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Monthly Archives: June 2011

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Will Matt Cutts Go Back As Google’s Head Of Web Spam When He Returns From His Extended Leave?

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By Amy Gesenhues

On Yesterday’s “This Week in Google” episode, host Leo Laporte talked to Matt Cutts about his current sabbatical from Google and his role as head of web spam.

After discussing what Cutts has been doing with his free time, including his recent Halloween costume efforts, Laporte asked if Cutts would go back to the same role at Google.

From Cutts roundabout response, it doesn’t sound like returning as Google’s head of web spam holds much interest for him:

Well, I really have been impressed with how well everyone else on the team is doing. It’s created a little bit of an opportunity for them to try new things, explore different stuff, you know, approach problems from a different way, and so, we’ll have to see how it goes. I loved the part of my job that dealt with keeping an eye on what important news was happening related to Google, but, it’s not clear that having me as a lightening rod for unhappy black hat SEOs, or something, is the best use of anybody’s time compared to working on other things making the world better for Google…so we’ll see.

Matt Cutts

Cutts said that Google has been really generous, and confirmed that he was extending his leave into 2015.

Cutts addresses whether or not he’ll return to the same position at Google in the following video around the 9:50 mark:

The post Will Matt Cutts Go Back As Google’s Head Of Web Spam When He Returns From His Extended Leave? appeared first on Search Engine Land.

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20 Ways B2B SEOs Can Leverage Schema.org Markup

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By Derek Edmond

In a Searchmetrics report earlier this year, Schema.org – U.S. 2014: Rich snippets with HTML Microdata and RDF, it was revealed that while less than 1% of all domains researched had schema.org integrations present, almost 41% of keyword search queries contained a result snippet derived from schema.org markup.

Schema.org markups in Google SERPs for almost 40% of keywords investigated

More importantly, domains with schema.org integrations had significantly higher SEO visibility scores than those domains that did not include them.

Even with these findings, B2B marketers might remain skeptical, given that the most popular examples of schema.org integrations tend to be more consumer oriented. TV Reviews, Product Ratings, and Recipes are popular examples, but these obviously have a greater impact in the B2C space.

But, there is hope for B2B SEO, as well.

In this column, I will discuss 20 schema.org integration opportunities for B2B search marketers, organized by broader topics and how they can impact online marketing goals and objectives.

Note that this column reviews concepts and opportunities. If you’re looking for specific code references, BuiltVisible has a nice blog post detailing markup examples. Some of the links I provide to schema vocabularies also contain examples.

Quick Review: What Is Schema?

Schema.org is a tagging vocabulary that marketers and website owners can use to mark up their HTML pages in ways recognized by major search providers.

Via the Schema.org website:

On-page markup enables search engines to understand the information on web pages and provide richer search results in order to make it easier for users to find relevant information on the web. Markup can also enable new tools and applications that make use of the structure.

What Google says about schema.org:

Search engines are using on-page markup in a variety of ways – for example, Google uses it to create rich snippets in search results…over time you can expect that more data will be used in more ways. In addition, since the markup is publicly accessible from your web pages, other organizations may find interesting new ways to make use of it as well.

Schema.org markup enables B2B marketers to better distinguish their web content in search engine results, with a goal of driving greater click-through rates and improving the exchange of information across search engine and social media platforms.

Web Page Elements

The first step in schema.org integration for B2B SEO is in establishing a foundation. The following vocabularies provide this support.

Schema Vocabularies: WebPage, Article, and Blog / BlogPosting

The WebPage vocabulary can be further broken down into more specific web page types like “AboutPage,” “ContactPage,” and “ProfilePage” in an effort to better differentiate web page objectives.

I prefer to place the schema code for “WebPage” in the opening tag and Article or Blog schema code literally around specific content on the web page. I’ve noticed that if you don’t use the WebPage markup but have other types of markup on the page, social platforms might confuse titles and descriptions when trying to share information.

Schema Vocabulary: Site Navigation

As covered at SMX this past Summer, Jeff Preston of Disney Interactive showed an example of where they used schema site navigation markup to influence site links in search results. This is a (relatively) simple tagging update that could produce positive gains in click-through rates if implemented in the navigational architecture.

Schema.org site navigation

Image & Video (Media) Objects

Schema Video Example

Schema Vocabularies: ImageObject and VideoObject

Searchmetrics’ 2014 SEO Factors report highlighted that web pages closer to the top of search results tended to contain a greater number of media assets, images in particular.

Searchmetrics SEO Factors: Media Usage

Per the Searchmetrics report:

Photos and videos not only make text more attractive for users, but for Google, this trend is likely to develop positively and be capped at a certain level.

The key takeaway for B2B SEO is that creating markup for images and video provides the opportunity for search engines to better understand the media assets found on the web page, which ultimately may provide a boost in organic search visibility.

B2B E-Commerce

We’re seeing more B2B organizations getting comfortable offering a mechanism for customers to purchase inventory online. As B2B marketers evaluate their options for online purchasing, the integration of schema markup is a factor not be overlooked.

