On Site Moves and Search

Even the smallest site move can have big ramifications for search referral traffic. The greatest challenge to producing a successful site move is to create a holistic game plan. Information technology, marketing, Web development, corporate communications, paid and natural search players are all specialists on the roster of an average digital team.

While organic search expertise will have a key role in developing the playbook, ultimately it is the execution of the game plan by technology players that determines the outcome of any type of site move. By complementing noteworthy content upgrades with public relations or social outreach, and inflating paid performance plans for the duration of the site move, we arrive at an optimal outcome for everyone on the digital team.

Read the entire article at Search Engine Watch:
On Site Moves and Search

Comments off

Disruptive Search Forces in 2015 and Beyond

Right now digital marketers are concerning themselves with ways to move away from success metrics rooted in keyword rankings of search results. We seek to build and implement systems that support content agnostic and adaptive engagement metrics that help predict future consumer behaviors. When we consider the disruptive force that search is playing in the health care and education systems, it’s not such a gigantic step for us to leverage it to disrupt how we measure search campaign successes 2015.

Read the entire article at Search Engine Watch:
How to Work When Nothing Seems to Work

Comments off

Gone to the Dark Side of SEO?

Content creation budget got you down? Build in new economic efficiencies by using the exact same content across as many domains as your budget can spawn. Invest in machine-generated content instead of having to listen to those troublesome user reviews. Make “Spamglish” the official language of your website. Since you don’t have to worry about looking at what keywords Google allows to send traffic to your Frankensite, feel free to target irrelevant keywords on as many pages as possible.

Read the entire article at Search Engine Watch:
Halloween Inspired SEO Tricks to Keep Spiders at Bay

Comments off

Enterprise SEO in 2013 … And Beyond

It’s time to adjust our concept of search engine success and realign our online marketing strategies and priorities by engaging searchers with content created around client needs that are also beholden to greater business goals.

These are the primary challenges for enterprise search in 2013:

  • Can your organization realign its search engine marketing goals to focus on resolving real business issues this year and beyond?
  • Will your organization transcend conventional departmental barriers to produce tangible business results?
  • How can you get your SEO team to stop tormenting themselves about perceived ranking shifts when more than 40 percent of search engines referrals can’t be attributed to a keyword or phrase?

These are types of questions the enterprise needs to ponder if search is to be successful in 2013. Read the rest of my recommendations for Enterprise SEO in 2013 over at Search Engine Watch.

Comments off

Overreaching Over Optimization Penalties?

It is true that when I first read about Google’s warnings for its forthcoming over-optimization penalty I checked the calendar to make certain it wasn’t April 1. Reassured that the idea of an over-optimization penalty was not some sort of bad April Fool’s gag, it became obvious that at least to Google “over optimization” is indeed the new search engine spam.

What can you do to avoid triggering one of Google’s algorithmic penalties or results-dampening filters? Act smarter than a fifth grader, and create great content that your visitors will randomly comment upon and share with various friends. And read Your Website Might Be Over Optimized If … over at Search Engine Watch.

Comments off