Exploring The Google Zoo

The year was 2011 when Google introduced the smartest algorithm updates that would protect the web search against illegal internet marketing. 

These algorithm updates are basically animals released from their zooplex. The first was a panda. It's followed by a penguin.

Then, there comes a hummingbird. Lastly, a pigeon - my personal favorite.

These animals are gifted with special powers to improve the quality of web search - making it smarter, faster and fair to all.

It's advantageous to understand how these algo animals work, especially when you're marketing your products and services for local and international search.

You'll feel confident you don't violate their guidelines every time a new version is rolled out.

Google Panda

Date Launch: February 23, 2011

Special powers:

1. It protects the web search from low quality sites (too much advertising, full of ads, etc). 

2. It makes sure those high quality sites with a blog receive high ranking for the target keyword.

3. It rewards old and new sites with easy navigation, user-friendly design, high-quality contents and healthy usage metrics (for example: low bounce rate, high page visits, etc.)

Google Penguin

Date Launch: April 24, 2012

Special powers:

1. It guards the web search against no-value contents and spammy links.

2. It gives reasonable punishment to those site owners who conduct illegal practices of search engine optimization such as keyword stuffing, link farms, nonsense spun articles and more.

3. It makes sure the web search is free from bad and unsafe links.

Google Hummingbird

Date Launch: September 26, 2013

Special powers:

1. It improves the semantic search query based on intent and context.

2. It gives accurate meaning to words, phrases and sentences - adding more value to long-tailed keywords such as how to write a travel press release.

3. It gives high ranking to those quality contents written in conversational tone.

Google Pigeon

Date Launch: July 24, 2014

Special powers:

1. It provides accurate local search results.

2. It improves the distance and location parameters of search.

3. It prioritizes local business sites with complete and consistent information in brand name, address, phone number and site url. 

For sure, Google will release more friendly animals in the future. You know how the team works (as seen in the video above). The team are thorough, analytical and experimental.

Who knows, there's a stingray in the making?

Photos Courtesy of: Search Engine Land

How Local Search Works

The local search works a bit differently than a regular web search. The local search gives more importance to location, location and location.

Google sees every local business as a unique being with a name, an address, a phone number and a website address (NAP + W). The consistent you are in putting the same information in the right channels across the web, your site gets more priority for the keywords you target.

For example, if Michael is a Filipino-American citizen who opens a new basement waterproofing company in New York under his name, his online marketing efforts heavily include creating presence in business listing sites such as Google My Business, Google Maps and Yelp.

The biggest challenge in local search is it evolves every now and then. Google makes necessary changes in the search query.

Competition becomes tighter, but all in all consistency still pays off. Keep going. Keep doing what you do. Also, keep in mind the current ranking never stays the same. 

As of the writing, the front page in Google limits the display of companies from 10 to 3 (pictured below).

Please click the photo for a bigger size

How Web Search Works

When you start marketing your products and services online, it's helpful if you can clearly visualize how these search engines work.

It seems right to say the overall process is quite the same whether you use Google, Yahoo or Bing.

After watching the video, you'll realize that search functions like a human brain of a genius. It's more than a genius in fact. The web search collects and analyzes information thoroughly, in less than a second.

The most interesting question I have for you is, how will you use the web search to your local business?

The Web Psychology of SEO

There are times the world of SEO needs to go beyond the techniques of local or international search. This is web psychology sets in. Web psychology helps you see the bigger picture of search. The truth about search is it's not limited to ranking, indexing and crawling.

Web psychology integrates various branches of psychology into one. With chunks and pieces borrowed from social psychology, neuroscience, cross-cultural psychology, consumer psychology, cognitive psychology, behavioral economics and neuroaesthetics - it's possible to create a smooth sailing profitable campaign with less stress.

Web psychology takes a number of years to master. The web psychologist in the video (Nathalie Nahai), however, sums up the secrets to online success into three pillars:

1. Know Who You're Targeting
2. Communicate Persuasively
3. Sell With Integrity

Basics of Local SEO (Part 6)

The video above teaches you how to establish a holistic online identity using social media and review site. Three channels are featured there - Google+, LinkedIn and Yelp.

You're going to use Google+ when you want a free social networking site sprinkled with other free services such as G-mail, Maps, Hangout, YouTube etc. that can further enhance your online identity. Your customers will visit your G+ profile to see your updates, announcements and photos.

LinkedIn is your online resume. It reveals your work experiences, scholastic background, skills and reviews from your previous co-workers and employers. Customers look for your LinkedIn if they want to check how dependable you are when it comes to work.

There are other social media sites you can use to effectively communicate with your customers. Simply update your essential business information such as address, phone number, hours of service and site url as needed.

Yelp is a social review site. You're going to register your business here to earn more customer feedback and reviews. Other popular review sites include Merchant Circle, Amazon and Foursquare.

To keep the conversation going, ask previous and existing customers for feedback. Encourage them to rate and write a short review about your products and services.  

Basics of Local SEO (Part 5)

The video above shares information on how you can outwit, outplay and outlast your competitors. Competition is good and inevitable. It means you have the ability to get better than them.

There are four common questions to ask yourself when studying your competitors:

1. Who are these competitors?

You need long hours of research to find them. Some of them might already established a strong online presence. Some are new. Yet, as you go along with your research, always remind yourself your goal is to exceed the quality of their products and services.

2. What type of online presence do these competitors have?

Your competitors may have built their own site and social media channels. They can be found in Facebook, Twitter, Yelp and more.

3. What's compelling about your competitors' online presence?

You might have observed big and small businesses these days have a site, Facebook page and Twitter. Their site is built with a blog that is updated with daily news. Their social media channels, on the other hand, are used to communicate with their customers.

4. Does your value-add distinguish your business from the others?

Answer yes to this question and you're all set for online marketing. The truth is, customers look for something unique among the crowd. They know they have plenty of choices but they aren't sure who to pick.

Customers make decisions differently but they do ask three common questions before reaching-out to you. These questions are:

• What makes you the best person for the job?
• Are your previous and current clients happy?
• What are your credentials?

Basics of Local SEO (Part 4)

The video above outlines the best implementation and best practices once you market your business online. The best implementation for local search engine optimization are the following:

1. Create a Google+ Page. Google+ is a social networking site owned and managed by Google. Setting up a account is easy because all you need is a G-Mail. Don't be confused with a profile and a page by the way. A profile is your real name and a page is your business.
2. Develop a presence on relevant channels. It seems impossible to create an online presence to all channels. You're not superman. You're not superwoman. You're a business person and your time is limited. Therefore, it's smarter to create a list of channels that you can actively participate in. These channels help your customers find you.
3. Include the basics. Address, phone number, service hours, service rates and service areas are your call-to-action (CTA). These are the information your customers always want to see.
4. Let customers know you're online. Like a virus, spread the good news all over the web. The Internet is your universe.  
5. Build strong engagement. Make sure your customers feel your presence every day. Answer their questions directly.
6. Cross-link and reference multiple channel. You'll feel less stress when you'll come up with a technique to unify all your channels. For example, your Google+ page connects to your Facebook and Twitter. 
7. Consider building a site. There are hundreds of online channels. There are social networking sites, content curation sites, bookmarking sites, news sites, review sites, etc. Yet, there are times these channels aren't enough. You need a website if you seek to manage all your brand and non-brand contents in one bigger place.

Implementation comes with best practices. The following practices as mentioned in the video will help you get organized every day.

1. Facilitate a referral loop with your customers.
2. Avoid copying reviews from one site to another.
3. Always remember login details such as email addresses and passwords.
4. Ask tech savvy family, relatives and friends for help.