BrevardSeo Social Media Page http://feed.informer.com/digests/KXOPYUBKCD/feeder BrevardSeo Social Media Page Respective post owners and feed distributors Wed, 12 Jul 2017 01:09:19 +0000 Feed Informer http://feed.informer.com/ SEO + UX = Success https://searchengineland.com/seo-ux-success-286638 Search Engine Land urn:uuid:0fde7986-0d3b-3f4a-4a5f-2215ef7e7e49 Fri, 17 Nov 2017 21:48:53 +0000 <p>These days, SEO best practices include consideration for the user experience (UX). Columnist Sherry Bonelli explains how SEO and UX work together to help both search engines and users.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/seo-ux-success-286638">SEO + UX = Success</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-273113" src="https://searchengineland.com/figz/wp-content/seloads/2017/04/mobile-optimization-ux-design-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/04/mobile-optimization-ux-design-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/04/mobile-optimization-ux-design-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/04/mobile-optimization-ux-design-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>In the good old days, SEO was simple. You stuffed a page full of keywords, and you ranked number one. Oh, if only it were that simple today! Now, Google (and the other search engines) literally take hundreds of factors into account when determining which pages rank high in search engine results pages (SERPs).</p> <p>This new reality means that elements of user experience (UX) have been rolled into SEO best practices. How easy is your site to navigate? Do you have quality content that makes visitors want to stay and engage? Is your site secure, fast and mobile-friendly?</p> <p>Think of the partnership of SEO and UX this way: SEO targets search engines, and UX targets your website’s visitors. Both share a common goal of giving users the best experience.</p> <p>Here are some common website elements that impact both SEO and user experience.</p> <h2>Headings</h2> <p>Just as the headings of a printed work make it easier to find information, the headings of a web page make it easier for both visitors and search engine crawlers to understand and parse your content.</p> <p>Headings (&lt;h1&gt;, &lt;h2&gt;, &lt;h3&gt;, &lt;h4&gt;, &lt;h5&gt; and &lt;h6&gt;) should tell the readers <em>and</em> search engines what the paragraphs/sections are about and show a logical hierarchy of the content. Headings also help users if they get lost on a page.</p> <p>Only use one h1 tag on a page &#8212; that lets search engines and users know the page&#8217;s primary focus. H1s are normally the first piece of content on a page, placed near the top. (Think of h1s as the chapter title of a book.) Adding keywords toward the front of a heading can also help with rankings.</p> <p>Other headers (h2 through h6) should follow h1s to structure and organize the rest of the page appropriately. The other headings can be used several times on a page, as long as it makes sense. You do not need to use all of them, either &#8212; sometimes your content may only need an h1 and some h2s.</p> <h2>Easy navigation and site structure</h2> <p>It may seem crazy that we’re <em>still</em> talking about easy site navigation… but we are. There are way too many sites out there that simply don’t get it. Your site structure is not only important for your users, but it&#8217;s your site&#8217;s roadmap for the search engines, too.</p> <p>Remember that many of your visitors will not enter your site through your home page. This means that your site needs to be easy to navigate &#8212; no matter which page a searcher (or search engine crawler) lands on.</p> <p>Your site’s navigation is not the place for fancy popups, a long list of options, hide-and-seek games or a place of dead ends where the user doesn’t know how to get back to another section of your site or get back to your home page.</p> <p>Take a look at how healthcare giant Anthem’s menu overtakes the screen &#8212; on both desktop <em>and</em> mobile &#8212; when the menu is clicked:</p> <img class="has-border aligncenter wp-image-286645 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/navigation-structure-nightmare-anthem-health-800x448.jpg" alt="Navigation Structure Nightmare" width="800" height="448" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/navigation-structure-nightmare-anthem-health-800x448.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/navigation-structure-nightmare-anthem-health-600x336.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/navigation-structure-nightmare-anthem-health-768x430.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/navigation-structure-nightmare-anthem-health.jpg 1549w" sizes="(max-width: 800px) 100vw, 800px" /> <img class="aligncenter wp-image-286643 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-health-main-navigation-menu-takes-up-screen-800x536.jpg" alt="Navigation Structure Nightmare" width="800" height="536" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-health-main-navigation-menu-takes-up-screen-800x536.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-health-main-navigation-menu-takes-up-screen-597x400.jpg 597w, https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-health-main-navigation-menu-takes-up-screen-768x515.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-health-main-navigation-menu-takes-up-screen.jpg 1371w" sizes="(max-width: 800px) 100vw, 800px" /> <img class="aligncenter wp-image-286642 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-338x600.png" alt="Mobile Navigation Structure Nightmare" width="338" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-338x600.png 338w, https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-225x400.png 225w, https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem-768x1365.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/anthem.png 1242w" sizes="(max-width: 338px) 100vw, 338px" /> <p>With the menu literally filling the entire screen, a user can’t read the content that’s <em>underneath</em> the navigation. This creates a very poor user experience. When people are on mobile devices, chances are they won’t have the patience to deal with menus like this.</p> <p>Additionally, a clean site navigation and structure can also lead to sitelinks appearing in Google search results. Sitelinks can help you take over more real estate on search engine result pages &#8212; which means less room for your competitors (and, hopefully, more clicks for you).</p> <img class="aligncenter size-full wp-image-286646" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/sitelinks.jpg" alt="Google Sitelinks" width="819" height="492" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/sitelinks.jpg 819w, https://searchengineland.com/figz/wp-content/seloads/2017/11/sitelinks-600x360.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/sitelinks-768x461.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/sitelinks-800x481.jpg 800w" sizes="(max-width: 819px) 100vw, 819px" /> <p>Google’s algorithm decides which sites get sitelinks (and which ones don’t). They base this decision largely on a site’s structure:</p> <blockquote><p><em>We only show sitelinks for results when we think they&#8217;ll be useful to the user. If the structure of your site doesn&#8217;t allow our algorithms to find good sitelinks, or we don&#8217;t think that the sitelinks for your site are relevant for the user&#8217;s query, we won&#8217;t show them.</em></p></blockquote> <h2>User signals</h2> <p>I believe that user signals will increasingly become a more prominent factor in search engine rankings. Do you have Posts on Google My Business that visitors are clicking on? Are visitors on mobile devices using the click-to-call feature to dial your business? Are happy customers leaving five-star reviews for you &#8212; and are you responding to those reviews?</p> <p>Although Google has denied that user signals such as time on site or bounce rate are direct ranking factors, <a href="https://searchengineland.com/seo-ranking-factors-2017-whats-important-whats-not-285494">studies have shown</a> that there is a strong correlation between these signals and top rankings. Let’s put it this way: Google sees and knows <em>everything</em>. Every touch point and interaction your visitors have with you (and you have with them) shows Google that users are interested in and engaging with your content.</p> <h2>Site speed</h2> <p>Site speed has <a href="https://searchengineland.com/google-now-counts-site-speed-as-ranking-factor-39708">long been a ranking factor</a> for Google search, and the company has even announced that <a href="https://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874">mobile page speed</a> (rather than desktop) will soon be used to determine this ranking factor. So not only is it important to have a website that loads quickly, but your mobile experience needs to be fast as well.</p> <p>Google’s <a href="https://developers.google.com/speed/pagespeed/insights/">PageSpeed Insights tool</a> allows you to enter your URL to see the issues your site might be having with mobile responsiveness. PageSpeed Insights measures how the page can improve its performance on both <em>time to above-the-fold load</em> and <em>time to full page load</em> and provides concrete suggestions for reducing page load time.</p> <p>Amazingly, even the big sites with presumably large development and IT budgets have speed issues. See the poor results for the Harvard Business Review site:</p> <img class="has-border aligncenter wp-image-286647 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/speed-issues-harvard-business-review-800x408.jpg" alt="Speed Issues" width="800" height="408" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/speed-issues-harvard-business-review-800x408.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/speed-issues-harvard-business-review-600x306.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/speed-issues-harvard-business-review-768x392.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/speed-issues-harvard-business-review-390x200.jpg 390w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Content-heavy and news sites should especially pay attention to site speed issues, since these sites are often viewed on mobile devices for the sake of convenience.</p> <h2>Mobile experience</h2> <p>When you think of “mobile experiences,” speed is definitely one consideration, but so is your mobile website as a whole &#8212; the look, feel, navigation, text, images and so forth.</p> <p>Ever since Google released its <a href="https://searchengineland.com/library/google/google-mobile-friendly-update">mobile-friendly update</a> in 2015, webmasters and SEOs have had to take &#8220;mobile-friendliness&#8221; into account as a ranking factor. And now, with the <a href="https://searchengineland.com/faq-google-mobile-first-index-262751">mobile-first index</a> said to be coming in <a href="https://searchengineland.com/googles-mobile-first-index-likely-not-coming-2018-earliest-277074">2018</a>, your mobile site will be considered your &#8220;main&#8221; website when Google&#8217;s algorithm is calculating rankings &#8212; thus making a good mobile experience all the more crucial.</p> <p>Navigation is one of the most important components of a mobile experience &#8212; users<em> and</em> Google need to be able to find what they’re looking for quickly. Even button sizes and designs can impact user interaction on your mobile website. Every element on your mobile website impacts a user’s experience and directly (or indirectly) affects SEO as well.</p> <p>In searching for an example of a local business’s mobile website, I found the one shown below. For this company’s mobile site, more than half of the above-the-fold real estate is taken up with meaningless information like huge logos and social media buttons. Plus, their menu is teeny-tiny and doesn&#8217;t even say &#8220;Menu&#8221; &#8212; it says &#8220;Go To&#8230;&#8221; and has the actual link to the menu to the far right-hand side. This does not make for a very user-friendly experience.</p> <img class="aligncenter wp-image-286644 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/hometownrestyling-bad-example-mobile-292x600.png" alt="Eliminate the Clutter" width="292" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/hometownrestyling-bad-example-mobile-292x600.png 292w, https://searchengineland.com/figz/wp-content/seloads/2017/11/hometownrestyling-bad-example-mobile-195x400.png 195w, https://searchengineland.com/figz/wp-content/seloads/2017/11/hometownrestyling-bad-example-mobile-768x1579.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/hometownrestyling-bad-example-mobile.png 1080w" sizes="(max-width: 292px) 100vw, 292px" /> <p>This company would be better off taking the clutter away from the top of the screen and making their menu, products and services more prominent for their mobile users.</p> <p>Simple and smart design decisions like this will go a long way to making not only your visitors happy, but Google, too!</p> <h2>SEO and UX: A winning combination</h2> <p>Hopefully, you can see how SEO and UX go hand-in-hand in creating a successful website experience for both your human visitors <em>and</em> the search engines.</p> <p>But what do you think? Do you think of your site’s users when you are creating content? How do you work with your design team to ensure that your site makes for a great mobile experience for your users? What is your balance between SEO factors and UX factors? We’d love to know!</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/seo-ux-success-286638">SEO + UX = Success</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> SearchCap: Google My Business, PBN links & more https://searchengineland.com/searchcap-google-business-pbn-links-287007 Search Engine Land urn:uuid:ac031c1d-a571-7aee-2205-00b1ec981ecf Fri, 17 Nov 2017 21:00:41 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-business-pbn-links-287007">SearchCap: Google My Business, PBN links &#038; more</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/private-blog-networks-great-way-get-site-penalized-286489" title="Private blog networks: A great way to get your site penalized">Private blog networks: A great way to get your site penalized</a></strong><br /><!-- byline -->Nov 17, 2017 by Kevin Rowe<!-- end byline --> <p>Columnist Kevin Rowe explains what private blog networks (PBNs) are, how to identify them, and why you should steer clear.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/go-next-google-business-listing-286525" title="Where to go next with your Google My Business listing">Where to go next with your Google My Business listing</a></strong><br /><!-- byline -->Nov 17, 2017 by Brian Smith<!-- end byline --> <p>So, you&#8217;ve set up your Google My Business listing but still aren&#8217;t seeing results. What&#8217;s the next step? Columnist Brian Smith lays out some suggestions to further optimize your listing for better local search visibility.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/search-pics-google-polish-dress-old-urchin-sign-android-winter-statue-286977" title="Search in Pics: Google Polish dress-up, old Urchin sign &#038; Android winter statue">Search in Pics: Google Polish dress-up, old Urchin sign &#038; Android winter statue</a></strong><br /><!-- byline -->Nov 17, 2017 by Barry Schwartz<!-- end byline --> <p>In this week&#8217;s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. A terrace at the Google Singapore office: Source: Twitter Urchin light up neon sign at Google [&hellip;]</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/5-ways-deliver-stronger-digital-experience-brand-228694" title="5 ways to deliver a stronger digital experience for your brand">5 ways to deliver a stronger digital experience for your brand</a></li> <li><a href="https://marketingland.com/addressable-tv-media-buyers-perspective-whats-hype-vs-reality-228657" title="Addressable TV from the media buyer&#8217;s perspective: What&#8217;s hype vs. reality">Addressable TV from the media buyer&#8217;s perspective: What&#8217;s hype vs. reality</a></li> <li><a href="https://marketingland.com/facebook-debuts-web-based-vr-experiences-within-standard-news-feed-228676" title="Facebook debuts web-based VR experiences within standard News Feed">Facebook debuts web-based VR experiences within standard News Feed</a></li> <li><a href="https://marketingland.com/venzee-launches-first-middleware-optimize-blockchain-bound-data-228649" title="Venzee launches the first middleware to optimize blockchain-bound data">Venzee launches the first middleware to optimize blockchain-bound data</a></li> <li><a href="https://marketingland.com/pullstring-drops-text-based-chat-voice-conversations-new-platform-228638" title="PullString drops text-based chat for voice conversations in its new platform">PullString drops text-based chat for voice conversations in its new platform</a></li> <li><a href="https://marketingland.com/media-trust-ceo-happens-web-site-not-controlled-228590" title="Media Trust CEO: Most of what happens on your web site is not controlled by you">Media Trust CEO: Most of what happens on your web site is not controlled by you</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="https://www.portent.com/blog/ppc/ppc-law-firm-lead-generation.htm">How to Use PPC For Law Firm Lead Generation &#8211; SEM Lessons for Professional Services Firms</a>, Portent</li> <li><a href="http://fortune.com/2017/11/17/google-apple-data-centers-denmark/">Alphabet&#8217;s Google Buys Land in Denmark Near Apple&#8217;s Plot</a>, Fortune</li> <li><a href="https://techcrunch.com/2017/11/17/apple-pushes-homepod-release-to-early-2018/">Apple pushes HomePod release to early 2018</a>, TechCrunch</li> <li><a href="https://www.adgooroo.com/resources/blog/paid-search-advertising-for-iphone-8-and-iphone-x/">Apple, Verizon &amp; T-Mobile Lead Paid Search Advertising for iPhone 8 and iPhone X</a>, AdGooroo</li> <li><a href="https://yoast.com/ask-yoast-changing-url-structure-rankings/">Ask Yoast: changing URL structure and rankings</a>, Yoast</li> <li><a href="http://ohgm.co.uk/crawl-rate-defaults/">Crawl Rate Defaults</a>, ohgm</li> <li><a href="https://www.seroundtable.com/google-larry-page-does-not-believe-in-manual-actions-24786.html">Google: Larry Page Does Not Believe In Manual Actions</a>, Search Engine Roundtable</li> <li><a href="https://www.merkleinc.com/blog/amazons-holiday-paid-search-presence-picks-cyber-monday-peaks-later">Wait for it&hellip;Amazon&rsquo;s Holiday Paid Search Presence Picks Up on Cyber Monday, but Peaks Later</a>, Merkle</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-business-pbn-links-287007">SearchCap: Google My Business, PBN links &#038; more</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Mortgage Rates Friday: Steady, as Housing Starts Warm Up https://www.nerdwallet.com/blog/mortgages/mortgage-rates-friday-nov-17/ NerdWallet urn:uuid:2498fa8a-1f40-c93a-625f-e11f5dbad400 Fri, 17 Nov 2017 20:34:44 +0000 The average rate on the 30-year, fixed-rate mortgage was unchanged, the 15-year fixed bumped one basis point higher and the 5/1 ARM dropped one basis point, according to a NerdWallet survey… <p>The average rate on the 30-year, fixed-rate mortgage was unchanged, the 15-year fixed bumped one basis point higher and the 5/1 ARM dropped one basis point, according to a NerdWallet survey of daily mortgage rates published by national lenders Friday. The 30-year fixed is four basis points higher than eight days ago (Friday was a national holiday) and six basis points...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/mortgages/mortgage-payment-calculator/calculate-mortgage-payment?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=466566" title="Calculate your mortgage payment" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Calculate your mortgage payment</a></li> <li><a href="https://www.nerdwallet.com/mortgages/mortgage-rates?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=466566" title="Compare mortgage rates" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Compare mortgage rates</a></li> <li><a href="https://www.nerdwallet.com/mortgages/how-much-house-can-i-afford?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=466566" title="How much home can you afford?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How much home can you afford?</a></li> </ul></div> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Holden Lewis is a writer at NerdWallet. Email: hlewis@nerdwallet.com. Twitter: @HoldenL. </p> </aside></div> </div><span data-post-id="466566"></span> Private blog networks: A great way to get your site penalized https://searchengineland.com/private-blog-networks-great-way-get-site-penalized-286489 Search Engine Land urn:uuid:55f0e0f1-c2b0-c746-dbce-296e8892b92f Fri, 17 Nov 2017 16:50:43 +0000 <p>Columnist Kevin Rowe explains what private blog networks (PBNs) are, how to identify them, and why you should steer clear.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/private-blog-networks-great-way-get-site-penalized-286489">Private blog networks: A great way to get your site penalized</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-257264" src="https://searchengineland.com/figz/wp-content/seloads/2016/08/google-penalty-jail-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/08/google-penalty-jail-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/08/google-penalty-jail-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2016/08/google-penalty-jail-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>You may have heard about private blog networks (PBNs) before, but you may not be sure what they are or why they are used. A PBN is a network of websites used to build links (and therefore pass authority) to a single website for the purpose of manipulating search engine rankings. This scheme is similar to a link wheel or link pyramid, as it involves several different websites all linking to one another or to one central website.</p> <p>While these types of schemes were used commonly years ago, PBNs are now considered a pure black hat tactic and should be avoided at all costs, as they can lead to a loss in rankings, or even a manual penalty. PBNs usually provide little to no long-term value to the websites they are linking to.</p> <p>Google has long been fighting PBNs, and businesses caught up in this shady tactic have been made an example of over the years. One such case was the <a href="https://searchengineland.com/new-york-times-exposes-j-c-penney-link-scheme-that-causes-plummeting-rankings-in-google-64529">J.C. Penney link scheme</a> that was exposed back in 2011 by The New York Times. As Google gets smarter and develops better technology to combat link spam techniques, it has become harder and harder for black hat SEOs to pull off a PBN successfully.</p> <h2>How to identify private blog networks</h2> <p>The key to identifying a PBN is the cross-site “footprint” where much of the technical data on the sites are the same. Old PBN networks were on the same IP, shared servers, had the same WHOIS information, or even used the same content across sites.</p> <p>Today, PBNs are much more sophisticated and may be harder for users to spot because the sites span different industries, topics and layouts. When determining if a site is part of a PBN &#8212; and therefore one that you should avoid like the plague &#8212; consider the following:</p> <ul> <li><strong> Hosting.</strong> Are they all on the same IP? You can use SpyOnWeb.com or similar tools to identify what sites are hosted with any other site.</li> <li><strong>Site design.</strong> Do the sites all use a similar design, navigation, color scheme?</li> <li><strong>Similar themes.</strong> WordPress themes sometimes have the theme name in the code. Check the source code in your browser.</li> <li><strong>Site ownership. </strong>Check WHOIS database for the contact information for the owner of the sites. Having hidden WHOIS data is a red flag. If all of the site owners are the same, it’s obvious the blogs are connected.</li> <li><strong>Duplicate content. </strong>Copy a paragraph into Google search to see if the content exists on other sites.</li> <li><strong>Backlink profile. </strong>Check the backlink profile in Ahrefs or Majestic (these are the largest databases of links) to see how much interlinking is occurring between sites.</li> <li><strong>Images and videos.</strong> Since videos and images are difficult and expensive to recreate, these are likely going to be duplicated on other sites. Use Google image search or video search to find similar pieces.</li> </ul> <p>A dead giveaway for many PBNs is having a similar backlink profile. If multiple sites have the same link profile, or if they all link to one website multiple times (especially where it seems like overkill or it isn’t relevant), then the site is likely part of a PBN &#8212; or, at the very least, is selling links. Google’s <a href="https://searchengineland.com/library/google/google-penguin-update">Penguin algorithm</a>, which now runs <a href="https://searchengineland.com/google-updates-penguin-says-now-real-time-part-core-algorithm-259302">in real time</a> as part of the core ranking algorithm, can detect these kinds of schemes and devalue your website rankings as a result. In some cases, you could even wind up with a manual penalty.</p> <p>However, simply owning several different websites doesn’t mean you are a private blog network. For example, media companies that own several sites and link to them in all website footers wouldn’t likely have to worry about being flagged as a PBN unless the websites weren’t related, there were dozens of links in the footers, or they were linking to similar internal pages repeatedly.</p> <p>In addition, PBNs are generally groups of sites all owned by one company or individual, but separate individuals who are working together to link to one another could also be considered a PBN if there is a pattern of repeatedly linking to the same sites or pages across several different groups of websites.</p> <h2>How can you protect your site from PBNs?</h2> <p>No reputable SEO consultant will recommend private blog networks for link building or increasing website traffic. Unfortunately, your site may be involved in a PBN without your even knowing it, especially if you are outsourcing your link building activities to a third party. Buying links on sites like Fiverr or through other services may put your site in grave danger. And if anyone tries to convince you to participate in a link exchange (i.e., trade links with them), run.</p> <p>Strong oversight of link-building activities is key. Educate yourself on which practices Google considers to be <a href="https://support.google.com/webmasters/answer/66356?hl=en">link schemes</a>, and ensure that anyone responsible for building links to your site is strictly adhering to these guidelines; any reputable link builder should agree to be transparent about the links they are pursuing for you.</p> <p>This will require some effort on your part, but remember: Just because you aren’t aware of what goes on behind the curtain doesn’t mean you won&#8217;t be held responsible for the consequences.</p> <h2>Best practices will ultimately win the day</h2> <p>You might feel frustrated by competitors who appear to be using spammy link-building techniques like PBNs. You could report them through a webspam complaint, of course. But even if you don’t, remember that their black hat tactics will eventually catch up to them.</p> <p>While your competitor is relying on a PBN to get links, your company can build out more robust link-building campaigns based on best practices that have more staying power and aren’t frowned upon by search engines. Then, when your competitor gets busted and is demoted, deindexed or otherwise penalized, your site will have the advantage.</p> <p>As a whole, private blog networks are a dangerous and unacceptable link-building strategy. A link should only be given when it truly provides value to the user &#8212; anything to the contrary may result in less visibility within search engine result pages, or even a manual penalty.</p> <p>Save yourself and your company the headache of lost money, resources and time, and focus on better link-building tactics that will get you results without the strife.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/private-blog-networks-great-way-get-site-penalized-286489">Private blog networks: A great way to get your site penalized</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> How Voice Apps will Change E-Commerce Forever https://blog.kissmetrics.com/voice-apps-will-change-ecommerce/ The KISSmetrics Marketing Blog urn:uuid:864a5260-25d7-6598-167c-ac97acbce77c Fri, 17 Nov 2017 16:36:57 +0000 Marketers say that in order to anticipate what the customer wants, you have to know what they’re thinking. With voice apps becoming more and more commonplace &#8212; now the customer can actually tell you. Perhaps the biggest evidence that shows a marked shift in how customers search is found within the biggest movers and shakers [&#8230;] <p>Marketers say that in order to anticipate what the customer wants, you have to know what they’re thinking. With voice apps becoming more and more commonplace &#8212; now the customer can actually <em>tell</em> you.</p> <p>Perhaps the biggest evidence that shows a marked shift in how customers search is found within the biggest movers and shakers in both e-commerce and search &#8212; Amazon and Google. </p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2017/11/google-voice-search-queries.jpg"><img src="https://blog.kissmetrics.com/wp-content/uploads/2017/11/google-voice-search-queries.jpg" class="alignnone size-full wp-image-34517" srcset="https://blog.kissmetrics.com/wp-content/uploads/2017/11/google-voice-search-queries.jpg 638w, https://blog.kissmetrics.com/wp-content/uploads/2017/11/google-voice-search-queries-300x225.jpg 300w" sizes="(max-width: 638px) 100vw, 638px" /></a><center><em>Google search voice queries show explosive growth of voice search queries (<a href="https://www.slideshare.net/kleinerperkins/2016-internet-trends-report" target="_blank">Image Source</a>)</center></em></p> <p>Within 2016 alone, voice-based search went from zero to <a href="http://www.lsainsider.com/lsa16-impact-of-virtual-assistants-a-i-on-search/archives#sthash.af0Wuod1.dpbs" target="_blank">10% of all search volume</a>. Today, 2<a href="http://www.iprospect.com/en/us/our-blog/google-home-accelerating-voice-search-growth/" target="_blank">0% of all searches have voice-based intent</a>, and by 2020, ComScore estimates that <a href="http://www.campaignlive.co.uk/article/1392459/just-say-it-future-search-voice-personal-digital-assistants" target="_blank">half of all searches will be done by voice</a>. But there are a few notable stumbling blocks.</p> <h2>The Issue with Accuracy</h2> <p>Back in 2013, Google’s <a href="https://searchengineland.com/voice-search-explosion-will-change-local-search-251776" target="_blank">spoken word accuracy</a> was below 80%. A few years later, it has improved to above 90%. Chinese search engine Baidu’s voice recognition accuracy rate is above 95%. This sounds great on paper, but 99% accuracy is what everyone is striving for. The difference can be profound &#8212; as in the old joke of Jeff Bezos asking the Echo to buy olives at Whole Foods when instead, it understood that he wanted it to buy “all of Whole Foods”. </p> <p>We’re not there yet, but we will be soon &#8212; and when that happens, you can expect voice-enabled search adoption to explode.</p> <h2>Skewing the Playing Field</h2> <p>Beyond the accuracy of the spoken word, however, there are also significant differences in how we speak to search versus how we type. While you may search for “pizza places near (your city)”, you’re much more likely to be conversational with a voice-enabled device. Amazon Echo understands that you want a “pepperoni pizza with extra cheese” from Dominos, and can have it delivered to your door. No typing necessary.</p> <p>You can see how this would blow right by competing ads &#8212; both paid and organic &#8212; and instead skew the playing field in favor of those companies that want to invest a sizeable amount in being the preferred provider for that product or service. Service providers like Uber, Kayak and Dominos have already made huge gains in setting themselves up for such a voice-based brand domination windfall.</p> <p>In the meantime, there’s a rush from both Amazon and Google to dominate the automated home assistant market. With the release of the Amazon Echo and Google Home, there’s a definite face-off between the leader in e-commerce and the leader in search. What remains to be seen, however, is just how much of a role these apps actually play in promoting a purchase.</p> <h2>Got Skills?</h2> <p>With the Amazon Echo, voice-based commands are denoted into specific categories called “skills”. Although Amazon won’t reveal how many categories there are or how many of their voice-based skills are branded, some estimates believe the number currently hovers around 25,000.</p> <p>Using skills, you can, for example, have Tide help you get stains out, or question Nestle for a good dinner recipe. Patron launched it’s voice skill last July as part of a larger marketing campaign known as the <a href="https://www.patrontequila.com/ask-patron.html" target="_blank">Cocktail Lab</a>. With the Cocktail Lab, fifty different bartenders from around the world shared their tequila-infused drink recipes. Over 350,000 users tried the Cocktail Lab, and 10% of those users came from using the Alexa (Echo)-based skill. </p> <p>Traffic to the company’s website was up over 4% as well, and the research revealed that Echo users spent more time on site browsing and saving recipes as well. Worth the investment? Only time will tell.</p> <h2>Revealing Customer Intent</h2> <p>Not surprisingly, much of what can be done with voice-based search is centered around analytics. GoodNes, the Nestle app that uses Amazon Echo skills, lets you search recipes, see (or tell) what ingredients are needed, email you the recipe or show you nutritional information, among other things. </p> <p>Determining how the user searches and what they search for using voice could very well shed light on potential new products or combinations. It’s the kind of one-on-one insight that traditional focus groups simply can’t compare to. </p> <h2>Change is Happening&#8230;Slowly</h2> <p>Much like how the early versions of web pages were simple brochures, the beginnings of voice apps are more gimmicky than practical. In addition to its selection of branded skills, Amazon also carries apps that start a “psychopath test” or “open a box of cats” (the app will meow or make an animal sound). </p> <p>However, as these devices continue to gain more traction in voice accuracy and more proliferation in homes, you’ll start to see a marked trend toward asking them to help with nearly anything. Much in the same way that today’s websites go well beyond their brochure-based forebears, to be accessed and interacted with from smartphones and other devices, so too will voice-based search make it easier to quickly browse and order the products and services you use most.</p> <h2>Should Business Owners Be Concerned?</h2> <p>Although it seems like only big brands will be able to take advantage of the shift in voice-based searches and purchases, we’re only truly scratching the surface of the full potential of these types of apps. Both Amazon and Google know that it’s not in their best interest to simply become a herd pen for branded apps &#8212; and that relevancy is the name of the game.</p> <p>For business owners, the push is on to keep doing what we’re doing &#8212; cultivating customer engagement, open discussion, problem-solving and an overall helpful experience. No matter what the underlying technology driving a customer’s inquiry, excelling at these skills will set you far ahead of your competition.</p> <p>Even though we’re in the infancy of voice-driven e-commerce now, the breakneck pace with which new devices are made, coupled with the increase in voice-based accuracy, are going to create more and more opportunities for apps to transform the e-commerce marketplace. </p> <p>In a year or two, it’s possible we’ll look at text-based search the way we look at our old MySpace page &#8212; with a twinge of nostalgia and an overwhelming sense of relief over how much better, faster and more intuitive things are today.</p> <h2>About Kissmetrics</h2> <p><a href="https://www.kissmetrics.com?kme=about%20km%20blog%20test&#038;km_=&#038;km_=" target="_blank">Kissmetrics</a> combines behavioral analytics with email automation. Our software tracks actions of your users across multiple devices allowing you to analyze, segment and engage your customers with automatic, behavior-based emails in one place. We call it Customer Engagement Automation. Get, keep and grow more customers with Kissmetrics.</p> <p><script src="https://fast.wistia.com/embed/medias/z139em2tk0.jsonp" async></script><script src="https://fast.wistia.com/assets/external/E-v1.js" async></script></p> <div class="wistia_responsive_padding" style="padding:56.04% 0 0 0;position:relative;"> <div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"> <div class="wistia_embed wistia_async_z139em2tk0 videoFoam=true" style="height:100%;width:100%">&nbsp;</div> </div> </div> <p>&nbsp;</p> <p><strong>About the Authors:</strong> Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at <a href="http://www.ielectrify.com">iElectrify.com</a> and download your free web copy tune-up and conversion checklist today!</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=fTd5_dn5Ekc:in3Sdc603Lo:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=fTd5_dn5Ekc:in3Sdc603Lo:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=fTd5_dn5Ekc:in3Sdc603Lo:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=fTd5_dn5Ekc:in3Sdc603Lo:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=fTd5_dn5Ekc:in3Sdc603Lo:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=fTd5_dn5Ekc:in3Sdc603Lo:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=fTd5_dn5Ekc:in3Sdc603Lo:D7DqB2pKExk"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=fTd5_dn5Ekc:in3Sdc603Lo:D7DqB2pKExk" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/KISSmetrics/~4/fTd5_dn5Ekc" height="1" width="1" alt=""/> Where to go next with your Google My Business listing https://searchengineland.com/go-next-google-business-listing-286525 Search Engine Land urn:uuid:9f410793-3b7e-d079-6622-dac12bb099cc Fri, 17 Nov 2017 16:17:16 +0000 <p>So, you've set up your Google My Business listing but still aren't seeing results. What's the next step? Columnist Brian Smith lays out some suggestions to further optimize your listing for better local search visibility.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/go-next-google-business-listing-286525">Where to go next with your Google My Business listing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-233254" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/google-small-business3-fade-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/google-small-business3-fade-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/google-small-business3-fade-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>When it comes to digital marketing and search engine optimization, the devil is truly in the details. Seemingly trivial choices can have a dramatic effect on your web presence and search visibility, and nowhere is that more evident than in Google My Business (GMB).</p> <p>GMB optimization has quickly become something of a cottage industry within the broader scope of SEO. By now, you&#8217;ve probably heard all about the importance of keeping your listings up to date with accurate store hours, phone numbers and addresses. Those are the no-brainer changes. How do you go beyond the low-hanging fruit to really make your GMB listing stand out?</p> <p>Some relatively straightforward tweaks to Google My Business can have a profound effect on your listing&#8217;s visibility and your local pack ranking. They may seem deceptively simple, but these GMB hacks could make all the difference in the world.</p> <h2>Address standardization</h2> <p>OK, so you&#8217;ve updated your store listing with an accurate address &#8212; but does it follow recognized and standardized guidelines? Any irregularities within your GMB listing could adversely affect your local ranking.