Near Miss or Near Perfect? New Match Behaviour Coming to Google

Google announced new matching behaviour just over a week ago, nicknamed ‘near exact and phrase’: exact keywords will match misspellings and ‘close variants’, and phrase keywords will cover searches containing misspellings or close variants of the phrase. It’s not live yet (and won’t be until mid-May) but the setting for the new behaviour is already available in all campaigns and is switched on by default.

So, should you opt in or out? Here are my thoughts:

Even if you turn the setting off, you can still be affected.

As campaigns are opted in by default, it seems likely that the majority of advertisers will be using this new match behaviour. So there may well be a sudden increase in competition on misspellings and close variants – clearly this will affect you if you already bid on them.

Could it homogenise performance? There’ll suddenly be a whole group of search terms under one bid, where previously there was only one term. If many competitors have [widget] on near exact match, they’ll be using the same bid for ‘widget’ and ‘widgets’ – if ‘widgets’ is more competitive and needs a higher bid, the competitors might increase the bid on [widget] and so make ‘widget’ more expensive too. Different variants will still perform differently – there isn’t a change in the searchers, so you wouldn’t expect a change in conversion rate – but CPCs of variants may converge.

Proper keyword research should uncover many variants. But it’s likely that some will be rare enough to have the dreaded ‘low search volume’ status: that means Google won’t let you directly advertise for them, but you could bid on them indirectly with near exact match. Also, it’s nigh impossible to find all possible variants – searchers are very inventive when it comes to misspellings.

Doing the keyword research to find variants takes time, and (as the cliché says) time is money. Ad impressions on irrelevant search terms are also money. The question is: which is less money? Google may let in some dud search terms, but it may cover relevant variants you wouldn’t have found otherwise.

You could use near exact as part of your keyword research: have an exploratory campaign with the new setting on and fill it with exact match keywords to find the behaviour of their variants. Then take the best performing ones into your regular campaigns (where exact is exact).

Will exact or phrase negative keywords’ behaviour change? Google’s announcement does not mention negative keywords, suggesting only positive ones are affected. There could be benefits to having a near exact match, such as when using ‘embedded match’, but keeping exact negative actually exact would seem to be better for most advertisers. Even if the new setting is on, you can still exclude individual variants when they don’t work.

What happens if you use Conversion Optimiser? Suddenly your exact match keywords will pick up brand new searches you don’t have any history for.

What about keyword metrics? The Quality Score and Estimated First Page Bid columns shown in your account are based on searches exactly matching the keyword (whatever the keyword’s match type is). In high competition areas merely changing a singular to a plural can impact performance and price, so if you have [widget] on near exact match but most of the searches are for ‘widgets’ the QS and EFPB may not reflect the keyword’s actual performance. QS and EFPB are both averages and thus should be treated with care: this is another thing to bear in mind when looking at them.

Ultimately whether you opt in or out depends on your account. It seems unlikely that near exact will help a campaign where variants are already covered and match-types are segregated; having multiple exact match keywords cover the same search terms will get in the way of precision management in the same way that having broad, phrase and exact match keywords in the same ad group will.

On the other hand, if you have campaigns which don’t need or can’t have that level of management the new setting may well be helpful. Consider testing the new setting – no one knows exactly how it will work out, so no one can say if it will help or hinder your account.

What do you think? Are you trying the new setting, opting out everywhere, or testing with some campaigns? Share your thoughts in the comments.

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Web Evolution and The Future Of SEO – Brighton SEO

Last Friday I had the joy of attending Brighton SEO and listening to Philip Sheldrake’s presentation on future visions for SEO. He presented some very interesting stuff on how the World Wide Web as we know it will evolve and how we will make sense of the ever increasing volume of data contained within the web. Our role in SEO is set to change, however SEOs that are adaptable, flexible and willing to work with different types of information and different departments within the organisation will survive.

More People, More Things, More Data

The world’s population is rapidly growing and is set to reach 8 billion people in the next decade. We produce and consume large quantities of resources. The amount of data we produce is extensive; from content and documents on the internet, to output signals from electronic devices to environmental sensory trackers that measure things like temperature, electricity consumption, traffic and flow of water. We can quite easily collect this data however applying intelligence to turn it into useful information by identifying patterns is becoming more and more difficult.

Big Data, Big Info & Maybe Big Knowledge?

