Prodo's Blog

The onslaught of Google's updates has caused quite a stare for many people involved in digital marketing. For some, they have lost many years work in a day, while others are coming to terms with what has actually happened and whether there will ever be light at the end of the tunnel which Google is increasingly making more difficult to navigate through.

In the Know

To quickly get you up to speed, these blog posts help to give more of an overview of why this was undertaken by Google - Panda & Penguin.  Kindly, within these modifications Google produced a blog post which specifically detailed their 50 updates, but instead of directly revealing their algorithm to us, these were vague, leaving a lot to interpretation and judgement. But at least they were more open this time.

The area which stood out surrounded 'anchor text' and how Google has 'changed the way they value a link'.  For SEO's anchor text (clickable text on the link, as shown to the left) is paramount because without it, the search engines would have no real indication of what a site is about. Our post helps to provide more clarity on its importance.

Interpretations leading to more Speculations

However in terms of this more recent modification, anchor text was mentioned twice and it refers to a 'classifier being turned off' and a 'better interpretation and use of anchor text'. As you can see Google have been very specific and detailed in their explanation of this change.... So for us, regardless of our opinion on the subject, it will nevertheless be speculative and open to interpretation. But after reading various accounts from people in the field and our personal experiences, we feel this change is mainly centred towards the distribution and diversity of a sites link profile.

Previously the distribution of this ranking factor was more heavily weighted towards 'exact match' - in other words, heavy and aggressive use of links which solely contained the targeted keyword would have been recognised as an effective tactic that would have yielded positive results. For example, the use of the following anchor text would need to be used sparingly - safari park and importantly, placed gradually.  Because think about it from Google's perspective, many people will link to a site usually a variety of phrases such as; 'safari parks in the UK' and 'a great day out by visiting this safari' for example. So constant anchor text such as the above will actually work against your site, leaving it in jeopardy.

So what has happened as a result of this change.....

The winners

• Those sites which adhered to a strategy which placed emphasis on the brand, random and a diverse profile should have been unaffected by these changes.  (If you feel you have been wrongfully affected, you can file a complaint to Google using their forum). In other words you won't be worrying what the next day will bring as you will be seeing the traffic flood in.

The Losers

• People who aggressively applied 'exact match' work in a short timeframe, thinking their site can gain quick wins. These may become insomniacs, fretting about what next will go wrong and wondering why they ever engaged in such tactics in the first place.

What Next?

If you fall into the winners category, then well done - you have clearly looked at the long term and understood 'quick wins' don't last forever. Maintain your tactic, it will last a lifetime!

But for those who have taken a 'hit', all is not lost because in the worst case scenario you can file for a reconsideration request once you have met these new guidelines. This isn't going to be easy, because for many this will involve a complete shift in strategy and simply admitting that 'you were wrong' - again for some, this is something which could be even more difficult to come to terms with.

So what are your thoughts on this? It is a very open ended topic that is subject to conjecture, but if you feel other interpretations are important please leave your comments below.  We would love to hear your thoughts!

Yesterday, while the rest of us were enjoying the patchy rays of sunshine on our Bank Holiday, the inhabitants of Mountain View were using their time constructively to spring clean their Webmaster Tools.

What have they changed?

Simply put according to their official blog, Webmaster Tools now has "an updated navigation, revamped dashboard, and a compact view for the home page site-list".

Navigation

They have regrouped the features to create an improved navigation structure, distinguishing the following groups: Configuration, Health, Traffic and Optimization. According to the blog, each group represents "a related set of functionality":

• CONFIGURATION - like the name suggests: things you configure and generally do not change very often.
• HEALTH - where you to get an update whether things are OK.
• TRAFFIC - where you go to understand how your site is doing in Google Search i.e. who is linking to you and where you can explore data on your own site.
• OPTIMIZATION - where you can find ideas to enhance your website.

Please note Google has also curiously renamed 'HTML suggestions' into 'HTML improvements'.

Dashboard

At the top of the dashboard now rests recent, important and prioritised messages regarding the website. Below that stands a brief status summary of the website and three widgets: Crawl Errors Search Queries and Sitemaps representing Health, Traffic and Optimization (respectively). Google claims that these aforementioned changes have been made because time is of the essence: "We know your time is valuable. With the new Dashboard, we've surfaced more messages and charts to let you see how your site is doing at a glance. Take a quick look before diving into the details."

Site-list

This change is geared towards website owners who also own numerous other sites. The site-list can now be viewed in a "compact" layout without the large preview thumbnails.

So what has the Google-sphere been saying?

Many of the comments from users indicate that Webmaster Tools looks much "cleaner" and indicate positive opinion regarding functionality and usability; how do you feel about it as a Google user?

There was a flutter of excitement mixed with dread in the world of search today as a new Google PageRank update took place. As these updates seem to occur every three months, with the last one occurring in February, anticipation has been growing over the past few weeks as another update approached.

