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Axandra news archive: 10 August 2010

Welcome to the latest issue of the Search Engine Facts newsletter.

Get a solid foundation. The SEO pyramid shows you how to do the right things in the right order so that you get the best possible search engine rankings for your website.

In the news: Google's John Mueller says that bad links from other sites can hurt your website, and Google's MayDay update changed Google's algorithm. In addition, Google adds tools to AdWords, stops Google Wave and buys three companies.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your website. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. The SEO pyramid: do the right things in the right order

Search engine optimization is not difficult but it has to be done right. If you do the right things then you still might not succeed. The reason for that is that you have to do the right things in the right order.

SEO pyramid

1. Keywords

The keywords that you choose for your search engine optimization activities greatly influence your online success. If you target the wrong keywords, all of your efforts will be in vain.

Choose your keywords wisely. It's not a good idea to optimize your web pages for general one-word keywords. Optimize your pages for highly targeted keywords that attract the right kind of people. You want buyers, not website visitors. The more targeted your keywords, the better.

2. On-page optimization

Once you know the keywords for which you want to be ranked, you have to optimize your web pages for these keywords. Optimize as many different pages for as many different keywords as possible.

Make sure that the keywords appear in the right elements on your pages and that search engines can parse your pages without problems.

Your website architecture is also an element of on-page optimization. Your website navigation should contain your keywords and all pages of your website should be linked in a meaningful way so that search engines can categorize your web pages.

3. Usability and conversion optimization

Even if your website gets hundreds of visitors per day, it still might not deliver sales because the web pages are not user friendly.

Your web pages should have an appealing design, they should be easy to use, they should create trust and they should make it easy to buy.

Further information on how to improve the conversion rate of your web pages can be found here.

4. Link building

When all other elements are in place, you can start to get backlinks for your website. In general, more than one web page has been optimized for a given search term so the web page with the best backlinks will be listed in the top results on Google.

The backlinks should target the same keywords as your on-page optimization. If you want to get high rankings for "car dealer knoxville" then your web pages should be optimized for that keyword and the links that point to your site should also contain that keyword.

All elements must be in place and they must be in the right order

If you just have links then you won't get sales if your web pages don't convert. If you have optimized web pages, they won't help you if they are optimized for the wrong keywords.

If you have the right keywords and well optimized web pages that convert then you still need good backlinks to get on Google's first result page.

If you want to succeed on the Internet, you must do the right things in the right order. Our website promotion tool help you to get your website to the top of the search engine results. It tells you how to optimize your web pages and your links and it contains checklists that help you to get started.

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2. Search engine news and articles of the week

John Mueller Google's John Mueller: bad inbound links can hurt your site

In an online discussion, Google's John Mueller said that links from other websites can hurt your own site (despite of what Google said in the past):

"Looking back, I don't believe I've seen a site that was clearly in a bad position only because of third-party activity (such as getting links from bad websites).

Theoretically, it's probably possible (which is the reason for the 'almost'), but in practice, we have a lot of safeguards that help our algorithms to evaluate sites in useful ways. Our algorithms are pretty complex, it takes more than a handful of bad links to sway their opinion of a website."

John Mueller: Google's MayDay update changed the way in which Google ranks websites

"It looks like the [ranking drop] you're seeing here may be from an algorithmic change.

As part of our recent algorithmic changes (which the outside world sometimes refers to as the 'May Day update' because it happened primarily in May), our algorithms are assessing the site differently. This is a ranking change, not any sort of manual spam penalty."

Editor's note: if you want to optimize your web pages for Google's latest algorithm, analyze your pages with IBP's Top 10 Optimizer. The advice in IBP's Top 10 Optimizer is always based on Google's latest ranking algorithm.

GoogleGoogle adds new tools to AdWords USA

"ACE is a free tool that makes it easier to test and precisely measure the impact of changes to your keywords, bids, ad groups and placements. [...]

With ACE, experimental campaigns run side-by-side with the original campaign in a simultaneous split test. This approach lets you run shorter tests that start and stop whenever you like, with less concern about your results being affected by seasonality or other factors. [...]

To make tracking your experiments easier, we've added the ValueTrack parameter {aceid} that enables your tracking system to identify if a click came from the control split or the experiment split of a campaign."

Google WaveGoogle stops Google Wave

"Despite these wins, and numerous loyal fans, Wave has not seen the user adoption we would have liked. We don't plan to continue developing Wave as a standalone product, but we will maintain the site at least through the end of the year and extend the technology for use in other Google projects."

Search engine newslets
  • Do tag clouds help or hinder SEO? (video, answer: they can cause problems)
  • Can a spammy website affect the ranking of other sites hosted on the same server? (video, answer: this can happen sometimes)
  • Google now allows you to respond to customer reviews on Google Places.
  • Google now allows trademarks in AdWords in some countries.
  • Google buys Slide for $182 million, getting more serious about social games.
  • Google also buys in-game payments startup Jambool.
  • Google buys development tool maker Instantiations.
  • Yahoo's web page spider is still active (despite the Bing cooperation).

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3. Success stories

"We are booked 3 months in advance. Top 10 on Google for many keywords."

"Thank you for the best web site search engine optimizer. I have tried many in the past but was reluctant to spend a bit more for IBP.

I needed website exposure because we have a vacation home in Florida and I needed to get out as much exposure as possible. I found the best part of your program was the Keyword builder and the website analyzer.

Your analyzer quickly found the weaknesses in my website. I have only been using IBP for about 4 months now and already I am in the top 10 on Google with many keywords.

Many thanks again for helping us achieve quick success on the web, especially Google. We are now booked 3 months in advance with help from your company."
John Thurlow, Vacation Home Close to Disney World

Tell us how IBP helped your business and 250,000 readers will see YOUR website

Let us know how IBP has helped you to improve your website and we might publish your success story with a link to your website in this newsletter. The more detailed your story is, the better.

Click here to tell us your story.


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4. Previous articles

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