Author: web_coder |
23 2015 |
Views: 4 |
Comments (0)

How do you compare againstyour competitors?


That is never an easy question to answer.


Whether you realizeitor not, competition is a good thing. It pushes you to expand and become better. But, competition is abusiness catalyst only if you know how to approach competitive research properly.


Have you ever wondered how your favorite tools compare to their alternatives? Are you sure you are using the software that best fits your needs? Do you have a great tool idea to build and you are not sure what the competition looks like?


There are a few tools and tricks that can answer all of these questions:


Google Search and Suggest


Google search is an obvious top choice here. We always start there and it never fails to work. Type almost any brand name into the search box and chances are, one of the more popular suggestions will be alternatives (Thats probably happening to your brand too, so go ahead and see what is there).


However Google Suggest is also a great (or even better) source of that data. Type [Brand Name vs] and here you go: A good list of most popular alternatives ranked by how often people search for them:


Google Suggest to find alternatives


I recommend you go one step further and use this toolfrom SEO Chat to run this search for every letter of the alphabet and in four search engines (Google, Bing, YouTube, Amazon) at once:


Google Suggest to find alternatives


Now that you have discovered alternatives, make sure you search to find the actual comparison and reviews. Blogger reviews will give you loads of competitive data to go through and compare details youmight not think of. Remember, comparisons come in all forms, including videos and infographics. Heres a great example:


Blogger comparison


Heres another great example:


Blogger comparison


Competitive research using blogger reviews is great for outreach strategy too: If you come up with the product that solves some issues in the chart above, you are almost guaranteed to get a review or mention from that blogger!


G2Crowd


G2Crowd is the Yelp for software. It collects unbiased reviews from verified users and presents them in a very clear, searchable format. Whats more important, its also a discover and comparison search engine.


Take a look at social media management category for example:


Social media management G2Crowd


Here you can see the major players in that sector visualized in a Satisfaction versus Market Presence graph. All the tools are ranked based on theG2 Score:



G2 Crowd rates products and vendors based on ratings and reviews gathered from our user community, as well as data aggregated from online sources and social networks



Checking any boxes in the left-hand column lets you compare the selected software:


Compare software G2Crowd


Notice how in-depth and multi-layered the comparison is. You can compare the two apps based on Demographics, Pricing and Terms, Reviewers Roles and Experience, User Adoption and ROI, specific social management tasks they implement:


Compare software G2Crowd


Back to the main grid, you are also able to see what is most frequently compared to what within that category which gives you a good clue as to which tools tend to be closer alternatives:


Discover alternatives G2Crowd


G2Crowd lets you discover new tools and sites by showing you most popular comparison data showing which sets of tools tend to be compared more often with each other.


Now if I were planning to develop a social media management app, imagine how useful this free research could be for me. Similarly, if I were a company withno clue which social media management software best suits my needs, Id have all my questions answered here!


DiscoverCloud


DiscoverCloud collects reviews of B2B software. I really like their search filters allowing you to see tools based on the category (naturally), customer type (freelancers, enterprise, small business, startup, agency), integrated products (e.g. Amazon, Evernote, Zendesk, Zoho, etc), pricing types (free, freemium, monthly subscription, etc).


DiscoverCloud search filters


Each individual product page lists multiple alternatives (I couldnt figure how those alternatives are selected but the alternatives are on-spot) and you can compare your current product with any of those by clicking Compare (you can compare up to three products max):


DiscoverCloud compare alternatives


The comparison is a very handy grid showing reviews, customer type, integrated products, and pricing types head-to-head:


DiscoverCloud compare


To discover alternative tools, open the one you are looking to replace at DiscoverCloud and click Alternatives tab.


