SOS Blog

SOS SEO Tips: Searcher Intent and Relevant Key Phrases vs Key Word Searches.

SEOMost people understand about keywords when it comes to meeting the basic requirements of search engine optimization.  If you are selling ice cream, then you’re going to have the words “ice cream”  in your meta tags. But search engines look for more than just single keywords these days.

Why?

Because their algorithms are much more complex than when search engines started and that’s because the way people search for what they want is more complex, too.   It has to do with the Searcher’s intent.

Searcher Intent

Breaking it down, there are 3 basic ways that people search:

  • Navigation: The searcher is going for a specific site he or she knows they want to visit.  The means?  The site’s search box or the browser Address bar.  Doe s it make a difference which they use as to site rankings?  Definitely.  Its your site search box competing against the address bar of the browser .  Which does the site user trust to find them what they want?
  • Information: The searcher wants to know how to do something, or where to find some ice cream in the city.  They are searching about some idea or more information about a category of products.  A good example is “Where is the best ice cream in my city?”
  • Transactions: This is very straightforward.  The searcher wants to sign up for something, like email.  Or purchase a product from an online store. Or perhaps download a coupon file.

Key Phrases: Relevance and Authority

Since its much more costly to compete with the big search engines on navigation searches, its best for smaller businesses and organizations to focus on information and transaction searches.  How do you do that?

Let’s say your site sells ice cream ( I like to stick with what I know, er, like a lot).  You may side specialize in selling dietetic ice cream so you might want to rank your site for “diet foods”.  Diet foods is a big market and getting even a small percentage of those  searches would mean a chance of converting at least some to sales, right?  But here’s where the relevance factor comes in because that is how you will be ranked by the search engines.  The question to ask yourself is this: Is my eCommerce ice cream site really relevant for “diet foods”?   No, its relevant for ice cream – that’s how the search engine will look at it.  So,  unless you plan on building up a lot of content and promoting your site as an authority on ice cream as a diet food, there’s a better and less costlier way.  Using a relevant key phrase like “best tasting diet ice cream”  will gain you more searches in your niche, especially adding the city.

It’s a good idea though to work on a plan to promote your business as the authority in its niche and do so in a relevant way.  You do this by listening to your customers: what they do like and what they don’t.   In the “old days” it was more about link-building.  Now its all about the content on your site.  So make your content relevant to your customers and be determined to be the authority in your niche.

Now, I wonder if my favorite ice cream site will show me how to build the best tasting diet banana split?  I think I’ll do a search…

bananasplit

Image Source: Handel’s Homemade Ice Cream

Want to know more about how Switched-On-Sites can help you with your SEO?

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Will Linkedin Finally Challenge University ePortfolios For Students?

LIsml

I’ve decided to focus on a little Back-To-School social media with this post of the SOS blog.   So this is for all you parents and students out there.

As of September 12, Linkedin has just updated their TOS (Terms of Service) with what appears to be  an interesting challenge to the lifetime aspect of the university ePortfolio site.  Their new User Agreement now states the following:

We are updating our User Agreement to make LinkedIn available to students 13 years and older, depending on country. Smart, ambitious students are already thinking about their futures when they step foot into high school – where they want to go to college, what they want to study, where they want to live and work. We want to encourage these students to leverage the insights and connections of the millions of successful professionals on LinkedIn, so they can make the most informed decisions and start their careers off right. (Eric Heath, LinkedIn Blog)

They are calling this new feature University Pages.  And promising:

… we are providing a new way for schools, students, and alumni to connect, communicate, and explore unique insights about the full range of career possibilities – wherever your educational starting point may be.

Basically, students can check schools out on Linkedin using University Pages and start their networking with University representatives and future classmates before they even meet them face to face.  Below is a sample page:

NYU-University-Page

So while University Pages is not ePortfolio replacement,  it is a big inducement for students to further focus on developing their Linkedin accounts in connection with the networking advantage of University Pages.  What seems to be the unique challenge now to universities espousing ePortfolios is  that Linkedin  has beat them to the punch on a unified global system for pre-university students that actually has the capability to do what ePortfolios have been promising: to allow a student a way to collect and house a student’s artifacts that will  follow them throughout their scholastic career and into the job market for a lifetime.  Its likely that Linkedin won’t stop with the current interface features that highlight work artifacts  and could easily expand its capabilities to support students.

