Tuesday, April 1, 2014

Google’s Matt Cutts On How They Evaluate New Search Algorithms

Google Head of Search Spam Matt Cutts posted a videotoday answering how Google goes about evaluating which new search algorithms they use and which they throw away or adapt.
The question was posed by James Foster of Sydney, Australia who asked:
What are some of the metrics that Google uses to evaluate whether one iteration of the ranking algorithm is delivering better quality results to users than another?
Matt Cutts breaks it down to about three steps of the evaluation process:
(1) They test the algorithm offline, benchmarking how the results rank with the new algorithms and if the URLs are higher quality than the previous algorithms in place. The quality is based on how the search quality raters rate the URLs in previous cases. If the URLs were unrated, Google can request these raters to rate the new URLs or compare the old search results to this new test set. Then based on those metrics, Google may decide to move the test to the next phase.
(2) Live tests, where Google will sample a subset of real live searchers and give them the new results with the new set of test algorithms. If Google sees a higher click rate on the new search results, it may imply that the new results are better than the older ones. This is not always the case, specifically with webspam, Cutts said. But in general, the more clicks on a specific search result page, the better quality the results.
(3) Then the Google Search Quality Launch Committee has the ultimate say on if the algorithm goes live to the public or not.
Matt said Google has this down to a “pretty good system” but every now and then they need to refine some of the processes within this workflow.


Wednesday, March 26, 2014

4 Digital Marketing Strategies: An Airbnb Case Study

 If you are searching for a place to stay in Google, you will likely come across Airbnb. This is the story of a fresh, new peer-to-peer vacation rental website that spread their marketplace service throughout the world via creativity. They had a digital marketing strategy to match their mission leading to international waters and, with a little struggle, came out on top. 

Visibility Drivers of Vacation Rentals in Germany:

Airbnb.de’s visibility when it comes to generic keywords in Germany is the result of AdWords. They show the most paid visibility in the German Vacation Rentals category, but very little organic visibility at the moment. If you take a look at the graphs below, you can see what drives the visibility of the domains in Germany and what content type provides the most visibility in the category.

               InsideIndustry DE Vacation Rentals Visibility Drivers 4 Digital Marketing Strategies: An Airbnb Case Study

Creative Digital Marketing Strategies

1.     Digital Marketing via Google Ratings

I did a little digging and found that this “Other” visibility for Vacation Rentals in Germany is mostly due to ratings, which makes sense, since ratings are a big part of the online vacation rentals business plan, especially in a peer-to-peer marketplace. Of course Airbnb uses the ratings system for their rental listings just like the others, but they also make sure that the ratings from Trustpilot.com show up in their AdWords listings. When I looked at the other top 5 domains in the category, this did not seem to be a part of their digital marketing strategy.

                    Trustpilot Airbnb Review 4 Digital Marketing Strategies: An Airbnb Case Study

2.     Content Strategy Matters :

In an article published by TechCrunch, Anand Iyer talks about Airbnb’s management of listings as a form of carefully curated content. The most appealing spaces on Airbnb’s website are ranked higher in the website’s search results, while listings with lower ratings or  lower quality content, in general, are harder to find due to a good algorithm and employees who curate and feature the best content.
In addition, returning to the idea of visual stimulation, Iyer mentions how Airbnb offered the mutually beneficial service of professional photos of the spaces listed on the site and guidelines for user-generated images. This way, the visuals provide better content and the spaces become more attractive to users searching for a place to stay.

3. Google Display Advertising for Expansion :

Sometimes we forget that aside from high positioning in Google SERPs, people also need to be visually stimulated for a good click-through rate. Airbnb chose to invest in Google display advertising with banner ad campaigns including images from actual housing being offered on their site. This allowed Airbnb to attract international traffic and increase their listings dramatically.

                         Airbnb Google Display Ad by PoweredBySearch 4 Digital Marketing Strategies: An Airbnb Case Study

4.     Google and CraigsList for Digital Marketing :

I left my favorite digital marketing strategy that Airbnb used for last. When they started out, Airbnb was quite resourceful. In the beginning, Airbnb realized they needed to integrate with two digital marketing giants to get enough customers. Obviously Google is the place to be for any e-commerce website, but Craig’s List can be useful for vacation rentals, especially for a peer-to-peer business. This noteworthy move allowed Airbnb to get the hosts and clients necessary to give them a good head start in their market. How did they integrated with these giants?
Since people were already using Craig’s List to post ads for short-term housing, Airbnb decided to let people have the opportunity to share their Airbnb posts on Craig’s List as well, driving more traffic to both the user’s listing and the Airbnb website. Clever!


Sunday, March 23, 2014

How to Get More Twitter Followers for Your Brand with Content Marketing

Content marketing and social media are integral to any successful blogger or publisher’s revenue-generating strategies. But how can you be sure that you are taking the right steps to build your fan base while also trying to monetize? This is a task that many online publishers struggle with. However, Mayhem Studios’ Calvin Lee pointed out that building your following is as simple as creating valuable content and positively interacting with your social media followers.

                    Calvin Lee How to Get More Twitter Followers for Your Brand with Content Marketing

In a recent interview from South by Southwest in Austin, Texas, Calvin chats with Murray Newlands about how to generate more Twitter followers for your brand via content marketing and offers up his own personal tips for growing your Twitter following with great content.


Friday, March 21, 2014

How Can Mobile SEO Help my Non-Mobile or Local Business?

