Google’s latest algorithm change came as no surprise, especially after many site owners had received warning messages in Google Webmaster Tools stating that “unnatural links had been detected” to their site. These warnings, which appeared in March, were as a result of Google’s team identifying sites that have been taking part in link building schemes in a bid to manipulate PageRank.

Recognised industry experts were quick to point out that these warnings were part of the Google over-optimisation penalty. And they were right. But the question on everyone’s mind now is what does this update entail and how does this affect SEO as we know it?

What is Google Penguin?

Essentially, Google Penguin is an over-optimising penalty that focuses on trying to stop low quality websites from appearing towards the top of search engine rankings. Google considers these sites as SPAM as they do not always offer the user with the information they’re after. At the same time, many higher quality sites have struggled to compete with poorer quality sites that successfully manipulate search results using unethical SEO tactics.

As a result, Google has now devalued the links within the network as well as the offending sites. Given that the guidelines clearly state that manipulating search results is forbidden, Penguin is a change that Google should’ve made a long time ago.

Sites penalised by Google Penguin have numerous similarities. These include:

1. A large quantity of low quality links coming in, such as link networks on the same IP address, reciprocal links, comment SPAM, sidebar links, SEO directories or forum signatures

2. Over-optimised keyword anchor text being used, i.e. a high percentage of exact keywords in inbound link anchor text in proportion to phrase and brand

3. Low quality on-site and off-site content, including a large number of pages targeting similar keywords (essentially, content duplication)

These all seem to be prominent features for sites that have suffered a dip in rankings since Google Penguin arrived.

Some site owners may think this is harsh; especially sites with exact domain match (i.e. those containing keywords within the URL). However, this type of site still needs a natural link profile with varied anchor text that incorporates longer tailed keywords and focuses on brand or URL amongst a spread of differing keywords. Otherwise, Google Penguin will flag up such sites as SPAM.

The implication on SEO

Google’s Matt Cutts states that the update will only affect 3% of the Search Engine Result Pages (SERPs), but this change has massive implications for all site owners and businesses which heavily rely on high rankings in Google.

For those clients engaging in Google best practices and offering high quality content, this update should be seen as good news. However, as some cynics believe the update is named as a result of Penguin’s inherent nature to a dive or drop into the ocean, some site owners are likely to see their punishment as unfair.

Site owners and SEO specialists should be focusing on:

1. Removing any poor quality links

2. Building more brand related anchor text and less focus on over-optimising keyword density with high quality link building which is natural and offers users reasons to visit a site

3. Producing high quality on- and off-site material which is written for the user not the search engine

4. Creating a website with the user in mind. In other words, a site which is not over-optimised with keywords in the title, but which strives for enticing phrases to improve click-through rate and reduce bounce rate

There is much debate over reconsideration requests, but these have rarely been successful with regards to algorithm updates and Penguin is unlikely to be an exception to this. However, there is feedback form that can be found here.

From the user’s perspective, any improvement to the quality of search is for the better. While, in theory, the sites that follow best practice SEO should be the ones that get rewarded.

With this in mind, the SEO industry is likely to become more competitive as firms react to these updates and focus on cleansing their sites. Good news for copywriters and those who respond with a compelling long term online marketing and content strategy, not so good for those who don’t.

David Standaloft, SEO executive, Rippleffect

We’re seeking an enthusiastic, passionate and hard-working designer who shares our pride in producing great work that exceeds client and user expectations.

What we’re after…

Applicants need to be able to effectively translate ideas into designs, ensuring a consistently high level of design quality. Your focus will be on designing websites, applications and communications that are visually effective and easy to access.

Demonstrating a good level of skill, understanding and knowledge of the industry standard range of design and digital applications is a must. Plus, you’ll be expected to lend support where needed to the wider design and marketing teams.

Core requirements

- 1-2+ years experience working in an integrated or pure digital agency an advantage.
- Excellent software skills in the industry including main applications (Photoshop/Illustrator)
- Understanding of XHTML/CSS and accessibility
- BA Hons degree or equivalent in Web Design, Art & Design or similar
- A good eye for detail
- Good communication skills
- Well-organised and able to work on multiple projects and deliver to deadlines

If you have a flair for design and think you have what it takes to be a part of our friendly team of digital specialists, email your CV and a covering letter to jobs@rippleffect.com.

Strictly no agencies.

