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11 Ways to Effectively Interlink Your Site's Content - the Zappos Way |
| Wednesday, May 09, 2012 |
So many people have used Zappos as an example of the right way to do things from a digital marketing or SEO perspective that you are probably tired of hearing about Zappos. Well not me. Zappos have a great SEO and online marketing team that continue to be ahead of the typical online marketer out there.
In the light of all of the discussions about over-SEO and about Google's recent algorithm changes such as Penguin and Panda, we thought we would revisit a fundamental function of site optimization... interlinking. Interlinking is simply the process of linking from one page on your site to another. The purpose is to direct the user to a relevant piece of content. From a site owner's perspective you will want to interlink your pages to:
- guide the user to a relevant piece of content - navigation
- guide the user through to a conversion - conversion optimization
- help the search engines find your content - crawling and indexation
There are a number of ways that you can interlink your content which is really the purpose of this article. Let's evaluate the various forms of interlinking that is used by Zappos.
11 Ways to Effectively Interlinking Your Website Content - the Zappos Way
- Top Navigation - probably one of the most common ways of interlinking your website content is through your top navigation. Typically this is via a "navigation bar" that runs across the top of your page under your main banner section of the site. Zappos leverage their top navigation to communicate their product categories as well as their "Alphabetical Brand Index". A very smart move to insure that users can drill down to their area of interest by either product type of brand name.
- Search By Options - even above their top nav, Zappos provides the user with four key "search by options" that interlink key ways to search their site, either by size, narrow shoes, wide shoes or by popular searches. Makes sense doesn't it? Again Zappos is making it relatively easy for their users to drill down and find the product that they are looking for.
- Side Navigation / Additional Categories - Zappos flikns to heir main categories and sub-categories from their side navigation that exists on the left side of select pages. From here users can shop for women's clothing, shoes, swimwear and dresses. Or you can shop for Specialty items such as new arrivals, couture brands, or gifts.
- Suggested Products - while still on the homepage, Zappos link to key products via their "Suggested Products" section in the main portion of the page. From here they link to a variety of products including shoes, watches, skirts and hats. This content is updated frequently and entices the user to check out some of their suggested products not to mention communicates the fact that Zappos is more than just shoes.
- Testimonials / Ratings - as we scroll down the homepage, Zappos does an amazing job of incorporating testimonials and reviews of products. Not only does this help build trust with site visitors, but it also presents a keyword rich text link to an associated product page. What a great way to link to deeper site pages from the homepage.
- By Demographic - as part of the side navigation featured on the homepage and other select pages, Zappos does a great job of segmenting their audience so that users can search by demographic (male, female, kids etc). This allows them to link to demographic related product categories and product pages again helping direct the user to the content that they are most interested in.
- Product Criteria - if we examine a product page on Zappos, we see that they interlining their content via defined product criteria such as size, width, styles, color, brand, material etc. Users can narrow their search and Zappos can lik to related search results pages specific to the criteria selected by the user.
- Product Cross Reference - Zappos have incorporated the old Amazon "..if you liked this, you may also like this" cross merchandising idea with their "Products" in other categories" links. This is a great way to cross promote additional products and potentially get an upsell by simply linking to a related product.
- Alternative Products - similar to the previous form of interlinking, Zappos also link to relevant products via their "Alternative Products For You" from their right side navigation on their product detail pages. Again another form of cross merchandise promotion and form of deep interlinking from with the product pages themselves.
- Product Showdown - Zappos is known for their creativity. Their product showdown, illustrates this as they again perform some deep interlinking to product pages by doing a product comparison or "showdown" as they call it. Users can actually vote for their product of choice These pages feature great content and information about the product itself with ratings, reviews and even video descriptions. From both a content and interlinking perspective, the Zappos team are doing it right.
- Themed Footer - Zappos like many site make use of a themed footer that is used to link to important sections of the site including categories, demographics and other criteria such as size. The Zappos footer is a little over the top containing most likely more than 100 links but in this case it just makes sense. Why wouldn't you link to the key areas of your site from the footer. While many people keyword stuff the links in their footer, there is still an opportunity to include relevant keywords in the anchor text and link to your main categories and sub-cats. Zappos are not excessively linking from their footer to game SEO (well maybe a little) they are linking to key areas of the site that may be of use to the user. their footer acts like a mini-sitemap if you will and makes it one step away to get to the deeper content and products that a user might be looking for.
