Search engine optimization is based on content relevance and authority—how closely does the content match the search query’s context and intent, and how many other sites across the Internet consider it to be valuable enough to link to? The growing “not provided” bucket of organic search keyword referral data in a site’s web analytics reports, therefore, can have a profound impact on our ability to effectively optimize our sites to drive organic search visits and conversions.
The “not provided” issue was originally predicted to impact less than 10% of all Google searches. Today, the impact varies between 20% and 50% of all organic search keyword data. […] Read >
Local search is a critical component in the quest to drive online visitors into brick and mortar stores to complete their purchases. Research by comScore has shown that 49% of local searches are conducted without a specific business in mind, and 61% of searchers consider local results to be more relevant than standard search results. In addition, even for major brands with ecommerce capabilities, some customers will want to see and feel and try on products before making a purchase decision. Winning these potential customers’ foot traffic via local search requires a combination of store locator features on your site, search engine optimization and local feed optimization.
Local search results are divided into two areas: localized web search results and local places results. Localized web search results are simply part of the standard 10 blue links on a search results page, with content specific to your location. Local places results are displayed with a map and contain primarily address, phone number and URL information. These two types of search results are blended into the search results page together, but different forms of optimization are required to be included in each. […] Read >
User-generated content (UGC) and search engine optimization (SEO) are a match made in heaven. SEO is done by marketers and can fall prey to same language issues that caused the site to perform poorly in organic search in the first place. But UGC is created by customers and uses the real-world language that other customers and searchers are likely to use.
“Why, is that our new ‘Zip-front Sweatshirt-Black-With Hood?’” asks the marketer.
“No,” replies the puzzled customer. “It’s a “black hoodie.’”
So while the marketer busily optimizes for the product name, the customer logs on to write a review about the great new “hoodie” he just bought. […] Read >
Yahoo! entered the modern search app age recently with its visually engaging new Yahoo! Axis app for iPhone, iPad and the desktop. Instead of the search industry’s tried-and-true page of 10 blue links with some maps and images scattered around, Yahoo! Axis has gone completely visual and removed all traditional links in favor of site thumbnails.
Much like Google’s Instant Search feature, Yahoo! Axis displays changing search results with every letter you add to the search box. As the searcher types “top surfers,” Yahoo! Axis offers a list of potential searches that the user might be working toward, such as “top surfers of all time.” In addition, though, the search results shown change to show different website thumbnails or images and videos shown based on each new character the searcher enters. […]