Link building vs. content strategy: why link building alone is not enough anymore

Here at Leapfrogg, we’ve always followed the mantra ‘users first, search engine second,’ when it comes to natural search. In other words, whatever we do to improve the visibility of your website should also benefit the user. You can read more about our customer-driven approach in one of Ben’s guest posts for Econsultancy, found here.

It used to be the case for many others that by simply building lots of links to your site – no matter where those links came from – you’d be able to “game” the search engines into thinking that your website was worthy of a high position in the search engine results page (SERP). Targeting specific keywords with links to specific pages would see your Google rankings steadily climb for those terms. Unfortunately (and quite rightly) it’s not that easy anymore. Your website has to genuinely add value to your readers if you want it to be noticed.

Since Google released its first Panda update back in 2011 with the aim of filtering out low quality content from search results, increasing emphasis has been placed on building a content-rich, well-structured website as a starting point for any natural search strategy. Following the latest Hummingbird update, which very much places users’ needs at the centre of search, Google is going to notice faster than ever before if your site doesn’t cut it when it comes to content.

Links are still important, there’s no denying that. Links count as editorial votes of confidence, but whereas this used to work in a silo Google is getting better at catching you out if you’re building links to a less-than-brilliant site. We’ve put together the accompanying graphic to illustrate the key aspects of a holistic natural search strategy. It’s not about gaming Google, it’s about creating a site that’s worthy of its position in the SERPs and making sure that the right people know about it.

Link Building vs Content Strategy Diagram

Click to enlarge

Make your website awesome

Your website shouldn’t just be the place where people can buy your products; it should be an indispensable information resource for your customers. User-focused content that sits on your site such as how to guides, a comprehensive FAQ section, customer competitions, white papers, surveys, videos, news stories, images, infographics and an active company blog – provided it’s all properly structured – will significantly increase the size of your site and give you a wealth of content that people will naturally want to link to.

Share your content with the world

Now that you’ve built an amazing site, it’s time to shout about it. Ensure that you are regularly sharing links to your on-site content via your social media channels – Google will notice when links to your site are being shared on social platforms and these positive social signals generally correlate with the authority of your site and your natural search visibility.

Encourage the world to share your content

It’s not just about YOU sharing your content though; it’s about getting others to share it. Use your social media channels to reach out to influencers including industry publications, potential and existing brand advocates, bloggers, influencers and – most importantly – customers by initiating conversations and volunteering links to your content. Also, ensure that every page of content on your site has sharing buttons, making it possible for others to promote your content with one click.

Nurture your brand advocates

Social media is undoubtedly the most effective way of building your army of online brand advocates. If you deliver a great experience via your social channels as well as having an amazing product or service, you’ll find that you’ll reap the rewards in the form of online recommendations which goes towards maintaining that all-important social buzz and engagement around your brand.

Get the links you deserve

By having a well-structured website with fantastic content, you will likely find that sites will link to you naturally as a result of discovering you via social media or natural search. Most of the time, however, securing links needs a lot more work. Do something that’s newsworthy, come up with a killer content collaboration idea, host an event for fans or influencers or launch an exciting competition and actively reach out to the people you want to links from – whether that’s news sites, industry publications or bloggers.

Get on Google+

Unsurprisingly, Google really wants you to use its own social media platform. Having a Google+ page for your business will help to enhance your presence in natural search. Firstly, by tagging your site up with rel=publisher, your Google+ page and latest Google+ post will appear in search results for relevant queries. Secondly, tagging individual content pages on your site (e.g. guest blog posts from industry influencers) with rel=author promotes the transparency and integrity of the content, helping users scan and read content by people they want to read more from. It also helps pages stand out in the SERPs by having the author’s image next to the listing which can help improve CTRs to your site. Additionally, blog owners should contribute to others’ blogs as an author which adds more weight to your brand and improves individual identity.

In summary…

Securing links should still be an integral part of your natural search strategy. We’ve known for a while that buying hundreds of links from low-quality sites won’t work, but now the quality of YOUR site is of primary importance. Even if you’re regularly gaining links from blogs and other online publications, Google will be looking at a whole host of other factors including your on-site content, how your site is structured, how many times links to your content have been shared on Google+, Twitter, Facebook, Pinterest etc. and whether or not you’re making use of Google+ as a social brand hub.

By getting all of these elements right, you’ll drastically increase the chances of your content being seen by the right people: your potential customers. What’s more, as is always the end goal, this should ultimately have a positive impact on your bottom line.