Interlinking your site is important for two main reasons:
- Navigation / Conversion Direction
- SEO - relevancy of links
Be smart when you interlinking your content. Avoid linking to pages from the same page multiple times so that you do not dilute the page rank that is being passed. Link for the user, and not for the search engines. Effective interlinking will help the engines crawl and fin your content, but ideally it is the site visitor that you want to find your content and engage with that content. Sites like Zappos have got it going on when it comes to interlinking their content. Check them out and experiment with some of the options that they are using.
Labels: interlinking |
posted by Jody @ 5:29 AM   |
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Google Penguin: Secrets to Help Prevent Algorithm Updates from Impacting Your Site |
| Friday, May 04, 2012 |
Just as it happened last January and February when Google's Panda algorithm update was launched, there appears to be more outrage at Google for releasing yet another algorithm update with Google Penguin. The Penguin update was launched on April 24th, but Google had given lots of advanced warning that it was coming.
I am still amazed at the people who "freak out" after being hit by an algo update from Google. I would suggest that eight times out of ten, sites that are devalued by Google post algorithm update probably deserved it. Remember people, Google owes it to no one to keep your site ranked on the first page year in and year out. Think about it, you don't "own" your rankings, you are "renting" this space. Are you so naive that your site is the most authoritative for <insert key phrase here>? People are creating content everyday, the competition in the online world is fierce. For those sites and businesses that are totally reliant on organic traffic from Google your days are numbered. This is a flawed business model so you had better establish a plan B and put it in place soon. There is no doubt that there are more Google algorithm updates on the way. Both Panda and Penguin were pretty large updates. Both are designed to help Google clean up their index.
Before we talk about the "secrets" that can help prevent your site get devalued by Google, let's quickly touch on the latest algorithm update from Google, Google Penguin.
Google Penguin Algorithm Update - targeting over-optimization
Who: Google
What: Algorithm updates focusing on over-SEOing a website specifically via keyword spam and “unnatural” link building practices.
Where: Google Search Results Pages (SERPs)
When: Started in February 2012? Officially launched on April 24, 2012.
Why: To clean up web spam results in their Index; to prevent sites from artificially optimizing their websites.
Rumors began to surface in February and early March 2012, that Google was preparing for another major algorithm update that would continue to address web spam in their search results. This particular algorithm would be focusing on over-optimized or over-SEO’d sites, that is sites that violate Google’s guidelines via tactics such as keyword stuffing and questionable link building efforts. On April, 24th Google released their Penguin Update which devalued “over-optimized” sites (keyword spammed, link spammed, sites that used cloaking etc.). Judging by the impact, many are suggesting that the Google Penguin Update is as large as the Google Florida Update from 2003 or Google’s Panda Update last year. Google suggests that the Penguin algorithm affects about 3.1% of queries in English. (Panda was said to impact 12%).
Quite often with major algorithm updates from Google, there can be collateral damage whereby innocent sites are impacted. This is what it means to be at the mercy of the algorithms so establishing a plan for driving traffic to your site from other channels such as social, mobile, or referring sites is a great approach.
So what can you do to prevent algorithm updates from impacting you? Well first off you should not be chasing the algorithms, you should be focusing on creating the best website that you can, focusing on your audience and your target demographic.
Secrets to Prevent Algorithm Updates from having a Negative Impact on Your Website
The fact is there are no "secrets" per se. Google has set fourth their Google Webmaster Guidelines and have stated that "...strongly encourage you to pay very close attention to the "Quality Guidelines," which outline some of the illicit practices that may lead to a site being removed entirely from the Google index or otherwise impacted by an algorithmic or manual spam action..."
Secret #1: Google's Webmaster Guidelines
There are a number of guidelines that Google has outlined. Herein lies the secrets. While there are claims that abiding by all of these terms can still result in your site being devalued as a result of an algorithm update, perhaps as part of collateral damage, for the most part following these guidelines will help ensure online success. Remember you have to work at it. You have to keep your site relevant for both users and the search engines. Having said that here are some of the guidelines to pay attention to:
Make pages primarily for users, not for search engines. Don't
deceive your users or present different content to search engines than
you display to users, which is commonly referred to as "cloaking."
