has 13+ years experience in web development, ecommerce, and internet marketing. He has been actively involved in the internet marketing efforts of more then 100 websites in some of the most competitive industries online. John comes up with truly off the wall ideas, and has pioneered some completely unique marketing methods and campaigns. John is active in every single aspect of the work we do: link sourcing, website analytics, conversion optimization, PPC management, CMS, CRM, database management, hosting solutions, site optimization, social media, local search, content marketing. He is our conductor and idea man, and has a reputation of being a brutally honest straight shooter. He has been in the trenches directly and understands what motivates a site owner. His driven personality works to the client's benefit as his passion fuels his desire for your success. His aggressive approach is motivating, his intuition for internet marketing is fine tuned, and his knack for link building is unparalleled. He has been published in books, numerous international trade magazines, featured in the Wall Street Journal, sat on boards of trade associations, and has been a spokesperson for Fortune 100 corporations including MSN, Microsoft, EBay and Amazon at several internet marketing industry events. John is addicted to Peets coffee, loves travel and golf, and is a workaholic except on Sunday during Steelers games.
With the recent Goolge’s algorithm update (which was quickly called “Farmer’s Update”, as it seriously affects the so-called “content farms”) and Blekko’s removal of twenty famous websites from its results, it seems that fighting spam is the hottest issue in the search engine market.
Indeed, when we face certain enemy, it is very advisable to know about him as much as you can. So, what is this “spam”? The answer is clear – something annoying and useless. The first occurrence of spam is said to happen in the 19th century, when many honorable English gentlemen received an urgent telegram with an advertising content.
When we are talking about search results, however, spam is not easily defined. Usually, it means irrelevant pages that happen to have a keyword in them. But this has been handled a while ago. The search algorithms are far more advanced than 10 years ago, when one could fill the page with meaningless phrases and get a high SE ranking.
The problem has switched to using a good-written content (grammatically that is), which provides little useful information. It keeps repeating the same things again and again, so while looking “normal article” for the bot/spider, for the human being it is simply a waste of time. That’s what “content farm” means – a website that has constantly generated and frequently updated content, which has little value in it. That’s what Blekko and Google are fighting. The problem is that technically it is very hard to distinguish between “useful” and “useless” content – even for a human, let alone an indexing bot…
According to latest StatCounter data, Goolge has dropped below 90% of search engine market share – for the first time since July 2009. The presented figure of 89.94%, though is still a major headache for its competitors, Yahoo and Bing that combine to just over 8% of global search… In the European market the domination is even greater – Google has about 94% of market share.
Although Bing has surpassed Yahoo globally in January, in the US market Yahoo! is still a number two search engine, with 9.74% share compared to Bing’s 9.03%. Google has dropped below 80% once again, with 79.63%.
In Asia, Baidu has once again beaten Bing for the number three spot (Yahoo! is second). It must be noted however, that StatCounter only considers English searches so the results have to be viewed with care. For example, in Russia Google is reported as the market leader with 52% with Yandex having a figure of 46%, and in Czech Republic the picture looks even brighter for Google, which beats local Seznam 79% to 19%. Of course, when native language searches are considered, both Yandex and Seznam are more popular than Google in their local market.
But even so, in China, Baidu is a clear number one, with almost 70% of the market (compared to Google’s 29%) and in South Korea Naver is back to absolute majority (55.15%), with both Google and recently launched Daum both loosing ground (31.7% and 7.85% respectively).
Recent consumer study conducted by comScore and GroupM revealed that although 64% of the users are likely to follow a brand on Facebook and/or Twitter, search engine is still the most popular initial step for the majority of purchases made online. The study shows that nearly 60 percent of future buys originate within the search engine websites, with social media coming in the third place with 18% behind company websites (24%). And of those 18%, nearly half will eventually turn to search at some stage of their research. Similarly, only 40 percent of those that use search as their initial step will use social media throughout the purchase.
Moreover, almost no users (less than 1%) use Social Media and do not use search, while the search beats the “search+social media” combination 50 to 49 percent. Only 45 percent, though, use search throughout their research with 26 percent stating that they only use search in the beginning of the process.
The study also shows that customer reviews are something customers are looking for – making the recently reported idea of “SearchReviews.com” pretty viable. 30% of the responders said reviews are the most important thing to them. Social networks were selected by 17% of the users, and video sharing finished third with 14%.
