Is Vertical Search A Better Option For Your Business
Most Internet users access a vertical search engine at some stage. From a business perspective, organic search is often the preferred option and scant regard is paid to vertical search – in fact there are a lot of businesses that don’t even know of its existence. At the same time, certain industries have worked hard to develop their own vertical search engines and in most cases, to good effect.
A vertical search engine is an industry specific search. The most well known in the UK would be Home.co.uk, the real estate specific search engine and JobServe, the specialist recruitment search engine. These search engines are very specific to their niche and generally only search from the data supplied to them, often in a paid format. However, if a user is searching for a home, where are they going to go – home.co.uk.
What is interesting is that users may well use an organic search engine such as Google. That search will lead them to a site that includes a vertical search engine and, from there, the user is at home using the vertical search rather than the organic. Some niche specific search engines are also nothing more than organic search dressed in different colours – just look for the ‘powered by Google (or Bing)’ that appears alongside search results.
Niche search engines are slowly appearing. These are the true search engines in that they crawl the web building their own database of web pages. The question for most businesses is where to focus their marketing powers. In some niches such as travel, real estate, motor vehicles, recruitment and shopping, to name a few, the answer is obvious. They have dedicated search engines that users prefer over organic search. You simply have to decide whether your marketing budget is better spent on those search engines, often in the form of buying access to them, or spent in the less popular organic search market. Are you prepared to follow your customers’ lead?
Rich Snippets For Shopping Sites – Just In Time For Christmas
Are you using rich snippets? If you’re web site is a shopping site, and your prices are competitive, then you should be. Google search results could well be including information such as reviews, prices and availability. If your prices are more competitive than the others listed in search results, it could lead to a significant increase in traffic.
Rich snippets for shopping sites is currently only available in the US but it is expected to be released world wide well before Christmas. For many businesses, this is the busiest time of the year and with competition strong, you need to take advantage of every edge that comes along. The last thing you need is for your competitors to be using rich snippets and luring traffic away from your listings.
There are three markup codes available for rich snippets. The best seems to be RDFa and while a touch more complicated, provides all the information needed. It is also supported by all the major search engines. Google have their own Microformats code available, but that is only supported by Google. Google provide a rich snippets testing tool if you want to test any of the code.
For shopping sites, this could be a real plus this Christmas. Shoppers are turning to the web in increasing numbers and some are predicting record online sales. If you don’t use all the resources available to you then your search engine marketing may not be as successful as your competitors. Why give them the edge when you’re the one who really needs it?
You can read Google’s post on rich snippets for shopping sites here.
The Pitfalls Of Pay Per Click Site Links
Google Adwords introduced a great feature earlier this year called Ad Site Links. This allowed advertisers to include up to four additional links in their ad unit. This feature is ideal for businesses that sell a range of products. However, just because a feature exists doesn’t mean you need to use it. In fact, there are times when that feature can be detrimental to your business.
Let’s look at two examples. If a site was selling WordPress themes then having links to the sales pages of four additional themes could result in increased click through rates and increased sales. Searchers will see that ad unit and be given of choice and in this instance, it works well for both the consumer and the business.
In our second example, a site that sells only one WordPress theme should only link to that themes sales page. Unfortunately, some business look at the offer of four additional links, so they use them. One link may go to the home page, another to a FAQ page and so on. There are two problems. The first is that the searcher is looking for a WordPress theme, not FAQ sheets or your home page. The second problem is that any clicks going to these pages are most likely clicks that could have gone to your sales page. Businesses that have used the additional links in this situation find that click through rates and sales don’t improve, they may even drop.
Extra links in an ad unit may sound enticing, but in reality, if not used wisely, can create issues of their own. Search engine marketing needs to be smart marketing – just because a feature exists, it doesn’t mean you have to (ab)use it!
Will Google’s New Local Search Look Affect PPC
Google seem to have given search results yet another make over when it comes to displaying local search results. The traditional five or seven pack within a frame has been replaced by a more organic looking set of search results. What is interesting is the effect it is having on the Sponsored Links listings – these are your PPC ads.
If you are used to local search results then the first thing you will notice that the Google map has been moved from the search results frame to the sidebar. This has pushed the Sponsored Links frame down the page somewhat. I mentioned the local search results – as you can see from this image, they look more like normal search results.
Each business listed has a link to their web site, a link to their Google Places page, and several links to their Google Places page. The listing also shows their basic business details such as business name, address and telephone number along with the number of reviews. This is great for small businesses, but what of paid search listings?
