Archive for the ‘ Great Finds Posts ’ Category

How Search Can Help You Build a Global Brand

In my final post on the iCrossing Great Finds blog (I start a new job with a new agency next week – more on that later…), I write on the topic of Global Search and Global SEO. After spending the past year or so working on the SEO strategy of a global luxury hotel client, I’ve learned a lot about the nuances of optimizing across 7 ccTLds, 5 languages, and four continents. It’s certainly not easy to pull of this kind of global SEO campaign, and even more so difficult as Google continues to raise the bar for global brands in terms of expecting unique, localized content & properly built & tagged websites. I hope my thoughts are useful to marketers looking to understand how search engines and global brands can work together to create connected experiences:

In the digital age, you don’t build a connected brand at the global level by duplicating and translating your website in different languages. You need to understand the nuances of how people search for what they want online and then customize your content to their behaviors. This post discusses how marketing executives can leverage search to create enchanting experiences across languages and countries.

Search Connects Global Audiences to Localized Content

The most important role search engines play in helping global brands build audience relationships is by facilitating the delivery of localized, in-language content for people based on their location.

For instance, let’s take the hypothetical case of a German-speaking tourist from Munich who is on vacation in Madrid. While in Madrid, she might conduct a Google search for “restaurants.” Google knows to return results that are in the searcher’s preferred language, German. Google also knows to return names of restaurants near where the searcher is currently located (in this case, Madrid) rather than her hometown of Munich. Brands can take advantage of the powerful personalization that search engines provide simply by creating localized content (by region, country, or language) and following search engine optimization best practices so that search engines can quickly an easily decipher what content is intended for which audiences.

I recommend the following for scaling your brand’s website on a global level:

Read the rest on Great Finds…

 

New POV: Does Visibility Mean Credibility?

In a new POV on iCrossing.com, I respond to a question from a client as to whether Visibility = Credibility on the web. The short answer is (drum roll please!) – sometimes, but not always. One of the primary goals of any search engine is to use credibility as a ranking factor to determine visibility (rankings) on the web. The hard part is that credibility is a subjective measure to a certain extent, so measuring credibility requires a nuanced approach to evaluating links, social media, and other signals as a proxy for true credibility.

The key takeaways of my POV are:

  1. Never believe everything you read on the internet, no matter how high it ranks and
  2. As a marketer, never sacrifice your credibility or integrity for short-term gains, as in the long-term search engines (and users) will always be looking to credibility as a ranking signal of you and your brand.

Read on here…

How to Optimize Your Google+ Brand Page

In my latest iCrossing Great Finds blog post, I talk about the newly launched Google+ Pages, and how brands can optimize them for better visibility. If you own a business of any kind, now is the time to join Google+ and create a Page for your business – I hope this post is helpful to you in the initial setup of your page and making sure its findable by your customers & supporters.

Chances are you have started to create a Google+ Page or plan on creating one very soon. And chances are that you want your Google+ Page to be visible. Here are some quick tips to make sure your Google+ Page is findable in search engines and will contribute to your website’s overall SEO visibility.

Google+ Page Optimization Quick Tips

* Use your official business name. Your business name will also be your Page Title, which is an important ranking factor. However, do not insert keywords unless they are part of your official, trademarked name.

* Make sure you pre-populate your page with content before announcing it to your fans on other networks. That way, they’re more likely to add you to their Google+ Circles when they get to your page.

* Include your core generic keywords in your tagline if appropriate.

* Fill out as many of the fields as you can, and be sure to include various types of media (text, photos, video, etc.) so that search engines see a rich experience when they crawl your page.

Read more: http://greatfinds.icrossing.com/how-to-make-your-google-brand-page-more-visible/

How Brands Can Leverage Authorship Markup

Google Authorship Markup for Brands

Today on the Great Finds blog my colleague Matt Gagen and I discuss Google’s Authorship Markup tag, and how and why brands should implement this markup tag when it becomes available. On my personal blogs I’ve already implemented the Authorship Markup, although sadly Google still hasn’t recognized it yet even four weeks after implementation. My guess is that Authorship Markup is still in a “beta” phase but I expect it to make a big impact to the SERP in the near future, especially when Google+ becomes available to brands. Check out a brief preview of the post below, then click below to read the post in its entirety on iCrossing.com.

In June, Google announced support forAuthorship Markup. This exciting development, overlooked by many, could create huge opportunities for brands and individuals to claim their content, see improvements in click-through rates, integrate their owned media more effectively with social, and possibly improve their search rankings.

Members of Google’s web spam team are excited about the potential of this markup to help improve search results. But the initial support of this new markup has one big drawback: Google is not supporting brands that embrace Authorship Markup. Nevertheless, brands need to embrace Authorship Markup especially at a time when brands must think like publishers of useful content to succeed.

Read the full post here: Why Brands Must Claim Their Own Content with Google Authorship Markup

***Update: My Authorship Markup is now being recognized for my car blog (although not for this blog or my travel blog). This indicates to me that Google is definitely giving preference to higher traffic blogs and trigger this markup on a case-by-case basis, and not to just anyone who marks up their site hoping for a pretty snippet in the SERP. Anyway, check it out!

Authorship markup Nick Roshon

 

 

How Bing Could Own 40% Of the Search Market

In my latest post on the iCrossing Great Finds blog, I talk about how a partnership between Firefox & Bing could lead to a substantial gain in search market share for Bing, as well as a huge money maker for Firefox. Check out a short excerpt below, then head over to the Great Finds blog to read more!

Brands that invest in search engine marketing pay close attention to the market share of search engines like Google and Bing to inform their search spend. Hence search practitioners closely review monthly market share reports like this one – a process akin to watching grass grow given that market shares change by a fraction of a percent at most each month.

But recently a partnership with Yahoo! allowed Bing to increase its market share significantly (although mostly at the expense of Yahoo!). Soon Mozilla’s Firefox may force marketers to re-examine their search spend. A contract between Firefox and Google – which makes Google the default search engine for the Firefox browser – is set to expire in November 2011.

If Bing takes advantage of this situation by supplanting Google as the default Firefox browser, Bing could end up owning about 40 percent of the search market.

Read more over at Great Finds

Google lauches City Pages and Additional Local Search Features

In my latest post on the iCrossing Great Finds blog, I talk about Google’s latest efforts at improving local search and driving more visitors to to Google Places Pages. The Local Search game is getting very interesting! Here is a brief excerpt, head over to the iCrossing blog for more!

Local businesses take note: Google has begun to roll out City Pages for select cities, currently including PortlandAustinSan Diego and Madison, Wisconsin, and has indicated plans to roll out these pages to more cities soon. Google also launched a number of updates to local search as announced at its Inside Searchpress conference this week. These developments are crucial to anyone who runs a local business or is in charge of marketing for national companies with local franchises. This post explains what you need to know to improve your local search visibility in Google.

Read more here

15 Takeaways from the Google Webmaster Live Chat with Matt Cutts

Over at the iCrossing Great Finds blog I talk about a recent Live Chat with Google’s Matt Cutts, and some takeways that search marketers can use to learn more about SEO as well as become better communicators with Google. Check out the brief excerpt below, then head over to the iCrossing blog for more!

Today Matt Cutts, head of Google’s webspam team, hosted the first-ever live broadcast ofGoogle Webmaster Central on YouTube. For those of us lucky enough to be able to tune into the broadcast (it was announced on short notice), Matt shared some great takeaways about search engine optimization (SEO), how to communicate with Matt Cutts, and Google in general. Here are some takeaways about Matt, Google, and SEO.

Read more…