In our Weekly Shop this week – reasons to increase your SEO budget, why site optimisation is necessary throughout the site redesign process and the findings from two research studies, as well as some other useful bits and bobs!
Significant Google updates, such as Panda and Penguin, have meant many businesses are rightly moving away from low quality tactics and services, yet are reluctant to increase their SEO budget in line with the more complex and multi-disciplined approach required to succeed. This article from Search Engine Watch outlines four reasons why small business owners should consider spending more on SEO.
This article from Econsultancy highlights the important of testing a new website throughout the re-design process rather than as separate project post-launch. With huge resources poured into site re-design projects, testing can help to ensure the project is on the right track and the end result will deliver enhanced site performance and conversions.
This week ShopIgniter released findings of research that showed Facebook posts with photos received the highest click-throughs in organic and the most engagement on the paid side compared to other updates. This article from Search Engine Watch highlights the key findings from the study and offers best practices tips for Facebook posts and paid content. You can also download the full report here.
Google recently launched a brand new report that shows the total traffic by keyword from paid and organic search. This is the first report of its kind and it’s available in the dimensions tab once you’ve linked your Google Adwords and Webmaster Tools accounts. This article highlights two reasons why the report will be valuable to marketers – co-exposure monitoring and keyword identification.
Google’s Head of Web Spam recently tweeted about a new Google Doc which can be used to submit details of small websites that users think should rank higher in the engine’s SERPs for related terms. The form collects two pieces of information:
(1) The name and URL of the small site you think should rank well.
(2) Why do you think that small site should rank better?
This is great news for small businesses who have to compete with big brands for visibility, but the document does state that respondents should not “expect this survey to affect any site’s ranking” and they are just collecting feedback. This also throws up questions as to why Google needs this feedback rather than using own data to rank websites.
Columbia Business School and Aimia have recently produced a study on showrooming, which they define as when an individual actively chooses to buy something after carrying out actions on mobile. The report contains some useful statistics on showrooming and also some tips on what retailers can do to provide an excellent in-store experience that cannot be replicated online.
This week, Matt Cutts kicked off SES San Francisco and announced a change to the way Google Webmaster Tools serves backlinks to users. Now, instead of getting a huge list of backlinks in alphabetical order, they are giving a better representation of all the backlinks as they are sampled uniformly from the full spectrum of backlinks. Shortly after this announcement was made, Google published a blog post detailing their changes. This is great news for webmasters, especially when trying to clean up after a bad backlink warning or penalty. This was a problem for larger sites that had thousands of low-quality/spammy backlinks pointing to a site.