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/ YouTube Ranking: How to Get More Views on YouTube https://www.socialmediaexaminer.com/youtube-ranking-how-to-get-more-views-on-youtube-sean-cannell/ Social Media Examiner urn:uuid:2addfc3a-827c-1307-51a3-c32c31c20828 Fri, 19 Jan 2018 11:00:52 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/youtube-ranking-search-sean-cannell-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to increase the visibility of your YouTube videos? Wondering how to help your videos perform well with the YouTube algorithm? To explore how to get more views for your videos on YouTube, I interview Sean Cannell. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media <a class="read-more" href="https://www.socialmediaexaminer.com/youtube-ranking-how-to-get-more-views-on-youtube-sean-cannell/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/youtube-ranking-how-to-get-more-views-on-youtube-sean-cannell/">YouTube Ranking: How to Get More Views on YouTube</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> Should SEOs &amp; Content Marketers Play to the Social Networks' &quot;Stay-On-Our-Site&quot; Algorithms? - Whiteboard Friday https://moz.com/blog/seos-and-social-networks-algorithms Moz Blog urn:uuid:72eb1203-a858-dc59-6833-b40d4109dc86 Fri, 19 Jan 2018 00:06:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/63\">randfish</a></p><p>Increasingly, social networks are tweaking their algorithms to favor content that remains on their site, rather than send users to an outside source. This spells trouble for those trying to drive traffic and visitors to external pages, but what's an SEO or content marketer to do? Do you swim with the current, putting all your efforts toward placating the social network algos, or do you go against it and continue to promote your own content? This edition of Whiteboard Friday goes into detail on the pros and cons of each approach, then gives Rand's recommendations on how to balance your efforts going forward.</p><p class="wistia_responsive_padding" style="padding:5.25% 0 0 0;position:relative;"> <iframe src="https://fast.wistia.net/embed/iframe/1tgzuflr38?videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe> </p><script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p style="text-align: center;"><a href="http://d2v4zi8pl64nxt.cloudfront.net/seos-and-social-networks-algorithms/5a612e395651b2.78696698.jpg" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/seos-and-social-networks-algorithms/5a612e395651b2.78696698.jpg" alt="Should SEOs and content marketers play to the social networks &quot;stay-on-our-site&quot; algorithms?" style="box-shadow: rgb(153, 153, 153) 0px 0px 10px 0px; border-radius: 20px;"></a> </p><p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab! </p><h2>Video Transcription</h2><p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about whether SEOs and content marketers, for that matter, should play to what the social networks are developing in their visibility and engagement algorithms, or whether we should say, "No. You know what? Forget about what you guys are doing. We're going to try and do things on social networks that benefit us." I'll show you what I'm talking about.</p><h3>Facebook</h3><p>If you're using Facebook and you're posting content to it, Facebook generally tends to frown upon and lower the average visibility and ability of content to reach its audience on Facebook if it includes an external link. So, on average, posts that include an external link will fare more poorly in Facebooks' news feed algorithm than on-site content, exclusively content that lives on Facebook. </p><p>For example, if you see this video promoted on Facebook.com/Moz or Facebook.com/RandFishkin, it will do more poorly than if Moz and I had promoted a Facebook native video of Whiteboard Friday. But we don't want that. We want people to come visit our site and subscribe to Whiteboard Friday here and not stay on Facebook where we only reach 1 out of every 50 or 100 people who might subscribe to our page. </p><p>So it's clearly in our interest to do this, but Facebook wants to keep you on Facebook's website, because then they can do the most advertising and targeting to you and get the most time on site from you. That's their business, right? </p><h3>Twitter</h3><p>The same thing is true of Twitter. So it tends to be the case that links off Twitter fare more poorly. Now, I am not 100% sure in Twitter's case whether this is algorithmic or user-driven. I suspect it's a little of both, that Twitter will promote or make most visible to you when you log in to Twitter the posts that have been made or the tweets that have been made that are self-contained. They live entirely on Twitter. They might contain a bunch of different stuff, a poll or images or be a thread. But links off Twitter will be dampened. </p><h3>Instagram</h3><p>The same thing is true on Instagram. Well, on Instagram, they're kind of the worst. They don't allow links at all. The only thing you can do is a link in profile. More engaging content on Instagram, as of just a couple weeks ago, more engaging content equals higher placement in the feed. In fact, Instagram has now just come out and said that they will show you content posts from people you're not following but that they think will be engaging to you, which gives influential Instagram accounts that get lots of engagement an additional benefit, but kind of hurts everyone else that you're normally following on the network. </p><h3>LinkedIn</h3><p>LinkedIn, LinkedIn's algorithm includes extra visibility in the feed for self-contained post content, which is why you see a lot of these posts of, "Oh, here's all the crazy amounts of work I did and what my experience was like building this or doing that." If it's a self-contained, sort of blog post-style content in LinkedIn that does not link out, it will do much better than posts that contain an external link, which LinkedIn sort of dampens in their visibility algorithm for their feed. </p><h2>Play to the algos?</h2><p>So all of these sites have these components of their algorithm that basically reward you if you are willing to play to their algos, meaning you keep all of the content on their sites and platform, their stuff, not yours. You essentially play to what they're trying to achieve, which is more time on site for them, more engagement for them, less people going away to other places. You refuse or you don't link out, so no external linking to other places. You maintain sort of what I call a high signal to noise ratio, so that rather than sharing all the things you might want to share, you only share posts that you can count on having relatively high engagement. </p><p>That track record is something that sticks with you on most of these networks. Facebook, for example, if I have posts that do well, many in a row, I will get more visibility for my next one. If my last couple of posts have performed poorly on Facebook, my next one will be dampened. You sort of get a string or get on a roll with these networks. Same thing is true on Twitter, by the way. </p><h2>$#@! the algos, serve your own site?