SEO Biz Updated RSS Feed http://feed.informer.com/digests/MLEFXEUEU1/feeder SEO Biz Updated RSS Feed Respective post owners and feed distributors Thu, 21 Sep 2017 18:07:00 +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> Marketing Day: Facebook debuts web-based VR, Media Trust CEO interview & more https://marketingland.com/marketing-day-facebook-debuts-web-based-vr-media-trust-ceo-interview-228717 Marketing Land urn:uuid:dab7617e-5205-a050-cda7-d775e83cd83b Fri, 17 Nov 2017 21:00:48 +0000 Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. <img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="Call to B2B marketers: Job titles matter more than you think" href="https://marketingland.com/call-b2b-marketers-job-titles-matter-think-228614">Call to B2B marketers: Job titles matter more than you think</a></strong><br /> <!-- byline -->Nov 17, 2017 by Sonjoy Ganguly<!-- end byline --><br /> While ABM can help you target the key decision-makers in your accounts, job titles aren’t always what they seem. Columnist Sonjoy Ganguly explains how to factor hierarchy into your ABM strategy.<!--end ml posts--></li> <li><strong><a title="5 ways to deliver a stronger digital experience for your brand" href="https://marketingland.com/5-ways-deliver-stronger-digital-experience-brand-228694">5 ways to deliver a stronger digital experience for your brand</a></strong><br /> <!-- byline -->Nov 17, 2017 by Digital Marketing Depot<!-- end byline --><br /> Creating great digital experiences at lightning speed across multiple channels is tough. In our highly saturated digital culture, businesses must constantly re-evaluate customer touch points and deliver more personal experiences in order to stand out from the competition.<!--end ml posts--></li> <li><strong><a title="Addressable TV from the media buyer’s perspective: What’s hype vs. reality" href="https://marketingland.com/addressable-tv-media-buyers-perspective-whats-hype-vs-reality-228657">Addressable TV from the media buyer’s perspective: What’s hype vs. reality</a></strong><br /> <!-- byline -->Nov 17, 2017 by Ginny Marvin<!-- end byline --><br /> With the application of data, TV buying is slowly starting to take on characteristics already innate to digital marketing.<!--end ml posts--></li> <li><strong><a title="Facebook debuts web-based VR experiences within standard News Feed" href="https://marketingland.com/facebook-debuts-web-based-vr-experiences-within-standard-news-feed-228676">Facebook debuts web-based VR experiences within standard News Feed</a></strong><br /> <!-- byline -->Nov 17, 2017 by Tim Peterson<!-- end byline --><br /> Sony’s film, “Jumanji,” and British museum The National Gallery have posted early examples of “360 experiences” on Facebook.<!--end ml posts--></li> <li><strong><a title="Venzee launches the first middleware to optimize blockchain-bound data" href="https://marketingland.com/venzee-launches-first-middleware-optimize-blockchain-bound-data-228649">Venzee launches the first middleware to optimize blockchain-bound data</a></strong><br /> <!-- byline -->Nov 17, 2017 by Barry Levine<!-- end byline --><br /> Called Mesh, it washes, dries and shines data until it’s ready to be written without the possibility of change or deletion.<!--end ml posts--></li> <li><strong><a title="PullString drops text-based chat for voice conversations in its new platform" href="https://marketingland.com/pullstring-drops-text-based-chat-voice-conversations-new-platform-228638">PullString drops text-based chat for voice conversations in its new platform</a></strong><br /> <!-- byline -->Nov 17, 2017 by Barry Levine<!-- end byline --><br /> The San Francisco-based company says Converse is the first end-to-end platform for non-tech users to create voice-based Skills for Amazon’s Alexa.<!--end ml posts--></li> <li><strong><a title="Media Trust CEO: Most of what happens on your web site is not controlled by you" href="https://marketingland.com/media-trust-ceo-happens-web-site-not-controlled-228590">Media Trust CEO: Most of what happens on your web site is not controlled by you</a></strong><br /> <!-- byline -->Nov 17, 2017 by Barry Levine<!-- end byline --><br /> And this third-party code, says Chris Olson, results in dozens of cookies for each user, security vulnerabilities and performance hits.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="To deliver connected experiences, Xerox CMO constantly evaluates brand’s marketing tools" href="https://martechtoday.com/cmos-view-xerox-cmo-toni-clayton-hine-207071">To deliver connected experiences, Xerox CMO constantly evaluates brand’s marketing tools</a></strong><br /> <!-- byline -->Nov 17, 2017 by Amy Gesenhues<!-- end byline --><br /> Xerox CMO Toni Clayton-Hine shares how her brand uses martech to connect the dots throughout the customer journey.<!--end ml posts--></li> <li><strong><a title="Criteo integrates LiveRamp’s IdentityLink into its Commerce Ecosystem" href="https://martechtoday.com/criteo-integrates-liveramps-identitylink-commerce-ecosystem-207143">Criteo integrates LiveRamp’s IdentityLink into its Commerce Ecosystem</a></strong><br /> <!-- byline -->Nov 17, 2017 by Barry Levine<!-- end byline --><br /> The partnership gives Criteo a wider access to offline purchase behavior for its ad targeting, and gives LiveRamp a bigger footprint in Europe.<!--end ml posts--></li> <li><strong><a title="Report: Location data provides ways to differentiate in a commoditized banking sector" href="https://martechtoday.com/report-location-data-provides-ways-differentiate-commoditized-banking-sector-207116">Report: Location data provides ways to differentiate in a commoditized banking sector</a></strong><br /> <!-- byline -->Nov 17, 2017 by Greg Sterling<!-- end byline --><br /> Personalization, improved efficiency and enhanced customer experiences are some of the examples cited in the Unacast quarterly report.<!--end ml posts--></li> <li><strong><a title="Intent is ROI’s hottest up-and-coming power source" href="https://martechtoday.com/intent-rois-hottest-coming-power-source-206537">Intent is ROI’s hottest up-and-coming power source</a></strong><br /> <!-- byline -->Nov 17, 2017 by John Steinert<!-- end byline --><br /> Purchase intent is nothing new, but not everyone realizes we’re already using it. Columnist John Steinert explains how you can take advantage of sources of intent available to you now to help you gain a competitive advantage.<!--end ml posts--></li> <li><strong><a title="Email security: What marketers need to know" href="https://martechtoday.com/email-security-marketers-need-know-206865">Email security: What marketers need to know</a></strong><br /> <!-- byline -->Nov 17, 2017 by Alyssa Nahatis<!-- end byline --><br /> How can you stem the tide of spamming, phishing and other cyber threats? Contributor Alyssa Nahatis walks you through email authentication standards and deliverability best practices to help ensure your email marketing stays safe.<!--end ml posts--></li> <li><strong><a title="Addressable TV from the media buyer’s perspective: What’s hype vs. reality" href="https://martechtoday.com/addressable-tv-media-buyer-perspective-hype-reality-207086">Addressable TV from the media buyer’s perspective: What’s hype vs. reality</a></strong><br /> <!-- byline -->Nov 17, 2017 by Ginny Marvin<!-- end byline --><br /> With the application of data, TV buying is slowly starting to take on characteristics already innate to digital marketing.<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies/">Are retail brands ditching mobile apps? A look at some stats &#038; case studies</a>, Econsultancy</li> <li><a href="https://company-enterprise.myshopify.com/blogs/blog/black-friday-ecommerce-sales">Black Friday Ecommerce Sales: Generating and Optimizing Revenue</a>, Shopify</li> <li><a href="https://www.retaildive.com/news/conversational-commerce-black-friday-predictions-for-2017/510908/">Conversational Commerce: Black Friday predictions for 2017</a>, Retail Dive</li> <li><a href="https://www.marketingprofs.com/articles/2017/33153/next-level-personalization-creates-killer-customer-experiences-four-cx-guideposts">Customer Relationships &#8211; Next-Level Personalization Creates Killer Customer Experiences: Four CX Guideposts</a>, MarketingProfs</li> <li><a href="https://sherpablog.marketingsherpa.com/marketing/why-all-ceos-need-marketing-backgrounds/">Everything is Marketing: Why all CEOs should have marketing backgrounds</a>, MarketingSherpa</li> <li><a href="https://adexchanger.com/the-sell-sider/fast-changing-industry-trends-force-publishers-rethink-content-management/">Fast-Changing Industry Trends Force Publishers To Rethink Content Management</a>, AdExchanger</li> <li><a href="https://www.ducttapemarketing.com/linkedin-branding-2/">How LinkedIn Can Help with Your Online Branding</a>, Duct Tape Marketing</li> <li><a href="http://contentmarketinginstitute.com/2017/11/capture-captive-audiences-content/">How to Capture Captive Audiences With Content</a>, Content Marketing Institute</li> <li><a href="https://blog.mailchimp.com/how-to-protect-your-email-list-from-bots/">How to Protect Your Email List from Bots</a>, MailChimp</li> <li><a href="http://www.getelastic.com/top-3-reasons-why-digital-transformation-projects-fail/">Top 3 Reasons Why 84% of Digital Transformation Projects Fail</a>, Get Elastic</li> </ul> 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> The final recrawl analysis: A powerful and important last step after implementing large-scale SEO changes https://marketingland.com/final-recrawl-analysis-powerful-important-last-step-implementing-large-scale-seo-changes-228616 Marketing Land urn:uuid:68a9db77-1e90-2d0f-da23-12449fc92a12 Fri, 17 Nov 2017 20:50:16 +0000 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. <img class="aligncenter size-large wp-image-228720" src="https://marketingland.com/wp-content/ml-loads/2017/11/recrawl-analysis-1-e1510788693104-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/11/recrawl-analysis-1-e1510788693104-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/11/recrawl-analysis-1-e1510788693104-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/11/recrawl-analysis-1-e1510788693104-768x432.jpg 768w, https://marketingland.com/wp-content/ml-loads/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> <p><a href="https://searchengineland.com/final-recrawl-analysis-powerful-important-last-step-implementing-large-scale-seo-changes-286675?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on Search Engine Land.]</a></p> How to steal the competition’s best keywords: A 3-step guide https://marketingland.com/steal-competitions-best-keywords-3-step-guide-228605 Marketing Land urn:uuid:efc54c55-a9b7-4f98-32e8-1098fb9b150e Fri, 17 Nov 2017 20:41:28 +0000 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. <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" /> <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> <p><a href="https://searchengineland.com/steal-competitions-best-keywords-3-step-guide-286500?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on Search Engine Land.]</a></p> Call to B2B marketers: Job titles matter more than you think https://marketingland.com/call-b2b-marketers-job-titles-matter-think-228614 Marketing Land urn:uuid:4c73818d-8ae1-9c4a-525e-cde75ffb6429 Fri, 17 Nov 2017 20:24:44 +0000 While ABM can help you target the key decision-makers in your accounts, job titles aren’t always what they seem. Columnist Sonjoy Ganguly explains how to factor hierarchy into your ABM strategy. <p><img class="aligncenter size-large wp-image-190853" src="https://martechtoday.com/wp-content/uploads/2016/06/Personalization-Blueshift-800x450.png" alt="" width="800" height="450" /><a href="https://martechtoday.com/library/account-based-marketing">Account-Based Marketing (ABM)</a> is a powerful way to target decision-makers inside your target accounts. However, your ability to reach the right people depends on your data quality and the tools set to achieve your goals.