Google @ Work

Google dominates the UK search marketplace, delivering more than 90% of all search results, and it rates as one of the busiest Internet sites in the world.

But Google is much more than just a search engine. If also offers a range of office productivity tools which can make your information management more efficient, improve your business processes, and save your business money. From YouTube to Patent Searches, Picasa to Gmail, Google offers well more than 50 different services in addition to its familiar search engine.

Underpinning all of these services is a free, personal Google account. Your account acts as a single gateway to your subscribed Google services. This single point of access raises issues, however, in the view of human rights watchdog Privacy International, who rank Google at the very bottom of their Privacy Rankings of Internet Service Companies. Access to the services mentioned in this article requires you to have a Google account, but first you might want to read about the privacy implications


Google Alerts

Google Alerts is a free tool which will notify you anytime your personal name, your company name, your competitors, or a key phrase of your choosing gets mentioned on the web. It tracks your professional interests on the web, and then emails you of changes that you need to know about. Your Google Alerts are easily configured to send weekly email summary on a range of searches:

• Your personal name, or your company name, to see what people are saying about you, and to monitor your online reputation. Just put your name into the Alerts box surrounded by inverted commas, eg ?Susan Hallam?, and Google will automatically alert you whenever there is a new mention of your name on the web.

• Create an alert on the names of your competitors to keep an eye on the their activities and the coverage they?re receiving. This is a free competitive intelligence tool that could help you to keep track of developments relating to their firm

• Use Google Alerts to stay informed of your key clients? developments.

• And of course, you can use keywords describing your interests or professional responsibilities

You can limit your search to certain types of information on the web, such as blog articles, news articles, or web pages. I would recommend you choose Comprehensive search meaning all of the above.

And finally, choose the frequency with which you want to receive updates, whether once a day, as it happens, or once a week.

iGoogle

iGoogle is your personal Internet desktop, providing instant access to the information and websites you use frequently.



You define what goes on your desktop, and can include:

• Gadgets, such as driving mapping tools, weather forecasts, currency converters, the Tube map

• News feeds from the web, such as Law News from the Times Online, BBC News, or hundreds of other news services

• A convenient place to organise your reading on the web, including Blog and podcast feeds pertinent to your business interests
  

Google Apps

Google Apps is a head-on competitor with the Microsoft Office suite. Known as ?software as a service.? Google Apps comprises a word processor, spreadsheet, calendar, email and other software tools that run on the Internet.

More importantly, Google provides a free private network within the Internet, with no need for technical resource to manage hardware of software. Known as an ?extranet?, users can have access to their documents, email, instant messaging and other information from any device that has an Internet connection.

Here's a screenshot of Google Apps in action:







Google Docs is a word processor that is fully compatible with the Microsoft version. I can work on the document on my own computer, and then put a copy onto the company extranet to be shared with my colleagues.

That means for employees who want to work at home, they can access their documents securely in their firm?s private Google environment accessed over the Internet. As amendments are made to documents, the revised version is saved for other colleagues to collaborate or make contributions. In much the same way, calendars, videos, spreadsheets can all be accessed and shared via the Internet.

Firms could also use Google Sites to create secure areas for clients, making client information and reports available. The information is hosted securely using your own domain name, and the branding and layout can reflect your own firm?s requirements.

Organisations like the Telegraph Media Group are moving away from Microsoft in favour of Google Apps. Their decision was influenced not only by cost, but the benefits of working in a collaborative, mobile and flexible way using the Internet.

Google Apps has both a free and fee-paying version. The free version is subsidised by the appearance of advertising on the pages, whereas the fee-paying (?enterprise?) version has the advertising disabled, as well as additional functionality particularly in the areas of security. At a cost of US$50 per user per year, it could worth firms investigating Google Apps as an alternative way of working.

This article by Susan Hallam was first published in Internet Newsletters for Lawyers & Law 2.0, November 2008

Blogger Fights Spam

This morning's email inbox contained a scary message from Google saying one of my blogs has been identified as a potential spam blog. In it's fight against unscrupulous search engine optimisers doing link spamming, Google's automated classifier had flagged it is spam, and invited me to logon to provide an explanation and submit a review request.

I was thinking "Surely this is a phishing request for my Google account details." I don't write spam, or at least I try not to!

After a moments reflection I realised the Google email was genuine, and it really was a spam blog that Google had found. Less than 12 hours ago I had demonstrated how easy it is to create a blog by setting up a dummy "Worcester Internet Fun" blog, and included a single jokey posting with a keyword rich anchor link to my Hallam Internet marketing website.

It was a light hearted way to demonstrate how easy it is to blog, but it contained all the link spamming signals:

• nonsensical text in the body copy
• hosted on an open platform like blogspot
• with links to irrelevant websites

Note to self: delete all blogs created as part of the teaching process

On the one hand, Google's rapid response is excellent news:

• Blogger addressed the issue quickly, with the spam site disabled within 12 hours
• In the event the blog isn't a spam blog, then the Blogger human team undertakes to review the site within 2 business days
• The email from Google is clear and helpful

However, Google has had some trouble in the last few months when it inadvertently locked down innocent blogs due to a glitch in the spam processing algorithm.