Big data is the term coined to describe data sets that are so large it becomes difficult and awkward to extract valuable information from them within a reasonable time frame. We can quite easily collect this data however the larger the sample set the more difficult turning it into useful information becomes.. To take it one step further is to turn this information into knowledge and make the data work for us in ways that have been previously unattainable.

A New Era For The Web

The third decade of the web and we are beginning to witness a change in how the data contained within the internet is being rationalised and organised. Sheldrake used three different names for to describe this new era.
“Web 3.0”
“The Web of Data”
“The Semantic Web”
I wish to use the term The Semantic Web as semantics is the study of meaning and this era represents how we will make sense of the data contained within the internet. We are growing and evolving the web to convert the current web of unstructured documents into meaningful data that can be manipulated and filtered by machines. These machines will be able to join sets of complicated data, helping us become aware of what is going on and solve problems that previously were not able to achieve.

How will this work?

Resource Description Framework (RDF) provides a standardised language for defining web based ontologies which enable richer integration and interoperability of data. It’s a way of structuring web information using a variety syntax formats called triples.

{subject}                {predicate}                 {object}
Gillian Cook            works in                         SEO.

RDF extends the linking structure of the Web to use URIs to name the relationship between things as well as the two ends of the link. Using this simple model, it allows structured and semi-structured data to be mixed, exposed, and shared across different applications.
Using RDF we are able to categorise data correctly and by doing this we are able to link data in new ways. Linked Data is a term coined for the best practice of exposing, sharing and connecting pieces of data, information, and knowledge on the Semantic Web using URIs and RDF.
This isn’t something that is forecast for the future it’s something that is already happening now. Google are already encouraging the use of Microformats – simple conventions or entities with their own properties that can be used on web pages to describe a specific type of information – e.g. a review, a recipe, a business.

What Does This Mean For SEO

When we consider how SEO is perceived, at times it seems like SEO’s are doing everything in their power to elevate their websites to the golden prize of 1st position in the SERPs, even if it means breaking the rules of the Google game. Yet when conceived in this way, SEO is a limited practice as the internet will become more regulated and transparent hence diminishing this type of online behaviour.
However if we consider our role in SEO as working with search engines to deliver users the right content at the right time in the right format then our position is no longer in jeopardy. Content for content’s sake will need to change as organisations become defined by their flows of data and information. The role of SEO will be defined as “improving the presentation, discoverability, machinability and usefulness of data, information and knowledge for all stakeholders”. As Pierre Farr mentioned at the start of the conference, SEO is not dying it is simply evolving over time as we have seen it do in the past. What’s good to know is that that according to Sheldrake, SEOs have the relevant skills to take on the challenges of the future.

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20 SEO Tools You Might Not Have Heard Of, But Should Be Using

I should be presenting at BrightonSEO today on a 20/20 slot (20 slides, 20 seconds each) talking about 20 SEO tools.

Unfortunately I can’t be there. Sadly my dad, Jim Gibbons, passed away on Wednesday morning having battled cancer so bravely for the last year, but unfortunately his health deteriorated very quickly earlier this week. Obviously it puts things in perspective, as these things always do, but I know my dad would have loved me to do this. He was so proud of my career and paid such a great interest in everything I do, especially speaking at events like this – mainly because this isn’t something I’m naturally comfortable at doing and I’d rather not be center of attention (I’m just like him in so many ways), but I am ambitious and want to push myself and company forward by forcing myself into creating and taking these opportunities.

So while I can’t be there today, I still wanted to share the slides with everyone who’s going along to the event.

I love you dad, this one’s for you!

Kevin Gibbons is Founder/Director of Strategy at SEOptimise. Kevin is well known within the search industry as a blogger for sites such as Search Engine Land, Econsultancy and Search Engine Watch. Kevin is also a frequent SEO speaker at a number of conferences including Search Marketing Expo (SMX), Search Engine Strategies (SES), a4uexpo, SAScon and BrightonSEO.

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50 Tips & Takeaways from BlueGlass LA

Last week I got the chance to attend the latest BlueGlass conference in LA. I’ve got to admit, when heading out to the US I had high expectations for this event having heard a lot of buzz around previous conferences they’ve held and you might have seen my interview with Chris Winfield ahead of the event. But I’d have to say, they exceeded expectations way beyond what I ever expected!