DiscoverCloud discover and compare alternatives


SimilarWeb


SimilarWeb offers a solid traffic and exposure analysis on any site they have in their index. The more important part for us is Similar sites section:


SimilarWeb similar sites


SimilarWeb uses a combination of factors to determine similar sites:



The ability to return a list of related websites according to a specific website or topic was SimilarWebs first breakthrough. Search engines will return websitesbased on a specific query, but will not recognize that users who visit NBA.com would also find relevant content on ESPNs website. The similarity system is based on a number of inputs including website structure, link analysis, user surfing behavior and a large community of user rankings (source).



SimilarWeb also offers aFireFox plugin and the Chrome Extension letting you discover alternative sites very easily.


E-Commerce Comparison Tools


Comparison shopping search engines have been around for a while but it used to be an optional marketing component. If you could afford to be a low-price player in your industry, being listed there was going to be a great thing. However, of you were not willing to match the lower price offers, you could just skip it.


The recent trends clearly show its not going to be as easy and straightforward as it used to be:


  • Google Compare making it into search results is a good sign that Google is going into the comparison business. Theres no reason to assume they will stop at insurance companies.

  • With comparison search engines evolving beyond price comparison, not paying attention means you are missing a great market where you could stand out

This infographic by Godatafeed gives a solid overview of the most recent and innovative shopping comparison tools:


Godatafeed infographic


Conclusion


The Internet gives us lots of possibilities, but it also opens up those same possibilities to our competitors who may be smarter and faster than we are. You are already being compared online, the question is isyour business is ready to be compared? These tools give youtons ofdata to use to discoveryour competitive advantage.



Image Credits


Featured Image: Created by author for SEJ via Smart PhotostockAll screenshots taken May 2015


Author: web_coder |
23 2015 |
Views: 3 |
Comments (0)
Between finding out what everyone has always wanted to say to Dave Letterman, and singing along to Taylors Bad Blood, heres a look at what everyone was searching for this week:

Deadly biker brawl
A shooting between rival motorcycle gangs in Waco, Texas, left nine dead and more than 170 people in jail this week. There were more than 500,000 searches for Waco shooting on Sunday as people asked questions like What biker gangs are in Texas? and What county is Waco, Texas in? to try to understand why the shooting may have happened.

An NBA family affair
The NBA playoffs continue to be a top topic in search as the conference finals began this week, with the Golden State Warriors and the Houston Rockets matchup garnering the most attention. (The Cavaliers made the trends charts on Wednesday, but otherwise all eyes are on the West.) After going down 2-0 to the Warriors, the Rockets are in the spotlight, with 200,000+ searches following their game 1 loss. But the search standout, not surprisingly, is NBA MVP and Warriors point guard Stephen Curry. And not just for his sweet three-point stroke. There were 50,000+ searches for his mom, Sonya Curry, after she appeared looking ageless at Tuesdays game, while others were interested in his daughter Rileys post-game press conference hijinks. In fact, three out of the top five Curry-related searches on Wednesday were about his family.

Thanks, Dave
David Letterman ended his 33-year career in late-night TV on Wednesday night. His farewell show featured favorite clips from the past, some classic Dave self-deprecation and a Top 10 list to top all Top 10 lists starring celebs like Steve Martin, Julia Louis-Dreyfus and (Daves apparent favorite) Peyton Manning. Dave was at the top of the search list, too, with more than 500,000+ searchesconsider it a small consolation for not getting The Tonight Show. Top questions leading up to the last show included How tall is David Letterman? and Who is taking over for Letterman? (Answer: someone else who brought a crew of celebs to his final show last December.)

Billboard stars
The Billboard Music Awards swept the search charts on Sunday, with big-time winner Taylor Swift at the top of the pack. Swift had a big night, taking home eight trophies and a million searches. She also debuted her much-buzzed-about music video for Bad Blood, which featured Kendrick Lamar and a full squad of Taylors celebrity friends, including Cindy Crawford, Lena Dunham and Karlie Kloss. The video broke the Vevo recordwith more than 20 million views in 24 hours, and appeared in Hot Trends twice. But even Taylor has to share the spotlight sometime: people were also searching for show performers Iggy Azalea, John Legend, Kelly Clarkson and Wiz Khalifa.


