Tag Archives: search engine optimization

How to Submit an XML Sitemap to Google

How to Submit an XML Sitemap to GoogleYou’ve poured your heart and soul into creating a new website. The design is perfect. The content flows beautifully. The graphics are stunning. Now you’ve got to get people there.

One of the simplest, and often overlooked, steps of SEO is submitting your XML sitemap to the search engines. Although the search engine bots will eventually find your site anyway, submitting an XML sitemap can help speed up the crawling and indexing processes for your website and help to improve its ability to rank well in search results.

Steps to Submit the XML Sitemap to Google

  1. Visit your website and make note of the URL of your XML sitemap. For example, com/sitemap.xml.
  2. Create a Google Search Console account and verify that you own the website.
  3. Once verified and logged into your Google Search Console account, go to Crawl, then Sitemaps.
  4. Click the red “Add/Text Sitemap” button then add the subfolder portion of the URL to the box. For example, sitemap.xml.
  5. Click “Submit” – and you’re done! Refresh your browser to see the sitemap is now listed. You will also be able to see if there are any errors with the sitemap you submitted.

From Changing Keyword Match Types to Google Algorithm Updates – Get the Latest in Search Engine Marketing

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Finding your audience in search – or more so making it possible for your audience to find you – can be a bit of a moving target. This week we’ve got updates from both the paid (PPC) and organic (SEO) sides of search to keep you on your toes.

Paid Search (PPC)

Wordstream: The Impact of Google’s New Exact-Enough Match Keywords [Data]
If you’ve perfectly honed your keyword targeting and match-type strategy in your PPC account, look out! Google is rolling out changes to its Exact Match keywords and the changes are not exactly what you’d expect.

Read more after the jump…

Google Mobile-Friendly Update Not So Friendly to Your Website?

Over the past few months, you may have noticed a dip in organic, mobile search traffic on your website. Wondering what gives? The recent Google Mobile-Friendly Update may be to blame.

What’s This About a Google Mobile-Friendly Update?!

Google released a mobile-friendly search algorithm update back in April 2015 that changed the way mobile search results are displayed, giving priority to mobile-friendly webpages.

Ok, but what does that really mean?

  • Only searches conducted on mobile devices are affected
  • Applies to individual webpages, not the entire website
  • Preference will now be given to mobile-friendly webpages in mobile search results
  • Non mobile-friendly webpages will experience a significant decrease in visibility in mobile search results
  • All languages are affected

Read more after the jump…

Online Reviews Must Be Authentic!

Apparent Scam Investigated by Colorado Attorney General

A local CBS news affiliate revealed recently that false Google+ profiles had been used to create online reviews for a local company that customers didn’t actually write. Online reviews are useful to local businesses to add credibility to their claims about product and service value. Positive online reviews can also improve the way search engines such as Google display the local business on the results page when users search for information.

Good search engine results page (SERP) placement can attract customers and bring in revenue, so it is no surprise that companies compete hard to get good online reviews. Occasionally though, the need to compete may push some marketers to overstep ethical boundaries.

Read more after the jump…

Google Modifies Definition of “Link Schemes”

Provides View into the Future of SEO

As Google is so integral to the modern marketing effort, any hint of a change to its search algorithm gets immediate attention. Google usually notifies its users of possible changes on its Webmaster guideline pages or has members of its Web Spam team discuss the changes in public or on video releases.

Two weeks ago, Google included a notation on its Link Schemes page that adds links contained in press releases and guest blog posts among those that could be non-compliant with Google’s guidelines. Google Web Spam team member John Mueller followed this up in a video hangout in which he noted that links for distributed content like press releases should in the future include a “no-follow” tag.

Is this a hint of some upcoming modifications? We think so. Google doesn’t invest effort like this unless it intends to institute some changes.

Read more after the jump…

SEO and Public Relations – The Press Release and Search Engines

Long a staple of the public relations business, press releases have always provided an opportunity to distribute news and information through a wide network. Not so long ago, that network used to be limited to journalists and online pressrooms, but today press releases have the potential to generate huge visibility, and more importantly, can drive readers to your company’s website through links embedded within the body of the release. But, do these links carry any SEO value or help your company’s website rank higher on the search engines?

In late 2012, Google’s Matt Cutts insisted that there is no SEO value to a link placed within a press release. According to Cutts, links placed within a press release wouldn’t help a website improve its standing on the search engine results.

However, some interesting tests were run by enterprising SEO’ers to prove that there is some search-related value to including links within your press releases. Search Engine Land reports that Daniel Tan recently produced a press release in which he linked the odd term “leasreepressmm” to Matt Cutts’ own blog. Within a few days, Google searches for this unique string of letters started to return the link to Matt Cutts’ blog site. Tan has a screen shot to prove his results – although Google has apparently pulled the Cutts blog from searches for “leasreepressmm.”