</p> <p>But there’s still a wrinkle when it comes to understanding data as it relates to roles inside the account. You see, job titles aren’t always what they seem. That nuance alone can throw off your ABM strategy and approach.</p> <p><a href="https://martechtoday.com/call-marketers-job-titles-matter-think-206939?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> 5 ways to deliver a stronger digital experience for your brand https://marketingland.com/5-ways-deliver-stronger-digital-experience-brand-228694 Marketing Land urn:uuid:7f8296d5-49e1-7656-e4bd-570e6538d587 Fri, 17 Nov 2017 19:12:18 +0000 Creating great digital experiences at lightning speed across multiple channels is tough. In our highly saturated digital culture, businesses must constantly re-evaluate customer touch points and deliver more personal experiences in order to stand out from the competition. Marketers and publishers know that creating an engaging and personalized digital experience is both a strategic priority [&#8230;] <p><a href="http://downloads.digitalmarketingdepot.com/BSP_1710_5WaysToDel_landingpage.html?utm_source=sel&#038;utm_medium=newspost"><img class="alignnone size-full wp-image-228702" src="https://marketingland.com/wp-content/ml-loads/2017/11/engaged-people-online-ss-1920.jpg" alt="" width="1920" height="1080" srcset="https://marketingland.com/wp-content/ml-loads/2017/11/engaged-people-online-ss-1920.jpg 1920w, https://marketingland.com/wp-content/ml-loads/2017/11/engaged-people-online-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/11/engaged-people-online-ss-1920-768x432.jpg 768w, https://marketingland.com/wp-content/ml-loads/2017/11/engaged-people-online-ss-1920-800x450.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" /></a>Creating great digital experiences at lightning speed across multiple channels is tough. In our highly saturated digital culture, businesses must constantly re-evaluate customer touch points and deliver more personal experiences in order to stand out from the competition.</p> <p>Marketers and publishers know that creating an engaging and personalized digital experience is both a strategic priority and a challenge. Luckily, using a combination of best practices and integrating a platform designed to accelerate the development and delivery of digital experiences can help.</p> <p>Download this white paper from BrightSpot to learn how to make delivering stronger digital brand experiences easier for your company.</p> <p>Visit Digital Marketing Depot to download <a href="http://downloads.digitalmarketingdepot.com/BSP_1710_5WaysToDel_landingpage.html?utm_source=sel&#038;utm_medium=newspost" rel="nofollow">&#8220;5 Ways to Deliver a Stronger Digital Experience For Your Brand.&#8221;</a></p> Addressable TV from the media buyer’s perspective: What’s hype vs. reality https://marketingland.com/addressable-tv-media-buyers-perspective-whats-hype-vs-reality-228657 Marketing Land urn:uuid:431098f5-11e2-97f7-aa33-337b01bd9dea Fri, 17 Nov 2017 18:00:30 +0000 With the application of data, TV buying is slowly starting to take on characteristics already innate to digital marketing. <a href="https://marketingland.com/wp-content/ml-loads/2017/02/video-wall-screens-ss-1920.jpg"><img class="aligncenter size-large wp-image-206962" src="https://marketingland.com/wp-content/ml-loads/2017/02/video-wall-screens-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/02/video-wall-screens-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/02/video-wall-screens-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/02/video-wall-screens-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>TV buying is entering the realm that digital marketers have long operated in. Advertisers can target tens of millions of US households using third- and first-party data rather than buying in broad demographic strokes. TV buys are also becoming <a href="https://martechtoday.com/martech-landscape-what-is-programmatic-ad-buying-157453">programmatic</a>, results no longer take months to get in, and campaigns can be optimized on the fly. That’s the promise of data-driven TV targeting.</p> <p>It sounds great &#8212; especially to a digital marketer’s ear &#8212; but how much of the talk around advanced TV, an umbrella term (perhaps first coined by IPG&#8217;s Cadreon) for data-based TV buying on linear addressable TV, over-the-top (OTT), programmatic TV and more is reality-based, and how much is, well, still hype? (For a primer on some of the terminology and capabilities discussed here, see our <a href="https://martechtoday.com/addressable-tv-state-cross-device-ad-buying-203737">FAQ: Addressable TV &#038; the convergence of digital video and TV ad buying</a>.)</p> <p>We talked to media buyers, strategists and others in the space to find out what it’s really like on the buying side of advanced TV these days, not just what’s promised.</p> <p>&#8220;Everybody in this ecosystem &#8212; platforms and supply partners &#8212; boast they have stuff they don’t,&#8221; said Erica Schmidt, EVP, managing director of Cadreon, IPG Mediabrand’s ad tech unit. Schmidt, who has a digital and search marketing background, says part of her job is to figure out what’s reality.</p> <h2>Data-driven sensibilities have taken hold</h2> <p>&#8220;We wanted to take the principles of data and automation and apply them to TV to find networks, programming and dayparts above the point of diminishing return that a linear TV plan will have and find ‘spots and dots’ that can extend reach,&#8221; says Schmidt of Cadreon’s entry into TV. &#8220;Anything that can be delivered programmatically, we believe should be. That’s where TV came into play &#8212; let’s take the principles of data and automation to TV.&#8221;</p> <p>One big shift that is happening is that brands are thinking much more strategically about customer data.</p> <p>&#8220;We are increasingly finding clients are taking data seriously and have gotten their ‘data house’ in order, including CRM and other digital programmatic signals that are now in place,&#8221; said Schmidt. &#8220;That gives them the opportunity to tie that data throughout the planning process.&#8221;</p> <p>As data enters the realm of TV buying, it is taking on sensibilities already native to digital practitioners and strategists. One would assume digital marketers are well positioned to inform the trajectory of advanced TV in their organizations with the convergence of data-informed audience targeting with TV.</p> <h2>How digital-like is buying advanced TV?</h2> <p>In terms of data execution, <a href="https://martechtoday.com/addressable-tv-state-cross-device-ad-buying-203737">addressable TV</a> is quite similar. &#8220;You’re using data sources to identify and triangulate audiences,&#8221; says Tobias Wolf, executive director at GroupM’s Mindshare, who got his start with addressable TV 10 years ago in his previous role running the American Express US account. &#8220;The delivery is slightly different, but the planning is essentially the same as digital in identifying audience segments and delivering personalized messages to them. You can be running five targeted ads [in addressable] versus one in traditional TV.&#8221;</p> <p>There are similarities in terms of accountability, too. &#8220;You can get direct match-backs to the household (anonymous) and provide ROI or ROAS, which has proved very effective,&#8221; says Wolf. &#8220;Particularly for [GroupM client] Volvo in terms of ROAS. If I’m in the market for a sedan and you’re in the market for an SUV, I’ll see a Volvo ad for an S60 and you’ll see an ad for an XC90. In programs we are watching, not what Volvo thinks we’re watching.&#8221;</p> <p>In terms of the actual buying and activation processes, though, the level of targeting and automation depends on the type of delivery.</p> <p>A linear addressable buy via an MVPD [multichannel video programming distributors, including cable operators and direct broadcast satelite] is currently the most common method targeting households with some sort of audience segment, says Anthony Laurenzo, SVP of non-linear strategy and investment at Dentsu Aegis Network (DAN). Laurenzo provides input across internal agency teams about opportunities for TV and video planning.</p> <p><a href="https://martechtoday.com/marketing-landscape-ott-programming-matter-184073">OTT buying</a> on platforms like Sling, PlayStation Vue or Roku is slightly more complicated, says Laurenzo. Those buys can leverage subscriber data and can target households via connected TVs. Roku, for example, announced a licensing deal just this month to include its streaming services on Philips-branded smart televisions in the US. But says Schmidt, &#8220;OTT is more like digital video and has more flexibility in terms of on-the-fly optimizations.&#8221;</p> <p>&#8220;With MVPDs, Schmidt says, &#8220;we can activate and send over insertion orders on an automated basis, but in reality they are manually engaging. And for national broadcast spots, automation isn’t at all possible.&#8221;</p> <p>Addressability to households on providers like Dish Network, Cablevision and Comcast is more in the spirit of programmatic with the ability to do some optimizations in-flight. For example, Schmidt explains, if they’re doing a zone-addressable buy targeting in-market auto buyers and are able to see sales match-back rates quickly, they can make adjustments. But only by going to the addressable providers, and that still involves some back and forth.</p> <h2>Addressable is a complement to traditional TV, for now</h2> <p>For brands that already have a traditional TV strategy, addressable is seen as an add-on, with a look to extending reach and efficiency of a traditional linear TV plan.</p> <p>&#8220;Eventually there’s a point of diminishing returns with broad demography targets,&#8221; says Schmidt. &#8220;In order to be more effective, we need to identify high-value audiences and use data sets to identify them cross-stream, including digital video, OTT, addressable linear, etc. It’s a holistic planning process using traditional TV planning and audience planning underpinned by data.&#8221;</p> <p>IPG has created an in-house data stack, called AMP, that’s designed to be a single platform to plan, buy, measure, and manage all advertising campaigns &#8220;whether your target audiences are viewing ads from set-top boxes or smartphones and complement traditional TV,&#8221; says Schmidt.</p> <p>Still, traditional TV measurement sources play a role. &#8220;You can debate the reliability of Nielsen and Rentrak data,&#8221; says Schmidt, &#8220;but it’s still the common currency, so we’re going to start with that and then layer on additional data depending on the client target. That may include the client’s first-party data as well as data from an OTT platform like Samba [TV] and from IPG partnerships to augment Nielsen and Rentrak.&#8221;</p> <p>DAN uses in-house tools to identify the right media mix to reach the right audiences. &#8220;In some cases, it might be a large linear buy. In others it might be a combined buy with Dish and 2 million+ incremental SlingTV households, for example,&#8221; he says.</p> <div class="pull-quote">&#8220;You’re not trying to reach everyone if you’re doing good targeting.&#8221;</div> <h2>How big is the opportunity and what about scale?</h2> <p>EMarketer <a href="https://www.emarketer.com/Article/eMarketer-Releases-New-Addressable-TV-Ad-Spending-Estimates/1016153">estimates</a> the US linear addressable TV ad spend will reach $1.26 billion in 2017, up 66 percent from the prior year. Still, that’s just a fraction, 1.7 percent in fact, of total TV ad spend. By 2019, that percentage is expected to increase to 4 percent of TV ad expenditures in the US.