Alice Reeves on Google+

The Weekly Shop (2nd – 6th December)

In The Weekly Shop this week…we look at the launch of the first railway station parcel collection point, a new nation of ‘smart shoppers’, how understanding the traits of online shoppers can drive conversions and 10 tips for planning your New Year sales customer journey.

Network Rail launches the first railway station parcel collection point that’s open to all retailers and carriers

Following on from the news last week that Asda are launching click and collect services at six London Underground car parks, Network Rail is following suit and will be trialling ecommerce parcel shops at unused space at mainline stations. The first collection point opened on Tuesday at Milton Keynes Central with more sites to follow at UK railway stations throughout 2014.

Smart shoppers combine high tech with high street to beat Christmas rush – saving a seven mile walk

New research from O2 has revealed that we are turning into a nation of ‘smart shoppers’, using technology to shop on our own terms this Christmas. The research has found that the average Brit visits 21 retail websites each week on their hunt for presents, notching up a staggering 425 minutes online – the equivalent of walking over 7 miles to browse the same range of products. The research also highlights the growing trend for consumers to blend offline and online services to meet their needs. More over on Internet Retailing.

Understanding the traits of online shoppers to drive conversions

Now onto another study which has identified that just over 1% of an ecommerce site’s users contribute 40% of its revenue. By analysing 950m page views from more than 123m website visits, the research found that whilst this 1.06% of total visitors generates four tenths of a site’s income, there are a further 20% of site visitors who will visit regularly, but never make a purchase. With this research in mind, this article from Econsultancy looks at the traits of these very different consumers and how can you use this information to convince them to shop more, not less.

10 tips for planning your New Year sales customer journey

Here’s a timely article from our Managing Director, Rosie Freshwater, on planning for your New Year sales customer journey. In her blog, Rosie provides us with her top 10 tips to using the busy sales period to increase retention, loyalty and revenue by placing the customer at the heart of the buying experience.

SEO Changed Forever In 2013. How To Adjust And Thrive In 2014

It’s clear that the changes we’ve seen in search throughout 2013 have been aimed at creating a better experience for the searcher. In this article from Search Engine Land, Jim Lui looks back at the key innovations search has seen in 2013 and how you can stay ahead of the game as a SEO Marketer in 2014 by putting the user first.

Three key steps towards a customer focused digital transformation

Last but not least, some food for thought from Econsultancy. This article looks at how brands must digitally transform to meet the evolving needs and expectations of their customers. With 2014 being a time to make new resolutions, Glen Hartman looks at the three main areas businesses should focus on to start their journey to achieving a successful customer-centric transformation to reap the resulting benefits long after we ring in the New Year. A recommended read.

That’s it for this week. Happy reading!

The Weekly Shop (18th – 22nd November)

In the weekly shop this week…the second in Ben’s series of articles on PPC Payment models, 11 ways to improve online customer retention, ASA’s fight against paid links and a case study on our work with iconic lingerie brand Agent Provocateur.

PPC agency payment models: performance based

Our first article is the second in a three part series from our commercial director Ben, who has been dissecting PPC Payment Models for Econsultancy. This week he has been scrutinising the ‘performance based’ payment model. If you want to catch up with his previous article on ‘percentage of spend’, then you can do so here.

11 ways to improve online customer retention

Next up is an article from Econsultancy, which outlines 11 ways in which ecommerce retailers can improve customer retention including personalisation, delivery options and community building amongst other useful tips.

Paying bloggers for positive reviews is it common and is it right?

In 2010, the ASA started working with Google to make sure websites disclosed if they were being paid to advertise something on their website. Now, the ASA has posted a reminder to bloggers that they must make it absolutely clear on their blog if the content is an advert or ‘sponsored post’ rather than a normal article. In light of this, the above article explores the slightly murky relationship between bloggers and advertisers. More information can also be found on the ASA website.

John Lewis makes hare-raising Twitter mistake as it promotes wrong accounts for bear and hare

Last week saw the launch of Bear and Hare – John Lewis’ £7m Christmas advert, yet since the campaign launched, the company itself has been promoting the wrong Twitter accounts for the characters. Whoops! The John Lewis Twitter account directs people towards @JohnLewis_Bear and @JohnLewis_Hare: but the accounts tweeting are actually @JohnLewisBear and @JohnLewisHare. Possibly a miscommunication between the PR team and the people handling social media after they presumably set up accounts to stop people from claiming the Twitter handles.