For those of you who aren't familiar with SEO-speak, 'PageRank' is a system Google uses to rate websites based on their authority. It all comes down to links, meaning that if a website has a lot of other websites linking to it, it's likely to have a higher PageRank than a website with no links. Google also takes into account the authority of the linking websites too. So one link from an established, well-known website, can be a lot more valuable than several links from smaller, new websites.

While many people view PageRank as extremely important; a high PageRank is basically like getting a big 'thumbs up' from Google, there are just as many who argue that it bears little to no value in terms of actual SEO. Either way, there will be plenty of people rushing to check their toolbar of choice to see just how this latest update has affected the PR of their site; if you're one of those people, good luck!

An official name has been released for Google's latest webspam algorithm update: the 'Penguin'. Following on from the decidedly zoological theme, this update pegs on nicely to the string of updates named 'Panda'. Matt Cutts, head of webspam at Google, tweeted this unbelievably cute picture of the latest visitors to Mountain View from his Twitter account @mattcutts.

(Photo is taken from @mattcutts Twitter)

Please note, anyone unfamiliar with the term 'algorithm' should refer to the first part of my SEO jargonbuster.

So what is it and what does it do?

Google Penguin is an algorithm change targeted at webspam or as Google likes to call it "search spam". Those sites who are deemed to violate quality guidelines will have their rankings decreased. In the search engine's own words on the official Google blog: "This algorithm represents another step in our efforts to reduce webspam and promote high quality content." Indeed, Google has been trying to fight web spam constantly but some of these techniques are in excess of 10 years old. Plain and simple, Google has found and is now trying to implement better methods of fighting such spam.

So what does this mean for SEO?

Matt Cutts has insisted that Google Penguin has been designed to fight spam and not SEO. The advice given is to focus on creating high quality user experiences and "amazing, compelling web sites", rather than keyword stuffing, link schemes, cloaking and creating duplicate content.

Alas, the conclusion is this, we can continue to be encouraged in the fact that Google advocates SEO and welcomes high quality material.

Are you in SEO or digital marketing? What do you think of Google Penguin?

To keep up with the demands of customers, who now expect even more from their mobile experiences, brands are constantly looking for new ways to present and deliver their message in an innovative engaging way, which is usually in the form of a website or an app.

Research into this long standing debate was not hard to come by. There are a multitude of sites and blogs discussing the pros and cons of apps or websites for the greatest user experience. However the debate is turning a corner, to include new technologies that could result in a possible solution.

What are the current technologies?

Mobile Web

Mobile websites are accessed by a browser through a mobile device and appear in a user friendly format. As mobile sites work cross-platforms, everyone with an internet enabled phone and data plan can access them.

In terms of cost, due to the significant reach of mobile websites, they are a relatively low cost method when looking at cost per potential viewer. There is also the added bonus of avoiding any app submission requests and licenses.

The main downfall of mobile websites is that the richness of the experience is nowhere near as good as other options, in terms of page load speeds, responsiveness and the ability to work offline.

Hybrid Apps

Hybrid apps appear to be just like native apps and are downloaded from the app store. However, the clue is in the name, they use a combination of native and web technologies. Compared to native apps they are relatively easy to build and maintain across multiple platforms. By using both technologies, the app can pick and choose when to use native or web tools for the greatest value and user experience.

Hybrid apps can also be downloaded from the app store but with a much smaller download size.  However there is still the issue of complying with the restrictions that Apple enforce when using the store. But they are gaining in popularity by using multiple technologies as the Facebook App has found.

Which option would you vote for in this debate? Are there any other new develoments that could be included in the discussion?

In May 2012, the new EU Cookie Directive is due to be enforced. Now when you usually hear 'Cookie', you think "chocolate chip please". Unfortunately this isn't the good kind and will have a significant impact for the functionality and visual elements of most websites.

So What is A 'Cookie'?

A 'Cookie' is simply a way for a website to remember things that a browser has done, whether it be clicking particular buttons, having read certain pages previously or logging into websites. The EU Cookie Directive is now asking that for any site where a cookie is not crucial to the functionality of a site, such as any e-commerce sites where a visitor logs in and browses different pages, still logged in, then the website must ask the visitors permission to use cookies during their session.

Have a look at this video to explain more about the EU Cookie Directive:

How is This Law Being Incorporated?

To incorporate the new law into a website, some will opt for a 'pop up box' asking visitors permission to use cookies on their site. However, as it stands, AdWords currently rejects any adverts that take the visitor to a pop up box before reaching the landing page. This could be an interesting revelation as to how websites will overcome this challenge.

Some pop up boxes will solve issues surrounding Google Analytics tracking but still miss out other cookie tracking issues. A way around this is to ask permission to use all cookies but also provide more information on the same line.

