Posts Tagged ‘SMO’

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I can’t help but correlate the retirement of Google Wonder Wheel tool with the release of Google Knowledge Graph. There is simply an uncanny resemblance with how these two Google products work. While the purpose of this post is not specifically to reverse engineer and explain how knowledge graph works, I can categorically say that after Google killed one of the most amazing and legitimate SEO copywriting tools I’ve seen they gave us something that we can work on to gain advantage for our website while doing the web the very good it Google Knowledge Graph1 How To Do Google Knowledge Graph SEOdeserves.

What Is Google Knowledge Graph?

The Google Knowledge Graph is the next evolution in search engine for it no longer returns raw information from your search queries, instead, it will now return knowledge. As Mashable puts it, Google search suddenly becomes 1,000 times smarter and I couldn’t agree more.

The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more—and instantly get information that’s relevant to your query.

You can see a video on how this new product works:

One might argue that this is another step for Google to police the web and dictate what we should see when we enter search queries, but isn’t that already what has been going since Google became a verb synonymous to search? So since we clearly can’t beat Google, let’s just join them.

Google Knowledge Graph SEO

1. Capitalize On Latent Semantic Indexing Or LSI

Note that the first three tips on this post extrapolate the ways Google Knowledge Graph improves the search based on their official release.

Now what is LSI? Wikipedia gives us a very scientific and algorithmic definition of the term.

Latent Semantic Indexing (LSI) is an indexing and retrieval method that uses a mathematical technique called Singular value decomposition (SVD) to identify patterns in the relationships between the terms and concepts contained in an unstructured collection of text. LSI is based on the principle that words that are used in the same contexts tend to have similar meanings. A key feature of LSI is its ability to extract the conceptual content of a body of text by establishing associations between those terms that occur in similar contexts.

LSI is an old concept and it relates to the use of words based on context as oppose to well, use of it without context. It means that Google indentifies the meaning of words based how they’re used in content, blog posts, articles, meta description like keyword data, ebooks etc.

I have here new examples.

The word “markup” can either be used on a sentence from a blog post in the following:

Implementing Google Authorship Markup increases click through rate or CTR according to the latest SEO experiment we conducted.

That real estate broker’s high markup cost dwindles the chance of this prime property being sold to the market.

The word “marvel” can be used on the following set of (meta) keywords:

Marvel, Avengers, Iron Man, Captain America, Thor, Hulk

marvel, wonder, 7 wonders of the world, amazing places, great pyramid of giza, hanging gardens of Babylon

This means that when you write content for both humans and search engines (in terms of metas) you should always consider LSI, which would literally mean the further use of related keywords and key phrases to your keywords. It makes your content appear authoritative, natural and not spammy. More importantly, it guides you in providing a more relevant, long lasting and often timely content.

Because language is ambiguous, using LSI can always help Google find the right meaning and knowledge that the content you produced tries to impart.

Here are final takeaways from my SEO presentation about the use of LSI:

  • Use semantically related terms
  • Use niche jargon / industry standard terms liberally
  • Add popular mother or seed KWs when only writing for its long tail
  • Use brand names when applicable
  • Mention celebrities, industry leaders / pioneers

2. Knowledge (Not Just Information Or Keywords) As Summary

Rainbow Oil Rubiks Cube by Gray37 How To Do Google Knowledge Graph SEOGoogle Knowledge Graph tells us the importance of a more relevant, useful and original summary. The example on the official Google post takes in by putting a lot of information (new and unique for the most part) and writing it as a foundation for new knowledge.

How can we differentiate writing keywords vs writing knowledge as summaries?

Based on the examples given by Google, what’s contained in their summaries are actually highly expandable subjects and topics that all merit the same (or close to the) amount of writing and research as the first main topic. We’ll have more of this subject in the future.

