Google’s Over-Optimization How to Avoid It

April 21, 2012
Recently Google’s Matt Cutts announced the impending rollout of an SEO “over-optimization” penalty at South by Southwest (SXSW)
Cutts went on to address the increasing adaptability of the Google Bot, and mentioning that there is a place in relevant search results for those who don’t do SEO, and that there should similarly be a way to address those who abuse SEO. Although he didn’t use the word “penalty,” it’s clear that was what he was talking about.
Here is a Video Link of Rand Fishkin Who explains about 6 Changes Every SEO Should Make BEFORE the Over-Optimization Penalty Hits
This announcement ruffled the feathers of the SEO community, most of whom not only remember, but held sacrosanct, a 2009 YouTube video by Cutts win which he outright said there was no such thing as an over optimization penalty. It seems that in the last few years, either the need for such a penalty has grown, or Cutts and the Google team have changed their minds.
Neither is surprising, nor is the “why” of this rollout the point. Instead, we will address 4 “whats” today.

What are the penalties for over-optimization?
What qualifies as over-optimization or over-SEO?
What can I do if I’ve been penalized?
What does this mean for the future of search marketing?

Let’s begin.
What Are the Penalties for Over-Optimization?
As we all know, Google rarely does anything at half-measure. Traditionally, sites that violated filter algorithms like Panda took a hit in rankings, but the penalty for over-optimization is de-indexing.
That’s right – if you’re penalized, you are removed from the Google index and the bots stop crawling your site, which means that you are invisible to the search engine.

What Qualifies as Over-Optimization?
Over-optimized websites, contrary to a mildly popular belief, are rarely the result of a professional SEO consultant or firm’s doing. Typically, webmasters who understand only a shadow of the basic principles of SEO are responsible for the black-hat tactics that provoke the ire of searchers, honest sites – and now, Google.
There are over 200 signals that comprise the database of potential abuses, and the Google Bot assesses confluences of these factors to identify sites that are over-optimizing. Be on the safe side: don’t do any of them. Here are some of the strongest signals:

Excessive keyword density – typically, anything more than 2-3% is too much. If your site crunches 3 to 4 keywords into its title, heading, meta description, and body content with 7% density, don’t be surprised when Google slaps you with a penalty.
Inorganic or paid inbound links – you know you shouldn’t be doing this anyway.
Strictly keyword-rich internal links – are you only linking to your internal sites with keywords? That’s another no-no.
Listing keywords on the site – it makes me physically ill when I see a list of conspicuous keywords, usually all tagged with internal links, at the bottom of a page. This is sometimes done when a site is attempting to appeal to a broad base and stuffs internally-linked keywords anywhere in the body of the site to artificially boost rankings.
Ugly site design – sites that rely on SEO manipulation rarely put in the effort or resources to create an aesthetically appealing, user-friendly site design.
Weak content – if your site is re-hashing material from other websites and offers uninspiring content with a low value, you’re exposing yourself to a penalty.
Few or zero value propositions – a value proposition is something that provides value to the searcher. Not only are these important to conversion, but the lack of one will make your site suspect. What are you offering your reader? An e-book? A white paper? A free consultation? Make it count. You brought them to your site for a reason, didn’t you?
Domain name is keyword – did you buy kidsafegardensupplies.com for its SEO benefit? You might have wasted your cash. While this won’t trigger an automatic penalty, it is on the over-optimization checklist.
All “home” link anchors in the site navigation use the keyword – this was long thought to be clever, but now it’s written off as a cheap trick.
Excessive back-linking – if all of your back-links have the same anchor text and all point to your main URL, you’re in the danger zone. Please note, however, that organic back-links with unique anchor texts that lead to specific landing pages, articles, or blog posts are very healthy for your ranking.
Back-linking to untrustworthy sites – if you’re linking to a low quality site, you may be exposing yourself to a penalty.
Duplicate content – content duplication is when you use the same text over and over again on your website, changing only the keywords and links.
Automatic page re-directs – anything other than a permanent 301 redirect won’t be supported by Google, and could signal that you’re trying to dupe searchers.
Doorway pages – doorway pages are those that offer no navigation options to the browser, and instead only display affiliate links or advertisements so that the browser either “bounces” (exits) or clicks on an ad to leave the page.
Excessive H1 tags – all together now: H1 is for the top heading; H2 and H3 for the rest. You should only have one H1 heading per article or page.

To find out if your site has been penalized by Google, you should compare the number of previously indexed URL’s from your site with the most current figures.
To do so, use the command site:yourdomain.com in Google’s search bar. If you don’t see any results, try link:yourdoman.com. If you still get nothing, then there’s a high probability that Google has targeted your site for over-optimization and has assessed a penalty.

