Bing Offers Up a Free Link Graph

Bing refreshed their webmaster tools offering & now allows you to look up link data for 3rd party sites.

We recently interviewed Bing's Duane Forrester about the new SEO tools & their product roadmap.

Here is a screenshot of their new link explorer, but I highly recommend setting up an account and checking it out firsthand.

For a long time Yahoo! provided great link data, but most other search engines were more reserved with sharing link data for competing sites. What were some of the driving forces behind Bing opening up on this front?

Bing values the power of strong partnerships as one way to spur innovation and deliver compelling experiences for our users. For any partnership to be effective, remaining as transparent as possible is critical, including those we forge with agency and publisher partners. Sharing link information was something very clearly asked for by tool users, so after doing the internal work to see if we could provide the information, it was an easy decision to build this tool when the answer came back positive. You wanted it, we had it and could share it. Done.

As a search engine your web index is much much larger than most SEO tools. On Twitter Rand mentioned that the index size of Bing's new Link Explorer was fairly comparable to Open Site Explorer. Is the link data offered in the tool a select slice of the index? Were you trying to highlight the highest quality link sources for each site?

We see the entire index, or at least "can" see the entire index and link ecosystem. We’re limited to the actual number we can show at any given time, however.

Currently it appears as though the tool lists link source URLs & page titles. Will the tool also add anchor text listings at some point?

On the list – sometimes we run into data sourcing issues, so when we hit those walls, it takes us longer to add features. Bing WMT pulls data from all the sources available within Bing Search, and sometimes those have limits imposed for other reasons. In those cases, we must abide by those rules or seek to influence changes to increase our own access/capacities. A search engine is a complex thing it turns out… J

There are filters for "anchor text" and "additional query." What are the differences between these filters?

Anchor Text is pretty clear to most SEOs. "Additional Query" allows you to look for, as an example, a page with "N" text appearing on it. So text not just as "anchor text", but simply appearing on the page.

Currently if I search for "car" I believe it will match pages that have something like "carson" on it. In the future will there be a way to search for an exact word without extra characters?

I’m going to split this answer. Users can enable “Strict” filtering to only see “cars” data by selecting the “Strict” box. To your point, however, this is what some of our tools are Beta. We will continually refine them as time goes on, adding features folks find useful.

Will you guys also offer TLD-based filters at some point?

First time anyone's mentioned it, so I’ll add this to our list for consideration.

A few years ago my wife was at a PPC seminar where a Bing representative stated that the keyword search data provided in the tools matched your internal data. Is this still the case?

Bing Advertising is completely separate from Webmaster Tools. I’m not sure if that rep was meaning data within the adCenter tools matches data or what. Bing WMT does import CPC data to showcase alongside keywords which sent traffic to your site. That data matches as we pull direct from adCenter. The data we show through our tools comes direct from Bing Search, so that’s a match if this is what you’re referring to.

Bing's Webmaster tools offers an API with keyword research & link data. Bing's Ad Intelligence is easily one of my 3 favorite SEO tools. Will Bing eventually offer a similar SEO-oriented plugin for Excel?

No plans on the roadmap for an Excel plugin.

At SMX Derrick Connell suggested that there was a relevancy perception gap perhaps due to branding. What are some of the features people should try or things they should search for that really highlight where Bing is much stronger than competing services?

Without doubt people should be logging in and using the Facebook integration when searching. This feature is tremendously helpful when you’re researching something, for example, as you can reach out directly to friends for input during your research process. While searching, keep your eyes open for the caret that indicates there is more data about a specific result. Hovering over that activates the “snapshot” showing the richer experience we have for that result. Businesses need to make sure they focus on social and managing it properly. It’s not going away and those who lag will find themselves facing stiff, new competition from those getting social right. Businesses also need to get moving adopting rich snippets on their sites. This data helps us provide the deeper experiences the new consumer interface is capable of in some cases.

You have wrote a couple books & done a significant amount of offline marketing. One big trend that has been highlighted for years and years is everything moving online, but as search advances do you see offline marketing as becoming an important point of differentiation for many online plays?

In a way yes. In fact, with the simplification of SEO via tools like our own and many others, more and more businesses can get things done to a level on their own. SEO will eventually become a common marketing tactic, and when that hits, we’re right back to a more traditional view of marketing: where all tactics are brought to bear to sell a product or service. Think of this…email marketing is still one of the single best converting forms of marketing in existence. Yet so many businesses focus on SEO (drive new traffic!) instead of email (work with current, proven shoppers!).

In fact, neither alone is the "best" strategy for most online businesses. It’s a blend of everything. Social happens either with you or without you. You can influence it, and by participating, the signals the engines see change. We can see those changes and it helps us understand if a searcher might or might not have a good experience with you. That can influence (when combined with a ton of other factors, obviously) how we rank you. Everything is connected today. Complex? Sure, but back in the day marketers faced similar complexity with their own programs. Just a new "complex" for us today. More in the mix to manage.

What is the best part about being an SEO who also works for a search engine?

On Wednesday, June 6th at 10AM PST, I was part of the team that brought a new level of tools forward, resetting expectations around what Webmaster Tools should deliver to users. Easily one of the proudest moments of my life was that release. While I’m an SEO and I work for the engine, the PM and Lead Engineer on the WMT product are also SEOs. ;) To say Bing is investing in building the partnership with SEOs is no mere boast. Great tools like this happen because the people building them live the life of the user.

What is the hardest part about being an SEO who also works for a search engine?

Still so few people around me that speak this language. The main difficulty is in trying to understand the sheer scope of search. Because everything you thought you knew as an SEO take son an entirely different dimension when you’re inside the engine. Imagine taking every SEO conversation and viewing it through a prism. So many more things to consider.

And, finally, nothing against Matt here, but why are dogs so much better than cats?

1 – they listen to you and execute commands like a soldier
2 – generally, they don’t crap in your house
3 – you can have a genuine conversation with a dog
4 – one of my dogs drives
5 – when was the last time your cat fetched anything for you?
6 – your dog might look at you funny, but won’t hiss at you
7 – guard cat? Hardly… you’d be better off with peacocks in the yard.
8 – dogs make great alarm clocks
9 – even YOU know you look strange walking your cat on a leash…
10 – dogs inspire you to be a better person

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Thanks for the interview Duane & the great new tools. :)

Duane also did a video review of their new tools on SEOmoz, which highlights how they show rank & traffic data on a per keyword & per page basis. To learn more about Bing, subscribe to their search blog & their webmaster central blog. Duane also shares SEO information on Twitter @DuaneForrester & via his personal blog.

