Posts Tagged ‘web’

Localised Search Is Not Necessarily Your Friend – EMDT, UK

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Localised Search Is Not Necessarily Your Friend – Part 1


September 29, 2011 – 10:07 am
 Guest blogger Amy Munice from ALM Communications writes:


Is today’s Internet your friend? 

Alas, for the typical EMDT reader, I have a mixed answer.
Google

At about the same time as the first stirrings of the worldwide recession, the world’s search engines began to start favouring local companies. Localised search algorithms (among other changes) are a predominant part of the 200+ factors that affect a web page’s so-called ranking. (In subsequent columns, I will explain why I qualify the word ranking in the way that I do.) These algorithms assume that a searcher (i.e., your prospect) is more interested in finding local sources for whatever he or she is seeking.
Are search engines capable of sorting out the things you want to source on a global basis from what you want to source on the nearest corner? Based on repeated Googling experiments, I conclude, not necessarily.



For example, let’s say you are doing R&D for a new drug-eluting stent. For that, you may want to source a temperature and humidity data logger, a technology with which I am very familiar. I have worked with two data logger manufacturers—one with a good-enough low-priced offering; the other with units priced above what the market typically will bear and achieving a level of accuracy exceeding the requirements of most applications. I have also talked with most data logger manufacturers worldwide, with technologies at various points between the aforementioned extremes.
My curiosity about the search key phrase data logger was first piqued about four years ago. An editor of a high-profile health informatics publication had gushed on the phone to me about a very cool ultracompact data logger. The maker of this device was in Europe. Knowing that the services my 20+-year-old PR firm provides are key to worldwide lead generation, I decided to call this manufacturer and see if there was any interest in our services. During the course of my conversation with the company’s very capable VP of Marketing, she mentioned, as an aside, that they had absolutely no need for any services—PR or otherwise—to help in their search engine rankings because they were “always number one.”  As we continued talking, I Googled the term data logger and its permutations. This company did not appear on page one, two or three—where the average Googler would give up—or beyond. I mentioned this to her but she was adamant: “we are always number one!”
Hmmm…
My experiments continued. (For those in the know about personalised search, please note that my experiments were done from the same laptop without any cookie cleaning in between experiments.)

I have now Googled data logger in the following locales: Chicago, London, Oxford, Paris, near Scotland, Bogota, Recife, New Orleans, North Carolina, Ohio, Texas, San Francisco, Fresno, someplace in the redwood forests where connections were spotty, and along roads between X and Y. What I get when I Google changes. Yes, these are not clean experiments as they are not done at the same time but, rather, are stretched over time, but . . .
That said, Google (or Baidu, Bing Yahoo and so forth) do have localised search algorithms that work wonderfully for my local grocer, but not so well for anyone selling or sourcing more technical products online.
How to sell online? Look for some beginning answers in part two of this article next week. Sneak preview: Directories such as Qmed count for a lot more than you might initially think.
— Amy Munice, ALM Communications

 


Web Wisdom: Personalized Search Algorithms

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Internet Retailer magazine June 21, 2011 by Amy Munice, ALM Communications   


Filed under Marketing, Web Marketing
9 Comments

Every week I speak with a company president, VP of Marketing or some equivalent, who assures me that they have absolutely no need to focus on web marketing, “because we are already number one.” How do they know this? One thing is for certain, they aren’t using artificial intelligence tools for search engine optimization to receive accurate information on their company’s unique competitive position on the web.  Rather, they type their main keyword into Google, and consistently find themselves at the top of the page or very near it.  But what is wrong with that, you might ask.

How Do Search Engines Work?

Simply stated, that is not how search engines work anymore.  In fact, they haven’t worked that way for quite some time.  This isn’t just Google; this is also true of Bing, Yahoo, Baidu, etc. Search engines now serve you up what they think you are looking for.  They know who you are, and more importantly, who your customers are. They know how you are looking for things, as well as how your customers search for news, companies, products, etc.  Plus, they know the zip code and the local geography where each user is located.  Search engines are getting better and smarter at knowing YOU and each of your customers, as well as what’s what in your micro-locale every day. A quick type into Google, and you are being fed an illusion.

