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Thursday, June 4, 2015

Ex-Googlers Get Millions to Help You Build the Next Google

AFTER SPENCER KIMBALL left Google, he found himself missing some of the custom-built software the company uses internally. So he and a bunch of fellow ex-Googlers started building their own. And now they want to make it available to everyone to power the next Google or Facebook.

Specifically, Kimball wanted something like Google’s database system Spanner. Spanner is designed to juggle data between potentially millions of database servers, a tool that keeps Google’s services online even if several servers, or an entire datacenter, go offline. While few companies need to operate at quite the scale Google does, the ability to stay online even if many systems fail, and to automatically balance resources between servers, would be useful to many other companies.

Kimball and his colleagues didn’t work on building Spanner at Google, but they used it for their own projects. Seeing that there was nothing else like it on the market, they created CockroachDB, an open source database built using a white paper Google itself published about Spanner.

CockroachDB quickly attracted dozens of contributors after it launched in February of last year, but the project wasn’t advancing as quickly as the team would have liked. Even now, the software is not yet ready to be used in the real world. So Kimball and eight other developers quit their jobs and founded Cockroach Labs. Today the company announced that it has raised a $6.25 million investment from venture capitalists including Benchmark, Google Ventures and Sequoia.

Google for the Masses

The CockroachDB team isn’t the first to bring internal Google technology to the masses. Over the years, Google has published several white papers detailing many of its key innovations, leading to the creation of some of the most important pieces of software of the past decade.

Two of its papers inspired the open source data crunching system Hadoop, which became the foundation of the big data revolution and is now used by everyone from tech companies like Facebook to huge financial services companies to the National Security Agency.

Meanwhile, a paper about Google’s BigTable data storage system helped kicked off a whole wave of innovation in database design, popularly referred to as NoSQL. Today, Apple, Facebook, Netflix, and countless other companies depend on databases inspired by BigTable’s design for at least some tasks. But Google itself has largely moved on to Spanner, which the company claims can reach extraordinary scale while making fewer tradeoffs, especially concerning the consistency of data between servers.

Cockroach Labs is betting that Spanner-like databases will soon be just as important to the rest of the technology as Hadoop and NoSQL are today. And he thinks it can get there in part because it lets users start small.

“The biggest innovation in CockroachDB over Spanner is the simplicity of deployment,” Kimball argues. You can install a single instance of CockroachDB on your laptop when your app is still small, he says, and then scale to hundreds or thousands of servers as your business grows.

The Next Wave

Although Kimball thinks that Spanner represents the cutting edge in database technology today, he doesn’t think it will remain so for long. He points out that traditional relational databases, as sold by Oracle and the like, have dominated the market for decades. And the first wave of NoSQL databases are less than a decade old, but Google is already moving on.

“The innovation has just begun,” he says. “And there’s nothing to indicate to me that it’s going to do anything but accelerate.”

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Saturday, May 30, 2015

Google's Project Vault is a security system disguised as a microSD card

The search giant's new project aims to make phones more secure by loading a microSD card that serves as a security powerhouse.

SAN FRANCISCO -- Google wants to make your phone more secure, without having to change the way manufacturers make smartphones.

The company on Friday announced Project Vault, which packs a digital security system into a microSD card, which phones and computers usually recognize as a storage device. The company unveiled the service during Google's I/O developer conference here.

"Project Vault is your digital mobile safe," said Regina Dugan, who leads Google's Advanced Technology and Projects group, or ATAP, which oversees the project. "Big security, small package."

The Vault card is essentially a secure computer that protects the personal information of a phone's owner. For example, it can encrypt, or scramble, chat messages from an app and provide extra levels of authentication, so your device knows that you are you. The card itself has a near-field communication, or NFC, chip for communicating with nearby devices and has 4 gigabytes of storage. It can be recognized by any OS -- including Google's Android software, Windows, and Apple's OS X -- but all the software is being run off the microSD card.

Google will first develop the technology for enterprise companies. The idea is that if it meets the high bar of big companies, it will meet the standards of consumers as well.

