SEO - 2/12 - Digital Marketing Agency

Paid & Organic Search Report – Google Adwords

By | Analytics, PPC, SEO | No Comments

Last week Google rolled out a brand new report to give users insights into how their paid and natural campaigns impact each other. The report combines information already available in Adwords with information from your Webmaster tools, to give you a holistic view of your performance on the search engine in one place.

Now you will be able to see performance divided into:

  1. when your paid ad was shown,
  2. when an organic listing displayed,
  3. and most interestingly, when organic and paid listings were shown at the same time.

To view this report, in your campaigns area go to

Dimensions >> View: Paid & Organic

Since this report is using WMT information, you need to link your webmaster tools account with your Adwords, to enable this functionality.

To do that, simply go to

My Account >> LinkedAccount >>Webmaster Tools

  • Note that the report will only show data from the point it was linked onwards, it will not show historical data.

  • Note also that if you link more than one domain, you will not be able to distinguish that traffic by domain in this report.

po_finalan example report

Increasing Volume

On the release of this report, Google heavily suggested that you use the information from your organic listings to add new keywords to your Adwords account. For example, you might see which organic keywords aren’t being shown with ads, and maybe add those to your Adwords campaigns to get even more volume. Certainly, if you are trying to improve reach and volume, this is something you could consider (as long as those terms are bringing valuable traffic in organic).

Controlling Cost

Having said that, not everyone wants to just keep increasing volumes. Many businesses have limited budgets, and when those budgets are exhausted, they might want to know where they can economise. They can use this report to see where their campaigns are overlapping, and consider removing ads where their organic listings are very strong.

Whether you use this report to add more volume, or reign in the costs, whenever you make changes you should monitor this report to check the impact of your paid ads on your organic listings.

Penguin 2.0 – What Was Penguin 1.0 Again?

By | Google News, SEO | One Comment

Penguin 2.0Today Google launched Penguin 2.0 – not just an update of Penguin but a whole new version. Matt Cutts says it goes deeper than Penguin 1.0 and will impact more webmasters. Rand Fishkin (on very early thoughts) says he thinks it is a lighter impact than Penguin 1.0.

 

Since the update is less than 24 hours old, it is kind of hard to tell what the impact has been over a broad number of sites, but site owners will definitely be able to see if it has impacted their own site or not.

 

What we know for certain is that it aims, like Penguin 1.0, to fight web spam, with a focus on websites with dodgy backlink profiles. (Whereas Panda was about fighting crappy content).

 

If it was like Penguin 1.0, then there will probably be two main prongs of attack (of which the outcomes look very similar):

1. A Devaluation of crappy links which will result in a drop in your rankings

2. A penalisation from crappy links which will result in a drop in your rankings.

 

The other way that Penguin 1.0 and 2.0 might be related is that perhaps the dodgy links that SEOs fed to Google after Penguin 1.0, through the Disavow Tool, might now be the fuel for Penguin 2.0.

 

Without seeing the impacts of 2.0 yet, you can guess what the Penguin 2.0 advice is going to look like:

  • Link diversification – diversified in relation to linking domains, link types and link anchor text.
  • Avoiding anything promising VOLUMES of links, like link networks, blog comment spam, or article spinning .  This kind of volume would be easily detected by Penguin Robot – I mean look at him, he will hunt those things down like a sea lion on his non-robot brother!
  • Speed of links – Google have likely become expert at spotting spikes in linking efforts, which look unnatural, and may indicate spam.
  • Authority – there has been a bit of talk about promoting authority sites, which is kind of related to Panda, and that old cliche “Content is King”. Authority is about quality, but it could also be about…
  • …Social. There’s not a lot of evidence here, but social signals are another good way of indicating authority, and that’s why more and more SEO’s are getting involved on the social side of things.

Of course, there is no hard out evidence for a lot of this, but we’re pretty sure that these tips will “First do no harm”,…and then help keep you out of the way of that crazed Robot Penguin.

 

Lessons From Google Panda – Don’t Forget

By | SEO | One Comment

It’s no secret that in 2013 Google is going to continue making both Panda and Penguin updates to further clean up search results and reduce spam. Google has already made 24 Panda updates altogether, and at SMX, Matt Cutts admitted that there were more to come (with one update very ‘soon’).

