South Florida Web Marketing Blog

In a search marketing environment where linking is all the rage, we tend to forget that just as important are the links we maintain internally on our sites. What is the point of garnering a great inbound link profile if your site can hardly be traversed by a search engine or human visitor?

The problem with the world of linking is that we place too much time thinking externally. I, like many, ponder nofollow, follow, paid, non-paid, or who Google is threatening to penalize. But at the end of the day did we provide pathways (links) throughout our site for our content to be viewed from the masses we attained through a great inbound link profile? Probably not.

Internal linking is one of the easiest elements in SEO. Why? Because typically SEO has to pick a ratio of appeasing a user but also a search engine.

With internal linking, the better you do, you equally benefit the human element but also the crawling bot. So, let’s start making everyone happy.

For those of you well-versed in SEO, this is just a refresher as to what you probably have lost track of while worrying about inbound links, who the next JCPenney will be, or when you will reach your desired Domain Authority/Page Authority/PageRank and so on.

Making Search Engines Happy

• Have sitemaps: One of the oldest rules of SEO is to have a sitemap containing at least all top level pages linked from each page of your site. Follow this up with probably the second oldest rule of SEO: you should have an XML sitemap containing all URLs on the site. The may not seem like internal linking, but this actually is, in its rawest form.
• How do you link site-wide in navigation? You might be surprised to find out you are not linking to absolute URLs throughout the site. A few examples include non-www. versions of site pages as well as duplicate index pages.
• Does your navigational structure or on-page link structure lean on image links or Javascript linking? Navigational linking should be textual or CSS based and you should remember to mind text in your on-page linking versus a reliance on image linking.
• When linking with text, it should anchor on a relevant set of terms regarding the linked page. It doesn’t always have to be just a keyword phrase, but make sure it’s never simply “click here.” Support your content with these links and do so in a fashion that features relevant topical content across the site being linked page to the main page for the given topic. You want to show the search engines that you’re an authority for a given topic, you have a lot of content pertaining to it, and all this content points back to one main topical page.

Making People Happy

You’ve worked hard to get them here, now what? I usually take the task of internal linking for the user and parse into three steps.

• You must use the four types of navigational linking, main, footer, breadcrumb, and secondary/supplemental. These should include links to the most important top level folders/categories on the site and a link back to the home page. Ensure that the main and footer navigation remains consistent across all site pages. Don’t overinflate the main navigation with links and endless dropdowns as you are only confusing a user and overinflating your site-wide overall internal link count. With this in mind, review your Google Webmaster Tools account within the Internal Links section. Before you get there imagine what you would like to see as the top five most linked page on your site. What did you find? You might be surprised to find that, yes, the homepage is linked the most followed by Privacy Policy and Terms of Use as this is all you are using in your site footer navigation.
• Link from your copy. This one is so simple, but is often overlooked. Link to supporting content on your site. You could even link to another site – only if it is opening in another window. Think of it this way if you were stating a case or trying to persuade someone, wouldn’t you want to provide supporting information to substantiate your statement? Internal linking within the copy helps show that you’re the authority for black fuzzy widgets because you have supporting articles, how-tos, FAQs, and a case study on them.
• Calls to action, what do you want people to do? Is this present above the fold of each page? Do you want visitors to call, click, submit a form, buy something, see the latest deal? Don’t just provide a call to action once someone gets deeper into the site. If there is a mission to your site express what that and make this apparent throughout the site. Too often I see that someone intends to have users commit a certain action yet I don’t see the available opportunity for them to do so. Call to action reinforcement reminds me of a great presentation once given by Bryan Eisenberg on “Maintaining Scent.” Your messaging, design and in this case your internal linking must have consistency to help lead someone through your site into a conversion.

Now That Everyone is Happy

Paying heed to the points above regarding search engine linking needs ensures that you’re doing your part to establish full site indexation and access to site pages. You’re also giving a search engine spider a sense of which content on your site is the most important via the directional relationship of linked pages.

