The major search engines’ verticals are an important piece of the search engine optimization puzzle. Bruce, Susan and Virginia look at video and image search and methods of optimizing such content for the general search engines. Much of the benefit of using images and videos within your site is the fact that such features are engaging content that may attract user interest and interaction. The increased visibility within SERPs is another SEO advantage of video.
With video viewing at an all-time high, Virginia talks to Mark Robertson, creator and publisher of ReelSEO. Mark shares research by TubeMogul that show where people are looking for videos as well as the keys to video search engine optimization. While he specializes in optimization for self-hosted video, he also has a number of pointers on YouTube optimization as well.
To close out the show, Susan, Michael and Virginia discuss a few of Google’s other search verticals: book, news and blog search. Book, news and blog search is an additional way to brand your company or product and help users discover your content. Submitting content to these verticals is free and allows for increased targeting.
Show archive of February, 2009
Today’s show is aimed at the intersection of analytics and content. Content, one of the most vital components of any successful Web site, should be optimized in order for easy searchability and findability. Analytics and testing allows those working on the site to make sure site content meets the expectations and needs of a visitor.
Then Apogee Search’s Bill Leake, president and CEO, and Alissa Ruehl, manager of website effectiveness consulting, talk to Virginia about the latest in conversion tracking and testing. Apogee Search recently became a Google Website Optimizer Authorized Consultant (WOAC), so Bill and Alissa explain what additional services their organization can provide through this distinction. Google Website Optimizer is a multivariate and A/B testing solution. The different levels of testing provided by Website Optimizer as well as other necessary analytics solutions are discussed.
Finishing out the show, Susan, Michael and Virginia look at what’s needed from an SEO-friendly CMS. Since the recording of this show, Pixelsilk was launched. Pixelsilk is a prime example of a content management system that was created with search engine optimization in mind. According to the company, the CMS “allows full access and control of the HTML to implement a branded design, custom development, e-commerce cart or search strategy – while still being easy for those editing content”. The ability to customize HTML is a major requirement for successful implementation of SEO recommendations.
Today’s show is dedicated to small businesses and local search. Bruce, Susan and Virginia start off the show by looking at small business SEO. One of the nice things about running a small business is that there is less red tape to get through to make changes. This means it’s easier to jump right into local search optimization. A good way to kick-start your small businesses search presence is by getting involved in the community. Participate in community blogs or start your own, and don’t forget to get some SEO training from a reputable program or conference.
Patrick Sexton then talks to Virginia about one of the newest resources for small business owners new to navigating local search, GetListed.org. The site is designed to help small business owners begin promoting their business online through a simple interface that lets them identify the major local listing services they aren’t currently taking advantage of. The site was launched late last month but is already helping business owners find missed opportunities and even uncover hijacked listings. Patrick is planning additions to the service, such as international versions and directory checkers.
Local search has overtaken the Yellow Pages as the way to get found by acommunity. An aspect of local search that is often overlooked is targeting searchers who are new to or visiting a location. In order to cater to these searchers, include landmarks in the directions to the business. In listing services, be sure to take advantage of all enhancement capabilities, such as credit cards you accept, towns you service, and any notable brands or products you carry. Reviews are also an incredibly powerful tool for attracting new customers.
In the weak economy, companies are paying close attention to where every dollar is going. Marketing campaigns must show proof of success in order to avoid the chopping block, and that’s where Web analytics come in. Bruce, Susan and Virginia start off the show with a look at how analytics help marketers spot the trends occurring on their site in order to leverage user interests, alleviate bottlenecks, and better direct visitors to places of interest on the site.
Then Richard Zwicky, CEO of Enquisite, stops by the Bruce Clay, Inc. offices just in time to talk to Virginia about the recently announced partnership of the two companies. Bruce Clay, Inc. now offers clients Enquisite’s powerful search analytics platform to help improve site performance and conversion tracking. Richard and Virginia also talk about some of the panels that he will be speaking on at SES London.
Maryann joins Susan and Virginia to talk about optimizing a site for the longtail of search. A significant amount of queries that bring users to a site are unique longtail phrases which are usually very targeted and close to the conversion stages of the buying cycle. One way to help your site rank for longtail phrases is through siloing, which strengthens the relevance of sections of the site.