Top Search Stories of 2009

2009 was one of the most exciting years in Submit Express history: they were honored to be named the Top Search Optimization Firm in 2009 by Website Magazine along with repeat appearances in the Inc. 5,000 and the Deloitte Technology Fast 500. They also became increasingly active in the world of social media through our new iClimber social media service as more companies saw the potential of sites like Facebook and Twitter to connect with prospective customers and clients.

One of our main tasks in 2009 was staying ahead of the changes in the industry. The emergence of Microsoft's Bing search engine and the changes Google made to its Personalized Search function will significantly affect how search engine results are generated and used. As we look ahead to 2010, it's also important to reflect on some of the top search engine-related news stories of the past year and the impact they will have moving forward.

In this issue read about:

• Top Search Stories of 2009
• Our CEO, Pierre Zarokian, writes about Top 10 Twitter Tools for Visibility Magazine
• Google Threatening to Stop Operations in China

Top Search Stories of 2009

June 2009: Microsoft Launches New Bing Search Engine

Microsoft launched its new Bing search engine in June 2009 on the heels of a PR and advertising campaign featuring high-profile TV spots. Microsoft attempted to differentiate Bing from industry giant Google by calling it a "decision engine" rather than a search engine, returning results that were more detailed and precise than Google and therefore providing information to help people make real-world decisions.

According to the official press release, Microsoft focused on three design goals when creating Bing: "deliver great results; deliver a more organized experience; and simplify tasks and provide insight, leading to faster, more confident decisions." Bing offers several features that are unique from Google or Yahoo! search engines, including Related Searches and Quick Tabs, a table of contents for different categories of search results.

While Google remained the dominant search engine, Bing was able to grow its market share throughout 2009, ending the year with more than 1.3 million searches a month.

October 2009: Search Engines Add Real-Time Search Functionality

The increasing popularity of social media sites such as Twitter and Facebook forced search engines to have to address the challenge of real-time searches in 2009. In fact, in the span of one day in October, two of the major search engines announced plans to integrate real-time content from social media sites into their search results.

Bing was the first search engine to announce the integration of Twitter content into its search engine. Google followed up with a similar announcement later that day, adding the rollout of a new Google Labs experiment called Social Search. Through this feature, people conducting Web searches on Google can see results for queries specifically from people in their social network.

December 2009: Google Updates Personalized Search Function

In December 2009, Google released a new version of Personalized Search designed to deliver individual, customized results based on a person's search history. Personalized Search uses information from past searches to deliver results targeted to be the best fit for each individual user. According to a post on the Official Google Blog, one example would be that if a person visits a particular food site frequently, it would be ranked higher in the future when that person does a Google search for recipes.

Previously, Personalized Search had only been available to people who were signed in and had Web History enabled on their Google Accounts. The newest version of Personalized Search extended that feature to all users (even if they were not logged into Google) through their anonymous cookies from the past 180 days.

The announcement caused speculation within the industry about what impact this will have on search engine rankings and the process of optimization. While it is possible that there may be some volatility in search engine rankings in 2010 as the effects of Personalized Search are seen, Chris Boggs of Search Engine Watch feels that basic SEO best practices will still be necessary to ensure a proper search engine ranking.

December 2009: Microsoft and Yahoo! Finalize Partnership

In December 2009 Microsoft and Yahoo! finalized a partnership deal that had been rumored for several months, with Yahoo! using Microsoft's Bing technology to power its search engine in exchange for providing Microsoft with its online ad sales expertise. The two sides reached an agreement in principle in July and later reached out to European Union regulators for permission to combine forces.

Media reports put the deal at ten years, with an expected rollout date for the combined effort in early 2010. According to a joint statement released by the company:

"Microsoft and Yahoo! believe that this deal will create a sustainable and more compelling alternative in search that can provide consumers, advertisers and publishers real choice, better value, and more innovation. Yahoo! and Microsoft welcome the broad support the deal has received from key players in the advertising industry and remain hopeful that the closing of the transaction can occur in early 2010."

Google Threatening to Stop Operations in China

Google is threatening to leave China after a dispute revolving around a cyber attack the search giant says "resulted in the theft of intellectual property from Google." According to DailyFinance.com, Google is vowing to end its censorship of its Chinese language search site, a move that would be seen as thumbing its nose at the communist Chinese government.

In a post on the official Google Blog, Google SVP of Corporate Development and Chief Legal Officer David Drummond said that Google had been the victim of a cyber attack that originated from inside of China. However, Drummond also said that Google's intellectual property wasn't the main target of the attack; rather, the hackers appeared to be interested in accessing the Gmail accounts of human rights activists in China. While the attack only compromised two accounts on a limited basis, the subsequent investigation showed that "the accounts of dozens of U.S.-, China- and Europe-based Gmail users who are advocates of human rights in China appear to have been routinely accessed by third parties."

