Archive for April, 2008

Apr

Catering to 92% of Searchers

Posted by: Judith in Marketing, Musings | Blog, Online Business, SEO | SEM

A “study” was released that notes that the majority of searchers will rarely go past the top 3 pages in the SERPs (Search Engine Results Pages). Then, it found that 70% of searchers noted that if they didn’t find what they were looking for on the top page — they started a new search. You need to be in that “Top 10″ out of billions or you are SOL.

I got a kick out of the top page scenario as my experience shows an even more radical point of view. Most searchers do not go past those links that are visible “above the fold!” Above the fold refers to the point where you would have to use your scroll bar to see the sites listed on the bottom half of the first page.

One of my sites has been fluctuating between 2-15 positions for years on Google (ranks much better on Yahoo and consistently #1 or top 5 in Live Search). I’ve used white hat SEO — keywords, titles, headlines and content for site visitors not for search engines. I grow and build the site — have no advertising and a bunch of free tools. It is clearly the most information packed, featured rich site on the topic (not just my personal opinion but of those who have found me and e-mail me on a regular basis). These folks are the 8%. They are looking for quality and take the time to look for it. They don’t simply click on whatever Google serves up above the fold, assume that is the best and stop there. They know better.

Clearly “the best site” doesn’t translate into top rankings. It is a catch 22. If your site is on the top, you get found, you get more links. But you can’t get the volume of links you need to be on top unless you are already above the fold.

Backlinks, which contribute highly to where you are ranked, rely on a factor the search engines are unable to compensate for. Does a link to a site on a certain topic simply because they are the first listed int he SERPs translate as the best quality site on the topic? Not necessarily. The study also notes that 92% of onliners take the path of least resistance and rely on whatever info is the first to display that then negates any additional effort on their part. Yes, clicking and scrolling is now considered effort.

So when you are thinking of backlinks and Google, think of the laziness factor. You need to get those highly coveted backlinks — above the fold — because most onliners won’t look past them to find your great site– even if it is factually a better design, information resource, product, etc. And sometimes, the above the fold positions may simply be unattainable.

There are so many factors involved in how search engine algorithms rank sites and IMNSHO there is a ton of work that still needs to be done to do so more accurately. Until then however, backlinks are the Holy Grail of rankings.

At your service,
Judith

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Apr

Blog Commentsense

Posted by: Judith in E-mail Etiquette, Helpful Articles, Online Business, Search Engines

It’s all the rage! Post your comments on others’ Blogs and get links to your site! Easy! There is even software to plaster your “posts” on Blogs across the Web with minimal effort. Well, as we say in Chicago — when it comes to my Blogs — foe-ged-aboud-it!

What many seem to not understand is that Blogs are about opinions and conversations not about one-sided desires for self-promotion. In the almost rabid quest to attain incoming one-way links to their Web sites, Blogs are being hit with generic dribble from marketers that serve no purpose other than reflecting the commenter’s desire (and lack of tech savvy) to gain a coveted one-way inbound link.

I have a handful of Blogs and each and everyone is moderated. By being moderated this means that any comments submitted need to be approved by me before being added to my Blogs for public viewing. My Blogs — my call — and I am very persnickety about what gets added to my Blogs by those I don’t know. It’s called quality control.

A site visitor’s comments do not see the light of day on my Blogs unless they meet the following criteria:

The comment must include your name; at the very least your first name — typed properly is a plus. Put your keywords in this field and I hit delete.
Type like a grade schooler with poor grammar, typos and incomplete sentences and chances are your message is lost in your inability to communicate properly. Delete.
The comment must be specific to the post you are commenting on — and I mean specific. General blah-blah-blah doesn’t cut it — comments must include detailed verbiage clearly about the post in question or it gets marked as spam. Comments like “I see your point of view but don’t agree…” without telling me specifically why you disagree, tells me you are just link baiting. If you disagree with my commentary, please do give me your POV in a professional and coherent manner. I will respond back with the same courtesy and clarity.
Compliments are futile. Yes, we all love to hear how great our site is and having our egos stroked by site visitors. But my ego does not fall prey to those who try to compliment their way into gaining a link to their site from my Blogs with empty praise. Only those compliments combined with thoughtful specific commentary will have a chance of being approved for viewing by my site visitors. It’s all about the conversation!

Between all my Blogs, minimally 200 “comments” each day are marked as spam because they do not meet the basic criteria above. All of which are common sense with a dash of courtesy combined with an understanding of the venue in which you are participating.

News Flash to Blog Owners — Moderate your Blog and integrate the above standards as well. Doing so will help to increase the value and integrity of your Blog in the process. Otherwise you risk your Blog’s overall worth being affected negatively by “comments” that are of no value to anyone.

News Flash to Blog Commenters — Commenting on Blogs is certainly a great way to gain exposure. When you contribute your comments, it is an opportunity to show your personality, expertise and gain exposure for your Web site. But only when done properly and for all the right reasons integrating courtesy and common sense when doing so.

If you don’t have anything of definitive value to contribute and don’t want to make the efforts mentioned above — then don’t waste your time or that of Blog owners.

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