Tag: Search Marketing


Search Engine Ranking factors 2015 — click through rates becoming important

By Dave Haygarth   August 26, 2015  
The MOZ biannual survey is out!It's always the most interesting summary of where the world is at in terms of SEO (Search Engine Optimisation) — and that's because it's so utterly thorough. Its sampling technique (to pick 150 industry leading SEO experts and ask them what they think is important for SEO) is unparalleled and nobody even bothers to imitate it. By combining all the top thinkers on the subject, MOZ shows the big patterns of how SEO works and what we should all be doing to get our sites to perform well on search engines.There is a huge amount of detail (and thankfully, a good summary) on the report here, but I wanted to briefly focus on one angle: the growth of CTR (clickthrough rates). Back in May of 2014, Rand Fishkin of Moz undertook an interesting experiment to see how Google search results could be improved by (in this case, falsely boosting) click-through rates from Google's search results (read more here). Ultimately, it proved that click-throughs from the search engine were going to be of growing importance in search results.This is important because, for years, the SEO  people have tried to hone their magic brew and get all the factors — on-site and off-site right.  Whilst these are still massively important, to some extent they can be cooked-up or falsified in some way, and Google has struggled and fought hard to stay one step ahead.Click-through rates are Google's best way of doing that and will remain of high importance. This is primarily because they are hard to falsify. People have tried and will try to use bots and other means (including what I suspect to be poorly paid humans performing click-fraud campaigns in what are basically modern-day sweat-shops) — but click-throughs are hard to emulate and ultimately, Google has the control and knowledge (because the clicks come from its own search engine). The lesson? As always, and I never tire of saying this, but nothing's really changed as far as you and I are concerned...create good content and ensure your site supports it well in its structure market it well don't try and cook the books have confidence in Google to get it right. Google's reputation depends on getting it right. It will keep trying. have realistic expectations and goals (can/should you really be on the first page for 34 million results?) monitor and understand what traffic actually converts.  

Google to index Twitter tweets

By Dave Haygarth   October 21, 2009  
Search giant Google has just announced on their blog they have reached a deal with Twitter to include Twitter tweets in search results. Given this new type of information and its value to search, we are very excited to announce that we have reached an agreement with Twitter to include their updates in our search results. We believe that our search results and user experience will greatly benefit from the inclusion of this up-to-the-minute data, and we look forward to having a product that showcases how tweets can make search better in the coming months. That way, the next time you search for something that can be aided by a real-time observation, say, snow conditions at your favorite ski resort, you’ll find tweets from other users who are there and sharing the latest and greatest information. This means a great deal for the online marketing industry in so many ways. "#Hashtags" that were once Twitter trends now have become very real to non Twitter users. What people have previously said about your brand on blogs and forums is now joined by the inexpliccably huge volume of tweets. Twitter's power is now vastly increased - and so is Google's, once more.