Place trust and credibility above everything else

For any business to get noticed on the Web, it's vital that Decision Makers understand how to promote their! digital presence on search engines. That's easy for larger companies with budgets for ongoing SEO services, but what about your small businesses?

  We've plucked a few of the ones that are most relevant to your Business with Our Web solution!

1. Place trust and credibility above everything else.

Matt McGee from the Small Business Search Marketing blog wrote that "Trust is the #1 SEO ranking factor." To that end, he advises readers to earn trust from site visitors by "providing great content," assuring them that "search engines will follow suit."
"Establish yourself as an expert - create excellent content that people will want to link to and share."
If you are a business owner this should be your highest priority! If You use your Website to build credibility, everything else will fall into place naturally! This ties together nicely with another of Campbell's tips...

2. Use your content to target humans, not search engines.

Marty Lamers at the blog Articulayers suggested that readers write site content with humans in mind rather than attracting the attention of search engine crawlers.
"Create stronger content versus increasing the density of targeted keywords," he wrote. This will make the content more valuable to a wider audience.

3. Keep it local!

Since most consumers are using search engines to find local businesses, Businesses should include as much local-oriented content as possible, according to Vedran Tomic of SEO Rabbit.
"To attract visitors from your local area, include words on your website that your customers use to describe your business (not necessarily the words you use). If you serve a specific geographic area, describe that in detail on your website."

4. Integrate Social Media
   This suggestion was provided to Campbell by Tamar Weinberg at Techipedia. According to Weinberg, the popularity and trust that consumers instill in social media sites like Twitter and Facebook mean that "search engines may rank these pages higher than other destinations on the 'net."
   The secret? It's a no-brainer, and it's so easy with our Web solution! "Create profiles on social media sites (e.g., Twitter) and add content to such sites regularly. Fresh content means search engines will visit often!"

Ready Set - Track Santa - Google Earth Engine

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• Introducing Google Earth Engine
• U.S. General Services Administration is going Google
• Google doodles for your phone
• Being bad to your customers is bad for business
• Ready... set... track Santa!
• Plant trees for change with Nobel Prize winner Wangari Maathai