Schema Vocabularies: Product, Offer, and Rating

Product and offer vocabularies provide the framework for a more comprehensive experience in search engine results specific to e-commerce catalog information. Ratings, coupled with the media-object elements listed above, provide an opportunity for B2B e-commerce vendors to stand out in search engine results, even if top placement isn’t possible.

Schema Ratings Example

Schema Vocabularies: Enumeration and SearchAction

Another way schema vocabularies can aid B2B marketers in e-commerce is in helping search engines identify functionality inherent to the shopping process. Enumeration could provide further clarity for a list of site-specific search engine results, or product inventory associated to a category or sub-category of the e-commerce catalog.

Implementation of the SearchAction vocabulary provides a method for site owners to ensure searchers land on their own sites and do not remain in Google search results if a sitelinks search box appears in Google results for branded queries.

This is specific to a recent Google announcement highlighting functionality that is designed to allow users to reach content on a third party site, directly through Google-generated site-search pages.

AJ Kohn has a more in-depth blog post on potential issues with the sitelinks search box for large online brands.

Site owners should evaluate their own branded search results to consider the implementation of schema tagging for their site search functionality.

Even if your organization does not feature a sitelinks search box for branded queries, B2B marketers should consider integrating the SearchAction vocabulary (and how their internal search functionality performs) as a preventive measure down the road.

Localization

Another aspect of organic search engine results that B2B SEOs need to pay more attention to is local business listings. This is especially true for organizations working with multiple offices, dealer/distribution sites, and even franchise operations – all can benefit from more pronounced visibility for local search queries.

Schema Vocabularies: LocalBusiness and PostalAddress

I would recommend all organizational address information found on a website be integrated with schema LocalBusiness markup since it helps provide a more valuable search experience for brand-based queries, as well.

Schema Address Example

As detailed in an article written by Position2 this past summer, any event with a certain time and location can use the event markup vocabulary. Repeated events may also be structured as separate event objects.

Schema Event Markup

Schema Vocabulary: Event

This markup is ideal for the B2B organization hosting webinars, user conferences/roadshows, and any other events with specific time and location information. B2B marketers can join event markup with local address and/or offer markup to create an opportunity for even more comprehensive search listings, as well.

Brand Development

Brand awareness is a critical objective for most B2B marketers. The following schema vocabularies help marketers better identify their brand and key thought leaders in the organization.

Schema Vocabularies: Brand, Organization and Person

At the least, the schema vocabulary for Brand helps search engines distinguish an organizations’ logo, product information and align with a particular web address. The Organization schema can be used in association with local address information, on contact information or in other supporting marketing collateral.

Arguably, the Person schema can be used as a supporting mechanism for establishing the thought leadership of key organizational personnel. This could be particularly important now that Google no longer supports authorship in search engine results.

Through the Person vocabulary, B2B SEO’s can organizational leaders with information such as job title, images, contact information, and related web pages (such as social media profiles).

Email Marketing

According to resources from Google Webmaster Tools, the Structured Data Markup Helper can show marketers how to mark up emails that contain schema vocabularies, such as events (previously detailed), “go-to-actions,” and information highlights.

Gmail Markup Vocabularies: Go-To Actions, Order Information and Offers

These integrations allow B2B SEO’s and online marketers to create more comprehensive experiences in HTML-based email communication while providing Google with a greater understanding of context from the publisher. While we’ve just begun exploring this functionality, the opportunities look exciting.

Add Schema.org markup to emails

Go-To-Actions provide an opportunity to cross-link back to the publisher destination right in the preview pane of Gmail. Gmail grid view may display offer markup in an alternative, more visual way in the Promotions tab.

Order information markup is for exactly what it sounds like, allowing email recipients to receive more visual information designed to be easier for review.

Gmail Markup

Go-To-Actions and Offers provide for direct connectivity (linking) to a publisher’s applicable web address and Google+ page.

Order information ties back to the publisher’s order confirmation page and organizational information.

I suspect Google will also associate additional schema vocabularies present in HTML based email, as well (i.e., Brand, Organization, etc).

It should be noted that the schema vocabularies specific to email marketing and used by Google are still going through the standardization process of schema.org. They may change or cease to work in the long run.

Final Thoughts

The above are integrations of schema vocabularies we have implemented and/or begun discussions in integration with organizations we work with. I know there are many other opportunities for schema and great examples online.

Has your B2B organization implemented schema markup? I would love to read your thoughts and perspective via comments below.

Additional Resources:

The post 20 Ways B2B SEOs Can Leverage Schema.org Markup appeared first on Search Engine Land.

