Sentiment Analysis: the next big thing in SEO?

We’re all quite familliar with the autocomplete feature of Google. However it seems that autocomplete does not work properly on a specific set of keywords. Try to search for bittorrent or any term related to scientology or Falung Dafa. Google is not properly helping you out with any suggestion.

If a certain set of keyword seem to have magically disappeared from the autocomplete feature, a large number of compromising keywords is still available to autocomplete. Here’s a few examples:

Some reactions from here:

Google won’t autocomplete searches for “bittorrent,” but if you are interesting in learning how to kidnap someone, make meth, build a bomb, cheat on your taxes, or shoplift, they will happily autocomplete your search for you.

A good bunch of suggestion for what you might to look for on the internet…

If you browe the web long enough I’m sure you’ll find plenty of guides and articles about Adwords and how to get the best results from your campaigns. In spite of how useful this guides can be, getting to know what not-to-do can be equally as useful, considering how important is to avoid mistakes rather than actually trying to do the right thing.

1. Bidding to low from the very beginning

You’ll never know how good or bad your adverts are unless they will show up in the first positions. Don’t be afraid of getting a lower quality score for bidding to high from the beginning, things will even out in the end, but you need to know your adverts perfomance on the first positions.

2. Mixing content with search campaigns

Search and content campaigns behave in a completely different way, thus with different performances and optimization routines. Mixing up the two will make decision making and optimization harder.

3. Running all keywords with broad matches from the beginning

Unless you’ve got already a comprehensive list of negative keywords, activating all keyword with broad matches might result in a huge amount of impressions with low CTR’s. However it depends on your budget: for the sake of keyword research you might want to activate all keywords with all matches available in the same time,which would result in a more expensive setup, but the insight you might get would be really valuable.

4. Tweaking bids too early

CPC will lower itself once you’ll get a  good quality score, most of the times there is no need to lower CPC yourself. Just give it some time, do not act like you’re always in a rush, Adwords optimization needs time and effort.

5. Forget about testing

Always save some time on adverts testing, beside the normal keyword research. Testing is essential in order to reach good CTR’s, while most people start off running a few adverts and keep the one with the best CTR running indefinitely.

6. Running too many keywords

Fewer selected keywords mean getting more focused on the specific niche you want to get your message to, narrow your focus with different groups of highly selected keywords to increase CTR and quality of your adverts.

7. Forgetting about single keyword performance

A specific campaign could reach a satisfactory CTR giving us some peace of mind but if you dig down another level of analysis you might find out that most of the keywords are no producing any clic and they’re just a waste of impression. Always analyze through different levels and perspectives, through adverts, keywords, campaign performance.

8. Focusing on one (wrong) metric

Do not focus only on a few metrics, try instead to get a global vision of your performance. Most people get focused on they’re ads CTR’s forgetting about cost for conversion or overall conversion rate (in the case you’re dealing with objectives). Even if you’re not using Adwords to increase your sales or you’re just aiming to get some more exposure to your brand, CTRs is not the only thing that counts.

9. Not considering landing pages as a factor affecting overall performance

Beside directly affecting conversion rates, landing pages can also affect quality score and overall campaigns performance. Always build some kind of semantic relevance in between the advert copy and the landing page content and keep in mind bounce rates. These factors can seriously affect your ads quality score hence your results.

10. Give up to early

Managing Adwords Campaign can be quite of a daunting task. You might feel to give up to early unless you realized that it is all about a trial&error process, when everyday you learn something new. Setting up a really successful campaign require mostly time and effort, whether you’re an online marketing consultant or a small business owner.

What is the Canonical Link Tag?

A few months ago Google introduced the Canonical Link Tag.

This tag is supposed to solve the duplicate content issue on different URL, which can negatively affect those page’s ranking. It just tells search engine the preferred version of the content, in order to be ranked better by the engines themselves.

The Canonical Link Tag should reside in the HEAD section of the page, and the href attribute should point to the URL of the chosen page. That should be enough.

