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Archive for the ‘Search Engine Optimization’ Category

Social Media Marketing – What Is It?

Friday, August 5th, 2016

social media marketing

What Is Social Media Marketing?

Social media marketing refers to the process of gaining traffic or attention through social media sites.

Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.

How Are Search & Social Media Marketing Related?

Why would a search marketer — or a site about search engines — care about social media? The two are very closely related.

Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Social media can also help build links that in turn support into SEO efforts. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.

Article Provided By: Search Engine Land

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SEO Defined in 60 Seconds [Animated Video]

Friday, July 8th, 2016

How do people find what they’re looking for on the web?

Search engines.

And in order for business owners to ensure that their content appears as the most relevant resource for prospective customers, they must optimize web pages to show up in search engine results for specific keywords.

But let’s say you’re a beginner when it comes to search engine optimization (SEO).

What exactly is SEO?

Watch our short, fun video about SEO

With help from our friends at The Draw Shop, we whipped up 12 definitions from our new Content Marketing Glossary into short, fun whiteboard animated videos.

Check out our video for the definition of SEO:

And for those of you who would prefer to read, here’s the transcript:

SEO stands for “search engine optimization.” It’s a process of getting traffic from the “free,” “organic,” or “natural” search results generated by search engines.

Google and Bing are the biggest search engines, and they use algorithms to examine the content on a given page in order to decide what that page is about. Then, based upon more than 200 factors, they decide how relevant that page is to certain keywords.

The job of a search engine, like Google, is to find content that matches your query — or, the basic question you’re asking, like:

  • How far is the earth from the sun?
  • Who is the lead singer of Led Zeppelin?
  • What is a freemason?

Those questions contain keywords. The more your content matches those questions, the better the experience for the user. When you make people happy, you make Google happy.

Article Provided By: Copyblogger

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Friday, June 10th, 2016



In school I learned that to analyze something is to ask what that something means. It is to discover the how that something does what it does and/or why it is as it is. When analyzing data of a website we refer to that information gathered has analytics. I define analytics as the measurement of movement towards business goals and being data-driven or data-informed as I like to say is the basics of website analytics.


Why Analytics Is So Important

Analytics is important to your website for many reasons. I have put together a list (below) of a few of the top reasons it can help your business grow:

  • Search Results and Keywords – It is difficult know the right keywords for your target audience. But the information gained from analytics will help you to be able to see what keywords are working for your website and which ones fall short of your goals. The search engines rank your page based on what position it ranks in searches. Using analytics as your guide, it well show you exactly where you stand in the ranking and what keywords are the most effective on your site for generating the best traffic.


  • Content – Analytics offers details on the most effective keywords and phrases on your site. This information is used as a powerful tool to check your website for original content, to inform you if there is irrelevant content on your page and even help you design and improve your SEO friendly content.


  • Traffic Volume – If you want more traffic on your site (and you do!), you first have to know where it is coming from. Analytics will show you exactly where your traffic is generated and show you the quality of your traffic. This can really help you improve the quality of your site.


  • Links That Work- Broken or  links that dead end can destroy your website’s professional appearance. Weather external, internal, outbound or inbound: with analytics you are able to quickly check all of the links connected to your site.


Website analytics is simply, a very useful tool for any website owner. If you are running an SEO campaign, it can tell you exactly how well it is working and will assist you with repairing the areas that are not working. When using website analytics you are given information such as:

  • Total amount of visitors to your site.
  • What percentage of visitors came from outside sources such as: inbound links, search engines, etc.
  • Total amount of new visitors
  • Where your page ranks in the search engine results for the keywords on your site.

Armed with this information you are able to gauge your campaigns in order to show where you are successful and what you need to change to be successful.

By: Deveren Werne

Mojoe iconIf you would like Mojoe.net to discuss your websites analytics, custom logo designs, website, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

Cornerstone Content That Google Loves And How To Make It

Tuesday, April 5th, 2016

Cornerstone Content

Cornerstone Content

Cornerstone Content is the piece of the puzzle that helps web visitors to make use of your website and do business with you.

Imagine with me for a second… someone has just arrived at your website, and this person has no idea what you’re talking about. And this is an important visitor.