According to Drummond, the attacks -- combined with China's efforts to curtail free speech online in the past year -- has led Google to "conclude that we should review the feasibility of our business operations in China."

"We have decided we are no longer willing to continue censoring our results on Google.cn," he said, "and so over the next few weeks we will be discussing with the Chinese government the basis on which we could operate an unfiltered search engine within the law, if at all. We recognize that this may well mean having to shut down Google.cn, and potentially our offices in China."

Google SEO resources for beginners

Want to eat healthier and exercise more in 2010? That's tough! Want to learn about search engine optimization (SEO) so you can disregard the rumors and know what's important? That's easy! Here's how to gain SEO knowledge as you go about your new start to 2010:

Step 1: Absorb the basics

• If you like to learn by reading, download our SEO Starter Guide for reading while you're on an exercise bike, training for Ironman.
• Or, if you're more a video watcher, try listening to my "Search Friendly Development" session while you're cleaning your house. Keep in mind that some parts of the presentation are a little more technical.
• For good measure, and because at some point you'll hear references to them, check out our webmaster guidelines for yourself.

Step 2: Explore details that pique your interest

Are you done with the basics but now you have some questions? Good for you! Try researching a particular topic in our Webmaster Help Center. For example, do you want more information about crawling and indexing or understanding what links are all about?

Step 3: Verify ownership of your site in Webmaster Tools

It takes a little bit of skill, but we have tons of help for verification. Once you verify ownership of your site (i.e., signal to Google that you're the owner), you can:

• See more confidential information about your site, like crawl errors or messages from Google about your site
• Run through the Webmaster Tools checklist and learn new ways to monitor and manage your site
• Forward your Google messages to your personal email address

A sample message regarding the crawlability of your site

Step 4: Research before you do anything drastic

Usually the basics (e.g., good content/service and a crawlable site with indexable information) are the necessities for SEO. You may hear or read differently, but before you do anything drastic on your site such as robots.txt disallow'ing all of your directories or revamping your entire site architecture, please try:

• Researching material in our Help Center
• Checking for related posts in our Webmaster Forum
• Asking for feedback from the webmaster community -- we've got a super skilled group of Google employees, members, and Bionic Posters.

Source: http://googlewebmastercentral.blogspot.com

Introducing a new Rich Snippets format: Events

Last year we introduced Rich Snippets, a new feature that makes it possible to surface structured data from your pages on Google's search results. So far, user reaction to Rich Snippets has been enthusiastic -- after all, Rich Snippets help people make more informed clicks and find what they need even faster.

We originally introduced Rich Snippets with two formats: reviews and people. Later in the year we added support for marking up video information which is used to improve Video Search. Today, we're excited to kick off the new year by adding support for events.

Events markup is based off of the hCalendar microformat. Here's an example of what the new events Rich Snippets will look like:

The new format shows links to specific events on the page along with dates and locations. It provides a fast and convenient way for users to determine if a page has events they may be interested in.

If you have event listings on your site, we encourage you to review the events documentation we've prepared to help you get started. Please note, however, that marking up your content is not a guarantee that Rich Snippets will show for your site. Just as we did for previous formats, we will take a gradual approach to incorporating the new event snippets to ensure a great user experience along the way.

Stay tuned for more developments in Rich Snippets throughout the year!

Source: http://googlewebmastercentral.blogspot.com

Google recommendation about Search Engine Optimization (SEO)

SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision that can potentially improve your site and save time, but you can also risk damage to your site and reputation. Make sure to research the potential advantages as well as the damage that an irresponsible SEO can do to your site. Many SEOs and other agencies and consultants provide useful services for website owners, including:

• Review of your site content or structure
• Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript
• Content development
• Management of online business development campaigns
• Keyword research
• SEO training
• Expertise in specific markets and geographies.

Keep in mind that the Google search results page includes organic search results and often paid advertisement (denoted by the heading "Sponsored Links") as well. Advertising with Google won't have any effect on your site's presence in our search results. Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results. Free resources such as Webmaster Tools, the official Webmaster Central blog, and our discussion forum can provide you with a great deal of information about how to optimize your site for organic search. Many of these free sources, as well as information on paid search, can be found on Google Webmaster Central.

Before beginning your search for an SEO, it's a great idea to become an educated consumer and get familiar with how search engines work. We recommend starting here:

• Google Webmaster Guidelines
• Google 101: How Google crawls, indexes and serves the web.