For users, a well internally-linked site is going to let a user know where they are on the site, where they should go, and what they should do.

You’ve probably done a great job with inbound linking and other facets of SEO. However, now that the traffic has arrived, it’s no time to quit when the finish line is within sight.

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Article source: http://searchenginewatch.com/article/2165167/Internal-Linking-the-Other-Linking

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Article source: http://www.southfloridabusinessworld.com/2012/04/impact-windows-doors-miami-broward-palm-beach/

There are no safe link building shortcuts. Instead I want to warn marketers about deceptive search marketers and the dangers of using “easy” link building tactics. In the latest instance, the search engine optimization community is abuzz with news that Home Depot’s SEO team has attempted to increase its link portfolio by potentially shady means. Last year, J.C. Penney and even Google’s own Chrome browser marketing site were reportedly penalized by Google Search for violating linking guidelines.

The temptation to manipulate rankings by acquiring links through unethical means is easy to understand: Links are the lifeblood of the Internet and a major factor in every major search engine’s ranking algorithms. In theory, more links means better rankings. In reality, the engines compile data across hundreds of factors algorithmically to determine rankings, and links are just one part. We’ll look at some link building tactics as examples of what not to do.

Know the Linking Guidelines

The first and easiest way to run afoul of linking guidelines is ignorance. Google in particular publishes its webmaster guidelines as a way to communicate what it considers ethical and unethical in its search algorithms. Google’s guidelines for links are very clear:

“Examples of link schemes can include:

• Links intended to manipulate PageRank
• Links to web spammers or bad neighborhoods on the web
• Excessive reciprocal links or excessive link exchanging (‘Link to me and I’ll link to you.’)
• Buying or selling links that pass PageRank”

The guidelines are fairly broad. In practice, I use this check: If a linking opportunity seems too easy it’s probably in violation of Google’s webmaster guidelines. For example, many companies will offer to sell you 100 links for the low price of $50. Yes, these companies will sell you the links and they may even produce the links. However, the tactics they use will involve activities like comment spam, link exchanges, and carbon copy posts that link back to your site from across a network of self-owned blogs. Emails that include link building and price without a strategic content or relationship aspect should be deleted immediately.

Home Depot’s Example

In the Home Depot example, its SEO team took an ethical link building tactic — requesting that vendors or partners link to a relevant page on your site — and twisted it to make it potentially unethical and certainly misleading. The request for links stated two things:

• “Linking to The Home Depot website will benefit our business partners by increasing the page authority of your website.” This statement is absolutely untrue. Home Depot will benefit from the link, but the business partners will not. The link won’t hurt business partners’ SEO efforts, but it won’t help them either.
• “Please note that the hyperlink does not have to be visually indicated.” Some SEO professionals have interpreted this to mean that hidden links are fine with Home Depot, such as a displaying the text of the link in white on a white background. However, I think it’s more likely that the requestor is stating that the link does not have to be blue and underlined. It could, for instance, not be underlined at all and be displayed in the same color as regular body text. There’s nothing unethical about that, many sites change the color and style of their hyperlinks.

The lesson to learn from Home Depot’s story is that emailed link requests are very easily forwarded to SEO professionals or media who are likely to make a story of it. If you do email a request for links, be absolutely certain that the request is factually correct and follows webmaster guidelines for linking to the letter. Anything that can be misconstrued probably will be.

Buying Links Is Very Risky

Finally, let’s talk about J.C. Penney’s snafu. Last year The New York Times ran an exposé on J.C. Penney’s strangely high rankings across a wide variety of highly competitive terms and uncovered paid links in the site’s link portfolio. As a result, Google issued a penalty after a human review. J.C. Penney disappeared from Google’s search rankings for three months while they cleaned up their paid link activity.

