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SEO for Google: 9 Things You Should Expect This Summer

SEO for Google: Things You Should Expect This SummerHere are nine search and SEO changes webmasters will likely see – although, as always, Cutts warns nothing is set in stone and it should be taken with a grain of salt.

1. Next Generation of Penguin – Penguin 2.0

This update is to try and target more black hat web spam. The new Penguin 2.0, which is the name Google uses internally for the next gen Penguin, will be much more comprehensive than Penguin 1.0 and it will go deeper and have a larger impact than the original.

2. Advertorials

Many advertorials (a.k.a., native advertising) violate Google’s quality guidelines. More importantly, they should not flow PageRank.

Google is planning to be a lot stronger on their enforcement of these types of paid links and advertising, disguised as “advertorials”. Cutts did clarify there is nothing wrong with advertorials, simply that they don’t want them to be abused for PageRank and linking reasons. If you use advertorials, Cutts suggested that they should be clearly marked and obvious that it is paid advertising.

3. “Payday Loans” in .co.uk

Cutts mentioned that this is a problematic search, and there are others like it, so they are tackling it a couple of different ways. For those that play in that space, however, you’re out of luck since Cutts isn’t revealing exactly how they are dealing with it, just that it will be happening.

He said that they are targeting specific areas (another example he included was porn queries) that have traditionally been more spammy.

4. Devaluing Upstream Linking

Again, Cutts isn’t going into details about this, but they are working on making link buying less effective and have a couple ideas for detailed link analysis to tackle this issue.

5. Hacked Sites

They want to roll out a next generation of hacked detection, as well as being able to notify webmasters better. They would like to be able to point webmasters to more specific information, such as whether they are dealing with malware or a hacked site, and to hopefully clean it up.

6. Authority

If Google’s algorithms believe you or your site is an authority in a particular area, they want to make sure those sites rank a little bit higher than other sites.

7. Panda

They are looking for some additional signals for sites that are in the “gray area” or “border zone”, and looking for other signals that suggest the site truly is high quality, so it will help those sites who have been previously impacted by Panda.

8. Changes to Cluster of Results From the Same Site

If you’re doing deep searches in Google, and going back 5, 6 or more results pages deep, you can see the same site popping up with a cluster of results on those deep pages.

Google is looking into a change where once you have seen a cluster of results from the same site, you will be less likely to see more and more from that same site as you go deeper. Cutts mentioned this as being something that came specifically from user feedback.

Content Marketing:Its all about targeting

Content Marketing:Its all about targetingContent Marketing:Its all about targeting

when it comes to search volume. It’s definitely not something new, but apparently the term is sufficiently self-explanatory at CEO- and manager level to have earned content marketing a place on the product menus of sales-driven SEO and online marketing agencies.there are two types of content marketing. The traditional, century-old form is to publish content in order to acquire customers. More recently, publishing content in order to acquire links has also been labeled as content marketing, but that this is fundamentally different from the original. Sure, it can eventually lead to the same results (more sales), but the initial goals are different. You’re either marketing your product through content, or you’re marketing your content.

Well, everyone can use content to effectively build links in a profitable way, but only with the right strategy. When defining the most suitable approach.

Different situations require different approaches. Try to find out what you need most in your situation, by taking a close look at your competition with tools like CognitiveSEO or MajesticSEO. Not to see what you can copy, but for a SWOT analysis. You know, just like in old school marketing. To identify weaknesses in your link profile that need to be addressed, but also to spot opportunities or threats.

If it turns out that your link profile lacks relevance (you’ve got lots of links, but almost zero from your own industry), you’ll need a different approach than when you simply need volume. And the needs of an established, authoritative website are different from a relatively new site.

Target Emotions:

Our normal behaviour is to digest content. Read, see, view, move on. But strong emotions can make people act different from their normal behaviour. It can make people take action, in stead of proceeding with their passive, digestive behavior. The stronger the emotion, the more effort someone will take to get the word out (Like vs. Link).

If you target the right emotions, you might be able to (subtly) persuade them to take action, by sharing your content. This might sound manipulative, but this is all what marketing is about: persuading people into taking specific actions.

Social Media Marketing works

Social Media Marketing worksSocial Media Marketing: Studies have shown that an overwhelming majority of consumers visit blogs, forums, video search engines, and other social media sites to obtain information about an online retailer before they purchase its goods or services. In other words, without active social media management of your brand and reputation, traditional marketing strategies will have little impact on your online audience.

Social media has become a part of daily life for many Internet users. Social media is primarily a venue for personal communication between individuals.

However, many social media sites have evolved and people have found ways to use them for business purposes as well. Sites such as Facebook, LinkedIn, and Twitter can be a great way to generate new business by using your existing network of friends. Other sites such as social bookmarking sites (Digg, Delicious, etc.) can generate traffic to your website from articles that you post.

If an article posted on a major social bookmarking site receives enough bookmarks to be listed on the front page, it could generate thousands of visitors to your website.