I've written elsewhere about fake blogs, so let this be another salutory lesson to optimisers thinking links from blogs is the silver bullet to the top of the search engine results.

Managing your Pay Per Click Advertising

Do you want a lot of visitors to your website? Do you want to waste a lot of money?

I am always amazed at how many businesses forget that a successful Pay Per Click Campaign isn't simply a matter of getting a lot of visitors to your web site.



Trying to get the maximum number of visitors to your website means you might just burning money if you don't have a strategy for converting visitors into clients.

In brief, your firm's PPC strategy has to address three core areas:

• How to get more visitors to your website, at the right price
  

• How to convert web visitors into fee paying clients

• How to retain your customers, and keep them loyal to your firm.

Of course, Pay Per Click is just one of the broad range of Customer Acquisition techniques, including search engine optimisation, referrals from other websites, email marketing, social networking, all underpinned by any traditional marketing activities.

What do you need to consider when planning a successful Pay Per Click campaign?

The Pay Per Click Advertising Model

Pay Per Click (PPC) is an advertising model that enables you to buy your way to the top of the search engine results. PPC advertisements are those familiar small ads appearing down the right hand margin of the search engine results, as well as the initial few "sponsored links" appearing at the top of the search results

There are three main search marketing advertising networks: Google AdWords, Yahoo! Search Marketing, and MSN AdCenter. With Google having approximately 87% share of the UK search market, many firms focus their efforts on the AdWords service.

PPC advertisers are charged on a cost-per-click basis, meaning your advertisement will display hundreds or thousands of times, but you are only charged when a searcher clicks on your advert, and makes a visit to your website.

As a customer acquisition tool, PPC helps searchers to discover your firm for phrases that your website wouldn't otherwise rank well for. It offers the possibility that your firm will appear in the first page of the search results, resulting in more visitors coming to your website.

The Advantages of PPC

There are 4 primary advantages to using a PPC advertising service:

1. It's flexible. You can bid on any number of phrases that can bring potential clients to your website. You might choose to bid for highly specific phrases that reflect your firm's niche area of expertise, bringing a relatively small number of highly suitable prospects to your website. Or you might bid on generic "solicitor" phrases that will bring a large number and broad variety of potential clients to your site.

2. It's quick. Your site will appear in the search results, quite literally, immediately. You can change the copy on your advert and have it display instantly. And if a topical issue is mentioned on Radio 4 this morning, you could be displaying an appropriate advert by the start of the working day.

3. It's controllable. You have full budgetary control, with your own daily advertising limit. When you hit your maximum budget your advertisements simply stop appearing. You can also control the times your ads appear, control where your ad appears, and to a certain extent control who sees your ad.

4. It's measurable. You will know exactly how many visitors came to your website, and the price you paid per visitor. You can also measure how many of those visitors then converted to a prospect by measuring how many enquiries you received. From there it is a straightforward matter to calculate your final return on investment by comparing the number of your new clients with your PPC spend.


Disadvantages of PPC

Firms express a certain reluctance to use PPC in their marketing mix, raising concerns that include:

1. It can be expensive. PPC Advertising in the legal sector is highly competitive, and it is not uncommon for firms to be willing to pay a premium price for each click, knowing there is a potential client at the other end of the keyboard.

2. It's temporary. Your ads will continue to appear so long as you continue to pay. Once you stop paying, you will disappear from the search engine results. For this reason, PPC is usually used in conjunction with search engine optimisation with the aim of having your site rank well in the search results without resorting to PPC.

3. It's a sophisticated process. Pay Per click is not a simple auction like eBay. The highest bidder doesn?t buy his way to the top of the results. Instead, Google AdWords makes use of a "Quality Score" that determines the price you pay, assessing the relevancy of the phrases you're buying, the quality of your website, your history as an AdWords advertiser. Get the process wrong, and you will be paying over the odds for your clicks. You might want to consider a fully managed Pay Per Click service.

4. It takes time. Careful planning during the set up of your campaign will yield benefits in terms of the price you pay per click. You will also need to monitor your advertising to see which campaigns are successful, and which ones you should cancel. You will need to keep an eye on which ads are bringing new clients, and which ads are just costing clicks but not generating new business.

5. Click Fraud. The fear of competitors fraudulently clicking on your ads and costing your money is a reasonable fear. However, all of the search engines have sophisticated methods for detecting invalid clicks, which includes fraudulent as well as accidental double clicking. Your most important measure has to be your final Return on Investment: how much have you paid on PPC, and how much business has it generated.


Keyword Research

The start of the PPC process is to identify the phrases you will be bidding for. Google provides you with a free keyword research tool that will show you the monthly search volume for your chosen phrases, an indication of the potential Cost Per Click (CPC) and a measure of the advertising competition.



Choosing your key phrases is a fine balancing act: you want to bid on popular phrases in order to get sufficient visitors to your website. But you don't want to be bidding on popular but highly competitive phrases that might not result in getting a client.