Elsewhere in Billboard news, the soundtrack for Pitch Perfect 2 climbed to No. 1 on the Billboard 200 this week as fans became hooked on the fun cover songs and mashups. The movie has been big in search over the past week, with lots of interest in the cast, particularly Rebel Wilson.

Tip of the week
Now you can find real-time content from Twitter in your Google search results on mobile. So if you want to see what others are saying about tonights Cavaliers/Hawks game, just ask Google.


Author: web_coder |
23 2015 |
Views: 4 |
Comments (0)


Below is what happened in search today, as reported on Search Engine Land and from other places across the web.


From Search Engine Land:


  • Search In Pics: Google Carnival, Google Now Mug & The Breaker Lab

    In this weeks Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more.



  • 6 Keys To Getting Local SEO Started On The Right Foot

    For small businesses wondering how to get into local search engine optimization (SEO), contributor Tamar Weinberg has provided this handy beginners guide.



  • Research Reveals The Distinct Ways Users Search

    Columnist Nathan Safran shares data and insights from a recent study conducted by Blue Nile Research that may change the way you think about keyword research.



  • Google Has New Head Of Web Spam But Wont Be The New Matt Cutts

    Googles outreach to publishers and SEOs will continue to be split among a variety of people rather than being tied to the web spam fighting chief.



  • Google Search Console Adds Apps Data To Search Analytics & Fetch As Google

    Google adds two new features for App Indexing in the Search Console; Search Analytics and Fetch as Google support.



  • Google To Implement Googlebomb Fix To Prevent Racist Listings In Google Maps

    Crowdsourcing the entire web goes bad with Google Maps, causing many locations to be relevant for slurs and derogatory words. Google promises a fix is on the way.



Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:


Search News From Around The Web:


Industry


Local & Maps


Link Building


Searching


SEO


Search Marketing


SearchCap: Google Maps Apology, Matt Cutts Replaced & App Indexing Data

How to Participate in SMX AdvancedDidn't register yet for SMX Advanced but still want to participate in this once-a-year gathering of search marketing experts? Register for an in-depth workshop on June 4 and immerse yourself SEO, international search, AdWords, local search or Social PPC. Or secure a Networking Pass and get access the Expo Hall, attend Plus Sessions and Learn with Google, and connect with your peers at the networking parties. Register now!




About The Author



SearchCap: Google Maps Apology, Matt Cutts Replaced & App Indexing Data




(Some images used under license from Shutterstock.com.)


Get the best search news, tips and resources, delivered each day.



Author: web_coder |
22 2015 |
Views: 13 |
Comments (0)

Today, at the 24th International World Wide Web Conference (WWW) in Florence, Italy, our company founders, Sergey Brin and Larry Page, received the inaugural Seoul Test-of-Time Award for their 1998 paper The Anatomy of a Large-Scale Hypertextual Web Search Engine, which introduced Google to the world at the 7th WWW conference in Brisbane, Australia. I had the pleasure and honor to accept the award on behalf of Larry and Sergey from Professor Chin-Wan Chung, who led the committee that created the award.


Except for the fact that I was myself in Brisbane, it is hard to believe that Google began just as a two-student research project at Stanford University 17 years ago with the goal to produce much more satisfying search results than existing systems. Their paper presented two breakthrough concepts: first, using a distributed system built on inexpensive commodity hardware to deal with the size of the index, and second, using the hyperlink structure of the Web as a powerful new relevance signal. By now these ideas are common wisdom, but their paper continues to be very influential: it has over 13,000 citations so far and more are added every day.

Since those beginnings Google has continued to grow, with tools that enable small business owners to reach customers, help long lost friends to reunite, and empower users to discover answers. We keep pursuing new ideas and products, generating discoveries that both affect the world and advance the state-of-the-art in Computer Science and related disciplines. From products like Gmail, Google Maps and Google Earth Engine to advances in Machine Intelligence, Computer Vision, and Natural Language Understanding, it is our continuing goal to create useful tools and services that benefit our users.

