Issue 14

Summer Edition

Search Summary – Spring/Summer 2013

Search Summary

One of the reasons you choose to work with FirstFound is that we'll spend hours poring over the latest developments in the search engine industry so that you don't have to. But you've started to tell us that you'd like to know what the key search stories affecting your business are.

And we've listened.

So without further ado, here's the key search stories of the past few months:

  • Matt Cutts Announces Penguin 2.0

    Matt Cutts is the head of Google's webspam team, and one of the most prolific bloggers the company has. When he talks, every SEO in the world stops and listens.

    So when he announced that this summer would see a range of major updates to the Google search algorithm aimed to penalise spammy sites and support small businesses and great content, we scribbled down notes furiously. Because this "Penguin 2.0" update could be a great opportunity for our clients (as the first set of changes, released in May proved).

    In fact, this story's so important to the service we provide that we're covering it in depth in this issue's SEO Made Simple, so make sure you check out that article.

  • Google+ Increases in Importance

    When Google+ launched nearly two years ago, people shrugged it off as an attempt to muscle in on Facebook's territory. But in recent months, Google have started to let Google+ influence search engine rankings.

    Using two factors called "Author Rank” and "Publisher Rank”, Google are using profiles on Plus to determine whether a website is a legitimate site set up by a reliable author, or something fly-by-night that doesn't need to be included in the first page of results.

    These factors still aren't incredibly important, but in SEO every positive signal counts. And if a recent redesign is anything to go by, Google+ is only going to become more important in future.

    We're beginning to provide clients with Google+ accounts as standard, but if you really want to make the most out of this opportunity to increase your site's authority, our Google+ Beginner's Guide is a good place to start.

  • Pick of the Blogs – The Value of Long Tail SEO

    Sometimes people we speak to aren't convinced when we suggest optimising their site for a longer phrase. Until they see the results those phrases deliver.

    Our pick of the blogs for this issue is an infographic from Hit Tail which shows that key phrases of three or more words have the following benefits:

    • "Long tail" searches make up 70% of all search traffic
    • Pages optimised for long tail phrases see better ranking improvements than shorter phrases
    • The more specific a phrase, the better your click-through rate (meaning more traffic to your site

    See for yourself here.