Certainly, if this layout remains then being in the top three in paid search may well see an increase in click through rates. The Sponsored Links section is a very pale pink and blends in very well with the organic listings. However, if your paid search listing is outside the top three, you may find your click through rates dropping as only the first one or two links now appear above the fold.
Like all changes, there are winners and losers. The winners will no doubt be businesses that have claimed their local listings and who have put together a decent looking Places page. Well positioned paid search may well win as well. Will users win? Probably, it takes away the clutter from the previous version of local search results which does make for easier reading. It will be interesting to see what sort of feedback users and business owners provide. It will also be interesting to see how long Google run with it before making yet more changes.
Has Bing Found Google’s Weak Point and What Does It Mean For SEO
Bing could well lay down a challenge to Google in years to come following the recent agreement made between it and Facebook. Bing will now be delivering search results using algorithms that incorporate recommendations made on Facebook. Bing’s aim is to use data from Facebook to increase the accuracy of search results for users.
If there is one weakness across all search engines it is that of relevancy. Of course, users themselves are becoming a little smarter in the use of search terms, but in most cases, it is still a one or two word query that is used. This makes it difficult for any search engine to deliver results that are relevant to that particular user.
Google has been using the surfing history of users to try and filter results for more accuracy. Bing will use your friends ‘like’ history to try and deliver relevant results. Of course the ideal would be a combination of the two – if you’re a searcher. For business owners, the more likes you can accumulate, the more likely your pages will appear in Bing search results – and this is one feature that will be difficult to target using black or gray hat techniques.
What of the future? It could be interesting. If users like the results they are seeing through Facebook and Bing’s search then they could slowly drift across to Bing’s own search interface. If that happens, Google could slowly see their search share drop as Bing’s increases. It’s interesting to note that Bing’s share of paid search seems to be slowly increasing, and it’s increasing at Google’s cost. What does it all mean for SEO? Not a lot at present – I mean, you are targeting Bing as well as Google, aren’t you?
Using PPC To Test Keyword Conversions
It can be difficult for new businesses entering the online market to find their place. Researching keywords is one of the first tasks recommended and it is a good idea. However, most keywords are already fairly competitive so new businesses often need to look at less competitive and less used keywords and keyword phrases. The problem is, you could put in a lot of hard work targeting those keywords only to find they don’t convert at all.
Pay-per-click advertising through Google Adwords or similar can indicate which keywords are converting. Although it can be costly, you can set budgets and you can do comparisons across a range of keywords. This enables a business owner to test out keywords to determine which are clicked on by users, and which then go on to convert into a sale.
I mentioned it could be costly. It can be, but if you find the right group of keywords and concentrate on them then you may find that cost converting into a profit. This jump starts your business, allowing you time to work on those keywords through organic search and to work on social media marketing.
By using PPC to identify successful keywords, you are saving a lot of time, and perhaps money, since you won’t be targeting the wrong keywords. It should be pointed out, however, that keywords that are successful through PPC are not necessarily successful in organic search, and vice-versa. However, it can give you a starting point that you can then build on when it comes to organic search.
Pay-Per-Click Budgets – Are Your Click Through Rates Set To Drop?
If you depend on PPC search engine marketing then you may find that Google’s latest development, Google Instant, could potentially create a few problems. One question that needs a serious look at is what point will an impression be recorded? This is important for those who watch impressions and click through rates. It could also be a factor that affects quality scores on your ads as well.
There are some obvious points where an impression may well be recorded. These include:
- The user pressing enter at any point in the search
- The user clicking the search button to complete the search
- The user clicking on one of the results
I have read reports that suggest that a pause of 3 seconds will also register as an impression. We are not all speed readers and I would imagine there are a great many users who would pause for three or more seconds while checking out the results that are on display. This could be unfortunate given the inaccuracy of most ‘instant’ searches.
Hopefully, Google will follow up by providing advertisers with data about how often their ads appeared in ‘instant’ results. What will be more important is how often their ads appeared for non-relevant searches. If Google Instant is opened to general use, most Adwords users are going to find a drop in the ratio of clicks to impressions.
There is one saving grace to Google Instant for smart advertisers. Having a brand awareness ad where your brand is prominent could have surprising results. Our subconscious brains often register what our eyes have not – in this case, an ad that flashes by as a search is being conducted could stick in the brain. A new twist on subliminal advertising? There are many factors that affect search engine marketing – Google Instant may well be another one to consider.
