Google Link Study Shows Links as Important as Ever

Google Link Study Shows Links as Important as Ever
A link study done three years in a row shows how links continue to be a powerful ranking signal and will likely remain that way. A new ranking study done by Stone Temple Consulting on the importance of links has just been released. The study shows clearly how links are as powerful as ever for ranking in the Google search results.

The study used several models to illustrate why links remain a powerful ranking factor and compared them to the two previous studies the company ran. The tests were done on the same 6,000 queries used in all three studies, so the researchers were able to show how there were no marked changes in the impact of links in the past few years.

In short, the detailed study explains why links are just as important as they were a few years ago and the authors detail why they think links will continue to be important in the foreseeable future.

Facebook Expands Marketplace Categories & Content

Facebook Expands Marketplace Categories & Content
Businesses will now be able to have their content featured in Marketplace. Facebook launched its classifieds site Marketplace in October of last year. Now the company is rolling it out to more countries and adding new categories and content from (local) business owners.

Considered by some as a “Craigslist clone” or potentially a “Craigslist killer,” the social site originally positioned Marketplace as a peer-to-peer selling platform, responding to the organic creation of specialized buy-and-sell groups on the site. Now it’s expanding participation to businesses and introducing content from a range of listings and data aggregators.

Deb Liu, who is in charge of Marketplace confirmed that Facebook will be expanding the scope and content available to users. For existing categories in Marketplace (e.g., Autos, Property), Facebook is going to add listings from businesses and content aggregators. These categories will feature side-by-side presentations of individual and “professional” listings.

Facebook will also be introducing new categories that will be more business-centric:

•Jobs (live now — US, Canada, Mexico)
•Daily deals (eBay partnership test)
•Tickets (Eventbrite and Ticketmaster), which are also presented on event pages
•Shops (products from Shop section of business Pages)

Liu stated that in developing the roadmap for Marketplace, Facebook is largely being responsive to its users and taking something of an organic approach. The content expansion represents users’ desire for more inventory and selection. She said the company also looks at search queries and what users are clicking on and engaging with to determine where to go next. She indicated that each category will feature specialized filters to enable users to navigate and drill down into an increasing volume of listings. Filters will be uniquely adapted for each category — e.g., Jobs, Cars and Apartments.

For businesses selling products (or jobs listings), content will be pulled from Pages. To add products, businesses add content or inventory to the Shop area of their Pages. That will get pulled into Marketplace automatically. If businesses are working with commerce platforms such as Shopify, products can be published to Facebook through their tools.

Facebook sees a mix of both offline and e-commerce transactions through Marketplace. Listings pages enable buyers and sellers to communicate when an offline transaction is contemplated (e.g., buying furniture or a car), but Facebook will manage the transaction for e-commerce purchases.

“Our goal is to make it easy to interact and complete a transaction,” Liu said. “It’s about how you make that last mile connection.”

Regarding the inevitable topic of monetization, Facebook has tested ads in Marketplace. Listing fees and transaction fees are also potential money-making scenarios. At high enough volume levels, these could make considerable revenue for the company. But that’s my speculation.

For now, Facebook is focused on getting the user experience right and establishing Marketplace as a valuable tool for buyers and sellers. It can afford to take its time. At its peak, newspaper classifieds ad revenue (print + digital) in the US was worth almost $50 billion. A 2013 study by two business school professors argued that Craigslist siphoned off more than $5 billion from newspapers between the years 2000 and 2007. And it has been estimated that Craigslist revenue in 2016 was more than $700 million. So whether it’s $700 million or $7 billion, there’s a significant opportunity here for Facebook and Facebook sellers, which could also extend to service for local businesses in the future.

Pay per Click & Selecting Great keywords

Pay per Click & Selecting Great keywords

As an Internet Marketing company, Direct Submit are asked by our clients to  manage their PPC project and also offer advice on selecting the most appropriate keywords for a Google AdWords campaign.

What is Pay per Click?
Pay per Click (PPC) is a form of online marketing by which you pay for every visitor to your website that click through the advert. Potential advantages of Pay per Click include:

(1) Pay per Click (PPC) search engine marketing allows advertisers to quickly promote their services on the respective search engine using cost per click basis.

(2) Pay per Click (PPC) ads appear at the top, right or bottom of organic search results shown by search engines. Only when someone ‘clicks’ on your advert do you incur a charge.

Selecting Keywords
The following should help provide the basis for any company or individual looking to set up or expand and Ad words campaign:

Keywords are the search terms (words or phrases) which trigger your ad, and they are critical to the success of your AdWords advertising. This email explains how you can choose the most effective keywords, assess your keyword performance and how this affects the amount you pay.

A Good Keyword will consist of:

  • Ideally, 2-3 words long
  • Specific (keywords that are too broad or general will not reach users as effectively as keywords that are highly targeted)
  • Directly related to the text in your ad
  • Directly related to the page your ad links to (specified by the destination URL)

What keywords should I choose?
First, look at your website content and write down every word, word combination or phrase that describes each category of your business. This is the starting point for creating your keyword lists.

Include all brand and product names as well as plurals, synonyms and alternate spellings for each word or phrase. Capitalisation does not matter. Take out keywords that are very generic, irrelevant, or obscure.

Then, group your keywords into close-knit themes and create a new ad group for each theme. Put your keywords into these new ad groups. For example, if your campaign is for digital cameras, you can group together mini digital cameras in one ad group and SLR digital cameras in another.

Try using negative keywords. Negative keywords prevent your ad from showing when a word or phrase you specify is part of a search term. If you specify the negative keyword -repair, for instance, your ad won’t show for search terms such as digital camera repair.

Pay Per Click Management Services
Direct Submit Pay Per Click Services A pay per click (ppc) campaign takes time and expertise to manage effectively. There are a number of issues to consider including Pay per Click Account Management, budget management and effective monitoring of key phrases used.

Pay per Click is one of the most flexible forms of online marketing available. As required, we can update your budget within hours, set your campaign to run at certain times of the day and we can add/remove key search phrases as is needed. Due to this great flexibility Pay per Click marketing is very efficient and can be a highly effective form of advertising.

Contact Direct Submit Internet Marketing
To speak to one of our Internet Marketing Consultants for advice on making your Pay per Click (PPC) Marketing project a success, call us now on 0845 272 2350 or email us at mail@directsubmit.co.uk. We look forward to your call.