Both Web and mobile security are becoming increasingly vulnerable at a time when more and more consumers' financial and other sensitive data is being stored in smartphone apps and online services. Hackers have conducted high-profile attacks on retailers like Target and have pilfered databases in the health care and financial industries, gleaning medical records, Social Security numbers and credit and bank info. And thanks to the leaks from whistleblower Edward Snowden, we now know the extent to which communications and online activity are activity monitored and stored by way of government surveillance.

The development of secure ways to communicate and store data is a priority for Google as more users flock to its free services like the Gmail email service, Chrome Web browser and Google Maps, all of which share data with Google to better inform its advertising products.

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Friday, May 29, 2015

Google Maps Breakthrough: Search And Navigation Without A Connection

Offline functionality coming later this year and to iOS too.

Google continues to add features and capabilities that keep its maps that much ahead of the competition. Coming out of I/O yesterday Google made a major announcement: Google Maps search and voice guided, turn-by-turn navigation will be available offline.

This is intended for anyone without a data connection or with a weak or inconsistent one. So it will be great for travelers who don’t want to pay international data charges or don’t want to get a local SIM card. But more importantly it’s for developing markets and places in the world where data connections are unreliable.

Offline turn by turn directions will rely on GPS. And while there have previously been offline digital maps, including a modest prior effort by Google and a more extensive one by Nokia, this is a breakthrough. That’s partly because of its scope and the fact that it doesn’t require the user to download the map or a section of the map onto the phone.

Google said during the keynote that offline maps will be available “later this year.” The company also told me this morning in email that the offline functionality will equally be coming to Google Maps for iOS.

Below is the full keynote video from yesterday. The discussion of offline Google Maps functionality starts at 2:11:47.

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Free VPN Hola Sells Users' Bandwidth, Puts Them at Risk

As the saying goes, you get what you pay for.

According to TorrentFreak, users of Hola's free VPN claim that the company has been taking advantage of their connections. Hola isn't denying it. The service is a free VPN, after all, and the company has to find some way for the service to work—and to keep the lights on.

The allegations state that Hola does two things that are a bit unscrupulous. First, when users take part in its free service, they're allegedly opening up their own connections to everyone else's traffic.

"When a user installs Hola, he becomes a VPN endpoint, and other users of the Hola network may exit through his internet connection and take on his IP. This is what makes it free: Hola does not pay for the bandwidth that its VPN uses at all, and there is no user opt out for this," reads a post from 8chan message board operator Fredrick Brennan. "On the other hand, with the Tor onion router, users must specifically opt in to be exit nodes and are aware that completely anonymous traffic can pass through their connections, which means they should be ready for abuse reports for child porn, spam, copyrighted content and other ills that come with the territory."

Brennan's stake in the argument centers on the second major allegation: That Hola is also taking users' bandwidth when their computers are idle and selling it, as a package, via its paid-for Luminati VPN service. In other words, if you're a free Hola user, then you're potentially signing up your computer for one, giant botnet at worst. At best, you're opening the door for others to use your IP address for anything they want. Anything.

"So far as I can tell, there is no way to tell if an IP has the Hola VPN software installed or not: no tell tale open port, no special header from Luminati, and no specific range," Brennan wrote.

"This is a huge issue for 8ch, which allows posters to post completely anonymously, and has some protections in place for typically abused ranges (like Tor and VPN ranges) but still allows posts through," he said. "An attacker used the Luminati network to send thousands of legitimate-looking POST requests to 8chan's post.php in 30 seconds, representing a 100x spike over peak traffic and crashing PHP-FPM."

According to TorrentFreak, Hola says it made all this information available in its FAQ—one that was recently updated to note the association with Luminati, that is.

As for the hack, "8chan was hit with an attack from a hacker with the handle of BUI. This person then wrote about how he used the Luminati commercial VPN network to hack 8chan. He could have used any commercial VPN network, but chose to do so with ours," Hola founder Ofer Vilenski told TorrentFreak.

"If 8chan was harmed, then a reasonable course of action would be to obtain a court order for information and we can release the contact information of this user so that they can further pursue the damages with him," he argued.

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Gmail now boasts 900 million users

Google's free webmail application is getting close to the one billion-user mark, making it the world's most popular e-mail service.

The figures were revealed by the company's senior vice president of products, Sundar Pichai, who was speaking at the 2016 Google I/O developer conference.