Google Panda Update No End in Site

Google Panda Update – No End In Sight

If you thought you got away scot free from the first (and subsequent) Panda updates, it doesn’t necessarily mean you will continue your good luck. Google’s aim is to continuously improve search results, so you won’t be able to hide your site forever. Remember, the Panda updates all began with human users, so the best way forward with SEO, the most sustainable strategy, is still to have a high quality site that appeals to human users. If you want to make double, or even triple, sure that you won’t be negatively affected by future Panda updates, we have put together a reminder list of everything we learnt from Panda, and what you need to do to keep your site safe. (We will be doing a Penguin version of this post very soon).

 

Panda updates focus on the quality of the content on your site. In particular, it is thought to penalise ‘thin’ content. What is thin content, and does your website have it? Let’s see:

  • Do you have pages where advertisements outweigh normal content?
  • Do you have a heavy template, with only a small ‘unique’ content area on each page?
  • Is your content riddled with links?
  • If you cut and paste your content into a Word Document, do you get multiple grammar or spelling problems?
  • Did you pay a pittance for outsourced content writing?

If you answered yes to any of these questions, there’s a chance you have thin content on your site, and you really should fix it. Unfortunately there are no cheap/quick solutions and if you are serious about improving your site you probably know, deep down in your gut, what you need to do. We’ll spell it out, just in case you need a Panda refresh:
 

Be Panda Ready!

  • Reduce the density of advertising and ‘SEO’ links on your pages.
  • Take the time, or spend the money, to edit your existing content.
  • Fatten up your thin pages by adding relevant content – be it text, image or video
  • Look into your analytics and find pages with a high bounce rate and/or low time-on-page. Is that content thin? Better give it a refresh.
  • Look for duplicate content across your site, remove it (you might even want to redirect pages)
  • Undertake regular SEO audits to ensure you don’t have broken sections, broken links or ‘empty’ pages (This can happen in big, complicated CMS’s, like those used in online retail).
Let us know if you learnt anything else from the previous Panda updates which should be kept in mind in 2013.

Measuring Traffic from Google Images

By | Analytics, SEO | No Comments

Written by Tracy Mu Sung
 

No matter what industry your client is in, you might be surprised by the traffic coming to your site through Google images. We got a huge spike in Google images traffic for our blog post on the Google Penguin update last year – many people in online marketing at the time were looking for images of penguins, we had a cute one on our post – so lots of industry people ended up on our site
(even if only to use the same picture as us).

 

Some of our clients even show online revenue coming from Google images – although so far, we have only seen significant amounts for client sites based in the US.
 
The following is one of the reports we use to measure traffic from Google images. This shows the landing page the traffic has gone through to (although this won’t be completely helpful if you have many images on the one page, as well as metrics which are important to the particular client (visits, conversions, whatever).
 
Measuring Traffic from Google Images
 
This report was created as a customised report as shown below, but you can also find this traffic by filtering your “referral traffic” for “/imgres”.
 
how to see Google Images Traffic in Google Analytics
 
We have found that for some clients this traffic is highly converting, but for others not so much. What it really depends on is how valuable you make these images for potential customers. For example – if you run a hairdressing salon and you have a gallery of ‘wedding hair’ pictures – you can help potential searchers turn into customers if on your image landing page you highlight other useful information available on your site – for example – Do’s and don’ts for wedding hair, examples of your work, prices or reviews.
 

Optimising Your Images

 

To optimise your image, and help it be found by Google – don’t forget to add the alt attribute with a helpful name for your image. It also helps if you have a keyword rich file name (though not ridiculous). Specifying a width and height for your image can also make the page load faster, which is better for SEO.
 
It’s useful for both human readers and search engines if you surround your image with relevant text, and finally, for usability and conversion, make the landing page clean and easy to navigate to other relevant information about that topic.
 
So what are you waiting for – aren’t you keen to see what traffic your site is getting from Google Images?

One New Idea To Help Achieve Your Sales Goals REQUEST YOUR FREE SPARK