</p> <p>Compare your address with the acceptable formatting and standards laid out by the United States Postal Service (USPS) and see how it stacks up. It may seem minor, but updating your address to bring it in line with USPS standards will help your local page ranking.</p> <p>For organizations outside of the United States, be sure to check with your national guidelines on address standards.</p> <h2>Geocode precision</h2> <p>Google My Business uses your listing address to generate geocodes, which in turn dictate where your store appears in Google Maps. This is not a foolproof process, however, and it&#8217;s not unheard of for businesses to have wildly inaccurate geocodes. Google Maps could put your store at a nearby intersection, or even several blocks away from its actual location.</p> <p>You don&#8217;t want to make it any more difficult for your customers to find you, which is why it&#8217;s so important to ensure your listing has precise geocodes. This is doubly important for any business located in a larger metropolitan area. Denser areas could see more inaccurate geocodes, so city dwellers need to be extra mindful of this factor.</p> <h2>Listing categories</h2> <p>Google doesn&#8217;t change its algorithm for the fun of it. The company is always trying to improve its search engine so it returns results that closely align with users&#8217; queries. With each new update, relevance becomes an even more important factor in a listing&#8217;s visibility.</p> <p>The more precise you can be with your store category, the more likely your listing will appear for searches that match it. Don&#8217;t settle for overly broad store categories, even if they are technically accurate. Drill a little deeper to provide an accurate characterization of your business, and you&#8217;ll likely see better results.</p> <h2>Proximity to search</h2> <p>That same need for precision applies to your store&#8217;s listed location as well. It may be tempting for businesses located near a larger city (but still outside of it) to list that metropolis as their location. Why not, right? It could broaden your potential customer base.</p> <p>Google takes location and proximity into account when calculating local page ranking, however. It won&#8217;t be fooled by businesses misrepresenting their location, and if anything, doing so will hurt those stores&#8217; visibility. If your shop is in Skokie, Illinois, say so. Don&#8217;t pretend it&#8217;s located in Chicago to draw more eyeballs. You&#8217;ll be far more likely to rank for searches done in your area.</p> <h2>Cultivate (and respond to) reviews</h2> <p>Unknown quantities tend to scare off consumers. No one wants to be the first diner at a new, non-vetted restaurant or roll the dice on a barber with no track record of leaving customers satisfied with their haircut. More than ever, online reviews are critical to local page success. Encourage your customers to go online and leave a review for GMB to pick up on. The more reviews you have, the more exposure your business can get.</p> <p>Business owners may be a little wary of online reviews given their mercurial nature. It doesn&#8217;t take much to get negative feedback, and those kinds of comments could reflect poorly on your store. However, such instances are opportunities to engage unhappy individuals and show other potential customers that you take their satisfaction seriously. Google <a href="https://support.google.com/business/answer/3474050">recommends responding to both positive and negative reviews</a> to improve your listing.</p> <h2>Create engaging content</h2> <p>An inactive site could be mistaken for a dead one. One area of optimization that&#8217;s easy to overlook is filling your site with engaging content. Creating new material to share with regular or potential customers is a good way to improve your local page ranking. Moreover, content that focuses on local events or area-specific concerns can help your search efforts immensely.</p> <p>Additionally, consider making use of <a href="https://searchengineland.com/12-things-know-succeed-google-posts-278051">Google Posts</a>, which allows you to publish events, promotions and other business updates directly to Google Search (in the Knowledge Panel) and Maps.</p> <img class="has-border aligncenter wp-image-278776 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/06/google-posts-mobile-search-337x600.png" alt="" width="337" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/06/google-posts-mobile-search-337x600.png 337w, https://searchengineland.com/figz/wp-content/seloads/2017/06/google-posts-mobile-search-225x400.png 225w, https://searchengineland.com/figz/wp-content/seloads/2017/06/google-posts-mobile-search.png 500w" sizes="(max-width: 337px) 100vw, 337px" /> <p>A <a href="https://searchengineland.com/google-posts-impact-ranking-case-study-285668">recent study</a> by Joy Hawkins and Ben Fisher suggests that use of Google Posts may have a mild impact on ranking.</p> <h2>Add relevant images</h2> <p>A picture says a thousand words, yet many stores neglect to include images in their Google My Business listing. Customers today like to do their online legwork before visiting a business and actively look for photos of products, store interior, signage and so on.</p> <p>Uploading images can have a profound effect on your local ranking. I just recently worked with a client to optimize 70-plus GMB listings and saw that adding images alone increased traffic by 300 percent.</p> <p>Remember when I said the devil is in the details? These are the kinds of details I was referring to. Something as seemingly insignificant as adding a store image can drastically increase the performance and visibility of your page listings.</p> <h2>Optimize those listings!</h2> <p>The beauty of it all is that none of the suggestions above are very time-consuming. It&#8217;s pretty easy to make some quick optimizations to your Google My Business listing and website that have the potential to increase online traffic.</p> <p>Just remember: Every little bit helps when you&#8217;re trying to gain that competitive edge, so don&#8217;t ignore any updates because they seem inconsequential. With Google My Business, nothing is inconsequential.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/go-next-google-business-listing-286525">Where to go next with your Google My Business listing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Search in Pics: Google Polish dress-up, old Urchin sign & Android winter statue https://searchengineland.com/search-pics-google-polish-dress-old-urchin-sign-android-winter-statue-286977 Search Engine Land urn:uuid:5051eaa1-18ca-db0c-927e-56bb1487f71d Fri, 17 Nov 2017 13:52:07 +0000 <p>In this week&#8217;s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. A terrace at the Google Singapore office: Source: Twitter Urchin light up neon sign at Google [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/search-pics-google-polish-dress-old-urchin-sign-android-winter-statue-286977">Search in Pics: Google Polish dress-up, old Urchin sign &#038; Android winter statue</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p>In this week&#8217;s <a href="https://searchengineland.com/guides/search_in_pictures.php">Search In Pictures</a>, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more.</p> <p>A terrace at the Google Singapore office:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-signapore-terrace-800x600.jpg" alt="" width="800" height="600" class="alignnone size-large wp-image-286979" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-signapore-terrace-800x600.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-signapore-terrace-533x400.jpg 533w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-signapore-terrace-768x576.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-signapore-terrace-1376x1032.jpg 1376w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-signapore-terrace-1044x783.jpg 1044w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-signapore-terrace-632x474.jpg 632w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-signapore-terrace-536x402.jpg 536w" sizes="(max-width: 800px) 100vw, 800px" /><br /> <em>Source: <a href="https://twitter.com/caesars/status/931430766344527872">Twitter</a></em></p> <p>Urchin light up neon sign at Google Analytics office:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2017/11/urchin-lightup-sign-800x600.jpg" alt="" width="800" height="600" class="alignnone size-large wp-image-286976" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/urchin-lightup-sign-800x600.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/urchin-lightup-sign-533x400.jpg 533w, https://searchengineland.com/figz/wp-content/seloads/2017/11/urchin-lightup-sign-768x576.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/urchin-lightup-sign-1376x1032.jpg 1376w, https://searchengineland.com/figz/wp-content/seloads/2017/11/urchin-lightup-sign-1044x783.jpg 1044w, https://searchengineland.com/figz/wp-content/seloads/2017/11/urchin-lightup-sign-632x474.jpg 632w, https://searchengineland.com/figz/wp-content/seloads/2017/11/urchin-lightup-sign-536x402.jpg 536w" sizes="(max-width: 800px) 100vw, 800px" /><br /> <em>Source: <a href="https://twitter.com/danielwaisberg/status/930483496505634816">Twitter</a></em></p> <p>Android statue ready for winter in New York:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-450x600.jpg" alt="" width="450" height="600" class="alignnone size-large wp-image-286980" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-450x600.jpg 450w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-300x400.jpg 300w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-768x1024.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-600x800.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-1122x1496.jpg 1122w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-840x1120.jpg 840w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-687x916.jpg 687w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-414x552.jpg 414w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue-354x472.jpg 354w, https://searchengineland.com/figz/wp-content/seloads/2017/11/android-winter-statue.jpg 1536w" sizes="(max-width: 450px) 100vw, 450px" /><br /> <em>Source: <a href="https://twitter.com/_Meifert/status/926561020642058240">Twitter</a></em></p> <p>Lots of mailboxes at Google:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-600x600.jpg" alt="" width="600" height="600" class="alignnone size-large wp-image-286981" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-600x600.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-400x400.jpg 400w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-768x768.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-250x250.jpg 250w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-70x70.jpg 70w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-912x912.jpg 912w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-550x550.jpg 550w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall-470x470.jpg 470w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-mailbox-wall.jpg 1080w" sizes="(max-width: 600px) 100vw, 600px" /><br /> <em>Source: <a href="https://www.instagram.com/p/BbjEv9_Ahw2/?tagged=googleoffice">Instagram</a></em></p> <p>Polish dress up day at Google:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-600x600.jpg" alt="" width="600" height="600" class="alignnone size-large wp-image-286982" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-600x600.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-400x400.jpg 400w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-768x768.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-250x250.jpg 250w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-70x70.jpg 70w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-912x912.jpg 912w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-550x550.jpg 550w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress-470x470.jpg 470w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-polish-dress.jpg 1080w" sizes="(max-width: 600px) 100vw, 600px" /><br /> <em>Source: <a href="https://www.instagram.com/p/BbU-LOaA5cX/?taken-at=245802557">Instagram</a></em></p> <p>The post <a rel="nofollow" href="https://searchengineland.com/search-pics-google-polish-dress-old-urchin-sign-android-winter-statue-286977">Search in Pics: Google Polish dress-up, old Urchin sign &#038; Android winter statue</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Necessary Endings: The Journey, Episode 6 https://www.socialmediaexaminer.com/necessary-endings-the-journey-episode-6/ Social Media Examiner urn:uuid:26319af8-b64f-8bc4-a2af-129cf50e2ce1 Fri, 17 Nov 2017 12:00:40 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=xxsKtGuCgJI Watch The Journey: Episode 6 Episode 6 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to <a class="read-more" href="https://www.socialmediaexaminer.com/necessary-endings-the-journey-episode-6/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/necessary-endings-the-journey-episode-6/">Necessary Endings: The Journey, Episode 6</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> Facebook Ad Custom Audiences: Retargeting Those Who Know You https://www.socialmediaexaminer.com/facebook-ad-custom-audiences-retargeting-those-who-know-you-amanda-bond/ Social Media Examiner urn:uuid:b8d8ba89-c7ca-2028-0c8c-8a7d1e75c859 Fri, 17 Nov 2017 11:00:07 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-ad-custom-audience-retargeting-amanda-bond-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to create Facebook custom audiences that move people into your sales process? Looking for tips on using new Facebook custom audience options? To explore ways to use custom audiences for Facebook and Instagram ads, I interview Amanda Bond. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from <a class="read-more" href="https://www.socialmediaexaminer.com/facebook-ad-custom-audiences-retargeting-those-who-know-you-amanda-bond/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-ad-custom-audiences-retargeting-those-who-know-you-amanda-bond/">Facebook Ad Custom Audiences: Retargeting Those Who Know You</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> See How Far Your Money Will Stretch on Black Friday https://www.nerdwallet.com/article/see-far-money-will-stretch-black-friday/ NerdWallet urn:uuid:8a708a22-a62f-9b9c-9fc2-770a621882d7 Fri, 17 Nov 2017 04:00:53 +0000 Black Friday sales save you money, but just how far will your dollars really go? We crunched the numbers to find out. Here are some of the ways you could… <p>Black Friday sales save you money, but just how far will your dollars really go? We crunched the numbers to find out. Here are some of the ways you could spend your Black Friday budget this Nov. 24 (but keep in mind that many deals actually begin on Nov. 23, Thanksgiving Day). What could $50...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/article/smart-not-stressed-holiday-shopper/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465282" title="How to Be a Smart (Not Stressed) Holiday Shopper" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How to Be a Smart (Not Stressed) Holiday Shopper</a></li> <li><a href="https://www.nerdwallet.com/article/follow-jay-zs-financial-blueprint/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465282" title="Should You Follow Jay-Z’s Financial ‘Blueprint’?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Should You Follow Jay-Z’s Financial ‘Blueprint’?</a></li> <li><a href="https://www.nerdwallet.com/article/holiday-season-shop-like-millennial/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465282" title="This Holiday Season, Shop Like a Millennial" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">This Holiday Season, Shop Like a Millennial</a></li> </ul></div><span data-post-id="465282"></span> How Google AdWords (PPC) Does and Doesn't Affect Organic Results - Whiteboard Friday http://tracking.feedpress.it/link/9375/7426880 Moz Blog urn:uuid:1b16c0ac-ca00-9bc4-dd3e-384d3d0ad370 Fri, 17 Nov 2017 00:08:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/63\">randfish</a></p><p>It's common industry knowledge that PPC can have an effect on our organic results. But what effect is that, exactly, and how does it work? In today's Whiteboard Friday, Rand covers the ways paid ads influence organic results — and one very important way it doesn't. </p><p class="wistia_responsive_padding" style="padding:5.25% 0 28px 0;position:relative;"><iframe src="https://fast.wistia.net/embed/iframe/2tairi7nte?videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"></iframe></p><script src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p><a href="https://d2v4zi8pl64nxt.cloudfront.net/how-google-adwords-ppc-affects-organic-results/5a0e008e0f53b5.97844508.jpg" target="_blank"><img src="https://d2v4zi8pl64nxt.cloudfront.net/how-google-adwords-ppc-affects-organic-results/5a0e008e0f53b5.97844508.jpg" alt="How Google AdWords does and doesn't affect Organic Results" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></a> </p><p class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab! </p><h2>Video Transcription</h2><p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about AdWords and how PPC, paid search results can potentially impact organic results.<br>Now let's be really clear. As a rule... </p><h2>Paid DOES NOT DIRECTLY affect organic rankings</h2><p>So many of you have probably seen the conspiracy theories out there of, "Oh, we started spending a lot on Goolge AdWords, and then our organic results went up." Or, "Hey, we're spending a lot with Google, but our competitor is spending even more. That must be why they're ranking better in the organic results." None of that is true. So there's a bunch of protections in place. They have a real wall at Google between the paid side and the organic side. The organic folks, the engineers, the product managers, the program managers, all of the people who work on those organic ranking results on the Search Quality team, they absolutely will not let paid directly impact how they rank or whether they rank a site or page in the organic results. </p><h2>However:</h2>But there are a lot of indirect things that Google doesn't control entirely that cause paid and organic to have an intersection, and that's what I want to talk about today and make clear.<p><strong>A. Searchers who see an ad may be more likely to click and organic listing.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/1-80911.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Searchers who see an ad — and we've seen studies on this, including a notable one from Google years ago — may be more likely to click on an organic listing, or they may be more likely if they see a high ranking organic listing for the same ad to click that ad. For example, let's say I'm running Seattle Whale Tours, and I search for whale watching while I'm in town. I see an ad for Seattle Whale Tours, and then I see an organic result. It could be the case, let's say that my normal click-through rate, if there was only the ad, was one, and my normal click-through rate if I only saw the organic listing was one. Let's imagine this equation: 1 plus 1 is actually going to equal something like 2.2. It's going to be a little bit higher, because seeing these two together biases you, biases searchers to generally be more likely to click these than they otherwise would independent of one another. This is why many people will bid on their brand ads.<br> </p><p>Now, you might say, "Gosh, that's a really expensive way to go for 0.2 or even lower in some cases." I agree with you. I don't always endorse, and I know many SEOs and paid search folks who don't always endorse bidding on branded terms, but it can work. </p><p><strong>B. Searchers who've been previously exposed to a site/brand via ads may be more likely to click&gt;engage&gt;convert.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/2-67392.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Searchers who have been previously exposed to a particular brand through paid search may be more likely in the future to click and engage on the organic content. Remember, a higher click-through rate, a higher engagement rate can lead to a higher ranking. So if you see that many people have searched in the past, they've clicked on a paid ad, and then later in the organic results they see that same brand ranking, they might be more likely and more inclined to click it, more inclined to engage with it, more inclined actually to convert on that page, to click that Buy button generally because the brand association is stronger. If it's the first time you've ever heard of a new brand, a new company, a new website, you are less likely to click, less likely to engage, less likely to buy, which is why some paid exposure prior to organic exposure can be good, even for the organic exposure. </p><p><strong>C. Paid results do strongly impact organic click-through rate, especially in certain queries.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/3-100956.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Across the board, what we've seen is that paid searches on average, in all of Google, gets between 2% and 3% of all clicks, of all searches result in a paid click. Organic, it's something between about 47% and 57% of all searches result in an organic click. But remember there are many searches where there are no paid clicks, and there are many searches where paid gets a ton of traffic. If you haven't seen it yet, there was a blog post from Moz last week, from the folks at Wayfair, and they talked about <a href="https://moz.com/blog/google-organic-clicks-shifting-to-paid" target="_blank">how incredibly their SERP click-through rates have changed</a> because of the appearance of ads. </p><p>So, for example, I search for dining room table lighting, and you can see on your mobile or on desktop how Google has these rich image ads, and you can sort of select different ones. I want to see all lighting. I want to see black lighting. I want to see chrome lighting. Then there are ads below that, the normal paid text ads, and then way, way down here, there are the organic results. </p><p>So this is probably taking up between 25% and 50% of all the clicks to this page are going to the paid search results, biasing the click-through rate massively, which means if you bid in certain cases, you may find that you will actually change the click-through rate curve for the entire SERP and change that click-through rate opportunity for the keyword. </p><p><strong>D. Paid ad clicks may lead to increased links, mentions, coverage, sharing, etc. that can boost organic rankings.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/4-67487.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>So paid ad clicks may lead to other things. If someone clicks on a paid ad, they might get to that site, and then they might decide to link to it, to mention that brand somewhere else, to provide media coverage or social media coverage, to do sharing of some kind. All of those things can — some of them directly, some of them indirectly — boost rankings. So it is often the case that when you grow the engagement, the traffic of a website overall, especially if that website is providing a compelling experience that someone might want to write about, share, cover, or amplify in some way, that can boost the rankings, and we do see this sometimes, especially for queries that have a strong overlap in terms of their content, value, and usefulness, and they're not just purely commercial in intent.<br> </p><p><strong>E. Bidding on search queries can affect the boarder market around those searches by shifting searcher demand, incentivizing (or de-incentivizing) content creation, etc.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/5-72558.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Last one, and this is a little subtler and more difficult to understand, but basically by bidding on paid search results, you sort of change the market. You affect the market for how people think about content creation there, for how they think about monetization, for how they think about the value of those queries. </p><p>A few years ago, there was no one bidding on and no one interested in the market around insurance discounts as they relate to fitness levels. Then a bunch of companies, insurance companies and fitness tracking companies and all these other folks started getting into this world, and then they started bidding on it, and they created sort of a value chain and a monetization method. Then you saw more competition. You saw more brands entering this space. You saw more affiliates entering. So the organic SERPs themselves became more competitive with the entry of paid, and this happens very often in markets that were under or unmonetized and then become more monetized through paid advertising, through products, through offerings. </p><p>So be careful. Sometimes when you start bidding in a space that previously no one was bidding in, no was buying paid ads in, you can invite a lot of new and interesting competition into the search results that can change the whole dynamic of how the search query space works in your sector. </p><p>All right, everyone, hope you've enjoyed this edition of Whiteboard Friday. I look forward to your thoughts in the comments, and we'll see you again next week for another edition. Take care.<br> </p><p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">Speechpad.com</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/63\">randfish</a></p><p>It's common industry knowledge that PPC can have an effect on our organic results. But what effect is that, exactly, and how does it work? In today's Whiteboard Friday, Rand covers the ways paid ads influence organic results — and one very important way it doesn't. </p><p class="wistia_responsive_padding" style="padding:5.25% 0 28px 0;position:relative;"><iframe src="https://fast.wistia.net/embed/iframe/2tairi7nte?videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"></iframe></p><script src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p><a href="https://d2v4zi8pl64nxt.cloudfront.net/how-google-adwords-ppc-affects-organic-results/5a0e008e0f53b5.97844508.jpg" target="_blank"><img src="https://d2v4zi8pl64nxt.cloudfront.net/how-google-adwords-ppc-affects-organic-results/5a0e008e0f53b5.97844508.jpg" alt="How Google AdWords does and doesn't affect Organic Results" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"></a> </p><p class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab! </p><h2>Video Transcription</h2><p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about AdWords and how PPC, paid search results can potentially impact organic results.<br>Now let's be really clear. As a rule... </p><h2>Paid DOES NOT DIRECTLY affect organic rankings</h2><p>So many of you have probably seen the conspiracy theories out there of, "Oh, we started spending a lot on Goolge AdWords, and then our organic results went up." Or, "Hey, we're spending a lot with Google, but our competitor is spending even more. That must be why they're ranking better in the organic results." None of that is true. So there's a bunch of protections in place. They have a real wall at Google between the paid side and the organic side. The organic folks, the engineers, the product managers, the program managers, all of the people who work on those organic ranking results on the Search Quality team, they absolutely will not let paid directly impact how they rank or whether they rank a site or page in the organic results. </p><h2>However:</h2>But there are a lot of indirect things that Google doesn't control entirely that cause paid and organic to have an intersection, and that's what I want to talk about today and make clear.<p><strong>A. Searchers who see an ad may be more likely to click and organic listing.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/1-80911.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Searchers who see an ad — and we've seen studies on this, including a notable one from Google years ago — may be more likely to click on an organic listing, or they may be more likely if they see a high ranking organic listing for the same ad to click that ad. For example, let's say I'm running Seattle Whale Tours, and I search for whale watching while I'm in town. I see an ad for Seattle Whale Tours, and then I see an organic result. It could be the case, let's say that my normal click-through rate, if there was only the ad, was one, and my normal click-through rate if I only saw the organic listing was one. Let's imagine this equation: 1 plus 1 is actually going to equal something like 2.2. It's going to be a little bit higher, because seeing these two together biases you, biases searchers to generally be more likely to click these than they otherwise would independent of one another. This is why many people will bid on their brand ads.<br> </p><p>Now, you might say, "Gosh, that's a really expensive way to go for 0.2 or even lower in some cases." I agree with you. I don't always endorse, and I know many SEOs and paid search folks who don't always endorse bidding on branded terms, but it can work. </p><p><strong>B. Searchers who've been previously exposed to a site/brand via ads may be more likely to click&gt;engage&gt;convert.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/2-67392.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Searchers who have been previously exposed to a particular brand through paid search may be more likely in the future to click and engage on the organic content. Remember, a higher click-through rate, a higher engagement rate can lead to a higher ranking. So if you see that many people have searched in the past, they've clicked on a paid ad, and then later in the organic results they see that same brand ranking, they might be more likely and more inclined to click it, more inclined to engage with it, more inclined actually to convert on that page, to click that Buy button generally because the brand association is stronger. If it's the first time you've ever heard of a new brand, a new company, a new website, you are less likely to click, less likely to engage, less likely to buy, which is why some paid exposure prior to organic exposure can be good, even for the organic exposure. </p><p><strong>C. Paid results do strongly impact organic click-through rate, especially in certain queries.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/3-100956.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Across the board, what we've seen is that paid searches on average, in all of Google, gets between 2% and 3% of all clicks, of all searches result in a paid click. Organic, it's something between about 47% and 57% of all searches result in an organic click. But remember there are many searches where there are no paid clicks, and there are many searches where paid gets a ton of traffic. If you haven't seen it yet, there was a blog post from Moz last week, from the folks at Wayfair, and they talked about <a href="https://moz.com/blog/google-organic-clicks-shifting-to-paid" target="_blank">how incredibly their SERP click-through rates have changed</a> because of the appearance of ads. </p><p>So, for example, I search for dining room table lighting, and you can see on your mobile or on desktop how Google has these rich image ads, and you can sort of select different ones. I want to see all lighting. I want to see black lighting. I want to see chrome lighting. Then there are ads below that, the normal paid text ads, and then way, way down here, there are the organic results. </p><p>So this is probably taking up between 25% and 50% of all the clicks to this page are going to the paid search results, biasing the click-through rate massively, which means if you bid in certain cases, you may find that you will actually change the click-through rate curve for the entire SERP and change that click-through rate opportunity for the keyword. </p><p><strong>D. Paid ad clicks may lead to increased links, mentions, coverage, sharing, etc. that can boost organic rankings.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/4-67487.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>So paid ad clicks may lead to other things. If someone clicks on a paid ad, they might get to that site, and then they might decide to link to it, to mention that brand somewhere else, to provide media coverage or social media coverage, to do sharing of some kind. All of those things can — some of them directly, some of them indirectly — boost rankings. So it is often the case that when you grow the engagement, the traffic of a website overall, especially if that website is providing a compelling experience that someone might want to write about, share, cover, or amplify in some way, that can boost the rankings, and we do see this sometimes, especially for queries that have a strong overlap in terms of their content, value, and usefulness, and they're not just purely commercial in intent.<br> </p><p><strong>E. Bidding on search queries can affect the boarder market around those searches by shifting searcher demand, incentivizing (or de-incentivizing) content creation, etc.</strong> </p><p><img src="https://d1avok0lzls2w.cloudfront.net/uploads/blog/5-72558.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;"> </p><p>Last one, and this is a little subtler and more difficult to understand, but basically by bidding on paid search results, you sort of change the market. You affect the market for how people think about content creation there, for how they think about monetization, for how they think about the value of those queries. </p><p>A few years ago, there was no one bidding on and no one interested in the market around insurance discounts as they relate to fitness levels. Then a bunch of companies, insurance companies and fitness tracking companies and all these other folks started getting into this world, and then they started bidding on it, and they created sort of a value chain and a monetization method. Then you saw more competition. You saw more brands entering this space. You saw more affiliates entering. So the organic SERPs themselves became more competitive with the entry of paid, and this happens very often in markets that were under or unmonetized and then become more monetized through paid advertising, through products, through offerings. </p><p>So be careful. Sometimes when you start bidding in a space that previously no one was bidding in, no was buying paid ads in, you can invite a lot of new and interesting competition into the search results that can change the whole dynamic of how the search query space works in your sector. </p><p>All right, everyone, hope you've enjoyed this edition of Whiteboard Friday. I look forward to your thoughts in the comments, and we'll see you again next week for another edition. Take care.<br> </p><p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">Speechpad.com</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/7426880.gif" height="1" width="1"/> Mortgage Rates Thursday: Mixed, as Refis Stay Strong https://www.nerdwallet.com/blog/mortgages/mortgage-rates-thursday-nov-16/ NerdWallet urn:uuid:a17bbeb4-874d-04d5-5e6b-6707b2a16652 Thu, 16 Nov 2017 21:35:00 +0000 The average rate on the 30-year, fixed-rate mortgage was unchanged, the 15-year fixed bounced seven basis points higher and the 5/1 ARM rose three basis points, according to a NerdWallet survey of daily… <p>The average rate on the 30-year, fixed-rate mortgage was unchanged, the 15-year fixed bounced seven basis points higher and the 5/1 ARM rose three basis points, according to a NerdWallet survey of daily mortgage rates published by national lenders Thursday. The 30-year fixed is four basis points higher than a week ago and 10 basis points lower than one year ago. The 15-year...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/mortgages/mortgage-payment-calculator/calculate-mortgage-payment?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=466321" title="Calculate your mortgage payment" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Calculate your mortgage payment</a></li> <li><a href="https://www.nerdwallet.com/mortgages/mortgage-rates?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=466321" title="Compare mortgage rates" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Compare mortgage rates</a></li> <li><a href="https://www.nerdwallet.com/mortgages/how-much-house-can-i-afford?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=466321" title="How much home can you afford?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How much home can you afford?</a></li> </ul></div> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Holden Lewis is a writer at NerdWallet. Email: hlewis@nerdwallet.com. Twitter: @HoldenL. </p> </aside></div> </div><span data-post-id="466321"></span> SearchCap: Google AMP requirements, AdWords promotion extensions & smart speakers https://searchengineland.com/searchcap-google-amp-requirements-adwords-promotion-extensions-smart-speakers-286960 Search Engine Land urn:uuid:cf41fb86-f774-6ee8-6a11-1948fc917db3 Thu, 16 Nov 2017 21:00:48 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-amp-requirements-adwords-promotion-extensions-smart-speakers-286960">SearchCap: Google AMP requirements, AdWords promotion extensions &#038; smart speakers</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/google-rolls-promotion-extensions-custom-intent-audiences-ad-variations-testing-286942" title="Google rolls out AdWords promotion extensions, custom intent audiences &#038; ad variations for testing">Google rolls out AdWords promotion extensions, custom intent audiences &#038; ad variations for testing</a></strong><br /><!-- byline -->Nov 16, 2017 by Ginny Marvin<!-- end byline --> <p>The new features are all available in the new AdWords interface. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/final-recrawl-analysis-powerful-important-last-step-implementing-large-scale-seo-changes-286675" title="The final recrawl analysis: A powerful and important last step after implementing large-scale SEO changes">The final recrawl analysis: A powerful and important last step after implementing large-scale SEO changes</a></strong><br /><!-- byline -->Nov 16, 2017 by Glenn Gabe<!-- end byline --> <p>You&#8217;ve crawled your client&#8217;s site, identified the SEO issues and fixed those issues in staging. Great job! But columnist Glenn Gabe shares why recrawling the site is critical once your SEO changes have been pushed live.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-will-require-amp-canonical-pages-match-february-1-2018-286921" title="Google will require AMP and canonical pages to match as of February 1, 2018">Google will require AMP and canonical pages to match as of February 1, 2018</a></strong><br /><!-- byline -->Nov 16, 2017 by Greg Sterling<!-- end byline --> <p>Though AMP isn&#8217;t a ranking signal, non-compliant pages won&#8217;t appear in Top Stories or other AMP-specific slots in search results. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/choosing-enterprise-seo-platform-286950" title="Choosing an enterprise SEO platform">Choosing an enterprise SEO platform</a></strong><br /><!-- byline -->Nov 16, 2017 by Digital Marketing Depot<!-- end byline --> <p>With hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, enterprise SEO has become increasingly complicated and time-consuming. Using an enterprise SEO platform can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns. More specifically, managing SEO [&hellip;]</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/steal-competitions-best-keywords-3-step-guide-286500" title="How to steal the competition&#8217;s best keywords: A 3-step guide">How to steal the competition&#8217;s best keywords: A 3-step guide</a></strong><br /><!-- byline -->Nov 16, 2017 by Jacob Baadsgaard<!-- end byline --> <p>Why invest so much into keyword research when your competitors have already done the work? Columnist Jacob Baadsgaard explains how to use competitive research to inform your paid search keyword strategy.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/chinua-achebe-google-doodle-celebrates-nigerian-writer-author-things-fall-apart-286894" title="Chinua Achebe Google doodle celebrates Nigerian writer &#038; author of &#8216;Things Fall Apart&#8217;">Chinua Achebe Google doodle celebrates Nigerian writer &#038; author of &#8216;Things Fall Apart&#8217;</a></strong><br /><!-- byline -->Nov 16, 2017 by Amy Gesenhues<!