Category Archives: SEO

Are EMDs going to be affected by bigger URLs?

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This is the second time I have come across a search which displayed big URLs. Environment: Chrome, incognito mode (private browser). They are almost as big as the titles are:

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The first time I saw them it was a few weeks ago on Google.co.uk (and I got really excited, farewell my friends I’m the chosen one, I’m going on to a better place)  today it was on Google.fr. I know, I’m aware that @jsilton was the first one to spot those URLS, and so far it is nothing but Google testing some display features. However the URLs found by @jsilton where the exact same size, the ones I hit today are at least one px smaller.

But wait a minute…

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My feline instincts are telling me that this isn’t just a display test, and they are never wrong. An algorithm filter will come along. Just in case it’s the infamous winter pet that is coming along – lets just brace ourselves.

Untill now the title is the single biggest physical factor in SERPs, meaning it has more weight on CTR. We also know how important titles are in terms of On-Page factors for ranking. Descriptions are bigger in surface area but when taking URLs + Titles the areas are equally divided for each result.

titleurlBigger URLs are definitely going to unbalance the game a little bit. Considering the lower importance URLs had on CTR, bigger URLs will have a slightly bigger weight on CTR.

Detecting over-stuffing and over-optimizing keyword-wise practices has been a battle for Google so far. I’m sure they are also aware of bad practices on EMDs. And we all have been wondering/complaining/moaning about the over-granted power of them. Those bigger URLs will concede EMD more value on CTR, therefore, at some point, their quality must increase.

Decreasing ranking power of EMD is a way of enhancing quality. As a user, I’m really fed up of always seeing  3 to 4 results on the first pages of poor quality sites that are boosted by EMD.

Is Google going to take actions this 2013?

 

How Interflora changed the view I have of my mum

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We will always remember February 20 as the day when searching flowers on the Internet would never again be the same – there is no place for love gestures any more. Basically it was the day when Interflora vanished from Google SERPS (but they still let them spend a nice amount on paid).

interfloraBoom. Checkmate Love. Another day another dollar.

EDIT: THEY ARE BACK, but weak.

I can’t and I don’t want to imagine how much money that represents. Also how many flowers were left to fade. But Google has spoken: “I’m the only one giving colour away here” - I can’t unveil the sources though.

What I will do is share my dramatic conclusions, I should probably rename the post to: what the interflora case taught me about SEO, but I’m already working on “what the Russian meteor taught me about SEO”.

meteor“According to David Naylor, head of SEO marketing at Bronco, the disappearance of Interflora is likely to be the result of an aggressive advertorial-heavy campaign by the brand in the run up to Valentine’s Day” (Wired UK)

DRAMA 1: Advertorials were kicked back to where they belong: telling us either that 9 out of 10 dentists use that unflavoured toothpaste that turns yellow into white and grants 24 hours of complete protection and polar-icy fresh breath. Or alternatively revealing the upcoming future of high-tech laundry products by girls with pink or blue wigs. Write it down: in the future even girls will be bald.

Captura de pantalla 2013-03-03 a les 9.06.20 PMDRAMA 2: Mums, don’t let your mum have a blog. But, if you do: don’t let her link to you. Who is Google’s mum!? It’s a Pizza fax delivery system that failed. Excessive pizza consumption is generally a symptom of lack of motherly care, therefore Google doesn’t care about mums. Sad : (

DRAMA 3:   Saint Valentine’s is bullshit. It is just a worldwide commercial that fills the internet with poor quality content. Google hates it. Fact. Just for your own sake don’t be too aggressive on Valentine’s day, stay in, stay safe. Google also hates chocolate, they only eat pizza.

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Thank you, you too.