Pretend further that this single visitor could make the difference between success and failure for your business. She has no time to waste poking around your site trying to figure out what you’re all about, so she immediately picks up the phone and calls you, demanding an explanation.

What do you tell her?

You’d likely explain by giving her the essential information about how you can help, and why you perfectly meet her needs, right? And I’m betting you’d want to explain it in the most compelling fashion you could, given what’s riding on the deal.

In a nutshell, that’s what Google wants you to do with the content on your site.

When trying to rank well for the one or two topics that your entire site is built around, creating flagship content is your best bet. Whether it’s a tutorial about search engine optimization basics, blogging for beginners, or copywriting, a frequently asked questions page, or an inspirational mission statement, this content serves a vital function in creating a relevant, compelling, and usefulcornerstone to build a site around.

A cornerstone is something that is basic, essential, indispensable, and the chief foundation upon which something is constructed or developed. It’s what people need to know to make use of your website and do business with you.

And when approached in a strategic fashion, this content can rank very well in the search engines. The key is creating compelling content that’s worth linking to, and then finding a way to get the word out.

Here’s a 5-step strategy that I’ve found useful when developing cornerstone content and getting it to rank well.

1. Keywords

Taking into account the above, and what we know about keyword research, choose the most appropriate keyword phrase for your content. In other words, what is the relevant question that searchers are asking that your content and business will answer?

Will answering that question aid a visitor to your site in getting the most out of the experience? Are enough people asking that question to make ambitiously answering it worthwhile?

2. Title Tags and Headline

There’s a lot of debate among SEO practitioners about what works and what doesn’t, but no one disputes the importance of using your targeted keyword phrase in your title tag. Search engines want to offer relevant results, so those results should prominently reflect the words the searcher is using in the title of the page.

But remember also, the title tag is a headline. You want to speak back to the prospective reader in their own chosen words. Plus, you want to wrap those words in a compelling headline structure that promises to answer the exact question the searcher is asking with the query.

And finally, writing the perfect headline makes it more likely that someone will simply use your title to link back to you. To the extent link anchor text is a component of a particular search algorithm, this can only help.

3. Content

Can a 500 word article rank well for a competitive search term all by itself? Absolutely, because a lot of what determines how well a page ranks depends on the overall authority and age of the website it appears on. And perhaps for some topics, a short explanation is all that’s really required from a user-gratification standpoint.

But if you have a newer website trying to rank for a competitive search term, you’ll need links from other authoritative sources to make it happen. That means your content must be impressive, both in quality and in scope.

Develop an awesome multi-part tutorial. Write an inspirational manifesto.Answer the question so much better and comprehensively than the competition does, and chances are better that your effort becomes worth linking to.

4. Content (SEO) Landing Page

If you’re going to be ambitious in scope with your content, it makes sense to make things easy on the reader from a usability standpoint. A landing page is designed to instantly communicate what’s going on to the visitor as soon as they arrive, and also acts as a table of contents (via links to each part) that increases clarity.

Here are some of the benefits of the landing page approach:

  • Retention: Keeping a reader from hitting the back button is crucial to just about every aspect of successful cornerstone content. You can’t score a reader, customer, or link if the benefit of the resource is not quickly communicated.
  • Bookmarks: When presented with a beneficial, if somewhat overwhelming, piece of content, the first impulse is often to bookmark the page for a return visit. When that book marking occurs at a social site like Delicious, it can lead to long-term traffic. And when a whole bunch of those bookmarks happen in a short period of time, you can enjoy a viral effect that leads to more bookmarks and lots of links due to being highlighted on the Delicious popular and home pages. Landing pages help you score the bookmark.
  • Links: Likewise, a visiting blogger or webmaster might be instantly impressed with your work, and link to you based on the benefits and scope communicated by the landing page itself. The quicker you can impress a potential link source, the easier you’re making it for them to follow through.
  • Optimization: Tweaking on-page copy can boost your ranking after attracting those links, so a landing page is a key benefit. It’s a lot easier to optimize a landing page than your 5,000 word opus.

5. Related Content

You may have noticed that I’ve used the word “website” throughout this post, rather than blog. However, I would never try to undertake this strategy without having a blog involved.

