google authorship is important

Google Authorship has changed!

Hi Guys,

It’s been a couple of weeks now since my last blog post, so I’ve had a look at some of the latest developments in the digital marketing industry over the past few weeks and picked out the most important which I think you would benefit from knowing about.

Google Authorship has changed!

This year it has become increasingly important to link content with an author, by linking your client’s blog posts with a personal Google+ account you can help the ranking in the search engines significantly. Although Google hasn’t officially confirmed whether they rank content associated with a Google+ profile higher but many professionals have found that their rankings have gotten a lot better since using Google Authorship. Recently however, Google Authorship has changed..

What’s changed?

Google has recently announced that they are changing the layout of authorship results. They have removed the author image on the left hand side of the snippet and the Google+ circles data.

Google’s John Mueller said that the “click-through behaviour on this new less-cluttered design is similar to the previous one.” However, this is quite unlikely and we are sure to see a decrease in click through rate in authorship posts displayed without an author image.

old and new google authorship layout

What hasn’t changed?

  1. Google Authorship is still here
  2. Author’s names still appear in the search results
  3. Your rankings do not change
  4. Setting up authorship remains the same

What does this mean for my clients?

Google authorship is still important as it associates content with a real person which people can relate to, so people are more likely to read the article. Authorship has also been shown to help raise rankings in the search engine results pages. However, as Google is no longer showing an image next to the author in the search engine results it may decrease the click through rate as many studies have shown that images improve CTR from users.

Google Author Rank could pay off in the future!

If Google begins to incorporate more “Author Rank” signals into its search algorithm, establishing yourself as a trusted authority now could pay off big down the road. (Moz, 2014)

google authorship is important

So in summary, even though Google isn’t showing an image next to posts anymore, assigning authorship is still important! We need to ensure that all blogs for clients are linked to a Google+ profile.

 

References

http://searchengineland.com/google-plays-authorship-search-results-dropping-profile-image-google-circle-count-195163

http://moz.com/blog/your-brand-shouldnt-fear-assigning-authorship

http://moz.com/blog/bye-bye-author-pics

 

Have a good weekend everybody!

 

Knowledge graph visbility

What is the Google Knowledge Graph?

Hi Guys, Happy Friday!

This week I am going to look into the Google Knowledge graph, what it actually is and how to increase your client’s visibility.

So, what is the Google Knowledge Graph?

  • The Knowledge Graph is a knowledge base used by Google to enhance its search engine’s search results with semantic-search information gathered from a wide variety of sources. Knowledge Graph display was added to Google’s search engine in 2012, starting in the United States, having been announced on May 16, 2012.
  • It provides structured and detailed information about the topic in addition to a list of links to other sites. The goal is that users would be able to use this information to resolve their query without having to navigate to other sites and assemble the information themselves.
  • Knowledge Graph information flows into new units, these panels appear to the right of Google’s regular results, rather than disrupt those familiar links. Knowledge panels don’t always appear, only showing up only when Google deems them relevant. But when Google does think they’re relevant, they’re a pretty cool search exploration tool.

Google knowledge graph example

  • Image Carousels: With a carousel at the top of the results page, you can get a more complete picture of what you’re curious about. For example, you can search for exciting tourist attractions in Coventry.. (because everybody wants to visit Coventry don’t they?) More specifically for our clients, users might search for ‘New Audi Cars’ or ‘Popular Cars 2014’.

Google knowledge graph image carousel

How does the Knowledge graph effect SEO? 

SEO has changed dramatically over the last few years. Google’s Knowledge Graph and semantic search transition from  “keyword strings to people, places and things” has resulted in an almighty shift in how professional SEO’s must now think, process information and work with clients.

With the introduction of the Knowledge Graph, the post-Panda algorithm content issue has been somewhat resolved! Because the Knowledge Graph is able to make connhappy SEOections among semantically similar phrases, creating and optimising a single page provides the potential to rank for all synonyms. This not only allows a site to rank for multiple keywords while staying in line with Panda, but also provides a better user experience because visitors won’t have to read through all the fluff to find the information they are looking for. Therefore, the added benefit could be gained of increased engagement on the website.

How can I make my client’s site appear in a knowledge panel?

Unfortunately, there is not a simple way to ensure that your client’s website shows up in a knowledge panel however, there are a couple of tips to help improve visibility.

1)      Freebase – You could head over Freebase, open an account and contribute content

2)      Schema Mark-up – Tagging parts of your pages with commonly used schema might be helpful

3)      Google+ – There’s no doubt that Google+ sits in the middle of a lot of the knowledgeKnowledge graph visbility graph, particularly about places. So claim and optimise your presence, which also extends to getting reviews.

4)      Wikipedia – Wikipedia is a primary source of data for the Knowledge Graph. If you’ve got a lot of time, patience and can be objective rather than subjective you can wade into Wikipedia to help create company profiles, provide reference links (more important than you may imagine) and generally ensure that your brand is represented in as many legitimate places as possible. Knowledge Graph Optimization (KGO) is about making it easy to connect to as many relevant entities as possible so that search engines better understand your site on a ‘thing’ level and can pass important meta information between connected entities.

References

http://en.wikipedia.org/wiki/Google_Knowledge_Graph http://www.google.co.uk/insidesearch/features/search/knowledge.html http://www.google.co.uk/insidesearch/features/search/knowledge.html#knowledge-graph-carousel http://www.blindfiveyearold.com/knowledge-graph-optimization http://searchengineland.com/google-launches-knowledge-graph-121585

Hope you all have a great weekend!

Google Panda 4.0 and VSEO

Hi Guys,

This week I shall be covering two different topics; the latest Google algorithm update and Video Search Engine Optimisation (VSEO)

 

Google Panda 4.0 Algorithm Update

Google originally launched Panda in February 2011, mainly as a change in its search results ranking algorithm. The main purpose of the update was just to keep those low Google Panda 4.0 Updatequality and low content sites away from the top ranking results and give the actual quality sites their due.

Panda 4.0, which Google and Matt Cutts confirmed began rolling out a couple of days ago, has definitely caused some waves in the search results. While it’s not exactly clear what has changed and what’s been affected, a lot of sites are seeing an improvement in traffic.

Here is a useful tool you can use to see how the Google Algorithm updates have affected your clients websites: http://www.barracuda-digital.co.uk/panguin-tool/

 

References

http://seoupdates.info/difference-between-google-panda-and-google-penguin/ (Very useful article explaining the difference between the Google Panda and Penguin updates)

http://searchenginewatch.com/article/2345884/Google-Launches-Panda-4.0 (I recommend reading this one!)

http://searchengineland.com/google-begins-rolling-panda-4-0-now-192043

http://moz.com/blog/panda-4-payday-loan-2-and-ebays-very-bad-day?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+MozBlog+(Moz+Blog)


 

Video Search Engine Optimisation (VSEO)

 

YouTube accounts for over 98% of all videos viewed at Google sites! So it is very important to ensure that all videos that are properly optimised.
Video Search Engine Optimisation VSEO

So, how do we optimise videos?

–          Create an engaging video

–          Use your keywords wherever you can, titles, descriptions and categories

–          Use Google Video sitemaps

–          Build a page and optimise the page for every video produced

–          Use Google Analytics and YouTube Analytics to monitor views

–          Utilise thumbnails for videos

–          Allow user comments

–          Promote videos using social channels and press releases

–          Have a detailed video description with a link to the company site

–          If possible, use the video script in the description

 

References

http://www.searchprosystems.com/great-vseo-tips-that-are-often-ignored

http://www.seroundtable.com/archives/018008.html

 

Enjoy!