September 3, 2014

Don’t believe what Google tells you about search

liar
Photo by Alan Cleaver on Flickr (CC BY)

How has Google misled us? Let us count the ways!

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamIf you’ve been listening to Google of late, you’ve heard their spokespersons’ declarations that you should go merrily on your way producing content for your followers while making no attempts to improve your search rankings through explicit means. Focus on what you do best and ignore all that voodoo SEO stuff.

Well.

I’ll probably get some blowback for this, but it’s time to call out Google for its — how shall I put this? — sleight of hand, half-truths and tendency to lie about this.

The following list of Google mistruths have some exceptions and caveats. And, Google does make examples of bad actors, which is all to the good.

But for the vast majority of us Web publishers, bloggers and businesses who just want to create content and have it read, you should frankly ignore what Google has been telling you about backlinks not mattering anymore, SEO not mattering anymore and other misdirections.

Let’s do a rundown of which SEO elements actually still work

How has Google misled us? Let us count the ways! (I’ll list my bona fides below, and I have my own caveat: Google hasn’t said that none of the following is important, but let’s run through all of these SEO elements one by one.) Continue reading

August 20, 2014

Always write for Google, never for humans

google-bot
Google bot image by Jeff Lowe (CC BY SA)

To be found online, create headlines & leads with the all-powerful Google bot in mind

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamWhen it comes to dominating search, especially when it comes to blogging and publishing, you need to always write your headlines and copy first for Google, then for people. Humans (and their flexible brains) are forgiving when it comes to reading stilted, “robotic,” keyword-explicit headlines and articles, but Google is not when you don’t.

You always need to write the copy — the exact phrases — that you believe people will most likely use to find what they’re looking for — that’s who you’re writing for. It’s true, no matter what anyone says — even at Google HQ! The title is the most important but so is the first paragraph, especially if you can insert that copy into your Description Meta Tag and your Keywords Meta Tag headers. It just makes sense, especially with breaking news, when you’re proffering content that Google will not have the time to ruminate and deeply examine before they need to include it in the real time web where it will show up in search. Continue reading

October 21, 2010

Web 3.0 demystified: An explanation in pictures

Socialmedia.biz contributor Deltina Hay now has a featured column on Technorati called You’ll Be Back: Search Optimization & Survival. The column focuses on search optimization as it applies to the entire Web: search engines, social search, mobile search, the semantic Web, etc. You can read the articles right here on Socialmedia.biz every week.

In this first series of articles, we discuss each of the fundamental elements that are moving us toward an application-driven, Web-based, mobile computing era, and how they will ultimately affect search optimization.

Deltina HayWeb 3.0 aims to make online content easier for machines to understand and opens up and links large sets of data in consistent ways.

Finding a definition for Web 3.0 is no easy task when most people are still trying to grasp Web 2.0. However, it is a necessary task since Web 3.0 technologies are encroaching on the Internet quickly. Perhaps the best way is to start at the beginning.

Web 1.0: The Internet in one dimension

In the beginning, the Internet was flat. Think of it as a collection of documents (Websites) lined up side by side. Though many of the sites may have linked to each other, those links simply took a user straight to the linked site, and maybe back again.

Each website was classified using metadata composed of meta-keywords, meta-descriptions, and meta-titles that described what the content of the website was about. At their simplest, search engines used established search algorithms to comb through all of the websites’ metadata to return what it considered relevant results based on your choice of keywords.

The inventor of the Web, Timothy Berners-Lee, refers to this phase of the Internet as a “Web of Documents.”

Web 1.0

Web 2.0: A two-dimensional Internet

This next generation of the Internet added another dimension: collaboration.

This added dimension means that websites were linked in a more collaborative way. Instead of sending a visitor away from a site to view related content, the content is actually drawn into the visited site from the related site using RSS feeds or widgets.

But it isn’t only the websites that are more collaborative, it is also the users of the websites’ content. Internet users tag and comment on content and collaborate and interact among themselves.

Search engines have a whole new layer to consider in their searches: user-tagged Web content and the relevant connections between the users themselves.

Berners-Lee named this Internet phase the “Web of Content.”

Web 2.0

Web 3.0: The third dimension

Even with the rich metadata, collaboration between websites and users, and user-generated relationships to draw from, machines are still machines, and they still find it difficult to discern actual meaning from human-generated content. The third evolutionary step of the Internet aims to fix that by adding the dimension of “semantics.”

The goal of this phase is to make the content of the Web more easily interpreted by machines. Web content is typically written for humans, which means that it is produced with aesthetics in mind — little attention is paid to consistency or relevancy of the content itself.

Tim Berners-Lee calls this phase — rather passionately — the “Web of Data.” Continue reading