Independent Thinking » search engine optimization

Why Google+ Circles Matter

Daria Steigman — Thu, 21 Jul 2011 10:05:05 +0000

If you’re read anything about Google+, the company’s latest foray into the social realm, then you’ve probably heard about Circles. Here’s my early take, which I shared via a LinkedIn answer on the topic the other day:

From my initial view of Google+, Circles are what Facebook needs but doesn’t have: a way to share based on real life versus the digital world.

You can create as many circles as you want–and share information across Google+ in multiple ways (public, or with one or more circles). As a result, this is the first platform that starts out with the premise that all people aren’t equal. So, for example, you might want to share an article that’s about politics with your family, a not-suitable-for-work cartoon with friends, and a great article about finance with your colleagues. I have, for example, set up a couple of broad categories around business/small business and communications/marketing. I can see people setting up circles around friends, colleagues, intramural sports teammates, book club members, etc., over time.

As someone who thinks that the private realm doesn’t belong online, I’m unlikely to share ANYTHING that I’m not comfortable with everyone seeing. But I think Google has been thinking about how people share. If they have any ambition of being “the next Facebook” (note: I’m not sure Facebook is going anywhere soon), being able to easily create “share” categories is a good first step.

Personally, I think Circles is just one of the interesting elements of what Google is doing with Google+.

Have you set up Circles yet? What do you think?

I actually have 6 business reasons I think you should watch Google+.

Sign up for my latest newsletter (sign up form in sidebar–or click through here if you’re reading this in RSS) to read my 6 reasons to watch Google+. As a bonus, I have five beta invitations to Google+ to give away to the first five people who sign up for the newsletter and then e-mail me your Gmail address and tell me why you want to test out Google+. (You have to have a Gmail account to use Google+.)

Photo by J Ronald Lee (Flickr).

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Is Mobile Search Different?

Daria Steigman — Mon, 02 May 2011 17:34:13 +0000

Is mobile search different?

Neicole Crepeau pointed me to some interesting statistics about how people search when they’re using their mobile phones. One statistic, in particular jumped out at me:

40 percent of smartphone users say that they’re more [influenced] by users’ opinions given within the last 24 hours than by those expressed 30 days ago.

My initial reaction: I bet this is a combination of how search results are weighted (more-recent items often rank higher) and the fact that we don’t often deep dive on a phone-sized screen. So it may be that the newest results rank higher in people’s minds because they pop up first.

If I’m in Costco, for example, and looking for information on a printer that’s being hawked, I’ll look at the most recent two or three results that come up via Google. I might also go to cnet if the initial reviews look promising–or I might just buy it and try it. But I’m not searching all over the Web while I’m on the go. Contrast that to when I’m sitting in front of my computer: I’ll look at credibility, sources, and surf around until I’m satisfied I have complete information.

The one exception: health care. Even if I’m looking up a health condition on my mobile from the ER, I’m going to make sure the source is credible–even if it means surfing through a few extra screens.

Our customers, clients, and prospects are increasingly looking for us–and for information about us–online. We need to understand not just how they’re doing it, but also why. Then we can start to optimize for that.

Photo by J.D. Hancock (Flickr).

5 Must-Know Things About SEO

Daria Steigman — Fri, 12 Mar 2010 13:08:46 +0000

Is your Web site optimized, or do you mostly just have random people dropping by?

I was on another very useful MarketingProfs Webinar yesterday, this time on the topic of SEO essentials. Janet Driscoll Miller of Search Mojo coupled a great primer on the topic with some terrific tips and free resources for monitoring and analyzing Web sites.

Here are her 5 SEO essentials:

Make sure your Web site is indexable.
Keywords are the foundation of SEO, so it is important to identify the right keywords for your target audience. (Google AdWords Keyword Tool is a search tool that lets you identify the volume of searches associated with a particular word or phrase.)
It’s not just about identifying keywords, but also where you place them. They should appear in a number of places on the page (i.e, filename, title tag, meta tag, meta description, link text, and so forth). The best sites aim for 2-4 percent keyword density.
Inbound links help search engines rank your site, and the best inbound links are one-way. (Yahoo’s Site Explorer can help you determine your site’s link popularity.)
Your social footprint is becoming more and more important. (For example, Google Caffeine is expected to incorporate more social media links; Google’s real time search already is.)

Finally, Miller stressed that it is not enough to incorporate SEO–you have to measure it. She advises regularly (i.e., monthly or quarterly) measuring your rankings in search engines, your competitors’ rankings, and your site traffic from organic search.

Photo by mecookie (Flickr).

Blogging for Business Value

Daria Steigman — Thu, 04 Jun 2009 14:55:03 +0000

Have you ever wondered why a growing number of small businesses are investing time and resources into starting and maintaining a blog?

My latest column for CW Bulletin is out, and the topic is blogging for business value. While there is no magic formula for business success, a well-written, well-focused blog can be an effective way of promoting yourself by adding value for your multiple stakeholders.

The column looks at three key reasons why, if you don’t have one, you might want to consider starting a business blog:

content
thought leadership
street cred

Plus it features insights from Marc Meyer and A.J. Leon, both of whom know a little something about successful business blogging.

Read the column here, then come back and let’s talk about why you are (or aren’t) blogging for your business.

What the Spiders Know

Daria Steigman — Mon, 27 Apr 2009 15:59:08 +0000

I had the pleasure of speaking about social media to two PR classes at the University of Maryland last week. They’re smart students, and they’re just starting to explore social media. Almost all of them had Facebook pages, a few were on LinkedIn, a couple on MySpace, and a smattering had started to explore the Twitterverse.

I started our conversation by asking them one simple question: When was the last time you Googled your name?

It caught their attention (and apparently what they discovered really startled at least a couple of them). Plus it proved a good entry point for a discussion about why companies and individuals need to be monitoring their online reputations and engaging with their stakeholders.

If you haven’t Googled your name lately, go ahead. Then come back and tell me what the Web spiders have learned about you.