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Google collects a lot of information on individuals & can have some level of confidence if the person is a real person or not based on things like their history of email usage, if they have a credit card on file, how they interact with other high confidence real accounts, how many people are friends with them on Google+, usage of an Android cell phone, their search history, etc.

Google doesn't need all those signals on any individual, just some blend of them.

From there they can create a lot of usage-based brand signals.

Query Volume + Click Distribution

For any keyword Google can see the search volume & the click distribution on the search results.

If a lot of people click on the top result & very few people click on the second or third result there is a strong chance the keyword is a brand. If the click distribution is spread more evenly across the search results then it is less likely to be a brand keyword.

The above was a hypothetical example, but the following image shows how lower volume branded navigational keywords can drive far more traffic than broader industry keywords. We get twice as much traffic for seobook & seo book as we do for seo.

Query Chains

When people search for a generic keyword they may (immediately or later) modify their search query to search for related keywords. In the past Microsoft offered a search funnels tool that would show common searches before & after a keyword. If someone searched for credit cards they might soon search for visa or mastercard.

Shortly after Google's Vince update, a Googler described the algorithmic change as being attributed to query chains.

High User Acceptance

Of course getting the user to click is just the first step. From there you must satisfy them. ;)

If you visit a page quickly & then jump right back to the search results Google asks users for an explicit vote against that site.

And if you visit a page for a significant period of time Google asks users for an explicit vote for that site.

That Google is measuring the time until return the search results to determine which explicit vote to request also implies that they can use the same aggregate data to create an implicit signal.

Where this measurement can get a bit fuzzy is that Panda can create a self-reinforcing impact (good or bad).

Some examples...

Self-Reinforcing Positive Impacts

Let's say your site got a ranking boost by Panda. It will rank higher across broader industry keywords, to where people may enter your site at the category level (say shoes or Nike shoes) and then surf around your site quite a bit. This equates to a longer time on site & a better user experience.

2 more factors on this front are branded navigation & familiarity.

On some search results Google shows branded search options.

If clicking those brand & store links feeds into the Vince relevancy signal, then any brand featured there has a huge wind at their back, building further brand signals. Eventually such suggestions can work their way into Google Instant keyword suggestions as well. Even if people do not click on those particular options, the various highlights in the search results act as advertisements for the brands, which drive incremental demand and search volume for those brands.

Amazon.com is responsible for roughly 1/3 of ecommerce spend in the United States (outside of travel), so many people might go and research product options generally & then conclude those search sessions by seeing if they can buy it off Amazon.com (due to getting free shipping & the high level of user trust Amazon has). As this becomes part of search relevancy algorithms this is the online equivalent of going to your local Borders store to find something to buy & then buying it on Amazon. In the short run you save a few Dollars, but in the long run stores like Borders go out of business.

Self-Reinforcing Negative Impacts

There are 2 bad ways a business can be impacted by Panda. One is missing out on the above promotional options that a large competitor may enjoy, which over time build more brand signals for them & leave your site stranded in no man's land until it is finally clipped by Panda for lacking "quality."

A second issue is a self-reinforcing issue with Panda. On WMW a user nicknamed Walkman described it as the "size 13 shoe problem." After you have been hit by Panda you are not likely to rank for broader category level searches. However you might still rank for some really obscure longtail keyword that is uneconomic to address directly (and thus only have a glancing mention of the user's intent). Your page might say we do not carry size 13 or size 13 out of stock and your Panda-hit site ranks for "Nike Carmelo Anthony size 13." Thus the user bounces, creating a self-reinforcing negative user experience signal.

A third (non-Panda) issue that can cause poor user experience metrics is when Google mutates the search query in a way that makes the organic results irrelevant.

More on User Votes

Google has long used reviews in their ranking algorithms & even made a tweak to demote businesses with negative reviews.

The above examples of +1 votes and blocks can be used (along with the time on site & repeat visits) to gauge user satisfaction, however if they can't get enough engagement then it will be very easy for big brands to buy that signal for pennies on the Dollar, as some social signals are easily bought by brands.

Not only does Amazon directly integrate promoting your wishlist on social media ...

... but they also have done interesting promotions like a "Tweet & get" ...

Imagine if/when a new local Wal-Mart store launches offering a free $10 coupon to everyone who Tweets their savings at the checkout counter!

One big issue I have with the +1 votes & blocks is that they apply across the board. I may dislike some craptastic videos hosted on YouTube, but there is also a lot of great content there. I love eBay for vintage video games, but it does not mean I love them for books.

Likewise some of the friend of friend stuff can be a bit off.

At some point Google should make +1 votes & blocks more granular.

Near the end of this article I will also further discuss some issues with ad votes.

Repeat Visits

Does Google measure repeat visitors? Yes.

They use that user interaction to ask for an explicit vote...

...and they can use it as an implicit vote as well.

They not only track how many times you visit a page or site, but also when you last visited it.

User Location

Once it is obvious Google is counting certain types of user metrics (just like they count links) there will be a race to the bottom to provide those said signals. That race to the bottom will lead to such signals being sold by accounts that either have sketchy trust metrics associated with them (if done through automation) and/or in markets with lower living costs.

