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Category Archives: SEO

Enform E-Commerce Integration

By | Announcements, Automotive, eBay, ecommerce, Google, Industry, Instagram, SEO, Social Media, tools, Web Store | No Comments

Enform Specialises in eCommerce

 

Enform enable Online Retailers to build and grow marketplaces, audiences and advertising reach. Utilising knowledge and experience we work with you to build a multi-channel, multi-market business that integrates with your systems to provide scalable options.

With each business utilising different systems to deliver pricing, inventory and rich content for their listings – virtually every integration is a bespoke development that needs proper planning and management to ensure economic and efficient delivery. Read More

Six SEO Tips for 2016

By | Blog, SEO, Social Media | No Comments

SEO Tips

With the very fast and frequent changes in Google’s search algorithms doing SEO is not what it used to be. What were cardinal rules for basic SEO a few years ago barely remain effective today for getting your website to the first page of a Google search, much less to the top of the results. Since the rules have changed, how you do SEO should change too.

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Grow Your eCommerce and Digital Capability At a Fraction Of The Cost

By | Adwords, Blog, BPO, eBay, ecommerce, Outsourcing, SEO, Web Store | No Comments

                       Outsource 1

As more  companies plan to grow their capability in the eCommerce space to satisfy the insatiable demands of their customers for online research and purchase, many small to medium businesses are struggling with the skill-sets and costs required to hire new, or train existing staff, to manage this strategy extension.

In particular, auto parts and fitment stuff can be very tricky but we can help with any complex data sets Read More

Google Scraps Sidebar Ads, Adwords Rivalry Intensifies

By | Adwords, Google, SEO | No Comments

Google remains the world’s top search engine, and any change it imposes will substantially affect us and you, our clients, and all those who live and breathe digital marketing. February marked this year’s biggest Google modification – the unveiling of a new SERPs layout on desktops with significant consequences to digital marketers and Adwords clients worldwide.
In a nutshell, the changes are: Ads

  • No more text ads on the right rail of desktop search results
  • Four text ads instead of three to show above organic results
  • Three text ads to show below organic results
  • Text ads on SERPs goes down to seven from about eleven
  • Product listings and Knowledge Panels to show on right sidebar

What to expect from the changes?As we continue to gather and analyse available data concerning recent changes in desktop SERPs, we take note that the following are highly likely:
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Why Facebook surpassed Google in Media Referral Traffic

By | Comment, SEO, Social Media | No Comments

1 Google

 

image source: Parse.ly Quarterly Authority Report

Facebook shoots up

In August, the news that Facebook overtook Google in referral traffic, for the second time in less than a year, exploded among SEO sites. This is according to a report by content analytics service, Parse.ly

Headlines blared:

For Major Publishers, Facebook Referral Traffic Passes Google Again” —Marketing Land

Facebook has taken over from Google as a traffic source for news” —Fortune

Facebook, Not Google, Is Now the Top Referral Source for Digital Publishers” —Adweek

Facebook Passes Google In Referral Traffic” —MediaPost

Facebook is now more important than Google for online publishers” —Business Insider

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eBay Changes Listing Rules For Product Identifiers from 1st July

By | Announcements, Automotive, Blog, Comment, ecommerce, Research, SEO | No Comments

ebay_logo

eBay Australia is changing the listing rules for product identifiers in key categories including auto parts. 

As PARts Australia say – “Ignore it and you may pay a penalty in poor ranking. Embrace it and you may leap ahead of your competition.”

Increasing the accuracy of listing information is an important part of eBay ongoing work to improve the marketplace experience for all users.

That’s why, starting 30 June this year, all new listings of branded items in New and Manufacturer refurbished condition will be required to include product identifiers including the item’s brand, manufacturer part number (MPN), and global trade item numbers (GTINs) such as Universal Product Codes (UPCs) and International Standard Book Numbers (ISBNs) in select categories.

eBay uses these product identifiers to help buyers quickly find the items they’re looking for. When you’re selling, including these product identifiers not only has the potential to increase your items’ visibility in eBay search results and navigation, it can improve your placement in search engines like Google and Bing, too.

Read more about the eBay new policy and how important it is for eBay sellers and in particular, those selling branded auto parts.

Google Search – Is Your Website Mobilegeddon Ready?

By | Blog, Comment, ecommerce, Mobile, Research, SEO, tools | No Comments

Google Algorithm Update

Come 21st of April, Google will roll out its new “Mobile Friendly” algorithm update which will preference search results for web sites that are mobile friendly.

For your websites, this simply means you’ll get left out in mobile search results unless your website is deemed by Google bots to be mobile friendly.

But wait!

How should you know if my site is ready for mobilegeddon? Fortunately Google, being Google, has already foreseen the outcry of website owners if they opted to bring their algorithm guessing game to such an important update so they’ve actually rolled out more than enough tools to help you prepare for this big day.