Search engines favor websites that have a lot of relevant, frequently-updated content, and they also like a lot of general link authority. Given the ease-of-publishing blogging provides, it’s smart to utilize blog software from a content-management standpoint. And given that active blogging allows for constant participation in the social media space, it’s a critical way to build general site authority via links, delve into specific and related topics, and to reference your cornerstone content.

You will certainly feature a link to your essential content in the sidebar. And if you’ve done your job correctly when selecting the focus, it will be perfectly natural to continue to cross-reference link to your cornerstone piece from within future posts as well.

Don’t go overboard, but do provide context when discussing advanced topics that require an understanding of the basics. Never assume that everyone is aware of your cornerstone resource or understands the basics. Periodically cross-referencing your cornerstone content allows for continued exposure and links, assuming it still meets the needs of the audience.

In Conclusion

The first goal of cornerstone content is usefulness and relevancy to the website visitor, no matter how they arrive. The second goal is to make that content so compelling and comprehensive that people are willing—no, make that excited—to link to it.

If you focus on these two goals in a strategic manner, the search engine thing has a good chance of working itself out. Since attracting links is so important, we’ll next explore ways to proactively get the word out about your cornerstone content.

Article Provided By: Copyblogger

If you would like Mojoe.net to discuss your websites analytics, custom logo designs, website, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

How to Use Landing Pages to Turn Attention into Business

Thursday, May 28th, 2015

Landing Pages - Social LogosDo you ever envy those folks with hundreds of thousands of Twitter followers, massive numbers of Facebook “Likes,” or floods of blog traffic you can only dream about?

Well, don’t envy them until you’re absolutely sure they actually have a successful business, not just a hefty Klout score.

Unfortunately, building a massive online presence doesn’t magically translate into business. But the happy flip side is — you don’t need to have a zillion social media fans in order to have a successful business, either.

Today we’re going to talk about how to translate attention (which is fleeting on the web, as we know) into paying customers.

Let’s get it started.

First, let’s look at what a landing page is and what it does for your business.

Landing pages turn attention into action

A landing page is a web page designed to focus the attention of your audience member, get her thinking about the right things, and convincing her to take action.

Some actions might be:

  • To make a purchase
  • To sign up for your email list
  • To register to vote
  • To sign up for a volunteer activity
  • To sign a petition
  • To make a donation

It doesn’t really matter what action you want that audience member to take. The landing page is the right tool to get it done.

That means you minimize distractions, pull out all your copywriting skills, and do everything you can to persuade this person to take the action you desire.

Attention on the web is scattered

We’ve all been there — we’re going to seriously focus on something we find on the web … and when we look up 45 minutes later, somehow we’ve just spent all that time reading chocolate cake recipes on Pinterest.

The web is a highly distracting place, and that’s not good for your audience when it comes time for them to focus on what you have to offer.

That’s why landing pages are primarily an attention focusing device. They take a sort-of-paying-attention prospect and dial up her attention level.

That’s why, incidentally, landing pages typically don’t have sidebars, navigation, or links to anything other than the desired action. Once you have your prospect’s attention focused, the last thing you want to do is send him ping-ponging around the web again.

Landing pages use your best persuasion skills

Anything and everything you know about copywriting will go into your landing pages. As you pick up more skill, your landing pages will only get better.

Some important elements of your landing page include:

  • A compelling headline to draw readers in
  • A thorough discussion of benefits (what your product does for your customer) and features
  • Enticing fascinations that build curiosity and desire for what you’re selling (even if it’s free, like your email autoresponder)
  • A clear call to action that lets people know exactly what to do next
  • Some great testimonials, if you have them, to show your expertise and credibility

Article Provided By CopyBlogger

If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

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Do Your Customers Want What You Have to Offer





Marketing Core: Getting Started with Content Promotion

Friday, May 22nd, 2015

Marketing Core: Getting Started with Content Promotion

Content Promotion

What’s the first task of every marketer? To grab the Attention of our potential customer. Until we have that, we don’t get an opportunity to deliver our marketing message.

So before we get down to it, first things first. We can’t talk about content promotion without pointing out an important fact.

None of this will work for boring content.

There is no shortcut or workaround. Your content has to be remarkable, period, in order to get the sharing and links that will make you successful.