<link rel="canonical" href="http://www.yourURL.com/">

Canonical Link Tag vs. Redirect

Upsides
It is way better than a 301 redireccion: it’s search engine to be redirected, not the users hence not affecting the user experience though making sure rankings wouldn’t be affected.

A 301 redireccion would actually affects search engine who have to update their rankings according to the quality of the content of those pages

Downsides
However, while the 301 redirects visitors and search engines from different domains, the Canonical link tag can be used only into a single domai, its folders and subdomains. That’s the only downside. Still it’s a pretty tool.

Possible application of the Canonical Link Tag

Usually PHP pages create dynamic content with random urls, lacking of informative content related in any way to the content. They usually have the visitor’s session ID and merge content from different sources. The Canonical Link Tag can preserve rankings of the original page which featured the content.

To learn more about the Canonical Link Tag, check out this post from Matt Cutts or take a look into the Google Webmaster Center.

A few days aho I wrote a post about the rising importance of real-time search and Google and Bing crawling content from Twitter.

Now Microsoft has just released an interesting search tool called BingTweets: it’s a real time Twitter search engine with a pretty crowded front panel showing all cross references between standard and dynamic real-time search.

It’s definetely something Google should think about. It’s also interesting how the mixed the standard search results with the Twitter search results, giving a complete feedback over search on different sources.

What people has predicted since Twitter start hitting the news has become true: Twitter is not turning into a search engine but its content is considered valuable by search engines.

Despite all the Twitter-mania-hype (absolutely unnecessary but media needs something to blabber about right?) I guess Twitter is slowly finding out its real nature: a real-time updated source of “what’s going on” in the world, reflecting the current vibe of the net, an extremely dynamic and constantly updated source of useless content. That’s it. There’s nothing really valuable in most twitts: the thing is the reflect what’s going on in the world.

That’s why a real-time search is growing day by day. It’s the vibrating pulse of the net, and being able to rummage through all this garbage gives the advantage to know the present and the very next future of the net.

Page loading time is a crucial factor when it comes to estimate page’s usability as well as search engine’s rankings and Google’s Adwords quality score.

according to this statement, Google is going to update its assessment policy . Page load time it is soon due to become an important factor requiring specific assessment and optimization from webmasters and SEOs.

In order to calculate page loading time, you might try Pingdom. Pingdom is an online utility which calculates pages text, images and scripts, giving you also some interesting suggestions about improvement.

However, besides any Google statement about quality score or rankings, it’s always good to think about you user’s experience on your website: nobody likes websites taking too long to load.

Considering both usability and rankings, this should be some general guidelines to be followed one assessing and optimizing page’s loading time:

Text and page structure should load and be completely visible within the first 3 seconds
Any other element of the page must be visible within the first 8 seconds

These are only thumb rules of course. Always cehck your page weight and loading times. Working on this side of on-page optimization can lead to interesting discoveries sometimes.

It seems that search engine are digging through Twitter more and more

. In the past few days a came across a few episodes which made me think about how much search engine are considering Twitter content as valuable enough to be included into their own search results.

Let’s take a look at Bing first. Try looking for Al Gore this query on Bing: the very first result will be it’s Twitter page with is real time twits. This entry comes also before his personal website. This has been also confirmed by a public statement from Bing published on its community page.

Something interesting happens with Google as well. A few days ago I posted a link to one of my websites I found and I wanted to share with my Twitter followers. Analytics record show the following as the very first visit on the website right after the link was published on twitter:

216.200.55.83 invx.com [01/Jul/2009:02:49:01 +0200] “GET /a HTTP/1.1″ 404 136 “-” “Mozilla/5.0 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)” “-”

Clearly the page was just being crawled by Google. The link has not apperead anywhere else and it is not a fronpage or entry page for search engines on the website.

This it’s just another proof on how important Twitter is becoming in terms on search value. It’s not going to take long before Google itself will either buy or create its own real time search tool.