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Here is our top five online marketing posts for the week ending Friday, February 18th, 2011. Last week's top five.
Top 5 Online Marketing Posts - Feb. 18/11
#5. 12 Questions to Ask When Performing SEO Keyword Research - Ko Marketing Associates - Derek Edmonds shares some of questions thta he walks through as part of his keyword research process. There are some great tips here, like ensuring that you understand the value proposition of your website and ensuring that your keyword research covers your existing copy. Derek speaks my language when he disccusses things such as intent, benchmarking and value prop.
#4. New York Times Exposes J.C. Penney Link Scheme That Causes Plummeting Rankings in Google - SE Land - Vanessa Fox shares some thoughts on the whole JC Penney link scheme that graced the Internet news stories this week. In case you missed it, the New York Times published an article about the search engine optimization tactics of JC Penney whereby it was discovered that "thousands of seemingly unrelated web sites (many that seemed to contain only links) were linking to the J.C. Penney web site. And most of those links had really descriptive anchor text. " Matt Cutts later confirmed that the tactics violated Google's Webmaster Guidelines. Vanessa goes into detail about why these tactics were wrong and why rankings were lost.
#2. Are Manual Solutions The Answer To Content Farms? - David Harry via Search Engine Land. David offers an interesting take on the state of modern search discussing items such as personalization, user feedback, social signals and timliness of data. David suggests that "What needs to be done is to find better filters and dampeners which can help limit the positive effects on low quality results."
#1. A Tweet's Effect On Rankings - An Unexpected Case Study - SEOmoz. An interesting case study performed by the team over at SEOmoz. Ever wonder if/how, Twitter can have an impact on your search rankings? The SEOmoz case study illustrates how they experienced the power of tweets when they determined that:
A high quantity of tweets from "real" users on Twitter has a pretty substantial impact on rankings in the short term (take note sources seeking rankings during high search volume periods - holidays, news events, etc.)
It appears likely that Google (and Bing) are using the concept they described in the interview on Search Engine Land of "Author Authority" to help weight the value of tweets (as we've seen that bot-repeated tweeting in similar quantities doesn't have this affect)
There seems to be some long-term, nascent value carried by tweets in addition to the short-term effects. If this is consistently observed, expect a lot more SEO activity around engaging and incenting tweeting to key URLs.
It's still unknown whether and how much the text of a tweet impacts the SERPs in a way similar to anchor text. That will be an excellent next test for us to observe.
Definitely some interesting findings. You can almost be certain that there are site owners who are already trying to take advantge of this.
Thanks for taking the time to check out our top five favorite online marketing posts of the week.