Larry and Sergey sent a video message to the conference expressing their thanks and their encouragement for future research, in which Sergey said There is still a ton of work left to do in Search, and on the Web as a whole and I couldnt think of a more exciting time to be working in this space. I certainly share this view, and was very gratified by the number of young computer scientists from all over the world that came by the Google booth at the conference to share their thoughts about the future of search, and to explore the possibility of joining our efforts.


Author: web_coder |
22 2015 |
Views: 12 |
Comments (0)

Its no secret that marketers are relying on social media as a significant part of their marketing strategy.


In fact, according to Social Media Examiner, an astounding 92% of marketers have indicated that social media is important for their business in 2014.


That was up from 86% of marketers during the same study conducted in 2013.


So how are big brands making the most of social media?


Were going to answer that question by exploring a number of case studies showing how brands identify buyer personas, create unique social media campaigns, and handle customer service issues.


social-media-488886_1280

Image Source: Pixabay



How to Identify Your Buyer Persona


According to the Buyer Persona Manifesto, a buyer persona is an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell. In other words, they are your ideal customer.


Why do we need to understand these personas? There are several reasons why clearly defined online buyer personas are important for brands:


  • They provide a greater understanding of who they are and what their wants or needs are.

  • They can help improve your content and ad messages so theyre even more powerful.

  • Allow you to obtain better insights into your customers actions, which then can be used to fine tune campaigns.

Tools For Identifying Personas


  • MakeMyPersona.com: This tool is powered by HubSpot, which easily generates a document of your buyer persona after completing the step-by-by guide wizard.

  • UpCloseandPersona.com: B2B marketing strategist Ardath Albee developed this free buyer persona tool, which also includes resources and helpful tips.

  • UsersBox.com: Usersbox claims to be the first persona profiling service aimed to assist you in getting to know your target audience. With this knowledge, you can focus on the parts of your product or service that your audience would enjoy the most.

  • Seeker.com/target/personas: This tool can help you discover everything from demographics to consumer interests to which devices they frequently use so you can effectively target your particular audience.

  • Google Analytics: Using user behavior metrics like geography, device, and if enabled, Googles own demographic data, you can build personas of your existing audience.

Case Study: Four Seasons


After noticing that third-party sites like Priceline and Kayak were capitalizing on discounted room rates, which included some of the 92 global hotels and resorts that the Four Seasons operates, the company decided to create their own mobile app.


In order to compete with third-party apps, the Four Seasons wanted an app that would engage new and existing customers by letting them view and book various vacation destinations. So, they created buyer personas that reflect who their various customers may be.


One example would be Mark, a 40 year-old senior consultant in Manhattan, who is looking to book a family trip with his wife and five-year-old son. Mark would pull up the Four Seasons app and search for family friendly vacations. He might book a trip to Maui after noticing that the hotel advertises an itinerary tailored to children.


Another scenario would be Sarah, a 32 year-old project manager for a Bay Area technology company. She downloads the Four Seasons app after one of her friends shows her all of the amazing pictures from a recent trip to Paris. Before going to bed, Sarah decides to plan her next vacation and shares her favorite hotel pages with her boyfriend with the share feature.


The team behind the Four Seasons app started by creating photo prototypes of buyer personas with the idea of creating a mobile concierge. The sketches were imported to an app called PopApp so a working prototype could be created for testing. With an emphasis on usability and core functions, the browser was created so that visitors could easily browse and book vacations on any device. The team went one step further and created a visual mockup.


Case Study: Taco Bell


taco-bellTaco Bell has earned a reputation of being a socially-savvy brand able to effectively target the millennial audience. One way in which Taco Bell optimizes this is by utilizing Snapchat, an app widely preferred by younger individuals.


When introducing their Doritos Locostaco in 2013, Taco Bell went on Twitter and announced theyd be debuting the product the following day on Snapchat, andasked users to connect with them there.


This campaign did a very good job at creating visual content that targets Taco Bells specific audience the picture of the girl at the table with her phone and a taco.