In addition to AdSense & Google Analytics, Google has huge search market share, a widely distributed toolbar and their Chrome web browser. They can track where language is used in certain ways and where a site is popular

And they can also track where the votes come from.

Domain Name

If your domain name matches your keyword that may be a brand signal. However, Google may also look at some other signals (like user engagement, repeat visits, relative CTR, etc.) as confirmation signals on this front.

URL Links

Sometimes when a spammer builds links they trap themselves by using the same anchor text too much. Whereas when a branded website pulls in organic citations the anchor text tends to be mixed up, like...

http://www.paypal.com
www.paypal.com
Pay pal.com
paypal.com
pay pal
Paypal
paypal payments
etc.

Diversity in any sense (anchor text, linking sources, pages being linked to, links built across time, etc.) is generally considered a good thing.

Other types of links might also be seen as potential brand signals. For instance, frequent exposure in trusted news sites, other trusted seed sites, or other known brand sites could pass additional karma. Some link spikes that are also associated with strong direct traffic spikes, strong referral traffic from the links, and strong brand searches might also boost the weight given to links.

Non-search Brand Data Sources

• Google has suggested they could use user direction look up as a relevancy signal.
• In local search Google has long used the sites they displaced in the organic results as citations (even if they were in some cases unlinked).
• In addition to offering branded filters in their internal navigation, many merchants submitting their products to Google product search may also be giving Google signals about which brands matter.
• Google will be able to lean into Zagat ratings for business & other data sources (Google Wallet, Google Offers, etc.) will provide additional signals to Google.

Advertising

Any type of non-search distribution you have (RSS subscribers, email newsletters, mobile applications, physical stores, membership loyalty programs, etc.) makes it easier to influence search engines.

If advertising with Google had a negative impact on search relevancy you can be sure that the relevancy algorithms would change. Whereas if there is a convenient positive spill over then Google won't complain. In fact, they will even go out of their way to advertise that spill over. Any sort of advertising you do increases brand awareness. And that leads to additional incremental brand searches (and thus brand signal)

More exposure also leads to more user experiences, which in turn leads to more opportunities for people to leave signals behind (be it links, social mentions, additional brand searches, and/or repeat visits). Here is State Farm buying *irrelevant* brand signal for pennies on the Dollar.

And of course there are all sorts of corporate advocacy ads as well.

On YouTube Google counts some ad views as organic views (thus undermining relevancy) and more recently Google has implemented the controversial policy of putting +1 buttons in display ads.

Even if those votes don't influence rank directly, they still influence user perception. And what is so bad about that is that users are only voting of the content of the ad. This basically is the equivalent of cloaking.

If the landing page doesn't match the ad (free iPad anyone???) then people are going to see their friends vouching for scams & get duped by Google.

That is worse that a press release being advertised as though it was news

You can also be certain that some clever spammers are integrating +1 buttons in display ads on other ad networks in ways that may automatically collect user clicks & so on, or have users pay for viewing their next porn video by clicking a +1 button (much like some old school email spammers used porn viewers as manual captcha breakers).

Google does offer the ability to vote against an ad as well, but if an ad looks great upfront & its the landing page that scams you then how exactly do you vote against it if you don't see the site until after you click the ad?

SEM Rush has long been one of my favorite SEO tools. We wrote a review of SEM Rush years ago. They were best of breed back then & they have only added more features since, including competitive research data for many local versions of Google outside of the core US results: UK, Russia, Germany, France, Spain, Italy, Brazil.

Recently they let me know that they started offering a free 2-week trial to new users.

Set up a free account on their website & enter the promotional code "89MW-YR43-HFNJ-K94M"

For full disclosure, SEM Rush has been an SEO Book partner for years, as we have licensed their API to use in our competitive research tool. They also have an affiliate program & we are paid if you become a paying customer, however we do not get paid for recommending their free trial & their free trial doesn't even require giving them a credit card, so it literally is a no-risk free trial.

What is SEM Rush?

SEM Rush is a competitive research tool which helps you spy on how competing sites are performing in search. The big value add that SEM Rush has over a tool like Compete.com is that SEM Rush offers CPC estimates (from Google's Traffic Estimator tool) & estimated traffic volumes (from the Google AdWords keyword tool) near each keyword. Thus, rather than showing the traffic distribution to each site, this tool can list keyword value distribution for the sites (keyword value * estimated traffic).

As Google has started blocking showing some referral data the value of using these 3rd party tools has increased.

Normalizing Data

Using these estimates generally does not provide overall traffic totals that are as accurate as Compete.com's data licensing strategy, but if you own a site and know what it earns, you can set up a ratio to normalize the differences (at least to some extent, within the same vertical, for sites of similar size, using a similar business model).

