Google recently stopped passing keyword data from searches to analytics platforms. This change means that reports within Google Analytics, Hubspot, and any other kind of analytics program will not provide keyword analytics for all of their Google search traffic.

As a Google stock owner, it filled my head with dollar signs.

The decision to withhold keyword data struck me on many levels. As a marketing analyst, it was a blow to how I carry out daily activities. As a business owner, it diminished my ability to monitor my site. As a Google stock owner, it filled my head with dollar signs.

Allow me to diagnose some of these effects of withholding the keyword data and try to explain why businesses need to pay attention to this kind of move by Google. There’s a lot of love for the search giant, but like any relationship, things can turn sour real fast.

The Real Price of Free

Google has traditionally offered free services that are subsidized by the information they collect. GMail, one of Google’s first forays outside of web searches, was a free email platform that offered superior services to competitors without any charges to the user.  The only real cost was forfeiting a portion of your privacy by allowing robots to scan the email. This data was mined and helped Google make smarter decisions about advertising and search results.

Users of Google products find a hard time criticizing these kinds of practices because they’re a) getting a free product or service, and b) getting improvements to other Google products and services that they also use.

Not too much to complain about with this, but the issue with Google Analytics was a bit of a different story.

Why Business Owners Feel Betrayed

Withholding keyword data from Google Analytics is a bit different than eliminating a free service or feature of a free service.

With Google Analytics, Google’s initial proposition was very fair for both sides of the bargaining table — you provide me a competent analytics platform and I’ll provide you mounds of minable data about my business.

Google’s unending appetite for information was now being directly fed by business owners, and those same business owners were now better equipped by Google to grow their internet presence. This bargain also indirectly helped increase the value of the internet as a whole, which Google, as the gatekeeper, loved.

Now, after years of happily co-existing, Google is making a power play. It’s withholding key data and justifying it in the name of privacy. This really hurts businesses that were relying on that data, yet leaves Google nicely situated. It’s pretty clear who’s now getting the most out of the “free” transaction.

Admittedly, there are two sides to the privacy debate, and Google is correct that withholding the keyword data does help the general population in securing their privacy.  At the same time, two parties still have access to this data: Google and its paying advertisers (those using Google Adwords). Hmm… pretty interesting…

Gotta Make That Money

Now, I don’t want it to seem like I see nothing other than evil intent behind Google’s decision. The privacy aspect does carry weight, but the one that has me sold is the revenue bumps that some anticipate Google experiencing.

There’s a strong belief that withholding that information will decrease the value of natural search to some businesses. Without that keyword data, optimization becomes more difficult and gains begin to drop off. This could then turn the businesses towards AdWords as source of additional leads.

Digital marketing agencies that manage Adwords on behalf of clients have long been using Adwords keyword data to augment & enhance their organic search campaigns. Now, I can only see those Adwords revenues increasing as agencies suggest to clients to spend more in order to get more traffic, leads, and keyword data.

AdWords has always been Google’s biggest moneymaker.  Specifically, over 90% of their $50 Billion in 2012 revenue came from Adwords. They use ad revenues to subsidize the bulk of their [free] offerings and now they’re trying to herd even more marketing directors in that direction.

Is it wrong that they’re doing that? Maybe.

But the winds have been blowing in the direction for more secure searches and privacy so it could just be that this is the best opportunity they could have asked for and they seized it.

What Happens Next?

This was a major decision by Google and we’ll have to see how it plays out. If nothing else, it reminds us that nothing is free and we should be wary of relying on the search engine so much.

I can tell you my firm has long been suggesting the use of Adwords (and other paid media channels) for clients – and we’re certainly leaning more heavily on PPC in light of the lost keyword data.

Luckily, authorities in the SEO space agree that SEO is NOT dead. SEO is still plenty alive and it’s taking on a couple new faces: Google Authorship & Content Marketing.

And there are plenty of other data sources that business owners and online marketers can use to augment their organic search efforts.

Sadly, we’ll miss the glory days of being able to see every keyword that drove traffic to our sites.

Do you believe the lack of keyword data from Google searches will impact your business?
Comment below.

The post Is There a Dark Side of Google? appeared first on Social Media Explorer.