Local SEO Tips from Darren Shaw of Whitespark

Jun 8th
posted in

Based on feedback we get from time to time, there seems to be a growing interest in the area of setting up and running a local SEO business.

In addition to building local SEO tools, Whitespark also offers local SEO services. We recently reviewed Darren's Local Citation Finder, which is a must-have for any local SEO, and today he was kind enough to answer some questions on the local SEO market as a whole as well as specific strategies he recommends (and uses for his clients).

1. What are you advising your clients to do and how are you adjusting your local seo strategy in the wake of the latest change to Google Places (IE Google+ Local)?

Get active on Google+. You want to start posting content on Google+, and also start circling friends, family, influencers, and other businesses AS YOUR BUSINESS on Google+. If you’re engaging them, they’ll engage with your business and circle you back, +1 your content, share your content, etc. Use your existing Google+ business page if you already have one, as this business page will eventually merge with your Google+ Local page. If you don’t have one yet, then get one here. To use Google+ as a page, look for the dropdown under your photo. Also, now that Google+ Local pages are indexed, it’s a good idea to link to your Google+ Local page. There was no value in linking to the old place pages because they weren’t indexed.

2. A recent WSJ Article outlines an upcoming change to how Google will be interacting with SMB's. It appears to be tying back to G+ (of course) but also presenting a unified dashboard that SMB's can use to interact with all Google products. When you look at the local SEO landscape, how do you present to clients as the importance of singular keyword rankings become less and less important in the face of a more holistic, unified online marketing campaign?

It’s tough because the typical SMB often comes to you with the goal of ranking for particular keywords and doesn’t see the bigger picture. So, when we present to clients we make sure to discuss all the details of our local SEO work:

  • Google Analytics conversion tracking and custom reporting configuration.
  • Keyword research
  • Competitive analysis
  • Google+ Local page optimization (I’m going to have to revise our process now!)
  • Technical site audit
  • Keyword mapping and website optimization
  • Content strategy
  • Link building (developing linkable assets, digging through competitors’ link profiles looking for ideas, guest posting, press releases, interviews, researching business partners for link ops, infographics, videos, e-books, contests, wordpress plugins, selective social bookmarking to our own content and to content we get placed. I find myself referencing this great post by Ted Ives fairly regularly when coming up with link building strategies for clients.)
  • Citation audit and clean up
  • Citation building
  • Review acquisition strategy
  • Image geo-tagging, optimization, and uploading to appropriate sites
  • Video geo-tagging, optimization, and uploading to appropriate sites
  • Social strategy

We’re focused on content strategy these days and try to educate our clients from the start about what will be involved. That means getting a blog installed on their site if they don’t already have one and setting up a schedule of weekly blog posts.

There are plenty of quality writers out there that will write posts at a reasonable price for the business if they don’t have time. We brainstorm topic ideas with our clients, and then sort them into “our blog” and “guest posts”.

We then build out lists of prospects using our sister tool, the Link Prospector, and use Buzzstream to manage our outreach and relationship building. We work on creative ideas that will push our clients beyond what their competition is doing.

For example, for one of our legal clients, we’re creating a kinetic typography video (what’s that? ) about a new law being passed that will mean immediate loss of your license if you get charged with a DUI. The implications of this new law are serious: loss of job, family troubles due to financial strain, etc.

We’ll be posting it to our blog, doing a press release, pushing it through social, and outreaching to all the news agencies and civilian bloggers in the province. Expecting this to drive some great brand mentions and links for our client. We’re always touching base with our clients to learn about up and coming news in their business and industry that we can leverage with content like this.

If a client isn’t able to invest some time to work with us on content, and providing us with the info we need, we try to assess that as early as possible and not take them on, or end the relationship. It must be collaborative or we’ll have a hard time getting the results, and that frustrates us and the client.

3. Do you think Google's push to centralize these offers for SMB's will actually help local SEO/marketing companies (like yours)? It seems to me that it would, it seems like things will be easier to manage and report on. While Google will be able to make inroads in this market, I still believe that many local SMB's will just be more apt to search for a reputable provider that can manage all this stuff for them. SMB's love time-savings...What do you think?

I don’t know if it will make much difference. The typical SMB client doesn’t have much knowledge about online marketing.

They would be just as lost in a unified dashboard as they are in the current setup, and will look to bring in a consultant to help. As far as reporting goes, we’ll have to see what that unified dashboard provides. If it’s anything like the useless stats in the current Google Places dashboard, I won’t be very excited about it.

4. Local, blended, pack, whatever rankings can be difficult to deal with if you are not the beneficiary of a nearby centroid. Can you walk us through how you deal with this both at the proposal level (quote multiple services, quote more keywords, etc) and in practice?

What are some ways around being an outlier to the centroid of the more highly searched areas? Fortunately, Google has recently dialed back the importance of the centroid. I only bring it up with new prospects if they are way out on the outskirts of the city (can be a bit challenging to overcome), or in a suburb and want to rank in the big city (near impossible to overcome unless they open a new location in the city).

To overcome centroid bias you need an order magnitude more citations, links, and reviews. If your competitors have 50 citations, get 150. If your competitors have 30 reviews, get 100. When you look at cases where a business is way outside of the centroid and ranking well, it’s typically a numbers game like this.

Be sure to also focus on acquiring plenty of locally relevant links and citations from authority sites, but I’d have the same recommendation for any local campaign, not just ones where you’re working to overcome centroid bias.

5. Given the increased complexity of local SEO, and local online ads in general, how are you handling the quoting process these days? Custom proposals for everyone? Packages for some? Do you find, on average, better overall success (ROI and retention) with one method or the other?

I have a pretty standard, all encompassing, package that I use for all clients. If the client is in an  ultra-competitive market, I’ll charge more, but we do pretty much the same work for all our clients and just scale it up based on how competitive it is.

6. How deep do you get into the client's business? Do you get into managing SEO, PPC, online ad buys, email marketing, offline advertising, and so on?

Typically we just do straight SEO. Specifically, local seo. That’s more than enough to deal with right now, and it’s what I love doing. I’m not that interested in anything other than local.

7. Citations are important but what about social stuff and reviews? How do you help clients set up and stick to an ongoing social engagement and how do you get them to be all over the reviews (obtaining reviews, following up on them, and so on)?