Blogs and forums are other types of social media. These types of social media provide you with additional content posted by yourself and by your users, which will result in more traffic to your website as well as more brand coverage.

How does a search engine work?

A search engine copies webpages, stores information about the content on those webpages, and uses that information to respond to a search. When a person enters topical words into an engine, the search engine presents a list of pages with sites ranked according to relevance.

What are the long term benefits of Social Media Marketing?

  • Networking
  • Buzz
  • Brand equity
  • Creating trust in a brand
  • Reputation Management
  • Traffic
  • Links for SEO

How do I know if social media marketing is working?
While it is hard to track the results of social media marketing, there are usually ways to tell if your campaign is working. There are several things you can do:

  •  Check your website stats and look at your referring logs to see if you are getting  any referrals from social media sites.
  •  Ask your site visitors and callers how they found you.
  •  Keep track of your referrals and see if you are being referred business as a result of your involvement in social media.

The SEM Specialist
The SEM specialist’s primary job is to help you develop a website that wins high rankings, while simultaneously offering an innovative Internet experience that is irresistible to potential customers. Running paid search and link popularity campaigns are two other areas of the SEM specialist’s responsibility; we’ll get to those in a moment.

Four old-school SEO methods that still work if you do it right

Google’s recent updates have spread fear, uncertainty and doubt among webmasters. Which tactics can you still use to build backlinks to your website and which tactics should you avoid? There are some old-school tactics that still work if you do it right:

Four old-school SEO methods that still work if you do it right

1. Forum backlinks
How not to do it: Automatically created forum backlinks are a sure way to get a Google penalty. There have been many tools and services that automatically created forum accounts with keyword rich links that pointed to the websites of the user. These links do not work anymore.

How to do it right: If a high quality forum is closely related to the topic of your website, a link from that forum can still have a positive influence on the search engine positions of your web pages.

2. Directories
How not to do it: Bulk submitting your website to directories that will accept any kind of website won’t do your rankings any good.

How to do it right: If your website is listed in a high quality directory that delivers targeted visitors to your website, you should submit your site to that directory. Links from authorative directories (including niche directories) with strict submission guidelines are good for your website.

3. Guest blogging
How not do to it: Using the same article on several blogs doesn’t work. Using keyword rich links in that article might even trigger a Google penalty. If the main purpose of guest blogging is getting links, don’t do it.

How to do it right: Guest blogging can drive targeted visitors to your website if you write for blogs that are related to your business. Your guest blog article should offer the readers of the blog insights or other valuable information. Individual articles on related blogs can have a positive influence on your website’s performance.

4. Link pages
How not to do it: If your link pages contain links to every Tom, Dick and Harry, chances are that these link pages won’t be good for your site.

How to do it right: highly themed link pages that contain links to closely related high quality websites are good for website visitors and search engines.

How To Analyze A Link: Link Building Basics

The importance of link quality in SEO cannot be overstated. Before you begin any link building project within SEO, you must be sure you’re pursuing links that will not only have an impact today, but will continue to have a positive impact in the future.

That means understanding what makes a quality link, and why. Let’s take a look at the elements of link analysis, which are:

  1. Relevance
  2. Link Type
  3. Authority
  4. Location
  5. Smell Test

Relevance:Relevance should always be the north star of your link building compass. Without relevance, a link will, at best, be sub-par quality and, at worst, negatively impact your SEO efforts, potentially resulting in a manual penalty from Google, or the algorithmic penalty (filter) Penguin.

Of course, relevance isn’t the only factor worth considering, but it’s certainly the first you should examine. And, as with all elements of a link, relevance needs to be analyzed at both the page and domain level.

Link type is the second consideration when analyzing a link. This means both the way the link is formed and the manner in which it’s linking, both of which make a difference in link quality.

First, let’s examine the different ways a link can be formed:

Anchor Text Link: Anchor text is the visible, clickable text of the link. Anchor text links are the most common and best way to increase search ranking for a targeted keyword; although, Penguin will punish over-optimization. The words used as anchor text can include branded, keyword-rich, partial branded, long tail, etc. Variety is extremely important in organic link building.

Authority:Authority is the next metric you’ll need to measure in order to determine link quality. This was overvalued in the past, often being placed above relevance.

In today’s link building world, authority is still an important link metric. However, if the link isn’t relevant, or the link is created in an artificial/poor manner, then authority won’t be enough to move the needle.

Location:The location of the link on the page is the next factor in link analysis. Where the link is located plays a role in how much link equity is passed. Here’s a sliding scale of link placement, from best to worst:

  1. In content
  2. Boxed out of content (e.g. author bio box)
  3. Sidebar
  4. Footer

Smell Test:SEO is in some ways an art as much as it is a science. When analyzing a link, it’s important to look beyond link metrics. The site as a whole needs at least a quick quality analysis.

One thing I’ve learned from doing thousands of quick site analyses is this: don’t be afraid to listen to your instincts.

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