Internet Marketing                              Newsletter                                                                ...
The Core Principle of SEO: RelevanceThere is one core principle for SEO, or any search really, that tops any technical mum...
their networks, than today’s active internet users are likely to share it on social sites such asTwitter, Facbeook, Google...
Until Next MonthHopefully, after reading this newsletter you’ve got a clearer picture of exactly what is relevant inSEO. T...
Internet Marketing Newsletter April 2012
Internet Marketing Newsletter April 2012
Internet Marketing Newsletter April 2012
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Internet Marketing Newsletter April 2012

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In this newsletter, we’re addressing all the recent changes that have been going on in the SEO world.

The article on relevance explains what you can do to increase your rankings, simply by making your website more relevant to your users. We also share which factors indicate relevance in the eyes of the search engines.

The VERY long info graphic explains Google’s Panda update. It was first released over 12 months ago and it has made a big impact – now this info graphic is a simple way to understand the changes and how they have impacted the world wide web.

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Internet Marketing Newsletter April 2012

  1. 1. Internet Marketing Newsletter Edition 16 , April 2012Relevance, Google Changes and The Panda UpdateIn this newsletter, we’re addressing all the recent changes thathave been going on in the SEO world. Interesting Facts:The article on relevance explains what you can do to increaseyour rankings, simply by making your website more relevant toyour users. We also share which factors indicate relevance in In 2010, the Internetthe eyes of the search engines. contributed 3,6% or $50 billion to the Australian economy.The VERY long info graphic explains Google’s Panda update. It (Source: Deloitte Access Economics)was first released over 12 months ago and it has made a bigimpact – now this info graphic is a simple way to understand the There was a 29 % growth inchanges and how they have impacted the world wide web. online spending in 2011, with an estimated value of online As always, if you have any questions about our products or services, or any sales in Australia of $10.5 billion for the year. feedback for our newsletter, we would love to hear from you. (Source: NAB Online Retail Sales Index) All the best, At 37%, Australians have the Janna Jungclaus highest adaption of mobile phone use in the world, based And the Eminent Online Marketing Team on the percentage of people who own a mobile phone. Mob: 0423 369 070 The most popular mobile phone behaviours include: calling a business, visiting a business, looking a business up on maps. (Source: Our Mobile Planet (Google, ISOS, Mobile Marketing Association))
  2. 2. The Core Principle of SEO: RelevanceThere is one core principle for SEO, or any search really, that tops any technical mumbo jumbo.This principle is RELEVANCE.The aim for Google, and most other search engines, is to display the results that are mostrelevant to the key terms that users typed in. In fact, Google has recently made anannouncement that overly SEO’d websites would be dropped in the rankings, in favour of morerelevant websites.Now, how does a search engine determine whether a website is relevant for a searcher? Hereare some indicators. Content Search engine bots can ‘read’ the content of your website and they can determine whether or not it is relevant to the search term. For example it will look for the search term, or a similar term, to be mentioned in your content. However, it will also look at whether you mention these keywords too often – in that case it would be determined to be overly SEOd. Keywords are considered in “themes”, so using your main keyword together with related keywords mixes up the content. Time spent on site The search engines can monitor how long someone spends on your website – especially if you use tools such as Google Analytics and Google Webmaster Tools that feed the information straight back to the big Google engine. The longer someone spends on your site, and the more pages they look at, the more relevant your website is deemed for the user. Social Signs Social signs are becoming increasingly more important in search engine algorithms because they determine how relevant the content is to people. If the content is important to people and
  3. 3. their networks, than today’s active internet users are likely to share it on social sites such asTwitter, Facbeook, Google Plus and social bookmarking sites. Most social sites also have theability to give content the thumbs up or thumbs down site, which gives a direct indication ofwhether the content is useful for others or not.LinksLinks have always been at the core of SEO, determining whether a website is important to otherwebsites. Every link to your website indicates that someone else thinks it’s worth linking to. Whilelinks remain important and indicate some relevance of your website, other signs (especially socialsigns) are also being considered. Be careful: Too many links to your website, and especially linksthat have been bought or come from a source this is untrustworthy in the search engine’s eyesindicate an overly SEO’d site and may be dropped from search engine rankings.What You Can DoHere is a summary of our tips to increase your relevancy for users and also encourage higherrankings.§ Make sure you have fresh and relevant content on your website. Remember that relevance to your readers should be your most important priority.§ You should add Google +1 buttons to your website.§ Social profiles are more important than ever. Encourage your readers and website visitors to Like you, +1 you, Tweet you, etc.§ Mix up your content media. Use written content like blog posts mixed with videos and images. Issue online press releases if you have news coming out.The Google Panda UpdateIt’s been over a year since Google released it’s now infamous Panda update. The update, whichwas essentially an update to Google’s search algorithm or the way they deliver results, wasaimed at lowering the rank of "low-quality sites" and return higher-quality sites near the top of thesearch results. As a result there was an increase in the rankings of news and social networkingsites, and a drop in rankings for sites containing large amounts of advertising.As a result of the update Google gathered feedback and gave tips through its blog and its GoogleWebmaster Tools interface so that webmasters could ensure their websites would still rank well.Here is an info graphic summary of the Google Panda update and its effects on website, re-published with the permission of searchengineland.com
  4. 4. Until Next MonthHopefully, after reading this newsletter you’ve got a clearer picture of exactly what is relevant inSEO. The main lesson is to always prioritise your users. On that note, please send us anyfeedback questions or suggestions for next month’s newsletter!Kind regards,Janna & the Eminent Online Marketing Team

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