-- end byline --> <p>Born in the Igbo town of Ogidi in southeastern Nigeria, Achebe would have been 87 years old today. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/report-smart-speaker-owners-increasingly-using-instead-typing-swiping-286889" title="Report: Smart speaker owners increasingly using them instead of typing or swiping">Report: Smart speaker owners increasingly using them instead of typing or swiping</a></strong><br /><!-- byline -->Nov 16, 2017 by Greg Sterling<!-- end byline --> <p>Survey respondents also showed openness to buying assistant devices from Facebook and other companies that don&#8217;t currently offer them. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-tries-bring-transparency-news-content-help-trust-project-286882" title="Google tries to bring more transparency to news content with help from The Trust Project">Google tries to bring more transparency to news content with help from The Trust Project</a></strong><br /><!-- byline -->Nov 16, 2017 by Greg Sterling<!-- end byline --> <p>Google will display indicators to help distinguish between quality journalism and false information in search and elsewhere. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-aims-make-apps-google-assistant-functional-discoverable-286860" title="Google aims to make apps for Google Assistant more functional and discoverable">Google aims to make apps for Google Assistant more functional and discoverable</a></strong><br /><!-- byline -->Nov 15, 2017 by Greg Sterling<!-- end byline --> <p>It also enables users to start a task on Google Home and complete it on a smartphone. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-maps-gets-brighter-ui-color-coding-286844" title="Google Maps gets brighter UI, new category icons and more color-coding">Google Maps gets brighter UI, new category icons and more color-coding</a></strong><br /><!-- byline -->Nov 15, 2017 by Greg Sterling<!-- end byline --> <p>Changes designed to make it easier to find relevant content and destinations.</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/7-google-tips-supercharge-shopping-ads-228529" title="7 Google tips to supercharge your Shopping ads">7 Google tips to supercharge your Shopping ads</a></li> <li><a href="https://marketingland.com/understanding-interplay-seo-5-star-reputation-228510" title="Understanding the interplay of SEO and a 5-star reputation">Understanding the interplay of SEO and a 5-star reputation</a></li> <li><a href="https://marketingland.com/facebook-officially-launches-mobile-app-educational-site-video-creators-228613" title="Facebook officially launches mobile app, educational site for video creators">Facebook officially launches mobile app, educational site for video creators</a></li> <li><a href="https://marketingland.com/deck-halls-boughs-data-228493" title="Deck the halls with boughs of data ">Deck the halls with boughs of data </a></li> <li><a href="https://marketingland.com/voice-search-content-may-king-context-queen-new-voice-first-world-228421" title="Voice search: Content may be king, but context is queen in the new voice-first world">Voice search: Content may be king, but context is queen in the new voice-first world</a></li> <li><a href="https://marketingland.com/state-of-the-art-measuring-mobile-digital-marketing-227382" title="State of the art methods for measuring mobile and digital marketing">State of the art methods for measuring mobile and digital marketing</a></li> <li><a href="https://marketingland.com/facebook-rolls-dynamic-ads-updates-lead-ads-auto-brands-228539" title="Facebook rolls out dynamic ads for auto, updates lead ads for appointments">Facebook rolls out dynamic ads for auto, updates lead ads for appointments</a></li> <li><a href="https://marketingland.com/martech-landscape-whats-smart-contract-228578" title="MarTech Landscape: What’s a smart contract?">MarTech Landscape: What’s a smart contract?</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="http://www.stateofdigital.com/seo-sticking-plasters-arent-enemy-perfection/">Why SEO &quot;Sticking Plasters&quot; Aren&#8217;t the Enemy</a>, State of Digital</li> <li><a href="https://www.blog.google/products/maps/spend-more-time-around-table-not-traffic-thanksgiving/">Spend more time around the table (not in traffic) this Thanksgiving</a>, Google Blog</li> <li><a href="https://www.seroundtable.com/google-algorithm-search-ranking-update-24774.html">Mid-November Google Algorithm Search Ranking Update</a>, Search Engine Roundtable</li> <li><a href="https://www.screamingfrog.co.uk/canonicals-the-good-the-bad-the-ugly/">Canonicals &ndash; The Good, The Bad, &amp; The Ugly</a>, Screaming Frog</li> <li><a href="https://www.branded3.com/blog/get-more-links-from-journalists-with-search-data/">Get more links from journalists with search data</a>, Branded3</li> <li><a href="https://www.seroundtable.com/google-messaging-wait-times-24780.html">Google Messaging Feature Shows Wait Times</a>, Search Engine Roundtable</li> <li><a href="http://www.mercurynews.com/2017/11/15/is-billionaire-vc-peter-thiel-trying-to-break-up-google/">Google: Is billionaire VC Peter Thiel trying to break it up?</a>, Mercury News</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-amp-requirements-adwords-promotion-extensions-smart-speakers-286960">SearchCap: Google AMP requirements, AdWords promotion extensions &#038; smart speakers</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google rolls out AdWords promotion extensions, custom intent audiences & ad variations for testing https://searchengineland.com/google-rolls-promotion-extensions-custom-intent-audiences-ad-variations-testing-286942 Search Engine Land urn:uuid:1892c3d8-d7bb-5814-cc3d-8c0af3b6874e Thu, 16 Nov 2017 18:19:37 +0000 <p>The new features are all available in the new AdWords interface. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-rolls-promotion-extensions-custom-intent-audiences-ad-variations-testing-286942">Google rolls out AdWords promotion extensions, custom intent audiences &#038; ad variations for testing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-green2-1920.jpg"><img class="aligncenter size-large wp-image-230758" src="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-green2-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-green2-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-green2-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>Google made a few <a href="https://adwords.googleblog.com/2017/11/new-adwords-innovations.html">announcements</a> for AdWords advertisers just in time, before Black Friday kicks off the holiday shopping season in the US next week.</p> <p>About a year ago, Google started <a href="https://searchengineland.com/google-testing-promotion-extension-text-ads-263663">testing promotion extensions</a> in text ads. That beta extended to the <a href="https://searchengineland.com/features-exclusive-new-adwords-next-interface-278773">new AdWords interface</a> this summer. Now, they are rolling out globally in all supported AdWords languages and currencies in the new AdWords interface (aka the new AdWords experience). Promotion extensions let advertisers display specific offers in their text ads without having to create new ads. They can include a percentage off, a promotion code and offer period.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2017/11/adwords-promotion-extensions.png"><img class="aligncenter size-large wp-image-286943" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/adwords-promotion-extensions-511x600.png" alt="" width="511" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/adwords-promotion-extensions-511x600.png 511w, https://searchengineland.com/figz/wp-content/seloads/2017/11/adwords-promotion-extensions-340x400.png 340w, https://searchengineland.com/figz/wp-content/seloads/2017/11/adwords-promotion-extensions-768x903.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/adwords-promotion-extensions.png 1198w" sizes="(max-width: 511px) 100vw, 511px" /></a> <p>&nbsp;</p> <h2>Custom intent audiences</h2> <p>On the Google Display Network, Google is rolling out custom intent audiences to enable advertisers to target &#8220;people who want to buy the specific products you offer &#8212; based on data from your campaigns, website and YouTube channel.&#8221;</p> <p>Anthony Chavez, director of product management for AdWords, explained in a phone interview yesterday that there are two flavors of custom intent audiences. In one variation, advertisers can create their own based on topics and URLs that people who are likely to be interested in their products read about and visit. The second variation is machine-learning based and automated. Google will create an audience based on the campaign and infer characteristics of target consumers.</p> <p>The auto-generated custom intent audience lists will be surfaced to advertisers in the Audience Center as an auto-created audience. Google will show reach and performance estimates for each of these audiences.</p> <h2>Ad Variations</h2> <p>A new way to test ad variations is also rolling out in the new AdWords. Google says you can now test this across thousands of ads in a few clicks. Google will show the results of the test once they are statistically significant.</p> <p>You&#8217;ll find an Ad Variations tab, along with Campaign Drafts and Campaign Experiments, in the new UI. The example below shows a headline test using &#8220;Happy Holidays,&#8221; but advertisers can also use ad variations to test display paths and descriptions.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2017/11/ad-variations_adowrds.png"><img class="aligncenter size-large wp-image-286944" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/ad-variations_adowrds-708x600.png" alt="" width="708" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/ad-variations_adowrds-708x600.png 708w, https://searchengineland.com/figz/wp-content/seloads/2017/11/ad-variations_adowrds-472x400.png 472w, https://searchengineland.com/figz/wp-content/seloads/2017/11/ad-variations_adowrds-768x651.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/ad-variations_adowrds.png 829w" sizes="(max-width: 708px) 100vw, 708px" /></a> <h2>Google wants you to be excited about the new AdWords experience</h2> <p>If you aren&#8217;t a fan yet of the new AdWords experience, you&#8217;re going to find it increasingly hard to resist it as more new features are rolled out exclusively in the new interface. As an incentive for giving it a harder try, Chavez pointed out that the new interface has unified audience management in one place, improved the ads preview experience and beefed up what&#8217;s shown in the Opportunities tab &#8212; including an MCC view that enables managers to apply recommendations across accounts.</p> <p>&#8220;We are trying to make it more assistive to help managers be more effective and efficient,&#8221; said Chavez. One example is that the campaign construction workflow now asks for the objective up front and then surfaces most relevant features in set-up workflow.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-rolls-promotion-extensions-custom-intent-audiences-ad-variations-testing-286942">Google rolls out AdWords promotion extensions, custom intent audiences &#038; ad variations for testing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> YouTube for Business: The Ultimate YouTube Marketing Guide https://www.socialmediaexaminer.com/youtube-for-business-the-ultimate-youtube-marketing-guide/ Social Media Examiner urn:uuid:ce52cb0f-fb69-d4ed-6015-57749c7fa306 Thu, 16 Nov 2017 18:00:36 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/youtube-business-marketing-guide-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>If you&#8217;re new to YouTube business options or want to add something new to your current YouTube marketing plan, this page is for you. Here, you&#8217;ll find articles and resources to help beginner, intermediate, and advanced marketers use YouTube channels, video, ads, analysis, and more for business. Optimize My Channel and Videos on YouTube How <a class="read-more" href="https://www.socialmediaexaminer.com/youtube-for-business-the-ultimate-youtube-marketing-guide/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/youtube-for-business-the-ultimate-youtube-marketing-guide/">YouTube for Business: The Ultimate YouTube Marketing Guide</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> The final recrawl analysis: A powerful and important last step after implementing large-scale SEO changes https://searchengineland.com/final-recrawl-analysis-powerful-important-last-step-implementing-large-scale-seo-changes-286675 Search Engine Land urn:uuid:4d526cab-f27e-9872-d58e-c819f46efa28 Thu, 16 Nov 2017 17:02:58 +0000 <p>You've crawled your client's site, identified the SEO issues and fixed those issues in staging. Great job! But columnist Glenn Gabe shares why recrawling the site is critical once your SEO changes have been pushed live.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/final-recrawl-analysis-powerful-important-last-step-implementing-large-scale-seo-changes-286675">The final recrawl analysis: A powerful and important last step after implementing large-scale SEO changes</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-286865" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-analysis-1-e1510788693104-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-analysis-1-e1510788693104-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-analysis-1-e1510788693104-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-analysis-1-e1510788693104-768x432.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-analysis-1-e1510788693104.jpg 1199w" sizes="(max-width: 800px) 100vw, 800px" /> <p>When helping companies deal with performance drops from major algorithm updates, website redesigns, CMS migrations and other disturbances in the SEO force, I find myself crawling a lot of URLs. And that typically includes a number of crawls during a client engagement. For larger-scale sites, it’s not uncommon for me to surface many problems when analyzing crawl data, from technical SEO issues to content quality problems to user engagement barriers.</p> <p>After surfacing those problems, it’s extremely important to form a remediation plan that tackles those issues, rectifies the problems and improves the quality of the website overall. If not, a site might not recover from an algorithm update hit, it could sit in the gray area of quality, technical problems could sit festering, and more.</p> <p>As Google’s John Mueller has explained a number of times about recovering from quality updates, Google wants to see significant improvement in quality, and over the long term. So basically, fix <strong>all of your problems</strong> &#8212; and then you might see positive movement down the line.</p> <h2>Crawling: Enterprise versus surgical</h2> <p>When digging into a site, you typically want to get a feel for the site overall first, which would include an enterprise crawl (a larger crawl that covers enough of a site for you to gain a good amount of SEO intelligence). That does <strong>not</strong> mean crawling an entire site. For example, if a site has 1 million pages indexed, you might start with a crawl of 200-300K pages.</p> <p>Here are several initial enterprise crawls I have performed, ranging from 250K to 440K URLs.</p> <img class="aligncenter wp-image-286777 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-enterprise.jpg" alt="" width="552" height="334" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-enterprise.jpg 552w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-enterprise-550x334.jpg 550w" sizes="(max-width: 552px) 100vw, 552px" /> <p>Based on the initial crawl, you might then launch several surgical crawls focused on specific areas of the site. For example, notice a lot of thin content in X section of a site? Then focus the next crawl just on that section. You might crawl 25-50K URLs or more in that area alone to get a better feel for what’s going on there.</p> <p>When it&#8217;s all said and done, you might launch a number of surgical crawls during an engagement to focus your attention on problems in those specific areas. For example, here&#8217;s a smaller, surgical crawl of just 10K URLs (focused on a specific area of a website).</p> <img class="aligncenter wp-image-286778 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-surgical.jpg" alt="" width="471" height="322" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-surgical.jpg 471w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-surgical-470x322.jpg 470w" sizes="(max-width: 471px) 100vw, 471px" /> <p>All of the crawls help you identify as many problems on the site as possible. Then it’s up to you and your client’s team (a combination of marketers, project managers, designers, and developers) to implement the changes that need to be completed.</p> <h2>Next up: Auditing staging &#8212; awesome, but not the last mile</h2> <p>When helping clients, I typically receive access to a staging environment so I can check changes before they hit the production site. That’s a great approach in order to nip problems in the bud. Unfortunately, there are times that changes which are incorrectly implemented could lead to <em>more</em> problems. For example, if a developer misunderstood a topic and implemented the wrong change, you could end up with more problems than when you started.</p> <p>You absolutely want to make sure all changes being implemented are correct, or you could end up in worse shape than before the audit. One way to crawl staging when it&#8217;s not publicly available is to have VPN access. I covered that in a previous post about <a href="https://searchengineland.com/5-ways-crawl-staging-server-important-site-changes-go-live-save-seo-241616">how to crawl a staging server</a> before changes get pushed to production.</p> <img class="aligncenter size-full wp-image-286779" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-staging-vpn-access.jpg" alt="" width="456" height="435" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-staging-vpn-access.jpg 456w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-staging-vpn-access-419x400.jpg 419w" sizes="(max-width: 456px) 100vw, 456px" /> <p>But here’s the rub. We’re now talking about the <strong>staging</strong> environment and not production. There are times changes get pushed to production from staging and something goes wrong. Maybe directives get botched, a code glitch breaks meta data, site design gets impacted which also impacts usability, mobile URLs are negatively impacted, and so on and so forth.</p> <p>Therefore, you definitely want to check changes in staging, but you <strong>absolutely</strong> want to double check those changes once they go live in production. I can’t tell you how many times I&#8217;ve checked the production site after changes get pushed live and found problems. Sometimes they are small, but sometimes they aren’t so small. But if you catch them when they first roll out, you can nuke those problems before they can cause long-term damage.</p> <p>The reason I bring all of this up is because it’s critically important to check changes all along the path to production, and then obviously once changes hit production. And that includes recrawling the site (or sections) where the changes have gone live. Let’s talk more about the recrawl.</p> <h2>The recrawl analysis and comparing changes</h2> <p>Now, you might be saying that Glenn is talking about a lot of work here&#8230; well, yes and no. Luckily, some of the top crawling tools enable you to compare crawls. And that can help you save a lot of time with the recrawl analysis.</p> <p>I’ve mentioned two of my favorite crawling tools many times before, which are DeepCrawl and Screaming Frog. (Disclaimer: I’m on the customer advisory board for DeepCrawl and have been for a number of years.) Both are excellent crawling tools that provide a boatload of functionality and reporting. I often say that when using both DeepCrawl and Screaming Frog for auditing sites, 1+1=3. DeepCrawl is powerful for enterprise crawls, while Screaming Frog is outstanding for surgical crawls.</p> <div id="attachment_286780" style="width: 330px" class="wp-caption aligncenter"><img class="wp-image-286780 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-synergy.gif" alt="" width="320" height="180" /><p class="wp-caption-text">Credit: <a href="https://giphy.com/gifs/synergy-curhc38xMnMU8">GIPHY</a></p></div> <p>DeepCrawl and Screaming Frog are awesome, but there’s a new kid on the block, and his name is Sitebulb. I’ve just started using Sitebulb, and I’m digging it. I would definitely take a look at Sitebulb and give it a try. It&#8217;s just another tool that can complement DeepCrawl and Screaming Frog.</p> <h2>Comparing changes in each tool</h2> <p>When you recrawl a site via DeepCrawl, it automatically tracks changes between the last crawl and the current crawl (while providing trending across all crawls). That’s a big help for comparing problems that were surfaced in previous crawls. You’ll also see trending of each problem over time (if you perform more than just two crawls).</p> <img class="aligncenter wp-image-286781 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-dc.jpg" alt="" width="668" height="489" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-dc.jpg 668w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-dc-546x400.jpg 546w" sizes="(max-width: 668px) 100vw, 668px" /> <p>Screaming Frog doesn’t provide compare functionality natively, but you can export problems from the tool to Excel. Then you can compare reporting to check the changes. For example, did 404s drop from 15K to 3K? Did excessively long titles drop from 45K to 10K? Did pages noindexed accurately increase to 125K from 0? (And so on and so forth.) You can create your own charts in Excel pretty easily.</p> <img class="aligncenter size-full wp-image-286782" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-sf-b.jpg" alt="" width="488" height="599" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-sf-b.jpg 488w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-sf-b-326x400.jpg 326w" sizes="(max-width: 488px) 100vw, 488px" /> <p>And now comes the young punk named Sitebulb. You’ll be happy to know that Sitebulb provides the ability to compare crawls natively. You can click any of the reports and check changes over time. Sitebulb keeps track of all crawls for your project and reports changes over time per category. Awesome.</p> <img class="aligncenter wp-image-286836 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-sitebulb-b.jpg" alt="" width="748" height="325" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-sitebulb-b.jpg 748w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-changes-sitebulb-b-600x261.jpg 600w" sizes="(max-width: 748px) 100vw, 748px" /> <p>As you can see, the right tools can increase your efficiency while crawling and recrawling sites. After problems have been surfaced, a remediation plan created, changes implemented, changes checked in staging, and then the updates pushed to production, a final recrawl is critically important.</p> <p>Having the ability to compare changes between crawls can help you identify any changes that aren’t completed correctly or that need more refinement. And for Screaming Frog, you can export to Excel and compare manually.</p> <p>Now let’s talk about what you can find during a recrawl analysis.</p> <h2>Pulled from production: Real examples of what you can find during a recrawl analysis</h2> <p>After changes get pushed to production, you’re fully exposed SEO-wise. Googlebot will undoubtedly start crawling those changes soon (for better or for worse).</p> <p>To quote Forrest Gump, “Life is like a box of chocolates, you never know what you’re gonna get.&#8221; Well, thorough crawls are the same way. There are many potential problems that can be injected into a site when changes go live (especially on complex, large-scale sites). You might be surprised what you find.</p> <img class="aligncenter size-full wp-image-286785" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-forrest-gump.jpg" alt="" width="800" height="447" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-forrest-gump.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-forrest-gump-600x335.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/recrawl-forrest-gump-768x429.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below, I’ve listed real problems I’ve surfaced during various recrawls of production while helping clients over the years. These bullets are <strong>not</strong> fictional. They actually happened and were pushed to production by accident (the CMS caused problems, the dev team pushed something by accident, there was a code glitch and so on).</p> <p>Murphy&#8217;s Law &#8212; the idea that anything that <em>can</em> go wrong <em>will</em> go wrong &#8212; is real in SEO, which is why it&#8217;s critically important to check all changes after they go live.</p> <p>Remember, the goal was to fix problems, <strong>not add new ones</strong>. Luckily, I picked up the problems quickly, sent them to each dev team, and removed them from the equation.</p> <ul> <li>Canonicals were completely stripped from the site when the changes were pushed live (the site had 1.5M pages indexed).</li> <li>The meta robots tag using noindex was incorrectly published in multiple sections of the site by the CMS. And those additional sections drove a significant amount of organic search traffic.</li> <li>On the flip side, in an effort to improve the mobile URLs on the site, thousands of blank or nearly blank pages were published to the site (but only accessible by mobile devices). So, there was an injection of thin content, which was invisible to naked eye.</li> <li>The wrong robots.txt file was published and thousands of URLs that shouldn’t be crawled, were being crawled.</li> <li>Sitemaps were botched and were not updating correctly. And that included the Google News sitemap. And Google News drove a lot of traffic for the site.</li> <li>Hreflang tags were stripped out by accident. And there were 65K URLs containing hreflang tags targeting multiple countries per cluster.</li> <li>A code glitch pushed double the amount of ads above the fold. So where you had one annoying ad taking up a huge amount of space, the site now had <strong>two</strong>. Users had to scroll heavily to get to the main content (not good from an algorithmic standpoint, a usability standpoint, or from a Chrome actions standpoint).</li> <li>Links that have been nofollowed for years were suddenly followed again.</li> <li>Navigation changes were actually freezing menus on the site. Users couldn&#8217;t access any drop-down menu on the site until the problem was fixed.</li> <li>The code handling pagination broke and rel next/prev and rel canonical weren&#8217;t set up correctly anymore. And the site contains thousands of pages of pagination across many categories and subcategories.</li> <li>The AMP setup was broken, and each page with an AMP alternative didn&#8217;t contain the proper amphtml code. And rel canonical was removed from the AMP pages as part of the same bug.</li> <li>Title tags were improved in key areas, but html code was added by accident to a chunk of those titles. The html code began breaking the title tags, resulting in titles that were 800+ characters long.</li> <li>A code glitch added additional subdirectories to each link on a page, which all led to empty pages. And on those pages, more directories were added to each link in the navigation. This created the perfect storm of unlimited URLs being crawled with thin content (infinite spaces).</li> </ul> <p>I think you get the picture. This is why checking staging alone is not good enough. You need to recrawl the production site as changes go live to ensure those changes are implemented correctly. Again, the problems listed above were surfaced and corrected quickly. But if the site wasn&#8217;t crawled again after the changes went live, then they could have caused big problems.</p> <h2>Overcoming Murphy’s Law for SEO</h2> <p>We don’t live in a perfect world. Nobody is trying sabotage the site when pushing changes live. It’s simply that working on large and complex sites leaves the door open to small bugs that can cause big problems. A recrawl of the changes you guided can nip those problems in the bud. And that can save the day SEO-wise.</p> <p>For those of you already running a final recrawl analysis, that&#8217;s awesome. For those of you trusting that your recommended changes get pushed to production correctly, read the list of real problems I uncovered during a recrawl analysis again. Then make sure to include a recrawl analysis into your next project. That&#8217;s the &#8220;last mile.&#8221;</p> <p>I’ve written about Murphy’s Law before. It’s real, and it&#8217;s scary as heck for SEOs. A recrawl can help keep Murphy at bay &#8212; and that’s always a good thing when Googlebot comes knocking.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/final-recrawl-analysis-powerful-important-last-step-implementing-large-scale-seo-changes-286675">The final recrawl analysis: A powerful and important last step after implementing large-scale SEO changes</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Not Feeling the Recovery? You’re Not Alone https://www.nerdwallet.com/blog/finance/not-feeling-recovery/ NerdWallet urn:uuid:639b71ce-ffc6-6b77-f399-2afe30cb12d4 Thu, 16 Nov 2017 17:00:20 +0000 Incomes are up, the stock market is soaring, and home prices have largely recovered from the mortgage meltdown. But Americans still haven’t regained all the wealth they lost and, on… <p>Incomes are up, the stock market is soaring, and home prices have largely recovered from the mortgage meltdown. But Americans still haven’t regained all the wealth they lost and, on the whole, are worse off than in 1998. The Federal Reserve’s just-released Survey of Consumer Finances, done every three years, tells a stubbornly grim tale....</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/blog/finance/the-consumer-watchdog-that-helps-you-may-be-eliminated/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=460329" title="Agency That Returned Billions to Consumers Loses Leader" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Agency That Returned Billions to Consumers Loses Leader</a></li> <li><a href="https://www.nerdwallet.com/blog/finance/rent-to-own-complaints-spur-federal-scrutiny/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=460329" title="Rent-to-Own Complaints Spur Federal Scrutiny" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Rent-to-Own Complaints Spur Federal Scrutiny</a></li> <li><a href="https://www.nerdwallet.com/article/smart-not-stressed-holiday-shopper/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=460329" title="How to Be a Smart (Not Stressed) Holiday Shopper" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How to Be a Smart (Not Stressed) Holiday Shopper</a></li> </ul></div> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Liz Weston is a writer at NerdWallet. Email: lweston@nerdwallet.com. Twitter: @lizweston. </p> </aside></div> </div><span data-post-id="460329"></span> Google will require AMP and canonical pages to match as of February 1, 2018 https://searchengineland.com/google-will-require-amp-canonical-pages-match-february-1-2018-286921 Search Engine Land urn:uuid:9d180c80-fefe-e899-1369-6ad9d24917e8 Thu, 16 Nov 2017 16:00:07 +0000 <p>Though AMP isn't a ranking signal, non-compliant pages won't appear in Top Stories or other AMP-specific slots in search results. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-will-require-amp-canonical-pages-match-february-1-2018-286921">Google will require AMP and canonical pages to match as of February 1, 2018</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-266154" src="https://searchengineland.com/figz/wp-content/seloads/2016/12/google-amp-speed-rocket-launch7-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/12/google-amp-speed-rocket-launch7-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/12/google-amp-speed-rocket-launch7-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2016/12/google-amp-speed-rocket-launch7-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google has <a href="https://webmasters.googleblog.com/2017/11/engaging-users-through-high-quality-amp.html">said</a> that beginning in February 2018, <a href="https://searchengineland.com/library/google/google-amp-project">Accelerated Mobile Pages (AMP) </a> and canonical pages must match or have very &#8220;close parity.&#8221; AMP pages that do not match the content of canonical pages &#8220;will not be considered for Search features that require AMP, such as the Top Stories carousel with AMP.&#8221;</p> <p>Content parity has been a <a href="https://support.google.com/webmasters/answer/6340290">requirement</a> for some time, but Google is now stepping up enforcement. However, the company is simultaneously emphasizing that AMP is not a ranking signal, and there will be no penalty &#8212; other than the above loss of potential visibility &#8212; for pages that fail to comply.</p> <p>Google is doing this because it is seeing AMP used, in some limited contexts, on &#8220;teaser pages&#8221; that offer only limited content. Google uses the example of a news article whose AMP page features an excerpt with a prompt to click for the &#8220;full story.&#8221; In such cases, users are being required to &#8220;click twice to get to the real content.&#8221;</p> <p>If Google finds a non-compliant AMP page after the deadline, it will send users to the &#8220;non-AMP equivalent.&#8221; If that&#8217;s a slow-loading page, users are likely to abandon. Google also says that it will &#8220;notify the webmaster via Search console as a manual action message and give the publisher the opportunity to fix the issue before its AMP page can be served again.&#8221;</p> <p>Google says it&#8217;s doing this to promote a better user experience. It&#8217;s also seeking to protect the integrity of the AMP initiative itself.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-will-require-amp-canonical-pages-match-february-1-2018-286921">Google will require AMP and canonical pages to match as of February 1, 2018</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Choosing an enterprise SEO platform https://searchengineland.com/choosing-enterprise-seo-platform-286950 Search Engine Land urn:uuid:19497fa9-ad6b-3714-7f40-e6dc89e5af80 Thu, 16 Nov 2017 15:40:28 +0000 <p>With hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, enterprise SEO has become increasingly complicated and time-consuming. Using an enterprise SEO platform can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns. More specifically, managing SEO [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/choosing-enterprise-seo-platform-286950">Choosing an enterprise SEO platform</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><a href="http://downloads.digitalmarketingdepot.com/MIR_1512_SEOPlatfrm_landingpageMTT.html"><img class="alignright size-full wp-image-286953" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/choosing-tools-ss-1920.jpg" alt="" width="1920" height="1080" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/choosing-tools-ss-1920.jpg 1920w, https://searchengineland.com/figz/wp-content/seloads/2017/11/choosing-tools-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/choosing-tools-ss-1920-768x432.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/choosing-tools-ss-1920-800x450.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" /></a>With hundreds, thousands, tens of thousands, and even millions of pages, sites, social conversations, images and keywords to manage and optimize, enterprise SEO has become increasingly complicated and time-consuming. Using an enterprise SEO platform can increase efficiency and productivity while reducing the time and errors involved in managing organic search campaigns.</p> <p>More specifically, managing SEO through an enterprise toolset can provide the following benefits:</p> <ul> <li>many tools, one interface &#8212; enterprise SEO platforms perform many tasks in one system.</li> <li>more efficient management of global operations with built-in diagnostics that can identify sitewide issues across languages, countries or regions.</li> <li>the ability to stay up-to-date with the search engine algorithm changes and their impact on ranking factors.</li> <li>automated reporting to provide data in near real time.</li> </ul> <p>If you are considering licensing an SEO software tool, MarTech Today&#8217;s &#8220;<a href="http://downloads.digitalmarketingdepot.com/MIR_1512_SEOPlatfrm_landingpageMTT.html?utm_source=sel&amp;utm_medium=newspost" rel="nofollow">Enterprise SEO Platforms: A Marketer’s Guide</a>&#8221; will help you decide whether or not you need to. This 42-page report examines the market for SEO platforms and the considerations involved in implementing this software into your business and includes profiles of 13 leading SEO tools vendors, capabilities comparison and recommended steps for evaluating and purchasing.</p> <p>Visit Digital Marketing Depot to download &#8220;<a href="http://downloads.digitalmarketingdepot.com/MIR_1512_SEOPlatfrm_landingpageMTT.html?utm_source=sel&amp;utm_medium=newspost">Enterprise SEO Platforms: A Marketer’s Guide</a>.&#8221;</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/choosing-enterprise-seo-platform-286950">Choosing an enterprise SEO platform</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> How to steal the competition’s best keywords: A 3-step guide https://searchengineland.com/steal-competitions-best-keywords-3-step-guide-286500 Search Engine Land urn:uuid:e9a4df8b-79cf-5e76-86f6-5dd3dddc3cd5 Thu, 16 Nov 2017 15:30:04 +0000 <p>Why invest so much into keyword research when your competitors have already done the work? Columnist Jacob Baadsgaard explains how to use competitive research to inform your paid search keyword strategy.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/steal-competitions-best-keywords-3-step-guide-286500">How to steal the competition&#8217;s best keywords: A 3-step guide</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-286834" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/steal-thief-hacker-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/steal-thief-hacker-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/steal-thief-hacker-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/steal-thief-hacker-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Whether you&#8217;re new to paid search or an old pro, one of your biggest challenges is figuring out the right keywords. Pick the right keywords and your business will thrive. Pick the wrong keywords, and you might as well be <a href="http://searchengineland.com/cut-crap-reduce-wasted-ad-spend-adwords-account-239549">flushing your ad spend down the toilet</a>.</p> <p>Now, with enough time, effort and money, most advertisers can usually put together a decent keyword list. The only problem is, this takes time, effort and money &#8212; something most businesses are a little short on.</p> <p>Wouldn&#8217;t it be nice if there were a way to make the process more efficient?</p> <p>The good news is, while identifying the right keywords won&#8217;t ever be easy, there <em>is</em> a quicker way to find the right keywords for your business. All you have to do is steal them from the competition.</p> <h2>Learning from the competition</h2> <p>If you&#8217;ve got competitors &#8212; especially successful, well-established competitors &#8212; there&#8217;s a strong chance that they&#8217;ve put a lot of blood, sweat and tears into finding the right keywords for your market. Odds are, they&#8217;ve got a good feel for what works and what doesn&#8217;t.</p> <p>Wouldn&#8217;t it be nice if you could get that information?</p> <p>Fortunately, there is a way. With the right approach, you can quickly identify the competition&#8217;s best keywords and beat them at their own game. All takes is the right analytics setup, a competitive analysis tool (iSpionage and SpyFu are good options) and a testing budget.</p> <h2>1. Analytics</h2> <p>The key to any paid search strategy is great analytics. After all, how do you know which keywords are producing the most profitable conversions and sales if you aren&#8217;t, you know, tracking conversions and sales?</p> <p>So, before we dive into identifying your competition&#8217;s best keywords, let&#8217;s take a moment to talk about the analytics information you&#8217;ll need to make this strategy work.