Introducing Google Earth Engine (Cross-posted from the Google.org blog) Today, we launched a new Google Labs product called Google Earth Engine at the International Climate Change Conference in sunny Cancun, Mexico. Google Earth Engine is a new technology platform that puts an unprecedented amount of satellite imagery and data—current and historical—online for the first time. It enables global-scale monitoring and measurement of changes in the earth's environment. The platform will enable scientists to use our extensive computing infrastructure—the Google "cloud"—to analyze this imagery. Last year, we demonstrated an early prototype. Since then, we have developed the platform, and are excited now to offer scientists around the world access to Earth Engine to implement their applications. Why is this important? The images of our planet from space contain a wealth of information, ready to be extracted and applied to many societal challenges. Scientific analysis can transform these images from a mere set of pixels into useful information—such as the locations and extent of global forests, detecting how our forests are changing over time, directing resources for disaster response or water resource mapping. The challenge has been to cope with the massive scale of satellite imagery archives, and the computational resources required for their analysis. As a result, many of these images have never been seen, much less analyzed. Now, scientists will be able to build applications to mine this treasure trove of data on Google Earth Engine, providing several advantages: Landsat satellite data archives over the last 25 years for most of the developing world available online, ready to be used together with other datasets including MODIS. And we will soon offer a complete global archive of Landsat. Reduced time to do analyses, using Google's computing infrastructure. By running analyses across thousands of computers, for example, unthinkable tasks are now possible for the first time. New features that will make analysis easier, such as tools that pre-process the images to remove clouds and haze. Collaboration and standardization by creating a common platform for global data analysis. Google Earth Engine can be used for a wide range of applications—from mapping water resources to ecosystem services to deforestation. It's part of our broader effort at Google to build a more sustainable future. We're particularly excited about an initial use of Google Earth Engine to support development of systems to monitor, report and verify (MRV) efforts to stop global deforestation. Deforestation releases a significant amount of carbon into the atmosphere, accounting for 12-18% of annual greenhouse gas emissions. The world loses 32 million acres of tropical forests every year, an area the size of Greece. The United Nations has proposed a framework known as REDD (Reducing Emissions from Deforestation and Forest Degradation in Developing Countries) that would provide financial incentives to tropical nations to protect their forests. Reaching an agreement on early development of REDD is a key agenda item here in Cancun. Today, we announced that we are donating 10 million CPU-hours a year over the next two years on the Google Earth Engine platform, to strengthen the capacity of developing world nations to track the state of their forests, in preparation for REDD. For the least developed nations, Google Earth Engine will provide critical access to terabytes of data, a growing set of analytical tools and our high-performance processing capabilities. We believe Google Earth Engine will bring transparency and more certainty to global efforts to stop deforestation. Over the past two years, we've been working with several top scientists to fully develop this platform and integrate their desktop software to work online with the data available in Google Earth Engine. Those scientists—Greg Asner of the Carnegie Institution for Science, Carlos Souza of Imazon and Matt Hansen of the Geographic Information Science Center at South Dakota State University—are at the cutting edge of forest monitoring in support of climate science. In collaboration with Matt Hansen and CONAFOR, Mexico's National Forestry Commission, we've produced a forest cover and water map of Mexico. This is the finest-scale forest map produced of Mexico to date. The map required 15,000 hours of computation, but was completed in less than a day on Google Earth Engine, using 1,000 computers over more than 53,000 Landsat scenes (1984-2010). CONAFOR provided National Forest Inventory ground-sampled data to calibrate and validate the algorithm. A forest cover and water map of Mexico (southern portion, including the Yucatan peninsula), produced in collaboration with scientist Matthew Hansen and CONAFOR. We hope that Google Earth Engine will be an important tool to help institutions around the world manage forests more wisely. As we fully develop the platform, we hope more scientists will use new Earth Engine API to integrate their applications online—for deforestation, disease mitigation, disaster response, water resource mapping and other beneficial uses. If you're interested in partnering with us, we want to hear from you—visit our website! We look forward to seeing what's possible when scientists, governments, NGO's, universities, and others gain access to data and computing resources to collaborate online to help protect the earth's environment. Posted by Rebecca Moore, Engineering Manager, Google Earth Engine

U.S. General Services Administration is going Google (Cross-posted on the Google Enterprise Blog) The U.S. General Services Administration (GSA) today announced its decision to move 17,000 employees and contractors to Google Apps for Government. GSA oversees the business of the U.S. federal government, providing real estate and building management services as well as acquisition and procurement assistance to other federal agencies. GSA's decision to switch to Google Apps resulted from a competitive request for proposal (RFP) process that took place over the past six months, during which the agency evaluated multiple proposals for replacing their existing on-premises email system. GSA selected Google partner Unisys as the prime contractor to migrate all employees in 17 locations around the world to an integrated, flexible and robust email and collaboration service in 2011. By making this switch, GSA will benefit in a number of ways. Modern email and collaboration tools will help make employees more efficient and effective. Google Apps will bring GSA a continual stream of new and innovative features, helping the agency keep pace with advances in technology in the years ahead. And taxpayers will benefit too—by reducing the burden of in-house maintenance and eliminating the need to replace hardware to host its email systems, GSA expects to lower costs by 50 percent over the next five years. Earlier this year, Google Apps became the first suite of cloud computing email and collaboration applications to receive Federal Information Security Management Act (FISMA) certification, enabling agencies to compare the security features of Google Apps to that of existing systems. GSA is leading the way in embracing the federal government's "cloud first" policy, under which agencies should opt for hosted applications when secure, reliable, cost-effective options are available. We are thrilled that GSA has chosen to move to the cloud with Google and look forward to expanding our productive partnership with them. Posted by Mike Bradshaw, Director, Federal Enterprise team

