By Scott Belford, Internet Marketing Director
Today (Wednesday, May 16th, Google has rolled out the first version it’s Knowledge Graph. The Knowledge Graph enables Google users to search for things, people or places that Google “knows” about and instantly get relevant information in a “knowledge panel” in the upper right corner of their search result page. The contents of the knowledge panel varies for a given search query (and right now it only shows up for select search queries), but the purpose is to allow users to further refine their search results based on the intent of their query. A search for the word “buffalo” for instance, a yields a result that looks like this:
There’s a big “knowledge panel” on the right with a Google map of the city of Buffalo, NY, and some information and statistics about the city that Google has pulled from Wikipedia, and some links to points of interest. Note that the points of interest urls do not link to any web page, but another set up search results (with a corresponding “knowledge panel” that are relevant to the particular point of interest that you’ve selected. Below are some are other links to searches representing potential search intents that Google has anticipated it’s users may have when they type “buffalo” into their search bar, including “American Bison,” the “University of Buffalo,” and the “Buffalo Sabres” professional hockey team. Clicking on each option yields a new page of search results relevant to the particular category. Here is what I see if I click on “Buffalo Sabres,” for instance:
My search results have all changed to results that I would get from a search for “Buffalo Sabres,” and the knowledge panel on the right now has some information about the team, and links to search results for the city, coach, and a drop down menu showing search results for each player on the roster!
How is Google able to do this? Google boasts that it has compiled over 3.5 billion facts about the relationship with over 500 million objects. According to Amit Singhal, head of Google’s search department, Google is able to match each object in its database with the most searched-after associated facts. So for a search for “buffalo,” Google is able to anticipate a set of associations (American Bison, the City of Buffalo, the Sabres hockey team) that are based statistics and information that it’s compiled from millions of individual searches.
There will be much more on this topic. According to Singhal, Google has just scratched the surface of the complete implementation of Knowledge Graph. Right now, for instance, the Knowledge Graph based results are heavy on informational content but lacks actionable content (many users who search Buffalo Sabres, for instance, may be most interested in getting tickets to the next Buffalo Sabres game, and this information doesn’t seem to be included in the “knowledge panel” results), and it is not clear how and why Google selects the pages from which is culls images and content snippets for the “knowledge panels.” We will continue to follow this latest update from Google.
Customer Paradigm is a full service interactive agency specializing in search engine optimization, internet advertising, and website development for ecommerce. For more information, visit customerparadigm.com or contact us to speak to a real person now.
If you are working on any Magento E-commerce site, your website most likely falls under the umbrella of multiple products that can be categorized by more than one attribute. This makes it very likely that you will have many pages displaying the same products. So what can we do to avoid duplicate content of product listings? Just because your site has plenty of products to offer and a variety of ways to define precisely what you are looking for doesn’t mean you should suffer any duplicate content penalties.
One common solution is adding a rel=”canonical” link to the <link> section of your first product page to indicate this is the page you wish to be indexed by Google. Next, on all your pages that display similar products you add a <rel=”canonical” href=”http://www.example.com/product=X634K23> to the <head> section of your HTML pages. This signals to Google to ignore that page and says this [href] is the main page that you want stressed in search results. By completing this, the SEO content of your first product page that is indexed is able to be optimized for its full value. For Example:
<link rel=”canonical” href=”http://www.example.com/article?story=payattentionhere” />
<title> How to use rel=canonical</title>
Below is a visual representation of the rel=”canonical”:
Paginated Sequences: Rel=”next/prev” Tactic
Another solution that is the pagination sequence which uses rel=”next” and rel=”prev” this is a process that is most effectively used for pages in a series, one after the next. For example, if you were reading an article and it was split into four pages. From the second page, the rel=”next” would be linked to the third page in the article, the rel=”prev” would be linked to the first page. A user would most likely not click from the second page in the article and continue reading on the fourth page. For example:
<link rel=”prev” href=”http://www.example.com/article?story=page1″ />
<link rel=”next” href=”http://www.example.com/article?story=page3″ />
<title>How to use rel=next and rel=prev, page 2</title>
This code is easily implemented and organized the sequence of your pages, this differs from rel=”canonical” in that all the pages come from one page and point to the next, instead of each page pointing to one page.