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SearchCap: Google & Apple Safari Partnership, Yahoo Test Ads & Google International Targeting Report

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By Barry Schwartz

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

  • 4 Predictions for Mobile Marketing and Call Tracking in 2015 – December 9 Webcast

    Mobile search exploded in 2014, and next year it is promising to be even bigger. So what’’s ahead in 2015? Join us for this December 9th Digital Marketing Depot webcast to learn what the growth of mobile search will mean for your business in 2015. John Lee of Clix Marketing and Jason Wells and McKay […]

  • Report: Google-Apple Safari Search Deal Expiring, Yahoo & Bing Want In

    According to The Information Google’s default Safari search deal with Apple is up in 2015. Microsoft and Yahoo are reportedly separately competing for the Safari business across devices. The Information says that both companies are pitching to Apple’s Eddie Cue and that his decision will be based “on the quality of the product as much as the potential […]

  • Google Quietly Updates The International Targeting Hreflang Webmaster Tools Reporting

    Google has updated the “accuracy” of the reporting within the Google Webmaster Tools International Targeting section. On November 18th, Google said: Google refined the accuracy for reporting hreflang tags. This update might show as a sudden change in the report graph. You now may see an “update” line in the graph that conveys when the […]

  • Yahoo Test Removes Display URLs On Select Text Ads

    Yahoo appears to be running a new test on search ads in which the display URL isn’t displayed in the ads. What’s interesting, though, is that the display URLs aren’t removed on all the ads within a SERP — some ads do have a display URL showing. Above is a screenshot captured by paid search […]

  • 3 Key Display Advertising Themes For Search Marketers

    Digital marketers’ jobs are not getting any easier. Whereas search marketing complexity arises from the sheer volume of keywords and campaigns that brands have to manage and optimize for, display marketing complexity is born from the dizzying array of players in the display ecosystem. It’s hard to keep track of the seemingly endless number of […]

  • 3 Common Challenges Facing All SEO Managers

    Anyone managing an SEO program, either in-house or for a client, knows there are a multitude of challenges. In fact, at SMX East back in October, Mark Munroe gave us this hilarious quote applying Murphy’s Law to SEO: It’s true! Just when you think everything is perfect and things couldn’t be better, something inevitably changes. Such […]

  • Energize Your Content Strategy with Buyer Personas & Buyer Journeys – December 4 Webcast

    Killer content is only “killer” if you know your audience. Your content needs to relate to your buyers in meaningful and lasting ways. Join us Thursday, December 4th for this Digital Marketing Depot webcast with Bryan Eisenberg. He’ll discuss why it’s essential to develop the right buyer persona and buyer’s journey for your business, and […]

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:

Local & Maps

Searching

SEO

SEM / Paid Search

Search Marketing

The post SearchCap: Google & Apple Safari Partnership, Yahoo Test Ads & Google International Targeting Report appeared first on Search Engine Land.

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SearchCap: Search Market Share Report, Google Keyword Planner Adds Conversion Estimates & More

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By Amy Gesenhues

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

  • Google Down Slightly, Bing-Yahoo Up In October comScore Search Report
    Google saw its share of the US search market drop slightly in October, while both Bing and Yahoo saw corresponding gains. That’s according to comScore’s October 2014 search engine rankings. ComScore estimates Google’s US market share at an even 67 percent for October, down from 67.3 percent in September. Yahoo was up the same 0.3 […]
  • Black Friday Is NEXT Week. Is Your Local Business Ready?
    The holidays are right around the corner, and columnist Rachel Lindteigen provides helpful advice for how local business can prepare.
  • Search In Pics: GooglePlex Where’s Waldo, Jon Stewart At Reddit & Marissa Mayer The Crayon
    In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more. YouTube Double Decker Bus: Source: Google+ Jon Stewart At Reddit: Source: Google+ Matt Cutts Playing Werewolf: […]
  • Bing Maps Helps Drivers Avoid Traffic Around The World
    Previously only available in the U.S., Bing Maps is now helping travelers around the world avoid traffic jams with its Clearflow technology. According to Bing, Clearflow can predict traffic on roads that do not include live traffic data. Traffic issues across the globe will now be marked with red lines as displayed in the image […]
  • Bing Reveals Some Mobile Ranking Techniques & Relevancy Factors
    Mir Rosenberg from the Bing Mobile Relevancy team posted some of the “factors at play” when it comes to how Bing determines mobile relevance and ranking in the mobile results. As you know, a couple weeks ago, Bing announced new mobile crawlers to help them discover and understand different forms of mobile content. Now, Bing […]
  • Aruba Networks Enables “Blue-Dot” Indoor Navigation With Beacons
    WiFi provider Aruba Networks used to offer retailers and others “blue-dot” indoor navigation using WiFi triangulation. However Apple’s recent decision in iOS 8 to randomize the iPhone’s MAC address changed all that — and may have effectively killed WiFi as an indoor location technology. Beyond this, WiFi is expensive and requires significant IT involvement. Beacons […]
  • Google Keyword Planner Now Shows Conversion Estimates
    Google announced today that conversion estimates have been added to the Keyword Planner tool in AdWords. Google will use an account’s historical conversion data, or users can enter their own conversion rates and conversion values to see how bid changes might impact metrics such as estimated conversion, conversion value, ROAS and Average CPA for mobile […]

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:

Search Marketing

Searching

SEM / Paid Search

SEO

The post SearchCap: Search Market Share Report, Google Keyword Planner Adds Conversion Estimates & More appeared first on Search Engine Land.

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