The Impact of Cloud Computing on SEO

What is Cloud Computing?

Cloud computing has been developing in the last few years and it promises to be the new business model for many companies. With cloud computing there is no need to own the physical infrastructure. Hardware and software capacities are rented through a provider. Users can rent virtual computers on which they can run their own applications, allowing access/share data through the cloud (Internet) at any given moment. Most importantly cloud computing allows sites hosted in the cloud to be accessed rapidly and in the user’s local language, as WebPages are served through a cluster of servers closer to the user’s IP location.

Is Hosting location important for SEO?

Hosting location and country Top Level Domain (TLD) have always been important factors for SEO to target search results specific to a country. While TLD indicated the site’s origin (e.g. .com.au for Australia) to search engines (SEs), hosting has been significantly important to identify the geo-location of a website as SEs have been looking at the IP address of the site to detect the server location. If a site was hosted on a server that was physically located in a country, then that site would have been included in the country-specific searches even if this had a generic TLD domain name.  SEO recommendation for a site targeting Australia would have been to choose a hosting provider coming from Australia rather than the US. Hosting location would have especially affected sites using generic TLDs such as .org, .info, .biz, etc. Google also allows webmasters to set the geo-location within Webmaster Tools to help them target a specific market.

Cloud computing is changing the hosting location factor

Cloud computing is going to change the hosting location factor. The reason behind this is that sites can be hosted anywhere in the cloud, however, the web pages are served locally. So sites hosted in the cloud that have different versions (US, UK, AU etc) initially created to target specific countries, will all look like local sites to Google and therefore will start competing against each other. The site that has the highest authority will eventually outranks the others – e.g. if the US version of a site has the strongest authority, this would eventually outrank the AU version within the Australian market.
As cloud computing becomes more popular, Search Engines would change their algorithms to take this into account. This is going to revolutionise the way that sites operate across different countries and in different languages.

Google Caffeine and Cloud Computing

In June 2010 Google released the new Caffeine update, providing a new search indexing system allowing Google to index web pages on an enormous scale. Page speed became a factor in SEO and it started playing an important role in the rankings of websites in search results (especially for sites aiming to rank in a competitive space).  One of the key strengths of cloud computing is the faster delivery of web pages, significantly improving the page loading time. Cloud computing allows the distribution of resources more efficiently and effectively and can have a huge impact on a site’s loading time.

What is Cloud Computing?

Introduction

In this lesson, we will cover the history of cloud computing, providing some background on how it came to be and the problems it aims to solve. Cloud computing is generally broken down into three primary service levels. We will define these for you, show you examples of what they are, and also point to major cloud vendors with products that serve at those levels.

What is Cloud Computing?

There are plenty of definitions for "cloud computing" online, and for the most part, they generally point to the same thing: taking applications and running them on infrastructure other than your own. Companies or individuals who offload or effectively "outsource" their hardware and/or applications are running those apps "in the cloud."
However, this may not be the complete definition for you. As a developer, you need a more detailed definition. You may be outsourcing actual hardware, application development and hosting, or only wish to run online software from other providers. In other words, what you outsource to cloud vendors may and will be different from what other people or companies do... every situation is different, as are the cloud service levels.
Several reasons drive companies to investigate or adopt cloud computing services, with the primary reason being cost. Small companies can't afford a large amount of hardware nor the staff that goes along with it. Large companies may find the costs of maintaining and managing their own datacenters to be prohibitive, or perhaps they have made a significant investment only to discover that much of their resources idling away. Why not outsource to companies who specialize in running data centers and providing hardware/virtualization services and only pay for what you use? It's the classic "buy vs. rent" scenario.
If you choose to outsource everything (your apps and the hardware they run on), you're saving on the capital expenditures yet still responsible for everything above the hardware layer, meaning the operating system and any other services required to run your application(s).
The other extreme is to use existing software available online. Instead of hosting your company.s own e-mail or CRM (customer relationship management) software, you can choose to go with a third-party vendor. With services such as Salesforce or Gmail customized for your business (via a Google Apps domain), there's no need to even think of hardware.
Both of these are considered cloud computing, so depending on which type(s) of service you're looking for, you can already see that there are multiple service levels of cloud computing to choose from.

Cloud Computing Service Levels

In Figure 1 below, you can see how the analyst firm Gartner segregates cloud computing into three distinct classes of service.

Figure 1: Cloud Computing Service Levels
These classes map directly from the different types of cloud service described at the end of the previous subsection. Let's explore these in detail here.