Reviews are extremely important and we put together a review acquisition strategy for each client. We get one of Phil Rozek’s Review Handouts for each client. This is something that the business can email or print and give to each customer that provides easy step-by-step instructions on how to leave a review. He’s updating it for the new Google+ Local review process. We also encourage our clients to mix up the places they request reviews from.

Get some on Google, some on Insiderpages, some on Yelp, etc. We always research where the competition are getting reviews and base our recommendations on that. I think keywords in the reviews are a big ranking factor. We ask our clients to tell their customers to mention the service they had completed when posting the review.

Social, well, I don’t push too hard on it. Certainly, the clients that are engaged in it will reap the benefits, but so many small businesses are too busy running their business to bother with it. Looking at David Mihm’s Local Search Ranking Factors, the local SEO experts surveyed don’t put a lot of stock into social factors. David’s just about to release the 2012 version and i would expect to see the same.

8. I know there's always a desire for one to find some magic pill for their problems, and that's no different in the local SEO market. Sometimes though, there are no "secrets" and it's more about leverage, quality of work, and consistency. Let's close it out by giving folks some "must-have" tips on running a local SEO campaign, or company, in the current local SEO climate:

In local, my number one recommendation is to do a citation audit and clean up job. It’s horribly painful work trying to find all the places where your name, address, and phone number are incorrect, but like you noted, there are no short cuts.

Put in the hard work on this one and it will pay dividends. I’ve seen many cases where you analyze the top ranking competition and the business with the best on-page optimization, Place page optimization, citations, links, & reviews is not ranking as well as they should, and when you dig a little deeper it’s because of messy NAP data all over the place.

Consistent NAP is important to your “trust score” in local. If Google is getting conflicting data about your business from multiple sources, it lowers its trust in your data. I’ll be doing a post on the Whitespark blog soon about how we do citation audits. Also, keywords in reviews seem to be very helpful to rankings. See what I said about this above.

Also, citations from city and industry specific sites really help associate your business with the keywords you’re going after. In our experience, local rankings take off after we submit to 30 or 40 of these. For example, for a lawyer in Chicago, get citations on sites like:

Thanks Darren!

Brett Tabke Interview

Jun 5th

Brett Tabke is one of the most well known names in the SEO vertical, playing a crucial roll in building up Webmaster World & the Pubcon conference. We recently interviewed him about some of the latest changes in search & where online publishing is heading.

One of the more famous pieces of content on WMW (or really the whole of the SEO industry) over the years has been Successful Site in 12 Months with Google Alone: 26 steps to 15k a day. That predates my entry into the SEO niche & yet seems surprisingly relevant over a decade later. Are you surprised how well that has held up given how much search has changed? If you were to write it today, what would you add or change?

The surprise was how well received it was at the time. I wrote that piece in about an hour start-to-finish. It has held up well because it is a article about content production first and SEO second. If I had to rewrite it, I would drop the references to specific timings and numbers. Those numbers have been washed away with progress over the years. 

At a recent SEO conference a few months back someone asked who was a big brand or worked for big brands & something like 80%+ of hands in the audience went up. When I got into search it was sort of the other way around, where most attendees were small publishers & affiliates. Originally when I got into search I felt that some conferences were a bit more corporate & Pubcon had far more "in the know" independent affiliate types who test lots of things out & such. How has Pubcon done such a good job of staying relevant throughout the shift in landscape of the industry?

Part of it is our 10 year game plan. I didn't realize I had a 10 year game plan in 2001, but I did. That plan was to add just "one thing more" to each conference. One thing more awesome that the last. We have done that for 10 years running, and each time we do, the conference grows a little bit in that direction. We make sure that as the audience grows in their knowledge, then we do too.

The other part of it, is our roots. We have been committed to sticking with the successful 'independent' website owners. By making sure we support them, we know that we have tapped into people who are experts in their particular field. We are not a 'vertical niche' conference. We are 8 to 10 'vertical niche' conferences combined. I always felt the niche conferences were great (blogging, affiliates, webhosting, domaining), but people have needs that cross over from discipline to discipline. By stretching across those genres, we attract the corporates that need to reach them, and keep the experts that are "in the know".

A lot of people who speak on authority about search & the SEO niche claim that the shift to big business is natural, legitimate & the way it should be. Do you agree with that, or feel that is mostly self-serving advice?

I don't believe SEO has become "big business". I do believe that SEO is no longer a question of SEO, but rather general marketing. It is a tricky and potentially inflammatory topic. I've come to realize, that you can't go on gut instinct alone in this business. We have been in-the-trenches with SEO since 95. Our whole world outlook has been through SEO. To stick our heads in the sand and not see the winds of change would be both foolish and detrimental to our bottom lines.

Yes, SEO has changed remarkably over the years. We started by just trying to get listed in the directory or search engine at all. Then we went on to on-the-page optimization. Google came along and turned it into "all links all the time" era. Finally today, we are into an obtuse era, where the the genres of optimization are so diverse from maps, to local, to authorship, to what friends you have on social networks. It has left alot of SEO's wondering where they should focus their energies at.

I've talked with many website owners that are starting to wonder if Google has become a losing value proposition for them. They are getting more traffic now from other engines and social sites. They wonder if Google actually wants to send them traffic. That the value of their website to Google, is nothing more than the data it can provide to train the machine for other SERP's and not theirs.

Facebook has so far failed to disrupt search and BingHoo has failed to disrupt Google.  Do  you see anything on the horizon that will change the search landscape?

I disagree. I think $100 billion IPO disproves that theory. Facebook just did an IPO for 100 x Gross income. Wow. Lets think about that for awhile. If you or I go to sell our businesses, we are going to be lucky to get 3x to 4x in this climate and Facebook just took on investors that were tagged to 100x their yearly gross!? Fantasy land. That is the same fantasy that a handful  of guys at Instagram built into $1bilion dollar sale.

Facebook has totally disrupted Google and BingHoo. We just need to adjust our thinking. People know how to find what they want on the web. The great days of random web exploration are over. The grand days of social interaction are here. 

Look at all those changes that Google has done the last 4 years: Google local push, Google Instant, Google Plus Network, and even partially Android. Those changes are a result of social media - of Facebook and Twitter.  Those changes were not part of the 'grand plan' - they were short term and reactionary. 