The key metric for your keyword selection is Cost Per Acquisition (CPA) : how much you?re willing to pay to get a new client.

Creating Adverts

The next step is to create your three-line advert that will display for your selected key phrases. Crafting the perfect ad is a time consuming process, and writing a compelling 95-character mini-message is an art. You can experiment with:

1. Including the key phrase in the advert, so that the searcher recognises your ad as matching what they were searching for

2. Including clear benefits as to the service you provide, remember to think the way your client thinks and using language they'll relate to.

3. Making a strong "call to action" which often takes the form of "Call for a free consultation" or "Ring now?"

4. Make your ad look different. Use short phrases, leaving lots of white space. Use alliteration ("Perfect Pink Presents") or rhyming. Just make your ad look eye catching and memorable as compared to your competitors.


Landing Pages

The click on a PPC advert leads a visitor to a particular page on your website known as a "landing page." As an advertiser you need to bear in mind that landing pages serves two purposes: it is the vehicle which will persuade the visitor to do business with your firm, and the landing page is also a crucial factor in AdWords determining your Quality Score, which in turn influences the price you will pay per click.

In terms of conversion, your landing page makes or breaks the deal. It has to be designed to get that all important "most desired response." Your visitor will decide within milliseconds whether they trust your site, and whether they like your business. And they'll only spend 7 or 8 seconds looking at the page, so everything needs to be discernible at a single glance.

When designing a landing page, you might want to consider:

1. Is the page specifically about what the visitor searched for? If I searched for conveyancing, then take me directly to your conveyancing page. Do not take me to your Home page and make me search for the right page.

2. Are the benefits of your firm clear, and written in simple, brief, and compelling language?

3. Is the page quick to load?

4. Have you included your main Call to Action, making it easy to see your phone, or including the form for me to fill in.

5. Have you eliminated any unnecessary distractions from the design of the page?

6. Is the page uncluttered, making good use of colour as well as white space and graphics?

Quality Score

Your price per click is determined by advertising competition, and your Quality Score for the phrases your bidding for.

Quality Score is a dynamic metric assigned to each of the key phrases you're bidding for in your PPC campaign. The higher your Quality Score, the lower the minimum bid you will be charged per click, and the higher position your advert will take in the search results.

Your Quality Score is determined by the relevancy of your key phrase to the other phrases in the same advertising group, the quality of your landing page as well as a number of other historical factors.

One historical factor influencing your Quality Score is your Click Through Rate (CTR.) Your CTR is the number of clicks your ad receives divided by the number of times your ad is shown on the search engines results. Clearly the advertising networks like it when you get the most possible clicks, and they reward you with a lower price per click.

Successful Pay Per Click Advertising

Running successful PPC campaigns is all about the detail: researching your key phrases, organising the structure of your PPC campaign, writing compelling ads, creating powerful landing pages, managing your Quality Score, and most importantly keeping an eye on your budget and Return on Investment.

Google Chrome Review

Google are at it again: they've gone ahead and designed their own web browser.

Google Chrome has just been released in beta format.

Why is it called "Chrome?" Perhaps because the borders, window frames and such like in your normal web browser is called "chrome." Google's new browser eliminates much of the chrome, thus making the screen look bigger, and much less cluttered.

I'd love to tell you lots more about it, but Google wants to tell you all about it using YouTube videos. Forget about reading the written word, the Google generation only wants to watch vids.

Alternatively, you can read the comic book version describing it.


For goodness sakes, grow up. I'm old, and boring, and I just wish Google would cut to the chase.

In any event, I have had a play with Chrome, and it is still rough around the edges. Whilst I won't be switching from Firefox quite yet, it is very good.

Chrome was quick to install, quick to import all my bookmarks.

I thought it would be nice to include a screen grab of what Chrome looks like, but Chrome doesn't support all my lovely Firefox plug-ins including my favourite image management utility nor any of my SEO tools. No doubt that will get fixed soon.

Chrome has been designed to be "a better web experience", with a clean and uncluttered screen, faster and with users suffering from less crashing.

Perhaps the best feature is that has just one box, called the Omnibox, into which you can type web addresses, search phrases, anything. A simple, great idea.

And the new visual interface to show your web history and popular sites you have visited.

It's worth keeping an eye on, and I'll let you know when I migrate from Firefox to Chrome.

Google is a Superbrand

Google is Super. We all knew that, but Google is officially the UK consumer Superbrand, as chosen by 2,200 UK consumers participating in an independent YouGov poll commissioned by Superbrands.

Google has knocked Microsoft out of the top spot, and together they sit in the top ten along with Mercedes-Benz, BBC, British Airways, Royal Doulton, BMW, Bosch, Nike and Sony.

Apple lurks just outside the top 10. Yahoo! lags behind way down at 75. Adobe scrapes in at a surprisingly low 278.

So what is a Superbrand?

?A Superbrand has established the finest reputation in its field. It offers customers significant emotional and tangible advantages over other brands, which (consciously or sub-consciously) customers want and recognise.? All Superbrands must represent quality, reliability, and distinction.

