Frederick Vallaeys of Search Engine Land recently wrote, “By late August, Product Listing campaigns for AdWords will be retired in favor of Shopping campaigns, so if you haven’t started migrating, don’t delay much longer. You can run both campaign types simultaneously, so start tweaking Shopping campaigns now so that they’ll be performing great by the time PLAs go away later this summer… Unlike with Search ads which are entirely managed in AdWords, a lot of the settings for Shopping ads are handled outside of the AdWords interface. They get their titles, images, descriptions and promotions from feeds in the Google Merchant Center. While you can use the AdWords interface to set bids, structure campaigns and set up product groups, you will need to work with your product feed if you want to have ads appear for different keywords. How to manipulate the feed depends on its size and how it is generated.” Read more
Posts Tagged ‘Semantic SEO’
Dave Lloyd of ClickZ recently wrote, “2014 has been heralded the year of content marketing. At the same time, we’re optimizing our search marketing practices for the semantic search environment. Together, there’s a need to merge the two different objectives into a unified strategy. From a search marketing perspective, it makes sense to integrate content marketing and semantic search optimization practices. The introduction of Hummingbird has taught us to deploy search optimization strategies that contextualize queries. Digital marketing with content, on the other hand, is deployed to drive traffic and engage prospects. You can see where the two might combine to form a natural single-track strategy, right? Read more
Jomer Gregorio of Business2Community recently shared an infographic with eight great facts and statistics about semantic SEO. He writes, “The search engine as we know it is radically changing. From a technical point of view, it is evolving from merely a ‘search’ engine into what can rather be called an ‘answer’ engine. This change is already happening right before our eyes and is slowly but surely being integrated into algorithms – practically changing how search will be done in the future. As a business owner or digital marketer, one must have a clear understanding of what constitutes semantic search and how it will affect the way SEO will operate in the near future. First and foremost would be an understanding of the definitions beginning with the basic workings of a traditional search engine.” Read more
Katie McQuater of The Drum recently wrote, “As part of The Drum’s most recent Search supplement, a cross-section of experts from the search marketing industry give their predictions for the space in the year ahead.” McQuater starts with Caragh McKenna, Group Account Director of The Search Agency. McKenna states, “With the introduction of Hummingbird in September online marketers have been abuzz with conjecture on how it will affect site rankings and what it will mean as semantic search evolves to saturate organic search results. Read more
Barbara Starr of Search Engine Land reports, “Search is changing. It is now more personal, more engaging, more interactive and more predictive. SERPs no longer display just 10 blue links — they have become more useful and more visually appealing across all device types. Semantic search is at the forefront of these changes, as evidenced most recently by the launch of Google’s new Hummingbird algorithm. Beginning with user intent and interpretation of the query itself, semantic technology is used to refine the query, extract entities as answers, personalize search results, predict search queries and more — providing a more interactive, conversational or dialogue-based search result.” Read more
Paul Bruemmer of Search Engine Land recently wrote, “Imagine the future of SEO — a future in which you forget about using keywords or their synonyms multiple times on a page. In the future, this will be obsolete. Search engines of the future will provide users with answers to their queries by internally verifying validated data that link to trusted documents. To optimize websites for search in the future, SEOs will need to create relevant, machine-recognizable ‘entities’ on webpages that answer well-refined, focused or narrowed queries. To create these entities, SEOs will use semantic Web technology and structured data. This allows search engines to better understand the page content and thus display valid search results/answers for each query.” Read more
Marketers, SEO experts and businesses not yet on-board with retooling their approaches to the new world of semantic technology and semantic search need to seriously rethink their positions.
Why? Check out the Q&A below with writer, speaker and analyst David Amerland, author of the new book Google™ Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence. Amerland also will be participating in this session, The Semantic Web Has Killed SEO; Long Live SEO, at the Semantic Technology & Business conference in New York City in October.
Semantic Web Blog: What was your motivation for writing Google Semantic Search?
Amerland: After working as a chemical engineer who wrote pieces for newspapers, and in cultural and business journalism, I became a communications director for a U.K. blue chip company, and part of my role was overseeing the changes of taking a massive company from the 19th century, where it was stuck, to the 21st century. Part of that was to create a web presence. And in different capacities I’ve guided other web companies. So I have seen the things I talk about around marketing in action.
I want to demystify SEO. I hate things to be cloaked in mystique. When there’s a mystique around things you do away with everything from comparison metrics to the opportunity to have best practices. That’s really bad for business. So that’s my motivation. Just as I used to demystify science in my early days as a journalist. I’m trying to open up SEO as it is today as much as possible.
Puneet Mehta of Street Fight Magazine recently wrote, “To meet the promise he made to shareholders, AOL’s chief executive Tim Armstrong is in the process of cutting staff and other costs at Patch in the hopes that his network of hyperlocal sites will be profitable by the end of 2013. His moves may get Patch into the black, but the company must also make substantial strategic changes if it hopes to build a sustainable business. But just making short-term cuts to hit profitability might not be the optimum choice. Patch also has to plant seedlings for mid- and long-term benefits that the company can reap 6-12 months from now. Here are six approaches that Patch can take to patch itself up.” Read more
David Amerland of NetApp recently wrote for Forbes, “Search, as we know it, is dead. In the new Web, engaging content results in more online visitors, who are more easily converted into customers.Sounds great, but how do you play the new “semantic search” game?
Search and marketing were made for each other. The ability to type a search query into Google and have the exact information you were looking for delivered in microseconds is nothing less than magical. Read more
In a recent article for 4Hoteliers, Vikram Singh has offered some advice to the hotel industry about how to improve SEO, hinting at the use of Semantic Technology. Curiously, Singh never mentions schema.org or structured data markup. Here’s what he does say: “Hotel search engine optimization (SEO) is one of the most debated online marketing techniques in our industry; that’s because its efficacy is hard to prove, and techniques have to constantly change to outmaneuver Google’s updates. Google maintains strict control and secrecy about how they manage and update their search engine results pages. Of course, there are guidelines posted on their Webmaster Central product, and a few utterances here and there. This leaves the floor open for some serious speculation… Cue in the SEO ‘experts.’ I am not an SEO expert, nor have I played one on TV. But I am definitely a trained SEO observer who has been in the industry for a decade, and a huge fan of web analytics and data-driven decision making.” Read more
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