This was quite easily the best search event I have ever attended (and there’s been quite a few now!), the sessions were packed full of great content – once you’ve been to a lot of conferences you find yourself skipping quite a few sessions, but this conference was the exception – and every session was full to the back of the room! But as is normally the way, the highlight was the networking – you really could just sell tickets for “an audience with Greg Boser” show! Getting the chance to meet everyone before the event at Mike’s SEO BBQ was a great way to kick-off the conference – and the intimate feel of the event by having a limited number of 125 attendees and all staying at the amazing Standard Hotel in Downtown LA with a free bar and rooftop party is always an appreciated nice touch!

Anyway getting into the content, I’ve organised my tweets and notes so that hopefully you can pickup a couple of useful tips even if you weren’t able to attend the event:

Google

A writer who has the biggest reach is who @GregBoser recommends hiring. This person can influence people in search result …Start removing title tags and see how Google rewrites them. Let Google give you hints on what they think is best. @GregboserGreat tip from @GregBoser 450 character descriptions give #SEO experts more control over SERP descriptions

Conversion Rate Optimisation

Use descriptive words on buttons – ‘create a gift’, not ‘buy now’ @hnshahDesign for conversions tips; CROToolkit, lightbox promotions, cross-promo ad banners, promote top posts @hnshahStick to basics on Twitter, share great, relevant & interesting content. @KISSmetrics grown to 88,000 followers @hnshahUse aweber & WordPress for drip email marketing on blogs @hnshahCRO tools; whichtestwon.com, usertesting.com, 99designs.com for landing pages, visualwebsiteoptimizer.com @hnshahGreat CRO landing page examples; RipFire, DollarShaveClub @jasonnazarCan also have social proof on purchase page…’verified by’, better business bureau, etc.@jasonnazarUse social proof CRO – client logos (e.g. visualwebsiteoptimizer.com), as seen on, customer testimonials @jasonnazarCall-to-action; size, colour & text biggest CRO quick win. Dark forest green button converts well – agree, green means go!  @jasonnazarSingle biggest CRO tip; headline most important text on page – not call-to-action or on-page text. Great example; Square @jasonnazar

On-Site SEO

Evaluate those low performing pages. Good reminder to either optimize them, or 301 to higher value sections. @alanbleiweissAre your highest visited/stickiest pages converting? A/B test your call-to-action & content wording. @alanbleiweissIn Page Analytics in GA recommended by @alanbleiweiss to determine phrases people find relevant, based on internal CTRs400% increase in organic visits shown by @alanbleiweiss as example of why you don’t need to look at granular kw levelSmart bet is keyword data could go completely & not provided to =100% – interesting prediction by @alanbleiweiss‘SEO is organic ad writing’ great quote by @aimclear@aimclear As far as KWs go, (not set) means the URL, GATC , or AdWords wasn’t set up correctly.‘Within analytics work on the short-tail first because it helps you understand the long-tail.’ @aimclearGA not provided tip; segment landing page data by keyword & map to GWT to compare no of kw visits @aimclear@alanbleiweiss: So many finally validating what i was advocating last spring abt schema as the 2012 big opportunity in SEO

Link Building

Buy traditional advertising then use that relationship to get free editorial links that last forever. @RavenJonBuild private lists & set auto reminders to interact w/ people you want to connect w/ on Twitter @RavenJonPosition yourself or your client as an expert source. Recommends @helpareporter to help them find you @RavenJonFullContact, BuzzStream & Tout recommended by @RavenJon to find contact details & manage relationshipsGreat answer from @jamies to my question; how do you value how much a link is worth? Measure attention & traffic it generates@jamies Is tearing up , fantastic realtime ideas, highlighting TheVerge CMS, also likes AtlanticWireGreat tip by @jamies: Google Analytics Query Explorer can be used to map traffic alongside links in @seomoz

Content Marketing / Infographics

Infographic tips; work with a great publishing partner, capitalise on previous success & tap proven ideas @danieltynskiServe needs of business & potential customers, once you’ve targeted audience, by creating remarkable content @danieltynskiBuild a content team: Community Mgr, Content Strategist, Moderators, Guest Authors, Video Producers, Graphic Designers43% of online news is shared via social networks, 27% of ppl who share are frequent sharers & responsible for 87% of shares

