Goal Conversions are The Bottom Line

Recently there seems to be a big shift in focus in the SEO industry regarding the importance of conversions over search engine rankings. This concept really sounds like a no-brainer to me ... probably because I was trained in SEO by a company that earned income solely from their lead generation ... If our rankings didn't turn into conversions for our clients ... We didn't complete our goals ... We lost our clients. The bottom line for my SEO strategy has always been focused toward online conversions of search traffic.

So Why Are Conversions Important » Now?

Last year Google ramped up their personalized search initiative which effectively tailors search results from behavior based user data ... According to Google's Matt Cutts, there needs to be a shift in the way SEO's currently operate. WebProNews's Mike McDonald recently asked Matt "Is Ranking Dead?" In response to Mike Matt stated,

"I'm not sure I would say ranking is dead but it's not as important as it used to be. The fact is the smart SEOs are not just necessarily looking at the rankings. They are looking at conversion, they are looking at their server log. It's great if you're ranking for a phrase but unless that leads to sales that doesn't help you very much."

"The challenge is not to pay so much attention to ranking, pay attention to traffic, pay attention to conversions and keep building good content and don't worry about 'can I show people that I rank number one for my trophy phrase ' ... "

The video below is from the interview with Matt Cutts and Mike McDonald at PubCon LasVegas ...

Furthermore, Google's working diligently on their Universal Search model and SEO's need to be able to adapt to Google's ever changing environment by learning to develop and initiate a broader range of tools to complete the conversion equation by bringing in targeted search traffic. For the SEO industry this means you need to focus more than ever before on building campaigns that are targeted towards conversions and not so much on rankings. However, it is important to note that rankings are only a metric, and have always been only part of the equation that is required to increase conversions. Obtaining search engine rankings without actually benefiting from that positioning is not very useful.

SEO is Changing » Is Your SEO Strategy Changing Too?

Recently there was a guest post by Eduard Blacquiare on Joost de Valk's site entitled, "Measuring SEO » Why Rankings Are Worthless". In his post he mentions several key points supporting the transition of rankings-based success to a conversion focused model. Some of the key factors Eduard mentioned are:

• Ranking Checkers » Google has recently been blocking some automated ranking testing equipment.
• Personal Search » Google is putting a great emphasis on their efforts to tailor their search results.

Furthermore, Eduard continues in his post with his view on things we can do to measure our success.

• Measure the Growth Rate of Search Engine Traffic ...
• Measure the Growth Rate of Search Engine Traffic per Keyword ...
• Measure the Growth of Conversions from Search Engine Traffic ...
• Measure the Growth of Conversions from Search Engine Traffic per Keyword ...

Personalized Search » What About Traffic from Nationally Focused Search Terms?

This is a topic I would like to discuss with Matt myself... In Matt's discussion with Mike McDonald, he mentions searching for the word "bank" will illicit a different result in the United States than it would in Great Britain. This is due in part because part of the metrics to determine personalized search results are based on the user's I.P., their search trends and their search behavior. From what we can infer from what Matt stated, personalized search result are relevant to the term as well as user data. Though personal search is playing a big roll in the dynamic, ever-changing environment at Google, I don't believe that competition for keyword ranking is going to be dismissed for nationally focused keywords.

Analytics are Paramount in the Quest to Obtain Conversions

Again, I received a fairly intense introduction to the SEO industry, so I have a solid understanding of the importance of conversion statistics. One of the first tools that I used was ClickTracks, which I still to this day consider a powerful tool in any SEO's arsenal. However, I recently also picked up a copy of the absolutely fantastic book, "Advanced Web Metrics with Google Analytics" by Brian Clifton which I highly recommend for anyone interested in measuring the success of their SEO marketing campaigns.

A Little Gem at the End

So, now that you've gotten this far, I can only assert that you are interested in the success of your SEO campaigns. Again there was another excellent post on Joost de Valk's blog, this one by Andre Scholten, on how you can track your organic Google rankings with Google Analytics ... Here's the video on Vimeo ...

Adding a ranking filter in Google Analytics from Joost de Valk on Vimeo.

I've implemented this on several of the campaigns that I am currently running and I can verify that it definitely works. You can now have your organic keyword rankings appear in your Analytics reports by setting up some custom filters in your Google Analytics account. This means you can determine the quality of the conversions you are getting from both paid, and non-paid keywords and their respective positioning in the search engine results pages ... How's that for conversion statistics?

That's It.

Hyves Google Web Site Penalty Checker » As I was perusing through the updates on Seo Master List, I saw an interesting post from Search Engine Watch regarding checking whether your web site is penalized or banished from Google by simply adding "hyves." Before your domain name ... IE (hyves.google.com) Though it may seem strange ... it apparently works. All you have to do is add the name hyves before your domain name and you will get the results ...

According to Marcus Tandler, AKA Media Adonis, the resulting PageRank from the addition of the sub-domain will return the result in the form of the following grades on the Google Tool Bar PageRank indicator:

• PR 0 » The site is banned in Google
• PR 4 » The site has received a Google Penalty
• PR 7 » The site is okay.