What Can I Do if I’ve Been Penalized?
If your site has been penalized by Google for over-optimization, go through the above checklist and make the required changes to your site. Once finished, you can request that Google reconsider your site for inclusion in its index, and by then, you’ll hopefully have learned your lesson: write naturally, using SEO as an augmentation or as a guide, rather than dogmatically keyword stuffing. This isn’t 1999. The rules have changed.
Without addressing all of the strikes against you and making a formal request, there’s nothing you can do – other than hope that all of your intended customers use either Bing or Blekko.

What Does This Mean for the Future of Search Marketing?

As previously mentioned, the vast majority of these no-no’s are perpetrated by black hat SEO’s or amateurs, so above all else, do not panic.
SEO isn’t going anywhere, nor is its close cousin, content marketing. At this point, based on the infrastructure of how information is catalogued and shared on the internet, that would be impossible. Until Google switches entirely to natural language search interfacing, which it has all but sworn to never do, or until search engines learn to read people’s minds, we are dealing with a keyword-based information hierarchy.
What this does mean, however, is that it’s now more important than ever to hire an SEO and content marketing firm that not only understands the intricacies of SEO content and how it interacts with the rest of a marketing campaign, but can also fix potential violations you or others have made on your site in the past.
While SEO used to exist as an island in the sea of internet marketing, the tides have changed and we now find that SEO, like so many other aspects of digital advertising, is a peninsula of a Pangaea-like continent.
Or, to use a different metaphor, SEO is only one of many different working parts that keep the machine working. To do it properly is to reap the rewards – of two sites with comparable quality and content, the one that has been properly and legitimately optimized will receive a significantly better ranking.
This article originally published at Searchcore

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The 4 New P’s of Digital Marketing

1st View

INTERNET + PEOPLE

– 1) PERSONALISATION

Tailoring a consumer product or service to meet their needs

a) Listen to consumers

b) Give consumers choice

c) Make it all relevant

– 2) PARTICIPATION

Involving consumers in the marketing mix

a) Create an environment

b) Build communities

c) Reward participation

– 3) PRESCRIPTION (PEERS-TO-PEERS)

Friends and peers are more trusted than adverts

a) Marketing messages are social

b) Messages are more valuable and trusted

c) Make things easier to share

– 4) PREDICTIVE MODELLING

Marketing that is relevant to consumer behaviour

a) Marketing that learns

b) Accept consumer preference

c) Consumer privacy, let them opt-in

“In the online world, businesses have the opportunity to develop very deep relationships with costumers, both through accepting preferences of costumers and then observing their purchase behaviour over time.” Jeff Bezos, Founder of Amazon.com

The old 4 P’s of marketing mix

Did you learn about the 4 P’s of Marketing when you started in business? Usually taught during the first week or two of every general marketing class out there–in business school, a technical college, and even in the occasional seminar, speakers will refer to the 4 P’s. Used as a marketing term since the 1960′s, the 4 P’s are: Place, Product, Price and Promotion.

We all learned these basic marketing principles in college and they still stand up today. But the social web is a true shift in the way we communicate and go to market. For the first time, mankind has access to real-time, free, instantaneous, two-way, global communication — and the good old marketing mantra needs a little updating.

2nd View

Here are my thoughts on the NEW Four P’s of social media marketing — People, Presence, Pervasiveness and Publishing.

People

The social web is the first true PEOPLE-driven communication channel. Everybody’s a video star, a rock star, a broadcaster, an author. Everybody creates, reviews, publishes, and bitches. Publicly. Permanently. We have the opportunity to listen intimately and often. We can tune in to laugh and cry with our customers, wherever they are in the world. The consumer-driven web is the biggest marketing revolution since radio.

Presence

This is different from the old concept of “place.” The old marketing “place” to sell, market or distribute was a tangible location like a grocery store. We knew where our consumers were … and they’ve probably been there for decades. Where are they getting their information today? From a video game? From a link on a tweet? From their phone? From a coupon on their phone automatically sent to them by an RFID/GPS system while they are standing next to your product in the grocery store?

To make it even more complicated, a customer’s source of information may be constantly shifting. Think of the implications if you choose incorrectly or your competitor moves into an emerging platform more rapidly. Kind of makes you want to go back to newspapers, huh? That’s why you need to develop a presence that can adapt and adjust to wherever consumer attention drags you. It will be fascinating to watch the big brands create a unified and compelling presence across so many platforms.