It’s not a matter of being able to write something that could be published in The New Yorker. But you do need to be able to create content worth talking about. Otherwise — well, no one will talk about you.

We’ve talked before about what makes for remarkable content. For most scenarios, look to create a combination of:

  1. A strong, unique, and memorable voice
  2. Content that’s remarkably useful
  3. Content that’s interesting and reader-friendly

Within that so-called formula is room for infinite variation. Make it your own, butmake it remarkable.

Important: You personally may not be the best person to create remarkable content for your site. If not, start beating the bushes for a contract writer. You might even consider entering into a formal business partnership with someone who does have a strong writing voice (and typically an audience to go with it). It’s that important.

Cultivate your network

Once you have something worth talking about, you need to go find some people to talk about it.

The first question to ask is,

Who else has the traffic you want?

Somewhere out there are people who have the attention of the audience you’re looking for. Your task is to figure out what you can create that will put you on their radar.

Sometimes, this is another blogger or content publisher in your topic. But sometimes it can also be a publisher in a related topic. For example, guest blogging expert Jon Morrow talks about an extremely successful guest post he wrote for Penelope Trunk’s Brazen Careerist blog. He was promoting his own blog, On Moneymaking (which he has since sold). Her blog covered a different topic, but she had the readers he wanted.

The post reached the desired audience and delivered a terrific result — the traffic and subscribers Jon was looking for.

Understand why people share content

It’s very important to realize that influential people share content because it increases their influence with their audience.

That dovetails nicely with our description of remarkable content above. Content that has a distinctive voice, that’s useful, and that’s reader-friendly will also make influential people look smart with their audiences when they share it. Everybody wins.

You’ll also want to be sure to put a solid headline on every piece of content that you want to get shared and linked to. (Which typically means, virtually every piece of content you publish.) The right headline can make all the difference between content that soars and content that fizzles.

Nice guys finish first

You know that successful person who’s awful to everyone? Who makes a name for himself being rude, disrespectful, snarky, and just plain mean?

Yeah, he’s not actually successful. He probably gets a lot of social media attention— and he’s also probably broke.

It should go without saying, but when you’re building your network of content publishers, be a nice person! Be polite, be (genuinely) interested in what your network is doing, be friendly.

Your professional network can make or break you as a content marketer. And social media is already too full of name-calling jerks. Be a good egg. It will serve you well.

How about SEO?

Search engine optimization is a key strategy in content promotion. Fortunately, all of the same techniques you use to get social shares and links will also benefit you with search engines. Be remarkable, develop a solid network of influential content publishers, create lots of useful content, use powerful headlines, and you’ll find that 90% of your SEO work is done.

(The remaining 10% can be taken care of with Scribe — Here’s a link for a nice deal if you aren’t already a Scribe owner.)

Article Provided by: Copyblogger

If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

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How Does Google Rank Your Website?





SEO Doesn’t Have to Be Ugly

Wednesday, May 6th, 2015

SEO Doesn’t Have to Be Ugly - Marketing related words in tag cloud


Do you hate the thought of getting better at SEO?

I totally understand where you’re coming from.

For so many years, SEO seemed either a) impossibly technical, or b) really gross and spammy.

Or both.

Early SEO was a pretty brute force kind of deal. Jam a bunch of keywords into your copy (no matter how nasty it looked). Play a lot of lame tricks on the search engines, like cramming your keywords into hidden tags, or white text on a white background. Pour a ton of money into paid links.


But that kind of SEO just flat out doesn’t work any more, and the pages that went with those tactics got slapped — hard — by Google.

The pages that didn’t get slapped were using a quality-first approach.

It’s more enjoyable to create. It’s (a lot) more enjoyable for your audience to consume. And it’s an area where you, as a Copyblogger reader, have a massive head start.

Is Google a bad guy?

Google’s corporate motto is “Don’t be evil,” but they’re challenging that pretty hard these days.

Moves like killing Google Reader and the Google Promotions tab nonsense have been bad news for pure content creators (like bloggers) and ethical content marketers. (Kind of ironic, given that Google is the biggest and most profitable direct marketer on the planet.)

So an argument could be made that they’ve gone to the dark side.