If you're thinking about hiring an SEO, the earlier the better. A great time to hire is when you're considering a site redesign, or planning to launch a new site. That way, you and your SEO can ensure that your site is designed to be search engine-friendly from the bottom up. However, a good SEO can also help improve an existing site.

Some useful questions to ask an SEO include:

• Can you show me examples of your previous work and share some success stories?
• Do you follow the Google Webmaster Guidelines?
• Do you offer any online marketing services or advice to complement your organic search business?
• What kind of results do you expect to see, and in what timeframe? How do you measure your success?
• What's your experience in my industry?
• What's your experience in my country/city?
• What's your experience developing international sites?
• What are your most important SEO techniques?
• How long have you been in business?
• How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?

While SEOs can provide clients with valuable services, some unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to manipulate search engine results in unfair ways. Practices that violate our guidelines may result in a negative adjustment of your site's presence in Google, or even the removal of your site from our index. Here are some things to consider:

• Be wary of SEO firms and web consultants or agencies that send you email out of the blue.Amazingly, we get these spam emails too:
  

  "Dear google.com,
  I visited your website and noticed that you are not listed in most of the major search engines and directories..."

  Reserve the same skepticism for unsolicited email about search engines as you do for "burn fat at night" diet pills or requests to help transfer funds from deposed dictators.

• No one can guarantee a #1 ranking on Google.Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap and you can do this yourself at no cost whatsoever.
• Be careful if a company is secretive or won't clearly explain what they intend to do.Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed entirely from Google's index. Ultimately, you are responsible for the actions of any companies you hire, so it's best to be sure you know exactly how they intend to "help" you. If an SEO has FTP access to your server, they should be willing to explain all the changes they are making to your site.
• You should never have to link to an SEO.Avoid SEOs that talk about the power of "free-for-all" links, link popularity schemes, or submitting your site to thousands of search engines. These are typically useless exercises that don't affect your ranking in the results of the major search engines -- at least, not in a way you would likely consider to be positive.
• Choose wisely.While you consider whether to go with an SEO, you may want to do some research on the industry. Google is one way to do that, of course. You might also seek out a few of the cautionary tales that have appeared in the press, including this article on one particularly aggressive SEO: http://seattletimes.nwsource.com/html/businesstechnology/2002002970_nwbizbriefs12.html. While Google doesn't comment on specific companies, we've encountered firms calling themselves SEOs who follow practices that are clearly beyond the pale of accepted business behavior. Be careful.
• Be sure to understand where the money goes.While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they "control" other search engines and can place themselves in the slot of their choice. This scam doesn't work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you're considering which fees go toward permanent inclusion and which apply toward temporary advertising.
• What are the most common abuses a website owner is likely to encounter?
  • owns shadow domains
  • puts links to their other clients on doorway pages
  • offers to sell keywords in the address bar
  • doesn't distinguish between actual search results and ads that appear on search results pages
  • guarantees ranking, but only on obscure, long keyword phrases you would get anyway
  • operates with multiple aliases or falsified WHOIS info
  • gets traffic from "fake" search engines, spyware, or scumware
  • has had domains removed from Google's index or is not itself listed in Google
  • owns shadow domains
  • puts links to their other clients on doorway pages
  • offers to sell keywords in the address bar
  • doesn't distinguish between actual search results and ads that appear on search results pages
  • guarantees ranking, but only on obscure, long keyword phrases you would get anyway
  • operates with multiple aliases or falsified WHOIS info
  • gets traffic from "fake" search engines, spyware, or scumware
  • has had domains removed from Google's index or is not itself listed in Google

One common scam is the creation of "shadow" domains that funnel users to a site by using deceptive redirects. These shadow domains often will be owned by the SEO who claims to be working on a client's behalf. However, if the relationship sours, the SEO may point the domain to a different site, or even to a competitor's domain. If that happens, the client has paid to develop a competing site owned entirely by the SEO.

Another illicit practice is to place "doorway" pages loaded with keywords on the client's site somewhere. The SEO promises this will make the page more relevant for more queries. This is inherently false since individual pages are rarely relevant for a wide range of keywords. More insidious, however, is that these doorway pages often contain hidden links to the SEO's other clients as well. Such doorway pages drain away the link popularity of a site and route it to the SEO and its other clients, which may include sites with unsavory or illegal content.

What are some other things to look out for?

There are a few warning signs that you may be dealing with a rogue SEO. It's far from a comprehensive list, so if you have any doubts, you should trust your instincts. By all means, feel free to walk away if the SEO.