Google recently said that mobile search volume could exceed desktop search volume by the end of 2014. Don't panic, though; there's quite a bit more nuance to the trend than most people realize.

        In today's Whiteboard Friday, Rand helps us understand that nuance, and talks about how we can level-up our mobile game in ways that will benefit our businesses regardless of whether and when Google's forecast comes true.



Wednesday, March 19, 2014

When Building Communities Isn't the Best Way to Build Links

I entered SEO as a link builder. In 2010, my job was easy and my toolset mainly consisted of article marketing software, directory submissions, comment posting and link networks. Fast forward four years >> I now solely create visually engaging content in an effort to scale link building. I didn't make this career shift because "link building is no longer effective;" quite the opposite: I changed focus from manual to scalable link building because I now work in more competitive industries and my clients generally need 100+ links per asset to move the needle—content helps me meet that demand to acquire large amounts of new linking root domains at once.

Over the past two years I've become obsessed with content (and Reddit, unfortunately). I've started to keep the companies that are producing the best and most successful digital content on my radar. Two companies that have recently started to stick out are Movoto and Airbnb. Both are scaling link acquisition via content, but they are going about it in entirely different ways. Airbnb is growing its own grassroots community, while Movoto is actively targeting existing and passionate online communities with its content marketing.


Monday, March 17, 2014

4 SEO Benefits of Responsive Web Design

In simple terms, responsive design means a website’s pages reformat themselves depending on which device they are being displayed on, ensuring that whether the content is viewed on a phone, tablet, or desktop computer, the website will remain user-friendly. Why has this made such waves in the web industry? This is remarkably different from previous mobile solutions of creating a separate mobile site or a dynamically served mobile site.
But when it comes to SEO, can a responsive layout increase the chances of a website succeeding in the SERPs? (SPOILER ALERT!) The answer is a resounding yes, and here’s why.

Google Loves Responsive

And since Google is the divine being you’re trying to impress with your website, it is wise to pay attention to what Google loves. Google not only recommends RWD as the best way to target mobile users , but also favors mobile-optimized sites when presenting results for searches made on a mobile device. This is especially true when mobile users search for local services.
There is still some debate surrounding the issue of whether a separate mobile website or a single, responsive site is the best route to take, but from an SEO perspective, the latter is generally the better option. Separate mobile websites have their own URL and different HTML to their desktop counterparts, whereas responsive sites use one URL and one set of pages and files, making it simpler for Google to crawl and index content.

One Website, One URL

Building a separate mobile website does have a few benefits of its own, and in some cases creating a standalone mobile version works well. If a website features a lot of content (a news site, for example), a responsive version of the website could soon become the “scrolling version”, with users having to give their index fingers a serious work out just to navigate through the content. This is where a mobile site, with content which has been carefully refined for mobile browsing, can come in handy.
From an SEO perspective, one of the main challenges posed by having a separate mobile site is that you will need to build the authority of this site from scratch, and most separate mobile sites do not rank well in search engines, as they are canonicalized to their desktop counterparts. On the other hand, redesigning your website as responsive will enable you to maintain your backlinks, and will mean that you can focus your SEO on one single site. This means all of your links will be directed to one domain (as opposed to one mobile website and one desktop site), giving your responsive website a boost in the SERPs.
Furthermore, if you have a responsive website, you can build social shares for just one URL, and when the site does get shared, wherever the link is viewed – whether on a mobile, tablet, or on desktop – all of the content will be clear and easy to navigate.
                        Content is like water 637x477 4 SEO Benefits of Responsive Web Design


Saturday, March 15, 2014

Best SEO Company in Bangalore

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Your SEO Services has been successfully servicing the SEO needs of many different companies, both large and small. Every website is a different entity and Your SEO Services has been able to provide tailor made SEO solutions particular to every one of these websites thus catapulting them into profitability via high rankings with the various search engines.

 Every SEO company has its own SEO strategies and though some may be similar to other SEOs, it is when and how they are applied that makes the difference. Your SEO Services is confident in its techniques if its record of satisfied clientele is anything to go by. Your SEO services offered by us not just makes your website rank on the top but also help in attracting more customers and generating better revenue from website. 


At Your SEO Services, we always value our clients. When our clients approach us they get the surety of instant access to creative and workable ideas, best and in budget solutions and top notch designs. We understand our client's needs completely which helps us in doing our work effectively and efficiently. We always aim to maintain long term business relationships with our clients. The customer is always welcome to inquire on any topic and this consultation is offered free of charge. 

Professional SEO firms are known by the quality of their work and their resolve to abide by the guidelines charted by the search engines. At Your SEO Services SEO Company in Bangalore we take all the steps necessary to constantly update our white hat SEO strategies so as to continuously improve our well reputed SEO services. Our goal remains the same and that is to give our clients value added SEO services. Our services are not only cost-effective but also targeted to fit.


There is also link building whereby in bound links are used to bring traffic to your website. This is done by generating keyword rich links in promotional materials such as press releases, blogs and articles. As potential clients read through any of the promotional materials they are likely to follow the links into your site. The promotional materials need to be distributed to reach the masses. Your SEO Services SEO Company in Bangalore has achieved this by associating with numerous article submission sites. You can thus be sure that your information will reach millions. As an SEO company that is customer satisfaction driven, Your SEO Services always stays in touch with its clients by deliberating on progress and achievements made. 

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