SEO Werkt!

Surprise, surprise: Microsoft today officially unveiled its first branded tablet, the Windows 8-powered Microsoft Surface, at an event in Los Angeles today. (Check out our live blog for the full rundown of the event.)

The announcement comes after a week of increasingly wild speculation — with some predicting that Microsoft was unveiling its own TV, or partnering with Barnes & Noble for some sort of tablet device. Instead, the Microsoft Surface is pretty much what many were expecting: a Windows 8 tablet that’s clearly geared at attacking the iPad.

“Just as we’ve reimagined Windows, we have a vision for the tablet,” said Microsoft’s Windows head Steven Sinofsky at the event. “It’s a tablet that works and plays the way you want to — a tablet that’s a great PC, a PC that’s a great tablet… Surface is a stage for Windows.”

On the surface (heh heh), the tablet doesn’t look much different than other Windows 8 slates that we’ve seen — but its in the accessories that Microsoft truly shows some innovation. In particular, the Surface’s magnetic cover is a stroke of genius, as it also double as an ultra-thin multitouch keyboard. You won’t be able to feel the click of keys, but it’ll allow for touch typing that’s far beyond typing on any tablet’s screen.

The tablet itself is incredibly thin at just 9.33 millimeters, and it sports a 10.6-inch display. The edges are beveled to make it easier to hold. Sinofsky claims that it’s the first PC with a magnesium case, and it weighs just 1.5 pounds. The Surface includes an integrated kickstand, so you can easily prop it up without the need for a cover.

Sinofsky showed off two Surface units, one running Windows RT on a low-powered ARM CPU, and another running full-blown Windows 8 Pro with an Intel processor. The latter tablet is thicker and heavier, clocking in under 14 millimeters and less than two pounds, but unlike the thinner model, it’s a complete Windows PC capable of running older software.

The Surface also sports pen-based input — fulfilling Microsoft’s dream of effectively integrated pen computing in Windows, something that began in the 90s. It looks like the Surface’s pen is more attuned to the hardware than something like Samsung’s Galaxy Note, which should make it easier to take notes on the glass screen.

For those who just have to have tactile keyboard feedback, Microsoft is also offering the Type Cover, with more traditional keys.

The Microsoft Surface tablet for Windows RT will come in 32 gigabyte and 64 gigabyte variants, with pricing that’s “competitive with ARM tablets” (which could mean anywhere from $400 to $700). The Intel version of the tablet will be priced higher to fit in higher storage capacities (I’m expecting full SSDs).

“Microsoft entering the tablet arena is a potential ‘game changer’ — aside from Apple, there really hasn’t been a strong competitor with their own OS in the tablet space,” said Tom Burke, CEO of Trilibis, a leading provider of mobile development solutions and services. “With new tablets and mobile devices introduced at a staggering speed and changing user behaviors, companies need to start re-examining their web strategy and start thinking ‘mobile first.’”

Top photo: James Pikover/VentureBeat; Additional reporting by Jolie O’Dell

Filed under: mobile, VentureBeat

Google is constantly trying to stay ahead of the spammer curve by making improvements to its search engine system. These improvements usually take the form of tweaks in the algorithm to keep spammers off guard and ensure we see relevant, valuable search results. In fact, there have been several changes in just the last few months designed to frustrate low quality content providers and other spammers. Less frequently, Google makes structural changes that have even more dramatic impact on search results. Recent examples include search plus your world and the recent inclusion of the knowledge graph. Taken together, these changes can signal a larger trend and hint at where the search “game” is heading.

The Problem with Links

As you are probably aware, links (and all the various sub-signals that links encompass) continue to represent probably the most important algorithmic signal that determines rank within a Google search result. These important factors include the number and quality of inbound links, the anchor text of those links, the acquisition of new links over time, the location of those links on the linking page, and many other factors related to links.

According to SEOMoz 2011 Ranking Factor survey the top two factors influencing rank are link related.

In the abstract, Google counting a link from one web page to another web page was a stroke of genius. It brought the science of information retrieval and document citation into the world of web search, and leveraged an existing class of assets (links) that was free from manipulative intent. Before Google came around, the only reason to link from web page A to web page B was to send readers to web page B.

