August 2012 Posts from the Internet Marketing Blog
Yesterday, blanking on the name of the movie Magnolia, I googled the phrase “tom cruise movies,” and saw a really surprising result (click the image to enlarge): Knowledge Graph on Steroids!!! This huge, sliding row of movie posters at the top of the page – very reminiscent of Netflix’s browsing design – is beyond eye-catching; it’s practically all I can see.
When you click on one of the movie posters, you’re directed to a new SERP, as though you searched for the name of that movie: Larry saw something similar this week on his mobile phone while doing a tourism-related search: What’s Going on Here?You haven’t forgotten my big conspiracy theory about the Google Knowledge Graph, have you? I suspect that Google is trying to train users to pay... > Read more
I think it’s quite amusing that Kajagoogoo has an album called “The Very Best of Kajagoogoo” – I mean, can anyone name more than one song by Kajagoogoo? I think this is the one:Well this blog is no one-hit wonder! Here’s our very best of the month, the top 10 posts that got you reading and talking:Google SERP Dumps 5.
5% of Organic First Page Listings – Google recently slashed the number of first-page results for some queries from 10 to 7 (and 30% reduction!). Larry examines the SEO implications.Why SEO's (Sometimes) Suck at PPC Marketing – Larry puts on his fighting gloves and names some important differences in the mindset required to succeed at organic vs. paid search.The Long-Term Value of SEO: Does SEO Value Last Forever? – Larry (who, you might have noticed, was on a b... > Read more
SEO Experiments Now Come In A New Flavor: Google’s Messing With Your SERPsSEO experimentation is a science. Hypothesis: If I increase the quantity of inbound links pointing to a page (independent variable), then I will see my ranking on the search engine results page (SERP) for the page’s targeted keywords increase (dependent variable).
By running enough scientific experiments that were in similar, carefully-controlled environments, SEO’s can make very precise conclusions, i.e. 10 targeted exact-match anchor text links in a guest post author bio no longer increase SERP rankings for a competitive keyword after the latest Penguin algorithm update.At least, they could make precise conclusions. This causality mindset is being phased-out as a trend of the past as we speak.We’ll release ... > Read more
Mobile devices are playing a larger and larger role in the life of a paid search marketer and it is projected that a quarter of all paid clicks on Google will come from mobile devices by the end of the year. That’s basically a 500% increase from the beginning of 2011! Silently but surely, Google has a mobile product portfolio readied for the burgeoning mobile search market.
This wouldn’t be such a big deal if all you had to do was make sure that high-end mobile devices are enabled for your campaigns. However, you and I (and everyone else with a smart phone) knows that searching on a mobile device is a vastly different experience than searching on a desktop.The format of the results page is different. The keyword is different. User intentions are different. Competition is different. And ... > Read more
While digging through our analytics for question keywords (as outlined in “3 Ways to Find Questions to Answer in Your Content”), I found the following question: Why are popular keywords so hard to rank for with a new website? It’s a good question, although the longer you work in search marketing, the more obvious the answer becomes.
New websites have difficulty ranking for popular, high-volume keywords for two primary reasons:New websites don’t have much site authority yet. The amount of on-page optimization you do when targeting a specific keyword is only half the battle. The Google algorithm takes site or domain authority into account when assigning rankings. Your site’s authority depends on factors like age of domain (hence, new websites necessarily have less authority) a... > Read more
One often-mentioned best practice for SEO is to use a test PPC campaign to “get some initial data” about a query space, and people frequently make reference to the fact that you can get valuable insights for your organic optimization efforts by looking at pay-per-click data.But Google AdWords offers users a ton of data (some would say that for small businesses there are actually too many options and data points), and many people who aren’t PPC practitioners don’t know where some of the most useful gems are hidden.
Beyond that: while there’s frequently a lot of overlap between PPC and SEO data, not all of the information in an AdWords account is actually useful for someone looking to improve SEO results (and some of it can be downright misleading when applied to SEO efforts!).In t... > Read more
You may have noticed recently that Google has been showing just 7 organic search listings on the first page for many searches, instead of the usual 10. Take for example, this search for "adwords," which shows just 7 organic search listings.Dr. Pete noticed that too, and yesterday he reported on the SEOmoz blog that Google had reduced the usual 10 search listings to just 7 on over 18% of Google searches! In my article today, I’ll just quickly summarize his rather incredible findings pertaining to the Incredible Shrinking Organic SERPs, and follow that with my own analysis and thoughts.
First, here’s a graph of the percentage of first page search results with fewer than 10 organic listings since April 4, 2012:In just two days, sometime around August 12-14, the number of first page search ... > Read more
Or, Why Does My Personal Blog Have the Same PageRank as a Search Marketing Site with a Huge SEO Budget?A couple of weeks ago, Google rolled out a new update to Toolbar PageRank. Victor Pan, our resident SEO “ninja,” dropped me and Larry a note, letting us know the WordStream site is holding steady at 5.
