They recently enlarged their data in the “links to your site” report.  Finally, Google seems to be showing a healthy list of all the links that point to your own website.

This improvement means that Google Webmaster tools will become one of the goto tools for measuring how many links point to your website.  One nice feature is that they also break the links down by which page they link into, so you can get a better sense of your “deep linking” strategies.

Read yesterday’s article about the exciting “search queries” report that talks about improved data in that report too.

Our favorite research resource is David Mihm’s Local Search Ranking Factors which has been updated in June of  2010.

In a nutshell, they survey a bunch of local search experts on what they think most important factors are.  They tally the results, and voila, you have an instant resource on what the true experts believe works and doesn’t work.

Here are their top 20 factors:

1. General Importance of Claiming Place Page / Local Listing
2. Business Address in City of Search
3. Associating Place Page with Proper Categories
4. Volume of Citations from Major Data Providers + IYP Portals
5. General Importance of Off-Page / Off-Listing Criteria
6. General Importance of Customer Reviews
7. Quality of Citations from Major Data Providers + IYP Portals
8. Product / Service Keyword in Place Page Business Title
9. Volume of Customer Reviews associated with Your Business
10. Quality of Unstructured Citations
11. Volume of Unstructured Citations
12. Proximity of Address to City Centroid
13. Customer Reviews Left on Third-Party Websites
14. Product / Service Keywords in Place Page Description
15. General Importance of On-Page Criteria
16. Quality of Inbound Links to Website
17. Velocity of Customer Reviews Associated with Your Business
18. Volume of MyMaps on which Your Business Is Included
19. Associating Photos with Your Place Page
20. Associating Local Area Code as Primary Place Page Phone Number

And here are the top negative factors that hurt you (the worst one is the last):

1. Negative Review Sentiment
2. Negative Ratings
3. Location Keywords in Categories
4. (800) Phone Number on Website w/o Local Area Code
5. (800) Phone Number on Website w/o Local Area Code
6. (800) As Primary Place Page Number
7. Multiple Locations on Places Landing Page
8. Multiple Place Pages w/Same Business Title
9. PO Box on Website w/o Physical Address
10. Multiple Place Pages w/Same Address
11. Hiding Address on Your Place Page
12. Multiple Place Pages w/Same Phone Number

Also, they provided a list of the top data providers and top review engines at the bottom of the report.

I recommend you read every word of this important report if you want to learn how to get better results in the world of local search.  Thanks David Mihm!

• The top search queries for which your site appeared in search results
• The number of impressions that query received
• The number of clicks each query received
• The Click Through Rate (CTR) of each query
• The Average Position of each query

It starts by showing a nice graph of impressions vs clicks:

And then really gets amazing by showing details of clickthru rates and rankings, query by query:

Three reasons why this is important:

1. Google now provides authoritative data of where you rank for each keyword phrase.  It actually averages the position if you showed up in multiple spots and it shows which pages showed up in each spot.   No more guessing!
2. By producing the Click Thru Rate (CTR) for search results, Google may actually be revolutionizing the SEO industry.  We can now see how often a high ranking by itself doesn’t convert impressions into clicks. Finally, SEO companies like Blizzard Internet can impress upon customers the value of writing compelling titles and descriptions (which increase CTR), the value of worrying about sitelinks, the value of coming up in multiple spots.  To put it bluntly, we can focus on clicks from Google instead of rankings.  Looking at the data, it is clear that a high ranking doesn’t automatically lead to a click
3. Google is demonstrating it knows the CTR of specific queries and websites.  I believe this is the first step to a major change in Google’s algorithm.  My prediction is that soon you will move up or down partly based upon your CTR.  Better start improving those CTRs if you want to keep the top spot!

It should come as no surprise that CTR could become part of the algorithm.  Google has ranked PPC in AdWords for a long time based upon click-thru rates… why not move that into its organic algorithm?  I think it is gonna happen!

Want more evidence?  Google also has a load-time monitor in its webmaster tools, and your load time is now part of the organic ranking algorithm.  Google knows that websites that load fast are more enjoyable by its users… so it bumps them up a bit.  If I were Google, I would start lowering websites that have below average CTRs for specific queries… they are a waste of search engine real estate.

I recommend you start investing in improving your CTRs of your important keyword phrases… start by writing and testing better titles and descriptions.  Stop stuffing keywords in there.

Want to know what is next?  Bounce rates! Google knows if users do a search, click on your site, and bounce back!  Another sign that you don’t deserve to rank for that keyword phrase.  BTW, this factor is also already in Google’s Adwords algorithm.  I bet we are talking about that in the next year.