Google has stated clearly that buying and selling links for financial gain or in exchange for products constitutes an attempt to manipulate rankings and can be punished by lowering the site’s rankings or removing them entirely. In a Webmaster Tools post, Google stated, “Google works hard to ensure that it fully discounts links intended to manipulate search engine results, such as excessive link exchanges and purchased links that pass PageRank.” Google takes paid links so seriously that it even has a form set up for citizens of the web to report sites they suspect of buying or selling links.

These are just a few ways to run afoul for search engines’ linking guidelines for webmasters. When in doubt, ask a seasoned SEO professional or head to the Google Webmaster Forums to ask if an offer you’ve received is legitimate and ethical.

Read More

• J.C. Penney Incurs Google SEO ‘Action’; How to Protect Your Own Company
• SEO Case Study: When Past SEO Efforts Hurt Today’s Traffic

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Article source: http://www.practicalecommerce.com/articles/3489-SEO-Avoid-Link-Building-Shortcuts

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Article source: http://www.southfloridabusinessworld.com/2012/04/miami-divorce-lawyer-andrew-boros-esq/

Where do you start the analysis process when you detect an issue with your PPC account? How do you determine the root cause of a performance downturn? Answering these questions incorrectly could you lead down a rabbit hole of aimless stats that provide no real solutions.

Once you have established a hypothesis on what has happened to performance, then you need to dig into the stats. Diving straight into the minutia (such as keyword level data) can cause confusion, slow down your ability identify the issue, and cause you to miss other (more important) issues within the account.

Analysis prioritization is critical when diagnosing an ailing account. Knowing where to look within an account for optimization opportunities is just as important as knowing what to do when these opportunities are discovered.

Start at the Top

Initiate your analysis at the highest level of your account. Normally this means at the campaign level. For example, if your CPA is over goal, then you need to concentrate on the campaign that is hindering your performance most.

You should focus on the campaign with the most volume that is providing the weakest returns. Optimizing a campaign with a high CPA that only generates 3 percent of your volume isn’t going to influence your account, but focusing the campaign that produces 24 percent of your volume makes more sense.

Work your way down from the campaign level, into ad groups, ad texts, keywords (for search network campaigns) and placements (for display network campaigns).

Review the Trending

Don’t base your analysis on a handful of clicks or conversions. Any campaign/ad group/keyword can have a bad day or even a bad week. There can be external factors that influence performance such as seasonal cycles or shifts in the competitive landscape. Determine if the lagging performance looks temporary or if it’s indicative of a bigger problem.

Run a trending report to determine if this campaign/ad group/keyword has a declining performance. To get a snapshot you should look at stats at least two weeks before performance started to suffer.

Extend your analysis out by a month or two to get a more complete view of the trending. You may find that the performance of this particular campaign/ad group has actually been declining gradually.

Determine the Root Cause

As you conduct the trending analysis, you should also be looking for evidence indicating what has caused the issue.

For example, I was analyzing a Display Network campaign within Google AdWords recently. Our overall CPA had increased and I was trying to determine the root cause. During my reporting timeframe (two months) our impressions/clicks had remained steady, CTR hadn’t changed much and our conversion rate had fluctuated only marginally. The root cause was our CPC. It had been rising incrementally over the previous three weeks and this was causing our CPA to suffer. When I started my analysis, I was certain that my conversion rate had decreased – and I was incorrect.

Upon further investigation there were a couple of websites within our GDN distribution that had elevated CPCs. We removed those websites from our general, keyword-targeted distribution and targeted them individually with specific (lowered) bids.

Focus on the Most Impactful Changes

After conducting the trend analysis and determining what the issue’s root cause should be, you need to create a plan-of-action. Focus on the changes that will directly influence the root cause.

For example, if low CTR appears to be the underlying issue but your average position is higher than three, increasing bids isn’t going get you anywhere. To address this issue you may need to look at testing new ads, keyword segmentation, and negative keywords.

