SEO GOES

I wonder what search engine is would be pertaining to? Does anyone know how much this job pays?

Here’s the link to the registration page for quality raters.

Get a Job Making Search Results Align with Business Goals

I just had to throw this in. Below is an article I wrote in 2006:

A Historical Look at the Major Search Engines and SEO

1994

* WebCrawler launches
* Lycos launches
* Yahoo! is founded

1995

* AltaVista launches
* Excite launches
* Inktomi launches
* Infoseek launches
* Yahoo! goes commercial (incorporates)
* Little if any optimization had been attempted by those outside of search engines
* Some pioneering sorts had forayed into optimization tied to alphabetical placement in the Yahoo! directory, for example setting up a domain or a site/business name beginning with a number or the first few letters of the alphabet

1996

* Those who had begun to experiment discovered some value in lexical density and keyword placement
* Sites submitted to Yahoo! were, in great number, listed within a week, without much restriction, so growth had truly taken off
* The first papers begin to appear on the web about text matching and data mining – as well as interviews with search engine engineers
* Indexing as an understood methodology began attracting interest and many had discoverd the nature of the core database and scoring structure

1997

* A select few surface, having completely determined the algorithmic parameters of Excite’s ranking calculations
* This knowledge gave way to “page jacking” and “baiting” of websites
* SEO explodes as people began to see simple and easy results in 24 hours with Infoseek’s new update cycle
* Spam becomes a very serious problem

1998

* Yahoo! Web Search powered by Inktomi
* After several papers were delivered at the WWW conferences, it became clear search engines would start moving toward off-page criteria in indexing algorithms
* Decoding algorithms became very sophisticated in 1998 and 1999
* Search engines lean toward increased complexity with multiple languages, term vectors, and other language expertise
* Google jumps into the fray with an ax
* Doorway page generators arrive and are implemented in large numbers
* SEO firms begin to decline (as their clients are banned from Google, in particular)
* The authority model has established Google as a dominant leader

1999

* The influence of Google becomes fully manifested in the industry
* Link popularity tactics grow due to Google’s influence and increasingly undermine the power of Google

2000

* Infoseek is gone
* Teoma founded
* Google gains more hold – other engines take their places in what will be the background
* Goto.com (to be Overture and then Yahoo! SM) establishes a strong presence on hubs – Yahoo, AOL and MSN
* Efforts in SEO shift almost completely to a Google-centric methods and processes and the core innerworking of Google’s technology becomes widespread knowledge

2001

* Ask Jeeves (Ask.com) acquires Teoma
* The world of SEO begins a steady transition into white hat methods due to the use of blacklists and whitelists and the associative impact they carry
* Algorithmic changes from this point forward are incremental, and a growth in editorial controls enters a steady period of growth
* SEs become increasingly like portals (despite the antithetical pronouncements of some)
* SEO and search technology advancement drifts into a doldrum

2002

* A fairly uneventful year comes to pass, primarily due to the pessimism that has taken hold of the technology sector and the global economy
* Google has managed to uphold its appearance as being vastly capable, by patching its technology with human capability
* Buyout planning gets underway due to search techology reaching a developmental lull

2003

* Yahoo! acquires Inktomi
* FindWhat acquires Espotting
* Google acquires Applied Semantics
* Overture acquires Alta Vista
* Overture acquires Fast (AlltheWeb)

2004

* AlltheWeb switches to Yahoo! Search
* Ask Jeeves acquires Excite, iWon, My Way
* Lycos Search discontinued
* Yahoo! Search launches (first original results)
* MSN Search Beta launches
* Google Index Size reaches a reported 8,058,044,651 documents

2005

* Overture renamed Yahoo! SM
* Ask Jeeves acquires Excite Europe
* InterActiveCorp agrees to a $1.85 billion buyout of Ask Jeeves
* MSN Search launches

2006

* SE traffic 5.1 billion searches per month
* Ask.com – Jeeves retires
* Zeal Directory discontinued

2002: Forward or Not?

SEO has changed little since 2002. Many black hat tactics that were effective in 2002 remain effective in 2006, illustrating the inability of search engines to combat various techniques without some form of human contribution. Editorial intervention has therefore become a part of the overarching scheme, and what is learned from the editorial element is inevitably logged. Useful information is gathered from banned sites as well as sites that are considered to epitomize good citizens of the web. This leads to the maintenance of what we’ll call blacklists and whitelists. These human created lists or databases are the means by way of which search engines have been able to mend holes in the proverbial dike, whilst innovation has come to a “crawl”. By enlisting users to report spamdexing, search engines have largely been able to keep the appearance of having a technology that is as effective as it was in the not-too-distant past. With the mass proliferation of knowledge regarding off-site ranking techniques, it was only a matter of time before patches would be needed. And, with a few clever tweaks and a small human army, the engines managed to appear impervious to a multitude of would-be benefactors. Over time, such a tenuous context is bound to become more-visibly unfavorable for search engines, without an increase in editorial capacity in proportion to the growth of content and the increasing prevalence in manipulation of search results.