Gmail has more than doubled its user base since 2012, when the number stood at just 425 million. But as well as attracting more consumers, the way people access the service has also changed. Pichai noted during his presentation that 75% of users now check their mail via mobile. — AFP Relaxnews

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Google to Cardboard developers: Keep it short and simple, and watch out for nausea

Developers creating content for Google’s Cardboard virtual-reality system should look to short online videos for inspiration and avoid drawn-out experiences.

Content for Cardboard should be “snackable virtual reality,” said Jon Wiley, the product’s principal designer, during the I/O developer conference on Friday.

“For Cardboard, you want [an experience] to be more like traditional YouTube content,” he said, adding that Google’s VR platform isn’t really designed for “long duration experiences.”

Google sees Cardboard as a device that friends can pass around to get a feel for what VR is all about, said Manuel Clement , a user experience designer on Google’s virtual reality team. In that context, shorter content would work better.

While Google’s rivals in VR and augmented reality have built polished, sleek headsets, don’t expect Cardboard to get a high-end makeover any time soon.

“Part of the magic of Cardboard is the simplicity of the system,” said Wiley, adding that Google may look to simplify the platform even more.

Although Cardboard is just a simple box with a plastic lens and a smartphone pushed inside, it can still provide a great experience if developers don’t push beyond its limits, Wiley said. Developing apps that are too complex or sophisticated will exceed its capabilities.

To incorporate virtual reality into their apps, Google recommends developers start small and consider how introducing a 3D component will make their program better.

Allowing people to tour a house in 3D instead of just viewing a photo gallery would give a real estate app an advantage, said Erica Morse, a Cardboard user experience designer.

Developers must also remember that VR content can make people feel disoriented, so they need to take into account the physiological response to what people see, said Alex Faaborg, who works on the virtual reality design team. That means creating apps that allow the display and the person’s body to work together.

Apps should maintain a stable horizon line, and head tracking needs to remain engaged so people can navigate environments smoothly. Uneven acceleration can lead to nausea, and if developers can’t create seamless transitions, Faaborg suggests fading to black, or using audio to help with the transition to a new scene.

Some users might just hold Cardboard in front of their faces because they don’t know they can move their head around to explore a virtual setting. To get people more engaged, developers could place an object off to the side so that users are encouraged to turn their gaze, he said.

And developers should think visually about displaying information, Faaborg said. If an app features a spaceship that’s sustained heavy damage, don’t use a bar graph to convey the information; show the damage on the ship’s wing.

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Google’s New Universal App Campaigns Push App Promotions Across Search, YouTube, AdMob, Display

Google will unveil a new campaign type designed specifically for app marketers at Google I/O, the company’s annual developer conference, which kicks off Thursday.

Dubbed Universal App Campaigns because the ads automatically reach across Google Search, mobile app network AdMob, sites in the Mobile Display Network and YouTube on iOS and Android devices and the Google Play store on Android.

Developers can set up and launch the campaigns either through AdWords or the Google Play Developer Console. Think of it as AdWords Express for Developers with scale and pricing based on outcomes rather than clicks. Advertisers put in four lines of ad text that can be used interchangeably and have the option of uploading a video for YouTube ads. They then set their location and language targets, budget and bid strategy such as target cost-per-install (CPI).

Once the campaign is set, Google dynamically generates the ads and bids based on the developers’ CPI targets.

Google began piloting search ads in the Google Play Store in February to help developers stand out in the increasingly crowded app store. The scale and ease of set up offered by universal app campaigns are likely to appeal to app developers

Universal app campaigns was just one of the slew of new ad tools and features announced for app developers during the keynote at Google’s I/O event, including attribution partnerships in AdWords. For more news for AdMob and Analytics, see our full coverage on Marketing Land.

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Google says ‘buy’ button coming to online advertising service

San Francisco: Google Inc. plans to unveil a “buy” button for its advertising service, stepping up pressure on rival Amazon.com Inc. as the Web company moves deeper into online commerce.

The tool, which will let users purchase items from Google’s search results pages, is “imminent,” chief business officer Omid Kordestani said at a Re/code conference in Rancho Palos Verdes, California.

The Wall Street Journal reported earlier this month the company would introduce buy buttons, citing people familiar with the matter.