Notably, the study only researched COMPLETED buys. So, maybe social media is simply good at preventing future purchases? After all, reading a page of negative opinions about a product can drive you away from it, and sometimes the whole idea of purchasing a certain accessory can become obsolete…
It was always believed that “word-to-mouth” is the best form of advertising. Before buying certain product, one would generally consult with those who already bought it, asking their opinion as well as the observed pros and cons. Advertising could make the product recognizable, but it were always the reviews that could make it a really popular hit.
With the introduction and development of the internet and the so-called “global village”, the importance of the reviews has escalated even further. When considering certain product, most of us would check what the others said about it, reasonably assuming that an unbiased opinion of the real user is more valuable than the presented specs and even professional opinions. Reading reviews before buying a product has become a mandatory (and quite easy) stage of the research.
Recently, another step in promoting this “what-do-the-users-say-about-it” way of buying has been made. A new site has been launched, called “SearchReviews”. The idea is simple – it is an Search Index (or as we call it “search engine”) that gathers reviews of various products form different online retailers (amazon, ebay etc.) and presents them as the answer to user query. The search can be a very specific (such as Nokia N95 8g) as well as fairy general (apple iPad). Currently, reviews only exist for products, but in the future SearchReviews.com owners plan to include services as well, integrating local reviews into the index.
Russian top search engine, Yandex, which was founded in 1997, has made an outstanding progress in recent years. Despite constantly growing competition from both the local Rambler and the “global” Google, it has succeeded to increase its market share in 2010. According to Yandex report, for the first time in four years the engine’s share of the Russian search market exceeded 60 percent, reaching the 64% mark. Yandex has also launched its English version, officially “going global”, possibly intending to fight Google at its own ground.
Despite speculations about going public in 2008, Yandex cancelled the move at the last minute – possibly due to fluctuating economic conditions in both Russia, the US and Europe. Thus, the company is still privately owned, with about 24% being owned by the founders and workers (another 10% held by former employees) and over 60% owned by various funds (including the initial major investor, ruNet Holdings).
After reporting a year-to-year increase of 43% in revenue, which was over 400 million dollars, the company now plans to attract more investors. The IPO (initial public offering) is expected to take place in the early summer and will be managed by Morgan Stanley and the Deutsche Bank. According to various reports, Yandex’s target is raising 1 billion dollars with this move.
It’s not Google that needs a boost. Nor is it Google that gets a boost. It’s Google Boost, with a capital “B.” Which is what?
It seems a bit odd to talk about Internet marketing and advertising in terms of history but the truth is this online giant has been in the ‘Net advertising game for several years.
Not too long ago Google introduced such ideas as AdWords and Simple Ads, the latter meant to make the advertising process automatic. While this idea didn’t work out too well, the company refused to give up. There were ads that targeted local listings and there were Tags. Now, the Simple Ads idea has returned under the name “Boost.”
You may wonder what significance the title has, since the company itself is not the one getting the leg up. Actually, the boosting power goes to businesses. Boost establishes an AdWords program that is a bit more focused than the traditional campaign. This one is automated based on business categories and other information in the ad itself.
Here’s the key: Google determines how the advertisement is triggered based on specific search words.
OK, that sounds straightforward enough. What’s the payoff?
Business owners connect with customers in their own coverage area. Google puts it this way: business owners have a “quick and easy way to share information” with the potential customers who will be searching for them online. However, if you are the owner of a small-business in areas outside the major metropolitan areas it may be awhile before you get the benefits of Boost.
The first roll-out was in Chicago, San Francisco and Houston. Of course, the program will be available in many more areas than that, eventually. Initial information about advertising content shows that the listings will include all the basic and necessary information such as business name, address, phone number and Web site. But the ads will also offer data like reviews and star ratings.
Boost advertisements will be in the Sponsored Links area of Google pages, with appearance determined by relevance, keywords and some information provided by the person doing the search. In addition to submitting a description, categories and so on, the businesses will set a monthly budget to cover the advertising costs.
If you still don’t see the major benefit of this new advertising method, consider this: The business owner won’t have to stay on top of the advertising content as long as it’s accurate. That’s right; Google will assign keywords after the initial set-up. Boost takes the process of reaching area customers beyond the traditional search-engine optimization, Twitter and Facebook.
Short Descriptions
As we mentioned, the business owner will provide an initial description, along with a small amount of additional information. That description is limited to 70 characters, so accuracy of language is going to be a key factor. Business owners also choose where the ad will send potential customers – their own Web site, a Google landing page etc.
The key description items will be “what” and “where” as you might expect. Of course, the person searching will also be directed based on keyword and business location. Relevance will play a major part in business success through Boost since those relevant keywords will determine if the ad will appear on google.com or on maps.google.com.
