There are many methods and theories that will move you up pages in the search engine results, but what is rarely covered are what bloggers and SEO’s alike do that make their page rank fall. First thing’s first, if you are doing or have done any of these things accidently or purposefully, stop and seek corrective action immediately. A few things that can really damage your reputation with the search engines are duplicate content, writing a blog very similar to another’s, or simply copying and pasting content from another page. These things can get your page falling in a hurry. Next on the list is not as obvious; you don’t want to remove content from your page or significantly change it for that matter. When your page is crawled by the search engines it builds a reputation based on that content, so if that great post isn’t there or is hardly the same, the bots see the site as losing a leg and thus less valuable for the users.
For larger corporations or serious hit generating bloggers, a tricky issue is moving content between domains. Developing a long-standing reputation is difficult to do while copying and pasting is very simple. So when a new domain pops up with your large corporation’s content on it, the bots won’t know the difference. It’s either duplicate content or a brand new one that will need to sit in the google sandbox.
Looking at potential problems on a long-term scale, the best practice is to pay attention to trends in google algorithms. As was discussed in the previous post, Google Humming bird was released in August 2013 and with it came changes to the way users receive content form the engine and how the engines present that content. This is a reoccurring trend. Google is very proactive, and as an SEO it would behoove you to be the same. Get ahead of the trend and match your content to the new algorithm by hitting the “How-to” bandwagon and making your content user friendly with the answers to questions. Because on the contrary, if you’re stuck in the past you can be wasting valuable SEO time by no longer giving the bots what they’re looking for.
Digital marketing courses will assuredly aid you in keeping your rank up, or if you are in an established organization, I suggest consulting other SEO’s and IT professionals about how to move your content and keep up with the trends of the times.
Google has launched a new search algorithm in August 2013. This launch has some digital marketers worried, but first let’s discuss what’s different about Google Hummingbird. The new algorithm is tailored to fit Google’s mission: best serve the users with the results that they desire. But what caused the change in strategy is the fact that users of Google are not searching for specific keywords, they are asking questions. The accessibility of the internet is changing the way the users search, for example when someone has an unanswered question or conflict, what do they do? Out comes the cellphone or tablet, waiting for a voice command or long tailed search question to be entered.
Google, now having this information, has adapted to give the users what they want. Google previous to Hummingbird would look at a long tailed search input such as, “What is Steve Yzerman’s birthday?” and give you search results to “Steve Yzerman” but not necessarily a connection of the question as asked. So Hummingbird was built to do just that: answer questions. Now if you were to type the same question a search window will appear with the answer atop the page.
This is excellent for the users because you no longer have to browse pages for the content you desire. But how does this affect SEO’s? Hummingbird giving the answers to questions that SEO’s sites provide can be a click reducer. Users are no longer clicking on the page that SEO’s worked hard to rank up. Swallow the sour milk and move on. This will not be detrimental to the SEO’s. The common good practices will still work and the sites will still move accordingly. The sites will simply have to “adapt or die” as Billy Beane states in Moneyball. Tailor future posts to fit the “how-to” nature of the common user and reap the benefits of the new algorithm. If not, someone surely will, Google or not.
In some of the top digital marketing schools you can expect to learn a bevy of digital marketing strategies and tactics for search engine optimization and search engine marketing. So far we have looked at what schools provide the training, what some of the major topics are and scratching the surface on how the tools work. For example, Google Adwords. Moving deeper we can plunge into some of the depths of Adwords and touch on the Google partners program.
The top digital marketing courses, if they’re of any validity, will prepare you to be a Google Partner, formerly known as the google certification exam. Being a Google Partner gives you the opportunity to expand your knowledge of within Adwords by testing you on the various levels within Adwords. In addition to the knowledge gained from the exams and reading material, having the partnership sits well with potential employers. It almost serves as a badge of validity. Being a google partner will ensure that you can navigate through the various levels of Adwords. For example: know that the campaign level is where you would be to look over the accounts that you have running for multiple businesses as well as browsing the billing information. Further than that, you would move to your ad groups where you would break down what you would be advertising for a specific campaign. The image below will provide an example of how you might break down your campaign for online electronics shopping.
This is only a brief synopsis of the Adwords structure, to be able to move further and potentially become a google partner reading the Google partners training text ,as well as staying tuned because the depths of Adwords will be discussed in future blogs.