Google is looking for new ways to keep users on its services as it seeks to boost sales. The company is under growing pressure from Amazon and other e-commerce companies as consumers increasingly shop for items on the Web without going through Google’s search service.

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The new Google Photos is now available for Android, iOS, and the web

We're pretty enthusiastic around here for the all-new Google Photos, and now it's available to everyone to try. On the web, you can visit it at photos.google.com. Or you can download the app for Android or iOS. The new service, which has "graduated" from Google+, now offers unlimited storage of photos up to 16 megapixels and video shot in 1080p. You can also store higher-resolution imagery in Google Photos, though it will count against the 15 GB of free storage you get with your Google account.

Photos organizes your images using powerful face detection and machine learning, and lets you search for photos by keyword even if the photos aren't tagged in any way. And an "assistant" feature will back up photos to the cloud as soon as you shoot them, then let you know when it's OK to delete them and free up space on your device.

Google has also built in some clever sharing tools to make it easy to drag a box around a few photos and share them with friends with a couple of clicks. Folks worried about Google having access to more of their data will likely be scared away from the new service. But for everyone else, it's a powerful solution to a real problem — and now it's free.

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Thursday, May 28, 2015

Google Says “Near Me” Searches Have Doubled This Year

Search queries that contain a location qualifier such as “nearby” or “near me” have doubled in the past year, according to Google Trends data from March. Eighty percent of those searches come from mobile devices.

Now that you know this, you’ll start to be cognizant of how often “nearby” and “near me” variations of search queries pop up in Google auto-suggest on your phone.

Google first released this data last week with the launch of a new mobile ad product specifically designed around these types of queries. The new Nearby Business listings strip out the typical copy shown in text ads and feature buttons to get directions or click to call the business. Google’s Chief business officer Omid Kordestani repeated the stat during an interview at Re/Code’s Code Conference.

Kordestani also confirmed reports that a buy button will start appearing soon on select search ads. To see what else Kordestani discussed with ReCode’s Kara Swisher, see our live blog coverage on Marketing Land.

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Wednesday, May 27, 2015

Controversial Apple iOS 9 Feature Will Damage Google

With over $100BN in the bank right now Apple AAPL +1.86% is doing what it does best: fighting for independence. For years the Cupertino-based company has battled to secure its own exclusive hardware deals, software patents and proactively do away with dependence on key rivals.

Perhaps the most famous instance of this is Apple Maps, which (jokes aside) was designed purely to stop Apple being beholden to Google GOOGL +1.27%. Well now Apple looks set to kick another key Google service to the curb…

Goodbye Google Now

According to 9to5Mac (which has been on a roll), next week Apple will unveil ‘Proactive’ as a key new service built into iOS 9. Proactive will aggregate information across Siri, Contacts, Calendar, Passbook, and third-party apps to create contextually aware information.

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9to5Mac gives the following examples:

“If a user has a flight listed in her Calendar application and a boarding pass stored in Passbook, a bubble within the new Proactive screen will appear around flight time to provide quick access to the boarding pass. If a user has a calendar appointment coming up, a map view could appear with an estimated arrival time, directions, and a time to leave indicator based on traffic.”

If this sounds familiar, it should. This is Google Now.

Since its introduction in 2012, the contextual data of Google Now has quickly become a cornerstone of Android. Its importance can be seen due to the fact Android Lollipop introduced a dedicated Google Now page to the left of the homescreen and its own dedicated gesture (swipe up from off the bottom of the screen) to instantly access it from any location.

Taking it even further, Google Now is also the foundation for the entire Android Wear platform.

Perhaps more to the point, however, Google has also started pushing Google Now on iOS as a key part of its Google iOS app ecosystem. Google apps have also become increasingly interlinked (eg Chrome can be the default browser from results in the Google Search app or Google Maps) which has given Google Now more prominence.

Consequently it should surprise no-one that Apple saw this coming. It bought third party Google Now clone Cue in 2013 and now it appears time to bake that functionality into iOS 9.

Of course there is another key aspect to launching Proactive on iOS, which is Apple’s greatest ambition of all: killing off Google web search…

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Thursday, May 21, 2015

Google to change Maps search system after offensive White House results

Google said Thursday it would make changes to its Maps search system after racist search terms brought up the White House among their top results.