Personalized Search Algorithms

To the more technically inclined, it takes more than cleaning cookies or turning off personalized search in Chrome to get to the “truth.”   Even if YOU turn off personalized search (which is more difficult than an on-off switch in a Chrome browser), you have to ask yourself, “Are my customers doing the same?”  With more than 99.99 percent certitude, you can assume that they are NOT.  Without math-based search engine optimizer tools, you and your site will remain victim to algorithms that “personalize” search. Simply stated, you are leaving it all to fate, or more accurately, to any/all competitors who do get wind of math-based search engine optimizer tools, that can help transform personalized search algorithms from obstacles to advantages.

Think of it this way: site ranking, an objective site ranking, really only means that you are part of a deck of cards that gets dealt to any prospect seeking out the keyword for which your web page is optimized.   If it’s a 50-card deck, the way in which one prospect searches may put your site at the top, and the way another searches, at the bottom, or anywhere in between.

In my next column, we’ll discuss in more detail about ways that search engines work (a.k.a. “search algorithms”) that make it impossible for you to get a good read on your site ranking by simply Googling.
 
Amy Munice is president of ALM Communications, 773-862-6800.

Everything you need to know about reverse engineering Google algorithms

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New Media Knowledge magazine Created on: August 8th, 2011

If you understand how search engines work you KNOW that there is nothing to know about how to reverse engineer a search engine’s algorithms. It is impossible to do and a total waste of time and money. More importantly, wasting time on such fruitless tasks keeps you from doing the things that WILL make you competitive on the web. By Amy Munice.



EVERYTHING (!) you need to know about reverse engineering Google Algorithms?
Yes—In this short article you will truly learn “EVERYTHING” you need to know about reverse engineering Google algorithms.


In fact, this could be an extremely short article, because “EVERYTHING” you need to know about reverse engineering Google algorithms–or any search engine’s algorithms, for that matter– is NOTHING.


Please allow me to de-code this statement for you so that it sounds less like a Zen logic enigma.
Search engines are changing ALL THE TIME. Every time you or I or your colleague, your competitor, your uncle or your aunt goes to the search bar and seeks information they are CHANGING the database that web crawlers feed upon. These web crawlers, or more accurately the engineers who design them, just want to find out how people (all of us and each of us) are seeking things and what they seek.
That ever-expanding knowledgebase helps them get smarter. By “smarter” I mean it gives potential to change the algorithms at work to help speed searchers along the road to find what they seek. It’s a big communal effort—we each pave the way for the next searcher. So if you are trying to “reverse engineer” Google algorithms, ask yourself first—which ones? Today’s algorithms, yesterday’s algorithms, or tomorrow’s algorithms, or the day after that and so on. The World Wide Web is a very dynamic place— constant only in that it is constantly changing. Or, as the oft-quoted Ancient Greek philosopher Heraclitus is said to have put it, “..you cannot step in the same river twice.”


If you concentrate on trying to reverse engineer Google algorithms for search engine optimization—whether you call it that or not—you are simply wasting your time, and/or someone’s money.
“But wait!” you say. “I have followed the suggested course SEO professionals have prescribed (e.g. increase phrase depth, add to page count, etc.) and we have gotten documented improvements in our traffic. How do you explain that?”
That in fact should be the case half of the time even if the SEO consultant advising you or you are flying blind. In other words, half are going to be lucky—predictably.
Why do I say “half”? Because on the web, your page or site is ALWAYS graded on a curve. Moreover, this “curve” is only in the wee part of the WORLD WIDE WEB where you truly compete. If you are selling tires the requisite inbound link text or keyword text proximity or ANY on-page or off-page factor is bound to be in quite a different mix than the web page that is trying to sell mobile phones. The suggestion that there is some elusive magic formula for mixing on-page and off-page SEO factors that works for everyone should go where the pseudo-science of alchemy went.
If this sounds facile to you may I respectfully suggest that it might be timely for you to learn about natural language processing and update your search engine optimizationknowledgebase.


Amy is on a mission to clear up widespread misunderstandings of how worldwide search engines work that affect her 20+ year PR firm’s clientele and similar companies that sell B2B services and products worldwide.

Don’t spend blindly on internet marketing efforts – from domain-b magazine, India

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Don’t spend blindly on internet marketing efforts
07 December 2011



Continuing her exposition of the common pitfalls and misconceptions encountered during online marketing, Amy Munice of ALM Communications Inc points out the importance of adapting


Is online marketing strength enough to win? There is no one-size-fits-all answer. For some companies –especially locally-based companies in parts of the world where e-commerce is well developed – it is often all that is needed.
But for other companies, often trying to reach consumer markets that are often not fully ”online”, approaches need to differ. This is and especially true for B2B companies serving niche markets worldwide.
So how you need to approach internet marketing and whether, if, or how to assign a significant portion of your budget to offline marketing is often a complex decision.
As a simple example, if you are selling computer accessories in Mumbai or London or New York – whether to businesses or consumers – your customer prospects are highly likely to be sourcing information about your products online.
It will vary though in these diverse locales, in terms of how much or how little and which social networks will be reaching them on the web and how these online social networks will be affecting your site’s visibility to online searchers.