All attention will be on The 2012 Newspaper Awards later this week after a website created and managed by Rippleffect for TheBusinessDesk.com landed a coveted nomination.

The digital publisher is set to compete with high profile national and international titles including The Sunday Times, The Guardian and The Huffington Post for Digital News Service of the Year when the awards are announced at the London Hilton on Wednesday (25 April).

The relationship between TheBusinessDesk.com and Rippleffect began more than seven years ago. Working closely with managing director David Parkin and his ambitious team, we’ve provided ongoing digital support and innovation throughout its growth; starting with its launch in Yorkshire in 2007 and onto its subsequent expansion into the North West and West Midlands.

Today, the three websites receive more than 250,000 monthly visits and around seven million annual page reads; while, in any given month, over 1,250 pages of unique business content are created and 1.6 million regionally-tailored emails are sent to registered users.

Commenting on the nomination, David said: “We’re delighted to have received national recognition for the quality of our sites, our email service and journalism. Just being shortlisted in such established company already feels like we’ve won, and the hard work of our 15-strong team and that of our digital partner Rippleffect has paid off with recognition on a national stage.”

Alec Woolford, who leads the Rippleffect team that works on TheBusinessDesk.com sites, added: “Our relationship with the team goes back to 2005 when we first discussed the concept and the growth of the three sites from an idea to a leading media player has been extremely rewarding to be part of.  This nomination is testament to the quality of the design, technology backing up the sites and obviously the award-winning journalists that write the stories every day. We’re hugely proud of the work we have done with TheBusinessDesk.com and of the part we have played in their remarkable success.”

We’ll be keeping our fingers crossed for David and the team come Wednesday night.

Yesterday, the search engine announced a change to exact and phrase match types on its Inside AdWords Blog.

This recent update to this matching process is only a minor tweak, but it’s a potentially damaging and costly change for AdWords advertisers. The change will now see phrase and exact match type “include plurals, misspellings and other close variants”.

As way of a background explanation, search terms can match a keyword that has been bid upon in three standard ways Broad, Phrase and Exact. (For simplicity, we’ll ignore modified broad, session broad and negative matching.)

• Broad is the more promiscuous keyword match type. Dependent on quality scores, a broad match can trigger an ad impression for any search term semantically or thematically related to the keyword.

• Phrase is a little pickier about how it is matches to search queries. The keyword must be contained in the query and can be preceded or followed by additional content.

• Exact is the most virtuous of match type, only matches to the exact search query. This is the most frugal of match types and is often the highest converting.

The latest change is minor, and Google already offers results for misspelt search queries. So what’s the harm?

Increasing spend

It’s difficult not to get cynical about changes like this one. The AdWords programme accounts for somewhere in the region of 95% of Google’s revenue. Protecting and growing this revenue stream is therefore a big influence on much of its development programmes and products.

From our experience, too many of Google’s ‘helpful’ updates conveniently help the uninitiated to spend more money, as anyone that has received impressions on a ‘session broad’ keyword will know – although that’s a rant for another day.

Exact match is a precise tool and one of the more favoured in my toolbox. After finding a keyword that converts efficiently and reliably, testing ad copy and maybe even isolating in an adgroup, the last thing you’d want would be for this keyword to start triggering impressions on close variants. That’s why we’ve done hours of keyword research!

The examples Google offers cover products like shoes, which is an obvious choice for plural matching. But for products that don’t come in pairs, matching to a plural search query just isn’t the same. Would the commercial intent be the same for the query “frying pan” and “frying pans”, what about “fleece jacket” and the plurals? Would the landing page be the same?

Other terms we see as being at risk are single word keywords – especially acronyms, brands and other terms like “ups” vs “usp” or “ibm” vs “bmi”. Surely Google will know the difference…

The impact on PPC

There are options to opt out of this new setting, and I’m sure PPC managers across the land with have a test plan set out to determine if this is an improvement. However, the users that are potentially at the most risk of being affected are those managing their own account; those who don’t commit hours to keyword iterations, landing page testing and day parting rules.

There is no doubting paid search is in the top five media options in terms of ROI, but it often gets a reputation for eating up budgets and creating busy fools of those not having the time or knowledge to get to grips with the channel. Changes like this one will only add to those users suffering those woes and not understanding how to get the best out of an account.

I believe the changes to phrase match do have benefits but why not leave exact match alone so it does exactly what it says on the tin?

