The Latest Innovation in Search Engine Algorithms . . . User Popularity – Marketing
The Latest Innovation in Search Engine Algorithms . . . User Popularity
Robin Nobles
For years, the search engines have continued to introduce new factors into their algorithms to make their search results more relevant and to keep savvy search engine marketers from "cracking the system."
Weve seen many ranking factors come and go in importance. For example, years ago, META tags were the key to success, or so we thought. Stick in META tags that were loaded with your keyword phrases, and you were sure to achieve top rankings.
Then, we had keyword weight as a ranking factor. We struggled to determine the keyword weight of our competitors pages, then duplicate that weight in all of the various areas of our pages.
Along came link popularity, and with it, the massive link farms and link exchange programs. Web site owners joined as many as they could in an effort to boost the sheer number of incoming links pointing to their sites.
In the midst of these evolving ranking factors came changes to page components like the title tag. Put your keyword at the beginning of the tag for maximum ranking potential. Oops. Things have changed. Put your keyword as the 3rd and 4th words in the title tag. Wait - lets try the 2nd and 3rd words.
These are just a few of the ranking factors that have come into play over the last several years.
Can you see the potential for problems here
After all, including keywords in your META tags doesnt mean that the page is more relevant for those keywords. Just because you have 12,792 worthless links pointing to your site doesnt mean your site is relevant for your keyword phrase.
Now, were in the middle of another "link popularity" or "link reputation" surge. But the rules have changed. Now, we want sites that are related in content to our site, or authoritative, popular sites in our focus area.
Okay! Now were beginning to get on the right track! After all, if an important, authoritative site in a particular topic area links to your site, it must mean that your site is important and popular for that subject too. Or, if other sites in your subject area link to you, it must mean that your site is truly about that subject as well.
Equally important, or even more so, comes the "link reputation" factor. If enough popular sites in your topic area use your important keyword phrase when linking to you, its telling the search engines that your site is relevant for that keyword phrase. After all, the Web community has deemed to describe your site using that keyword phrase, which is a vote of confidence to the search engines.
Makes sense, except for one small problem. I can have a site thats devoted to wireless Internet connections, and you can have a site thats devoted to kitchen utilities. I can link to your site from mine and use the keyword phrase "kitchen utilities" in the link text. Some of the engines appear to use the link text as the determining factor when deciding link reputation, not the contents of the page pointing to the site. So, two sites that arent related in content whatsoever could potentially help boost the link reputation of each others sites. We may see the engines consider other factors in the near future, such as the contents of the title tag on the page containing the link, which will help solve this potential problem to some degree.
However, when looking at all of the factors listed here so far, do any of them truly prove that the page is relevant to a particular keyword phrase
With relevancy comes a much more stable, trustworthy search engine. When you search for a particular topic, youre assured of getting search results that contain pages with good, solid content related to that keyword phrase.
After all, most people venture onto the Internet looking for information. If we can provide that information in content-rich, valuable pages, weve done the search engines, the users, and ourselves a big favor.
With all of these various ranking factors, what is the one area that is sorely missing
How about a site ranking algorithm based on a combination of content relevancy and user popularity data
"Content" relevancy and "user popularity" arent as easy to manipulate as link popularity, link reputation, or even keyword placement, so the search engine results should certainly be more relevant. After all, anyone who is concerned about relevancy in search engine rankings should want the most relevant pages and sites to rise to the top of the rankings. If our pages arent the most relevant, we have some work to do!
Introducing an Innovative Search Engine Ranking Algorithm
I just learned of a new search engine that actually uses a combination of content relevancy and user popularity to determine rankings. Its called ExactSeek.com.
How does ExactSeek measure user popularity The engine has teamed up with Alexa, which offers a toolbar that measures activity on the Web. By measuring the surfing activity of millions of Alexa users, ExactSeek is able to determine the user popularity and relevancy of Web sites in its index. User popularity is a far more reliable indicator of where Web sites should rank and gives users some input on the search results they see.
Mel Strocen, CEO of Jayde Online, which is the parent company of ExactSeek, says,
"Alexa traffic data will be a strong factor in the ExactSeek ranking algorithm but not the dominant factor, that being page content. Essentially, weve opted to emphasize user popularity over link popularity."
In fact, in an effort to make the results even more relevant, ExactSeek.com will be in flux for the next week or two as they work to determine how much weight to give Alexa traffic data in ranking search results.
The beauty of ExactSeek.com is that the harder you work toward increasing traffic to your Web site by adding new, relevant content, paying for SEO, advertising in various publications, investing in a PPC campaign, etc., the better your rankings will be in ExactSeek.com.
Can User Popularity be Manipulated
I think a better question would be, what search engine results cant be manipulated The key is to consider relevancy and valuable content, which is something that ExactSeek.com has wisely chosen to focus on.
Its true that not everyone uses the Alexa toolbar. However, it does provide results based on an excellent sampling of users on the Web. Plus, user popularity will be more difficult to manipulate than other factors, because it is certainly more difficult to manipulate the surfing public than it is to manipulate the search engines.
Give ExactSeek.com a Try!
ExactSeek.com is innovative in more ways than the way it determines rankings. For example, you can check your sites rankings in the ExactSeek database from a link on the main page of the engine. How convenient!
In Conclusion . . .
As the search engine industry evolves, well begin to see more and more innovations geared toward arriving at relevant search results that arent as easily manipulated as some of the ranking methods in the past. One of those innovations is being put into place now at ExactSeek.com: user popularity combined with content relevancy.