Certainly search has become less like a pure technology than it was 6-7 years ago. It has also become more focused on pattern matching, in various respects. For instance, try typing a phone number into Google. The phone number pattern is one of many patterns stored in a database that sits alongside the standard index. When a user query is submitted to Google, this secondary database is scanned for a match, if one is found, the pattern is passed to yet another database, such as a phone directory. If a match is found, this match will be blended with Google’s index results. Search engines are likely using the appearance of such patterns as ways to determine the credibility of a website or a domain. The presence of a page that contains a string of numbers which matches a defined phone-number pattern is likely to boost a website’s credibility. The same is true of a pattern consistent with the pattern of a physical address. Spam or rogue sites are not likely to reveal such information, but may nevertheless seed their pages with junk patterns which seek to fool search engine spiders.

The following model notes the importance of editorial controls which run parallel to search technology, though it does not tie this factor into the scoring mechanism, which is probably more than a black and white process – something probably akin to a grading system. This aspect of the overall search landscape is not publicized due to the fact that such methods run counter to the image of companies that tout technological purity. The reality is that machines have yet to evolve to a point where they can visually interpret meaning and reliably resolve ambiguity.

Simplied Search Engine Results Rank Calculation Diagram

Being that editorial or associative controls are in many respects more readily carried out and do not require heavy-handed alterations to search algorithms, which in turn may require substantial increases in machine resources, it stands to reason that such controls are fully institutionalized. And, given the recent growth in the number of means one has a available to manipulate algorithmic determinations, editorial intervention has become even more necessary. The widespread adoption and understanding of CSS, for instance, has brought to the picture a number of ways to hide or manipulate webpage text in a “spurious” capacity. Though the code used to carry out any deceptive intent will not likely differ from the code used in a “fair” manner. Given this, algorithms are in no way comparable to humans, insofar as recognizing the nature of the usage. And, even though there are technologically sound ways of achieving recognition, they are not presently in use for large-scale (multi-billion document) indexing pursuits, due to storage needs and resource dependence.

Having been in an editorial role, in the early days of search engines, this need has always been clear to me. Though, the financial capacity to truly tackle the monumental task of human-driven quality control is only made a reality by Google. Other enterprises attempted, but the construct was not scalable either due to a lack of funding or a platform unable to scale efficiently. And, to think, Google used to snub other engines pumped up on an ego of algorithmic might. Alas mathematics, and good night.

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1. Segmentation of keywords and adgroups is essential
2. Increasing CTR does not always equate to increased conversions (though it does most of the time)
3. Lowering click cost does not always increase ROI (though it does most of the time)
4. Specials symbols ® © $ + ! ? & non-word characters draw eyes to ads + add credibility in some cases
5. Start building campaigns with exact matching for all your keywords
6. After setting up exact match keywords, slowly transition to phrase matching where appropriate
7. A negative keyword list should be no less than 200 keywords or keyword phrases. More is great.
8. After negative keywords are in place, slowly phase in broad matching to collect good phrases you don’t yet bid on
9. Ad copy that focuses on benefits will often outperform copy focused on features (but not always – so try both and measure)
10. Separate search and content network campaigns as a requirement when setting up a campaign
11. Don’t start off with your bids set at the minimum
12. Test ad copy like there’s no end to the possibilities or profit
13. The fewer keywords in an adgroup the better
14. Landing pages carry most the burden of converting the click. Text ads carry the burden click generation.
15. Campaigns often benefit from being structured around the time of day, the day of the week or by seasons
16. Don’t make ad copy decisions with limited data or think that you know what works best (you don’t until you can back it empirically)
17. The first two weeks are sometimes the most expensive and stressful. But, hang in there.
18. Avoid heavy-handed, turbo-charged, mind-boggling language in ad copy. Be geunine and precise.
19. Master vs. learn. Transform vs. change.
20. The imperative voice is often an effective copy tactic:

Double Your CTR
Master click appeal with 20
proven copy writing tactics

21. Copy with specific means to a particular benefit or solution will often outperform copy for a free offer:

Double Your CTR
Master click appeal with 20
proven copy writing tactics

vs.

