Monday, January 21, 2013

Google algorithm updates affect search

Brooke Snow

As with many companies, Google likes to name its algorithm updates. This is where our friends Panda and Penguin come in. While the names insinuate something cute and cuddly, these updates are anything but. The goal of any algorithm update is to help get the end user good information that matches their needs. The main goal of Panda is to penalize sites with low quality content such as thin and duplicate content. Penguin is more focused on a site’s overall credibility and is aimed at penalizing spam sites, such as ones with unnatural inbound links. Panda and Penguin have endless versions (as of 21 November, we are at Panda update No. 22), and Google updates the algorithm 500 times to 600 times a year. You can see a list of updates by year on SEOmoz.
There are a couple key things that will help you determine if your site was hit.
1. You may have received a warning from Google Webmaster Tools (if you don’t have this set up for your hotel site, you need to). If you received the warning below, then you may have been hit by Penguin.

Saturday, January 19, 2013

Who to Create your first ad campaign?

The first time you create an ad campaign, AdWords guides you through several steps where you'll choose your ad campaign's settings, write your first ad, and select keywords that you think your customers would use when they're searching for information related to your products or services. Thinking about your customers' preferences, habits, and traits can help you choose the right settings for your campaign – settings that can influence whether your ads reach the right people.

Picturing your customer

Create a mental profile of your audience or your customers. Here are some important areas to consider about your customers' preferences and behavior:
  • Words and phrases they use to search online
  • Type of devices they use to browse the web
  • Favorite websites
  • Geographical location
  • Whether they tend to email you or call your business phone number

Creating a campaign

Choose campaign settings based on your audience or customer profile. You'll also select the budget you want to spend each day to show your ads:
  1. Sign in to your AdWords account at
  2. Click Create your first campaign.
    Create your first campaign
  3. You'll be taken to the "Select campaign settings" page. Choose your campaign settings.
  4. Click Save and continue. You can edit your campaign settings at any time.

Creating your ad and choosing keywords

After you've saved your campaign settings, you'll be taken to the "Create ad and keywords" page. 

  1. In the "Create an ad" section, select "Text ad" and type in your headline, description,display URL, and destination URL. Both URLs should come from the same website.
    Text Ad
  2. In the "Keywords" section, enter a list of 10-20 keywords. You can add more keywords later. Learn how to choose keywords when you create a campaign.
  3. Click Save and continue to billing. You've just created your first text ad campaign!
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What’s new with Google’s web analytics?

Google has rolled out 3 interesting updates to the free analytics platform Google Analytics for:
  • In-Page Analytics
  • Mobile measurement trends
  • Google Tag Manager
Inpage Analytics:
What is In-page Analytics all about?
In-Page Analytics provides clickthrough data in the context of your site and is an effective tool to analyse your pages and optimise your content.
What’s the update?
Previously, In-Page Analytics was limited to showing clickthrough information by URL, but not by the actual link on the page, and was displaying information on links but not on other elements like buttons. This new feature will solve similar issues and takes In-Page Analytics to the next level, with attention to detail.
Mobile Measurement Trends:
In November, Google did a research in association with clickz and found out that about 87% marketers are looking for mobile marketing opportunity in 2013. The integrated marketing mix has a larger scope for mobile. 52% plan to create a mobile- or tablet-optimized website, 48% plan to increase engagement in mobile advertising, 41% hope to develop a mobile app etc.
Latest in mobile marketing research shows, Mobile is no longer an add-on to any advertising campaign.The belief and optimisim for mobile marketing has significantly grown in 2012.
Tag Manager:
What is Google Tag Manager and what’s the use?
Like most of Google offerings, Google Tag Manager is a free tool and it lets you add & update your website tags (including analytics, conversion tracking, remarketing and so on). One of the most useful features is the ability to add new tags to your site using a tag template instead of copying and pasting code. The user friendly and essy to use feature makes webmasters less dependant on technology teams for fetching data around tags.
What’s the update?
Google tag manager now comes with built in tag templates which can generate the codes on the fly with few inputs.
Hope you like the new updates and use them for better traffic segmentation and analysis.
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