In SEO, in many cases those who lie are often heralded as being "white hat" while being granted greater access, whereas those who have knowledge and openly share it are often branded as being "black hat." Does this trend at some point reverse course? How many people can be labeled as black hat before the label lacks meaning?

As long as people focus on their own sites, and work to promoting them, there are no hats - only marketing. What you do on the privacy of your own site, is your business. As long as no laws are broken, there are no hats.

What is the most trite & least correct SEO tip that is shared publicly relentlessly?

Great question. About 2 years ago I heard a well known SEO suggest that you should remove all outbound links from your site in order to 'sculpt' page rank on your site. This spring, I heard that same SEO tell people they need to link out to make their links and site "look natural". The 'sculpt pagerank SILO'ing articles were based out of my work on Theme Pyramid from 2001. While the outbound linking was directly from previously mentioned 26 Steps article. I took alot of heat in "26 Steps to 15k a Day" for recommending that people link out to other sites. The theory then was that clearly SE's were going to look at outbound links to determine a sites theme. There are alot of metrics that outbound linking can be used as a quality (or lack their of) signal for search algos.

I think I saw you mention something about getting links that drive traffic. Why are links that drive traffic more valuable than those which do not?

Google is using every signal it can. They have:

  • Google Analytics
  • Google Adsense
  • Google Toolbar
  • Google Chrome browser.

They can track traffic over most of the web. They know what sites people spend time on and what links get clicked most. Links that drive traffic tend to drive higher SERP rankings.

If enough independent SEOs get driven out of the ecosystem, won't that at some point have a knock on effect on the wages of in-house SEOs at larger companies?

I don't think so. It is rare to run into "single task" SEO's at all but the largest corporations. Even the big media sites with well known SEO's require those people to work in other marketing areas as well. The knowledge of the general SEO today is vastly further along that we were just a few years ago.

The financial fall out from 2008 was that advertising and marketing agency budgets were cut to the bone in late '08. As those agencies were jettisoned, in house marketing people were given the task of SEO. In 08, we saw our InHouse panel attendance go from a few dozen to a few hundred as corporations sent their people to be trained. It was a breath taking switch. Those corporations learned the value of a good SEO fairly quickly in 2009. That trend has continued today with InHouse divisions paying more than ever before for quality SEO's. 

As the table keeps getting tilted, at some point do smaller independent players decide to opt out of search en mass, sort of like you did with the robots.txt blog? Does more and more featured content eventually end up behind paywalls as ad-based models are seen as less reliable among algorithmic uncertainties?

Well, paywalls are also finding where their wall is at. There has to be some huge value add to having a pay wall. I think we have seen the failures of many pay wall sites as well as some huge successes. The big problem with pay walls, is that it is hard to keep it behind the wall.

I do think we are seeing people playing with more revenue opportunities than ever before. Ads, affiliates, and links are all being explored as viable alternatives.  There is also a second (or is this the third?) wave of ecom sites being built. The big change this time is the reliance on conversion. People are getting pretty savvy about building sites that convert.

A lot of the biggest algorithmic holes & flaws that have been created over the years were created by attempts to over-compensate for other issues. Do you see brand (or brand-type) signals & usage signals dominating search for years to come? 

Yes, yes I do. There is no other way around it. People want the authority of brand. Google can only give them so much before they wander back to big brands as the authority in various spaces. 

Is authority bias / brand bias / etc. a crutch until enough vertical search technology has been deployed to where the regular organic results are largely irrelevant and below the fold for any query with a sniff of commercial intent? Are we moving from open ecosystems to closed ones? If so, is it a trend that reverses at some point?

I do think we are transitioning from a 100% search based traffic economy to a greater percentage being driven by other traffic sources. Social media will continue to grab more and more of the traffic pie. 

The new tablet and phone traffic economies are more suited for social than search. Search is a proactive, brain-fully-engaged activity. Social is much more of a click and 'let it come to me' experience. Search is about products, and research, and finding the right bits of information. Social is about chilling with the tablet in the easy chair while watching reruns on your Netflix TV and surfing your buddies Facebook pictures.  There is also the coming wave of new intelligent TV's that will lean them selves to more of a passive social experience than an active search experience. Those new technologies are disruptive to the old search economy.

If companies like Amazon.com create large distributed ad networks won't that eventually push Google to back off their authority bias? 

I don't think anyone but Facebook could dislodge Google's ad dominance.

One can find free consumer reviews by the boatload on authority sites & vertical marketplaces, but are in-depth expert reviews being driven out of the marketplace due to shifts in algorithmic preferences? 

I agree to a degree. The one push back on that, is Quora. Other than that, the Bizarre Voice driven review model continues to grow without any major competitors.

What is something people will see at Pubcon that they can't find elsewhere?

Expertise. 55% of Pubcon attendees consider themselves to be experts in their field, while another 30% consider themselves to be advanced. That leads us to ask speakers to bring their Grade A1+ game to their presentations and they do. I feel our level of content is the highest in the entire educational conference space. That, and we keep the conference reasonably priced  for the average techhead.

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Thanks Brett. This year's Pubcon is once again in Las Vegas, Nevada & takes place the week of October 15 through 18.

  • Over 100 training modules, covering topics like: keyword research, link building, site architecture, website monetization, pay per click ads, tracking results, and more.
  • An exclusive interactive community forum
  • Members only videos and tools
  • Additional bonuses - like data spreadsheets, and money saving tips
We love our customers, but more importantly

Our customers love us!

How Selling Insurance Helped Me Sell SEO Services

May 29th
posted in

Post-Google update season is typically a boon for SEO providers (good ones and bad ones unfortunately). The industry isn't dead or dying, it's simply evolving. In fact, most things in the business world do not "die", they simply evolve.

I suppose dying versus evolving is a matter of personal preference. I prefer to view markets, verticals, and models as evolving because it helps me accomplish a few different things:

  • learn why certain practices and opportunities faded, or are fading, away
  • learn what is working now and why
  • combine those two basic pieces of knowledge to shape future plans and opportunities

If all you do is bemoan the fact that a particular area of your business is evolving past what may be working now then you'll surely miss the boat on the next wave of success. Even if you don't miss the boat completely you'll be stuck in a self-perpetuating game of always chasing something rather than being out in front of it.

Chasing successful models, rather than creating them, certainly can be profitable but you should strive to have a mix of both in your business. Whether it's a completely new business segment (say PPC if you largely do SEO) or just new tactics (more diverse link building for your own web properties, as one small example) you should be looking behind you, to your left and right, and in front of you.