Unfortunately, Google’s success as a search engine perverted the entire link ecosystem. Suddenly there were reasons to go out of your way to deliberately acquire links – because they helped you rank well in Google. Thus was born a whole variety of methods to acquire links: link exchanges, link rings, link systems, reciprocal links, paid links, link bait, links in blog comments etc… The problem is that none of those links is naturally occurring. Not one. As the web world came to understand the importance of links, new methods of procuring links were invented – all with goal of ranking higher in Google.

Today, Google is a victim of its own success. Valuing links created a better search engine. But it also created incentives to manipulate those search results by acquiring links that Google would prefer not to count. It’s a never-ending downward spiral – an un-virtuous circle.

One of the overarching trends over the past 18 months in ranking factors is the increased importance of social signals. Links from Google+, Twitter and other social media players have become factors in calculating rank – and they are growing in importance.

The Rise of the Author

Over the past 18 months there has been increased speculation that the concept of “author rank” will play a more important role in determining the value of content (including links) that gets shared, especially on social media platforms.

A tweet and a link shared by Danny Sullivan (especially a tweet that has content about search engines) should be more valuable than a tweet from a brand new twitter account. After all, Danny is a known expert on the subject of search engines. Based on an analysis of his twitter content, on the number of twitter followers Danny has and on the relative “value” of each of those followers, on the number of times his tweets are re-tweeted and responded to by others who share an interest in search engines, it would be easy to determine his relative expertise algorithmically.

In the same way that Google can construct a link graph to determine the value and worth of a link, the same can be done with the social graph by mapping out the relative value of specific “people” in the social sphere. (In many ways this exercise is not unlike what Klout and other “influence” companies are trying to construct).

But today, Google can go beyond the mere construction of a social graph that consists solely of how many connections one amasses on Twitter or Facebook. For the first time, Google has the capacity to value content you create on other platforms. Google can even begin to value your contributions based on its assessment of your actual identity.

How does it do that exactly? And how can you position your content to ensure it is valued in this way?

Claim Your Content Using “rel=author” Tag

About a year ago, Google began supporting the rel=author tag in search results. It identifies authorship in search results which can impact the click-through patterns in search results. For that reason alone it is worth implementing the rel=author tag on your blogs and websites. There are a variety of ways to implement the rel=author tag (3 different ways as of this writing, none of which are particularly easy to accomplish).

(Note from Jay: Paul Gailey Alburquerque, an SEO consultant and all-around great guy helped us implement rel=author here on Convince & Convert. Thank you Paul! It’s not hard, but it is a bit complex. It’s also worth it.)

I’m convinced that Google will find a way to include this claimed content into a larger “author rank” calculation (if it has not already done so). One of the ways to combat spam is to ensure transparency – transparency of intent, of purpose, but most importantly of IDENTITY. How many spammers do you know that use their real names while conducting their spamalicious activities? Not many.

The only way to claim your content is by signing up for a Google+ account with your real name, and linking that content on other third party sites up with your Google+ account.

Pro-tip – you can use the rel=author tag in your guest posts on third party sites as well. Use the Contributor section of your Google profile for this.

What do you think? Will Google begin to use the concept of identity transparency to combat spam? Do you think they are already doing so?

Please share your thoughts below in the comments.

About the Sean McGinnis:

Sean McGinnis is VP Sales & Marketing at DotCO Law Marketing, a business development engine that connects lawyers with consumers of legal services. Based in Chicago, Sean is a Principal at 312 Digital. Sean blogs, trains and speaks on topics related to SEO, Digital Marketing, Business Development & Management. You can follow Sean McGinnis on Google+, Twitter and on Linkedin.

Boosting Content and Fighting Spam Using Google Author Rank is a post from: Convince and Convert Blog: Social Media Strategy and Social Media Consulting

You might not recognise the term ‘evergreen content’ right away, but actually, it’s everywhere you look.

‘Evergreen’ is a word used to describe content that has longevity; that will stay relevant to its target audience for months or even years to come. For brands, it’s a great technique for long-term engagement, complementing fresher content such as industry news or blogs. It’s actually such an effective marketing tool that some of the world’s biggest brands are using it – you just haven’t realised it.