Stephen Cheliotis, chairman of the Superbrands Council which commissioned the research, said: "Lifestyle brands, particularly those in the technology sector, have considerably more sway with the public than everyday staples such as the supermarkets, which now seem further than ever from the affections of the British people.

"The results are also a further sign that Google is continuing its dominance in the UK. It is clear that Google is the brand that people value at work and in their personal lives."

Improvements to Google Keyword Tool

Google have added a very useful piece of information to their free Keyword Research Tool: it now displays an approximate number of searches for each phrase from the previous month search data.


Google's official announcement confirms that it displays the approximate number of searches taking place Google and the wider search network during the previous month, as well as an average monthly search volume of the last 12 months.

Looking carefully at these numbers, they do look very approximate, but it is certainly better than those silly little green fuel gauge icons that they used to display.

Google delivers keyword results and statistics based on your IP address, which means that for most of my readers the numbers are going to be for searching activity in the UK.

Be sure to use the "Show/Hide Columns" option to suppress the Adwords advertising figures if they are not of interest.

Can Google Index Flash? Yes!

At long last, Google has announced that it can index Flash content.

Until now, websites built in Flash were notorious for being invisible to the search engines. Flash content was a "roadblock" - a big black hole that the search engine spiders couldn't index.

All that is changing with Google's new algorithm that finds textual content in your Flash SWF files. That means Google will be able to index textual content in your Flash files, as well as see and follow URLs and links.

And as a result Flash results will start to appear more commonly in the Google search engine results. In particular, the "snippets" of text that appear in the Google search results are likely to be more relevant and compelling.

Yahoo! will also be taking advantage of this new development, but poor Microsoft is once again Billy No Mates and hasn't been let in on the indexing party. Silverlight, and all that....

In principle, existing Flash sites do not have to make any changes in order to start the indexing process. But with regards to search engine optimising your Flash files, Adobe's press release says, "As with HTML content, best practices will emerge over time for creating SWF content that is more optimized for search engine rankings."

Keep in mind that Google will not be able to index images in the Flash, nor text that is displayed as an image.

Read more in Vanessa Fox's overview of this new Flash development.

Google Documentation

Want to understand how Google works? Want the information straight from the horse's mouth?

Google have just produced a very useful PDF booklet called Making the Most of Your Content: A Publishers Guide to the Web.

It's excellent. Read it. Even if you think you know it all already, read it.






Warning: Geek Alert

I found this on Matt Cutt's very useful posting discussing Google's improved documentation. Lots of Google goodies in there of a technical nature, including robots.txt, IP delivery, nofollow, and quality guidelines

Google AdWords Trademark Restrictions

In May Google AdWords lifted the restrictions to bid on your competitors' trademarks.

What this means is that you can legitimately use AdWords to buy your competitors' company name, product names, and trademarks with a view to siphoning off their traffic.

The strategy is to recommend alternatives to their products, and acquire new visitors to your website.

And it could be a great way to get well qualified visitors to your website. Self-selected visitors, giving buying signals, in marketing terms this might be called "low hanging fruit."

For example, AsdaFinance are busily buying the keyword "Egg", our lovely Derby based online bank and credit card company:


Little companies are piggy-backing on big company reputations, with what appears to be a small Gloucestershire conservatory company cleverly buying up the Wimpey brand:



I am also aware of some tit-for-tat bidding going on, where you will find that the MoneySuperMarket website is bidding on the phrase "confused.com", and confused.com is bidding for the phrase "moneysupermarket."

Google AdWords, of course, is laughing all the way to the bank.

Keep in mind that you are NOT entitled to use the trademark in the ad text itself, and that Google will require the advertiser to remove the trademarked term and prevent them from using it in the future. They will not investigate advertisers using the trademark in the keyword list.

What if you are on the other end of the stick, with competitors buying your branded keywords?

There are a number of different strategies if you want to protect your brand against AdWords raiders. One would be to crowd out the competition by utilising multiple AdWords accounts, multiple websites, and creating multiple ads, like MBNA are currently doing. The risk, of course, is that your ads are competing against yourself, and visitors like me might click on everyone of your ads, and burning your budget.


Alternatively, you can give affiliates free reign to buy your trademarked terms, letting them pay the advertising costs and again dominating the advertising space.

Optimising Images

When I talk about search engine optimisation, I tend to focus on text. Words. I think of Google as a text processing engine. However, today I want to talk about optimising images for search.

Google, of course, offers the ability to search for images, and it can be a highly valuable way of driving visitors to your website.

Looking at my own statistics, I can see images.google.co.uk is driving nearly 20% of the referral visitors to my website. And one image on my site in particular, a Sunday Times logo, is driving a large volume of visitors.

My assumption is that if your images are contained in a page of content that is highly relevant, then you can convert visitors to customers on your website. And hence this blog is an experiment in optimising an image for the phrase "optimising images" and I'm going to wait and see what happens in the search engine results.

So, what steps do you need to take to optimise your images for search?