Knowledge has a very critical use by searchers and these things should be considered when coming up with the summary:

  • Knowledge affects thinking, as opposed to Information which obviously informs. The difference is this: an article simply telling you that Google has released the Knowledge Graph vs an article telling you that Google has released the Knowledge Graph AND how you can react to it as an SEO and how you can use the very system to gain more exposure, traffic, authority etc.
  • Contains (among other things) ideas, concepts, contexts and meanings.
  • Says something new and not easily replicable. Of course you can repeat the news that Google has released the Knowledge Graph in your post and you can also write about Google has released the Knowledge Graph and how you can react to it as an SEO and how you can use the very system to gain more exposure, traffic, authority BUT the latter would impeccably require you to do more research or at least link to this post, because:
  1. It has affected your idea and knowledge of the subject
  2. It has affected (or will affect) you on your strategies for the Google Knowledge Graph, whether subconsciously or not (which happens to be the purpose of this post)

.. And that is precisely what differentiates summarizing with Knowledge vs summarizing with Information (or keywords alone).

3. Write Deeper And Broader

Ostrich Pen 224x300 How To Do Google Knowledge Graph SEOGoogle post noted:

And we can now sometimes help answer your next question before you’ve asked it, because the facts we show are informed by what other people have searched for.

Yes, you read it right. That’s answering the question even before the searcher asked it. This after all is the real future of search, an algorithm that gives you more than what you asked for.

For content producers this implies that our article and posts must give more value than what searcher originally intended to look for. It also means that thin content, those that are mere rewrites of what already can be found elsewhere isn’t really a search engine algorithmic change bulletproofed content.

Take note of these things when SEOing with Google Knowledge Graph in consideration:

  • Produce in-depth contents, the kind of segments that you will see on documentaries rather than short and standard news on standard 6 o’clock news.
  • If you cannot expound a subject on your content (due to time constraints or lack of expertise), mention it and link to an authority page discussing the topic
  • Human interest plays a lot of factor in determining what information to write and include (depending on the subject and focus of your content)
  • Answer as many important questions on your content as possible
  • Stay away from linear writing. A content that has no dimension or depth will soon be dead. Always think of how you can add new meaning to your content, again, unique but more importantly original
  • For non-news content, think of the impact of your content say a month from now, a year from now, if it will be totally useless after a considerable amount of time then it mean that you’re not really adding value to the web

4. Branch Your Content Distribution

Branching where your content appears will not only help your main website or your brand but might also help Knowledge Graph one way or another.

Because the new system banks on giving in knowledge and not just raw information, spreading and syndicating your content on different websites based on the type of information they give (which ultimately becomes the source of knowledge) can do nothing but help your content. Here are a few examples of websites where you can share, syndicate or link your content from:

5. Add Pictures To Your Content

With Camera by Pitrisek How To Do Google Knowledge Graph SEOGoogle Knowledge Graph thrives on pictures, eye catching pictures. And in case you need to hear it, people are visual and the old mantra that a picture paints a thousand words remains to be true to date. Make sure you always add relevant pictures and eye-catching image on your content, not just on your own page but for the pages where you syndicate your content as well.

As always just make sure you do proper attribution or ask permission to the owner of the image. There are many sources of high quality images and even artwork that you can use such as the following:

6. Add Videos To Your Content

Not a lot of people like to read. If you’ve reached this part of my post without skipping tips 1 – 5, then it means you’re among those people who still like to read. So what does that imply? First you’re among the endangered species of Internet user. Second, important content gets good and real readers. But that doesn’t mean that you cannot add video to your content when you already have written something that is worth reading.

Take for example WhiteBoard Friday by SEOMoz, they have good videos and always along with it are transcriptions of the video – which can stand as the written content (along with the video). The same goes to Google’s official blog, they usually have videos alongside their content. Why?

  • Videos and written content can go hand in hand
  • Videos and written content are both shareable, and that means twice the channel where you can get traffic and twice the chance to get viral
  • Long block of text is never a good thing
  • Videos can reduce bounce rate especially when they’re hosted on YouTube (I know there should be a study to support this, I should publish one soon)

How do you think Google Knowledge Graph will affect SEO? Do you have tips on how we can maximize this new system for our websites? Share it in the comment section. Don’t forget to share this post to your colleagues too, they might pick a thing or two from my efforts.

Thanks to Kim of the World for this great article.