Google doodles for your phone (Cross-posted from the Google Mobile Blog) While we've had oodles of Google doodles on our desktop homepage since Larry and Sergey created our very first in 1998, doodles on our mobile homepage have been few and far between. Today, we're happy to announce that we're bringing more doodles to your phone, beginning with Android 2.0+ and iOS 3+ devices worldwide. In fact, almost all of the doodles we show on our desktop homepage will now have corresponding mobile versions on these phones. When the doodles are available, just go to google.com in your mobile browser to see them. Want your doodles within easy reach? You can get to google.com quickly by adding a shortcut to your home screen. Posted by Steve Kanefsky, Software Engineer

Being bad to your customers is bad for business A recent article by the New York Times related a disturbing story. By treating your customers badly, one merchant told the paper, you can generate complaints and negative reviews that translate to more links to your site; which, in turn, make it more prominent in search engines. The main premise of the article was that being bad on the web can be good for business. We were horrified to read about Ms. Rodriguez's dreadful experience. Even though our initial analysis pointed to this being an edge case and not a widespread problem in our search results, we immediately convened a team that looked carefully at the issue. That team developed an initial algorithmic solution, implemented it, and the solution is already live. I am here to tell you that being bad is, and hopefully will always be, bad for business in Google's search results. As always, we learned a lot from this experience, and we wanted to share some of that with you. Consider the obvious responses we could have tried to fix the problem: Block the particular offender. That would be easy and might solve the immediate problem for that specific business, but it wouldn't solve the larger issue in a general way. Our first reaction in search quality is to look for ways to solve problems algorithmically. Use sentiment analysis to identify negative remarks and turn negative comments into negative votes. While this proposal initially sounds promising, it turns out to be based on a misconception. First off, the terrible merchant in the story wasn't really ranking because of links from customer complaint websites. In fact, many consumer community sites such as Get Satisfaction added a simple attribute called rel=nofollow to their links. The rel=nofollow attribute is a general mechanism that allows websites to tell search engines not to give weight to specific links, and it's perfect for the situation when you want to link to a site without endorsing it. Ironically, some of the most reputable links to Decor My Eyes came from mainstream news websites such as the New York Times and Bloomberg. The Bloomberg article was about someone suing the company behind Decor My Eyes, but the language of the article was neutral, so sentiment analysis wouldn't have helped here either. As it turns out, Google has a world-class sentiment analysis system (Large-Scale Sentiment Analysis for News and Blogs). But if we demoted web pages that have negative comments against them, you might not be able to find information about many elected officials, not to mention a lot of important but controversial concepts. So far we have not found an effective way to significantly improve search using sentiment analysis. Of course, we will continue trying. Yet another option is to expose user reviews and ratings for various merchants alongside their results. Though still on the table, this would not demote poor quality merchants in our results and could still lead users to their websites. Instead, in the last few days we developed an algorithmic solution which detects the merchant from the Times article along with hundreds of other merchants that, in our opinion, provide an extremely poor user experience. The algorithm we incorporated into our search rankings represents an initial solution to this issue, and Google users are now getting a better experience as a result. We can't say for sure that no one will ever find a loophole in our ranking algorithms in the future. We know that people will keep trying: attempts to game Google's ranking, like the ones mentioned in the article, go on 24 hours a day, every single day. That's why we cannot reveal the details of our solution—the underlying signals, data sources, and how we combined them to improve our rankings—beyond what we've already said. We can say with reasonable confidence that being bad to customers is bad for business on Google. And we will continue to work hard towards a better search. Posted by Amit Singhal, Google Fellow