Avoid tricks intended to improve search engine rankings. A good rule
of thumb is whether you'd feel comfortable explaining what you've done
to a website that competes with you. Another useful test is to ask,
"Does this help my users? Would I do this if search engines didn't
exist?"
Don't participate in link schemes
designed to increase your site's ranking or PageRank. In particular,
avoid links to web spammers or "bad neighborhoods" on the web, as your
own ranking may be affected adversely by those links.
Avoid hidden text or hidden links.
Don't use cloaking or sneaky redirects.
Don't send automated queries to Google.
Don't load pages with irrelevant keywords.
Don't create multiple pages, subdomains, or domains with substantially duplicate content.
Don't create pages with malicious behavior, such as phishing or installing viruses, trojans, or other badware.
Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content.
If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.
Secret #2: Google's Search Engine Optimization Starter Guide
Again keeping in mind that you should create your site based on the needs of your users and not necessarily on the search engines and algorithms, Google has provided a starter guide to, as Google puts it, will help make it easier for search engines to crawl, index and understand (i.e. rank) your content. I am not going to post a link to the Search Engine Optimization Starter Guide (c'mon it's a secret.. well it's actually not) as if you search hard enough you will find it. I will however share some of the fundamentals from the guide. You may already be aware of these items.
- create unique, accurate page titles - as page titles are displayed in the search results and can entice clicks from a SERP
- make use of the meta description tag but do not stuff with keywords
- improve the structure of URLs - why is it that site owners have so much difficulty with this? If your content management system cannot accommodate your architecture needs get rid of it. Clean, static, user friendly and search friendly URLs are the way to go. An organized site structure will do wonders for you.
- make your site easy to navigate - don't bury important content where users cannot find it. Navigation is important to search engines but probably more important to users. Use things like breadcrumb navigation and base your navigation starting out from your homepage.
- create sitemaps and HTML-like sitemap for users and an XML sitemap(s) for the search engines.
- write easy to read text
- do not stuff content with keywords - it should read naturally
- vary your anchor text when interlinking site pages
- support text with optimized images and videos
- use heading tgs properly - they are meant to add structure to your page - avoid excessive use of headings, avoid using heading tags only for styling and not presenting structure.
- notify the search engines of your mobile sites - think mobile sitemaps
- avoid cloaking - an attempt to boost search result rankings by serving different content to Google than to regular users
- promote your site smartly - do not artificially inflate your link inventory
Secret #3: It is All About Your Content
Do you think that your website should perform well in search if it:
- features thin content
- features more ads than content
- creates duplicate content
- syndicates large volumes of content
- scrapes content
- features old, inaccurate content
I'm not sure if these are in fact secrets. To me they just make sense. If you want to avoid being hammered by the search algorithms, prepare your site to be of high value. Of course understand that what is of high value to you may not be of high value to your users, site visitors or the search engines. Keep working on your site and perhaps you can begin to ignore or forget about the algorithm changes that have happened and will continue to happen.
Labels: algorithm update, google penguin |
| posted by Jody @ 11:52 AM |
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Is Bing Missing an Opportunity to Win Users from Google? |
| Tuesday, April 24, 2012 |
As Google continue to try and organize the world's information on the Web, recent algorithm updates from the past year have turned a lot of people (mainly site owners, webmasters, SEOs, and some business owners) against Google. Will Reynolds over at Seer Interactive had a passionate post about what he learned form being banned in Google (and Will is one of the good guys). However are these people still using Google, the answer for the most part is yes. ComScore data suggests that Bing's market share has remained constant over the past few months. To me, this is a missed opportunity for Bing.
Why Aren't More People Using Bing?
This is a great question. Why aren't more people using Bing for their search needs? Well in all reality more people are using Bing, it's just that in North America, Google is still the dominant player with regards to search. There are a number of reasons why people are still not flocking to Bing:
- Nothing attracts a crowd like a crowd - all of the "cool kids" are over at Google. Google still has a 66% market share when it comes to search in the US. People are creatures of habit and will go with what they know best. Having said that there has been a changing of the guard when it comes to web properties with the number of popular social media sites popping up in recent years. Sites like Facebook, Twitter and Pinterest have been attracting users at some pretty amazing rates. Why can't Bing so the same?
