Awesome Analytics, Local Search, SEO, Social Media, & Converstion Rate Optimization Info
November 13, 2009 by Ed Reese · 4 Comments
A big thank you to The Spokane Club and everyone that attended my presentation earlier this week at their Networking Breakfast! I really appreciated your questions, engagement, and enthusiasm. As I mentioned during our session, I want to provide additional resources for you to continue your education in the ways of analytics, SEO, local search, social media, and conversion rate testing. We covered a lot of topics in a short period of time and as a follow-up I wanted to create an awesome resource library for you. Now it’s time for you to choose your own Internet marketing adventure and learn from the best and brightest in the industry.
ANALYTICS, ANALYTICS, ANALYTICS
As I’m sure you recall from my presentation, I hammered home the importance of understanding analytics. I’m not talking about “reporting” or “monthly reports” for your boss. I’m talkin’ about kick-butt, actionable analytics that teach, provide valuable insight, and inspire action. What’s workin,’ baby? What does the data tell us today? This higher level of attention to your data is not optional… if you want your business to succeed. You must “know thy data.” Here’s how:
Occam’s Razor – Awesome analyics blog from Avinash Kaushik
Web Analytics an Hour a Day – Great introduction to actionable analytics (also from Avinash)
Google Analytics Blog - Resource for understanding Google Analytics (beginner & advanced)
Google Analytics Videos - Educational videos that show how to use Google Analytics
Conversion University – A curriculum of analytics video tutorals
Analytics 2.0 [The Art of Online Accountability & Science of Customer Centricity] (Thanks Avinash!)
MAKE SURE YOUR WEB SITE CONVERTS TRAFFIC
I think it’s great when companies embrace new technologies and ways of thinking. Social media has taken the Internet marketing world by storm and generated all kinds of buzz (much of it well deserved) this year. However, I’m always wary of what I call the “Shiny Penny Syndrome.” It’s a condition where companies throw resources at the latest and greatest marketing techniques without testing and tracking what the shiny penny actually does. I’ve also seen companies completely stop doing what works (like email marketing) just because it doesn’t have that new marketing smell.
Don’t Make Me Think – Great read (really fast, too) about web site usability
Conversion Rate Experts – UK company focused solely on conversion rate optimization
108 Ways to Improve Conversion Rates (from Conversion Rate Experts)
Google Web Site Optimizer Blog (The Official Optimizer Blog)
Always Be Testing - Great book for learning A/B & Multivariate testing
Marketing Experiments – I love these guys. Their webcasts rock!
LOCAL SEARCH = LOW HANGING FRUIT
As an Internet marketer I’m always looking for the low-hanging fruit–”the best bang-for-the-buck in the shortest period of time. And for most small and medium businesses that’s Local Search. Like I mentioned before, this doesn’t mean you stop doing everything else and go local only. It means that it’s time for a dedicated local search strategy to compliment your existing marketing efforts. Learn more from these experts:
David Mihm – Portland, OR Local Search expert & designer
2009 Local Search Ranking Factors – I’m proud to be a contributor to this research project 
Mary Bowling – Denver, CO Local Search expert
Understanding Google Maps & Local Search – For those that want details, details, details.
Small Business SEM – Local Search + SMB Advice = Awesome!
Miriam Ellis – San Francisco, CA Local Search expert & designer
Chris Silver Smith – Cartographer & Local Search expert. Again, for folks that want the technical details.
ORGANIC SEARCH ENGINE OPTIMIZATION (SEO)
There is a lot of information out there about SEO. In fact, there is so much information that it’s tough to know where you should even begin. These folks provide the best information and their content is always up to date.
SEOmoz - Free and premium levels of membership – Both are great!
SEO Book – Again, free and premium levels of membership – Great as well
Search Engine Journal - Free SEO content from a variety of SEO experts – including me starting next month
Search Engine Land - Center of the universe for all things search – Look through the categories
Vanessa Fox – She has an uncanny ability to explain complex details in very simple terms
Rand Fishkin’s HostingCon Preso – Awesome SEO explanation (and motivation for my art project)
BUT WHAT ABOUT SOCIAL MEDIA?
Don’t worry, I didn’t forget about social media. Remember, this socia media stuff is new for everybody so the importance of testing and learning from data is paramount. I think this bit of reading will provide good insight for you.
Outspoken Media - More than social media, but they cover it very well. Many good social media posts here.
Copyblogger – Read Copyblogger now! Writing is so freakin’ important. This is one of my favorite blogs!
7 Harsh Realities of Social Media Marketing – Great new post from Copyblogger
Trackur - Cool way to track social media mentions & reputation
Samepoint – See all mentions of your name or company online. A very cool social media monitoring tool.
5 Facebook Case Studies – Yes, 5 real case studies about marketing with FB.
Twitter, Tacos, & Trucks – The Story of Kogi Bar-B-Que
LIKE I SAID,… WHAT MATTERS IS HOW IT HELPS YOUR BUSINESS
Here’s an example from the presentation. I know it’s hard to believe,… but I didn’t even go to art school!
WANT MORE INFORMATION? HAVE QUESTIONS? COMMENTS? JUST LET ME KNOW.
Please feel from to leave a comment below, send an email, or contact me at my office (509-456-4350).
Do You Need SEO Consulting?
March 9, 2009 by Ed Reese · Comments Off
SEOmoz Whiteboard Friday – Do You Need SEO Consulting? from Scott Willoughby on Vimeo.
I’ve been a big fan of SEOmoz for quite some time now. They provide some really great search engine optimization information. I encourage you to take a look at this edition of SEOmoz Whiteboard Friday. It answers several questions that I address in almost every meeting:
- Do I really need SEO consulting services?
- How do I measure a successful search campaign?
- What should my goals be for a search campaign?
- What is a range that I should expect to spend?
- How long does it take to get results?
Rand really does a great job of explaining SEO in real world terms. If you are considering hiring an SEO consultant or agency, it’s really worth checking out.
Search Rankings are Dead!
November 23, 2008 by Ed Reese · Comments Off
Two interviews caught my attention recently regarding the future of search. Here’s a quick summary of them for you. I believe what they discuss will have a pretty significant impact on SEO in the future.
So what’s all the buzz about, anyway?
It came from two interviews by Mike McDonald of WebPro News at Pubcon with Matt Cutts (of Google) and SEO Pioneer Bruce Clay. Here are the interviews in their entirety and my summary.
The death of search engine rankings (Bruce Clay)
The personalization of search (Matt Cutts of Google)
What, search rankings are dead? Well no, they aren’t dead. They’re just evolving-dramatically. Bruce Clay talked with Mike McDonald of WebPro News about Google’s efforts to personalize search results. Here are a few of his main points/opinions:
1) Google will personalize your searches in the near future. That is, your past searches (whether logged in to Google or not) will effectively bias your search results based on your search history. He used an example of a search for “java.” Your past search history could determine whether your search yielded results about coffee, programming, or travel. Chris Crum wrote a good recap of Bruce’s personalization comments here.
2) Intent based search is here. Search engines will determine intent and bias results towards that perceived intent. For example, reviews or general information queries will likely lead to global search results while a shopping or perceived local search (even without the local qualifier) will lead to geo-local search results.
3) Ranking is dead. According the Bruce, “The day of how high do I rank as a measure of doing SEO right is gone. You’re going to have to look at analytics… You’re going to have to measure traffic… You’re going to have to measure bounce rates… You’re going to have to measure action… Did I get the conversion I was after? Did I really deliver on the promise of SEO?”
4) Universal Search will be HUGE in 2009. Universal (also called Blended Search) was launched in early 2008. I have seen a massive increase in organic search traffic for my clients based on optimizing for Universal/Organic search. Bruce believes that web sites without video, images, and other variables of Universal search will be essentially left in the dust.
I love the point/counterpoint of Matt Cutts (from Google) being interviewed right after a top SEO like Bruce. I can’t help but say “Jane, you ignorant slut!” However, in this case, they more or less agree with each other, which lends even more weight to their comments. Here’s my summary from the Matt Cutts interview regarding Google’s future:
1) Is ranking really dead? Matt addressed this directly by saying,“Well, I’m not sure whether I’d say that ranking is dead. But it’s not as important as it used to be. But the fact is, the smart SEO’s are not necessarily just looking at the rankings. They’re looking at their conversions… and server logs. They are saying, sure, it’s great if I rank for a phrase, but unless that leads to sales it doesn’t help very much.”
2) If rankings are less important, what’s an SEO to do? Again, he addressed the the changing landscape directly by saying: “SEOs are starting to embrace the fact that they are marketers. It’s a broader spectrum. You have to think about how you build buzz, how do you get loyal customers, how do you optimize your ROI. All those different things and that can include how do I make good videos, do I have a book, things like that.”
3) But what about personalization? This is where it will be pretty interesting moving forward. His localization example makes perfect sense. But the personalization aspect seems a bit vague. “As you see more personalization… as you see more localization.. it changes. For example, If you do a search for the word “bank” in the United States, you’ll get Bank of America and other American banks. If you do that search in England, you’ll get Thomas Cook and different banks entirely. The challenge is not to pay so much attention to rankings and to pay attention to your traffic,… pay attention to your conversions,… keep building good content,… and then not worry so much about can I show people that I rank #1 for my trophy phrase.
4) Universal Search is really useful to users. Without telling us that we need to have videos, blogs, and other Universal Search content on our web sites to stay relevant and rank well, he certainly talked about how users are embracing video and blogs as well as how important creating quality content is to Google.
Read: Videos and blogs are mas importante! Get on this train if you haven’t already.
My next post will delve a bit deeper into these topics and include some real world examples of how Universal Search strategies have helped my clients. It will also include my thoughts of how businesses can work to capitalize on the personalization of search in the future.
Affiliate Link Value
October 14, 2008 by Ed Reese · 2 Comments
For quite a while now I’ve held the belief that affiliate links were viewed no differently than paid links in the eyes of the search engines. Sure, there are countless affiliate links that pass link juice (just like many paid links). It’s just that I assumed this was a little loophole that would be closed any minute now and considered risky behavior. I mean,… affiliate links are paid endorsements by default. Sure, plenty of niche paid links fly under the radar, but a free pass for all affiliate links? Really? During SMX East last week search engineers from Google, Yahoo! and Microsoft all answered questions posed by the audience and filtered by moderator, Danny Sullivan. Their response to how the search engines viewed affiliate links blew me away:
“Shockingly, when asked point blank if affiliate programs that employed juice-passing links (those not using nofollow) were against guidelines or if they would be discounted, the engineers all agreed with the position taken by Sean Suchter of Yahoo!. He said, in no uncertain terms, that if affiliate links came from valuable, relevant, trust-worthy sources – bloggers endorsing a product, affiliates of high quality, etc. – they would be counted in link algorithms. Aaron from Google and Nathan from Microsoft both agreed that good affiliate links would be counted by their engines and that it was not necessary to mark these with a nofollow or other method of blocking link value.”
This is going to radically change how the SEO community views paid… er, I mean affiliate links. I do see their point, however. There are plenty of affiliate sites that provide great value. It will be interesting how “high quality” will be defined by the search engines. Here’s a recap of the top six takeaways from this session courtesy of SEOmoz. It’s worth checking out.
The Value of Internet Yellow Pages
October 12, 2008 by Ed Reese · 2 Comments
I originally posted this article to Mihmorandum: The Small Business Web Design + Local SEO Blog by Local Search Guru David Mihm. I met David at SMX Advanced this Summer and talked with him briefly about some very curious data that I believed was being driven by status changes in my SuperPages account. I saw him again at The SEOmoz Expert Seminar in Seattle and talked about it in detail. He thought my data was interesting enough to warrant an article and gave it a platform on his blog. This is a re-post of that article. David wrote a reaction to my analysis the following week.
Fluctuating SERPs: The Reason for My Curiosity
In late 2007/early 2008 I noticed something very interesting. When I upgraded our free Superpages listing to a featured listing, our organic traffic immediately increased for nearly all of our desired keywords + location. We ranked on page one in organic search as well as in the blended, 10-pack results for our desired keywords + location. Then I stopped the featured listing to see what would happen (though I kept the free listing intact). Sure enough, the rankings, as well as traffic, dropped. After seeing low traffic for a while I upgraded again and the SERP’s jumped back to life.
Initial Investigations
I brought this up at the Q&A session at SMX in Santa Clara. It seemed that my featured Superpages listing was getting priority and I asked the Local Search Panel if that was the case. The consensus of the panel was that it didn’t have much effect, and that it was likely other factors causing the spikes in rank.
The person sitting next to me happened to be a reporter from Wired. The next day she published a quick blog post about my observations. Had I taken some time to think about it a bit more that day rather than rant, I might not have looked like such an idiot. However, it did start amplify the discussion. A very good take on her article can be found on Greg Sterling’s Screenwerk blog. It includes some great comments from Chris Silver Smith, Mike Blumenthal, and others. While many of the original comments to the article were negative in tone (can’t say I blame them), a few people emailed directly to say they had experienced similar results.
The Importance of Categories
I was advised to delete my Google Local Business Center categories, instead relying on Google to index and incorporate the more detailed Superpages categories and sub-categories. Within six weeks of this change, my search results for all relevant keywords + location (San Francisco) increased 40%.
My first assumption was that this was mostly category-based, as Superpages’ (and other IYPs’) category list is much more robust than Google’s. While I’m not sure if this is the case for all industries, only a few of GLBC’s categories are related to our industry (film and video production). In the Google Local Business Center category list, only three make sense. Meanwhile, for Superpages, the related category list is extensive.
Sharing, Caring, and Matt Cutts
A few months later I shared this tip at SMX Advanced in Seattle during the final Q&A session. I talked with several SEO’s after the show (including David Mihm) that had ideas as to why this might be happening.
On my way out the door, Matt Cutts stopped me and mentioned that Google took a look at the site after they read the article in Wired. He mentioned that it was possible my recent results were as much due to the work of their engineers as my category change. I thought it was pretty cool of him to let me know they had been working on the relevancy for Local Search. It isn’t every day that you hear that you helped influence a search algorithm (at least not for me).
(n.b. from David, Google undertook a massive adjustment in their determination of category around the time of SMX Santa Clara. Mike Blumenthal has a great write-up on this, including a quote from a Superpages resource saying “Perhaps they only accept categorizations from partners which have taxonomic processes which they believe to be of higher quality.“)
My Experiment
I decided to test the two variables that I hypothesized were affecting Hotbed’s search results. I dropped my Superpages listing from featured to free and added my categories back to my GLBC.
My keyword + location results in both organic and blended search dropped almost immediately. My organic traffic dropped 70% in one month!
Thank God for SMX Local. Armed with this data I was determined to find out why this was happening. My citation with Superpages was still there (though no longer a featured listing). I was trying to wrap my head around the drop in rankings. Do featured listings in the IYP’s receive more link juice? Are they somehow circulated through a wider network of distribution partners? Are they somehow perceived as more relevant?
The content and discussions at SMX Local in San Francisco got me back on track. Definitely check out David Mihm’s great SMX Local recap for a summary of content.
During one of the breaks I had an opportunity to talk with a group of ten local SEO’s to figure out why I was receiving these dramatic results. What follows is are the assumptions of that group as well as continued discussions with David for this post.
- While Superpages is a strong, relevant, and authoritative site, it shouldn’t have that much power in determining rank.
- An authoritative citation shouldn’t have any more or less power at the search engines whether it’s a featured listing/citation or not.
- As business for Hotbed is mostly local/regional traffic, keyword + location specific searches will dominate both local and organic search traffic.
Delving Deeper
David and I took a close look at my Superpages listing. No matter how we searched for Hotbed, it always came up on page four or five of the results within Superpages. It’s a good possibility that the citation is not being indexed by Google that deep in the Superpages results.
As a featured listing, the citation is guaranteed page one visibility. The default results are generally listed in alphabetical order. So, if you happed to be Abe’s House of Video Production you’d be just fine. Hotbed Media less than fine, and Zeek’s Zany Film Studio would be absolutely screwed.
The Answer
I just checked the results again on Superpages and noticed that default is no longer alphabetical but standard search results. This could explain my recent increase in rank. However, many other factors are now in play that I believe are having a very positive impact on the web site ranking and overall exposure. There were many great take-a-ways from SMX Local that I have since implemented.
- Addition of a citation and video on eLocal Listing. Steve Espinosa from eLocalListing had a great presentation and I really wanted to try their services.
- Addition of BOTW local listing per David Mihm’s suggestion.
- Addition of MetaCafe citation and video as another authoritative citation/video source
- Created an account on Universal Business Listing to ease submission process.
Conclusion
I was relying too heavily on a single featured listing for local authority. Per Mike Blumenthal and others at the conference, addition of many authoritative citations is very important in local search. A featured listing in the IYP’s is probably a good way to kick-start your local listing. However, the same effect can be accomplished for less money with a little bit of effort. I have still not re-activated my Superpages featured listing and have seen great gains in the past several weeks.