Monitor Campaign Changes

Don’t make changes within a campaign and think your work is done. Actually, it’s just beginning. You need to monitor the campaign in order make sure that the proper changes were implemented and performance is trending in the right direction.

If performance doesn’t improve, you may have made drawn the wrong conclusions; made the wrong changes; or the alterations may not have been strong enough.

Optimization efforts shouldn’t be made on the fly. A plan to analyze performance, understand stats within context, and make changes that will impact specific issues should be part of your ongoing campaign management.

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Article source: http://searchenginewatch.com/article/2161612/How-to-Prioritize-Your-PPC-Analysis-for-Awesome-Results

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1. To compliment them – we live for that…
2. Ask to buy photos – Makes us really happy!
3. Ask permission to use their photos – which shows respect from our friends that we have selected on Facebook.
4. Use the “share” photo option instead of downloading the photo and posting it as your own. This leaves the photo ownership and recognition.
5. If you use a photo from another Facebook “friend” – it would be nice to show some form of recognition, a simple “Thanks to the photographer” that took the photograph – a simple common courtesy.

Just wanted to pass this on to all my Facebook friends to continue to enjoy all the fantastic photography and images being shared with everyone.

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Article source: http://www.southfloridabusinessworld.com/2012/04/panama-real-estate-land-sale/

Howdy SEOmoz fans. Welcome to another addition of Whiteboard Friday. This week we’ve been hearing a lot of chatter in the SEO blogosphere and on Twitter and on the forums about this new potential Google penalty that’s coming down the line around over-optimization. Now, one of Google’s representatives mentioned at a conference, South by Southwest, down in Austin, Texas, about a month ago actually, that Google would be looking into penalizing over-optimized websites and folks who have engaged in over-
the-top SEO.

There’s been a lot of speculation around when that’s coming out, whether that’s coming out. There are a few things happening, actually, this week and last night about, “Hey is this already something we’re seeing?” Seer Interactive, right, Wil Reynolds’ fantastic SEO company out of Philadelphia had this penalty, and people were wondering whether that was related to this. Not really sure.

But before this penalty hits, for goodness sake, SEO folks, let’s make these changes to our websites because we could be in real trouble if we don’t impact these things beforehand. I think these are some of the most likely candidates to be hit by Google’s over-optimization penalty, some of the most likely patterns they’re going to try and match against in this upcoming change. So let’s talk through them.

Number one, your titles need to be authentic. They need to sound real. They need to sound like a human being wrote them that was not intending necessarily simply to rank for phrase after phrase. I’ll give you a good example. Bad: web design services, web design firm space brand name, whatever your brand name is, web design. What does it sound like? It sounds like all you’re trying to do is rank for keywords, not show off your brand name, especially if this is your home page or those kinds of things. You’re repeating keywords three times. Web design is in this title three times. Think about whether a normal human being would read that title and think, oh yeah, that sounds legitimate. No, they’d think to themselves there’s something fishy here, something spammy, something’s wrong, something manipulative. Try instead, probably equally effective, if not more, brand name web design Portland Spiffiest Design Services. Now look, I’ve got the word “design services,” which you wanted to get in here. I’ve got the city where you are that you’re trying to target, got brand name web design, right, sort of branding myself as the product and the keyword. Much, much better.

Try and look through your sites and see if this is a potential issue. I’ve seen tons of sites where SEO folks have just gone overboard again and again. Don’t get me wrong. I used to do this too. One of the crappiest things about this is, even if your rank, your click through rates go down. So you can rank in position two or three and be getting less than the people below you, because people don’t think that these are legitimate titles and they perceive them to be manipulative, especially if you’re targeting more higher end, savvy or sophisticated technology customers.

Number two, manipulative internal links. I see this a lot on side bars, inside of content, where people have taken all of the instances of a particular word or repeated it throughout the side bar or in the footer, those kinds of things, and are pointing with exact match anchors to the same page over and over again. Now, we all know as SEOs that the first anchor text link counts and only one on the page is going to pass that value. Linking repeatedly to the same page with the same anchor is not helpful for SEO, and it makes our sites look really spammy and manipulative and questionable to someone who’s browsing it. Why would we want to hurt our conversion rates like this, and why would we want to point out to the engines that, hey, over here, I’m trying to manipulate you? What are you thinking? This is crazy.