If I said to you that one of Britain’s favourite supermarkets has created an intelligent, creative evergreen content strategy, you might not believe it. It’s true though…

Waitrose

Have you ever finished a daily or weekly shop at Waitrose and stopped to pick up one of its handy recipe cards? If the answer’s yes, then you’ve been slapped across the face by Waitrose’s (very well-thought-though) evergreen content.

The average Waitrose customer, according to a previous advertising strategy put forward by the brand, is “affluent, interested in culture, travel, find foods and wine” – making recipe cards that require sometimes expensive ingredients a stroke of genius from Waitrose. Its average customer has both the money and the inclination to actually make these recipes; a perfect demonstration of effective consumer targeting.

Waitrose isn’t alone in its genius though, as many other brands have hopped on the bandwagon – albeit in very different ways.

Guinness

Capitalising on its reputation for its innovative advertising, Guinness has created a static section on its website dedicated to its past campaigns. ‘The Ads’ gives Guinness lovers a chance to delve into the archives; viewing all the television adverts dating back to the 1950s, as well as print ads created in the 1930s and beyond.

Although it’s always fun to view old advertising, the purpose of this content goes way deeper than that. It’s all about nostalgia. For lovers of the drink, it’s about tapping into that warm, fuzzy feeling they get when they remember an advert from 1960 – say perhaps the first television ad that encouraged them to try a pint of it, or that they remember their parents discussing in the kitchen.

Guinness lovers be warned – if you visit The Ads, it’s going to be emotional. Be warned once more – it’s that emotional connection that’s probably going to send you out to buy a pint of it… thereby putting another £3 in Guinness’ pocket. Clever, huh?

McDonalds

No, I’m not obsessed with food and drink (perhaps just a little bit), but my next example is the A-Z guide from one of the world’s biggest fast food chains.

Even those who aren’t necessarily ‘foodies’ usually show some concern over where their food is coming from. They probably always will, as will the generation after them and the one after that. ‘That’s what makes McDonald’s’ provides, in detail, a breakdown of where its produce comes from; an understated yet highly effective way to engage with the brand’s target audience.

This static section even has the potential to convince non-McDonald’s lovers to try a Big Mac, thanks to its transparent approach. For example, I bet those who scoff at the chain didn’t know that “F is for all our free-range eggs”; or that McDonald’s is doing its part for the planet, claiming “E is for the energy we’re saving each year in our restaurants”.

Sometimes, the simplest approaches are best for customer attraction and retention. In this case, that’s definitely true.

Pixar

Now that you’re getting the hand of this evergreen malarkey, you might know what I’m about to refer to – Pixar’s famed short features. Taking inspiration from big-screen hits like ‘Monsters Inc.’, ‘Up’ and ‘Wall-E’, Pixar’s short films are so clever because of the insights they can offer into a character.

Most people will likely have a favourite Pixar film and by association, a favourite character. Perhaps you’re even so into it that you sigh each time ‘Toy Story’ is over, or your child shouts “Again, again!” when the ‘Ratatouille’ credits run. It’s this feeling that Pixar is tapping into and instead of just letting you watch the film over again to get your fix, it’s giving you that little bit more information… teasing you with just five more minutes of your favourite guy/girl/toy.

You end up wanting even more, more than you did when the original film finished. You’ll continue visiting that section of the Pixar site, hoping to see what new adventures Buzz Lightyear got up to that week, or to see how Ken and Barbie (from ‘Toy Story 3’) are getting on. You’d be hard-pushed to find a better form of long-term engagement.

Coca-Cola

We’re finishing off with the big daddy of content marketing – at the moment, anyway. Coca-Cola has made no secret of its confidence in content as a marketing tool and it has demonstrated this via the diverse range of said content it displays upon its website.

Tackling subjects from health to the environment, sustainability to the Olympics, www.coca-cola.co.uk is a fine example of how flexible a technique evergreen content can be. Video tips from Jessica Ennis’ coach, Toni Minichiello on healthy living sit alongside a how-to guide on living the green lifestyle – courtesy of designer Wayne Hemingway. You can also check out how Coca-Cola keeps its packing sustainable in its PlantBottle™ section, or explore the brand’s long-standing relationship with the Olympic Games.

The key to this particular brand’s success in evergreen content is offering something for every facet of its audience. It’s shareable, too, making it a prime example of evergreen content done right.