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SEO

SEO: 8 top ranking factors for Google in 2017 [infographic]

The Google algorithm keeps on changing regularly, making life harder and harder for SEO experts. Some people assume that SEO is dead, but in fact SEO is alive more than ever. Simply, the old way of doing SEO is dead, or at least it’s not bringing the desired results anymore, whilst a new set of SEO strategies and techniques is rising due to search engine algorithms that become intelligent more than ever.

Here is an interesting infographic, created and designed by Harris Myers, that lists the 8 top factors to keep in mind to rank high on Google SERP in 2017.

 

The Top Google Ranking Factors 2017 (infographic)

 

 

Did you know Google+ Ripples? It helps you monitor shares of a post on Google Plus

Google+ Ripples

+ Ripples for a very popular post by Matt Cuts: “The decay and fall of guest blogging for

UPDATE: Google+ Ripples has been terminated on 20th May 2015.

 

Last 20 January, the Google webspam team leader Matt Cutts posted about decay and fall of guest blogging for SEO. Whatever he says in his blog sound like the Bible for the SEO industry. Despite some times (like the above case) he might change his mind.

The above screenshot taken directly from Google+ Ripples shows the public shares of such popular post on Google+.

Google+ Ripples (in Italian Google+ Eco) creates an interactive graphic of the public shares of any public post or URL on Google+ to show you how it has rippled through the network and help you discover new and interesting people to follow.

Ripples shows you:

  • Who has publicly shared a post or URL and the comments they’ve made
  • How a post or URL was shared over time
  • Statistics on how a post or URL was shared

A link to Ripples for web pages / posts shared through Google+ is now available also in under “Acquisition / Social / Data Hub Activity”

Google+ Ripples accessible directly through Google Analytics

Google+ Ripples accessible directly through Google Analytics

You can see Ripples for each post just by adding its URL at the end of this one, in your browser bar:

https://plus.google.com/ripple/details?url=_________

and SEO are getting closer day by day and guest blogging apparently is decreasing in popularity – if Matt has said so, it’s true.

Let’s imagine a link between number of shares and author(ship) rank for each of such shares. It would certainly give an idea of the weight of such an important ranking factor like Google+ activity.

Here is my Google+ Author Rank measured with the experimental tool by Virante that calculates a score based on the content linked to my Google+ profile via Authorship. It does not currently include any measure of authority due to my actions within Google+.

Google+ Author Rank

Google+ Author Rank

You can monitor Author Rank for any of your (Google+) friends.

UPDATE: Google+ Ripples has been terminated on 20th May 2015.

Guido Barilla apologies

PR on SERP: why copywriters should work with SEO guys. Barilla epic fail

 

Guido Barilla apologies

Guido Barilla video apologies. Too late.


26 September, morning. Guido Barilla, co-owner of the famous Parma-based pasta maker, during a live radio interview (La Zanzara, Radio24), proudly claim that gay people would never appear on its brand advertisement because he and his company will always support ‘traditional’ families. After being provoked by the speakers on this topic, he replies that anyone who doesn’t agree with his view can eat other pasta. After few minutes twitter tags #boicottabarilla, #barilla and #boycottbarilla became trend topics (#tt) in Italy. A lot of criticism raise also on Facebook and blog comments. Few hours later images and video parodies start to populate the social environment and later expand on the web. In a couple of hours after his radio interview, Guido Barilla gain the home page of popular online newspaper and, consequently, the top news on Google News. Some direct competitors (e.g. Buitoni, Garofalo, Misura, Bertolli shown below, etc.) took the occasion to declare their open minded point of view and their ironic but strong replies got viral immediately. A double damage.

Bertolli after barilla fail

Bertolli is one of Barilla’s competitors that has taken advantage of Guido Barilla fail with an immediate viral reply.

Too late to repair. A couple of brief textual apologies on Facebook and on Twitter did not seem enough. Two days later (28/9) Guido Barilla recorded a short video (about 1 minute, in Italian, where he looks quite unsecure in comparison with his radio interview). He sent apologies to everyone that felt offended by his previous declaration, saying that he must learn a lot about the contemporary concept of family. Money comes before personal point of views.

