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Archive for the ‘Search Engine Optimization’ Category

When “Chasing the Tail” Is a Good Thing

May 3rd, 2012 No comments

“Chasing your tail” has long been a euphemism for a circular and unproductive activity. But as cost-per-clicks rise and competition in the search space grows more fierce, more advertisers are finding that chasing the long tail of search terms is increasingly successful. For example, take a look at this recent article in Marketing Sherpa which [...]

Over-Optimized Linking, or Over Reacting…

April 11th, 2012 No comments

…depends on what you’ve been doing. We have seen this play before, many times. Google makes a change and everyone starts to scramble. The thing is, this is not really new. Google has always had some level of penalty for bad linking practices. Now, you are at least warned about it, though you are more [...]

SEO Done Well: The Challenge of Success

March 7th, 2012 No comments

SEO is like being good at a sport, or playing an instrument well. No matter how good you are, you need to keep working at it – practice, continued improvements, seeking new ways to improve performance. Stop practicing your sport, or playing music, and your skills diminish, your performance suffers. SEO is the same way. [...]

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The Self-Fulfilling Prophecy: How Personalized Search Can Be Its Own Undoing

February 21st, 2012 No comments

I have a problem with Personalized Search.  I want it to stop defining me. So, for those of you who don’t know, the approach of personalized search is to take your search patterns, and provide you results, based on those patterns, that are relevant for you.  Specifically you.  Based entirely on how you have searched. [...]

Even the SEO (desperate) experts can get duped

February 1st, 2012 No comments

It is a rare week when we don’t hear the claim “I can guarantee top-of-page-one ranking”, or a client doesn’t  get an email or sales call from an “SEO Expert” telling them they have the secret to the engines rankings. The fact is we all would really like an easy path to good rankings. But, [...]

Designed Experiments – Are You Leading or Following the Herd

January 23rd, 2012 No comments

I am often surprised when I talk to industry practitioners and engage in conversations on optimization schemas and the techniques they use to improve Google local listings and Place Pages, how very basic and similar the responses are. They all pretty much parrot out: Claim listing, Fill in all possible content, Measure improvement, Repeat step [...]

Tomorrow’s Marketing Success Starts with Today’s Content Plan

December 8th, 2011 No comments

As you complete your 2012 marketing plan, you’ve spent hours building a traffic generation plan. You’ve crunched numbers, negotiated rates, and worked to structure a plan that drives tons of traffic to your site. But have you spent a proportional amount of time thinking about what sort of content the user will engage once he [...]

Local Optimization Schema – Apple iPhone 4S

November 21st, 2011 No comments

Recently I penned a column in Clickz about my experiences with the new Apple iPhone 4S; “Will Apple’s Siri Change the Voice of Local Search?”. Now that I have spent some time with the device or should I should say Siri, I offer the following observations to allow for optimization of you local business information: Business Listing inclusion [...]

Fresher is Better, So Says Google

November 17th, 2011 No comments

Over the past two weeks, Google has announced a series of algorithmic changes that cover a variety of its ranking signals. Perhaps the most actionable for you as a marketer is its latest increase in the weighting given to “fresh,” or recent content. As it did not that long ago, Google has tweaked its algo [...]

Ratings & Reviews – Your Key To Search Engine Position

November 14th, 2011 No comments

Ratings & Reviews are the digital equivalent of “word of mouth” referrals.  And probably one of the most important local search citation; controlling the destiny of how often the search engines display your local listing or your brands’ locations.  They are to local search what “backlinks” are to SEO.  Creating credibility and authority for you [...]