First, check to see what images from your site that Google is already indexing. Go to Google's image search and in the search box type in site:www.yourdomain.co.uk. Google will display all the images in the index:





Optimising images for search follows many of the standard steps for optimising content on any of your web pages:

Give your image a keyword rich file name. Consider putting dashes between the keywords in the file name. Notice the image at the top of this posting is optimising-images.jpg

Use the ALT tags correctly. That means using descriptive text in the ALT tag, that will contain the key phrase you are optimising for.

Embed the image in a relevant web page. Place keyword rich text immediately before and after the image, putting the image into context on the page. Indeed, the entire page should be optimised for the phrase the image is targeting.

Create internal and external links to the image, again with keyword rich anchor text in the links.

Enable Google Image Search in your Webmaster Central account. Google Webmaster Central gives you a wealth of valuable information about your site, and one setting is to enable Google image search on your website.

Include keywords in your image. Include labels in your image to describe the components or what the image is. Folk using Google Labeler (see below) are likely to respond to the words in the image.

Participate in Google Labeler. Google Labeler is a service on Google where you add labels (or keywords) to images on the web. It takes the format of a game: it pairs you up randomly with somebody else playing the game and you match each others keywords to describe each image. Match each others' keywords, and you get points. Curiously addictive, I'd recommend you give it a go.

I'll keep you posted to see how well this image does, or does not, rank...

Blogger Tips: Future Dated Posting

This blog is powered by Blogger, the freely available software provided by our friends at Google.

A new feature of Blogger is the ability to future date your posts; write your article now and then schedule it to get published automatically on the date of your choosing.

This is a very useful trick for time-strapped small business owners: just sit down one Sunday evening and write a few blog postings. Your new articles will appear magically at the appointed time, updating your website and feeding content into the search engine network.



Almost exactly a year ago I wrote an article on How I Would Improve Blogger, and this feature was one of the three things on my wish list.

My blog is now well over 3 years old now, and Blogger continues to add features to keep it on a par with the other major players like WordPress and TextPattern.

Blogger: if you are listening, here is what is on my wish list this year:

1. Insert images where I expect them to go. At the moment, every image I insert is placed by default at the top of the posting, instead of where my cursor is. I have to manually drag the image into the right position. Annoying, or what?

2. Provide some stats in my Blogger account that tells me my most popular postings, most commented, most linked to, and the like. I know integration of Analytics and Blogger is in beta, but just hurry up, OK?

3. Give me more choices of which posts to display, not just my most recent posts. At the moment I have to manually insert links to my most popular posts.

---

Looking to read more about blogging? Try these articles & resources:

Blogging gets your content into Google... Fast!

Reusing your blog as a email newsletter

Your blog comment policy

Desire lines and blogging: what do you readers want you to write about?

Google Page Rank Update

It is that time of year again, folks. Google is updating our websites Page Rank.

And once again, small businesses go barmy over the magic number that displays in the Google Toolbar. I have to admit I am pleased to see my Page Rank returned to 5, following being downgraded to PR 4 in October.

I have said it before, and I will say it again: your Google PageRank score is not an indicator of how well your pages are going to rank in the Google search engine results.

Consider it an overall health check score from Google. If you get high quality, topical, trusted sites linking to your website, then up goes your Page Rank.

Buy links, sell links, get spammy links, or generally try to artificially manipulate your linking, and then down goes your Page Rank.

I am aware of several clients having an improved Page Rank, and I welcome feedback from other site experiencing a Page Rank change.

Google Stereotypes: what we all suspect about Google

83.41% of statistics are pulled out of thin air.

And sometimes I do not trust those lie, damn lies and statistics. I prefer to go on my gut instinct.

Even so, sometimes it is reassuring to see that gut instincts are backed up by evidence from trustworthy research organisations.

Google evokes some strong gut reactions in most of us, and some recent research might serve to confirm what we all suspect to be true. Here are some of my assumptions:

Assumption 1: Rich People use Google, Poor People use Yahoo

I thought that assumption might get your attention. The Great Google Class Divide.

Hitwise have published a review of "audience strengths" comparing the Google-Using population to the General-Online population. Using the benchmark of the propensity of searchers to spend $500 online, Hitwise, found the richer you are, the more likely you are to use Google.

The top left corner shows the high users of Yahoo, and bottom right are the Google users:



Assumption 2: We only look at the first few results in Google, and if we don't find what we want, we change our search

JupiterResearch have conducted an interesting study into our searching behaviour.

The vast majority of us (68%) only look at one page of Google results, with a ruthless 27% only looking at the first few results. Nearly a fifth of us browsed through more than 3 pages of results in 2002, but that has fallen now to just 8%.




Assumption 3: None of us use those little Menus at the top of Google

Images, Maps, Shopping: those little menu choices at the top of Google are used for "Vertical Searching." Research commissioned by iProspect shows most of us don't use them, we just type straight into the Google search box, with only about a quarter of us dipping our toe into the Google Images search.


It is all Google food for thought!

Find Your Top Ranking Keywords

Where does your website rank for your key phrases in Google?

What phrases are you ranking well for, whether you know it or not?

And what phrases are your competitors ranking well for?