Pervasiveness

Let’s take a lesson from Twitter to illustrate this key concept. For years, Twitter hasn’t focused on making money. It has focused on DOMINATING and pervading a consumer space. Why? They know that consumers will have the bandwidth for just one micro-blogging site. Once they devote their emotional equity to one platform it will be extremely difficult to get them to switch. Perhaps impossible. And that’s what Twitter is counting on.

So it might be easy to get folks to taste a new brand of cookie or soft drink, but it will be much more difficult to get them to switch to an unfamiliar communication or marketing channel. Brand marketers jockeying for precious consumer online attention will have to develop ideas and entertainment concepts that are pervasive and with high emotional switching costs. Not cheap. Not easy.

Publishing

Five years ago, would you consider a shoe company to be a significant publisher? Yet Zappos has more than a dozen blogs. I contend the biggest challenge to any marketer may be the publishing of consistently engaging, meaningful content. And increasingly that means cutting through the clutter with entertaining content like puzzles, games, contests and videos. The implications of sustaining an organization’s publishing presence is daunting!

So what’s your take on this? How are you adjusting to the new P’s? How are you integrating them with the old ones?

3rd View

I think a new set of P’s should be considered as a joint cornerstone of marketing, especially with the advent of social media. The new 4 P’s of Marketing include: Plan, Perspective, Perseverance and Passionate People.
Plan

It is essential to have a marketing strategy before you go to market with any product or service. A marketing plan is your roadmap explaining how you will implement that strategy. You need to be able to demonstrate that you can mix traditional marketing and digital marketing together in a cohesive message. The US Small Business Administration has great information on marketing plans for new or small businesses. I don’t like to differentiate “traditional marketing” with “social media” because it should all be together in a plan. How you publish your message (this could be a 5th P) to the various channels is key.
Perspective

sun deck
Look at your product/service from a customer/consumer perspective. How does this product change them? What do they see as a benefit? If your product doesn’t change their life or provide a benefit, the marketing message for the product can be lost and it can be flash in the pan sales with little longevity. I learned this rule when advertising health and beauty products for the promotional industry. It wasn’t about the products or even the pricing, but the customers’ product experience to create a favorable impression and increase sales.
Perseverance

If at first you don’t succeed, try try again. This is one that marketers don’t always go remember. You see, marketers are enamored with the word “new” (and all of its synonyms). Most marketers have Bright Shiny Object Syndrome (BSOS). The problem with BSOS is that marketers don’t learn the value of marketing perseverance. It takes a while, in fact several times before a valued customer sees your new product, no matter how great the advertising campaign. Even though digital advertising can be more targeted, it still may take several views before a sale is completed. So marketers need to have faith and give their campaigns time to work. And hold your campaigns to a high standard, no one wants to perceive your organization’s marketing as spammy.
Passionate People

This is the ultimate component of marketing strategy; it’s all about the people. Keeping people top of mind in all your marketing efforts will be instrumental to success. From product development, customer service, accounting and senior management, the people involved in the making the product/service need to know that you are on board with them. The value of the right people in the right roles should not be underestimated if you want to grow. From phone calls, to tradeshows, to sales calls, the passion that workers bring to the table can make your business sales limitless. People are what make business tick, people are what make campaigns work and they will be your biggest advocates to success.

Passionate people are thorough and go the extra mile, without thinking of it as extra.

All of these P’s–the original 4 and my additional 4 funnel into a comprehensive marketing strategy. If you neglect to address all of these areas, a plan will work, but there will be weakness which can decrease your potential marketing impact.

What do you think about these new P’s? Comment or think of it, especially if you use them in your organization. If you are missing one or two, address the needs accordingly. Don’t be afraid to use these terms as a measuring tool when hiring marketing personnel or creating programs. If you don’t have a plan, you must to create a successful marketing program for your organization. Take time this week to see if your marketing programs are encompassing all of these concepts. If they are, your organization is on the right track to success.

Mejora tu CTR con Rich Snippets

Home » blog » Mejora tu CTR con Rich Snippets

De Amparo Martín en 7 diciembre 2011

Si ya has optimizado, los títulos de tus páginas, las meta descripciones y tienes una URL amigable… ¿has agotado todas las opciones para mejorar tu CTR?

La respuesta es NO. Es hora de plantearse la posibilidad de implementar Rich Snippets en tu sitio Web.

Los Rich Snippets son fragmentos de texto enriquecido que harán que tus páginas destaquen entre el resto de los resultados de búsqueda. Para que Google muestre este texto enriquecido se deben añadir formatos de marcado (microformatos y RDFa) a tus páginas web.

Una descripción tradicional tiene el siguiente aspecto:

Traditional snippet

Si añadimos Rich Snippets de comentarios u opiniones tendría el siguiente aspecto:

Rich snippet – microformatos y texto enriquecido

Mucho más atractivo ¿No te parece? Además de incrementar los clics por llamar más la atención puede incitar a que más usuarios den su opinión.