Diversification Advice

If you are a solo SEO, or mainly run your own web properties, one smart way to diversify your revenue stream is to get into some client work. This can be a tough proposition, it was for me, because many of us who run our own properties are not too keen on scheduled meetings (especially frequent ones) or dealing with some of the timeless issues of client work:

  • billing
  • impatience
  • rapidly changing expectations
  • red tape
  • lots of chefs
  • writing custom proposals

Many of these items can be thwarted by having a clear, frank discussion about what you'll be doing and by setting parameters from the outset. Hopefully you're in a position where you don't have to sell to eat; meaning, running lean and avoiding debt-leveraging is the best way to be able to hand pick your clients (in my experience).

If you have to take on everyone who walks in the door then your results will suffer, your reputation will suffer, and your work will become a big burden to bear. If you have employees who deal with clients in this type of environment then you will likely lose your best people over time and your workplace will become nothing more than a sweatshop with computers.

In addition to all of those negatives, having to sell/sell/sell probably means your margins are thin which directly leads to client's not getting the appropriate service and attention, relative to what they are being billed for.

Selling, itself, might be the biggest hurdle for you. Before I got into this industry I was an insurance agent, Being an insurance agent helped me immensely with being able to sell an otherwise complicated product to folks who didn't have a full grasp of all the relevant subject matter (specific coverages, exclusions, and so on). Hopefully some of these tips will be helpful for you and your SEO sales.

Similarities Between Insurance and SEO

I sold Personal Insurance (car, home, renter's, condo, jewelery, etc) and it was a weird product to sell. It's one of the few things people buy that they hope they never have to use and they have to buy it every year (assuming they have stuff they need to protect). There are some interesting parallels to selling SEO, oddly enough. The serious buyers in the insurance and SEO marketplaces are looking to protect a valuable asset; in insurance it may be their home, car, or life. In SEO it's basically their online presence.

As with any other industry, there are tire kickers and price shoppers. I would caution against excluding price shoppers from a "preferred" client list. They may require a bit more upfront work but just because the might be doing cost comparisons it doesn't necessarily mean they are cheap. In fact, they might be a dream client so avoiding the "well they are price shopping so they must be cheap" argument would serve you well.

Remembering that the sales process is some odd combination of value, facts, and emotion helped me avoid the (very easy to fall into trap) of selling price. I knew many insurance agents that sold on price and did pretty well short term. A more defensible strategy long term, and where agents really make their money, is on retention. If you set the client's expectation that your only benefit to them is price they will leave you, soon, for the same reason.

If you are looking to build a solid client base you have to be able to compete on price but not sell on price. You should be able to answer questions beyond price if you truly believe in the product you are selling.

Before I was an agent I was an underwriter and responsible for the profitable growth of an insurance agency's book of business. I managed anywhere from 50-75 agencies at a time. I can tell you, without equivocation, that the agencies who avoided the trap of selling (not competing) on price absolutely killed it on retention.

In the insurance world, as in the SEO world, retention is mission critical to long term success. If you let price define your business then you'll be participating in a race to the bottom and end up like barely profitable PC makers.

So, how did I compete on price but not sell on it?

  • framing
  • basic study of behavioral economics

An example here would be conditioning the client to understand the difference between best price, better price, and lowest price. A stripped down policy that doesn't cover everything they want to cover or need to cover, which is $300 cheaper that what I'm selling, isn't the best price or even a better price compared to my price. It's the cheapest but not the best.

In my experience, most people who have stuff to protect (new cars, homes, boats, jewelry, etc) will spend the extra money to get a quality policy from someone they feel they can trust and whom they feel is knowledgeable and those are the the type of clients you want!

A company or person who values their online presence and marketing initiatives should be willing to pay a bit more for more reputable work from a reputable company. If you have evidence to back up your claims of being that company then you will win more than you lose even if you aren't the lowest price.

Framing the Offer

What never worked for me in SEO sales was pre-packaged offers. I know it works for some agencies but I always felt like I was selling Hot Cakes and Hash Browns rather than an actual service. Plus, as time goes on and the market becomes more complex and sophisticated so do solutions.

Offering add-on services is great for ROI, so if you're an SEO firm maybe you start offering PPC, conversion, and social services. Add-ons make package pricing super-tough if you are doing it at scale. Packages significantly keep pace with increased RFP demand but are you really delivering the appropriate price for each client as well as for your bottom line?

I do not see how you could advocate for packages across the board because the core of the "for" argument would be that you can sell 2 different sites at the same price inside of different verticals. If you do that how are you maximizing value to you and the client? You aren't, it's that simple. Are they in the same vertical? Ok, but the competition is likely different, the search volume is likely different, and so on.

If you just sell a pre-priced packaged you will negatively affect quality in a variety of ways:

  • client being overcharged
  • client being undercharged
  • cutting corners to save margin
  • under-delivering and taking more margin to try and save the account
  • not maximizing the balance between client ROI and company profit

I do like using packages after customizing the quote, this is where the framing comes in. As an insurance agent we were generally pushed to try and get folks to prepay the policy for the year through a variety of methods:

  • full payment discounts
  • increased cost for use of credit cards
  • monthly billing fees

So if you were my client I would frame this as "billing discounts". Take a $1,000 policy as an example:

  • stipulating a normal $5.00 per month billing fee totaling $60.00 per year = 6%
  • most companies give a 5-10% discount for paying in full (cash or check), we'll say it's 5%

The discussion would be something like "We can save you over 10% per year if you pay in full with cash or a check via our cash discount option." Or you could frame the non-cash payment option, which removes the 5-10% discount as a convenience charge of some sort. The information is the same either way, but frame it in that way and you'll have much more success with those kinds of sign-ups.

If you go the custom quote route with SEO proposals you get all sorts of benefits:

  • built-in up-sell opportunities (more keywords/verticals, more competitive keywords/verticals, PPC, social, conversion, etc)
  • the ability to not only cross-sell services but explain the benefits as well. Explaining how PPC can benefit SEO (and vice versa), with examples, at the time of quote delivery is more powerful then just lumping it into a pre-packaged, pump and dump quote
  • paint a better picture in a more holistic campaign, specifically targeted to their business, versus a pre-packaged one (add and remove specific services that might not be needed or relevant after some initial conversations prior to quoting the service)
  • play quotes off each other (offer at least 3 options, shooting for at least the middle option)

Package pricing works far better in the insurance world versus the SEO world. Insurance options and coverages have specific costs to them determined by predetermined risk tables.

