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EnglishGoogle Adjusts Search Data in SEO Reports
30
Jan
Jan
Google will modify the way it computes top search queries in the SEO reports of Google Webmaster Tools (now also available in Google Analytics).
Google now shows first positions
The change concerns the feature named “Top Queries” accessible via “Search Queries” in the section “Your site on the Web”.
Users will see rankings in search results data differently.
Previously, Google displayed the average position of all links to your website. Now, you will see the average of all the first positions.
How Google calculate the average position?
Let’s take our website as an example (them.pro). If you search for [seo services beijing] on Google, there are great chances that you see URLS from our site in positions 1 and 2, especially if you’re in China.
Let’s say another user search for [seo services beijing], and our URLs appear in positions 3 and 4.
With the old method of calculation, we would have had an average position of (1+2+3+4)/4=2.5 (let’s round up to 3). Now, with the new report, we average the highest position for each search result and therefore get an average position of (1+3)/2=2.
How will this affect my SEO report?
Well, as you may have guessed, when the new method of calculation is used in your Google Webmaster Tools, you will see lower average positions on your SEO report.
Of course, if you only have one URL return for the query, you shouldn’t see any difference (this may be the case for numerous search queries).
What about my previous data?
This change won’t affect your historical data. The new calculation method will only affect your search queries going forward.
How will this affect my website rankings?
No worries, this new method of calculation won't affect your website rankings. It will only affect the way data is computed in your SEO reports.
Google Quality Score: It’s Also a Lot about Money!
26
Jan
Jan
As you know, we manage a lot of campaigns in many different languages. Therefore, we wanted to conduct a study of quality scores to determine how to decrease the cost of acquisitions for our clients. We already knew that price is part of the adwords algorithm. However, what we didn’t know was that it had such a huge impact on the quality score.
Rlevancy to the users?
What is the relevancy of this to the users? Well, it matters, but not as much as you might think. What matters more is . . . the number of people searching for the keywords. The more the query is searched for, the more chances your quality score will be low!
Why is it that way? Simply put, the lower the quality score, the more you, as advertisers, have to pay to be there.
Example of how it works
Let’s use an example to see how this works. Say you sell a product “productname” that is searched for a lot online. You can clean your landing page and make your product super relevant (you have to do that), but still your quality score will rarely hit 10. Because then you could attract a lot of traffic (remember it’s searched for a lot) for only the minimum amount of money.
Besides, other websites may be willing to pay that price for the same query, which would allow Google to make a lot more money.
Let’s assume that “productname” is searched for 100,000 times a day. If you score a 10, you could pay as little as $0.06 a click. If you have a CTR of 5%, you would pay Google 100,000 x 5% x $0.06 = $300 daily. This means $9,000 per month.
If they give you a quality score of 5, you would have to pay, for example $0.5 on the same query. You would give Google 100,000 x 5% x $0.5 = $2,500 daily. This comes out to $75,000 per month.
So, for very obvious reasons ($), Google makes it harder to get a good quality score for the most popular queries on their search.
Conclusion...
Of course, it also depends on the competition, how much the others pay and so on and so forth. But one thing is sure, the more popular the query is, the harder it is for you to get a good quality score, regardless of the competition (and you ad and page quality).
Relevancy is at the heart of the Google search. Money seems to run deep in the heart of the adwords system. Now you know.
Google Search Goes More Social
12
Jan
Jan
Google recently unveiled a new social search feature named “Search Plus Your World” that brings new search results from Google+ and Picasa.
Google Search Plus Your World
If you’re in the US, and when you search on Google.com in English, you can now access 2 kinds of results: either classic links from the whole web or links coming from your Google social network (Google+) and photo sharing service (Picasa).
In this new social search, Google displays statuses, photos, circles, and profiles that may interest you from Google+, as well as business & celebrities pages linked to your search. Photos from Picasa can also be displayed.
Here is the official video presenting the new social feature:
Users can simply decide whether they want to get social results or unpersonalized results or not. They can simply choose to turn on/off the toggle button displayed below:
Social Search isn’t New
It isn’t the first time Google includes contents from social networks into its search engine.
In December 2009, the search results page displayed real time status updates from Facebook, Twitter or some blog posts related to the query into a box and then a dedicated page. This feature was removed in July 2011.
In the meantime, Google released the +1 button to its search results page in March 2011. The button was connected to the new social network Google+ in June 2011. Content liked by circles of friends were given priority in the search engine results.
Social Search for Better Search and More Money
With this new feature, Google strives to improve the quality of its search results. However, it’s also a good way to promote Google+ that is still small compared to Facebook and Twitter.
And the idea behind getting more and more registered users is also getting more money from advertisement. Indeed, social networks enable advertisers to run targeted campaigns that are generally more expensive as better targeted.
According to eMarketer, 10.6% of all marketing expenses will be allocated to social network advertising in 2012, so Google wants to get a share of the cake.
A Fierce Debate
Following the announcement, some voices said Google was a threat for the Internet.