Some sites, such as Waitrose and The BBC, have created specific pages to explain what a 'Cookie' is and how this law will affect them, without adding in a permission pop up box. This is a great resource for those who are unaware of the changes, as this is exactly who the new law is aimed at protecting.

What will this achieve?

Ultimately Government guidelines are saying that Google Analytics are okay, it is after all, an integral part to tracking visitors to your websites. They are just asking that any unnecessary cookies are removed and for you to provide a clear Privacy Policy that explains all of the changes and terminologies. The aim is to protect more and more users on the Internet and allow for more privacy. It will help to educate people and make them aware of what information they are unknowingly giving away over the Internet. Research already suggests awareness is heightened and the Government's plan could actually work.

Is your website EU Cookie Directive compliant? Is this really necessary? How are you going to get around pop up boxes on your website? Let us know your thoughts below:

Trouble is afoot in Mountain View: fact. According to Brad McCarty, a journalist at The Next Web, he has struck gold after allegedly being sent a draft release from a partner of Google's upcoming Google Drive service. The details? Google will offer 5GB of storage and it will reportedly launch next Tuesday. All we know, is that Google is furious about this leak.

So the rumours are true, the sleeping giant wakes?

As early as five years ago Google contemplated launching a cloud-storage service. But these particular rumours have certainly been brewing for a long time. Google spokespeople have declined to comment, but within the last couple of days it seems the rumours are picking up steam. Google has made one single statement on the leak to msnbc.com on Monday: "We do not comment on rumour or speculation". At time of writing, Google has failed to address anything on its official blog which is very surprising. The blog seems to be its favourite way of releasing news like major algorithm updates!

OK, so what's the hype about?

On February 9 of this year, the Wall Street Journal had reported that "Google [was] near the launch of [a] cloud storage service". This article detailed what Google was planning and is worth a read.

Google Drive is basically the giant's response to the growth of internet-connected mobile devices and 'cloud computing'. Cloud computing is the technology to store files online so they can be retrieved from multiple devices. This would include photos, documents and videos; Google Drive users could easily share files with others.

Can Google catch up to their competitors?

In 2011, $830 million was spent on such storage devices; Google wants a piece of this pie for sure. Google Drive is expected to be added to its suite of software sold to businesses called Google Apps, making it competitive to Box.net, a company that sells cloud storage to businesses.

Google Drive is rumoured to be offering its customers 5GB of free storage. If the offer of 5GB free is true, then this would match what their chief competitors Apple and Amazon offer for free with their cloud-based storage services: iCloud and Cloud Drive.

Dropbox is the buzz word at Mountain View

Despite competition from similar giants and technology mainstays, Google considers new kid on the block Dropbox as one of their hottest competitors. Founded in 2007 by two Massachusetts Institute of Technology graduates, by October 2011 Dropbox had 45 million members who saved one billion files every few days. Such is the transformation of this whippersnapper into a juggernaut, Dropbox CEO Drew Houston reportedly turned down a nine-figure buyout from Apple.

Dropbox gives its customers 2GB of free storage. For an extra $10 or $20 a month, Dropbox customers can store up to 50GB or 100GB, plus the option to buy more.

Google reportedly aims to match these offers for a smaller fee, taking advantage of its already massive cloud infrastructure which stores and powers all of its services. Dropbox, on the other hand, uses Amazon's Web Services like Netflix and Zynga does; Amazon Web Services is a division that maintains a network of computers that stores data online.

What do you think of the Google Drive rumours? Would you be tempted to 'go Google'?

The above screenshot (allegedly leaked from Google) was taken from Wired.

If you haven't already heard, there's a new 'socialite' on the block: she dresses well, emanates inspiration from every inch of her body, and is currently one of the most talked about of her kind. And she's definitely pin-up worthy.

Who's that girl?

'She' is in fact one of the newest and hottest social media platforms, and don't think we're being sexist or misogynist by referring to Pinterest as a woman, because while it's a platform for one and for all, for both sets of chromosomes, 97% of the social platform's Facebook fans are women. Not surprising, considering the homepage, no matter how many times you hit 'refresh', will display any one of these four images:

• Some edgy, crazy nail art
• A very rustic, yet modern kitchen
• A plate full of banana, oatmeal, blueberry or choc-chip muffins
• A cute, tiny animal

What is Pinterest?

The main purpose of Pinterest, according to the site's own mission statement, is to "connect everyone in the world through the 'things' they find interesting." Think of it as an 'online scrapbook': users can upload their own pictures to create what are known as 'pins', or they can simply 'repin' other users' pictures to create some visually compelling content. Pictures of the same topic can also be collated onto your own 'boards' for super organisation and ease for your followers. Boards are a great feature for users that are planning a wedding, or who work in the creative industry such as designers, crafters and interior decorators, because they act as virtual 'moodboards' that take a lot less time to make. Boards are also a great way to gain traffic if you come up with an unusual, funny or link-bait worthy topic.

