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/ Google Updates Image Search With Icons for Products, Recipes, & Videos via @MattGSouthern http://tracking.feedpress.it/link/13962/13291782 Search Engine Journal urn:uuid:29e05fd1-fc12-7a00-34e1-eb8a53f4625b Wed, 26 Feb 2020 01:20:11 +0000 <p>Google is updating its image search results pages with icons indicating what type of content the images lead to.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-updates-image-search-with-icons-for-products-recipes-videos/351408/">Google Updates Image Search With Icons for Products, Recipes, &#038; Videos via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13291782.gif" height="1" width="1"/> Digital asset management platforms: What are they good for? https://marketingland.com/digital-asset-management-platforms-what-are-they-good-for-276567 Marketing Land urn:uuid:8ff1997d-d561-0df2-2d45-40ac3793444e Tue, 25 Feb 2020 19:59:59 +0000 <p>DAM can play a vital role in your marketing organization, unifying online and offline marketing channels and leading to more efficient marketing resource allocation.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/digital-asset-management-platforms-what-are-they-good-for-276567">Digital asset management platforms: What are they good for?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <figure class="wp-block-image size-large"><img src="https://martechtoday.com/wp-content/uploads/2020/02/shutterstock_305148260-800x450.jpg" alt="" class="wp-image-238829"/></figure> <p>Any good marketing team is awash marketing collateral, blog copy, images, audio files and videos. In fact, the glut of materials produced these days has made digital asset management platforms a particularly important piece of martech for enterprise (and SMB) stack.</p> <p>That&#8217;s because digital asset management can play a vital role in your marketing organization, unifying online and offline marketing channels and leading to more efficient marketing resource allocation. </p> <p>As our report, <a href="https://downloads.digitalmarketingdepot.com/MIR_1910_DAMgmtGuid_landingpage_mtt.html">Enterprise Digital Asset Management Platforms: A Marketer&#8217;s Guide</a>, shows, the specific benefits of using a digital asset management platform include – but are not limited to – the following:</p> <p>• <strong>Improved communication between in-house and freelance/contract workers.</strong> Some of the DAM vendors profiled in this report offer specially designed interfaces for external creatives to submit their content and collaborate on needed changes and required versioning. Content in the creation/approval process remains accessible only to those involved at this stage, rather than being made available for deployment before it’s ready.</p> <p>• <strong>Improved distribution of assets to clients, partners or other outsiders. </strong>Some of the DAM vendors profiled allow users to create “portals” customized for viewing and downloading by outside entities.</p> <p><strong>• More efficient utilization of existing resources.</strong> Appended metadata and search capabilities enable marketers to more easily find the right image or other asset for a campaign, without spending tedious hours flipping from image to image or watching video after video. This also saves time and resources that are often spent recreating something similar to an existing asset, because it couldn’t be found or the user wasn’t aware of its existence.</p> <p><strong>• Increased efficiency in the workflow for internal approvals.</strong> Many DAM providers offer &#8212; either as part of core functionality or as an add-on &#8212; workflow or project management tools, which allow for smoother collaboration and transparent movement of an asset through an approval process.</p> <p><strong>• Speed the conversion of assets into different sizes, aspect ratios and file types for different marketing applications.</strong> Though a file is uploaded to the DAM system in a particular format, many systems allow for automatic or manual cropping or editing within the system, as well as the conversion of the asset to different sizes or file formats as they’re downloaded or distributed for use.</p> <p><strong>• Improved efficiency on the front end, in the creation of brand assets, and on the back end, in the distribution of those assets to various martech and ad tech systems.</strong> Many DAMs integrate with content creation software, like Adobe’s Creative Cloud, and also connect (either through native connectors or APIs) to systems that distribute content directly to the customer, such as ad servers, marketing automation platforms or website content management systems.</p> <p><strong>• Easier compliance with changing brand standards and licensing terms. </strong>DAMs allow for an expiration date to be set on assets, so they are no longer used after the licensing term for a particular asset expires. For example, if a contract with a particular celebrity spokesperson is not renewed, a DAM can take those assets out of circulation so they’re not used beyond the expiry date.</p> <p><strong>• Ease of presenting a more consistent brand face to the customer with an eye toward loyalty and retention.</strong> DAMs make it easier to enforce brand standards and distribute content so every customer interaction reinforces the brand values marketers intend to convey. This is one of the key advantages of a DAM at a time where the number of devices and media outlets is larger than ever, making it more difficult to maintain consistency among the assets designed for consumption in various places.</p> <p><strong>• Ability to quantify the usage of each individual digital asset, and therefore track ROI on the cost of creation and distribution.</strong> DAMs enable marketers to track the distribution and efficacy of marketing assets, which allows them to invest more in the most cost-effective content creation and distribution methods. Some systems are able to automatically track this data, while others simply provide the data that allow marketers to make these calculations themselves.</p> <p><strong>Get the report: <a href="https://downloads.digitalmarketingdepot.com/MIR_1910_DAMgmtGuid_landingpage_mtt.html">Enterprise Digital Asset Management Platforms: A Marketer&#8217;s Guide</a> </strong></p> <p>The post <a rel="nofollow" href="https://marketingland.com/digital-asset-management-platforms-what-are-they-good-for-276567">Digital asset management platforms: What are they good for?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Verint Systems adds Adobe integration https://marketingland.com/verint-systems-adds-adobe-integration-276551 Marketing Land urn:uuid:16c4dc77-2c4b-d4a1-3d50-9b975264970f Tue, 25 Feb 2020 19:08:07 +0000 <p>The company aims to deliver streamlined access to customer insights and support more personalized customer journeys</p> <p>The post <a rel="nofollow" href="https://marketingland.com/verint-systems-adds-adobe-integration-276551">Verint Systems adds Adobe integration</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Customer engagement platform Verint Systems will <a href="https://finance.yahoo.com/news/verint-expands-adobe-partnership-support-133000409.html">expand its existing partnership with Adobe</a> to allow Verint customers to combine their experience data from Verint Experience Cloud with data from the Adobe Experience Platform. Joining this data together will give marketers more streamlined access to customer insights, which are a critical element to delivering better customer engagements.</p> <p>The partnership will enable companies to identify, analyze and act on “experience drivers” that are critical to meeting and anticipating customer needs, according to Brian Koma, Verint’s vice president of experience management, partnerships and alliance.</p> <h2>Why we care</h2> <p>The partnership is just another example of marketers trying to get a unified understanding of their customers to improve their omnichannel marketing. Integrations like these will be a differentiator for brands striving to become more customer-focused and for <a href="https://martechtoday.com/marketers-are-taking-greater-ownership-over-cx-initiatives-survey-238162">marketers taking on more ownership of the customer experience initiatives</a>.</p> <h2>More on the news</h2> <ul><li>The Verint Experience Cloud captures direct, indirect and inferred voice of the customer feedback from different marketing channels through an automated analytics engine. </li><li> &#8220;We want the integrations with Adobe Experience Cloud to be as actionable as possible, driving a deeper understanding of the intersection of customer attitudes and behaviors and how they can drive experiences that build loyalty,&#8221; said John Bourne, senior vice president of global channels and alliances at Verint. </li></ul> <p>The post <a rel="nofollow" href="https://marketingland.com/verint-systems-adds-adobe-integration-276551">Verint Systems adds Adobe integration</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Vimeo Create launches to give SMBs access to video marketing tools https://marketingland.com/vimeo-create-launches-to-give-smbs-access-to-video-marketing-tools-276543 Marketing Land urn:uuid:b7d0ba68-6c4a-414a-6ee7-ee16bb23d065 Tue, 25 Feb 2020 16:16:11 +0000 <p>SMBs can create, save and share videos for $20 a month. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/vimeo-create-launches-to-give-smbs-access-to-video-marketing-tools-276543">Vimeo Create launches to give SMBs access to video marketing tools</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Vimeo has moved its <a rel="noreferrer noopener" aria-label="Vimeo Create (opens in a new tab)" href="https://vimeo.com/blog/post/vimeo-create-make-videos-mobile-desktop/" target="_blank">Vimeo Create</a> marketing platform out of beta to offer SMB marketers a full suite of video marketing tools. The platform includes video creation tools, &#8220;smart&#8221; editing features, unlimited stock video and photo content and the ability to automatically tailor videos for individual social platforms (&#8220;creating videos in every format and ratio&#8221;). </p> <h2>Why we care</h2> <p>Video is a key ingredient for any complete social marketing strategy, but many SMB marketers do not have the resources to produce effective video ads. Vimeo recently surveyed 1,000 SMB marketers and found that only 22% believed they were using enough video in their marketing efforts, citing time, cost and complexity as the biggest obstacle to creating a video strategy. </p> <p>Vimeo Create is designed to give SMB marketers affordable access to a video marketing platform. The company is offering a free trial of Vimeo Create, but marketers will need the Vimeo Pro subscription, which costs $20 per month in order to save and share the videos they create. </p> <h2>More on the news</h2> <ul><li>Vimeo Create was released in beta in January. </li><li>Vimeo says it plans to add more templates, creative elements, advanced editing controls and integrations with platforms such as Dropbox, Google and Facebook to Vimeo Create in the coming months.</li><li>The platform is available via the web, iOS and Android mobile apps. </li></ul> <p>The post <a rel="nofollow" href="https://marketingland.com/vimeo-create-launches-to-give-smbs-access-to-video-marketing-tools-276543">Vimeo Create launches to give SMBs access to video marketing tools</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google PageRank, Simplified: A Guide for SEO Beginners via @beanstalkim http://tracking.feedpress.it/link/13962/13289774 Search Engine Journal urn:uuid:d126480c-89a9-8a10-748c-ea7fbea575ef Tue, 25 Feb 2020 15:45:04 +0000 <p>Read on to learn the core rules of Google PageRank, its history, and how it impacts SEO.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-pagerank-explained/350630/">Google PageRank, Simplified: A Guide for SEO Beginners via @beanstalkim</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13289774.gif" height="1" width="1"/> SMX Advanced registration is open! https://marketingland.com/smx-advanced-registration-is-open-2-276572 Marketing Land urn:uuid:434df785-9db1-226f-bbb8-a2e9bc6928ab Tue, 25 Feb 2020 15:20:00 +0000 <p>Secure your seat today and lock in lowest rates -- up to $900 off on-site prices.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/smx-advanced-registration-is-open-2-276572">SMX Advanced registration is open!</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><img class="aligncenter size-large wp-image-312072" src="https://searchengineland.com/figz/wp-content/seloads/2019/02/smxadvanced-1920x1080-800x452.png" alt="" width="800" height="452"></p> <p>Exciting news: Registration is open for Search Engine Land’s <a href="https://marketinglandevents.com/smx/advanced/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2020&amp;utm_content=regopen">SMX Advanced</a>!</p> <p>Join us June 8-10 in Seattle for master-level, tactic-rich search marketing training that skips the basics, leaves no stone unturned, and equips you with the knowledge you need to advance your campaigns and career.</p> <p>The agenda will be posted soon &#8212; for now, here are some highlights to get you excited:</p> <ul> <li><strong>Keynote alert: Welcome back, Danny Sullivan!</strong> This <a href="https://marketinglandevents.com/smx-news/danny-sullivan-to-keynote-smx-advanced-2020/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2020&amp;utm_content=regopen">through-the-looking-glass keynote</a> will offer an invaluable glimpse into Google’s inner-workings and feature a fireside chat with Search Engine Land&#8217;s Barry Schwartz.</li> <li><strong>All-new: SEO for Developers Track.</strong> In addition to the elite SEO and SEM training SMX Advanced is known for, you’ll access a new, two-day track focused on using code libraries and architecture models to develop applications that improve SEO. <a href="https://marketinglandevents.com/smx/advanced/seo-for-developers-technical-training/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2020&amp;utm_content=regopen">Learn more here</a>!</li> <li><strong>The 2020 Search Engine Land Awards.</strong> Celebrate the achievements of your search marketing peers at the 6th annual Search Engine Land Awards ceremony and afterparty. Think you have what it takes to win? <a href="https://searchengineland.secure-platform.com/a/">Start your application here</a>.</li> </ul> <p><a href="https://marketinglandevents.com/smx/advanced/rates/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2020&amp;utm_content=regopen">Secure your seat today</a> and lock in lowest rates &#8212; up to $900 off on-site prices!</p> <p>Stay tuned for details about the agenda, networking, workshops, and more :-)</p> <p>The post <a rel="nofollow" href="https://marketingland.com/smx-advanced-registration-is-open-2-276572">SMX Advanced registration is open!</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Are Blog Comments Useless for Link Building? via @shellyfagin http://tracking.feedpress.it/link/13962/13289638 Search Engine Journal urn:uuid:f62d1ed1-d39c-3824-8e20-9e8a7876a7f4 Tue, 25 Feb 2020 14:45:29 +0000 <p>While blog commenting is useless for link building, it can potentially result in increased website traffic when utilized properly.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/blog-comments-link-building/350748/">Are Blog Comments Useless for Link Building? via @shellyfagin</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13289638.gif" height="1" width="1"/> 8 Tips to Make Your Data Visualization More Engaging & Effective via @theshelleywalsh http://tracking.feedpress.it/link/13962/13289473 Search Engine Journal urn:uuid:db18bebf-0d33-0e6a-2ced-bc89f66924f5 Tue, 25 Feb 2020 13:45:35 +0000 <p>These eight tips will help you to make your data visualization more engaging and effective.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/data-visualizations/349286/">8 Tips to Make Your Data Visualization More Engaging &#038; Effective via @theshelleywalsh</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13289473.gif" height="1" width="1"/> Your Social Media Career: What’s Next From Here? via @simplymeK http://tracking.feedpress.it/link/13962/13289315 Search Engine Journal urn:uuid:2ea50b81-258b-3fa2-1e06-681a7d958b4d Tue, 25 Feb 2020 12:45:24 +0000 <p>Need some inspiration to move your social media career to the next level? Then read this.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/social-media-career/348378/">Your Social Media Career: What&#8217;s Next From Here? via @simplymeK</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13289315.gif" height="1" width="1"/> How to Use TikTok Challenges for Business https://www.socialmediaexaminer.com/how-to-use-tiktok-challenges-for-business/ Social Media Examiner urn:uuid:cb9db1ba-db7a-7319-31b0-13c49a70ef3a Tue, 25 Feb 2020 11:00:23 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/tiktok-challenges-for-business-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/tiktok-challenges-for-business-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/tiktok-challenges-for-business-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/tiktok-challenges-for-business-1200-1024x536.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/tiktok-challenges-for-business-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/tiktok-challenges-for-business-1200-768x402.png 768w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Wondering how to get more exposure for your brand on TikTok? Have you considered a TikTok challenge? In this article, you&#8217;ll learn how to use TikTok challenges for your business. What Is a TikTok Challenge? TikTok is quickly becoming the social media platform of the moment, with recent statistics showing the app has now been downloaded [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-use-tiktok-challenges-for-business/">How to Use TikTok Challenges for Business</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> ML 20200225 https://marketingland.com/ml-20200225-276513 Marketing Land urn:uuid:4289b5ae-c261-b574-1ae0-11380c16f25e Tue, 25 Feb 2020 11:00:00 +0000 <p>The post <a rel="nofollow" href="https://marketingland.com/ml-20200225-276513">ML 20200225</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/ml-20200225-276513">ML 20200225</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google Patent May Explain How Sites are Ranked via @martinibuster http://tracking.feedpress.it/link/13962/13287684 Search Engine Journal urn:uuid:1275a1f0-c1d0-5da1-66ad-ee2b3fcdf401 Tue, 25 Feb 2020 08:51:55 +0000 <p>Bill Slawski discovers patent that reveals a new way to rank websites.