Social networks are reported to be more important in terms of the ever-changing brew of the way search engines determine how they display information on searchers’ pages.
Social networks tend to be more local. Twitter, Facebook, Google – yes they extend beyond borders, but people’s connections are usually more real-world geography-bound.
To the extent that your business is seeking out local customers and to the extent to which your can assume your customers are into internet sourcing, local search algorithms are helping you enormously; as are free services like Google Places.
In Mumbai as in London as in New York, there are markets that simply do not use the internet to source any information at all. And there are markets and places where sourcing of information is rapidly migrating to mobile devices.


Then – if your company is in any way selling on a global scale – you need to appreciate that you have a different set of problems to solve, largely because of the local search algorithm built into today’s search engines.
These can bias search results to local companies; thus it may often happen that places where your competitors are headquartered will crowd your company off of top search pages.
This can matter a little or a lot. It is very industry dependent and location dependent; and again affected in the first place by how internet-”hooked” your prospects are.


Search engine optimisation (SEO) companies that promise to gain you profile by translating a page or two of your content can do that if it housed on your country-specific local domain, but tend to over-promise over what they actually deliver.
If your company can afford country-specific domains aplenty, do it. That is what works – being found locally; especially if you use best supporting linguistic theme words in the language of that country that make your pages in that domain almost instantly ”culturally-literate”.


A better spend for a company that sells globally is to first and foremost look to ways to spend marketing budgets that transcend all local search algorithm tilts to provide optimum focus in the niche verticals you target.
This might mean, for example, making sure that you have global news release distributions to online publications that have entrée into local search results that your company cannot as easily achieve; and also a ready well-developed local readership audience.
Better yet look into not only advertising with these publications but providing editorial of value (white papers, articles, blogs, etc) that will showcase you company, and in many cases provide direct links to your company website.


Similarly, global directories for particular vertical niches, and especially those maintained by reputable trade media – from medical devices to energy companies to nanotech technology developers – may absolutely be the best advertising dollar spend.

Google advertising (and display advertising mixes) that are very pinpointed geographically are absolute musts for developing tests for web pages geared for particular audiences.
If you are selling locally or globally and especially for big ticket items, don’t ignore the many free tools that now exist to find ready leads for what you sell. These might include signing up to follow Facebook, Twitter and similar pages of companies that sell products that make your products needed as a follow on.
For example, a client of ALM Communications’ marketing/PR firm that manufactures digital cutting machines now reports that in the US at least, they can source leads just by following companies that sell digital presses.
Before there were Twitter hashtags, there were Google Alerts, and they still work to give you the head-up on similar news – as do free online trade publications and business publications that tend to print news along the lines of ”X company bought Y company technology” (such as domain-b).


In summary 
You have to know how your prospects are finding you today;
You have to know that how they find you at some tomorrow in the not distant future will be different; requiring you to keep a pulse on this information very specific to your market/s and your business.
Reading generalized reports about migration to online or mobile is not all that real. People selling to construction companies in the US, for example, might not think of the themselves as dealing with a cutting edge buying audience; but even a casual observation will tell you that most construction managers in the US and any similar managers who are comparably mobile have long ago switched to smart phones and similar devices as their primary information sourcing tools.
You have to assess if local search algorithms have a positive or negative impact on your sales and if the latter, choose among the many ways to get around these impacts.
Is there still a place for off-line marketing spends? Yes, and another article in this series will elaborate on it.


How to reverse engineer Google algorithms – from Domain-b magazine

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12 August 2011

Don’t try to be smarter than Google, or Bing, or Baidu, or Yahoo – it is a waste of time and money, says Amy Munice, president of b2b consulting firm ALM Communications

Please excuse the trick title – but the answer is – it is both impossible and a waste of time and money to try to reverse engineer Google algorithms-or any search engine algorithms, for that matter.