You may be asking yourself does every business need to go through the persona building process? While it is often viewed as a supplemental exercise to your overall marketing and branding efforts, with all the easy-to-use tools online anyone could and should consider exploring their customer persona.


Social Media Case Studies


While much of this is focused on larger brands, these techniques can really be applied to businesses of any size. Lets explore via the following case studies how businesses can utilize social media to merge the online-offline experience.


Case Study: USAA Interactive Installation


During the 115th Army-Navy Game at Baltimores M&T Bank Stadium, MVP Interactive created an on-site interactive experience dubbed the USAA Interactive Installation.


Located outside of the stadium, the experience consisted of a green-screen photo station where attendees could get their picture taken in front of a football themed background. Attendees could then share their photos at social media sharing stations or see their pictures on a large LED streaming wall.


army-navy game


The results?


  • More than 1,500 photos were taken

  • 2,000 emails were sent

  • 7,000 viewed the promotions

  • 67,418 social impressions were generated

  • Engagement times with campaign elements ranged from 45 to 110 seconds

Case Study: AT&T Be The Fan


bethefanStarring Modern Familys Eric Stonestreet as Coach Stonestreet, this campaign offered weekly challenges to college football fans.



Author: web_coder |
22 2015 |
Views: 10 |
Comments (0)


In this weeks Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more.


Google Breaker Lab:


google-breaker-labSource: Google+


Google Now Mug:


google-now-mugSource: Google+


Android Google Panda:


Android Google PandaSource: Google+


Carnival At Google:


google-carnivalSource: Google+


Google London Lounge:


Google London loungeSource: Google+


Search In Pics: Google Carnival, Google Now Mug & The Breaker Lab

How to Participate in SMX AdvancedDidn't register yet for SMX Advanced but still want to participate in this once-a-year gathering of search marketing experts? Register for an in-depth workshop on June 4 and immerse yourself SEO, international search, AdWords, local search or Social PPC. Or secure a Networking Pass and get access the Expo Hall, attend Plus Sessions and Learn with Google, and connect with your peers at the networking parties. Register now!




About The Author



Search In Pics: Google Carnival, Google Now Mug & The Breaker Lab




(Some images used under license from Shutterstock.com.)


Discover what's up in the business of marketing each Friday.



Author: web_coder |
22 2015 |
Views: 9 |
Comments (0)

map-local-search-ss-1920


Local search engine optimization (SEO)is crucial forbrick-and-mortar or service businesses seeking to capture local customerswho might be searching for you online.


By optimizing your website, as well as your business listings on external sites (like Google My Business or Yelp), you can gain visibility in search engine results when someone is looking for theproduct(s) or service(s) you provide. Without local SEO, yourcompetition will score the business, while yourenowhere to be found.


Consider the significant role local SEO plays in todays day and age:


  • 92% of consumers have used the internet to search for a local business in the last year, according to BrightLocal.

  • Distribution of yellow pages has declinedover the years, ending their door-to-door delivery in some regions.

The reliance on search for local businesses is likely to increase,especially as phones get smarter, making it easy to access on-demand content at ones fingertips and on-the-go.


There are many factors that go into local SEO success. A majority of them are discussed in the easy to digest Local SEO checklist, but Ill summarize some of the key points to help make you a serious local contender.


Your Google My Business Page


While Google+ may be rumored to be dead, the truth of the matter is that this is not true. Your Google My Business profile, and especially its associated reviews, surfaceregularly when people perform local searches.


The best way to improve and enhance your local SEO with GoogleMy Businessis to update itwith information about your offering and claim a custom URL. Your Story will become the meta description in the search results. Put in whatever you believe accurately represents your business.


hootsuite-google-plus


It is also helpful to verify your contact information, such as your business email and the website, as thisestablishes authority. Your business name should be what people know you as and would search for you by, and it is imperative for the benefit of local SEO to use your full and accurate business address and phone number. This ensures that you have the correct listing on Google Maps.


google-maps-dentist-office


Another benefit of having a Google My Business page becomes apparent inthe screenshot above. Reviews are a great way to boost visibility for your business, and reviews encourage patronage. I can tell you myself that when shopping around for doctors in the past few years, I have considered reviews to be the most important deciding factor in my choice of providers. Encouraging positive reviews is acriticalpart of the Google+ strategy.