SaaS

Let's start at the highest level: software applications that are only available online fall into the "Software-as-a-Service" category, also known as "SaaS". The simplest example to understand is e-mail.
If you have an Internet provider, you'll need a desktop or mobile application to access that e-mail, else host it on your own servers. Not only would you have to run an inbound mail server using protocols such as IMAP (or POP for older systems), but you would also need to run an SMTP or outbound mail server. Then you'd have to configure your desktop or mobile e-mail application to connect to those servers, add appropriate levels of security, quota management, etc.
For personal e-mail, people typically select from a variety of free web-based e-mail servers such as Google's Gmail, Yahoo!Mail, or Microsoft's Hotmail, rather than setting up all of the above through their provider. Not only is it "free" (supported through advertising), but users are freed from any additional server maintenance. Another example of SaaS from Google includes their Apps product: office productivity software hosted and run by Google online.
Because these applications run (and store their data online), users no longer need to worry about managing, saving, and backing up their files. Of course, now it becomes Google's responsibility to ensure that your data is safe and secure. Other examples of SaaS include Salesforce, IBM's NetSuite, and online games.
The easiest way to think of SaaS is like this: it's software, but do you download and install it on your computer, or do you access it using a web browser or mobile app? If the latter, you've likely got a SaaS cloud application on your hands. Note that you don't have control of these applications, short of user-specific application settings. You can't fix bugs in the code or make changes to it. This is the responsibility of the vendor. To some, this lack of control is unacceptable.
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How to Avoid Bid Overlap in Google Shopping Product Listing Ads Ad Groups

One of the easiest mistakes to make when managing your Google Shopping Product Listing Ads (PLA) campaign is to allow too much overlap between your All Products ad group and your other ad groups.

Here’s an outline of how AdWords ad group bidding overlap occurs in Google Shopping on PLA campaigns, and how to avoid it.

How to Set Up Google Shopping Product Listing Ads Ad Groups

When you go to set up an ad group in your Google Shopping Product Listing Ads Campaign, the AdWords login automatically selects the auto target for your entire data feed:

               

Product Listing Ads All Products Ad Group Bid Overlap in Google Shopping

Google Shopping is a really cool program in that you can get granular with breaking out detailed ad groups, specific to categories, brands, price buckets, seasonal items (use AdWords label), and a host of other online product variables.

While this option is awesome, there is also the danger of getting too carried away. Eating healthy is great, but if you eat too many carrots you’re going to turn orange.

If you have multiple ad groups in Google Shopping, such as an ad group for every category in your feed, you likely have some bid overlap going on.

What is Product Listing Ads Ad Group Bid Overlap?

In the case where you have a Product Listing Ads All Products ad group (your whole feed), in addition to various other ad groups which also cover your whole feed, (e.g., category) you’re potentially out bidding your All Products ad group products with the combination of your other ad groups

8 SEO guidelines That Take 15 Minutes or Less

For those of who you fit addicted to this group, convert on for eight simple quickSEO revisions that will allow you to potentially create positive affect with your organic search traffic.

1. Review Your Robots.txt File; Assess Your Meta Robots Tagging

If you have a robots.txt file on your site, check by visiting /robots.txt. You could be amazed to find out you are withholding pages, folders, images, etc. from search engines that can drive traffic to your site.

2. Review Your Site Organic CTR by Page; Revise the Worst Page’s Title Element and Meta Description

This is both a conversion optimization and SEO tip. The new world of SEO is greatly listening carefully on the message you send, whether it be search engines or users.

Google provide click-through rate data on landing page and keywords in your Google Analytics account. You don’t assume they are providing this data out of the compassion of their heart do you? They are attracted in sites that quality tempting and relative exploration result displays for web users.

3. Assess Canonicalization of Your Domain

It only take a moment to liberate you of one of the most common form of duplicate content and link value dilution.

Do your site pages exist at www.example.com and example.com? If so then you need to create a permanent 301 redirect directing all non-www. Site pages to the www. Version pages of your site.

Search engines don’t covet to see two versions of your content. It's helpful to mix the inbound link equity of these versions into one page as many natives don't always target links to your www version of site pages.

4. Review Your Most Frequently Linked Pages on Your Site

Through the use of a tool such as Open Site surveyor you can increase information in the server status of your most linked content. You may discover out a site page that went viral most recent year and gain a ton of links has since been deleted from the server and displays a 404 code. Additionally, you may also see that a greatly linked page has since been temporarily redirected and is in need of a permanent redirection.

 

5. Review Your Site for Duplicate Title Elements

Do a quick check of duplicate title elements in Google Webmaster Tools. This can point toward duplicate pages, keyword cannibalization, and bad title element structure.

6. Find Your Most Authoritative Links; Request an Anchor Text Change

I see it all the time, sites which have links from very reliable sites anchored on the text Click Here, Buy, Learn More. It drives me nuts!

7. Review Your Link Targets in Your Site Navigation and Any Other Site wide Links

By reviewing the links in your main, footer, breadcrumb and any other supporting steering you can quickly assess if you have duplicate content issues with pesky default pages (e.g., /index.html). These pages should be redirected to the absolute page and the links should also be revised to target the absolute page. These revisions clean up many, many internal linking deficiencies across your site.

8. Verify Your Google and Bing Local Listing

As web users become more localized in their searching behavior it becomes imperative that your off-site listings are owned by you. It doesn’t take long to claim your listing and show search engines that you have control over your external profiles. SEO

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