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-algorithm-patent/351146/">Google Patent May Explain How Sites are Ranked via @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13287684.gif" height="1" width="1"/> Leverage Geolocation Data to Deliver a Better Site Experience with ipdata.co via @ipdata_co http://tracking.feedpress.it/link/13962/13286824 Search Engine Journal urn:uuid:6206eaa4-7876-8f7c-bc27-c22428359b2c Tue, 25 Feb 2020 06:00:48 +0000 <p>Discover a solution that can help you leverage geolocation data and take your customer’s experience to the next level.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/ipdata-co-geolocation-data-site-experience/349208/">Leverage Geolocation Data to Deliver a Better Site Experience with ipdata.co via @ipdata_co</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13286824.gif" height="1" width="1"/> Google Search Console Sending Email Alerts for Spikes in Search Traffic via @MattGSouthern http://tracking.feedpress.it/link/13962/13286483 Search Engine Journal urn:uuid:0d2acfd9-d855-f284-5225-3c6cf99d8886 Tue, 25 Feb 2020 02:25:31 +0000 <p>Google is sending email notifications via Search Console to alert site owners about spikes in search traffic for specific pages.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-search-console-sending-email-alerts-for-spikes-in-search-traffic/351112/">Google Search Console Sending Email Alerts for Spikes in Search Traffic via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13286483.gif" height="1" width="1"/> Are H1 Tags Necessary for Ranking? [SEO Experiment] http://tracking.feedpress.it/link/9375/13287092 Moz Blog urn:uuid:a095cd4f-970e-1475-efa0-62d5872e609d Tue, 25 Feb 2020 00:00:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/155620\">Cyrus-Shepard</a></p><p>In earlier days of search marketing, SEOs often heard the same two best practices repeated so many times&nbsp;it became implanted in our&nbsp;brains:<br></p> <ol><li>Wrap the title of your page in H1 tags</li><li>Use one — and only one — H1 tag&nbsp;per page</li></ol> <p>These suggestions appeared in audits, SEO tools, and was the source of constant head shaking. Conversations would go like this:</p> <blockquote>"Silly CNN. The headline on that page is an H2. That's not right!"</blockquote> <blockquote>"Sure, but is it hurting them?"</blockquote> <blockquote>"No idea, actually."</blockquote> <ul></ul> <p>Over time, SEOs started to abandon these ideas, and the strict concept of using a single H1 was replaced by "large text near the top of the page."</p> <p>Google grew better at content analysis and understanding how the pieces of the page fit together. Given how often publishers make mistakes with HTML markup, it makes sense that they would try to figure it out for themselves.</p> <p>The question comes up so often, Google's John Muller <a href="https://www.youtube.com/watch?v=rwpwq8Ynf7s&feature=youtu.be&t=1427">addressed it in a Webmaster Hangout</a>:</p> <div style="background-color:#fff7e7;padding:15px 0"><blockquote style="margin-top:15px;font-style:italic">"You can use H1 tags as often as you want on a page. There's no limit —&nbsp;neither upper nor lower bound.</blockquote> <blockquote style="margin-top:15px;font-style:italic">H1 elements are a great way to give more structure to a page so that users and search engines can understand which parts of a page are kind of under different headings, so I would use them in the proper way on a page.</blockquote> <blockquote style="font-style:italic">And especially with HTML5, having multiple H1 elements on a page is completely normal and kind of expected. So it's not something that you need to worry about. And some SEO tools flag this as an issue and say like 'oh you don't have any H1 tag' or 'you have two H1 tags.' From our point of view, that's not a critical issue. From a usability point of view, maybe it makes sense to improve that. So, it's not that I would completely ignore those suggestions, but I wouldn't see it as a critical issue.</blockquote> <blockquote style="margin-bottom:15px;font-style:italic">Your site can do perfectly fine with no H1 tags or with five H1 tags."</blockquote> </div> <p>Despite these assertions from one of Google's most trusted authorities, many SEOs remained skeptical, wanting to "trust but verify" instead.</p> <p>So of course,&nbsp;we decided to test it... with science!</p> <p><a href="https://twitter.com/craigbradford?lang=en">Craig Bradford</a> of Distilled noticed that the Moz Blog — this very one — used H2s for headlines instead of H1s (a quirk of our CMS).</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/h2-blog-92450.jpg" data-image="so4lpfmqeuk0" alt="H2 Header" title="H2 Header"></figure> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2020-02-24-at-1-55019.jpg" data-image="02yo3qcoziix" alt="h1 SEO Test Experiment" title="h1 SEO Test Experiment"></figure> <p>We devised a 50/50 split test of our titles using the newly branded <a href="https://www.searchpilot.com/">SearchPilot</a> (formerly DistilledODN). Half of our blog titles would be changed to H1s, and half kept as H2. We would then measure any difference in organic traffic between the two groups.</p> <p>After eight weeks, the results were in:</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/h1test-100360.jpg" data-image="17jceltbxox4"></figure> <p>To the uninitiated, these charts can be a little hard to decipher.&nbsp;<a href="https://www.linkedin.com/in/rida-abidi/">Rida&nbsp;Abidi</a> of Distilled broke down the data for us like this:</p> <blockquote><em>Change breakdown - inconclusive</em></blockquote> <ul><li><em>Predicted uplift: 6.2% (est. 6,200 monthly organic sessions)</em></li></ul> <ul><li><em>We are 95% confident that the monthly increase in organic sessions is between:</em><ul><li><em>Top: 13,800 </em></li><li><em>Bottom: -4,100</em></li></ul></li></ul> <blockquote><em>The results of this test were inconclusive in terms of organic traffic, therefore we recommend rolling it back.</em></blockquote> <h2>Result: Changing our H2s to H1s made <strong>no statistically significant difference</strong></h2> <p>Confirming their statements, Google's algorithms didn't seem to care if we used H1s or H2s for our titles. Presumably, we'd see the same result if we used H3s, H4s, or no heading tags at all.</p> <p>It should be noted that our titles still:<br></p> <ul><li>Used a large font</li><li>Sat at the top of each article</li><li>Were unambiguous and likely easy for Google to figure out</li></ul> <p>Does this settle the debate? Should SEOs throw caution to the wind and throw away all those H1 recommendations?</p> <p>No, not completely...</p> <h2>Why you should still use H1s</h2> <p>Despite the fact that Google seems to be able to figure out the vast majority of titles one way or another, there are several good reasons to keep using H1s as an SEO best practice.</p> <p><a href="https://twitter.com/geochingu">Georgy Nguyen</a> made some excellent points in an <a href="https://searchengineland.com/if-google-says-h1s-dont-matter-for-rankings-why-should-you-use-them-heres-why-323056">article over at Search Engine Land</a>, which I'll try to summarize and add to here.</p> <h3>1. H1s help accessibility</h3> <p>Screen reading technology can use H1s to help users navigate your content, both in display and the ability to search. </p> <h3>2. Google may use H1s in place of title tags</h3> <p>In some rare instances — such as when Google can't find or&nbsp;process your title tag — they may choose to extract a title from some other element of your page. Oftentimes, this can be an H1.</p> <h3>3. Heading use is correlated with higher rankings</h3> <p>Nearly every SEO correlation study we've ever seen has shown a small but positive correlation between higher rankings and the use of headings on a page, such as this most <a href="https://www.semrush.com/blog/anatomy-of-top-performing-articles/">recent one</a>&nbsp;from SEMrush,&nbsp;which looked at H2s and H3s.</p> <p>To be clear, <strong>there's no evidence that headings&nbsp;in and of themselves are a Google ranking factor</strong>. But headings, like <a href="https://moz.com/learn/seo/schema-structured-data">Structured Data</a>, can provide <strong>context and meaning</strong> to a page. </p> <p>As John Mueller <a href="https://twitter.com/JohnMu/status/1179285934883389441">said on Twitter</a>:<br></p> <figure class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/h1-seo-experiment/5e38c80d257c40.71389021.png" width="624" height="309" data-image="ebtgakhryvng"></figure> <p>What's it all mean? While it's a good idea to keep adhering to H1 "best practices" for a number of reasons, Google will more than likely figure things out — as our experiment showed — if you fail to follow strict H1 guidelines. </p> <p>Regardless, you should likely:</p> <ol><li>Organize your content with <strong>hierarchical headings</strong> — ideally H1, H2s, H3s, etc.</li><li>Use a <strong>large font headline</strong> at the top of your content. In other words, make it easy for Google, screen readers, and other machines or people reading your content to figure out the headline.</li><li>If you have a CMS or technical limitations that prevent you from using strict H1s and SEO best practices, <em>do your best and don't sweat the small stuff</em>.</li></ol> <p>Real-world SEO — for better or worse — can be messy.&nbsp;Fortunately, it can also be flexible.</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/155620\">Cyrus-Shepard</a></p><p>In earlier days of search marketing, SEOs often heard the same two best practices repeated so many times&nbsp;it became implanted in our&nbsp;brains:<br></p> <ol><li>Wrap the title of your page in H1 tags</li><li>Use one — and only one — H1 tag&nbsp;per page</li></ol> <p>These suggestions appeared in audits, SEO tools, and was the source of constant head shaking. Conversations would go like this:</p> <blockquote>"Silly CNN. The headline on that page is an H2. That's not right!"</blockquote> <blockquote>"Sure, but is it hurting them?"</blockquote> <blockquote>"No idea, actually."</blockquote> <ul></ul> <p>Over time, SEOs started to abandon these ideas, and the strict concept of using a single H1 was replaced by "large text near the top of the page."</p> <p>Google grew better at content analysis and understanding how the pieces of the page fit together. Given how often publishers make mistakes with HTML markup, it makes sense that they would try to figure it out for themselves.</p> <p>The question comes up so often, Google's John Muller <a href="https://www.youtube.com/watch?v=rwpwq8Ynf7s&feature=youtu.be&t=1427">addressed it in a Webmaster Hangout</a>:</p> <div style="background-color:#fff7e7;padding:15px 0"><blockquote style="margin-top:15px;font-style:italic">"You can use H1 tags as often as you want on a page. There's no limit —&nbsp;neither upper nor lower bound.</blockquote> <blockquote style="margin-top:15px;font-style:italic">H1 elements are a great way to give more structure to a page so that users and search engines can understand which parts of a page are kind of under different headings, so I would use them in the proper way on a page.</blockquote> <blockquote style="font-style:italic">And especially with HTML5, having multiple H1 elements on a page is completely normal and kind of expected. So it's not something that you need to worry about. And some SEO tools flag this as an issue and say like 'oh you don't have any H1 tag' or 'you have two H1 tags.' From our point of view, that's not a critical issue. From a usability point of view, maybe it makes sense to improve that. So, it's not that I would completely ignore those suggestions, but I wouldn't see it as a critical issue.</blockquote> <blockquote style="margin-bottom:15px;font-style:italic">Your site can do perfectly fine with no H1 tags or with five H1 tags."</blockquote> </div> <p>Despite these assertions from one of Google's most trusted authorities, many SEOs remained skeptical, wanting to "trust but verify" instead.</p> <p>So of course,&nbsp;we decided to test it... with science!</p> <p><a href="https://twitter.com/craigbradford?lang=en">Craig Bradford</a> of Distilled noticed that the Moz Blog — this very one — used H2s for headlines instead of H1s (a quirk of our CMS).</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/h2-blog-92450.jpg" data-image="so4lpfmqeuk0" alt="H2 Header" title="H2 Header"></figure> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2020-02-24-at-1-55019.jpg" data-image="02yo3qcoziix" alt="h1 SEO Test Experiment" title="h1 SEO Test Experiment"></figure> <p>We devised a 50/50 split test of our titles using the newly branded <a href="https://www.searchpilot.com/">SearchPilot</a> (formerly DistilledODN). Half of our blog titles would be changed to H1s, and half kept as H2. We would then measure any difference in organic traffic between the two groups.</p> <p>After eight weeks, the results were in:</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/h1test-100360.jpg" data-image="17jceltbxox4"></figure> <p>To the uninitiated, these charts can be a little hard to decipher.&nbsp;<a href="https://www.linkedin.com/in/rida-abidi/">Rida&nbsp;Abidi</a> of Distilled broke down the data for us like this:</p> <blockquote><em>Change breakdown - inconclusive</em></blockquote> <ul><li><em>Predicted uplift: 6.2% (est. 6,200 monthly organic sessions)</em></li></ul> <ul><li><em>We are 95% confident that the monthly increase in organic sessions is between:</em><ul><li><em>Top: 13,800 </em></li><li><em>Bottom: -4,100</em></li></ul></li></ul> <blockquote><em>The results of this test were inconclusive in terms of organic traffic, therefore we recommend rolling it back.</em></blockquote> <h2>Result: Changing our H2s to H1s made <strong>no statistically significant difference</strong></h2> <p>Confirming their statements, Google's algorithms didn't seem to care if we used H1s or H2s for our titles. Presumably, we'd see the same result if we used H3s, H4s, or no heading tags at all.</p> <p>It should be noted that our titles still:<br></p> <ul><li>Used a large font</li><li>Sat at the top of each article</li><li>Were unambiguous and likely easy for Google to figure out</li></ul> <p>Does this settle the debate? Should SEOs throw caution to the wind and throw away all those H1 recommendations?</p> <p>No, not completely...</p> <h2>Why you should still use H1s</h2> <p>Despite the fact that Google seems to be able to figure out the vast majority of titles one way or another, there are several good reasons to keep using H1s as an SEO best practice.</p> <p><a href="https://twitter.com/geochingu">Georgy Nguyen</a> made some excellent points in an <a href="https://searchengineland.com/if-google-says-h1s-dont-matter-for-rankings-why-should-you-use-them-heres-why-323056">article over at Search Engine Land</a>, which I'll try to summarize and add to here.</p> <h3>1. H1s help accessibility</h3> <p>Screen reading technology can use H1s to help users navigate your content, both in display and the ability to search. </p> <h3>2. Google may use H1s in place of title tags</h3> <p>In some rare instances — such as when Google can't find or&nbsp;process your title tag — they may choose to extract a title from some other element of your page. Oftentimes, this can be an H1.</p> <h3>3. Heading use is correlated with higher rankings</h3> <p>Nearly every SEO correlation study we've ever seen has shown a small but positive correlation between higher rankings and the use of headings on a page, such as this most <a href="https://www.semrush.com/blog/anatomy-of-top-performing-articles/">recent one</a>&nbsp;from SEMrush,&nbsp;which looked at H2s and H3s.</p> <p>To be clear, <strong>there's no evidence that headings&nbsp;in and of themselves are a Google ranking factor</strong>. But headings, like <a href="https://moz.com/learn/seo/schema-structured-data">Structured Data</a>, can provide <strong>context and meaning</strong> to a page. </p> <p>As John Mueller <a href="https://twitter.com/JohnMu/status/1179285934883389441">said on Twitter</a>:<br></p> <figure class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/h1-seo-experiment/5e38c80d257c40.71389021.png" width="624" height="309" data-image="ebtgakhryvng"></figure> <p>What's it all mean? While it's a good idea to keep adhering to H1 "best practices" for a number of reasons, Google will more than likely figure things out — as our experiment showed — if you fail to follow strict H1 guidelines. </p> <p>Regardless, you should likely:</p> <ol><li>Organize your content with <strong>hierarchical headings</strong> — ideally H1, H2s, H3s, etc.</li><li>Use a <strong>large font headline</strong> at the top of your content. In other words, make it easy for Google, screen readers, and other machines or people reading your content to figure out the headline.</li><li>If you have a CMS or technical limitations that prevent you from using strict H1s and SEO best practices, <em>do your best and don't sweat the small stuff</em>.</li></ol> <p>Real-world SEO — for better or worse — can be messy.&nbsp;Fortunately, it can also be flexible.</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/9375/13287092.gif" height="1" width="1"/> Facebook’s New Creator Studio App Helps With Managing Pages On the Go via @MattGSouthern http://tracking.feedpress.it/link/13962/13285767 Search Engine Journal urn:uuid:e9d6dbd2-a284-9ef5-9085-d593c6763076 Mon, 24 Feb 2020 20:40:04 +0000 <p>Facebook’s launching a Creator Studio app for iOS and Android that assists users with managing page content and monitoring performance.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/facebooks-new-creator-studio-app-helps-with-managing-pages-on-the-go/351076/">Facebook’s New Creator Studio App Helps With Managing Pages On the Go via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13285767.gif" height="1" width="1"/> 3 tips for optimizing paid social campaigns for seasonality https://marketingland.com/3-tips-for-optimizing-paid-social-campaigns-for-seasonality-276329 Marketing Land urn:uuid:628ffe1a-f705-4e1c-e586-d9ac55d1c1f6 Mon, 24 Feb 2020 19:52:01 +0000 <p>How retailers can make their seasonal social ad dollars go further. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/3-tips-for-optimizing-paid-social-campaigns-for-seasonality-276329">3 tips for optimizing paid social campaigns for seasonality</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Planning your paid social campaigns well ahead of your peak periods &#8212; whether seasonal, holiday or promotional &#8212; help ensure you hit your goals. <a rel="noreferrer noopener" aria-label="Michelle Stinson Ross (opens in a new tab)" href="https://marketinglandevents.com/speaker-bio.php/?id=1366" target="_blank">Michelle Stinson Ross</a>, marketing operations director at Apogee Results, offered tips on how advertisers can get the most out of seasonal social ads at <a rel="noreferrer noopener" href="https://marketinglandevents.com/smx/west/" target="_blank">SMX West</a> in San Jose last week.</p> <p>As part of a deep focus on digital commerce marketing, speakers discussed ways social commerce and shoppable media are <a rel="noreferrer noopener" aria-label="transforming (opens in a new tab)" href="https://marketingland.com/how-digital-commerce-marketing-is-reshaping-search-marketplaces-and-social-276373" target="_blank">transforming</a> the way online retailers approach digital marketing.</p> <h2>Stay top of mind</h2> <p>“Paid social sits much higher in your sales funnel than paid search does. Just think about it&#8230; Are human beings really able to search for something they&#8217;ve never heard of before? No, probably not,” said Stinson Ross. </p> <p>It’s the reason why paid social advertisers need to be thinking about social in the same vein as “old school” forms of mass media: newspapers, radio, or television. “These are all exposures to audiences that may have never heard of us,” she added. </p> <p>Social media as a marketing channel may not present an “intense moment of buying,” Stinson Ross said, but it could provide an opportunity to remind or introduce consumers to your brand and how it can benefit them. </p> <p>Early exposure also means you&#8217;ll be able to build up audiences to remarket to when your seasonal periods hit. “Facebook, Twitter, Instagram, Pinterest, LinkedIn – all of them have retargeting options so that [brands] can remind them – hey, there&#8217;s a sale coming up,” she said. Effective retargeting works best when advertisers can segment top-of-funnel visitors from those already familiar with your brand and tailor the messaging accordingly. </p> <p>Remarketing is also an opportunity to cross-sell and upsell to past customers, said Stinson.</p> <h2>Target seasonal behavior</h2> <p>Timing is everything and targeting for seasonal behavior is key for online retailers. Surf gear ads in the winter and ski gear ads in the summer aren&#8217;t likely to resonate. That said, the trends and consumer behaviors may surprise you. Look at search trends data and your own analytics to be able to anticipate &#8212; and get ahead of &#8212; your seasonal upticks.</p> <p>Take cues from brick-and-mortar retailers, suggests Stinson Ross. “We can pay attention to competitors and other retail outlets as to when is that signal going out to customers that it&#8217;s time to start thinking about the next holiday. We can begin to target that in social.”</p> <h2>Connecting throughout the customer journey</h2> <p>Retargeting becomes especially important when advertisers can return to audience pools generated through broader campaigns, Stinson Ross said. Commerce advertisers can bolster social retargeting efforts by building lists of social visitors to target with Search campaigns. </p> <p>When it comes to measurement, marketers should beware of measuring paid social&#8217;s impact based on last-click attribution.</p> <p>“While you may get them to go to that page and consider that product, they may not buy in that particular moment. But that&#8217;s where PPC can pick them up, finish the process and get them to the sale in the end,” Stinson Ross concluded.</p> <div class="well"> <h2><small>More from SMX</small></h2> <ul class="post-list"> <li><small><a href="https://searchengineland.com/e-commerce-category-pages-outperform-product-detail-pages-in-serps-329477">E-commerce category pages outperform product detail pages in SERPs</a></small></li><li><small><a href="https://searchengineland.com/paid-search-marketers-can-find-success-with-top-of-funnel-campaigns-328916">Paid search marketers can find success with top of funnel campaigns</a></small></li><li><small><a href="https://searchengineland.com/whats-happening-with-featured-snippets-328494">What's happening with featured snippets?</a></small></li><li><small><a href="https://searchengineland.com/bridging-seo-and-web-development-how-to-get-developers-on-your-side-328148">Bridging SEO and web development: How to get developers on your side</a></small></li></ul></div> <p>The post <a rel="nofollow" href="https://marketingland.com/3-tips-for-optimizing-paid-social-campaigns-for-seasonality-276329">3 tips for optimizing paid social campaigns for seasonality</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Orchestrate B2B business processes around buying groups to deliver more revenue https://marketingland.com/orchestrate-b2b-business-processes-around-buying-groups-to-deliver-more-revenue-276522 Marketing Land urn:uuid:ac3d30cc-ce01-6998-920a-78b193dd7bb2 Mon, 24 Feb 2020 19:30:00 +0000 <p>Everyone knows there’s more than one decision-maker in a complex B2B sale.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/orchestrate-b2b-business-processes-around-buying-groups-to-deliver-more-revenue-276522">Orchestrate B2B business processes around buying groups to deliver more revenue</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <figure class="wp-block-image size-large"><a href="https://event.on24.com/wcc/r/2197860/72404645B15C24CF7213CE4E9DF32178?partnerref=mlpost"><img src="https://marketingland.com/wp-content/ml-loads/2019/10/webinar-443082769-ss-1920-800x450.jpg" alt="" class="wp-image-269204" srcset="https://marketingland.com/wp-content/ml-loads/2019/10/webinar-443082769-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/10/webinar-443082769-ss-1920-200x113.jpg 200w, https://marketingland.com/wp-content/ml-loads/2019/10/webinar-443082769-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/10/webinar-443082769-ss-1920-768x432.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/10/webinar-443082769-ss-1920-550x310.jpg 550w, https://marketingland.com/wp-content/ml-loads/2019/10/webinar-443082769-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure> <p>Everyone knows there’s more than one decision-maker in a complex B2B sale. But too often, companies don’t have insights into what the broader buying group is thinking and doing because they don’t have the right processes in place. As a result, revenue suffers.</p> <p>Join Forrester’s Kerry Cunningham and Openprise’s Allen Pogorzelski to hear how you can orchestrate your business processes to get a more robust picture of the individuals behind your target accounts, and automate those processes at scale.</p> <p>Register today for <a href="https://event.on24.com/wcc/r/2197860/72404645B15C24CF7213CE4E9DF32178?partnerref=mlpost">&#8220;Orchestrating B2B Business Processes around Buying Groups to Deliver More Revenue,&#8221;</a> presented by Openprise.</p> <p><!--EndFragment--><br> <br> </p><p>The post <a rel="nofollow" href="https://marketingland.com/orchestrate-b2b-business-processes-around-buying-groups-to-deliver-more-revenue-276522">Orchestrate B2B business processes around buying groups to deliver more revenue</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Dun & Bradstreet launches in-market audience targeting for B2B marketers https://marketingland.com/dun-bradstreet-launches-in-market-audience-targeting-for-b2b-marketers-276473 Marketing Land urn:uuid:924c92ae-4669-7caf-e27c-5503cd8ead64 Mon, 24 Feb 2020 19:00:43 +0000 <p>The company claims the new solution will help marketers pinpoint richer buying signals from customers who are ready to buy.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/dun-bradstreet-launches-in-market-audience-targeting-for-b2b-marketers-276473">Dun &#038; Bradstreet launches in-market audience targeting for B2B marketers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Data and analytics provider Dun &amp; Bradstreet has launched <a rel="noreferrer noopener" aria-label="identify (opens in a new tab)" href="https://www.prnewswire.com/news-releases/dun--bradstreet-launches-proprietary-buyer-intent-increases-roi-for-b2b-marketing-teams-301009470.html" target="_blank">D&amp;B Buyer Intent,</a> a platform that claims to highlight when companies are ready to buy a range of B2B products and services.</p> <p>To do that, the system analyzes web engagements and uses natural language processing and applies a buying score that indicates customer engagement with different content across the buyer journey.</p> <h2>Why we care</h2> <p>Identifying early-stage buying intent signals can help businesses prioritize leads and refine their ABM strategies to shorten sales cycles. Instead of relying on domain-based targeting as part of an ABM strategy, Dun &amp; Bradstreet says D&amp;B Buyer Intent can be more precise by targeting based on buying locations and signals matched to a firm&#8217;s unique Dun &amp; Bradstreet&#8217;s D-U-N-S Number. </p> <p>Many ad platforms &#8212; Google, Microsoft, Facebook &#8212; offer in-market audience targeting, with audiences based on their search and/or web activity among other signals. Dun &amp; Bradstreet&#8217;s Intent solution can be applied across channels, including email and advertising campaigns, to reach buyers deemed ready to buy. The company says businesses can apply &#8220;custom models tailored to phrases that are most relevant&#8221; to their businesses.</p> <h2>More on the news</h2> <ul><li>&#8220;Basic intent signals only indicate interest, not necessarily an intent to buy,&#8221; said Michael Bird, president of sales and marketing solutions at Dun &amp; Bradstreet. &#8220;D&amp;B Buyer Intent takes a personalized, precise and intelligent approach to enabling B2B companies to identify and reach their in-market buyers when it matters the most.&#8221;</li><li>When implementing the new tools for its own campaigns, the company saw a 22% increase in click-through rates, a 20% increase in return on ad spend and a 13% lift in conversion rates.</li></ul> <p>The post <a rel="nofollow" href="https://marketingland.com/dun-bradstreet-launches-in-market-audience-targeting-for-b2b-marketers-276473">Dun &#038; Bradstreet launches in-market audience targeting for B2B marketers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> BlueVenn adds native email component to its CDP platform https://marketingland.com/bluevenn-adds-native-email-component-to-its-cdp-platform-276469 Marketing Land urn:uuid:10c68f58-fbcf-c98a-2e90-b83a402ccb2b Mon, 24 Feb 2020 16:30:42 +0000 <p>The customer data platform is now rolling out "built in" email marketing capabilities. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/bluevenn-adds-native-email-component-to-its-cdp-platform-276469">BlueVenn adds native email component to its CDP platform</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>The customer data platform BlueVenn is <a rel="noreferrer noopener" aria-label="launching (opens in a new tab)" href="https://www.prnewswire.com/news-releases/bluevenn-launches-a-new-cdp-powered-email-channel-within-its-omnichannel-marketing-hub-301007471.html" target="_blank">launching</a> an email component to its platform, giving users the ability to create email marketing campaigns without using an external email solution that integrates with the the CDP platform. </p> <p>&#8220;Email is still a batch and blast marketing tool, disconnected from other online and offline channels,&#8221; said BlueVenn CEO Steve Klin, &#8220;This new functionality ensures that marketers can evolve a multi-channel methodology.&#8221; </p> <h2>Why we care</h2> <p>By building its own email function, BlueVenn&#8217;s CDP is able to sync customer data and events from offline interactions and purchases within its new email channel &#8212; boosting personalization capabilities. </p> <p>There is also the added benefit of being able to unify multiple email addresses for a user. &#8220;Email marketing platforms generally rely on an email address as a unique identifier, which can present problems when a single customer has multiple email addresses,&#8221; explains Chris Hayes, BlueVenn&#8217;s VP of engineering, &#8220;Having your email marketing directly powered by the CDP enables you to utilize the data held in all areas of the business to improve the relevancy of your email<em>s</em>.&#8221; </p> <h2>More on the news</h2> <ul><li>BlueVenn already offered integrations with multiple email marketing solutions, including Marketo, Act On and HubSpot. </li><li>The new email functionality comes with email design and creative elements, along with the ability to merge tags and include trackable URLs, social media links and unsubscribe buttons. </li><li>BlueVenn currently has offices in the U.S., UK and France and works with more than 400 brands across 12 different countries. </li></ul> <p>The post <a rel="nofollow" href="https://marketingland.com/bluevenn-adds-native-email-component-to-its-cdp-platform-276469">BlueVenn adds native email component to its CDP platform</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Unpacking the CausalImpact of Google’s Double-Dipping Featured Snippet Update via @johncaiozzo http://tracking.feedpress.it/link/13962/13284962 Search Engine Journal urn:uuid:7520563c-7c36-8640-de96-3a2b1d312f9c Mon, 24 Feb 2020 15:45:06 +0000 <p>How much did Google's featured snippet update impact clicks and click-through rate? Here are some surprising (and unsurprising) conclusions.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-featured-snippet-update-causalimpact/349706/">Unpacking the CausalImpact of Google’s Double-Dipping Featured Snippet Update via @johncaiozzo</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13284962.gif" height="1" width="1"/> 8 Techniques to Get More Customer Reviews for Your Local Business via @DholakiyaPratik http://tracking.feedpress.it/link/13962/13284867 Search Engine Journal urn:uuid:ba640748-7b3f-378d-2f74-f62850e6daeb Mon, 24 Feb 2020 14:45:53 +0000 <p>Here are eight of the best ways to earn more and better customer reviews for your local business.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/get-more-customer-reviews-for-local-business/349982/">8 Techniques to Get More Customer Reviews for Your Local Business via @DholakiyaPratik</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13284867.gif" height="1" width="1"/> 7 Techniques to Get More Customer Reviews for Your Local Business via @DholakiyaPratik http://tracking.feedpress.it/link/13962/13284867 Search Engine Journal urn:uuid:b18ad815-35f2-447d-c590-516bde286170 Mon, 24 Feb 2020 14:45:53 +0000 <p>Here are seven of the best ways to earn more and better customer reviews for your local business.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/get-more-customer-reviews-for-local-business/349982/">7 Techniques to Get More Customer Reviews for Your Local Business via @DholakiyaPratik</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13284867.gif" height="1" width="1"/> Ask Me Anything About PPC: Introducing Our New Monthly Column via @MrDannyGoodwin http://tracking.feedpress.it/link/13962/13284625 Search Engine Journal urn:uuid:5e11120c-56fd-e56d-3fb8-b7b830625ee9 Mon, 24 Feb 2020 13:45:07 +0000 <p>Search Engine Journal's hand-picked expert is ready to answer all your questions about paid search and paid social.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/introducing-ask-me-anything-about-ppc/350236/">Ask Me Anything About PPC: Introducing Our New Monthly Column via @MrDannyGoodwin</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13284625.gif" height="1" width="1"/> Zero-Click Searches: How to Get Back Your Lost Traffic [Webinar] via @lorenbaker http://tracking.feedpress.it/link/13962/13284559 Search Engine Journal urn:uuid:ce999433-1d31-343e-1c17-308fbe6acaad Mon, 24 Feb 2020 12:45:03 +0000 <p>Join our next live webinar and discover how you can recover traffic lost to zero-click searches.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/zero-click-searches-how-to-get-back-your-lost-traffic-webinar/350274/">Zero-Click Searches: How to Get Back Your Lost Traffic [Webinar] via @lorenbaker</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13284559.gif" height="1" width="1"/> How to Analyze Your Facebook Ad Results: 7 Metrics to Track https://www.socialmediaexaminer.com/how-to-analyze-facebook-ad-results-7-metrics-to-track/ Social Media Examiner urn:uuid:cf5d4643-b6b2-2522-9bc5-f88f461be209 Mon, 24 Feb 2020 11:00:41 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/analyze-facebook-ad-results-metrics-to-track-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/analyze-facebook-ad-results-metrics-to-track-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/analyze-facebook-ad-results-metrics-to-track-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/analyze-facebook-ad-results-metrics-to-track-1200-1024x536.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/analyze-facebook-ad-results-metrics-to-track-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/analyze-facebook-ad-results-metrics-to-track-1200-768x402.png 768w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you know if your Facebook ads are working? Wondering which key metrics you should be tracking? In this article, you&#8217;ll discover seven important Facebook ad metrics you need to know, where to find them in Ads Manager, and what to do when you&#8217;re not getting the results you want. #1: Return on Ad Spend [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-analyze-facebook-ad-results-7-metrics-to-track/">How to Analyze Your Facebook Ad Results: 7 Metrics to Track</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> LinkedIn Lets Users Showcase Samples of Work on Their Profiles via @MattGSouthern http://tracking.feedpress.it/link/13962/13284103 Search Engine Journal urn:uuid:f682c29a-2ccd-22f7-043d-240f24a491a0 Mon, 24 Feb 2020 09:56:31 +0000 <p>A new addition to LinkedIn profiles will allow users to highlight samples of their work for others to see.