It is also important to provide categories so that you come up properly on search results, and dont neglect to listyourhours of operation.


Finally, remember to includea phototo make your Google My Business page look like a serious online presence.


Establish Your NAP Across The Web


Your what? Your NAP refers to your business name, address, and phone number. Getting your NAP information included on external websites, such as business directories and websites related to your locale, is an important part of the local SEO process. Each mention of your businessacross the webis referred to as a citation, and you want as many relevant citations as possible.


How do you do this most efficiently? At the end of the day, its about consistency. You should ensure your name, address, and phone number are accurate everywhere you turn, from Angies List to CitySearch to InfoUSA to the Yellow Pages and wherever else you would expect to be found.


Dont keyword stuff your business name. It should be what people recognize you as.


Schema Markup


For those unfamiliar, schema is a type of markup you include in your websites coding that gives search engines extra information about your page content. For local businesses, it can be used as a way to ensure that a businesss location and contact information is represented appropriately in search engines.


Schema.org has created a local business section, which liststhe various types of information you can add this markup to on your website. An easy way to generate a business schema is to go to the MicroData Generator, confirm your business type and contact information, and let the code be generated for you. This code will be displayed as div tags for your website and will not be visible. Just have your developer addit into the website code.


To check that your schema is performing up to snuff, you can use this Schema Scanner.


Nurturing Reviews


Word of mouth marketing will make and break your business. Whether you have a presence on Facebook, Yelp, Foursquare, Yahoo, or Google+, you are bound to run into reviews sometime soon and hopefully, theyre positive ones.


One of the best things you cando for your business is to be proactive about customer service for both negative and positive reviews. The reason for this is the positive impression your customer service will create. Thankingcustomersfor their patronage or apologizing publicly for a bad experiencearegreat ways to show that you care about your customers andwant them to be satisfied.


Responsive Website


Having amobile-friendlywebsite is imperative. Nearly 80% of local searches on mobile devices lead to offline purchases. If your website is ill prepared to handle mobiletraffic, thats something you need to fix yesterday.


You can use a site like MobileTest.me to see how your website renders on many popular smartphones. If it doesnt look so great, its important to invest in responsive design. Your website is likely in need of a design overhaul anyway.


Local Citations


As mentioned earlier,local citations, which hopefully includes your NAP, are crucial for local SEO. Citations are a critical factor in local search engine rankings. To boost your footprint, get listed where you can. Heres a list of 50 local citation websites that you can focus on today.This list is far fromexhaustive, but it will giveyou a foundation for what to consider when building out a local SEO presence.


The good news is thatmost of this is really easy to do! Of course, if you are looking for a solution that makes things easier and keeps your work to a minimum with very specific directives, there are tools such as Synup which is local SEO focused, or UpCity which is general SEO focused.


By now, you should know that local SEO is a great asset to any local business. If youre not doing anything about your search engine visibility, why not?


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.


6 Keys To Getting Local SEO Started On The Right Foot

How to Participate in SMX AdvancedDidn't register yet for SMX Advanced but still want to participate in this once-a-year gathering of search marketing experts? Register for an in-depth workshop on June 4 and immerse yourself SEO, international search, AdWords, local search or Social PPC. Or secure a Networking Pass and get access the Expo Hall, attend Plus Sessions and Learn with Google, and connect with your peers at the networking parties. Register now!




About The Author



6 Keys To Getting Local SEO Started On The Right Foot




Tamar Weinberg is a professional hustler and author of The New Community Rules: Marketing on The Social Web.



(Some images used under license from Shutterstock.com.)