Either way, the fact is this: If you keep 2 pillars of success in mind when engaging in SEO or Social Media, you will experience gains (in traffic, reputation, and business).

Don’t believe me?… Google Analytics doesn’t lie: Continually adding unique, value-adding content to your blog and sharing it on social channels will net you serious growth!

So what are the 2 pillars?

Be Active & Add Value

I know, “easier said than done” – But trust me, it works!

BOTH the search engines and (more importantly) your users will sincerely appreciate your being active & adding value.

Imagine two different scenarios…

The BAD SEO & Social Media practitioner

Here’s a company that had a college girl set up their Facebook & Twitter profiles.

The profiles are never updated.  OH WAIT, here’s is an update, what does it say?
“Check out our website: www.their-1994-website.com”

Does that add any value to the crickets that are chirping on their Twitter page? NO.

Visit their website and all you find is big blobs of text full of their industry-related jargon and a blog that hasn’t been posted to in over a year.

When you engage with their Facebook page, asking them a question about their product or service, do you think they will reply? NO.

#FAIL, right?  Let’s see if the grass is greener over here…

The AWESOME SEO & Social Media practitioner

This company has added at least 1 article a month to their website for the last year.  You can count on them to give you valuable, often actionable, insights.

(Sounds like Social Media Explorer, doesn’t it?)

When you visit this company’s twitter page, you find links to other, relevant and informative, articles.  They even tweet back @ you when you tweet @ them.. they’re ALIVE!

They earned your trust.. by actively adding value!

Their website is engaging and so you subscribe to their email updates & like them on Facebook.

Admit it, you don’t trust websites or companies that don’t teach you something or aren’t consistant.  If CNN stopped reporting, how long would it take for their following to erode? I imagine it would be pretty quick.

PS: It works in every situation..

Whether you’re commenting on a blog post, responding in a forum, tweeting, replying to a thread on Facebook, or pinning your favorite shoes… the people engaged in the conversation will trust & respect you a lot more if you’re consistently adding value, as opposed to either being a “fly on the wall” or responding with a simple “I agree.”

OK, enough already… At this point, I’m going to assume you believe that adding value & being active works… so now let’s dive into how you can hold yourself accountable to being active & adding value.

No one said it would be “easy”

There are several ways to ensure you’re gaining ground and looking good in both Google & your visitor’s eyes.

Create, AND STICK TO, an editorial calendar

My colleagues and I call this a “publishing schedule” –  This is a list of blog articles that you or your colleagues are to write on a certain time schedule (usually found on a calendar of sorts).

There are 3 keys to success here:

1. Selecting topics – I suggest a combination of keyword research mixed with your industry trends.  What’s going on in your industry? How is it going to affect your clients? What can they do to prepare? Share your secrets, but make sure people care (ie. it adds value).
2. Hold accountable – Content is abundant, yet companies have so much trouble producing it.  Be proactive and hold your co-workers accountable for getting the content produced! Pro tip: have a glass of wine (JUST ONE) before you write.
3. Get creative – I said content is abundant and you didn’t believe me.. what about your white papers, case studies, sales decks & presentations, emails, and webinars? – I bet you can find ideas for awesome content by paying attention to what you’re already producing.

Use technology to keep you fresh

Did you know you can get an email anytime Google finds something new that references your brand (or anything you’re interested in)?  Google alerts will send you an email when the there is a new web page indexed that matches your search query.

You can get fancy and use advanced search operators to hone into the specific content you’re looking for. (ps: I found that post by doing this search in Google: “site:seomoz.org search operators” <– because I know I’ve read that post in the past & remember it being of high quality, hence the reason I found it and shared it on this post #qualitycontentmatters).

How about saving Twitter searches? That’s another way to quickly find content that’s relevant to your business (ps: they also have an advanced search… ooo la la!)

OK, so now you’re monitoring, time to add some value.. How?

1. Comment with purpose – When you comment on an article, ask a question or suggest an alternate opinion.  Authors are generally helpful & love responding to comments.  You could stir up the converstaion by suggesting an alternate view point.  Think about the best review you’ve ever read on Yelp and try to add value to other readers in a similar fashion.
2. Offer help – Suppose you’re a brand and someone posts something not so nice about your product.  You could offer them an apology, discount, or refund to “turn that frown upside down.”
3. You tell me – What other methods do you employ to add value?