Gavin Burgham, PPC manager, Rippleffect

If you take pride in producing great work, thrive on teamwork and are partial to a pastry, we’d love to hear from you.

We currently have an opportunity for a senior .NET developer to join our ever-expanding agency based in the heart of Liverpool.

As a senior .NET developer, you will get the chance to work on a host of exciting projects covering websites, web applications, micro-sites, CMS Solutions and other digital projects all utilising the latest Microsoft .NET technologies. As a multi award-winning digital agency, we require you to be involved first-hand in the development of these projects and much more.

What we are after…

We are seeking a solid .NET developer who possesses a passion for technology, can code flawlessly and is a stickler for detail.

Perhaps you’re an ambitious .NET developer looking for that step up into a more senior role. Or you’re a highly experienced .NET developer looking for a fresh challenge. Either way, your CV should highlight:

• Excellent demonstrable commercial experience with .NET Framework V3.5/ V4.0, ASP. NET and C#

• Proficient with MS SQL server (including administration, optimisiation, design, T-SQL, stored procedures)

• Familiarity with web services, XML and JavaScript

• An understanding of Windows Server set up and IIS

• Exposure to HTML5, AJAX, XSLT, jQuery, JSon

• Any exposure to developing with CMS’s, in particular Umbraco, Sitecore and Tridion

Ultimately you should be an experienced .NET web developer with a passion for your work and the digital industry, and have plenty of drive when working within a team of likeminded people. You must also be able to show strong analytical and numerical skills as well as prior commercial experience gained in a similar environment.

Apply today

Joining an expanding agency, populated by industry talent, this is an excellent opportunity to make a real difference within an ambitious and motivated organisation. To apply for this exciting role, email your CV and a covering letter to jobs@rippleffect.com.

Strictly no agencies.

In every digital agency the goal of the project manager is to bring projects in on time, within budget and to a gold standard.

An important consideration is just how the three columns of success (cost, time, and quality) are achieved, especially when customers are often paying for digital development/consultation over a number of months.

Project management options

While iterative methods of development can be used, in reality a combination of PRINCE 2 and Agile gives the flexibility to run almost any project from a CRM to an enterprise scale development using the Tridion platform.

It’s also important to note that PRINCE 2 should be run from the client side, with the digital agency acting as the supplier on the project board alongside the ‘business’ and ‘user’ element of the customer.

Documentation for delivery

Traditional project management training allows management by exception, which keeps corporate distractions and involvement to a minimum. Documents which are essential in any project include the risk log, lessons learned and the plan; all of which come as standard with a PRINCE 2 derived approach.

The future of digital project management

However, PRINCE 2 is not a substitute for good project management; it’s merely a tool a good project manager can use. Communication is the key to managing client/internal expectations and monitoring the all important KPI’s for ROI.

With communication at the forefront of a successful delivery, it is essential everyone on a project speaks the same language; this is why traditional project management solutions are likely to merely adapt to changes in technology, rather than become obsolete in digital agencies.

Ben Maffin, head project manager, Rippleffect

The website confirmed the shortlist for its fifth annual media and marketing awards following a judging process that saw nine well-known industry figures cast their eyes over entries from more than 200 companies. The awards span 18 categories covering all areas of the media and marketing sector, including advertising, digital, PR, media sales, production, events, publishing and broadcasting.

Rippleffect was victorious at last year’s How-Do Awards, collecting the coveted digital accolade ahead of some tough competition. In the year since, the digital agency has enjoyed further growth to all areas of the business and started exciting new relationships with a host of great clients.

With other awards initiatives launching soon, we’ve got our fingers crossed that this will be the first of many nominations we’ll be announcing in 2012.

The ceremony takes place on Thursday 26 April at the Lancashire County Cricket Club.

Yet, many of those that have done so are already dropping these online shops and reverting back to more traditional methods of driving traffic to their e-commerce platform or increasing footfall to physical retail outlets.

Gap, J.C Penney and Gamestop are three big names that were leaders in the introduction of F-commerce platforms and yet since the start of 2012 all three have taken the decision to remove their Facebook stores. So why haven’t these F-commerce ventures become the ‘next step’ in online shopping that many people believed they would be?

Customer confidence

One possible suggestion is that customers are still too hesitant when it comes to F-commerce. Handing credit card details over Facebook is still considered a step further than paying through a website, despite Facebook’s assurance that it is a secure platform. This could change with time but it seems, for many brands, that attitudes aren’t changing quickly enough to justify the investment of integrating their e-commerce platform into Facebook.