Let’s review: Google Boost takes AdWords to another level since there won’t be any need to conduct keyword search or worry about targeting a particular geographic location. The process is automatic. As Google explains, if the profile page comes up in a search the location pin makes the result more prominent than AdWords did. The pin appears on the listing and on the map. Tags appear if you subscribe to them.
Wider Reach
Boost is already spreading its wings. In November, the company announced availability in San Jose, California, Boston, Washington D.C. Seattle, Orlando and several other cities. It is also available for all local businesses in Illinois.
With all of this boosting that goes on, what changes are made to the original listings, rankings etc. According to Google, Boost doesn’t change ranking of the organic, free business listings. The company also points out that AdWords customers are invited to use Boost if it’s available. In the interest of honest advertising, the company emphasizes that “Adwords provides you with more advertising options and more detailed controls. With AdWords you can control keyword selection and bids, target both locally and nationally, get advanced reporting, and take advantage of different ad formats such as video, display on thousands of partner sites, and more.”
One of the benefits for Google, and ultimately for the owner of a small business, is that using Boost requires you to claim a Places page when you set up Boost. As some reviewers have pointed out, the percentage of small-business owners actively engaged in self-service marketing online is rather small (probably less than 10 percent). Automation with benefits is certainly going to be enticing to businesses that must watch their advertising and marketing budgets very closely.
If all of this explaining still doesn’t get you to the heart of the matter with Boost, take a look at a result on Google Maps. As the tutorial shows, your business listing should appear in the regular search listings when someone searches for a business like yours. Most relevant information appears first, as usual. But with Boost working, your business information is eligible to appear above the standard results.
That’s right, above and to the left of the map, with the blue pin right there for everyone to see! A similar “boost” is given when the results are shown on a Google search page.
Google has established these guidelines for Boost:
The program is being sold as a way to attract more local customers while paying only when someone clicks on the advertisement. One of the key selling points, especially for the business owner, is that there is no need to devote time and personnel to ongoing ad management.
Ad effectiveness is tracked on the Places dashboard for each business. Owners can see how many times the ad has appeared, how many times users clicked on the ad, cost for a specified period of time as well as actions and impressions per keyword.
Business owners control their advertising expenses on a monthly basis. Google offers a number of price ranges. But the owner of the small business can also “set your own monthly threshold equal to or greater than $50 per month.” Boost participation can be canceled at any time.
With all of the hype and the name Google attached, you would think that Boost is the greatest thing since, well, since sliced bread. How has the program been received since its recent introduction? Remember, the plan has only been available for a short time.
We found one review posted on www.newbasellc.com that gives mixed reports. The author referred to Wichita, Kansas as being one of the “lucky” locations and did a bit of research on how the program worked for a particular business Web site there. The company set a $170 monthly budget. This one business campaign had 1245 keywords.
Here’s the way the writer summarized the experience: Boost is managing the AdWords campaign but it doesn’t seem that Boost provides any special treatment. “Boost ads are still competing against every other AdWords advertiser, and there are several factors that go into how well an ad will do that Boost does not seem to be taking into account.”
This item was posted on January 2, 2011(relatively recent). But it seems that the company allowed enough time for the Boost to show results. In the author’s opinion, “Basically, the value that Boost provides, is to let local businesses advertise on Google search, on a small budget with no headaches.”
In all the material we’ve read about Boost that “no management necessary” item is the major benefit. It seems small businesses will have to start weighing the return-on-investment based on the amount of time they don’t spend with online advertising. The author of the NewBase review feels that Boost will only provide “good results for certain markets” and may cost local businesses “more in the long run.”
Some owners of small business in the United States will probably react with dismay, since Boost seems to be yet another marketing “thing” to worry about. Some may ask why they can’t just stay with the more traditional style of advertising and hope that their limited online efforts produce results.
As buyers become even more selective, due to expanded access to information as well as sources for products and services, business owners must continue to find the most efficient, productive marketing/advertising methods. If they don’t they will find their revenue numbers don’t exceed expense numbers. Maybe it’s time to go back to direct marketing and snail mail!
Google Chrome is currently world’s third popular browser, after the Internet Explorer and Mozilla FireFox. Although it is only two-and-something “years old”, the Chrome has quickly gained popularity due to extensive advertizing campaign – Google can afford that, of course. However, in order for advertizing campaign to succeed, the featured product should be, at the very least, adequate. Moreover, newly introduced items (in almost any industry) should offer certain innovation or at least a slightly different approach.
