Google Freshness update 'Ziplock'

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Google Freshness update ‘Ziplock’

Chris: And you know what, I actually — I do a lot of searching for reviews and that’s something that I bumped into when you’re looking for reviews on software, software changes so fast that you really want a current review. I don’t want a review because the software two years ago —

Chuck: — is not the same.

Chris: It’s not the same. It’s got the features, sets are different, potentially it doesn’t work where it used to or it works and it didn’t use to — all of those things.

Chuck: I just brought up my blank stare. Software doesn’t work.

Chris: The Twitter Firehose remains off so what that means is that Google isn’t indexing Twitter and so Twitter feeds are not part — not instantaneous feature on that part.

Chuck: And I think what that really means is that they’re not going to automatically include them on their search engine results page because you can —

Chris: They did that for a while.

Chuck: Yeah, you can go in and check the latest [00:08:52] [Inaudible].

Chris: Right.

Chuck: In option on the search page and then you’ll see Twitter results.

Chris: And just for some clarity — clarification so you guys may have been aware of the Caffeine update.

Chuck: Yeah.

Chris: And the Caffeine update didn’t have a big impact on searches because really Caffeine was about infrastructure.

Chuck: Yeah.

Chris: And we saw the video of Matt Cutts where he said we actually could take a snapshot of everything available on the internet.

Chuck: At once, yeah.

Chris: All at once repeatedly and know the exact status of the internet and actually, you know, indicate that in search of what it is now because since pages are always changing and they’re not indexing every page the second it changes, it’s actually wrong, you know, technically. Each search you do is a little bit outdated and they could actually implement their infrastructures big enough, their bandwidth is big enough, their CPUs are big enough that they could be taken —

Chuck: Yeah. And in the process some power to do that.

Chris: But it would bring the internet to a halt.

Chuck: Yeah.

Chris: So tip of the hat actually to Google for —

Chuck: — not doing it.

Chris: A punch in the face for not doing that. So Caffeine was really about infrastructure and how you can index pages and really about amping up the ability to index lots and lots of information. And then Panda was an update pretty recently where they say that Panda impacted 12% of searches and again they’re saying this ziplock update is gonna —

Chuck: Ziplock?

Chris: — is gonna affect 35% of searches and they did have a freshness portion of the algorithm before and they said that freshness work portion influenced about 17% so they’ve doubled the amount of what they’re gonna do.

Chuck: So what does that mean to you? That means to our — SEO out there whose building a site, whose optimizing their site, update your content especially if your site is about current events or pop culture or things that tend to, you know, have frequent updates. Make sure you’re on top of it. And in — for the rest of those whose sites may not be part of some sort of industry that requires frequent updates, update your content anyway. Rewrite the services page, you know. Update your About Us page. It’s probably outdated anyway, you know. Change the text on your homepage and you’ll probably wanna implement some sort of practice to do this monthly, you know.

Chris: Yup.

Chuck: Or, at least quarterly —

Chris: Yeah.

Chuck: — to, you know, keep the information first.

Chris: Well, and it’s interesting ’cause —

Chuck: Stick a fourpenny and protect yourself. [00:11:28]

Chris: And this is old, right? This is kind of an old article. So it’s really —

Chuck: Yeah, this was — to recap, we’ve been going through this article that we’ve found by Richard Burckhardt posted in ’08 in April on SEJ, Search Engine Journal, and he posted a listing of the things you must do [00:11:48] [Inaudible] SEO. And so the reason we started going through this list was to see what was relevant then, if it’s still relevant now and what has changed. And so right now I saw 55 of them. We’re on No. 36 so we’ll see if we can get these next 19 pretty quick. 36 is get the owner or CEO blogging. That will be you.

Chris: Yeah.

Chuck: It’s priceless. CEO influence on a blog is incredible as this is the voice of the company. Response from the owner to reader’s comments will cause your credibility to skyrocket.

Chris: Yup.

Chuck: That goes on there. 37, optimize the text in your RSS feed just like you should with your post and web pages. Use descriptive, keyword rich text in your title and description, check.

Chris: Yeah.

Chuck: Hopefully, he’s talking about the RSS feeds so people who are blogging and, you know, how you can have a different description and text in the feed that people subscribe to.

Chris: Right.

Chuck: Optimize that text.

Chris: And that’s just in general. Anytime you’re posting something, you know, a lot of what we’ll do is going to like a PR company and train them on how to do the fundamentals of SEO so that their blog post, their — even their press releases —

Chuck: Their articles, all of it, yeah.

Chris: — are more impactful from an SEO perspective.

Chuck: 38, use captions with your images. As with newspaper photos, place keyword rich captions in your images. Yeah, somewhat. I think, you know, right now with images all the sites I’ve been optimizing, I’ve been giving an alt tag in and in this title.

Chris: Right.

