Summary: A usable website FAQ can improve products, services, information, and user experience as part of your knowledge management process.
It’s nice to get rewarded for doing the right thing. If you’ve been following the best practices for content marketing, you’ve likely just had a big confirmation of your work. And it was the mighty Google that gave it you.
Panda 4.1 started rolling out on September 25th, and continued to roll out for ten days after, affecting 3-to-5 percent of search results. Now that most of the dust has settled, it’s cut some sites organic traffic by an astounding 90 percent, but has also rewarded other sites with a flood of visitors. It’s done all this according to Google’s definition of good and bad content.
Panda, as you may remember, is mostly targeted toward “thin content” sites — sites that don’t have much content, or have content that is not engaging their visitors.
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When someone asks me about focusing on search engine optimization, the first thing I think of is that the individual is not familiar with today’s realities, in 2014, of web marketing.
The search results on any search engine are dependent upon many factors. If you take four computers, connected to the same Internet connection, performing the exact same search simultaneously, they will all likely have different results. Factors that influence these results are:
- If you are logged in to a search engine account;
- Your search history;
- The location of your Internet connection.
These factors affect the search results whether you are in New York City or Los Angeles. The results are different and this is where personalized search comes into consideration.
The Web Marketing Process
- Content marketing. For some reason this terminology is often confusing. I explained this was about writing editorials, news releases, PowerPoint documents, infographics, and even videos — all about his business. These types of marketing materials are “content” and necessary to get the word out about your business. Once you have created the content you can distribute them through social communities, industry websites, and content sites such as YouTube and SlideShare.
- Social media marketing. I discussed with the business owner the difference between passive and active social media marketing. Sharing blog posts is an example of passive social media marketing. The next step, however, would be active social media marketing by engaging in social communities by increasing connections, commenting on what others are saying, and (depending upon the community) digging deeper into subgroups.
- Local business listings. For a business dependent upon the local economy, use local business listings that are pin-code verified, followed by updating these listings with business marketing information, and finally using a syndication services to help spread the word out to more business directories.
Web marketing is not a technology task. It’s a marketing process. For this reason it was not a technology firm providing an SEO task that he needed. He needed a marketing company that understood how to execute the various processes, including measuring and interpreting the results. It is a process that has no end.
You may have noticed that when you carry out a search on Google, some results tend to show only the page title, the page URL, and a short snippet — usually the meta description — from the page. Others, however, have something extra: rich snippets.
All results from the examples above have had specific bits of their content marked-up by “micro-data” for search engines to display them on their results as “rich snippets” as well as the names of the authors from Google+.
Google offers extensive support and documentation for rich snippets and strongly advises the adoption of schema.org — a mark-up vocabulary that Google, Bing, and Yahoo search understand. Google displays rich snippets in its results for varied content types: reviews, video content, recipes, events, music, ecommerce products, companies and people.
This article focuses on rich Snippets mark-up for “people” using Google+ Authorship that works alongside articles and blog posts.
by Andy Curry
Far too many businesses put up a website thinking it will automatically generate customers. It is a “build it and they will come” mentality. But there are many factors that make a website profitable or not.
Search Engine Optimization
First, if nobody sees your website, then you won’t generate any income from it — period. It won’t matter how pretty it is, how low the prices are, or how unique the merchandise is. It will fail.
So before you build a website, it’s imperative you understand what it takes to get it seen by actual people who are looking for what you offer. Getting your site findable is done with a process called search engine optimization.
You should review your competitors’ websites, for ideas. See what you’re up against and how you can beat them. The best way to do that is to search on Google for the best keyword search term you’re considering and look at the top 3 to 5 websites. Study them. See what they’re saying. Look for things you can do to emulate their success. Look for where they’re hurting themselves so you can avoid it.