When, like me, you have distilled the instructions of more search engine optimisation (SEO) consultants than I dare to count, they typically suggest in one way or another that you try to do just that – reverse engineer algorithms. Following such SEO instructions may appear to help 50 per cent of web sites, and leave the other half at the bottom of the heap, or more accurately, the curve.
It’s impossible to reverse engineer search algorithms mainly because the worldwide web is aconstantly changing entity. Every time one goes into the search bar seeking out something and landing somewhere, staying there, and going somewhere else, etc, that activity adds to the growing database that ‘web crawlers’ mine for insights on how people think and search.

These web crawlers are trying to get smarter at natural language processing, a sibling of computational linguistics, and they do get smarter, every day – and not just when Google or another search engine company makes major announcements on things like the Panda algorithm.

Perhaps in the real world these web crawler ”smarts” are increasingly dumb and blind to global business-to-business (B2B) companies’ online marketing efforts, but that’s another story.

If your company is presented with a static list of target ”phrase depth” or ”title counts” or other on-page or off-page factors as a to-do list for search engine optimization that are purported to affect every site on the web the same way, you need to know that this list is pure fiction.

First, it is fiction because the web is never static. This means that if there was some magic formula for website optimisation yesterday it won’t be making the same fit with the web today because today’s web is different from yesterday’s and tomorrow’s web will be different again.

Second, a static one-size-fits-all SEO to-do list is fiction because every page and every site is in a unique competitive landscape on the web. What works for Tata Steel in terms of website optimization is very different from what will work for Bharti Airtel because they reside in a unique landscape on the web.

Third, even in the very small corner of the web that a ‘giant’ like Tata Steel occupies, the competitive landscape of the web is in a constant flux. And because so many factors are at play – eg a recent report by Google said they considered 200 factors – that affect how one or another competitor for a certain keyword shows up on any particular person’s search, the competitor rankings are not linear.

Fourth (and perhaps most germane to why the static lists of SEO to-do tasks seem to work about half of the time), on the web and in the corner of the web where your web page/s compete you are always graded on a curve. How ”good” does your site need to be? It only needs to be better than the other pages and sites you are competing against.

Do inbound links matter? In reality, to some web pages they matter not a whit. To others, all other SEO factors pale in comparison to the number of inbound links, the ”authority” of these inbound links, the title of these links, etc.

So why do SEO consultants give you the same set of instructions that they give to all their other clients? This rarely is because the person giving you this list is trying to trick you. Rather, it’s just a reflection of how out-of-date and out-of-reality many ubiquitous SEO notions are.

Take a look at the websites of some of the biggest companies in India (or any country) and what you find may surprise you, if you are up-to-date on how search engines really work.

As an example, consider ”keyword metatags”. Pick say 10 companies for a start. Using the Mozilla Firefox menu ”view” option and selecting ”page source” you can take a quick look at the code for the web page you are visiting. Take a look at the homepages of the 10 companies you selected. Then, see what they list for ”keyword metatags”.

Then, read up on the announcement that Google made in 2009 indicating that keyword metatags did not affect search – http://www.mattcutts.com/blog/keywords-meta-tag-in-web-search/.

Since keyword metatags do not count towards making your site visible on search engines but they do supply competitors with quick information about your website optimisation efforts, perhaps the wiser course may be to just take keyword metatags off your site.

In fact, your page may actually be downgraded if / when you include lists of keywords that do not have anything to do with the verbiage on that page.  In my experience today, the 10 pages that I pick at random are likely to have a majority that make this keyword metatag mistake.  This is a good example of how out-of-date SEO practices are.

The bottom line is: don’t try to be smarter than Google, or Bing, or Baidu, or Yahoo. If you waste your time and money trying to reverse engineer search engine algorithms, the bigger cost is that you are not paying attention to putting the type of B2B content on and off your site –keyword rich– that makes the difference.

Going Global without billions to spend

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DMI–”Going global without billions to spend”
June 23, 2011

Amy Munice , says it is possible.

You have a small business, an even smaller marketing budget, but desire to reach a truly worldwide market? Is that possible?

It is doable, in large part thanks to the World Wide Web. But, in order to get the global reach you want, you first need to know how today’s Internet really works and how the rapidly shifting landscape for web marketing creates both new opportunities and unprecedented obstacles to overcome.

There is both good news and bad news about the circa 2011 Internet that bears on your ability to succeed worldwide.

