seo hyderabad India, seo expert hyderabad India freelance seo professional

Keyword Stemming in regards to PPC, is taking the stem of a word, and building additional words by adding a prefix or suffix and using pluralization.

Sometimes the words from the output of these keyword stemming tools don’t have any meaning. That’s because the keyword stemming tools are meant to strip a word down to the root and show different variations of the word form.

So, the solution is for the keyword stemming tools to cross-reference the output against a huge dictionary of words (like Merriam Webster Dictionary) to insure that the output is linguistically correct words.

An example of Keyword stemming for the word “search” is:
search
searcher
searches
searched
searching
searchable

Keyword Stemming tools are very useful for expanding keyword lists. Some of these keyword stemming tools will give you the equivalent of long tail keywords. My suggestion is to use keyword matching options to increase your conversion rates. Bear in mind, that most 2nd tier search engines won’t have the keyword inventory. So, keyword stemming is a better strategy on the large engines like Google & Yahoo rather than smaller engines like Ask.

http://www.related-pages.com/adWordsKeywords.aspx  Keyword Stemming tool

I was looking forward to the Yahoo Web 2.0 Strategy session as there have been a lot of questions about Yahoo’s strategy since they missed the YouTube deal and haven’t acquired Facebook.

Yahoo’s Strategy Still Unknown

While I think it’s pretty strange to really judge their strategy based on those two things alone, I was hoping this session shed some light. It started off a bit slow as an overview, but delivered some interesting things at the end.

Yahoo and Social Media

Eckart Walther, the Vice President of Product Management for Yahoo! Search led off. Eckart went through a powerpoint that gave some basic definitions of social media and how Yahoo feels about it. He pointed out that Yahoo’s mission is to “Enrich people’s lives by enabling them to find, use, share, and expand the world’s knowledge.” Obviously, social media and much of what Web 2.0 seems to be about fits their mission well.

He also defined it as “Anyone with a XXXXX is now a XXXXX.” So, anyone with a keyboard is now an author. Or anyone with a camera is now a photographer. Anyone with a computer is now a publisher. Basically, users are now empowered.

He broke down what they’re seeing in four categories:

1. User generated content. Flickr is an example of this as users generate all the content.

2. User organized content. This is where del.icio.us comes in, as it’s really about organizing URLs through tagging.

3. User and publisher distributed content.

4. User developed functionality. Mashups like combining Yahoo Maps with Flickr to create geotagging.

He ended with pointing out that Yahoo is the world’s largest community.

Integrating Advertisers with Web 2.0

Next up was Colin (I think) Fishburn. He’s the Director of the Client Strategist Group which means he’s responsible with helping integrate advertisers into Yahoo’s social properties. Colin led off with a bang by declaring that “the killer app of the web is really other people.” He pointed out the media evolution that’s occurred from moving from people consuming Mass Media (newspapers, broadcast TVs), to consuming My Media (My Yahoo! and personalized web apps), to We Media (social applications of Web 2.0).

When they look at brand partnerships on these properties they want them to be:

1. Great for the users

2. Great for the advertisers

3. Great for Yahoo!

This limits what they can do, as they don’t think it’s great for users to slap advertising all over communities like Flickr and del.icio.us. Instead, he gave a couple of examples of what they’ve done:

Nikon Stunning Gallery

Nikon Cameras created a web site using the Flickr APIs to show off images that were being taken with their cameras. Users tag pictures with nikonstunninggallery to have them show up on the site. Nikon then took the top 16 submitters and gave them a new camera they had released, then used the images those submitters took with the camera in national ad campaigns where their pictures were used in magazines such as National Geographic and others. I thought this was a great example of a creative way to partner with an advertiser in a social media context.

One.org

This is an organization and site based on working to end poverty. They used Flickr, Yahoo! News, Yahoo! Answers, Google Video (strange but true), Yahoo! Maps, and other services to power all the various parts of the site. Basically, the site is an organized mashup of Yahoo services aimed at a particular audience. And yes, Bono is involved.

The 9

Yahoo! teamed up with Pepsi to create an online show that highlights nine funny/interesting videos out there on the web. They integrated Pepsi throughout the site and built it together in a collaborative project.

Nissan Live Sets on Yahoo!

Yahoo! Music teamed up with Nissan to create a new version of the AOL Sessions concept where musical artists come and record a special set of songs. The difference is that Yahoo! is also involving the fans by bringing in 250 fans of the artist and giving them Nokia phones enabled with Flickr access so the fans can take shots during the show that get added to the Nissan Live Sets site. Of course the video of the performance can be watched, songs can be downloaded, and they cut an EP from it as well. It’s very new and they are very excited about it.

What’s interesting is all these things had flown under the radar for me, and I think Yahoo! is that way right now. Not everything they do gets spread all over the blogosphere like Google, and they have a lot of interesting content initiatives going on all over the place. While it might not get as much buzz, I think Yahoo! is really delivering some applications that general consumers will be heavily involved with.

What Publishers Want

Next up was Josh Meyers, Senior Director of Yahoo! Publisher Network and GM of Domain Match.

Josh focused his talk on the four main things publishers want:

1. Content

2. Audience

3. Monetization

4. Control

The Yahoo! Publisher Network vision then is to satisfy these things and enable consumers and businesses of all sizes to realize the full value of publishing.

How do they do it?

1. Content - Yahoo has a broad set of content offerings they can offer to publishers. The One.org site is an example of using Yahoo! content to add or create a site with. Personally, I think this is a huge opportunity that they need to package better and include in the Yahoo! Publisher Network interface. As a publisher, how can I get Yahoo Answers content integrated on my site? Yahoo Groups? Flickr feeds? Yahoo Videos? Package this up and put it in the interface. This would be a way Yahoo! could differentiate from Adsense and it’s offerings as they own far more content than Google.