</p> <p>Both Bing and AdWords make it pretty easy to set up conversion tracking. The easiest types of conversions to track are form submissions and online transactions, but odds are you&#8217;re not just interested in form submissions &#8212; you want people to chat in, call you, make an offline purchase and so on.</p> <p>Each of these actions is a conversion and an important indicator of how a keyword is performing. So, if you want to know which keywords produce the best results, you need data on every single one of those conversion actions.</p> <p>Getting all of this set up can be a bit of a headache (especially if a lot of your conversions happen offline), but if you aren&#8217;t tracking the results of your paid search campaigns, you&#8217;ll never be able to improve your performance.</p> <p>At first glance, this might seem kind of obvious, but after auditing over 3,000 AdWords accounts at Disruptive (disclaimer: my company), we&#8217;ve found that less than 30 percent of advertisers are actually tracking all of their important conversion actions.</p> <img class="has-border aligncenter wp-image-262126 size-medium" src="https://searchengineland.com/figz/wp-content/seloads/2016/10/adwords-analytics-implementation-600x320.png" alt="" width="600" height="320" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/10/adwords-analytics-implementation-600x320.png 600w, https://searchengineland.com/figz/wp-content/seloads/2016/10/adwords-analytics-implementation-768x410.png 768w, https://searchengineland.com/figz/wp-content/seloads/2016/10/adwords-analytics-implementation-800x427.png 800w" sizes="(max-width: 600px) 100vw, 600px" /> <p>In our study, AdWords advertisers who were only tracking <em>some</em> of their conversion actions were <a href="http://searchengineland.com/boost-conversion-rate-45-today-no-really-262123">missing out on more than a third of their conversions</a>. Just imagine what it&#8217;s like trying to optimize your campaigns with a margin of error of 33 percent!</p> <p>With all that in mind, it should be obvious why analytics is the key to this tactic. Stealing the competition&#8217;s keywords is great, but if you really want to know which keywords produce results, you need analytics.</p> <h2>2. Competitive research</h2> <p>Advertisers love to talk about competitive research, but it&#8217;s often hard to know what is working for your competitors and what isn&#8217;t. Does their success come from their ad copy? The testimonials on their landing page? Or just the keywords they&#8217;re bidding on?</p> <p>In many cases, you&#8217;ll probably never know. You can take your best guess, but you really have no idea what is working for your competitor and what just looks nice to you. More importantly, even <em>if</em> a certain catch-phrase or testimonial is the key to their success, you can&#8217;t assume that the same elements will work well for you.</p> <p>So, while competitive research sounds nice, it&#8217;s often hard to use in a practical way.</p> <p>When it comes to keywords, however, competitive research is <em>incredibly</em> practical. With the right competitive analysis tool, you can know exactly which keywords the competition is bidding on. In most cases, all you have to do is hop on a site like SpyFu or iSpionage, enter the competitor&#8217;s domain, and you&#8217;ll get a list of all the keywords your competitors are using.</p> <p>From there, all you have to do is identify which keywords actually produce value for your business.</p> <p>Unfortunately, most advertisers bid on <em>way</em> too many keywords. In fact, while auditing all those AdWords accounts I mentioned earlier, we found that only 6 percent of the keywords in the average AdWords account are producing conversions.</p> <p>So, if you just assume that every keyword the competition is bidding on is profitable and use it in your own account, you&#8217;re going to end up wasting just as much money on paid search as your competitors are. To really make the most of this strategy, you can&#8217;t just copy and paste a competitor&#8217;s keyword list. You have to beat them at their own game.</p> <h2>3. Stealing the competition&#8217;s best keywords</h2> <p>If you want to steal the competition&#8217;s best keywords, you need to know which keywords are worth bidding on and which ones you (and probably your competitors) should ignore.</p> <p>That&#8217;s going to take a bit of testing.</p> <p>I typically recommend that you invest about 20 percent of your paid search budget into testing new ads, keywords or other changes to your account. Obviously, the newer you are to paid search, the more of your budget you&#8217;ll want to test with, but this is a good rule of thumb for most established accounts.</p> <p>Once you&#8217;ve identified the competition&#8217;s keywords, build ads around them and use your testing budget to try them out for around three months. Assuming that you have a good analytics setup, this should give you enough data to determine which keywords are profitable.</p> <p>Next, open your paid search account and take a look at the three months of data you just gathered. Go to the Keywords tab and <a href="http://searchengineland.com/from-waste-to-win-watch-how-a-simple-change-affects-adwords-performance-246043">filter your keywords for <strong>Conversions &lt; 1</strong></a>.<b></b></p> <img class="has-border aligncenter wp-image-246128 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2016/03/search-terms-report-example-800x383.jpg" alt="" width="800" height="383" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/03/search-terms-report-example-800x383.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/03/search-terms-report-example-600x287.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2016/03/search-terms-report-example-768x368.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>This report will show you all the keywords you are bidding on that haven&#8217;t produced conversions in the last three months. By clicking on the &#8220;Cost&#8221; column, you can further sort these keywords by how much money you&#8217;ve spent on these keywords.</p> <p>Now, if this weren&#8217;t a test, all the money you spent on these keywords would have been completely wasted. However, the point of your testing budget is to identify useful keywords, so you&#8217;re not wasting money &#8212; you&#8217;re just paying for education.</p> <p>You&#8217;ll have to use your individual judgment to decide which of these keywords should be cut and which deserve a little more time or refinement. But, this filter should help you identify which of your competitor&#8217;s keywords are producing unsatisfactory results.</p> <p>In contrast, you can reverse this filter (&#8220;Conversions &gt; 1&#8221;) to see which keywords <em>are</em> producing results. These keywords are often your competition&#8217;s best performers, too. However, since they probably aren&#8217;t tracking conversions effectively, they probably don&#8217;t know how valuable those keywords are.</p> <p>But you do.</p> <p>Once you&#8217;ve identified a great new keyword, all it takes is a little more time and effort to dial in your bids, ad copy and landing pages and edge out the competition. Guess what? You just beat the competition at their own game!</p> <h2>Conclusion</h2> <p>When you get right down to it, it&#8217;s not that hard to steal the competition&#8217;s best keywords. All you need is a good analytics setup, a competitive analysis tool and a decent testing budget.</p> <p>By combining these three elements, you can quickly identify which of a competitor&#8217;s keywords are valuable to your business and which ones aren&#8217;t. Then, you can focus your ad spend on their best keywords and beat the competition at their own game!</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/steal-competitions-best-keywords-3-step-guide-286500">How to steal the competition&#8217;s best keywords: A 3-step guide</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Chinua Achebe Google doodle celebrates Nigerian writer & author of ‘Things Fall Apart’ https://searchengineland.com/chinua-achebe-google-doodle-celebrates-nigerian-writer-author-things-fall-apart-286894 Search Engine Land urn:uuid:53dbe996-f2b0-5699-5835-3dcc32e86125 Thu, 16 Nov 2017 14:35:02 +0000 <p>Born in the Igbo town of Ogidi in southeastern Nigeria, Achebe would have been 87 years old today. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/chinua-achebe-google-doodle-celebrates-nigerian-writer-author-things-fall-apart-286894">Chinua Achebe Google doodle celebrates Nigerian writer &#038; author of &#8216;Things Fall Apart&#8217;</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-286898" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-87th-birthday-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-87th-birthday-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-87th-birthday-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-87th-birthday-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Today&#8217;s Google doodle marks what would have been the 87th birthday of the Nigerian writer Chinua Achebe.</p> <p>Best known for his novel &#8220;Things Fall Apart,&#8221; Achebe began writing during the 1950s, building his stories around the culture and traditions of Nigeria&#8217;s Igbo people. He is the author of five novels, four children&#8217;s books and several collections of poetry, short stories, essays and non-fiction.</p> <p>&#8220;His characters were insiders &#8212; everyday people such as the village chief (in &#8220;Things Fall Apart&#8221;), the priest (in &#8220;Arrow of God&#8221;), or the school teacher (in &#8220;A Man of the People&#8221;),&#8221; writes the <a href="https://www.google.com/doodles/chinua-achebes-87th-birthday">Google doodle team</a>, &#8220;Through their stories, we witness a Nigeria at the crossroads of civilization, culture, and generations.&#8221;</p> <p>As Google notes, Achebe is recognized by many as the father of modern African literature, and was awarded the Man Booker Prize in 2007. During his career, he received a number of literary awards and earned more than 30 honorary degrees from universities across the globe.</p> <p>Today&#8217;s doodle leads to a search for &#8220;<a href="https://www.google.com/search?q=Chinua+Achebe&amp;ie=utf-8&amp;oe=utf-8&amp;client=firefox-b">Chinua Achebe</a>&#8221; and highlights images from his novels. The Google doodle team shared the following initial sketches of the doodle on the Google Doodle blog:</p> <img class="aligncenter size-large wp-image-286906" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-doodle-sketches-476x600.jpg" alt="" width="476" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-doodle-sketches-476x600.jpg 476w, https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-doodle-sketches-317x400.jpg 317w, https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-doodle-sketches.jpg 600w" sizes="(max-width: 476px) 100vw, 476px" /> <p>Here is the full doodle that currently resides on Google&#8217;s home page in the US and Nigeria:<br /> <img class="aligncenter size-large wp-image-286897" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-doodle-800x320.jpg" alt="" width="800" height="320" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-doodle-800x320.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-doodle-600x240.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-doodle-768x307.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/chinua-achebes-doodle.jpg 1000w" sizes="(max-width: 800px) 100vw, 800px" /></p> <p>In a 1994 interview with The Paris Review, Achebe shared what drove him as a writer: &#8220;There is that great proverb &#8212; that until the lions have their own historians, the history of the hunt will always glorify the hunter. That did not come to me until much later. Once I realized that, I had to be a writer. I had to be that historian.&#8221;</p> <p>Achebe said writing was something he had to do to make sure, &#8220;&#8230; the story of the hunt will also reflect the agony, the travail &#8212; the bravery, even, of the lions.&#8221;</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/chinua-achebe-google-doodle-celebrates-nigerian-writer-author-things-fall-apart-286894">Chinua Achebe Google doodle celebrates Nigerian writer &#038; author of &#8216;Things Fall Apart&#8217;</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Report: Smart speaker owners increasingly using them instead of typing or swiping https://searchengineland.com/report-smart-speaker-owners-increasingly-using-instead-typing-swiping-286889 Search Engine Land urn:uuid:996226eb-99f2-5569-6e4a-f1477f1fdbe6 Thu, 16 Nov 2017 14:30:19 +0000 <p>Survey respondents also showed openness to buying assistant devices from Facebook and other companies that don't currently offer them. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/report-smart-speaker-owners-increasingly-using-instead-typing-swiping-286889">Report: Smart speaker owners increasingly using them instead of typing or swiping</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-275256" src="https://searchengineland.com/figz/wp-content/seloads/2017/05/google-assistant-logo-onwhite-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/05/google-assistant-logo-onwhite-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/05/google-assistant-logo-onwhite-1920-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/05/google-assistant-logo-onwhite-1920-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Unlike VR headsets or wearables, smart speakers are rapidly emerging as a mass market technology platform. The latest to document relatively high satisfaction and usage of these devices is call-tracking and analytics company <a href="https://www.invoca.com/">Invoca</a>.</p> <p>Earlier this year, Invoca surveyed 1,000 people in the US who own an Amazon Echo or Google Home device. The survey asked questions about current behavior and a range of hypothetical scenarios.</p> <p>The company found that people use smart speakers more frequently over time, with 89 percent using them daily. Here&#8217;s a more detailed usage breakdown:</p> <ul> <li>33 percent of owners said they used the devices more than five times daily.</li> <li>28 percent used them four to five times a day.</li> <li>24 percent used them two to three times a day.</li> </ul> <p>In addition, 58 percent of respondents said that they used assistants to &#8220;accomplish tasks they used to do through typing or swiping.&#8221; So there&#8217;s some substitution going on, and there&#8217;s apparently an appetite for more.</p> <p>By some estimates, Amazon controls 70 to 75 percent of the smart speaker market in the US. But the Invoca survey found that people were open to devices from other companies not yet in the market, especially Facebook. Nearly 60 percent (58 percent) of survey respondents said they would potentially buy a voice assistant from the social network if it sold one. (Facebook is <a href="https://www.cnet.com/news/now-facebook-is-making-a-speaker-too-alexa-echo-homepod/">rumored</a> to be working on such a device.)</p> <p>Invoca also reports that 73 percent of respondents said they&#8217;d made a purchase through a voice assistant, and 39 percent said interaction with these devices had influenced purchases made elsewhere. (I&#8217;m skeptical of the accuracy of the 73 percent figure.)</p> <img class="aligncenter size-large wp-image-286895" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/Screen-Shot-2017-11-16-at-5.37.13-AM-800x283.png" alt="" width="800" height="283" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/Screen-Shot-2017-11-16-at-5.37.13-AM-800x283.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Screen-Shot-2017-11-16-at-5.37.13-AM-600x212.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Screen-Shot-2017-11-16-at-5.37.13-AM-768x271.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Screen-Shot-2017-11-16-at-5.37.13-AM.png 999w" sizes="(max-width: 800px) 100vw, 800px" /> <p>One of the more interesting findings: Invoca also discovered some receptiveness to ads on these devices, provided users had a degree of control or they were personalized in some fashion. Currently, there are no ads on Google Home or Alexa devices, though promotional audio messages are likely to arrive at some point. Earlier this year, Amazon <a href="https://martechtoday.com/voicelabs-suspends-alexa-audio-ads-saying-market-not-ready-199654">shut down such an attempt</a> by third-party analytics company VoiceLabs.</p> <p>The report also explored tasks or activities that were being pursued by device owners in several vertical contexts: banking, travel and healthcare. Here were the top three smart speaker objectives or activities reported in each category:</p> <p>Travel</p> <ol> <li>Inquire about hotels.</li> <li>Check flight status.</li> <li>Purchase or book something.</li> </ol> <p>Banking</p> <ol> <li>Check a balance.</li> <li>Pay a bill.</li> <li>Track spending.</li> </ol> <p>Healthcare</p> <ol> <li>Ask about symptoms.</li> <li>Ask about health/diet tips.</li> <li>Connect with hospital or doctor.</li> </ol> <p>Survey respondents were not without some criticisms and complaints, mostly having to do with being comprehended, the length of conversations they could have and the complexity of tasks they could execute.</p> <p>About 90 percent of owners said that if they&#8217;re unable to get what they&#8217;re seeking from the smart speaker they turn to search. And 76 percent said that they would like to be able to connect with a human through the device, as a backup, if it was unable to answer their question.</p> <p>After the smoke from holiday 2017 clears, we could discover <a href="http://www.lsainsider.com/are-there-already-56m-amazon-alexa-google-home-devices-in-us/archives#sthash.dw7Uf9Nc.dpbs">as many as 50 or 60 million</a> smart speakers installed in US households.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/report-smart-speaker-owners-increasingly-using-instead-typing-swiping-286889">Report: Smart speaker owners increasingly using them instead of typing or swiping</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google tries to bring more transparency to news content with help from The Trust Project https://searchengineland.com/google-tries-bring-transparency-news-content-help-trust-project-286882 Search Engine Land urn:uuid:5e38d3da-2810-466e-8266-356e26c8ce00 Thu, 16 Nov 2017 13:47:50 +0000 <p>Google will display indicators to help distinguish between quality journalism and false information in search and elsewhere. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-tries-bring-transparency-news-content-help-trust-project-286882">Google tries to bring more transparency to news content with help from The Trust Project</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-266151" src="https://searchengineland.com/figz/wp-content/seloads/2016/12/google-lies-truth-fake-news1-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/12/google-lies-truth-fake-news1-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/12/google-lies-truth-fake-news1-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2016/12/google-lies-truth-fake-news1-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Machines got us into this mess, but humans may help get us out of it. In the wake of the 2016 election and the ongoing manipulation of news by foreign governments and domestic trolls, Google, Facebook and Twitter have endured intensifying criticism and had to face the limitations of their algorithms as arbiters of truth.</p> <p>These issues have been well-documented but most recently arose again in the wake of the <a href="http://www.latimes.com/nation/la-las-vegas-shooting-live-updates-fake-news-stories-circulate-after-1506961659-htmlstory.html">Las Vegas</a> and <a href="https://www.theguardian.com/us-news/2017/nov/06/google-youtube-texas-shooting-fake-news">Texas church</a> mass shootings. Google, YouTube and others were duped by parties seeking to spread false information about the identity of the shooters in each case.</p> <p>Among other efforts to combat the proliferation of fake news and false information in search, Google <a href="https://www.blog.google/topics/journalism-news/sorting-through-information-help-trust-project/">announced</a> that it&#8217;s teaming up with <a href="https://www.scu.edu/ethics/focus-areas/journalism-ethics/programs/the-trust-project/">The Trust Project</a>, which was founded by Craig Newmark of Craigslist but is now run by the Markkula Center for Applied Ethics at Santa Clara University in Northern California.</p> <p>In a blog <a href="https://www.blog.google/topics/journalism-news/sorting-through-information-help-trust-project/">post</a>, Google explains:</p> <blockquote><p>The Project, which is funded by Google among others, has been working with more than 75 news organizations from around the world to come up with indicators to help people distinguish the difference between quality journalism and promotional content or misinformation.</p> <p>In a first step, the Project has released eight trust indicators that newsrooms can add to their content. This information will help readers understand more about what type of story they’re reading, who wrote it, and how the article was put together.</p></blockquote> <p>These trust indicators include information on how stories were researched, information about the author and the journalistic standards used by the publication in compiling and supporting its stories.</p> <p>As a practical matter, the trust indicators are not unlike ranking factors and are largely going to be embedded in structured markup so that Google can read them as it crawls news sites. Google says it&#8217;s still figuring out &#8220;how to display these trust indicators next to articles that may appear on Google News, Google Search, and other Google products.&#8221;</p> <p>I applaud Google&#8217;s effort to separate credible from untrustworthy news and content, but I fear this system is misguided and too complex to accomplish its ultimate objective.</p> <p>What should be happening is clear third-party labeling or certification of publications as trustworthy, rather than exposing people to the underlying criteria and putting the burden on them to evaluate the credibility of the source. Publications should submit themselves for certification, and once accomplished, Google should simply display the label.</p> <p>Readers should be able to see what&#8217;s behind the labeling scheme, but they should be able to tell at a glance whether an item is from a credible source, not have to spend time evaluating it based on a range of factors that may be obscure to them.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-tries-bring-transparency-news-content-help-trust-project-286882">Google tries to bring more transparency to news content with help from The Trust Project</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> How to Easily Broadcast Multi-Camera Live Video for Facebook Live https://www.socialmediaexaminer.com/broadcast-multi-camera-live-video-facebook-live/ Social Media Examiner urn:uuid:d610aa56-d689-02b8-17a1-a6ea1ca7b4bb Thu, 16 Nov 2017 11:00:51 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/facebook-live-broadcast-multi-camera-how-to-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you want to improve the quality of your live videos? Wondering how to integrate visuals and work with multiple camera angles? In this article, you’ll discover how to broadcast professional-quality live video to Facebook and YouTube. Why Brand Live Videos? Switcher Studio is a mobile production tool that lets you create professionally branded Facebook <a class="read-more" href="https://www.socialmediaexaminer.com/broadcast-multi-camera-live-video-facebook-live/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/broadcast-multi-camera-live-video-facebook-live/">How to Easily Broadcast Multi-Camera Live Video for Facebook Live</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> Google aims to make apps for Google Assistant more functional and discoverable https://searchengineland.com/google-aims-make-apps-google-assistant-functional-discoverable-286860 Search Engine Land urn:uuid:a27f8768-675e-ebbf-9a94-f8f125c01157 Thu, 16 Nov 2017 00:33:29 +0000 <p>It also enables users to start a task on Google Home and complete it on a smartphone. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-aims-make-apps-google-assistant-functional-discoverable-286860">Google aims to make apps for Google Assistant more functional and discoverable</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-270655" src="https://searchengineland.com/figz/wp-content/seloads/2017/03/google-assistant4-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/03/google-assistant4-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/03/google-assistant4-1920-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/03/google-assistant4-1920-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Today Google <a href="https://developers.googleblog.com/2017/11/help-users-find-interact-re-engage-with.html">announced a number of updates</a> and improvements to help make third party apps for <a href="https://searchengineland.com/library/google/google-google-assistant">Google Assistant</a> more functional and easier for users to discover. It&#8217;s also adding new capabilities for developers.</p> <p>Developers can now build Assistant apps in Spanish, Portuguese and Indian English. For the UK, Google announced the availability of transactional capabilities (purchases, reservations or appointments). For the app directory, Google is adding new sections (what&#8217;s new and what&#8217;s trending). And there will now be an autocomplete feature to help suggest apps to users.</p> <p>Right now the app directory is relatively hidden and I suspect only a tiny percentage of users know it exists. However, within the directory Google is also creating new subcategories for apps that are more task-specific. The company uses the example of &#8220;Order Food&#8221; or &#8220;View a Menu&#8221; in the category &#8220;Food &amp; Drink.&#8221; There will also be new badges for family friendly apps.</p> <p>Google is also trying to facilitate more natural app discovery &#8212; and this is probably going to be more common than other methods &#8212; through &#8220;<a href="https://developers.google.com/actions/discovery/implicit#adding_action_invocation_phrases">implicit invocation</a>&#8221; or &#8220;implicit discovery.&#8221; This is a form of app recommendations, when Google believes that a specific app can answer a user question or fulfill a need, or when the user&#8217;s verbal command is the &#8220;action phrase&#8221; for the Assistant app itself:</p> <blockquote><p>Implicit invocation occurs when users invoke your app without using its name. This type of invocation occurs when users tell the Google Assistant to do something that&#8217;s similar to the action invocation phrase for one of your configured intents, or when the user is in a context where your app would be appropriate.</p></blockquote> <p>There&#8217;s a very SEO-like (&#8220;voice optimization&#8221;) <a href="https://developers.google.com/actions/discovery/implicit#adding_action_invocation_phrases">approach</a> to getting your app recognized and invoked by Google in this &#8220;implicit&#8221; scenario.</p> <img class="aligncenter size-large wp-image-286871" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/Google-Assistant-send-to-phone-800x419.png" alt="" width="800" height="419" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/Google-Assistant-send-to-phone-800x419.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Google-Assistant-send-to-phone-600x314.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Google-Assistant-send-to-phone-768x402.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Google-Assistant-send-to-phone.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Most compelling of these new features is the introduction of what Google calls &#8220;<a href="https://developers.google.com/actions/assistant/surface-capabilities#multi-surface_conversations">multi-surface conversations</a>.&#8221; This is essentially Google Home send to phone.</p> <p>An interaction begins on a Google Home device and is then sent to a smartphone for completion. The example Google provides is food ordering that begins on Google Home, with the payment transaction concluding on a smartphone. For relatively obvious reasons, this could be a boon to travel and e-commerce transactions on <a href="https://searchengineland.com/library/google/google-google-home">Google Home</a>.</p> <p>Google is also enabling personalization (preferences), daily updates, notifications and directory analytics.</p> <p>Integrating third party capabilities into the Google Assistant has the potential to be extremely useful. Apple&#8217;s Siri is doing this and, obviously, so is Amazon Alexa with &#8220;skills&#8221; (most of which are currently worthless). But the problem of &#8220;app discovery&#8221; is even more acute in the <a href="https://searchengineland.com/voice-search-changes-everything-286665">voice context</a> than it is in smartphone app stores.</p> <p>This is why &#8220;implicit discovery&#8221; holds so much promise. But Google can also do a great deal more to surface developer apps and content within the Google Assistant and online.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-aims-make-apps-google-assistant-functional-discoverable-286860">Google aims to make apps for Google Assistant more functional and discoverable</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> How to Make Your Website More Secure (So Google Doesn't Punish You) http://tracking.feedpress.it/link/9375/7415455 Moz Blog urn:uuid:500ce805-45ed-069a-e884-bd60015cca7f Thu, 16 Nov 2017 00:03:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/4295655\">lkolowich</a></p><p>Thanks to the buzz around website hacking and personal data theft in recent years, most Internet users are aware that their sensitive information is at risk every time they surf the web.<br></p><p>And yet, although the personal data of their visitors and customers is at risk, many businesses still aren’t making website security a priority.</p><p>Enter Google.</p><p>The folks over at Google are known for paving the way for Internet behavior. Last month, they took a monumental step forward in helping protect people from getting their personal data hacked. The update they released to their popular Chrome browser <a href="https://searchengineland.com/google-emails-warnings-webmasters-chrome-will-mark-http-pages-forms-not-secure-280907" target="_blank">now warns users if a website is not secure</a> – right inside that user’s browser.</p><p>While this change is meant to help protect users’ personal data, it’s also a big kick in the pants for businesses to get moving on making their websites more secure.</p><h2>Google’s Chrome update: What you need to know</h2><p>On October 17, 2017, Google’s latest Chrome update (version 62) began flagging websites and webpages that contain a form but don’t have a basic security feature <a href="https://blog.hubspot.com/marketing/what-is-ssl" target="_blank">called SSL</a>. SSL, which stands for “Secure Sockets Layer,” is the standard technology that ensures all the data that passes between a web server and a browser – passwords, credit card information, and other personal data – stays private and ensures protection against hackers.</p><p>In Chrome, sites lacking SSL are now marked with the warning “Not Secure” in eye-catching red, right inside the URL bar:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-make-your-website-more-secure/5a0ce9be08a850.55106543.gif" alt="imdb-not-secure.gif"></p><p>Google started doing this back in January 2017 for pages that asked for sensitive information, like credit cards. The update released in October expands the warning to all websites that have a form, even if it's just one field that asks for something like an email address.</p><h2>What’s the impact on businesses?</h2><p>Because Chrome has <a href="https://www.netmarketshare.com/browser-market-share.aspx?qprid=2&qpcustomd=0" target="_blank">47% of market share</a>, this change is likely noticed by millions of people using Chrome. And get this: 82% of respondents to a recent consumer survey said they would leave a site that is not secure, <a href="https://research.hubspot.com/charts/ssl-matters" target="_blank">according to HubSpot Research</a>.</p><p>In other words, if your business’ website isn’t secured with SSL, then more than 8 out of 10 Chrome users said they would <em>leave your website.</em></p><p>Ouch.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-make-your-website-more-secure/5a0ce9be7ae2a8.43525491.png"></p><p>What’s more, Google <a href="http://googlewebmastercentral.blogspot.com/2014/08/https-as-ranking-signal.html" target="_blank">has publically stated</a> that SSL is now a ranking signal in Google’s search algorithm. This means that a website with SSL enabled may outrank another site without SSL.</p><p>That’s exactly why anyone who owns or operates a website should start taking the steps to secure their website with an SSL certificate, in addition to a few other security measures. Businesses that don’t take care to protect visitors’ information might see significant issues, garner unwanted attention, and dilute customer trust.</p><p>“In my opinion, I think security is undervalued by a lot of marketers,” says Jeffrey Vocell, my colleague at HubSpot and go-to website guru. “Almost daily, we hear news about a new hacking incident or about personal data that has been compromised. The saying ‘there’s no such thing as bad press’ clearly isn’t true here; or, at the very least, the marketer that believes it has never had to live with the fallout of a data breach.”</p><p>With Google’s Chrome update, those visitors will see a warning right inside their browsers – even before they’ve entered any information. This means businesses face the potential of losing website visitors’ trust, regardless of whether a cybersecurity incident has actually occurred. </p><p>If you’re ready to join the movement toward a more secure web, the first step is to see whether your website currently has an SSL certificate.</p><h2>Do you know whether your site has SSL?</h2><p>There are a few ways to tell whether your website (or any website) has SSL.</p><h3>If you don’t use Google Chrome: </h3><p>All you have to do is look at a website’s URL once you’ve entered it into the URL bar. Does it contain “https://” with that added “s,” or does it contain “http://” without an “s”? Websites that have SSL contain that extra “s.” You can also <a href="https://www.hubspot.com/ssl-checker?utm_campaign=Google%20Chrome%20SSL%20Update&utm_source=moz-ssl-article" target="_blank">enter any URL into this SSL Checker</a> from HubSpot and it’ll tell you whether it’s secure without having to actually visit that site.</p><h3>If you do have Chrome: </h3><p>It’s easy to see whether a website is secured with an SSL certificate, thanks to the recent update. After entering a URL into the URL bar, you’ll see the red “Not Secure” warning next to websites that aren’t certified with SSL:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-make-your-website-more-secure/5a0ce9bef1a2e0.22374282.png" alt="star-wars-not-secure.png"></p><p>For websites that are certified with SSL, you’ll see “Secure” in green, alongside a padlock icon:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-make-your-website-more-secure/5a0ce9bf59a667.09973425.png" alt="facebook-secure.png"></p><p>You can click on the padlock to read more about the website and the company that provided the SSL certificate.</p><p>Using one of the methods above, go ahead and check to see if your business’ website is secure.</p><h3>Yes, it does have SSL! Woohoo! </h3><p>Your site visitors already feel better about browsing and entering sensitive information into your website. You’re not quite done, though – there’s still more you can do to make your website even more secure. We’ll get to that in a second.</p><h3>Shoot, it doesn’t have SSL yet. </h3><p>You’re not alone – even a few well-known sites, like IMDB and StarWars.com, weren't ready for Google's update. But it’s time to knock on your webmasters’ doors and have them follow the steps outlined below.</p><h2>How to make your website more secure</h2><p>Ready to protect your visitors from data theft and get rid of that big, red warning signal staring every Chrome user in the face in the process? Below, you’ll find instructions and resources to help you secure your website and reduce the chances of getting hacked.</p><h3>Securing your site with SSL</h3><p>The first step is to <a href="https://moz.com/blog/traditional-vs-lets-encrypt-vs-cloudflare" target="_blank">determine which type of certificate you need</a> – and how many. You might need different SSL certificates if you host content on multiple platforms, such as separate domains or subdomains. </p><p>As for cost, an SSL certificate will cost you anywhere from nothing (Let’s Encrypt offers free SSL certificates) to a few hundred dollars per month. It usually averages around $50 per month per domain. Some CMS providers (like HubSpot) have SSL included, so check with them before making any moves.</p><p>(<a href="https://blog.hubspot.com/marketing/what-is-ssl">Read this post</a> for more detailed instructions and considerations for SSL.)</p><h3>Securing your site with additional measures</h3><p>Even if you already have SSL, there are four other things you can do to make your website significantly more secure, according to Vocell.</p><h4>1) Update any plugins or extensions/apps you use on your site. </h4><p>Hackers look for security vulnerabilities in old versions of plugins, so it’s better to take on the challenges of keeping your plugins updated than make yourself an easy target.</p><h4>2) Use a CDN (Content Delivery Network). </h4><p>One trick hackers use to take down websites is through a DDoS attack. A DDoS attack is when a hacker floods your server with traffic until it stops responding altogether, at which point the hacker can gain access to sensitive data stored in your CMS. A CDN will detect traffic increases and scale up to handle it, preventing a DDoS attack from debilitating your site.</p><h4>3) Make sure your CDN has data centers in multiple locations. </h4><p>That way, if something goes awry with one server, your website won’t stop working all of a sudden, leaving it vulnerable to attack.</p><h4>4) Use a password manager. </h4><p>One simple way of protecting against cyberattacks is by using a password manager – or, at the very least, using a secure password. A secure password contains upper and lowercase letters, special characters, and numbers.</p><p>Suffering a hack is a frustrating experience for users and businesses alike. I hope this article inspires you to double down on your website security. With SSL and the other security measures outlined in this post, you’ll help protect your visitors and your business, and make visitors feel safe browsing and entering information on your site.</p><p>Does your website <a href="https://www.hubspot.com/ssl-checker?utm_campaign=Google%20Chrome%20SSL%20Update&utm_source=moz-ssl-article" target="_blank">have SSL enabled</a>? What tips do you have for making your website more secure? Tell us about your experiences and ideas <a href="https://moz.com/blog/how-to-make-your-website-more-secure#comments" target="_blank">in the comments</a>.</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/4295655\">lkolowich</a></p><p>Thanks to the buzz around website hacking and personal data theft in recent years, most Internet users are aware that their sensitive information is at risk every time they surf the web.<br></p><p>And yet, although the personal data of their visitors and customers is at risk, many businesses still aren’t making website security a priority.</p><p>Enter Google.</p><p>The folks over at Google are known for paving the way for Internet behavior. Last month, they took a monumental step forward in helping protect people from getting their personal data hacked. The update they released to their popular Chrome browser <a href="https://searchengineland.com/google-emails-warnings-webmasters-chrome-will-mark-http-pages-forms-not-secure-280907" target="_blank">now warns users if a website is not secure</a> – right inside that user’s browser.</p><p>While this change is meant to help protect users’ personal data, it’s also a big kick in the pants for businesses to get moving on making their websites more secure.