Google Seo Sandwitch Blog

Tuesday, July 22, 2014

Facebook Launches New Bookmarking Feature "Save" For Viewing Posts At a Later Time

Facebook today unveiled a new feature for saving posts to view at a later time. This new bookmarking feature is known by the name "Save". This feature is available for all Facebook posts and allows you to save links, places, music, books, movies and TV shows. 

Many times it happens that we are unable to research more on the posts shared by our friends because of time issues so starting today, you can just click on the save link displayed on the bottom right of the post and save your favorite posts to view them at a later time. This is an excellent addition to Facebook because due to the constant post updations that happens constantly on the timelines, users often get very little time to review the posts shared by their friends. Saving them for viewing at a later time will provide more visibility to the important posts.

How To Use the "Save" Option on Facebook?

You can save links, places, music, books, movies and TV shows. From your News Feed, click Save in the bottom right of a post or click arrow shown beside any post and then select Save.

How to View the Saved Items?

Click saved displayed in the left column in your homepage. 

Monday, July 21, 2014

5 Ways to Generate More Leads From Your Landing Pages

The page where a user lands is known as a landing page. Normally, when you promote your services using paid channels of advertising, you want the customers to land on a specially designed landing page that contains only the important elements and highlights the conversion friendly elements. Landing page is the single most important element in the whole website. An elegantly designed landing page has greater chances of generating leads and conversions as compared to a faulty designed page. Here are 5 useful ways through which you can generate more leads from your landing pages:

1- Keep The User Enter The Details ASAP 

Don't make the user wait. The lead form should contain minimum fields, infact it should contain only the ones required to initiate a conversion. 

2- Use Arrows to Point to Your CTA Buttons

People who have used arrows to point to their conversion forms have experienced a dramatic increase in conversions.

3- Use a Smiling Woman Model Image to Attract and Convince Customers

Yes, this works! If you don't believe me then start the testing today. A smiling woman model placed intelligently next to your conversion form will persuade more people to fill in the details. This image will give them more confidence in the services you provide.

4- Use the Word FREE

The magic word that are used by almost all the top brands of this world is the word "FREE". Think of how you can make use of this word without affecting the costing and see the magic work. When people read the word "FREE", they instantly feel that it won't cost me anything so they readily fill up the form and generate a lead. They also think that if they don't act today and make use of the available opportunity then tomorrow perhaps the FREE service won't be available so they don't want to miss that opportunity and instantly fill up the form. This is a psychological factor and marketers make use of this factor to the maximum.

5- Design a Clutter Free Page - Don't Say Too Much 

The landing page design should be clutter free. Only the most important conversion friendly and customer attraction elements should be present. Unnecessary text and images should be avoided. Say very little and persuade the customer to act. Remember,a landing page should be designed in a manner so as to make the user act and you should refrain from saying too much.

Also See:

Landing Page Experience Ratings
Conversion Tracking in Adwords
How to Create a New Dashboard in Google Analytics
Google Makes Improvements in Real Time Reports
Difference Between Clicks and Visits

New Robots.txt Tester to Identify Errors

Google has recently launched a robots.txt tester to test the robots.txt file for any errors. This new testing tool can be found under the Crawl section in the Webmasters tools. This tool is incredibly helpful in testing new URL's to identify whether they are disallowed for crawling.

You can now test the directives of your robots.txt file and check whether it is working properly. Once you are done with the testing, you can upload the file on the server to bring the changes into effect.

With this tool, you will also be able to review the older versions of your robots.txt file and see the issues that restricts Googlebot from crawling the website.

This is a great new addition in the GWT.