Enough from me, now it’s your turn.  Comment below with your thoughts or turn your last email into an original blog post!

The post The 2 Pillars of Success for SEO and Social Media appeared first on Social Media Explorer.

Are they using spammy tactics that could actually harm your website?

Can they actually produce results, or are they just stealing your money?

Don’t waste any more time wondering.. here’s a checklist of 5 ways to put your SEO firm to the test…

1. They don’t charge enough
2. They Have Publicly Posted Complaints
3. They Don’t Share Case Studies or References
4. They Don’t Measure Themselves
5. They Don’t Share the Secret Sauce

#1) They Don’t Charge Enough

Plain and simple, you get what you pay for.

Assuming you want your SEO firm to produce meaningful results, make sure they charge more than your car payment.

I’ve actually taken these cheap SEO companies for a couple test drives.  In every case, one or more of the following were true:

• They aren’t actually doing.. ANYTHING.
• Their strategy is non-existent or piss-poor at best.
• Their talent is untrained and inexperience, leaving you low-quality of service.
• They build un-natural, spammy, low-quality links that will eventually harm your website.

Long story short, don’t fall for this:

OK, now that we know they will be sufficiently funded to actually deliver quality work, move onto some routine due diligence…

#2) They Have Publicly Posted Complaints

Gain insight into how they perform at their worst.

Another quick and easy method: Google the company’s name followed by “reviews” or “complaints”.

If you see pissedconsumer.com, complaintsboard.com, or ripoffreport.com… run for the hills.

Don’t stop at the 1st page, scour the 2nd and 3rd pages as well.

Here is a good Google search to unveil the ugly skeletons:
(review OR complaint OR scam OR spam) seo company name
Replace “seo company name” with the name of the company in question.

You can also search the BBB to dig up some dirt.

Here’s an example of a company that you do NOT want to work with:

Now that we know the company is clean on the surface, let’s look under the hood and kick the tires a little…

#3) They Don’t Share Case Studies or References

The proof is in the pudding, taste theirs before opening your wallet.

High-quality SEO companies have references and case studies that are relevant to your company; They have produced results that align with your goals.

Ask them to share a relevant case study.

How to tell the case study is effective:

1. Uses easy to understand metrics (numbers)
2. Shows a baseline measurement and relevant growth of that metric (a before and after type story)
3. Communicates the tools and methods used to prodcue this growth
4. Includes a testimonial from the case studies client

The case study should be compelling and convince you that they can do the same for you.

Ask them for 3 references.

Here are some questions to ask when you call the references:

• What do they do for you on a monthly basis?
• What type of increase in inquires or sales did you see coming from your website?
  • After what period of time of working with them did you see this increase?
• Do they respond to your requests in a timely manner?
• If there is one thing you could change about their performance and service, what would that be?
• Have you ever recommended them to a close colleague?

If you’ve made it this far and they’re still looking good, it’s time to dust off your microscope and really dig deep…

#4) They Don’t Measure Themselves

It’s a numbers game, baby.

Every SEO company should take baseline measurements of where you stand before working with them. Why? – So they can later prove that what they’re doing is working.

You should be provided with a list of focus keywords – These are relevant keywords for your business.

They should send you something like this:

Ask them: “If you were me, what KPI’s would you track?”

Here are some examples of what GOOD companies will respond with:

• Return on Marketing Dollars (ROMD) – ROI.
• Cost per lead (or cost per sale) – Another measure of ROI, lower the better, obviously.
• Number of unique keywords that send traffic – This measures how well you’re capturing the long-tail, that is, search queries that contain more than 3 words.  For instance, “mortgage rates” is a short-tail keyword, whereas “mortgage rates for townhouse in Maryland” is a long-tail keyword.
• Non-branded, organic traffic – Measuring traffic from search engines where your brand or product name was NOT included in the search query.
• Conversions via non-branded, organic traffic – I REALLY like this one.. A conversion is when a visitor converts into a lead or buys something from your site.  This KPI gives you a gauge on the QUALITY of the traffic that your SEO firm is building.  So what if your visitors are increasing, if they aren’t converting into leads or sales, then those visitors are essentially worthless.

Ask them if they’re willing to do a custom report

Your company is unique, your report should be too.