Instead, go with logical, useful, change it up when you’re linking to pages, maybe a couple of times, in some spaces. You have a blog post and it mentions a page on your site that you want people to actually go to and that you think is useful in context. Great, link over there. Fine, use the anchor text. Maybe use a modified version of the anchor text, a little longer, a little shorter, a little more natural sounding, and you’re going to get these same results, but you’re going to do it in a much more effective way. You’re not going to be at risk of whatever is happening with this over-optimization penalty.

Number three, cruddy, link filled footers. I see this all the time still. You’re just having a bunch of exact anchor links down in here that no one would actually really click and that come in lists. I often see them in light gray on light gray so that it’s not particularly easy to read. Use your footer wisely. Use your footer to link to the things that people expect to find in the footer. If you really need to get anchor text on pages, find natural ways to put it in the real menu at the top, in the content itself. Don’t be trying to mess around and throw footer links site wide, across things. This 2002, man. We’re ten years later. It’s like at least a decade past that.

Number four, text content blocks built primarily for the engines. You know how sometimes you get to a page and there’s good content, usable stuff, an image, a call to action, and then weirdly there’s this block of junk. It’s this block of blah, blah, keyword, keyword, blah, blah, blah, keyword, keyword, blah, blah, blah. Why is that there? Why does that exist? Does that really work? Does that really trick the engines? Yeah, it tricks them into thinking that they should penalize you. Get that out of there. Rewrite that stuff, man. Seriously, this is going to cost you far more than it’s going to help you. If you’ve got those spammy blocks of text in your pages, that have no purpose other than to get your keywords or some keyword into the text, and it’s not actually helping anyone, it’s not a good call to action, it’s not helping your conversion rate, it will actually drive people away from you. Why are you trying to rank if not to get people to do good things on your site, and like your brand, and appreciate you and come back again and again, and tell their friends, and share it socially, and link to you? Don’t be putting this stuff in here. This is dangerous for all of those reasons, and super dangerous given this over-optimization penalty that’s potentially coming down the line.

Number five, back links from penalty likely sources. So this is one of the toughest ones because it’s really hard to control if you’ve already gotten links from these places. But you can see with those 700,000 Google webmaster tools, pings that they sent everybody that said, hey, it looks like you’ve done some manipulative linking, and that kind of thing. Be really careful for all of these, link networks, anything that says private link network, or I have a link network and I’ll place your site on it, or building up a network of sites that you then interlink to one and other. Come on. There are so many better ways to get links. You’re putting a lot of time and effort and energy into building all of that stuff. You can do so many authentic things with that time. This is time terribly spent. Comment spam, especially those that are sent though automated software blasts, so you think of your XRumer or your SENuke, the article marking robot, or whatever, that’s going to submit your site to tons of places or find open holes in the web where they can leave comments and link spam and that kind of stuff. Forum signature links, this is actually one where I suspect it’s one of the places where Google really gets to know, hey, this guy clearly is a manipulative, black hat/gray hat SEO, because look, they’re pointing to the same site where we found all the link spam from forum signatures, particularly on webmaster sorts of boards. That clearly indicates that’s their site and their trying to rain for it, and all that kind of stuff. They’ve got a long profile, and they keep linking to all these things from their forum signatures. Just be very cautious about this. I’m not saying don’t link to it, but maybe don’t use your exact match anchor text or try to make it more of a branding play, try and make it more authentic feeling. Certainly participating in communities is a great thing. Just watch that.

Reciprocal lists, right, people are emailing each other back and forth and saying, “Hey, I’ll put you on my list of links. You put me on yours. Oh, and we’ll do it 20 times and we’ll form this big reciprocal circus that’s going to get all of us penalized.” How great is that?

