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Tuesday, July 24, 2012

iskandarX Society SEO - Bagaimanakah Laman Sosial Media Web Mempengaruhi Google'' s Search Landskap Sejagat?




Bagaimanakah Sosial Laman Web Media Mempengaruhi Landskap Search Universal Google?

Laman web media sosial telah menjadi semakin popular. Dengan peralihan ini, Google telah mula perlahan-lahan menambah "Search Sejagat" penyenaraian keputusan enjin semasa carian, dan dengan itu, laman web media sosial menduduki lebih banyak penyenaraian kata kunci. Ini adalah terutamanya oleh produk media sosial dan laman blog hosting secara besar-besaran, kandungan dijana pengguna dan sifat virus belakang-link yang dicipta daripada sumber web sosial yang dipercayai.




Melayari World Wide Web telah mendapat lebih mudah, dan pengguna kini mempunyai lebih banyak pengalaman mengenai talian platform multi-media. Hasilnya, video, podcast, blog, imej, dan RSS laman web berasaskan telah melihat peningkatan yang utama dalam penglibatan pengguna. Selain itu, laman web seperti YouTube, MySpace, FaceBook, dan Del.icio.us setiap mempunyai berjuta-juta pengguna berdaftar yang berinteraksi dengan satu sama lain pada setiap hari. Disebabkan sifat ini komuniti sosial Google telah meletakkan lebih penting pada pautan yang mata kepada laman web dari portal itu. Orang dan organisasi di seluruh dunia mula menyedari kesan bahawa media sosial ke atas masyarakat dalam talian. Selepas itu, enjin carian seperti Google menembusi ini, dan kita akan melihat kesan yang benar bahawa media sosial yang membuat merentasi aspek gandaan Internet, khususnya, landskap Universal Search Google.

Kebanyakan SEO profesional tahu bahawa untuk mencapai pangkat hebat untuk pelanggan mereka, mereka perlu memiliki optimum "Link Cinta Google" di mana media sosial Laman web ini memberi mereka campuran yang berkualiti tinggi, satu cara kembali-links dan peningkatan pendedahan jenama. Sifat algoritma ranking Google berdasarkan tanggapan demokrasi satu Web master yang menghubungkan kepada yang lain sebagai undi keyakinan untuk laman itu sebagai sumber dalam talian. Laman web media sosial yang dikenali sebagai folksonomies, iaitu, penandaan kerjasama, pengindeksan sosial, dan lain-lain yang menyediakan Google dengan tolok yang lebih baik mengukur struktur luaran laman web yang menghubungkan dan pendedahan dalam talian dari pendirian yang benar-benar demokratik.

Bagaimana media sosial mengubah Landskap Search Universal Google?

Google telah mula memaparkan video, berita, dan lain-lain bentuk kandungan multi-media dalam hasil carian biasa. Apakah ini benar-benar bermakna, dan bagaimana ia memberi kesan kepada mereka laman web yang berbangga diri mereka dalam kedudukan muka surat pertama? Pertama, sebagai landskap Search Universal Google menggabungkan pelbagai aspek proses carian dalam usaha untuk menyediakan Pengguna Web dengan yang lebih menyeluruh SERP, laman web yang tidak tidak mengambil kira itu kesan bahawa media sosial yang mempunyai seluruh Web, akan menjadi masuk untuk kebangkitan biadap sebagai penurunan kedudukan kata kunci laman web mereka. Tuan web miskin yang sedang memegang penyenaraian 8-10 berpotensi mempunyai kejatuhan kedudukan mereka ke laman kedua kerana kandungan baru akan mengambil tempat dalam ruang carian Google. Kedua, landskap Search Universal Google bukan sahaja memberi kesan kepada pemilik laman web, tetapi juga tuan web dan pengoptimal Search Engine. Dengan peralihan ke arah Search Universal, tuan Web dan SEO'ers yang akan mempunyai bekerja dua kali ganda lebih keras untuk pelanggan mereka untuk memastikan mereka mengekalkan kedudukan berdaya saing dalam senarai carian Google dengan mencari cara-cara kreatif untuk mendapatkan kandungan mereka untuk muncul di tapak media sosial di seluruh web.

Terdapat pelbagai media sosial dan laman web khusus multi-media yang wujud dalam talian dan menunjukkan pertumbuhan yang pesat pada setiap bulan. Dengan Google progresif memaparkan hasil carian dalam SERP biasa ada Sejagat ia adalah jelas bahawa akan ada beberapa perubahan besar di jalan mengenai bagaimana mereka memaparkan maklumat kepada pengguna. Salah satu kebimbangan utama Google, seperti yang ditunjukkan dalam penciptaan mereka platform Search Sejagat baru-baru ini, adalah keupayaan untuk menyediakan pengguna dengan hasil carian yang relevan. Melalui peralihan ini, dan untuk menyediakan data berkualiti lebih tinggi kepada pengguna akhir, mereka mesti menyusun data daripada pelbagai sumber, iaitu, video, berita, buku, imej, dan sebagainya. Dalam usaha untuk SEO profesional dan pemilik laman web mempunyai kunci yang lebih tinggi kedudukan perkataan dalam gabungan ini hasil carian eklektik, mereka harus memastikan kandungan multi-media mereka sedang dipaparkan dengan betul dan saluran media sosial yang betul dalam talian.