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Salesforce Community Cloud gets recommendation tool to boost engagement

The update also lets companies create their own communities complete with custom apps.

In Google Maps, some queries containing racist terms against African-Americans listed the White House and other surprising places among their top results. Google apologized and said it was working on a fix, but it had little else to say about what was causing the results to appear or how the company would fix the issue.

Now Google is providing more information. The company has begun to update its ranking system to address a majority of the searches in question, by building on a previous algorithmic change that was developed for Google Search, Google said in a blog post.

The previous change Google made to its algorithm, around 2007, was designed to address instances when some sites would rank more highly in search results for meaningless queries due to pranks by users.

The results recently spotted in Maps typically were triggered because people had used the offensive term in online discussions of the place, Google said in its blog post. As a result, "inappropriate" results surfaced that users probably weren't looking for, the company said.

For the racist term searches, Google's changes seem to already have had an effect. On Thursday, some searches that previously returned the White House instead gave no result.

In general, Google Maps returns results based on content about businesses and other public places from across the Web.

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Google finds security questions are crap because your answers are fake

Apple and other handset manufacturers might be trying to push users to securing their data with biometrics, but the vast majority of services still rely on the good old password. Lots of sites use the idea of memorable data either as a means of locking down accounts, or as a way to gain access to a forgotten password -- the likes of your mother's maiden name, town of birth, favorite color of underwear, and so on.

Research by Google shows that the security question system is failing, and it should come as no surprise that the blame is laid firmly at the door of the likes of you and I. We already know that people are rubbish at picking passwords, but there is also a problem with the answers they provide to security questions. Answers are either too easy for others to guess, or they are made up -- and people are forgetful buggers prone to failing to remember the answers they dreamt up.

As with passwords, the problem with security questions is that a balance needs to be struck between memorability and security. To overcome the problem of being easy to guess or determine (it is, after all, very simple to find out where someone was born, or what their mother's maiden name is), a lot of people simply make up answers to these common questions. Mother's maiden name? Miami Dolphins. Town of birth? Miami Dolphins. Favorite food? Miami Dolphins. Oh yeah... that's the other problem. Just as people have a tendency to use the same passwords again and again, they also tend to use the same made up answers to questions.

Google researchers analysed the password recovery attempts of millions of users and found that a staggering 40 percent of people were unable to provide the correct answers. This ties in with the idea that people are not giving honest answers, as the entire point of a security question is that the answer is supposed to be something unchangeable and unforgettable.

A paper entitled Secrets, Lies, and Account Recovery: Lessons from the Use of Personal Knowledge Questions at Google, researchers found that questions such as "what is your favorite food?" or "what is your father's middle name?" were, surprisingly simple to guess. Attackers trying to compromise an account, for example, had a 19.7 percent success rate at guessing a favorite food on the first attempt. The difficulty of recalling data such as one's frequent flyer number or library card number are cited as reasons for people simply making up answers. It appears that those lying with their security answers do so not only to make things easier for themselves, but in the mistaken belief that false information will protect their account more.

The conclusion of the paper is that security questions are, to put it bluntly, crap:

We conclude that it appears next to impossible to find secret questions that are both secure and memorable. Secret questions continue have some use when combined with other signals, but they should not be used alone and best practice should favor more reliable alternatives.

This is the reason given for Google only using security questions as a last resort, relying instead on SMS recovery codes in the case of forgotten passwords.

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Google Unveils Rebranded Webmaster Tools

In a move to reach out to more users who care about search marketing, Google has rebranded Webmaster Tools as Search Console.

The traditional idea of the "webmaster" reflects only some of its users, according to Google. By rebranding Webmaster Tools, the company hopes the product will serve a broad spectrum of users, including hobbyists, small business owners, SEO experts, marketers, programmers, designers, app developers, and of course, webmasters.

Google is going to roll out the update over the coming weeks.

Today also marks the first official day of Google's partnership with Twitter. In February, the companies announced that mobile users in the U.S. will be able to see relevant tweets when they search on Google.