Without further delay, here are the tools and information you’ll need to be able to do a self-diagnosis of your site in preparation for mobilegeddon:

  1. Mobile-Friendly Test – just simply put in your website URL and hit analyze and you’ll know within seconds if your site is up to speed. Hopefully you’ll get a result like so:Mobile-Friendly Test
  2. Google Webmaster Tools Mobile Usability Report – This is another tool that will help webmasters identify elements of your website that does not fit Google’s mobile friendly standards, because it could be that some NOT ALL your pages have problems. Errors here should be addressed if you want to keep up on mobile search results.Here’s an example result for good measure:Mobile Usability
  3. Mobile Friendly Guidelines – In the case you’ll find yourself in the undesirable side of this update, after using the previously mentioned tools, fret not as here’s all you need to be able to get back in the good light of Google mobile search results.

Remember, this is not just about penalties but also about rewards. A more mobile friendly web site will be rewarded as much as a non-mobile site is penalised.

And as always, if you need help in keeping up with all these changes, don’t hesitate to get in touch with us any time.

Google Looking to Rank Websites by Facts Instead of Links

By | Blog, Research, SEO | No Comments
google
Photo Credit: Wired.com
It’s no secret that the Internet, while an incredible source of information about pretty much anything, is also filled to the brim with garbage. Anti-vaccination websites making dubious claims backed by anecdotes are on the front page of Google’s search engine results pages, and sites claiming to “news sources” are everywhere, gathering a substantial audience despite citing very few facts.
In response to this problem, Google is considering a new algorithm that grades the trustworthiness of a website or page, considering this factor when ranking it for a particular keyword. In other words, the search giant is looking at grading sites by facts, and not just links.
The Problem with the Status Quo
When you want accurate information about something, you might have read about, or heard of, what do you do? The library used to be the safest choice, as most books that made their way there often had to meet stringent standards for factuality and accuracy.
These days though, people are more likely to Google their questions.
However, just because Google leads you to what it thinks are the answers to your questions, doesn’t mean they’re the right answers. And the problem is more prevalent than you think, as Google currently factors in the number of incoming links a web page has, using it as the basis for quality and ranking on its search results. Simply put, the more sites linking to a webpage, the higher Google ranks it.
But Google’s current search engine is far from perfect, with many websites having little to no facts at all managing to rise up the rankings. After all, just because several people are linking to website, thinking the information found there is valuable, doesn’t mean the information is based on facts. Case in point: gossip websites and their loose definition of facts.
The Solution
To avoid this rampant hijacking of real estate on search engine results, a team of Google researchers has created what it calls a “Knowledge-based Trust” algorithm that uses factual accuracy to rank websites instead of popularity. The challenge to making the algorithm work, is figuring out what information on a website is factual, and what isn’t.
How it Works
The system, which is still in the experimental stage, computes the number of inaccurate facts in a single web page, with a source having few inaccurate facts seen as more trustworthy. This computation results in what the team calls a Knowledge-Based Trust score. To make the algorithm work, the team uses Google’s proprietary Knowledge Vault, a massive vault of facts collected from the Internet.
The Knowledge Vault works by sniffing for information that matches a pattern Google calls “triples,” which meet the following 3 factors:
  • A subject that’s a real-world entity
  • A description of some characteristic of said entity
  • An object that shows the value of said characteristic
Here’s a real world example:
President Obama (the real-world subject entity), is the incumbent president (predicate) of America (object).
Google’s Knowledge Vault houses billions, if not trillions, of triples gathered from the Internet, with the Knowledge-based Trust algorithm using the vault to determine whether facts on a web page are true or not.
This reinforces the value of quality, factual data for website owners about the products and services they are offering.
Need help with content? Contact the team at Enform.

Google to Rollout Close Variant Keyword Matching End of September

By | Announcements, Blog, ecommerce, Research, SEO, Web Store | No Comments

exact-phrase-match

When people go to search engines like Google, it’s not all the time that they key in their queries correctly. According to Google, at least 7 percent of all searches on their search engine contain some sort of misspelling, with longer queries more likely to have a typo. Web users don’t have the time to care about such trivial matters, especially in this time and age of shorter attention spans and a continually growing hunger for information. People expect to connect with products, services, and businesses they’re looking for.

For instance, a person trying to find “kid scooters,” “kids scooters,” or “kid’s scooters,” will want to see the most relevant Google ads regardless of these small differences in the search phrase. This is precisely why Google is turning to close variant keyword matching as a means of intuitively connecting search engine users with the people and businesses they’re looking for. The solution will apply to all exact and phrase match keywords.

Since its introduction in 2012, advertisers on Google’s AdWords program have enjoyed varying degrees of success. The company notes that the majority of advertisers are already matching to close keyword variations, garnering an average of 7 percent more exact and phrase match clicks with similar conversion and clickthrough rates. Besides this growth in keyword coverage, these incremental clicks directly translate to potentially crucial opportunities missed by low search volume keywords, a common occurrence when misspellings and abbreviations are concerned.

