One Degree

Will Google's Latest Algorithm Change Affect your Sites?

It seems that every time that Google unleashes even the slightest tweak in their inscrutable algorithm, it becomes the talk of the town. For those of us in the Internet marketing business, it just as well should be, since our very survival hangs in the balance every time the folks over at Google switch things up. The latest algorithm change, albeit without a cutesy name like "Panda," focuses on one aspect that many of us may overlook—page layout.

Now for most of us, as noted by Matt Cutts on the Official Google Search blog, our sites will not take a hit the way that many well-trafficked sites were pummeled after Panda. Basically, Google, in its Holy Grail quest to create the ultimate user experience, will now look unfavorably toward sites that are papered with ads when a user first arrives. Cutts explains:

"…we’ve heard complaints from users that if they click on a result and it’s difficult to find the actual content, they aren’t happy with the experience. Rather than scrolling down the page past a slew of ads, users want to see content right away. So sites that don’t have much content 'above-the-fold' can be affected by this change. If you click on a website and the part of the website you see first either doesn’t have a lot of visible content above-the-fold or dedicates a large fraction of the site’s initial screen real estate to ads, that’s not a very good user experience. Such sites may not rank as highly going forward…"

While it's probable that you won't be the target that Google is after, it does help to reassess your strategy with your page layout, especially the very first home page that users will see. Is it easy to navigate? Can a user get to the meat of your site—the content—as soon as she clicks on a link directing your website? Are the ads placed on your website in a balanced way, with most of them placed below the fold?

Some SEO experts, like Search Engine Land's Danny Sullivan, take issue with Google's new change, pointing out that Google's own searches pull up top-heavy ads before any of the "real" user searches come up. Regardless, as Internet marketers, we must keep in mind that we are seeking people—not ads—to buy our products and services. And too many ads, whether or not they are above the fold is and always has been a turn-off for users.

For an excellent overview of balancing ads in your page layout from a design perspective, check out this Smash Magazine article.

 

By-line:

Mariana Ashley is a freelance writer who particularly enjoys writing about online colleges. She loves receiving reader feedback, which can be directed to mariana.ashley031[at] gmail[dot]com.

SOPA, PIPA and The End of the Internet

By Peter Mosley

Having read and dug into some of the commentary on these new laws that the USofA are wanting to pass, I am just not sure where this is all going? I know where I would like to see it go ...

I look upon the Internet as an open medium. I look upon the Internet as a tool and that medium that can connect you and me. You at one end, me at the other. I have long believed that the more stuff (Throbbing gristle and jumping bunnies!) that gets in the way of that simple concept, the more we see the degradation of the experience. I have said this before, I know I sound like some sort of luddite, but I will not watch TV. I do not have one. I am very aware of the power of video, but I prefer not to watch it online. I can read, just fine, thanks.

I also will not stay on a site that flashes like a bad Vegas Street, blasts up interstitials, nor has so much crap going on I am distracted to the point of … well, I just do not care anymore about what I was going there for?  One reason I have fallen in love with Clearly by Evernote BTW! (If you are like me - you will love this!) I personally want great content from my Net. And, that content is 90% utilities and tools. I do not want the Net to be cheap TV. The more the Net is like TV, the less we need it. I also do not want YouTube to be my personal Jukebox.

PR Score Card from IABC

Every year the Toronto chapter of the IABC hands out a PR report card. (I wish more folks would do this?)

The Toronto chapter of the IABC is the largest chapter in the world. IABC provides resources and a global network of more than 16,500 business professionals

For their report card, Communicators from IABC/Toronto's Marketing Communications Team carefully researched and evaluated each campaign based on the designated criteria. The team explored publically available examples of written communications, media coverage, commentary and social and multi-media. Through facilitated discussion the team examined each campaign from a communications perspective, and based on member expertise, assigned number grades accordingly.

Get the full details on the report here.

Search me?

By Peter Mosley

The top searched for words last year.

Every year I look for this as I like to include it in lectures and speaches.

Hang on!!!! These are not "searched for" words? These are words people typed into "their Googley!"

They meant to type these it into their Navigation Bar. But, I betcha, if you asked 10 folks on PCs, more than half do not know what it is. And, furthermore, I will put this test out there ...

"Ask 10 people what browser they use on their PC?"

I am not talking the small percentage of us that inhabit the Net on a regular (Meaning: round-the-clock) basis. So don't ask one of your Netizen or Geek friends - ask some real folks. You can tell real folks they do NOT have a Twitter account!

Happy Holidays!

Quality Score, SEO & Panda

Well, 2011 is nearing its end and throughout the year there has been a lot of talk about Google’s recent algorithm changes, which were codenamed “Panda”.  These changes have caused quite the panic in the SEO community and everyone seems to have a differing opinion on the Panda update.

Today I’m going to weigh in on some of the things I personally have learned from Google in regards to to what they are looking for and how you can better prepare yourself and your websites for better ranking.

Make Google Happy!

One of the most important underlying themes with the Panda update is to give Google what they want, and know what makes them happy.  There is no need to try to trick them into thinking your site is quality when it isn’t; sites with actual valuable information will strive, and those without will falter.

The “Will it Scan?” Game:

The “Will it Scan?” Game:
Canadian Loyalty & Reward Programs on Your Mobile Phone

By Joy Boyson

Come play with me!  It’s been a while since we’ve played a game together.  Last time, it was spot-the-logos.  This time, it’s interactive, and inspired by the “Will It Blend?” guy.

I recently spoke with Chris Fagan, CEO of Mobestream Media (makers of the very popular Key Ring Mobile Loyalty app).  Freely available for iOS, Android and Blackberry, they’ve already had well over 3 million installs and are quickly approaching 5 million. Within the app, there are more than 1,000 loyalty and reward programs for you to choose from and if your favourite isn’t already in there, they’d be happy to have you add it. 

I’m using it now and I’m on a mission to test every major loyalty program within the Canadian marketplace.  First up, Shoppers Drug Mart’s Optimum.

Shoppers already created an iOS app for Optimum members to use, although it appears to lack some core features of Key Ring.  Key Ring offers you one app that will store ALL your membership bar codes.  And if you’re an Android user like I am, you can use it too. 

How It Works 
==========

Creative

I am obviously a big fan of Creative Development, as witnessed by the on-going series here.

Just loved this!

Getting your customers' mobile numbers can be easy

By Pavel Webb

SMS marketing is growing and it's easy to see why.

It's low-cost (only a few cents per SMS if you're buying bulk) and it's easy to analyse the return on the investment.

What's more attractive is that most people read text messages when they arrive (around a 95% read rate), making SMS marketing difficult to ignore – especially when so few businesses are marketing to mobiles.

It's personal

SMS marketing is still fairly new, and for most people giving up their mobile number seems more personal and less “throwaway” than an email address.

But that's where it is effective as a marketing channel. Customers are protective of their phones, and when they invite you in and allow you to send them messages, they are less likely to ignore your message than they do with email marketing.

Using SMS marketing to drive business