Out of curiosity, I checked the PageRank on my own blog. It was also a 5. Amused, I let them know, and Larry shot back, “You should be running our SEO meetings!”In case you don’t find this as surprising as we do, let me tell you a little more about these two sites:WordStream.com: We’re a venture-backed search marketing company that has been around for about five years. We primarily sell PPC management software, but we also offer both free and paid keyword research tools as well ... > Read more
Larry stirred up quite a controversy last week with two posts that made some bold claims. First, he said that SEOs suck at PPC because they don’t approach it with the right mindset. (Later, he amended the post to say that SEOs sometimes suck at PPC – he also told me he was mainly thinking about himself.
) Then he said that the idea that SEO has more long-term value than PPC is a myth.This didn’t sit too well with some of our readers (many of whom are advocates for and practitioners of SEO – as, frankly, we have always been in the past). We had some vehement disagreement in the comments from people who thought Larry was over-generalizing or conflating “SEO” with webspam and unsustainable black-hat tactics. For example, Matt Bennett said, “you've taken your own experiences... > Read more
Google was launched in 2000, with pricing based on a flat CPM (cost per impression model). It was relaunched under an auction model in 2002. (Search Engine History)An 18-year-old college dropout named Scott Banister is credited with the brilliant, multi-billion-dollar idea of pay-for-placement search listings, an idea later brought to fruition by Bill Gross at IdeaLab.
(TechCrunch)About 97% of Google’s total revenues come from advertising. (Google Investor Relations)Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic Impact Report)As of Spring 2011, Google had over 1.2 million businesses advertising on its search network. (AdGooRoo via Perry Marshall)The average click-through rate for an ad in the first position is 7.94%. (AccuraCast)&nb... > Read more
Hey Guys,I've been reading trough the comments posted about my article yesterday. Many were angry and upset at me personally, and I feel pretty crummy about this. So, I'd like to apologize to everyone.While people were upset at many things, the two most common complaints were:Failure to more clearly differentiate between "SEO Spam" and "good SEO".
Failure to provide a more balanced view in presenting the arguments.The feedback is duly noted, and I've updated yesterday's article to try to present a more balanced view. You have my word that I will try my best to ensure that this won’t happen again!I sincerely apologize for this!Sincerely,Larry... > Read more
How do you feel about private data in public spaces? Search Plus Your World was disturbing enough. If I do a Google image search for “ice cream,” it’s because I want some generic pictures of ice cream. I don’t want to find a picture of myself eating ice cream. I especially don’t want to find a picture of myself eating ice cream naked.
(I don’t have any nude photos in my Picasa account, that I know of, but it’s possible right?) And I especially don’t want a friend who is using my computer to find a picture of me eating ice cream naked. And if I’m borrowing a friend’s computer, I don’t want to find their naked pictures either! (I don’t know any male models.)And now Google has officially gone completely crazy. Yesterday they announced that search results will soon inco... > Read more
Note: This article, originally titled "Debunking the Myth of the Long-Term Value of SEO," has been edited from its original version. I've taken some of the arguments in the comments into consideration, and upon reflection a lot of my points were unclear or misleading, and I've adjusted my language accordingly.
Thanks to everyone for contributing to the debate. - LarryOne of the most common responses to my recent “War on Free Clicks” study and yesterday’s article, “Why SEO’s Suck at PPC,” was the notion that PPC stops the moment you stop spending, whereas SEO provides benefits forever.It reminds me of the “better to buy than rent a home” advice that was all the rage in the days leading up to the housing meltdown. Millions of homeowners got completely wiped out listenin... > Read more
When it comes to search marketing, SEO’s are from Mars and PPC’s are from Venus.Just over a week following the release of our War on Free Clicks infographic, dozens of whiny SEO’s have come out of the woodwork with ludicrous sob stories about how they purportedly tried and failed to get PPC to work for them and/or their client.
Sure, PPC isn’t easy – I get that, and I’ve even written a few articles about how some small businesses are struggling with PPC.But, seriously – compared to SEO?!! PPC is a total cakewalk. Like rolling off a log. Easy as pie.SEO, on the other hand, has recently become a complete nightmare-circus – I’m talking about the keyword analytics “not provided” brouhaha, Panda, Penguin, unnatural links notifications, the increasingly ridiculous and ... > Read more
Dalton Caldwell Gives Mark Zuckerberg the BusinessI mentioned the App.net project – Dalton Caldwell’s vision of an ad-free Twitter platform – last week. Now Caldwell is making headlines for an open letter that he posted on his blog, called “Dear Mark Zuckerberg,” in which he recounts a meeting he had earlier this summer with several top Facebook executives.
As Caldwell describes it, he was hoping the outcome of the meeting would be “executive-level support for [his] impending product launch.” Instead, those executives informed him that the product he was developing sounded like a competitor to Facebook App Center. As you can guess, they didn’t like that. Dalton writes:Your executives explained to me that they would hate to have to compete with the “interesting product” I... > Read more
I taught Google Search tricks the way you teach them to Furby. Their creepiness awesomeness is on the same level. Create your unique Google Search stalker app today!When Google’s Search Plus Your World was first released, people were all worried about the world ending as we knew it. The theory was that world views were about to become narrower as an invisible filter bubble would alter your access to information.
What I hope to demonstrate here is that I believe the opposite is true.There’s too much information on the web. Better filters can help users get what they want.Let me show you how I Furby-trained Google to only more efficiently fetch the information I wanted – specifically, information about people. (Link-builders, PR professionals, and intelligence agents, it’s time to ta... > Read more