Show archive of October 2011
Web Super Powers and Link Building Best Practices
October 27, 2011
The search engine industry is nothing if not fast moving. And as leaders and losers jockey for power, Bruce, Jessica and Virginia start the show by looking at what’s happening at Google, Bing and Yahoo lately. Google is rumored to be willing to help finance the purchase of Yahoo, which raises questions of what Google’s ulterior motive might be. The hosts also discuss Microsoft CEO Steve Ballmer’s comments about Bing’s search quality, namely, that Bing and Google are the same 70% of the time.
The critical role link building plays in SEO efforts for any search engine is clear. Julie Joyce, co-founder of link building and social media marketing company Link Fish Media, Link Week columnist at Search Engine Land and blogger at SEO Chicks. Julie talks about tactics for link building on a budget, the lasting effect of a good reputation, and how to deal with the long life cycle of link building when clients expect results.
Then Aaron, Jessica and Virginia look at the ongoing tech war between the Web’s superpowers: Google, Facebook, Amazon and Apple. Google has its hands in just about everything from hardware to software to services and beyond. Amazon’s moves into the hardware space can be traced directly back to a wish to enable consumers to use the shopping service. Whether these companies are losing sight of what they’re good at or putting themselves in dominant positions remains to be seen.
Google Search Encryption May Enable Enhanced Personalization
October 20, 2011
Google takes front and center on today’s show. First Bruce, Jessica and Virginia explore what it’s like to compete against Google properties for search real estate. While it may be an ethically questionable for Google to directly use the knowledge of the ranking algorithm to help its own properties rank in search results, beliefs about what makes a quality website may infuse the organization, leading to indirect ranking benefits.
This week Google got the attention of SEOs by announcing organic search encryption. SEOs have been quick to call out Google for reducing search referral data. Another far-reaching implication of encrypted organic search, as Bruce explains, is an increased level of personalization. Google is able to build a detailed picture of individual signed-in users’ search and click behavior, and can leverage this data for increased ad targeting and enhanced personalization of search results.
Then Jessica, Michael and Virginia discuss between Google+ and Facebook’s social networks and sharing features. The expectations of online privacy are changing, and Google and Facebook attempt to keep up with what users will allow by introducing new features and settings.
Content Planning and Promotion
October 13, 2011
Content marketing and planning is the theme of the show today. Over the last few months, any conversation on Web content leads to a discussion of Google’s Panda Updates. The original Panda Update from February and subsequent updates address the quality and value of content on the Web. Rankings of sites like article farms, aggregator sites and other content models, like Q&A sites and affiliate sites, suffered as a result of the effort. Bruce talks about possible targets of the Panda Update, including engagement and a debate of value vs. quality.
Neal Rodriguez, managing director at Shovecom LLC, Internet marketing columnist for Forbes, blogger/vlogger, catches up with Virginia on the streets of New York City. Neal has interviewed a number of industry professionals as a video blogger, and shares tips on how to find good interview candidates and how to optimize videos for search visibility.
Jessica, Michael and Virginia then discuss the process of content engineering, or content strategy and planning where the writing, marketing and analytics teams all work together to create content that is useful to the audience.In order to maintain a steady stream of original content, it helps to put in place an editorial calendar. An organization can create a system of self-promotion and momentum by planning content topics ahead of time.
The Bruce Clay SEO Education Experience
October 6, 2011
Today’s show examines the importance of SEO awareness in business. Starting the show, Bruce explains the value of the SEO site audit or assessment. The first step in improving a site is identifying issues to figure out what’s right and what’s wrong. Along with Jessica Lee and Virginia Nussey, Bruce looks at when it makes sense to assess a site yourself and when it’s best to have an agency or consultant evaluate the site. Assessments are frequently provided to large brands that ask for an annual upkeep review, as well as those seeking an independent third-party opinion. Assessments also make sense for small businesses requiring SEO knowledge to make intelligent decisions about ways to improve the site.
Bruce presented SEO training in India in August, meeting a great demand for SEO education there. Siddharth Lal, managing director of Bruce Clay India, has practiced SEO in Australia and India and talks to Virginia about SEO best practices there. He’s found that spam tactics common in India are likely the result of lacking training and awareness. At the SEO training course, teams from AOL and Ibibo and more came to learn about practices not favored by search engines. He shares a rundown of the country’s popular social networks and search engines and looks at the effect of the Panda Update among companies in India.
Then Virginia talks to SEOToolSet training attendees at September’s course in Simi Valley, CA. She talks to Stirling Flynn, director of technology at Living on the Edge; Chase Anderson, marketing analyst at Belcaro Group Inc.; and Allison Kulage and Rebecca Huber, president and director of client services at Bare Knuckle Marketing. From an SEO beginner’s perspective, Stirling explains he’s learned stuff he can use right away. At his organization they’re finding that rebuilding a site is a great opportunity to have SEO involved at the outset. As an experienced SEO, Chase comes to maintain the dialogue around SEO at his organization, which recognizes the importance of buy-in at all levels addressing the many agendas at play. And Allison and Rebecca use SEO education to inform their clients about how to indicate a site’s authority.