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We employ a variety of proven recommended techniques to increase your chance for top rankings.These include optimizing your website's page,content,and structure to drive traffic to your site for specific keyword research.Pixotri technology is a creative house developing quality web designs, E-Commerce solution. SEO services and Gaming development .

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Google Rebrands Webmaster Tools as Google Search Console

After nearly 10 years of being known as Google Webmaster Tools the search giant has decided to rebrand one of its more popular web-based services: say hello to Google Search Console.

This change comes as a result of user feedback — only a select amount of users identify as “webmasters”, and Google wanted to establish a new name for Webmaster Tools that was more inclusive of its entire user base.

“It turns out that the traditional idea of the “webmaster” reflects only some of you. We have all kinds of Webmaster Tools fans: hobbyists, small business owners, SEO experts, marketers, programmers, designers, app developers, and, of course, webmasters as well… So, to make sure that our product includes everyone who cares about Search, we’ve decided to rebrand Google Webmaster Tools as Google Search Console.

With this rebranding Google also hopes to attract new users to Search Console that may have otherwise not used the service due to not identifying as a webmaster.

Please note that this is a change in name only. As far was what I could derive from the announcement, no changes are being made to the actual functionality of the product. So there’s nothing new to learn, other than the fact that we’ll have to get used to calling it ‘Search Console’ after years of calling it ‘Webmaster Tools’.

This rebranding will be rolled out to all users over the coming weeks.

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The Google I/O 2015 app is waiting for you in the Google Play Store

Once again, Google has published an app for those who are not able to make it to the tech titan's annual developer conference, Google I/O. The app allows you to view video from previous years' conferences as well as stream this year's keynote and other sessions directly to your mobile device. And with Twitter and Google+, you can find out what the social media buzz is for any announcement that comes out of the conference.

For those attending the event on May 28th and May 29th in San Francisco, you can set reminders to go off before certain sessions start. The conference map makes sure that you don't get lost at the Moscone Center West. And you can even sync your schedule between the Google I/O website and your mobile devices.

The app explains all of the sessions in detail including the topics and names of the speakers. Whether you are going to Google I/O or watching it from your mobile device, the Google I/O app comes in handy. You can install it for free from the Google Play Store.

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Wednesday, May 20, 2015

Google Seeks New Doodler

If you're a creative graphic designer with animation experience in the Bay Area, Google may have an opportunity for you. On Monday, the tech giant posted an ad for a new Doodler, the person behind for the ephemeral, often-interactive graphics on the search engine's homepage.

Google Doodles change on a daily basis, often corresponding with noteworthy events or anniversaries for that particular day, such as holidays, Election Day, birthdays of famous people such as musical instrument maker Bartolomeo Cristofori, and meteor showers.

The product graphic designer's chief responsibilities include pitching, creating, collaborating and iterating on homepage art. Google, which receives 2 million resumes each year, is also looking for a strong multi-tasker and communicator with experience in at least two of illustration, graphic design, character animation, motion graphics, 3D modeling, game design and prototyping.

Since 1998, when the first-ever Google Doodle depicted the Burning Man festival, there have been more than 2,000 Doodles, many of which only appear regionally. In Cameroon today, the Doodle depicts fireworks in honor of the African nation's independence day. The last American Doodle appeared on May 13, celebrating the 127th birthday of Danish seismologist Inge Lehmann.

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Monday, May 11, 2015

5 Advanced SEO Strategies for Inbound Experts

SEO is easy to pick up, but very difficult to master. Anyone who spends a few hours learning the fundamental pillars of SEO can get a relatively firm grasp on the basics — including keeping your site updated, harnessing the power of great content, building external links, and getting involved on social media. Each of those strategies is critically important to an SEO campaign, and you can spend months or even years perfecting your approach to each of those strategies.

For the experienced inbound marketer, the basic advice on how to best handle those tactics is redundant. Browsing through the archives of articles on SEO shows you just how in-depth those basic strategies can be, but it doesn’t provide you with any new information or any advanced techniques that you can put to use in your own SEO campaign.

Fortunately, there are plenty of more advanced tips and tricks you can use to gain traction in your SEO strategy:

1. Site Speed Optimization

You may already be aware that the speed of your site plays a role in how you rank. Specifically, the faster your site loads and the quicker your users can engage with your material, the better you’re going to fare in search visibility. But you may not be aware of all the micro-tactics you can employ to effectively maximize your site’s speed.