Also See:

Google's Take on Sitewide Links
List of Meta Tags Supported by Google
Google Human Quality Raters Do Not Influence A Website Ranking Directly
Google Now Cards
List of Meta Tags
Google Expands Knowledge Graph
Google Disavow Links Tool
Query Highlighting on Google

Thursday, July 17, 2014

Topic Modeling - How Google Extracts "Topics" and Establishes Relationship Between Documents

Topic Modeling is a highly technical topic and is associated with the on page optimization part of the search engine optimization processTopic model is a kind of statistical model that helps to extract "Topics" from web pages in order to determine the relevancy of that page with respect to the search queries. It helps to discover hidden topic based patterns and assigns scores based on the relevancy of documents. For documents related to the keyword SHIP, we can expect the use of some common words like "sea", "water', "fleet", "river", "mast", "vessel", "cargo", "fishes" etc but for some documents related to SPACESHIP, words used would be "earth","planets", "aircraft", "space mission", "satellite", "lunar", "orbit" etc. However, in both these documents, there might be the usage of some common words like "the", "has", "is", "for" etc. A study of the words associated around a particular topic helps to unveil the main or important topic of that document. 

Similarly, topic modeling will also help to find relevant webpages that relate more to the main topic present on the search query. For example, the query "Charles Dickens" will return webpages that have a high score based on the high topic associated word percentage of the main query as opposed to web pages that have a low score. A document using 70% words related to the main topic will rank higher than the document using 40% related words. (Please note that actual Google rankings is based on more than 200 factors and topic modeling is just one of those signals). 

The Types of Topic Models

LSA/LSI - Latent Semantic Analysis or Latent Semantic Indexing (For determining relationships)

The technique of LSA was suggested by Scott Deerwester, Susan Dumais, George Furnas, Richard Harshman, Thomas Landauer, Karen Lochbaum and Lynn Streeter in 1998. Commonly used for natural language processing, LSA identifies concepts present on two or more similar documents and establishes a relationship between them. It assumes that words closest in meaning are present on a similar set of documents. For example, a common word like "pet" can be present on documents that discusses about "dogs" and "cats" while words like "litter" or "bark" can be present on documents related to cats and dogs respectively. It uses a technique called "Singular Value Decomposition" to identify patterns and then establishes a relationship between the terms and concepts. LSI is helpful in overcoming the difficulties associated with the processing of similar meanings and multiple meanings. 

LDA - Latent Dirichlet Allocation (For identifying topic probability)

This model is helpful in determining a topic for a document. Let us take an example:

Consider these sentences:

  • Online shopping requires the use of credit card.
  • Major online shopping sites accepts payments through credit cards.
  • Chocolate cake is one of my favorite recipe.
  • You need eggs and cocoa powder to prepare chocolate cakes.

Through LDA we can determine, that 1st and 2nd sentence is related to the topic "online shopping" and the sentence 3rd and 4th is related to the topic "chocolate cakes". LDA is pretty accurate in identifying mixture of topics and then sorting them according to a fixed percentage. 

For example, in the 1st sentence, we can say the topics are divided as per the below percentage:

8= total words
2/8= online shopping

Similarly, for all the 4 sentences mentioned above, we will get an LDA ratio of 1/2 online shopping and 1/2 chocolate cake.
ESA - Explicit Semantic Analysis

ESA was designed by Evgeniy Gabrilovich and Shaul Markovitch in order to properly define and assign labels to the different concepts. It is similar to LSI but differs in the sense that it uses a knowledge base like Wikipedia, ODP (Open Directory project) or the Reuters Corpus to label the concepts or entities. The Knowledge Graph used by Google is the perfect example of ESA in action.

Topic Models and Search Engine Rankings

Topic Modeling has been used extensively by the search engines like Google and Bing. Vector analysis used in the algorithms helps the search engines to store or retrieve data based on topics and their relationships. Google has been successful in implementation of a scalable search engine technology based on topic modeling. An internet marketer with a sound knowledge of techniques like LSI, PLSI, ESA, LDA etc can draft a document in a manner that can influence the algorithmic values already used by them. By creating documents focused around topics and using similar words in them can make the document stand highly relevant in the eyes of search engines. The use of LSITF-IDF ScoreCo-Occurences and Co-CitationsKnowledge Graph etc are nothing but the use of topic modeling. However, as said earlier, Google uses more than 200 signals for determining ranking and topic modeling is just one signal. 

Also See: