Music Magpie and others: Spammy links lose sites' brand ranks
Welcome to Greenlight's weekly dose of Blog Watch! It's that time when we share the latest news and insights that have caught our eye. Enjoy
MUSIC MAGPIE AND OTHERS: SPAMMY LINKS LOSE SITES' BRAND RANKS
Continuing a trend spotted in last week's BlogWatch, Music
Magpie (alongside several other sites so far) have suffered an
Interflora-style rank drop. The exchange site no longer ranks for
its brand terms, let alone the keyword phrases targeted as part of
their SEO campaign. This appears to be another round of spammy link
targeting by Google. The article below shows some initial analysis
of the performance of Music Magpie and some other sites which have
experienced the same type of Google 'slap' over the last week or
WHITEBOARD FRIDAY: HOW TO HANDLE DUPLICATE CONTENT
Those of you who have paid attention in SEO 101 will remember
that duplicate content is a no-no for SEO. Google tends to penalise
duplicate content, especially when it's on a large scale. In the
latest Whiteboard Friday, Rand Fishkin takes us through what to do
with things like product descriptions, when the manufacturers
require us to display things in exactly the same way as other
companies? Rand offers three ways for marketers to include that
content while minimizing the risk of a penalty.
SEO 2014: SEOBOOK SHARE THEIR THOUGHTS ON THE COMING YEAR IN SEO
New year, new perspective on where SEO is heading next. Some catchily phrased points here but it boils down to the same themes:
Do it properly and don't cut corners;
Tie in your brand efforts with all your channels for a Halo effect campaign;
Customer engagement is important - think of engagement and conversion optimisation as part of SEO;
Natural links, natural links, natural links.
BRANDED3: AUTHOR RANK IS DEAD (BUT GOOGLE+ IS STILL ESSENTIAL)
A subject of debate at the moment is the importance of Google +
and +1s for SEO performance, and its relative importance to other
forms of social media. I this article, Branded3 dissects Author
Rank and analyses the importance of Google + going forward.
HIGH RANKINGS CAN BRING YOU DOWN
Position 1/2/3 are the Holy Grail of SEO, and we all want our clients to get there. Sure, but is their business Google-dependant? Are they solely relying on rankings? If so, an algorithm update could literally make them go bankrupt.
How to break a Google-dependency:
1. Focus on micro-conversions, such as email subscriptions.
2. Keep your communication multichannel.
3. Stop thinking rankings; start thinking referrals. This means that link building should also be approached with a PR and networking perspective in mind.
4. Build an audience and keep them engaged. What does all of this mean? Don't put all your eggs in one basket - an integrated approach and collaboration with in-house teams and other agencies used by the client are key. Let's never forget SEO cannot stand by itself.
WHY ARTICLE DIRECTORIES SHOULDN'T BE USED AS A LINK BUILDING TACTIC
Google's Matt Cutts reminds us why building inbound links using article directories is a no-no. Article directories are typically full of spammy and low quality content. For this reason, Google's algorithm has recently been changed to make this tactic much less effective.
You can watch the full video from Google Webmaster Help
EMERGING DIGITAL MARKETING STATS
EMERGING DIGITAL MARKETING STATS Econsultancy reports on 10 interesting statistics in digital marketing.
1. 45% of companies say content marketing is 'highly integrated' with their SEO strategy;
2. 89% of British internet users are worried about online privacy;
3. Pinterest overtakes Facebook for UK referral revenue;
4. Tablet users expects desktop content and an optimized browsing experience;
5. Facebook top for global social referral traffic, Pinterest comes second;
6. Facebook ain't dead yet;
7. Online retailers offer more delivery options;
8. Only 24% of UK consumers believe that companies take notice of customer feedback;
9. M&S and Tesco have the best mobile websites among the UK's top 10 retailers;
10. Email, social and SEO are the most common
channels for APAC and European marketers.
Google is going to start collecting information on why users are
muting GDN ads. This could in turn help us to better tailor our ads
to the audience, improving GDN engagement and conversion.
SEARCH ENGINE LAND
Could Yahoo beat Google in the mobile space? This is where
they're looking next for both paid and organic owing to losing out
in the Aliance. It looks like a lot of this will come from location
searches and the partner pages, but something to keep an eye
Improvements to the Bing Editor are coming. This gives us a
better change history and the ability to share changes before
upload (think .aes).
Things we should all be looking at for our integrated clients!
This talks through the basics of comparing basic KPIs across all
channels, using top performing ad text to improve metadata and vice
versa, comparing keyword sets and measuring where we should be
getting top positions across both and where PPC should drop down
when SEO is ranking.
SEARCH ENGINE LAND
Updates & summary of Twitters advertising options. Also
touches on the new conversion tracking released in Twitter -
advertiser just needs to put the code on their thank you page and
we can track conversions in Twitter - great for optimising promoted
tweets and campaigns.
Free auditing tool to assess how best practise accounts are, could be worth testing as an indicator of how we're doing. Gives insight into the following:
• Wasted ad spend through negative keyword management.
• The quality score of your AdWords campaigns.
• The impression share your ads garner.
• The click-through rate, and if they are above or below average.
• Account activity, specifically how much effort is put into optimizing and managing it.
• Long-tail keyword opportunities.
• Ad messaging optimization.
• Identifying landing page opportunities.
• Mobile advertising, with a focus on best practices.
MORE LINKS WORTH A LOOK...