SYS-CON MEDIA Authors: Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel, Peter Silva

Blog Feed Post

Online Brands Not Doing Enough to Guard Against a Google Penalty, says Searchmetrics

It's easy to fall foul of Google's rules says founder of digital marketing software and service company

New York - January 30, 2014 - With Google cranking up its war on web spam in recent years, Searchmetrics, which operates an enterprise SEO platform, is warning that website owners - including many top online brands - may not be doing enough to guard against the risk of a Google penalty which could drastically reduce their organic search rankings, traffic and company value.

The company's software and analysis recently indicated that travel website Expedia.com may have been impacted by a Google penalty which saw its organic search visibility[1] drop by around 25%. Not only is this likely to have caused a drop in traffic and revenue, but it also affected the company stock price and value.

According to Searchmetrics' evaluation, Expedia.com, may have been penalized for a variety of alleged 'unnatural' links to its domain and other important URLs. Many of the links in question were analyzed by Searchmetrics as a probable legacy from an older link building strategy, although they have affected the business today.

It is very easy for website owners and their marketing and SEO teams to fall foul of Google's rules since it intensified its war against web spam according to Marcus Tober, CTO and founder of Searchmetrics:

"Google is becoming smarter every day, and many SEO 'tricks' that helped sites achieve high search rankings in the past are now seen as signals of spam and are outlawed. If you have been using these tricks in the past and have done nothing to remedy the situation, you could be walking a dangerous line."

Google is fighting against sites that attempt to game their way to the top of search results using techniques that infringe its webmaster guidelines. These techniques are considered bad for search because they can mean relevant websites get buried in search results, and make sites from legitimate website owners harder to find.

Google's algorithms detect many spam techniques and automatically demote the sites that use them. It also employs teams who manually review sites for spam activity.

Tober advises companies to keep three important questions in mind:

  • Do you know if your SEO strategy is violating Google's guidelines?
  • Are you aware of the impact a penalty can have on your sales and revenue?
  • Are you aware of what your SEO team may have done in the past that could affect you in the future?

The final question is extremely important because Google is continually evolving its algorithms, making it difficult to know which activities are being targeted.

"Even the excessive use of guest blogging in order to increase the number of in-bound links to your web pages and so improve your search rankings seems to be an issue that Google is clamping down on now," explains Tober.

And some time ago he says it was very common in the SEO industry to incorporate many keyword links into the footer of company sites. But now such measures may well be counterproductive, since Google is getting better at identifying this kind of 'link optimization'.

It is important that companies who think they may have old links that Google might view as infringements do not just remove all the links at once, notes Tober. The best way to reduce risk is to remove the bad links slowly and substitute them with good new links in order to try and maintain the domain's search rankings.

"Of course, a single stealth does not automatically lead to a punishment by Google, but the interplay of a variety of infringements increases the likelihood of a penalty if companies do not monitor and adjust their SEO strategy regularly," Tober concludes.

Searchmetrics is urging website owners to use SEO software such as its own Searchmetrics Suite to learn what aspects of their sites they might need to address in order to ensure they are within Google's guidelines. More information is available at: http://www.searchmetrics.com/en/seo-visibility-drop/

[1]Search visibility is an approximate measure of how prominent a domain is within search results. Searchmetrics tracks search visibility using its SEO Visibility score, an index score based on analysis of the search results for millions of keywords which the company studies every week. The index score is based on:

  • The number of times a domain appears in the search engine results pages (SERPs) across the keyword set
  • Its prominence within those SERPs (a higher ranking equates to a higher visibility score)
  • The competitiveness of the keyword (higher search volumes equate to a higher visibility score)

About Searchmetrics
Searchmetrics is the pioneer and leading global provider of digital marketing software and services. It operates the Searchmetrics Suite™, an innovative, interactive online marketing and enterprise level Search Engine Optimization (SEO) platform for companies and online agencies. Searchmetrics offers a holistic consulting approach to helping companies and online agencies develop and execute, intelligent, long-term digital marketing strategies encompassing SEO, content and inbound marketing and social media.