According to Wired co-founder, John Battelle, Google excludes Facebook from its social search, and this is harmful for the Internet development.
Some others think Google is pushing its own services too much, abusing from its leading position. According to the famous SEO specialist, Danny Sullivan, the role of search engines is to redirect towards the best information even though not present in-house.
And What About My SEO?
With this new feature, Google makes search more social, and therefore more personalized.
Is SEO dead? As every major update on Google search, not it isn't, it will just evolve. Previously to this announcement, Google decided to turn on secure search for signed-in users, affecting many search queries.
If you aren't familiar with Google+, I'd recommend you to read why your should create a Google+ page.
What do you think about new Google social search feature? Are you excited about it? Do you fear it? Please share your thoughts in the comments below.
Google SEO: Do as I Say, Not as I Do!
11
Jan
Jan
An SEO specialist named Aaron Wall from SEOBook wrote a very interesting article explaining that Google has paid sponsored links to better rank its Chrome web browser download page.
However, as you may know, those techniques are actually reprehensible by the search company itself.
Indeed, according to Aaron, the request This post is sponsored by Google in English makes more than 400 pages containing sponsored posts by Google, and a do follow to the download page of Chrome.
However, in its good practice SEO guide, Google flays paid links and advices against using do follow links in sponsored posts.
Matt Cutts, Google’s head of spam, even previously considered those techniques as spam (by the way read our previous article to see how SEO differs from spam).
The question everybody wonders is whether Google would be punished or not. Other companies such as JC Penney, Forbes and Overstock (as well as Google Japan) were severely punished by the search engine for using paid links.
Google hasn’t made any statement about this yet. Let’s see what the search company decides to do with its own page.
Google SEO: Don’t Swear by Pole Position Only
6
Jan
Jan
A study released in September 2011 and led by True Action Network shows Click-Through-Rates (CTR) for every ranking position of Google's Search Engine Results Page (SERP).
From an SEO point of view, what do we learn? 1st ranking position (what I call pole position) isn't as attractive as before!
Everyone agrees to say that having your website ranked on the 1st page of Google search results is extremely important as it gives you visibility, as well as drives traffic to your website.
However, the 1st ranking position is less important today than a few years ago according to the study. Indeed, the 1st ranking position CTR has decreased since 2006 and actually benefited to the 4 following positions.
The study was based on Google Webmaster Tools data from major e-commerce players which are also True Action Network’s clients.
The data enabled the company to compute the number of times when a search result is clicked compared to the number of times it is displayed (CTR), and then compared to AOL data dating back to 2006.
The sum of all CTRs reached 52.5% in 2011 (vs. 49% in 2006) meaning that over 1 out 2 Internet user clicks on organic results on the 1st search results page. 13% click on ads, and the remaining on other links such as Google Images, Videos, Shopping, etc.
| Position | CTR (AOL, 2006) | CTR (TAN, 2011) | Growth |
| 1 | 23% | 15.1% | -34% |
| 2 | 6.5% | 10.3% | +58% |
| 3 | 4.6% | 7.3% | +59% |
| 4 | 3.3% | 4.9% | +48% |
| 5 | 2.7% | 4.9% | +81% |
| 6 | 2.2% | 2.2% | 0% |
| 7 | 1.9% | 2.0% | +5% |
| 8 | 1.6% | 2.4% | +50% |
| 9 | 1.6% | 1.5% | -6% |
| 10 | 1.6% | 1.8% | +13% |
The 1st ranking position attracts less Internet users than before: less than 1 out of 6 in 2011 vs. nearly 1 out of 4 in 2006.
On the contrary, CTRs of search results ranked between 2nd and 5th positions dramatically improved (over 50%).
What does it mean for your SEO?
Findings of the study should help you understand that SEO isn't about the 1st position only. There are great chances that working to rank several keywords on positions 2, 3, 4, and 5 is more effective than focusing on getting the pole position only.
Related article: CTR comparison between Google and Bing.
Most Searched Keywords on Google China in 2011
19
Dec
Dec
Google recently released its 2011 Zeitgeist highlighting how and what the world searched in 2011. The search company also published a ranking of the fastest rising searches in every country, including China.
Here is the list of 10 keywords that gained the most popularity in China in 2011:
1. Japan Earthquake 日本地震 (Rìběn dìzhèn)
One of the most powerful earthquakes in the world that hit the Japanese Pacific coast in March 2011 and resulted in massive damage.
2. Naked Wedding Era 裸婚时代 (Luǒ hūn shídài)
Very popular Chinese TV show that talks about a young couple who is in love and wants to get married despite all their financial problems. In extension, the term “naked wedding” refers to a marriage without material prerequisites such as flat, car, and fancy wedding ceremony.
3. Discount 折扣 (Zhékòu)
The third most-searched term in Google in 2011, mainly because Chinese Internet users are fond of finding good deals online.
4. Libya 利比亚 (Lìbǐyǎ)
Following the revolutions in the Arab countries known as the “Arab Spring”, Libya underwent a civil war in 2011 that led to the end of Muammar Gaddafi’s political regime.
