Weekly SEO news: 13 November 2012
Welcome to the latest issue of the Search Engine Facts newsletter.

Are you frustrated by Google's recent updates? Do you think that it is too difficult to get high rankings on Google? There's a simple six-step plan that will bring your website to the top of Google's search result pages.

In the news: The most expensive keywords in Google, Google's UK market share drops slightly, what to do if your website is down, 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 100% bullet-proof way to promote your website on Google
Are you frustrated by Google's recent updates? Do you think that it is too difficult to get high rankings on Google? There's a simple six-step plan that will bring your website to the top of Google's search result pages.

6 easy steps

Step 1: don't try to outsmart Google

Face it: if your website was hit by Google's recent updates (Penguin or Panda), you used spam tactics to promote your website.

The allegedly smart tools that offer a 'fully automated way to get your website on Google' aren't that smart. It's not possible to click a button and - BOOM - your website is on Google's first page.

It is possible to exploit loopholes in Google's algorithm for some time. Websites that do this will get high rankings for some time but they will also suffer badly as soon as Google detects them.

Fact: spammy SEO tools that promise quick and easy solutions by exploiting weaknesses in Google's algorithm will cost you a lot of time, money and work in the long-run. Many businesses have experienced this.

Step 2: accept that normal business rules also apply on the Internet

Many people think that everything has to be free and easy on the Internet. It still costs money to attract customers and you still have to offer a good product and good service.

Fact: there are millions of businesses on the Internet and all of them compete for high rankings on Google. There is no fast-track that will bring your website to the top if you're not willing to invest time and effort.

Step 3: make sure that your website has a good infrastructure

Your website won't succeed if it has a poor design. If you want to get high rankings, you need a fast-loading website that is on a fast server. You must also make sure that your web pages are error free so that Google can index your pages without problems (IBP can help you with that).

Fact: if you're serious about your website, don't use the cheapest web host. Slow pages can influence the rankings of your web pages.

Step 4: realize that you are responsible

If your website has been penalized by Google because of the spammy backlinks, don't complain that your competitors that haven't been penalized also have these bad backlinks. They might have high quality backlinks that outweigh the bad backlinks by far.

Fact: SEO is about your own success, not about your competitors. Focus on things that you can control: your website, your SEO strategy, your customer service and your marketing.

Step 5: take control

Stop searching for gurus or secret tricks that promise to solve your problems. Take control of your success:
  • Find your unique selling proposition, identify your audience and make a plan.
  • Create a valuable website with great content. If your audience likes your website, they will share it with their friends.
  • Advertise your website: SEO, paid advertising, even traditional advertising
Fact: no one is as much interested in the success of your business as you. Don't trust the gurus. Accept help but don't stop thinking.

Step 6: set the right goals and act now

SEO is not about getting backlinks. It's also not about getting high rankings on Google. It's about getting sales. It's about improving your business.

Focus on the things that will have an impact on your business. Stop searching for the latest trick. Start working on your success now!

Fact: procrastination is the grave in which opportunity is buried.

You will save a lot of time and money by avoiding offers that seem to be too good to be true. It's very likely that you will pay a lot more if you opt for the 'quick and easy' and 'fully automated' solution that will lead to a penalty and lost revenue.

Our website promotion tool IBP will help you to get more customers and more sales through high rankings on Google. IBP offers step-by-step instructions that help you to get things done as efficiently as possible.

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2. Search engine news and articles of the week

GoogleThe most expensive Google AdWords keywords

A blogger has found the most expensive keywords on Google AdWords. The keyword 'mesothelioma settlement' costs $142.67 per click. The keyword 'sell annuity payment' costs $95.16 per click. The page lists keywords up to $10.48 per click.


Google dips below 90% market share of UK Search

"The latest search stats show that 89.33% of all UK Internet searches were conducted on Google Sites. This is the first time in the last five years that Google has ever dropped below a 90% market share of UK search.

As Google’s market share dropped it was a positive month for Microsoft, Yahoo!, Ask and the all Other search engines monitored by Experian Hitwise. Microsoft Sites, led by the bing engine increased market share by 0.72% up to 4.71% of all searches. This was a 2012 peak for Microsoft which was also ahead by 0.86% year-on-year."



John MuellerGoogle: use a 503 code when your website is down

Google's John Mueller explained this on his Google+ page:

"If something goes drastically wrong with your hoster, and you can't host your website anymore, please return a "503 Service unavailable" HTTP result code. Doing so helps search engines to understand what's up -- they're generally more than happy to give your site some time to catch up again.

Returning an error page with '200 OK' will result in us indexing the change of content like that (and if all of your pages return the same error page, then we may assume that these URLs are duplicates). Redirecting to a temporary page will result in that redirect being used for indexing. It's fine to show text to users on a 503 error page, or use fancy JavaScript, etc."



Bing Ads get several updates

"This update simply ensures that Location Exclusions are also included in the import, allowing you to specify specific locations you do not wish to target. [...]

This new feature will provide a preview of how your ads will look when displayed across the Yahoo! Bing Network on both the Mainline and on the Side bar. [...]

Aggregated quality scores are impression-weight averages of each individual keyword under the same ad group or campaign [...] this month’s release will mark the start of showing this information via the Bing Ads web user interface on both the ad group and campaign level."



Personalized Google results based on previous searches affects only 0.3% of queries

Google's Matt Cutts commented on this issue in an online discussion:

"I'm happy to give more context on this. Some people don't put all their information needs into a single query. For example, instead of searching for [iphone wikipedia] to find the iPhone page on Wikipedia, they'll do one search for [iphone] and then their next search will be [wikipedia].

Google tries to help with those sorts of search sessions. For 0.3% of queries, if we see a search for a query A and then another search for query B, and there appear to be good results related to both A and B, then we may surface those results."

Search engine newslets
  • Google makes more money from ads than print media combined.
  • Google has a very small market share in China.
  • After a 5-year beta period, Wikipedia finally moves into the video era.
  • Google experimenting with free mobile access to its web services in developing markets.
  • Introducing bid recommendations in Bing Ads.
  • Google changes US search result page.
  • Does Google use reachability scores in ranking resources?

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3. Recommended resources

seoprofiler

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