Weekly SEO news: 27 October 2015
Welcome to the latest issue of the Search Engine Facts newsletter.

Table of contents:

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Andre Voget, Johannes Selbach, Axandra CEO

1. Why SEO is more sustainable than paid search marketing
Paid search marketing is a quick and easy way to get listed on Google and other search engines for the keywords that are related to your business. Unfortunately, paid search marketing is also very expensive. Search engine optimization (SEO) can help you to save money while getting more targeted visitors at the same time.

You can waste a lot of money with AdWords

What is the difference between SEO and paid search marketing?

SEO (search engine optimization) concentrates on the regular "organic" results on Google, Yahoo, Bing, and other search engines. If your website is listed in the regular results, you don't have to pay for each click.

If you use paid search marketing to advertise your website on search engines, you pay for every click. Your website will appear in the "sponsored results" section of the search results page.

Organic SEO provides lasting results

Paid search marketing is great because it provides quick results. You will get the first visitors minutes after the launch of your paid search campaign. Unfortunately, you won't get any more visitors as soon as you stop paying.

To achieve high rankings in the organic search results, you have to develop good web pages and good links that point to your site. It takes much longer to get high rankings with SEO. Fortunately, most websites keep their rankings for a long time.

In the long run, SEO is a much better value than paid search marketing. If you have a business that is meant to stay, SEO is the way to go.

Organic SEO forces you to improve your website

If you use paid search marketing, your website will get visitors because you pay for them. With SEO, you get website visitors because your website is good.

If you use SEO to promote your website, you are forced to optimize your web pages: the content, the usability, etc. Although this requires more work, your website and your revenue will benefit greatly from these changes.

Organic SEO integrates with social media

Social media can help you to increase the number of links that you get from other sites, which will result in higher rankings in Google's regular results: create a new page on your website, then mention it on Facebook or tweet about your new page.

You will get new visitors through social media sites and some of these visitors will link to your website, which has a positive influence on your SEO campaigns.

Paid search marketing is great if you have the money and if you need website visitors now. If you want to get high rankings that last without paying for every single click, use SEO to promote your site. At the end of the day, SEO has a much better return-on-investment.

SEOprofiler is a full-featured SEO tool that offers many powerful features at a very competitive price. If you haven't done it yet, create your SEOprofiler account now:

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2. Search engine news and articles of the week
Google: Penguin still not ready for primetime

"We are expecting the next Penguin release to be real time and continuous and I suspected it would happen by the end of this month - but I might be wrong.

Gary Illyes from Google said on Twitter that the Penguin refresh or update is still not ready. He said 'penguin is not ready for primetime yet.'"

John MuellerGoogle: auto-translated text should not be indexed

In an online discussion, Google's John Mueller said that automatically translated text should not be indexed:

"Autogenerated (auto-translated) text should not be indexed. Additionally, it's important that sites use separate URLs for individual languages, so that users who are looking for an English page (even if their browser is set to German), are able to access those pages.

This also allows our polyglot Googlebot to read all language pages and index them separately. If your system currently keeps the same URL and swaps in a translation, that would be a bit confusing to users (and Googlebot)."

Google: you do not have to specify a preferred version of your domain

In an online discussion, Google's John Mueller said that you do not have to specify a preferred version of your domain if your website has a redirect from the non www. version to the www.version of your domain:

"As long as you have your redirects set up, there's no need to set a preferred version for your domain -- it'll happen automatically. Hurray for one less thing to worry about."

GoogleIs Google updating its ranking algorithms? Some webmasters believe so

"To summarize, we see two different update cycles from Google in the past week or so:

(1) October 14th through October 15th, that I personally believe is an ongoing Panda rollout.

(2) October 20th through October 21st, that I personally am unsure if it is Panda related or something else. I suspect it is a mix of Panda and potentially some other ranking adjustment Google may have made."

How and why Google rewrites page titles in the search results

" If we see anchor text from website A linking to website B, sometimes we can pick, depending on the user’s query, sometimes we pick the anchor text that links from A to B as the title for that particular search result.

Again, we obviously want to serve results that make the most sense for the users, users are what we try and make the best possible results for and in some cases if we think the anchor text is a good title, and it is more relevant for that particular query, then we’ll serve the anchor text.
[...] this is case by case basis, for the same page, for the same search result, the title can be different between different queries."

Search engine newslets

  • Yahoo & Google together again in new search deal.
  • Yahoo says it has its own algorithm for mobile search results.
  • Microsoft's Bing search business finally is profitable.
  • Bing testing thumbnails in related searches.
  • Guy sues Google and Bing for returning photos of him in search results.
  • After being fired and then rehired from Bing within a year, Microsoft's Duane Forrester announces he is leaving the company.
3. Recommended resources

New version

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  • social media monitoring
  • white-label reports (web-based and PDF)
  • new: AdWords Profiler and Ranking Profiler
  • and much more.

Back to table of contents - Visit SEOprofiler.com
4. Previous articles
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