</p> <p>There are somewhere between 75-85 million addressable households on linear cable and video on demand services. OTT has been <a href="https://www.comscore.com/Insights/Blog/OTT-Breaks-Out-of-Its-Netflix-Shell">growing</a> rapidly over the past year to 51 million households, according to comScore. (There is some overlap with households that have both set-top box and a streaming device).</p> <p>Still, most I spoke with see scale as beside the point.</p> <p>&#8220;Scale is not a problem now,&#8221; says Wolf. &#8220;Early on, 10 years ago, we started with Cablevision with 2.6 million households.&#8221;</p> <p>&#8220;You’re not trying to reach everyone if you’re doing good targeting,&#8221; he adds.</p> <p>Schmidt echoes that sentiment. &#8220;Scale should be less of a concern when you have precision. And it will be a lot more accountable than if you hit your GRPs [gross rating points, a metric TV buyers use to determine how many people within a target demographic might have seen their ads].&#8221;</p> <p>With addressable linear TV in about half of US households, the addition of that plus OTT and digital video can &#8220;provide greater reach than with traditional linear only,&#8221; adds Schmidt.</p> <p>&#8220;You can use addressable to find incremental reach, increase frequency against a high-value audience, negatively target to exclude certain households (say, loyal competitor buyers), use multicultural household targeting &#8212; and that’s probably just half of the use cases,&#8221; says Laurenzo.</p> <p>In terms of volume, however, the reality is it’s still quite limited.</p> <p>For one, rather than opening up data targeting to their programming network affiliates for the full 14 minutes of TV ad time typically available per hour, TV operators only make it available on their own share of local ad time, which is roughly two minutes per hour.</p> <p>Dave Morgan, CEO of Simulmedia, which runs a SaaS platform for data-based linear TV advertising targeting, says the real scale of addressable should be put in context.</p> <p>&#8220;While linear is being challenged, it’s still massive and it’s not going away anytime soon. People seven or eight years ago said that by today you’d be seeing all or most of TV fully addressable.&#8221; But that hasn’t happened yet.</p> <p>To illustrate his point, Morgan says, &#8220;A &#8216;Judge Judy&#8217; episode will deliver more advertising time than on all of the videos on YouTube all day. One 30-minute show will deliver 12 to 15 minutes of ads. That scale doesn’t match linear.&#8221; (I haven’t fully fact-checked this, but note that most of YouTube’s ads are skippable, and according to a recent VAB study, music accounts for more than 30 percent of all time spent on YouTube.)</p> <p>However, the fragmentation of watch time across a huge number of channels is a challenge for media buyers, says Morgan, because &#8220;the standard methods of measurement that inform advertisers where to buy aren’t very effective anymore. Vast amounts [of watch time] happens on shows rated 0.5. You have to buy a lot more spots … and the error rate of Nielsen panels break at that 0.5 point, so it’s as likely to be wrong as it is right, which is why people buy big buckets of GRP averages.&#8221;</p> <div class="pull-quote">&#8220;Fundamentally, change needs to come from the sell side.&#8221;</div> <h2>The win-win-win potential is pushing things forward</h2> <p>The opportunity, of course, is &#8220;if you could get really granular data on thousands of ad spots, it’s going to be more like digital with the ability to use purchase behavior or CRM data or other digital behaviors. If you have the data for targeting and software to analyze all of the spots to ensure you have the maximum reach and penetration, instead of a $3 million buy for a month for 100 spots on 10 networks, a computer system might suggest you buy three thousand spots on 85 networks,&#8221; says Morgan. &#8220;That’s where we are starting to see this data-optimized advertising show innovation. The reason it’s starting to happen faster is there is a win-win-win realization.&#8221;</p> <p>That equation works out like this: Buyers can use data to optimize their ads and get better results for less. And they can track exposures back to see impact on ROI. Media sellers benefit because they’re not getting credited for wasted frequency, and they can optimize their sales at a premium based on data rather than the time of day the ads serve. Consumers win because they’re less likely to get redundant and irrelevant ads – that also means they’ll be more likely to stay tuned in.</p> <p>Morgan says that at most 1 to 2 percent of TV ads are being managed this way. &#8220;But there are a lot of incentives that are going to force it … Fundamentally, change needs to come from the sell side and they’ll need to invest in systems to do this.&#8221;</p> <p>Morgan points to AT&#038;T’s Brian Lesser and Comcast’s David Clark as evidence that the sell-side is moving in this direction. &#8220;Some are going to aggressively invest in this and they will grow faster,&#8221; predicts Morgan.</p> <p>&#8220;Legacy TV owners like NBC are starting to change the game and build addressable into their offerings. How the large media owners start to change and bring the ability to target ads to households will be a trend to watch,&#8221; says Laurenzo.</p> <p>NBC Universal has launched an API to enable brands like Target to programmatically buy ads using first-party data across NBC programming.</p> <p>Another example is Open AP, a joint initiative by FOX, Turner and Viacom to support audience targeting that launched in October. Advertisers can create audience segments and share them across sellers on the platform.</p> <h2>A convergence of language and skill sets</h2> <p>&#8220;TV is becoming more accountable like digital,&#8221; says Laurenzo. &#8220;It’s not going to replace linear TV in the near-term, but leveraging data we can now find out faster if a campaign was effective, and just as important, you can use those learnings across your media plan and roll that back into linear TV buys, such as insights into which networks are driving performance locally and back that in nationally.&#8221;</p> <p>For advertisers, says Wolf, &#8220;If you want a competitive advantage for core audiences, you can do that in addressable TV at scale.&#8221;</p> <p>Wolf speculates that we’ll start to see digital and addressable TV buying teams coming together more in the future.</p> <p>Laurenzo agrees, &#8220;I can see the skill sets coming together. If you think about something like addressable, you’re thinking about television the same way as digital with targeting and things like frequency capping. The underpinning of data across everything fundamentally changes the business and puts everyone on the same playing field. There are still going to be specialists in TV and digital, and those roles are really important, but they’ll share a skill set in data.&#8221;</p> <p>Cross-stream targeting that syncs up addressable linear with digital video campaigns, so you’re looking at unique reach and frequency across channels is also a trend we&#8217;ll see develop in the near term, says Laurenzo.</p> <p><a href="https://martechtoday.com/addressable-tv-media-buyer-perspective-hype-reality-207086?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">This article originally appeared on our sister site, MarTech Today.</a></p> Facebook debuts web-based VR experiences within standard News Feed https://marketingland.com/facebook-debuts-web-based-vr-experiences-within-standard-news-feed-228676 Marketing Land urn:uuid:27cb6fe3-a032-9661-a760-5fb4e9f19520 Fri, 17 Nov 2017 17:53:01 +0000 Sony’s film, “Jumanji,” and British museum The National Gallery have posted early examples of “360 experiences” on Facebook. <img class="alignnone size-large wp-image-179927" src="https://marketingland.com/wp-content/ml-loads/2016/06/facebook-mobile-smartphone-ss-1920-800x450-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2016/06/facebook-mobile-smartphone-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2016/06/facebook-mobile-smartphone-ss-1920-800x450-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2016/06/facebook-mobile-smartphone-ss-1920-800x450-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>People can now enter <a href="https://marketingland.com/library/augmented-virtual-reality">virtual reality</a> through their traditional Facebook News Feeds.</p> <p>Less than a month after Marketing Land reported that Facebook was <a href="https://marketingland.com/facebook-tests-web-based-vr-within-news-feed-posts-226776">testing web-based VR within News Feed posts</a>, on Friday the social network debuted examples of brands that have developed VR apps that people can interact with through Facebook’s standard site and mobile apps. Facebook has labeled these VR-enabled posts as “360 experiences.”</p> <p>These experiences are built using <a href="https://techcrunch.com/2017/04/18/facebook-launches-react-vr-a-new-javascript-framework-for-building-basic-vr-apps/">Facebook’s React VR</a> web development framework, which enables people to use them through a desktop or mobile browser that supports WebVR. However, WebVR support on Facebook remains limited among brands and developers.</p> <p>&#8220;We’ve started testing native React VR integration and experience playback within Facebook News Feed. Although we’re still in the experimentation phase, we’re inspired by the potential to let even more people experience quality VR content &#8212; wherever they may be,&#8221; according to a <a href="https://www.oculus.com/blog/new-webvr-experiences-entertain-educate-and-let-you-explore/">post published on Friday to Facebook-owned VR company Oculus&#8217;s blog</a>.</p> <p>Oculus and Facebook’s in-house creative agency, Creative Shop, worked with Sony and digital agency AvatarLabs to create a web-based, interactive VR experience to promote Sony’s new film, “Jumanji: Welcome to the Jungle.” The film’s VR experience sets people on a scavenger hunt within a virtual treehouse. Similar to viewing a 360-degree video on Facebook, on mobile, people can tap the screen or move their phones to pan around it; on desktop, people need to drag and pan to change their view. But unlike a 360-degree video, people can tap or click on objects within the experience.</p> <p>While the “Jumanji” game is one of the first examples of web-based VR within Facebook’s News Feed, it isn’t the only one. Earlier this week, British museum The National Gallery posted an interactive virtual tour of a new wing. In addition to admiring VR versions of the wing’s actual artwork, people can tap or click on individual paintings to learn more about them.</p> <p>By bringing VR within its traditional site and apps, Facebook may be able to expose more people to the fledgling medium and eventually bring them into the full virtual world through Oculus’s VR headsets, such as the $199 Oculus Go that will go on sale next year. And by enabling people to experience VR within Facebook, the company may also be able to entice more brands and others to develop VR experiences. To date, VR has not achieved enough scale for many marketers, leading them to explore <a href="https://martechtoday.com/marketers-wrestling-virtual-realitys-adoption-issue-205285">how to bring their VR apps to the masses</a>.