SEODigger is a free utility that shows you those keywords that trigger your site in the top 20 results for a Google search. SEO Digger maintains a database of keywords and search results that can help to assess and plan your search engine optimisation activities.

The free, unregistered version analyses a single page of your website and provides you with a list of high performing key phrase, the key phrase position in Google, and some rough and ready WordTracker and Overture data showing you the search popularity of the phrase.

It is worth taking the extra step of signing up for the free registered version because it will give you rankings of all the pages on your domain, rather than just a single page.

Taking my own business as example, I can see the key phrases in Google SERPs (search engine results page) order, in other words the phrases I'm ranking position 1, position 2, and so forth:

However, if I click on the WT column to sort the data on the popularity of phrases as measured by the WordTracker data, I can see where I'm ranking for those valuable phrases that people are actually searching for:


And what is very interesting to note (and is confirmed by my Google Analytics data) is that it's the blog postings that is helping with the rankings, in this case the article I wrote about The Answer to Life, The Universe, and Everything.

As always, these services do come with a bit of a health warning

• the data will not be current - it is a snap shot of the search results when the database was last compiled. My searches today was delivering data last retrieved in February. Nevertheless, it provides a useful benchmark.
  
• the database does not include all search phrases. You can add your search phrases to SEODigger for inclusion in the index.
• the WordTracker and Overture data is, at best, unreliable.

This article is one of a series of postings about SEO tools that you might find useful.

I have a list of new services I'll be reviewing for you over the next few weeks, and suggestions are welcome.

In the meantime, why not take a look at some of my previous reviews:

iWebTool Collection of free SEO tools
Quirk SearchStatus toolbar
Free Web Tools
SEOBook Keyword Research Tool
Website Grader Review
Backlinks Checkers
Good Keywords Tools, especially KeyWordPad

Best April Fool's Jokes

Happy April Fool's Day, and here are some of my favourite shenanigans found on the web this year:

Pizza Hut's latest home delivery service

Don't use Google, and get paid a million dollars by Microsoft

Google's Gmail prank

Earn some money by advertising Laptops Direct products

BBC's Flying Penguins, thanks to The Telegraph

And a general roundup of April's Fools tomfoolery

You might also like to take a look at last year's April Fools choices

Removing Pages from the Google Index

How can you remove old web pages from the Google index?

I have a client who was advised by some cowboy search engine optimisation company to create lots of web pages stuffed full of spammy repetitive keywords.

He now knows this is a bad thing, and has deleted the pages from his site.

But the old pages still appear in the Google index. He's been told there is nothing he can do about it.

Google will automatically remove dead pages from the search results as part of the indexing process. Pages with 404 messages (not found) or 410 (gone) will eventually be disappear from the index and the search engine results.

But this can take time.

The quick solution is to use Google's Webmaster's Remove URL's tool. It can be used to remove any content that you don't want appearing in the search results. Google says the removal request typically takes 3-5 business days to process.

The Google Webmaster toolkit is full of useful utilities for optimising your site, and learning about your site performance in Google.

Keep in mind that it might be best to simply update the offending page and let the spider re-index the new content.

You might also want to keep the content on your site, and just block Google from indexing it using appropriate meta tags and the robots.txt file.

The URL removal tool does just that: it removes the page entirely.

And remember that an ounce of prevention is worth a pound of cure.

Humans don't like spam, and neither does Google.

Making (more) money from AdSense

I've invited Keith Cooper of Northlight Images as my guest blogger this week; he's an experienced AdSense advertiser, but his real job is as a successful commercial photographer.

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So, you've got a site or blog which people visit. How about just putting a few adverts on that site and watch the cash just roll in?

A lot of people notice the Google AdSense ads on other peoples' sites and wonder how the scheme could work for them?

Well, Google make it pretty easy to sign up for the AdSense program and get the code to place on your site. They offer help in setting up the code, and as someone who avoids web code wherever possible, I found initial ad placement simple and pretty risk free. Any competent web designer should be able to add web code to your pages very easily.

You can go through some simple wizards and quickly get a small chunk of code that goes in your page. When the page is viewed, Google serves up adverts based on what their AdSense web crawler thinks your page is about. The nice thing is that you don't have to set anything or deal with advertisers, Google just puts the money into your account.

If it's that simple then why don't more people do it?

First of all you have to get Google to accept your web site. They don't like sites with very few pages or ones associated with any less reputable parts of the web. They like to see a site with reasonable traffic levels, so 2-3 visitors a day isn't going to cut it... They also like original content.

None of those hurdles should be too high if you've got a reasonable site, so you place your ads and start checking your AdSense reports to see how well you are doing.

This is the place where a lot of people stop, and feel quite happy to make a few dollars a week, and maybe cover their hosting costs (a reasonable first target)

Even more money

Look carefully at the range of ad sizes that you see from Google. The ads come in a variety of shapes and sizes which fit on your page in different ways (depending on what's already there)

Different ad sizes work better on different pages, and what's more, the same ad blocks work better on different parts of the page.