Case Study: Agent Provocateur

To finish us off this week, our insight and strategy work with the iconic lingerie brand Agent Provocateur has been featured on Figaro Digital.

See you next week!

 

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The Weekly Shop (28th Oct – 1st Nov)

Unbelievably, it’s Friday again (where did the week go and how is it November already?) which means it’s time for The Weekly Shop! This week, we take a look at a new coalition which aims to take 200 high streets online, an infographic about what shoppers want from retailers this festive season, some updates from Matt Cutts and an article from Ben for Econsultancy examining the percentage of spend PPC payment model.

New coalition aims to take 200 UK high streets online

In retail news this week, a new coalition launched with the aim of taking 200 UK high streets online. The coalition, which had its formal launch at Westminster yesterday, is launching an ecommerce network built on the foundations of the MyHigh.St project in order to give independent high street retailers across the UK an online shop window. Read more over on Internet Retailing.

Infographic: What Holiday Shoppers Want From Retailers In 2013

There’s no escaping that Christmas is now just around the corner, are you ready? Here’s a preview of what holiday shoppers are looking for from retailers following a survey of over 3,000 online shoppers in the U.S last month. Take a look at the stats and an infographic of the results over on Marketing Land.

Matt Cutts on SEO, PageRank, Spam & the Future of Google Search at Pubcon Las Vegas

Now on to developments in the world of search. Interesting, Matt Cutts was the keynote speaker at Pubcon in Las Vegas last week. Cutts talked extensively about the changes Google has been making recently and offered a few juicy insights into their future developments. More over on Search Engine Watch.

Don’t believe the hype: Google+ does not mean great SEO

Whilst speaking at Pubcon, Cutts also revealed that social signals like Likes, retweets and +1s will have no short-term impact on search performance and won’t help you rank better. Following on from this, this article from Econsultancy looks at the evidence that Google+ does not mean great SEO.

Successful Social Marketing is So Much More Than Social Media

While we’re on the topic of social media, this article from Clickz looks at how social media has evolved into much more than just a channel or tactic and how it should be an ever-present strategy in all aspects of your marketing.

PPC agency payment models: percentage of spend

And to finish us off, here’s an article from our commercial director Ben which is the first in his series of posts for Econsultancy which will dissect three of the most common PPC payment models. In his first post Ben looks at the most commonly used model in the industry – percentage of spend.

So, that’s it for this week. Happy reading!

Choosing a PPC agency payment model that’s right for you

Last year I wrote a post for Econsultancy which scrutinised a number of SEO agency payment models and I concluded that many of the pricing structures and commercial arrangements offered by agencies are now outdated in the context of today’s organic search landscape.

Following on from this, I wanted to look a bit deeper at the different PPC payment models agencies offer and analyse them in a similar way so buyers can make a more informed decision on the model that is right for their business.

Over of the next couple of weeks I am going to be dissecting three of the most common PPC payment models for Econsultancy which I hope will lead to some healthy debate amongst buyers and sellers alike, those models being:

  • Percentage of spend
  • Performance related
  • Flat fee

In the first part of the three part series, I have examined the most commonly used model in the industry: percentage of spend. Read more here.

The Weekly Shop (21st – 25th October 2013)

In the Weekly Shop this week we take a closer look at Google’s move towards a more semantic and user-centric approach to SEO. We also look at search data which has highlighted a fast change in the way we shop and some evidence that suggests that Google has started to enforce smartphone penalties. Plus, some more results from the study we featured last week which highlights what promotions shoppers are more likely to respond to.

6 Major Google Changes Reveal the Future of SEO

The last couple of Weekly Shops have been full of developments from Google and it can’t be denied that these changes are all part of their longer term strategy to move people away from tactical SEO behaviour and towards a more strategic approach. This article takes a few steps back and looks at the bigger picture of what impact these changes will have on SEO.

Searcher Personas: A Case for User-Centric SEO

Following on from the above, this article from Search Engine Watch explores how we can put the user-centric concept into practice across your SEO using searcher personas.

The New SEO — It’s About People, Intent, & Meaning

To finish up on the SEO side of things, here’s another nice article from Search Engine Land looking at the psychology of Google to make sense of the rapid shifts in the SEO landscape that we’ve seen recently.

