In a new patent application, Google focuses on classification of documents based on a range of information, including user behavior data, according to Bill Slawski. Rather than matching weighted classifications between Web pages and queries, the patent filing describes a way of creating profiles for pages that encompass classification information, and spreading it to unclassifed pages through query profiles. He explains the importance of this feature.
Gabriella Sannino makes a great point. When you think about choosing the correct keywords, relevance should remain top of mind. Sannino suggests thinking about relevance similar to adding "U.S." to "President." The words, when talking about the leader of the free nation, go hand in hand. She creates an imaginary page to show the placement of relevant words.
Jack Marshall reports Microsoft confirmed it will shut its in-game ad network Massive in the next two months, and plans to repurpose the technology to support Xbox LIVE and MSN Games. He reminds us one of the most high-profile campaigns for Massive was the dynamic display ads for the Obama campaign in 2008. Ads were served in EA's Xbox-based NBA basketball game.
Lindsey summarizes a panel attended at at Search Engine Strategies conference in Chicago focusing on search marketing tips for B2Bs. A couple of key takeaways form the panel: 84% of C-level executives find search very valuable in making business decisions, and YouTube reaches 36% of all business decision makers -- more than 10 times that of Forbes.com.
Stoney deGeyter provides a checklist for basic SEO best practices. Among them are keyword research, on-page optimization, and copywriting. He also explains how paid search campaigns can augment an SEO strategy. He writes that roughly 30% of searchers click into the paid ads, and that's a high percentage of traffic a brand can miss capturing.
How does someone suppress information posted to the Web? Peter O'Dowd explains the business of SEO, it impact on political campaigns, and how it relates to free speech on the Web. He points to BP and Toyota as examples of two companies that spent fortunes in an effort to keep negative press about oil spills or faulty brakes, respectively, far away from the first page of a Google search.
Microsoft will host a Web page, Bing.com/Jay-Z, functioning as an online scavenger hunt to promote the hip-hop performer's memoir. The scavenger hunt, which began Monday, showcases a regular Bing feature, a 3-D map based on photographs, which enables users to click on a spot on a map, then amble around at street level and look anywhere, as a pedestrian might. Outdoor ads for the book will feature the Bing logo.
PeterD tells us what Facebook is and isn't, what it achieves and doesn't, and why the social network won't pull in as much cash as search engine Google. One of Facebook's biggest challenges to generating revenue is that core user activity on the site isn't as conducive to effective advertising as the topic-matching system used by Google, according to PeterD. Another topic discussed: why so many believe the "Like" button will replace the link.
Peter J. Meyers has heard it repeatedly: "I accidentally canonicalized my entire site to one page, and my site was completely dropped from the index." Although he warns others not to try this at home, he decided to test the method firsthand to help people avoid this problem and potentially fix it.
Some might wonder how this Web TV segment on analytics with Avinash Kaushik and Nick Mihailovski might look on a brand new Sony television equipped with Google TV. In this edition the two talk about how to create Advanced Segments for many sites, tracking affiliates in Google Analytics, measuring embedded Flash with Google Analytics, and more.