Apakah faedah media pemasaran sosial?

Ia bukan sahaja penting untuk menggunakan pemasaran media sosial untuk peningkatan dalam penglihatan secara online melalui Search results Universal Google, tetapi tuan Web juga boleh mengambil kesempatan daripada pengurusan yang lebih besar manfaat reputasi. Satu strategi yang sama untuk laman web korporat yang cuba untuk menguruskan kehadiran mereka dalam talian adalah untuk membina profil korporat yang berwibawa di tapak media sosial seperti Del.icio.us, Digg, Magnolia, dan lain-lain untuk melibatkan pengguna di dalam ruang ini dan membantu halaman profil mereka peringkat yang lebih tinggi dalam keputusan carian Google untuk frasa kata kunci berjenama mereka. Satu lagi faedah utama media pemasaran sosial adalah bahawa ia memberikan setiap syarikat yang menyertai keupayaan untuk memantau apa yang sedang berkata tentang diri mereka dalam ruangan ini dan mengambil tindakan untuk menghentikan kempen negatif yang mana ianya bertujuan untuk mereka dalam talian.

Apakah media laman web sosial, seseorang itu perlu menggunakan untuk mendapat pendedahan yang ditambah dalam senarai Search Universal Google?

Terdapat pelbagai media sosial tapak boleh didapati dalam talian. Walau bagaimanapun, perkara-perkara berikut akan menangani ringkasan beberapa tapak yang paling berharga untuk menggunakan pemasaran media sosial.

Social Bookmarking:

Del.icio.us - Sosial media platform yang membolehkan pengguna Web menakrifkan sumber, iaitu, laman web dengan kata kunci yang akan dilihat oleh penonton dalam talian lain.

StumbleUpon - Sosial media platform yang membolehkan pengguna "saluran surfing" laman web dalam talian yang pengguna lain mengundi sebagai sumber popular dalam talian.

Video:
YouTube - Video memuat naik laman web dengan tab halaman yang menampilkan penilaian, kegemaran, lesu, tagging, dan mengulas.
VSocial - muat naik tapak Video menggunakan AJAX, tagging, penarafan, mengkaji semula, RSS feeds, dan kreatif lesen Commons.

Laman aggregator berita:

180 ° Berita - berita aggregator Online menawarkan pelbagai topik termasuk teknologi, sukan, hiburan, perniagaan, dunia, masyarakat, dan kesihatan.

Newsvine - pengumpul berita dalam talian yang membolehkan pengguna untuk mengundi atau diserahkan cerita.

Real Simple Syndication (RSS):

Syndic8 - Salah satu suapan terbesar direktori RSS talian.

Technorati - Indeks blog yang berasaskan tag dan pihak berkuasa seperti yang diukur oleh link masuk.

Dengan membuat segala bentuk kandungan multi-media yang sedia ada kepada pelbagai laman media sosial dalam talian, anda akan meningkatkan kemungkinan laman anda ditemui di Search results Universal Google apabila pengguna mencari Ungkapan kata kunci yang disasarkan anda. Selain daripada itu, medium pemasaran sosial ini membolehkan anda untuk menguruskan aktiviti-aktiviti pengurusan reputasi anda dengan memantau ruang media sosial di mana kandungan anda wujud. Akhir sekali, kebanyakan tapak hosting kandungan anda akan memberikan laman web anda yang hiper-link bagi pengguna untuk mencari kandungan anda yang lain, sekali gus membantu kedudukan kata kunci anda dalam hasil carian Google.

Walaupun Google tidak membuat perubahan untuk memaparkan hasil Cari hanya Universal, ia hanya menunggu masa sebelum mereka lakukan, dan kehidupan tuan-tuan web yg dpt dihitung dan SEO profesional di seluruh dunia akan memberi kesan. Untuk kekal di hadapan persaingan dan tidak dilanggar dari Google 10 kedudukan untuk frasa kata kunci yang disasarkan anda, adalah penting untuk menduduki jumlah terbesar "hartanah" dalam ruang media sosial. Mempunyai kehadiran dalam sfera media sosial yang lebih besar akan membenarkan laman web anda peluang berjuang ditemui di Google 10 Cari penyenaraian Sejagat untuk frasa kata kunci yang disasarkan anda.

iskandarX Society SEO - Mobile Optimization





Mobile Visibility: Search Optimization for the Mobile User

It’s 2008, and advertisers both large and small are looking for the next big thing. Fortunately, they may not have to look any further than the palm of their hand.
ReadWriteWeb, a leading technology blog, is predicting that the mobile web will finally break into the mainstream in 2008. Innovative devices that have recently come out on the market (like the iPhone in 2007) are increasingly making mobile web browsing addictive. The search engines are also betting on mobile, with Yahoo! going so far as to say that there will be more mobile Internet users than Web users by 2017.