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/linkedin-lets-users-showcase-samples-of-work-on-their-profiles/350856/">LinkedIn Lets Users Showcase Samples of Work on Their Profiles via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13284103.gif" height="1" width="1"/> Google Displays Prominent Links to Third Party Services in Local SERPs via @MattGSouthern http://tracking.feedpress.it/link/13962/13283223 Search Engine Journal urn:uuid:b03564e6-986b-b42f-713a-7413e43a0d9e Mon, 24 Feb 2020 06:08:14 +0000 <p>Google has been spotted linking to competitive third-party services at the top of local search results pages.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-displays-prominent-links-to-third-party-services-in-local-serps/350768/">Google Displays Prominent Links to Third Party Services in Local SERPs via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13283223.gif" height="1" width="1"/> Google & Other Search Engines Found Indexing Links to Private WhatsApp Groups via @MattGSouthern http://tracking.feedpress.it/link/13962/13282764 Search Engine Journal urn:uuid:c3b17bdd-b34b-686f-83f0-3bc88300eb9c Mon, 24 Feb 2020 02:02:17 +0000 <p>It has been discovered that search engines, including Google, are indexing invites to private groups on WhatsApp.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-other-search-engines-found-indexing-links-to-private-whatsapp-groups/350724/">Google &#038; Other Search Engines Found Indexing Links to Private WhatsApp Groups via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13282764.gif" height="1" width="1"/> Spot Zero is Gone &mdash; Here's What We Know After 30 Days http://tracking.feedpress.it/link/9375/13283673 Moz Blog urn:uuid:b6a315f9-ee80-0d55-a851-967b0a3e1d92 Mon, 24 Feb 2020 00:01:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/12888565\">PJ_Howland</a></p><p>As you are probably aware by now, recent updates have changed the world of search optimization. On January 22nd Google, in its infinite wisdom, decided that the URL that has earned the featured snippet in a SERP would not have the additional spot in that SERP. This also means that from now on the featured snippet will be the true spot-one position. </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">If a web page listing is elevated into the featured snippet position, we no longer repeat the listing in the search results. This declutters the results & helps users locate relevant information more easily. Featured snippets count as one of the ten web page listings we show.</p>— Danny Sullivan (@dannysullivan) <a href="https://twitter.com/dannysullivan/status/1220096026981175296?ref_src=twsrc%5Etfw">January 22, 2020</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Rather than rehash what’s been so eloquently discussed already, I’ll direct you to <a href="https://moz.com/blog/position-zero-is-dead-long-live-position-zero">Dr. Pete’s post</a> if you need a refresher on what this means for you and for Moz. </p> <h2>30 days is enough to call out trends, not all of the answers</h2> <p>I’ve been in SEO long enough to know that when there’s a massive shake-up (like the removal of spot zero), bosses and clients want to know what that means for the business. In situations like this, SEOs responses are limited to 1) what they can see in their own accounts, and 2) what others are reporting online.</p> <p>A single 30-day period isn’t enough time to observe concrete trends and provide definitive suggestions for what every SEO should do. But it is enough time to give voice to the breakout trends that are worth observing as time goes on. The only way for SEOs to come out on top is by sharing the trends they are seeing with each other. Without each other’s data and theories, we’ll all be left to see only what’s right in front of us — which is often not the entire picture. <br><br>So in an effort to further the discussion on the post-spot-zero world, we at <a href="https://www.97thfloor.com/">97th Floor</a> set out to uncover the trends under our nose, by looking at nearly 3,000 before-and-after examples of featured snippets since January 22nd. </p> <h2>The data and methodology</h2> <p>I know we all want to just see the insights (which you’re welcome to skip to anyway), but it's worth spending a minute explaining the loose methodology that yielded the findings. </p> <p>The two major tools used here were Google Search Console and <a href="https://getstat.com/">STAT</a>. While there’s more traffic data in Google Analytics than GSC, we’re limited in seeing the traffic driven by actual keywords, being limited by page-wide traffic. For this reason, we used GSC to get the click-through rates of specific keywords on specific pages. This pairs nicely with STAT's data to give us a daily pinpoint of both Google Rank and Google Base Rank for the keywords at hand.</p> <p>While there are loads of keywords to look at, we found that small-volume keywords — anything under 5,000 global MSV (with some minor exceptions) — produced findings that didn’t have enough data behind them to claim statistical significance. So, all of the keywords analyzed had over 5,000 global monthly searches, as reported by STAT.</p> <p>It’s also important to note that all the difficulty scores come from Moz.</p> <p>Obviously we were only interested in SERPs that had an existing featured snippet serving to ensure we had an accurate before-and-after picture, which narrows down the number of keywords again. When all was said and done, the final batch of keywords analyzed was 2,773.</p> <p>We applied basic formulas to determine which keywords were telling clear stories. That led us to intimately analyze about 100 keywords by hand, sometimes multiple hours looking at a single keyword, or rather a single SERP over a 30-day period. The findings reported below come from these 100 qualitative keyword analyses.</p> <p>Oh, and this may go without saying, but I’m doing my best to protect 97th Floor’s client’s data, so I won’t be giving anything incriminating away as to which websites my screenshots are attached to. 97th Floor has access to hundreds of client GSC accounts and we track keywords in STAT for nearly every one of them. </p> <p>Put plainly, I’m dedicated to sharing the best data and insight, but not at the expense of our clients’ privacy. </p> <h2>The findings... not what I expected</h2> <p>Yes, I was among the list of SEOs that said for the first time ever SEOs might actually need to consider shooting for spot 2 instead of spot 1.</p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Who saw <a href="https://twitter.com/dannysullivan?ref_src=twsrc%5Etfw">@dannysullivan</a>'s tweet on spot zero no longer playing a part in SERPs?<br><br>The biggest takeaway from this article is that for the first time since the launch of featured snippets 6 years ago SEOs may want to actually consider deoptimizing for featured snippets.&nbsp;<a href="https://t.co/5eqSZiQhvz">https://t.co/5eqSZiQhvz</a></p>— PJ Howland (@askPJHowland) <a href="https://twitter.com/askPJHowland/status/1220144487835389952?ref_src=twsrc%5Etfw">January 23, 2020</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>I still don’t think I was wrong (as the data below shows), but after this data analysis I’ve come to find that it’s a more nuanced story than the quick and dirty results we all want from a study like this. </p> <p>The best way to unfold the mystery from the spot-zero demotion is to call out the individual findings from this study as individual lessons learned. So, in no particular order, here’s the findings. </p> <h2>Longtime snippet winners are seeing CTR and traffic drops</h2> <p>While the post-spot-zero world may seem exciting for SEOs that have been gunning for a high-volume snippet spot for years, the websites who have held powerful snippet positions indefinitely are seeing fewer clicks.</p> <p>The keyword below represents a page we built years ago for a client that has held the snippet almost exclusively since launch. The keyword has a global search volume of 74,000 and a difficulty of 58, not to mention an average CPC of $38.25. Suffice it to say that this is quite a lucrative keyword and position for our client. </p> <p>We parsed out the CTR of this single keyword directing to this single page on Google Search Console for two weeks prior to the January 22d announcement and two weeks following it. I’d love to go back farther than two weeks, but if we did, we would have crept into New Years traffic numbers, which would have muddled the data.</p> <h2><figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e50890e5eac01.71326004.png" width="624" height="289" data-image="d87yese8s5h6"></figure></h2> <p>As you can see, the impressions and average position remained nearly identical for these two periods. But CTR and subsequent clicks decreased dramatically in the two weeks immediately following the January 22nd spot-zero termination. </p> <p>If this trend continues for the rest of 2020, this single keyword snippet changeup will result in a drop of 9,880 clicks in 2020. Again, that’s just a single keyword, not all of the keywords this page represents. When you incorporate average CPC into this equation that amounts to $377,910 in lost clicks (if those were paid clicks).</p> <p>Sure, this is an exaggerated situation due to the volume of the keyword and inflated CPC, but the principle uncovered over and over in this research remains the same: Brands that have held the featured snippet position for long periods of time are seeing lower CTRs and traffic as a direct result of the spot-zero shakeup. </p> <h2>When a double snippet is present, CTR on the first snippet tanks</h2> <p>Nearly as elusive as the yeti or Bigfoot, the double snippet found in its natural habitat is rare.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e50890f2e9122.81158691.png" width="624" height="1673" data-image="1h4g4zjqtvk8"></figure> <p>Sure this might be expected; when there are two results that are both featured snippets, the first one gets fewer clicks. But the raw numbers left us with our jaws on the floor. In every instance we encountered this phenomenon we discovered that spot one (the #1 featured snippet) loses more than 50% of its CTR when the second snippet is introduced. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e50891394f2b7.70020213.png" width="624" height="257" data-image="a28yr3agp2vz"></figure> <p>This 40,500 global MSV keyword was the sole featured snippet controller on Monday, and on Tuesday the SERP remained untouched (aside from the second snippet being introduced). </p> <p>This small change brought our client’s CTR to its knees from a respectable 9.2% to a crippling 2.9%.</p> <p>When you look at how this keyword performed the rest of the week, the trend continues to follow suit. </p> <p>Monday and Wednesday are single snippet days, while Tuesday, Thursday, and Friday brought the double snippet.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e50891458a1a8.90949926.png" width="624" height="179" data-image="zzyf68xhdmwm"></figure> <p></p> <h2>Easy come, easy go (not a true Spot 1)</h2> <p>There’s been a great deal of speculation on this fact, but now I can confirm that ranking for a featured snippet doesn’t come the same way as ranking for a true spot 1. In the case below, you can see a client of ours dancing around spots 5 and 6 before taking a snippet. Similarly when they lose the snippet, they fall back to the original position. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508914eae464.96991125.png" width="624" height="195" data-image="0bokq414sly4"></figure> <p>Situations like this were all too common. Most of the time we see URLs losing the snippet to other URLs. Other times, Google removes the snippet entirely only to bring it back the following day. </p> <p>If you’re wondering what the CTR reporting on GSC was for the above screenshot, I’ve attached that below. But don’t geek out too quickly; the findings aren’t terribly insightful. Which is insightful in itself. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e5089158fae61.00818993.png" width="624" height="173" data-image="jmn1vhplz5z8"></figure> <p>This keyword has 22,200 global volume and a keyword difficulty of 44. The SERP gets significant traffic, so you would think that findings would be more obvious.</p> <p>If there’s something to take away from situations like this, here it is: Earning the snippet doesn’t inherently mean CTRs will improve beyond what you would be getting in a below-the-fold position. </p> <h2>Seeing CTR bumps below the fold</h2> <p>Much of the data addressed to this point either speaks of sites that either have featured snippets or lost them, but what about the sites that haven’t had a snippet before or after this shakeup?</p> <p>If that describes your situation, you can throw yourself a tiny celebration (emphasis on the tiny), because the data is suggesting that your URLs could be getting a slight CTR bump.</p> <p>The example below shows a 74,000 global MSV keyword with a difficulty that has hovered between spots 5 and 7 for the week preceding and the week following January 22nd. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508916403a28.93000626.png" width="624" height="177" data-image="navn844bsl1i"></figure> <p>The screenshot from STAT shows that this keyword has clearly remained below the fold and fairly consistent. If anything, it ranked worse after January 22nd.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508916c67f86.28296176.png" width="624" height="179" data-image="vqc9vnt8ntq0"></figure> <p>The click-through rate improved the week following January 22nd from 3% to 3.7%. Perhaps not enough to warrant any celebration for those that are below the fold, as this small increase was typical across many mid-first-page positions. </p> <h2>“People Also Ask” boxes are here to steal your snippet CTR </h2> <p>Perhaps this information isn’t new when considering the fact that PAA boxes are just one more place that can lead users down a rabbit hole of information that isn’t about your URL. </p> <p>On virtually every single SERP (in fact, we didn’t find an instance where this wasn’t true), the presence of a PAA box drops the CTR of both the snippet and the standard results. </p> <p>The negative effects of the PAA box appearing in your SERP are mitigated when the PAA box doesn’t serve immediately below the featured snippet. It’s rare, but there are situations where the “People Also Ask” box serves lower in the SERP, like this example below. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e5089177d05b5.62729503.png" width="624" height="1781" data-image="5rf422f4vhai"></figure> <p>If your takeaway here is to create more pages that answer questions showing up in relevant PAA boxes, take a moment to digest the fact that we rarely saw instances of clicks when our clients showed up in PAA boxes. </p> <p>In this case, we have a client that ranks for two out of the first four answers in a high-volume SERP (22,000 global monthly searches), but didn’t see a single click — at least none to speak of from GSC:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508918430c99.25023326.png" width="624" height="259" data-image="lccbxvb8yg2a"></figure> <p>While its counterpart page, which served in spot 6 consistently, is at least getting some kind of click-through rate:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508918e5de61.00689476.png" width="624" height="259" data-image="13wbe2lv8tqx"></figure> <p>If there’s a lesson to be learned here, it’s that ranking below the fold on page one is better than getting into the PAA box (in the terms of clicks anyway).</p> <h2>So, what is the takeaway?</h2> <p>As you can tell, the findings are a bit all over the place. However, the main takeaway that I keep coming back to is this: <strong>Clickability matters more than it ever has. </strong></p> <p>As I was crunching this data, I was constantly reminded of a phrase our EVP of Operations, Paxton Gray, is famous for saying: </p> <blockquote>“Know your SERPs.”</blockquote> <p>This stands truer today than it did in 2014 when I first heard him say it. </p> <p>As I reflected on this pool of frustrating data, I was reminded of Jeff Bezo’s remarks in his <a href="https://online.wsj.com/public/resources/documents/Amazon_Shareholder_Letter.pdf">2017 Amazon Shareholder’s letter</a>:<br></p> <blockquote>“One thing I love about customers is that they are divinely discontent. Their expectations are never static — they go up. It’s human nature. We didn’t ascend from our hunter-gatherer days by being satisfied. People have a voracious appetite for a better way, and yesterday’s ‘wow’ quickly becomes today’s ‘ordinary’.”</blockquote> <p>And then it hit me: Google wasn’t built for SEOs; it’s built for users. Google’s job is our job, giving the users the best content. At 97th Floor our credo is: we make the internet a better place. Sounds a little corny, but we stand by it. Every page we build, every ad we run, every interactive we build, and every PDF we publish for our clients needs to make the internet a better place. And while it’s challenging for us watching Google’s updates take clicks from our clients, we recognize that it’s for the user. This is just one more step in the elegant dance we perform with Google. </p> <p>I remember a day when spots 1, 2, and 3 were consistently getting CTRs in the double digits. And today, we celebrate if we can get spot 1 over 10% CTR. Heck, I‘ll even take an 8% for a featured snippet after running this research!</p> <p>SEO today is more than just putting your keyword in a title and pushing some links to a page. SERP features can have a more direct effect on your clicks than your own page optimizations. But that doesn’t mean SEO is out of our control — not by a long shot. SEOs will pull through, we always do, but we need to share our learnings with each other. Transparency makes the internet a better place after all.</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/12888565\">PJ_Howland</a></p><p>As you are probably aware by now, recent updates have changed the world of search optimization. On January 22nd Google, in its infinite wisdom, decided that the URL that has earned the featured snippet in a SERP would not have the additional spot in that SERP. This also means that from now on the featured snippet will be the true spot-one position. </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">If a web page listing is elevated into the featured snippet position, we no longer repeat the listing in the search results. This declutters the results & helps users locate relevant information more easily. Featured snippets count as one of the ten web page listings we show.