Linkedin has also implemented some extra security and privacy features to protect user that are under the age of 18:

  • Minors will have different default settings to protect certain sections from public view
  • Minors will have select service for trouble tickets
  • Minors will have easy access to LinkedIN’s Safety Center and Family Center support

If you are a student or a parent with a student in school, University Pages are  definitely worth a looksee as Linkedin is here to stay for awhile.  As of June 2013,  Linkedin reports more than 225 million acquired users according to Wikipedia.

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MelanieWill Linkedin Finally Challenge University ePortfolios For Students?
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SECURITY ALERT: RansomWare Disguised As False DHS Warning

USCERT_banner

This is a special notice from CERT that we have just been made aware of: Ransomware is back but under the guise of a false warning from the Department of Homeland Security.   For a review of what Ransomware is and how it works, you might want to read our past post on this malware.

So how does this new Ransomware work?

Users who are being targeted by the ransomware receive a message claiming that use of their computer has been suspended and that the user must pay a fine to unblock it. One iteration of this malware also takes a webcam (if available) photo or video of a recipient and posts it in a pop-up to add to the appearance of legitimacy. The ransomware falsely claims to be from the U.S. Department of Homeland Security and the National Cyber Security Division. – CERT

Reports of this particular nastiness are said to be occurring in the wild which means that this is  a malware that has been reported by at least two verifiable occurrences along with a sample submitted by Wildlist reporters (those with expertise in the field).

Advice:

  • Don’t pay the ransom
  • Notify the FBI – Internet Crime Complaint Center
  • If infected by this Ransomware,
    • Contact a skilled professional OR
    • Reformat your Hard Drive and then  perform a clean reinstall of your OS.
  • Change ALL passwords after safely removing the malware from your system to STRONG PASSWORDS.  If its easy for you to remember, its easy for it to be hacked – socially or using hacking software.

Prevention Tips:

  • Don’t click on unsolicited links in email messages.
  • Make sure your email program SCANS ALL INCOMING EMAIL MESSAGES AND ATTACHMENTS
  • Reduce reliance on Email Attachments.  Instead use Google Drive inside a protected intranet and maintain strong password usage.
  • Maintain updated antivirus and malware software.  Scan frequently.
  • Don’t pass along email chain letters. Delete them
  • Log out of all instances online.
  • Review this CERT document on recognizing Email Scams
  • Review this CERT document on Avoiding Social Engineering and Phishing Attacks.  We’ve covered this information in past posts but its always good to go over it again.

You really don’t want this on your computer.  So be safe and obey the rules of the road on this one.

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MelanieSECURITY ALERT: RansomWare Disguised As False DHS Warning
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SOS SEO Tips: Let Your Images Support The Search

SEODid you know there is way you can help your web site SEO with your images?

One of the places people forget that they can mention a keyword is by naming their images with that keyword.  By doing so, you help your keyword ranking along with your title and meta tags.

So the next time you are tempted to upload an image and use the default name, or even worse, leaving it as a default number identifier (some cameras do this to photos), think about renaming that image to something that will help your web site ranking.

Oh, and don’t forget to use that keyword again, in your alt tag on the image!

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MelanieSOS SEO Tips: Let Your Images Support The Search
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Safety At the Wi

WifiSOSNo, this isn’t about pool safety at the YMCA, this is about making sure you have a secure connection on an insecure connection, namely every time you connect to the Internet at a public wi-fi spot.

Wifi is a public network and any data transfer passing through can be intercepted, monitored or recorded by any number of interested parties with the right software and know how.  That means if you try to access your bank online or make a purchase or login to a web application while on a public wifi network your banking details, credit card numbers, passwords, and other sensitive data can be stolen.   So what can you do to protect yourself?

By now you may have heard the term VPN. What is it exactly?  Its an acronym that stands for Virtual Private Network, a secure , encrypted “tunnel”, if you will, through which all your online data can pass safely.  It works for any application that requires an Internet connection: be it a web browser, email client, or an IM client (chat).

Searching Google  will turn up a number of free VPN’s you can use, one  such is proXPN*, but take note, they don’t all provide the same level of protection.  If you want to be sure that you are getting as much protection as you can get, you might want to think about making the monthly investment.

* Switched-On-Sites does not necessarily endorse this service.  

