Thursday, November 29, 2007

Google's Revised Page Rankings Algorithm: Why It Matters


If you noticed a drop in your Web ranking recently, it could be because you haven't updated it since Vanilla Ice's last hit, or because it's unattractive and difficult (come on, I'm not the only one thinking it), or it could be because Google revised its organic PageRank algorithms. I know, the Vanilla Ice Theory is easier to digest.

If I may distill it, ripping off something I read in an Outsell Inc. report, Google's PageRank uses the Web's linking structure to assess a Web page's value. But Google changes these rules periodically and, according to Chuck Richard (not in photo), an Outsell analyst, Google will happily help webmasters make their pages more Google-friendly. Not staying on top of these changes can spawn dips in your visits.

"Most sites rely far more on natural search results for generating all important traffic to their sites than rely on paying for key words," he said, "so these periodic moves by Google cause major disruptions in traffic." It also triggers excitement among Web site operators who lose ranking. Some, reportedly, even used bad words.

Richard offers the following calls to action for publishers:

"1. Your online success is much less under your own control than print success used to be, when you chose and strictly managed the channels to reach your audience. Google sets the rules, you play by their rules, and you'd better be paying close attention. Be 100% confident that you are monitoring your traffic daily and avoid finding out in a month-end report that you suddenly lost 25% of your traffic because your sites slipped off the first page of the Google search results.

"2. If you have outsourced or contracted with an SEO firm to guide you, get specific data-supported proof from them that they're watching for sudden shifts in traffic volume, demographics, referring sites, etc. and will immediately guide you to compensate for them.

"3. When these shifts occur, use quantifiable testing processes (A/B, multivariate or equivalent) to test and recalibrate your best methods for recovering all lost traffic, and preferrably, capturing incremental traffic by taking advantage of Google's new ranking criteria."
Finally, Richard advises, it's time to "bend Google's new rules in your favor."

I know. Many of you are pining for the days of truly hard decisions, like whether to mail first class or bulk mail. Others of you don't even know what I am talking about. Ah, the slow old days. I am off to churn butter now.

Tuesday, November 27, 2007

Copyright Clearance Center Adds Blogs to Its Licensing Programs


Man, I have fallen a long way since the days I was a snap crackling reporter and would at least change a few words in news release headlines, even add a typo for authenticity, when stealing from PR writers, then later dismiss them, haughtily, as corporate hacks and sellouts. But not now, buddy. That headline is fresh from Business Wire. Corporate PR guys: you are invited to show me your nostrils.

Apparently bloggers are living the lives of newsletter publishers of years past. Covering their niches with a unique voice, fighting for dignity, respect and press passes, and joining the ranks of the aggregated, the long-tailed, the owners of cleared copyright. The aggregation already happened, of course. CCC entered an agreement with Newstex which, according to the release, has rights to "more than a thousand popular and respected blogs." A quick scan of the list did not reveal mine. Clearly an oversight.

(Disclosure note: LexisNexis, my employer, also has a deal with Newstex.)

“Blogs have become critical sources of information for CCC’s customers—those decision makers who need to share up-to-date news and insights with colleagues, customers and business partners,” said Bill Burger, CCC’s Vice President of Marketing.

Bill, have you even read my blog?

Sunday, November 18, 2007

Ad $ for Bloggers, Podcasters

CNET Blogger Stephanie Olsen, citing a study from the Society for New Communications Research, reported that advertising and markting professionals expect to spend more money on "conversational media" like blogs and podcasts than on the usual outlets, like print media.

A lot of us wait until we have the whole business model figured out, but if you plan to take advantage of social media you will want to start building the traffic well ahead of when you plan to start charging for ads. So what are you waiting for?

You can read Ms. Olsen's blog at http://www.news.com/8301-10784_3-9812928-7.html?tag=nefd.blgs.

SEO Morte?


Randy Zlobek, author of SEM Gorilla, in a recent blog post, asks the musicial questiton: "Is SEO Dead? Or Does it Need Help?"

OK, then he goes on to answer himself (my kind of blogger), saying that as a "standalone methodology" SEM is "dead as a doornail." You have to do a lot more to score high with search engines. All of this Web 2.0 stuff is a lot more work than anyone would to think. All this nasty networking, socializing, writing, issuing press releases, using pay-per-click ads, adding links, being relevant, etc.

Anyway, read his post at
http://chiefmarketer.com/seo_dead_11132007/.