Blogging / Cultivating Visibility

Email marketing tips from @chrisbrogan Brevity – 250 words max, don’t start with view in browser, don’t use dontreply@ addressNice tip from @copyblogger @chrisbrogan unsubscribe your annoying email subscribers, e.g. grammar nazi’s who always reply!Plain text emais have better delivery rates, take people to landing pages, healthy ratio of value vs promotion @copyblogger‘We don’t buy lists, we build audiences.’ ~Brian Clark @copyblogger‘never invest in the carpet, invest in the people who are walking on it!’ @chrisbrogan ’Don’t be an artist. Be a business person who makes art.’ – @chrisbroganThere’s so many bloggers out there, but lack of real quality in most niches – still lots of big opportunities @copybloggerThanks for the @copyblogger 10 landing page commandments @JasonNazar

WordPress

Understand WP version numbers: .1 is a major release, .2 is a security update @yoast

Trusted Recommendations & New PR

‘always take your work seriously, don’t take yourself seriously’ great advice from @soniasimoneBest pitches in the world are 7 words that describe exactly what you’re pitching @petershankmanWe tend to think more ass in chair time produces more. Take breaks. @soniasimoneI never write unless I’ve just gotten a workout in. Working out spawns creativity. @petershankmanDon’t just sent out press releases, have conversations @soniasimone‘if you’re not making money from it, you’re doing it wrong’ on PR @petershankman‘Personal recommendation is the new PR’ – absolutely true! @misswetapatel

There’s also been some great write-ups on the sessions, checkout the BlueGlass blog where Kelsey Libert did a great job on covering the key points from each. And if anyone else has tips to add or questions – please feel free to do so in the comments and I’ll keep an eye on these.

Kevin Gibbons is Founder/Director of Strategy at SEOptimise. Kevin is well known within the search industry as a blogger for sites such as Search Engine Land, Econsultancy and Search Engine Watch. Kevin is also a frequent SEO speaker at a number of conferences including Search Marketing Expo (SMX), Search Engine Strategies (SES), a4uexpo, SAScon and BrightonSEO.

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Beta Definition

Definition:
A beta test is a limited release of a product with a goal of finding bugs before the final release. Software testing is often referred to by the terms "alpha" and "beta."
Generally speaking, the alpha test is an internal test to find bugs, and the beta test is an external test. During the alpha phase, the product is opened up to employees of the company and, sometimes, friends and family. During the beta phase, the product is opened up to a limited number of customers.
Sometimes, beta tests are referred to as "open" or "closed". A closed beta test has a limited number of spots open for testing, while an open beta has either an unlimited number of spots (i.e. anyone who wants to can participate) or a very large number of spots in cases where opening it up to everyone is impractical.

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Google’s ‘Over Optimisation’ Algorithm Update – Coming Soon!

Many speculated for weeks over the launch of Google’s next algorithm update targeting websites that Matt Cutts described as “over optimised”. The new algorithm update is meant to launch in the next few days and according to the Official Google Search Blog, this particular update will affect sites that employ the following “black-hat” tactics:

Keyword stuffingLink schemes (paid links, excessive reciprocal linking, links from (and to) spammy or unrelated sites etc.)Article spinning

According to Matt Cutts, the change will go live for all languages at the same time. The update is meant to affect 3.1% of queries in English where “regular users” will notice. This number is relatively small when compared to the effect the original Panda update had on search queries (12% of search queries for regular users).

So how does one make sure not to fall pray to Google’s next update? Cutts emphasises that in addition to improving site usability, creating “great” content, and improving site speed; site-owners must also need to think of creative marketing campaigns that make sites more compelling “that help search engines as well as social media”.

The SEO community have long known the indirect benefits of launching “high level” online marketing campaigns that gain publicity and higher visibility on social networks and the blogosphere. However, this is probably the most compelling hint that the search giant has dropped on SEOs which stress the need for SEOs to graduate from it’s infant state and take it’s rightful place at a strategic marketing level.

Google’s ultimate objective is to provide the most relevant results for their users and this algorithm update seems to be an aggressive step toward that goal. We will be updating this space as and when we hear more from the search giant so be sure to watch this space. Also feel free to voice your opinions and share your thoughts with the community.

Shaad Hamid is an experienced SEO, PPC and social media consultant, blogger, and citizen journalist who is passionate about online marketing. Get in touch with Shaad on the social networks below:

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