Graham Knowles www.DigitalGuerilla.com.au

Digital Guerilla Digital an Social Media Marketing Sydney

Here is yet another Pinterest Infographic,  I guess it does make sense there is an abundance of visual aids for a pin board social media site!  Are you hooked???  Or are you resisting? They say “it’s spreading like a zombie apocalypse virus” and Pinterest users spend an average 98 minutes on site per month, third only to Tumblr (2.5 hours) and Facebook (7 hours). Antidote? None.

 

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Graham Knowels www.digitalguerilla.com.au

Yet another useful Pinterest infographic:

Powerful affordable web design and social media management

Graham Knowles www.digitalguerilla.com.au

 

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The question I am pondering today is whether Twitters latest attack on Google “Don’t be evil” (a reference to one of Google’s early mottoes) will actually backfire on them… Who is really getting upset about this other than Twitter, Facebook, etc? You? Me? Joe Blogs? I don’t think so.  In fact many, including me see Google+ as another opportunity in the sea of digital media.  Am I bothered that when someone googles ‘Graham Knowles‘ that my Google+ page comes within the first half of the first page?!?!?  Errrrr…

Lets face it this is not quite as simple as Google’s competitors would like us to believe.  In the latest war of Social Media tantrums Facebook, Twitter and MySpace have created a new web tool to direct users’ attention to what it considers are biased search results from Google.   hmmm were they biased when, because of a private commercial agreement between these companies, search results would first bring up these companies results above others?  The browser add-on, which only works for Firefox users, is called ‘Don’t be evil’ (a reference to one of Google’s early mottoes), and has been created in an attempt to stop the search giant from promoting its own social network, Google+, to the top of people’s web searches.

We the consumers are not quite as dumb as we are being treated and lets face it most consumers couldn’t care less about this little tiff.   We also don’t like hypocrisy, have you noticed Facebook promoting it’s own services, within it’s own arena?…noooo of course not! So what is wrong with Google announcing a search update called ‘Search Plus Your World, which means users will see more links to Google+ when they search the web, including in part of the results page usually set aside for advertising? It’s their arena after all and they are not excluding other results.  They never pretended to be anything other than Google the brand, the business, they never claim to be “The Global Independent Information Authority” (just made that up!).

So, do Twitter and the other social media giants really have a good point or do they just look like a bunch of foot stamping multi billion dollar babies?!?

Here’s some more info from recent press coverage:

It is the latest example of Google promoting its secondary services via search, a practice currently under investigation by European competition authorities for alleged monopoly abuses.

“You can find relevant Google+ posts from friends talking about an amazing trip they just took, whether they’ve shared privately with you or publicly,” Google said in a blog post.

“Starting today, if you search for a topic like [music] or [baseball], you might see prominent people who frequently discuss this topic on Google+ appearing on the right-hand side of the results page.”

The move angered Twitter. Its most senior lawyer, Alex Macgillivray, branded the launch a “bad day for the internet” and accused Google of “warping” search.

The update is only live in the US at the moment. However, engineers from Twitter, Facebook and MySpace, teamed up over the weekend to work with some developers from Firefox, to create the ‘Don’t be evil’ browser add-on, which will negate the effects of the latest Google update.

The open-source piece of software can be downloaded fromfocusontheuser.org. The site provides examples of search results using the tool.

Google was unavailable for comment.

Twitter followed Macgillivray’s comments earlier this month with an official statement complaining that “Your World” would make it harder for web users to find relevant tweets.

“For years, people have relied on Google to deliver the most relevant results anytime they wanted to find something on the Internet,” it said.

“Often, they want to know more about world events and breaking news. Twitter has emerged as a vital source of this real-time information, with more than 100 million users sending 250 million Tweets every day on virtually every topic. As we’ve seen time and time again, news breaks first on Twitter; as a result, Twitter accounts and Tweets are often the most relevant results.

“We’re concerned that as a result of Google’s changes, finding this information will be much harder for everyone. We think that’s bad for people, publishers, news organizations and Twitter users.”