But here’s the thing: That doesn’t matter.

Whether Google is Chaotic Good, Neutral, or Lawful Evil — Google is the search engine people use right now.

(And always keep in mind — that could change. Don’t pin your business’s future to any outside force, including Google.)

Just like Facebook or Amazon — they’re too big to really think much about you and me. So it’s our job to take care of ourselves. Just like it always has been.

Most of us small businesses find that we get the best experience with Google when we stop trying to cater to Google.

Cater to your audience. Spoil them. Nurture them. Show them a ton of love.

That tends to be what works best for Google … but if Google gets taken out by a meteor tomorrow, your relationship with your audience is still in place. Put that first and you’ll always succeed over the long haul.

Isn’t Google really hard to predict?

Some people refuse to learn anything about SEO because it changes all the time.

Which it does … sort of.

For the most part, what changes is the way that Google chases down and weeds out spam.

This is going to be slightly politically incorrect to say, but … If you don’t publish spam, Google doesn’t change as much as you think it does.

Do some non-spam pages get caught in algorithm changes? Yes. But more than 9 times out of 10, when I look at a page that’s crying foul … the quality just isn’t there. They might follow the letter of the law, but they’re not following the spirit.

The site lacks Awesome.

Matt Cutts is head of the Google webspam team. (He also runs his blog on Genesis. Not that, you know, we’re boasting or anything. OK, yes we are.)

His pronouncements get pored over by SEOs looking for hidden meanings and secret codes.

You want to know what Cutts says every time he opens his mouth?

Don’t publish crappy, low-quality content that no one wants to read in your effort to rank well in the search engines.

(I’m paraphrasing.)

That’s why the audience-first approach works so well, and why it endures.

What works long term

The Copyblogger blog has always done nicely with SEO. It currently ranks for some very competitive terms.

People often think we have an unfair advantage — but Copyblogger started out just like everyone else’s blog does. It had two subscribers, Brian Clark and his mom. And you know his mom wasn’t actually reading it.

Brian wrote about interesting topics in a way that his audience hadn’t seen before. He’d studied copywriting, and he noticed that putting a great, benefit-rich headline on a blog post worked just as well as a great, benefit-rich headline works for a sales page.

He also cultivated relationships with other web publishers, and he was exceedingly careful with his reputation.

Copyblogger has never bought a link. We’ve never run pop-ups to boost our email subscriptions. While others were chasing “tricks,” Brian earned all of the attention the site now receives, by being more than a little obsessed with serving the Copyblogger audience.

Content that’s both useful and interesting. Paying close attention to the audience and what they’re asking for. Sticking to high editorial standards. Evolving and updating the site to keep up with our audience and what they need.

If all of this sounds like a lot of work … it’s true, some days it is. But we’d rather do this than run around being chased by Google’s (or anyone else’s) spam team. It’s just more satisfying work.

It’s more profitable, too. (Nice when those two go together.)

Article Provided By CopyBlogger

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If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

SEO – Search Engine Optimization

Monday, May 4th, 2015
SEO - Search Engine Optimization - How Does Google Rank Your Website?

How Does Google Rank Your Website?

What is SEO?

A simple definition of SEO – search engine optimization in 2015 is that it is a technical and creative process to improve the visibility of a website in search engines, with the aim of driving more potential customers to it.

An Introduction

This is a beginner’s guide to effective white hat seo. I deliberately steer clear of techniques that might be ‘grey hat’, as what is grey today is often ‘black hat’ tomorrow, as far as Google is concerned.

No one page guide can explore this complex topic in full. What you’ll read here is how I approach the basics – and these are the basics – as far as I remember them. At least – these are answers to questions I had when I was starting out in this field. And things have changed since I started this company in 2006.

The ‘Rules’

Google insists webmasters adhere to their ‘rules’ and aims to reward sites with high quality content and remarkable ‘white hat’ web marketing techniques with high rankings. Conversely it also needs to penalise web sites that manage to rank in Google by breaking these rules.

These rules are not laws, only guidelines, for ranking in Google; laid down by Google. You should note that some methods of ranking in Google are, in fact, actually illegal. Hacking, for instance, is illegal.