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MelanieSafety At the Wi
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Tragedies and Malicious Actors: Investigate Before You Send Your Credit Card

Actor

Several tragedies of recent have provided opportunities for people to reach out and give to help those affected.  Giving online has become easier because of technology and  its also becoming the means of choice.  Unfortunately, this also affords those who have a bad purpose to take advantage of tragic circumstances with scams.  According to a recent release from National Cyber Awareness System, there are already some who are trying to take advantage of the Boston Marathon tragedy and those who are willing to contribute.   How can they do this?  By registering fake domain names and fake social media accounts.  The US-CERT had this to say:

For example, Twitter account
@_BostonMarathon was created shortly after the explosions took place.
The account stated it would donate $1 for each retweet, and was crafted
to closely resemble the legitimate Boston Marathon Twitter account
(@BostonMarathon). This account has since been suspended by Twitter;
however, the likelihood that similar social media accounts will surface
remains high.

US-CERT recommends that you look to official charities if you wish to donate money to support those affected by tragedies, especially those that have recently happened, such as the Boston Marathon bombing,  the West, Texas Fertilizer plant explosion and the Beaumont, Texas Oil Refinery fire.

Use caution when clicking links or interacting with social media accounts that claim to be representing a charity for a recent tragedy or need.   Do your homework.  Check out legitimate news agencies for verification or trusted  local organizations and churches.

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MelanieTragedies and Malicious Actors: Investigate Before You Send Your Credit Card
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Google + for Business + Your Business

GooglePlus

Recently I had a client ask how Google+ works.  Its true.  More people are looking at the advantages of Google+ in addition to Facebook.  And the great thing about setting up  a Google+ business page  is that it is very similar to the way you set up a Facebook page but the audience you get is as loyal to Google+ as Facebook fans are to Facebook.  So as a business owner, you’ll want to take advantage of that.

Getting started is a bit different with Google+  because everything revolves around Gmail, of course.   So step one…

1) Set up a business gmail account

Yes, you may already have a personal gmail account, but I would encourage you to start new with an email focused on your business brand.  This makes it easier to keep things tidy from your personal Google+ profile.  So go to Google Accounts and create your business brand account.  Don’t forget to import your contacts into this new account.  Since Google+ uses “Circles”  rather than friends like on Facebook, when you start to promote your page, you’ll want to have some people  all ready to share with in your Circles.

2) Create your business page

Once your business gmail is created, its time to head to the Google+ Create Google+ Page and follow the page creation wizard.   First, Pick a Category.

CreatePage

Second,  you’ll want to add your information.

AddInfo

3) Brand your business page

The third step in the wizard allows you to customize your profile with your brand picture and tag line.

4) Promote your business page

Now its time to tell your circles.  This is where Google+ allows you to post to the people in your circles about your new page.  The more Google contacts you have the easier this will be to get started on.  The more  you post and the more people see your posts, they’ll have the opportunity to add you to their circles.

That’s all there is to it!  Well, at least to setting up your page.  We’ll talk more about posting to support your business goals and increase your traffic in a future post.

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MelanieGoogle + for Business + Your Business
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Zero Inbox Tip: How To Add An RSS Feeder To Your Browser

mailbox2

An empty mailbox can either mean one of two things: either everyone has forgot you or it can mean a beautiful thing  –  you’ve answered all your correspondence and paid your bills and you can kick back and use your time for other things.

Today we get more email usually than we get snail mail.  And with email, getting your inbox empty can become an overwhelming task.  So today I’m going to offer a helpful tip to get some of that necessary but overwhelming email out of your inbox:  Convert what you can by signing up for RSS feeds instead of email subscriptions.  And then install an RSS feed reader in your browser.

1) First off, take stock of the email you now get.  How many of those are email subscribes?  Do they offer an RSS feed alternative?  If so, convert by signing up for the RSS and cancel your email subs.

2) After you have done that, its time to get an RSS Feed Reader installed or opt for a service.  For today’s purposes, I’m going to take you through the first option and we’re going to install the reader right in your browser.  For today’s tutorial  I’m going to use Chrome for my browser.  Its got a lot of advantages over FireFox and IE as regards speed and its security is good for the most part.  It’s really a bit more than just a browser.  It actually operates like an OS for the web.

So, make sure you have Chrome installed.  Next, we want to take a trip to the Chrome Web Store. Specifically, we’re going to get their RSS Feed Reader and install it.

AddChrome

Click the green button and follow the install instructions (you may have to restart Chrome) and when you bring Chrome back up, you should see the following:

RSSReader

Now you’re set to start adding your RSS feeds.  Click the orange feed reader icon (see pic above) and watch the pop up dialog appear.  Click on the ‘+’ sign in the upper right- hand corner to add your feed.