Google responded via Google+, entering into an extraordinary public argument with Twitter.

It said it was “a bit surprised by Twitter’s comments about search plus Your World, because they chose not to renew their agreement with us last summer”.

The retaliation referred to Twitter’s refusal to allow Google to fully index tweets because it would agree to its terms. In October, its chief executive,Dick Costolo, told The Telegraph “we just can’t agree on what the appropriate value exchange is”.

Twitter does have a deal with Microsoft to allow Bing, Google’s biggest search engine rival, to index tweets.

Yep, even though they have 77,000 fans on FacebookCadbury UK decided to launch there new product, the ingeniously named ‘Bubbly’ (nothing like an Aero obviously!), on their Google+ page (2000 have them in their circles there) and then mentioned the launch on Twitter – ingenious, stupid or was there some hefty incentive?  We’ll probably never know!

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Mashable reports that Christian Oestlein, the group product manager at Google known as the “Google+ ad guy,” also relayed Cadbury’s message on his G+ profile on Wednesday.

It’s unclear whether anyone else has yet introduced a new product on Google+. Facebook became the go-to place for new product introductions after Ford launched its 2011 Explorer there in 2010.

Does this mean Google+ brand pages will become the new choice of Social Media Marketing launches and teh big brands will move away from facebook (ooh controversial!)? Only time will tell, but it’s certainly a positive step in that direction for the new kid on the block.

As we’ve said here before, ignore them at your peril!

 

Author: Graham Knowles Digital Guerilla Sydney

Resource: Mashable.com

Google’s social network, Google+, has attracted more than 62 million registered users in its bid to close the gap on Facebook, according to unofficial figures.

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Some writers would have you believe that Social Media is already dying, we’re all sooo tired of it and that external forces are making it all so difficult and oh of course Google+ has no chance because no one even knows about it….what a load of rubbish! Below is an extract of a recent article on mashable.com, (a usually enlightening read) it came under the headline Social Media Exhaustion – seems the writers are a bit exhausted themselves and stuck for anything interesting to say over the Christmas period!

Facebook will break the 1 billion user mark in 2012, but its numbers have flattened out in the U.S. Twitter is growing; it may have as many 450 million users, but no one knows how many people are really active users. Google+ is growing steadily, but is still well behind the two most established networks and much of the public is unaware of its existence. There is the now persistent, with good reason, backlash against mobile phone usage in cars and on streets.”

“In general, more and more people seem to be re evaluating their social and digital existence.”

“That said, no one who creates content can deny that the digital revolution hasn’t forced them to rethink how they create, sell and distribute content. There are no easy answers here and 2012 will be a year of introspection; one where we possibly rewrite the rules of content, copyrights and social interactions.”

Facebook numbers are flattening in the US!?!? Oh yes hitting 1 billion is a definite sign that we are getting exhausted with it all (remind me how many people there are in the US??  Has this author ever heard of market saturation….) and no one knows how many active users Twitter has?! Come on! The same could be said for any SM service.  Then this article is critical of Google+ for being “still well behind the two most established networks and much of the public is unaware of its existence” – well this really does take the biscuit!  Google plus only launched in June and already has an independently estimated 62 million users, adding 625,000 users daily!…I could go on, but see our previous article about Google+ it’s way to important to one of the most powerful companies on the planet not to succeed…  And of course we’re re evaluating our social and digital existence, that’s the nature of the beast – it’s a new thing (relatively) obviously we need to adapt!

Now if this article had said that many of us need to manage our use of social media better because of the rise in SM obsession / addiction and that we need to be aware of personal Social Media exhaustion then I would have been a supporter, perhaps mashable/ the author could offer some useful strategies…

Speaking of which here’s a good related article from The Telegraph – Why I’m taking a break from Twitter

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The truth is – Social Media will continue to grow and evolve in 2012, there may be some unexpected happenings (very likely, judging from recent history) and there will be some less surprising things, such as the inevitable growth and success of services such as Google+ . Thank you that’s my ranting over for today!

Peace be with you all and go the Robin Hood Hacktivists!

Author: Digital Guerilla – Sydney