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The need for keeping content fresh and relevant is instilled in all SEO professionals. Regular moderation is required in order to ensure that everything on your site is as it’s supposed to be, just as we highlighted in an earlier post titled Craigslist & Facebook Highlight the Need for Standards in Content.
Unfortunately, this is a point that has been further highlighted by Richard Baxter. In a piece written for SEOgadget, he discusses how his Google rankings took a nosedive. What was the reason for this capitulation? Simple, inappropriate comments on his blog posts.
The site itself had done nothing intrinsically wrong, certainly not to most casual observers. Unfortunately though spam messages, with what might be described as salacious content, were posted on one of his posts. Unfortunately Google didn’t distinguish between the comments and the blog’s content and punished his entire website with a significant drop in ranking.
Fortunately Baxter was able to remove the offending messages and Google reinstated his site back to its original position shortly afterwards. But what this whole sorry scenario does show is that search engines are getting more intelligent, and as a result Webmasters and blog owners need to be especially aware of their site’s content at all times; regardless of whether that’s existing copy or user comments.
Nofollowing links within comments and even moderating them before they are posted is a good way of avoiding this messy situation arising. Unfortunately all of your visitors won’t be interested observers; spam is rife, so heed this warning and don’t let it ruin your website’s ranking.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.