Press Releases Officially Made Google’s Web Spam List

Excerpts from my latest article at Practical eCommerce: “SEO: Google Devalues Another Link-building Tactic.”

Google’s search result quality mission stands seemingly opposed to the search engine optimization practice of link building. For years, SEO professionals have worked to increase the number of external in-bound links to a site in an effort to build authority and trust, thus boosting organic search rankings. One by one, Google has been devaluing these tactics, and press release distribution is the latest target.

Until recently, optimized press releases were a legitimate if increasingly overused link-building strategy. Press releases are written as part of a company’s normal course of business, and links are naturally included in the body of the press release as they would be in any piece of content on your site. So far, no problem.

Then eager marketers realized that optimized links in press releases would pass link value back to their site when distributed via a press release syndication service like PR Newswire. Sites all over the world receive feeds from these distribution services and repost them on their own sites, typically with links still intact. Next came the spam: overabundant linking within the press release coupled with over-optimized anchor text.

According to Google, press release distribution for SEO benefit is just another source of paid links. You pay for the distribution service, and the result is (was) SEO benefit. In fact, PR companies openly listed SEO among the benefits of using their service. As with other forms of paid linking, Google is devaluing these links now. They’re also asking webmasters to nofollow links in press releases in the same way that links from advertisements should be nofollowed…. Read more at “SEO: Google Devalues Another Link-building Tactic.”

Read my articles in full at Practical eCommerce » Jill Kocher


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Originally posted on Web PieRat.

Google’s Recent Quality Algorithm Updates

Excerpts from my latest article at Practical Ecommerce: “SEO: 2 Months of Algorithm Updates.”

If your organic search metrics have been fluctuating more than usual recently, you’re in good company. Google rolled out four notable algorithm updates in the two months between May 21 and July 15, including a Panda update and the much-anticipated Penguin 2.0 update.

Each of the updates shares a focus on improving the quality of search results by detecting and removing factors that give some sites unfair advantage over others in the rankings. This summer’s updates focus on low-quality link signals, content quality and domain advantages. In each case, Google’s intent is to combat the low-quality or spammy search results that can gum up its search results and lead to poor searcher experience. The updates discussed include:

  • Penguin 2.0: Next Generation Link Spam Weapon
  • Payday Loan Algorithm: Spammy Queries
  • Partial Match Domain Update
  • Panda Detuning

Keeping track of Google’s algorithm updates and deciphering which may have had an impact on your site can be very challenging. The Panguin Tool is one of the easiest ways to look for correlations between your Google Analytics and the Panda, Penguin, and other Google updates. Just log in with your Google Analytics account and Panguin Tool shows your organic search visits overlaid with a timeline of algorithm updates. Moz also offers a handy list of algorithmic events with links to relevant articles describing each. Read more at “SEO: 2 Months of Algorithm Updates.”

Read my articles in full at Practical eCommerce » Jill Kocher


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Originally posted on Web PieRat.

Using Google’s Keyword Planner for SEO

Excerpts from my latest article at Practical eCommerce: “SEO: Using Google’s New Keyword Planner.”

Keywords are the foundation of search engine optimization. They’re what searchers type into Google’s search box, and what marketers incorporate into their web pages to attract searchers to their sites. Google recently launched a new tool that changes the way we research keywords: AdWords Keyword Planner.

Intended for use by paid search marketers, the Keyword Planner replaces the AdWords Keyword Tool I’ve often recommended using and merges it with the AdWords Traffic Estimator. In essence, the Keyword Planner is designed to simplify keyword research and campaign planning for paid search marketers.

Despite its AdWords focus, the Keyword Planner can still be used by SEO professionals. The core of the toolset revolves around keyword volume, a measure central to both paid and organic search.

For those familiar with the Keyword Tool, the new interface will take some getting used to. Where the Keyword Tool offered a single interface to accept keywords and return keyword data, the Keyword Planner gives marketers three choices for how to proceed.

Really, though, it doesn’t matter which we prefer, the old Keyword Tool or the new Keyword Planner. The Planner was launched in mid-May, and the AdWords Keyword Tool should be discontinued sometime this month. Since the Keyword Planner is here to stay, get used to the interface before the Keyword Tool disappears and you’re left scrambling for data.

Read the article in full at Practical eCommerce » http://www.practicalecommerce.com/member/2459-Jill-Kocher/articles


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Originally posted on Web PieRat.

URLs & SEO: What’s the Relationship?

Excerpts from my latest article at NBC 5 Chicago’s Inc. Well blog: “How URLs Impact SEO.”

If networks of links are the road map that search engines use to crawl the web, URLs are the street names that give that map meaning and consistency. As such, URLs affect search engine optimization in a couple of important ways: relevance and consistency.

Relevance is what most people think of when they think about URLs and SEO. Keyword relevance in URLs is like the street names that give maps their meaning. Using relevant keywords in URLs passes a keyword signal that search engine algorithms can use to boost your rankings slightly.

Optimal URLs will also be as short as possible, however. It’s important to balance keyword use with length for two reasons….

Read the article in full at Inc. Well » “How URLs Impact SEO.”


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Originally posted on Web PieRat.

What to Expect from an SEO Audit

Excerpts from my latest article at Practical eCommerce: “SEO Audits: What to Expect.”

One of the challenges that plagues the search marketing industry is a lack of standards around the quality and scope of work. Different agencies and consultants will use similar words to describe very different deliverables and processes. One of the most abused of these is the SEO Audit.

Clients have told me bitter tales of ghosts of “audits” past that didn’t live up to expectations, like the big-brand shoe retailer that paid $10,000 over three months’ time for a two-page Word document containing weak, tactical recommendations. I thought my client was exaggerating for effect until he emailed me the product.

To protect their investment, businesses need to understand what to expect from an SEO audit and which questions to ask to ensure they’ll receive the quality and scope required.

An audit commonly begins a search marketing engagement with a client. The goal is to identify the challenges and opportunities the client’s sites have for improving their SEO performance to drive more brand impressions, visits and conversions. The input is a client’s web analytics, access to search tools like Webmaster Tools or SEOmoz, the client’s own site and the search results themselves. When combined with SEO knowledge and experience, the SEO professional has what he or she needs to analyze the site and document a strategy to improve organic search performance….

Read the article in full at Practical Ecommerce » “SEO Audits: What to Expect.”


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Originally posted on Web PieRat.