First, improve your browser caching — make sure your caching plugin (or function) is enabled, but keep it free from complicated settings. Compress as much information on your site as possible, clear out any old pages or drafts stored in your back end, and reduce the size of all your images by loading smaller versions and stripping them of meta data before uploading. You should also find a reliable hosting provider, minimize your redirects, and simplify your code as much as possible, giving users as much functionality as possible without bogging down the processes necessary to make it happen. As with anything else in SEO, you’ll probably have to make tweaks over time.

2. Advanced Link-Building Techniques

Simple link-building tactics include posting in industry forums or submitting guest posts to similar sites. It’s time to take those strategies to the next level. First, start wooing government and educational sites in your area - .gov and .edu links are hard to get, but they’re some of the juiciest links you can find. Sponsor a community college or provide data to a local branch of government — build real relationships with your local .gov and .edu site holders, and build links from there.

Next, start producing high-quality images. Infographics are, of course, effective for this, but any high-quality photography will do. Make them publicly available, so long as people link back to your domain, and as other bloggers and authors use them, they’ll link to your website to give image credit. You can also take more efforts to circulate your great content by posting them on social bookmarking sites and getting involved in more social channels.

3. Establishing a Multi-Platform Presence

By now, you undoubtedly have a Facebook, Twitter, and LinkedIn, but the social world is far more complex today than it was even two years ago. Get involved on as many channels and platforms as possible. Start by making a mobile app — Google is indexing apps now, and they’ll likely play a larger role in ranking in the future. Then claim your company’s profile on any social platforms you’ve as of yet neglected, such as Snapchat, Yik Yak, or Meerkat. Wider visibility is always better.

Finally, get yourself noticed on all the third-party apps you can. List your business on local directories like Yelp, but go a step further to get mentioned in other applications. Strike a deal with Uber or Lyft. Find niche apps related to your industry, and offer something of value to them in exchange for a mention.

4. Ensuring the Accessibility of Your Site

Take the time to occasionally gauge the accessibility of your site using Google Webmaster Tools. First, check to ensure your site is up and functioning properly, then head to the "Crawl Errors" section and scout for any page-level discrepancies that might have sprouted since the last time you checked. If there are any 404 errors listed here, set up a 301 redirect to a new, appropriate page to instantly fix the problem.

You’ll also want to pull a manually updated sitemap from your website and compare it against all the pages that Google lists as currently indexed. If there are any discrepancies here, you might have a major indexing problem.

5. Subverting the Knowledge Graph

The Knowledge Graph is one of the most formidable obstacles search marketers will face in the next few years. Because it offers searchers immediate information, it prevents at least some portion of potential visitors from traveling to your site. Right now, the Knowledge Graph’s domain is relatively limited, but it’s going to expand dramatically in the next few years.

To prepare for this, shift your content strategy. Stay away from any topics that provide immediate, direct information about a general topic. Instead, focus on in-depth how-to articles or very niche questions that Google wouldn’t be able to easily store in a database. Keep your topics as specific as possible, and start answering more complicated questions.

These are only a handful of the advanced practices that inbound experts use to hone their approach to SEO. With an in-depth knowledge of the functions in Webmaster Tools and a ground-level understanding of website code, you can delve even deeper into the bits and pieces that ultimately make your website successful in ranking higher.

I’ll leave you with one more piece of advice, useful for new SEO strategists but indispensable for more experienced experts: read the news. It’s advice you’ve undoubtedly heard before, but it’s all too easy to let the habit slip. In as little as a few days, you could fall behind the times and your strategy could lag behind the competition. Staying up-to-date on the latest technologies, latest Google updates, and latest rounds of speculation could very well give you the competitive edge you need to stay ahead.

SEO solution

https://www.youtube.com/watch?v=T9xSWDsTYC8

Mobilegeddon Is Beginning, Not Ending

Google’s mobile friendly update came and went with a bit of a whimper, rolling out on April 21, 2015, to much fanfare and not much substance.

