StepForth SEO News Blog - by Ross Dunn and Scott Van Achte

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Friday, February 08, 2008

The Art of Competitor Analysis Discussed on WebmasterRadio.fm

Written by Ross Dunn and published at 1:09 PM

Yesterday I had the good fortune to be invited to speak on the Webcology Webmasterradio.FM radio show with Jim Hedger and Dave Davies about my experience with competitor analysis. The show was a part of a 10 part SEO series where experts in their select field of SEO are invited to discuss their artform. In my case I discussed some of the most interesting tactics involved in competitor analysis and some of the other tactics I didn't have space to cover in the companion article on competitor analysis in the WebProNews Expert's column.

Click here to listen to the radio show
(my interview starts about 15 minutes into the program)

Near the end of the interview, as a final touch, I asked a website analytics analyst by the name of Andres Galdames to come onto the show to discuss the other side of improving website visibility; using website analytics to improve performance of your site instead of focusing on a competitor. In addition, Andres and I touched on how analytics plays a major role in tracking the success of web promotion strategies implemented on a website as a result of a competitor analysis. We had more to discuss at this point but unfortunately Andres lost his connection to the radio show and Jim and Dave wrapped up the show.

All-in-all it was an exciting experience and I look forward to being invited again onto Webcology. A big thanks goes out to Jim Hedger and Dave Davies for the opportunity to discuss competitor analysis - a field I am so passionate about.

by Ross Dunn, CEO, StepForth Web Marketing Inc.

Labels: Competitor Analysis, Interviews, Jim Hedger, Ross Dunn, StepForth, Tutorials

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This SEO News was posted by Ross Dunn @ 1:09 PM.

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View this Article Only: The Art of Competitor Analysis Discussed on WebmasterRadio.fm

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Friday, August 31, 2007

Jim Hedger Leaves SiteProNews

Written by Ross Dunn and published at 11:18 AM

At the SiteProNews blog today Jim Hedger announced that his contract as the daily editor for SiteProNews was not renewed for another year.

The whole staff at StepForth wishes our friend and former in-house writer all the best as he refocuses his attentions on other partnerships and his company Markland Media based in Victoria, BC, Canada.

(Photo from SEO Atlanta's Flickr library)

Labels: Jim Hedger, Other News, Ross Dunn, SEO News

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This SEO News was posted by Ross Dunn @ 11:18 AM.

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Thursday, January 04, 2007

StepForth’s Predictions for 2007

Written by Ross Dunn and published at 9:41 PM

Another New Years has come and gone and over the past few weeks search industry professionals have been releasing their search market predictions for 2007. I have steered clear of reading them because it is time for me to write down StepForth’s predictions and the last thing I want to worry about is duplication. Without further adieu, here are the predictions my staff and I put together for 2007.