If you’re impressed with their responses thus far, there’s only 1 more item to check…

#5) They Don’t Share the Secret Sauce

If they keep it a secret.. they probably don’t know the formula.

NEWS FLASH: SEO is NOT “magic” or “voodoo”

When a practice is hard to understand, people label it “magic” — so that makes your CPA a wizard and your lawyer a ninja… but the truth is, SEO isn’t all that complicated.

That said, it does takes several different disciplines to be effective. It is half art, half science.

At the end of the day, SEO is making Google’s job easy.

Google is in the information business

Google (and the other search engines) are in the business of providing quality information. To do this well, Google needs a way to find and figure out which websites have the best information (this is their algorithm).

How do they do this?  Well, that’s the “code” that SEO companies are trying to crack. All we know for certain is the following 2 ingredients will always be part of the recipe:

• Add valuable content to your website – You want to show Google that you’re open for business and staying current.  By adding timely and relevant content to your website, you’re telling Google: “I know my industry and I’m keeping up to date on the latest practices, regulations, etc..”
• Having other websites to link to yours – Think of every link pointing to your website as a “thumbs up” that builds your credibility.  Remember, Google wants to serve relevant content, content that is popular is usually good.  What better way for Google to measure your website’s popularity than to count how many links you have.

Now, that is very over simplified.  To expand, we have to take into account the quality of these links. Think about it this way: Say I have 500 friends (links) and you have 150. Your friends are all well-to-do, they have college degrees and work at reputable companies whereas my friends are high-school drop outs who are homeless or at best they wash cars for a living.

Who do you think Google would be more likely to trust?

A more applicable example might look like this: If your website has links from quality publications (eg. cnn.com) while my website has links from some-site-that-nobody-reads.com, Google will favor your website over mine.

Ask them for their secret sauce (strategy)

This is where the men separate from the boys.. and where you learn how your SEO company is going to help you drive qualified traffic. Here are some questions to ask and their respective answers:

How are you going to help with content creation?

The scam artist: “We use off-shore resources and automated news scrappers to create blog posts.”

The real SEO: “First we’ll start by creating a publishing schedule. This is a list of keyword rich headlines which gives us a framework for the types of content we want to produce.  Ideally, the content comes from within your organization, but if you don’t have the resources, we can help procure a professional writer who has experience with your industry.

Either way, we will have our SEO experts review and optimize the content before it’s posted to your website.

Additionally, we can leverage the content you’re already producing (whitepapers, case studies, webinars, emails, sales presentations, etc..).  These assets can be transcribed, organized, and optimized to draw relevant traffic from the search engines.”

How are we going to get more websites to link to us?

The scam artist: “We have a network of websites which we use to build links to your website.  We also submit your website to over 100 directories.  Lastly, we will social bookmarking to build links to your website.”

The real SEO: “Let’s start with your existing links and optimize those.  That is, we will make sure they all point to working and relevant pages, investigate the anchor text distribution (you don’t want to have the exact same anchor text for every link), and ask webmasters that already link to you to link to you again, from a different yet still relevant page of their website.

In a similar vain, we can contact your clients, partners, and vendors, on your behalf, to make sure they’re linking to you in a preferred fashion.  If you would rather reach out, we will provide you with the specific language and code to give them.

We will find websites & blogs who write about your industry, or about the industries your product or service caters to, and reach out to them to procure “guest posting” opportunities.  This is where your content will be posted on their website, giving you exposure to their audience and a relevant link back to your website (which, as you know, Google loves to see).

Let’s not forget internal linking, that is, how the pages within your websites link to one another.  Search engines learn a lot about your specific offerings by investigating how you link to your content throughout your site.  For example, if you have a page that you want to rank for a specific keyword, but you never link to that page from anywhere within your website, then Google is going to assume that you don’t think that page is important.  Whereas if you link to that page from several pages, then Google will recognize that you consider that page important and give it more credit.”

Can you see the difference between the scammy and the REAL SEO’s?

That’s all for now…

Here is a related article which highlights some other ways you can tell if your SEO firm needs to hear from the scam police.

I leave you with the epitome of what you’re NOT looking for in your SEO vendor:

The post 5 Ways to Uncover Scammy SEO Agencies appeared first on Social Media Explorer.