</p><h2>Google’s Chrome update: What you need to know</h2><p>On October 17, 2017, Google’s latest Chrome update (version 62) began flagging websites and webpages that contain a form but don’t have a basic security feature <a href="https://blog.hubspot.com/marketing/what-is-ssl" target="_blank">called SSL</a>. SSL, which stands for “Secure Sockets Layer,” is the standard technology that ensures all the data that passes between a web server and a browser – passwords, credit card information, and other personal data – stays private and ensures protection against hackers.</p><p>In Chrome, sites lacking SSL are now marked with the warning “Not Secure” in eye-catching red, right inside the URL bar:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-make-your-website-more-secure/5a0ce9be08a850.55106543.gif" alt="imdb-not-secure.gif"></p><p>Google started doing this back in January 2017 for pages that asked for sensitive information, like credit cards. The update released in October expands the warning to all websites that have a form, even if it's just one field that asks for something like an email address.</p><h2>What’s the impact on businesses?</h2><p>Because Chrome has <a href="https://www.netmarketshare.com/browser-market-share.aspx?qprid=2&qpcustomd=0" target="_blank">47% of market share</a>, this change is likely noticed by millions of people using Chrome. And get this: 82% of respondents to a recent consumer survey said they would leave a site that is not secure, <a href="https://research.hubspot.com/charts/ssl-matters" target="_blank">according to HubSpot Research</a>.</p><p>In other words, if your business’ website isn’t secured with SSL, then more than 8 out of 10 Chrome users said they would <em>leave your website.</em></p><p>Ouch.</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-make-your-website-more-secure/5a0ce9be7ae2a8.43525491.png"></p><p>What’s more, Google <a href="http://googlewebmastercentral.blogspot.com/2014/08/https-as-ranking-signal.html" target="_blank">has publically stated</a> that SSL is now a ranking signal in Google’s search algorithm. This means that a website with SSL enabled may outrank another site without SSL.</p><p>That’s exactly why anyone who owns or operates a website should start taking the steps to secure their website with an SSL certificate, in addition to a few other security measures. Businesses that don’t take care to protect visitors’ information might see significant issues, garner unwanted attention, and dilute customer trust.</p><p>“In my opinion, I think security is undervalued by a lot of marketers,” says Jeffrey Vocell, my colleague at HubSpot and go-to website guru. “Almost daily, we hear news about a new hacking incident or about personal data that has been compromised. The saying ‘there’s no such thing as bad press’ clearly isn’t true here; or, at the very least, the marketer that believes it has never had to live with the fallout of a data breach.”</p><p>With Google’s Chrome update, those visitors will see a warning right inside their browsers – even before they’ve entered any information. This means businesses face the potential of losing website visitors’ trust, regardless of whether a cybersecurity incident has actually occurred. </p><p>If you’re ready to join the movement toward a more secure web, the first step is to see whether your website currently has an SSL certificate.</p><h2>Do you know whether your site has SSL?</h2><p>There are a few ways to tell whether your website (or any website) has SSL.</p><h3>If you don’t use Google Chrome: </h3><p>All you have to do is look at a website’s URL once you’ve entered it into the URL bar. Does it contain “https://” with that added “s,” or does it contain “http://” without an “s”? Websites that have SSL contain that extra “s.” You can also <a href="https://www.hubspot.com/ssl-checker?utm_campaign=Google%20Chrome%20SSL%20Update&utm_source=moz-ssl-article" target="_blank">enter any URL into this SSL Checker</a> from HubSpot and it’ll tell you whether it’s secure without having to actually visit that site.</p><h3>If you do have Chrome: </h3><p>It’s easy to see whether a website is secured with an SSL certificate, thanks to the recent update. After entering a URL into the URL bar, you’ll see the red “Not Secure” warning next to websites that aren’t certified with SSL:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-make-your-website-more-secure/5a0ce9bef1a2e0.22374282.png" alt="star-wars-not-secure.png"></p><p>For websites that are certified with SSL, you’ll see “Secure” in green, alongside a padlock icon:</p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-make-your-website-more-secure/5a0ce9bf59a667.09973425.png" alt="facebook-secure.png"></p><p>You can click on the padlock to read more about the website and the company that provided the SSL certificate.</p><p>Using one of the methods above, go ahead and check to see if your business’ website is secure.</p><h3>Yes, it does have SSL! Woohoo! </h3><p>Your site visitors already feel better about browsing and entering sensitive information into your website. You’re not quite done, though – there’s still more you can do to make your website even more secure. We’ll get to that in a second.</p><h3>Shoot, it doesn’t have SSL yet. </h3><p>You’re not alone – even a few well-known sites, like IMDB and StarWars.com, weren't ready for Google's update. But it’s time to knock on your webmasters’ doors and have them follow the steps outlined below.</p><h2>How to make your website more secure</h2><p>Ready to protect your visitors from data theft and get rid of that big, red warning signal staring every Chrome user in the face in the process? Below, you’ll find instructions and resources to help you secure your website and reduce the chances of getting hacked.</p><h3>Securing your site with SSL</h3><p>The first step is to <a href="https://moz.com/blog/traditional-vs-lets-encrypt-vs-cloudflare" target="_blank">determine which type of certificate you need</a> – and how many. You might need different SSL certificates if you host content on multiple platforms, such as separate domains or subdomains. </p><p>As for cost, an SSL certificate will cost you anywhere from nothing (Let’s Encrypt offers free SSL certificates) to a few hundred dollars per month. It usually averages around $50 per month per domain. Some CMS providers (like HubSpot) have SSL included, so check with them before making any moves.</p><p>(<a href="https://blog.hubspot.com/marketing/what-is-ssl">Read this post</a> for more detailed instructions and considerations for SSL.)</p><h3>Securing your site with additional measures</h3><p>Even if you already have SSL, there are four other things you can do to make your website significantly more secure, according to Vocell.</p><h4>1) Update any plugins or extensions/apps you use on your site. </h4><p>Hackers look for security vulnerabilities in old versions of plugins, so it’s better to take on the challenges of keeping your plugins updated than make yourself an easy target.</p><h4>2) Use a CDN (Content Delivery Network). </h4><p>One trick hackers use to take down websites is through a DDoS attack. A DDoS attack is when a hacker floods your server with traffic until it stops responding altogether, at which point the hacker can gain access to sensitive data stored in your CMS. A CDN will detect traffic increases and scale up to handle it, preventing a DDoS attack from debilitating your site.</p><h4>3) Make sure your CDN has data centers in multiple locations. </h4><p>That way, if something goes awry with one server, your website won’t stop working all of a sudden, leaving it vulnerable to attack.</p><h4>4) Use a password manager. </h4><p>One simple way of protecting against cyberattacks is by using a password manager – or, at the very least, using a secure password. A secure password contains upper and lowercase letters, special characters, and numbers.</p><p>Suffering a hack is a frustrating experience for users and businesses alike. I hope this article inspires you to double down on your website security. With SSL and the other security measures outlined in this post, you’ll help protect your visitors and your business, and make visitors feel safe browsing and entering information on your site.</p><p>Does your website <a href="https://www.hubspot.com/ssl-checker?utm_campaign=Google%20Chrome%20SSL%20Update&utm_source=moz-ssl-article" target="_blank">have SSL enabled</a>? What tips do you have for making your website more secure? Tell us about your experiences and ideas <a href="https://moz.com/blog/how-to-make-your-website-more-secure#comments" target="_blank">in the comments</a>.</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/7415455.gif" height="1" width="1"/> Google Maps gets brighter UI, new category icons and more color-coding https://searchengineland.com/google-maps-gets-brighter-ui-color-coding-286844 Search Engine Land urn:uuid:770f6ed8-2f21-1e85-5636-769aec30ac99 Wed, 15 Nov 2017 21:50:00 +0000 <p>Changes designed to make it easier to find relevant content and destinations.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-maps-gets-brighter-ui-color-coding-286844">Google Maps gets brighter UI, new category icons and more color-coding</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-233165" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/google-maps1-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/google-maps1-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/google-maps1-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google is <a href="https://www.blog.google/products/maps/google-maps-gets-new-look/">updating</a> its Maps look and feel. The company has changed colors and added icons to correspond to places and business categories. The palette is also brighter.</p> <p>Food and drink is orange or gold, shopping is royal blue, services are lavender, entertainment is turquoise, outdoor activities and places are green and so on.</p> <img class="aligncenter size-full wp-image-286849" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/Screen-Shot-2017-11-15-at-10.31.00-AM.png" alt="" width="556" height="314" /> <p>Google says in that context it will also highlight places it believes are relevant to your query or need (e.g., explore, driving, transit). Here&#8217;s what the new UI looks like:</p> <img class="aligncenter size-large wp-image-286846" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/blog_post_maps.width-1000-800x600.jpg" alt="" width="800" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/blog_post_maps.width-1000-800x600.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/blog_post_maps.width-1000-533x400.jpg 533w, https://searchengineland.com/figz/wp-content/seloads/2017/11/blog_post_maps.width-1000-768x576.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/blog_post_maps.width-1000-632x474.jpg 632w, https://searchengineland.com/figz/wp-content/seloads/2017/11/blog_post_maps.width-1000-536x402.jpg 536w, https://searchengineland.com/figz/wp-content/seloads/2017/11/blog_post_maps.width-1000.jpg 1000w" sizes="(max-width: 800px) 100vw, 800px" /> <p>The company says the changes will roll out over the next several weeks and be reflected on all &#8220;products that incorporate Google Maps, including the Assistant, Search, Earth and Android Auto.&#8221; These UI changes will also appear in third-party apps and sites that use the Google Maps API.</p> <p>Google Maps, a cornerstone of its mobile strategy, is one of five Google products that have over 1 billion users. The others are Search, YouTube, Android and Chrome.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-maps-gets-brighter-ui-color-coding-286844">Google Maps gets brighter UI, new category icons and more color-coding</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Mortgage Rates Wednesday: Down, as Core Inflation Steps Up https://www.nerdwallet.com/blog/mortgages/mortgage-rates-wednesday-nov-15/ NerdWallet urn:uuid:f058d8e9-9b58-de3a-6a08-bf2e95cc23a6 Wed, 15 Nov 2017 21:25:30 +0000 The average rate on the 30-year, fixed-rate mortgage fell three basis points, the 15-year fixed plunged seven basis points and the 5/1 ARM dropped two basis points, according to a NerdWallet survey of… <p>The average rate on the 30-year, fixed-rate mortgage fell three basis points, the 15-year fixed plunged seven basis points and the 5/1 ARM dropped two basis points, according to a NerdWallet survey of daily mortgage rates published by national lenders Wednesday. The 30-year fixed is six basis points higher than a week ago and nine basis points lower than one year ago. A...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/mortgages/mortgage-payment-calculator/calculate-mortgage-payment?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465686" title="Calculate your mortgage payment" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Calculate your mortgage payment</a></li> <li><a href="https://www.nerdwallet.com/mortgages/mortgage-rates?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465686" title="Compare mortgage rates" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Compare mortgage rates</a></li> <li><a href="https://www.nerdwallet.com/mortgages/how-much-house-can-i-afford?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465686" title="How much home can you afford?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How much home can you afford?</a></li> </ul></div> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Holden Lewis is a writer at NerdWallet. Email: hlewis@nerdwallet.com. Twitter: @HoldenL. </p> </aside></div> </div><span data-post-id="465686"></span> SearchCap: Google job search, Firefox picks Google & Bing Black Friday https://searchengineland.com/searchcap-google-job-search-firefox-picks-google-bing-black-friday-286857 Search Engine Land urn:uuid:343d6431-7d79-a6f8-9c9d-1a7cf59d876d Wed, 15 Nov 2017 21:00:57 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-job-search-firefox-picks-google-bing-black-friday-286857">SearchCap: Google job search, Firefox picks Google &#038; Bing Black Friday</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/google-adds-new-features-job-listings-search-tool-released-earlier-year-286802" title="Google adds new features to its job listings search tool released earlier this year">Google adds new features to its job listings search tool released earlier this year</a></strong><br /><!-- byline -->Nov 15, 2017 by Amy Gesenhues<!-- end byline --> <p>Salary, location and application details are now included directly in job listing search results.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/understanding-interplay-seo-5-star-reputation-286711" title="Understanding the interplay of SEO and a 5-star reputation">Understanding the interplay of SEO and a 5-star reputation</a></strong><br /><!-- byline -->Nov 15, 2017 by Stephan Spencer<!-- end byline --> <p>How do online reviews impact search visibility, and what can you do to improve your online reputation? Columnist Stephan Spencer addresses these questions and more.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-news-adds-new-referral-url-source-publishers-begin-tracking-286788" title="Google News adds new referral URL source that publishers should begin tracking">Google News adds new referral URL source that publishers should begin tracking</a></strong><br /><!-- byline -->Nov 15, 2017 by Barry Schwartz<!-- end byline --> <p>Google tells publishers to add news.url.google.com to the Google News referral tracking sources.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/mozilla-drops-yahoo-search-google-new-firefox-quantum-browser-release-286751" title="Mozilla drops Yahoo search for Google with new Firefox Quantum browser release">Mozilla drops Yahoo search for Google with new Firefox Quantum browser release</a></strong><br /><!-- byline -->Nov 14, 2017 by Barry Schwartz<!-- end byline --> <p>After a three year partnership with Yahoo, Mozilla has switched their default search provider for Firefox back to Google.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/bing-black-friday-ads-delivery-services-package-tracking-search-feature-time-holidays-286733" title="Bing launches 2017 Black Friday ads, expands list of delivery services for package-tracking search feature">Bing launches 2017 Black Friday ads, expands list of delivery services for package-tracking search feature</a></strong><br /><!-- byline -->Nov 14, 2017 by Amy Gesenhues<!-- end byline --> <p>Bing also announced new weather and sports-related search updates and a photo contest. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/seven-google-tips-supercharge-shopping-ads-285391" title="7 Google tips to supercharge your Shopping ads">7 Google tips to supercharge your Shopping ads</a></strong><br /><!-- byline -->Nov 15, 2017 by Matt Lawson<!-- end byline --> <p>Shopping ads promote your online and local inventory. Columnist and Googler Matt Lawson reveals seven ways to get the most from your campaigns.</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/3-strategic-goals-seo-consultants-fulfill-228440" title="3 strategic goals SEO consultants should fulfill">3 strategic goals SEO consultants should fulfill</a></li> <li><a href="https://marketingland.com/google-manual-actions-frequently-asked-questions-answers-228456" title="Google Manual Actions: Frequently asked questions and their answers">Google Manual Actions: Frequently asked questions and their answers</a></li> <li><a href="https://marketingland.com/3-case-studies-duplicate-content-consolidation-228419" title="3 case studies of duplicate content consolidation">3 case studies of duplicate content consolidation</a></li> <li><a href="https://marketingland.com/facebook-will-tell-publishers-creators-top-pages-shared-videos-228553" title="Facebook will tell publishers, creators the top Pages that shared their videos">Facebook will tell publishers, creators the top Pages that shared their videos</a></li> <li><a href="https://marketingland.com/5-marketing-technology-trends-cmos-need-master-2018-228413" title="5 marketing technology trends CMOs need to master for 2018">5 marketing technology trends CMOs need to master for 2018</a></li> <li><a href="https://marketingland.com/customer-experience-age-social-media-228554" title="Customer Experience in the Age of Social Media">Customer Experience in the Age of Social Media</a></li> <li><a href="https://marketingland.com/time-creative-retake-center-stage-228471" title="It&#8217;s time for creative to retake center stage">It&#8217;s time for creative to retake center stage</a></li> <li><a href="https://marketingland.com/youtube-partnership-ticketmaster-ticket-sales-videos-pages-228517" title="YouTube launches ticket sales partnership with Ticketmaster in the US">YouTube launches ticket sales partnership with Ticketmaster in the US</a></li> <li><a href="https://marketingland.com/adquick-adds-tools-measure-impact-digital-home-campaigns-228472" title="AdQuick adds tools to measure impact from outdoor ad campaigns">AdQuick adds tools to measure impact from outdoor ad campaigns</a></li> <li><a href="https://marketingland.com/singular-fraud-index-highlights-secure-mobile-ad-networks-challenges-marketers-228405" title="Singular Fraud Index highlights most secure mobile ad networks &#038; challenges for marketers">Singular Fraud Index highlights most secure mobile ad networks &#038; challenges for marketers</a></li> <li><a href="https://marketingland.com/holiday-retail-still-king-4-ways-get-smarter-holiday-marketing-228283" title="Is holiday retail still king? 4 ways to get smarter about holiday marketing">Is holiday retail still king? 4 ways to get smarter about holiday marketing</a></li> <li><a href="https://marketingland.com/facebook-makes-easier-advertisers-reach-people-internationally-228470" title="Facebook makes it easier for advertisers to reach people internationally">Facebook makes it easier for advertisers to reach people internationally</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="http://blumenthals.com/blog/2017/11/14/google-testing-verification-whitelisting-via-api-with-large-resellers-iyps/">Google Testing Verification Whitelisting via API with Large Resellers &amp; IYPs</a>, Mike Blumenthal</li> <li><a href="https://www.distilled.net/resources/6-easy-ways-discover-search-competitors/">6 Easy Ways to Discover Your Search Competitors</a>, Distilled</li> <li><a href="http://thehill.com/policy/technology/360460-eu-competition-chief-promises-more-google-cases">EU competition chief promises more cases against Google</a>, TheHill</li> <li><a href="https://www.similarweb.com/blog/similarweb-mobile-app">First SimilarWeb Mobile App for Market Intelligence Launched</a>, SimilarWeb</li> <li><a href="https://www.rankranger.com/blog/serp-feature-trends-change">Google Alters SERP Feature Trends with ccTLD Shake-Up</a>, RankRanger</li> <li><a href="https://www.seroundtable.com/google-clarifies-disavow-usage-24772.html">Google Clarifies Disavow Usage: Good For Existing Or Preempting Manual Actions &amp; If You Don&#8217;t Trust Algorithms</a>, Search Engine Roundtable</li> <li><a href="https://www.semrush.com/blog/how-to-tell-if-my-agency-is-using-black-hat-techniques/">How To Tell If My Agency Is Using Black Hat Techniques</a>, SEM Rush</li> <li><a href="https://www.conductor.com/blog/2017/11/how-to-write-website-content-for-seo/">How to Write Website Content For SEO: The Do&#8217;s and The Don&#8217;t&#8217;s</a>, Conductor</li> <li><a href="https://www.bruceclay.com/blog/prioritize-seo-content-strategy-in-2018/">Make Content Your #1 SEO Strategy Initiative in 2018</a>, BruceClay.com</li> <li><a href="https://www.sistrix.com/blog/more-than-half-of-all-google-results-are-https/">More Than Half of All Google Results are HTTPS</a>, SISTRIX</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-job-search-firefox-picks-google-bing-black-friday-286857">SearchCap: Google job search, Firefox picks Google &#038; Bing Black Friday</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 7 Google tips to supercharge your Shopping ads https://searchengineland.com/seven-google-tips-supercharge-shopping-ads-285391 Search Engine Land urn:uuid:43adb3c2-d97b-043a-29b7-b3c70a631711 Wed, 15 Nov 2017 16:38:32 +0000 <p>Shopping ads promote your online and local inventory. Columnist and Googler Matt Lawson reveals seven ways to get the most from your campaigns.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/seven-google-tips-supercharge-shopping-ads-285391">7 Google tips to supercharge your Shopping ads</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-241457" src="https://searchengineland.com/figz/wp-content/seloads/2016/01/google-shopping-cart-2016b-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/01/google-shopping-cart-2016b-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/01/google-shopping-cart-2016b-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Shopping ads are great, and they continue to improve. If you&#8217;re looking to get more out of your Shopping campaigns, there are some straightforward actions you can take. Some of these have been true since Shopping campaigns were introduced back in 2013, while others are relatively new.</p> <p>Regardless of where you are on your Shopping campaign journey, here are the top seven things I&#8217;d recommend to take your campaigns to the next level.</p> <h2>1. Establish clear lines of communication with other teams</h2> <p>A Shopping ad assembles a bunch of data to deliver an ad to a user. For larger retailers, it often takes teamwork to ensure that you&#8217;re providing Google with the ideal set of data for the best possible ad.</p> <p>As a search engine marketer, you and your team may be primarily concerned with your Shopping campaigns within AdWords. In addition to that, you may have some control over your Merchant Center account. However, you may have to work with different teams for things like data feeds, your product catalog and pricing on your items. For example, an AdWords practitioner may rely on a feed team to avoid breakages (like unavailable products) and find the best opportunities (like niche products you might not be promoting yet).</p> <p>Talk to one another. The importance of teamwork can’t be overstated. You all have the same goals, so ensure you’re on the same page with your teammates. Also note that Google <a href="https://searchengineland.com/ahead-holidays-google-merchant-center-sees-substantial-upgrades-282964">recently announced</a> some changes that give marketers more controls to modify and improve their product data directly in Merchant Center.</p> <h2>2. Let your product data do the talking (and shed your search ad mentality)</h2> <p>Like many, I’ve been doing search ads for years. Shopping ads are a much more recent addition to the online marketing landscape. As a result, a bunch of people apply a traditional paid search mentality to their Shopping campaigns. While that can be a good thing, there are some pitfalls to avoid.</p> <p>The biggest difference is that you have product data instead of a keyword list. Your site (and your products) connect with user queries like they always did, but the mechanism for that connection is different. Focus on your product data. A focus on product data accounts for different situations &#8212; situations where keywords won&#8217;t always match the intent. A user’s motivation for searching could be anything from research to getting ready to buy at that moment.</p> <p>I recognize that people love having control over their accounts (it’s one of those things all search marketers have learned over the years), but that mindset can actually lead you to creating a lot more work for yourself. Overly intricate Shopping campaigns that attempt to replicate a product-level, keyword-like structure are a bad idea. They are a pain to maintain, and they don’t even improve performance (check out slide 6 <a href="https://www.slideshare.net/SearchMarketingExpo/reverse-engineering-google-shopping-10-hypotheses-tested-by-andreas-reiffen">here</a> for a non-Googler’s POV). I’ve even seen cases where they make things worse. I’d suggest simpler structures like grouping by popular brands, categories or profit margins.</p> <p>You should use things like campaign priorities to direct traffic, but trying to force Shopping ads into a text ad mentality can do more harm than good.</p> <h2>3. Submit your entire inventory</h2> <p>Submit your <i>entire</i> inventory to Merchant Center. More products means more chances to get in front of customers.</p> <p>I’ve also heard of advertisers not submitting certain products believing that they will never be profitable. If you’ve ever worried about that yourself, give Target ROAS a shot. With the right target in place, you’ll have a chance to sell that product while still keeping a sharp eye on profitability.</p> <p>Here’s an important caveat, though: If you’re in a sensitive category &#8212; think health care or pharmaceuticals &#8212; be careful about what you submit. Those rules can be stricter.</p> <p>Additionally, the days of frequent account-level suspensions are behind us. Product-level disapprovals are now the preferred approach, so if you make some sort of error, the penalty won’t be nearly as painful as it might have been in the past. Our goal is to deliver the best possible results (including ads) for users, advertisers and Google. The more stuff you give us to work with, the better user experience we can deliver.</p> <h2>4. Use Smart Bidding to set bids at the query level</h2> <p>You can still optimize product-by-product (query-by-query, really) with your Shopping ads. Both enhanced cost-per-click (ECPC) and Target ROAS set bids based on the specific context of each and every query; depending on that context, the same query can have wildly different values. Smart Bidding is the best way to get query-level bidding. It’s the only way to set bids specific to each query, actually.</p> <p>With ECPC, you set your own bids for the product group, then those bids are tweaked either up or down for each auction to maximize the total conversions you can receive at that bid. Target ROAS does more of the heavy lifting. All you have to do is provide a target return for it to optimize toward, and it will bid toward queries with high purchase intent.</p> <h2>5. Build your brand with Showcase Shopping ads</h2> <p>As you go about finding the ideal pictures to include in your product data, you should also think about presenting a more complete picture of your brand on Shopping. <a href="http://searchengineland.com/google-showcase-shopping-ads-trueview-shopping-branding-253809">Showcase Shopping ads</a> are more likely to show when people search for general items &#8212; think “lighting” instead of “hand blown glass 3-light lantern.”</p> <p>Showcase Shopping ads are a great way to show off a selection of products that you offer. They&#8217;re also a great way to reach people earlier in their purchase journey.</p> <div id="attachment_285392" style="width: 310px" class="wp-caption aligncenter"><img class="wp-image-285392 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-800-300x600.png" alt="" width="300" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-800-300x600.png 300w, https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-800-200x400.png 200w, https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-800-768x1534.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-800.png 800w" sizes="(max-width: 300px) 100vw, 300px" /><p class="wp-caption-text">Showcase Shopping ad</p></div> <div id="attachment_285393" style="width: 308px" class="wp-caption aligncenter"><img class="wp-image-285393 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-expanded-800-298x600.png" alt="" width="298" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-expanded-800-298x600.png 298w, https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-expanded-800-199x400.png 199w, https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-expanded-800-768x1548.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/10/showcase-shopping-ad-expanded-800.png 800w" sizes="(max-width: 298px) 100vw, 298px" /><p class="wp-caption-text">Showcase Shopping expanded ad</p></div> <p>Showcase Shopping ads are available via the API or the new AdWords experience.</p> <h2>6. Move beyond last-click attribution</h2> <p>Shopping ads can take advantage of data-driven attribution in AdWords. If you’re still waiting to take the non-last-click attribution plunge in AdWords, do it now. Across both your search and Shopping ads, you can see which clicks make a real difference on the way to conversions.</p> <p>And if you don’t have enough traffic for data-driven attribution, we recommend choosing a rules-based model that values all touch points.</p> <h2>7. Connect your ads to physical stores</h2> <p><a href="http://searchengineland.com/saying-third-mobile-searches-local-google-brings-new-ads-maps-250278">Local inventory ads</a> bring the stuff that&#8217;s in your store online. And they drive foot traffic to your stores with local information. At Google, we studied this last year and found that consumers who clicked on a retailer&#8217;s Google Search ad before visiting the store are over 25 percent more likely to buy something in-store, and they spend 10 percent more on average (Source: Google data, Oct-Nov 2016).</p> <p>I started off by talking about Shopping ads being a team sport. To that end, don’t neglect your in-store team members. To a consumer, your ads and your store locations are one and the same. Even if you report to different bosses, you and your in-store compatriots should have the same goals.</p> <h2>Conclusion</h2> <p>Shopping ads deliver great results for users and advertisers. Hopefully, you’ve been able to pick up a new tactic or two from this article that you can use to see even better performance from your Shopping campaigns.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/seven-google-tips-supercharge-shopping-ads-285391">7 Google tips to supercharge your Shopping ads</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google adds new features to its job listings search tool released earlier this year https://searchengineland.com/google-adds-new-features-job-listings-search-tool-released-earlier-year-286802 Search Engine Land urn:uuid:b214c787-3304-10cd-9caf-d6c46f435ff7 Wed, 15 Nov 2017 15:52:06 +0000 <p>Salary, location and application details are now included directly in job listing search results.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-adds-new-features-job-listings-search-tool-released-earlier-year-286802">Google adds new features to its job listings search tool released earlier this year</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-277383" src="https://searchengineland.com/figz/wp-content/seloads/2017/06/google-job-search-mobile-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/06/google-job-search-mobile-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/06/google-job-search-mobile-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/06/google-job-search-mobile-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>After releasing its job listing search feature in <a href="https://searchengineland.com/google-for-jobs-open-to-job-search-sites-developers-277359">June of this year</a>, Google has updated the function so that new details about open positions will show up in search results.</p> <p>According to the announcement on the <a href="https://www.blog.google/products/search/new-tools-make-your-job-search-simpler/">Google Search Blog</a>, salary information, location settings and application choices can now be added to display directly in search along with the job posting.</p> <p>From the blog post:</p> <blockquote><p>Now, based on feedback from job seekers, we’re introducing some new features to help make the process more efficient. Directly in Search, you can access salary information for job postings, improved location settings, job application choices, and in a couple of weeks, the ability to save individual jobs.</p></blockquote> <p>With the newly added features, people searching for jobs will see estimated pay ranges for positions based on things like the job title, location and the company posting the job. There is also a location filter option so that job searches can be limited to postings within a certain area.</p> <p>Google says it is also displaying all of the websites where applicants can apply for a job if the position is listed in multiple placed across the web, and they will soon be adding a &#8220;Saved Jobs&#8221; tab to bookmark job postings.</p> <p>Part of the Google for Jobs initiative, the job listing function makes it possible for employers to have open positions listed directly in search results. According to Google, 60 percent of employers are now showing jobs in search since it was rolled out five months ago.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-adds-new-features-job-listings-search-tool-released-earlier-year-286802">Google adds new features to its job listings search tool released earlier this year</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 6 Marketing Tactics You Can Use to Boost Email Subscribers https://blog.kissmetrics.com/boost-email-subscribers/ The KISSmetrics Marketing Blog urn:uuid:6d8919d0-2b18-3f52-0205-bf2c452ab5ea Wed, 15 Nov 2017 15:44:38 +0000 If you’ve been involved in marketing for a while, you’ve probably heard the phrase: “The money is in the list.” With new technologies on the rise, email marketing can feel antiquated. In reality, email marketing is still incredibly effective &#8211; both in terms of long-term brand building as well as generating profits. In a 2016 [&#8230;] <p>If you’ve been involved in marketing for a while, you’ve probably heard the phrase: “The money is in the list.”</p> <p>With new technologies on the rise, email marketing can feel antiquated. In reality, email marketing is still incredibly effective &#8211; both in terms of long-term brand building as well as generating profits.</p> <p>In a 2016 study, <a href="https://www.emailonacid.com/blog/article/eoa-news/2016-email-marketing-insights-study" target="_blank">86% of marketers</a> stated that they were planning to increase their upcoming email marketing budgets.</p> <p>For those willing to take the time to grow their lists and regularly craft high value, personalized messages for their audiences, the rewards can be exceptional.</p> <p>According to DMA, email has an average <a href="https://www.emailmonday.com/dma-national-client-email-report-2015" target="_blank">ROI of $38</a> for every $1 spent.</p> <p>For online services and ecommerce businesses alike, growing your email list as quickly as possible should be a priority. </p> <p>Here are some of my favorite growth hacks that you can immediately deploy to increase your list of email subscribers.</p> <h2>1. Content Upgrades</h2> <p>Oftentimes, marketers will create useful <a href="https://www.leadpages.net/blog/lead-magnets/" target="_blank">lead magnets</a> in the form of ebooks, webinars and checklists. All of these things are great, but it’s hard to create a lead magnet that resonates with everyone.</p> <p>For instance, look at the huge umbrella of internet marketing. A visitor that would be interested in a free ebook about infographic design may not care for information about longtail keyword research, and vice versa.</p> <p>In order to capture the maximum amount of leads, it’s important to think about context. Instead of offering a one-size-fits-all lead magnet, consider including a <a href="https://www.leadpages.net/blog/content-upgrade/" target="_blank">content upgrade</a> at the end of your most popular posts.</p> <p>A content upgrade is simply a lead magnet that relates to an existing article and delivers extended information and value in exchange for contact information. They look like this:</p> <p><center><a href="https://blog.kissmetrics.com/wp-content/uploads/2015/04/the-content-upgrade.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2015/04/the-content-upgrade.png" class="alignnone size-full wp-image-27545" srcset="https://blog.kissmetrics.com/wp-content/uploads/2015/04/the-content-upgrade.png 940w, https://blog.kissmetrics.com/wp-content/uploads/2015/04/the-content-upgrade-300x242.png 300w, https://blog.kissmetrics.com/wp-content/uploads/2015/04/the-content-upgrade-768x619.png 768w" sizes="(max-width: 940px) 100vw, 940px" /></a></center><center><em>The highlighted box is an example of a content upgrade</center></em></p> <p>Content upgrades are laser-focused on the reader’s interests. If someone is reading an article about DIY whiteboard explainer videos, then a checklist containing useful resources about video design would make an excellent content upgrade. Or if they&#8217;re viewing an article titled &#8220;5 Google Analytics hacks&#8221; then the content upgrade may offer &#8220;<em>Download these 3 super-powerful hacks that have been a secret until now.&#8221;</em> You&#8217;ll then ask for name and email and in return they get a PDF containing those 3 hacks. </p> <p>Consult Google Analytics and identify your most popular posts. Next, think of a way to enhance the informational value of the post by including a content upgrade at the end.</p> <p>If you add a unique content upgrade to a handful of your best posts, you’ll dramatically grow your list. If you can aim for a 5% conversion rate, this can have a big impact on your email subscriber list. </p> <h2>2. Leverage Instagram</h2> <p>Thanks to the <a href="http://www.telegraph.co.uk/technology/2016/11/01/mobile-web-usage-overtakes-desktop-for-first-time/" target="_blank">rapid rise of mobile internet access</a> in recent years, photo sharing platforms are more popular than ever before. </p> <p>Marketers are very aware of this trend. <a href="https://www.emarketer.com/Article/Number-of-Companies-Using-Instagram-Nearly-Double-Next-Year/1013122" target="_blank">According to Emarketer</a>, 70.7% of US businesses are now using Instagram, compared to just 48.8% in 2016. </p> <p>In my opinion, Instagram is a great platform for engaging your audience with compelling imagery, but it’s also extremely useful for converting your audience into email subscribers.</p> <p>The following Instagram tactic is ridiculously simple, yet underutilized.</p> <p>Instead of using your Instagram bio to link to your homepage, link to a landing page containing a lead magnet that users can download in exchange for contact details.