Section 1: The Movers and Shakers

Windows Live: will continue the uphill battle of branding their relatively new search platform; the confusion over whether Windows Live is a replacement for MSN contributed to their forbidding decline in market share in 2006. My staff and I firmly agree, however, that MSN/Windows Live will rebound and increase its market share slightly over pre-2006 statistics.
Yahoo!: We expect Yahoo to improve in 2007 due to the fresh perspectives of new staff (from the 2006 executive restructuring) and the incredible potential of this massive search network. Unfortunately, I read that Yahoo is comfortable with its current market share and has no illusions about ever being a market leader; hardly the kind of intentional goal setting that leads to results. Their unfortunate vision statement aside, I anticipate Yahoo will increase its global market share from the current 19% to 24%. Frankly, I am still dumbfounded that Yahoo has anything less than a 30% stake. I realize Google is the clear victor in the search engine wars but Yahoo definitely has the necessary weight to grab a better than 19% share.
Ask: 2006 was a good year for Ask because they stuck to their guns and focused on what they were good at; answering questions. Ask has gained quite a loyal following over the past couple of years and I expect it will continue to do so as long as it maintains its focus; Ask’s push into local and mobile answers search was particularly well timed. I expect Ask will not lose any market share over 2007; in fact I would be surprised if they didn’t take a few more percentage points over the year.
Google: Google’s insatiable appetite for growth will have it pushing for more market share in Asia and Europe where new Google outposts have recently opened. In addition, I expect that its algorithms will be improved sometime in the 3rd quarter to further devalue the benefit of reciprocal links (see more in Section 2 under "Link Building"). Google will continue to improve its mobile services which will culminate in more aggressive promotion of searching “on the go” wherever you are in the world.
Baidu: I don’t consider this engine to be one of the major 4 search engines (yet) but it has grown so much over the past 2 years that it just felt right to add it. Who is Baidu? Baidu.com is China’s leading search engine and since its conception in 2000 by two young entrepreneurs, this company has experienced massive growth (i.e. their IPO in 2005 started at $27/share and is now sitting at $122/share); sound reminiscent of Google? In my opinion Baidu is not going to be another Google but it has potential to grab a noteworthy piece of the search market when it finally premieres in North America; still no word yet when this premiere might happen but I expect the first steps to begin late this year. Part of Baidu’s success stems from its simple and effective methods of searching for multimedia such as mp3’s and videos online in addition to standard searchable content.

Section 2: Search Engine Marketing Strategies

For added reading on this topic please see Scott Van Achte’s insightful article written in November 2006 titled "Future Evolution of Search."

Link Building: The industry of link building will take quite a hit this year as Google (among other SE’s) continues the process of weeding out unscrupulous linking techniques such as haphazard reciprocal link building and advanced link building directories (previously missed in other weedings). By no means will Google get a handle on all of the less desirable links but an onward push to cleansing rigged results based on false popularity will be noticed throughout the industry.

The future of link building will be more difficult but definitely more effective because one-way links (someone linking to you without need for reciprocation), be it through carefully researched paid links or from premiere link building companies, will finally be known as the only way to provide a lasting ranking advantage. For more information visit the home of the guru of link building, Eric Ward or read "Thinking (a lot) About Link Building" by Jim Hedger.
Search Engine Optimization: As the most complex search engine Google tends to set the bar for best optimization practices so focusing on attaining results on Google usually nets favourable results on the other major engines. With that information in mind I do not see any reason that ethical optimization tactics will be revised to any significant level in 2007. If you would like a refresher on what it takes to optimize a web page see "The Ten Minute Optimization REDUX" white paper.
SPAMMERS Beware: This year Google will begin a more focused campaign of eradication for websites using keyword stuffing to attain search engine results. It amazes me to this day that I still find top ranking sites with keyword-stuffed footer navigations designed to fortify competitive rankings and attain dozens of long-tail results. At any rate, it has been a long time since I have seen a significant cleansing of Google’s SERPS and I would be blown away if we don’t see at least one significant cleanse this year. For more information on what is considered SPAM please see "15 Shades of SEO SPAM."
PPC: This year Google will crank up the volume and remove 99% of the Adsense-driven leader pages that repeatedly clog the top ten rankings under many queries. Unfortunately, Google’s “don’t be evil” catchphrase may clash with their interest in the bottom line since these SPAM sites effectively add to Google’s pocketbook.
Mobile Search: I cannot stress enough the importance of this emerging industry and I expect that the increase in R&D from Google and some effort from Yahoo and Microsoft in this area will produce an undeniable need for separate, mobile-friendly websites (i.e. .mobi sites designed entirely for mobile use). This market place will see significant growth this year as Internet marketing companies jump into the fray and begin offering mobile site creation, promotion and optimization. For more information on the emerging mobile market place see "Stake Your Claim on the Mobile Web."

