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Google has launched a new update for the Google Toolbar and FeedBurner. It’s a service that allows the shortening of URLs and is particularly useful for micro blogging services such as Twitter to make links easier to share due to character limitations on most of these services. The “Google URL Shortener” will only be available through FeedBurner and the Google Toolbar at the moment which limits its use. However, Google plans on making it available to a wider audience if it proves that people find it useful. The service is built on Google’s global infrastructure which has a lot of benefits such as stability, security and speed to give faster resolution of URLs and better protection against phishing and spam.

As most people know, URL shortening has been around for quite some time and it’s not surprising that with the popularity of social media Google has jumped on the bandwagon. However, there are other services which offer similar or better services than goo.gl such as bit.ly which has been around longer and offers link tracking which at the moment goo.gl does not. So it looks like Google may have a bit of an uphill struggle considering the current competition.

Adam Wood
SEO Programmer

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Google offers new service to make URLs shorter using the Google Toolbar

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SEO is difficult at the best of times. However you’ll find it much more difficult on a brand new website, particularly if you wish to target a competitive market. Start your link building and on page SEO too aggressively and you may be flagged by Google early on, making the site harder to rank well and you may even get sandboxed (if you believe in it – but that’s a whole other discussion!).

One effective way to hit the ground running with your new website is to build it on a domain name that already has some history. Simply put, a domain name that already has some good backlinks and has a presence in Google. While a good domain name might not be particularly easy or cheap to get hold of, it will certainly benefit your SEO campaign in the short term.

With much of the domain trust and age already in place, sites built on older domains (with the relevant SEO campaign in place) are much more likely to be able to compete in Google rankings for competitive terms.

Rik
Senior SEO Programmer

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Getting a jump start on search engine optimisation for a new website

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Recently, Google has introduced a feature to search through results called Live Search. Live Search brings the latest content to Google listings within seconds of it being released. Google Live Search can be used as an effective tool with the aim of achieving a good Social Media campaign.

If you go into Google and search for ‘Channel Tunnel’ there is a brilliant example of a Live Search result feature which shows the latest news, and Twitter posts as well. See below for an example of this.

I have, with only a little bit of effort, reached the first page of Google for the keyword ‘Channel Tunnel’. This could be used as a tool to get on the first page of Google for a certain keyword. If you have a Twitter account, what you could do is tweet about your business, but make sure you always mention a keyword that you want to be found under. Then, in the search results, you can maintain exposure on the first page of Google for your relevant search term.

Next time you make a Twitter post, always have this in mind; if used right you can generate some additional traffic towards your website.

Dave Stopher
Natural SEO Programmer

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Get Noticed with Live Search

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Google have now started to roll out real time search. Posts from social media sites such as Twitter and Facebook will now appear in the SERPs for certain brand and product related keywords. This big change from Google will create lots of implications for search engine optimisation professionals and brand management.  Below I have provided a few of my thoughts on this topic:

• Brand management – In addition to traditional SEO, large companies will have to place more emphasis on brand management. Constant reputation monitoring will be required to ensure that bad comments about a particular brand are responded to quickly and accurately.
• Mobile communication – With the rise in mobile internet communication, including smart phones and iphones, users will be able to review a product or brand instantly. This review might then appear in the search results for a particular brand or product name.  This may cause even large brands to struggle to protect their brand at all times.
• Traditional SEO – This move from Google means that there will be a large space on the first page of Google which cannot be controlled with traditional SEO methods. As SEO professionals, we will need to discover the ranking algorithm Google uses to rank real time search data.

On a positive note, the move should mean that smaller brands will be able to rank well for a competitive keyword if they have an active social profile

It will be interesting to see how other SEO companies and large brands react to this change from Google. Watch this space

Paul Spreadbury
SEO Manager

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How real time search could affect SEO

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There is always a lot of friendly rivalry between the Pay Per Click (PPC) and the Search Engine Optimisation (SEO) departments within the company. Debates always occur, discussing as to which strategy creates the best return on investment, whether PPC is just a short term method of advertising whilst the SEO campaign kicks in, but there are both advantages and disadvantages for both. The core advantage SEO has over PPC is that you do not pay for each visitor/click and that all traffic is free. This is not altogether true; instead of paying for each click, you are paying a flat fee to a company to get you up in the listings. This is why it is very important that you correctly analyse your keywords and how these relate to your site.

Testing area

This is where PPC is very important. It creates a method of advertising structured very closely to natural search, but gives you full flexibility, transparency and control over your campaign. As well as running a fully functioning PPC, you can use it as a testing area, experimenting on keywords which could be potentially used for SEO before you put a lot of investment towards areas in which you have no control over.

Brand Protection

Many of the campaigns which we run include a brand campaign, even if they appear number one when they are searched for naturally. There are arguments both for and against this strategy. Why pay for traffic which you could get for free? My answer to this is that there are a certain percentage of users who think that the highest position in Google is that of position one in the sponsored listing, which competitors could take advantage and deliberately mislead users into thinking they are the correct brand. Also it reinforces your brand, having two listings on the first page.

Full control over your products and services

To appear number one for all the products and services that you offer would be near impossible and very expensive, and so a PPC campaign can fill in the gaps for your SEO campaign. Because you have full control over the keywords which you bid on, you can pick and choose the areas of your business that require large scale online investment, instantly.

Special offers

Because any changes which you make on your campaign are near enough instant, you can run limited special offers and promotions at the drop of a hat. This is impossible to do in SEO as any changes made may take months to replicate into your search result.

Philip Pollock
PPC Account Manager

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Should you invest in both SEO and PPC?

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