</p>— Danny Sullivan (@dannysullivan) <a href="https://twitter.com/dannysullivan/status/1220096026981175296?ref_src=twsrc%5Etfw">January 22, 2020</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Rather than rehash what’s been so eloquently discussed already, I’ll direct you to <a href="https://moz.com/blog/position-zero-is-dead-long-live-position-zero">Dr. Pete’s post</a> if you need a refresher on what this means for you and for Moz. </p> <h2>30 days is enough to call out trends, not all of the answers</h2> <p>I’ve been in SEO long enough to know that when there’s a massive shake-up (like the removal of spot zero), bosses and clients want to know what that means for the business. In situations like this, SEOs responses are limited to 1) what they can see in their own accounts, and 2) what others are reporting online.</p> <p>A single 30-day period isn’t enough time to observe concrete trends and provide definitive suggestions for what every SEO should do. But it is enough time to give voice to the breakout trends that are worth observing as time goes on. The only way for SEOs to come out on top is by sharing the trends they are seeing with each other. Without each other’s data and theories, we’ll all be left to see only what’s right in front of us — which is often not the entire picture. <br><br>So in an effort to further the discussion on the post-spot-zero world, we at <a href="https://www.97thfloor.com/">97th Floor</a> set out to uncover the trends under our nose, by looking at nearly 3,000 before-and-after examples of featured snippets since January 22nd. </p> <h2>The data and methodology</h2> <p>I know we all want to just see the insights (which you’re welcome to skip to anyway), but it's worth spending a minute explaining the loose methodology that yielded the findings. </p> <p>The two major tools used here were Google Search Console and <a href="https://getstat.com/">STAT</a>. While there’s more traffic data in Google Analytics than GSC, we’re limited in seeing the traffic driven by actual keywords, being limited by page-wide traffic. For this reason, we used GSC to get the click-through rates of specific keywords on specific pages. This pairs nicely with STAT's data to give us a daily pinpoint of both Google Rank and Google Base Rank for the keywords at hand.</p> <p>While there are loads of keywords to look at, we found that small-volume keywords — anything under 5,000 global MSV (with some minor exceptions) — produced findings that didn’t have enough data behind them to claim statistical significance. So, all of the keywords analyzed had over 5,000 global monthly searches, as reported by STAT.</p> <p>It’s also important to note that all the difficulty scores come from Moz.</p> <p>Obviously we were only interested in SERPs that had an existing featured snippet serving to ensure we had an accurate before-and-after picture, which narrows down the number of keywords again. When all was said and done, the final batch of keywords analyzed was 2,773.</p> <p>We applied basic formulas to determine which keywords were telling clear stories. That led us to intimately analyze about 100 keywords by hand, sometimes multiple hours looking at a single keyword, or rather a single SERP over a 30-day period. The findings reported below come from these 100 qualitative keyword analyses.</p> <p>Oh, and this may go without saying, but I’m doing my best to protect 97th Floor’s client’s data, so I won’t be giving anything incriminating away as to which websites my screenshots are attached to. 97th Floor has access to hundreds of client GSC accounts and we track keywords in STAT for nearly every one of them. </p> <p>Put plainly, I’m dedicated to sharing the best data and insight, but not at the expense of our clients’ privacy. </p> <h2>The findings... not what I expected</h2> <p>Yes, I was among the list of SEOs that said for the first time ever SEOs might actually need to consider shooting for spot 2 instead of spot 1.</p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Who saw <a href="https://twitter.com/dannysullivan?ref_src=twsrc%5Etfw">@dannysullivan</a>'s tweet on spot zero no longer playing a part in SERPs?<br><br>The biggest takeaway from this article is that for the first time since the launch of featured snippets 6 years ago SEOs may want to actually consider deoptimizing for featured snippets.&nbsp;<a href="https://t.co/5eqSZiQhvz">https://t.co/5eqSZiQhvz</a></p>— PJ Howland (@askPJHowland) <a href="https://twitter.com/askPJHowland/status/1220144487835389952?ref_src=twsrc%5Etfw">January 23, 2020</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>I still don’t think I was wrong (as the data below shows), but after this data analysis I’ve come to find that it’s a more nuanced story than the quick and dirty results we all want from a study like this. </p> <p>The best way to unfold the mystery from the spot-zero demotion is to call out the individual findings from this study as individual lessons learned. So, in no particular order, here’s the findings. </p> <h2>Longtime snippet winners are seeing CTR and traffic drops</h2> <p>While the post-spot-zero world may seem exciting for SEOs that have been gunning for a high-volume snippet spot for years, the websites who have held powerful snippet positions indefinitely are seeing fewer clicks.</p> <p>The keyword below represents a page we built years ago for a client that has held the snippet almost exclusively since launch. The keyword has a global search volume of 74,000 and a difficulty of 58, not to mention an average CPC of $38.25. Suffice it to say that this is quite a lucrative keyword and position for our client. </p> <p>We parsed out the CTR of this single keyword directing to this single page on Google Search Console for two weeks prior to the January 22d announcement and two weeks following it. I’d love to go back farther than two weeks, but if we did, we would have crept into New Years traffic numbers, which would have muddled the data.</p> <h2><figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e50890e5eac01.71326004.png" width="624" height="289" data-image="d87yese8s5h6"></figure></h2> <p>As you can see, the impressions and average position remained nearly identical for these two periods. But CTR and subsequent clicks decreased dramatically in the two weeks immediately following the January 22nd spot-zero termination. </p> <p>If this trend continues for the rest of 2020, this single keyword snippet changeup will result in a drop of 9,880 clicks in 2020. Again, that’s just a single keyword, not all of the keywords this page represents. When you incorporate average CPC into this equation that amounts to $377,910 in lost clicks (if those were paid clicks).</p> <p>Sure, this is an exaggerated situation due to the volume of the keyword and inflated CPC, but the principle uncovered over and over in this research remains the same: Brands that have held the featured snippet position for long periods of time are seeing lower CTRs and traffic as a direct result of the spot-zero shakeup. </p> <h2>When a double snippet is present, CTR on the first snippet tanks</h2> <p>Nearly as elusive as the yeti or Bigfoot, the double snippet found in its natural habitat is rare.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e50890f2e9122.81158691.png" width="624" height="1673" data-image="1h4g4zjqtvk8"></figure> <p>Sure this might be expected; when there are two results that are both featured snippets, the first one gets fewer clicks. But the raw numbers left us with our jaws on the floor. In every instance we encountered this phenomenon we discovered that spot one (the #1 featured snippet) loses more than 50% of its CTR when the second snippet is introduced. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e50891394f2b7.70020213.png" width="624" height="257" data-image="a28yr3agp2vz"></figure> <p>This 40,500 global MSV keyword was the sole featured snippet controller on Monday, and on Tuesday the SERP remained untouched (aside from the second snippet being introduced). </p> <p>This small change brought our client’s CTR to its knees from a respectable 9.2% to a crippling 2.9%.</p> <p>When you look at how this keyword performed the rest of the week, the trend continues to follow suit. </p> <p>Monday and Wednesday are single snippet days, while Tuesday, Thursday, and Friday brought the double snippet.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e50891458a1a8.90949926.png" width="624" height="179" data-image="zzyf68xhdmwm"></figure> <p></p> <h2>Easy come, easy go (not a true Spot 1)</h2> <p>There’s been a great deal of speculation on this fact, but now I can confirm that ranking for a featured snippet doesn’t come the same way as ranking for a true spot 1. In the case below, you can see a client of ours dancing around spots 5 and 6 before taking a snippet. Similarly when they lose the snippet, they fall back to the original position. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508914eae464.96991125.png" width="624" height="195" data-image="0bokq414sly4"></figure> <p>Situations like this were all too common. Most of the time we see URLs losing the snippet to other URLs. Other times, Google removes the snippet entirely only to bring it back the following day. </p> <p>If you’re wondering what the CTR reporting on GSC was for the above screenshot, I’ve attached that below. But don’t geek out too quickly; the findings aren’t terribly insightful. Which is insightful in itself. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e5089158fae61.00818993.png" width="624" height="173" data-image="jmn1vhplz5z8"></figure> <p>This keyword has 22,200 global volume and a keyword difficulty of 44. The SERP gets significant traffic, so you would think that findings would be more obvious.</p> <p>If there’s something to take away from situations like this, here it is: Earning the snippet doesn’t inherently mean CTRs will improve beyond what you would be getting in a below-the-fold position. </p> <h2>Seeing CTR bumps below the fold</h2> <p>Much of the data addressed to this point either speaks of sites that either have featured snippets or lost them, but what about the sites that haven’t had a snippet before or after this shakeup?</p> <p>If that describes your situation, you can throw yourself a tiny celebration (emphasis on the tiny), because the data is suggesting that your URLs could be getting a slight CTR bump.</p> <p>The example below shows a 74,000 global MSV keyword with a difficulty that has hovered between spots 5 and 7 for the week preceding and the week following January 22nd. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508916403a28.93000626.png" width="624" height="177" data-image="navn844bsl1i"></figure> <p>The screenshot from STAT shows that this keyword has clearly remained below the fold and fairly consistent. If anything, it ranked worse after January 22nd.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508916c67f86.28296176.png" width="624" height="179" data-image="vqc9vnt8ntq0"></figure> <p>The click-through rate improved the week following January 22nd from 3% to 3.7%. Perhaps not enough to warrant any celebration for those that are below the fold, as this small increase was typical across many mid-first-page positions. </p> <h2>“People Also Ask” boxes are here to steal your snippet CTR </h2> <p>Perhaps this information isn’t new when considering the fact that PAA boxes are just one more place that can lead users down a rabbit hole of information that isn’t about your URL. </p> <p>On virtually every single SERP (in fact, we didn’t find an instance where this wasn’t true), the presence of a PAA box drops the CTR of both the snippet and the standard results. </p> <p>The negative effects of the PAA box appearing in your SERP are mitigated when the PAA box doesn’t serve immediately below the featured snippet. It’s rare, but there are situations where the “People Also Ask” box serves lower in the SERP, like this example below. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e5089177d05b5.62729503.png" width="624" height="1781" data-image="5rf422f4vhai"></figure> <p>If your takeaway here is to create more pages that answer questions showing up in relevant PAA boxes, take a moment to digest the fact that we rarely saw instances of clicks when our clients showed up in PAA boxes. </p> <p>In this case, we have a client that ranks for two out of the first four answers in a high-volume SERP (22,000 global monthly searches), but didn’t see a single click — at least none to speak of from GSC:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508918430c99.25023326.png" width="624" height="259" data-image="lccbxvb8yg2a"></figure> <p>While its counterpart page, which served in spot 6 consistently, is at least getting some kind of click-through rate:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spot-zero-is-gone/5e508918e5de61.00689476.png" width="624" height="259" data-image="13wbe2lv8tqx"></figure> <p>If there’s a lesson to be learned here, it’s that ranking below the fold on page one is better than getting into the PAA box (in the terms of clicks anyway).</p> <h2>So, what is the takeaway?</h2> <p>As you can tell, the findings are a bit all over the place. However, the main takeaway that I keep coming back to is this: <strong>Clickability matters more than it ever has. </strong></p> <p>As I was crunching this data, I was constantly reminded of a phrase our EVP of Operations, Paxton Gray, is famous for saying: </p> <blockquote>“Know your SERPs.”</blockquote> <p>This stands truer today than it did in 2014 when I first heard him say it. </p> <p>As I reflected on this pool of frustrating data, I was reminded of Jeff Bezo’s remarks in his <a href="https://online.wsj.com/public/resources/documents/Amazon_Shareholder_Letter.pdf">2017 Amazon Shareholder’s letter</a>:<br></p> <blockquote>“One thing I love about customers is that they are divinely discontent. Their expectations are never static — they go up. It’s human nature. We didn’t ascend from our hunter-gatherer days by being satisfied. People have a voracious appetite for a better way, and yesterday’s ‘wow’ quickly becomes today’s ‘ordinary’.”</blockquote> <p>And then it hit me: Google wasn’t built for SEOs; it’s built for users. Google’s job is our job, giving the users the best content. At 97th Floor our credo is: we make the internet a better place. Sounds a little corny, but we stand by it. Every page we build, every ad we run, every interactive we build, and every PDF we publish for our clients needs to make the internet a better place. And while it’s challenging for us watching Google’s updates take clicks from our clients, we recognize that it’s for the user. This is just one more step in the elegant dance we perform with Google. </p> <p>I remember a day when spots 1, 2, and 3 were consistently getting CTRs in the double digits. And today, we celebrate if we can get spot 1 over 10% CTR. Heck, I‘ll even take an 8% for a featured snippet after running this research!</p> <p>SEO today is more than just putting your keyword in a title and pushing some links to a page. SERP features can have a more direct effect on your clicks than your own page optimizations. But that doesn’t mean SEO is out of our control — not by a long shot. SEOs will pull through, we always do, but we need to share our learnings with each other. Transparency makes the internet a better place after all.</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/9375/13283673.gif" height="1" width="1"/> Google Chrome Update Introduces a New Type of Privacy Concern via @MattGSouthern http://tracking.feedpress.it/link/13962/13282496 Search Engine Journal urn:uuid:1b84b4b0-fb91-2588-1fca-94c1aa7ce05b Sun, 23 Feb 2020 23:09:34 +0000 <p>Google Chrome’s latest update is under scrutiny for what has the potential to be major privacy concern.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-chrome-update-introduces-a-new-type-of-privacy-concern/350712/">Google Chrome Update Introduces a New Type of Privacy Concern via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13282496.gif" height="1" width="1"/> How to Become an Influencer on LinkedIn via @JuliaEMcCoy http://tracking.feedpress.it/link/13962/13281753 Search Engine Journal urn:uuid:922ce730-336c-6486-0880-baae78043b68 Sun, 23 Feb 2020 13:00:04 +0000 <p>Learn five ways to gain trust as a LinkedIn influencer and grow your brand.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/become-influencer-on-linkedin/346390/">How to Become an Influencer on LinkedIn via @JuliaEMcCoy</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13281753.gif" height="1" width="1"/> The Top 15 Tools for Managing Social Media Accounts via @ashleymadhatter http://tracking.feedpress.it/link/13962/13280067 Search Engine Journal urn:uuid:56ab4af5-f473-816d-6be7-ca2b49778532 Sat, 22 Feb 2020 13:00:52 +0000 <p>Here are the top 15 must-try tools that can help you manage your social media accounts efficiently.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/social-media/top-tools/">The Top 15 Tools for Managing Social Media Accounts via @ashleymadhatter</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13280067.gif" height="1" width="1"/> New Facebook Group Tools: What Group Admins Need to Know https://www.socialmediaexaminer.com/new-facebook-group-tools-what-group-admins-need-to-know/ Social Media Examiner urn:uuid:2bcc3306-7ac3-9f01-24d0-d733b257b83a Sat, 22 Feb 2020 11:00:05 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2020/01/SMETalkShow2020-landscape_1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2020/01/SMETalkShow2020-landscape_1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/01/SMETalkShow2020-landscape_1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/01/SMETalkShow2020-landscape_1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/01/SMETalkShow2020-landscape_1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/01/SMETalkShow2020-landscape_1200-768x403.png 768w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Welcome to this week&#8217;s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week&#8217;s Social Media Marketing Talk Show, we explore new management tools for Facebook Groups admins and moderators and how they can leverage the growth of [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/new-facebook-group-tools-what-group-admins-need-to-know/">New Facebook Group Tools: What Group Admins Need to Know</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Snapchat’s New Ad Unit Prompts Users to Call or Text Businesses via @MattGSouthern http://tracking.feedpress.it/link/13962/13279119 Search Engine Journal urn:uuid:0128a299-8a5c-1b03-c3f4-5f8a2962d24b Fri, 21 Feb 2020 23:55:36 +0000 <p>Snapchat launched an ad unit that, rather than linking to a website, directs users toward calling or texting a business.