Google offer quite a lot of resources to help you here. The picture below (from Google) shows the relative effectiveness of ads on different parts of the page (darker colours better)


People are bombarded with adverts and you are looking to counter 'ad blindness' where people just don't even see your ads.

You need to experiment with different ad placements and see how they perform. This is where the comprehensive reports that Google supplies will be of great help.

By making use of 'channels' you can monitor individual ad block performance (or 'ad units' as Google calls them). You are looking for the click through rate (CTR). Don't be disappointed when you see rates less than 1% - most visitors don't click on adverts.

The amount of money you will get depends on the number of clicks you get and what Google happens to be paying at the time. The rate varies considerably by page, since ads are placed through a bidding process, by advertisers using the Adwords scheme.

Remember too that the content on some pages just won't get many people clicking on ads.

My own best results come from my reviews of photographic and colour management equipment. These are pages people will often look at when actively looking to buy a product. CTRs on my own site vary between 0.3% and over 10% for some very specific information pages. Some of the specialist pages also tend to get better paying ads. Google doesn't like you to discuss details of it's payments and stats, but it's well known that some (not that many) advertisers will pay several dollars a click.

Still more money

Let's say you've got a successful site with lots of visitors and are making a modest sum in revenue (maybe enough to buy a modest second hand car each year).

You've experimented with ad placement and your figures have been creeping up.

You've been adding new content to your site to bring in more visitors and their ad clicks.

What's left to do?

Well here's a coding tip that recently increased my daily revenue by over 20%

You'll remember from the picture above that ads in different places on a page get different click through rates? On my site this typically varies on any one page from 0.2% to 3%. It so happens that Google puts it's best performing (and paying) adverts in the place specified by the piece of ad code (javascript) that appear first in the code for your page.

Looking at the code for my page I saw that the best paying ads were going into an ad unit with a 0.3% CTR. A few relatively basic coding changes kept my successful ad layout and put the best paying ads into the 3% CTR ad unit. I've been looking at the stats for about a month and it seems that the overall earnings of the site are some 25% up. As with all statistical analysis it pays to work with larger sets of data so I'll reserve judgement of the actual figures for a few months.

One other area I'm looking at is geo-targeting of adverts. I'm a UK professional photographer and one of the purposes of the Northlight Images web site is to get me new commercial photography work. Since I've put considerable effort into optimising the pages to be found by people looking for a photographer, I get a lot of visitors from overseas. Google targets the adverts, so that what you see visiting my site varies depending on where you are coming from.

Why not put adverts on the commercial pages? Well mainly, I've no intention of advertising other UK photographers. However I've been working on a simple system that enables me to provide Google ads to overseas visitors and content of my choosing to UK visitors (say an image of mine, that occupies the ad space)

It's till experimental but potentially allows me to utilise the success of my SEO activities for advertising revenue, without potentially affecting my main business.

I'm a commercial photographer... not a web developer!





Article ©2008 Keith Cooper, Northlight Images Tel +44 116 291 9092

Tracking outbound clicks to other sites

I provide lots of links to other websites .
How do I measure which of those links you click on?

Google Analytics makes it simple to measure the clicks to links within your own site. But Google Analytics also provides a way for you to track clicks on links that lead to to other websites, away from your website.

It is useful to see where people go when they leave your site; indeed there are websites making a good living by charging companies to send clicks their way. This is a free way to count those outbound clicks.

Take a look at this helpful article describing outbound link tracking using Google Analytics

In brief, all you need to do is add a bit of additional tracking code (highlighted in red) to your links

<a href="http://www.google.com/support/analytics/bin/answer.py?answer=74983" onClick="javascript:urchinTracker('/outgoing/tracking_article');">

The word onClick means just that: if somebody clicks on this link, Analytics starts counting.

Use of the /outgoing folder will put all the reporting of outbound links neatly together in a separate folder.

And I have used the phrase tracking_article which will appear in my Analytics reports so I know which exact Google page I was linking to (in case I forget what answer 74983 was!)

I'm going to experiment with Analytics Talks script to automate the creation of the outbound tracking URLs.

And of course for you WordPress readers, you simply need to install the Google Analytics for WordPress plugin to keep track of all those outbound links.

The outbound clicks will appear in my Top Content report.

Google Checkout & BillMeLater

How do you pay for stuff on the Internet?

PayPal is a household name that most of us will have used, but how familiar are you with Google Checkout?




Hitwise report that Google's payment service overtook PayPal in the UK this Christmas as an alternative payment provider.

As you might expect, the majority of PayPal's purchases are coming from the eBay platform. On the other hand, independent retailers and companies like Dabs and Vodafone are offering Google Checkout as a payment option.

Google Checkout have just published a useful newsletter providing an update on the latest service offerings.




Another alternative payment offering that is getting alot of traction in the USA is BillMeLater, a deferred payment provider that doesn't require a credit card.

Amazon are reported as having invested in BillMeLater, along with the likes of Walmart, Reebock, and Toys R Us.

Just enter your date of birth and the last four digits of your Social Security number, and a bill will get posted to you with special payment offered by the retailer such as terms like "no payments for six months."

You can be sure the service will hit our shores soon.

