In the past, I have always divided the SEO landscape into 3 categories: On Page, Off Page and Site Wide.  On Page Optimization refers to aligning the content and Meta data of a Web page with the targeted keyword phrases that the page is relevant to.  Off Page Optimization refers to aligning the link connectivity of the Web site to the keyword phrases that are most relevant for the situation.  Off page optimization is further divided into two sub categories: Internal Off Page Optimization and External Off Page Optimization.  Internal link optimization is concerned with site elements like the global navigation template and breadcrumb navigation.  External link optimization is primarily focused on 3rd party links that point to your site and what keywords are being used in those links.  Site wide optimization refers to cleaning up all the technical issues which can cause problems for search engines in indexing and ranking your site.  Issues like URL structure, 301 versus 302 redirects, flash, Ajax and Java script, rel tags, xml sitemaps and many other details make up our list of Site Wide Optimization rules and tactics.

Until recently, this model was an accurate reflection of the issues that need to be addressed in any SEO campaign.  But as search has advanced and new metrics have been developed that affect search rankings, a new model is necessary to encapsulate all of the variety of new tasks that are important to any successful SEO campaign.  So for 2010, here is the new search periodic table of the Eight Elements of SEO:

1) Discovery
2) On Page
3) Off Page
4) Site Wide
5) Universal Search
6) Usability
7) Social Media
Analytics

Obviously there is a lot more to the optimization process in this new model, and that’s because a lot has happened in the world of SEO in the last couple of years. So today I would like to put some context behind this new model and explain what else it covers.

The first element in the new model is called Discovery.  This part of the SEO process refers to all activities that are required to understand the parameters and goals of the campaign.  The Discovery phase includes keyword research, competitive analysis, understanding the business model and a review of the current analytics landscape including keyword rankings to understand as much as possible the “current state” of the SEO campaign and what the goals of the campaign are moving forward.

Universal Search Optimization refers to all activities that affect rankings for universal search elements like video, images, news, shopping, reviews and local listings.  Activities include but are not limited to optimizing video content and title tags, image alt tags, shopping feeds through Google base, and local optimization through the Google Business Center.

Usability is a separate Web discipline that focuses on user experience.  Until recently, the correlation between usability and SEO was implied but not well defined.  With the recent advent of the Google Web site Speed Test and all of its associated recommendations, the first concrete metrics that tie usability to search rankings have been established and more will follow soon.  It’s in the best interest of search engines to reward sites that have superior user experience, so you can be sure that an increasing amount of emphasis will be put on usability metrics going forward.

Social Media has long been a favorite tool of SEO practitioners for link building, reputation management and user generated content.  But now that real time search has become a prominent feature of the major search engines, the subset of social media activities that affect SEO is worthy of special attention and those activities need to be part of any successful SEO campaign.

Analytics is the engine that allows you to make decisions about your SEO campaign in terms of understanding performance and deploying resources on an ongoing basis.  Having an understanding about the differences in paid and organic traffic, brand versus non brand keyword performance and the long tail performance of your campaign are a few of the basic essentials that must be in place to strategically run a successful SEO campaign.
In my next post, I will describe a two phase process for running an SEO campaign that addresses all of the Eight SEO Elements on both a foundational and continuous basis.

I hope this gives everyone a good foundation to describe the process of SEO.  I will be speaking more about the eight elements of SEO at the Online Marketing Summit here in San Diego later this month as well as SES New York in March.  Have a great weekend!

Catfish

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The early days of search pre-Google days were all about crowded interfaces with tons of things going on the page. This was when the main players in the space were Yahoo and Altavista, and those trying to keep up with the page were Excite, Hotbot, Lycos and other. Many of them started with categories displayed since most of these search engines really started as directories.

January 1997 screenshot of Yahoo taken by Ice House Designs

Every other search engine seemed to go into that direction. Categories make sense that it should help guide you drill down into what you are looking for. Then when Google comes out, it take a totally different approach and keeps it clean. Removes all types of categorization and uses the power of search. Google from the very beginning was banking on the fact that their search is sooo powerful, it is easy to drill down into what you are looking for by simply typing in your search query and that their results are so relevant, you do not need to drill down that deep.

Google Beta in 1999 - Screenshot by Chron Tech Blog.