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/snapchats-new-ad-unit-prompts-users-to-call-or-text-businesses/350642/">Snapchat’s New Ad Unit Prompts Users to Call or Text Businesses via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13279119.gif" height="1" width="1"/> Microsoft Edge adds Safari’s ITP rules so the video, comment embeds on your site can function more easily https://marketingland.com/microsoft-edge-adds-safaris-itp-rules-so-the-video-comment-embeds-on-your-site-can-function-more-easily-276407 Marketing Land urn:uuid:87b0a137-844b-178f-06e4-b38c8422ab97 Fri, 21 Feb 2020 23:09:36 +0000 <p>Support means embedded third-party widgets like YouTube and Facebook will work in the Chromium-based browser regardless of TLS.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/microsoft-edge-adds-safaris-itp-rules-so-the-video-comment-embeds-on-your-site-can-function-more-easily-276407">Microsoft Edge adds Safari&#8217;s ITP rules so the video, comment embeds on your site can function more easily</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Microsoft&#8217;s Edge <a href="https://twitter.com/_scottlow/status/1230735287262728194">announced</a> on Twitter Friday that an implementation of Safari&#8217;s Intelligent Tracking Prevention (ITP) is now shipping in its staging (Canary) nightly build for minor tweaks before going into production. The latest version of Edge will include Safari&#8217;s Storage Access API which enables third-party widgets on your site to function properly.</p> <p>With Safari&#8217;s <a href="https://marketingland.com/apples-latest-itp-updates-what-marketers-need-to-know-272703">most recent update to ITP</a>, website API calls to hasStorageAccess() respond conditionally with a boolean value of &#8220;false&#8221; in third party contexts by default or &#8220;true&#8221; when there are explicit first-party user interaction permission settings to allow first party access to cookies and local storage data access in third party contexts.</p> <p><strong>Why we care.</strong> The most likely scenario for these calls is where an embedded third-party widget, like YouTube or Facebook, should be able to provide authenticated video players and comment dialogs by accessing cookies and local device storage through APIs. Without access, these embeds will not be able to function on third party websites with features that require authentication and other personalized data. </p> <p><strong>SameSite adherence. </strong>This implementation in Edge is also notable because Edge is Chromium-based which means Google&#8217;s Chrome itself (along with Edge and Firefox) adhere to <a href="http://samesite">SameSite rules</a> requiring secure (TLS) https for all third-party cookies. Edge&#8217;s adoption of ITP in Chromium appears to bypass at least one SameSite restriction. With user permission as depicted below ITP will allow third party cookie access over simple http.</p> <p>Third party trackers are severely limited by ITP and SameSite rules updates. All website owners need to be aware of how browsers handle the recommendations. Edge, being Chromium-based, implements SameSite but now with a significant difference. It&#8217;s uncertain whether Chrome and Chromium itself will follow suit, but Edge demonstrates how it can be done.</p> <figure class="wp-block-image size-large"><img src="https://pbs.twimg.com/media/ERRxgsPVAAEtYHj?format=png" alt=""/></figure> <p><strong>Pull request for Chromium.</strong> The Edge team has submitted its contribution to be taken up into the Chromium project itself. The implication of the screenshot above is that with interactive first-party user permission, Edge will bypass <a href="https://searchengineland.com/samesite-requirements-for-cookies-what-seos-and-developers-need-to-know-327688">SameSite=None; Secure</a> cookie restrictions and adopt Safari&#8217;s ITP data handling behavior. The condition is related by engineers as &#8220;a first party cookie in a third party context,&#8221; which when validated by user interaction should be allowed regardless of TLS connection status.</p> <p>This is not yet the case for Chrome and Chromium where SameSite rules for all third party cookies require TLS in addition to a corresponding cookie value setting: SameSite=None; Secure. The Chrome team only recently announced the SameSite update to the rules, which were adopted by Edge and Firefox. Edge&#8217;s Chromium contribution now straddles both SameSite and ITP rules for third party data access.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/microsoft-edge-adds-safaris-itp-rules-so-the-video-comment-embeds-on-your-site-can-function-more-easily-276407">Microsoft Edge adds Safari&#8217;s ITP rules so the video, comment embeds on your site can function more easily</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Social shorts: Facebook launches Pinterest lookalike app, Instagram tests ‘Latest Posts’ feature, Snapchat could be getting a new look https://marketingland.com/social-shorts-facebook-launches-pinterest-lookalike-app-instagram-tests-latest-posts-feature-snapchat-could-be-getting-a-new-look-276446 Marketing Land urn:uuid:5782c446-b8dc-b193-b3f8-dad8c816105e Fri, 21 Feb 2020 21:51:31 +0000 <p>The social media marketing week in review: A round up of news and announcements you may have missed.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/social-shorts-facebook-launches-pinterest-lookalike-app-instagram-tests-latest-posts-feature-snapchat-could-be-getting-a-new-look-276446">Social shorts: Facebook launches Pinterest lookalike app, Instagram tests ‘Latest Posts’ feature, Snapchat could be getting a new look</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <figure class="wp-block-image"><img src="https://marketingland.com/wp-content/ml-loads/2019/11/Social_Shorts_Header-800x168.jpg" alt="" class="wp-image-271729" srcset="https://marketingland.com/wp-content/ml-loads/2019/11/Social_Shorts_Header-800x168.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/11/Social_Shorts_Header-200x42.jpg 200w, https://marketingland.com/wp-content/ml-loads/2019/11/Social_Shorts_Header-600x126.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/11/Social_Shorts_Header-768x161.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/11/Social_Shorts_Header.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></figure> <p><em>This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. </em><a rel="noreferrer noopener" href="https://marketingland.com/newsletters" target="_blank"><em>Click here to subscribe</em></a><em> and get more news like this delivered to your inbox every morning. </em></p> <h2>Facebook looks to improve speech technology and Twitter’s latest effort to fight misinformation</h2> <p><strong>Facebook’s “Pronunciations” program aimed at speech recognition tech. </strong>In an attempt to improve its speech recognition technology, Facebook is recruiting users to be part of its “Pronunciation” program connected to the company’s Viewpoints market research app. Facebook is asking qualifying participants to record the phrase “Hey Portal” followed by the name of a friend from their friends list. Users who qualify to be part of the program will earn up to $5 for voice recordings, reports <a href="https://www.theverge.com/2020/2/20/21145584/facebook-pay-record-voice-speech-recognition-viewpoints-proununciations-app">The Verge</a>. The $5 payment is earned via points collected within the Viewpoints app, and the program is open to U.S. users over the age of 18 who have, at least, 75 connections on Facebook.&nbsp;</p> <p><strong>Twitter testing new tools to fight misinformation. </strong>As the 2020 election draws nearer, Twitter is experimenting with a new feature to help curb misinformation on the platform. The site is trying out brightly colored labels that are placed beneath lies and misinformation shared by politicians and public figures, reports <a href="https://www.nbcnews.com/tech/tech-news/twitter-testing-new-ways-fight-misinformation-including-community-based-points-n1139931">NBC News</a>. The company confirmed to NBC that the labels are “one possible iteration” of new policies it plans to launch on March 5. A Twitter spokesperson told NBC, “We’re exploring a number of ways to address misinformation and provide more context for tweets on Twitter.”</p> <p><strong>A new way to thread Tweets.</strong> In other Twitter news, the site is rolling out a <a href="https://twitter.com/Twitter/status/1230267622903689225">feature</a> that lets you add, “A new thought to an old Tweet” so that you can thread Tweets posted days apart. To access the feature, compose a Tweet on the mobile app, and then, before posting, pull down on the composer window to view older Tweets and an option to “Continue thread” &#8212; from there you can select a previous Tweet to continue the thread. The feature is rolling out slowly on iOS, according to <a href="https://techcrunch.com/2020/02/20/twitter-adds-a-button-so-you-can-thread-your-shower-thoughts/">TechCrunch</a>. </p> <h2>Parents get more control on TikTok, LinkedIn rolls out a new feature that lets you show off (more) achievements </h2> <p><strong>TikTok introduces new parental controls.</strong> The short-form video-sharing app announced a <a href="https://techcrunch.com/2020/02/19/tiktok-introduces-parental-controls-with-new-family-safety-mode-feature-launching-first-in-u-k/">new set of safety controls</a> to let parents set limits on their children’s use of the TikTok mobile app. Dubbed “Family Safety Mode,” the new features include screen-time management controls, limits on direct messages, and a restricted mode that limits inappropriate content. According to TikTok, parents who want to enable Family Safety Mode must first create their own account on the app, which is then linked to the teen’s account. While these features were already available in the app for users to set for themselves, the Family Safety Mode gives parents the ability to toggle controls on or off while preventing the settings from being changed without parents’ involvement.</p> <p><strong>LinkedIn launches a handy profile feature. </strong>LinkedIn is rolling out a new profile element that lets users showcase key <a href="https://www.socialmediatoday.com/news/linkedin-launches-new-featured-section-on-profiles-to-highlight-key-achie/572483/">achievements and updates in a separate &#8216;Featured&#8217; section</a> at the top of their LinkedIn profile. According to LinkedIn, “The Featured section allows you to showcase samples of your work to people who view your LinkedIn profile. This is a great way to provide evidence of your skills and experience.” It&#8217;s a significant addition to LinkedIn, giving professionals more ways to show off skills, competencies, achievements, services and more. </p> <h2>Instagram isn’t focused on making an iPad app, Facebook addresses using memes as political fodder</h2> <p><strong>Instagram won’t be coming to iPads any time soon.</strong> Instagram doesn’t have enough people on its team <a href="https://www.techradar.com/news/theres-still-no-sign-of-a-proper-instagram-ipad-app-and-its-ceo-dont-seem-bothered">to develop a stand-alone Apple iPad app</a>, according to the platform’s CEO Adam Mosseri. In an AMA on Instagram over the weekend, Mosseri said that although Instagram would like to make an iPad app, “we only have so many people and lots to do.” He added that an iPad app “hasn’t bubbled up as the next best thing to do yet,” and while Instagram is arguably best-suited to smartphones, the team may have to free up some development time to make the app suitable for larger screens quite soon. </p> <p><strong>Facebook clarifies ad disclosure policy – even for memes.</strong> Facebook has updated its guidelines to make it compulsory for political candidates to <a href="https://www.socialmediatoday.com/news/facebook-implements-new-rules-on-the-use-of-memes-by-political-candidates/572381/">disclose any partnerships with influencers who post memes or similar content</a> on their behalf. On Instagram in particular, Facebook will now require that such arrangements be implemented via Instagram&#8217;s Branded Content Ads, which will add a clear “Paid Partnership With” label to these posts. This comes after US Democratic presidential hopeful Michael Bloomberg partnered with a group called “Meme 2020,” which was founded by Jerry Media chief executive Mick Purzycki, in order to commission the creation of memes by various Instagram influencers to help boost Bloomberg&#8217;s messaging​, and hopefully connect with younger voters.</p> <h2>Instagram tests new feed feature, Facebook launches Hobbi, Snapchat experiments with a redesign</h2> <p><strong>Instagram tests ‘Latest Posts’ feature.</strong> Instagram has been spotted <a href="https://techcrunch.com/2020/02/13/instagram-latest-posts/">internally prototyping a “Latest Posts” feature</a>, which provides a way for users to see the most recent pictures and videos from people they follow. The feature appears as an interstitial pop-up over the main feed, providing the option to “get caught up” with the most recent posts in their feed. </p> <p><strong>Facebook launches Pinterest lookalike.</strong> A new app from Facebook’s new products division looks an awful lot like Pinterest. According to the Verge, <a href="https://www.theverge.com/2020/2/13/21136898/facebook-pinterest-photo-sharing-app">Hobbi is a photo-sharing app</a> where you can “capture and organize your creative process” like cooking, baking, arts and crafts, fitness or home decor, according to its page in the App Store. Aimed at hobbyists, the app organizes photos of projects into collections to track their progress over time. The new app doesn’t have a social sharing component yet. </p> <p><strong>Snapchat could be getting a new look.</strong> Snapchat is <a href="https://www.socialmediatoday.com/news/snapchat-is-testing-a-major-redesign-to-simplify-in-app-navigation/572243/">testing out a major new redesign</a> which would expand the app from three to five definitively separated sections, and add a black navigation bar along the bottom of the screen, Social Media Today reports. The new navigation bar would link to five sections, including the Snap Map, the chat section, the main camera, Snap Discover (renamed ‘Community’), and the new ‘Discover,’ which would be home to Snapchat’s original content. </p> <hr class="wp-block-separator"/> <h2 class="has-very-dark-gray-color has-text-color">On the move</h2> <h3>Starbucks and Tailored Brands get new CMOs, Papa John’s hires a P&amp;G veteran </h3> <p><strong>Brady Brewer </strong>has been <a href="https://www.adweek.com/retail/starbucks-names-brady-brewer-cmo/">promoted</a> to the role of <strong>CMO </strong>at <strong>Starbucks</strong>, reporting directly to the company’s COO, Roz Brewer. As CMO, Brewer will lead the development and execution of the company’s marketing plans, as well as manage the food and beverage portfolio, the digital customer experience, creative and brand management, data analytics, and consumer insights. An 18-year veteran of Starbucks, Brewer previously led the company’s digital customer experience and was responsible for product discovery, ordering, payment, pick up, delivery and more. Brewer will continue to lean on that experience in his new role, with a focus on making further progress on creating a frictionless customer experience between the company’s online portal and physical stores.</p> <p><strong>Tailored Brands, Inc</strong>. – the company behind retailers like Men’s Wearhouse, Jos. A. Bank, and Moore’s Clothing for Men – announced the <a href="https://www.businesswire.com/news/home/20200210005140/en">appointment</a> of <strong>Carolyn Pollock</strong> as <strong>CMO</strong>. She will report to the company’s chief customer officer, Carrie Ask, and will oversee marketing for all of the company’s retail brands. Pollock boasts more than ten years of experience in consulting and interim marketing leadership roles at established companies such as eBay, Dolby, and Facebook, as well as leading startups like Thumbtack, Dashlane, and One Kings Lane. Prior to consulting, Ms. Pollock held marketing leadership roles at eBay and started her career with Unilever and Labatt Breweries of Canada.</p> <p>Former Procter &amp; Gamble Co. brand manager <strong>Amanda Clark </strong>has been <a href="https://www.bizjournals.com/cincinnati/news/2020/02/18/another-p-g-veteran-hired-to-help-guide-papa-john.html">hired</a> by <strong>Papa John’s International Inc</strong>. as<strong> chief development officer</strong>, responsible for leading the company’s strategy to expand its restaurant footprint in North America and internationally. She will oversee franchise development and sales, building design and new concepts for Louisville-based Papa John’s. The company’s CEO, Rob Lynch, is also a P&amp;G veteran. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/social-shorts-facebook-launches-pinterest-lookalike-app-instagram-tests-latest-posts-feature-snapchat-could-be-getting-a-new-look-276446">Social shorts: Facebook launches Pinterest lookalike app, Instagram tests ‘Latest Posts’ feature, Snapchat could be getting a new look</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Twitter Makes it Easier to Append Tweets to Other Tweets via @MattGSouthern http://tracking.feedpress.it/link/13962/13278700 Search Engine Journal urn:uuid:87c5baf6-4ff6-e78c-21f5-8ded45794165 Fri, 21 Feb 2020 20:49:52 +0000 <p>Twitter makes it easier to stitch tweet threads together by quickly adding a new tweet to an old tweet.