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AG News:
Friday - 6/11/2010
Google Caffeine Debuts - What is your Rank?
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"This is the future of being found" was written here on August 19, 2009 in an article introducing a new approach being introduced by Google to indexing web sites. "Caffeine" is the company's code name for this improved search operating system, and it was pushed to full use this week.
Suggestion: Spend time looking at your Google search rankings today. It will help you understand where you fit into the radio industry future.
Radio has yet to take search engine optimization seriously. Most radio stations, and nearly all radio industry groups, can't break the top 50 returns in radio-related keywords. This is not an item to take lightly.
As an example, Audio Graphics has web sites that receive the following percentages of visitors through Google: 31.9%, 67.5%, and 34.1%. This is free traffic coming off Google's organic listings of each web site.
For RadioRow.com, Google is expected to be sending more visitors now that it's switched to Caffeine. I know this because of the keyword tracking, and the immediate improvement in RadioRow's position in a number of its primary keywords.
Click on the "post-Caffeine" number to be taken to the search results page.
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Keyword |
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RR Rank at Google
pre-Caffeine |
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RR Rank at Google
post-Caffeine |
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internet radio stations |
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15 |
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6 |
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radio stations |
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35 |
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19 |
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blues radio stations |
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7 |
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4 |
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country radio stations |
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10 |
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7 |
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rock radio stations |
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39 |
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11, 12 |
RadioRow sits in the # 1 or #2 slot for the following keywords.
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Keyword |
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RR Rank at Google
pre-Caffeine |
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RR Rank at Google
post-Caffeine |
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classic hits radio stations |
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1 |
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1 |
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contemporary radio stations |
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1 |
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1 |
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dance radio stations |
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1 |
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1 |
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hard rock radio stations |
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1 |
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1, 2 |
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hip hop radio stations |
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2 |
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2 |
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jazz radio stations |
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1 |
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1, 2 |
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rap radio stations |
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1, 2 |
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1, 2 |
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soul radio stations |
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1 |
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1, 2 |
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talk radio stations |
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2 |
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1 |
Put audio ad avails aside for the moment. Consider an extremely generalized assessment: a radio station (with an average 10,000 AQH) relying on over-the-air mentions to push listeners to its web site will deliver about 60,000 monthly visitors. This figure is based on a 0.2% response per mention with 4 mentions per hour. It does not consider a fluctuating AQH in dayparts. Make the adjustments that you deem appropriate.
Increasing a radio station's visitor count is crucial to opening third-party revenue streams - i.e., Valueclick, Google Adsense, Astral Media, etc. (not desirable routes, though, because they collect low CPMs). If you want to maximize a web site costing a few thousand dollars to create, you must accept that a low CPM has become the online industry standard for web sites delivering a general audience. Using, and delivering a maximized number of impressions to these ad-serving companies is, therefore, also a must.
So, where does your radio industry web site sit now that Google's made the transition to Caffeine?
Find out if you don't know, because this is the future of "being found."
As Smartphone use increases, the number of visitors searching for online radio is only going to grow. And not everyone will be looking for Pandora.
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