En cuanto a los formatos de marcado y para facilitar la estandarización, tres de los buscadores más importantes Bing, Yahoo y Google acordaron unos microformatos tipo que se plasmaron en schema.org. Además del Rich Snippet mostrado anteriormente, existen muchos otros para: noticias, eventos, música, videos, productos, etc. En la página de Schema.org podrás ver qué microformatos son los que se deben aplicar y ejemplos de los mismos.

Otra alternativa para marcar la autoría de cualquier información que publiquemos en internet es el uso de la etiqueta rel=”author” en el código HTML. El búscador será capaz de identificar el autor y mostrarlo en los resultados de búsqueda. Para poder implementar esta etiqueta deberemos en primer lugar de disponer de un perfil de Google y en segundo lugar, enlazar desde las páginas de contenido en las que deseemos marcar la autoría al perfil de Google.

Si quieres verificar que has implementado todos estos microformatos correctamente, podrás hacer uso de la herramienta que Google ha dispuesto a tal efecto: Rich Snippets Testing Tool.

Por ejemplo, pinchando en el enlace anterior podrás ver como se muestra en los resultados de búsqueda la autoría de mi página personal, una vez implementada la etiqueta “rel=author”.

¡Anímate y comprueba tu mismo cómo mejora tu CTR con Rich Snippets!

Cómo usar Twitter en 8 pasos

       
 
 

 

 
 
twitter-idiomas

¿Qué estás haciendo? Es la sencilla pregunta a la que tratan de responder los mensajes que se publican en Twitter, la herramienta social de moda en internet. La única condición es que, para contarlo, utilices como máximo 140 caracteres. Por eso, a este nuevo tipo de comunicación se le conoce también como microblogging o nanoblogging. Para empezar a usarlo, basta con seguir estos sencillos pasos:

1. Alta. Date de alta en la web www.twitter.com. Crea una dirección con tu nombre: http://www.twitter.com/tunombredeusuario.

2. Hello world. Entra y escribe tu primer mensaje o tweet con un máximo de 140 caracteres.

3. Sigue y deja que te sigan. Hazte seguidor de tus amigos, de medios de comunicación que te interesan, de museos, de blogs, de artistas… Utiliza el buscador para encontrarlos.

4. Conversa. Para enviar un mensaje público destinado a una persona en particular, usa arroba (@) seguido del nombre del usuario.

5. Retuitea. ¿Ha llegado información interesante a tu Timeline? Pulsa Retweet (RT) y compártela.

6. #etiqueta. Ten en cuenta que en ocasiones, para agrupar los microposts que tratan de un mismo tema, se utiliza una palabra clave, etiqueta o hashtag precedida del símbolo #. Algunas están ligadas a acontecimientos de actualidad (#Iranelection) y otras se mantienen a lo largo del tiempo (#yoconfieso, #palabrasquemolan).

7. Listas para dar y tomar. Las listas de Twitter son una herramienta para organizar a los usuarios que sigues por grupos (amigos, trabajo, noticias…) o por temática (ciencia, cultura, deporte, música…). También puedes seguir listas de otros. En @muyinteresante hemos creado listas de ciencia, historia, innovación

8. Siempre contigo. Puedes escribir y leer los mensajes de otros usuarios desde la web de Twitter o usando una aplicación como TweetDeck para PC y Mac. Si quieres enviar mensajes desde el teléfono móvil, entra en tu página de Twitter, pulsa ‘Settings’, ve a ‘Devices’ y agrega tu número de teléfono.

 

Flipboard.com, aplicación movil para ver como revista las redes sociales

Flipboard redes sociales 1set 280x333 252x300 Flipboard.com, aplicación movil para ver como revista las redes sociales iphone ipad flipboard aplicacion movil Flipboard.com es una aplicación que permite ver las redes sociales como revista. Especialmente diseñado para iPad. Proporciona una forma visual y rápida para descubrir, ver y compartir el contenido de las redes sociales como Facebook y Twitter.

Flipboard es la revista de las redes sociales. Esta inspirado en la belleza y facilidad con que brinda información los medios impresos.

El equipo de Flipboards esta enfocada en hacer mas divertido cuando las personas descubren, ven y comparten contenidos en las redes sociales.

Para usarlo solo descarga la aplicación de Flipboard.com. La compañía tiene su sede en Palo Alto, California.