Article marking sites, I’ve talked about article marketing in the past. Generally when you see, hey, we’re an article marketing site and we can help you rank higher, and submit your content to us and we’ll link out, and the same is true for SEO focused directories, anytime you see a site that is essentially extolling the virtues of participating there, or contributing there, as being primarily related to the link and the anchor text and the page rank you’re going to get, you can bet your sweet hiney that Google does not want to count that. That’s exactly what they’re trying to prevent, and I’d worry, whether it’s this penalty or a penalty that Google makes in the future, that this is the kind of stuff that gets hit.

Last one, number six, large amounts of pages that are targeting very similar, kind of modified versions of keywords and keyword intents, with only slight variations, slight variation being the key here. So think:
used cars Seattle, used autos Seattle, pre-owned cars Seattle. Why are those three different pages? It sort of feels like keywordy, SEO-y, spam, right, and then there are pointing exact match anchors at all of these. This is the same page. You can target all three of these keywords very nicely on one page that’s called Used and Pre-owned Cars/Autos in Seattle. Right, one page, good, you’ve got it. You’ve combined all of the things. You want to have that great user experience there. You don’t want to have to build that three times. You’re not trying to build a bunch of spammy anchor texts to each one that’s pointing from each of the different ones. The used cars Seattle page has a link to the used auto Seattle’s, it’s sort of like, “What?” From a user perspective, “Why is that there? What is the difference between a car and an automobile exactly? I don’t understand why these two exist.” This kind of thing is something where I think it’s a very clear pattern match that the engines can detect. Looks like they did some research and then just built a page for everything, and then they pointed links at all of them. Its manipulative, right. This is the kind of thing, also, that will get you in trouble.

So, one, one, two, three, four, five, six. Six things you should change, and even though I’m not the Count from Sesame Street, you should still pay careful attention to these, because I’m super nervous that when this penalty going to come out, there are just going to be so many webmasters and SEOs who are doing this kind of stuff, and I don’t know which one Google’s going to hit on this time and what they might hit on in the future. But I just want you to be okay. I want your sites to do well, and this is such bad stuff for user experience too. So please avoid it. Be careful. Good luck to you, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

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Article source: http://feedproxy.google.com/~r/seomoz/~3/U0mG3CIiWck/6-changes-every-seo-should-make-before-the-over-optimization-penalty-hits-whiteboard-friday

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Article source: http://www.southfloridabusinessworld.com/2012/04/coral-springs-loans-auto-titles/

• You keep the car and the cash – Same day cash
• A-Rated with the Better Business Bureau
• Offering some of the Lowest Rates in Florida – as low as 1.5% monthly
• Borrow up to $5,000 – Monthly Payments – 12 to 18 month financing
• Bad credit? No credit? No problem – Regardless of Credit

Embassy Loans is a consumer finance company licensed under Statute 516 [Consumer Finance] in the State of Florida. Because we specialize in equity loans, loans are based on equity, not personal credit scores – and are made regardless of personal credit history.

Embassy Loans is Kendall’s leader for loans on your auto title, specializing in loans for auto titles, auto equity loans and auto refinancing.

Call 866-277-5796 or visit our web site to apply http://www.autotitleloanskendall.com/

As a licensed consumer finance company, Embassy Loans Inc. reports to a national credit bureau to help their borrowers in establishing or re-establishing their credit history. All of their equity loans range from 12-18 months and are based on the amount of loan. The interest rates are 24% up to 30% per year and are also based on loan amount. At Embassy Loans Inc., they follow a simple procedure for approval of loans and loans can be funded the same day! Borrowers just need to fill out their online loan application and their representative will contact them shortly with a decision. They must provide proof of residence and proof of employment unless self employed.

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Article source: http://www.southfloridabusinessworld.com/2012/04/kendall-car-titles-loans/