Below is a visual representation of a Pagination sequence:
Which tactic should I use?
From a Search Engine Optimization point of view, the winner is definitely the Pagination Sequencing tactic. By implementing pagination sequencing you are able to yield the SEO strength of all linking pages rather than just the single canonical page with the rel=canonical tactic. This gives you the strength of all your title tags, image alt-tags, and content of all pages associated.
If you are interested in implementing the Pagination Sequencing Search Engine Optimization strategy on your Magento or e-commerce site, Customer Paradigm is here to help! Please contact us or call and talk to a real person at 303.473.4400.
2011 marked a year of drastic change for Internet Marketing, and 2012 promises to be no different.
From Google’s Panda update last year that changed the rules on Search Engine Optimization, to increased competition for CPC marketing and the launch of Google+ in social media, the pace of change is accelerating.
This next series, Top Internet Marketing Trends for 2012, will explore in detail what these changes mean for businesses and organizations, and what you can do to make sure you stay ahead of the curve.
Today’s tip talks about how Google is using approximately 12,000 humans to evaluate the quality and experience of different websites, and what you need to know to survive the evaluation process.
I hope you enjoy the series!
P.S. Here is a picture of an Ibex I took on a recent trip to Israel.
Photo of an Ibex taken in Israel. View more images from Israel>>
Internet Marketing Trend #1 for 2012: Google’s 12,000 Human Website Evaluators
Recently leaked documents confirm that Google employs a huge number of people that do nothing but visit websites and evaluate them to help improve Google’s search ranking algorithm. While definitive numbers aren’t available, industry estimates estimate that Google (through several subcontracting companies) employs between 12,000 – 15,000 people, who work from home for between $10 – $12 per hour. How many sites are being reviewed?
It’s difficult to know. But if one human reviewer visits 2 websites per minute (one site every 30 seconds), and works 2 hours per day, five days a week for 50 weeks of the year, they would be able to review 60,000 websites over the course of the year. Scaled to 12,000 people, that means that humans could sift through 720 million websites per year. The cost of paying 12,000 people to work 2 hours a day, 5 days a week for a year? About $60 million. Which sounds like a lot of money, but Google’s revenue exceeds $30 billion.
So why is Google paying so much money to review websites? Google’s mission from the beginning has been to provide their users with the most useful, most relevant information possible. The human website reviewers offer a way to test the Google search algorithm, and make sure that what appears high in Google search results are relevant sites that (a) are not spammy, and (b) are useful to end consumers.
According to SEO Moz, these humans are “Google’s fact checkers – the people who work to make sure the algorithm is doing what it’s supposed to do. Data from [human] quality raters not only serves as quality control on existing , but it helps validate potential algorithm changes. When you consider that Google tested over 13,000 algorithm changes last year, it’s a pretty important job.”
How Are Sites Ranked? Sites are ranked according to how useful they are to the end user. If your site has unique, well-written content that educates people, it will do well. If your site is mostly comprised of vague marketing messages (“We have solutions”), or serves just to promote your product, it won’t do as well.
How Can You Survive the Review Process?
Google’s fact checkers like to see sites that:
If your site follows these guidelines, you should be fine.
Yesterday, Discount Decorating went live with a new home page layout design that is intended to increase usability of the site and increase shopping. The new look was designed by Gillian to simplify the page, and direct users to the parts of the site that will be highlighted each week or month.
Seth Godin wrote just last week how important fonts are to the process web design and user experience. Ever wondered if all that san serif simplicity was really what would make your site stand out? Now, you can test out serifs – and other fun fonts – and see how they look. Font Fonter allows you to enter in your URL and play with a font selection to see in real-time how different (for better or worse!) your site looks like in an array of font styles. Fonts are a simple way to change the look of your site, and Font Fonter makes it easy way to see what your site would look like in a new font without changing the code just yet.
A new research study shows that typoooos and missstakes cost millions of dollars in lost online sales. According to Charles Duncombe, an analysis of website figures shows a single spelling mistake can cut online sales in half. When they measured the revenue per visitor to the tightsplease.co.uk website, for example, they found the revenue per visitor was twice as high after an error was corrected. More Info >>