The problem with domain masking is it creates perceived duplicate content in search engines, particularly Google. Because Google and the other search engines do not want to display multiple copies of the same content, they will likely choose one or the other of the URLs to index. Worse yet, if Google runs into a lot of duplicate content on your domains, it might decide one or both are not worth visiting very often.
Generally you may want to mask the URL of your content if you are providing content which is on another domain but you don’t want your users to know they are leaving your site. This can be done using frames. It is well known frames are not well liked by the search engines. Also the content of the iframe belongs to the site which you insert in the iframe, not to your site and therefore will not be taken into account for rankings.
If you are masking URLs with <frameset> then there are some things you can do to optimise these pages for SEO.
Use the noframes tag – almost your only search engine friendly alternative to frames. Your optimised content goes between the noframes tag. The noframes element contains content that should only be rendered when frames are not supported by your browser and it’s the equivalent of the ALT attribute for images.
Tuesday, 31 July 2012
Some Recent Adwords Updates
Updated Display Advertising Options in AdWords March 2012
Display now has its own tab.
The contextual engine has been revamped. This means you can fine-tune the performance of your contextual campaigns down to individual keyword level. There is also a way to visualise the reach of your campaigns, and see how that reach is impacted by combining multiple targeting types, such as keywords, placements, topics, interests or re-marketing.
Flexible Reach July 2012
In the next couple of weeks, AdWords will include a new targeting option called “Flexible reach.” Flexible reach allows you to select any combination of multiple targeting selections at the ad group level, plus the control to combine different methods for targeting and bidding at the ad group level.
AdWords Editor June 2012
AdWords Editor 9.8.1, now includes the ability to add and edit dynamic search ads and product listing ads, as well as quickly and easily modify location targets.
Search Funnels
Search Funnels work automatically with AdWords Conversion Tracking. Search Funnels can show you the full search path your customers take prior to purchasing or “converting” on your site, this includes assist clicks and assist impressions (any search ad impression that was not clicked and happened prior to a conversion).
Multi-Channel Funnels
Digital attribution is the process of assigning credit to the variety of online interactions that happen before a conversion. These interactions could include display ads, paid or organic search, email campaigns, affiliate programs, social network posts, and other digital interactions. Today, many marketers by default use “last click” attribution, assigning all of the credit to the last interaction before a conversion. By understanding the full path to conversion and giving credit to all interactions, better marketing campaign decisions can be made.
August 1, 2012, Website Optimizer will no longer be available as a standalone product. From that date forward, you can use Content Experiments in Google Analytics to test your site content.
Updates to Keyword Tool and Traffic Estimator April 2012
Improvements to the Keyword Tool include the ability to view keyword ideas grouped by themes. With the Traffic Estimator a graph has been incorporated to better gauge traffic and bid estimates visually, which depicts newly supported ad group drafts. And now, when users have settled on the visual draft of their campaigns, this draft can be added directly to your account.
Display now has its own tab.
The contextual engine has been revamped. This means you can fine-tune the performance of your contextual campaigns down to individual keyword level. There is also a way to visualise the reach of your campaigns, and see how that reach is impacted by combining multiple targeting types, such as keywords, placements, topics, interests or re-marketing.
Flexible Reach July 2012
In the next couple of weeks, AdWords will include a new targeting option called “Flexible reach.” Flexible reach allows you to select any combination of multiple targeting selections at the ad group level, plus the control to combine different methods for targeting and bidding at the ad group level.
AdWords Editor June 2012
AdWords Editor 9.8.1, now includes the ability to add and edit dynamic search ads and product listing ads, as well as quickly and easily modify location targets.
Search Funnels
Search Funnels work automatically with AdWords Conversion Tracking. Search Funnels can show you the full search path your customers take prior to purchasing or “converting” on your site, this includes assist clicks and assist impressions (any search ad impression that was not clicked and happened prior to a conversion).
Multi-Channel Funnels
Digital attribution is the process of assigning credit to the variety of online interactions that happen before a conversion. These interactions could include display ads, paid or organic search, email campaigns, affiliate programs, social network posts, and other digital interactions. Today, many marketers by default use “last click” attribution, assigning all of the credit to the last interaction before a conversion. By understanding the full path to conversion and giving credit to all interactions, better marketing campaign decisions can be made.
August 1, 2012, Website Optimizer will no longer be available as a standalone product. From that date forward, you can use Content Experiments in Google Analytics to test your site content.