Author: web_coder |
22 2015 |
Views: 10 |
Comments (0)


search-computer-analytics-data-ss-1920


Although it is amongthe first tasks completedin the search marketing journey, keyword analysis is arguably its most crucial element. The keywords the marketer chooses will go a long way to defining the success of the program, from visits to engagement to revenue.


Traditional keyword research using data sources such as our own website analytics, keyword tools such as Google Keyword Planner, and external tools such as Ubersuggest isan important part of a thorough keyword research process.


In reality, however, thisonly provides an adjacent look at how others might be searching based on our starting term (or in the case of analytics, how searchers are arriving at our website throughterms for which we already rank). This is valuable in its own right, but it is ultimately limited in helping us gain a true picture of how searchers might be looking for our product or service.


Looking From ADifferent Angle


Anapproach that will give us a very different view of how peopleactually search is to query a group of users with the same set of scenarios and ask them how they would search in each scenario. This is the approach Blue Nile Research recently took in a research study,Psychology of the Searcher: Patterns in How Searchers Formulate Queries. (Full disclosure: I am Blue Niles CEO and founder.)


The study asked searchers to imagine three different scenarios and queried them as to how they would search in each scenario:


  • Technology Problem: Coffee maker does not turn on

  • Health Problem: Swollen ankle

  • E-commerce: In the market for a new laptop

Rather than depending on a tool to tell us searches adjacent to our starting term(an approach that is limited both by the technology and our own assumptions about how people search), this approach goes right to the source and asks a set of respondents about how they would search in each scenario. This approach left us with a rich set of data for analysis, allowing us to extract patterns about how users searching habits differ.


Half Search In Fragments, Half In Full Queries


Ironically, the most interesting insight from the study is from a simple 50-50 pie chart. The chart shows exactly half of all respondents search in fragments (2-3 words), while half search usingfull queries (4+words).



This split, and the follow-up analysis of the individual responses across all searcher scenarios, reveals two distinct approaches searchers take in resolving an information gap:


Throw It Against The Wall And See What Sticks (Fragment Query)


This searcher is focused on speed of search and inputs the minimum amount of information into the search box. They are willing to peruse the search results, click into multiple links to discover the information they are looking for, and follow up with a more specific search if necessary.


Be Specific Out Of The Gate (Full Query)


This searcher is focused on depth of search and takes an extra moment to best phrase their query, with the hopes they will find what they are looking for in one click, towards the top of the search results.


Our Audiences Are Comprised Of Distinct Individuals


When we look at this from a slightly different angle and break the responses down into number of words, we see no single query length representsas much as a third of respondents. This finding strongly suggests that users very much search in distinct, individual ways.This suggests an imperative formarketers tounderstand the distinct nuances of their own audiences.


number-of-words-png


Conclusion: Step Back And Ask If You Really Know Your Audience


Keyword research with traditional methods such as keyword tools and analysis of web analytics, while valuable, offer marketers a limited view of searcher behavior. New research offers insight into how searcher behavior differs, showing half of all userssearch in fragments while half search in fully formed queries.


This analysis, along with data that shows no one query length had as much as a third of all searches, prompts marketers to ask themselves if they have a deep enough understanding of their audience to effectively address them.


This may mean starting a new campaign not with the Google Planner Tool or with complex segmentation in your web analytics, but with a market research approach that will give you an unfettered view into your audience. Because ultimately, the arrow will go exactly where it is aimed.


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.


Research Reveals The Distinct Ways Users Search

How to Participate in SMX AdvancedDidn't register yet for SMX Advanced but still want to participate in this once-a-year gathering of search marketing experts? Register for an in-depth workshop on June 4 and immerse yourself SEO, international search, AdWords, local search or Social PPC. Or secure a Networking Pass and get access the Expo Hall, attend Plus Sessions and Learn with Google, and connect with your peers at the networking parties. Register now!




About The Author



Research Reveals The Distinct Ways Users Search




Nathan Safran is the CEO and founder of Blue Nile Research, a market research/thought leadership firm. Nathan helps firms of all sizes create industry leading research studies and thought leadership.