</p> <p>It’s important that your lead magnet is something that provides genuine value to your audience. Hopefully you’ve done some buyer persona research and know exactly what frustrations and pain points people have &#8211; so you can offer a solution with a free ebook.</p> <p>Given Instagram’s significant mobile user base, it&#8217;s important to ensure your landing page is <a href="https://unbounce.com/mobile-optimization/" target="_blank">optimized for all devices</a>.</p> <p>Next, visit the Instagram pages of competing brands in your niche (or any accounts that would have followers who would be interested in your brand) and start following everyone who leaves positive comments. </p> <p>A percentage of people who you follow will follow you back. If you spend several hours per day doing this and you’re regularly posting high quality images to keep people engaged, you will notice a consistent stream of Instagram users clicking through to your landing page and hopefully, converting.</p> <h2>3. Retargeting</h2> <p>If someone arrives on your website and doesn’t make a purchase or subscribe to your email list, it’s easy to assume that they’re simply not interested in what you have to offer.</p> <p>In my experience, this is often not the case.</p> <p>We’re living in a world of perpetual distractions, and there are millions of reasons why a person wouldn’t engage with your site on their first visit. For instance, I notice that conversions are very low during the night hours, yet if the same person arrived on my website during the afternoon, they’d be much more likely to sign up to my list.</p> <p>Fortunately, you can use Facebook retargeting to reconnect with these lost visitors and give them a second chance at subscribing to your list.</p> <p>First, you will need to <a href="https://www.facebook.com/business/help/952192354843755" target="_blank">create a pixel</a> in Facebook ads manager.</p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2015/12/create-a-facebook-pixel.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2015/12/create-a-facebook-pixel.png" class="alignnone size-full wp-image-29612" srcset="https://blog.kissmetrics.com/wp-content/uploads/2015/12/create-a-facebook-pixel.png 1043w, https://blog.kissmetrics.com/wp-content/uploads/2015/12/create-a-facebook-pixel-300x156.png 300w, https://blog.kissmetrics.com/wp-content/uploads/2015/12/create-a-facebook-pixel-1024x534.png 1024w" sizes="(max-width: 1043px) 100vw, 1043px" /></a></p> <p>Next, install this code onto your site so that you can track the interactions and movements of your visitors.</p> <p>Next, click on the “Audiences” tab in ads manager and create a new <a href="https://www.facebook.com/business/help/381385302004628" target="_blank">custom audience</a>.</p> <p><center><a href="https://blog.kissmetrics.com/wp-content/uploads/2017/11/adverts-manager.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2017/11/adverts-manager.png" class="alignnone size-full wp-image-34511" /></a></center></p> <p>I recommend creating one audience for all website visitors, then a separate audience for all the people who have visited your lead magnet landing page but who haven’t converted.</p> <p>This can be achieved by including people who have visited the URL of the landing page, but excluding people who have seen the thank you page for your email list subscription.</p> <p><center><a href="https://blog.kissmetrics.com/wp-content/uploads/2017/11/visited-specific-pages.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2017/11/visited-specific-pages.png" class="alignnone size-full wp-image-34512" srcset="https://blog.kissmetrics.com/wp-content/uploads/2017/11/visited-specific-pages.png 583w, https://blog.kissmetrics.com/wp-content/uploads/2017/11/visited-specific-pages-300x80.png 300w" sizes="(max-width: 583px) 100vw, 583px" /></a></center></p> <p>You can fire off adverts promoting your lead magnet to both audiences, and see which converts better. In my experience, retargeted visitors always convert at a higher rate than cold traffic &#8211; since they’re already familiar with your brand.</p> <h2>4. Cross Promotion</h2> <p>The quickest way to grow your list is to grab people from someone else’s list.</p> <p>Make a list of other companies who serve a similar demographic, but who are not competitors.</p> <p>For instance, if you sell dog training books and courses, a company that sells dog food and accessories would be a wise choice.</p> <p>Next, get in contact and suggest a mutually beneficial agreement where you recommend each other’s products and services to your own lists. You can promote special deals, free giveaways or even just a lead magnet if you think it will entice people to subscribe.</p> <p>When people receive an email from an unknown brand, they’re immediately thinking: “What’s in it for me?”</p> <p>Begin your email by mentioning that you want to promote their products to your list for free, then you can ask for something in return afterwards.</p> <h2>5. Contests and Free Giveaways</h2> <p>You know who likes something for free? Everyone.</p> <p>As a consumer, I always feel a sense of excitement when someone offers me something for free &#8211; even if I probably wouldn’t have purchased it in the first place.</p> <p>Running a contest can be a great way to build a sense of community around a brand, but it’s also useful for generating email leads that you can market to at a later date.</p> <p>So long as you <a href="https://kickofflabs.com/blog/12-no-brainer-ways-to-promote-your-contest/" target="_blank">promote your contest properly</a> and the prize is something that is genuinely valuable to your audience (hint: you should <a href="https://www.forbes.com/sites/jaysondemers/2014/09/03/why-knowing-your-audience-is-the-key-to-success/" target="_blank">know your audience intimately</a>), you’ll definitely receive an abundance of entries. </p> <p>Obviously, it&#8217;s important to ensure that people submit their entries via email so you can add them to your list.</p> <p>Alternatively, <a href="https://blog.kissmetrics.com/giveaway-accelerate-email-list/" target="_blank">free giveaways</a> can be a great way to get people on your list. However, it’s important to have a good understanding of your <a href="https://blog.kissmetrics.com/how-to-calculate-lifetime-value/" target="_blank">customer lifetime value (CLV)</a> before you consider free giveaways. </p> <p>If you know that your average email list subscriber is worth $30 in revenue for the first 6 months they’re on your list, then it’s a no brainer to send them a free product which costs $5 to manufacture in exchange for their contact information. </p> <p>So long as you keep tabs of the numbers, this tactic will scale your email list rapidly. The more money you put into free giveaways, the more money you generate on the back end.</p> <h2>6. Exit Intent Popups</h2> <p>Exit intent popups are used to capture leads that are about to leave your website.</p> <p>This technology works by monitoring mouse movements. If it appears that the user is likely to leave the page, then a popup will appear imploring them to sign up for a free lead magnet.</p> <p>When using exit intent popups, it’s important to keep user experience in mind. When done poorly, a popup can look spammy and annoying. </p> <p>Google is already <a href="https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html" target="_blank">penalizing mobile sites</a> with spammy pop ups. This change may occur for desktop as well in the near future.</p> <p>An exit popup should be displayed clearly and in an unobstructive manner. Remember, it’s there to provide something of value to your audience, not just to acquire an email address by any means necessary.</p> <p>Concise copy with a clear call-to-action is recommended. Also, you may wish to incorporate colors which contrast with the rest of your site in order to grab attention (think about the neutral themed ecommerce site which feature bright orange “Buy Now” buttons).</p> <p>Here is an example of a nice concise <a href="https://blog.wishpond.com/post/115675437167/exit-intent-popups" target="_blank">exit intent popup by Wishpond</a>, which ironically corresponds to the subject of creating a great exit intent popup.</p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2017/11/wishpond-exit-intent.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2017/11/wishpond-exit-intent.png" class="alignnone size-full wp-image-34513" srcset="https://blog.kissmetrics.com/wp-content/uploads/2017/11/wishpond-exit-intent.png 976w, https://blog.kissmetrics.com/wp-content/uploads/2017/11/wishpond-exit-intent-300x199.png 300w, https://blog.kissmetrics.com/wp-content/uploads/2017/11/wishpond-exit-intent-768x510.png 768w" sizes="(max-width: 976px) 100vw, 976px" /></a></p> <h2>Conclusion</h2> <p>While there are many marketing techniques that promise a faster ROI than email marketing, it’s important not to neglect one of the best methods for staying in contact with your audience.</p> <p>Techniques for acquiring customers come and go, but building a relationship with your existing customers is essential if you want to stand the test of time.</p> <p>If you’re serious about building a long-term brand rather than a short-term money making enterprise, growing your email list must be a priority.</p> <p>Can you think of any other growth hacks to boost your email subscribers? Please let me know in the comments below.</p> <p><strong>About the Author:</strong> Mo Harake brings over 12 years of ecommerce and digital marketing experience leading brands like FIJI Water, 7Diamonds, Kill Cliff and venture-backed startups to his work as Managing Director of <a href="http://straydigital.com/" target="_blank">Stray Digital</a>. For more on his approach to ecommerce, content marketing and growth hacking, visit him on <a href="https://www.linkedin.com/in/mharake" target="_blank">LinkedIn</a> or at the <a href="http://straydigital.com/blog/" target="_blank">Stray Digital blog</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=MI5uuT_aVsA:h30v6byBYjk:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=MI5uuT_aVsA:h30v6byBYjk:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=MI5uuT_aVsA:h30v6byBYjk:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=MI5uuT_aVsA:h30v6byBYjk:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=MI5uuT_aVsA:h30v6byBYjk:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=MI5uuT_aVsA:h30v6byBYjk:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=MI5uuT_aVsA:h30v6byBYjk:D7DqB2pKExk"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=MI5uuT_aVsA:h30v6byBYjk:D7DqB2pKExk" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/KISSmetrics/~4/MI5uuT_aVsA" height="1" width="1" alt=""/> Understanding the interplay of SEO and a 5-star reputation https://searchengineland.com/understanding-interplay-seo-5-star-reputation-286711 Search Engine Land urn:uuid:8db29f3b-c7a9-bac1-6df2-40e21230135c Wed, 15 Nov 2017 15:36:45 +0000 <p>How do online reviews impact search visibility, and what can you do to improve your online reputation? Columnist Stephan Spencer addresses these questions and more.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/understanding-interplay-seo-5-star-reputation-286711">Understanding the interplay of SEO and a 5-star reputation</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-273078" src="https://searchengineland.com/figz/wp-content/seloads/2017/04/reviews-stars-350473172-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/04/reviews-stars-350473172-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/04/reviews-stars-350473172-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/04/reviews-stars-350473172-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Is your online reputation fully optimized? Online reviews are a fundamental part of local search. That&#8217;s because 97 percent of consumers read online reviews for businesses, and 85 percent report that they trust online reviews as much as personal recommendations, BrightLocal&#8217;s 2017 Local Consumer Review Survey found.</p> <p>It’s not a matter of <i>if</i> your business will get reviews, but <i>when</i>. Poor reviews can sink even the strongest businesses. Here’s a guide to understanding the interplay between reviews, local search and earning (or keeping) a five-star reputation.</p> <h2>How reviews influence local search</h2> <p>Online reviews are not only influencing consumers, they’re also influencing search engine results. According to this year&#8217;s Moz Local Ranking Factors Survey, local search experts believe that review signals (in terms of the quantity, velocity, diversity and so on) are estimated to determine about 13 percent of the local pack rankings and 7 percent of the local organic rankings in Google.</p> <p>The three pillars to local search are relevance, proximity and authority. How can reviews influence these pillars? By adding content and context.</p> <p>Unlike local business websites, reviews are made up entirely of user-generated content. The content provides unbiased details and additional keywords to associate with the business in question, which contributes to relevance. The reviews provide Google with context as to which businesses merit the greatest visibility and which deserve to be buried. Google also looks to reviewers for confirmation that the local business location and details are accurate, thus improving proximity.</p> <p>While there’s no denying the power of links in SEO, strong reputations with reviewers can also convey authority to search engines. It’s easy for businesses to focus on the negatives with online reviews. But they’re also helping businesses rank well on Google and pursue their target audience.</p> <h2>Controlling business information</h2> <p>Knowledge is power for Google. It aggregates information from review sites in order to improve search results. But how does Google make sure that this information is accurate?</p> <p>Business information is used for two types of search: organic and local. On the organic side, Google pulls information from your website and reviews from sites like Facebook, Yelp and industry-specific sites. Google also pulls from Wikipedia and Wikidata. You should monitor all of these sources to make sure they are accurate and up to date.</p> <p>The local side works differently. They use Google My Business to verify things like business category, hours, photos and general information. Business owners can control this flow of information by logging into the portal and making updates.</p> <p>However, Google takes it a step further. They use primary data suppliers (Acxiom, Localeze, Infogroup and Factual) to verify business information. Google also has a second tier of data providers for local search, which includes directories and review sites like Facebook, YP.com and Yelp.</p> <p>Reviews have the power to override business information on Google. For instance, let’s say you don’t list your business hours anywhere online. If a highly trusted Yelp reviewer reports that your business is closed on Sundays, then it’s possible that Google will trust their data and update your hours.</p> <p>Google may give review sites a lot of power, but business owners can still control their own narrative. Tools like Google My Business and Yelp’s free Business Owner account allow you to make changes to your listings. Moz Local is also a powerful tool &#8212; you can create a business listing to be distributed across the local search ecosystem, and Moz will submit your data across all the sources and allow you to make changes to any incorrect data that pops up on the web.</p> <h2>Google’s Knowledge Panel</h2> <p>It’s easier than ever to access online reviews. You don’t even have to go to review sites to see your business’s reputation. They’re now being integrated into local search.</p> <p>Google’s Knowledge Panel showcases reviews from Google, Facebook and other industry-related sites. The Knowledge Panel is an instrumental tool for users, especially on mobile platforms. It helps them research a business, get key information and take action without even clicking on their website.</p> <p>Let’s say someone is doing a search for “Infusion Coffee” in Tempe, Arizona. This is what will be displayed:</p> <img class="has-border aligncenter wp-image-286768 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/infusion-coffee-tempe-505x600.png" alt="" width="505" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/infusion-coffee-tempe-505x600.png 505w, https://searchengineland.com/figz/wp-content/seloads/2017/11/infusion-coffee-tempe-336x400.png 336w, https://searchengineland.com/figz/wp-content/seloads/2017/11/infusion-coffee-tempe.png 715w" sizes="(max-width: 505px) 100vw, 505px" /> <p>Potential customers can call, get directions, order and look at Facebook and Google reviews without ever visiting Infusion’s website. The Google Knowledge Panel can also drive local search. Let’s say a separate user is looking for coffee in Tempe, but they don’t know about Infusion. This is what they will see instead:</p> <img class="has-border aligncenter wp-image-286769 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/local-maps-coffee-tempe-659x600.png" alt="" width="659" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/local-maps-coffee-tempe-659x600.png 659w, https://searchengineland.com/figz/wp-content/seloads/2017/11/local-maps-coffee-tempe-439x400.png 439w, https://searchengineland.com/figz/wp-content/seloads/2017/11/local-maps-coffee-tempe-768x699.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/local-maps-coffee-tempe.png 975w" sizes="(max-width: 659px) 100vw, 659px" /> <p>The results are once again determined by relevance, authority and proximity. But it’s also clear that reviews are a factor in search rank. The top hit, Cartel Coffee Lab, has a 4.5-star reputation and over 400 reviews. Users can even refine their search by star rating.</p> <p>Yes, you can control basic information on a Google My Business Page. But that only takes you so far. User-generated content and reviews are featured prominently in the Knowledge Panel. Translation: There’s no substitute for a stellar online reputation.</p> <h2>Promoting reviews</h2> <p>You might notice that a quick Google search of your industry yields mixed results. Some businesses have star ratings attached to their organic results, while others lack reviews altogether.</p> <p>Do you want to add reviews to your organic results? The secret lies in structured data markup from schema.org. This is HTML markup that gives search engines more information about websites. Rich snippets that appear in the Google results can be composed of text, images, and/or review stars and give the searcher more details to help him/her choose the best, most relevant listing.</p> <p>Google can display review stars as a rich snippet if it discovers valid reviews or ratings markup on your page. However, businesses have to include reviews on their website in order for them to be displayed, and there are some <a href="https://developers.google.com/search/docs/data-types/reviews#review-snippets">strict guidelines</a> to follow in this regard:</p> <blockquote><p>• Ratings must be sourced directly from users.</p> <p>• Don&#8217;t rely on human editors to create, curate or compile ratings information for local businesses. These types of reviews are <a href="https://developers.google.com/search/docs/data-types/reviews#critic-reviews">critic reviews</a>.</p> <p>• Sites must collect ratings information directly from users and not from other sites.</p></blockquote> <p>So, copying and pasting review text from other review sites (like Yelp) is prohibited under Google policy. The reviews must be unique to your site and not duplicated on other platforms.</p> <h2>Controlling bad reviews</h2> <p>Good reviews can be a valuable tool for driving conversions. But what about bad reviews? It’s true that bad reviews can damage businesses &#8212; many potential customers will not purchase from a business with negative reviews.</p> <p>Some business owners have tried to control bad reviews, but there’s no simple solution. Businesses looking for a quick fix might seek out a pay-for-review site. Not only are these sites illegal, but using them might end up in a penalty from Google and other sites.</p> <p>Incentivizing reviews can be just as damaging. It’s a violation of Yelp and Google’s terms of service. &#8220;Astroturfing,&#8221; or creating fake positive reviews for reputation management, is a big taboo in the digital space, and it can lead to penalties from Google.</p> <p>So, what’s a business to do if they’re stuck with bad reviews? The simple answer is to build a solid reputation. Focus on enhanced customer service, set the right expectations and listen to customer feedback.</p> <p>You can also score your customer service internally. Net Promoter Score provides a structured way to solicit and analyze customer feedback, giving you a single customer satisfaction metric. Continue to keep an eye on this metric. You can see what is helping (or hurting) your online reviews and adjust your strategies from there.</p> <p>Sometimes you get lucky and can make a negative review go away simply by offering to make things right for the customer. Fellow Search Engine Land columnist and online reputation strategist Chris Silver Smith describes how to turn things around when <a href="https://searchengineland.com/10-ideas-fix-damning-business-review-222141">responding to a bad review</a>.</p> <p>Yelp and some of the other prominent reviews sites allow owners to post responses to customer reviews. On Yelp, if you respond to the reviewer and offer to address their issues, then they hopefully will post a follow-up of how you addressed their complaint and exceeded their expectations &#8212; making the combined review storyline even more beneficial to your business than an unbroken line of positive reviews.</p> <p>GetFiveStars is an invaluable tool for improving your reputation on certain sites. It uses your Net Promoter Score in the decision tree; customers/clients are interacted with differently based on their satisfaction level. The service also lets you automate the outreach for feedback. You can focus on getting legitimate, quality reviews and better understand what’s contributing to your online reputation.</p> <p>Online reviews are embedded into modern search engines. Reputation building doesn’t happen overnight. You must take a proactive approach and use reviews to your advantage. You can’t hide bad reviews, but good reviews can be an integral part of your local search strategy. Online reviews are part of your business, for better or worse. It’s up to you to make the most of them.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/understanding-interplay-seo-5-star-reputation-286711">Understanding the interplay of SEO and a 5-star reputation</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google News adds new referral URL source that publishers should begin tracking https://searchengineland.com/google-news-adds-new-referral-url-source-publishers-begin-tracking-286788 Search Engine Land urn:uuid:61b5623c-3317-0f4d-1c5f-00763a5699ba Wed, 15 Nov 2017 13:47:06 +0000 <p>Google tells publishers to add news.url.google.com to the Google News referral tracking sources.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-news-adds-new-referral-url-source-publishers-begin-tracking-286788">Google News adds new referral URL source that publishers should begin tracking</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="alignnone size-large wp-image-235493" src="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-news-2015e-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-news-2015e-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/11/google-news-2015e-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google has quietly announced in its Google News <a href="https://productforums.google.com/forum/#!topic/news/iMFS0um-30M/discussion">forum</a> that they have added a new URL referrer source that news publishers should begin tracking to get a &#8220;comprehensive view of traffic from Google News.&#8221; In addition to tracking referrals from news.google.com, publishers should also track referrals from news.url.google.com.</p> <p>The change seems to be connected to the new <a href="https://searchengineland.com/google-news-deprecate-old-rss-feed-urls-december-1-2017-286149">RSS feed changes with Google News</a> that we reported recently.</p> <p>Google said that referrals from the source &#8220;news.google.com&#8221; include traffic from native mobile apps, mobile web and RSS feeds set up with the legacy URL pattern. Referrals from the source &#8220;news.url.google.com&#8221; include traffic from desktop and RSS feeds set up with the new URL pattern.</p> <p>It is unclear if Google Analytics has already updated to support the new referral changes, but one would assume it would be one of the first analytics packages to update its tools.</p> <p>If you are using custom analytics or a third-party analytics tool, make sure to communicate to the developers that they need to make this update to their software.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-news-adds-new-referral-url-source-publishers-begin-tracking-286788">Google News adds new referral URL source that publishers should begin tracking</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> How to Live-Blog at Events for More Exposure https://www.socialmediaexaminer.com/live-blog-events-for-exposure/ Social Media Examiner urn:uuid:9a586b76-a8e0-809b-87b9-c5b1962d4638 Wed, 15 Nov 2017 11:00:02 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/11/live-blogging-events-how-to-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to get in front of an engaged audience? Do you attend live industry events? In this article, you’ll discover how to use live blogging to attract and connect with event attendees. Why Live Blogging? Live blogging is a great guerrilla marketing tactic. It can help you grow your following and voice in the media, <a class="read-more" href="https://www.socialmediaexaminer.com/live-blog-events-for-exposure/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/live-blog-events-for-exposure/">How to Live-Blog at Events for More Exposure</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> Your Wallet Will Suffer If New Leader Guts CFPB https://www.nerdwallet.com/blog/finance/the-consumer-watchdog-that-helps-you-may-be-eliminated/ NerdWallet urn:uuid:57d43ea2-4ddd-9ae0-5dc0-88474fa9f967 Wed, 15 Nov 2017 08:00:27 +0000 The man who has led the Consumer Financial Protection Bureau since 2011 announced his resignation Wednesday, speeding up the timetable for change at the long-embattled federal watchdog. Director Richard Cordray,… <p>The man who has led the Consumer Financial Protection Bureau since 2011 announced his resignation Wednesday, speeding up the timetable for change at the long-embattled federal watchdog. Director Richard Cordray, an Obama administration holdover, said he would step down by the end of November, before his term expires in July 2018. That paves the way...</p><span data-post-id="366554"></span> Agency That Saved Consumers Billions Loses Leader https://www.nerdwallet.com/blog/finance/the-consumer-watchdog-that-helps-you-may-be-eliminated/ NerdWallet urn:uuid:ccc9b0e2-7bf0-cea1-58b0-5dffbdaa6434 Wed, 15 Nov 2017 08:00:27 +0000 The man who has led the Consumer Financial Protection Bureau since 2013, and helped save or return billions to Americans, announced his resignation Wednesday, speeding up the timetable for change… <p>The man who has led the Consumer Financial Protection Bureau since 2013, and helped save or return billions to Americans, announced his resignation Wednesday, speeding up the timetable for change at the embattled federal watchdog. Director Richard Cordray, an Obama administration holdover, said he would step down by the end of November; his term was...</p><span data-post-id="366554"></span> Agency That Returned Billions to Consumers Loses Leader https://www.nerdwallet.com/blog/finance/the-consumer-watchdog-that-helps-you-may-be-eliminated/ NerdWallet urn:uuid:10924095-912c-79aa-8044-905cf3bf1d91 Wed, 15 Nov 2017 08:00:27 +0000 The man who has led the Consumer Financial Protection Bureau since 2013 announced his resignation Wednesday, speeding up the timetable for change at the embattled federal watchdog that says it… <p>The man who has led the Consumer Financial Protection Bureau since 2013 announced his resignation Wednesday, speeding up the timetable for change at the embattled federal watchdog that says it has saved or returned billions to Americans. Director Richard Cordray, an Obama administration holdover, said he would step down by the end of November; his...</p><span data-post-id="366554"></span> How to Be a Smart (Not Stressed) Holiday Shopper https://www.nerdwallet.com/article/smart-not-stressed-holiday-shopper/ NerdWallet urn:uuid:b33df937-96c3-dd1d-83b2-bbb8aa21f2c4 Wed, 15 Nov 2017 04:00:40 +0000 Don’t let holiday stress cloud your judgment while shopping. Otherwise, you may wind up in the Target parking lot wondering how you got there and why your receipt includes $60… <p>Don’t let holiday stress cloud your judgment while shopping. Otherwise, you may wind up in the Target parking lot wondering how you got there and why your receipt includes $60 worth of fidget spinners. That’s because the onslaught of holiday festivities, family commitments, travel plans and gift exchanges can often lead to poor shopping choices....</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/article/follow-jay-zs-financial-blueprint/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=462304" title="Should You Follow Jay-Z’s Financial ‘Blueprint’?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Should You Follow Jay-Z’s Financial ‘Blueprint’?</a></li> <li><a href="https://www.nerdwallet.com/article/holiday-season-shop-like-millennial/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=462304" title="This Holiday Season, Shop Like a Millennial" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">This Holiday Season, Shop Like a Millennial</a></li> <li><a href="https://www.nerdwallet.com/article/black-friday-hacks-youll-want-use/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=462304" title="Win Black Friday With These Shopping Hacks" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Win Black Friday With These Shopping Hacks</a></li> </ul></div><span data-post-id="462304"></span> How to Build the Right Content Marketing Strategy for SEO Growth http://tracking.feedpress.it/link/9375/7404777 Moz Blog urn:uuid:c4309d36-1c8b-bbe6-4267-a903bba9c005 Wed, 15 Nov 2017 00:03:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/11052701\">AlliBerry3</a></p><p>Delivering content that best serves the needs of users is certainly top-of-mind for many SEOs since the <a href="https://moz.com/learn/seo/google-hummingbird" target="_blank">Hummingbird</a> algorithm update and subsequent buzz around <a href="https://moz.com/learn/seo/google-rankbrain" target="_blank">RankBrain</a>. It sounds easy enough in theory, but what does that actually mean in practice? Many SEOs believe that they're already doing this by driving their content strategy by virtue of keyword research alone. </p><p>The problem with solely using keywords to drive your content strategy is that <strong>not all of your audience’s content needs are captured in search.</strong> Ask your nearest customer service representative what questions they answer every day; I can guarantee that you won’t find all of those questions with search volume in a keyword research tool. </p><p>Keyword research can also tempt you to develop content that your brand really shouldn’t be creating because you don’t have anything unique to say about it. Sure, you could end up increasing organic traffic, but are those going to be converting customers? </p><p>Moving away from a keyword-first-driven content strategy and into an audience-centric one will put you in a better place for creating SEO content that converts. Don’t get me wrong — there's still an important place for keyword research. But it belongs later in the process, after you've performed a deep dive into your audience and your own brand expertise. </p><p>This is an approach that the best content marketers excel at. And it’s something that SEOs can utilize, too, as they strive to provide more relevant and higher-quality content for your target audiences. </p><hr><h2>How is an audience-focused content strategy different from a keyword-focused content strategy?</h2><p>A content marketing strategy starts with the target audience and dives deeper into understanding your brand’s expertise and unique value proposition. Keyword research is great at uncovering how people talk about topics relevant to your brand, but it is limiting when it comes to audience understanding. </p><p>Think about one of your prospective customer’s journey to conversion. Is search the only channel they utilize to get information? If you are collecting lead information or serving up remarketing ads, hopefully not. So, why should your audience understanding be limited to keyword research? </p><p>A content strategy is a holistic plan that tackles questions like: </p><ul> <li>Who is my audience? </li> <li>What are their pain points and needs? </li> <li>What types of content do these people want to consume? </li> <li>Where are they currently having conversations (online or offline)</li> <li>What unique expertise does our brand offer? </li> <li>How can we match our expertise to our audience’s needs?</li> </ul><hr><h2>Finding your unique content angle</h2><p>The key to connecting with your audience is to develop your unique content angle that finds intersections between what your brand’s expertise is in and your audience’s pain points. The Content Marketing Institute refers to this as a "<a href="http://contentmarketinginstitute.com/content-inc/framework-content-tilt/">content tilt</a>" because it involves taking a larger topic and tilting it in your own way. Defining your brand’s expertise can be more difficult than it appears on the surface. </p><p>It isn’t uncommon for brands to say their product is what makes them unique, but if there is a competitor out there with the same general product, it’s not unique. What makes your <em>organization</em> different from competitors? </p><h3>Here's an example</h3><p>When I worked for <a href="https://www.kaplanfinancial.com" target="_blank">Kaplan Financial Education</a>, a professional licensing and exam prep provider brand under Kaplan Professional, finding our tilt was a real challenge. Kaplan Financial Education has a lot of product lines all within financial services, but the audience for each is different. We needed a tilt that worked for the entire <a href="https://www.kaplanfinancial.com/resources" target="_blank">Career Corner</a> content hub we were creating. What we realized is that our core audience all has a big pain point in common: entering the financial services industry either through insurance or securities (selling stocks and bonds) has low barriers to entry and high turnover. Everyone entering that job market needs to know how to not only pass their licensing exam(s), but also be successful as professionals too, both in the early years and also in the years to come. </p><p>Kaplan Financial Education’s biggest content competitors create very factual content — they're websites like Investopedia, Wikipedia, and governing bodies like FINRA and state government departments. But Kaplan Financial Education has something going for it that its competitors do not: a huge network of students. There are other licensing exam prep providers that compete with Kaplan Financial Education, but none that cover the same breadth of exams and continuing education. It's the only brand in that industry that provides licensing education as individuals progress through their financial careers. "From hire to retire," as the marketers say. </p><p>We made our content tone more conversational and solicited input from our huge student and instructor network to help new professionals be more successful. We also used their quotes and insights to drive content creation and make it more relatable and personalized. All of our content tied back to helping financial professionals be successful — either as they're getting licensed or beyond — and rather than simply telling people what to do, we leveraged content to allow our current students and instructors teach our prospective students. </p><h3>You may be thinking... so I can only write content that fits in this tilt? Isn’t that limiting? </h3><p>As SEOs, it can be really hard to let go of some keyword opportunities that exist if they don’t fit the content strategy. And it’s true that there are probably some keywords out there you could create content for and increase your organic traffic. But if they don’t fit with your target audience’s needs and your brand’s expertise, will it be the kind of traffic that's going to convert? Likely not. Certainly not enough to spend resources on content creation and to distract yourself from your larger strategy objective. </p><hr><h2>How to build your content strategy</h2><h3>1. Set your goals.</h3><p>Start at the end. What is you are ultimately trying to accomplish? Do you want to increase leads by a certain percentage? Do you want to drive a certain number increase in sales? Are you trying to drive subscribers to a newsletter? Document these goals first. This will help you figure out what type of content you want to create and what the calls-to-action should be. </p><p>If you're a business like Kaplan and leads are your ultimate goal, a proven strategy is to create ungated content that provides good insights, but leaves room for a deeper dive. Have your calls-to-action point to a gated piece of content requiring some form of contact information that goes into more depth. </p><p>A business like a car dealership is going to have a primary goal of getting people into their dealership to buy a car. Their content doesn’t necessarily need to be gated, but it should have a local spin and speak to common questions people have about the car buying process, as well as show the human elements that make the dealership unique to establish trust and show how customers will be treated. Trust is especially important in that industry because they have to combat the used car salesman stereotype. </p><h3>2. Identify your primary audience and their pain points.</h3><p>The next step is to identify who you're targeting with your content. There are a lot of people at your disposal to help you with this part of the process. Within your organization, consider talking to these teams: </p><ul> <li>Customer Service</li> <li>Sales</li> <li>Technical Support</li> <li>Product Management</li> <li>Product Marketing</li> <li>Social Media Marketing</li> </ul><p>These are often the people who interact the most with customers. Find out what your audience is struggling with and what content could be created to help answer their questions. You can also do some of this research on your own by searching forums and social media. Subreddits within Reddit related to your topic can be a goldmine. Other times there are active, related groups on social media platforms like LinkedIn and Facebook. If you’ve ever been to the MozCon Facebook group, you know how much content could be created answering common questions people have related to SEO. </p><h3>3. Determine your brand’s unique expertise. </h3><p>Again, dig deeper and figure out what makes your brand truly unique. It likely isn’t the product itself. Think about who your subject matter experts are and how they contribute to the organization. Think about how your products are developed. </p><p>Even expertise that may seem boring on the surface can be extremely valuable. I’ve seen <a href="https://www.thesaleslion.com/" target="_blank">Marcus Sheridan</a> speak a couple of times and he has one of the most compelling success stories I’ve ever heard about not being afraid to get too niche with expertise. He had a struggling swimming pool installation business until he started blogging. He knew his expertise was in pools — buying fiberglass pools, specifically. He answered every question he could think of related to that buying process and became the world thought leader on fiberglass pools. Is it a glamorous topic? No. But, it’s helpful to the exact audience he wanted to reach. There aren’t hundreds of thousands of people searching for fiberglass pool information online, but the ones that are searching are the ones he wanted to capture. And he did. </p><h3>4. Figure out your content tilt.