The company found that 26 percent of (organic) search-driven traffic was the result of “three-word searches.”  Here’s the full breakdown of organic search volume by query length:

1. Three words: 26 percent
2. Two words: 19 percent
3. Four words: 17 percent
4. One word 14 percent

Chitika added that “any query beyond five words will see dramatically lower traffic.”

Everyone at Blizzard Internet uses at least 2 monitors and our developers have 3.  One employee told me that “you will pry my 2nd monitor from my cold dead hands before taking it away from me.” So, that pretty much sums up how they feel about it.

I HIGHLY recommend that you get your employees at least one more monitor because:

1. It will increase their productivity. I have seen research that productivity can be increased by anywhere between, 9-50%, that alone is worth the cost. I read this in Computer Weekly, the USA Today, and the New York Times.
2. It’s cheap. 24″ screens are now less than $300.
3. They will love (or at least like) you more. This will increase morale and increase productivity.

Check out my productive team:

Larry, the master of his own domain and master of coding, uses 3 monitors to rule the world.
Matt optimizes his productivity when optimizing websites using dual monitors.
Angelina Doglie is working as slow as molasses with her single monitor.

See more pictures of the Blizzard Internet Marketing Team being productive on on Flickr.

Normally, June through September would be the peak season for crowds of tourists basking in the beautiful beaches on the Gulf. Instead the phones are ringing with cancellations and the near future is discouraging.

Most of us cannot  truly feel the extent of the sadness, anguish, and anger of the residents and  businesses along this coast. Certainly, no amount of money can reverse this tragedy but there is  hope in obtaining some monetary compensation for lost rental income and perhaps property values in the area.

Read more on PR Web: The Gulf Oil Help Center Dramatically Intensifies Its Efforts to Assist Vacation Rental Property Owners In Destin, Orange Beach, Mississippi & Louisiana.

More information on help for rental or business property owners impacted by the BP Deepwater Horizon oil spill  can be found by calling  the Gulf Oil Spill Help Center at 866-714-6466, or contacting the group via its web site at http://GulfOilSpillHelpCenter.com

Some innovative marketers are turning to location based internet marketing and using it to track and reward their loyal patron’s visits to their establishment through a growing number of mobile resources.

There are a number of applications that provide information and/or allow users to “checkin” (register) their visits to almost any location based on GPS features in their mobile devices.  Some of the applications reward the user with awards and badges and sometimes the user can receive free or discounted rewards from participating establishments.

The number of users is growing but its usefulness is still controversial.

• Where.com: 3 million users and application available on the iPhone, Droid, Blackberry, Palm and more. It can be useful for comparing gas prices wherever you are or finding coupons for area stores.
• BrightKite: 2 million users use this mobile application for checkin capability for Brightkite, Foursquare and Gowalla, and recently added functionality for Whrrl and TriOut as well.
• Foursquare: 1.1 million Foursquare reports that it is adding 15,000 users per day and averaging 700,000 checkins per day.  Business users can use checkin analysis features that include total checkins, unique visitors, male-to-female ratio, how many users are sending their checkins to Twitter, top visitors and checkin time breakdown. (Users can opt-out of sharing their checkin data via settings section of the website.)
• Gowalla: 250,000 users and partners with National Geographic and The Washington Post and recently introduced a Trips feature that allowes users to put together suggested trips from the locations in Gowalla’s database and recommend them to their friends.

One way the hospitality market may be able to capitalize on this phenomena is with a recently released application called TopGuest which gives you bonus points from established travel loyalty programs you’re already a member of – plus exclusive rewards — for your checkins with any geo-app, automatically!

Here are other examples of companies are using location based marketing include:

• Pepsi launches first Geo-based iphone application with built-in loyalty program called Loot.
• Domino’s Pizza launches a nationwide promotion on Foursquare.
• How to use Foursquare to draw a crowd into your restaurant.
• Starbucks, The Today Show and more examples.

Let us know what you think and if you know of any successful location based marketing?

This includes listings for both new and existing customers.

This offer is extended to owners and managers of hotels, vacation rentals, inns, and bed and breakfasts on the coastline and within 10 miles of the shore that have been impacted.

For more information, call TripAdvisor for Businesses at 866-322-5942 to inquire about your listing.

There have been a magnitude of SEO / SEM strategies come and go in the last 15 years. Some were so easy to implement that everyone implemented them to the extreme. Then the search engines devalued those strategies and marketing sleuths discovered more.  Having a strong presence in a variety of places on the web was and is one technique. When done well, this can bring you rewards, but we are still seeing abuse.