(Some images used under license from Shutterstock.com.)


Everything you need to know about SEO, delivered every Thursday.



Author: web_coder |
22 2015 |
Views: 10 |
Comments (0)


matt-cutts-1920



Matt Cutts remains on leave, but Search Engine Land can report that Google does have someone new in his position of head of web spam fighting. This person is unlikely, however, to become the all-around spokesperson on publisher and webmaster issues that Cutts had been.


Cutts headed Googles web spam team that fights spam in its search listings for 10 years, until taking leave last July. He extended that leave last Octoberand still remains on it. That doesnt mean, however, that no one is minding the spam fighting team.


Google declined to name the person who has taken over Cuttss role. The reason is simple.That person isnt also assuming the other role that Cutts had played, that ofbeing a general spokesperson about listing issues.


In his time at Google, Cutts was an incredibly popular figure with many SEOs and publishers who looked to him for advice on how to be better found within Google. He also became a lightning rod for others who were unhappy with Googles policies relating to listings.


It was never the case that the head of web spam should also be a general spokesperson on listing issues. That was just a natural synergy between Cutts being both knowledgeable about Googles listing processes in general and his personal interest in taking that role.


Going forward, Google says to continue to expect whats already been happening while Cutts has been away. Various individual Googlers will keepsplitting the role of providing advice and answers to SEOs and publishers in online forums, conferences and other places.


Google Has New Head Of Web Spam But Wont Be The New Matt Cutts

How to Participate in SMX AdvancedDidn't register yet for SMX Advanced but still want to participate in this once-a-year gathering of search marketing experts? Register for an in-depth workshop on June 4 and immerse yourself SEO, international search, AdWords, local search or Social PPC. Or secure a Networking Pass and get access the Expo Hall, attend Plus Sessions and Learn with Google, and connect with your peers at the networking parties. Register now!




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Google Has New Head Of Web Spam But Wont Be The New Matt Cutts




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Author: web_coder |
22 2015 |
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mobile-smartphone-apps-ss-1920-800x450


Google announced two new features within the Google Search Console, formerly known as Google Webmaster Tools, for webmasters who participate in App Indexing.


The new features include the ability to see how searchers are discovering the content within your native Android apps through Google search in the Search Analytics report. Plus the ability to see how Google sees your app content through an alpha version of Fetch as Google for Apps.


This comes as no surprise as Google was seeking beta testers for these new features not so long ago.


The prerequisite for this is that you (1) need to have an Android app, (2) open Search Console and enter your app name: android-app://com.example., (3) have an associated app to a site in the console and (4) of course submit the XML feed. Then you can benefit from these new features.


Search Analytics For Apps


The Search Analytics report will give you pretty detailed information on top queries, top app pages, and traffic by country for your app. It has all the normal filters that youd see for web site content but it applies to your app including filtering by specific query type or region, or sort by clicks, impressions, CTR, and positions.


Search Analytics for apps


Fetch As Google For Apps


Ever wonder how Google sees the content within your Android app? Google designed a beta version of the Fetch As Google for Apps to give App developers insights into this. It will show you by app URI how Google renders the URI. Here is a picture of how one app may look like:


fetch as google for apps


For more details on App Indexing, see Googles help docs.


Google Search Console Adds Apps Data To Search Analytics & Fetch As Google

How to Participate in SMX AdvancedDidn't register yet for SMX Advanced but still want to participate in this once-a-year gathering of search marketing experts? Register for an in-depth workshop on June 4 and immerse yourself SEO, international search, AdWords, local search or Social PPC. Or secure a Networking Pass and get access the Expo Hall, attend Plus Sessions and Learn with Google, and connect with your peers at the networking parties. Register now!




About The Author



Google Search Console Adds Apps Data To Search Analytics & Fetch As Google




(Some images used under license from Shutterstock.com.)


Everything you need to know about SEO, delivered every Thursday.



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