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Issue #060: Textbook SEO

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             "Understanding Internet Search Technology"
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Moderator:                                          Published by:
Disa Johnson                                       SearchReturn
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May 04, 2006                              SearchReturn Issue #060
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                   .....IN THIS DIGEST.....

// -- FEATURED POST -- //

            "Overly Broad Use Of The Term Spam"
                     ~ Ed Last

// -- ESSENTIAL NEWS -- //

            "Textbook SEO"
            "Yahoo! Faces Class Action Suit"

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// -- FEATURED POST -- //

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==> TOPIC: Overly Broad Use Of The Term Spam

"Should we be taking steps in our professional organizations to
protect the reputations of ethical search marketers?"

From: Ed Last 

SearchReturn,

We work with a lot of different industries and the more 
competitive the industry, the harder it is to rank well for the
competitive keywords. Ethical Search Optimisation is only as good
as your client's patience. We have had good results using good,
clear and concise content (ethical SEO), and doing everything
right - But at the same time, in a extremely competitive market
(where PPC costs £6+ per click), it's not easily possible to rank
well 'ethically' - Perhaps in 2 years, when the search algorithms
are finely-tuned, then ethical SEO will be vital - Until then,
my clients aren't going to be 'my clients' if they have to wait 2
years for results!

Regards,
Ed

 

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// -- ESSENTIAL NEWS -- //

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==> Textbook SEO

http://www.clickz.com/experts/search/results/print.php/3602456

Essentials: Recent discussion about textbook SEO, (title and meta
tags), has prompted varied opinions. Matt Cutts was interviewed
by Mike Grehan on the issue, and if you listen carefully to what
he says, Matt talks about the value of designing your template
and making sure things are in place first. Then he sees going
after popularity with buzz marketing as a way to increase your
presence.

The rather antique "viral marketing" method has worked great for
building popularity in a natural way, and has been part of the
SEO arsenal for ages. Naturally building links generates the
clean popularity you need. You want the kind of links that people
choose to publish for pointing to something useful. Such links
can deliver great traffic in their own right.

The most important bit from this conversation comes when Matt
discusses Google's use of the description tag that can increase
clicks. Keep in mind that the title is even more prominently
displayed. Attracting relevant clicks has an affect on your user
behavior rankings, and solid textbook SEO has therefore never
been more important. Tune your textbook SEO to the context of the
query, and let the search engines do the rest by bolding query
text in your result listings.

When you Google [pinot grigio] as Mike points out you will see
results for a page that currently hasn't been crawled. Number two
may actually get as many clicks, if not more than number one,
simply because the query text is bold and displayed in the
listing. If the number one listing was crawled and as such
remained in the top spot, Pinot Grigio would be in the title and
snippet to truly capitalize on search impressions.

Textbook SEO is not as effective as linking for ranking with
Google and Ask, but textbook SEO has considerably more strength
in Yahoo! than Google and Ask. As a consequence, Matt from Google
does not advocate tweaking SEO much. But once impressions are up
from good rankings, tweaking can still be useful for tuning
relevancy to boost CTR (and benefit with increased user-behavior
ranking).

 

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==> Yahoo! Faces Class Action Suit

http://www.searchreturn.com/digest/refs059.shtml

Essentials: Google recently settled their click fraud class
action for $90 million. Many thought that the amount to settle is
simply tiny compared with the inflated costs advertisers suffered
which Google made off with. Additionally, Google settled with
advertising credits and not cash. Now Yahoo! faces a suit where
the complaints are much worse, citing AdWare and domain abuses
that inflate costs for Yahoo! contextual advertisers.

 

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