Grote veranderingen bij Google

March 16, 2012

Google is gaat enkele grote veranderingen door voeren in zoekmachine pagina resultaten doorvoeren. Dat meldt Google-topman Amit Singhal in een interview met The Wall Street Journal.

 Singhal stelt dat binnenkort wordt overgegaan op de nieuwe zoekmethode genaamd ‘semantisch zoeken’. Dat wil zeggen dat er niet alleen meer gekeken wordt naar welke woorden in de opdracht overeenkomen met woorden op websites, ook wordt gekeken naar wat de gebruiker precies zoekt met zijn zoekopdracht.

De afgelopen twee jaar is Google bezig geweest met het indexeren van ‘entiteiten’, oftewel personen, plekken en dingen. Over elk artikel is een bepaalde hoeveelheid informatie aanwezig, dat straks dan ook getoond zal worden. Een zoekopdracht als ‘Amsterdam’ levert dan bijvoorbeeld niet alleen een lijst met relevante sites op, maar ook direct informatie zoals de grootte van de stad, het aantal inwoners, sociale demografische gegevens etc.

Google wil met deze veranderingen, welke overigens niet in één keer worden geimplementeerd maar over een aantal jaren worden uitgespreid, zijnmarktleiderschap in de zoekmarkt behouden. Het marktaandeel van Bing, de zoekmachine van Microsoft, is de laatste jaren langzaam maar zeker gestegen. Ondertussen heeft Google ook concurrentie op het vlak van advertentieverkoop van bijvoorbeeld Facebook.


How To Use Facebook Timeline For Company Pages

March 1, 2012

What does the launch of Facebook Timeline for Pages mean for your comapny page? This development is an opportunity to boost your engagement, but also lots of initial work. A host of new features became available yesterdag when Facebook gave all Pages around the world the option to upgrade to the Timeline redesign. Here’s how it works, and how to implement this to benefit your business.

Activate your company Timeline

Start with visiting the Timeline for Pages manager and select to add Timeline to your Page. Then you will need to enter a review period where only your Page’s admins can see the Timeline. Everyone else including your fans will still see the old design. go through the  features as detailed below, and when you are ready, just click the ‘Publish Now’ button on top of your Page to start showing the Timeline to all your fans. You can upgrade anytime until March 30 this year. From this date onwards Facebook automatically change your page to Timeline and become public for your page.

Cover image

The Timeline cover displays a very nice 851 x 315 pixel banner across the top of your Page. Here you can symbolize what your organization is all about. A restaurant could show for instance a popular menu dish, a band could display their latest album cover image, and a business could show a picture of their customer logos etc.

In the covers it is not allowed to display call-to-action or references to Facebook features such as ‘Like this Page’, purchase or pricing info such as a discount or ‘Download our whitepaper now’, or contact information such as website URL.  Just pick a visually great looking, high-resolution image that will interest visitors and make them want to scroll down to your updates in the Timeline.

About Section

Under  the Cover image is your Page’s standard profile picture, name, and two statistics:  total Likes and the number of  ‘people talking about this’. The About section shows a description for brands or an address and contact info for local businesses. Visitors can go through the About link to unfold a map and view other basic company info. Be sure to fill out a short, strong description of your comapny identity like your mission of vision.

Page Apps

The Timeline re-design of how Page apps are displayed could be the disadvantage of Timeline for your Page. Apps have been repositioned from a left navigation sidebar to the right side of the About section. They appear with a small photo instead of text-links, they are pushed away by the impressive cover image above. There are four app thumbs above the fold and the first image is always occupied by Photos. The rest can include Likes, Videos, Events, Map and a Page’s custom apps.

In the old design, Pages could set a default landing tab that all non-fans would first see instead of the wall when they visited a Page. Though this was very popular and effective for businesses, this is no longer allowed by Facebook. Instead, existing fans and new visitirs will always see the main Timeline view and have to actively go through to custom apps on your page. Unfortunately for your internet marketing activities, this means that custom apps for your companies contests, promotions, games, media, coupons, and signup widgets may receive much less visibility and engagement from visitors who find their way to your company Page.

You can edit your apps display by clicking on the drop-down icon to the right of the images, click the ‘+’ button to import your custom apps, and then hoover over them and click the pencil to swap them around. We recommend putting the native or custom apps which is most crucial to your business above the fold. For example coupons for ecommerce brands, contests for consumer packaged good companies, events for promoters…. We recommend only to display the Likes panel if you have a lot of them and want to peer pressure new visitors into Liking your company Page.

Messages

The Page Timelines allow users to send direct, private messages to your Page. This feature creates a new customer service channel where you can address users’ concerns without having to discuss issues publicly on your Page’s wall. Pages cannot proactively send messages, you can only respond to users that have already contacted you.

Highlights Feed

When people visit your Page, they will see a mix of stories published by your Page itself, by their friends, and stories from other users that have received a lot of Likes, comments, and shares.