Ready... set... track Santa! From feasting on a turkey dinner to singing carols around the fire, there are certainly plenty of traditions to enjoy during the holiday season. Much to the delight of the child in each of us, the ritual of gift-giving continues today, and I know I still find cheer at the bottom of my stocking every Christmas morning. Another tradition that brings joy to youngsters everywhere is the one started in 1955 by NORAD, the North American Aerospace Defense Command, which every year counts down to Christmas Eve and tracks Santa's whereabouts as he delivers presents across the globe. Google similarly started tracking Santa in 2004 and has been partnering with NORAD on this fun project since 2007. Keeping the tradition alive, today marks the kick-off of this year's countdown at www.noradsanta.org. On the NORAD website, kids can play holiday-themed games (a new one is released each day) and get updates from the North Pole as Santa prepares for his big sleigh ride. If you haven't tracked Santa in years past, we hope this is the year you'll start a new tradition of visiting www.noradsanta.org and following Santa's journey all around the world. Starting at 2 a.m. EST on December 24, you'll be able to track him in real-time on Google Maps from your computer or phone as well as on Google Earth with the plug-in by searching for [santa]. So this year, along with my family's usual tradition of gathering around to hear my mum read "Twas the night before Christmas," we'll gather around the computer to see when Santa might be coming to our neighborhood. In honor of the occasion, I wrote a new opening verse: 'Twas the night before Christmas, and Santa was near According to NORAD, he would soon be right here So we hopped into bed and dreamt of new toys And awoke in the morning to much Christmas joy Happy holidays to all, and to tide you over till Christmas Eve, enjoy this video with highlights from Santa's journey last year! Posted by Bruno Bowden, Software Engineer

Plant trees for change with Nobel Prize winner Wangari Maathai (Cross-posted from the LatLong Blog) Occasionally, we invite distinguished guests to contribute to our blogs and we're very happy to have Wangari Maathai share her perspective here. In collaboration with Wangari Maathai's Green Belt Movement and several other partners, the Google Earth Outreach team has created several narrated tours on the topic of climate change in preparation for the UNFCCC's COP16 Climate Summit 2010 in Cancun, Mexico. Fly underwater to learn about the effects of ocean acidification on sea life with Oceana. Zoom around Mexican mangroves in 3D and learn about the importance of this biodiverse habitat... and what must be done to protect it for future generations. Visit google.com/landing/cop16/climatetours.html to experience these tours. -Ed. Ask most people what trees mean to them and the first thing that comes to mind is the tree outside their bedroom window or the forest where they played as a child. Trees do occupy a powerful place in our emotions, but the most powerful argument to protect our world's trees is not based on sentiment. There is a vital interdependency between communities and the trees they rely on for survival. Trees are our watersheds, protectors of the natural environment, and sources of food. Remove the trees from the equation and the community feels the impact. I came to this realization in the 1970s in Kenya. I was talking to women in my community about their problems: hunger, access to water, poverty, wood fuel. I saw a link between their needs and the condition of the land and thought, "Why not plant trees to address these issues?" Trees hold the soil to the ground so that we can grow food in it, they protect watersheds and facilitate harvesting of rain water, fruits trees supplement food and trees give us domestic energy and wood with which to build our shelters. So while still working at the University of Nairobi, I established a tree nursery in my backyard, planted seven trees at a public park and founded the Green Belt Movement. The organization works to empower communities, to build their capacity to restore Africa's forests and put an end to the problems that deforestation and other forms of environmental degradation cause. As a result of this idea, more than 40 million trees have been planted to restore the environment and improve the lives of the people who are linked to the land. When we were offered a unique opportunity to partner with the Google Earth Outreach team on a project using new Google Earth technology to visualize trees in 3D, we were thrilled. For accuracy and integrity we worked very closely with Google, advising them on the modeling of unique African trees like the broad-leaved Croton, the Nile tulip tree and the East African Cordia. These tree models illustrate the biodiversity in our tree planting sites, especially in the forests, and how we carefully select trees that are indigenous and sustainable to the natural surroundings. Broad-leaved Croton, the Nile tulip tree and the East African Cordia (from left to right) We then used data from real planting locations to "plant" the tree models in Google Earth and create 3D visualizations. Now, for the first time in Google Earth, people from all over the world will be able to virtually visit these planting sites, explore the 3D trees and connect with the work that we are doing. Green Belt Movement planting site in 3D on Google Earth Tree planting is a simple activity with tangible results, and anyone can participate. It helps people come together to address common problems and work collectively towards community improvement and sustainability. I hope that seeing our beautiful tree planting sites in 3D on Google Earth will be a source of inspiration for people to engage, plant trees and organize planting activities in their own communities. Taking charge of our lives and the environment around us can help ensure a lasting legacy and healthy future for our children. Learn more about the Green Belt Movement and support our work at http://www.greenbeltmovement.org. Posted by Wangari Maathai, environmentalist, activist and founder of the Green Belt Movement