You may be sabotaging your business without even realizing it by leaving duplicate content across the web.

Why is that important?
If you have ever seen the movie Multiplicity ©  (1996 by Columbia/Tri-Star)  with Michael Keaton as Doug Kinney who cloned himself.

Andie MacDowell played his confused wife. You may recall it became more difficult to know which was the original Doug. Which clone gets the credit for the good deeds or the bad ones?  His trust factor went down and his integrity was seriously compromised.

Which page of content will the search engines choose to give credit to?  Your page on your primary domain? (You can only hope!) A page on another of your less effective sites?  Possibly a Directory site? Or worse, a competitor?

Think about the implications.

What about the fix?

• Use microsites with their own topics, unique text, images, navigation, links, etc. for each specific service or product of your business. Maintain them regularly.
• Create a landing page with unique content that clearly informs the visitor they should click over to your primary domain for more information.
• Forward other domains properly to your primary domain using a 301 Redirect.
• Search engines are frowning upon the old technique of buying multiple domains, so unless you have a specific need for and properly use multiple domains, search engines want you to stop buying them at this point.
• Directories should be given unique content to publish.
• Review all of your web partners and provide them with fresh, unique content to publish.
• Publish Press Release text on your own site first. Then after it has been indexed, submit it for web distribution.
• Always update your own primary website with the most current products, pricing and latest information.  This site should be your ‘original brand’ and never a clone.

Sometimes it’s hard to see through it all. Turn to your marketing experts for another point of view, a second opinion or to brainstorm ideas.  

At Blizzard we have the advantage of working with clients all over the world.  We have helped our clients fight through a wide variety of situations; flooding, snowstorms, avalanches, tornadoes, hurricanes, and even the results of man-made events. Counteracting the situation with a flurry of online activity works.

Project Managers at Blizzard Internet Marketing meet regularly to brainstorm ideas for our clients and share SEM insights. Recently we have discussed how to help clients dealing with the situation on the Gulf Coast, and the responses to our proactive recommendations that have already been beneficial.

We have proactively responded and partnered with our customers to be proactive. Here are just a few of the actions we have taken together with our clients during a crisis:

• Quickly placed information on the homepage to deter some phone calls allowing staff more time to address the crisis.
• Created a link to an interior page that is dedicated to regular updates. This keeps the guests updated, encourages return visits, and loyalty.
• People are visual; we encourage our clients to include photos and videos of the situation to show exactly what is going on.
  • Make sure to update images frequently so visitors can see the progression; and include the date on the images for time line purposes.
• Write press releases about the situation in your region to educate the public. This also presents your business as an area expert.
• Send emails to your owners and business partners; they are your advocates, so give them the tools they need to spread the word.
  • This is also an opportunity to tell owners how you are addressing the situation on their behalf.
• Send email blasts to your reserved guests to offer them options and communicate your policies. Again you are educating and creating loyalty.
• Oftentimes reality is much better than what the media states, send an email to your entire emailing list to show them the true picture of the situation.
• Show website visitors the other ways to vacation and enjoy your region. Talk about local events, attractions, activities, restaurants.

Proactive solutions to supplement your occupancy rates during a disaster:

• Respond to the sudden influx of employee housing needs and volunteers wanting short-term housing.
• Create pay per click ads to compliment your company’s message or special offers.
• Reach out to people who will relocate during the event.
• Reach out to people who will move their vacation to a nearby community. They just might be your repeat visitors of tomorrow.

Results we have seen so far during this situation:

• We have clients reporting instances where people have taken advantage of cancellation policies and moved their reservation to a different beach in the gulf.
• Placing the update message on the homepage and linking to the interior page slowed cancellation rates down.
• Informational email blasts are being opened at a rate of over 50%. That is unheard of for the majority of email marketing.  Truly this has shown that clients have reached their audience.
• Cancellations came to a grinding halt when reserved guests had info on policies and options in their hands.
• Website tracker data shows visitors using the site for updates, returning regularly to monitor the situation at their favorite beach.
• RESERVATIONS CONTINUE TO COME IN!  Yes, it is true. New reservations come in from loyal customers who know the region and from others who want to be supportive.

Recovering from the crisis:
Blizzard clients are looking to how to measure the financial impact of the situation in the gulf.  We are helping them by analyzing website tracker data and creating historical reports to show that clients were pacing ahead in 2010 prior to the accident. This data along with their own data may help in creating claims for financial reimbursement.  Fortunately, online marketing offers this type of data when traditional marketing options typically do not allow you us to see attribution for the reservations created.

Photo by smuzz