Weekly SEO news: 31 January 2012

Welcome to the latest issue of the Search Engine Facts newsletter.

If you want to succeed with an activity, you have to find the perfect balance of the factors that are involved in that activity. It's the same with search engine optimization. If you want to get high rankings on Google or Bing, you have to find the right balance between on-site factors and off-site factors.

In the news: the average searched keyword has more than 4 words, Google confirms Panda 3.2 update, FairSearch starts anti-Google campaign, Google's new privacy policy raises questions and more.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your website. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. The tao of SEO: how to find the perfect balance

If you want to succeed with an activity, you have to find the perfect balance of the factors that are involved in that activity. It's the same with search engine optimization. If you want to get high rankings on Google or Bing, you have to find the right balance between on-site factors and off-site factors.

What are on-site and offsite factors?

1. On-site optimization refers to the factors that you can control on your web site:

  • The text on your web page.
  • The number of web pages on your website.
  • The number of keywords and related keywords on your web pages.
  • The links on your web pages to other pages of your site.
  • The links on your web pages to other websites.
  • The structure of your website.
  • The robots.txt of your site.
  • The HTML code of your web pages.

2. Off-site optimization refers to the ranking factors that are usually out of your control. The most important off-site factor are the links to your web site:

  • The number of backlinks that point to your website.
  • The quality of the backlinks that point to your website.
  • How often your website is mentioned on social media sites.

Search engines determine the position of your website in the search results based on the on-site and the off-site factors of your website.

What is more important for your website?

Some webmasters invest most of their time in on-site optimization. Others swear that links from other websites are the only way to get high rankings on Google.

Depending on the keywords for which you optimize your website, you can achieve good results with both methods.

You will get the best possible results for your website, if you combine both factors:

 

You need both factors to get good results

If you optimize the on-site factors of your website then you make it as easy as possible for search engine spiders to parse your web pages.

The content of your web pages should contain the right elements and the right keywords in the right places so that search engines know what your website is about.

Links from other websites that contain your target keywords show search engines that other people also find your website relevant to a certain topic. If other people mention your website on social media sites then search engines know that real people like your website.

Analyze the on-site and the off-site factors of your web pages

If you want to get high rankings for a certain keyword, analyze the web page for which you want to get high rankings with IBP's Top 10 Optimizer.

The optimizer will tell you how to correct the on-site elements of your web page and how to change the links so that your website gets top 10 rankings on Google and other search engines for any chosen keyword. The optimizer also considers the social media mentions.

Finding the perfect balance between on-site and off-site optimization is easy with IBP's Top 10 Optimizer. If you follow the advice of IBP's Top 10 Optimizer, your website will get the rankings that it deserves.

 

2. Search engine news and articles of the week

Keyword length: Ask.com sees highest word count across engines

"Ask.com has the most verbose user base with 4.81 words per query on average, mimicking the same trend in our previous study: Google: 4.29 words, Bing 4.31 words, Yahoo 4.49 words, Ask 4.81 words, AOL 4.07 words."



GoogleGoogle Panda 3.2 update

In an online discussion, webmasters observed a change on Google's result pages:

"It looks like on the 19th of January Google 'accidentally' gave back the traffic they took on February 24th, 2011. An increase in traffic of about 80%."

Editor's note: In the meantime, Google has confirmed that they have done a data refresh of the Google Panda algorithm. You can check the content of your web pages with IBP's Top 10 Optimizer to make sure that it is compliant to Google's current algorithm.



FairSearch starts Google 'good to know" campaign

"Recently, Google launched an advertising campaign 'to empower users' to 'make more informed decisions about their internet use.' FairSearch.org would like to expand on that effort to help consumers understand just how much control Google has over what they see online."



GoogleLarry Page’s 'beautiful' new Google

"Google’s new tagline 'The Web Is What you Make of It,' and its commercials showing all the touch points of Google in your day telegraph a similar message. All you need are Google’s 'beautiful' integrated products to enjoy the Web. [...]

Google disrupted the portal-based search market precisely because the company sent you away from their site– something that was unthinkable as a business strategy at the time. [...]

Put another way, is Google moving from being a company that organizes the world’s information to one that organizes the information of 'your' world?"

Related: Larry Page to Googlers: if you don’t get SPYW, work somewhere else



Reuters: House lawmakers seek Google answers on privacy policy

"In a letter to Google Chief Executive Larry Page, the lawmakers said the company's announcement 'raises questions about whether consumers can opt-out of the new data sharing system either globally or on a product-by-product basis.'"

Related: 65% say they’ll cancel Google accounts over privacy changes



BBC: How Google 'removes' content from its search engine

"Google's legal director Daphne Keller has explained how the firm is able to stop people from discovering contentious material using its search engine. [...] She said Google had a legal team to look at potential cases of breaches of UK defamation law."



Search engine newslets

  • Google exec questions Reding's 'right to be forgotten' pledge.
  • Astounding 'facts' about Google's engineer Jeff Dean.
  • Google and Bing accused of directing users to illegal copies of music.
  • Forbes: Google's big problem they don't want you to know about.
  • Evil, greed, and antitrust aren’t Google’s real problems, relevancy is.
  • Search engine DuckDuckGo sets new traffic record.
  • Microsoft says that Bing has a market share of 20% in Germany.

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3. Success stories

Tell other readers of this newsletter your success story!

Let us know how IBP has helped you to improve your website and we might publish your success story with a link to your website in this newsletter. The more detailed your story is, the better. Click here to tell us your story.



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