This Week in Search

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• This week in search 11/19/10
• Great tech support and good karma found with Google AdWords online
• 2010 Google Faculty Summit in Shangh

This is one of a regular series of posts on search experience updates. Look for the label This week in search and subscribe to the series. - Ed. On the web, a "place" can mean many different things. At Google, we think about regional domains (such as .uk for the United Kingdom) as places, but we also think about websites, the different parts of our interface and real world locations like restaurants and stores. This week's changes span all these different kinds of places, making it easier for you to find information no matter where you are—Vietnam, Hungary, holiday shopping at your local mall or browsing the Google results page. Keep reading for the latest. Google Instant on 18 new domains In keeping with the spirit of Instant, we've been working to quickly bring results-as-you-type to people around the globe. This week we expanded to 18 new domains across Europe and Asia, almost doubling our total. Our new Google Instant domains include Bulgaria, Croatia, Denmark, Greece, Finland, Hungary, Indonesia, Latvia, Lithuania, Malaysia, Norway, Pakistan, the Philippines, Portugal, Romania, Serbia, Sweden, Vietnam. Now, whether you speak Catalan, Romanian or Tagalog, you'll get search results before you've even finished typing. Local product availability in search Most of the time, when people shop, they actually buy their products from physical stores rather than online websites. This week, we made it easier for people to find local stores that sell the products they are looking by adding information about product availability to google.com. Simply search for a product and click the "nearby stores" label to see what stores carry it and whether it is in stock. We've partnered with more than 70 retail brands, including Best Buy, Sears, Williams-Sonoma, Macy's, and Office Depot. Through these partnerships, you can see where to buy 4 billion items and can also restrict your searches to only products that are in stock nearby. (If you're a retailer who's interested in taking part in this free program, you can learn more on the Google Retail Blog.) Other searches to try: [hp printer], [circulon frying pan], [ipod touch] More relevant results from the same website When you get back from the store and hop online to do some searching, you're visiting a different kind of place—a website. Sometimes it turns out that one website is extremely likely to have the information you're looking for, like when you've typed a website name as part of your search, or you're looking for information from an official government office. To help you find this information more quickly, a few months ago we made a change to show more results from a particular domain when we're confident that those results are likely to be most useful to you. This week we expanded the feature to include more queries and to show additional results (up to four) from the same website. That's all for this week. Search on, wherever life takes you. Posted by Ben Gomes, Distinguished Engineer

