Understanding the logic of Google’s “Mobilegeddon”

Understanding the logic of Google’s “Mobilegeddon”

On April 21, Google released a new algorithm update. While this has been covered extensively in the media, it is not news to me many; hints were released by Google months ago. An algorithm contain the rules Google’s computers use to determine which results show up and in what order when someone searches for a term on a search engine like Google. This specific update has been dubbed by the media “mobilegeddon” as it is a major update (Google rolls out smaller updates all the time) that affects many sites if they are not mobile-friendly. Why is this significant and why is Google doing this?

This algorithm update can affect a website’s ranking. That is, if a website is not easy to use on a mobile device (a smartphone or even a tablet), Google may demote this site in its order of search rankings. People visit Google.com because it is useful. One can search for nearly anything and (usually) find it quite easily. Why is Google useful to individuals? Because Google computer engineers work hard to develop algorithms that elect to display useful results relevant to an individual. Thus, Google rewards relevant sites by placing them higher up in the search results than less relevant sites. Google considers now, more than ever, sites that are mobile-friendly to be relevant. This is nothing new. In 2012, a Google survey found that 74% of internet users on a mobile phone surveyed were more likely to visit a site again if it was mobile-friendly. More and more people are surfing the web on mobile devices. If Google listed sites in search results that were hard to navigate on a mobile device, then those people using Google.com on a mobile device would not want to use it and would resort to finding mobile-friendly sites by other means. Without search traffic, there would be no ad revenue! Ad revenue made up 90% of Google’s $66 billion 2014 revenue, with the majority of this revenue coming from Google’s own websites as opposed to ads on member ad network’s sites.

The algorithm update is not just good for Google’s business but is also good for your business if you have a website. If your website is mobile friendly, then people using mobile phones are more likely to remain on it, interact with it, learn about your business and contact your business than if your website is not mobile friendly. Also, if your website is mobile-friendly, it may rank higher (or at the very least, it might not rank lower than before) in Google search results. The exact impact of this algorithm change is yet to be fully understood, but its intent is crystal clear.

At Search Light Internet Marketing, we enjoy keeping up with the latest developments in online search and marketing. We apply this knowledge to all of our clients’ websites and campaigns. Search Light offers Search Engine Optimization (SEO) campaign management (to get your businesses’ website ranked on search engines), website design services and more. To learn about our company and to find out what we can do for you visit www.SearchLightIM.com.

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Owning your brand or your name on Google

The title of this blog is a slight misnomer: you own very few things in Google’s eyes. Google rolls out small algorithm changes every day. These may only affect certain industries or certain businesses based on size. No one is ever sure of exactly what these changes are, and, according to the Financial Times, even the German government is pushing for more transparency on Google’s part. Interestingly, Google dominates the European search market even more than it does in the US. This blog offers a few tips that can help you “own” yourself on Google. In other words, I will explain how you, your company or your brand can show up for many search results on Google when someone searches your exact name or your company or brand’s name.

Let’s first look at the search engine results page for the search “Jayson Lutzky, P.C.” This is the name of a law firm. It shows mostly branded results, which is what one would want people to find for their business. They do not want unrelated results to show, because anyone who searches for their business word-for-word clearly wants relevant information. It’s best for Google to return a lot of relevant information than very little. The same applies with your personal name.

Google search results

Item 1 shows the search “Jayson Lutzky, P.C.” on Google. The second item is the firm’s official website. It is great that this is what showed up first as a large proportion of searchers click on the first item. Item 3 is part of the first result. It gives the address and phone number of the law firm, which can help direct people to the business. Additionally, item 4 on the right-hand side of the screen provides information about the business that Google has on file. It also shows four similar searches. While the firm would not want people to look

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at its competitors, Google often shows the results of similar searches in this spot. Items 5, 7, 8, 12 and 16 are all directories. Being listed in many directories is one way for your brand or company to show up on Google search results pages. Some of these results have ratings because Google crawls those directories for reviews and ratings and provides them to the searcher. Items 6, 13, 14 and 15 are all social media listings. Facebook, Twitter, LinkedIn profiles can all take up real estate on Google searches, so it is important that you, your company or your brand have profiles and fleshed-out pages as well. Image results are shown by items 9, 10 and 11. The images near item 10 are from YouTube videos. This shows the positive impact of a video on search engine results. Item 11 is an image of a map. This image came from a directory and is useful in this case study because it provides further reinforcement of the company’s location. The YouTube video, item 15, is also very important. It is another way for searchers to interact with the results and learn more about you, your business and your brand. For a video to show up, it must be properly titled, described and tagged.