</p> 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> Venzee launches the first middleware to optimize blockchain-bound data https://marketingland.com/venzee-launches-first-middleware-optimize-blockchain-bound-data-228649 Marketing Land urn:uuid:9648d1a4-7df1-dd2b-5e98-5b02ee1cb7e5 Fri, 17 Nov 2017 16:33:27 +0000 Called Mesh, it washes, dries and shines data until it’s ready to be written without the possibility of change or deletion. <img class="alignnone size-large wp-image-217334" src="https://marketingland.com/wp-content/ml-loads/2017/06/blockchain-data-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/06/blockchain-data-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/06/blockchain-data-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/06/blockchain-data-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Since 2014, <a href="http://www.venzee.com">Venzee</a> has been making its living as a data transformation platform between manufacturers, vendors and e-commerce retailers.</p> <p>That is, it helps prep and clean data so it can be used by those various players in the retail ecosystem for product information management, inventory management, time sheets, invoices and the like.</p> <p>This week, the Vancouver-based firm is moving into the <a href="https://martechtoday.com/whats-blockchain-change-marketing-advertising-195798">blockchain</a> ecosystem with the <a href="https://finance.yahoo.com/news/venzee-announces-mesh-first-middleware-143000074.html">launch</a> of a closed beta of what it says is the first middleware &#8212; an API framework called Mesh &#8212; that is designed to provide a similar kind of data transformation, but optimized for blockchains. The full release version will be available in the first half of next year.</p> <p><a href="https://martechtoday.com/venzee-launches-first-middleware-optimize-blockchain-bound-data-207051?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> 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> PullString drops text-based chat for voice conversations in its new platform https://marketingland.com/pullstring-drops-text-based-chat-voice-conversations-new-platform-228638 Marketing Land urn:uuid:2e2e3f4a-1877-2fa7-7db2-887ce3d03b63 Fri, 17 Nov 2017 15:44:26 +0000 The San Francisco-based company says Converse is the first end-to-end platform for non-tech users to create voice-based Skills for Amazon’s Alexa. <div id="attachment_204073" style="width: 810px" class="wp-caption alignnone"><img class="size-large wp-image-204073" src="https://marketingland.com/wp-content/ml-loads/2017/01/amazon-echo-alexa-hardware1-ss-1920-800x450.jpg" alt="The base of Amazon Echo, the smart speaker home of voice agent Alexa" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/01/amazon-echo-alexa-hardware1-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/01/amazon-echo-alexa-hardware1-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/01/amazon-echo-alexa-hardware1-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">The base of Amazon Echo, the smart speaker home of voice agent Alexa</p></div> <p>In September of last year, PullString <a href="https://martechtoday.com/pullstring-launches-purpose-intelligent-conversation-platform-191202">announced</a> its Author platform for developing text-based chatbots.</p> <p>A few months after the launch, the firm <a href="https://martechtoday.com/pullstring-opens-conversational-platform-amazon-alexa-skills-193166">added</a> the ability to create Skills &#8212; that is, conversational third-party applications &#8212; for Amazon’s Alexa voice agent.</p> <p>This week, PullString is <a href="https://www.pullstring.com">launching</a> a new platform called Converse that is solely focused on letting non-technical users create voice-based Skills.</p> <p>The company says this is the first end-to-end platform for non-technical users to create conversational interactions for Alexa. Converse is also PullString&#8217;s first self-service, cloud-based platform, as Author &#8212; which has now been discontinued &#8212; was desktop-based and required some professional services.</p> <p><a href="https://martechtoday.com/pullstring-drops-text-based-chat-voice-conversations-new-platform-207037?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> Media Trust CEO: Most of what happens on your web site is not controlled by you https://marketingland.com/media-trust-ceo-happens-web-site-not-controlled-228590 Marketing Land urn:uuid:490546df-a7fa-8978-4363-41e2b6ed037c Fri, 17 Nov 2017 15:36:31 +0000 And this third-party code, says Chris Olson, results in dozens of cookies for each user, security vulnerabilities and performance hits. <img class="alignnone size-large wp-image-228593" src="https://marketingland.com/wp-content/ml-loads/2017/11/programming-code-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/11/programming-code-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2017/11/programming-code-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2017/11/programming-code-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>“Most companies are still afraid of everyone’s web site but their own.”</p> <p>In other words, <a href="https://martechtoday.com/media-trust-sets-first-vendor-network-fix-net-204059">Media Trust</a> CEO Chris Olson told me recently, most brands are focused on competitors’ threats, when they should first be looking at the threats in their own sites and apps.</p> <p>The upcoming <a href="https://martechtoday.com/guide/gdpr-the-general-data-protection-regulation">General Data Protection Regulation (GDPR)</a>, he added, will show them that they “have to be afraid of their own assets.”</p> <p>His company helps web sites and app publishers with ad verification and regulatory compliance. To do that, Media Trust pulls back the curtain and lets publishers see the dozens, if not hundreds, of third-party software programs that are running in their properties.</p> <p><a href="https://martechtoday.com/media-trust-ceo-happens-web-site-others-206999?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> Google to Introduce 8 Trust Indicators for Publishers to Add to News Stories by @MattGSouthern http://tracking.feedpress.it/link/13962/7430545 Search Engine Journal urn:uuid:e4682874-e842-3839-b86b-44aac05c204c Fri, 17 Nov 2017 15:31:12 +0000 <p>Continuing its effort to guide searchers toward credible content, Google has announced plans to introduce eight new trust indicators.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-introduce-8-trust-indicators-publishers-add-news-stories/224329/">Google to Introduce 8 Trust Indicators for Publishers to Add to News Stories by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7430545.gif" height="1" width="1"/> 11 Ways to Prove the Value of SEO to Your Boss by @DholakiyaPratik http://tracking.feedpress.it/link/13962/7430263 Search Engine Journal urn:uuid:51fb03c3-810a-a52d-42e1-92c884afad63 Fri, 17 Nov 2017 15:00:06 +0000 <p>Here are 11 tips on how you can prove the value of SEO value to management.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/e-commerce-seo-value/223887/">11 Ways to Prove the Value of SEO to Your Boss by @DholakiyaPratik</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7430263.gif" height="1" width="1"/> 7 Powerful Content Secrets That Move People to Take Action by @vpkoshy http://tracking.feedpress.it/link/13962/7429887 Search Engine Journal urn:uuid:831e6313-191f-718e-3360-1d1588024d83 Fri, 17 Nov 2017 14:00:29 +0000 <p>Learn what separates the pros from the beginners and discover the seven content secrets that prompt people to take action.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/powerful-content-secrets/222957/">7 Powerful Content Secrets That Move People to Take Action by @vpkoshy</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7429887.gif" height="1" width="1"/> 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> 10 Big SEO Tips to Get More Sales on Black Friday by @krisjonescom http://tracking.feedpress.it/link/13962/7429445 Search Engine Journal urn:uuid:c35b0ded-ef76-f3bf-984b-96b7f16360f5 Fri, 17 Nov 2017 13:00:51 +0000 <p>Learn 10 SEO strategies to augment your holiday marketing campaign and boost your Black Friday sales.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/black-friday-seo-tips/223299/">10 Big SEO Tips to Get More Sales on Black Friday by @krisjonescom</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7429445.gif" height="1" width="1"/> 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> Google’s Jagger Update Rocks Manipulative Link Building by @TaylorDanRW http://tracking.feedpress.it/link/13962/7425775 Search Engine Journal urn:uuid:1c25d103-d227-cfde-19bf-ea09f40ad410 Fri, 17 Nov 2017 06:00:33 +0000 <p>The Google Jagger Update altered its algorithm to target unnatural link building, duplicate content, and other technical factors.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-algorithm-history/jagger-update/">Google&#8217;s Jagger Update Rocks Manipulative Link Building by @TaylorDanRW</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7425775.gif" height="1" width="1"/> 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"/> 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> Marketing Day: Google Shopping ads, voice search & Facebook news https://marketingland.com/marketing-day-google-shopping-ads-voice-search-facebook-news-228646 Marketing Land urn:uuid:e6174562-e85d-0417-cf2e-3e319de4ab60 Thu, 16 Nov 2017 21:00:43 +0000 Here&#8217;s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: 7 Google tips to supercharge your Shopping ads Nov 16, 2017 by Matt Lawson Shopping ads promote your online and local inventory. Columnist and Googler Matt Lawson reveals seven ways to [&#8230;] <img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="7 Google tips to supercharge your Shopping ads" href="https://marketingland.com/7-google-tips-supercharge-shopping-ads-228529">7 Google tips to supercharge your Shopping ads</a></strong><br /> <!-- byline -->Nov 16, 2017 by Matt Lawson<!-- end byline --><br /> Shopping ads promote your online and local inventory. Columnist and Googler Matt Lawson reveals seven ways to get the most from your campaigns.<!--end ml posts--></li> <li><strong><a title="Understanding the interplay of SEO and a 5-star reputation" href="https://marketingland.com/understanding-interplay-seo-5-star-reputation-228510">Understanding the interplay of SEO and a 5-star reputation</a></strong><br /> <!-- byline -->Nov 16, 2017 by Stephan Spencer<!-- end byline --><br /> 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.<!--end ml posts--></li> <li><strong><a title="Facebook officially launches mobile app, educational site for video creators" href="https://marketingland.com/facebook-officially-launches-mobile-app-educational-site-video-creators-228613">Facebook officially launches mobile app, educational site for video creators</a></strong><br /> <!-- byline -->Nov 16, 2017 by Tim Peterson<!-- end byline --><br /> With a channel management app and an educational site, Facebook is following YouTube’s playbook in hopes of winning over creators.<!--end ml posts--></li> <li><strong><a title="Deck the halls with boughs of data " href="https://marketingland.com/deck-halls-boughs-data-228493">Deck the halls with boughs of data </a></strong><br /> <!-- byline -->Nov 16, 2017 by Tom Mucklow<!-- end byline --><br /> How can you win over more shoppers this holiday season? Contributor Tom Mucklow believes retailers need to effectively use their customer data to personalize the shopping experience.<!--end ml posts--></li> <li><strong><a title="Voice search: Content may be king, but context is queen in the new voice-first world" href="https://marketingland.com/voice-search-content-may-king-context-queen-new-voice-first-world-228421">Voice search: Content may be king, but context is queen in the new voice-first world</a></strong><br /> <!-- byline -->Nov 16, 2017 by Michelle Robbins<!-- end byline --><br /> Yext VP of Industry Insights Duane Forrester discusses his new e-book, “How Voice Search Changes Everything,” and what marketers can do to adapt and compete.<!--end ml posts--></li> <li><strong><a title="State of the art methods for measuring mobile and digital marketing" href="https://marketingland.com/state-of-the-art-measuring-mobile-digital-marketing-227382">State of the art methods for measuring mobile and digital marketing</a></strong><br /> <!-- byline -->Nov 16, 2017 by Aaron Strout<!-- end byline --><br /> Columnist Aaron Strout sits down with Chuck Hemann, a senior analytics lead at his company, to discuss best practices for mobile and digital measurement and ways to improve your analytics program.<!--end ml posts--></li> <li><strong><a title="Facebook rolls out dynamic ads for auto, updates lead ads for appointments" href="https://marketingland.com/facebook-rolls-dynamic-ads-updates-lead-ads-auto-brands-228539">Facebook rolls out dynamic ads for auto, updates lead ads for appointments</a></strong><br /> <!-- byline -->Nov 16, 2017 by Tim Peterson<!-- end byline --><br /> Facebook is tailoring its retargeting ads to auto brands and adding new features to its lead ads to make them more actionable for all advertisers.<!--end ml posts--></li> <li><strong><a title="MarTech Landscape: What’s a smart contract?" href="https://marketingland.com/martech-landscape-whats-smart-contract-228578">MarTech Landscape: What’s a smart contract?</a></strong><br /> <!-- byline -->Nov 16, 2017 by Barry Levine<!-- end byline --><br /> As a blockchain ecosystem emerges, smart contracts could become a common way of automatically implementing transparent deals.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="Customer Experience in the Age of Social Media" href="https://martechtoday.com/customer-experience-age-social-media-207047">Customer Experience in the Age of Social Media</a></strong><br /> <!-- byline -->Nov 16, 2017 by Digital Marketing Depot<!-- end byline --><br /> Join our social media and CX experts as they explain how social customer service tools can help brands provide winning digital customer experiences.<!--end ml posts--></li> <li><strong><a title="PullString drops text-based chat for voice conversations in its new platform" href="https://martechtoday.com/pullstring-drops-text-based-chat-voice-conversations-new-platform-207037">PullString drops text-based chat for voice conversations in its new platform</a></strong><br /> <!-- byline -->Nov 16, 2017 by Barry Levine<!-- end byline --><br /> The San Francisco-based company says Converse is the first end-to-end platform for non-tech users to create voice-based Skills for Amazon’s Alexa.<!--end ml posts--></li> <li><strong><a title="Call to B2B marketers: Job titles matter more than you think" href="https://martechtoday.com/call-marketers-job-titles-matter-think-206939">Call to B2B marketers: Job titles matter more than you think</a></strong><br /> <!-- byline -->Nov 16, 2017 by Sonjoy Ganguly<!-- end byline --><br /> While ABM can help you target the key decision makers in your accounts, job titles aren’t always what they seem. Columnist Sonjoy Ganguly explains how to factor hierarchy into your ABM strategy.<!--end ml posts--></li> <li><strong><a title="Say it out loud: Voysis announces new voice-powered commerce platform" href="https://martechtoday.com/say-it-out-loud-voysis-announces-new-voice-powered-commerce-platform-207014">Say it out loud: Voysis announces new voice-powered commerce platform</a></strong><br /> <!-- byline -->Nov 16, 2017 by Robin Kurzer<!-- end byline --><br /> The voice AI company’s platform gives marketers a way to directly provide native voice functionality to their customers.<!--end ml posts--></li> <li><strong><a title="Media Trust CEO: Most of what happens on your web site is not controlled by you" href="https://martechtoday.com/media-trust-ceo-happens-web-site-others-206999">Media Trust CEO: Most of what happens on your web site is not controlled by you</a></strong><br /> <!-- byline -->Nov 16, 2017 by Barry Levine<!-- end byline --><br /> And this third-party code, says Chris Olson, results in dozens of cookies for each user, security vulnerabilities and performance hits.<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://movableink.com/blog/5-proven-ways-to-improve-your-click-through-rates/">5 Proven Ways to Improve Your Click-Through Rates</a>, Movable Ink Blog</li> <li><a href="https://www.cmswire.com/digital-marketing/5-ways-gdpr-will-change-marketing-forever/">5 Ways GDPR Will Change Marketing Forever</a>, CMS Wire</li> <li><a href="https://econsultancy.com/blog/69581-four-reasons-you-may-need-to-rebrand-your-business/">Four reasons you may need to rebrand your business</a>, Econsultancy</li> <li><a href="https://www.marketingprofs.com/video/2017/33150/how-xr-ar-and-vr-applications-are-changing-marketing">How AR and VR Applications Are Changing Marketing</a>, MarketingProfs</li> <li><a href="https://vimeo.com/blog/post/luminous-colors-stunning-high-quality-hdr-arrived">Luminous colors, stunning high quality: HDR has arrived on Vimeo</a>, Vimeo</li> <li><a href="https://www.emarketer.com/Article/Nearly-All-Mobile-Traffic-Originates-on-Smartphones-Emerging-Markets/1016760">Nearly All Mobile Traffic Originates on Smartphones in Emerging Markets</a>, eMarketer</li> <li><a href="https://www.riskiq.com/research/2017-black-friday-ecommerce-blacklist/">RiskIQ 2017 Black Friday e-Commerce Blacklist</a>, RiskIQ</li> <li><a href="https://www.emailmonday.com/future-of-email-marketing-automation">The Future of email marketing &#8211; 2018 edition</a>, Email Monday</li> <li><a href="http://contentmarketinginstitute.com/2017/11/marketers-data-scientists/">Why Marketers Need to Think Like Data Scientists (And How to Do It)</a>, Content Marketing Institute</li> <li><a href="https://blog.marketo.com/2017/11/marketers-shouldnt-shy-away-long-form-content.html">Why Marketers Shouldn&#8217;t Shy Away From Long-Form Content</a>, Marketo</li> </ul> 7 Google tips to supercharge your Shopping ads https://marketingland.com/7-google-tips-supercharge-shopping-ads-228529 Marketing Land urn:uuid:0c3869b2-ca7c-d2f9-f459-de2b4b1d5358 Thu, 16 Nov 2017 20:38:39 +0000 Shopping ads promote your online and local inventory. Columnist and Googler Matt Lawson reveals seven ways to get the most from your campaigns. <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" /> <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><a href="https://searchengineland.com/seven-google-tips-supercharge-shopping-ads-285391?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on Search Engine Land.]</a></p> Understanding the interplay of SEO and a 5-star reputation https://marketingland.com/understanding-interplay-seo-5-star-reputation-228510 Marketing Land urn:uuid:6f9790bf-d922-8c24-dcb3-5c3167895419 Thu, 16 Nov 2017 20:26:11 +0000 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. <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" /> <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><a href="https://searchengineland.com/understanding-interplay-seo-5-star-reputation-286711?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on Search Engine Land.]</a></p> Facebook officially launches mobile app, educational site for video creators https://marketingland.com/facebook-officially-launches-mobile-app-educational-site-video-creators-228613 Marketing Land urn:uuid:902d67da-cce9-26c8-caa9-f3556d0c17e2 Thu, 16 Nov 2017 20:00:00 +0000 With a channel management app and an educational site, Facebook is following YouTube’s playbook in hopes of winning over creators. <img class="alignnone size-large wp-image-115488" src="https://marketingland.com/wp-content/ml-loads/2015/01/facebook-video6-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/01/facebook-video6-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2015/01/facebook-video6-ss-1920-600x337.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p><a href="https://marketingland.com/library/facebook">Facebook</a> is officially launching its standalone app for video creators to manage their channels on the social network. After previewing the Facebook Creators app <a href="https://marketingland.com/facebook-launch-app-video-creators-later-year-218291">in June</a>, the iOS version is rolling out globally on Thursday to all Pages and individual accounts, though the Android version won’t be available until sometime “in the coming months,” according to Facebook.</p> <p>Similar to <a href="https://marketingland.com/youtube-studios-latest-updates-let-creators-schedule-posts-see-subscriber-numbers-via-app-224821">YouTube&#8217;s Studio app</a>, Facebook&#8217;s Creators app is designed to make it easier for creators to manage their video channels on Facebook and therefore more likely that creators will upload videos to the social network as the company looks to grow its video ad revenue through the insertion of <a href="https://marketingland.com/facebook-opens-mid-roll-ads-live-broadcasters-starts-non-live-test-207499">ads within some creators’ videos</a> and the rollout of its hub for more TV-like video programming, <a href="https://marketingland.com/facebook-debuts-watch-home-original-shows-221513">Watch</a>. The more videos posted to Facebook, the more videos for people to watch on Facebook, the more ads for Facebook to serve. Further to that end, Facebook is also rolling out a site to educate up-and-coming creators on how to get started.</p> <h2>Facebook Creators app</h2> <p>Creators can use the Facebook Creators app to up the production quality of their live videos, manage their comments and messages from viewers, post Stories across Facebook and Instagram and analyze their videos’ performance. And creators with shows on Facebook’s Watch tab can also use the app through their Show pages, though that option remains in testing with a limited number of creators.</p> <div id="attachment_228627" style="width: 810px" class="wp-caption alignnone"><img class="wp-image-228627 size-large" src="https://marketingland.com/wp-content/ml-loads/2017/11/Facebook_CreatorApp-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/11/Facebook_CreatorApp-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/11/Facebook_CreatorApp-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/11/Facebook_CreatorApp-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">Facebook Creators app</p></div> <p>The Facebook Creators app features a live creative kit so that creators can add intros, outros and graphic frames to make their Facebook Live broadcasts look more official; the kit also includes a custom stickers that viewers can interact with while watching the stream. A community tab will house all the messages that creators receive through Facebook, <a href="https://marketingland.com/library/facebook/facebook-instagram">Instagram</a> and <a href="https://marketingland.com/library/facebook/facebook-messenger">Messenger</a>, allowing them to review and respond in one place instead of three. Creators can use the app’s in-app camera to create photos and videos using Facebook’s Snapchat-esque <a href="https://marketingland.com/hands-facebooks-ar-studio-create-snapchat-like-camera-effects-212664">augmented-reality filters</a> and <a href="https://marketingland.com/up-close-with-facebook-frame-studio-212655">frames</a> and post them to their <a href="https://marketingland.com/marketers-plan-test-facebook-stories-not-227135">Stories on Facebook</a>. And finally, an insights tab will display analytics for the creators’ Pages, videos and their audiences.</p> <h2>Facebook for Creators site</h2> <p>In addition to the Facebook Creator app, Facebook is rolling out a <a href="https://www.facebook.com/creators">website</a> to serve as a resource and education center for creators. In the vein of <a href="https://www.youtube.com/yt/creators/">YouTube&#8217;s Creators site</a>, the Facebook for Creators site will feature areas for creators to find tips and answers to common questions and also to get chances to try out new features and tools before they become more widely available.</p> <style> .mktoButton{background:#f68b1f!important;} </style> <div class="panel" style="margin-bottom: 20px;"> <div class="panel-body"> <p>The easiest way to keep up with social advertising news and trends - get our Marketing Day newsletter!</p> <ul class="search"> <li> <script src="//app-sj02.marketo.com/js/forms2/js/forms2.min.js"></script> <form id="mktoForm_6740"></form> <script>MktoForms2.loadForm("//app-sj02.marketo.com", "727-ZQE-044", 6740, function(form) { form.onSuccess(function(form,thankYouUrl){ ga("send","event","signup","subscribe","in-content mday"); }); });</script> </li> </ul> </div> </div> Google Maps Improves Location Discovery by Color Coding Points of Interest by @MattGSouthern http://tracking.feedpress.it/link/13962/7420834 Search Engine Journal urn:uuid:11eac965-21c5-e841-6b19-cd473cff9cd9 Thu, 16 Nov 2017 18:54:50 +0000 <p>Google Maps will soon be rolling out an update that will improve location discovery in two distinct ways.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-maps-improves-location-discovery-color-coding-point-interest/224049/">Google Maps Improves Location Discovery by Color Coding Points of Interest by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7420834.gif" height="1" width="1"/> 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> Deck the halls with boughs of data  https://marketingland.com/deck-halls-boughs-data-228493 Marketing Land urn:uuid:4e767603-c30f-ea08-9dd2-d5e1242b920f Thu, 16 Nov 2017 17:17:59 +0000 How can you win over more shoppers this holiday season? Contributor Tom Mucklow believes retailers need to effectively use their customer data to personalize the shopping experience. <p><img class="aligncenter size-large wp-image-219955" src="https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-shopping-mall-stores-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-shopping-mall-stores-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-shopping-mall-stores-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-shopping-mall-stores-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" />Gone are the days of enticing shoppers with festive windows and door-busting sales. As brick-and-mortar retailers continue to suffer from <a href="https://marketingland.com/data-store-closings-generate-new-shopping-patterns-especially-among-millennials-205991">losses in revenue</a> and iconic real estate, their shoppers are leaving behind the shopping sprees of Christmas past in favor of the internet&#8217;s infinite aisles and endless sales.</p> <p>Fueled by advancements in mobile commerce, and lured by lower and lower prices as competition between large retailers and digital marketplaces intensifies, the battle for customers is becoming increasingly difficult to win. But this holiday, the challenge is also an opportunity.</p> <p>The holidays are often the busiest time for retailers. This year, the smartest retailers are designing their strategic holiday plans around their most unique asset: customer data.</p> <p>Customers now expect personalized, data-driven experiences across all of their digital devices, especially when shopping online. In many cases, it&#8217;s the retailer that delivers the most seamless, personalized experience that wins the customer&#8217;s loyalty and their holiday bucks. Saving a customer time and money is the new, shiny window retailers need to focus on.</p> <p>But how can retailers effectively leverage the data they collect to provide that winning shopping experience? The answer lies in effective data management.</p> <p>If companies want to benefit from their customer data, they must take the necessary steps to manage it as an asset, with ongoing guardianship and the right technology to ensure its quality. Ultimately, effective data management must be tailored around a retailer&#8217;s specific needs, with ongoing auditing and the tools to turn that data into actionable information.</p> <p>Here are some data-driven strategies that all retailers can use to attract customers this holiday season:</p> <h2>One-to-one engagement</h2> <p>Whether you&#8217;re sending push notifications, targeted social ads or personalized emails with unique coupon codes, <a href="https://marketingland.com/customer-engagement-age-mobile-social-messaging-217598">one-to-one engagement</a> makes a customer feel special and valued by your business.</p> <p>Collecting relevant customer data year-round &#8212; such as location, age, marital status and gender &#8212; facilitates personalized one-to-one messaging that entices customers to come your way.</p> <h2>Personalized shopping experiences</h2> <p>With the technology to deliver <a href="https://marketingland.com/retail-game-changers-millennial-gen-z-shoppers-brick-mortars-essential-future-226011">personalized shopping experiences</a>, and targeted product recommendations available from companies like Salesforce, YotPo and Nosto, it comes as no surprise that customers now expect to see the item they looked at last week on the first page of your digital storefront.</p> <p>Online shopping is all about convenience and saving customers their precious time. When data is collected on customer preferences, past purchases and browsing history, retailers can effectively present the right item at the right time so shoppers can quickly click and buy.</p> <h2>Analyze the path to purchase</h2> <p>With effective data management comes good analysis. The holidays provide the best opportunity to analyze web traffic to determine the most successful paths to purchase.</p> <p>Whether trying to determine which deals and content drive the most business, what times or days of the week are peak shopping times or which ads are the most successful, a holistic approach to business and customer data analysis will prove invaluable.</p> <h2>Remember, capturing is key</h2> <p>We all know that it&#8217;s better to collect good data from the point of entry than to correct bad data in the backend. Good data collection and management technology are imperative, especially during the holidays.</p> <p>Always be sure to capture customer information as accurately as possible using tools like address verification. While retailers can almost completely control their customer&#8217;s digital experience, when goods transcend the digital world into the physical realm, the experience becomes tenuous and at risk of disaster. Nobody wants to wake up on Christmas morning to an empty tree because dad forgot to include the apartment number in the shipping address!</p> Voice search: Content may be king, but context is queen in the new voice-first world https://marketingland.com/voice-search-content-may-king-context-queen-new-voice-first-world-228421 Marketing Land urn:uuid:906d6cd4-f854-ccc9-216a-5a78a985e304 Thu, 16 Nov 2017 17:16:49 +0000 Yext VP of Industry Insights Duane Forrester discusses his new e-book, "How Voice Search Changes Everything," and what marketers can do to adapt and compete. <img class="aligncenter size-large wp-image-286664" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/voice-search-dot-ss-1920x1080-800x450.png" alt="Voice search changes everything" width="800" height="450" /> <p>In 2016, Google said that <a href="https://searchengineland.com/google-reveals-20-percent-queries-voice-queries-249917">20 percent</a> of all mobile queries were <a href="https://searchengineland.com/library/google/google-voice-search">voice searches</a>. Since that time, the number of <a href="https://searchengineland.com/npr-survey-americans-love-smart-speakers-42-call-essential-279514">virtual assistants</a> in US households has continued to swell, with tens of millions of voice-enabled home devices projected to be in use.</p> <p>Voice as a primary search interface &#8212; beyond mobile phones &#8212; is a reality. Marketers need to rapidly iterate on their mobile-first strategies, to adapt to the voice-first marketplace. And as the aptly titled <a href="http://offers.yext.com/voice-search-wp-2">e-book released today</a> [registration required] suggests, voice search changes everything.</p> <p>I sat down with the book&#8217;s author, Yext VP of Industry Insights <a href="https://www.linkedin.com/in/dforrester/">Duane Forrester</a>, to discuss the landscape of voice search, how it will impact the business of search marketing, and what marketers can do to prepare for this evolution in search user interfaces.</p> <div class="pull-quote">&#8220;Voice engagement is the most likely scenario that will challenge the biggest players in search for supremacy.&#8221;</div> <p><strong>Michelle Robbins: What inspired you to put this e-book together?</strong></p> <p><strong>Duane Forrester:</strong> The work we do at Yext is focused on helping businesses understand what data they can control, and empowering them with ways to manage that data. So from that point of view, there was a lot of support for exploring this developing space. Personally, I&#8217;ve always been an early adopter. The last decade of my life I&#8217;ve been fortunate enough to see the leading edge of technology up close and interact with it personally, so as &#8220;voice&#8221; developed to what we have today, I&#8217;ve been engaged and watching its progress.</p> <p><strong>MR: The major players in the space have been established. Do you see room for any other competitors to enter the voice arena?</strong></p> <p><strong>DF:</strong> Absolutely. There is a boom happening in China right now with dozens of new companies entering the smart speaker space. While most won&#8217;t survive, it&#8217;s inevitable we&#8217;ll see new devices reach our shores next year, driving prices down and adoption up.</p> <p>Most of that expansion will be <a href="https://searchengineland.com/google-assistant-coming-speakers-home-appliances-lg-281673">white-labeled products</a> (Google Assistant built into a Samsung TV, for example), but from the consumer&#8217;s point of view, it&#8217;ll be less about buying because of the embedded assistant and more about brand awareness around specific products. People don&#8217;t buy the Samsung TV because of <a href="https://searchengineland.com/library/google/google-google-assistant">Google Assistant</a> (or Siri, or Cortana, or IBM, etc.), they buy it because Samsung makes excellent televisions. The voice assistant is a nice addition. That&#8217;s our immediate future. Over time, however, this could change if one or more of the leaders make significant technology breakthroughs that bring obvious differentiation and improvements.</p> <p><strong>MR: Is there anything holding back even greater adoption of voice-enabled devices?</strong></p> <p><strong>DF:</strong> We&#8217;re starting to see the end of people&#8217;s reluctance to speak to their devices. This was a major factor in adoption over the last five years. Couple that with less than stellar services and results, and adoption was predictably sluggish &#8212; right up until Amazon landed in millions of living rooms around the world.</p> <p>The biggest factor in voice adoption remains time. As services surpass an accuracy rate of 98%+ and consumer upgrade devices, or have their first contact with new devices that are voice enabled, the growth will continue. Voice will conquer all.</p> <p><a href="https://searchengineland.com/voice-search-changes-everything-286665?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full interview on Search Engine Land.]</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> State of the art methods for measuring mobile and digital marketing https://marketingland.com/state-of-the-art-measuring-mobile-digital-marketing-227382 Marketing Land urn:uuid:40a74d60-b6af-3b28-4562-6d5442c2b72b Thu, 16 Nov 2017 16:23:26 +0000 Columnist Aaron Strout sits down with Chuck Hemann, a senior analytics lead at his company, to discuss best practices for mobile and digital measurement and ways to improve your analytics program. <p><img class="aligncenter size-large wp-image-213840" src="https://marketingland.com/wp-content/ml-loads/2017/05/display-measurement-graphs-800x533.jpg" alt="Display measurement graphs" width="800" height="533" srcset="https://marketingland.com/wp-content/ml-loads/2017/05/display-measurement-graphs-800x533.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/05/display-measurement-graphs-600x400.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/05/display-measurement-graphs-768x512.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" />We live in an age when all things are measurable &#8212; or at least that is the expectation. How long we sleep, our daily steps, our bodies&#8217; sugar levels, the number of ads we view, the amount of media we digest and so on. In the world of marketing, it&#8217;s even more evident, as marketing leaders look at number of apps downloaded, time on site, click-throughs, shares, impressions, open rates, leads generated and so much more. But what are the right measurements?</p> <p>As someone who&#8217;s grown up in the world of digital marketing, I&#8217;ve kept my eye on the evolution of mobile and <a href="https://marketingland.com/keep-simple-10-digital-brand-metrics-matter-193531">digital metrics</a> and how they impact business. But as the complexities of measuring and modeling marketing activities increase, it&#8217;s critically important to seek out experts to help us focus on the right metrics.</p> <p>Fortunately, I happen to work with someone who has plenty of experience in the world of mobile and digital analytics. Chuck Hemann not only is one our senior analytics leads, but is also co-author of a book titled, &#8220;Digital Marketing Analytics&#8221; (a second version of which is expected in 2018). In addition to his time at W2O (our employer) and several other global agencies, Hemann most recently spent three years leading digital analytics at tech giant Intel.</p> <p>To better understand the current landscape, I sat down with Hemann to discuss the state of mobile and digital measurement as well as his recommendations on best practices for companies wanting to hone their measurement efforts.</p> <div id="attachment_228541" style="width: 490px" class="wp-caption aligncenter"><img class="size-full wp-image-228541" src="https://marketingland.com/wp-content/ml-loads/2017/11/chuck_hemann-1.jpg" alt="" width="480" height="410" srcset="https://marketingland.com/wp-content/ml-loads/2017/11/chuck_hemann-1.jpg 480w, https://marketingland.com/wp-content/ml-loads/2017/11/chuck_hemann-1-468x400.jpg 468w" sizes="(max-width: 480px) 100vw, 480px" /><p class="wp-caption-text">W2O&#8217;s Chuck Hemann</p></div> <p><b>Q: You recently spent three years working for Intel, bookended by time at W2O Group. What key lessons did you take away from your time at Intel?</b></p> <p>Before tackling the meat of your question, Aaron, I think it’s important to say that I wouldn’t trade that experience for anything in the world. It taught me so much about how big companies operate that I can now bring back to our agency. I think there are at least six things I’ll take away from my time at Intel.</p> <p>First, never underestimate the importance of achieving stakeholder buy-in. It isn’t enough that you think your idea is good. The only way ideas gain traction inside of big companies is if there are multiple people advocating for them.</p> <p>Second, incremental progress isn’t a dirty phrase. It takes a long time to make changes at a Fortune 50 company, so set expectations appropriately.</p> <p>Third, if you happen to be working within a center of excellence (COE), be sure you come to the party with a stakeholder-first mindset.</p> <p>Fourth, there is no such thing as being over-communicative. It&#8217;s easy to get lost in big companies, so shout about your success stories and needs as often as it might make sense.</p> <p>Fifth, do not be discouraged if your big idea doesn’t get adopted immediately. The best things often take time to simmer.</p> <p>Lastly, the promise of bringing together paid, earned, shared and owned (PESO) data into a cohesive story about our audiences or the performance of our marketing campaigns holds tremendous promise.</p> <p><b>Q: US adults spend over 12 hours a day consuming media, according to eMarketer. Roughly 50 percent of that time is spent on digital media and nearly 3.5 hours of the 12 are spent on mobile. Is there a way to measure these interactions (at least digital) in a unified fashion?</b></p> <p>The digital analytics industry has a long way to go in this area, unfortunately, and it’s something many industry associations recognize. Many of the ways we “track” people on desktop don’t translate well to mobile, and some of the metrics most commonly tracked for desktop don’t make a lot of sense.</p> <p>All of that said, I’m typically a big proponent of not allowing a single KPI to rule them all &#8212; meaning, it’s far better to understand the objectives of the program and how it will be executed, and then establishing the KPIs as opposed to the KPIs dictating the tactics. However, if you are looking for a framework to evaluate mobile performance, we typically look at it through the lens of mobile performance effectiveness, efficiency and impact.</p> <p><b>Q: Earlier you mentioned PESO analytics. Can you describe what that means? And how does it relate to mobile?</b></p> <p>PESO analytics means bringing together the right data from paid, earned, shared and owned sources to either inform a campaign (e.g., tell us more about our target audience, inform content development), optimize a campaign (are we tracking against key KPIs) or measure a campaign.</p> <p>Some of you who might be reading this might be wondering, “Is he going to mention attribution modeling?” Yes, attribution modeling is one manifestation of the PESO analytics approach, but that is very specifically focused on evaluating campaign effectiveness. An important thing, to be sure, but only a third of the equation. We need to be pulling together these data sources far more often to inform our understanding of audiences and to inform the development of content, among other use cases.</p> <p><b>Q: Measurement of digital media is top of mind for many companies, so how does the PESO analytics concept help us measure more effectively?</b></p> <p>By bringing together the normally disparate data sources, we can absolutely leverage the power of attribution modeling to understand the impact one channel has on another, and then ultimately the impact our campaign had on whatever bottom-line metric we are tracking against.</p> <p>It also helps us build effective media mix models, or what we call at W2O, ROMI (return on media investment) models. If we accurately understand the spend, potential reach, potential engagement, historical benchmarks and goals across PESO, we can build some extremely accurate ROMI models that lead to effective and efficient marketing spends.</p> <p><b>Q: Better measurement is clearly one of the key differentiators of PESO analytics, but what are some others? And how does it impact mobile?</b></p> <p>I mentioned this above, but there are at least three key differentiators of PESO analytics. First, by bringing together the web, mobile, search, social, earned, and media data, we can develop an even greater understanding of how our target audience behaves, what they want to consume, and how they like to hear from brands like ours. There is so much available data about our audiences across PESO &#8212; it really is lazy marketing to rely solely on third-party research or stale segmentation models.</p> <p>Second, if we’re bringing together data and insights across PESO about what content resonates, we can more effectively build customer journeys.</p> <p>Third, bringing together data across these various platforms allows better optimization. When we optimize on a channel-by-channel basis, we will likely break the customer journey in unexpected ways that only become clear once we’re evaluating overall success.</p> <p><b>Q: If brands wanted to start leveraging PESO analytics, what are some of the things they need to consider?</b></p> <p>Sure, some of these I&#8217;ve written about before, but I think they are worth mentioning here. I think there are at least five things to consider.</p> <ol> <li>Make sure that your marketing team isn’t organized by channel. Organization by channel promotes execution in a silo, promotes research in a silo, promotes measurement in a silo. Organization by audience allows for campaign planning with a customer journey mind, promotes research on the audience, and promotes measurement holistic measurement.</li> <li>Ensure the data across PESO is collected, housed and organized in an accessible way. W2O has its own data warehouse that helps facilitate measurement in the way that I am describing above, and if you don’t, you really should consider starting down that path.</li> <li>Make sure that the analytics team sits under one umbrella, as opposed to sitting in a silo. Similar to the marketing organization point I made above, having an analytics team within one group across PESO helps to achieve many of the things I listed above.</li> <li>Ensure you have a proper communication channel between the marketing and analytics teams to ensure complete understanding of the campaign and what’s possible from the analytics standpoint.</li> <li>Do not fall into the trap of having a single KPI to rule them all. Yes, having a single KPI does make it easier to evaluate whether the marketing program has succeeded &#8212; every good marketing practitioner knows that the success or failure of a program is far more complicated than that.</li> </ol> <p><b>Q: Any closing thoughts?</b></p> <p>The only closing thought is that there are probably at least two groups of people who are reading this article. The first group is probably thinking, yeah, this is fairly self-explanatory and we are already doing it. That certainly might be true, but you would definitely be the unicorn in this industry. If you are doing it, I would absolutely love to hear how you are executing.</p> <p>The second group likely recognizes that this is an important way to organize your analytics and insights program, but is daunted by the steps required. Like anything else in this world, a crawl, walk, run approach makes the most sense. Focus on the operational components first, then data gathering and talent, then the process, and then think about ways to go big. Treat it as a process. Remember, all good ideas take some time to simmer.</p> Facebook rolls out dynamic ads for auto, updates lead ads for appointments https://marketingland.com/facebook-rolls-dynamic-ads-updates-lead-ads-auto-brands-228539 Marketing Land urn:uuid:fd3833e3-a0ae-c6ff-7a97-d3c9645b9499 Thu, 16 Nov 2017 16:00:26 +0000 Facebook is tailoring its retargeting ads to auto brands and adding new features to its lead ads to make them more actionable for all advertisers. <img class="alignnone size-large wp-image-129625" src="https://marketingland.com/wp-content/ml-loads/2015/05/facebook-target-bullseye-ads-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/05/facebook-target-bullseye-ads-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2015/05/facebook-target-bullseye-ads-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Facebook wants to grease the car-buying process.</p> <p>On Thursday Facebook tuned up two of its ad products for auto brands looking to get people to come in for a test drive and drive off the lot in a new car. Auto advertisers can now use Facebook’s dynamic ads to turn the social network into a private showroom for people who have cruised around the web looking for cars. And they can use the company’s lead ads to follow up with those people and schedule a test drive at a nearby dealership.</p> <p>“The intent very much with both of these products is to remove any of that friction, either the pain of the researching and the getting to the dealership or the actual getting straight to ‘I just want this information, I just want to set up time to do a test drive,’” said Facebook’s auto industry lead Stephanie Latham in an interview.</p> <h2>Dynamic ads for auto</h2> <p>Facebook’s dynamic ads for auto brands work similarly to the versions that cater to <a href="https://marketingland.com/dynamically-promote-products-facebooks-new-product-ad-unit-118660">retail</a>, <a href="https://marketingland.com/facebook-brings-retargeted-ads-instagram-travel-brands-176485">hotel</a>, <a href="https://marketingland.com/facebook-begins-retargeting-potential-travelers-ads-featuring-flight-info-212942">airline</a> and <a href="https://marketingland.com/facebook-extends-retargeted-ads-real-estate-listings-221226">real estate</a> advertisers. They retarget the people who checked out a brand’s site or mobile app or <a href="https://marketingland.com/facebooks-retargeted-ads-broadened-include-rivals-site-page-audiences-203045">browsed similar sites elsewhere online</a> with ads promoting specific products corresponding with that behavior. In the case of auto brands, that means a person may peruse the trucks on an auto manufacturer’s site or read a “best trucks of 2017” roundup article on an auto publisher’s site &#8212; assuming those sites carry <a href="https://marketingland.com/facebook-pixels-get-upgrade-track-actions-page-data-213335">Facebook&#8217;s tracking pixel</a> &#8212; and be shown an ad from Ford or Chevrolet showcasing their latest pickups.</p> <p>To tailor dynamic ads to auto manufacturers and dealers, Facebook has customized the ads’ backend system to for auto-specific inventory. Auto brands can upload their lists of new and used vehicles, including each car or truck’s make, model, year, price, mileage, trim and location. Then Facebook will automatically plug that information into the ads shown to people. Given that a person may have already spent hours hammering out the details of the car they are interested in, including that information in the ad can be crucial for it to not only capture their interest but get them to click on it to visit the brand’s site and view more details or schedule a test drive.</p> <h2>New features for lead ads</h2> <p>Auto brands can also use Facebook’s updated lead ads to capture potential customers. This ad format, which marketers can use to solicit people’s contact information and have Facebook automatically fill out the forms using a person’s Facebook profile, has been available to auto brands <a href="https://marketingland.com/facebook-simplifies-mobile-lead-collection-rolls-out-lead-ads-145698">since 2015</a>. But with the dynamic ads update, auto advertisers can use those retargeted ads to create <a href="https://marketingland.com/facebook-lets-brands-target-ads-based-much-time-money-spent-sites-apps-176483">Custom Audiences</a> of people who visited a brand’s site or app through a dynamic ad and then aim their lead ads at that audience to shift them closer to making a purchase.</p> <p>Auto brands &#8212; and any other type of brand &#8212; may be interested in taking advantage of new features that Facebook is adding to lead ads that extends the ad format&#8217;s function beyond capturing contact information to converting people into customers.</p> <p>Facebook has added business locator and appointment scheduling features to lead ads so that a person can find a advertiser&#8217;s nearby location, such as a local auto service center, chiropractor office or hair salon, and schedule an appointment through the ad. These features are available to all advertisers buying lead ads.</p> <p>To activate the locator feature, a brand must include the zip code field in a lead ad’s form and provide Facebook with data mapping out its locations by zip code; people will be able to change the zip code and have the locator re-populate accordingly. The appointment scheduling feature uses one of the up to 15 custom questions that a brand can include in a lead ad. After a person submits the form through Facebook, the brand can present them with a call to action button to call the business’s office or specific location or to send it a message through Facebook’s Messenger service. And since brands can have Facebook <a href="https://marketingland.com/facebook-offline-conversion-solution-lead-ads-214133">pipe their leads directly into a third-party CRM system</a>, they can configure those systems to automatically send a confirmation email to the address submitted through the form.</p> <p>Lead ads&#8217; new business locator and appointment scheduling features will not work when the ads run on Instagram, according to a Facebook spokesperson. That&#8217;s a bit par for the course considering that the majority of lead campaigns run on Facebook without being extended to Instagram. The Facebook-owned photo-and-video app already imposes some <a href="https://www.facebook.com/business/help/563690893827148?helpref=faq_content">limitations on lead ad campaigns</a>, such as only pre-populating a person’s name, email address, phone number and gender and requiring the person to manually input any other information.</p> <p>In addition to making lead ads more functional, Facebook is also making its form-based format more fashionable. Brands can now attach lead ads to Facebook’s full-screen, mobile-only <a href="https://marketingland.com/facebook-starts-testing-immersive-mobile-ads-141364">Canvas ad format</a>, which blends interactive features with the gloss of a magazine ad.</p> <style> .mktoButton{background:#f68b1f!important;} </style> <div class="panel" style="margin-bottom: 20px;"> <div class="panel-body"> <p>The easiest way to keep up with social advertising news and trends - get our Marketing Day newsletter!</p> <ul class="search"> <li> <script src="//app-sj02.marketo.com/js/forms2/js/forms2.min.js"></script> <form id="mktoForm_6740"></form> <script>MktoForms2.loadForm("//app-sj02.marketo.com", "727-ZQE-044", 6740, function(form) { form.onSuccess(function(form,thankYouUrl){ ga("send","event","signup","subscribe","in-content mday"); }); });</script> </li> </ul> </div> </div> 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> The Real Reason Why SEO Firms Get Fired by @gmehrguth http://tracking.feedpress.it/link/13962/7418693 Search Engine Journal urn:uuid:104c3a92-877c-c8f1-6fdc-83087c8a9fae Thu, 16 Nov 2017 15:00:57 +0000 <p>Learn the real reason why most SEO firms get fired and what you can do to avoid it from happening to you.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/why-seo-firms-get-fired/222789/">The Real Reason Why SEO Firms Get Fired by @gmehrguth</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7418693.gif" height="1" width="1"/> MarTech Landscape: What’s a smart contract? https://marketingland.com/martech-landscape-whats-smart-contract-228578 Marketing Land urn:uuid:65ea85fc-7c94-3ed8-0f46-be7da9d1b0d1 Thu, 16 Nov 2017 14:58:19 +0000 As a blockchain ecosystem emerges, smart contracts could become a common way of automatically implementing transparent deals. <img class="alignnone size-large wp-image-228596" src="https://marketingland.com/wp-content/ml-loads/2017/11/smart-contract-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/11/smart-contract-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2017/11/smart-contract-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2017/11/smart-contract-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Suppose you had a contractual agreement that understood its own terms, could track whether the terms were fulfilled and could send the required payment or product when the deal was finalized.</p> <p>That, essentially, is the idea behind a smart contract, one of the new ways of doing business that <a href="https://martechtoday.com/whats-blockchain-change-marketing-advertising-195798">blockchain</a> technology is introducing. In this article, part of our <a href="https://martechtoday.com/library/what-is-martech">MarTech Landscape Series</a>, we look at this new kind of self-enacting agreement.</p> <p>The idea was first proposed in <a href="http://www.fon.hum.uva.nl/rob/Courses/InformationInSpeech/CDROM/Literature/LOTwinterschool2006/szabo.best.vwh.net/smart_contracts_2.html">a 1996 paper</a> by computer scientist and legal scholar Nick Szabo:</p> <blockquote><p>A smart contract is a set of promises, specified in digital form, including protocols within which the parties perform on these promises.</p> <p><a href="https://martechtoday.com/martech-landscape-whats-smart-contract-206976?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p></blockquote> 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> 5 Ways SEO for Bing is Different from Google SEO by @ab80 http://tracking.feedpress.it/link/13962/7418237 Search Engine Journal urn:uuid:fa5720a3-2d52-03d8-1955-e34cecc05e93 Thu, 16 Nov 2017 14:00:06 +0000 <p>Bing and Google share many of the same ranking signals, but there are also key differences which we'll examine in this article.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-bing-vs-google/223363/">5 Ways SEO for Bing is Different from Google SEO by @ab80</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7418237.gif" height="1" width="1"/> 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> Why You Need Call Tracking During the Holidays by @nancy_elle http://tracking.feedpress.it/link/13962/7417757 Search Engine Journal urn:uuid:a5708b2d-6677-20d3-3aa2-aea299e85eb8 Thu, 16 Nov 2017 13:00:46 +0000 <p>Find out why call tracking will help you ring up more sales this holiday season.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/holiday-call-tracking/223727/">Why You Need Call Tracking During the Holidays by @nancy_elle</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7417757.gif" height="1" width="1"/> Are You Ready for a Voice Search Future? [PODCAST] http://tracking.feedpress.it/link/13962/7417315 Search Engine Journal urn:uuid:29b616cd-17c8-4a0b-7154-aa904415464f Thu, 16 Nov 2017 12:00:39 +0000 <p>Christi Olson of Bing discusses the current state of voice search and what we can expect in the future.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/voice-search-future-podcast/223207/">Are You Ready for a Voice Search Future? [PODCAST]</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7417315.gif" height="1" width="1"/> 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’s Big Daddy Update: Big Changes to Google’s Infrastructure & the SERPs by @benjarriola http://tracking.feedpress.it/link/13962/7414529 Search Engine Journal urn:uuid:c9d368dc-53da-c137-1812-0d08f6e567bd Thu, 16 Nov 2017 06:00:35 +0000 <p>Google's Big Daddy Update, historical account of facts and released statements from Google's former head of webspam, Matt Cutts.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-algorithm-history/big-daddy-update/">Google&#8217;s Big Daddy Update: Big Changes to Google&#8217;s Infrastructure &#038; the SERPs by @benjarriola</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/7414529.gif" height="1" width="1"/> 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>