</h3><p>Now put your answers for #2 and #3 together and figure out what your unique content angle will look like. </p><h3>5. Develop a list of potential content topics based on your content tilt. </h3><p>It’s time to brainstorm topics. Now that you know your content tilt, it’s a lot easier to come up with topics your brand should be creating content about. Plus, they’re topics you know your audience cares about! This is a good step to get other people involved from around your organization, from departments like sales, product management, and customer service. Just make sure your content tilt is clear to them prior to the brainstorm to ensure you don’t get off-course. </p><h3>6. Conduct keyword research.</h3><p>Now that you’ve got a list of good content topics, it’s time to really dive into long-tail keyword research and figure out the best keyword targets around the topics. </p><p>There are plenty of good tools out there to help you with this. Here are a few of my go-tos: </p><ul> <li><a href="https://moz.com/explorer" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'How to Build the Right Content Marketing Strategy for SEO Growth', 'KWE']);">Moz Keyword Explorer</a> (freemium): If you have it, it’s a great tool for uncovering keywords as questions, looking at the keyword competitive landscape, and finding other related keywords to your topic. </li> <li><a href="https://keywordtool.io/" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'How to Build the Right Content Marketing Strategy for SEO Growth', 'KWIO']);">Keywordtool.io</a> (free): One of the only keyword discovery tools out there that will give you keyword research by search engine. If you are looking for YouTube or App Store keywords, for instance, this is a great idea generation tool. </li> <li><a href="https://ubersuggest.io/" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'How to Build the Right Content Marketing Strategy for SEO Growth', 'UberSuggest']);">Ubersuggest.io</a> (free): Type in one keyword and Ubersuggest will give you a plethora of other ideas organized in a list alphabetically or in a word cloud. </li> </ul><h3>7. Create an editorial calendar.</h3><p>Based on your keyword research findings, develop an editorial calendar for your content. Make sure to include what your keyword target(s) are so if you have someone else developing the content, they know what is important to include in it. </p><p>Here are a couple resources to check out for getting started: </p><ul> <li>HubSpot’s <a href="https://offers.hubspot.com/editorial-calendar-templates" target="_blank">free editorial calendar templates</a> (Google Sheet or Excel)</li> <li>Content Marketing Institute’s <a href="https://docs.google.com/spreadsheets/d/1FtmTItkUjUFXMB6vhwSaATQo1AoC3yZwqooOQ4UZWHM/edit#gid=0" target="_blank">free editorial calendar template</a> (Google Sheet)</li> </ul><h3>8. Determine how to measure success. </h3><p>Once you know what content you're going to create, you’ll need to figure out how you'll measure success. Continuing on with the Kaplan example, lead generation was our focus. So, we focused our efforts on measuring leads to our gated content and conversions of those leads to sales over a certain time period. We also measured organic entrances to our ungated content. If our organic entrances were growing (or not growing) disproportionate to our leads, then we’d take deeper dives into what individual pieces of content were converting well and what pieces were not, then make tweaks accordingly. </p><h3>9. Create content! </h3><p>Now that all the pieces are there, it’s time to do the creation work. This is the fun part! With your content tilt in mind and your keyword research completed, gather the information or research you need and outline what you want the content to look like. </p><p>Take this straightforward article called <a href="https://www.kaplanfinancial.com/resources/securities/how-to-get-your-series-7-license/" target="_blank">How to Get Your Series 7 License</a> as an example. To become a registered representative (stockbroker), you have to pass this exam. The primary keyword target here is: Series 7 license. It’s an incredibly competitive keyword with between 2.9K–4.3K monthly searches, according to the Keyword Explorer tool. Other important semantically related keywords include: how to get the Series 7 license, Series 7 license requirements, Series 7 Exam, General Securities Registered Representative license, and Series 7 license pass rate. </p><p>Based on our content tilt and competitive landscape for the primary keyword, it made the most sense to make this into a how-to article explaining the process in non-jargon terms to someone just starting in the industry. We perfectly exact-match each keyword target, but the topics are covered well enough for us to rank on the front page for all but one of them. Plus, we won the Google Answer Box for "how to get your Series 7 license." We also positioned ourselves well for anticipated future searches around a new licensing component called the SIE exam and how it’ll change the licensing process. </p><hr><p>Once you've created your content and launched it, like with any SEO work, you will have a lag before you see any results. Be sure to build a report or dashboard based on your content goals so you can keep track of the performance of your content on a regular basis. If you find that the growth isn’t there after several months, it is a good idea to go back through the content strategy and assess whether you’ve got your tilt right. Borrowing from <a href="http://contentmarketinginstitute.com/2017/02/killing-content-marketing-ignoring/" target="_blank">Joe Pulizzi</a>, ask yourself: "What if our content disappeared? Would it leave a gap in the marketplace?" If the answer is no, then it’s definitely time to revisit your tilt. It’s the toughest piece to get right, but once you do, the results will follow. </p><p>If you're interested in more discussion on content marketing and SEO, check out the newest MozPod podcast. Episode 8, SEO & Content Strategy: </p><p style="text-align: center;"><a href="http://mozpod.libsyn.com/seo-and-content-strategy" target="_blank" class="button-primary large-cta orange" onclick="_gaq.push(['_trackEvent', 'blog', 'How to Build the Right Content Marketing Strategy for SEO Growth', 'MozPod']);">Listen to the podcast</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/11052701\">AlliBerry3</a></p><p>Delivering content that best serves the needs of users is certainly top-of-mind for many SEOs since the <a href="https://moz.com/learn/seo/google-hummingbird" target="_blank">Hummingbird</a> algorithm update and subsequent buzz around <a href="https://moz.com/learn/seo/google-rankbrain" target="_blank">RankBrain</a>. It sounds easy enough in theory, but what does that actually mean in practice? Many SEOs believe that they're already doing this by driving their content strategy by virtue of keyword research alone. </p><p>The problem with solely using keywords to drive your content strategy is that <strong>not all of your audience’s content needs are captured in search.</strong> Ask your nearest customer service representative what questions they answer every day; I can guarantee that you won’t find all of those questions with search volume in a keyword research tool. </p><p>Keyword research can also tempt you to develop content that your brand really shouldn’t be creating because you don’t have anything unique to say about it. Sure, you could end up increasing organic traffic, but are those going to be converting customers? </p><p>Moving away from a keyword-first-driven content strategy and into an audience-centric one will put you in a better place for creating SEO content that converts. Don’t get me wrong — there's still an important place for keyword research. But it belongs later in the process, after you've performed a deep dive into your audience and your own brand expertise. </p><p>This is an approach that the best content marketers excel at. And it’s something that SEOs can utilize, too, as they strive to provide more relevant and higher-quality content for your target audiences. </p><hr><h2>How is an audience-focused content strategy different from a keyword-focused content strategy?</h2><p>A content marketing strategy starts with the target audience and dives deeper into understanding your brand’s expertise and unique value proposition. Keyword research is great at uncovering how people talk about topics relevant to your brand, but it is limiting when it comes to audience understanding. </p><p>Think about one of your prospective customer’s journey to conversion. Is search the only channel they utilize to get information? If you are collecting lead information or serving up remarketing ads, hopefully not. So, why should your audience understanding be limited to keyword research? </p><p>A content strategy is a holistic plan that tackles questions like: </p><ul> <li>Who is my audience? </li> <li>What are their pain points and needs? </li> <li>What types of content do these people want to consume? </li> <li>Where are they currently having conversations (online or offline)</li> <li>What unique expertise does our brand offer? </li> <li>How can we match our expertise to our audience’s needs?</li> </ul><hr><h2>Finding your unique content angle</h2><p>The key to connecting with your audience is to develop your unique content angle that finds intersections between what your brand’s expertise is in and your audience’s pain points. The Content Marketing Institute refers to this as a "<a href="http://contentmarketinginstitute.com/content-inc/framework-content-tilt/">content tilt</a>" because it involves taking a larger topic and tilting it in your own way. Defining your brand’s expertise can be more difficult than it appears on the surface. </p><p>It isn’t uncommon for brands to say their product is what makes them unique, but if there is a competitor out there with the same general product, it’s not unique. What makes your <em>organization</em> different from competitors? </p><h3>Here's an example</h3><p>When I worked for <a href="https://www.kaplanfinancial.com" target="_blank">Kaplan Financial Education</a>, a professional licensing and exam prep provider brand under Kaplan Professional, finding our tilt was a real challenge. Kaplan Financial Education has a lot of product lines all within financial services, but the audience for each is different. We needed a tilt that worked for the entire <a href="https://www.kaplanfinancial.com/resources" target="_blank">Career Corner</a> content hub we were creating. What we realized is that our core audience all has a big pain point in common: entering the financial services industry either through insurance or securities (selling stocks and bonds) has low barriers to entry and high turnover. Everyone entering that job market needs to know how to not only pass their licensing exam(s), but also be successful as professionals too, both in the early years and also in the years to come. </p><p>Kaplan Financial Education’s biggest content competitors create very factual content — they're websites like Investopedia, Wikipedia, and governing bodies like FINRA and state government departments. But Kaplan Financial Education has something going for it that its competitors do not: a huge network of students. There are other licensing exam prep providers that compete with Kaplan Financial Education, but none that cover the same breadth of exams and continuing education. It's the only brand in that industry that provides licensing education as individuals progress through their financial careers. "From hire to retire," as the marketers say. </p><p>We made our content tone more conversational and solicited input from our huge student and instructor network to help new professionals be more successful. We also used their quotes and insights to drive content creation and make it more relatable and personalized. All of our content tied back to helping financial professionals be successful — either as they're getting licensed or beyond — and rather than simply telling people what to do, we leveraged content to allow our current students and instructors teach our prospective students. </p><h3>You may be thinking... so I can only write content that fits in this tilt? Isn’t that limiting? </h3><p>As SEOs, it can be really hard to let go of some keyword opportunities that exist if they don’t fit the content strategy. And it’s true that there are probably some keywords out there you could create content for and increase your organic traffic. But if they don’t fit with your target audience’s needs and your brand’s expertise, will it be the kind of traffic that's going to convert? Likely not. Certainly not enough to spend resources on content creation and to distract yourself from your larger strategy objective. </p><hr><h2>How to build your content strategy</h2><h3>1. Set your goals.</h3><p>Start at the end. What is you are ultimately trying to accomplish? Do you want to increase leads by a certain percentage? Do you want to drive a certain number increase in sales? Are you trying to drive subscribers to a newsletter? Document these goals first. This will help you figure out what type of content you want to create and what the calls-to-action should be. </p><p>If you're a business like Kaplan and leads are your ultimate goal, a proven strategy is to create ungated content that provides good insights, but leaves room for a deeper dive. Have your calls-to-action point to a gated piece of content requiring some form of contact information that goes into more depth. </p><p>A business like a car dealership is going to have a primary goal of getting people into their dealership to buy a car. Their content doesn’t necessarily need to be gated, but it should have a local spin and speak to common questions people have about the car buying process, as well as show the human elements that make the dealership unique to establish trust and show how customers will be treated. Trust is especially important in that industry because they have to combat the used car salesman stereotype. </p><h3>2. Identify your primary audience and their pain points.</h3><p>The next step is to identify who you're targeting with your content. There are a lot of people at your disposal to help you with this part of the process. Within your organization, consider talking to these teams: </p><ul> <li>Customer Service</li> <li>Sales</li> <li>Technical Support</li> <li>Product Management</li> <li>Product Marketing</li> <li>Social Media Marketing</li> </ul><p>These are often the people who interact the most with customers. Find out what your audience is struggling with and what content could be created to help answer their questions. You can also do some of this research on your own by searching forums and social media. Subreddits within Reddit related to your topic can be a goldmine. Other times there are active, related groups on social media platforms like LinkedIn and Facebook. If you’ve ever been to the MozCon Facebook group, you know how much content could be created answering common questions people have related to SEO. </p><h3>3. Determine your brand’s unique expertise. </h3><p>Again, dig deeper and figure out what makes your brand truly unique. It likely isn’t the product itself. Think about who your subject matter experts are and how they contribute to the organization. Think about how your products are developed. </p><p>Even expertise that may seem boring on the surface can be extremely valuable. I’ve seen <a href="https://www.thesaleslion.com/" target="_blank">Marcus Sheridan</a> speak a couple of times and he has one of the most compelling success stories I’ve ever heard about not being afraid to get too niche with expertise. He had a struggling swimming pool installation business until he started blogging. He knew his expertise was in pools — buying fiberglass pools, specifically. He answered every question he could think of related to that buying process and became the world thought leader on fiberglass pools. Is it a glamorous topic? No. But, it’s helpful to the exact audience he wanted to reach. There aren’t hundreds of thousands of people searching for fiberglass pool information online, but the ones that are searching are the ones he wanted to capture. And he did. </p><h3>4. Figure out your content tilt.</h3><p>Now put your answers for #2 and #3 together and figure out what your unique content angle will look like. </p><h3>5. Develop a list of potential content topics based on your content tilt. </h3><p>It’s time to brainstorm topics. Now that you know your content tilt, it’s a lot easier to come up with topics your brand should be creating content about. Plus, they’re topics you know your audience cares about! This is a good step to get other people involved from around your organization, from departments like sales, product management, and customer service. Just make sure your content tilt is clear to them prior to the brainstorm to ensure you don’t get off-course. </p><h3>6. Conduct keyword research.</h3><p>Now that you’ve got a list of good content topics, it’s time to really dive into long-tail keyword research and figure out the best keyword targets around the topics. </p><p>There are plenty of good tools out there to help you with this. Here are a few of my go-tos: </p><ul> <li><a href="https://moz.com/explorer" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'How to Build the Right Content Marketing Strategy for SEO Growth', 'KWE']);">Moz Keyword Explorer</a> (freemium): If you have it, it’s a great tool for uncovering keywords as questions, looking at the keyword competitive landscape, and finding other related keywords to your topic. </li> <li><a href="https://keywordtool.io/" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'How to Build the Right Content Marketing Strategy for SEO Growth', 'KWIO']);">Keywordtool.io</a> (free): One of the only keyword discovery tools out there that will give you keyword research by search engine. If you are looking for YouTube or App Store keywords, for instance, this is a great idea generation tool. </li> <li><a href="https://ubersuggest.io/" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'How to Build the Right Content Marketing Strategy for SEO Growth', 'UberSuggest']);">Ubersuggest.io</a> (free): Type in one keyword and Ubersuggest will give you a plethora of other ideas organized in a list alphabetically or in a word cloud. </li> </ul><h3>7. Create an editorial calendar.</h3><p>Based on your keyword research findings, develop an editorial calendar for your content. Make sure to include what your keyword target(s) are so if you have someone else developing the content, they know what is important to include in it. </p><p>Here are a couple resources to check out for getting started: </p><ul> <li>HubSpot’s <a href="https://offers.hubspot.com/editorial-calendar-templates" target="_blank">free editorial calendar templates</a> (Google Sheet or Excel)</li> <li>Content Marketing Institute’s <a href="https://docs.google.com/spreadsheets/d/1FtmTItkUjUFXMB6vhwSaATQo1AoC3yZwqooOQ4UZWHM/edit#gid=0" target="_blank">free editorial calendar template</a> (Google Sheet)</li> </ul><h3>8. Determine how to measure success. </h3><p>Once you know what content you're going to create, you’ll need to figure out how you'll measure success. Continuing on with the Kaplan example, lead generation was our focus. So, we focused our efforts on measuring leads to our gated content and conversions of those leads to sales over a certain time period. We also measured organic entrances to our ungated content. If our organic entrances were growing (or not growing) disproportionate to our leads, then we’d take deeper dives into what individual pieces of content were converting well and what pieces were not, then make tweaks accordingly. </p><h3>9. Create content! </h3><p>Now that all the pieces are there, it’s time to do the creation work. This is the fun part! With your content tilt in mind and your keyword research completed, gather the information or research you need and outline what you want the content to look like. </p><p>Take this straightforward article called <a href="https://www.kaplanfinancial.com/resources/securities/how-to-get-your-series-7-license/" target="_blank">How to Get Your Series 7 License</a> as an example. To become a registered representative (stockbroker), you have to pass this exam. The primary keyword target here is: Series 7 license. It’s an incredibly competitive keyword with between 2.9K–4.3K monthly searches, according to the Keyword Explorer tool. Other important semantically related keywords include: how to get the Series 7 license, Series 7 license requirements, Series 7 Exam, General Securities Registered Representative license, and Series 7 license pass rate. </p><p>Based on our content tilt and competitive landscape for the primary keyword, it made the most sense to make this into a how-to article explaining the process in non-jargon terms to someone just starting in the industry. We perfectly exact-match each keyword target, but the topics are covered well enough for us to rank on the front page for all but one of them. Plus, we won the Google Answer Box for "how to get your Series 7 license." We also positioned ourselves well for anticipated future searches around a new licensing component called the SIE exam and how it’ll change the licensing process. </p><hr><p>Once you've created your content and launched it, like with any SEO work, you will have a lag before you see any results. Be sure to build a report or dashboard based on your content goals so you can keep track of the performance of your content on a regular basis. If you find that the growth isn’t there after several months, it is a good idea to go back through the content strategy and assess whether you’ve got your tilt right. Borrowing from <a href="http://contentmarketinginstitute.com/2017/02/killing-content-marketing-ignoring/" target="_blank">Joe Pulizzi</a>, ask yourself: "What if our content disappeared? Would it leave a gap in the marketplace?" If the answer is no, then it’s definitely time to revisit your tilt. It’s the toughest piece to get right, but once you do, the results will follow. </p><p>If you're interested in more discussion on content marketing and SEO, check out the newest MozPod podcast. Episode 8, SEO & Content Strategy: </p><p style="text-align: center;"><a href="http://mozpod.libsyn.com/seo-and-content-strategy" target="_blank" class="button-primary large-cta orange" onclick="_gaq.push(['_trackEvent', 'blog', 'How to Build the Right Content Marketing Strategy for SEO Growth', 'MozPod']);">Listen to the podcast</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/7404777.gif" height="1" width="1"/> Mortgage Rates Tuesday: Rates Up, Late Payments Down https://www.nerdwallet.com/blog/mortgages/mortgage-rates-tuesday-nov-14/ NerdWallet urn:uuid:a5dfdd64-0a5d-5dc7-1f74-60ee607c90fc Tue, 14 Nov 2017 22:22:43 +0000 The average rate on the 30-year, fixed-rate mortgage rose two basis points, the 15-year fixed increased three basis points and the 5/1 ARM bumped up one basis point, according to a NerdWallet survey… <p>The average rate on the 30-year, fixed-rate mortgage rose two basis points, the 15-year fixed increased three basis points and the 5/1 ARM bumped up one basis point, according to a NerdWallet survey of daily mortgage rates published by national lenders Tuesday. The 30-year fixed is nine basis points higher than a week ago and just one basis point higher than one year...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/mortgages/mortgage-payment-calculator/calculate-mortgage-payment?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465354" title="Calculate your mortgage payment" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Calculate your mortgage payment</a></li> <li><a href="https://www.nerdwallet.com/mortgages/mortgage-rates?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465354" title="Compare mortgage rates" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Compare mortgage rates</a></li> <li><a href="https://www.nerdwallet.com/mortgages/how-much-house-can-i-afford?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=465354" title="How much home can you afford?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How much home can you afford?</a></li> </ul></div> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Holden Lewis is a writer at NerdWallet. Email: hlewis@nerdwallet.com. Twitter: @HoldenL. </p> </aside></div> </div><span data-post-id="465354"></span> Mozilla drops Yahoo search for Google with new Firefox Quantum browser release https://searchengineland.com/mozilla-drops-yahoo-search-google-new-firefox-quantum-browser-release-286751 Search Engine Land urn:uuid:7c139986-b156-2a30-4e94-f3487cada687 Tue, 14 Nov 2017 21:08:09 +0000 <p>After a three year partnership with Yahoo, Mozilla has switched their default search provider for Firefox back to Google.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/mozilla-drops-yahoo-search-google-new-firefox-quantum-browser-release-286751">Mozilla drops Yahoo search for Google with new Firefox Quantum browser release</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="alignnone size-large wp-image-243544" src="https://searchengineland.com/figz/wp-content/seloads/2016/02/google-firefox1-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/02/google-firefox1-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2016/02/google-firefox1-1920-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2016/02/google-firefox1-1920-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Mozilla <a href="https://blog.mozilla.org/blog/2017/11/14/firefox-features-google-as-default-search-provider-in-the-u-s-canada-hong-kong-and-taiwan/">announced</a> that they have terminated their search deal with Yahoo and that their new version of the Firefox browser, named <a href="https://blog.mozilla.org/blog/2017/11/14/introducing-firefox-quantum">Firefox Quantum</a>, will feature Google as the default search provider.</p> <p>&#8220;As part of our focus on user experience and performance in Firefox Quantum, Google will also become our new default search provider in the United States, Canada, Hong Kong and Taiwan,&#8221; Mozilla said in a statement.</p> <p>Three years ago, in 2014, Mozilla <a href="https://searchengineland.com/yahoo-becomes-default-search-engine-firefox-browser-209267">partnered with Yahoo</a> to become the default search engine on their popular browser. Previously, Google was <a href="https://searchengineland.com/google-mozilla-renew-firefox-search-deal-105246">the default</a> on Firefox browsers.</p> <p>Mozilla Chief Business and Legal Officer Denelle Dixon told <a href="https://techcrunch.com/2017/11/14/mozilla-terminates-its-deal-with-yahoo-and-makes-google-the-default-in-firefox-again/">Techcrunch</a>:</p> <blockquote><p>We exercised our contractual right to terminate our agreement with Yahoo! based on a number of factors including doing what’s best for our brand, our effort to provide quality web search, and the broader content experience for our users. We believe there are opportunities to work with Oath and Verizon outside of search. As part of our focus on user experience and performance in Firefox Quantum, Google will also become our new default search provider in the United States, Canada, Hong Kong and Taiwan. With over 60 search providers pre-installed as defaults or secondary options across more than 90 language versions, Firefox has more choice in search providers than any other browser.</p></blockquote> <p>Here is a screen shot of the search provider settings, showing Google has the default, in the new browser:</p> <img class="alignnone size-full wp-image-286752" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/Screen-Shot-2017-11-14-at-5.15.16-AM.png" alt="" width="276" height="348" /> <p>The post <a rel="nofollow" href="https://searchengineland.com/mozilla-drops-yahoo-search-google-new-firefox-quantum-browser-release-286751">Mozilla drops Yahoo search for Google with new Firefox Quantum browser release</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Bing launches 2017 Black Friday ads, expands list of delivery services for package-tracking search feature https://searchengineland.com/bing-black-friday-ads-delivery-services-package-tracking-search-feature-time-holidays-286733 Search Engine Land urn:uuid:62b03d04-f81e-c82c-0f7c-8116650eedd4 Tue, 14 Nov 2017 21:05:12 +0000 <p>Bing also announced new weather and sports-related search updates and a photo contest. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/bing-black-friday-ads-delivery-services-package-tracking-search-feature-time-holidays-286733">Bing launches 2017 Black Friday ads, expands list of delivery services for package-tracking search feature</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-266309" src="https://searchengineland.com/figz/wp-content/seloads/2016/12/bing-homepage-generic-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/12/bing-homepage-generic-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/12/bing-homepage-generic-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2016/12/bing-homepage-generic-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>To gear up for the holidays, <a href="https://blogs.bing.com/search/2017-11/This-month-on-Bing-holiday-shopping-photo-contest-new-sports-and-weather-experiences">Bing announced today</a> an expanded list of delivery services it supports for package-tracking searches. It&#8217;s also bringing back its <a href="https://searchengineland.com/looking-for-black-friday-deals-bing-flyer-ads-retailer-circulars-263997">Black Friday flyer ads</a>.</p> <p>Now, in addition to USPS, UPS and Fedex in the US, Bing says it supports several markets outside the US, including myHermes in Great Britain and Purolator in Canada.</p> <p>&#8220;Simply put your tracking ID in the search box, and Bing will present the latest tracking status right in the search result,&#8221; says Bing on its <a href="https://blogs.bing.com/search/2017-11/This-month-on-Bing-holiday-shopping-photo-contest-new-sports-and-weather-experiences">Search Blog</a>.</p> <p>The Bing Shopping <a href="https://www.bing.com/shop/adscan?q=black+friday+specials&amp;setmkt=en-us">Black Friday flyer ads</a> for 2017 are now live and feature deals from big box retailers and retail chains.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2017/11/bing-shopping-black-friday-ads-2017.png"><img class="aligncenter size-large wp-image-286749" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/bing-shopping-black-friday-ads-2017-800x539.png" alt="" width="800" height="539" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/bing-shopping-black-friday-ads-2017-800x539.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/bing-shopping-black-friday-ads-2017-594x400.png 594w, https://searchengineland.com/figz/wp-content/seloads/2017/11/bing-shopping-black-friday-ads-2017-768x517.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/11/bing-shopping-black-friday-ads-2017.png 1083w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>The site has also added a new weather and sports-related search feature, showing historical data for weather patterns and sports scores. For example, a search for &#8220;weather in November in Paris&#8221; will return a chart showing historical weather patterns for the Paris:</p> <img class="aligncenter size-large wp-image-286738" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/Bing-weather-search-618x600.png" alt="" width="618" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/Bing-weather-search-618x600.png 618w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Bing-weather-search-412x400.png 412w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Bing-weather-search.png 715w" sizes="(max-width: 618px) 100vw, 618px" /> <p>According to Bing, it also works when searching for past sporting event scores, pulling up historical data around events like the Super Bowl:</p> <img class="aligncenter size-full wp-image-286740" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/Bing-historical-football-scores.png" alt="" width="733" height="506" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/Bing-historical-football-scores.png 733w, https://searchengineland.com/figz/wp-content/seloads/2017/11/Bing-historical-football-scores-579x400.png 579w" sizes="(max-width: 733px) 100vw, 733px" /> <p>Bing also noted its #AmplifyIngenuity Photo Contest that launched November 10, asking photographers to submit photos that &#8220;&#8230; help our users find inspiration in the ways humanity has used its intelligence to make a better future.&#8221;</p> <p>The photo contest aims to put a spotlight on all the ways science, technology, design and performance have helped improve our world. Contest winners will have their images featured on Bing&#8217;s home page and could win a Microsoft Surface Studio computer, a Leica TL2 camera or an airfare gift card.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/bing-black-friday-ads-delivery-services-package-tracking-search-feature-time-holidays-286733">Bing launches 2017 Black Friday ads, expands list of delivery services for package-tracking search feature</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> SearchCap: Google product reviews, voice search & SEO changes https://searchengineland.com/searchcap-google-product-reviews-voice-search-seo-changes-286756 Search Engine Land urn:uuid:8febaf97-6df8-a2e6-3e79-f5c0eaab38e0 Tue, 14 Nov 2017 21:00:01 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-product-reviews-voice-search-seo-changes-286756">SearchCap: Google product reviews, voice search &#038; SEO changes</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/seo-2018-whats-hot-whats-not-286739" title="SEO in 2018: What’s hot, what’s not?">SEO in 2018: What’s hot, what’s not?</a></strong><br /><!-- byline -->Nov 14, 2017 by Digital Marketing Depot<!-- end byline --> <p>Voice search. AMP pages. Gap analysis. Algorithm updates. Local SEO. SEO is constantly changing, and what worked well last year may not work at all now. With new technologies and new rules constantly evolving, it’s critical to stay on top of the latest developments. In this webinar, we’ll sit down with two of the industry’s [&hellip;]</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-product-knowledge-panels-update-editorial-reviews-286713" title="Google updates mobile product knowledge panels to show even more info in one spot">Google updates mobile product knowledge panels to show even more info in one spot</a></strong><br /><!-- byline -->Nov 14, 2017 by Ginny Marvin<!-- end byline --> <p>The real estate-heavy panels on mobile encompass multiple product images, more review sources, videos and, of course, Shopping ads. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-manual-actions-frequently-asked-questions-284289" title="Google Manual Actions: Frequently asked questions and their answers">Google Manual Actions: Frequently asked questions and their answers</a></strong><br /><!-- byline -->Nov 14, 2017 by Kaspar Szymanski<!-- end byline --> <p>Contributor Kaspar Syzmanski addresses some of the most commonly raised questions and issues regarding Google penalties.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/3-strategic-goals-seo-consultants-fulfill-286258" title="3 strategic goals SEO consultants should fulfill">3 strategic goals SEO consultants should fulfill</a></strong><br /><!-- byline -->Nov 14, 2017 by Ryan Shelley<!-- end byline --> <p>Columnist Ryan Shelley discusses the three essential goals any SEO campaign must achieve: visibility, traffic and ROI.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/3-case-studies-duplicate-content-consolidation-286263" title="3 case studies of duplicate content consolidation">3 case studies of duplicate content consolidation</a></strong><br /><!-- byline -->Nov 14, 2017 by Chris Long<!-- end byline --> <p>Columnist Chris Long shares examples of how he addressed duplicate and similar website content to improve organic search performance for his clients.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/voice-search-changes-everything-286665" title="Voice search: Content may be king, but context is queen in the new voice-first world">Voice search: Content may be king, but context is queen in the new voice-first world</a></strong><br /><!-- byline -->Nov 14, 2017 by Michelle Robbins<!-- end byline --> <p>Yext VP of Industry Insights Duane Forrester discusses his new e-book, &#8220;How Voice Search Changes Everything,&#8221; and what marketers can do to adapt and compete.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/hole-punch-history-google-doodle-celebrates-131-year-old-product-german-engineering-286677" title="Hole punch history Google doodle celebrates 131-year-old product of German engineering">Hole punch history Google doodle celebrates 131-year-old product of German engineering</a></strong><br /><!-- byline -->Nov 14, 2017 by Amy Gesenhues<!-- end byline --> <p>The doodle celebrates a tool that has remained mostly unchanged since its introduction 131 years ago.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/8-game-changing-seo-trends-that-will-dominate-2018-286023" title="8 game-changing SEO trends that will dominate 2018">8 game-changing SEO trends that will dominate 2018</a></strong><br /><!-- byline -->Nov 14, 2017 by Sponsored Content: SEO PowerSuite<!-- end byline --> <p>With over 200 factors in Google’s algorithm, SEO is a complex science. But it’s not how much you need to know that makes it really challenging &#8212; it’s the ever-changing nature of the rules of the game. As search engines strive to improve the quality of search results, some ranking factors shift shapes, others fall [&hellip;]</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/3-last-minute-google-shopping-tricks-level-account-holidays-228281" title="3 last-minute Google Shopping tricks to level up your account for the holidays">3 last-minute Google Shopping tricks to level up your account for the holidays</a></li> <li><a href="https://marketingland.com/ceo-forged-court-order-get-google-remove-defamation-faces-prison-228342" title="CEO who forged court order to get Google to remove defamation faces prison">CEO who forged court order to get Google to remove defamation faces prison</a></li> <li><a href="https://marketingland.com/holiday-e-commerce-revenue-will-surpass-100b-according-adobe-228434" title="Holiday e-commerce revenue will surpass $100B, according to Adobe">Holiday e-commerce revenue will surpass $100B, according to Adobe</a></li> <li><a href="https://marketingland.com/even-hype-ar-struggling-scale-227620" title="Even with hype, AR struggling to scale">Even with hype, AR struggling to scale</a></li> <li><a href="https://marketingland.com/snapchat-sells-new-audience-targeted-filters-revamped-self-serve-tool-228431" title="Snapchat sells new audience-targeted Filters through revamped self-serve ads tool">Snapchat sells new audience-targeted Filters through revamped self-serve ads tool</a></li> <li><a href="https://marketingland.com/best-ads-arent-ads-227877" title="The best ads aren&#8217;t ads">The best ads aren&#8217;t ads</a></li> <li><a href="https://marketingland.com/pinterest-adds-custom-qr-like-codes-businesses-shoppable-pins-228330" title="Pinterest adds custom QR-like codes for businesses, more shoppable pins">Pinterest adds custom QR-like codes for businesses, more shoppable pins</a></li> <li><a href="https://marketingland.com/googles-physical-web-loses-chrome-browser-228268" title="Google&#8217;s &#8216;Physical Web&#8217; loses the Chrome browser">Google&#8217;s &#8216;Physical Web&#8217; loses the Chrome browser</a></li> <li><a href="https://marketingland.com/forrester-wave-report-web-analytics-adobe-internet-score-top-rank-228366" title="Forrester Wave report on web analytics: Adobe, AT Internet score top rank">Forrester Wave report on web analytics: Adobe, AT Internet score top rank</a></li> <li><a href="https://marketingland.com/forrester-predicts-80-companies-will-fail-comply-gdpr-2018-228169" title="Forrester predicts 80% of companies will fail to comply with GDPR in 2018">Forrester predicts 80% of companies will fail to comply with GDPR in 2018</a></li> <li><a href="https://marketingland.com/customer-identity-brings-wow-factor-back-black-friday-228241" title="How customer identity brings the &#8216;wow factor&#8217; back to Black Friday">How customer identity brings the &#8216;wow factor&#8217; back to Black Friday</a></li> <li><a href="https://marketingland.com/linkedin-lets-advertisers-generate-leads-sponsored-inmail-dynamic-ad-campaigns-228358" title="LinkedIn lets advertisers generate leads from Sponsored InMail, Dynamic Ad campaigns">LinkedIn lets advertisers generate leads from Sponsored InMail, Dynamic Ad campaigns</a></li> <li><a href="https://marketingland.com/8-game-changing-seo-trends-will-dominate-2018-227499" title="8 game-changing SEO trends that will dominate 2018">8 game-changing SEO trends that will dominate 2018</a></li> <li><a href="https://marketingland.com/think-calls-dying-data-says-theyre-not-228368" title="Think calls are dying? The data says they&#8217;re not">Think calls are dying? The data says they&#8217;re not</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="http://www.wordstream.com/blog/ws/2017/11/08/black-friday-ppc">Ultimate Guide to Dominating Black Friday PPC in 2017</a>, WordStream</li> <li><a href="https://ahrefs.com/blog/free-seo-tools/">70+ Best Free SEO Tools (As Voted-for by the SEO Community)</a>, ahrefs.com</li> <li><a href="http://searchresearch1.blogspot.com/2017/11/an-itinerant-scholar-in-age-of-internet.html">An itinerant scholar in the Age of the Internet</a>, SearchReSearch</li> <li><a href="https://yoast.com/ask-yoast-case-study-seo-fashion-business/">Ask Yoast case study: SEO for a fashion business</a>, Yoast</li> <li><a href="https://www.seroundtable.com/google-changes-penguin-panda-algorithms-24767.html">Google Is Still Making Changes To Penguin &amp; Panda Algorithms</a>, Search Engine Roundtable</li> <li><a href="http://www.thesempost.com/google-featured-snippets-ranking-volatile/">Google: Why Featured Snippets Rankings are Volatile</a>, The SEM Post</li> <li><a href="http://www.ppchero.com/how-often-does-google-search-match-to-demographics/">How Often Does Google Search Match to Demographics?