When Google launched the Chrome their basic idea was “simplicity and minimization”. No menu, no additional toolbars, small symbols, partially hidden option bar… Everything was designed to maximize the internal area – the one that has the website loaded. And this idea had actually worked – many people find the Chrome design to exactly suit their needs.
It seems that Google is taking these ideas one step further. Reportedly, when discussing several possible layouts for the next version of Chrome, Google designers even consider the option of removing the URL bar – well, not exactly removing, but hiding it when it is inactive. It would pop-up whenever the user needs it, allowing new URL entry.
As already said, this is only one of the four possible layouts, but the trend is clear. Bigger viewport, less menus – the idea is extremely appealing for those who like to surf the web from their iPad or SmartPhone.
Numerous websites reported that Google is ignoring the page title tags, replacing them with something “equivalent”. The discussion started on the WebmastersWorld forum with several “upset” webmasters claiming that Google is shoeing page titles that are different from what is included in the page HTML.
Well, instead of being upset, I would rather try to understand the issue. Not a big fan of Google myself, I still recognize the fact that whatever they do, they do for a reason. Matt Cutts says that “We (Google-J.S.) reserve the right to try to figure out what’s a better title.” Of course, one can shout “who are you to determine a better title for my page”, but the answer to this is pretty simple – they are GOOGLE, world’s number one search engine. And with the SPAM issue so hot, their quest of fighting “crawler-fooling-techniques” is understandable.
So, when does Google try to find an alternative title for a page? According to Google’s John Mueller, this happens when “the titles are particularly short, shared across large parts of the site or appear to be mostly a collection of keywords.” Those titles are regarded as “inappropriate” by the search engine that will try to replace them with “other text on the page”.
Some might see this as a violation of rights and yet another step towards global domination by the greedy Google. What I see is the basic principle of SEO – offer a solid and interesting content in your website and you will rank high. Page title should definitely be remarkable and unique, providing the user with the most important info about the page. So, instead of complaining about Google policy, go and check your page titles. If they are good I am sure Google won’t touch them.
It is no secret that Google is dominating the search engine market. However, it is also no news that there are people (about 35% of users, actually) who prefer other search engines – such as Yahoo!, Bing and others. Blekko is gaining some ground as does GoDaddy… It this situation, it was only a matter of time when another level of search is created, one level “above” search engines. www.megasearches.com is exactly this thing – a search that combines several search engines results, presenting it to the user in a tabbed way.
The site, created by Arshat Ali Suzon, a California State University graduate student, integrates results from Google, Yahoo!, Bing, Ask, AOL, Wolfram Alpha, Baidu, Snap and Wikipedia – you can browse through those by clicking the appropriate tab on the search page. You can also define which search engines you are after, by pressing the “+” sign; creating several “configurations” is also possible. In addition, there is a “More>>>” tab, that will present a list of eleven more search engine sites (including Lycos, AltaVista, WebCrawler and About.com). By clicking on each of those, you will be taken to a new page, presenting results produced by the selected SE.
The site has been around for about eight months now and already has gathered several thousand of adept in 25 countries. Is this mega-search the next big thing in the search industry? Let’s wait and see.
The battle between FaceBook and Google mightbe overrated, but in terms of innovation, both companies are definitely doing their best. In the “50 Most Innovative Companies of 2011” list, published by Fastcompany Magazine, Facebook, the leader in 2010 is placed third (“For 600 million users, despite Hollywood”).
Notably, one place ahead of the world’s largest social network is the micro-blogging website Twitter (“For five years of explosive growth that have redefined communication”). 200 million users mark is certainly not far away.
At the very top, placed first, is Apple (“For dominating the business landscape, in 101 ways”). iPad is probably the reason they went two places up from last-years third position.
And what about Google? And Microsoft? Don’t worry, both are there. Google is sixth (“For instantly upgrading the search experience”) – one place behind Groupon (5), whose courage is also admitted (“For reinvigorating retail — and turning down $6 billion”). Microsoft is only 37th – but still 9 places up from last year. Bing, and Win Phone OS 7 are both noted as good products, but it is the hand-free Kinect that impressed Fastcompany, “turning the human body into a game controller”.
Another notable inclusion is LinkedIn (“For turning 90 million members into the world’s most useful career database”) and Russian search engine Yandex (26) that is given credit for successfully battling Google in the Russian search market niche and for various complex algorithms. The list, of course, includes off-line companies, such as Nissan(4, “For creating the Leaf, the first mass- market all- electric car”), Trader Joe’s (11, for “For vaulting past Whole Foods to become America’s favorite organic grocer) and Snohetta (35, “For design that’s both social and beautiful”).