Yahoo and Microsoft Copy Google

The minimalist, clean, simple interface has always worked with Google. Showing the robustness of their search engine algorithm more than anything else that many people really liked which is responsible for all of Google initial boost to success. So if that is the proper formula, they are probably doing something good, so Yahoo and Microsoft have briefly tried it out. Yahoo still has their clean version still up on http://search.yahoo.com.

Yahoo's Clean Search Interface

It was difficult finding old screenshots, and here is one of the older versions of Microsoft Live Search with the clean interface.

Old Microsoft Live Search with a simple clean interface. Screenshot saved by Guardian.co.uk.

Was Clusty First?

After some time, even if Yahoo and Microsoft made the Google looking search interfaces, it didn’t seem to work for them the same way it was working for Google since they never stuck to that interface. The default Yahoo.com screen is still busy as even. Microsoft kept MSN still busy, killed Live search and made Bing simply with a big random postcard at the back of it. Through the years everyone was also copying the standard search result layout. Where organic results were, and were sponsored listings are along with accompanying eyetracking heatmap data proving their effectiveness. Probably not many of you now about Clusty, I have no accurate data saying they were the first to do this, but as far as I remember, Clusty was the first I saw displaying search results with clusters, hence the name Clusty. These cluster were nothing but categories of the search results which can guide users to drill down on what they are really looking for.

Sample search results of Clusty showing it's search result categories.

Although drill downs were implemented in some way on Google, Yahoo and MSN as related searches and not really categories and were not highlighted on the sidebar. Today, Live Search and now Bing makes it a standard. They have been moving away from the minimalist search result interface and started integrating a lot in the search engine results. And as I have seen their presentations in various conferences, they back up their search results layout that has categories on the side with eye tracking heat map data and other user testing saying that these categories really help users get to what they are searching for. Are they right? Maybe, they could be. And it even reaches a point that Google might consider this as well. Right now there are tons of post talking about the preview of Google’s new search result interface showing a side bar. It does not seem to be categories, but just repositioning the Web, Images, Video, News, etc options from the top to the side. I first read about it here, hat tip to AJ Batac, but somehow I am not able to recreate this on my browsers. I search online about this and there are numerous post about it and I guess the post would not get this many if it didn’t work at all, but it supposed to look like this:

Google Search Result Interface with Sidebar. Screenshot by AJ Batac for The Web Shop.

Can you recreate the new Google sidebar search result layout? If you can what did you do? If you think this is a hoax, tell me about it also. Share your thoughts.

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Google Chromium OS

When Google Android OS for mobile phones appeared and also Google created the Chrome browser, even before they announced the coming of an operating system, many of us already guessed it, Google will come out with it’s own operating system. And after news after news from bloggers, finally Google Chrome OS came out.

Google Chrome OS will be installed on various computers by the end of next year as an OEM software and since this uses cloud technology, it should run fast with less computing power requirements on processor speed, memory and disk space. But if you want to try the operating system now, you can install the open source version, Chromium OS.

It is probably not the right time to abandon your current operating system and jump on Google’s Chromium OS right away, of course being brand new, there can still be a lot of driver issues and also software support problems. So if possible, we would want to just try this on a dummy PC for testing purposes, but not everyone has an extra computer to play around with and install anything on it. So as a solution to get familiarize with the Chromium Operating System, you can install this on top of Microsoft Windows to get a peek in the new OS. Read the Google Chrome OS installation procedure step by step on the following page.

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So, here is the new Free Long Tail Keyword Analysis and Research Tool from BusinessOnLine.  Let me know how you like it and also if any of you other Excel wizards want to add other cool features to it, let me know and I will post those updates for the community.

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Just a few minutes ago, colleague Laura Beatty here at BusinessOnLine notices something on Yahoo, and says Yahoo is not showing the correct title tag. I took at look at it searching BusinessOL  and yup, it does look different.

Yahoo Title different from the HTML title tag.

After looking at it deeper, of course the first think we checked was Yahoo Directory since Yahoo is already known to do this, in the same way how Google and Bing sometimes pull titles from DMOZ, but they are still different.

BusinessOnLine Yahoo Directory Title

It’s not Yahoo Directory, it’s not the title tag, so it must be DMOZ?

BusinessOL Title on DMOZ

So far, it does look like the title is pulled from DMOZ aka the ODP. Even if we had the NOODP, NOYDIR tags in there for a very long time.

NOODP and NOYDIR Meta Tags are included in the BusinessOL source code.