This may surprise you, as most interfaces on mobile phones currently make searching difficult at best. Yet people are conducting mobile searches right now, with 219.2 million mobile search users in 2006, according to eMarketer. This is predicted to grow quickly to 844.9 million by 2011, with mobile ad revenues soaring to $2.4 billion in 2011 from $6.8 million in 2006.

With such large numbers, it’s hard to believe that more people aren’t realizing the potential of this untapped market. Unfortunately, because mobile SEO is a hybrid of mobile marketing and search engine optimization, many practitioners of either mobile marketing or search engine optimization find the language to the other discipline a barrier to entry. As a result, there are only a few professionals in the world who are optimizing mobile content regularly and successfully. Here are some tips for making your content accessible to mobile users.

1.Mobile Keyword Research –Unlike web search where keyword researchers have any number of keyword tools to extract relevant keywords (e.g., WordTracker, Keyword Discovery), there are currently no mainstream keyword tools with mobile features or keyword tools created specifically to display mobile queries.  Mobile keyword research, then, requires a little more creativity. Students of keyword research for the web are often told to think like a searcher, and this is especially true of doing keyword research for the mobile web. When characterizing the mobile user experience, Leland Rechis, a Google User Experience


Designer, explained that Google thinks of mobile users as having one of three aims: 

• Bored now
• Repetitive Now
• Urgent Now.

It’s helpful to consider the queries that these users would input on their phones, which are typically:

• Informational
• Navigational
• Location specific, due to their individual needs.

According to recent Google Research, the top five categories in Mobile Search are:

• Adult (25% of all queries)
• Entertainment (10% of all queries)
• Internet/Telecommunications (>4% of all queries)
• Lifestyles/Online communities (>4% of all queries)
• Local (>4% of all queries)
• Other (45% of all queries)
o And the average length for a mobile query is 2.56 words

When researching mobile specific keywords, it is possible to use popular web search keyword tools and filter the list based on these criteria. 

Another possibility for mining mobile keywords is to use the “Related Searches” at the end of a Yahoo! Mobile Search Engine Results Page (SERP). Similar to Yahoo! Suggest, this provides popular mobile-specific queries that keyword researchers can add to their mobile pages, thus increasing visibility to mobile searchers.

2. Validate Your Code – It’s unclear at this point whether validating your web pages and mobile web pages will help directly with mobile search rankings, but validation is still seen as an important step in making more of your mobile content accessible to multiple devices. This will allow site owners to get more of their mobile pages indexed by the mobile search engines, which gives site owners more opportunities to rank on specific keywords.

The W3C provides a free validator that can be used to validate both mobile and Web pages. I recommend validating your primary web site with the standard validator in order to make it accessible to mobile devices, and validating your mobile content with the mobile-specific validator provided by ready.mobi. This popular validator validates your code and checks for several mobile development best practices.

3.    Create Device-Specific Versions of Your Content – Many developers are intimidated by mobile site development because they don’t understand the “alphabet soup” of acronyms associated with mobile languages (cHTML, iMode, xHTML mobile profile, etc.) and they see it as a barrier to entry. In reality, it’s sufficient to validate your web site for mobile accessibility and build a mobile specific site using xHTML mobile profile. Development details can be found in the comprehensive dev.mobi Mobile Developer’s guide.

However, if you have the time and resources to build a site in multiple development languages, it can help increase your visibility in mobile search engines. In the Resolution Media Mobile Search Optimization White Paper, we found that many mobile search engines index content in multiple languages, and serve them up when no MIME Type is associated with the browser. This could potentially give one savvy mobile developer the opportunity to own the mobile SERPs for brand-related terms if multiple versions were developed.

4. Dot.mobi or .com? – Don’t think of it as either/or. It’s not really a search engine optimization question, as there’s not currently any evidence that dot.mobi or dot.com domains do better in mobile search engines in terms of indexing or ranking; but there are many reasons to own your dot.mobi domain, including reputation management and usability. For SEO, we recommend redirecting your dot.mobi domain to something easy to type in on a mobile device, like m.yourdomain.com.

5. Submit Mobile Sitemaps – Many webmasters use sitemaps to submit their mobile content to mobile search engines. It’s not true across the board, but in many cases we have seen content indexed faster (and more accurately) when a sitemap is involved. Since Google and Yahoo! both offer support for mobile sitemaps, there’s really no reason not to take advantage.

