To answer this, let’s look at the ultimate goal of a search engine. What do the search engines want to do? They want to provide relevant results to you, the user. There are several reasons why the current system isn’t working. For one thing, the Internet is growing at an unheard of rate. Plus, spammers are growing at an unheard of rate as well.

Therefore, the engines need a way to store more pages, combat spam, and still provide (or attempt to provide) pertinent results. So, in an effort to provide relevant results, the engines began sliding in other variables, which is where the 1st, 2nd, and 3rd generation search engines come in.

You may have heard of 1st, 2nd, and 3rd generation engines, but what exactly does that mean?

First generation added relevancy for META tags, keywords in the domain name, and a few bonus points for having keywords in the URL. Basic spam filters emerged that got rid of keyword stuffing and same color text. The portals also made their appearance, and engines started looking like giant billboards and overstuffed yellow pages.

But, do META tags hold as much importance as they once did? No. Does using keywords in various tags help as much? Generally not.

Instead, the engines took it a step further in their quest for relevant results by bringing in 2nd generation engines.

Second generation, which is in full swing with the themes thing, added much in the way of off page criteria and link analysis. A few of the major components they employ are tracking clicks, page reputation, link popularity, temporal tracking, and link quality. Then they started adding in term vectors, stats analysis, cache data, and context where two-word keyword pairs were extracted from a page to better categorize it.

But what is a 3rd generation engine? It’s almost mind boggling to consider.

Third generation is already underway. It adds word stemming and a thesaurus on top of the term vector database to assist in keeping a search in context. Auto extraction of keyword pairs also helps automatically categorize a page, where searches like `shop for’ or `find’ trigger totally different search results based on the context or intent of the person doing the searching.

G3 adds Web maps which, although not searchable, are a useful filtering tool to get rid of duplicate sites and many stand alone pages that drive traffic to only a few destinations. This means pages like doorways, gateways, entry, splash, or whatever you want to call them, will soon get filtered out.

So what does the future hold for this sector and the companies that are grouped within it? Tech Analyst, Martin Page of Rothman Research (www.rothmanresearch.com), states: “We are encouraged by the stability this sector has shown during pullbacks in the overall market, as opposed to the sharp drops we have seen in the past. Although there will undoubtedly be instances of retrenchment in the future, we continue to view those periods as a necessary consolidation of gains, which, for now, look to us like opportunities for investors who need, or want, to add to positions.”

Just think, shortly these companies will know what your next search is likely to be, even before you do.

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Engaging with social media users ‘crucial to search engine optimisation’

seoppcuk — Fri, 12 Mar 2010 07:23:56 +0000

Creating content for social media sites that engages users and keeps them on a site for longer is becoming an increasingly important element of successful web marketing, it has been claimed.

Writing on Search Engine Land, Jordan Kasteler said that interactive Flash or web applications create “sticky” pages that are useful for both social media and search engine optimisation.

“As search engines like Google start to detect and monitor user-engagement, the more important it becomes to create sticky pages,” he commented.

He added that while these types of infographics can be resource and cost-heavy, their return on investment (ROI) in terms of traffic, links, brand awareness and ad revenue can make them “well worth” the time and effort.

Mr Kasteler’s comments follow research from the Marketing Executives Networking Group which showed that ROI is the top priority for marketers this year.

In addition, 70 per cent of respondents said they are planning new social media initiatives for 2010.

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Is too much search engine optimisation a bad thing ?

seoppcuk — Fri, 12 Mar 2010 07:15:35 +0000

Companies looking to use organic search as a way of boosting their online profile have been warned of the dangers of “over-optimisation”.

Writing on Search Engine Watch, Eric Enge said sites like Google, Bing and Yahoo! consider a variety of factors when ranking pages, including spam detection.

In some cases, sites that have been over-optimised – by for example having key phrases repeated in identical page titles and subheadings – can actually fall down their listings because they appear to be using “keyword-stuffing practices” associated with the old days of online marketing services.

Websites could also look over-optimised to a search engine if they have large blocks of keyword-filled text below the fold or content that is crammed with key phrases, which looks bad to the user.

To avoid falling into this trap, marketers should focus written content at the user and instead concentrate on maximising conversions.

“There’s little reward – and possibly even a negative penalty – for doing too much to try and support ranking for a particular key phrase,” Mr Enge wrote.

In his My Small Business column for the Sydney Morning Herald, David Wilson said using blogs that naturally incorporate keywords can be a “great rankings booster”.

White Hat v Black Hat

seoppcuk — Wed, 10 Mar 2010 17:57:13 +0000

SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve. The search engines attempt to minimize the effect of the latter, among them spamdexing. Some industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.

A search engine optimization technique is considered white hat SEO if it conforms to the search engines’ guidelines and involves no deception. We can say the legal SEO is a white hat SEO. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking Invisible iframes is yet another black hat SEO technique, where a page you see is not necessarily from the company that is hosting that webpage. People create these types of pages in order to download software on your computer in the background without your knowledge .

Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines’ algorithms, or by a manual site review. Infamous examples are the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices and the April 2006 removal of the PPC Agency BigMouthMedia. All three companies, however, quickly apologized, fixed the offending pages, and were restored to Google’s list.

Many Web applications employ back-end systems that dynamically modify page content (both visible and meta-data, for example the page title or meta-keywords) and are designed to increase page relevance to search engines based upon how past visitors reached the original page. This dynamic search engine optimization and tuning process can be (and has been) abused by criminals in the past. Exploitation of Web applications that dynamically alter themselves can be poisoned.

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Ethical SEO

seoppcuk — Wed, 10 Mar 2010 14:07:23 +0000

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” or un-paid (“organic” or “algorithmic”) search results as opposed to search engine marketing (SEM) which deals with paid inclusion. Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web site web presence. As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. The acronym “SEO” can refer to “search engine optimizers,” a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term “search engine friendly” may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure. Another class of techniques, known as black hat SEO or spamdexing, use methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.

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