Double Your CTR
Learn the secrets of click appeal
Download a free ad copy guide

22. “You need to” is a phrase worthy of testing. You need to test this phrase in your ad copy.
23. People love secrets. “Secret” is a word that often gets attention. Secrets more than not generate clicks.
24. Have you “exposed” anything in your ad copy? If not, put “exposing” to work for you.
25. Experiment with capitalization. Use it for emphasis, and don’t overuse it. Highlight the important keywords only.
26. Avoid {Keyword: Dynamic Keyword Insertion} until you understand it well, at which point you probably won’t use it.
27. {keyword:keyword insertion} = keyword insertion
28. {Keyword:keyword insertion} = Keyword insertion
29. {KEYword:keyword insertion} = KEYWORD insertion
30. {KeyWord:keyword insertion} = Keyword Insertion
31. {KeyWORD:keyword insertion} = Keyword INSERTION
32. {KEYWORD:keyword insertion} = KEYWORD INSERTION
33. Experiment with active and passive states. Let the product empower the user in one case. Let the product actually do the work for the user in another.
34. Focus on ROI and not CTR
35. Landing page load times aren’t as important for Quality Score as they are for the usability that encourages the engagement required for conversions.
37. Try ending ads with “…”
38. Try “+” vs. “and”
39. Try “$0″ vs. “Free”
40. “Save $” vs. “Save Money”
41. Try “&” instead of “and”
42. Ask questions in your ad copy
43. If you can determine a target CPA or CPT (Cost Per Aquisition or Cost per Transaction) try conversion optimization over manual bidding
44. Use analytics to find negative keywords. Use keyword suggestion tools to find negative keywords.
45. Create adgroups containing typos and mispellings, which usually have reduced competition and CPC
46. The phrase “keyword typos” has 260 potential typos for the phrase, these don’t include permutations, such as “key word” or the reversal of the words, as in “typos keywod”
47. Create landing pages that lead with and highlight the keywords the user has search for
48. Inlcude the exact keywords you bid on in your add copy whenever possible
49. The user’s search keywords correspond to the keywords your bidding on which should then correspond the keywords in the ad copy and finally the keywords on the landing page
50. Segement poor performing keywords into their own ad groups and experiment before retiring them
51. Include the product price in the ad copy if the pricing is competitive
52. Use SEO to augment your keyword presence and brand visibility in tandem with paid search
53. Use data from SEO to understand your audience and keywords more comprehensively. Do the reverse, too.
54. Give away free stuff like compelling downloads. Don’t give away anything lame. Make it worth the time.
55. Use the Adwords Editor to save time by editing in mass
56. Pay close attention to the ads of competitors. Learn all you can from them.
57. Start strong. Overpay and overbid to quickly get a higher quality score which increases your CTR and lowers minimum bids.
58. Avoid migrating a campaign from a an established account (one with performance history) to a new account (one with no performance history). The loss will be substantial.
59. Track conversions. Track conversions. Track conversions.
60. Use Google’s Website Optimizer to improve your landing pages
61. Use this phrase in ad copy “Did You Know that [Keyword] Could [Insert Benefit]”
62. Be specific. Use exact numbers, like “15,786 reviews” instead of “15,000 reviews”
63. Utilize the Mcafee Site Secure icon with ad copy. The Mcafee icon appears provided the website has a Mcafee certificate and the end user has site advisor installed.
64. Offer Google Checkout – By offering Google Checkout payment gateway, the ad copy will display a colourful Google Checkout icon which stands out.
65. Include a phone number in your display URL, for example:

3-Day Red Shoe Sale
Red Shoes Up to 85% Off
Save $ on 26 Brands + All Styles
www.RedShoes.com/800.736.5403

66. Use free tools such as the following to improve efficiency:

http://www.mikes-marketing-tools.com/adwords-wrapper.html
http://tools.ppcblog.com/spelling/keywords-typos.cgi
http://tools.ppcblog.com/keyword-research-tool/
http://tools.ppcblog.com/ad-generator/
http://tools.ppcblog.com/keyword-list/generator.php

67. You have to be able to at least estimate the following before you can know the right price to bid.

* conversion rate data
* profit margins
* lifetime value per customer

68. Use tracking Google’s tracking URL capabilities to capture the keywords and network segment that generated each click:

http://www.sitename.com/buy-now.shtml?src=adw&sid={ifsearch:S_}{ifcontent:C_}{keyword}

* adw is used in the URL to denote google as the source. Just as easily you could enter G or Google or something similar.
* the {ifsearch:S_} and {ifcontent:C_} place an S or C before the keyword to indicate whether the source was search or a content site.
* {keyword} inserts whatever the keyword was.

69. Consider phone call tracking.
70. Track all important user actions – not just sales. Newsletter signups, review contributions, free downloads and form submissions all make good candidates.
71. Validate all destination URLs in your campaign on a regular basis. You pay for clicks even if your page is not accessible.
72. Work the recent events and seasonal angle, especially if you’re selling gift cards or flowers – even if you sell industrial supplies.
73. Gaurantee your product or service. Do so prominently.
74. Price match.
75. Offer coupons and discount codes.
76. Offer volume discounts.
77. Solve real problems.
78. If selecting your geography by state, make sure to select all of the cities and areas within the state, and not just the state. Your ads will contain the state of the user, but not if you use the global state selection.

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