2. Audience - Josh mentioned My Yahoo! and other ways in which Yahoo! could actually drive audience to publishers. Besides My Yahoo! I couldn’t think of any other examples of them pushing audience to publishers. I guess one could consider del.icio.us and MyWeb as Yahoo auidence that ends up clicking through to publishers. Again though, these opportunities should be packaged in some way to make it easy for Yahoo! Publisher Network publishers to take advantage of it.

3. Monetize - Yahoo! Publisher Network is what monetizes for publishers. They have their normal contextual ads, sponsored search, and even provide display advertising for some publishers. I think the “Panama” Yahoo Search Marketing platform update should help bring more advertising dollars into their network.

4. Control - Allow publishers control over their advertising, and they also are counting on the Yahoo! Developer Network and APIs to help give publishers control to build tools.

That sums it up. What stood out to me was the brand advertising integration examples and the opportunity Yahoo! Publisher Network has if they can package their tools and content to be used by publishers in better ways.

(Full Disclosure: Yahoo! is a minority investor in my employer Right Media, but these opinions are my own.)

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The search engine world never rests. As online marketing professionals discover new ways to obtain top rankings the algorithms evolve right along side.

Chasing Top Rankings

There are two primary reasons behind the updating of ranking algorithms. To increase the quality and relevancy of the results, and to decrease the many pages of online spam.

As the algorithms are updated, new ways to affect the results are discovered, and the algorithm must then be again adjusted. This is a cycle that has been around since the early days of search, and one that won’t be going away any time soon. A lot has changed over the years, and the future is sure to also deliver its plethora of surprises, but there are three main factors that will always have some level of impact on your search results.

SEO, Content and Links

Some people say that the world of search engine optimization is over and that the entire basis behind successful rankings lies in the power of incoming links. While incoming links do play a significant role, and in most cases are a necessity, they are far from the only determining factor.

There are many determining factors behind what will affect the ranking of a site. The three largest contributing factors are SEO, links, and site content. To compete in highly competitive industries a site needs numerous on-topic pages of content, relevant incoming links from a variety of sources, and, solid site optimization. While search is always changing, these three factors will remain constant. Each may change in the level of impact they have, but they will always contribute to the top listings.

Site content and SEO go hand in hand. Content is very important, but without the SEO to add focus, it can go unnoticed. Proper keyword densities, link paths and keyword placement will always play a role in having the content discovered and ranked by the search engines. If the fundamental SEO aspects are not in place, there is a strong chance that the content may never see the light of day. Incoming links add focus and relevance for the site overall, but if the content is not relevant to the desired phrases the odds of obtaining a top ranking are very bleak.

Links play, and will continue to play a strong role in the future of search rankings as they add that important vote of confidence. When site A links to site B, that tells the search engines site B is worth considering. Value is passed, based on relevance and the overall authority of site A.

As more and more webmasters develop new linking schemes, the algorithms responsible for displaying top sites have to continually evolve to weed out the ever increasing amounts of SPAM. While Google’s current algorithm relies heavily on incoming links, especially for sites in highly competitive markets, this algorithm will have to change and mutate over time as the internet continues to evolve. If rankings were determined 100% by inbound links where would this leave us? Thousands if not millions of valuable websites would go completely unnoticed. We would also see many sites ranking that are not relevant to the actual search term due to issues related to Google bombing.

Political opinions aside, the single word “failure” does not accurately represent the George Bush bio page; however, it continues to rank #1 in Google. This was made possible by the anchor text used in links posted by thousands of bloggers and webmasters. If links were solely responsible for rankings, we would see a lot more examples of Google Bombing as the actual number of links required to ‘bomb’ would decline.

Where is Search Going?

For us to know the exact future of search we will have to wait and see what happens but some things are certain to grow in popularity.

The future will undoubtedly see more advances in localized search, serving results relevant to the locality of the searcher. Is this the best way? Only time will tell, but even if this is the future, we will still see SEO, links & content dictating the results. The SEO and content will have to be in part geared towards local information such as zip codes, city names, etc, but they still will be important contributors.

Links will undoubtedly contribute to rankings long into the future, but quite possibly will have a reduced role with more SEO fundamentals making a comeback. One example is to take a look at MSN Live Search. As reported by Ross Dunn in the SEO BLOG just this past weekend an algorithm update has shown increased value on fundamentals such as title tags and domain names. These two areas were once an incredibly powerful tool in obtaining rankings, and had reduced in value. Now, at least in MSN, they are gaining ground once again.

Still in its infant stages, Mobile Search is growing as more and more people turn to their cell phones and other mobile devices for search. Mobile search will likely have the most benefit for localized type searching. People looking for an address, weather report, local business, entertainment information, etc. As time goes on the number of users using Mobile Search will continue to grow, and optimized sites will be the ones found by these searchers. A whole new level of optimizing mobile websites will likely emerge.

In 10 years time search will certainly look very different. While it has become a staple in the lives of millions, in the big scheme of things the internet is still very young and search even younger.

Why SEO will always be important

SEO will always play an important role in having sites found in the search engines. Regardless of how search algorithms evolve they will always require a level of on site content in order to correctly rank websites. As long as this content is considered, proper keyword placement and frequencies will play a role.

SEO in itself will continue to change. The proper frequencies of keyword placement, linking techniques and URL structure may alter, but will always have an impact.

As we move into the future and as the search engine algorithms continue to evolve SEO will always play an important role in having your websites obtain top rankings. While the small things will always change it is important to have the basic fundamentals in place and doing so will help sustain consistent rankings into the future.

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