You might want to take a look at your site's condition soon though ... once this gets out to the mainstream it's only a matter of time before the big G gets it offline ...

I really like regular expressions (RegEx's) and I have this crazy fascination with learning and using them whenever and wherever I get a chance. If you don't know what a regular expressions is, the Sun Developer's Network's states:

"A regular expression is a pattern of characters that describes a set of strings." » Simple enough.

I picked up the bug for RegEx's after trying to "think my way through" a JavaScript form validation function without any experience in regular expressions or JavaScript for that matter.

That event led me to pick up Mastering Regular Expressions, III ed. By Jeffrey Friedl; OReilly's JavaScript, The Definitive Guide, By David Flanagan, and a fierce desire to learn more about the almost alien-looking esoteric characters that were here to take over my programming world.

The good news I found out later was not only that I am not the only RegEx fan that has been drawn in by their mysterious attraction. Many of the coders and developers that I've found to respect, have this crazy bug too.

So, what I want to do now, is put together a RegEx Library right here on this post for all of the coolest regular expressions you know. So, post me your regular expression(s), with a brief description.

News travels fast on Twitter, and while I was checking out my updates, I saw that Delicious has changed their domain name from del.icio.us to the dot com delicious.com. I don't typically like change too much, but I think it will definitely help the site attract more visitors transferring over to the simpler name. I can't even count the amount of people that I tried to get started with delicious bookmarks that were completely confused with del.icio.us.

Changing the domain name wasn't what really stood out the most for me though. When I browsed over to my delicious bookmarks page to see the new name in my browser, I noticed that they completely changed the layout too.

Now I do a lot of bookmarking in delicious, but I usually don't go to the actual page that much since I have delicious bookmarks for Firefox installed - I just do all my bookmarking from the browser and don't actually go see the site.

The first thing I like about the new page design is the much simpler and probably more effective style of managing the bookmarks. With over 1800 bookmarks ... it gets really tough to handle the hundreds of different tags and bundles I've placed them all in.

That's It.

Well it has been a long awaited advancement for the SEO, SEM and SMO industry ... but Google has finally added exact searches per month for keyword phrases to their keyword tool, Adwords Keyword Tool External.

Previously, the tool would return results for the targeted keyword in the form of a low, medium or high bar graph which really didn't help to quantify the value of a given search term. However, as with the previous major keyword tool Overture, Google Adwords Keyword Tool External provides the amount of searches for a given term per month and the average amount of the aggregate search volume for the search term ...
The snapshot below shows the new results ... That's it.

Well, It's alive ... I've launched SEO Master List. I have high expectations for this application and hope that it is well received in the SEO community. Which, brings me to another subject. SEO's, can be quite pretentious and highly critical ... So, we'll just see how they like it. Then again ... if they don't ... I really dont' care all that much. I like it.

SEOMasterList is basically just a feed aggregator with a lot of cool Ajaxy stuff on it and some cool styling. Ray Camden actually created the app ... the original code is on coldfusionbloggers.org. A Big thanks goes out to him for his help in debugging the install too ... Thanks Ray.

For those that want their 'SEO' feeds aggregated on SEOMasterList.com ... send me an e-mail and I'll get right on it ... maybe. If your feed wasn't aggregated, and I tried to add it to the list ... there may have been a problem with the xml structure - there were many good SEO blogs that I was unable to parse due to xml rendering issues ...

Thats it.

I've come up with a very cool new app that I put together ... The base code for the app comes from one of the baddest CF dudes around, Ray Camden, the ColdFusionJedi. I have really big expectations for this new app, and cannot wait to release it to see how the SEO community takes to it ... sorry, but I just can't say what it is ... yet.

So, I figured that it would be a good idea to try and expand Florida Search Engine Optimization web coverage beyond the Miami, Fort Lauderdale areas. So, I started a project to build a quazi regional network in my site. At first, I tried to be creative and store all of the cities and counties of Florida in an array with the counties as an array of structs.

With some work, I was able to get this running. However, I realized that if and when I want to make changes or additions to the cities or counties, it was going to be quite a bit of work.

After some consideration I decided that it would be much easier to just use a database table with the cities and counties.

Now, everything was going quite well with the addition of the new database when I found that the city and county fields were all in uppercase ... I really didn't want to leave the data like that, so I decided to figure out how to change the 80,000 plus records to propercase, and I found just the thing ... a cool little T-SQL UDF ... that changes the data to propercase ... the code follows ...

create FUNCTION PROPERCASE

(

--The string to be converted to proper case

@input varchar(8000)

)

--This function returns the proper case string of varchar type

RETURNS varchar(8000)

AS

BEGIN

IF @input IS NULL

BEGIN

--Just return NULL if input string is NULL

RETURN NULL

END



--Character variable declarations

DECLARE @output varchar(8000)

--Integer variable declarations

DECLARE @ctr int, @len int, @found_at int

--Constant declarations

DECLARE @LOWER_CASE_a int, @LOWER_CASE_z int, @Delimiter char(3), @UPPER_CASE_A int, @UPPER_CASE_Z int