6. Participate in the Mobile Development Community – Mobile Development and optimization has been discussed for at least three years now, since the mobile web w3c working group released its Mobile Web

Best Practices 1.0. Nonetheless, mobile SERPs are continually evolving to provide a better user experience, and marketers need to pay attention in order to keep up. If you’re interested in optimizing for the mobile

Web, don’t let this article be the last thing you read about it this year. If you’re interested in mobile marketing and mobile search, I recommend browsing Russell Beattie’s extensive list of mobile marketing web links (http://www.russellbeattie.com/blog/links) for general information. For mobile development, pick up a copy of Cameron Moll’s phenomenal Mobile Web Design (http://www.mobilewebbook.com).  Mobile SEO resources are not as easy to find. However, I blog on the topic bi-weekly at the Natural Search and Mobile
SEO Blog (http://www.brysonmeunier.com) and at the new Resolution Media blog (http://www.findresolution.com). Please join us as we lay the groundwork for the future of SEO.

iskandarX Society SEO - Social Media: Building And Selling Your Corporate Brand


Social media has been around for a long time in the form of blogs, newsgroups, chat rooms, community forums etc. but never has there been such an opportunity to use social media as a method to improve corporate branding.

Since Google’s latest move to incorporate more social media in their organic search results, companies can and should take advantage of the free media streams generated through blogs, MySpace, FaceBook and other social networking sites.  These sites not only give your company a platform to talk about their products and services, you can also upload corporate profiles, logos, podcasts, product samples, whitepapers, etc., all of which help the customer to “test” what you have to offer but more importantly identify your products with your slogan or logo.




Doesn’t my website do this already?  Yes, if you have a decent design but remember, people have to find your website first; with social media you don’t have to rely on just your website to attract people, you can take advantage of streamed data feeds that will be seen by hundreds if not thousands of individuals.  In the case of MySpace, you have the power of friends to help get your information out.  By simply joining a few groups and creating a few friends, your message is shared out to hundreds of people within your target industry and those people are more likely to visit your site as the result of a referral from a mutual friend.

Remember, corporate branding is all about recognition and the more people that see your logo or read your slogan (assuming it’s catchy), the more people will think of you when they need to purchase products/services you sell.  A book I recently read gave an example of how an author used MySpace to promote a book he was self-publishing.  His basic strategy was to leak bits of his story to friends within MySpace, they in turn shared those with friends they had.  When it finally came time to actually sell the book, the author asked everyone that had read his story to go to Amazon and buy a copy of the book.  I don’t recall specific numbers but it pushed the book into the top most popular books on Amazon – before long he had requests for interviews from radio and TV.

Granted, you probably aren’t selling a book but you can use social media in a similar form for just about any product – all you need to do is give out a few samples or create some incentive for a few of your friends to buy your product.  Then, you get them to blog about you, include your logo or image of your product and before long, there is a buzz about your product.  Once the buzz starts, people will buy from you simply because someone else made the recommendation.

Does everything revolve around MySpace?  Of course not, in fact, programs such as LinkedIn, FaceBook and even Flickr give you similar abilities to upload profiles, corporate logos, etc. and then start networking with other individuals with common interests.  If you portray yourself as professional and knowledgeable, people will start to tell other people about you and before long, you have loyal clientele`.

Remember, website marketing is not just about a good website with top search engine listings, it is about networking and the more forms of social media you use to network, the more people will see and hopefully remember your company when it comes time to purchase.

iskandarX Society SEO - The Cost Of Search Engine Optimization As A Post Launch Initiative



For many site owners, the question is not whether to invest in search engine optimization (SEO), but rather when to make the investment.  Frequently the decision is made to wait until after a Web site design or redesign is complete before addressing the need for search engine optimization.  Whether this decision is made because of an aggressive project timeline or simply because of budget limitations, the fact remains the same – organic search engine visibility is often treated as an afterthought.




While to many, it may not seem like a major deal to put off search engine optimization until Web development is complete, the reality of the situation is that it can be a much more costly approach.  In the following article, the search I have outlined some of the major issues associated with this approach and the true costs of delaying search engine optimization until the post-launch phase.

To experts in the combination of art and science that is SEO; it is taken for granted that search engine performance is highly contingent on many factors.  These include Web site design, technical infrastructure, Web site content (marketing and informational copy plus “behind the scenes” tagging), and offsite optimization (primarily involving link popularity development and enhancement).  When some of these factors are ignored, it is unlikely that optimal organic search engine visibility will be achieved, especially in competitive industries.  Yet, it remains extremely common for companies of all sizes to skip critical steps in the process, or at least put those on the “backburner” until the other aspects of Web development have been completed.

One problem is that many traditional SEO or marketing firms provide their services in a vacuum.  They are not actually involved in the design / development of the site or in the implementation of their SEO recommendations.  Instead, they simply provide search engine optimization recommendations in document form.  Because of this approach, they are not always aware of the incremental expenses - comprised of both direct and indirect costs that are incurred by postponing the implementation of search engine optimization.
 