Social integration also implies that a transaction will be a much easier process for customers who are already engaging with a brand via Facebook. Yet social integration is not improving the user journey.

In the majority of cases, it actually takes more clicks to make a purchase through Facebook than it would to open a new window and visit the brand website. With ASOS, it takes four more clicks to buy the same product on Facebook than on ASOS.com. So rather than making the shopping process easier for those on Facebook it actually creates a greater distance between the purchaser and the item.

It’s hard to believe that a company would consider any other type of e-commerce development if it had the potential to extend, rather than streamline, the purchase journey.

Selective F-commerce

When planning a social media campaign brands recognise that ‘social’ content is very different from web content. The level of detail, the time of posting, the length of posts, tone, the language used and so on are all completely different depending on which audience they are talking to, even amongst the different social media platforms.

However, when it comes to F-commerce, brands have so far tended to replicate their entire online shop within the social platform. Social shopping should be just that, a more social way of shopping; being able to like and share products with your friends as you shop.

Brands must acknowledge that not all of their products are suitable for this, and that replicating their entire product base is pointless. Instead brands must see F-commerce as part of their engagement strategy; as, within social media, e-commerce is not a simple direct sales channel.

There are some great examples of brands doing this well and seeing better results, in terms of engagement, publicity and sales. Take the example of Heinz and its launch of tomato sauce with a hint of balsamic, which was sold exclusively through Facebook. It generated a huge buzz because Facebook users were keen to post news that they were the first to try not only the new product but also the new initiative.

The product had ‘share factor’. It’s clear that if Heinz had released its entire range it would not have had anywhere near this level of impact. Users won’t use Facebook to let their friends know they’re buying their weekly baked beans!

The future of F-commerce

Selling through Facebook is not as simple as just adding a shop tab to your branded Facebook page. The majority of people who ‘like’ your page only visit your brand fan page once and then only see your content in their news feed, meaning that the opportunities to stumble across your shop are few and far between.

The only method of promotion you have for your shop is within your updates so it’s vital to support any F-commerce venture with an engagement and promotion strategy. Interesting initiatives designed for a social media audience will see a stronger return than creating a shop tab that’s ‘part of the furniture’ and hoping your fans stumble upon it.

Brands need to consider how they interpret F-commerce. It’s clear that replicating your e-commerce platform on Facebook isn’t a fast track route to increasing sales. On paper, F-commerce would seem like the next step for monetising social media. But if they are to see a return on their investment, brands need to think about what’s appropriate for their audience and how they can give their customers a genuine social shopping experience.

Nicola Peate, social media manager, Rippleffect

Perhaps not. Rippleffect’s Paul Goonoo took on the debate when he was invited to share some wise words on the proposed policy for marketing and media publication The Drum.

In a guest column – Google Privacy – a change for the better? – Paul looks at some of the reasons that have led to criticism from some quarters of the digital industry and media. However, he highlights some of the new opportunities that could be created by its arrival.

Paul is head of SEM at Rippleffect.

This means that the layout of brand pages will change dramatically, with tabs effectively becoming redundant. Brands need to be prepared that the design of their page will be much more important due to the high priority given to images with the introduction of a ‘cover photo’ – a large image that is ultimately a marketing space. There have been some clever uses of this on individuals’ pages, as they use the positioning of the cover photo and profile picture creatively. An equally creative approach will open up a host of opportunities for brands.

From today brands can preview what their page will look with the new design. Use this time wisely. There are lots of options for how you lay out your content, what you highlight as important and what you delete. Not all the content you have uploaded will fit naturally with the new layout and now that everything you have ever uploaded can be easily scanned through  it is important to remove content that no longer fits with your brand.

For brands that have a strong heritage  the timeline feature will fit well as you can backdate interesting events and dates from your history – long before Facebook was even an idea! Ford Motor Company, one of Facebook’s launch partners for this roll out, are a good example of a company using this well. But if your brand is relatively new, or heritage is not an important focus, this feature is not useful.

Facebook have introduced  timelines to get more people viewing content in the context of the brand page, but whether this will be successful or not we will have to wait and see. As it stands, none of the additional features of the timeline are enough to draw people away from their news feeds but it will be very interesting to see what developments Facebook introduces in the coming months to differentiate brand timelines from individuals.