Read more after the jump…

Facebook Graph Search and the Impact of Socially Influenced Search

Facebook's socially influenced search results

Socially influenced search results

At a much anticipated press conference in Menlo Park, CA, Facebook founder and CEO Mark Zuckerberg revealed the company’s plans to introduce a new search engine for Facebook users. Termed “Graph Search,” the new system allows users to search through their networks for information about people, photos, images and even local businesses. The introduction of this new type of Internet search carries potentially major implications for future marketing practices.

Graph Search could signal a major change in the way search engines return results for business web pages or business pages hosted on social media sites such as Facebook. Graph Search users will be able to seek out businesses in a local area that meet not only the general search requirements, such as “Mexican restaurants in Sausalito” but, according to Facebook, the results would be returned according to the validations of the user’s network members. Businesses that meet the search requirements AND have a positive standing within the user’s network would be displayed near the top of the Graph Search results list. A Graph Search would enable users to search for “Mexican restaurants in Sausalito that my friends like.”

Commercial Impact

Appearing among the first results on a search results page is a huge marketing advantage. Search engine users typically don’t scroll past the first few results when deciding which link to click or site to visit, so appearing at the top of the results list enables an organization to reach new potential customers and attract new business. In the Graph Search system businesses that have many ‘likes’ would presumably enjoy better search engine results page placement for their business Facebook page.

Read more after the jump…

Matt Stone Explains SEO: The Basics

Search engine optimization (SEO) is a hot topic, but it can make a lot of us want to climb under our desks and hide as it can be really technical and overwhelming. GFM is proud to have expanded its Digital Strategy team to include our own resident SEO expert, Matt Stone, who on a daily basis helps our team evaluate how to best incorporate strategic SEO tactics into our PR outreach. If you’re thinking of how to incorporate SEO into your company’s communications plan, watch this short video – the first in a series – for some basic tips. And if you have specific questions, feel free to submit them here in comments and we’ll address them in future posts!

Reputation Management and the Search Engines – Part II

As we mentioned in our previous post, building a strong web foundation enables rapid and effective response to crisis situations.  Assembling all the elements that comprise a strong search engine optimization (SEO) strategy requires advance planning and a strong communications background.  At GFM we strongly recommend clients consider how to implement an SEO and content strategy sooner rather than later so their website is well positioned to reach readers if a crisis situation arises.

"House On A Blueprint" by ddpavumba

Image courtesy of www.FreeDigitalPhotos.net

What does it take to build a ‘strong’ website?

Well-constructed sites that can compete on the search engines for good placement (e.g., on the first page of search results) usually contain:

  • A great deal of focused and informative content
  • Searchable keywords within the content and page code
  • Frequently updated product pages
  • Meaningful, informative and useful blog posts

However, as we’ve mentioned before, search results won’t be achieved overnight.  For example, developing focused and informative content may seem self-explanatory, but a little research may be required to determine what readers find valuable. The more technical page “tagging” strategies require understanding which words and terms consumers are using to search for your company, and then setting parts of the website pages so that search engines will more easily associate the content with those terms.  Updating pages and posting regular blog posts are ongoing efforts and important parts of the investment in creating a strong and valuable Internet presence. And again, search engines need time to crawl all of this information and run it through their algorithms before ranking a page.

In the end, it is important to reach readers now – not later.  Don’t wait until it starts raining before you build your boat!

Reputation Management and the Search Engines

In this era of online communication, a person searching for a quick answer to a question will often simply “Google It.” Don’t know what that means? Google it or read this Urban Dictionary definition

Image courtesy of www.FreeDigitalPhotos.net

When times are good, searching for an answer online isn’t typically too scary for a brand, unless the company website doesn’t come up high in search. In bad times, however, risking inaccurate information or a negative consumer review or news story coming up ahead of a company’s official website or other communication channels could spell disaster.

In the field of reputation management, proactive action taken in the short-term enables a much more effective approach to any future problems.  A website that regularly attracts traffic, has strong readership and distributes valuable information and content is highly useful in reaching the community when an issue arises. Not only is the site viewed as a trusted, valuable resource, but if search engine optimization (SEO) strategies are used to construct a valuable and informative website in the near term, the site will also be well positioned to remain a useful tool for reaching the community should an issue emerge in the future.

You wouldn’t build a plane while also attempting to fly it would you?

Relying on search engines to deliver qualified readers only when an issue or crisis has emerged is probably too late. Search engines need time, generally a few weeks, to evaluate an organization’s website and content before ranking the pages to appear high in search (e.g., on the first page of search results.) Strong websites that enlist a proactive, strategic approach to content and SEO will attract qualified readership in good times, and allow an organization to quickly reach readers with responses and messages if an issue arises.

Websites that proactively include frequent blog posts, individual product pages and customer service pages can also dominate the results pages on the search engines – making negative information more difficult to find.

Tune in next week for some tips on what it takes to build a strong website. In the meantime, we’d love to hear about your experience with SEO as it relates to reputation management.