Cómo llamar gratis

PRACTICO

Y otros 75 trucos que no sabías

Ana Pérez Martínez – 23/09/2010

Vota:          
Valoración: valoracion

A menudo aprovechamos solo el 5% de las herramientas tecnológicas que tenemos a nuestro alcance: teléfono móvil, email, facebook, Twitter, Skype… Les hemos pedido a expertos en todas ellas y a seis bloggers que nos cuenten esos secretillos que solo los más ‘techies’ conocen. ¡Aprovéchalos!

Trucos de los expertos

PRÁCTICO

Sobre tu tecnología básica

Ana Pérez – 23/09/2010

Vota:          
Valoración: valoracion
________________________________________________

EDUARDOS ARCOS

Fundador de Hipertextual, una factoría de blogs como alt1040.com, del que es editor.

  • Evernote: Herramienta para hacer anotaciones en las que se puede incluir texto, imágenes, audio y vídeo. Se guardan en la nube, así que puedo acceder a ellas desde cualquier dispositivo.
  • X-Mini Capsule Speakers: Viajo bastante y me encanta la música, así que, cuando estoy en la habitación, no uso audífonos, sino estos pequeñísimos parlantes que suenan muy bien.
  • AirVideo: Al instalarlo en mi ordenador, automaticamente todos (bueno, prácticamente todos) los archivos de vídeo de mi PC están disponibles para ver en el iPad (sin sincronización).

____________________________________________________

JUANAN
Informático y autor de uno de los blogs de tecnología más punteros, netambulo.com

  • Barcode Scanner: Aplicación para teléfonos con Android que escanea códigos de barras y te muestra toda la información de este producto, incluso su precio, en varias tiendas.
  • Google Mapsy sus múltiples opciones se ha convertido en el callejero por excelencia, que sirve tanto para buscar una dirección como encontrar una farmacia u organizar con precisión una ruta.
  • Screengrab: Es un complemento para Firefox y Chrome que permite hacer una captura de cualquier web hasta el final o el pie de página. Puedes guardarlo como imagen o en el portapapeles.

____________________________________________________

CHEMA LA PUENTE
Director del programa SER Digital y fundador del blog tuexperto.com

  • Google Talk: El servicio de mensajería instantánea del buscador. Nos permite hablar en directo con nuestros amigos por escrito (chat), de viva voz (telefonía internet) y videoconferencia.
  • Spotify:Música a la carta por internet. Tenemos casi toda la música del mundo a un clic de ratón, y podemos hacer nuestras listas de canciones. Si no pagas (9 € al mes), tendrás que oír anuncios.
  • Wuala: Un disco duro en la red. Este servicio de la firma francesa LaCie sirve para hacer copias de seguridad y guardar todo tipo de archivos en la nube. Así, tenemos los archivos siempre a mano.

____________________________________________________

DARÍO PESCADOR
Experto en tecnología y editor del blog QuoLive.

  • Histograma: Son esas curvas que salen en muchos programa de retoque y ahora en las cámaras digitales. ¿Mi truco? Si hay “cumbres” en el lado izquierdo o derecho, es mejor que repitas la foto.
  • Regclean: Windows se hace más lento con el tiempo debido al registro, una base de datos enorme que controla Windows y que se llena de basura. Con Regclean se recupera la velocidad.
  • Define en Google: Uno de mis trucos para buscar definiciones en cualquier idioma es escribir “define:” y a continuación lo que buscamos. Por ejemplo: “define:NASA”.

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FERNANDO BERLÍN
Director y autor del blog de radiocable.com, y experto en internet.

  • Qik: Aplicación para móviles que permite emitir vídeo en directo en Facebook o cualquier otra web. Es compatible con Nokia, Blackberry y Windows Mobile. Más información en qik.com.
  • Picnik: Una especie de Photoshop casero para editar las imágenes de tus vacaciones online. Desde su web, picnik.com, tienes acceso directo a Picassa, Flickr, Facebook y Photobucket.
  • Youtube de oído:Listentoyoutube es una web que sirve para convertir vídeos de YouTube en MP3. Solo tienes que introducir la url del vídeo y descargarte el archivo a tu iPod, por ejemplo.

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CARLOS ZAHUMESKY
Editor del blog Xataka y de unusuariomas.com

  • Unlocker: Es una sencilla aplicación para Windows que desbloquea esos archivos que no se pueden borrar, renombrar o mover, porque están en uso.
  • RocketDock: Se trata de una barra de tareas configurable, muy parecida al Dock de Apple pero para Windows. Permite tener organizados los accesos directos sin que el sistema se resienta por ello.
  • Búsquedas por voz: La versión 2.1 de Android permite hacer búsquedas por voz en Google o en Google Maps. La exactitud del servicio al “escucharte” es bastante alta.