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/twitter-makes-it-easier-to-append-tweets-to-other-tweets/350608/">Twitter Makes it Easier to Append Tweets to Other Tweets via @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13278700.gif" height="1" width="1"/> Wipro Digital buys customer experience firm Rational Interactive https://marketingland.com/wipro-digital-buys-customer-experience-firm-rational-interactive-276408 Marketing Land urn:uuid:f610bbe6-aca2-eaf8-3bd8-f9231b9ed22e Fri, 21 Feb 2020 18:51:44 +0000 <p>There are no plans to reduce Rational's staff as it integrates with Wipro, the companies said. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/wipro-digital-buys-customer-experience-firm-rational-interactive-276408">Wipro Digital buys customer experience firm Rational Interactive</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Wipro Digital, the digital business unit of the global IT company Wipro Limited, has <a href="https://www.wipro.com/newsroom/press-releases/2020/wipro-digital-acquires-rational-interaction-enhancing-customer-experience-offerings-and-boosting-digital-marketing-capabilities/" target="_blank" rel="noreferrer noopener" aria-label="acquired (opens in a new tab)">acquired</a> Rational Interactive, a full-service digital customer experience company. </p> <p>Rational Interactive will continue to grow and service its clients as it integrates with Wipro, according to the announcement, and there are no plans to reduce Rational&#8217;s staff. </p> <h2>Why we care</h2> <p>CMOs and marketing leads across industries are being charged with customer journey initiatives, with marketing organizations taking more ownership over the total customer experience. Digital service firms like Wipro are looking to build out their customer experience capabilities to be better equipped when helping CMOs address CX challenges and digital transformation initiatives. </p> <p>&#8220;This acquisition comes at a time when companies increasingly compete solely on CX, and the market for CX spending is growing exponentially,&#8221; said Wipro President Rajan Kohli, pointing out that it&#8217;s not only about client needs, but also a way for digital service firms to increase their revenue. </p> <p>By bringing Rational Interactive into its fold, Wipro is positioning itself to offer more holistic customer experience offerings &#8212; attracting the CMOs who are focusing on their business&#8217; CX efforts.</p> <h2>More on the news</h2> <ul><li>Started in 2009, Rational Interactive is a women-founded, women-led business with more than 300 employees and three global offices. </li><li>Rational&#8217;s core offerings include: strategic advising, customer acquisition and customer lifecycle management. </li><li>Wipro Digital focuses on digital transformation, and is part of Wipro Limited which staffs more than 175,000 employees across six continents. </li></ul> <p>The post <a rel="nofollow" href="https://marketingland.com/wipro-digital-buys-customer-experience-firm-rational-interactive-276408">Wipro Digital buys customer experience firm Rational Interactive</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> New Conversion Actions in Google Ads & This Week’s Digital Marketing News [PODCAST] via @shepzirnheld http://tracking.feedpress.it/link/13962/13277495 Search Engine Journal urn:uuid:4ead5836-c8f3-04bb-0931-2a1db58a64d5 Fri, 21 Feb 2020 17:00:55 +0000 <p>In this episode of Marketing O'Clock, we talk about Google's new microconversions, Facebook's creator studio, and more.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/new-conversion-actions-in-google-ads-this-weeks-digital-marketing-news-podcast/350126/">New Conversion Actions in Google Ads &#038; This Week&#8217;s Digital Marketing News [PODCAST] via @shepzirnheld</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13277495.gif" height="1" width="1"/> YouTube for Beginners: How to Set up Your Channel via @ChandalN http://tracking.feedpress.it/link/13962/13277134 Search Engine Journal urn:uuid:c2e5bffe-8ae9-50b6-badc-ba6c5119b6c1 Fri, 21 Feb 2020 14:45:21 +0000 <p>Looking to start promoting your own content on YouTube? Here’s how to set up your YouTube channel the right way.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/youtube-beginners-set-up-channel/349814/">YouTube for Beginners: How to Set up Your Channel via @ChandalN</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13277134.gif" height="1" width="1"/> 3 Alternative Link Building Tactics to Use Now via @jamarketer http://tracking.feedpress.it/link/13962/13276829 Search Engine Journal urn:uuid:44dff3ea-9476-9271-c243-16775acacd6d Fri, 21 Feb 2020 13:45:08 +0000 <p>Tap into these three alternative link building tactics that can dramatically improve your rates of link acquisition.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/alternative-link-building-tactics/349780/">3 Alternative Link Building Tactics to Use Now via @jamarketer</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13276829.gif" height="1" width="1"/> Soapbox: Hyper-personalization is a value exchange for millennials https://marketingland.com/soapbox-hyper-personalization-is-a-value-exchange-for-millennials-276375 Marketing Land urn:uuid:dbcfa2ee-4eff-79e4-b5c4-543388e949ee Fri, 21 Feb 2020 13:05:00 +0000 <p>Brands must deeply understand how their actions can build – or destroy – trust among their customers.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/soapbox-hyper-personalization-is-a-value-exchange-for-millennials-276375">Soapbox: Hyper-personalization is a value exchange for millennials</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Brands today are clamoring to develop&nbsp;personalized experiences, customized products and individualized recommendations. And rightly so.&nbsp;Consumers are prepared to trade off a valuable asset in exchange for their personal information.&nbsp;In particular, millennials are significantly more likely than prior generations to provide brands with their personal data in exchange for convenient, customized and timely treatment.</p> <p>According to recent internal research, which found that more than half of millennials are willing to have their facial details and fingerprints on file&nbsp;with&nbsp;retailers if it means: a more convenient experience (55 percent), customized products and services (55 percent), or real-time promotions (52 percent).</p> <p>The openness to sharing such sensitive information speaks volumes about the desirability of personalization, but it is not to be taken for granted.</p> <p>Brands must&nbsp;deeply understand how their actions can build – or destroy – trust among their customers.&nbsp;Like any interpersonal relationship, years of positive actions can be neutralized by one critical misstep.</p> <p>Beyond this, these findings emphasize the need for retailers to co-create authentic ways of delivering personalization to their customers, be it in terms of products, services, experiences or promotions.</p> <p>Ultimately, this data speaks to consumers’ hunger for a hyper-personalized approach to building a relationship with retailers and brands. And, it’s an incredibly powerful opportunity. But success or failure hinges on retailers developing a type of “fair value exchange” with consumers to ensure this opportunity translates into stronger loyalty, deeper engagement and meaningful growth.</p> <p><em>Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own <a href="https://marketingland.com/how-to-become-a-guest-contributor" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">here</a>.</em></p> <p>The post <a rel="nofollow" href="https://marketingland.com/soapbox-hyper-personalization-is-a-value-exchange-for-millennials-276375">Soapbox: Hyper-personalization is a value exchange for millennials</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> How to Keep Your Business Going After a Loved One Kills Themselves via @heatherlloyd http://tracking.feedpress.it/link/13962/13276721 Search Engine Journal urn:uuid:2e8e9d60-ec70-9cc6-db3a-95726a894c85 Fri, 21 Feb 2020 12:45:00 +0000 <p>Keeping the business doors open after a loved one kills themselves is hard. But it’s possible. Here’s my story.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/how-to-keep-your-business-going-after-a-loved-one-kills-themselves/349984/">How to Keep Your Business Going After a Loved One Kills Themselves via @heatherlloyd</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/13276721.gif" height="1" width="1"/> ML 20200221 https://marketingland.com/ml-20200221-276380 Marketing Land urn:uuid:51d07cf7-ca24-df1f-fdd7-e52a1c55c7c8 Fri, 21 Feb 2020 11:09:00 +0000 <p>The post <a rel="nofollow" href="https://marketingland.com/ml-20200221-276380">ML 20200221</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/ml-20200221-276380">ML 20200221</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Messaging Matters: How to Attract Your Ideal Customers https://www.socialmediaexaminer.com/messaging-matters-how-to-attract-ideal-customers-jeffrey-shaw/ Social Media Examiner urn:uuid:4772937e-6ec8-f1e8-9f6b-cfca4bce610b Fri, 21 Feb 2020 11:00:38 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/brand-messaging-jeffrey-shaw-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/brand-messaging-jeffrey-shaw-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/brand-messaging-jeffrey-shaw-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/brand-messaging-jeffrey-shaw-1200-1024x536.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/brand-messaging-jeffrey-shaw-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2020/02/brand-messaging-jeffrey-shaw-1200-768x402.png 768w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to attract more of your ideal customers? Do you know which words and phrases resonate most with your prospects? To explore how to come up with the right messages to attract your preferred customers, I interview Jeffrey Shaw on the Social Media Marketing Podcast. Jeffrey is a brand message consultant who helps businesses attract [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/messaging-matters-how-to-attract-ideal-customers-jeffrey-shaw/">Messaging Matters: How to Attract Your Ideal Customers</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> How to tackle rising Facebook CPAs https://marketingland.com/how-to-tackle-rising-facebook-cpas-276352 Marketing Land urn:uuid:2c4f02aa-2cc7-2351-299c-7a0aa797576a Fri, 21 Feb 2020 06:18:39 +0000 <p>Madeline Fitzgerald of 3Q Digital offers tips for making the algorithm work in your favor. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/how-to-tackle-rising-facebook-cpas-276352">How to tackle rising Facebook CPAs</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>SAN JOSE – With more advertisers and bigger budgets crowding onto Facebook and Instagram, acquisition costs are <a rel="noreferrer noopener" aria-label="climbing (opens in a new tab)" href="https://marketingland.com/facebook-ads-arent-what-they-used-to-be-so-its-time-for-smarter-social-ad-buying-262372" target="_blank">climbing</a>. Advertisers can make their social ad dollars go further by re-thinking campaign fundamentals. </p> <p>&#8220;You need to make sure you&#8217;re scaling your available inventory for click-through rates, mirroring your audience, and being dynamic,&#8221; 3Q Digital&#8217;s Senior Strategy Development manager <a rel="noreferrer noopener" aria-label="Madeline Fitzgerald (opens in a new tab)" href="https://marketinglandevents.com/speaker-bio.php/?id=2668" target="_blank">Madeline Fitzgerald</a> said in sharing tips for lowering CPAs across Facebook at <a href="https://marketinglandevents.com/smx/west/agenda/">SMX West</a> Thursday. </p> <h2>Deconstructing Facebook CPCs</h2> <p><strong>Audience size: bigger is usually better.</strong> CPCs on Facebook are affected by audience size, account structure, and click-through rates (CTR). The narrower and smaller your target audience, the more competitive your bid will need to be, Fitzgerald explained. The competition in the auction will ultimately impact the CPC outcome. </p> <p>“If you&#8217;re noticing that your CPCs are really high, one of the first things you should do is check your audience sizes. If you&#8217;re seeing that [it’s] getting too specific, see if there any other interests, behaviors, demographics that we can add.” Doing so, she explained, will help to broaden the target pool and give the Facebook algorithm more options to show your ads. </p> <p>If you’ve reached a ceiling, broad targeting might be the next step. “If you already have a mature account, don&#8217;t go straight to this if you&#8217;re still early on in your testing phases. But if you&#8217;re trying to get to that next level, broad targeting is great way to do so,” Fitzgerald explained. </p> <p><strong>Account structure and segmentation.</strong> Account structure and the way we segment our ad sets can also determine the available ad inventory. Ads can run across a range of Facebook properties – from News Feed and Messenger to Stories and Instagram feeds. When we add segmentations like placements or geographies, the audience pool becomes restricted and advertisers might miss out on more efficient inventory. </p> <p>“The algorithms are smarter than we are,” she reasoned. “Let the robots have it on factors like devices and placements. A couple of years ago, we laughed at everyone who did that. But we&#8217;re actually seeing a 13% lower CPA with some of our clients who [no longer segment those].” </p> <p>Segmentation <em>can</em> be valuable when focusing on the funnel stage – i.e. audience personas, creative, and destination pages. But Fitzgerald recommends skipping demographics, geographies, devices, and placements — any of the factors you can’t edit after you set them up. </p> <p><strong>Campaign budget optimization.</strong> Soon, ad set budgets will be going away, in favor of campaign budget optimization (CBO), which uses machine learning to automatically serve ads to the target audience based on predictive analysis.</p> <p>“I think the biggest way to figure out how to work this into our strategy is to think about the language Facebook is using to tell us about how the algorithm operates. Facebook tells us that CBO looks at the available opportunities – which is a combination of audience size and the audience&#8217;s propensity to actually convert into billable opportunities.”</p> <p>Facebook’s algorithm prioritizes volume over potential for conversion, which is why CBO works, she explained. Marketers can group together audiences with similar potential reach or size and the budget optimization tool will see more conversion potential for larger audience within the budget. &nbsp;</p> <h2>Conversions are in the creative </h2> <p><strong>Mirror your audience.</strong> “As advertisers, it&#8217;s our job to help users see themselves and their goals – what they want to accomplish – in our creative. We need to make sure we&#8217;re making it very obvious for them,” said Fitzgerald. </p> <p>Compelling ad creative should be able to clearly visualize the value proposition of what’s being promoted. And it&#8217;s not just about getting more users in the door, it&#8217;s about getting the <em>right</em> users in the door because they were drawn to <em>your</em> creative. </p> <p><strong>Engage audiences with video. </strong>Facebook has been pushing advertisers to use animation and video for some time now, but Fitzgerald argues advertisers still aren’t doing enough with it. </p> <p>“A lot of advertisers take existing creative and put a slow zoom on it, or pull a three-minute explainer video and think that counts as an ad. But that&#8217;s not really what we&#8217;re being called to as advertisers here,” she said. “It&#8217;s our job to figure out how to leverage movement in a more disruptive way, and think about new original ways to talk to people.”</p> <p><strong>Highlight clear value in the copy. &nbsp;</strong>Effective copy isn’t about being brand heavy. It&#8217;s about making users comfortable with clicking on an ad. Fitzgerald explained that advertisers can build that trust and comfort by keeping ad copy directly tied to the value of what you’re selling. </p> <p>“We want to make sure users don&#8217;t need to go through any guesswork to figure out what&#8217;s going to happen next,” Fitzgerald said. “People don&#8217;t want to have to read through your whole website to understand why they should engage with your brand.”</p> <p>The post <a rel="nofollow" href="https://marketingland.com/how-to-tackle-rising-facebook-cpas-276352">How to tackle rising Facebook CPAs</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Which of My Competitor's Keywords Should (&amp; Shouldn't) I Target? - Best of Whiteboard Friday http://tracking.feedpress.it/link/9375/13276032 Moz Blog urn:uuid:2799d06c-94c4-b4b3-6040-ca4d9d358d8b Fri, 21 Feb 2020 00:05:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/63\">randfish</a></p><p>You don't want to try to rank for every one of your competitors' keywords. Like most things with SEO, it's important to be strategic and intentional with your decisions. In this fan favorite&nbsp;Whiteboard Friday, Rand shares his recommended process for understanding your funnel, identifying the right competitors to track, and prioritizing which of their keywords you ought to target. </p> <p>Plus, don't miss our upcoming webinar on Wednesday,&nbsp;March 11:&nbsp;<a href="https://moz.com/webinars/registration-competitive-analysis" target="_blank">Competitive Analysis for SEO: Size Up & Surpass Your Search Rivals</a> presented by Director of Growth Marketing Kelly Cooper.</p> <p class="wistia_responsive_padding" style="padding:5.25% 0 28px 0;position:relative;"> </p> <figure><iframe src="https://fast.wistia.net/embed/iframe/j3mr4ebsy0?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></figure> <p></p> <script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script> <p style="text-align: center;"></p> <figure><a href="http://d2v4zi8pl64nxt.cloudfront.net/which-of-my-competitor-s-keywords-should-shouldn-t-i-target-whiteboard-friday/5a14b02c8f31e1.12248547.jpg" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/which-of-my-competitor-s-keywords-should-shouldn-t-i-target-whiteboard-friday/5a14b02c8f31e1.12248547.jpg" alt="Which of my competitor's keyword should I target?" style="box-shadow: rgb(153, 153, 153) 0px 0px 10px 0px; border-radius: 20px;" data-image="ncz5gce36946"></a></figure> <p></p> <p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab!<br> </p> <h2>Video Transcription</h2> <p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. So this week we're chatting about your competitors' keywords and which of those competitive keywords you might want to actually target versus not. </p> <p>Many folks use tools, like SEMrush and Ahrefs and KeywordSpy and Spyfu and <a href="https://moz.com/explorer" target="_blank">Moz's Keyword Explorer</a>, which now has this feature too, where they look at: What are the keywords that my competitors rank for, that I may be interested in? This is actually a pretty smart way to do keyword research. Not the only way, but a smart way to do it. But the challenge comes in when you start looking at your competitors' keywords and then realizing actually which of these should I go after and in what priority order. In the world of competitive keywords, there's actually a little bit of a difference between classic keyword research. </p> <p>So here I've plugged in Hammer and Heels, which is a small, online furniture store that has some cool designer furniture, and Dania Furniture, which is a competitor of theirs — they're local in the Seattle area, but carry sort of modern, Scandinavian furniture — and IndustrialHome.com, similar space. So all three of these in a similar space, and you can see sort of keywords that return that several of these, one or more of these rank for. I put together difficulty, volume, and organic click-through rate, which are some of the metrics that you'll find. You'll find these metrics actually in most of the tools that I just mentioned. </p> <h2>Process:</h2> <p>So when I'm looking at this list, which ones do I want to actually go after and not, and how do I choose? Well, this is the process I would recommend.<br> </p> <h3>I. Try and make sure you first understand your keyword to conversion funnel. </h3> <p>So if you've got a classic sort of funnel, you have people buying down here — this is a purchase — and you have people who search for particular keywords up here, and if you understand which people you lose and which people actually make it through the buying process, that's going to be very helpful in knowing which of these terms and phrases and which types of these terms and phrases to actually go after, because in general, when you're prioritizing competitive keywords, you probably don't want to be going after these keywords that send traffic but don't turn into conversions, unless that's actually your goal. If your goal is raw traffic only, maybe because you serve advertising or other things, or because you know that you can capture a lot of folks very well through retargeting, for example maybe Hammer and Heels says, "Hey, the biggest traffic funnel we can get because we know, with our retargeting campaigns, even if a keyword brings us someone who doesn't convert, we can convert them later very successfully," fine. Go ahead. </p> <h3>II. Choose competitors that tend to target the same audience(s). </h3> <p>So the people you plug in here should tend to be competitors that tend to target the same audiences. Otherwise, your relevance and your conversion get really hard. For example, I could have used West Elm, which does generally modern furniture as well, but they're very, very broad. They target just about everyone. I could have done Ethan Allen, which is sort of a very classic, old-school furniture maker. Probably a really different audience than these three websites. I could have done IKEA, which is sort of a low market brand for everybody. Again, not kind of the match. So when you are targeting conversion heavy, assuming that these folks were going after mostly conversion focused or retargeting focused rather than raw traffic, my suggestion would be strongly to go after sites with the same audience as you. </p> <p>If you're having trouble figuring out who those people are, one suggestion is to check out a tool called <a href="https://www.similarweb.com/" target="_blank">SimilarWeb</a>. It's expensive, but very powerful. You can plug in a domain and see what other domains people are likely to visit in that same space and what has audience overlap. </p> <h3>III. The keyword selection process should follow some of these rules: </h3> <h4>A. Are easiest first. </h4> <p>So I would go after the ones that tend to be, that I think are going to be most likely for me to be able to rank for easiest. Why do I recommend that? Because it's tough in SEO with a lot of campaigns to get budget and buy-in unless you can show progress early. So any time you can choose the easiest ones first, you're going to be more successful. That's low difficulty, high odds of success, high odds that you actually have the team needed to make the content necessary to rank. I wouldn't go after competitive brands here. </p> <h4>B. Are similar to keywords you target that convert well now. </h4> <p>So if you understand this funnel well, you can use your AdWords campaign particularly well for this. So you look at your paid keywords and which ones send you highly converting traffic, boom. If you see that lighting is really successful for our furniture brand, "Oh, well look, glass globe chandelier, that's got some nice volume. Let's go after that because lighting already works for us." </p> <p>Of course, you want ones that fit your existing site structure. So if you say, "Oh, we're going to have to make a blog for this, oh we need a news section, oh we need a different type of UI or UX experience before we can successfully target the content for this keyword," I'd push that down a little further. </p> <h4>C. High volume, low difficulty, high organic click-through rate, or SERP features you can reach. </h4> <p>So basically, when you look at difficulty, that's telling you how hard is it for me to rank for this potential keyword. If I look in here and I see some 50 and 60s, but I actually see a good number in the 30s and 40s, I would think that glass globe chandelier, S-shaped couch, industrial home furniture, these are pretty approachable. That's impressive stuff. </p> <p>Volume, I want as high as I can get, but oftentimes high volume leads to very high difficulty.<br>Organic click-through rate percentage, this is essentially saying what percent of people click on the 10 blue link style, organic search results. Classic SEO will help get me there. However, if you see low numbers, like a 55% for this type of chair, you might take a look at those search results and see that a lot of images are taking up the other organic click-through, and you might say, "Hey, let's go after image SEO as well." So it's not just organic click-through rate. You can also target SERP features. </p> <h4>D. Are brands you carry/serve, generally not competitor's brand names. </h4> <p>Then last, but not least, I would urge you to go after brands when you carry and serve them, but not when you don't. So if this Ekornes chair is something that your furniture store, that Hammers and Heels actually carries, great. But if it's something that's exclusive to Dania, I wouldn't go after it. I would generally not go after competitors' brand names or branded product names with an exception, and I actually used this site to highlight this. Industrial Home Furniture is both a branded term, because it's the name of this website — Industrial Home Furniture is their brand — and it's also a generic. So in those cases, I would tell you, yes, it probably makes sense to go after a category like that. </p> <p>If you follow these rules, you can generally use competitive intel on keywords to build up a really nice portfolio of targetable, high potential keywords that can bring you some serious SEO returns. </p> <p>Look forward to your comments and we'll see you again next week for another edition of Whiteboard Friday. Take care. </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> <hr> <p>For more on competitor analysis, join our upcoming webinar on Wednesday March 11 at 10am PST:&nbsp;Competitive Analysis for SEO: Size Up & Surpass Your Search Rivals, hosted by Moz's Director of Growth Marketing Kelly Cooper:<a href="https://moz.com/webinars/registration-competitive-analysis"></a></p> <p align="center"><a href="https://moz.com/webinars/registration-competitive-analysis" target="_blank" class="button-primary large-cta yellow">Save my spot!</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>You don't want to try to rank for every one of your competitors' keywords. Like most things with SEO, it's important to be strategic and intentional with your decisions. In this fan favorite&nbsp;Whiteboard Friday, Rand shares his recommended process for understanding your funnel, identifying the right competitors to track, and prioritizing which of their keywords you ought to target. </p> <p>Plus, don't miss our upcoming webinar on Wednesday,&nbsp;March 11:&nbsp;<a href="https://moz.com/webinars/registration-competitive-analysis" target="_blank">Competitive Analysis for SEO: Size Up & Surpass Your Search Rivals</a> presented by Director of Growth Marketing Kelly Cooper.</p> <p class="wistia_responsive_padding" style="padding:5.25% 0 28px 0;position:relative;"> </p> <figure><iframe src="https://fast.wistia.net/embed/iframe/j3mr4ebsy0?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></figure> <p></p> <script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script> <p style="text-align: center;"></p> <figure><a href="http://d2v4zi8pl64nxt.cloudfront.net/which-of-my-competitor-s-keywords-should-shouldn-t-i-target-whiteboard-friday/5a14b02c8f31e1.12248547.jpg" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/which-of-my-competitor-s-keywords-should-shouldn-t-i-target-whiteboard-friday/5a14b02c8f31e1.12248547.jpg" alt="Which of my competitor's keyword should I target?" style="box-shadow: rgb(153, 153, 153) 0px 0px 10px 0px; border-radius: 20px;" data-image="ncz5gce36946"></a></figure> <p></p> <p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab!<br> </p> <h2>Video Transcription</h2> <p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. So this week we're chatting about your competitors' keywords and which of those competitive keywords you might want to actually target versus not. </p> <p>Many folks use tools, like SEMrush and Ahrefs and KeywordSpy and Spyfu and <a href="https://moz.com/explorer" target="_blank">Moz's Keyword Explorer</a>, which now has this feature too, where they look at: What are the keywords that my competitors rank for, that I may be interested in? This is actually a pretty smart way to do keyword research. Not the only way, but a smart way to do it. But the challenge comes in when you start looking at your competitors' keywords and then realizing actually which of these should I go after and in what priority order. In the world of competitive keywords, there's actually a little bit of a difference between classic keyword research. </p> <p>So here I've plugged in Hammer and Heels, which is a small, online furniture store that has some cool designer furniture, and Dania Furniture, which is a competitor of theirs — they're local in the Seattle area, but carry sort of modern, Scandinavian furniture — and IndustrialHome.com, similar space. So all three of these in a similar space, and you can see sort of keywords that return that several of these, one or more of these rank for. I put together difficulty, volume, and organic click-through rate, which are some of the metrics that you'll find. You'll find these metrics actually in most of the tools that I just mentioned. </p> <h2>Process:</h2> <p>So when I'm looking at this list, which ones do I want to actually go after and not, and how do I choose? Well, this is the process I would recommend.<br> </p> <h3>I. Try and make sure you first understand your keyword to conversion funnel. </h3> <p>So if you've got a classic sort of funnel, you have people buying down here — this is a purchase — and you have people who search for particular keywords up here, and if you understand which people you lose and which people actually make it through the buying process, that's going to be very helpful in knowing which of these terms and phrases and which types of these terms and phrases to actually go after, because in general, when you're prioritizing competitive keywords, you probably don't want to be going after these keywords that send traffic but don't turn into conversions, unless that's actually your goal. If your goal is raw traffic only, maybe because you serve advertising or other things, or because you know that you can capture a lot of folks very well through retargeting, for example maybe Hammer and Heels says, "Hey, the biggest traffic funnel we can get because we know, with our retargeting campaigns, even if a keyword brings us someone who doesn't convert, we can convert them later very successfully," fine. Go ahead. </p> <h3>II. Choose competitors that tend to target the same audience(s). </h3> <p>So the people you plug in here should tend to be competitors that tend to target the same audiences. Otherwise, your relevance and your conversion get really hard. For example, I could have used West Elm, which does generally modern furniture as well, but they're very, very broad. They target just about everyone. I could have done Ethan Allen, which is sort of a very classic, old-school furniture maker. Probably a really different audience than these three websites. I could have done IKEA, which is sort of a low market brand for everybody. Again, not kind of the match. So when you are targeting conversion heavy, assuming that these folks were going after mostly conversion focused or retargeting focused rather than raw traffic, my suggestion would be strongly to go after sites with the same audience as you. </p> <p>If you're having trouble figuring out who those people are, one suggestion is to check out a tool called <a href="https://www.similarweb.com/" target="_blank">SimilarWeb</a>. It's expensive, but very powerful. You can plug in a domain and see what other domains people are likely to visit in that same space and what has audience overlap. </p> <h3>III. The keyword selection process should follow some of these rules: </h3> <h4>A. Are easiest first. </h4> <p>So I would go after the ones that tend to be, that I think are going to be most likely for me to be able to rank for easiest. Why do I recommend that? Because it's tough in SEO with a lot of campaigns to get budget and buy-in unless you can show progress early. So any time you can choose the easiest ones first, you're going to be more successful. That's low difficulty, high odds of success, high odds that you actually have the team needed to make the content necessary to rank. I wouldn't go after competitive brands here. </p> <h4>B. Are similar to keywords you target that convert well now. </h4> <p>So if you understand this funnel well, you can use your AdWords campaign particularly well for this. So you look at your paid keywords and which ones send you highly converting traffic, boom. If you see that lighting is really successful for our furniture brand, "Oh, well look, glass globe chandelier, that's got some nice volume. Let's go after that because lighting already works for us." </p> <p>Of course, you want ones that fit your existing site structure. So if you say, "Oh, we're going to have to make a blog for this, oh we need a news section, oh we need a different type of UI or UX experience before we can successfully target the content for this keyword," I'd push that down a little further. </p> <h4>C. High volume, low difficulty, high organic click-through rate, or SERP features you can reach. </h4> <p>So basically, when you look at difficulty, that's telling you how hard is it for me to rank for this potential keyword. If I look in here and I see some 50 and 60s, but I actually see a good number in the 30s and 40s, I would think that glass globe chandelier, S-shaped couch, industrial home furniture, these are pretty approachable. That's impressive stuff. </p> <p>Volume, I want as high as I can get, but oftentimes high volume leads to very high difficulty.<br>Organic click-through rate percentage, this is essentially saying what percent of people click on the 10 blue link style, organic search results. Classic SEO will help get me there. However, if you see low numbers, like a 55% for this type of chair, you might take a look at those search results and see that a lot of images are taking up the other organic click-through, and you might say, "Hey, let's go after image SEO as well." So it's not just organic click-through rate. You can also target SERP features. </p> <h4>D. Are brands you carry/serve, generally not competitor's brand names. </h4> <p>Then last, but not least, I would urge you to go after brands when you carry and serve them, but not when you don't. So if this Ekornes chair is something that your furniture store, that Hammers and Heels actually carries, great. But if it's something that's exclusive to Dania, I wouldn't go after it. I would generally not go after competitors' brand names or branded product names with an exception, and I actually used this site to highlight this. Industrial Home Furniture is both a branded term, because it's the name of this website — Industrial Home Furniture is their brand — and it's also a generic. So in those cases, I would tell you, yes, it probably makes sense to go after a category like that. </p> <p>If you follow these rules, you can generally use competitive intel on keywords to build up a really nice portfolio of targetable, high potential keywords that can bring you some serious SEO returns. </p> <p>Look forward to your comments and we'll see you again next week for another edition of Whiteboard Friday. Take care. </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> <hr> <p>For more on competitor analysis, join our upcoming webinar on Wednesday March 11 at 10am PST:&nbsp;Competitive Analysis for SEO: Size Up & Surpass Your Search Rivals, hosted by Moz's Director of Growth Marketing Kelly Cooper:<a href="https://moz.com/webinars/registration-competitive-analysis"></a></p> <p align="center"><a href="https://moz.com/webinars/registration-competitive-analysis" target="_blank" class="button-primary large-cta yellow">Save my spot!</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. 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