In SEO you have to evaluate competition against an unknown, ever-changing algorithm in addition to figuring out potential ROI in the PPC world against CPC's that could be all over the place from industry to industry as well as potential profitability from conversion optimization help you might be interested in offering.

Being able to customize quoting options puts you in a better position to frame your offers versus a more stagnant pricing model like you see in the insurance market (even though you can still introduce framing effectively there). Of course, custom quoting comes with its own issues like spending time of RFP's versus actual work.

One solution to the sunk cost on creating custom proposals is to, after your initial discovery call/feeling out call, charge a fee relative to a few hours of your time (or however long it takes you to do a mostly accurate proposal or even a ballpark figure if the client is comfortable with a range). If they balk at that then they probably aren't serious and they likely do not respect your time. If you have a solid reputation you can probably do this with some success, if you are new and unestablished you might need to bite the bullet for awhile.

What Makes Sense For You

There are so many variables that come into play when figuring out this piece of your sales process. You can have some packaged pricing for sure, many PPC companies offer a percentage of spend as a base fee as an example. With the recent, frequent (and substantial) algorithmic changes it really is important to be able to put together a package specifically for a client based on their situation, goals, and budget. It's going to be hard to base your business on selling SEO as a widget-type process (20 links per month, 10 articles per month, etc) going forward.

Some SEO's are all-client based, some just run their own properties, and I think there is a trend starting where SEO's are doing both. Each business model has its own pro's and con's, as well as many different variables, so one set of tips will likely not resonate or be specific to all. However, I think there are a few overarching points that SEO's looking to diversify into client work or who want to be more profitable on the client side should consider:

  • get to a point financially (cash flow, debt, margins) where you can pick and choose clients ASAP as it is such a beneficial position to be in on a number of fronts
  • if you are currently a packaged product seller start experimenting with custom quotes (and try to put out at least 3 options)
  • try a few different pricing options for the actual proposal work and delivery
  • be as clear as possible when discussing deliverables (my biggest mistakes have been because of this, bad for me and bad for the client)
  • before and during the design of your pricing strategy read Rafi Mohammed's books on pricing

"Educating" the Market

May 24th

Is outing & writing polarizing drivel hate baiting or a service to the community?

It is all a matter of perspective, isn't it?

Some people would like to claim that it is one thing when they do it & something else when somebody else does it.

Unfortunately for those who want to have their cake & eat it too, consistency matters.

Even these guys know that.

If you brand those who fall outside the guidelines or get hit by updates as scammers to be avoided, then when your company gets caught working an angle & "scamming" (based on your own past sermons) your own judgement gets cast against yourself.

Is that fair?

In a word: yes.

Any belief system that is imposed onto others, but unacceptable when imposed upon the person who states it, isn't a belief system at all. It's duplicitous hackery at best - possibly much worse.

If your own company doesn't follow your own advice, then what does that say about your value systems? How many people have had their potential held back by listening to your misinformation & making the unfortunate mistake of trusting you? What does that sort of behavior do to the reputation of the industry? Now everyone else is suspect because you pitched bogus pablum at newbies.

To speak publicly about the pitfalls of doing "blackhat" techniques and then turn around and be caught red-handed for the same just gives credibility to the naysayers claiming our industry is filled with slime balls.

If you want to be a polarizing asshat, then don't be surprised when you eat your own cooking. To expect anything less is an open expression of ignorance of the field of inbound marketing marketing.

Whitespark's Local Citation Finder Review

May 23rd

Local citations are a critical part of a local SEO campaign. In looking at David Mihm's Local Search Ranking Factors you can see that a majority of the top 10 factors focus on business information structure and links. Half of the top ten factors relate to items which local citations can help with:

  • Physical Address in City of Search
  • Crawlable Address Matching Place Page Address
  • Volume of Traditional Structured Citations (IYPs, Data Aggregators)
  • Quality of Inbound Links to Website
  • Crawlable Phone Number Matching Place Page Phone Number

Making local citation building a part of your local SEO campaign has more benefits than simply "building citations". Think of all the ways it can help with both local search (see factors above) and web search in general:

  • Many of the better citation sources are actually good links (for your domain in general), from diverse domains
  • A good amount of folks searching locally are likely to use apps for searches in addition to Google (you want to make sure you are listed in as many places as possible)
  • Ensuring that your business data is structured in a similar way across the web helps with client communication and Google Places
  • Building citations naturally leads to other business enhancing activities you can offer your clients; things like helping them get their clients to leave positive reviews and provide helpful feedback to the company post-sale
  • A potential client is likely to do research on your or your client's business before they buy. Being represented, in a good way, across the web helps the company's reputation and clout with potential customers

Citation building can be tedious on multiple fronts. Finding quality citations that you do not currently have, comparing citation profiles (yours and your competitor's), and actually building the citations as well as following up on them.

Whitespark takes care of the first two, searching and comparing, quite well and provides the framework for building citations efficiently. Whitespark can also rerun your search queries to check on whether your citation has been completed or not.

Whitespark Pricing

Whitespark has 5 plans:

  • Free
  • 20$ per month - 20 searches per day, 5 projects, unlimited citations per search, comparison tool, monitoring tool, CSV export options
  • 30$ per month - 30 searches per day, 10 projects, and all the features of the 20$ plan
  • 40$ per month - 40 searches per day, 20 projects, same features as above
  • 100$ per month, 100 searches per day, unlimited projects, same features as above

I like how the pricing scales with projects and searches. The pricing is a great value for anyone doing local SEO at scale and there are options to support any size agency.

Setting Up a Project

When you first get inside the tool you'll be able to set up a search straight away. You'll be able to select the following:

  • Country (Whitespark supports over 30)
  • State/Province
  • City or Town (they pull from a database, when you start typing you'll be able to select your desired location)
  • Keyphrase (just the keyword)
  • A drop down to select your preferred search phrase
  • Project Assignment or Creation

Here, I've started a query for insurance quotes in Providence, Rhode Island

When you select state and city/town it sets the location inside of Google. However, sometimes you do need to add the state or state abbreviation to the query to get the best results (in my experience).

You have options on the final keyphrase. The dropdown, seen below, gives you the option to broaden the area, rearrange the order of the query, or create a custom query:

Once you click on that, you can add whatever query you want. In this case, based on my experience, I just added "RI" to the end of the query to help with hyper-local targeting.