Part of this is because webmasters were so concerned about the impact of “mobilegeddon” that they finally did what they should have done in 2009 when Google announced blended mobile ranking. Google tells us that there was a 4.7% increase in mobile friendly sites in March and April as a result of this mobile friendly update, so a lot of people were scared enough of potential traffic loss to make their sites mobile friendly.

But then 4/21 came around, and the update was a lot tamer than its apocalyptic nickname implied. Those who monitor changes in rankings en masse didn’t see anything that would justify the Google quote about this update being more significant than Panda or Penguin. While it may have affected a lot of queries, it didn’t (as far as we know) level businesses the way that its predecessors did, and wasn’t “significant” in that sense.

Before we give a collective shrug to the idea of mobile friendly content, however, we should remember three things:

1. Businesses Lost Search Traffic As A Result Of Not Being Mobile Friendly

A new (to the U.S., at least) development resulting from the mobile friendly update is that, for certain queries, listings rank higher in smartphone search than they do in desktop search simply because the site that previously ranked higher is not mobile friendly.

If you still haven’t seen any examples of this, definitely check out Glenn Gabe’s growing list.

You can also see it pretty clearly using SEMRush. If I put in a site that I know is mobile-unfriendly — like our friend (and SEL Editor In Chief) Matt McGee’s U2 fan site, which he said on Mobilegeddon eve would be leveled by the mobile friendly update — we can see that it appears to have taken a little hit.

Not “leveled,” fortunately; but since it’s only 6% mobile-friendly according to SEMRush, we see smartphone rankings decreasing at a faster rate through the mobile update than desktop rankings.

The desktop rankings appear to remain constant, with the site losing only five “top three” search results since April 14.

On the other hand, the mobile rankings clearly trend downward, losing 43 “top three” search results since that time.

This is likely not accidental, but a result of Google’s mobile friendly update. Hopefully, Matt will update us in the future on how this affected traffic, but early results from SearchMetrics further demonstrate that there were clear winners and losers in this update.

The sky never fell, Chicken Little — but for some, it clearly rained.

2. Mobile Rankings Have Never Been More Different From Desktop Rankings Than They Are Right Now

Consider this: Back in 2011, one of the most popular and well-known SEOs in the world, Rand Fishkin, was not optimistic about the future of mobile SEO, predicting instead that mobile search rankings and desktop search rankings would converge, eliminating the need for a mobile website.

In fact, it has actually played out in the exact opposite way, with search results and queries diverging — not converging — over time. Even with smartphones having the ability to access content that computers can, search engines have optimized the search results for desktops and smartphones, and what we’re left with is smartphone search results that aren’t the same as what you’d see on a desktop or laptop.

This started well before the mobile friendly update. I’ve listed differences between mobile and desktop search results on Search Engine Land over the years, and in 2013, Google announced that they would start ranking pages with mobile site configuration errors lower in smartphone search results.

In June 2014, Bright Edge reported that mobile search results were 62% different than desktop results. SEO Clarity reported that this number was 67% prior to April 21 and climbed to as high as 73.1% following the mobile update. It has since stabilized a bit, with the last reported number at 69%, but it’s clear the mobile friendly update has only increased the already big difference between smartphone and desktop rankings.

3. It Will Only Get Worse For Those Not Optimized For Multiple Screens

And the genie is not going back in the bottle. If you’re hoping that Google will abandon their mobile-friendly algorithm, never say never, but it’s unlikely to happen anytime soon. In fact, I respectfully disagree with my friend (and SEL editor) Barry Schwartz, who recently said that he thinks we’re seeing the worst of the mobile friendly update. Mobilegeddon, I think, is really just beginning.

Google has more of an incentive to continue to update search results for mobile searchers, as they recently announced that there are officially more smartphone than desktop searches in the U.S. As long as searchers continue to use their smartphones to search, and they are in growing numbers, Google will prioritize those searchers and attempt to give them the best experience.

This means that Google will continue to tweak their mobile-friendly algorithm over time, adding factors as they see it helps the mobile searcher.

Google’s Gary Ilyes confirmed to me just yesterday that we haven’t seen the last of the mobile friendly algorithm. When I asked him if mobile page speed would be the next factor in their mobile friendly algorithm, he said:

SEO solution

https://www.youtube.com/watch?v=T9xSWDsTYC8