Widen your Reach

Beginning late September, Google will be rolling out close variant keyword matching to all phrase match and exact match keywords. It’s worth noting that close variant matching was already “switched on” by default in the campaign settings, so many advertisers won’t even notice any change in their keyword matching activity.

However, advertisers that opted out will notice the option to disable close variants disappear sometime around the last week of September. All exact and phrase match keywords will then connect to close keyword variations, allowing you to broaden your reach towards more potential customers with the most relevant ads, while at the same time, trying to lower your cost per click (CPC) and improve your clickthrough rate (CTR).

widen reach

 

What Does this Mean?

There’s always some level of anxiety present when Google makes changes to its search engine protocols and paid advertising program, as even the smallest changes can have huge effects on a company’s SEO and PPC campaigns, undoing several hours of work.

However, we at Enform actually see this update as helpful to our clients, as it cuts out the complexities of matching several lists with abbreviated, misspelled, and slight variations of your keywords just to get the coverage you want.

This time around, all you need to focus on is adding close variants of keywords that you don’t want to trigger your ads, to your negative keywords list. This is a far quicker way of shaping your traffic and reducing costs per click; it doesn’t hurt that this also offers a better ad experience to your potential customers.

It’s worth pointing out that Google AdWords tends to trigger ads with keywords that are most identical to search queries, so that doesn’t mean misspelled, abbreviated, and other close variations of your keywords are useless. Try to look how these close variants perform, they just might be able to stand independently as separate keywords with their appropriate bids.

A Different Point Of View

This mandatory change may have larger implications that mark a loss of control which is bad news for SEM (search engine marketing) professionals.

With this release we are heading towards a “keywordless” world where Google dictates when your ads appear and for what search terms.

With Google recent release of Shopping Campaigns, ads are generated using Google Merchant Account inventory feeds instead of keywords. Google is gaining more and more control of ads and advertisers may not be able to even control the outcome or put up a fight.

As long as AdWords keeps delivering results advertisers want, there won’t be many people complaining. Product Listing Ads are getting advertisers more results, and generally so will close variant matching, so it can’t be that bad…right.

google_robot

However, it’s time for the negative keywords to the rescue, that is for advertisers who feel very strongly about exact match terms, there is still the option to use negative keywords to weed out irrelevant queries.

 

HTTPS and Website Encryption Will Now Influence Google Search Rankings

By | Announcements, Blog, Comment, ecommerce, Research, SEO, Web Design | No Comments

 

google-https

In an effort to promote a more secure web and better reflect relevant search results, Google recently announced that it would now take into consideration website encryption, also known as HTTPS, when ranking sites on their search engine results pages (SERPs).

It’s a move that should wake up web developers who have procrastinated over their implementation of security measures, or site owners who may have wondered if their sites were “important enough” to need encryption.

According to Google, HTTPS will initially be a minor search rank signal, affecting less than 1 percent of all queries around the world.  So, that means it won’t immediately have as immediate an impact as other ranking factors—like the quality of content in a web page for instance—as Google wants to give webmasters enough time to switch over to HTTPS.

google-secutiry

Still, that doesn’t mean you can drag your feet with your site’s security, as encryption is bound to have a major effect on search ranking, what with Google being a staunch advocate of website security. It’s best to start as early as possible, and with the potential bonus of higher search rankings, there’s no better time than now.

Best Practices

To facilitate the switch to a more secure web, the company is looking to publish a series of guidelines around HTTPS, helping website developers better understand what needs to be done in properly encrypting their websites, as well as how to avoid common mistakes. Google adds that these tips will include best practices on things ranging from the type of certification needed, the proper use of relative URLs for resources under the same secure domain, allowing site indexing, and many more.

Furthermore, Google recommends website developers to test their HTTPS-encrypted websites through the Qualys Lab tool, while further questions on encryption and its relation to search ranking can be sent to Google’s Webmaster Help Forums where the company actively interacts with a larger community of site owners and developers.

Search Engine Result Pages

Reactions

Like most Google announcements involving its search ranking algorithms, it has drawn plenty of feedback from website owners and developers, as well as those in the SEO industry. Google’s blog post on the subject has more than 1,500 comments as of this writing. Reactions are mostly in favour of the change, with many seemingly expecting that such a development was going to happen sooner or later. One commenter opined, “So, it’s not often that you’ll get SEO tips directly from Google — but here’s one that I’m proud to be associated with: HTTPS is now being used as a ranking signal.”

Google’s announcement is consistent with its efforts to better secure its own traffic, which included encrypting traffic between its servers. Gmail now uses an encrypted HTTPS connection by default, preventing mail from being snooped when moving between users and Google’s servers.

In a time when paranoia over government cyber spying is at a frenzy, tech companies are scrambling to beef up their own security measures. In November last year, Yahoo! also announced plans to encrypt its own data centre traffic.

Posicionamiento-web

At Enform, we’ve long seen encryption and HTTPS as fundamental measures for improving a site’s security, no matter how small it may be. This time around, Google’s efforts only provide another incentive for webmasters to make the switch.