</a>, PPC Hero</li> <li><a href="https://www.vertical-leap.uk/blog/how-to-show-up-in-google-maps/">How to rank in Google Maps and Google My Business</a>, Vertical Leap</li> <li><a href="https://www.stonetemple.com/pagination-canonicalization-seo-your-technical-guide/amp/">Pagination Canonicalization and SEO: A Technical Guide</a>, Stone Temple</li> <li><a href="https://www.blog.google/products/home/google-home-app-keeps-getting-better/">The Google Home app keeps getting better</a>, Google Blog</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-product-reviews-voice-search-seo-changes-286756">SearchCap: Google product reviews, voice search &#038; SEO changes</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> SEO in 2018: What’s hot, what’s not? https://searchengineland.com/seo-2018-whats-hot-whats-not-286739 Search Engine Land urn:uuid:7c84a0d6-4ae5-a3e4-7ba5-713da5b0293b Tue, 14 Nov 2017 20:32:42 +0000 <p>Voice search. AMP pages. Gap analysis. Algorithm updates. Local SEO. SEO is constantly changing, and what worked well last year may not work at all now. With new technologies and new rules constantly evolving, it’s critical to stay on top of the latest developments. In this webinar, we’ll sit down with two of the industry’s [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/seo-2018-whats-hot-whats-not-286739">SEO in 2018: What’s hot, what’s not?</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><a href="http://www.workcast.com/register?cpak=1818450320332473&amp;referrer=selpost111417"><img src="https://searchengineland.com/figz/wp-content/seloads/2017/08/webinar-red-ss-1920.jpg" alt="" width="1920" height="1369" class="alignright size-full wp-image-281519" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/08/webinar-red-ss-1920.jpg 1920w, https://searchengineland.com/figz/wp-content/seloads/2017/08/webinar-red-ss-1920-561x400.jpg 561w, https://searchengineland.com/figz/wp-content/seloads/2017/08/webinar-red-ss-1920-768x548.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/08/webinar-red-ss-1920-800x570.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" /></a>Voice search. AMP pages. Gap analysis. Algorithm updates. Local SEO.</p> <p>SEO is constantly changing, and what worked well last year may not work at all now. With new technologies and new rules constantly evolving, it’s critical to stay on top of the latest developments. In this webinar, we’ll sit down with two of the industry’s top experts to examine what SEOs need to know about best practices for SEO in 2018.</p> <p>Register today for &#8220;<a href="http://www.workcast.com/register?cpak=1818450320332473&amp;referrer=selpost111417" rel="nofollow">SEO in 2018: What’s hot, what’s not &#8212; a conversation with the experts,</a>&#8221; produced by Digital Marketing Depot and sponsored by SMX.</p> <hr> <strong>Speakers:</strong></p> <p>Eric Enge is President and Founder of Stone Temple Consulting, which was name “Best Large SEO Agency of the Year” at the U.S. Search Awards in 2016. Eric was named “Search Marketer of the Year” by Search Engine Land and “Search Personality of the Year” by the U.S. Search Awards also in 2016. He is Co-author of the book “The Art of SEO” and is a frequent speaker at industry conferences.</p> <p>Marshall Simmonds, Founder of Define Media Group, has worked in search since 1997. He was Chief Search Strategist for About.com from 1999-2011 and spent 2005-2010 overseeing search strategy initiatives for the New York Times Company. As an industry leader, he has consulted with some of the biggest brands online, including Conde Nast, Vimeo, Oprah.com, AARP, ToysRUs, NHL.com, Hewlett-Packard, CBS, National Geographic and many others.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/seo-2018-whats-hot-whats-not-286739">SEO in 2018: What’s hot, what’s not?</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google updates mobile product knowledge panels to show even more info in one spot https://searchengineland.com/google-product-knowledge-panels-update-editorial-reviews-286713 Search Engine Land urn:uuid:81791d14-8d1f-8ee7-6c68-ed701b680fdc Tue, 14 Nov 2017 19:36:31 +0000 <p>The real estate-heavy panels on mobile encompass multiple product images, more review sources, videos and, of course, Shopping ads. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-product-knowledge-panels-update-editorial-reviews-286713">Google updates mobile product knowledge panels to show even more info in one spot</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-236521" src="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google is updating the look of of its product-oriented knowledge panels on mobile to show even more details about specific products in the search results.</p> <p>In an <a href="https://twitter.com/vladrpt/status/930334387203227648">example spotted by</a> Vlad Rappoport, shown below, the shopping knowledge panel has a blue header and a new carousel featuring third-party editorial reviews and separate tabs for stores in addition to reviews along with several other features, like videos, to provide a one-stop resource for product information. <a href="https://searchengineland.com/figz/wp-content/seloads/2017/11/product-knowledge-panel-editorial-reviews.png"><img class="aligncenter wp-image-286715 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/product-knowledge-panel-editorial-reviews.png" alt="" width="640" height="2446" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/product-knowledge-panel-editorial-reviews.png 640w, https://searchengineland.com/figz/wp-content/seloads/2017/11/product-knowledge-panel-editorial-reviews-105x400.png 105w, https://searchengineland.com/figz/wp-content/seloads/2017/11/product-knowledge-panel-editorial-reviews-157x600.png 157w" sizes="(max-width: 640px) 100vw, 640px" /></a></p> <p>In the example above, there is one Shopping ad in the &#8220;Shop on Google&#8221; section. In other cases, the knowledge panel will feature a carousel of Shopping ads.  The example below also features several product images in a carousel, as well as an additional &#8220;Details&#8221; tab.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-knowledge-panel-product-mobile-chromebook-111417.jpg"><img class="aligncenter wp-image-286719 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-knowledge-panel-product-mobile-chromebook-111417.jpg" alt="" width="749" height="1235" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/google-knowledge-panel-product-mobile-chromebook-111417.jpg 749w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-knowledge-panel-product-mobile-chromebook-111417-243x400.jpg 243w, https://searchengineland.com/figz/wp-content/seloads/2017/11/google-knowledge-panel-product-mobile-chromebook-111417-364x600.jpg 364w" sizes="(max-width: 749px) 100vw, 749px" /></a> <p>Google pulls in user reviews from various sources, including merchants, manufacturers and brands that participate in the Product Ratings <a href="https://support.google.com/merchants/answer/6059553?hl=en">program</a> and from platforms like Influenster.com. The editorial reviews about specific products are surfaced algorithmically.</p> <p>Google first began showing <a href="https://searchengineland.com/google-testing-ads-on-the-knowledge-graph-179893">ads in knowledge panels</a> at the end of 2013. The update comes right before the holiday shopping season, a time when Google competes heavily with Amazon and others for product search volume. It also reflects Google&#8217;s move to provide more information about products in the search results themselves with features like side-by-side product comparisons, for example.</p> <p>Google <a href="https://twitter.com/Google/status/930513986747011072">tweeted</a> a GIF showing the new shopping panel experience:</p> <div class="fit-embeded"> <blockquote class="twitter-tweet" data-width="500"> <p lang="en" dir="ltr">Get shopping information in a snap. Now with a single search, you can quickly find product photos, videos, reviews, descriptions and more. <a href="https://t.co/4w0OXyvAJ2">pic.twitter.com/4w0OXyvAJ2</a></p> <p>&mdash; Google (@Google) <a href="https://twitter.com/Google/status/930513986747011072?ref_src=twsrc%5Etfw">November 14, 2017</a></p></blockquote> <p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script></div> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-product-knowledge-panels-update-editorial-reviews-286713">Google updates mobile product knowledge panels to show even more info in one spot</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google Manual Actions: Frequently asked questions and their answers https://searchengineland.com/google-manual-actions-frequently-asked-questions-284289 Search Engine Land urn:uuid:aaf5ecf9-9006-3808-5a88-49d8b5ab99a1 Tue, 14 Nov 2017 19:15:39 +0000 <p>Contributor Kaspar Syzmanski addresses some of the most commonly raised questions and issues regarding Google penalties.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-manual-actions-frequently-asked-questions-284289">Google Manual Actions: Frequently asked questions and their answers</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-284132" src="https://searchengineland.com/figz/wp-content/seloads/2017/10/redcard-penalty-google-ss-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/10/redcard-penalty-google-ss-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/10/redcard-penalty-google-ss-1920-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/10/redcard-penalty-google-ss-1920-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>For webmasters affected by a manual action, understanding why a particular penalty is applied, what the consequences are and how to adequately address the issue are key to resolving a potentially critical situation.</p> <p>When penalties are discussed, some questions seem to come up more often than others. In this Q&amp;A, which is a supplement to <a href="https://searchengineland.com/guide/google-penalties">The Ultimate Guide to Google Penalties,</a> I&#8217;ll include the questions I&#8217;ve heard asked most frequently, along with actionable answers.</p> <p>Experience shows that <a href="https://searchengineland.com/guide/google-penalties">manual penalties</a> are infrequently issued, and only for serious offenses. Human errors in the process, while not impossible, are extremely rare. It is reasonable to assume that once a penalty has been triggered, it is not a false positive. As far as Google Webmaster Guidelines go, an actual violation was confirmed.</p> <p>Ignoring a manual penalty is not a viable course of action. From an online business perspective, a manual penalty poses an incalculable risk to a website’s performance, even if it initially seems to have little to no impact on the site’s organic search visibility. It is possible for the effects of a penalty to only be felt over time, especially when factors such as technical setup, Google policy changes and increased competition in search are constantly in flux. And multiple violations can attract a closer evaluation and may trigger additionally manual penalties, effectively branding a site a repeat offender.</p> <p>That being said, a manual penalty applied to a website does not spell doom for future search visibility prospects. At the point of writing, <b>any manual penalty is revocable</b>. More importantly. <b>Google does not hold a grudge</b> against past offenders, which only makes sense given their continued commitment to serving Google Search users.</p> <p>Readers who do not find the specific answer they are looking for below, or in the Ultimate Guide, are encouraged to <a href="https://searchengineland.com/contact-author?id=23432">contact the author</a> so that we can update the guide to be even more comprehensive.</p> <h3 style="font-size: 1.4em;">Q: My site was just penalized. When do I apply for reconsideration?</h3> <p>The right time to <a href="https://searchengineland.com/guide/google-penalties/reconsideration-request">apply for reconsideration</a> is upon permanently fixing the reason for the penalty and putting together documentation to show the steps taken to resolve the issue, which can be provided for the Google team to review. Applying prematurely is counterproductive and likely to prolong the problem.</p> <h3 style="font-size: 1.4em;">Q: How do I go about manual penalty removal?</h3> <ol> <li>Carefully read the notification message received from Google and look for penalization reasons highlighted and possible clues regarding how to solve the issue.</li> <li>Analyze the problem. This process requires gathering data and can take time, possibly several weeks.</li> <li>Fix the issue, ensure Google Webmaster Guidelines compliance going forward and document all steps taken.</li> <li>Submit a short and to-the-point rationale along with the reconsideration request that documents the efforts you made to address the penalty. Make sure all claims are replicable. Do not negotiate or explain &#8212; just focus on what has been done to fix the problem.</li> <li>Avoid major changes to the site while the request is being processed. Too many fluctuating search signals at one time won’t improve a site’s standing in Google.</li> </ol> <h3 style="font-size: 1.4em;">Q: My reconsideration request was rejected. What now?</h3> <p>If <a href="https://searchengineland.com/guide/google-penalties/reconsideration-request-rejected">at first, you don&#8217;t succeed,</a> start the process anew, as described above &#8212; there is no limit to how many times you can apply for reconsideration. If at a loss, procure the assistance of an SEO professional who can assess the damage and identify a solution.</p> <h3 style="font-size: 1.4em;">Q: My site has been affected by a manual penalty, but the impact does not seem severe. Can I just ignore the penalty and go about my business as usual?</h3> <p>Penalties can be adjusted and refined, and their visible impact may change over time. It is not recommended to ignore any existing manual penalty.</p> <h3 style="font-size: 1.4em;">Q: It seems to take weeks before a reconsideration request is processed. How about I apply now and work on the fixes for the site in the meantime?</h3> <p>That is not a recommended course of action. Any prematurely submitted request may result in a rejection, which will require even more thorough clean-up efforts in the subsequent attempt.</p> <h3 style="font-size: 1.4em;">Q: What’s the difference between a manual penalty and an algorithm update like Panda or Penguin?</h3> <p>Manual penalties are applied by the Google Search Quality team if egregious Google Webmaster Guidelines violations are identified. They typically trigger a notification in Google Search Console.</p> <p>Algorithms utilize search-relevant signals to rank sites accordingly. Technically, there are no “algorithmic penalties” &#8212; if your site loses visibility after an algorithm update, that generally means that ranking signal weighting has been adjusted. There are no notifications for sites affected by any algorithmic recalculation.</p> <h3 style="font-size: 1.4em;">Q: I just purchased an aftermarket domain or an existing site which is still penalized. I’m not aware of black hat techniques and/or Google Webmaster Guidelines violations committed by previous owners. Do I tell Google it’s not my fault?</h3> <p>No. It does not matter who’s responsible for existing violations. It’s only relevant whether they are present or not.</p> <h3 style="font-size: 1.4em;">Q: I just purchased an aftermarket domain or an existing site. Is it possible to verify ownership and see past notifications/warnings?</h3> <p>No, currently Google is not offering this option. Be sure to request full Google Search Console message history disclosure as part of the domain/site transition.</p> <h3 style="font-size: 1.4em;">Q: Is it okay to fix the issue that triggered a manual action, apply for reconsideration and roll back once it was granted?</h3> <p>That is not a recommended course of action. Manual penalties can be reapplied.</p> <h3 style="font-size: 1.4em;">Q: Is there an avenue for one-to-one communication with Google to explain our situation regarding a manual penalty?</h3> <p>Unless you have a chance to personally meet a sympathetic Googler from the relevant team presenting at a search industry event, there’s no channel offering broad one-to-one communication between site owners and Google.</p> <h3 style="font-size: 1.4em;">Q: The reconsideration request was granted; however, the manual penalty warning remains visible in Google Search Console. What now?</h3> <p>On occasion, the established process tends to fail. If the manual penalty message hasn’t disappeared from Google Search Console, highlighting the issue in a second reconsideration request is recommended.</p> <h3 style="font-size: 1.4em;">Q: There’s no manual penalty warning visible in Google Search Console, yet the site has suddenly dropped in organic search. What’s happened?</h3> <p>The reason for a sudden drop in organic search may also be technical or related to a new or refined Google algorithm kicking in. The only method to identify the actual reason causing the issue is to conduct a full SEO audit.</p> <h3 style="font-size: 1.4em;">Q: The message received does not match the language of my website. How do I address the Google team in my reconsideration request rationale?</h3> <p>The Google team responsible for processing reconsideration requests has the capacity to cover many languages, including all major European languages. If in doubt, apply for reconsideration in English.</p> <h3 style="font-size: 1.4em;">Q: What’s the expected turnaround time for a reconsideration request to be processed?</h3> <p>Currently, Google does not officially guarantee a specific turnaround time. Experience derived from a substantial volume of reconsideration requests for individual sites submitted within the last 24 months as of writing indicates that reconsideration request processing can take between several hours and several weeks. There’s no accurate way of predicting the estimated waiting period.</p> <h3 style="font-size: 1.4em;">Q: Important updates are pending release; however, the website is penalized. Is it recommended to still go ahead even though the manual penalty isn’t resolved?</h3> <p>That depends on the type of penalty applied, how it affects the website and what kind of changes to the website are planned. In most cases, it is prudent to hold off on any releases and address the manual penalty problem first. Once it is resolved, the impact of any release can be assessed more accurately.</p> <p><em>Want to know more about manual actions? Check out <a href="https://searchengineland.com/guide/google-penalties"><strong>Google penalties and messages explained &#8212; Search Engine Land’s ultimate guide</strong></a></em>.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-manual-actions-frequently-asked-questions-284289">Google Manual Actions: Frequently asked questions and their answers</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 3 strategic goals SEO consultants should fulfill https://searchengineland.com/3-strategic-goals-seo-consultants-fulfill-286258 Search Engine Land urn:uuid:af286c8b-55cc-78cb-4b71-42f5daee4fe9 Tue, 14 Nov 2017 18:52:36 +0000 <p>Columnist Ryan Shelley discusses the three essential goals any SEO campaign must achieve: visibility, traffic and ROI.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/3-strategic-goals-seo-consultants-fulfill-286258">3 strategic goals SEO consultants should fulfill</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-280738" src="https://searchengineland.com/figz/wp-content/seloads/2017/08/meeting-discussion-chat-plan-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/08/meeting-discussion-chat-plan-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/08/meeting-discussion-chat-plan-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/08/meeting-discussion-chat-plan-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>What is the benefit of an SEO strategy? This is a question I get asked quite frequently &#8212; and one that I usually have to answer more than once. While many business owners and companies accept the need for SEO, many are still confused or mystified by what SEO really provides. Being able to prove ROI to clients or your boss is essential to success and maintaining a good relationship.</p> <p>In this post, I want to cover three essential goals you can fulfill with an SEO strategy: visibility, traffic and ROI. I will explain how these three goals create a positive impact and how you can show these results to the decision-makers.</p> <h2>Visibility</h2> <p>The first goal SEO consultants can fulfill is increased online brand visibility. Consumers assume that top placement in the search rankings is a &#8220;stamp of approval&#8221; for the brand. While we know that this is not always the case, many searchers interpret high rank as a brand endorsement.</p> <p>Making sure that you have a plan of action to increase the organic search exposure for branded keywords is extremely important. Just to make sure we are all on the same page about branded terms, here is a good definition: branded keywords are the search words or phrases that include the brand name or a variation of the brand name. While branded terms typically drive traffic from people who have already heard of your company, they are still important.</p> <p>The goal of SEO is not just to protect your brand; it’s also about increasing the visibility of your brand within your targeted niche. As you can probably guess, this is where non-branded terms are essential. While I won’t get into <a href="https://searchengineland.com/library/search-engine-optimization/seo-keyword-research">keyword research</a>, you do want to make sure that your target terms are specific to your core business.</p> <h3>Tracking visibility</h3> <p>Tracking your target keyword terms can deliver a ton of insight. While I do caution you not to obsess over rankings, it is important to know where you stand and which direction you’re moving. Being able to send these reports to your management team or clients can also help build trust.</p> <p>To get started, make sure you have a list of your branded and non-branded terms that you want to track. There are a number of tools you can use to track your ranking, some free and some paid. As you can guess, the free tools will have some restrictions but can still get the job done.</p> <p>One great free option is SERPs&#8217; Rank Checker. They allow you to track by geolocation, search engine and device. The free version won’t let you keep a record of position history, so it will be important for you to save all your data in a spreadsheet for reporting over time.</p> <p>Using a paid tool gives you a lot more flexibility as well as ranking history. Many enterprise- and professional-level SEO tools do have rank trackers built in and allow you to see you ranking history over time. The benefit of these tools is that you have all your data in one location, and you can report the success of your SEO efforts when it comes to visibility much more efficiently.</p> <h2>Website traffic</h2> <p>While &#8220;build it and they will come&#8221; sounds like a good mantra, the fact is, it&#8217;s dead wrong. Just having a website is not enough. That’s like opening a business on a road with little to no traffic and expecting people will just &#8220;find you.&#8221; Great SEO can deliver targeted, relevant traffic to your website.</p> <p>It’s the goal of an SEO strategy to bring new prospects to your website &#8212; people who would otherwise never know that you even existed. Experienced search professionals will take the time to understand not just your products, services and business goals, but also the needs of the audience you are trying to reach.</p> <p>I’ve worked with some companies that had done a less-than-adequate job of telling the population about what they provide. By aligning their on-site and off-site SEO activities to promote their services to their targeted audiences, we were able to bring prospects to their site who never knew they provided those services.</p> <h3>Tracking traffic</h3> <p>While traffic is just part of the sales and growth equation, it plays a significant role. Many site owners need reminders of the power of traffic. Giving your manager or client updates on their traffic and helping them understand its role in the overall success of sales and marketing can be difficult, but it’s not impossible.</p> <p><a href="https://searchengineland.com/library/google/google-analytics">Google Analytics</a> and Data Studio are great free tools that can help you monitor and report the success of your SEO campaigns to your clients. When reporting on traffic, make sure you don’t overwhelm them with data. Never report more than seven KPIs &#8212; any more than that, and they will get overlooked. Here are a few KPIs we cover in our SEO success reports:</p> <ul> <li>Sessions.</li> <li>Users.</li> <li>Page views.</li> <li>Pages per session.</li> <li>Average session duration.</li> <li>Bounce rate.</li> </ul> <h2>Delivering ROI</h2> <p>Companies that invest in marketing demand ROI. If they can’t see or validate the return on their investment, they will stop investing. But determining ROI is not so cut-and-dried. Each business has its own set of goals, and all SEO activities need to align with them.</p> <p>Some of the goals that typically cross all businesses are sales and leads. Being able to show how your SEO efforts have played a role in these requires appropriate tracking. Again, Google Analytics can be an excellent tool for this. Using the “goals” function, you can measure the impact of your efforts and then report your findings using Data Studio.</p> <p>The goal of SEO is not just to drive traffic; it is to drive targeted traffic that takes action. When sales numbers go up, people tend to forget how they got there. This is why being able to show your results will help you continue to receive buy-in.</p> <p>SEO can provide a number of benefits to site owners and organizations. From generating more buzz around your brand and growing your online visibility to increasing your traffic and driving conversions, search is one of the most cost-effective marketing tactics you can use today. By working on delivering on the goals above, you’ll be able to prove your worth and help those you work with (and for) understand the power of search.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/3-strategic-goals-seo-consultants-fulfill-286258">3 strategic goals SEO consultants should fulfill</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> How I Ditched Debt: New Parents Quit Credit Cards https://www.nerdwallet.com/blog/finance/how-i-ditched-debt-frugal-debt-free-life/ NerdWallet urn:uuid:441125d0-741f-5f79-2347-577bdeb61308 Tue, 14 Nov 2017 17:14:51 +0000 In this series, NerdWallet interviews people who have triumphed over debt using a combination of commitment, budgeting and smart financial choices. Responses have been edited for length and clarity.  … <p>In this series, NerdWallet interviews people who have triumphed over debt using a combination of commitment, budgeting and smart financial choices. Responses have been edited for length and clarity. Lydia Senn and her family wiped out $36,000 in debt in just over 2 years.   Frugal, Debt Free Life Who: Lydia Senn How much: $36,000 in two...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/blog/finance/rent-to-own-complaints-spur-federal-scrutiny/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=463669" title="Rent-to-Own Complaints Spur Federal Scrutiny" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Rent-to-Own Complaints Spur Federal Scrutiny</a></li> <li><a href="https://www.nerdwallet.com/blog/finance/7-tips-for-paying-off-debt-from-people-who-did-it/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=463669" title="7 Tips for Paying Off Debt — From People Who Did It" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">7 Tips for Paying Off Debt — From People Who Did It</a></li> <li><a href="https://www.nerdwallet.com/article/follow-jay-zs-financial-blueprint/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=463669" title="Should You Follow Jay-Z’s Financial ‘Blueprint’?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Should You Follow Jay-Z’s Financial ‘Blueprint’?</a></li> </ul></div> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Jeanne Lee is a writer at NerdWallet. Email: jlee@nerdwallet.com. Twitter: @jlee_jeanne. </p> </aside></div> </div><span data-post-id="463669"></span> 5 Signs it’s Time for an Email Marketing Makeover https://blog.kissmetrics.com/email-marketing-makeover/ The KISSmetrics Marketing Blog urn:uuid:97d422ae-8f45-f5bb-92c8-7efd50ea3de1 Tue, 14 Nov 2017 16:46:18 +0000 These days, just about anyone can create and send out email campaigns to their list of prospects. But just because it’s nearly push-button simple to do, doesn’t mean it always gets the results you want. And if your beautifully-designed, precisely-formatted and succinctly-written email went over like a lead balloon, it doesn’t mean the end of [&#8230;] <p>These days, just about anyone can create and send out email campaigns to their list of prospects. But just because it’s nearly push-button simple to do, doesn’t mean it always gets the results you want. </p> <p>And if your beautifully-designed, precisely-formatted and succinctly-written email went over like a lead balloon, it doesn’t mean the end of the world. It just means that you should take a step back and consider making some changes to your approach. </p> <p>The thing is, you <em>know</em> your email marketing isn’t working as well as it could. The results you’re getting are tepid at best and engagement levels are plateauing, or worse, falling. You’re just not sure what to do to fix it.</p> <p>The good news is, you’re about to learn. And even better, it’s easy to implement these changes and start seeing a measurable increase in all the email engagement metrics that matter &#8212; opens, clicks and <em>conversions</em>.</p> <h2>1. The Sign: Your Email List Isn’t Growing as Fast as it Once Did</h2> <p>Much like a doctor diagnoses your symptoms to determine the best course of action to make you better, you’ve got a sick email campaign (and I don’t mean that in a good way!) and you’ve got to find a remedy. </p> <p>One of the key signs of a floundering email campaign is that the list just isn’t growing. People may subscribe, but they also leave just as quickly &#8212; if they even subscribe at all. The rate of growth for your list has slowed, plateaued, or worse, reversed.</p> <h3>The Fix: Create a New Offer</h3> <p>Take a look at what you’re offering your prospects in order to get them to join your list in the first place. Oftentimes this is an eBook or a video. But how old is it? Is the information you’re sharing outdated or no longer applicable? </p> <p>Try creating a new offer &#8212; a new ebook, a new video, or something completely different. Things like templates that your prospects can just “fill in the blanks” with or roadmaps that outline different strategies in a step-by-step way are always popular no matter what industry you’re in.</p> <h2>2. The Sign: Prospects Simply Don’t Engage With Your Message</h2> <p>Maybe you’ve got a sizeable email list, but the open rate barely registers as a blip on the email marketing radar. And the click-through rate is even more abysmal. </p> <p>If you only send emails out when you want to sell something, and you don’t take the time to get to know your prospects and their goals as they relate to what you’re selling, no matter how great your sale is, it will find itself squarely in the recipient’s trashcan. </p> <h3>The Fix: Start an Email Marketing Calendar</h3> <p>The best email newsletters don’t just sell &#8212; they go much further. They share stories of the people behind the company. They ask subscribers to share their own stories. They go behind the scenes and share insights about their product &#8212; where it comes from, who makes it, why people love it. </p> <p>And they don’t do this once or twice, but consistently. They establish rapport with their subscribers so that the subscribers actively <em>look forward</em> to receiving the company’s messages.</p> <p>One of the easiest ways to start building an email strategy like this is through the use of an email marketing calendar. Just as you schedule out sales emails now, look for ways to fit in emails about other things your customers value. </p> <p>Are there any new laws that are going to change your industry? Any big developments on the horizon that customers should know about? Any interesting stories about where their product comes from or how it got started? Schedule these into the calendar as well. It’s a different type of marketing &#8212; one that fosters open communication and mutual respect between subscriber and sender.</p> <h2>3. The Sign: You’re Sending Out a Blanket Message to All Your Subscribers &#8211; And Getting Little in Terms of Interaction</h2> <p>If you’re sending out the same message to everyone, don’t be surprised if your open and click-through rates are low. This happens because not everyone is at the same stage in the customer journey or the sales cycle. </p> <p>Some users are simply looking for more information, while others are ready to buy. Still others may be somewhere in between. By sending the same message to all of them, you’re mistakenly assuming that they’re all starting at the same place. As a result, readers will find that your sales announcement or any other message you send them isn’t really tailored to their needs &#8212; and that your product may not be, either.</p> <h3>The Fix: Start Segmenting Your List</h3> <p>Most modern email marketing platforms allow you to segment your list, and it doesn’t cost you anything except a little time to make it happen. The great thing about segmentation is that you can segment by nearly any criteria. Want to segment your users by demographic? By product purchased? By whether or not they even bought in the first place? Provided you have that information, you can do that.</p> <p>And if you&#8217;re looking to convert people from prospect to customer, you can put together a <a href="https://blog.kissmetrics.com/top-performing-drip-email-campaigns/" target="_blank">drip campaign</a> that overtime builds prospects interest to eventually getting them to convert. </p> <p>And if you don’t have that information, it may be time to upgrade to a platform that collects it for you, like Kissmetrics.</p> <p><script src="https://fast.wistia.com/embed/medias/z946e3jlgn.jsonp" async></script><script src="https://fast.wistia.com/assets/external/E-v1.js" async></script></p> <div class="wistia_responsive_padding" style="padding:56.46% 0 0 0;position:relative;"> <div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"> <div class="wistia_embed wistia_async_z946e3jlgn videoFoam=true" style="height:100%;width:100%">&nbsp;</div> </div> </div> <h2>4. The Sign: Everyone’s Getting the Same Message So You’re Not Sure What’s Causing Opens and Clicks to Rise or Fall</h2> <p>If you haven’t segmented your list yet, but you’ve just sent out a campaign and are seeing a surprisingly high response &#8212; that’s great!</p> <p>What caused it?</p> <p>Was it the subject line? The design? The offer?</p> <p>Not sure?</p> <p>Wouldn’t it be great if you could find out? You can.</p> <h3>The Fix: Start A/B Testing Your Emails</h3> <p>Just like with ab/b testing your landing pages and other areas of your site, so too should you be a/b testing your emails. This works even better when paired with list segmentation since you can determine what, precisely, encouraged customers to click or convert. </p> <p>What resonates with one group of people (for example, customers just looking for information) may not necessarily “click” with people who are ready to buy. By segmenting and a/b testing your emails, you’ll see exactly what energizes each segment of your list and propels them to convert.</p> <h2>5. The Sign: People Open Your Message or Click, But Don’t Purchase</h2> <p>It could be that your open rate or click-through rate is good, but you’re not getting that all-important conversion. People just aren’t buying. And while the reason could lie in your site itself &#8212; that’s a topic for another post.</p> <p>For the purpose of this article, we’ll assume that your site is also converting at a steady clip, but conversions from emails directly aren’t getting the results you’d hoped for.</p> <h3>The Fix: Start Retargeting Campaigns</h3> <p>Most prospects come to a site, look around, and leave. You’ve worked hard and spent money getting them this far. Are you just going to let them go so easily?</p> <p>No! Which is why it’s a good idea to get started with retargeting campaigns. Retargeting can show your customer a relevant ad for your site across a wide range of other web properties &#8212; even those you don’t own. What if they could be reminded of a product they looked at yesterday while browsing the morning’s news or weather? </p> <p>This is just one example of what a retargeting campaign can do. Done correctly, it serves to not only remind customers of your product or service, but also capture their attention again &#8212; essentially giving you a second chance to make that connection.</p> <h2>A Makeover Doesn’t Just Mean a Fresh, New Design</h2> <p>As you can see, an email marketing makeover doesn’t mean slapping up a fresh coat of paint on your existing email design. It means digging below the surface to find out why users aren’t acting when they receive your message.</p> <p>You want every email you send to be something a user looks forward to receiving &#8211; and when that happens, you’ll discover that it wasn’t so much a makeover, but a rebirth &#8212; of email that’s more relevant, more social, and more compelling than before.</p> <p><strong>About the Authors:</strong> Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at <a href="http://www.ielectrify.com">iElectrify.com</a> and download your free web copy tune-up and conversion checklist today!</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=JBk-CaYfnN8:sZHQx_ba__g:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=JBk-CaYfnN8:sZHQx_ba__g:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=JBk-CaYfnN8:sZHQx_ba__g:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=JBk-CaYfnN8:sZHQx_ba__g:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=JBk-CaYfnN8:sZHQx_ba__g:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=JBk-CaYfnN8:sZHQx_ba__g:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=JBk-CaYfnN8:sZHQx_ba__g:D7DqB2pKExk"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=JBk-CaYfnN8:sZHQx_ba__g:D7DqB2pKExk" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/KISSmetrics/~4/JBk-CaYfnN8" height="1" width="1" alt=""/>