AddFeed

EnterFeed

The feed URL may vary in the way it is configured but most will look like the above.  Where do you find this feed?  Most websites have the RSS icon somewhere on there site.   Right-click it and copy the URL like below.

RssClick

Now you have added the feed, its time to read! Click on the feed name and the new posts will expand underneath.  Just click on the one you want to read and voila! It takes you right to that page.

ClickRead

Also, for those of you who use Google Reader and are worried now that its going away, there’s a nice little option of importing your Google Reader stuff and pushing it to Feeder.

GoogleRead

There you have it: how to add an RSS feed reader  and RSS feed to your browser and empty some of the clutter from your inbox!  Stay tuned for more tips on how you can get your inbox down to zero in no time.

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MelanieZero Inbox Tip: How To Add An RSS Feeder To Your Browser
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Keeping Your Facebook Account Safe

Facebook

UPDATE 8/10/2014:  What to do if you are infected with Facebook Malware (includes scanner download)

As of March 2013, there are 1.06 billion users and 689 million mobile users on Facebook.  Those users  visit 42 million pages and use 9 million apps.*   That’s a lot of opportunity for hackers to get your private information and hack into your stuff.  My post today is about explaining how they are doing it.  We’re going to cover a lot of ground so play close attention.  Here’s what we’ll cover : Five ways that your Facebook account can be hacked, ‘Silent Listeners’ and a recent phishing attack on Facebook of which you need to be aware.

Five ways your Facebook account can be hacked

The following are just some of the most popular ways among hackers to get into your account.  We’ll briefly consider them and, later, what you can do to protect yourself and others.

  1. Keylogging – this is done through spyware programs and basically can monitor your keystrokes, grabbing whatever information it can including your password as you type.  Affects local and remote pcs.  Very easy for them to do. Until its removed, they can monitor everything that’s being typed.
  2. Phishing – is about obtaining sensitive user information (passwords, credit cards, etc) through some kind of fraud, usually an email or a web page that directs you to click a link or give up some information that lands in the hands of a hacker.   In this instance, a fake facebook page is created and the user is tempted to trust it and enter information through a login prompt.  Once the information is entered it is stored in a text file.  Now the Hacker has your login credentials.  There has been a recent attack of this and Facebook has been warned.  I’ll write more about that  in a little bit.
  3. Mobile phone hacking – This is similar to keylogging (discussed above) in that it uses a spyware program installed on your smart phone to capture your keystrokes.
  4. Session Hijacking – this is one where the most dangerous thing you can do to invite it is be on a non secure connection (Http:  rather than Https:).  Session hacking allows the hacker to steal your browser session cookie information which allows you to authenticate (confirms your login) on a web site, in this instance Facebook.  Session cookies are usually temporary and get deleted when you close the browser. But during their time in use, a hacker can interrupt and steal the information associated with it.
  5. Side-jacking – this is similar in goal to session hijacking but the means are different.  Using a packet sniffer, the Hacker seeks  to intercept unencrypted cookies from a website in this case, Facebook,  and exploit them over a unsecure wifi connection or LAN.  In this instance, both you and the Hacker have to be on the same connection.

‘Silent Listeners’

According to a recent 7 year Facebook study (yes, we’ve been on there that long!),  there are ‘silent listeners’ getting your information on Facebook.  Although users ( on the whole since 2009) have been sharing less information publicly (electing instead to share within circles of friends), they have had others listening in to the conversations, photos, and other shared posts.  Who are these other ‘silent listeners’?  They are the third party apps so popular on Facebook.  Yes, every time you agree to that invite from your friend to remember your birthday, read The Washington Times, play Farmville,  share music from Spotify, check-in with Foursquare or any other third party app, you are sharing your private information with them.  As noted by ThreatPost, a Kaspersky lab news agency, states:

That, along with user information given up by Facebook to entities of its choosing (law enforcement, etc.) and the information from private fields that is ultimately given to advertisers comprise a significant uptick in shared personal information that oftentimes, users are completely unaware they’re sharing. It’s these apps and entities that are ultimately likened to as “silent listeners” in the trio’s paper.

So you might want to think twice about using third party apps in the future or at least limit the ones you use.

Recent phishing attack on Facebook

As of two days ago, a new phishing campaign has been targeting Facebook users and Facebook pages.  It looks and feels like a Facebook page but what it does is ask you for information Facebook is not getting – a Hacker is.

