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Issue #064: SearchCast Special

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                    SearchReturn Discussion List
             "Understanding Internet Search Technology"
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Moderator:                                          Published by:
Detlev Johnson                                       SearchReturn
               http://www.searchreturn.com
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May 18, 2006                              SearchReturn Issue #064
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                   .....IN THIS DIGEST.....

// -- CONTINUING DISCUSSION -- //

            "Textbook SEO"
                     ~ Mike Grehan
                                 ~ Moderator Comment

// -- ESSENTIAL NEWS -- //

            "Danny Interviews Matt Cutts At Googleplex"
            "New Google Ad Delivery Option"
            "Google Powering Up Mobile Search In Japan And Asia"

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// -- CONTINUING DISCUSSION -- //

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==> TOPIC: Textbook SEO

"But textbook SEO ain't dead (but neither is it a guarantee)."

From: Mike Grehan 

Danny,

Just to be clear, I never, ever said textbook SEO is dead. In
fact, it seems to have gone unnoticed that I was asking for
reader feedback to a question I posed. Not a statement.

"I still hear from people all the time who simply made HTML title
tag changes and saw traffic increases. That's text book SEO. It's
also the bedrock for further success."

And when commenting on "textbook SEO" you may also note I never
mentioned title tags, anywhere. I believe that, in order to be
sure to be considered as a candidate page, a title tag is a darn'
good idea.

And sure, there may be some businesses online which are perfectly
happy with the marketing equivalent of foraging in the woods for
berries i.e. tail terms.

But when you're up against the marketing equivalent of blood
thirsty, Velociraptor type companies that know exactly where
the meat is, it's a very different ball game.

Because I talk to a lot of clients (many times even competitors'
clients) I get the "they told us we need this tag and that tag on
every page, thousands of them and we still don't rank anywhere."

As my colleague Jim Banks said recently, in the SEO game there
are those who are far too quick to prescribe, without conducting
a thorough diagnosis to discover what really is the cause of the
client's pain.

Does anyone agree with me that this conversation has pretty much
worn out? It's over a month since that column was published.

My next column is titled "The PageRanki Code". And in it, I explain
how Larry Page is actually the illegitimate child of Professor
Jon Kleinberg, who actually never did invent hubs and authorities.

This can be proved by looking at a Google lava lamp for long enough,
while smoking a certain substance. Secret, mystical references will
suddenly become clear and...

Hugs to you all - even Dan Thies!

Mike.


Moderator Comment: A client seeking search advice is not an
expert, and should never be mistaken for one. Far from foraging
for berries, tail terms typically make up a healthy portion of
site traffic, (often some of the best traffic a site has). For
example, Tim O'Reilly posted his tail term findings regarding
book sales as reported by Nielsen Bookscan, and compared data
with statistics from access logs at O'Reilly's own Safari Books
Online and Google Book Search, (this study was done in defense of
Google and the copyright lawsuit by the Author's Guild and
Association of American Publishers).

http://www.searchreturn.com/digest/refs064.shtml

"With Google Book Search, which has even older books, the effect
is even more striking. 27% of page views come from books
generating only 2% of unit sales, and fully 47% come from books
generating only 9% of unit sales!" This is substantial. Nearly
half the page views at Google Book Search is "raw, unprompted
search activity."

"You can guess that we'll soon be bringing back older books for
download sales or print-on-demand!" - Tim O'Reilly.

Stay Tuned,
-SearchReturn

 

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// -- ESSENTIAL NEWS -- //

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==> Danny Interviews Matt Cutts At Googleplex

http://www.searchreturn.com/digest/refs064.shtml

Essentials: Matt Cutts and Danny Sullivan talk frankly and
podcast as part of a special edition of The Daily SearchCast.
Matt reveals that reinclusion through Google's Sitemaps service
can be more effective, (since you've authenticated ownership over
the domain and are thereby granted more trust for reinclusion).
BigDaddy has had the effect that reciprocal link sites (and
sites with only a few inbound links) are getting crawled less.
Google is working to get the [site:] query more accurate. Tail
term tip: "You can find a way to almost double your words with
industry slang" from examining server access logs. Keyword
density is a ranking factor, but there's not much power
associated with it for Google rankings. The "server crisis" is
not a serious issue for Google Web search. "A common
misconception is that everything is mixed together."

 

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==> New Google Ad Delivery Option

http://blog.searchenginewatch.com/blog/060518-092801

Essentials: Google AdWords now provides advertisers with the
ability to better control how their impressions are published
throughout the day. When advertiser's daily budget maximum is set
to a point where the budget is exhausted in the morning,
advertisers miss the opportunity for afternoon and evening
impressions. For those that want to day-part and capture that
audience, but don't have the software resources, the new option
can spread impressions throughout the day for you.

 

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==> Google Powering Up Mobile Search In Japan And Asia

http://blog.searchenginewatch.com/blog/060518-102746

Plus...

http://blog.searchenginewatch.com/blog/060518-091741

Essentials: Google will provide mobile search applications for
Japanese mobile operator KDDI. The deal may include desktop
applications for enhanced services. Also, Google is in talks with
China Mobile. Google's Eric Schmidt and China Mobile's Wang
Jianzhou have met at least twice, and apparently share the vision
that mobile device access in China may turn out to be the primary
access mode of the population, turning cell phones into "a new
kind of Internet search engine."

 

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