Next up is the project creation (or addition). I haven't created a project to store this query in, but it's super easy to do from this page. Click on "Manage Projects" and you'll be able to create a new one:

You are then brought to the create project page. You can name your project and add your phone number (I added one for an agency ranking organically for the term) to check current citations.

*Important* - The formatting of the number is important. You should use (401) 438-8345 or 401-438-8345 as 4014388345 results in far fewer results than properly formatted numbers.

You should add the business name (yours or your client's) as the project name for more accurate citation mapping.

Now just go back and add that query to that particular project on the Search by Keyphrase Page and you are good to go. The tool will email you when the results are ready.

Ideally, you'll want to have a seed list of terms to start out with so you can check your results versus your competitions across your most important local terms. So for an insurance agency I might go with:

  • Auto Insurance Providence RI
  • Life Insurance Providence RI
  • Insurance Agent in Providence Ri

In a perfect world you'd want to do some keyword research on these terms, look at keywords your competition might be ranking for, look at the site's current analytics and PPC data (if available), and so on in order to find the best keywords to target.

Search by Phone Number

While we are waiting for those results to come back, let's talk about the search by phone number option. This is a great way of checking your own citations or that of a competitor, or even a prospective client (especially if their citations are a mess or missing).

So I added a competitor, their phone number and saved it to my project. Very simple, very straightforward. We'll let that run and circle back to it once the report is ready.

Working with the Data

It took about 3 minutes for our first query to complete :)

You can go back to your project and view all the searches assigned to it:

From here you can edit the name and phone number of the project, view the searches (I have the 1 keyword phrase search and the competitor phone number search) assigned to the project, and just view the citation opportunities for the business without the competitor information.

There are 2 components to a keywords search report. The first piece displays the top ranking (in places/maps) sites for the query. It allows you to see the total citations for each site and offers links to view specific sources for each site as well as a comparison of those sites:

You can view sources for each competitor or compare them against each other for total citation counts.

The second piece of the report are the actual citation sources. The citation sources have the following data points:

  • Site (the citation url)
  • Link to the submission page, if available
  • OC - number of times the citation source appeared in the SERP during the searches (higher counts are good indicators of domain authority)
  • Discovery - date the citation source was discovered
  • Site Type - the type of site (still in beta), could be social, directory, news, etc
  • AC - Majestic SEO's AC Rank
  • DA - SeoMoz's Domain Authority
  • Got It (checkbox) - used for when a citation is acquired
  • Useless - used when a citation source is not applicable or undesired

All columns are sortable, making it easy to manipulate the data however you'd like to spot the best opportunities.

When you view the report that includes the competition, you can click the plus sign to expand the URL of the citation source for more specific data:

You'll be able to see a spread of co-occurring citations on specific pages. This can be useful in spotting category listing opportunities on specific citation sources (for example, being listed on YellowPages.Com/Providence-RI/Homeowners-Insurance as well as your own listing).

If you have associated the search with a project, then for citations that already were acquired before the search was run, you'll see them as highlighted in green with the "got it" check box already checked:

When you check off one as "useless" it simply gets grayed out.

A cool feature here is that already acquired (citations found by Whitespark and citations checked off by you) carry across other searches in your project. At any point you can come back to the search and re-run it (after a citation building campaign is always a good time) to see the status of your citation profile.

Also, when you export the list it exports (2 options) the following criteria:

(Choosing Export as CSV)

  • Root Citation URL
  • SERP Appearance Count
  • AC Rank
  • Domain Authority
  • Submission URL (if available)
  • Got It and Useless check marks

If you choose "Export CSV (w/URLs) you get all of the above plus the url's of the actual citations.

Choosing the first option makes it incredible easy to hand off to a citation builder.

Darren's Pro Tips

I always like to go directly to the creator of a tool to get their thoughts and tips. Darren was gracious enough to provide his insights for us (see below):

The local citation finder has two main citation search capabilities:

  1. Search by keyword and the tool will find all the top ranking businesses, then find their citations, and present them in a big list for you.
  2. Search by phone number, and the tool will find the list of citations for that particular business. Use this to find your own citations, or a specific competitor's citations.

We use the data in three ways:

  • Use it to find places where your competitors are listed, but you're not, and then get listed in those places.
  • Use it as a competitive analysis tool to identify where the competition is getting citations. This extends beyond basic business directories as the tool will reveal competitor's citations from local blogs, newspapers, event listings, job sites, business partners, etc. Looking at their strategies will give you ideas for creative citation building tactics you can employ in your practice.
  • Use it to find citation sources focused on the city, or the industry

I think the best way to look at the tool is as competitive analysis. You run a keyword search, see who's rankings, then get a big list of all the citations they collectively have. You can click the "compare citations for this business" link to see who's listed where.

A great little hidden feature of the tool is to do a phone number search for your business, plus a keyword search, then in the Your Search Results section, check off the two searches and choose "compare" from the dropdown at the top of the table. This will show you all the places where the competition is listed and you're not.

I also like to use the tool to find hyper-local citation opportunities. Here's how:

  1. Run a LOT of KW queries on the local citation finder in the city/niche and associate them all with a project. So, for a lawyer in chicago: chicago lawyer, lawyers, attorneys, dui lawyer, robbery lawyer, criminal lawyer, etc.
  2. Go under “Your Projects” and ALL the citation sources from all the queries will be listed under “view sources”. Ctrl-f in your browser for “law”, “legal”, “chicago”, “illinois”, etc.
  3. Any niche or location related terms. Copy all the domains that match the Ctrl-f searches into a spreadsheet. These are your hyper local citations.

We found that getting listed on sites that had the city or keyword in the domain provided a big boost in the local rankings. The more you can find, the better. You'll have to pick through the list to pull out actual directories, as many of the results will be businesses with the city or keyword in the domain, but it's worth it.

Thanks to Darren for the insight and for making Local SEO a bit easier :) Give Whitespark a try for your local SEO campaigns, I think you'll like it :)

If Matt Cutts Was Made of LEGO, What Would He Look Like?

May 21st

Maybe something like this...

Matt Cutts Drawing.

...or this...

Matt Cutts Drawing.

A bunch more here, with cut & paste code near your favorites.