About The Author
Robin Nobles is the Co-Director of Training of Search Engine Workshops with John Alexander. They teach 2-day beginner, 3-day advanced, and 5-day all-inclusive "hands on" search engine marketing workshops in locations across the globe. She also teaches online search engine marketing courses through http://www.onlinewebtraining.com, and she
Customer Excellence Returns to Web Site Hosting! – Marketing
Customer Excellence Returns to Web Site Hosting!
Robin Nobles
For those of you with Web sites, you probably know what a "host" is. Its a company that provides a location, or address, on the Internet where your Web site resides.
In other words, just like a physical business needs an address, so does a Web site. You cant have a Web site and just "stick it up" on the Web. Unless you want to set up your own server, you have to go through a hosting company who gives you that address, including server space and bandwidth, that enables the search engines and visitors to find your site.
Lets look at some common problems we often have with hosting companies:
You can never find an actual person to talk to! They may have a 24-hour customer service line open, but you can never get through to a real person.
Hosting companies often think that the "lowest price" will always get the sale, but they fail to realize that what people really want is excellent customer service, servers that are up almost 100% of the time, and a variety of services that come with the hosting package.
Many hosting companies dont provide any other functionality other than Web site hosting. They dont provide a "control panel" full of goodies such as PGP secure e-mail, shopping carts, log analysis, database creation, etc.
Guess what Technical support people often dont make the best "customer support" people. They may be technical gurus, but their main interest lies in their high tech servers and other functionality, rather than solving the simple problems of their customers.
In other words, weak customer service is a major problem with the majority of hosting companies these days. Solution:
I recently had the pleasure of being introduced to Combustion Hosting Company, and to say I was impressed is a vast understatement.
Here are some things that struck me as unbelievable. When the phone rings, whoever answers the phone is required to stand up to answer it and talk. After all, the sheer act of standing up requires that theyre alert and are listening to your problems and concerns. And, you actually speak to a "real" person!
With Combustion, if you have a problem, they dont just "tell" you how to solve it, they solve it for you! Also, their services certainly arent limited to "hosting." They can set you up with an account to where you can access the Internet through local access numbers no matter where you travel.
Their prices are extremely reasonable -- much better than I had been paying previously. Plus, the "extras" Ive received by going with Combustion are amazing.
But the one thing that makes Combustion shine over most Web hosting companies is their devotion to providing good customer service, and this is an area in which they truly excel.
So, if youre in the market for a new Web site, or if you arent pleased with your current host, consider Combustion Hosting. It will be one of the smartest moves you could ever make for your Web site. http://www.combustionhosting.com/moreinfo
If you want further proof as to the benefits of using Combustion, read: this article.
About The Author
Robin Nobles is the Co-Director of Training of Search Engine Workshops with John Alexander. They teach 2-day beginner, 3-day advanced, and 5-day all-inclusive "hands on" search engine marketing workshops in locations across the globe. She also teaches online search engine marketing courses through http://www.onlinewebtraining.com, and she
Cleaning Up Your Marketing – Marketing
Cleaning Up Your Marketing
Charlie Cook
Has your once well-organized marketing plan come to resemble the jumble of stuff in your closet not to mention the garage and the attic If you are like most people, each time you come across a new marketing idea you try to adopt it and add it to your existing approach.
Strategies and tactics tend to accumulate and linger even when they may not be working as well as youd like. Like the ill-fitting clothes that accumulate in your closet or the broken tools still in the garage, they are hard to get rid of, whether because of habit, emotional attachment or just plain not getting around to cleaning them out.
To improve your marketing, youll need to clean out some old ways of working. While I dont want to get anywhere near your closet, and in fact I could use some help with mine, I can show you how to clean up your marketing plan so youre ready to take advantage of the New Year to grow your business.
Cleaning Up Your Marketing Plan
Every morning my friend Michael Angier of SuccessNet.org sits down at his desk and asks himself the following three questions about his business.
1. Whats working
2. Whats not working
3. What can I improve
You may not want to review your marketing plan five times a week, but it is a good idea to do it at least once a year. So take out your pencil or fire up your computer and assess your marketing plan:
Your Marketing Plan
1. Is your plan working
2. Do you have a well defined marketing strategy that helps you achieve the three phases of marketing: Getting Attention, Positioning, and Selling
3. Do you need to write or rewrite your marketing plan
4. Do you need additional information or coaching to complete your marketing plan
5. What are you going to do to improve your marketing plan
Getting Attention
6. Does your marketing message prompt prospects to contact you
7. Do your ads, letters, and web site motivate prospects to contact you
8. What are your conversion rates
9. What steps can you take to improve them
Positioning
10. What are you doing to establish your credibility with prospects, to help them know and trust you
11. Is it working as well as youd like
12. What could you improve
13. Is the value of your products and services clear to your prospects or do they question you about merits and price
14. Want to learn how to ensure that your prospects understand the value of your products and services
Selling
15. How successful are you in selling, that is, in getting commitments for everything from appointments to orders
16. Whats your conversion rate of prospects contacted to clients and customers
17. Do initial s/ales generate repeat s/ales and referrals for years to come
18. Want to learn how to generate more s/ales from each client
Evaluating Your Marketing Plan
Use Michaels three questions to summarize your comments
about your marketing plan and your success in getting
attention, positioning and selling.
1. Whats working
2. Whats not
3. What do you want to improve
The hardest part about cleaning out your closet, attic, garage or your marketing is getting started. It may be time to straighten up or throw out some of your old marketing strategies and tactics and replace them with new more effective ones. Start 2005 with a well organized marketing plan, one that helps you Get Attention, Position your products and services and Sell and youll find your business growing in leaps and bounds in the coming year.
About The Author
2004 © In Mind Communications, LLC. All rights reserved.
The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up for the Fr