Section 3: The Path to Success Will Require More Planning and Technical Expertise

As top search engine rankings become more entrenched the average website owner will need to be more calculating when planning their pending web presence in order to join the ranks of the top 10. As a result, I see the following areas of intentional research and planning becoming critical requirements for online success:

Web Site Analytics: Understanding and managing the behaviour of web site visitors is crucial to repeated online success and I expect this fact will finally become common knowledge throughout 2007. Consequently, enterprising new technologies like ClickTale will emerge and ClickTracks (an analytics leader) will see record sales beyond their expectations. For some introductory information on analytics see "Did You Know You Had Stats?"
Competitor Analysis: In an effort to shorten the path to online success, it is important to start any online marketing with a clear understanding of what it takes to attain rankings and deconstructing the tactics that led to a competitor’s success is an important first step. StepForth has been performing advanced competitor analysis services for over 3 years now and every year we see the demand for such intelligence mounting. I expect the need to grow significantly over 2007 and it will become an accepted first step for all online campaigns within the next 2 years. For more information see our SEO Research page.
Search Engine Friendly Web Design: The importance of search engine visibility to online success is now common knowledge and this year more and more informed design clients will be demanding their web designers create search engine friendly web sites vs. websites that pose significant, if not fundamental barriers to rankings. "Is Your Website Search Engine Friendly?"
Professional Copy Writing: Does your content sell your site? In other words, are you converting your visitors? Professional copy writing is a must because it allows you, the site owner, to make more money from the traffic that you attain. Consequently, a higher conversion ratio means you have more money to reinvest in your online success and it is entirely reasonable to expect you may be making more money in the #10 position in rankings than a website in the #1 position that has poorly written sales copy. There is absolutely no question in my mind that professional copy writing services is going to be a growth market in 2007. If you haven’t had your sales copy professionally written then drop me a note because I know of an excellent copywriting company that may radically increase your bottom line.

Section 4: StepForth’s Dreams for the Search World of 2007

Google will finally show they care about their neighbours to the North and allow Canadian companies to become Adwords Certified; this will ultimately extend Canadians the benefit of participating in all beta programs.
A lesser search engine such as Baidu or a newcomer will take a significant (10% +) of the global search market share; we really need a new presence in the list of major search engines to keep life interesting.
Search engines will work together on an unprecedented scale to eradicate the majority of pay-per-click fraud.
StepForth will be sent loads of cool bling from search engines from around the world. We particularly want banners from the major search engines that we can hang on our wall - bling call!

by Ross Dunn, CEO, StepForth Search Engine Placement Inc.
"StepForth's Predictions for 2007", Copyright 2007, the StepForth SEO Blog

Labels: Analytics, Ask, Baidu, Google, Jim Hedger, Mobile, MSN, Other Engines, PPC, Ross Dunn, Scott Van Achte, SEO, SEO Tips, Yahoo

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This SEO News was posted by Ross Dunn @ 9:41 PM.

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Monday, December 04, 2006

Listen in Thursday as Ross Dunn is Interviewed On Webmaster Radio

Written by Ross Dunn and published at 3:01 PM

Jim Hedger, our favourite SEO columnist and the first-ever employee of StepForth is having me on his talk radio show this Thursday at 2:00 Pacific at www.webmasterradio.fm. I hope you will listen in as Jim and I discuss the latest SEO news and our experiences in this rapidly growing industry. Until then!

Labels: Jim Hedger, Ross Dunn

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This SEO News was posted by Ross Dunn @ 3:01 PM.

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Tuesday, November 25, 2003

Thoughts on Longhorn

Written by Jim Hedger and published at 11:16 AM

Today's Globe and Mail (Canada's National newspaper) has an amazing disection of Microsoft's emerging OS, Longhorn. This article should be required reading for any SEO or anyone interested in SEO.

Longhorn is slated for release in 2005 however, based on the hype, I suspect we will see it ramped out earlier. According to most writers and reviewers, and according to Microsoft itself, Longhorn has the potential to change the search world by incorporating search directly into the desktop system. Not only that, Longhorn will have personalization features that might make it far more useful than the current spate of search tools. Check out the Globe article. We're going to research it and hopefully have more information in tomorrow's StepForth Weekly Newsletter.

