Yahoo's Panama Update

Yahoo's new Panama search advertising ranking system has been both appreciated and criticized by advertisers. Appreciated, because the new system is streamlined, easy to use and offers much more control over campaign management. Criticized, because the previously relatively simple system of the more you bid the higher the placement has been replaced with a more complex formula which includes factors like ad "quality," brand recognition and other things that have reduced the transparency of the system for many advertisers.

Although bids are and will remain a factor in the new ad ranking algorithm, Yahoo is also following Google and Microsoft in analyzing other factors to determine placement of ads in sponsored results. For example, the algorithm analyzes both ad copy and landing page copy, in the same way as web pages are analyzed to determine their rankings in organic search results.

At this point, more emphasis is being placed on ad copy than landing page copy, but landing page quality will become more important in the algorithm over time. Yahoo is also encouraging advertisers to use the "excluded keyword" feature to more precisely target ads.

As a searcher, this means that using precise, specific queries will give you much better sponsor results than in the past. Use words with narrow meanings in your queries rather than general search terms for better search results.

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Google Bombs?

According to Wikipedia “A Google bomb (also referred to as a 'link bomb') is Internet slang for a certain kind of attempt to influence the ranking of a given page in results returned by the Google search engine, often with humorous or political intentions. Because of the way that Google's algorithm works, a page will be ranked higher if the sites that link to that page use consistent anchor text. A Google bomb is created if a large number of sites link to the page in this manner.”

How does it work?
A webmaster decides that a web site should have a top Google ranking for a special search term. The webmaster links to the web site with that search term and asks all of his friends to also link to that web site with that special search term. His friends also link to the site and they ask their other friends to link with that search term to the web site, and so on.

Now that many different sites link to the web site with that search term, Google thinks that the web site must be very relevant for that search term. The most famous Google bomb is the miserable failure Google bomb. For several months, the official home page of George Bush was the first result on Google for the search term "miserable failure".

What did Google do about the Google bomb problem?
"These pranks are normally for phrases that are well off the beaten path, they haven't been a very high priority for us. But over time, we've seen more people assume that they are Google's opinion, or that Google has hand-coded the results for these Googlebombed queries. [...]
So a few of us who work here got together and came up with an algorithm that minimizes the impact of many Googlebombs."
That means that most Google bombs shouldn't work anymore.

It’s effect on your website?
Inbound links are very important if you want to get high rankings on Google. But if the links to your web site have an unnatural linking pattern then Google won't count these links. If you get many links with exactly the same anchor text then these links might be interpreted as a Google bombing attempt. So it becomes very important that you get links to your the right inbound web site.

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Search Engine Optimization Vs Search Engine Marketing.

Confused between the terms “search engine optimization” and “search engine marketing”? There is an important difference between the two.

" Search engine optimization (SEO) is actually a part of search engine marketing. "

Difference between SEO and SEM?
The terms “search engine optimization” and “search engine marketing” are often used interchangeably. It’s important to note that these two terms have different meanings.

Search engine optimization (SEO) is actually a part of search engine marketing. SEO is the act of optimizing a website for organic or natural search engine listings. Search engine optimization is the most cost-effective technique in a search engine marketing campaign.

Search engine marketing (SEM) is the process of marketing a website via search engines; using paid or sponsored listings.

A comprehensive search engine marketing campaign includes:

1. Search engine optimization ( on page & off Page)
2. Search engine and directory submissions
3. Paid inclusion and trusted feed programs
4. Paid listing management (pay-per-click)
5. Link popularity / link development
6. ROI and performance monitoring and reporting

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Search Engine Placement through Website Design

A website ranked high at the top positions in the search engine rankings has the possibility of attracting more visitors than the websites having lower rankings. So, it becomes extremely important to have good search engine visibility in order to attract visitors. Though creating a search engine friendly website is not a difficult task at all, but it requires some exceptional efforts. The points listed below will definitely help you in creating a search engine friendly website.

Importance of Domain Names
The domain name of your website is very important from search engine’s point of view. Search engines always prefer websites which have relevant domain names. Besides search engines, visitors also tend to have a rough idea of site’s content, when they see the domain name.

Website’s Layout
Search Engines also give importance to how good your website’s layout is, so it should be designed with great care. Your website should have a good linking structure; the linking structure makes it easy for the visitors as well the search robots. You should try to link all your optimized pages from the home page itself.

External CSS Style Sheets
Search engines prefer websites which have less amount of code in comparison to the content. This is where external style sheets can help you. Use external style sheets to reduce the amount of code and overall complexity of the website. It is always advisable to make external CSS files then to add all the styles in the page itself.

Don’t Use Frames
It is well known fact that search engines do not index websites that use frames, as search robots can not crawl frames. So it is always advisable to not use frames in a website.

File Names
Try to name your files using the targeted keywords in title tags. This helps in getting better search engine rankings for those keywords.

Outgoing Links on a Page
Don’t stuff your web page with too many links. Keep the number of links on a single page to around 25 or 30.

Ratio of Images and Content
Only plain HTML code is visible to search bots. So, try to keep the number of images and graphics as small as possible. You need to have a perfect balance of images and content to make your site search engine friendly.

Above given points can definitely help your website’s rankings on the major search engines.

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Why use geographical-targeting in SEO?

As explained earlier, searchers are changing the way they search for information to find relevant results for specified location. Many sites which are currently indexed don’t have relevant information to help search engines in finding them 'relevant' to the location term, often because they don't have their targeted geographic location for marketing mentioned on their site.

By including the targeted geographic location in the keywords used with an SEO campaign and the on page optimization done on a site, it is possible to have a dramatic and positive increase in top results, traffic, and sales.

It is very simple to include geographically-targeted terms and phrases with the keyphrases used for search engine optimisation and this will go a long way in increasing the revenue a website can generate.

Possible Disadvantages?
Alienation of future customers is always possible. If a searcher in the US is searching for simply "Internet Marketing" and your website happened to show up with "Internet Marketing UK" in its title, it is more than likely that the user will skip the website because it is targeting the UK.

This can also be seen as a positive point, as it actually helps in qualifying your traffic even more. It stopped a user visiting your website that would have found out that your services are UK specific and that they could not order their requirements from your website anyway.

Of course this could also be a negative aspect. If you 'mainly' target the UK but also want to offer your services to overseas clients, this may result in the loss of a potential sale.

Should geographical-targeting be used?
The answer depends only on the target audience or geographical location of the products or services offered.

Should you offer your products or services to a specific area or country, or you intend to only deal with local audience then yes, you should certainly be geographically-targeting your search engine optimization campaigns to increase traffic and sales.

The second situation can be that some of your products or services are available to many areas while others are not. In this instance simply use selective geographical-targeted optimization with each of the products or services sections.

And, if your target audience is not bounded by geographical regions, such as online services or products that have worldwide delivery, then more than likely geographical targeted optimization is not appropriate.

The key is that geographically-targeted SEO campaign can make a huge difference to a websites success. It is up to you to decide if it is an appropriate option for the products and services your website offers.

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Improving Search Engine Visibility Using Geographical - Targeting

Search engine optimisation techniques are both varied and simple, however time and time again website owners fail to see some of the most recent 'common principles' behind an effective and successful SEO campaign. This post will try to bring to light the most recent update in SEO, Geographical-Targeting.

In the past users would open a search engine, search for a product or service e.g. "website design company" and make use of that company to make their purchase or gain information.

But over the past few years' searchers have started to make more purchases online, as the general attitude towards online purchase has changed amazingly.

Big change in search trends
As the searchers have begun to purchase online, the places they look for these products and services have changed considerably.

If an organization wants it’s website to be designed it will not simply search for "Website Design Company". Why? Because this search term is too broad, and will bring up many irrelevant results of companies which are not in the same geographic location as the organization looking for website design.

When searching for products or services that are to be purchased online, the searcher wants to deal with a 'local' organization. This helps them feel more 'secure' in purchasing or ordering a product or service. Because of the factors like: the supplier is covered by the same laws, easier communication, delivery costs and language barriers.

What is Geographical-Targeting?
It is during these searches that geographical-targeting comes into picture. If an organization is planning to get it’s website designed and it is located in the UK, it is very common for them to append 'UK' to their search, so instead of simply looking for "website design company" they will search for "website design company UK" or a combination of this.

This will result in search engine returning with mostly UK based as 'UK' is a term used within the sites on their contact details, delivery information pages and about us pages.
Geographical-targeted searching is the filtering of your search by including the name of the location with the search term. E.g "website design company UK", "search engine marketing UK", "web hosting company UK" etc.

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