Here's an interesting article on Google Adwords from Danny Sullivan of Search Engine Watch. Entitled Google Lays Out Content Guidelines, it discusses Google's decision to publish its content policy. The company has been much criticised in the past for not letting advertisers know the reasons why their ads have been rejected. This will hopefully answer the critics. You can find Google's content policy on their website: Content Policy and you may be interested in Google AdWords Editorial Guidelines, too.
This page is well worth looking at to give you an idea of where search engine results come from. I wrote an article last year which mentioned this chart (Which are the main search engines?) but the page seems to have been updated using Flash in the interim - it is much more effective. The map indicates whether the results a search engine sends/receives are primary, secondary, directory or paid results. A pdf version can also be found on this site.
If you're looking for advice on how to maximise the effectiveness of your Google Adwords campaign, then you will find this PDF from the Google team - The Maximum Effect - very useful. Google has compiled a 41-page document offering the best tips on Google Adwords after having studied thousands of Adwords campaigns. Here's a taste of what can be found within it:
Chapter 1 – Setting Goals
Chapter 2 – Selecting Keywords (A four-step process)
Chapter 3 – Developing Ads
Chapter 5 – Tracking Results
Chapter 6 – Optimizing Again
An essential guide for those new to Adwords and an interesting read for those who already have experience with Adwords.
Google Adwords - useful tutorials
Yesterday, I received a "domain expiration notice" from a company called Domain Registry Services, based in Cambridge, UK. This company is not the registrar of my domain name yet they were asking me to send them £60 to renew the domain name. Here is the tone of the letter:
"The domain name shown above is due to expire. Please renew this domain immediately to ensure service continues uninterrupted. If payment is not made to the registry before the expiry date the domain is subject to immediate suspension and deletion without further notice from us."
Wow! Isn't this illegal?
I wrote a similar article about a company called Domain Name Registry of America: Beware! - Scam from 'Domain Name Registry of America' in April of this year. Keep an eye out for these organisations make sure to let your friends and colleagues know about them.
How many of your pages are listed on Google? Not sure? Then try this:
domain_name+site:www.domain_name.com [.co.uk, whatever]
It can make sobering reading finding out how many, or few, of your web pages have been indexed by the biggest search engine. Recently, whilst checking the site of a new client, I found that only 1 of the many pages had been listed on Google. The web developer had decided to turn the main navigation bar into an image map and Google had been unable to navigate (and index) any further pages. If you're unsure of whether Google has indexed a particular page, simply go to Google and type in the URL for the page you wish to know about. If it is indexed, Google will display its page title and a link to the site.
For any pages that are not listed, you have to help Google find its way to them. In the case of the client above the recommendation was to come up with a plain text navigation bar; have hyperlinks at the bottom of the page and ensure that internal keyword links can be found throughout the site.
Remember, sometimes Google may have cached (indexed) and old page of your website and, again, you will need to help Google re-spider this page. You can view the page Google has cached for your site by typing in its URL into Google and clicking the cached button. Here, you can see that Google spidered the page on the 7th September.
A week ago I put up an article entitled Search Engine Optimization in Action. In it I mentioned that I had had problems getting some pages of Marketing Tom listed on Google with their correct page titles. To give you an example, this page: Search Engine Optimisation - Don't Forget Design! had following page title - https://www.marketingtom.com/2004/04/search_engine_o.html, that is the URL was listed as the page title. As page titles are such key elements in search engine indexing, this page stood little, if no, chance of being found.
In order to remedy this I did three things:
1. I wrote an article about the subject.
2. I created keyword links to the article, the page title of the destination page also used the same keywords.
3. I added a new section to this site called 'Recently Posts' which obviously included the article I published. This was important in that Google added the article/page to its index much quicker.
The result was that the article, Search Engine Optimization in Action, was created on the 27th July and it was added to the Google index on August 3rd. The problem articles were all re-spidered at the same time. It is worth noting that Google did spider the home page and article within 2 days of publishing but the individual URL for the article took a couple more days to index. It now means that I have 6 more optimized pages through which people can enter my site.
The other day I noticed that the pages that Google had spidered on Marketing Tom fell into 2 categories:
Needless to say that your ranking on Google is much better when the page title is displayed. When I found out that an important page on my other blog, Mad About Madrid, was not listed I took one simple step - I put a keyword link on the left-hand navigation bar to that page. The result: within a couple of days Google had re-spidered the page and it was appearing in position number 2 for my keywords (if you want to try it out, type in "Plaza de Cibeles" on Google).
Search Engine Optimization Experiment
I would like to use this article to demonstrate how the above can be achieved. I will simply put links to all the articles below and wait for Google to re-spider the pages and add in the page titles. You will obviously notice that the keyword link is the same as the page title on the destination page. In order to further help this process, I have also included a new section on the left-hand side of this page called 'Recent Posts' which links to the permalink of this article. Please check this article periodically to see how I get off and why not even read the articles. I hope to God it works now!
Search words – identifying them
Yahoo! launches a new paid inclusion programme
Search Engine Optimisation - Don't Forget Design!
Measuring Web site Success
Page Titles - How to use them effectively
Overture's Suggestion Tool for search keywords
I had a recent post to my other site, Mad About Madrid asking for more details on how to go about domain name mapping - I think Marketing Tom is a better forum than the other site to discuss this issue. Here is a definition of domain name mapping from TypePad (the people who power this blog):
Domain Mapping is the process of pointing a registered domain name to a TypePad, weblog or photo album. Domain mapping is more than domain forwarding, because your permalinks and URL contain the address of your domain (www.example.com), and not your TypePad sub-domain (example.typepad.com).
In my case the domain name www.marketingtom.com maps to madrid.blogs.com/marketing_tom and all sub-pages are displayed under www.marketingtom.com. Since I last spoke about domain name mapping, the control panel on Godaddy has changed. This is the new procedure you now need to follow:
Once you are in your control panel you select 'manage domains'
Click on the domain name that you need to set domain name mapping up on
In the bottom right-hand side of the page click 'Total DNS Control'. Then click Manage DNS Zone File' and add in the details.
From here, you can following the instructions on TypePad Domain Mapping
If you like Tom Peters, then you may be interested to know that he will be holding a FREE web seminar on August 19th entitled Outsource-proof Your Career. He will be joined by Dan Pink author of Free Agent Nation.