Now that have seen one company’s page one results on Google, it is time to think about yours. Are you listed in the right directories? Are there many, if any, reviews and ratings? Do you have a Google Maps listing that gives Google information about yourself or your business as seen in item 4? Have you posted any videos to YouTube for your company? Are there images of you online? Is your name prominently associated with those images? If you have any questions about owning the search engine real estate when your name is searched for, do not hesitate to contact us at Search Light Internet Marketing. We offer a variety of online marketing services, such as web design, Search Engine Optimization (SEO to get your website to be listed towards the top of relevant Google results), assistance in completing your listing in directories, creating company Twitter and/or Facebook accounts and email marketing. Visit www.SearchLightIM.com to learn more about us or call 347-871-4141 to speak with an expert.

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Google Authorship: Nothing lasts forever

Google Authorship: Nothing lasts forever

What was Google Authorship?

Google Authorship allowed people to designate themselves as an author of an article on their website using a short piece of code and a Google+ personal profile. This would allow that author to show up in search results with his or her photo and byline (name and link to Google+ profile) next to the listing of the authored article, website or blog.

authorship example

Example of Google search result displaying authorship

Why did Google stop their authorship program?

Last week, however, Google ended its authorship program as reported by SearchEngineLand.com on August 28, 2014. Authorship was already on the decline. Back in December 2013, Google would only allow a limited number of authorship photos to show up

in its search engine results pages. Later, Google stopped displaying author’s photos altogether. Perhaps this had to do with the fact that Google was trying to unify its desktop and mobile search results. Photos take up space and because mobile devices have small screens and many mobile users have limited data they may download, authorship photos on mobile searches were not ideal.

Another reason for axing Google Authorship was that, according to studies, not everyone implemented the code correctly, and many authors did not even bother to implement authorship. Google executive Eric Schmidt once said that pages with authorship tags would be ranked higher than pages without authorship tags. As most people want their website or article to rank well among search results, it would seem logical that more people would have implemented the authorship code on their websites. However, this was not necessarily an easy task, leaving only the technologically sophisticated users to implement authorship.

Another reason that Google has halted authorship was that it did not see value in it for Google users. In other words, when Google reviewed its data, it found that people did not click more on results with Google Authorship than results without it. Therefore, in the end, authorship images and bylines were not useful to Google search engine users.

Is authorship really over?

Even Google search results no longer display authorship data, which does not mean that the whole project is dead. At one point, Google tried to match up articles with authors automatically. After a short period, they cut down on that effort. Google is constantly trying to offer new and better products and, thus, perhaps, one day, authorship will come back to Google search in another form.

About us

Search Light Internet Marketing is committed to its customers’ online success. Search Light offers Search Engine Optimization packages to help a business rank towards the top of search engine results, modern Website design and social media campaign services. To view the full listing of our services, visit www.SearchLightIM.com/Our-Services. To learn more about our offerings call 347-871-4141 and get your business off the digital ground.

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The power of mobile local search for local businesses

The power of mobile local search for local businesses

There have been a number of very convincing studies regarding local mobile search. Local mobile search is when one searches for a business in a specific neighborhood on a mobile device, such as a smartphone. The neighborhood may be a city, zip code, a neighborhood in a city, town or even an entire state. Often, these are retail stores, such as a nursery or a clothing boutique. Studies have found that is very beneficial for a local business to have an online mobile

presence.

The importance and potential of local search on mobile devices

Mobile local search matters a lot. Even though many people have access to a desktop computer, many prefer to use their mobile phone. One explanation may be that they keep their phone with them at all times or they would rather use their phone than a business computer In fact, 77% of people who conduct a mobile search are in a location (either work or home) that is likely to have a PC available to them (Google/Nielson). Furthermore, according to eMarketer, local searches are projected to exceed desktop searches sometime next year (in 2015).

Also, many mobile local searches convert from online activity to offline activity. For example, 70% of mobile searchers call a business directly from search results. These users take advantage of their device’s “tap-to-call” feature. This allows someone quickly to call the store or business. Additionally, 78% of local mobile searches results in an offline purchase (comScore/Neustar Localeze/15 Miles). This indicates that those who conduct a mobile search are very driven to buy a product from a local business, which includes small businesses.

The temporal nature of mobile local search

Searches are timely. While people can conduct searches 24 hours per day, research suggests that some of the best searches occur during business hours. That is because one in three smartphone searches occur right before customers visit a store. Therefore, it is important to have your hours clearly posted online, whether it is on Google Maps or your store’s website.

Local search is still important to searches that occur earlier than immediately before visiting a store. In fact, 50% of smartphone users visit a store within one day of their local search. For desktop and tablet searches, that number is lower—34%. While that is not insignificant, that statistics from Google/Nielson suggest that smartphones are an important shopping tool.

