Weekly SEO news: 11 December 2012
Welcome to the latest issue of the Search Engine Facts newsletter.

If you do it right, search engine optimization is not difficult. Do the right things in the right order and your website will get the rankings it deserves. Unfortunately, many webmasters try to run before they can walk. This week's article will help you to get the basics right.

In the news: Google is testing a new AdWords design, there is a Google webspam team outside the US, Yandex dominates Google in Russia, 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. First things first: how to get a solid foundation for high rankings

If you do it right, search engine optimization is not difficult. Do the right things in the right order and your website will get the rankings it deserves. Unfortunately, many webmasters try to run before they can walk.

First things first

Social media can have a positive influence on your rankings. Backlinks are also very important. Both factors, however, won't help your website if your search engine optimization campaign lacks a solid foundation.

The following pyramid shows search engine optimization factors sorted by importance:

SEO pyramid

1. On-page optimization

Optimizing the content of your web pages is the most important step of each search engine optimization campaign. To show search engines that your website is relevant to a particular topic, optimize as many different pages of your website as possible for as many different keywords as possible.

Search engines must be able to parse your web pages without problems and your keywords should appear in the right places.

Use keywords that are related to your business in your website navigation and link your web pages with meaningful words to make sure that search engines can category your web pages properly.

The Top 10 Optimizer tool in IBP can help you to optimize the content of your web pages.

2. Usability and conversion optimization

High rankings on search engines won't help your website if your website visitors don't convert. Make sure that your web pages are easy to use. Your website visitors should be able to find what they're looking for.

Create user friendly web pages that have a professional and trustworthy design. Add a call to action on all important web pages.

The higher the percentage of website visitors who purchase something on your website, the fewer visitors you need for a successful website.

3. Backlinks

You can start to get backlinks to your website when you're sure that your website has optimized pages and a good conversion rate.

If Google finds several different websites with content that is relevant to a keyword, the web page with the best backlinks will be listed on Google's result page.

Try to get backlinks from related websites. It also helps to include keywords that are related to your business in the links to your site. Quality is much more important than quantity. A few good links from related websites are better than lots of low quality links.

The link building tool in IBP can help you to get good backlinks.

4. Social ranking elements

Social ranking elements such as the number of Facebook Likes, Google +1 clicks or Twitter mentions are the icing on the cake. These elements won't get your website on Google's first result page but they can make the difference between position 1 and 3.

Before you invest your time in social ranking elements, be sure that all other elements are in place.

IBP will help you to get all elements in place. Use the Top 10 Optimizer to get a detailed analysis of your web pages. You will get step-by-step instructions on how to get your website on Google's first result page.

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2. Search engine news and articles of the week

GoogleHow Google may identify navigational queries and resources

"A navigational query is one that seems to be looking for a specific page in response to that query, and a navigational resource is the specific page being looked for. [...]

If Google decides that a query is a navigational query, and a result for it is a navigational result, the patent tells us that the page identified as a navigational result might be re-ordered in search results so that it is 'always shown on a first page search results provided for the user session.'"


Bing improves Knowledge graph alternative 'Snapshot'

"When you search for a famous person, celebrity or place, we will present relevant facts about that person in the center part of the screen so you can quickly find what you’re looking for without having to click through to another site or page."



GoogleGoogle is testing a new AdWords design

"You'll notice a new clickable arrow icon, as well as slight optimizations to font size, spacing and text layout. These enhancements are among the largest that we have made to text ads, and our experiments indicate an uplift in clicks across publishers on the Google Display Network."



Will Google get a webspam team outside of the US?

Google's Matt Cutts answer this question in a video. Google already has a webspam team in Europe and specialists in many different countries all over the world. If there is a special type of linkspam in Poland, it is likely that Google's team will discover that.



Yandex dominating Google as ads boost outlook

"Yandex, which got 90 percent of revenue from text-based advertising in the last quarter, has averaged a 60.4 percent share of the Russian Web search market since September, compared with 26.5 percent for Google, the world’s largest search engine."

Search engine newslets
  • Google adds horizontal carousel for web based iPad searches about local places.
  • App Search company Quixey to power app search results on Ask.com.
  • Google to rein in free version of software.
  • Local OneBox display now upgraded to new universal OneBox display.
  • New Naver 'Libra' algorithm update changes Korean SEO playing field.
  • Google+ adds communities.
  • Google revenues sheltered in no-tax Bermuda soar to $10 billion.
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3. Recommended resources

seoprofiler

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