Labels: Jim Hedger, Microsoft

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This SEO News was posted by Jim Hedger @ 11:16 AM.

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Thursday, August 21, 2003

Will Google Go IPO? The BBC World News Interviews Jim Hedger

Written by Ross Dunn and published at 4:51 PM

StepForth SEO Manager Jim Hedger discusses his thoughts on a potential IPO at Google with Sally Hardcastle of the BBC World News.

Listen to this BBC interview (in MP3 format)

Here is the interview transcribed:

StepForth's BBC Interview
Sally Hardcastle (SH) asks what Jim Hedger (JH) thinks of Google's potential public offering:

JH: "I think the Google IPO is the most watched game in town right now. I don't think they will be going for it until late next year, it would make sense for Google to issue an IPO, they certainly need to beef up their warchest to fight off MSN and Yahoo!, and we know that MSN is investing about 50 million dollars this year alone in their search feature. Google is the #1 search engine in the world and search is, this year, a 2 billion dollar a year industry and is projected to be a 7 billion dollar a year industry within the next 5 years. So, there is a number of companies that want a share of Google's action."

SH: "What kind of share does Google have of the market?"
JH: "Either through someone entering www.google.com or through Google's distribution to other search engines about 76% of all search traffic goes through the search database."

SH: "Why has it been so successful?"
JH: "Mostly because it is concentrated on focusing on relevant results with a very clean interface,"
SH: "Don't use the jargon; they just keep it simple and it works."
JH: "Yes and that is very appealing to search engine users."

SH: "Now you are saying that others are batting down the door, but the others don't have this simple way of doing things. Can they change their act? I wouldn't have thought they could."
JH: "Oh I think they are trying to change their act, MSN specifically is trying to introduce a new search engine probably within the Spring of 2004, thats going to be very simple, stripped down, much like Google."

SH: "So is 2003 a pretty crucial year for this business? Which I should say is obviously an important business nowadays."
JH: "Yes, 2003 has been the year of big changes. I guess the business end of search engines has dominated in 2003, with mergers, acquisitions, and all of the companies, including Google trying to grow as big as possible quickly, to fend of their rivals. But 2004 is going to be radically different; I think we are going to see a number of the smaller players either absorbed by the big three or simply put out of business."

- Ross Dunn

Labels: Google, Jim Hedger, Ross Dunn

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This SEO News was posted by Ross Dunn @ 4:51 PM.

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Wednesday, August 20, 2003

Watch Your Domain! The End May be Near

Written by Ross Dunn and published at 11:51 PM

Your website address, or 'URL' (uniform resource locator) is like your street address on the information super-highway. Like a street-address a URL is a commodity, like a property. Unlike a physical address, however, URLs are portable and can be changed, moved and re-registered at the push of a button. Another difference is that URLs can only be leased through the registration of that URL. Herein lies a potential problem for all webmasters and website owners. There is a large number of squatters out there watching popular URLs to see when the registration expires and if the webmaster or site administrator has or will renew it. Quite often, the squatters get to the renewal before the site-owner or administrator does and ends up with a lease on the use of that URL. The onus is on the site owner or administrator to keep their domain registration up to date and out of the hands of entrepreneurial squatters. Recently, a well visited community news site in Canada, lost its domain to a porn-squatter. When folks in that community logged in to read the news one morning, well... let's say they saw images that generally don't appear in local newspapers.

Most domain registrars will send a notification letter when the domain is about to expire. Unfortunately, there is also a number of scam-domain registration letters circulating out there. Even if you haven't received a registration letter, it might be a wise idea to ask your IT staff, (or check for yourself), when your business URL is due to expire. You should also ask your staff where the domain was first registered to avoid the false renewal notices that are spamming-up the system.

- Jim Hedger

Labels: Jim Hedger

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This SEO News was posted by Ross Dunn @ 11:51 PM.