Still not enough. What is the most immediate place where you can write something that must be there for everyone curious to read? You might think of twitter, a twitter cover, a facebook cover, your home page. No. It is the SERP (search engine result page). Many people search for the company to find out how it reacts. And SERP is a crucial area where to place a reply that will be immediately noticed by everyone.

How to communicate through SERP? Well, first of all you must do a great SEO to rank on top, possibly before your detractors that are not just competitors. After a fail everyone is potentially your enemy.

Barilla ranks number one and took the occasion to communicate through two SERP channels that are page title and description, as seen in the picture below.

PR through SERP: Barilla fail signals are everywhere.

PR through SERP: Barilla fail signals are everywhere.

This case shows how social is the spark that triggers the fire (on the web). Social is immediate, fast, spread the virus easy and fast everywhere, potentially with no control and can disappear the same way through easy censorship operated by social media platforms (e.g. certain keywords, tags, images, songs, etc.)
The web is slower but slowly burn and can generate unexpected effects in the medium/long term. Predictions are difficult in both cases and correlations too, despite social and web are both integrated, they are two areas of the same environment.

Title, a typical SEO tool, can be used with the power of social for an immediate response, to enforce an official point of view against doubts rising on other channels. Therefore the few words allowed there (70 characters and 156 for description) must be used in the best way, not forgetting the brand that should be highly visible on title to remark the official site distinguished by the rest.

Copywriting and SEO should definitely help each other, in particular during critical times. Memes don’t come from nothing.

translate

Localisation vs English: what’s the best choice?

translate

Internet expands market capabilities but language translation counts and has a cost.

I am going to present in a very simple way a case of International SEO concerning the opportunity to translate a site content to get more customers from specific countries.

What languages to prioritize, English (considered good for most of the countries) or the local? The best answer obviously is “local”, but it has a cost therefore we should measure its effectiveness.

A typical practice is starting to translate content into the most popular languages. It doesn’t mean getting the best translation ROI though, because smaller languages might be more rewarding than popular languages – not least because in their web environment usually there is less competition, both on organic and paid search.

When going international most digital marketers think that English can be good enough to cover most world areas. English is fine, but what’s the value of translating/transliterating/localising content (including URL’s)?

Let’s have a look at a little case concerning an English website that offers its services also to the Vietnamese market.

Context: a company dealing with cars want to explore if English is ok for its web content or not. Translating content has a cost therefore it’s wise to run a small pilot lasting a certain period (e.g. 6 months, to allow enough time for it to be indexed) on a small relevant part of the site (including the conversion funnel). Then it’s time to find out outcomes.

First, let’s have a quick look at the internal situation through the company’s web metrics to understand how local content (Vietnamese) has been performing against original English content:

Vietnamese content beats English content, but look at page value is higher for English.

Vietnamese content beats English content, but look at page value…

At first look it seems clear that local language performs better than English in terms of visits (about 80% overall) and engagement (better bounce rate, lower exit rate). Page value is much lower though. It means that people not speaking English are not willing to ‘convert’? In this case before assuming conclusions it worth having a look at conversion goals to find out if they are relevant or not. It is the crucial step before taking a decision about translating content: we might find out that despite quantity belongs to content written in local language, quality  comes from content written in foreign language.

For example let’s imagine that conversion goals are related to online payments (e.g. visit of an after successful payment page). If in the country local people that do not speak English are not willing to do ecommerce, in comparison with people that speak English and are generally richer more accustomed with innovation, therefore a lower page value for local content should not be a problem: the company should focus more on offline when coming to final conversion, but web content still count a lot in terms of getting more engaged customers in comparison with English.

Now let’s have a look at the external search environment to understand how local keywords are more or less popular than their English

Source: Google Trends

Source: Google Trends

In this case it’s clear that the English word ‘car’ has been losing importance in comparison with local translated keywords (many versions, I had a look at the one that seems the most popular and showed a stable popularity). It’s interesting to note that the English KW is more popular in Ho Chi Minh City (formerly Saigon) where the Western post-colonial influence is still popular, whilst the local version is highly popular in the capital Hanoi located in the North.

If you find that local language is not rewarding after the pilot, therefore your pages should be carefully 301-redirected to the main content (English). Finally a personal view which I’m sure it’s shared by many: local content should be written by local authors rather than translated. Culture, even the invisible part of it, is a crucial element of the engagement process.