Because every user can post which can be negative posts, you can disable the ability for random users to post directly to your Page, and prevent their Timeline from displaying mentions of your Page. However, posts to or mentioning your Page by a visitor’s friends are always visible. If you see negative posts, hover over them and just select to hide them, or delete them if they’re really bad for your image.

Admin Panel

Admins will not have a separate interface anymore. The new Admin Panel drops down and appears overlaid over Timeline when clicked. It shows notifications of recent activity like posts on your Timeline by fans, a list of your most recent Page Message conversations, new Likes, and a snapshot of your Insights data including the volume of your own posts, total reach, and the number of “people talking about this”.

Activity Log

Here you can see every post your Page has ever published, as well as all those by users mentioning them. You can highlight posts to expand them to the full width of you Page, allow them to appear if Facebook deems them relevant, or hide them from view. Posts written directly on your Page’s Timeline may also be deleted. Activity Log makes it easy for you to curate your Timeline and make sure you’re putting your best foot forward.

Here is a summary checklist of the most important features of your page Timeline:

  • Choose a beautiful cover
  • Provide a punchy description
  • Feature your most important apps
  • Pin the post you want to drive the most traffic to
  • Highlight great historical posts by you and your fans
  • Hide or delete embarrassing, out of date, or negative posts by you and your fans

With thanks to: techcrunch.com


What is Google+ About? How will this affect the web?

July 27, 2011

You probably already heard about the Google+ project… Is Google Social a copy of Facebook? Or will this set the whole web up-side down? Read this interesting article ‘What is Google+ Really all About?‘ from State of Search.

 

Do you want to check out Google+ as well? Send us a message and we will send you an invitation!


What Happens On The Internet In 60 Seconds?

June 16, 2011

Ever wonderd what happens in 60 seconds on the internet ? Below infographic pictures a summary of what happens on the World Wide Web every sixty seconds. Imagine; 13.000 iPhone apps are downloaded, 90.000 tweets are shared, 168 million emails are sent. And this is just the beginning… What’s Next? Get your internet marketing in control!

60 Seconds - Things That Happen On Internet Every Sixty Seconds
Infographic by- Shanghai Web Designers


Combining online and offline strategy?

March 23, 2011

Will online overrule offline marketing in the end? As an online marketing agency we would be happy to say yes, but it is not that simple. Basically online and offline should strengthen each other. But for how long?

Almost the whole world is online these days. Traditional marketing landscape has changed and  some believe that the internet has killed their worth and cost-effectiveness as part of their marketing plan. But website owners and companies should not abandon their traditional offline marketing efforts in order to start of SEO and SEM any more than they should ignore the changing landscape to an online world. Following either of these tunnel vision approaches will only hurt their business.

An online presence provide companies with the possibility to connect with their consumers on a different level. Their brand can reach into lives of their target group deeper than ever. With every moment having the possibility to call that user to action. More and more users turn to search engines to query, ask questions and find information. Therefore it does not make sense for a company not to promote their website and products as the answer to the user’s query in search engines. Especially it is important to have a high online presence when users search for that company or one of their products in particular.

Also with the growing use of social media sites, such as Facebook and Twitter, and new phenomenons of high frequency deal providers like Groupon, companies can push their SEO efforts and reach a larger consumer base that can be better targeted than before.

But none of these online developments can overcome a lack of offline branding and promotion. If consumers do not know a product by name or company, it will be harder for them to find your website unless with a little luck. Therefore online and offline efforts need to work together to help a business grow and promote their brand at your target group.

Let’s use an example: let’s say a restaurant offers a Mother’s day special. They are trying to get word out about their Mother’s day promotion that gives customers two glasses of champagne with their dinner if they make a reservation before May 8th. The restaurant post this special to all their search and social networking profiles  and creates events there. Of course the promotion will also be placed on the restaurant’s website. Next to that they also print the Mother’s day special offer at the bottom of the customers receipts for the last week of April and the first week in May, asking them to book their reservation once they have finished their meal. The restaurant also creates a partnership with the flower shop next door, where guests can purchase a custom designed Mother’s day bouquet with a discount when they mention their reservation at the restaurant. The flower shop posts this joint-promotion to their website, hangs a sign in the front window and placed an advertisement in the local newspaper announcing the joint Mother’s day promotion.

All of the above mentioned efforts strengthen and work with each other to promote the restaurant’s Mother’s day special. The results are a fully booked restaurant and a very busy florist and very happy mothers/customers.

Online + Offline = 100% Success

Conclusion: There is no answer yet on the question “will online overrule offline marketing?”. The landscape is changing and it is important to follow these developments and not to underestimate the power of the combination; offline and online. Only relying on offline or online efforts will affect a possible successful campaign. Every marketing plan should allow space for both to be implemented.


Facebook Groups vs Facebook Pages

January 12, 2011

Many people ask us; what is the difference between a group and fan page on Facebook? We came across a handy chart on the internet, that breaks down the various features of Facebook pages versus Facebook groups.

Facebook Groups vs Pages Chart


Google & Bing Confirmed that Twitter and Facebook Influence SEO

December 3, 2010

Earlier we already wrote about the importance of social media for search engine rankings. Now our assumptions are confirmed by Google and Bing! Via an interview two days ago, both Bing and Google confirmed, that links shared through Twitter and Facebook have a direct impact on search engine rankings. This was already highly expected by SEOs because of Google &  Bing’s announcements of partnerships with Twitter, but getting this official confirmation is a great step forward.the internet marketing mix 2010

In addition to that revelation, another piece of critical data came via the announcement through the interview by Danny Sullivan:

Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?

Bing: We do look at the social authority of a user. We look at how many people you follow, how many follow you, and this can add a little weight to a listing in regular search results. It carries much more weight in Bing Social Search, where tweets from more authoritative people will flow to the top when best match relevancy is used.

Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.

Danny Sullivan: Do you try to calculate the authority of someone who tweets that might be assigned to their Twitter page. Do you try to “know,” if you will, who they are?

Bing: Yes. We do calculate the authority of someone who tweets. For known public figures or publishers, we do associate them with who they are. (For example, query for Danny Sullivan)

Google: Yes we do compute and use author quality. We don’t know who anyone is in real life 🙂

Danny Sullivan: Do you calculate whether a link should carry more weight depending on the person who tweets it?

Bing: Yes.

Google: Yes we do use this as a signal, especially in the “Top links” section [of Google Realtime Search]. Author authority is independent of PageRank, but it is currently only used in limited situations in ordinary web search.

We now know that those link sharing activities on Twitter & Facebook are evaluated based on the person/entity sharing them through a score Google calls “Author Authority,” and Bing calls “Social Authority.”

We can predict a lot of the signals the search engines care about when it comes to social sharing; these guesses include:

  • Diversity of Sources – having 50 tweets of a link from one account, like having 50 links from one site, is not nearly as valuable as 50 tweets from 50 unique accounts.
  • Timing – sharing that occurs when an RSS feed first publishes a story may be valuable in QDF, but tweets/shares of older pieces could be seen as more indicative of lasting value and interest (rather than just sharing what’s new).
  • Surrounding Content – the message(s) accompanying the link may give the engines substantive information about their potential relevance and topic; it could even fill the gap that’s left by the lack of anchor text, particularly on Twitter.
  • Engagement Level – the quantity of clicks, retweets, likes, etc. (if/when measurable) could certainly impact how much weight is given to the link.

We can probably also take a stab at some of the signals Google &  Bing use for author/social authority in the context of the sharing/tweeting source:

  • Amount of Friends/Followers – like links, it’s likely the case that more is better, though there will likely be caveats; low quality bots and inauthentic accounts are likely to be filtered (and may be much easier to spot than spammy links, due to the challenge they find in getting any “legitimate” friends/followers).
  • Importance of Friends/Followers – the friends/ followers you have, like the link sources you have, are also probably playing a role. Earn high authority followers and yourself must be a high authority person.
  • Analysis of Friends/Followers Ratios – Much like the engines’ analysis of the editorial nature of links, consideration of whether a social user is engaging in following/follower behavior purely out of reciprocity vs. true interest and engagement may be part of authority scoring. If you have 100.000 followers and follow 99.000 of them, but the engagement between you and your followers is slim, you’re likely not as authoritative as an account with 100.000 followers + 5000 following, but those followers are constantly engaged, retweeting, liking, sharing, etc.
  • Topic Focus / Relevance – The consistency or patterns between your sharing behaviors could also be in consideration, using topic analysis, patterns in the sources of shared/tweeted links, etc. Being an “authority” could even be subject-specific, such that when a prominent SEO tweets links to celebrity news it has less of an impact than when they tweet links to a web marketing resource.
  • Association Bias – We suspect Google and Bing do a good job of associating social authors with the sites/domains they’re “part of” vs. independent from.

These signals represent my opinions only, and while it’s very likely that at least some are being used, it’s even more likely that there are many more that aren’t listed above. Over time, hopefully we’ll discover more about the impact of social sharing on web rankings and how we can best combine SEO + social media marketing.

To us, the most exciting part about this is the potential to reduce webspam and return to a more purely editorial model. While people often link to, read and enjoy sources that link out manipulatively, very few of us will be likely to follow a Twitter account, friend someone on Facebook, or “like” something in a social site that’s inauthentic, manipulative or spammy. The social graph isn’t necessarily cleaner, but the complexity of spam is far lower.

The evolution of organic marketing – search, social, content, blogs, links is all coming together faster than ever before, and that is a very good thing for holisticly minded web marketers.

Source: SEOmoz