--Variable/Constant initializations

SET @ctr = 1

SET @len = LEN(@input)

SET @output = ''

SET @LOWER_CASE_a = 97

SET @LOWER_CASE_z = 122

SET @Delimiter = ' ,-'

SET @UPPER_CASE_A = 65

SET @UPPER_CASE_Z = 90



WHILE @ctr <= @len

BEGIN

--This loop will take care of reccuring white spaces

WHILE CHARINDEX(SUBSTRING(@input,@ctr,1), @Delimiter) > 0

BEGIN

SET @output = @output + SUBSTRING(@input,@ctr,1)

SET @ctr = @ctr + 1

END



IF ASCII(SUBSTRING(@input,@ctr,1)) BETWEEN @LOWER_CASE_a AND @LOWER_CASE_z

BEGIN

--Converting the first character to upper case

SET @output = @output + UPPER(SUBSTRING(@input,@ctr,1))

END

ELSE

BEGIN

SET @output = @output + SUBSTRING(@input,@ctr,1)

END



SET @ctr = @ctr + 1



WHILE CHARINDEX(SUBSTRING(@input,@ctr,1), @Delimiter) = 0 AND (@ctr <= @len)

BEGIN

IF ASCII(SUBSTRING(@input,@ctr,1)) BETWEEN @UPPER_CASE_A AND @UPPER_CASE_Z

BEGIN

SET @output = @output + LOWER(SUBSTRING(@input,@ctr,1))

END

ELSE

BEGIN

SET @output = @output + SUBSTRING(@input,@ctr,1)

END

SET @ctr = @ctr + 1

END



END

RETURN @output

END



GO

SET QUOTED_IDENTIFIER OFF

GO

SET ANSI_NULLS ON

GO

So all that was required to get this to work, was to call the UDF after it was created ...

END

RETURN @output

END



GO

SET QUOTED_IDENTIFIER OFF

GO

SET ANSI_NULLS ON

GO



--Insert your call here ... 

UPDATE TABLENAME 

SET fieldname=dbo.PROPERCASE(fieldname)

FROM DBNAME..TABLENAME

Now this saved me a hell of a lot of time and was a very simple and easy way to format the data the way that I wanted. Unfortunately, when I went to repeat the same action for the counties, I accidentally wrote over the city fields with the data in the counties field ... Smooth.

It would really come in handy if something like this could have been done in ColdFusion without having to create a UDF to do so ... maybe the guys over at Adobe will read this and decide that it merits inclusion into the next release.

Recently I have been going through the fantastic book, Mastering Regular Expressions, by Jeffrey Friedl. Since I first learned the basics of creating a URL re-write in ColdFusion from a buddy that I used to work with, I developed a crazy fascination with Regular Expressions. For the CF developers that are reading this, it may seem like really old news to you, but many of the "SEO" folks will find this to be foreign, (a programmer is laughing right now ...)

So, for the non-code oriented readers, regular expressions are a very powerful and efficient set of tools, methods and commands to manipulate strings of text and data. You might be wondering how that can be of any benefit to the SEO community. I shall attempt to explain.

The first major benefit that regular expressions offer is through SES (Search Engine Safe) URL re-writing. For Instance, let's take a URL that would be considered as "Unsafe" for search engine optimization.

~ section508.gov/index.cfm?FuseAction=Content&ID=3

Now, I am probably going to catch hell for using this URL as an example, but you have got to love the fact that the web site for Section 508 which regards usability standards, does not use search engine safe URL's. ( Is there anyone screaming 'REMatch' out there? ). There are several characters in dynamic URL's that cause search engine spiders to stop crawling - Question marks, equal signs, ampersands, and colons, are but a few to mention. So, in the example above, we could simply run the URL through a regular expression which, replaces all of the unwanted characters with ones that are search engine safe.

Since this is not a tutorial on ColdFusion's Regular expression functions, I'm only going to show an example of how this URL could be manipulated with a regular expression.

<cfset dirtyURL = ('#CGI.PATH_INFO# #CGI.QUERY_STRING#')>

  <cfset fixit = #ReplaceList(dirtyURL, "?,=,&","/,/,/")#>

  <cfset cleanURL = #ReReplace(fixit,"([[:space:]])","/","ALL")#>

<cfoutput>#cleanURL#</cfoutput>

So, here we simply store the URL as a string variable, and replace the unsafe characters with desirable ones.

The end result above, would take an unsafe URL, like this ...

~ section508.gov/index.cfm?FuseAction=Content&ID=3

And return a SES URL like this ...

~ section508.gov/index.cfm/FuseAction/Content/ID/3

Which, is much better for the search engine spiders to index the content on your site ... and ... "it looks prettier".

In the mean time, I have concocted a cool little cheat sheet, based on the one from Dave's IloveJackDaniel's site ...

I'm putting it here so that I can remember what the hell all the different Metacharacters in the various flavors of RegEx syntax do.
Feel free to do with it as you will.