Six Visual Solutions To Complex Digital Marketing/Analytics Challenges

Here are some nice visuals from content marketing evangelist Avinash Kaushik that our search team stumbled upon earlier in the week. The six venn diagrams in this article re-frame a unique facet of the digital opportunity/challenge, and shares how to optimally take advantage of the opportunity/challenge. There is some really good stuff in here laid out in a very digestible way.

Google’s Starting To Enforce Smartphone Penalties: The Evidence

As if we needed any more convincing about the importance of mobile within your digital strategy, we’ve now seen the first evidence that Google has started adjusting search rankings appearing on smartphones based on how well the site in question handled the mobile user experience. More over on Search Marketing Land.

Search data illustrates fast change in the way we shop

And now for some retail news. This article from Internet Retailing look at figures from a study by Google and the British Retail Consortium which has shown that the way UK shoppers look for the items they want to buy is developing fast. In particular the report has shown strong growth for searches on tablets and smartphones and in search volumes from overseas customers looking for British retailers.

Report: Online Shoppers More Likely To Respond To Free Shipping Offers Than Price Discounts

Here are some more findings from the report from Retention Science that we featured last week. According to the study online shoppers are twice as likely to respond to free shipping offers than price discounts. We can completely back this up and have had the same results with a number of our clients – definitely something to bear in mind when preparing promotions for the festive season.

That’s it for this week, happy reading!

The Weekly Shop (14th – 18th October)

In The Weekly Shop this week, four reports that have yielded some interesting stats about the retail sector, data you might have in your secret stash that can be used to improve segmentation and targeting and some interesting articles about ‘Not Provided’ data and the future of SEO in 2014 and beyond.

Getting to know the 1% who generate up to 40% of retail website turnover

Kicking us off this week is the first of four reports around the retail sector. New research from Qubit suggests that just over 1% of a retail website’s users could be responsible for as much as 40% of its revenues. They identified four main categories of website users which is useful for retailers when thinking about where to invest their marketing budget as often tiny segments could be driving a massive percentage of your revenue.

Report: Online Shoppers More Likely To Respond To Free Shipping Offers Than Price Discounts

Next up is a study from Retention Science which exposed that online shoppers are twice as likely to respond to free delivery offers than price discounts. Interestingly, the study also found that emails sent during the afternoons and on Tuesdays and Fridays had the highest conversion rate. Some useful stuff here!

Just 20% of companies have a well-developed customer experience strategy

New research from Econsultancy and CACI has found that based on a global survey of 900 companies 58% have an embryonic customer experience strategy and many organisations are struggling in the key areas needed for an integrated customer experience. We’ve always believed that the customer must be at the heart of your digital and wider retail strategy and have been doing some really interesting work in this area which we look forward to sharing shortly!

Smartphone owners now visit shops less often

This last study highlights how mobile is fast proving itself to be integral in any multichannel strategy. Smartphone owning shoppers are making less frequent visits to stores while at the same time becoming more likely to purchase via mobile and tablet.

Uncovering Your Secret Stash of Marketing Data to Improve Segmentation & Targeting

Here’s an interesting article from Clickz about the data you may have stored away that you could be using for improved segmentation and targeting. You may well be sitting on gold mine of data!

Google Keyword ‘(Not Provided)’: How to Move Forward

This is the first of a couple of interesting SEO articles we’ve stumbled upon this week which reflect on Google’s recent switch to secure search. This article from Clickz looks at how the changes have made performance reporting less accurate and how you can dive into a new approach to SEO reporting using the metrics still available in conjunction with some new KPIs. While these new metrics aren’t as accurate as keyword level data, they do provide a solid alternative to understanding SEO performance.

Not Provided’ World Just the Beginning of a Marketer’s Challenge

An article that looks beyond Google’s shift to ‘Not Provided’ data and how this may just be the first in a series of seismic shifts in search marketing as the ‘web cookie’ days also appear to be numbered.

Eating My (Key)Words: Changing The Way We Think About SEO

Jenny Halasz’s shares her thoughts on the future of SEO over on Search Engine land, which in her opinion is a future not based on keywords, but rather on how those “keywords” form a relationship to an entity, a concept, or a target. Another interesting read.

3 SEO Success Factors for 2014

To finish us off this week, an article that looks at three factors we need to consider for successful SEO as online marketers in 2014.

Happy reading!

The Weekly Shop (7th – 11th October 2013)

In the Weekly Shop this week we take further look at Google’s switch to encrypted search and some alternative methods to collect the missing (not provided) data. We also feature an article from Brand Republic which looks at the future of retail and follow up from the Digital Distress: What Keeps Marketers Up at Night? study we featured last week.