I am not sure if I have read anywhere that Yahoo pulls titles from DMOZ, all I know is it pulls from Yahoo Directory. And if this is indeed pulling from DMOZ, it is not following the NOODP tag which I believe it should. Is Yahoo broken? Well I’m not really surprised right now. In the previous SMX East, Yahoo announced they no longer read the Meta Keywords tags, and just after a few weeks, Danny proves them wrong.

Has anyone else been seeing the same observations? We’d be glad to hear from you also if you are seeing the same thing, tell us about it.

<guessing>Benj thinks Yahoo and Bing are working out how to merge these two algorithms and is probably working on it already causing some functions running erratically on Yahoo.</guessing>

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Megan's Desk at BusinessOnLine - Photo by Ann, from her Facebook.

Good thing Megan was out for some errands and no one was hurt. Hopefully the laptop is fine and if not, I hope it gets replace by who ever is responsible.

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Search Marketing Expo East

In search marketing conferences, there are so much to information that it is impossible to listen to everything so everyone chooses their tracks/sessions wisely to listen to the golden nuggets of information which may not be the same golden nuggets of everyone else. Depending also on each individual’s knowledge dictates if a nugget is really golden of not. So that is why I start my title with a “My” since this is what I found to be valuable to me. Below are my top 10 takeaways from the 2009 Search Marketing Expo East in New York City.

1. Yahoo announced they no longer use the Meta Keywords tag as a ranking factor

The moment this was announced, I had my doubts, I had to double check if it was true since in our own BusinessOnLine SEO Lab, we have tested this before and we all know it is only Yahoo that reads the Meta Keywords tag. With an erratic wifi connection at Javits Conference Center in New York, I relied on my iPhone to check our SEOLabs testing sites and true enough, our unique keyword that was used only on 1 page inside the meta keywords tag that used to show up in Yahoo does not show up anymore! Initial thoughts were, wow, totally useless tag now, we can probably just delete it out. But apparently, Danny Sullivan tested it out and it was showing that Yahoo still looks at the meta keyword tag. False announcement? Faulty system? Delayed search algorithmic processing? I don’t know.

2. A page blocked in robots.txt may still appear in Google search results.

You block it in robots.txt, but it get’s linked from elsewhere, it ends up in the SERPs but with no Title or Description, just the URL. This was best summarized in a video by Matt Cutts.

Learn more about robots.txt. – The Art of SEO (Theory in Practice) Buy the book now!

3. Images will tend to rank better if they are near the title/header of a page.

While listening to Google Engineer Maile Ohye on the session ask the search engines, it was nice to see a different face than Matt Cutts from time to time and she did mention about images ranking better in Google image search and Google onebox if they are near the title/header of a page which I believe totally makes sense. There are so many images a blog or news site can have and multiple articles can appear. Just knowing which image goes with which title can be challenging, so choosing the image closest to the header tag would make perfect sense.

4. Images with captions will help rank better in Google Image search.

Again for the same reasons above, it seems alternative text (the alt attribute of the <img> tag) is not sufficient to help these images rank well in universal search results, image search and onebox results. Maile summarizes it also well on her video on news search under the FAQs part of this presentation, starting at 11:03.

Image Database: Image and Search Retrieval – Buy this book now!

5. JPEGs will do better than PNGs and GIFs

If you listened to the video of Maile well, you should have heard this already as she summarizes it pretty well into clear cut bullet points. Maybe some of you think image search is not that important and may not give enough quality converting traffic, but it really depends on your product or service and what user intent you can spin around your images. In the presentation below by Peter Lindsey, he explains different places where images can appear, onebox, maps, shopping, image search, and various user intent like inspiration, shopping, research, health, and very interesting, as a visual dictionary. He explains how in image search it is not all about being number 1. Image searchers go through many pages before they find the perfect image to click on.

Image Databases: Search and Retrieval of Digital Imagery

6. Good Web Server and Scripts Security helps in SEO.

In the session Ask the Search Engines, there were representatives from Google, Yahoo and Bing. And the Bing representative, Sasi Parthasarathy talked more about network security, the importance of server hardening, and making your scripts secure. And he showed many examples of queries he just did the day before of various websites that were compromised where either new pages are coming our selling unrelated products like pharmaceutical products, or similar pages on spammed forums or blogs on .gov or .edu websites and more that can be harming the SEO efforts or simply hurting the reputation of the site that has been attacked. This was not really like new information to me, but it was a big reminder how many blackhats out there and that they are really many of them that could be harming your own ranking.

