Wednesday, January 14, 2015

Google Plus and SEO

Trust - Reputation - Authority

Search engine optimization (SEO) is changing. It has now become an integral part of your business practices and is closely integrated in your business structure.

You can no longer simply ‘buy links’ and think of that as your SEO strategy. The world is now much more Social.
Here is a quick list of ways to show if you are at risk of being left behind:
  • Is your view of your success just based on search results for those terms?
  • Is link building still your main SEO tactic?
  • Are you still thinking just in terms of keywords?
  • Is the number one spot on Google how you get most of your online business?
  • Do you consider ‘anchor text’ to be crucial?
  • Is SEO seen as a ‘silo’ of marketing?
  • Do you assume your SEO approach can be ‘left to it’ whilst you put new marketing energies elsewhere?

If so, you need change your mindset.


SEO Is Changing Your Business

In the earlier day`s many people used to buy links to increase their ranking on Google. You would employ a company, or staff member, to lead the SEO push and they would target keywords. Then you would squeeze a load of those keywords into your content’s text and hope you would get some visibility. You would use social like you would send spammy emails to people, and you would sit back and hope customers would simply arrive.
But this is no longer good enough, instead you need to look at:
  • Have a website that people find easy to get around with content relevant to the user
  • Reaching beyond your site so people begin to talk about you and your business - creating a buzz
  • Creating quality content
  • Have advocates who ‘love your content’ and want to spread the word
  • Stay ahead of the rest - be the one people want to include in the latest conversations
  • Have ways to engage the customer in conversation.

Trust

Trust is important, but isone of those qualities that you cannot easily define. When it comes to trust what you used to go can only go so far in this new world of the semantic web. You can`t no buy trust with an expensive website. Instead, every time you reach a potential customers you have a touchpoint that will determine whether you build trust, especially through your social activities.
Trust online will stem from two experiences:
1. Direct experience: f.eks having already been a customer of your company, and
2. No direct experience: this is where a third party comes in.
(The most popular third-party {suggestion engine} is search.

Creating an Identity in a Connected World

The ultimate goal of the Web is to support and improve our weblike existence in the world. We clump into families, associations, and companies. We develop trust across the miles and distrust around the corner.
It is Google+ that leads the way in making people want to use their real name, photograph and information. Before Google+ there was not really an incentive to do so; you could create a twitter handle and ‘burn it’ if you wanted to come back ‘as another person.’ But Google+ is different.
The information attributed to links themselves is:
  1. Relevance of the website linking
  2. The ‘importance’ of the linking website
  3. The location of the link on the webpage itself
  4. Anchor text used to link
  5. The age of the website, the page and the link

Ranking and Reputation Scores
This leads us to ‘Author Rank’ which considers the following in relation to a piece of content:

  • Who created it
  • What else they've created
  • Their online activity
  • The content creator’s connections on social media platforms
  • The content’s quality
  • The nature of the content relevance
  • The use of multimedia .

Trust can now be determined by an algorithm and businesses need to take note.
All of this has been made possible by Google being about to attribute content to its right owners.

Getting your image displayed in Search

To get this ‘Google authorship’ markup  you will need:
  • To add a pictoure to Google+ Profile
  • Tag that you are the person in that image
  • Link in the ‘contributor to’ section on your Google+ Profile to sites on which you have authored content
  • Have a link back from those sites to your Google+ Profile i.e. a two way link, including using a Google+ badge.



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