As a full service interactive agency, Brulant has unique experience in measuring the true costs associated with a non-integrated SEO effort in direct comparison to those of our clients who include SEO as part of the initial scope of the design or redesign effort.  

Direct Costs:

The primary direct costs associated with post site launch optimization stem from the rework that is often necessary.  In most cases, decisions that are made during the design and development processes are not in alignment with or inclusive of search engine optimization best practices.

Technical infrastructure:


There are many aspects of a site’s technical infrastructure that can have a significant impact on search engine performance.  Therefore, the ideal approach is to follow search engine optimization best practices at the time of initial site development.  Otherwise, it is highly likely that additional work and significant expenditure will be needed at the time of optimization to rectify previously made decisions that preclude optimal search engine performance.

Typical points for rework include:


▪    URL structure – an optimized URL typically includes targeted keywords, a shortened length, and only alpha numeric character, which may or may not have been requirements during the site design or redesign phase.
▪    Canonical URLs – multiple versions of the same page existing on multiple URLs are often allowed to be crawled and indexed by search engines.  SEO efforts are required to focus efforts on a single version of the page
▪    Directory structure – SEO calls for a clean directory structure with descriptive folder names and concerted efforts to minimize the “depth” of pages within the design hierarchy
▪    Use of JavaScript, Flash, or AJAX – SEO recommendations often include directions to externalize JavaScript code to ensure it is non-obtrusive to the spidering process.  Additionally, rich Internet applications (RIAs) such as those that use Flash and AJAX require additional content to be presented in a format legible to search engine spiders (as well as to disability software).
▪    Code cleanliness – while validated code will not necessarily help to improve rankings, poorly formed code that is difficult for the spiders to traverse can negatively impact ranking performance.
▪    Code ordering with CSS – the use of cascading style sheets (CSS) enables the ordering of code to present keyword-rich content to the search engines first, followed by all of the code and superfluous page elements.  In addition, CSS helps to minimize the amount of code needed to display a Web page, therefore reducing the code to text ratio.
▪    Titles, Meta tags, Header tags, and ALT tags (and their corresponding placeholders in the database) – the basic tenants of SEO are often ignored by developers who may not have been tasked with this consideration. If not handled in a proactive manner, adding these tags can be very time consuming proposition, especially on large Web sites.

Design / Layout:
In a similar fashion to the technical infrastructure, layout decisions that are made during the design and development process can greatly impact the opportunity for search engine performance.  In order to avoid rework in this area, a qualified search engine optimizer should be part of the design process to review prototypes and provide direction from the search engine perspective. Otherwise, considerable investment will likely be required to alter the site layout to support the requirements for search engine accessibility.  Typical points for rework include:

▪    Navigational structure and placement – the use of images as navigation elements are disruptive to search engines spiders and limit the ability to use descriptive anchor text within internal linking
▪    Adequate space for HTML text content – many site designers disregard the needs of the search engines when developing a page, presenting in many cases only human-visible images.  HTML text content is required for a search engine to be able to determine the true context of a Web page and is also a usability best practice.
▪    Use of images and Flash in place of text – same as above, search engines cannot read Flash or images effectively.

By comparing four projects in which optimization was a post-launch initiative to four projects in which optimization was included in the initial scope of the design / redesign effort, summary conclusions have been made for the average incremental costs associated with site updates for search engine optimization.

On average, the post-launch method of search engine optimization led to incremental redesign project costs of roughly 30%.   To put that into perspective, the incremental costs of updating the site layout and technical infrastructure for optimization of a $250K Web site was $75K.  For larger, more complex sites, the cost is more significant; $150K in site enhancements for a $500K Web site project and $300K for a site that initially cost $1MM to develop.  Much, if not all, of this additional design and development cost could have been eliminated if search engine optimization had been made part of the initial project scope, not an after thought.

Opportunity Costs: 

In addition to the direct costs that are incurred when optimizing a site in a post launch fashion, there are also significant opportunity costs that should be factored into the decision making process.

According to many studies, 60%-70% of searchers prefer to click on organic listings over paid search listings.  When they do, over 60% of searchers don’t look past the first page of search results, making first page search results critical to online success.  Therefore, without the right SEO program, a great deal of opportunity to acquire new customers is being missed.

Unfortunately, strong organic search engine performance is not achieved over night.  Even in ideal situations, the process of spidering, indexing, and ranking takes time.  For a new site, one with a newly registered domain with no existing link base and established Google PageRank™, the process of ranking for competitive terms can take upwards of six months.  For existing sites with strong incoming links and PageRank™, the process is expedited, but still takes time.