- Bing is a Microsoft product - because of that some people have associated a negative perception of the search engine. The world has its fair share of "Microsoft Haters" and I would guess that some of these passionate people avoid Microsoft products as a result.
- Microsoft has always sucked at Search - in the beginning this was simply a result of not placing enough focus on search. Even Bill Gates stated that Microsoft was slow out of the gates when it came to search. So then Microsoft had to play catch up and are still playing catch up. However they have done some positive things when it comes to search, their partnership and Facebook integration being just one example. The fact is Bing had to and still has to be better as a search engine.
- Quality of Search Results - this might be the one area that Bing should be exploiting right now. More and more people are becoming unhappy with Google search results. That is not to say that Bing's results are better, but algorithm updates such as Panda have really starting to take its toll on many Google users. I use search a lot as part of my digital marketing efforts. A while back I noticed that Google's results were getting worse (based on the queries that I was performing) and as a result a wrote a quick little post on the fact that I began cheating on Google with Bing. Bing's results were/are getting better while Google's search results were/are getting worse (again based on the queries that I was performing). Bing should be stepping it up right now and be promoting the fact that their search results are improved while the other guy (i.e. Google) are experiencing some difficulties right now.
- Google has more brand prominence than Bing - year in an year out we hear that Google is one of the world's top brands, yet we have never heard this about Bing (Microsoft does make the list however as the parent company). In 2011, for example Microsoft's brand value decreased by 3% while Google's increased by 27% placing the two in the number three and four spots in Interbrand's Top Brand report. Other reports such as this one have Google as the top brand in the world with Microsoft a distant #19. Google was #3 in Forbes top brand list for 2011 whereas Microsoft came in at #11. People just seem to like Google better than Bing (or Microsoft).
Google is still the leader in search for a number of reasons:
- they have a larger index
- they have better algorithms (when they use them properly)
- they throw more computing power at their search efforts
- they generate a ton of advertising revenue
- they have a well versed and experienced search quality team lead by the very personable Matt Cutts
Bing has an opportunity here to make a statement and say hey "Google's good, but we're not so bad either...." It is true that more and more users are becoming frustrated with Google's results. Why not promote Bing as the alternate destination and wow the searchers with:
- A great SERP (Search Engine Results Page) user experience.
- Relevant Results that are timely and provide the information the user was looking for.
- A clean index with less spam and poor quality sites.
I read reports that Bing had reduced the importance of link popularity as part of their ranking algorithms. This is great as link popularity can and has been totally gamed by sites who have artificially risen to the top of the search results in some cases. The fact that Bing can potentially do something about this has to be commended. Bing's ranking algorithms are different than Google (they admit to using CTR as part of their ranking algorithm) and as a result they appear to be better positioned to control the spam in their index. It probably does not hurt that Bing's index is smaller than Google's which I think is part of the problem with Google as of late.
We're not talking about understanding every little detail of the algorithms or trying to reverse engineer the algorithms, we just want the best results to appear when we type in a search query.
I do think that Bing is missing an opportunity to win some users from Google. Whether it is through promotion of the Bing product as being more spam free, better real-time results or what have you. The past 12 months have been challenging for Google search and while there have been a number of changes made I sense that the discontent with Google's search results is at an all-time high. I still use Google, but I do use Bing more often, just as I use Twitter more often and Facebook more often.
The fact is Google needs competition in search. Right now Bing, and to a lesser extent, Yahoo is that competition. Therefore it makes sense for Bing to step it up and provide the information that users are looking for in the quickest manner possible. If they can accomplish more of this, then I would expect more people to use Bing and their search products. Frustration alone with Google might just be the little boost that Bing needs to play a bigger game in the world of Search.
Labels: Bing, google |
| posted by Jody @ 6:34 AM |
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12 Website Redesign Tips for 2012 |
| Thursday, April 19, 2012 |
12 Website Redesign Tips for 2012
We have provide various redesign tips in the past, but we thought now would be a great time to remind site owners, webmasters and SEOs of some key tips to leverage when planning or working through a website redesign.