One of our sites that earns about $5,000 a month shows a Google traffic value of close to $20,000 a month.
5,000/20,000 = 1/4 = 0.25

A similar site in the same vertical shows $10,000
$10,000 * 0.25 = $2,500

A couple big advantages over Compete.com and services like QuantCast for SEM Rush are that:

• they focus exclusively on estimating search traffic
• you get click volume estimates and click value estimates right next to each other
• they help you spot valuable up-and-coming keywords where you might not yet get much traffic because you rank on page 2 or 3

Disclaimers With Normalizing Data

It is hard to monetize traffic as well as Google does, so in virtually every competitive market your profit per visitor (after expenses) will generally be less than Google. Some reason why..

1. In some markets people are losing money to buy marketshare, while in other markets people may overbid just to block out competition.
2. Some merchants simply have fatter profit margins and can afford to outbid affiliates.
3. It is hard to integrate advertising in your site anywhere near as aggressively as Google does while still creating a site that will be able to gather enough links (and other signals of quality) to take a #1 organic ranking in competitive markets...so by default there will typically be some amount of slippage.
4. A site that offers editorial content wrapped in light ads will not convert eyeballs into cash anywhere near as well as a lead generation oriented affiliate site would.

SEM Rush Features

Keyword Values & Volumes

As mentioned above, this data is scraped from the Google Traffic Estimator and the Google Keyword Tool. More recently Google combined their search-based keyword tool features into their regular keyword tool & this data has become much harder to scrape (unless you are already sitting on a lot of it like SEM Rush is).

Top Search Traffic Domains

A list of the top 100 domain names that are estimated to be the highest value downstream traffic sources from Google.

You could get a similar list from Compete.com's Referral Analytics by running a downstream report on Google.com, although I think that might also include traffic from some of Google's non-search properties like Reader. Since SEM Rush looks at both traffic volume and traffic value it gives you a better idea of the potential profits in any market than looking at raw traffic stats alone would.

Top Competitors

Here is a list of sites that rank for many of the same keywords that SEO Book ranks for

Most competitors are quite obvious, however sometimes they will highlight competitors that you didn't realize, and in some cases those competitors are also working in other fertile keyword themes that you may have missed.

Overlapping Keywords

Here is a list of a few words where Seo Book and SEOmoz compete in the rankings

These sorts of charts are great for trying to show clients how site x performs against site y in order to help allocate more resources.

Compare AdWords to Organic Search

These are sites that rank for keywords that SEO Book is buying through AdWords

And these are sites that buy AdWords ads for keywords that this site ranks for

Before SEM Rush came out there were not many (or perhaps any?) tools that made it easy to compare AdWords against organic search.

Start Your Free Trial Today

SEM Rush Pro costs $79 per month (or $69 if you sign up recurring), so this free trial is worth about $35 to $40.

Take advantage of SEMRush's free 2-week trial today.

Set up a free account on their website & enter the promotional code "89MW-YR43-HFNJ-K94M"

If you have any questions about getting the most out of SEM Rush feel free to ask in the comments below. We have used their service for years & can answer just about any question you may have & offer a wide variety of tips to help you get the most out of this powerful tool.

Google has recently began refining search queries far more aggressively. In the past they would refine search queries if they thought there was a misspelling, but new refinements have taken to changing keywords that are spelled correctly to align them with more common (and thus profitable) keywords.

As one example, the search result [weight loss estimator] is now highly influenced by [weight loss calculator]. The below chart compares the old weight loss estimator SERP, the current weight loss estimator SERP & the current weight loss calculator SERP. Click on the image for a larger view.

There are 2 serious issues with this change

• disclosure: in the past refinement disclosures appeared at the top of the search results, but now it often ends up at the bottom
• awful errors: a couple months after I was born my wife was born in Manila. When I was doing some searches about visiting & things like that, sometimes Google would take the word "Manila" out of the search query. (My guess is because the word "Manila" is also a type of envelope?)

Here is an example of an "awful error" in action. Let's say while traveling you find a great gift & want to send it to extended family. Search for [shipping from las vegas to manila] and you get the following

The search results contain irrelevant garbage like an Urban Spoon page for Las Vegas delivery restaurants.

How USELESS is that?

And now, with disclosure of changes at the bottom of the search results, there isn't even a strong & clean signal to let end users tell Google "hey you are screwing this up badly."

In some ways I am inspired by Google's willingness to test and tweak, but in others I wonder if their new model for search is to care less about testing and hope that SEOs will highlight where Google is punting it bad. In that case, they just roped me into offering free advice. ;)

"To thine own self be true"

In a word?

Prescient!

10 links in a single AdWords ad unit!

Then more ads below it. Then a single organic listing with huge sublinks too. And unless you have a huge monitor at that point you are "below the fold."

Negative advertising in AdWords is not allowed. So long as you build enough brand signals & pay the Google toll booth, public relations issues & reputation issues won't be accessible to searchers unless they learn to skip over the first screen of search results.

While it is generally against Google's TOS for advertisers to double dip in AdWords (outside of the official prescribed oversize ad units highlighted above), Google is doing exactly that with their multitude of brands.

BeatThatQuote is back yet again.

The line between ads & content is getting blurry. Mighty blurry.

Is it time yet for a new slogan?

Google: the sales engine!