Optimistic Project Timeline for Post Launch Optimization:

Design or redesign project duration     = 6 months
Post launch optimization project          = 3 months
Optimization implementation                = 3 months
Ranking adjustment latency                  = 3-6 months (redesign vs. initial launch)
----------------------------------------------------------------------------
                    = 15-18 months

Realistic Project Timeline for Integrated Optimization:

Design or redesign project duration     = 7 months
Post launch optimization project        = 0 months
Optimization implementation         = 0 months
Ranking adjustment latency         = 3-6 months (redesign vs. initial launch)
----------------------------------------------------------------------------
                    = 10-13 months


As illustrated above, the integrated approach to SEO, in which optimization activities are embedded in the redesign project scope, can shave roughly five months off of the time that is required to achieve top organic search engine listings.  For the companies analyzed, the value of the direct conversions from organic listings over a five month period ranged from $625K to $2.2MM.

Summary:

While postponing search engine optimization may seem like a logical decision in light of timelines and overall project budgets, the truth of the matter is that it can be an incredibly costly decision.  With additional direct costs ranging from $75K to $300K and opportunity costs ranging from $625K to $2.2MM, the total costs of waiting are between $700K and $2.5MM.

Before moving forward with your next Web site design or redesign effort, consider the direct and opportunity costs associated with making search engine optimization a post-launch initiative.

iskandarX Society SEO -The Growing Video Universe



Predicted to be a $3 billion dollar business by 2010 (source: eMarketer), the use of video for search marketing, while still in its infancy, is growing at a tremendous rate.  According to market trends expert Brian
Haven, over fifty percent of world wide web users are viewing at least one video per month, and this potential number of viewers and visitors has many companies sprinting toward full scale internet video campaigns.




With the launch of Universal Search in many of the most relevant search engines, including Google, more videos will begin appearing in actual organic search engine rankings, thus increasing their value to SEO firms and their clients, not to mention the advantages of pure viral marketing.

YouTube, the most successful video sharing website, estimates they receive almost 30 million unique users in a single month’s time.  As only a three year old company, now owned by Google, it is considered to be the fourth busiest website in the world, and is only one of the hundreds of video sharing avenues.  Metacafe is not far behind, generating almost 20 million unique viewers every month.  The importance of video for Internet marketing as well as search rankings will continue to increase as broadband becomes more common and search engines react accordingly, and as such, video optimization has already become an important part of online marketing campaigns and search engine optimization strategies.

Video Marketing

There are millions of short video clips produced by professionals and amateurs alike available on the web.  Some post videos in the name of fame and fun, while others are focused on using videos to create a viral marketing campaign and drive traffic to their respective websites.  With millions of consumers of video content the question must be asked as to how successful are videos in driving actual web traffic.  According to a recent study by Market Experiments Journal, the use of video in viral marketing can produce incredible click results.  Market Experiments produced several amateur style videos for posting on the web that would serve as experimental viral marketing.  These 28 videos pulled over 80,000 views in one month, and by sixty days they had received over 300,000 views with no additional work or investment.  At 324,190 views, 4,162 people continued on to click through their website, and the best part is that the views will continue to increase, bringing in more website traffic at a minimal cost.  When the cost of the acquisition of these users via video was compared to PPC, it was discovered that a PPC campaign would have cost over $20.00 per visitor acquisition, whereas the video campaign cost a fraction of that.

How does this transfer to SEO?

It has long been known amongst search engine optimization experts that one of the most valuable ways to create inbound links to a website is by creating quality content.  This content in turn serves as “link bait,” with the goal of receiving one-way links from other websites that fuel both traffic and search rankings.  The concept is simple, and applies to the utilization of video for SEO.  Entertaining, informative, or humorous content has proven to be excellent link bait, as are product reviews and “top 10” lists.  With the proper techniques of production, formatting, optimization, posting, and publishing, video can be an excellent way to create such content and boost search engine ranking results.      

Creating Video Content

To take full advantage of video optimization, the first and most important step is to produce a high quality original.  Most successful videos are created using professional equipment, digital tape, plenty of light, and quality microphones.  Some of the most successful amateur videos on the web were shot with 3 CCD cameras and nice tripods.  ArteWorks SEO, for example, utilizes a Canon GL2 3CCD recording on MiniDV with both standard letterbox and 16:9 widescreen capabilities. This will produce an obvious difference in the clarity of picture as well as accuracy of color.  Videos that are too dark or whose sound is difficult to decipher will most likely be passed over by increasingly savvy viewers or leave an impression that the video producer is an amateur.  Next, it is important to shoot videos that have some relevance to your industry.

Even if it is just a funny skit, an ounce of relevance will go a long way in creating relevant links and search traffic.  Once the footage is created, videos should be edited to a length that is conducive to viewer attention spans.  Informational videos should be less than five minutes, and funny skits should usually be under one minute or even thirty seconds.  Videos that are too long may lose viewers or experience loading delays.  The object is to load the video as quickly as possible and then leave viewers wanting more.

Video File Optimization      

Once you have created short, concise, entertaining, quality videos, you will need to optimize the video files for search engine crawlers.  Titling is the most important part of this process.  The actual title of the file name works similarly to Title Tags for web pages.  Search engine crawlers can recognize these file names and index them accordingly, so it is important to include target keyphrases within the video title.  The process continues by injecting the appropriate metadata into the actual video file encoding.  This should include information like the title, length, keywords, and authorship associated with a particular video clip.  Another increasingly popular video optimization strategy is to include a transcript of each video.  This transcript will not only provide valuable text threading, but it can also include anchor text links specific to keyphrases.

Publishing Your Video Content

There are two common ways to post videos for others to view.  The first, for SEO purposes, is to post videos directly on your website.  Link bait that is directly connected to your website can then attract links directly to your website.  Each video should have an individual page with content that is associated to that video’s specific keyphrases, and the URL for that page should include the title of the video.  Videos can also appear in blog or forums so that others can comment and form a small social network.  When a video is posted on a webpage, you can include a link to the video transcript and the code for embedding the video on other websites or blogs.

Beyond posting on your own website, publishing your video on various video sharing websites is almost more important in terms of actual exposure.  Video sharing sites like YouTube, Metacafe, AOLvideo, Yahoo Video, MySpace, and more can solicit thousands of views in a short period of time because each of their viewer bases range from 10 to 50 million per month.  With proper submission, these types of sites can serve as a mass syndication effort for your videos, which is vital for viral and organic ranking purposes.  There are hundreds of Internet success stories that come from the thousands, or millions, of hits a particular video clip received on a video sharing site.

Video Bookmarking

Though video sharing websites are an excellent resource for achieving high exposure, social media sites such as Digg, Stumble Upon, Del.icio.us and others can also create a powerful buzz as well as provide excellent inbound links. Again, this process is similar to that of bookmarking any other type of content on a social media site.  By bookmarking the video on the business website and on other sharing sites, using relevant and authority bookmarking accounts, the videos have been released to another world of sharing and voting that can bring in countless views, especially if they are well liked by the community.  However, there is another key reason for submitting bookmarks to social networks.  Search engines have become increasingly likely to index bookmarked postings on social media networks.  Thus, your video content can appear in universal search rankings, which will increase their visibility for relevant keyphrases.  If that bookmark leads back to your actual website, the impact on your organic search rankings will be noticeable.

Making it easy for others to bookmark videos on your website is another means to fully take advantage of social media networks.  Most social media sites with bookmarking capability offer “buttons” that can be posted on a website that will automatically bookmark the selection for the viewer to the appropriate network.  For example, you might place a “Digg” button next to a video player, and when clicked, it would prompt the viewer to quickly bookmark this item to their Digg profile.

Looking to Tomorrow

The use of video as link bait content is a relatively new concept, and the increasing sophistication of search engines will continue to change and improve the ways videos are indexed.  There are already some search engines like Blinkx that use speech recognition and visual analysis rather than just metadata in order to determine the nature of specific video content.  Capabilities like these and further advances will continue to change the way video can be used to create online exposure, but the value of video for the future is clear.

Regardless of the technological advances and shifts in industry standards, video content will continue to grow in popularity as the rest of the world shifts to standard broadband Internet connections.  For this reason, it is important to consider the inclusion of some form of video content for any online business that seeks to improve their credibility, visibility and ranking results.  By starting now, your business can ride the wave from the beginning, growing alongside the development of the role of video in search engines.  It is truly a golden opportunity for smart businesses to rise to the top.

iskandarX Society Review - Public Speaking and Panic Attacks


It is often observed that many people’s top ranking fear is not death but having to speak in public. The joke is that these people would rather be lying in the casket at the funeral than giving the eulogy. Public speaking for people who suffer from panic attacks or general anxiety often becomes a major source of worry weeks or even months before the speaking event is to occur.








These speaking engagements do not necessarily have to be the traditional “on a podium” events but can be as simple as an office meeting where the individual is expected to express an opinion or give verbal feedback. The fear of public speaking and panic attacks in this case centers on having an attack while speaking. The individual fears being incapacitated by the anxiety and hence unable to complete what he or she is saying. The person imagines fleeing the spotlight and having to make all kinds of excuses later for their undignified departure out the office window…


This differs slightly from the majority of people who fear public speaking because their fear tends to revolve around going blank while speaking or feeling uncomfortable under the spotlight of their peers. The jitters or nerves of speaking in public are of course a problem for this group as well, but they are unfamiliar with that debilitating threat which is the panic attack, as they most likely have not experienced one before.


So how should a person with an anxiety issue tackle public speaking?


Stage one is accepting that all these bizarre and quite frankly unnerving sensations are not going to go away overnight. In fact, you are not even going to concern yourself with getting rid of them for your next talk. When they arrive during a speech/meeting, you are going to approach them in a new manner. What we need to do is build your confidence back to where it used to be before any of these sensations ever occurred. This time you will approach it in a unique, empowering manner, allowing you to feel your confidence again. It is said that most of the top speakers are riddled with anxiety before speaking, but they somehow use this nervousness to enhance their speech. I am going to show you exactly how to do this, although I know that right now if you suffer from public speaking and panic attacks you may find it difficult to believe you can ever overcome it.


My first point is this and it is important. The average healthy person can experience an extreme array of anxiety and very uncomfortable sensations while giving a speech and is in no danger of ever losing control, or even appearing slightly anxious to the audience. No matter how tough it gets, you will always finish your piece, even if at the outset it feels very uncomfortable to go on. You will not become incapacitated in any way.


The real breakthrough for if you suffer from public speaking and panic attacks happens when you fully believe that you are not in danger and that the sensations will pass.


“I realize you (the anxiety) hold no threat over me.”


What keeps a panic attack coming again and again is the fear of the fear—the fear that the next one will really knock your socks off and you feel you were lucky to have made it past the last one unscathed. As they were so unnerving and scary, it is your confidence that has been damaged by previous anxiety episodes. Once you fully understand you are not under any threat, then you can have a new response to the anxiety as it arises while speaking.


Defeating public speaking and panic attacks…


There is always a turning point when a person moves from general anxiety into a panic attack, and that happens with public speaking when you think to yourself:


“I won’t be able to handle this in front of these people.”


That split second of self-doubt leads to a rush of adrenaline, and the extreme anxiety arrives in a wave like format. If, however, when you feel the initial anxiety and you react with confidence that this is not a threat to you, you will move out of the anxiety rapidly. Using this new approach is a powerful ally because it means it is okay to feel scared and feel the anxiety when speaking–that is fine; you are going to feel it and move with and through the sensations in your body and out the other side. Because he or she is feeling very anxious, often before the talk has begun, that person may feel they have already let themselves down. Now, you can relax on that point. It is perfectly natural to feel the anxiety. Take for example the worst of the sensations you have ever experienced in this situation—be it general unease to loss of breath. You will have an initial automatic reaction that says:


“Danger–I’m going to have an episode of anxiety here and I really can’t afford that to happen.”


At this point most people react to that idea and confirm it must be true because of all of the unusual feelings they are experiencing. This is where your thinking can lead you down a train of thought that creates a cycle of anxiety that produces a negative impact on your overall presenting skills.


So let that initial “oh dear, not now” thought pass by, and follow it up immediately with the attitude of:


“There you are–I’ve been wondering when you would arrive. I’ve been expecting you to show up—by the way, I am not in the least threatened by any of the strange sensations you are creating—I am completely safe here.”


The key to controlling your fear of public speaking and panic attacks is that instead of pushing the emotional energy and excitement down into your stomach, you are moving out through it. Your body is in a slightly excited state, exactly as it should be while giving a speech, so release that energy in your self-expression. Push it out through your presentation not down into your stomach. You push it out by expressing yourself more forcefully. In this way you turn the anxiety to your advantage by using it to deliver a speech where you come across more alive, energetic and in the present moment. When you notice the anxiety drop as it does when you willingly move into it. Fire a quick thought off when you get a momentary break (as I am sure you have between pieces), asking it for “more.” You want more of its intense feelings as you are interested in them and are absolutely not threatened by them.


It seems like a lot of things to be thinking about while talking to a group of people, but it is not really. You’d be amazed how many different non-related thoughts you can have while speaking. This approach is about adopting a new attitude of confidence to what you might have deemed a serious threat up until now. This tactic will truly help you with fear of public speaking and panic attacks you have associated with them.


If your predominant fear of the speaking engagement is driven by a feeling of being trapped, then I would suggest factoring in some mental releases that can be prepared before the event. For example, some meetings/speeches allow for you to turn the attention back to the room to get feedback etc. from the group.


If possible, you might want to prepare such opportunities in your own mind before the engagements. This is not to say you have to ever use them, but people in this situation often remark that just having small opportunities where attention can be diverted for the briefest of moments can make the task seem less daunting. It my even be something as simple as having people introduce themselves or opening the floor to questions. I realize these diversions are not always possible and depend on the situation, but anything you can factor in that makes you feel less trapped or under the spotlight is worth the effort and can help alleviate fear of public speaking and panic attacks.


Barry McDonagh is an international panic disorder coach. His informative site on all issues related to panic and anxiety attacks can be found here:

-Learn how to be empowered and gain confidence by engaging a simple technique to defuse any panic attack.
-The four most powerful approaches to creating an enduring anxiety buffer zone (particularly useful for those who experience GAD).<
-Learn to avoid making the one mistake almost everyone makes during a panic attack episode.
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