Chuck: And so it does mean pretty sufficient for me. The caption, I think is more of a design deal.

Chris: Right.

Chuck: You know, if you want the little caption below it then great. It could also help because it is [00:16:51] [Inaudible] keyword. I just don’t know if it’s entirely necessary.

Chris: Or, more or less valuable than alt tag, yeah.

Chuck: Exactly. So 39, pay attention to the context surrounding your images. Images can rank based on text that surrounds them on the page. Pay attention to keyword text, headings, etc. Yeah, I mean, I would say common sense will say put this image in the place where the content that, you know, reading next to it is relative to the image.

Chris: Yup.

Chuck: Right. Don’t put —

Chris: And then make sure that the image filename has keyword rich content in it.

Chuck: Exactly. 40, you’re better off letting your site pages be found naturally by the crawler. Good global navigation and linking will serve you much better than relying only on an XML sitemap.

Chris: Really, I think it goes back to usability, right?

Chuck: Yeah.

Chris: Like huge — I mean, yes, have a sitemap and, you know, your website needs to be, you know, something that we learned the other day and I use other day for things that happened a year ago so and it probably was about a year ago is that, you know, the more buried your blog posts are, the harder it is for Google or the less Google is gonna ranked them. So make sure that there’s some links early on maybe on your homepage or maybe on the secondary page that go to, you know, blog post inside there somewhere.

Chuck: 41, there are two ways to not see Google’s personalized search results. One, log out of Google. Two, append the passwords equals zero to the end of your search URL in the search bar. Okay.

Chris: Yeah. And that’s, you know, the clients who call us and say, hey, I’m already on the first page from my term.

Chuck: Log out.

Chris: Yeah. I’m not seeing that. I’m not even seeing you on the third page.

Chuck: Yeah, that’s — that’s an integrity.

Chris: Are you logged in?

Chuck: [00:18:41] [Inaudible] well, I’m awesome. [00:18:43] [Inaudible] you know.

Chris: Well, I did brag to one of our clients the other day. Hey, this is how good we are at social. I just doubled your Facebook followers that’s because he had one and I became — I liked it.

Chuck: Yeah.

Chris: But, yeah, we have clients that do that regularly and they just need to log out.

Chuck: Yeah. 42, links, especially deep links, from a high PR site are golden. High PR indicates high trust, so the back links will carry more weight.. Yeah, quality over quantity.

Chris: And deep links in that situation really can apply to really both situations like the situation where you’ve got a deep link on MSN so maybe not the homepage although that will be more valuable but also linking into a deep page of your — so not your homepage and we’re just talking about this today, some of our link building efforts are focused on a target page in the website not just sending traffic to the homepage of the website.

Chuck: Exactly. Let’s see, use absolute links. Not only will it make your on-site link navigation less prone to problems, like links to and from HTTPS pages, but if someone scrapes your content, you’ll get backlink juice out of it. It’s authentic. I had been doing it for a while. I think it’s — it doesn’t really work that much now because anybody who scrapes content, Google has already input from that [00:20:14] [Inaudible] to prevent them from ranking higher than you but more importantly, nowadays, you don’t need the full URL.

Chris: Right.

Chuck: It’s usually everything after the slash anyway.

Chris: Right.

Chuck: So they’re removing it. 44, see if your hosting company offers “Sticky” forwarding when moving to a new domain. This allows temporary forwarding to the new domain from the old, retaining the new URL in the address bar so that users can gradually get used to the new URL.

Chris: All right. I have a little problem with that.

Chuck: Okay.

Chris: If you’re leaving the old URL in the title bar, it doesn’t make — like there’s a switch. It’s — one day it’s one, the next day it’s next. I don’t think you get people used to that.

Chuck: I just think you would —

Chris: You just redirect then you use 301 where it directs to make sure that your link juice travels. That’s one thing that probably was not in place at the time of this article. It was the importance of the 301 redirect.

Chuck: Yeah, you’re probably right. 45, understand social marketing. It is part of SEO. The more you understand about sites like Digg, Yelp, del.icio.us, Facebook, etc., the better you will be able to compete in search. Yeah, mark you’re social.

Chris: Yeah.

Chuck: I mean [00:21:32] [Inaudible]. It’s funny he was talking about that in ’08.

Chris: Yeah.

Chuck: So it’s big as it is now. 46, to get the best chance for your videos to be found by the crawlers, create a video sitemap and list it in your Google Webmaster Central account. I was actually going to talk about the video sitemap earlier where we’re talking about it’s a [00:21:48] [Inaudible] sitemap.

Chris: Right.

Chuck: I think you should do as many sites as you can.

Chris: Yeah.

Chuck: Video sitemap, it’s [00:21:54] [Inaudible] sitemap, HTML sitemap, the regular sitemap page on your site.

Chris: Right, yup.

 

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