5. Kung Fu Panda 功夫熊猫 (Gōngfu xióngmāo)
American computer-animated action comedy movie very appreciated by the Chinese people. The sequel to the 2008 edition was released in 2011 and starred many famous actors including Jackie Chan.
6. Ipad2
Apple is one of the most appreciated brand in China, so are the second generation of the US company’s tablet computer.
7. Android 安卓 (Ān zhuō)
Though Google as a search engine has difficulties to succeed in China, its OS for mobile devices is quite popular in China’s smartphones market.
8. Transformers 变形金刚 (Biànxíng jīngāng)
Another blockbuster movie appears in the most search keywords on Google China in 2011 (the third edition was released last summer).
9. QQ2011
The most popular Instant Messaging (IM) in China for iOS such as iPad, Iphone and iPodTouch.
10. Weixin 微信 (Wēi xìn)
A more and more popular mobile instant messaging (similar to Whatsapp in the West) by Tencent, a Chinese company well-known for its QQ IM.
What other Chinese keywords did you search in 2011?
Google Turns Search Results Upside Down
6
Dec
Dec
2011 has been a very intensive year for Google, especially for its search algorithm that underwent many major updates such as “Caffeine” and “Panda”.
Google recently unveiled 10 new minor changes that would however affect the first search engine results page.
In an effort of transparency, the search company also announced that it would publish major updates on its algorithm on a monthly basis. Good news for SEO specialists like THEM!
Original and Pertinent Content is King
According to Google, parked domains will be de-indexed from the search results as they rarely provide users with useful and pertinent information.
That announcement follows Panda’s quality criteria and their recent announcement explaining how ads may hurt your SEO.
Still regarding the quality criteria, new signals will be added to the search algorithm to detect original content and therefore help therefore the search engine determine which page between two similar should rank higher.
Google Likes Freshness
Following the freshness update, Google highlights that images and blog contents will be better indexed.
So, this is a very good SEO reason to open your blog. And if you aren’t still convinced, check out why you should open your corporate blog.
In addition, search queries related to topical issues will display more recent images.
Impact on First Search Results
Google has also improved the code that selects the top search results. The idea is to reduce the number of results from the same site in the first search engines results page.
As Google suggests, this code will continue to be updated and improved in the future.
Other Minor Search Updates
Other updates include improvements of associated searches, autocompletion, and live sports results features, as well as optimizations of long-tail documents and tablet layout.
Google Displays Mobile Apps in Search Results
4
Dec
Dec
Mobile apps available in Apple App Store and Android Market are now clearly displayed in the search results pages in Google.
Those applications appear with their name, logo, users’ mark, and price. For instance, if I search “angry birds” on Google.com, above is how the search results look like.
You can also specifically search mobile apps by clicking the new category filter named “applications” that only displays mobile applications in the SERPs.
If you don’t see “applications”, you may need to click “more” on the left panel in the search options.
This tool enables you to easily find many applications related to your search.
For example, if you want to “learn Chinese”, you can directly access dozens of mobile apps in both Android Market and Apple App Store by simply filtering the “applications” section, as you can see below:
The service is currently available on Google.com only.
If you want to know how to optimize your mobile application for search engines, read our 10 SEO tips for mobile apps.
SEO & Secure Search: Did Google Lie to Us?
18
Nov
Nov
As you could have previously read on our SEO blog, Google recently announced that secure search would be made as default search experience for signed-in users.
The search company said that less than 10% of search queries on Google.com would be hidden. Recent studies show that this proportion can be largely exceeded.
SEO Experts Don’t Like Secure Search
By enabling secure search for signed-in users, Google actually prevents web analytics and SEO experts from accessing data about search queries. It means that you cannot see what keywords your website’s visitor typed in the search engine to access your web pages.
This information was really useful for SEO purposes since you could know what keywords your visitors entered in Google search engine.
In addition, knowing users’ search queries enabled you to understand and analyze your visitors’ behaviors, and therefore adapt your SEO strategy. That is why many web marketers actually complained about Google’s announcement.
More Than 10% of Search Queries Affected
Google explained only 10% of search queries on Google.com would be concerned by the secure search update.
However, SEO tools editor Hub Spot analyzed statistics from 5,600 of its clients and revealed that on average 11.36% of traffic from search engines doesn’t have any identifiable source since the update beginning of October.
And it got worse for 423 clients who saw this proportion increased up to 20%. And for 15 of them, more than half of the traffic from search engines couldn’t be linked to any search query.
Another SEO expert, named Rand Fishkin, from SEO Moz concluded that over 60 websites, more than 12% of traffic from Google was impacted.
In addition, SEOMoz explains that they now have 18.34% of traffic coming from indeterminate search query while this figure accounted for 2.3% before Google’s announcement.
Matt Cutts, Google’s head of spam, continues to stay that this proportion won’t exceed 10% on overall data.
What about your web analytics? Did you see any increase in traffic coming from indeterminate search queries? Feel free to share your statistics.