You can choose to follow and abide by these rules, bend them or ignore them – all with different levels of success (and levels of retribution, from Google’s web spam team). White hats do it by the ‘rules’; black hats ignore the ‘rules’.

What you read in this article is perfectly within the laws and within the guidelines and will help you increase the traffic to your website through organic, or natural search engine results pages (SERPS).

While there are a lot of definitions of SEO (spelled Search engine optimisation in the UK, Australia and New Zealand, or search engine optimization in the United States and Canada) organic SEO in 2015 is mostly about getting free traffic from Google, the most popular search engine in the world (and the only game in town in the UK):

SEO - Search Engine Optimization - Top Search Engines in the UK

The guide you are reading is for the more technical minded.


The art of web seo is understanding how people search for things, and understanding what type of results Google wants to (or will) display to it’s users. It’s about putting a lot of things together to look for opportunity.

A good optimiser has an understanding of how search engines like Google generate their natural SERPS to satisfy users’ NAVIGATIONALINFORMATIONALand TRANSACTIONAL keyword queries.

A good search engine marketer has a good understanding of the short term and long term risks involved in optimising rankings in search engines, and an understanding of the type of content and sites Google (especially) WANTS to return in it’s natural SERPS.

The aim of any campaign is increased visibility in search engines.

There are rules to be followed or ignored, risks to be taken, gains to be made, and battles to be won or lost.

A Mountain View spokesman once called the search engine ‘kingmakers‘, and that’s no lie.

Ranking high in Google is VERY VALUABLE – it’s effectively ‘free advertising’ on the best advertising space in the world.

Traffic from Google natural listings is STILL the most valuable organic traffic to a website in the world, and it can make or break an online business.

The state of play STILL is that you can generate your own highly targeted leads, for FREE, just by improving your website and optimising your content to be as relevant as possible for a customer looking for your company, product or service.

As you can imagine, there’s a LOT of competition now for that free traffic – even from Google (!) in some niches.

The Process

The process can successfully practiced in a bedroom or a workplace, but it has traditionally involved mastering many skills as they arose including diverse marketing technologies including but not limited to:

  • website design
  • accessibility
  • usability
  • user experience
  • website development
  • php, html, css etc
  • server management
  • domain management
  • copywriting
  • spreadsheets
  • back link analysis
  • keyword research
  • social media promotion
  • software development
  • analytics and data analysis
  • information architecture
  • looking at Google for hours on end

It takes a lot, in 2015, to rank on merit a page in Google in competitive niches, and the stick Google is hitting every webmaster with (at the moment, and for the foreseeable future) is the ‘QUALITY USER EXPERIENCE‘ stick.

If you expect to rank in Google in 2015, you’d better have a quality offering, not based entirely on manipulation, or old school tactics.

Is a visit to your site a good user experience? If not – beware MANUAL QUALITY RATERS and BEWARE the GOOGLE PANDA algorithm which is looking for signs of poor user experience and low quality content.

Google raising the ‘quality bar’ ensures a higher level of quality in online marketing in general (above the very low quality we’ve seen over the last years).

Success online involves HEAVY INVESTMENT in on page content, website architecture, usability, conversion to optimisation balance, and promotion.

If you don’t take that route, you’ll find yourself chased down by Google’s algorithms at some point in the coming year.

This ‘what is seo’ guide is not about churn and burn type of Google seo (called webspam to Google).

Article Provided By HOBO

Mojoe.net has more than 16 years of experience with SEO – search engine optimization for our customers websites. Let our team help your website reach the top 10 of Google’s online search engine.  If you would like Mojoe.net to discuss developing your SEO, web security, logo, website, web application, custom programming, or need an IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

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Google May Someday Rank Web Pages On Facts, Not Links

Thursday, April 16th, 2015


Google May Someday Rank Web Pages On Facts, Not Links

Will Google someday rank web pages based on how accurate they are? A new paper suggests they might.

Close your eyes and imagine a world where web pages are ranked not only on popularity — i.e., the links that point to them — but also by the accuracy of information they contain. That world may not be too far off.

As New Scientist recently reported, a team of research scientists at Google has published a paper (PDF) explaining the idea of Knowledge-Based Trust (KBT), an alternate way of determining the quality of web pages by looking at how accurate they are.

