Base the site structure on language that visitors use to find it. Peter Da Vanzo believes a poorly designed Web site architecture can harm a company's search engine optimization (SEO) strategy. So he describes ways for marketers to align their site architecture for visitors from search engines, beginning with keyword research and mining tools. Patterns will begin to emerge, he writes. Dump the words into a spreadsheet to determine the frequency. Da Vanzo also takes us through tips for site nagivation and defeating Google Panda and Penguin.
Matt Cutts suggets turning on two-factor authentication. A video describes how the Google optional security feature works. It requires two forms of verification -- something the person knows, such as a password, and an object, such as a phone. Cutts also attempts to debunk some myths about using the strategy, such as does the user need to enter an extra PIN every time they log in? Cutts says the user can tell Google to trust any computer for 30 days, and sometimes longer, so two passwords are not required each time they log in.
Touch and gesture continue to provide an alternative method to search, along with voice. Similar to Microsoft's gesture technology supported through Kinect, a glove-based patent assigned to Google tells us that motion will become the next frontier for the search engines. The glove-based patent suggests the possibilities of conveying information through hand controls. The patent's claim describes a glove that detects a series of images in an environment, which could support a virtual, or augmented, reality application.
Earlier this year Microsoft, which holds an investment in Facebook, integrated content into Bing's search engine from the social site. Now users are pushing harder to improve search within and outside the social network. As John Mylant confirms, what users look for is not always easy to find or on the site. Mylant tells us why it would improve the stock -- and that advertisers would benefit from increased time on the site and members from easily finding what they need.
Aleyda Solis shares four fundamental questions to help marketers weigh the pros and cons of mobile search. She points to a set of developers' resources to build smartphone-optimized sites and explains the best use of Google Analytics for mobile. Aside from Google's tools like Webmaster and Keyword, Solis tells marketers about an add-on from Firefox. Most sites rely on responsive design, but she also provides advice for those who cannot implement responsive design for one reason or another.
For Bing in the U.S., search fits into social through Facebook, and now Quora, the latest integration to Bing's sidebar. Answers to questions from top contributors in the social network Quora serve up in the right rail sidebar on Bing. Hover over a person's name and a pop-up appears showing the answers shared about a specific topic.
Those tweeting from within an industry locked down by governmental compliance restrictions, such as banking, need to become aware of regulatory compliance issues. Banks and board members of public companies continue to jump on the bandwagon of marketers tweeting messages on Twitter, but Sam Mibrath warns that could get you fired or fined. He tells us that 87% of Fortune 100 companies use social media, but these companies need to put compliance rules in place before allowing executives and employees on Twitter, Facebook, Google+ and other social sites as employee representatives.
Search marketers should think about increasing the frequency of their messages around service. Gregory Ciotti has aggregated results from 10 studies to find that consumers care more about service quality and attitude than speed. It's all about creating goodwill. And it may start with search marketing and awareness, but consumers like to tell others about their positive experience. As for loyalty programs, consumers don't mind them as long as retailers and stores make them appear easy to use. Ciotti provides tips on improving customer service.
Google has launched a blog series called Social Friday to help companies get started on Google+ and learn the impact of the social site's features. Arlene Lee begins by telling us how to use the +1 button to track its impact with Webmaster Tools. Recommendations have become an important signal. A variety of tools help marketers understand how content performs. The three reports include activity, audience, and search impact.