According to statistics, Pinterest is on the right track towards outshining popular social platforms YouTube, Google+ and LinkedIn combined. No wonder so many small businesses and companies are flocking to the site to see how it could help them drive sales. But there are some negatives to using the social site as a means of raising sales figures - if your brand isn't particularly visual, the chances of gaining big traffic figures aren't great. Pinterest and its users don't want to see self-promotional 'pins' either, so the best thing to do is either come up with your own Pinterest marketing strategy, or just give it a go, because you've got nothing to lose.

What's so good about it?

So what do we think pulls in over 11 million unique visitors a month to the platform? Well…

1. Internet browsers are renowned for being lazy on the web. Pinning a picture of Nike's newest kicks is much quicker and more convenient than writing about how much you love Nike's newest kicks.
2. People are naturally visual creatures, and a picture is bound to make more of an impact on a user than a paragraph of text.
3. Pinterest is a great place for inspiration, predominantly in the home décor, crafts and food and drink categories. It's also becoming a hugely popular platform in the fashion world for displaying different ways of styling a particular item, or simply for lusting after the newest collection of Mulberry handbags.

It will be interesting to see just how big Pinterest becomes. Whether it is a product of pure hype, or whether it in fact does have the mileage to grow and last, we will soon find out!

Sources:

http://www.pcmag.com/article2/0,2817,2400187,00.asp

http://mashable.com/2011/12/26/pinterest-beginners-guide/

http://www.entrepreneur.com/article/222740

http://www.computerworld.com/s/article/9224501/Pinterest_takes_on_social_e_commerce_worlds

Normally, when the bigwigs at Google announce that they've been making some changes, a panic begins to rise here at Prodo HQ as our SEO teams' hearts all start beating a little faster and there's a synchronised groan of "what have they done now?"

Fortunately this wasn't the case yesterday, as we realised that instead of algorithms and pandas that had been updated, it was actually Google+, which has just been given a snazzy new look.

Shiny new navigation bar

Users of the social networking site will begin to see the changes take place over the next few days. One of the main things they'll notice is that the navigation icons, which were previously located at the top of the page, have now been moved into what Google is calling a "dynamic ribbon" along the left hand side. This gives users the freedom to move icons into whatever order they want, as well as hiding unused icons in the "More" section.

Share and share alike

Members can also easily share things on their feed from just about anywhere else on Google, including lovely big photos and videos, which further highlights the emphasis that's being put on pretty visuals.

New pages

Two new pages have also been added to the fancy new Google+, with a Hangouts page that gives users access to an up to date list of invitations from people in their circles, as well as public and On Air hangouts. Users can also view the current hot topics that are trending on Google+ via a window on the homepage (*cough* Twitter hashtags *cough cough*) which links through to the new Explore page.

In their official statement about the updates, Google have put a lot of emphasis on the importance of "sharing your story", which we think is an interesting angle to take for the social networking site. It's been just over six months since Google+ officially launched and it currently has around 170 million users, which is a fairly respectable number. However, when compared with the biggest kid in the proverbial social networking playground, Facebook, there's still a good way to go - will these updates have the desired impact?

What are your thoughts on the Google+ makeover? Tell us in the comments below!

As you may well have heard today, Facebook have bought the photo sharing app Instagram for a staggering 1 billion dollars after just 2 years of the app launching. This is the cherry on the top of what has been a great few weeks for Instagram founders Kevin Systrom and Mike Krieger. Not only are they joining one of the most recognised brands to date but they recently released their app for Android users, that saw over 1 million downloads in the first 12 hours of it's launch.

In a statement by Mr Facebook, Mark Zuckerberg, he was very pleased and excited by the new collaboration. He ensured Instagram users that the functionality of sharing to other social media sites will not be affected '…We think the fact that Instagram is connected to other services beyond Facebook is an important part of the experience. We plan on keeping features like the ability to post to other social networks, the ability to not share your Instagrams on Facebook if you want, and the ability to have followers and follow people separately from your friends on Facebook'.

At 1 billion dollars, the price is the highest for a profitless startup since Google.  The sale comes shortly after Zynga, the online games firm, paid 200 million dollars for OMGP, maker of Draw Something, an online version of Pictionary, that in less than two months had been downloaded over 50 million times.

But founder Systrom still can't believe how it has taken off, he "…never expected the overwhelming response the app had received. We went from literally a handful of users to the No 1 free photography app in a matter of hours." But Zuckerberg obviously liked what he saw and we are now moving forward into a new generation of online photo sharing and what will certainly be a very exciting time for both Instagram and Facebook.

Is this a good move for Instagram? What do you think Facebook will do to improve the photo sharing app? Let us know your thoughts.