- Establish a redesign timeline - this is critical. I have seen a number of businesses who try to rush their redesigns. That is the worst thing that you can do. You need to be methodical in your website redesign as there are simply too many things to risk. From usability issues to SEO, to legacy content, you need to develop a timeline to incorporate the planning, transition, launch and post launch phases of your site redesign. Failure to do so can mean a lot of additional work post launch.
- Identify the goals of your website redesign - are you simply looking to improve the look an feel? Are you looking to drive more traffic to your site? Or is the goal to improve the conversion options that users are presented with so that you can drive more conversions? Is it all of the above? You should identify clear goals for your redesign. These goals should be top of mind for all involved in the redesign project. From the design team to IT, to your digital and SEO teams, the goals should be clear and concise.
- Take Inventory of your existing URLs - this is so important and yet I have seen a number of site owners who still don't do this. Taking inventory of your site pages is important. At a bare minimum this is important for three reasons:
- to ensure that all URLs are accounted for; so you know what you are up against at a page level
- to determine which content will be carried through as part of the redesign, which content will be redirected and which content may be decommissioned (if any).
- to ensure that key pieces of content are not missed from an optimization perspective.
- Understand which areas of your website are currently driving traffic and leads - perform an extensive review of your analytics to identify what your top traffic and converting pages are. Ideally the pages that are performing well should be left alone so that you do not jeopardize the good standing that they have with users and the search engines. Sometimes the smallest tweak can have a negative impact on page performance. Be sure that you understand which pages are your top performers. Do not mess with these pages if possible.
- Think of technical improvements that can be made - if you are going to go through with a website redesign you should take the time to do it properly. Consider all of t he technical areas that can be improved with the redesign? Are you able to leverage improved coding coding standards such as HTML 5 and microdata? Can your pages be redesigned so that they load faster and have cleaner coding practices overall? If part of the reason for your redesign is to generate more traffic, then you need to consider making the site compliant with Google and other search engine guidelines.
- Take inventory of current rankings - prior to launching your new site, you should have a general idea of where your existing site is placing within the search results, especially in Google as this is where a large portion of your traffic may be coming from. This is especially important for non-branded phrases so you can focus on content that is currently performing well in search. You will want to preserve this content as best as possible.
- Content is your life blood - as part of a site redesign, you have the opportunity to ensure that your site does not feature any thin or low quality content. You can combine pages or in extreme cases remove content that is of no value to users and/or the search engines. A site redesign gives you the chance to serve up top quality content that is potentially fresh and increasingly beneficial to your audience and the search engines. Ensure that you content is well optimized (but not over optimized). Ensure that you are focusing on content themes and interlinking relevant pieces of content. Most importantly ensure that your content is highly engaging and useful for the user. You should be able to make vast improvements with a well-planned and well executed website redesign.
- Don't forget about Social - as part of your redesign in 2012, you want to make sure that your site is well optimized for social. This may be as simply as adding or updating the social sharing buttons on your pages making it easier for users to share and promote. Promotion of your content is nearly as important as the content creation itself. Build your website for social acceptance.
- Keep it simple - do not try to over-complicate your website redesign. Some of the largest site redesigns that have transpired have been simple in nature. In some extreme cases a drastic change may be required, but all in all keep it simple and follow your redesign plan. You might want to get a second opinion of what your designer is telling you.
- Plan for Scalability - if you think about it, if you design your site well and are able to continually populate rich and fresh content you should not ever need another website redesign. If you plan your redesign with a long term vision, you can develop a technically sound and user friendly website for years to come.
- Make your site mobile friendly - with the ever increasing use of mobile devices and tablets to find information, your site needs to be mobile ready and mobile friendly. This does not have to be an overly complicated project. Simply ensure that your most important content is mobile friendly whether you create a mobile site or not, ensure that your flagship site can deliver to mobile users as well.
- Do not rush your site redesign - timing is important with site redesigns. We discussed establishing a timeline for your redesign earlier, but here are some other issues to consider:
- if your deadline for launch is approaching and you have not addressed the majority of usability and SEO issues, DO NOT launch. Move your launch date. Attention to detail is important here. Failure to implement all of the main recommendations/updated can create a lot (and I mean a lot of additional work) post launch.
- time your redesign for your off season. If you are an ecommerce site reliant on holiday traffic, do not launch a new site in the last quarter (yes I have seen sites do this....).