The company's flagship Searchmetrics Suite™ platform helps customers to define their individual business goals - such as increased ROI - and achieve them by delivering customized insights, forecasts, and recommendations. It provides detailed analysis and data in SEO, social media, content marketing and mobile to create a solid foundation for cross-channel digital marketing campaigns. The Searchmetrics Suite™ allows users to shape their own online visibility and differentiate themselves from potential competitors. Through individually scalable traffic and revenue forecasts and simulations, customers can identify how and where they need to develop their online presence, take appropriate action and track their performance against their goals.

The company has offices in Berlin, London, Paris and New York and operates its SaaS software through a network of partners and an online shop. The fast-growing company currently has more than 100 employees. It is backed by the renowned venture capitalist companies Neuhaus Partners and Iris Capital. Many respected brands, such as T-Online, eBay, Siemens and TUI rely on Searchmetrics to ensure they have excellent visibility through intelligent online marketing strategies.

Media Contact
Uday Radia
CloudNine PR Agency
[email protected]
+44(0)7940 584161

Source: RealWire

Read the original blog entry...

More Stories By RealWire News Distribution

RealWire is a global news release distribution service specialising in the online media. The RealWire approach focuses on delivering relevant content to the receivers of our client's news releases. As we know that it is only through delivering relevance, that influence can ever be achieved.

Latest Stories
DevOps Summit 2015 New York, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete...
“DevOps is really about the business. The business is under pressure today, competitively in the marketplace to respond to the expectations of the customer. The business is driving IT and the problem is that IT isn't responding fast enough," explained Mark Levy, Senior Product Marketing Manager at Serena Software, in this SYS-CON.tv interview at DevOps Summit, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
“We help people build clusters, in the classical sense of the cluster. We help people put a full stack on top of every single one of those machines. We do the full bare metal install," explained Greg Bruno, Vice President of Engineering and co-founder of StackIQ, in this SYS-CON.tv interview at 15th Cloud Expo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
The cloud is becoming the de-facto way for enterprises to leverage common infrastructure while innovating and one of the biggest obstacles facing public cloud computing is security. In his session at 15th Cloud Expo, Jeff Aliber, a global marketing executive at Verizon, discussed how the best place for web security is in the cloud. Benefits include: Functions as the first layer of defense Easy operation –CNAME change Implement an integrated solution Best architecture for addressing network-l...
Mobile commerce traffic is surpassing desktop, yet less than 20% of sales in the U.S. are mobile commerce sales. In his session at 15th Cloud Expo, Dan Franklin, Segment Manager, Commerce, at Verizon Digital Media Services, defined mobile devices and discussed how next generation means simplification. It means taking your digital content and turning it into instantly gratifying experiences.
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, p...
Leysin American School is an exclusive, private boarding school located in Leysin, Switzerland. Leysin selected an OpenStack-powered, private cloud as a service to manage multiple applications and provide development environments for students across the institution. Seeking to meet rigid data sovereignty and data integrity requirements while offering flexible, on-demand cloud resources to users, Leysin identified OpenStack as the clear choice to round out the school's cloud strategy. Additional...
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com...
Verizon Enterprise Solutions is simplifying the cloud-purchasing experience for its clients, with the launch of Verizon Cloud Marketplace, a key foundational component of the company's robust ecosystem of enterprise-class technologies. The online storefront will initially feature pre-built cloud-based services from AppDynamics, Hitachi Data Systems, Juniper Networks, PfSense and Tervela. Available globally to enterprises using Verizon Cloud, Verizon Cloud Marketplace provides a one-stop shop fo...
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover ...
The move in recent years to cloud computing services and architectures has added significant pace to the application development and deployment environment. When enterprise IT can spin up large computing instances in just minutes, developers can also design and deploy in small time frames that were unimaginable a few years ago. The consequent move toward lean, agile, and fast development leads to the need for the development and operations sides to work very closely together. Thus, DevOps become...

ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ --  IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's

"Our premise is Docker is not enough. That's not a bad thing - we actually love Docker. At ActiveState all our products are based on open source technology and Docker is an up-and-coming piece of open source technology," explained Bart Copeland, President & CEO of ActiveState Software, in this SYS-CON.tv interview at DevOps Summit at Cloud Expo®, held Nov 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Media announced today that Aruna Ravichandran, VP of Marketing, Application Performance Management and DevOps at CA Technologies, has joined DevOps Journal’s authors. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done. Aruna's inaugural article "Four Essential Cultural Hacks for DevOps Newbies" discusses how to demonstrate the...