GWT notice of detected unnatural links to http://www.seobook.com/

May 9th

I am already getting fake webmaster tool notification messages using the above subject line & the following message:

Hello dear managers of http://www.seobook.com/! My name is Olivia, and the issue I’m gonna to discuss is for sure not new, but really actual and complicated, otherwise your website and therefore business wouldn’t have lost their favourable positions. Yes, I want to talk about Google Panda and Penguin. These virtual beasts become more and more freakish. Don't you think it's time to pacify them? Google intends to clean its search results from poor content websites, low quality links and hype. Are you sure your website has nothing common with this stuff?
Our team has been constantly studying Google search algorithms. We have already faced the latest freaks of Google Panda 3.4 and will be happy to win back your top positions.
We will heal your website from:

  • poor on page optimization;
  • same content submission;
  • low quality links to your website;
  • absence of website moderation;
  • black hat SEO applied earlier.

We will make Google be proud of you with:

  • high quality SEO strategy;
  • backlinks from relevant resources;
  • quality SMO;
  • links diversity;
  • unique content for every submission directory;
  • constatnt situation analysis and reporting.

Contact us and you will get a reliable website healer, strategy planner and safe guard of your top positions.

Looking forward to your answer!

And Gmail is letting this stuff slide through the spam filters. Along with garbage like this:

Our Web Site [the url] is definitely related to yours and by placing a link from your site to a Web page of ours, you may not only bring further value to your visitors but you may improve your search engine rankings potential as well. By NOT being what Google and other search engines refer to as a "dead-end" site or a site that does not link to other industry related and content sites, your rankings have a good chance of increasing for important keyword searches. We can explain this in further detail following a response from you.

Create FUD & some huckster will sell into your messaging with inbound spamming.

If you ever wonder where the "reputation problem" of the SEO industry comes from, wonder no more.

One company in particular does a great job of riding these trends on through to their logical conclusion, then riding them a bit longer. And that company is Google.

On a positive note, it great to see Demand Media had solid growth & a stellar quarter. They will plow that capital into registering about 100 new domain extensions. Nothing to worry about there. It's not like they were known to redirect expired customer domain names for their link juice.

Good job Googlers!

Ha! Bullets Can't Hurt ME

May 8th

Negative SEO vs Sabotage

Just about any independent SEO worth their weight who publishes a number of websites has at least once hit a snag & been filtered or penalized. A person can say "not me" but how do they operate optimally in both the short term and long term if they never operate near limits or thresholds? But now that Google has begun actively penalizing sites for unnatural link profiles & tightening these thresholds, competitors have been giving one another shoves. Some of the most widely highlighted examples of crappy SEO were not attempts at SEO, but intentional competitive sabotage.

Why Many SEO Thought Leaders Remain Ignorant About SEO

Recently there have been numerous claims that negative SEO doesn't work made by people who should know better.

Many of them don't know any better though, due to a combination of being naive, trusting public relations messaging as being the truth, and a general lack of recent experience on smaller sites.

If someone only...

  • does consulting for large corporate clients
  • works in house at a big company
  • publishes a site about SEO and doesn't build & market sites in competitive areas

... it is easy to bleat on about how negative SEO isn't generally possible except for weak sites. Sites that (allegedly) deserve to be hit & must (obviously) lack quality to be so weak.

The Risk of Labeling "Spam"

As highlighted above, some of the most frequently & widely cited spam examples were not examples of spam, but examples of competitive sabotage. Thus anyone who recommends highlighting "spam" can potentially hose businesses that did nothing wrong.

Why Many SEO Consultants Pretend Success & Cheer Brand

Most sites focused on search typically write a syndication of Google fluff public relations and/or are doing cloaked sales pieces claiming that the death of spammers is great because they and their clients keep becoming more successful. Its all fake it until you make it / fake it until you too are driven out of the ecosystem & pretend things are always getting better even when signs point the other direction. This is done for a variety of reasons:

  • not wanting to lose access to Google
  • signaling you have experience working with big brands
  • wanting to signal that you are a safe play in the marketplace

Nobody ever got fired for choosing IBM.

Marketers Sell Whatever Google Promotes

It is far easier to get paid to do nothing than it is to get paid to fight against the waves of the ocean.

So long as Google keeps feeding macro-parasites trying to kill off smaller & independent players you can expect a lot of consultants to push themselves as being a good fit for the big brands that Google is explicitly designing their algorithms around promoting. However this trend won't last forever. Many of those bigger sites are becoming ad networks & at some point Google will see that competitive threat for what it is. They will then decide "the user" would like a bit more diversity in the results & to see more smaller sites rank.

Most Businesses Must be Small

Much like wealth, business distributions follow power laws & most businesses are small in scale. Sure "build brand" is a nice cure all, but building a strong brand requires scale. Not all businesses have the margins required to build brands. And businesses take time to grow.

Quality vs Scale

Scale & quality are not the same thing. Some businesses are intentionally kept small because their owners feel scale requires compromising on quality. Remember the Olive Garden review that went viral, or what the biggest banks did to the global economy a few years ago?

Most Big Companies Start Off Small

Since going public in 1987, Fastenal has been the fastest growing public company. The company was started by a guy who was sorting bolts and nuts in his basement. Now that they are worth $13 billion they are virtually untouchable, but if 30 years ago online was a big sales channel & someone negative SEOed him his business could have been toast.

Big businesses come from small businesses, as does most innovation. However, if the underlying market is absurdly unstable that retards investment in growth and innovation in companies like Fastenal:

The Fastenal story began in November 1967 when company founder Bob Kierlin opened the very first Fastenal store in his hometown of Winona, MN. The front counter was a salvaged door, about a dozen people attended the "grand opening" weekend, and the first month's sales totaled $157.

One of the biggest failures of modern societies is the self-serving myth of too big to fail.

If SEOs believe that size of a business is the primary legitimate proxy for quality, they should either hire thousands of employees or go get a job at Wal-Mart.

Google AdWords Ads Add Album Cover & Song Preview

Before I get any drops of jupiter hate on the following...I was typing in training.seobook.com & somehow accidentally hit enter after typing train & when the URL completion didn't work I got the following SERP.

If you click the feature video link it does a YouTube video overlay. The other links lead into the relevant iTunes webpage.

Such media extensions have been in place for movies for quite a while now, but this is the first time I have seen them on music-related search results. In time one could expect similar ad expansions to hit other media areas like books, games, and maybe even other vertical search features. Google could possibly roll it out globally on brand searches as well at some point, allowing companies to offer intro videos (or even reviews of new product lines) directly in the search results.

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