Tag Archives: Search Engine Visibility
The first web pages that appeared in 1992 strongly reflected their origin in the academic world, one characterized more by the written word rather than by visual presentation.
When graphic designers arrived on the scene, they tried to improve the situation, but before long many designers began to realize that the web would be a difficult beast to tame.
The web is not print media
Unfortunately for designers who so love Photoshop to create print materials, the Web is not print. When transitioning to the web, graphic designers face a set of common problems:
- Screen size and resolution. The web is populated with people who use devices with different screen sizes and resolutions. A “pixel-perfect”design won’t work when not all pixels are created equal. Browser bugs and differences in interpreting the html standard represent another obstacle to presenting the same exact design to all site visitors.
Figure 2: % web page displayed Increased use of so-called smart phones (iPod, Android, Windows Mobile 7) and similar (iPad) will further complicate the situation.
Say It Isn’t So: Marketing Resource Site Marketing Profs Seems To Be Cloaking Search Engines – Inadvertantly?
Years ago savvy webmasters realized they could achieve better search engine visibility by creating two copies of a web page. One, text rich and graphics poor, would be seen by search engine robots, such as Googlebot, Yahoo Slurp and Microsoft Bing’s msnbot/bingbot. Everyday web users, surfing with Internet Explorer, Firefox, Chrome or Safari, would see a different version, often graphics rich and text poor.
The process of providing different web content to search engines and site visitors is often called cloaking although some may prefer terms such as conditional content delivery. Cloaking is expressly prohibited by Google, Yahoo and Microsoft’s bing.
The real world problem is that cloaking works, and if you’re important enough, you can get away with it until you get caught. At that point you’ll probably get a slap on the wrist, but little more. As an SEO consultant, this leads to many frustrating discussions with clients (and their webmasters) who can’t understand why they shouldn’t cloak too. My official answer is that if you’re site isn’t a throwaway site, you shouldn’t take the risk. Yet this discussion happens too often and, needless to say, clients don’t really like my answer.
You’ve done it. You’ve created a successful web site with compelling content. A loyal community of readers keeps coming back for more. SEO efforts have paid off too, with lots of traffic from Google, Yahoo!, MSN and minor search engines. Time to sit back with a fine Real Ale or a glass of Monteregio di Massa Marittima… but didn’t you forget something? Internal Site Search perhaps?
By Internal Site Search we mean a search feature on your website to allow site visitors to find what they’re looking for, using their own words.
Don’t fret, there are good reasons to deploy site search functionality and it’s relatively easy to do.
The inside scoop on how you can get a competitive advantage by including organic search engine visibility in your marketing mix.
One of the primary goals of traditional advertising is to create demand for a product or service. An advertisement awakens latent demand by bringing attention to the product or service, or strives to create demand by informing us of a need or problem we weren’t yet aware of having.
By advertising in a mix of traditional media (television, radio, cinema, billboards, magazines and newspapers), companies aim to increase their sales. The process is rather hit or miss: a return on investment (ROI) only occurs when a person, sufficiently motivated, passes through a shop’s checkout or orders a service. This ROI is notoriously hard to measure. John Wanamaker summed it up best when he wryly noted,
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”1.
Search marketing is different: how to gain a competitive advantage by insuring a successful SEO project
In a related article, I consider how Internet search marketing remains a niche focus for a few early adopters despite laser-like targeting and measurement abilities. As a relatively new media, search engine mechanics and user interaction with search engines remains a bit of a black box for many marketing professionals. In the following discussion, I aim to outline the process of a typical search marketing project.
The first consideration for a company is to identify an internal resource who will be responsible for search marketing initiatives. This person has a solid understanding of the company’s business goals and marketing strategies. They also tend embrace technology as a business enabler and ideally are already involved with the company’s web presence.
Selection of an external search marketing partner usually follows, unless the organization decides to recruit resources to manage search marketing in-house. The usual vendor selection criteria come in to play: reputation, experience, value for money, etc.