Running Your Own Adwords Campaign? Check Out Google’s Small Business Corner
If you have been running your own Google Adwords campaign then I’m sure, like most small business owners, you have been more than a little frustrated when trying to gain optimum results. Google have listened to the many complaints from small business owners so they have set aside a corner of their Adwords help forum specifically for small business operators that do run their own Adwords campaigns. Rather appropriately, it’s titled the Small Business Corner and can be found here.
There are several benefits to small business owners accessing and participating with this forum. Chief amongst these benefits is that, like most forums operating through Google, Google’s own specialists step in with responses where appropriate. Google’s interaction aside, it’s a perfect opportunity for small business owners from around the world to discuss what does and doesn’t work with Adwords; how to create a good ads; and which tools are best for measuring results (and how to use them).
As the Google notice states:
This new category is not about troubleshooting specific account issues, but rather about sharing and learning from the experiences of others.
It’s that sharing of experiences that will make this worthwhile, especially if you are new to Adwords. Being dedicated to small businesses, particularly those that are running their own campaigns, means the language is going to be at your level, and not at the technical or professional level.
Search engine marketing can be difficult when it comes to Adwords and PPC campaigns. This forum may at least make that process a little easier to understand. If you’re interested, you can read Google’s blog post on the subject here.
Google Relaxes Trademark Policy For Scotland
Scotland businesses (along with other UK and Irish businesses) are about to benefit from a relaxation of Google’s strict trademark policy. If you have a Google Adwords account you will be aware that ads cannot include trademarked names, even though you may be a reseller. The policy was relaxed in the US late last year and Google have announced that from September 14 this year, this relaxed policy will extend to Canada, Ireland, Scotland and the rest of the UK.
What could be seen by some to be further good news, Google has also relaxed its policy on the use of trademarks as keywords. Google states in their Adwords blog that this:
…brings Europe in line with the trademark policy that already exists in the U.S. and most of the world today.
It’s a good move by Google for those that are resellers of popular brands. It will, however, cause some consternation amongst trademark owners who will now have to compete with their resellers. It will be a tough call for them – resellers are often the life blood of many manufacturers, even big corporations like Apple admit this. At the same time, resellers will be competing for those keywords and using them in text based advertising.
If you are a reseller here in Scotland and you are using Adwords as a traffic source, I suggest you have a good look at your ads to determine whether or not the inclusion of trademark terms could increase your traffic. For many businesses, the problem has been solved simply by corrupting the original trademark – for example, you will see many interpretations of iPod such as i-Pod. For many other resellers, it hasn’t been so simple.
Google continues to move forward making it easier for online businesses to compete. More importantly for resellers, your search engine marketing can now more accurately reflect the products you are selling – and that has to be good news for both the customer and the business owner. You can read Google’s blog announcement of the policy changes here.
Search Engine Marketing – Playing By The Rules
Search engine marketing is one area that small business owners struggle with. Pay-per-click is the main area of difficulty and is one area where the once bitten twice shy rule comes into play all the time. It can be a mine field. If you don’t put your campaign together effectively, it can be costly, produce little in the way of results, and often lead to a kick in the pants by the pay-per-click provider.
Google Adwords is notorious for suspending campaigns with little if any notice and the reason for this is simple, the campaign hasn’t followed the rules that are in place. The rules themselves are not as complex as they may first look. Google are interested in one thing – provide the right results to its users. If they can get that right the majority of the time then users will continue to use their services and Google will continue to rake in revenues.
I mention Google is the chief culprit when it comes to suspending campaigns, but they are not the only ones – all search engines have a set of standards that advertisers need to follow. Fail to follow those standards and they too will suspend your advertising campaign. Areas that often cause problems include:
- Not accurately representing your product or service – some advertisers use a keyword to promote a product but the landing page is promoting another product.
- Not supporting advertised prices, discounts and free offers – if you include a price, discount or free offer then it should be clearly available on the landing page.
- Not allowing a browser’s ‘Back’ button to work – by turning off the back button you are taking control away from the user – this is not permitted.
- Not displaying the correct URL – this was an old trick. Display one URL but send the user to a different address altogether. The display URL has to be the landing page’s URL
You can read Google’s advertising policies here. If you are really struggling to put together a campaign yourself, find a professional who can do it for you. In many cases, the cost of that professional is easily recouped by lower costs per click and increased sales. If you do intend doing it yourself, then remember that search engine marketing does have rules that need to be followed. It’s not unusual either. Even traditional offline advertising has a set of rules that must be followed.