A review of 9 new features in Google's consumer search behaviour insight tool
When the Google Keyword Tool was removed and replaced with the Keyword Planner, approximately a year ago, the ability for marketers to filter traffic estimates by device was lost. It was no longer possible to see the volume of searches by consumers made on mobile devices including smartphone and tablet.
However, with the introduction of nine new features to the Google Keyword Planner Tool last month, users will now have greater insight into mobile device volumes, mobile trends, enhanced location breakdowns and how this data trends over time.
In this post, I’m going to focus on the mobile and location enhancements, which offer some really useful data and allows us to consider how we can optimise our sites more effectively for mobile and tablet searchers.
Contribution of search volume for keywords by device
From the nine new features…
Tools and techniques to review the impact of the latest Panda algorithm update on organic search traffic
Value/Importance: [rating=5]
Recommended link: Search Engine Land Analysis by Barry Schwartz
It’s a statement to strike fear into the heart of anyone who relies on organic visits from Google for their business or their clients’ business. Google’s head of web spam Matt Cutts announced today that a major new algorithm update is now rolling out:
Google is rolling out our Panda 4.0 update starting today.
— Matt Cutts (@mattcutts) May 20, 2014
Marketers are bound to be alarmed given the impact of the first Panda update on some sites like this one, highlighted in an article by James Gurd on how to review SEO visits and changes through time.
How to review the Impact of Panda 4.0?
Given the impact on sites throughout the history of Panda outlined below, it’s…
4 Alternative options for reviewing SEO effectiveness now most keywords are "not provided"
Importance: [rating=5]
Recommended link: Search Engine Land
It’s now two years since Google started restricting information about the search keywords used by searchers to find a site when they were signed in to their Google account. Over this period these not provided encrypted search terms have gradually increased as shown below as different browsers have added encrypted search.
This alert is to let you know, if you haven’t heard, that a recent change by Google means that ALL searches from Google will now be encrypted even if the user isn’t signed in. In effect, this removes specific SEO search query data from Google Analytics.
This change means that, for most sites, counts of specific search terms in Analytics are now unrepresentative and highly misleading. In the Search Engine Land article…
A summary of SEO approaches for 2014
Last Friday saw the latest installment in the bi-annually free SEO conference, BrightonSEO.
Lots of ideas and content were discussed - far too many to cover in one post - but I thought it was worth putting together a short list of the top 5 cost-effective SEO snippets raised by the speakers.
1. Data for low cost link building
Link building is not just about hiring an agency, producing lots of inane content, or posting back-links from forums.
Data is a key instrument in your link baiting toolbox (and it needn't mean big budgets).
Use data to find a niche interest, tell a story, back it up with data, and create news.
Readily available source suggestions:
Surveys - ask a question and use the results to create content
Analytics - spot a trend of interest and write about it
Freedom of…
An interview with James Collins
As part of our briefings on Big Data and new software services to help marketers, this interview with James Collins at Stickyeyes, introduces their new software and analytics tool called ‘Optimum Inteligence’. The service arises from a need for online marketers (Search specialists, Specialists and Executives) needed help in analysing and understanding their data, the market they operate in and access to technology from Paid and Natural Search Software.
James shares his views on ‘Big data’ related to SEO, the benefits for companies and how Optimum Intelligence has evolved and where they are with it’s release.
Q Why do you think Big Data is such a buzz word this Year?
‘Big Data’ is no doubt the marketing buzz word of 2013, and understandably so, given the importance of accountability and report ability of marketing activity. This is…
4 steps and 4 data sources to help define the business case for SEO
Search engine optimisation is one of many digital marketing tactics a business can choose to focus on. Email, pay per click, display and affiliate marketing are all in many companies' marketing armouries, and while the cost per visitor for natural search is zero, in order to achieve organic success within the SERPs significant investment is required. This post looks at one aspect of making the case based on my recent experiences.
‘Black hat’ SEO tactics such as buying links, keyword stuffing and cloaking used to work for those looking to get visibility within the search results, but now a more considered approach to on-page optimisation, content marketing and link earning is required to rank highly for popular search terms. Therefore, in order to get investment and buy-in for SEO it’s not surprising that business managers require a compelling…
Why you should place regular analysis at the heart of your SEO
In this article I will review the importance of regular analysis to help SEOs learn what is and isn’t working on their website, helping to inform optimisation and testing programs.
Why is regular analysis required?
The world around us is forever changing which impacts online behaviour. The key reasons for this are:
1. Online search patterns change
This is driven by several factors, including social trends and fads. A fad can drive a surge in specific search activity, only for this to wilt quickly.
A great example is retail fashion – each season has its theme and only a few of these themes will stand the test of time. Also some trends are cyclical/seasonal so will phase in and out of search e.g. Knitwear – popular at Christmas and through Winter.
Screenshot – declining and rising search keyphrases in the UK market
…
Using analysis tools to diagnose a fall in Google search rankings
Google’s ranking algorithm is increasingly sensitive to the smallest of changes and continues to use an ever-growing number of signals to rank websites. As such, it’s commonplace for site administrators to find themselves in the predicament where natural rankings have dropped, visits have fallen and site revenue or conversions have dwindled. Fortunately – we are here to help!
A pro-active approach to any drop in positions is crucial as it’s important that you maintain the trust of your client/boss through this difficult period. There is no issue which can’t be fixed with the correct understanding, approach and action plan.
Dig, Dig and Dig A Little More!
Before we can fix any issues, we first need to understand the root cause of the drop. There are a variety of tools which we can use to help us do this.
Google…
Bing Updates Webmaster Tools & Brings Back Site Explorer
Value/Importance: [rating=4]
Recommended link: Bing Webmaster Tools
Bing have made a huge number of updates to their webmaster platform in an update they have called Phoenix (original). The changes cover the following areas of their platform:
New : Link Explorer
New: User Experience
New: SEO Reports
New: SEO Analyzer
New: Fetch as Bingbot
New: Canonical Alerts
Updated: URL Removal Tool
Updated: Keyword Research Tool
Updated: URL Normalization
Safe to say the Bing Search team have been busy. The highlights for me, from an SEO perspective are the SEO Analyser & Link Explorer which I look into more below.
The new look interface, displayed below makes using the platform much easier and makes great use of simple data to create the powerful dashboards.
Marketing implications
Great insights at no cost
A lot of SEO…
Using SEO analysis tools to identify linking opportunities
In the latest article in this series on how to use analytics techniques for better SEO we look at the importance of targeting relevant domains for your link building.
I'll start by introducing what you should look for in quality link sources and then in Part 1 of this two part article, I'll cover how to select domains to target through link-building tools. In Part 2 I'll drill down to cover how to analyse existing links using web analytics tools.
Not all links are born equal
You'll know this! The impact of a link rests on several factors, not least the reputation of the website it resides on. Search engines place a great deal of importance on quality, relevance and trust. This is a deliberately simplified explanation, but the three signals combined make a heady cocktail of link love. My advice is that if you focus on these…