How to get into the mobile search scene

More and more people are conducting local searches these days. The best way to make a good impression on a variety of devices is to have a responsive website. Responsive websites load based on the size of the browser. That means one website will keep the same look, design, and content across mobile phones of all sizes, desktop screens of all sizes and tablets of all sizes. When someone visits a website from mobile device, the page will be optimized for a mobile device. For example, the phone number automatically turns into a tap-to-call button. Navigation is simplified with a menu as opposed to the many buttons that you may see on the desktop version, and Google recommends responsive sites be optimized mobile user experiences (and Google crawling abilities when compared to a separate mobile site) for.

About Search Light

Search Light Internet Marketing provides website design services as well as Search Engine Optimization (SEO) campaigns to make sure that your website is found in a top position when people search for your category of local businesses. To learn more about us, visit www.SearchLightIM.com or call 347-871-4141.

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Optimizing your autoresponder

Optimizing your autoresponder

What is an autoresponder?

When you are trying to sell a service online, you must gain a user’s trust and confidence before the sale. You also cannot let a potential customer forget about you. That is exactly what autoresopnders are for. If you design an effective landing page, which delivers a whitepaper by email, then you can also send those potential clients an autoresponder. Simply put, an autoresponder is a series of one or more emails to the potential customer. You write and design these emails in advance and then set your email marketing software to send those messages automatically at certain intervals after the potential customer opts in to your email campaign.

Autoresponders keep your services in the minds of potential customers. As this type of email campaign should be informative, they will also be knowledgeable about your product by the end of the autoresponder series. Through the emails, you will hopefully be able to explain why your product is the best and why it stands out. But knowledge is not enough. Trust is as important, too. People may be skeptical of purchasing your product or service online, especially if the first time they heard of your company was on your website. Autoresponder emails can work to build trust between your brand and potential clients, especially if you have written the emails in a friendly, personable manner.

Problem solved

An autoresponder is only effective if the emails are opened. After all, you spent time designing them in a specific sequence. You need to look at your data to see if there is a drop off. Are you sending too many emails? On the other hand, if they are all being opened, then could you send one more to drive home your point?

Another problem that email marketers face is the open rate. What percentages of the people who receive your emails open them? If the open rate is

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high and uniform, then you did a good job writing your emails. ConversionXL.com recommends tweaking the subjects of autoresponder emails that are not opened or rarely and reworking the copy of emails where people do not click on any links from the email. That way, with open rate data, you can tweak your emails so that more potential clients read them. After

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all, there are tons of email newsletters and deal emails out there. Make your emails compelling.

About us

Search Light Internet Marketing works hard to run its client’s email campaigns as well as their Search Engine Optimization (SEO) campaigns effectively. We also design responsive Websites, which are the best type of websites for both desktop browsers and mobile browsers. Visit www.SearchLightIM.com to learn more about all of our services or call 347-871-4141.

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Using the 4 U’s: How to start writing titles they’ll all click on

Using the 4 U’s: How to start writing titles they’ll all click on

What are the “Four U’s” anyway? Entrepreneur Michael Masterson came up with an easy-to-remember, powerful web copy strategy, according to a Yahoo! Small Business Advisor article. This strategy is to utilize the “Four U’s.” They are meant to engage people. Everyone wants people to open their email, to read their blog post, to visit theirContinue Reading

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What Google Maps Explore means for local businesses

What Google Maps Explore means for local businesses

Let’s say you’re on a business trip in a city you’ve never been in. You took the red-eye flight and your sitting, nearly asleep, in your hotel room, craving a good cup of coffee and some pancakes before your meeting starts. Let’s say you’re on vacation and you’re traversing a new city and need aContinue Reading

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Use Dynamic Number Insertion and keep Name, Address and Phone Number info accurate if you use call tracking

Use Dynamic Number Insertion and keep Name, Address and Phone Number info accurate if you use call tracking

A recent whitepaper (PDF) by a call tracking company, Log My Calls, attempted to explain how call tracking is not bad for Search Engine Optimization (SEO) efforts. The whitepaper seemed to have two main takeaways (i) use call tracking the “right” way to maintain name, address and phone number accuracy (NAP) and (ii) be sureContinue Reading

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A few problems with separate mobile sites and ways to improve them

A few problems with separate mobile sites and ways to improve them

Not all mobile websites are executed correctly and one should make sure that his or her web developer will create one optimized site for your business. Blogger and web developer Tom Elliott writes that Google has recommended that web developers create responsive sites as opposed to a mobile site that is separate from its desktopContinue Reading

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A Twitter post seen as offensive can change a marketing strategy

A Twitter post seen as offensive can change a marketing strategy

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