Updates to Keyword Tool and Traffic Estimator April 2012
Improvements to the Keyword Tool include the ability to view keyword ideas grouped by themes. With the Traffic Estimator a graph has been incorporated to better gauge traffic and bid estimates visually, which depicts newly supported ad group drafts. And now, when users have settled on the visual draft of their campaigns, this draft can be added directly to your account.
Friday, 6 July 2012
Should I Use a Microsite?
What is a Microsite?
A microsite is a 1 to 5 page site on a specific subject. A microsite should be an extension of your main site. When you break out products or services into their own domain name with specific content, meta data, and all backlinks to each micro site are specific, you get the answer to what the search engines are looking for. The microsite should also link back to your main site.
A microsite can work well for specific marketing campaigns, however whether to use them or not depends on the business goals and objectives.
When to Use a Microsite
Microsites are useful when you are in a competitive industry and there is a decent amount of search volume present to make a microsite worthwhile.
A microsite is not a one page site or a splash/squeeze. Your microsite must have enough relevant content and transparency to satisfy Google you are committed to providing a good user experience.
Benefits of Microsites
Microsites are useful for PPC campaigns as you can increase CTR to increase your quality score and reduce click costs. You can also achieve higher conversion rates as the messaging can be tailored specific for the target audience, however this can also be done on specific pages too.
As microsites are more focused you become a specialist, which can set you apart from competitors. Being more focused can also help to improve your search engine rankings as microsites can be better targeted. Also microsites can provide links back to the main site to support SEO efforts there.
A smaller more agile site strategy around profitable search queries or micro brands can be more cost effective and efficient than redeveloping, expanding or building out your primary site. This would depend on how your website development works.
Microsites can be a great idea for specific targeted promotions, but whether you use them depends on your brand, your time and your budget.
Benefits of Keeping Content on One Domain
By keeping all content on one domain there is less work needed for optimisation as you are only building the authority of one domain. By driving all traffic to one domain this can help to increase your authority in the eyes of Google as you will have higher visitor numbers.
Any links built to the site will increase the overall ranking of the site even if they are built to internal pages. Sometimes separate sites do not make sense from a usability perspective it is better for user experience to remain in one place.
Should You Use a Microsite?
Whether to use a microsite depends on your business goals. There are benefits for creating a microsite and there are benefits to keeping content on your principal site. In order to make the decision you need to analyse the business goals against the pros and cons.
A microsite is a 1 to 5 page site on a specific subject. A microsite should be an extension of your main site. When you break out products or services into their own domain name with specific content, meta data, and all backlinks to each micro site are specific, you get the answer to what the search engines are looking for. The microsite should also link back to your main site.
A microsite can work well for specific marketing campaigns, however whether to use them or not depends on the business goals and objectives.
When to Use a Microsite
Microsites are useful when you are in a competitive industry and there is a decent amount of search volume present to make a microsite worthwhile.
A microsite is not a one page site or a splash/squeeze. Your microsite must have enough relevant content and transparency to satisfy Google you are committed to providing a good user experience.
Benefits of Microsites
Microsites are useful for PPC campaigns as you can increase CTR to increase your quality score and reduce click costs. You can also achieve higher conversion rates as the messaging can be tailored specific for the target audience, however this can also be done on specific pages too.
As microsites are more focused you become a specialist, which can set you apart from competitors. Being more focused can also help to improve your search engine rankings as microsites can be better targeted. Also microsites can provide links back to the main site to support SEO efforts there.
A smaller more agile site strategy around profitable search queries or micro brands can be more cost effective and efficient than redeveloping, expanding or building out your primary site. This would depend on how your website development works.
Microsites can be a great idea for specific targeted promotions, but whether you use them depends on your brand, your time and your budget.
Benefits of Keeping Content on One Domain
By keeping all content on one domain there is less work needed for optimisation as you are only building the authority of one domain. By driving all traffic to one domain this can help to increase your authority in the eyes of Google as you will have higher visitor numbers.
Any links built to the site will increase the overall ranking of the site even if they are built to internal pages. Sometimes separate sites do not make sense from a usability perspective it is better for user experience to remain in one place.
Should You Use a Microsite?
Whether to use a microsite depends on your business goals. There are benefits for creating a microsite and there are benefits to keeping content on your principal site. In order to make the decision you need to analyse the business goals against the pros and cons.
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