The quality of web sources has been traditionally evaluated using exogenous signals such as the hyperlink structure of the graph. We propose a new approach that relies onendogenous signals, namely, the correctness of factual information provided by the source. A source that has few false facts is considered to be trustworthy.

The paper goes on to describe how Google could use an extraction process to compare the facts it finds on web pages to facts that are stored in a knowledge base (think Knowledge Graph/Knowledge Vault), and reward pages that are found to be more accurate. In cases where a single web page doesn’t have enough facts, the paper suggests relying on other pages from the same website to determine trustworthiness.

Google has been building a massive database of known facts for years, and in 2012 introduced its Knowledge Graph. That’s the source of those information boxes that show on the right side of Google search results (primarily) for searches involving people, places and known entities.

The authors say their early tests of Knowledge-Based Trust have been promising. “We applied it to 2.8 billion triples extracted from the web, and were thus able to reliably predict the trustworthiness of 119 million web pages and 5.6 million websites.” (Note: The paper uses “triples” to describe the factual elements found and extracted from web pages.)

This KBT concept wouldn’t necessarily work uniformly across the internet, since many web pages don’t exist to share facts and aren’t about entities that exist in a Knowledge Graph-style database.

Along those lines, the authors say this way of measuring trustworthiness “provides an additional signal for evaluating the quality of a website,” and could be used “in conjunction with existing signals such as PageRank” — not necessarily as a replacement.

Article Provided By Search Engine Land

If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal

Wednesday, March 25th, 2015

On March 15, 2015, the article “SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal” was posted on the web. It is a most read for any website owner.

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal - Responsive Design

New Changes Start April 21

Do you have a mobile or responsive site? If not, on April 21 you may find it harder to rank in Google’s mobile search results.

Google announced algorithm updates that will have a “significant impact” on mobile search results worldwide for mobile searchers. The update improves rankings for sites that provide a mobile-friendly experience to searchers on mobile devices, and, by association, demotes sites that do not.

Google announced algorithm updates that will have a “significant impact” on mobile search results worldwide for mobile searchers.

Note that the mobile-friendly update only affects mobile search results — i.e., searches from smartphones and tablets — not searches conducted on a desktop or laptop computer.

In addition, the algorithm is applied worldwide, page by page, on a real-time basis. “Worldwide” means that the algorithm update affects mobile searchers and search results in all countries at the same time, rather than just rolling out in the U.S. first.

“Page by page” means that each page’s mobile friendliness is judged separately. That’s good news if your ecommerce catalog is mobile friendly but your forums or other content sections are not. The unfriendly sections will not cause your entire site to be ranked as unfriendly.

“Real time” means that you can expect to see the mobile ranking benefit of making your site mobile friendly right away. The next time Googlebot crawls your pages and determines that they are newly mobile friendly, the mobile-friendly ranking algorithm would kick in for those pages. This is especially good news because some algorithm updates have been processed on a monthly or unknown time cycle and applied to the algorithm in batches.

Beware, though, because real time also works both ways. If an update were made to your site that makes pages unfriendly, the mobile-friendly ranking algorithm would kick in for those pages the next time your site is crawled.

In addition, content from indexed Android apps can now be ranked in search results for searchers who are signed in to Google and have that Android app installed on their mobile device. Since Google would have no access to Apple’s iTunes database, iOS apps would not be included in this app ranking improvement.

Google’s stated goal is to improve searcher experience. It’s frustrating to search on a phone and land on a page that’s so tiny you can’t accurately click the links without pinching and zooming and scrolling to find the right text or links.

Google is converting that frustration into an improvement in its search results, so that more mobile searchers will land on sites with positive mobile experiences. It makes sense from the searcher’s perspective, which is what matters to Google.

But from an ecommerce perspective, it could possibly be a very costly update in terms of lost mobile traffic and revenue.

Example of Mobile Impact

Say you use your smartphone to search for “formal dresses.” Starting April 21, the results on your smartphone will be reordered based on the relative mobile friendliness of the sites. The image below shows my mobile search result for “formal dresses.”

