expertSEM

When digging into the site analytics to determine the performance of your SEO campaign, be careful not to get so keyword centric that you lose sight of the overall impact of your efforts. Often times when we are link building for specific keywords, it’s easy to judge the effect by reporting the traffic and conversions directly brought in from that exact phrase. However, a much better indicator is to use keyword sets to show the impact across any variation containing elements of your keyword, so as to capture short and long tail keywords that alone may only bring in 1 or 2 visits, but together account for the vast majority of traffic and typically convert at a much higher rate.

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It’s a fairly well known that Google updates it’s algorithm on a more than regular basis, somewhere between 350 and 500 times in a given year. Most of these tweaks are too small to be noticed, but sometimes an update is big enough to cause a commotion, even warrant a catchy name. Most recently, the “Mayday” Update that took place in the last week of April. From what SEO’s have speculated and Google has partially confirmed, the shift is putting more emphasis on higher quality websites and pages when ranking for long tail phrases, which typically accounts for a high percentage of a site’s traffic.

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Last week, Google announced a few new reporting features to their Webmaster Tools. I don’t think I have been this excited since I heard Kate Gosselin was going to be on Dancing with the Stars. OK, I couldn’t care less about watch Dancing with the Stars, but I am thrilled about the data we are now able to pull regarding impressions and click through rate on organically ranked keywords.

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So last night before heading to bed I logged on to Facebook, an all too common occurrence with me. Lo and behold, what’s this, a new homepage design?! It seems like just yesterday we were all in a flurry over the last homepage redesign that we thought ended our relationship with Facebook as we knew it. Of course we all adjusted and can hardly remember what it was like before and why we were so mad about it. However with this new redesign I am seeing more of the positives rather than the negatives. First off, my favorite reason for visiting Facebook is to see the pictures posted by all my “friends”.  Now when you sort your feed by photos, there is a much more efficient use of space, showing around 24 photos above the fold rather than the maybe 5 you would see before.

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