- allow timing for technical and SEO test to be completed
- if you have to push back be sure to push back - delaying a site redesign is rarely a bad thing
There you go. If you are planning a redesign in 2012, the above website redesign tips should help ensure that you enjoy a successful launch and more importantly successful post launch.
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| posted by Jody @ 9:10 AM |
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Does the World Need A "Google-Beater"? |
| Thursday, March 29, 2012 |
Anyone else notice all of the damage control Google has been doing over recent months? Amongst complaints about the quality of their search results, the ever changing SERP and promotion of their own products (Google+, Google Places etc.) The once, and still relatively dominant leader in Search has been taking some heat lately and has been having to conduct some additional PR moves to ensure that the public sees Google in a positive light. Concerns of privacy issues, doctoring their search results and placing value on well known brands have users questioning Google and their motives for "wanting to organize the world's information". However Google still has a strong reputation and ranked only second to Apple in this regard. Yet there are issues with the search giant that include:
- possible misuse and manipulation of search results promoting their own products
- collateral damage caused by algorithm updates that have directly impacted search results
- use of others' intellectual property
- no longer providing keyword referral information as part of their analytics
- antitrust and monopoly issues
- censorship of search results
- privacy concerns
- over promotion of their products
- bias with results
- use of link popularity as a ranking mechanism causing potential ranking manipulation
In many cases these concerns are legit. While maybe not the best business model, a lot of companies are reliant on Google traffic to generate revenue. When this traffic goes away (perhaps due to a Google Algorithm update) many of these businesses feel the impact on their bottom line. Privacy concerns are a large issue with Google. They recently update their privacy policy that enables Google to share data across a wide variety of services. Just how does Google use your data? Well according to Google itself:
We use the information we collect from all of our services to provide, maintain, protect and improve them, to develop new ones, and to protect Google and our users. We also use this information to offer you tailored content – like giving you more relevant search results and ads.
We may use the name you provide for your Google Profile across all of the services we offer that require a Google Account. In addition, we may replace past names associated with your Google Account so that you are represented consistently across all our services. If other users already have your email, or other information that identifies you, we may show them your publicly visible Google Profile information, such as your name and photo.
We use information collected from cookies and other technologies, like pixel tags, to improve your user experience and the overall quality of our services.
Many of our services let you share information with others. Remember that when you share information publicly, it may be indexable by search engines, including Google. Our services provide you with different options on sharing and removing your content. So with all of these concerns the questions becomes: Does the world need a Google beater? Do we need a site or web property to keep Google in its place? Does this come in the form of a competitor like Bing? Or an upstart like Blekko? Or will popular social environments such as Twitter, Facebook or Pinterest keep Google honest? One thing is for sure, there is no "Google Killer" on the horizon.
Does the world need a Google? Have we become so addicted to using Google and as a result become lazier in our quest for knowledge? If Google was not around then would some other search engine replace them? Would Yahoo or ASK or AOL or Microsoft (see MSN, Live Search, Bing et al) be the main player and would users be complaining about them?
I think we do need a Google. For their sheer innovation alone. I'm not saying that they should remain the dominant player in Search for eternity, but then again people don;t just use Google for their information needs. We use Facebook, Twitter, CNN, CBC, TSN, Pinterest, YouTube (a Google property), vendor sites etc to find our information. You have to admit that Google has done a pretty great job or organizing the Webs content. Are they perfect? Nope far from it, but they take more risks and are more innovative than most. While I don't think that we need a Google-Beater, we definitely need Google alternatives. In many ways, Google's dominance has resulted in questionable results and privacy concerns. So we do need other web properties to step it up to help keep Google honest. Whether that is a rival search engine such as Bing or Yahoo, or whether it is a new channel such as social media-type sites like Twitter, Facebook, LinkedIn or Pinterest, users do have options.
Google, I like you, but you cannot provide me with all of the information that I am looking for in the quickest manner when I look for it, all of the time. An "A" for effort, but lately that effort has started to slip. Are you the best option for my queries? Well that depends on my query. As the Web continues to become hyper-competitive and hyper-polluted, I need a resource to help me sift through this endless void of data. For right now, Google you are this resource, for how long? I am not entirely sure.
Labels: google |
| posted by Jody @ 4:40 PM |
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