The following is an image of the so-called “Facebook Verification page” which is a bogus page asking users/admins for the page URL/ name and your login credentials. **

Hijacking Facebook pages

Once you fill out the page the Hacker has your information to exploit for selling or his/her own purposes.

Advice:

Facebook Phishing Protection:

  • Don’t click on links in email messages – unless you are absolutely sure of the source.  And even then, its not that hard to go to the web site out side the email to check it out.
  • Don’t put personal information in an email.
  • Do not enter personal information in a pop up page (opens a new window)
  • Send suspect Facebook phish pages and emails to:  https://www.facebook.com/help/217910864998172

Facebook mobile phone Protection: When connecting through a mobile phone, use a VPN (Virtual Private Network).   If you can’t afford a business or paid VPN service, there are free alternatives.  These free services will NOT give you the same level of protection so don’t use them for sensitive data transmission like bank records and such.  VPN’s  also tend to slow down your browsing speed.  Bottom line: invest in a good VPN service.

Facebook Keylogging Protection:  This is a difficult issue because many businesses use them to monitor their employees.  So some anti-keylogger software does not filter all key loggers.  There are free anti-keylogger software and paid.  Best advice: comparison shop and make yourself aware of the pros and cons of each and your situation and need.

UPDATE 3/26/2013

One of our leading Cryptograghers,  Bruce Schneier, just came out with a post addressing social sharing changes to his blog.  Again, it concerns how your and my data is being tracked through social media buttons – often without our knowledge, most definitely without our consent.  As he states the problem…

The problem is that these buttons use images, scripts, and/or iframes hosted on the social media site’s own servers. This is partly for webmasters’ convenience; it makes adoption as easy as copy-and-pasting a few lines of code. But it also gives Facebook, Twitter, Google, and so on a way to track you — even if you don’t click on the button. Remember that: if you see sharing buttons on a webpage, that page is almost certainly being tracked by social media sites or a service like AddThis. Or both. (Schneier)***

His solution to this is to use an alternative sharing system called Social Share Privacy.  It’s a plugin that developers can use  on your site to help provide a layer of privacy between you and the trackers.  Its a 2-click system.  Its not perfect but if you don’t click, you don’t get tracked.  Here’s how it works…

The buttons are first disabled and a user needs to click them to enable them. So in order to e.g. like a site on facebook with these social share buttons a user needs to click two times. But in return for this extra click a user can only be tracked be this third party sites when he decides to enable the buttons. Using the settings menu a user can also permanently enable a social share button. (Social Share Privacy)

Our post deals mainly with security, but part of that includes how much information you want third-party apps to be taking and sharing with Big Data storehouses as well.  I’ll be writing a bit more about that in a future post.

But for now,  give Switched-On-Sites a call and allow me to help make your web site secure and your information private while you do business on the web.

*Figures provided by Digital Marketing Ramblings

** image src: The Hacker News

***Schneier on Security

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MelanieKeeping Your Facebook Account Safe
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SECURITY UPDATE: Adobe Updates for Flash Player – Multiple Vulnerabilities

FlashPlayLogo

Original release date: February 13, 2013 –

 “Adobe has released a security update for Adobe Flash Player to address multiple vulnerabilities. Exploitation of these vulnerabilities may allow an attacker to cause a denial-of-service condition or take control of the affected systems.” (CERT)


As a review, Denial of Service or (DoS) is a brute force attack that can stop a machine or network service making it unavailable to the user.   It does this by overloading the machine or service with too many requests at once.

Advice:

Go to the Adobe Flash Download Center and make sure your system is updated.  Chrome users should see the following message:

Your Google Chrome browser already includes Adobe® Flash® Player built-in. Google Chrome will automatically update when new versions of Flash Player are available.

If you wish to manually trigger Chrome to update, go to the 3 bar icon on your Chrome browser in the upper right hand corner.  Click and pull down the menu. Click on “About Google Chrome”.  It should immediately begin checking for updates.   If you wish to check to make sure the update is installed, type the following in the location bar of your Chrome browser:   chrome://plugins/    and check to see that the version numbers of the Flash player match to the update.

Relevant URL(s):
<https://www.adobe.com/support/security/bulletins/apsb13-05.html>

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MelanieSECURITY UPDATE: Adobe Updates for Flash Player – Multiple Vulnerabilities
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