7. Do not use English keywords and simply translate using tools for international SEO.

For international SEO for other languages, and the lack of robust keyword research tools in other languages, some SEO practitioners use English keyword research and simply translates the words using online tools and thinks these keywords are already the best keywords for another language. Andy Atkins-Krueger who is one of the popular authorities in international search has explained this pretty clearly where a direct translation may not really mean the same thing in the translated language. It is always best to get a local speaker of the language and do the appropriate translation for you.

8. SEO factor to possibly consider: Readability

This was not from one of the SEO sessions I attended, but this idea was mainly from one of the exhibit booths, specifically from Bruce Clay who we all now is one of the pioneers in the industry and has been mapping out the search engine relationships from the very beginning and keeps on updating them and is now getting less and less confusing as the main players in the search industries keep decreasing. Going back to the topic, as I was spying out checking out their tools on how it can benefit me, everything seemed like I can find a tool or some equivalent tool I already know that I can use instead of using Bruce Clay’s SEO Tool Set, although one thing that I noticed that I have not seen in other tools is they take note of Readability.

Readability tests, readability formulas, or readability metrics are formulae for evaluating the readability of text, usually by counting syllables, words, and sentences. Readability tests are often used as an alternative to conducting an actual statistical survey of human readers of the subject text (a readability survey).

- Wikipedia definition of readability

There were a few scoring systems used which I can’t remember which ones were on the SEO ToolSet, but upon search on wikipedia, there are a lot of scoring systems:

• Accelerated Reader ATOS
• Automated Readability Index (ARI)
• Coleman-Liau Index
• Dale-Chall Readability Formula
• Flesch-Kincaid Readability Test
• Fry Readability Formula
• Gunning-Fog Index
• Lexile Framework for Reading
• Linsear Write
• Raygor Estimate Graph
• SMOG (Simple Measure Of Gobbledygook)
• Spache Readability Formula

After a simple search of online tools, I was able to find two tools that can be used: SMOG online tool and using Read Able. Now would this be a critical search engine ranking factor? I am not sure, my gut feeling says it is not that critical but could still be a good factor for other purposes. Readability is a metric for showing how easy or how hard some text could be read by some age group, so it does make sense to optimize this for your readers, and not really for search engines, which is what search engines want you to do SEO anyway.

9. Google is getting better and better in reading JavaScript.

We have been reading this is various places being said by various representatives from Google in various ways, so I am convinced Google is pretty smart already in understanding JavaScript. In this specific situation where I was reminded again at SMX was during one of the sessions where Maile Ohye gave an example of using the Link Rel=Canonical tag showing various international sites in folders and using the link rel canonical to point all to the English version. I then asked if we can use geolocation detection by IP and run a JavaScript redirect so search engine would still look at the final English version as dictated by the Link rel canonical but users will experience something different depending on their geolocation and JavaScript will kick in to serve the appropriate page. I was given the answer that just because it is a JavaScript redirect does not mean Google will not follow the redirect. Conversation ended without a good answer since they asked me to ask this in the International SEO session instead. But with an answer like that, again confirms again that Google is really reading JavaScript.

10. Google is proposing the #! in URLs for crawling AJAX sites using a headless browser.

In the session where I was speaking more on CSS and code positioning and duplicate links order, there were two other Google representatives, Bruce Johnson and Kathrin Probst talking about crawling AJAX. They are proposing a new way to make AJAX sites. AJAX developers all know how convenient it would be to use the # symbol in URLs as a parameter since you can pass this around in the URL and the page does not even reload. You use it like a GET variable, but ideal for AJAX since AJAX sites do not require page reloading. And search engines normally will not see this since URLs with different text strings after the # symbol will all be treated like the same URL without the #.

Normally websites would treat these URLs as the same URL:

http://www.example.com/path/file.html

http://www.example.com/path/file.html#parameter1

http://www.example.com/path/file.html#parameter2

http://www.example.com/path/file.html#parameter1-valuex

And since the # parameters cannot be read by server-side programming languages (PHP, ASP, JSP, etc), and are read on the client-side by your web browser and JavaScript, search engines would not even see the changes on the page. So Google proposes something new, the use of the #!.

Now Google was proposing the use of a headless browser. This is a browser with no UI, but mainly like some script interpreting JavaScript code just like how a browser does. That way it will first fetch a page with the # parameters and render it first in the headless browser before Googlebot crawls the content. As this is only a proposal and is in experimental stages, to trigger the headless browser, you simply use #! instead of # in your URLs.