Let’s talk about the GOOD news first: making a website is NOT a budget buster.
Creating a website is not necessarily the big ticket spend it used to be. In the ancient web history of about eight years ago, many companies either hired full-time web developers in-house or farmed out their website development to an often pricey web design firm. The coding that created user-friendly content management systems was typically cobbled together by programmers in idiosyncratic and proprietary ways. If your website needed to grow because your company changed (and all do, eventually!) or to keep up site rankings (see below), it usually involved even more expense.

Now, there are several open source website development frameworks such as WordPress, Joomla or Drupal that are FREE. Better yet, there are many ready-made web design templates using open source web development frameworks that often will fit the bill and can draw upon the ever-expanding libraries of FREE add-on widgets or ready-made code plug-ins in the public domain. What do these websites look like? Take a look at our company site –www.globalb2bcommunications.com – price tag US$1200. (Full disclosure – of course, the pen that brings you this article also was the free SEO copywriting source for the site and I happen to know a thing or two about web copy and global lead generation.)

Good news! Search engine optimisation (SEO) is affordable, too!

But now let’s talk about some cautions.

Beware: ALL search engines now favour local companies.

If you and I both typed into a Google search bar ‘Thai restaurant’, our results page would look entirely different. That’s also true if you or I ‘Googled’ (or Yahoo’d or Baidu’d) for ‘direct marketing consultant’. In their efforts to make search engines more user-friendly, all the search engine developers began using localised search algorithms that favour local companies in any search, so local companies now tend to take up the prime ‘real estate’ of first page listings. This shift in how the Internet works that has enormous impact on small companies’ online marketing capabilities, came at about the same time as the global recession – which may be one reason why it has been underappreciated. This could mean a little or a lot to your company, depending on your location, your competitors’ locations, your prospects’ locations and the particular service you are selling as reflected by your various keyword choices. Localised search is here to stay. You need to heed it and deal with it (see below).

Beware: Personalised search algorithms are impacting your site traffic, too.
Every week I seem to have a conversation with a company president of VP Marketing that thinks they can simply plug their keywords into their search bar, see where their company falls, and know their true site ranking.  Alas, that’s not how it works.  In fact, even if you turn off “personalized search” in a browser like Chrome—because you probably have signed up for some Google account at some time—Google knows that it is YOU and not me /Amy that is doing that search.   What you get and what I get will be different, even if we were sitting side by side in the same room but using our own computers. (Note: there are some techie ways to bypass this- but chances are 99.99%+ that your prospects do not know them so they are irrelevant.)
Good News! Personalised search algorithms can become ADVANTAGES and not obstacles!
The real key to understanding ‘personalised search’ is that the term is a misnomer. Actually, what the search engines are doing is finding the various ways that people tend to search and typing you or me or anyone as X kind of searcher. If you understand that this is at work, the good news is the same low cost, artificial intelligence tools for search engine optimisation that dynamically map your company’s unique competitive landscape can mathematically grade your web copy in terms of how well it is doing in transforming personalised search algorithms from obstacles to opportunities.

Good News! Publications moving online open new doors to get your company’s story told.

Although it varies from one continent to another, most publications are moving online and innovating new ways to turn online publishing into monetary opportunities. From the perspective of someone who has run a successful global public relations firm for decades, I can report that the opportunities this migration of publications from print to online offer are almost unlimited. Always one of the highest return-on-investment approaches in the marketer’s toolkit, global PR is for many companies the key to the link-building needed to make Internet marketing a success.

Amy Munice is president of ALM Communications Inc

Does every website warrant SEO?

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The conventional wisdom is that SEO is essential…

But–

What about the company with highly technical services relevant to a few hundred worldwide?

Or consultants’ with personal “intangible intellectual expertise” that makes the sale? Should they spend their time and money networking or creating a nifty highly visible site?

Or the well-known firm in a B2B technical niche– very technical–with few competitors worldwide?

Or the contractor that dreads working for anyone who is not a personal referral?

Yes- you need a website but often an online brochure sans SEO effort will more than do.

Controversial but true…

Independent Retailer–Web Wisdom: Competing in a Shifting Web Landscape – Part 2

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Web Wisdom: Competing in a Shifting Web Landscape Part Two

September 7, 2011 by Amy Munice, ALM Communications

Filed under Web Marketing, Web Trends

1 Comment

 

In part one of this article we talked about the World Wide Web as an ever-changing entity, a concept that is crucial to understanding why you cannot reverse engineer any search engine. Many of us utilizing Web space today, do not grasp this basic concept and that is why you find so many attempting website optimization with yesterday’s laundry lists of DOs and DON’Ts.  This is pandemic.