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Overture Goes Deep

Written by Ross Dunn and published at 11:51 PM

Overture has introduced a new feature that will allow its paid advertisements to come up under a wider range of keyword phrases. Advertisers will be able to choose between two unique listing formulas, Phrase Match and Broad Match. Phrase Match will allow listings to be displayed when a portion of a keyword phrase appears in the search-user's request. For instance, when a search engine user types "Good Toronto Tours", a site with the keyword phrase Toronto Tours would be displayed. Currently, advertisers bid on specific keywords and phrases and only appear when that phrase is entered directly. The other option, Broad Match will serve a listing when a portion of a keyword phrase is used in the search query, regardless of the order of words. For example, "Tours of Toronto Ontario" would produce a site bidding on the keywords Tours, Toronto or Ontario.

- Jim Hedger

Labels: Jim Hedger, PPC

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This SEO News was posted by Ross Dunn @ 11:51 PM.

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Yurweb.com - Changes

Written by Ross Dunn and published at 11:19 PM

Two weeks ago we wrote about a new search tool, yeswacked.us. Our editor noted the silliness of the name, as did several others. Late last week, the site designer contacted us to let us know he had changed the name and made the search tool easier to use. While the tool was already easy to use, the redesign makes viewing results much simpler on the eyes. The old design opened four results pages on one page, (using FRAMES). Now, results are shown on two pages, making each set of listings readable without the need to scroll to read the results. The new name fits well, yurweb.com. It is worth a look.

- Jim Hedger

Labels: Jim Hedger, Other Engines

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This SEO News was posted by Ross Dunn @ 11:19 PM.

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Yahoo! and MSN Continue to Grab for Google's Gold

Written by Ross Dunn and published at 4:52 PM

Someone, somewhere is going to write a great business book about the search engine wars of 2003 however, their publishers will likely send it back for a rewrite because business books are not supposed to be more interesting and action packed than a Tom Clancy spy thriller. For a recap of previous events (and if you haven't been keeping up, you'll need it), please visit the StepForth search engine news site and check our back issues. By 2004, the search engine world will look very different than it does today, starting with Yahoo.

Yahoo purchased one of the largest search databases, Inktomi, earlier this year. Inktomi powers HotBot and provides some of the listings for Yahoo's rival MSN. Currently, Yahoo receives its search engine listings from Google and inserts paid advertisements from another recent acquisition, Overture. Overture and Google are direct competitors in the Pay-Per-Click market and the emerging contextual-focused advertising markets. Yahoo announced today that it will be replacing results generated by Google with results generated by Inktomi on its Australian search engine and other, unnamed regional search tools. This indicates a significant change as Yahoo has been displaying Google results for over 18 months.

MSN is also breaking news about how they wish to break Google's virtual dominance of the search engine market. In an announcement that will have massive financial impacts on Overture and LookSmart, MSN stated that it is advancing the release date of its new search engine from the autumn of 2004 to the spring of 2004. This move will hurt Overture's bottom line and could cripple LookSmart as both search tools rely heavily on revenue from providing both paid and "free" listings to MSN. Over 25% of Overture's annual revenues come from MSN. LookSmart depends on MSN for almost 50% of its annual revenues. For Google, the advance of the release date means they must work much harder to win back the waning faith of the professional internet community before Microsoft either earns or co-opts it from them. Google has started to receive unfavorable press, most notably in Monday's edition of the Wall Street Journal as the mainstream (non-IT) community starts to notice how inconsistent Google's results have been over the past few months. In Monday's article, the WSJ noted a loss of confidence in Google from the SEO community and touted new comer TEOMA as their new search engine of choice.

At this week's Search Engine Strategies Conference in San Jose CA, Search Engine Watch editor, Danny Sullivan, noted that the search engine world will be radically different next year. Last year's search engine business buzzwords were "relevancy", "personalization", and "strong site content". This year, words such as "consolidation", "merger", "back-room dealing", and "winner-take-all", are the keywords which best describe the industry.

Labels: Google, Jim Hedger, MSN, Yahoo

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