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal - mobile impact

Keep in mind that the mobile search result is probably personalized in some way. Your mobile search results may vary. The important thing to note is that the first, second, and fifth organic search results are already deemed “Mobile-friendly,” as I have highlighted above.

Google has already been annotating mobile-friendly pages for searchers, in an effort to help influence mobile searchers toward a better mobile experience.

On April 21, the annotation will become part of the ranking algorithm, affecting the order of search results directly. In Google’s words, the change will have a “significant impact” on search results for mobile searchers.

The burning question is how significant the impact will be.

Will the fifth ranking site move up to the third place, ahead of the non-friendly sites so that the new ranking order becomes 1, 2, 5, 3, 4? Or will the sites that rank third and fourth today disappear completely from the first page of results, so that only mobile-friendly sites grace the first page? There’s no way to know until April 21.

Ecommerce Impact

Maybe it’s easy to dismiss the example above. It’s one keyword, likely not even related to your industry. How many people even search for formal dresses on their phones anyway?

It turns out that searchers want to find “formal dresses” over 100,000 times a month, according to Google’s Keyword Planner, and nearly 300,000 more want some variation of formal dress keywords, such as a semi-formal dress.

Of all those nearly 400,000 searches on average per month in Google in the U.S., only 39 percent of them happen on a computer. That means that 61 percent — about 240,000 searches a month — occur on smartphones and will be significantly impacted by Google’s mobile-friendly algorithm update on April 21.

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal - stats

If a consumer is searching on a mobile device for a product sold specifically by your ecommerce brand, my prediction is that your brand will continue to rank at the top regardless of mobile friendliness. For example, for site-branded keywords, such as “macys formal dresses,” mobile search results are unlikely to change dramatically. There’s no way to know for certain until April 21, but logically Google should respect the searcher’s ecommerce brand navigational search intent.

The same would presumably not hold true for product brand searches, such as “UGG boots,” where many etailers sell that brand. We should expect the mobile-friendly update to impact product branded keywords in the same way as it would a completely unbranded keyword like “winter boots.”

Impact on Your Ecommerce Performance

First, determine if Google sees your pages as mobile friendly. It doesn’t matter if you think they’re mobile friendly or your agency tells you that they are. What matters is what Google determines algorithmically because it has 100 percent control over how your site ranks.

Google has provided a mobile-friendly testing tool that analyzes each page that you enter and tells you whether it’s mobile friendly or not. The image below shows a page that is not mobile friendly, and the resources that Google recommends to resolve those issues.

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal - mobile friendly

Resolving the issues could be as simple as asking your developer to update your robots.txt file to remove a block on certain files (your developer will know what this means). Or it could be as difficult as a redesign to implement responsive design or mobile site best practices.

How this affects your ecommerce business depends a great deal on your mobile search performance today. Remember that the only traffic and sales at risk here is organic search driven via a mobile device (smartphone and tablet).

Analyze the risk in any change that will impact search engine optimization in terms of worst-case scenario.

The worst-case scenario is that all of the sales-driven organic search traffic via a mobile device disappears instantly when the change happens. That’s the worst case. It can’t get worse than losing it all. In all likelihood, the worst case won’t actually occur, and the decrease would be more like 80 percent, or 50 percent. But measuring the worst case helps you decide if the issue really is significant enough to act on immediately.

Start by measuring the amount of affected traffic and sales today and determine the real impact of losing it all. Remember, filter the visits and sales so that the data only contains organic search-driven traffic via a mobile device. Then determine the impact to your ecommerce business if those traffic and sales disappeared completely on April 21.

That’s how to determine the actual cost. What’s more difficult to measure, however, is the opportunity that this algorithm update represents.

How many of your competitors will be boosted by the mobile-friendly update? How many will be demoted? Can you capitalize on their loss? Is this an opportunity to surpass the competition?

Keep in mind, receiving few visits and sales via mobile search today does not in any way indicate the true size of the opportunity.

Head to the Google Keyword Planner and identify the actual opportunity that mobile search represents. Test your assumptions using keyword research and determine the true size of the mobile search opportunity before dismissing it as a useless channel.

I was skeptical, for example, that “formal dresses” would drive any real mobile search traffic. I was wrong.

Article Provided By PracticalEcommerce

If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

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