 

Keyword Metatags

As an example, take a look at the page source of any dozen or so websites you find on the Web   Start with your competitors.  At the time of this writing, my sampling shows me again and again that more than half go to great pains to list “keyword metatags.”  “What’s wrong with that?,” you ask, as an SEO advisor for one of  ALM Communication’s global PR firm’s clients recently inquired.

To start, Google’s official spokesperson, Matt Cutts, tells you not to use keyword metatags.  He did so in 2009, and those who watch Google closely will tell you that when such announcements are made, the changes have been extant for quite some time.

Secondly, what’s with the laundry lists of unrelated keyword metatags, and few of them having anything to do or being mentioned once in the body of the Web page?  You find words like “sale,” “service” or “reliable.”  These are telltale signs that there is lack in understanding. Did somebody really think that a person would go to his or her search bar and type in “service” to find their company’s offerings?
But the bigger problem is this: why tip your hand to your competition?  Yes, it’s like a poker player insisting on sharing all the cards in his or her hand with everyone else at the poker table.

YOU ARE ALWAYS COMPETING ON THE WEB.

The good news, however, is that you are only competing with the Web pages that are using keywords identical to yours. Web pages that are optimized for different keyphrases are not your competitors and there is absolutely no reason to pay any mind to what their Web pages look like.
You are graded on a curve always.  If you are lucky, your competitors will be crippled by out-of-date SEO techniques. Chances are, whether you realize it or not, you are lucky in this regard.

Independent Retailer–Web Wisdom: Competing in a Shifting Web Landscape — Part One

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Web Wisdom: Competing in a Shifting Web Landscape
August 9, 2011 by Amy Munice, ALM Communications   
Filed under Marketing, Web Marketing

Every time you, your customers, your competitors’ customers or ANYONE goes to the search bar and looks for something and finds what they want, they are feeding a web crawler with crucial data. These web crawlers are hungry beasts, feasting on the ever-growing database of what searchers seek and how they find it. Every minute there is a new banquet table of worldwide and local data.  And in theory at least, the well fed web crawler returns to searchers the information that they seek, in the priority pattern that works for them (personalized search algorithms ), wherever they are (localized search algorithms).
Competing and Winning in a Shifting Web Landscape: Part One
Take notice of this concept because the success of your online marketing efforts hinges first and foremost on knowing that the World Wide Web is an ever changing entity; one reason why it is a total waste of time reverse engineering Google algorithms or the algorithms of ANY search engine. It is impossible to do, or as Michael Marshall, the man whom the U.S. Patent Office hires to teach its patent officers about how search engines really work, says, “Trying to reverse engineer Google algorithms is equivalent to trying to reverse engineer the cake baking process.”  Yet in one way or another, reverse engineering Google Algorithms is very much “the trade” of more SEO consultants than I dare to count.  You see it in the static “to-do” lists they carry with alleged up-to-date rules on “phrase depth,” “inbound link text,” “keyword title counts,” etc.
Don’t get me wrong! There truly are both on-page and off-page factors that do affect how and where your various site pages show up when searchers make queries. But the factors that affect one page or one site are always UNIQUE, and are always changing because of the unique competitive landscape your pages “live” in: the World Wide Web, which is only constant in the way it changes.
My guesstimate is that there is a 50-50 chance that you read the above and think, “Oh, that explains why we didn’t get anywhere following that to-do list given to us by the SEO consultant.”  But there is also a 50-50 chance that you read the above and think, “Hmmmm. Our SEO consultant did give us a to-do list and it did have positive effects and very good ones at that.  How do you explain that?”
The “50-50” rule refers to the fact that on the web you are always graded on a curve.  How good does your website optimization need to be?  Your pages just need to be “better” than the competitors in your unique competitive landscape on the web.  Half of the competitors (50 percent) in any unique competitive landscape are “above the curve” and half (50 percent) are “below the curve.”
Perhaps because half of the web pages in any competitive landscape on the web are on the bottom at any one time, it helps explain the attitudes of many company presidents or VPs of Marketing (and even the European Union!), who say, “Why bother! Google just stacks the deck! It’s rigged! It’s fixed to help their advertisers win!”
Good News! That’s just not so. Part 2 of this article will explain why.
 

ALM Communications Inc. · 1714 North Honore, Suite 3 · Chicago, Illinois U.S.A.