Being a developer myself and was sitting in that same session, I was curious to know how will we determine if Googlebot crawled the content correctly, and I asked if Google cache could be used. Kathrin replied no. And said they might make a separate tool for this. Maybe they would include it in Google Webmaster Tools. Vanessa Fox also added Google does crawl Flash links and Flash content but Google cache is also not a good way to see what Googlebot sees.

Interesting that AJAX for SEO is starting to get easier and easier and no need to do some complicated tricks once this headless browser crawling becomes a standard. This is definitely something the web analytics team would like to look at deeper for tracking AJAX.

Again this is “my” top 10 takeaways. Of course someone more interested in PPC, or SMO might have something else as their main takeaways.

After being on vacation in the Philippines during Typhoon Ondoy, speaking at SEMCon 2009 and SMX East 2009, I come back to work after 2 weeks and suddenly plays catch up with all the work that has been waiting for me and that kept me busy for the whole week that this SMX post is way overdue, but better late than later.

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Avoid duplicate content with the link rel canonical tag.

The REL=canonical tag is definitely something that should be included on every page of your site.  This tag solves a lot of potential duplicate content problems and there is no reason it shouldn’t be a standard part of your code.  Another recent advancement in duplicate content prevention is Google’s new dynamic parameter tool.  Actually we should give the credit to Yahoo Site Explorer for coming up with the dynamic parameter handling idea first.    These new tools significantly alter the approach to addressing duplicate content issues although a healthy 301 redirect strategy is also still part of a good duplicate content prevention plan.

If you didn’t see my webinar about View Through Data and how it dramatically changes the way we look at search and social media, you should really check it out.  This data allows you to ask the question, of all the people that I am seeing as bookmark traffic, or alternatively, of all the people who typed my company name into Google, how many were exposed to a specific social media site, video, press release, Website mention, web page with a static advertisement, or any other digital asset.  And the amazing part is, no link needs to exist between the asset in question and your site.   It’s not voodoo and we didn’t make a pact with the devil, but it is amazing.  If you want more information about how you and your company can leverage view through data to give you insight into your analytics that was previously impossible, contact me at catfish@businessol.com and I will set you up with someone who can answer questions specific to your application and analytics platform.  But seriously, this stuff is incredible, its brand new and it can really help you understand what is causing your brand related searches as well as paint a much clearer picture of your social media ROI.

First Link Check - FirstLinkChecker.com

One of the most exciting things we are doing right now is the official public launch of our new tool “First Link Checker” at www.firstlinkchecker.com.  We did some testing and found out that what SEOmoz reported a while back was true.  Only the anchor text found in first link between two pages is counted in Google’s scoring.  So this tool highlights the first links found in source so that you can see which links are being counted and which ones are not.  Benj will be releasing a blog post on the subject this Friday to coincide with our initial public launch of the tool this weekend at DMA (the tool is in Beta right now).  We hope this is the first of many tools we hope to develop that will be useful to the SEO community.

WebmasterWorld's Pubcon

And with all this going on, I am really excited to be headed to Pubcon next month to talk about SEO for Mega sites, meaning very, very large sites.  This topic is very dear to me as many of my clients have absolutely huge sites.  It’s one of the reasons we built our in house SEO tool called SEO Explorer.  It’s been going on for a couple years now.  Hopefully in 2010 we will be able to extend it to people outside of BusinessOnLine.  We will see!  But in the meantime, I have a lot of cool things to share about SEO for really large companies.  So join me in Vegas next month for Pubcon!

Search Engine Strategies

I will also be speaking at SES Chicago in December.  Ill be back on the Beyond the Numbers session where I will look at some ways to augment your analytics data and how that should be driving your ongoing SEO Strategy.

Also look for a new blog post from me next week where I will give everyone a cool excel trick that allows you to measure your long tail keyword performance.  Thanks again for everyone’s patience with my blogging schedule!  Have a great week in search and hopefully I will see you next month in Las Vegas!

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First Link Checker by BusinessOnLine

At the previous Search Engine Strategies Conference, BusinessOnLine’s Ray “Catfish” Comstock has shared to a number of SEO professionals our new tool called the First Link Checker which is under it’s alpha stage. So far the feedback has been favorable and has also guided us to make minor improvements just before our beta release. We thank everyone that has been helping out and if you wish to be an alpha tester of this tool also, send us a tweet and mention anything about our first link checker. Expect more information to come in the following weeks!

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