Keywords, and #Hashtags, and Hummingbird! Oh My!

The last couple of Weekly Shops have been full of Google news that has altered the way SEO professionals work, yet from a social media and content marketer point of view there is a thrill of opportunity for all digital marketing disciplines to work together as a cohesive team. This article on Search Engine Watch looks at what Google has changed and what those changes mean from a social marketers point of view.

Great, All of My Keywords Are Gone…Now What?

One of Google’s recent big changes was their move to encrypted search which resulted in the death of keyword data in Analytics. Many people have cited that this change will be the end of SEO yet it shouldn’t paralyse your SEO efforts if you are able to evolve and adapt your strategies as this article from Clickz explains.

Eight alternatives and workarounds for missing (not provided) data

In light of the above, Econsultancy has rounded up some useful workarounds and alternatives for measuring organic keyword data. Even though nothing can really substitute for the real data that has been lost, the alternatives they’ve provided are quite useful – although we’re not too sure about the last example!

A Simple Commitment To “Experience” May Just Ease Marketer Distress

Following on from the study we featured last week, which exposed marketers’ anxieties about their profession; Kendall Alan has expressed her opinion on why she thinks this might be over on Search Engine Land. She believes that thinking about customer experience is the key to easing marketer distress and it makes for an insightful read.

The future of retail: five things to look out for

To finish up, here’s an interesting article from Collective London that looks at how digital has changed the retail sector and what the future of retail is likely to look like. Many of the points in the article are aligned to how we think here at Leapfrogg and it’s well worth a read.

Happy reading!

The Weekly Shop (23rd – 27th September)

In The Weekly Shop this week there is a big focus on mobile and how it’s fast becoming the dominant device for consumers. We also look at the latest news from Google as they quietly make changes to encrypt all search activity – what does this mean for your SEO strategy? In more SEO news, we also look at how SEO and social can work together and reasons you should be looking to increase your SEO budget in 2014.

Ecommerce evolution at a tipping point, with mobile now behind all online growth: new analysis

Analysis from etail trade associations IMRG and Capgemini has shown that ecommerce appears to have reached a tipping point, as new figures suggest that mobile devices are now primarily responsible for driving online sales growth. The two partners, who produce the monthly IMRG-Capgemini e-Retail Sales Index, have for the first time stripped out all the mobile data from its overall online sales data and found that ecommerce growth, excluding transactions made via mobile, has been steadily declining for the last two years. In the second quarter of 2013 it flat lined altogether, and by that point, mobile devices accounted for 23% of all online retail sales.

From analysing our clients’ transactional data, we’d back up this study’s findings!

Shopping experience improves online at Christmas and deteriorates in-store, while the importance of mobile continues to rise

A new study from eDigitalResearch and IMRG has found that a majority of shoppers feel that the online shopping experience improves at Christmas, while the in-store experience deteriorates. I couldn’t agree more! A whopping 96% of the shoppers surveyed said that they plan to shop online this Christmas with 64% saying they plan to spend more on their mobile this Christmas than the last.
We’ll be writing more on preparing for Christmas on the Frogblogg shortly, so watch this space.

10 inspiring uses of mobile in retail

So with mobile presenting the greatest opportunity for retailers to drive growth, Econsultancy has rounded up ten great examples of mobile use in retail, which makes for some inspiring reading. I particularly like the idea from Meatjack which certainly must have annoyed their competitors!

eBay offers high street in-store collection through Argos trial

eBay has just announced that for a trail period, customers will be able to pick up purchases from selected merchants from branches of Argos. The move gives eBay merchants access to Argos’ wide-ranging store network and means Argos will potentially share the bricks and mortar advantage with online traders of all sizes. This news comes at a time when Click + Collect services are booming in popularity, with retailers seeing up to 60% of their online sales collected in store.

Top 3 Ways SEO and Social Can Work Together to Make Each Other Insanely Successful

There are huge profits to be made when you strategically align your SEO and social media strategies. A successfully executed venture can see both areas benefitting in areas such as outreach and promotion, content creation, brand management and goal tracking. Here at Leapfrogg, we’ve seen great success from structuring our teams in this way so all our disciplines work harmoniously together yielding better results for our clients. This article from Search Engine Watch highlights the top three ways to set up and benefit from this powerful combination.