The answer to life, the universe and everything

Google Calculator is a hidden feature in Google Search. You can type in all kinds of mathematical questions, or questions that give a mathematical-ish answer:

Try multiplying Roman Numerals like VII*X

Or doing conversions like 200 pounds in stone

Or calculations like how many seconds in year

There are other questions you can ask, like

What time is it in Philadelphia?

You should also take a look at my blog posting how American Google is still different from UK Google.

But my favourites are the off-the-wall questions, like "how often is once in a blue moon?" Apparently, it is thus:

Most Popular Posts of 2007

The New Year is a great time to review the performance of your website.

In terms of visitors, I must confess my posting about the John and Anne absconding to Panama had an extraordinary response, with more than 2,500 people reading it in the first 24 hour period. It shows the value of writing topical postings!

I'm evaluating the response to my blog articles in order to guide what I write next year. There are a number of different measures that I am considering:

• the number of times the blog posting was read by unique visitors
  
• the number of times the blog posting was a landing page meaning it was the first page people saw, for example from a Google search
• the response to my email newsletters
  

But in terms of my Internet marketing content, my most frequently read postings in 2007 were:

1. Analysis of the differences between American Google and UK Google
2. Google Analytics versus Web Trends for web statistics
3. Google Checkout's free credit card processing service
4. Free Web Tools
5. Writing for the web: readability tests (2006)

It was quite a different story if I look at the click through rate from readers of my email newsletter. Keep in mind these results will be skewed so that my recent articles will have higher click through rates because the number of subscribers grow month on month. The most popular postings for the newsletter subscribers were:

1. How to search engine optimise your PDFs
2. The importance of Meta Tags
3. Spammy Google Adword Advertising
4. My recommendation for the Best Internet Marketing book
5. A great keyword research tool

And finally, there are some older postings that reliably drive traffic to the site:

• Doodle for Google (2006)
• Internet Usage in the UK (2006)
• Networking via the mains (2006)
• The Google F Word (2005)
• Ten Top Blogging Mistakes (2005)

John and Anne Move to Panama

What can your business learn from the "John and Anne Move to Panama" fiasco?

Well, firstly it didn't take a rocket scientist to discover the whereabouts of mystery canoeist John Darwin and his wife Anne. Go to Google Images and just type in "john anne panama." You'll find them there Number One. Their photo was featured on the MoveToPanama website, and very helpfully including the date the photo was taken.

The photo has now been removed from the website, but the picture will live on. Forever. In Google cache. And on other people's blogs and websites.

Google Universal Search integrates search results from web pages, photos, video, local information and other resources.

It may have caused John and Anne a bit of bother, but your business should be using this image optimisation to your advantage.

• Create a plan to publish a variety of types of content as part of your search engine optimisation strategy. Photos, videos, podcasts. Be sure to include your keyphrases in the surrounding content, the filenames, descriptions, ALT tags and the like.
• Use keyword research tools to see what your customers are looking for, and generate content the gives them the information they want.
  
• Monitor the media you put online - Google has a long memory, and you will need to be proud of the images for a long time coming.

Google Goofs

Even Saintly Google has a bad day, sometimes.

Google demands high standards for its AdWords advertising: it has it's Editorial Policies, it's strictures against Repetition of words, and promises that all ads "are reviewed by our support staff to make sure they meet Google's guidelines."

Nevertheless even Google can goof up when despicable Pay Per Click Ads like this one appears:


What rock did these advertising idiots crawl out from under?

But it did make me laugh!

Unsung Heros: Meta Tags

Once upon a time Meta Tags were an important part of your search engine optimisation activities. But no longer: very few of the search engine spiders even consider Meta tags when indexing your site.

But you ignore Meta Tags at your peril.

In particular, the Description tag plays an important role in the search engine results page. It is part of the persuasive call to action to searchers, encouraging them to click on your site.

Give your site a fighting chance in the results page, and write a good Description tag.

Note that Google displays the Title Tag in bold blue, and below it are displayed the two black lines containing my Description tag:





You can see your Title and Description tags by using the View | Source option in your web browser.

And finally, remember those two black lines of text in the Google search engine results might come from your DMOZ entry, or from some relevant text extracted from your site.

Google Page Rank Update October 2007

They're calling it the Google Page Rank Massacre: Google has, for the third time this month, been tweaking Page Ranks (PR) which has resulted in a lower Page Rank for many websites, including my own....

First, can I preface this discussion by saying I'm not a Page Rank junkie, and that I acknowledge Page Rank is not an indicator of how well your site is going to rank in the Search Engine Results Page (SERPS).

But it is an interesting search marketing metric, and Google's re-calculations are an indicator of what's going on with its search ranking algorithm.

There's alot of speculation, but the consensus appears to be:

1. The reduction in Page Rank is part of Google's campaign against paid links and advertisement links. We may be talking cheap and nasty sites, but we're also talking reputable sites, like the business magazine Forbes and the Washington Post both falling from PR7 to PR5.

2. More interestingly from my point of view, there is speculation that Google is slapping the Internet Marketing