Great tech support and good karma found with Google AdWords online (Cross-posted from the Google Small Business Blog) When Uday Challu noticed a growing dissatisfaction with avenues for technical support, he was inspired to create a better way for people to get help with their tech troubles. So in 2007 he founded iYogi.com, India's first direct-to-consumer remote technical support company. Founded on a belief in good karma, iYogi aims to mitigate frustrations with technical products and services by delivering a high-quality customer service experience. iYogi Founder Uday Challu iYogi provides round-the-clock, 24-hours service on a wide variety of technical products and issues, in Australia, Canada, the U.S. and the U.K. Uday uses Google AdWords to reach these international customers. Uday says he saw search and, in particular, AdWords as a way to reach customers in need of technical support. He says, "iYogi services are currently available in multiple geographies and advertising with AdWords seemed like the most obvious way to reach customers who were turning to the Internet to find and fix their problems." With the intent of starting small and building to scale, Uday targeted his first campaigns to the U.S. only. Using location and language targeting, iYogi launched a U.S.-only campaign with general keywords related to customer support, and honed his campaign over time. "We gathered lots of intelligence from the Search Query Report, which helped us identify other keywords people in the U.S. were searching for," says iYogi Vice President of Online Marketing K.R. Sreejith. "We also tested new ad texts and customized these ad texts to highlight popular keywords." Then, using lessons from his experiences in targeting the U.S., Uday expanded into the Canadian market. He found his experience in the U.S. helpful for the Canadian campaign, but didn't see similarly high volume. After examining the global competitive landscape, he decided to expand to Australia and the U.K. "We quickly learned that ads in the U.K., for example, had to be different than ads in the U.S.," says Sreejith. "Using the Search Query Report, we noticed that the popularity of certain keywords was different in the U.K. and that there are differences in the spelling of these terms. We also learned from our sales teams that U.K. customers spend more time on the phone than do U.S. customers. So, we edited our ad texts and landing pages to reflect these different keywords and values." Today, iYogi is one of the fastest growing remote tech support provider in the world. As Uday continues to expand his business internationally, he'll continue to use insights gained from his ad campaigns and to provide the rest of the world with similarly karmic technical support experiences! Posted by Anand Devsharma, Team Manager, India

2010 Google Faculty Summit in Shanghai Posted: 19 Nov 2010 09:58 AM PST The 2010 Google Faculty Summit was held Thursday and Friday, November 18-19 in Shanghai, part of our ongoing support for education in China. Senior Googlers from China and Mountain View, California gathered to explore hot topics at the cutting-edge of technology research with more than 65 experts and professors from around 30 universities and institutes including Tsinghua University, Peking University, the Chinese Academy of Sciences and the Hong Kong University of Science and Technology. Other topics included how to deepen collaboration between Google and China universities in areas of joint research, curriculum development and cultivation of talents. This year's theme was "Fostering Understanding and Strengthening Cooperation" and the meeting served as a platform for academia and industry to explore ways of teaming up with Google on university-business cooperation and technology research. The Summit, which spanned a day and a half, was also Google China's largest education event to date. Our discussions on Thursday focused on deep discussion about two of Google China's most important sectors, mobile computing and e-commerce, while the morning of Friday focused on cooperation in course development. The Summit examined course development for many of today's hottest topics, including cloud computing, Android application development and web technology, thereby strengthening the cultivation of talent in these sectors. In addition, the Summit included several topic-specific discussion groups that allowed experts and professors from institutions of higher education to meet with Google staff and discuss relevant topics and cooperation with the hope of expanding upon currently existing areas of cooperation. We've posted more details on the Summit here in Simplified Chinese. Cooperation between Google and Chinese universities and institutions of higher education began in 2005 with course development and gradually grew to include projects that supported Chinese universities to cultivate innovative professionals that meet industry needs. Projects currently underway include course development, teacher training, scholarship programs, research grants for doctoral students, donations of equipment, joint research, innovative student projects, campus lectures and educational summits. We've established 12 research projects with universities in Mainland China including Tsinghua University, Peking University, Zhejiang University and Shanghai Jiaotong University, as well as the Hong Kong University of Science and Technology and the Hong Kong Chinese University. These projects focus on many areas of study, including mobile computing, machine learning, data mining, multimedia searches and natural language processing. Visit the University Relations website to learn more about our cooperation with universities. Moving forward, we'll will continue to support our partner universities to deepen cooperation and expand areas of focus. Posted by Maggie Johnson, Director of Education and University Relations