Post-PRISM, Google Confirms Quietly Moving To Make All Searches Secure, Except For Ad Clicks

Google has recently made a change aimed at encrypting all search activity – except for clicks on adverts. In short, this means that in Google Analytics you will not be able to see the keywords that have driven organic traffic to your site. Google has stated that this has been done to provide ‘extra protection’ for searchers but there is speculation that this move may be to increase ad sales. The resonating behind this move is not clear, and this article from Search Engine Land looks at the implications of this change and the possible reasons behind it.

Google’s keyword data apocalypse: the experts’ view

More on this with a number of search marketing experts offering their view. Ben Potter, our Commercial Director, agrees with the view that this has been on the horizon for a while; ‘we’ve been seeing the amount of ‘not provided’ data steadily increase over the last year or two. I don’t think it has come as too much of a surprise that 100% of the keyword data would be wiped out in Analytics’. We’ve been working on various ways around this, which our clients are already benefiting from’.

5 Reasons You’ll Need to Increase Your SEO Budget in 2014

This article from Search Engine Journal outlines five reasons why it is in your best interests to increase your SEO budget next year. This includes outsourcing social media, SEO and having a strategic content marketing strategy.

How Search Engines Rank Web Pages

Last week, we shared an article on how search engines work, outlining the difference between crawling and indexing. To extend this further, this useful article from Search Engine Watch looks at the various ranking factors at play. It is a great good starting point to better understand the complex search landscape and therefore what is involved in executing a modern natural search strategy.

 

The Weekly Shop (16th – 20th Sept)

The Weekly Shop is back with our round up of the latest news, articles and advice from the digital marketing and online retail realms. This week, ‘showrooming’, a new generation of ‘visual shoppers’ and some SEO myth-busting, as well as a tool that allows you to search every tweet ever published!

Can web technology help save the high street?

Last week, Bill Grimsey presented his ‘Alternative Future for the High Street’ report to ministers and business leaders in parliament. This article from Econsultancy focuses on how web based technology can help revive the high street and how businesses need to adapt to changes in consumer behaviour. Our Commercial Director, Ben, also wrote about this subject for Econsultancy back in April when the High Street Forum launched.

One in 10 shoppers has bought from a retail website while standing in another retailer’s store: study
Talking of changes in consumer behaviour, one of the major challenges faced by high street retailers is ‘showrooming’. Mobile technology means that consumers are actively checking competitor prices and reading reviews whilst in store. This study reveals that one in 10 shoppers have actually gone on to buy a product via their mobile device…whilst in store.  An article we featured last week looks into the psychology of showrooming and what retailers can do to respond. We’d suggest this ISN’T the right course of action:

Image courtesy of BarrettFox, Reddit.com

Urban Outfitters uses fans’ social pics to sell clothes
Urban Outfitters is utilising user-generated content in a rather interesting way.  Using a social commerce platform called Fanreel, they are pulling in images of their fans wearing Urban Outfitters clobber from Facebook and Instagram. They plan to introduce these images on their product pages in the coming months. That’ll certainly save on models and studio photography!

In all seriousness though, it’s a great idea- who better to model Urban Outfitters clothing than their uber-cool customers (or ‘upscale homeless persons’ as their CEO, Richard Hayne, describes them!).

New generation of visual shoppers reveals that text based search is no longer enough
According to a study by WeSEE, shoppers aged 18 to 34 make up a new ‘visual generation’ for whom images regularly inspire purchases. 40% of under 35s say they have used their mobile device to take a picture of a specific item on the high street to buy once they get home and three-quarters of 18-34 year-olds saying they’d like more visual technologies incorporated into online and mobile shopping.

The study also found that three-quarters (74%) of UK consumers say that traditional text-based keyword queries and ads are inefficient in helping them find the right items online. This may explain why we are finding Google Product Listing Ads (image based) to be performing so strongly, especially in sectors such as fashion.

How Search Engines Work — Really!
The first of two SEO related articles aimed at busting a few myths! Have you ever wondered how a search engine like Google actually works or what the difference is between crawling and indexing?  Understanding how search engines work helps provide some context to the recommendations made by your web developers or SEO partner. This useful article from Search Engine Land explains all.

Three Awful Things That People Actually Think Are True about SEO
More SEO myth busting. Optimising anchor text and the length of time it takes to gain first page rankings are discussed in this article from Search Engine Journal.

Topsy Becomes Definitive Twitter Search Engine
Interested in searching all the tweets that have ever been published? Look no further than Topsy, which has 540 billion tweets in its index!  More over at Search Engine Land.

Until next week, happy reading.