</h2><p>Or you say, "Forget you" to the algorithms and serve your own site instead, which means you use the networks to tease content, like, "Here's this exciting, interesting thing. If you want the whole story or you want to watch full video or see all the graphs and charts or whatever it is, you need to come to our website where we host the full content." You link externally so that you're driving traffic back to the properties that you own and control, and you have to be willing to promote some potentially promotional content, in order to earn value from these social networks, even if that means slightly lower engagement or less of that get-on-a-roll reputation.</p><h2>My recommendation</h2><p>The recommendation that I have for SEOs and content marketers is I think we need to balance this. But if I had to, I would tilt it in favor of your site. Social networks, I know it doesn't seem this way, but social networks come and go in popularity, and they change the way that they work. So investing very heavily in Facebook six or seven years ago might have made a ton of sense for a business. Today, a lot of those investments have been shown to have very little impact, because instead of reaching 20 or 30 out of 100 of your followers, you're reaching 1 or 2. So you've lost an order of magnitude of reach on there. The same thing has been true generally on Twitter, on LinkedIn, and on Instagram. So I really urge you to tilt slightly to your own site. </p><p>Owned channels are your website, your email, where you have the email addresses of the people there. I would rather have an email or a loyal visitor or an RSS subscriber than I would 100 times as many Twitter followers, because the engagement you can get and the value that you can get as a business or as an organization is just much higher. </p><p>Just don't ignore how these algorithms work. If you can, I would urge you to sometimes get on those rolls so that you can grow your awareness and reach by playing to these algorithms. </p><p>So, essentially, while I'm urging you to tilt slightly this way, I'm also suggesting that occasionally you should use what you know about how these algorithms work in order to grow and accelerate your growth of followers and reach on these networks so that you can then get more benefit of driving those people back to your site. You've got to play both sides, I think, today in order to have success with the social networks' current reach and visibility algorithms. </p><p>All right, everyone, look forward to your comments. 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><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>Increasingly, social networks are tweaking their algorithms to favor content that remains on their site, rather than send users to an outside source. This spells trouble for those trying to drive traffic and visitors to external pages, but what's an SEO or content marketer to do? Do you swim with the current, putting all your efforts toward placating the social network algos, or do you go against it and continue to promote your own content? This edition of Whiteboard Friday goes into detail on the pros and cons of each approach, then gives Rand's recommendations on how to balance your efforts going forward.</p><p class="wistia_responsive_padding" style="padding:5.25% 0 0 0;position:relative;"> <iframe src="https://fast.wistia.net/embed/iframe/1tgzuflr38?videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe> </p><script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p style="text-align: center;"><a href="http://d2v4zi8pl64nxt.cloudfront.net/seos-and-social-networks-algorithms/5a612e395651b2.78696698.jpg" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/seos-and-social-networks-algorithms/5a612e395651b2.78696698.jpg" alt="Should SEOs and content marketers play to the social networks &quot;stay-on-our-site&quot; algorithms?" style="box-shadow: rgb(153, 153, 153) 0px 0px 10px 0px; border-radius: 20px;"></a> </p><p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab! </p><h2>Video Transcription</h2><p>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about whether SEOs and content marketers, for that matter, should play to what the social networks are developing in their visibility and engagement algorithms, or whether we should say, "No. You know what? Forget about what you guys are doing. We're going to try and do things on social networks that benefit us." I'll show you what I'm talking about.</p><h3>Facebook</h3><p>If you're using Facebook and you're posting content to it, Facebook generally tends to frown upon and lower the average visibility and ability of content to reach its audience on Facebook if it includes an external link. So, on average, posts that include an external link will fare more poorly in Facebooks' news feed algorithm than on-site content, exclusively content that lives on Facebook. </p><p>For example, if you see this video promoted on Facebook.com/Moz or Facebook.com/RandFishkin, it will do more poorly than if Moz and I had promoted a Facebook native video of Whiteboard Friday. But we don't want that. We want people to come visit our site and subscribe to Whiteboard Friday here and not stay on Facebook where we only reach 1 out of every 50 or 100 people who might subscribe to our page. </p><p>So it's clearly in our interest to do this, but Facebook wants to keep you on Facebook's website, because then they can do the most advertising and targeting to you and get the most time on site from you. That's their business, right? </p><h3>Twitter</h3><p>The same thing is true of Twitter. So it tends to be the case that links off Twitter fare more poorly. Now, I am not 100% sure in Twitter's case whether this is algorithmic or user-driven. I suspect it's a little of both, that Twitter will promote or make most visible to you when you log in to Twitter the posts that have been made or the tweets that have been made that are self-contained. They live entirely on Twitter. They might contain a bunch of different stuff, a poll or images or be a thread. But links off Twitter will be dampened. </p><h3>Instagram</h3><p>The same thing is true on Instagram. Well, on Instagram, they're kind of the worst. They don't allow links at all. The only thing you can do is a link in profile. More engaging content on Instagram, as of just a couple weeks ago, more engaging content equals higher placement in the feed. In fact, Instagram has now just come out and said that they will show you content posts from people you're not following but that they think will be engaging to you, which gives influential Instagram accounts that get lots of engagement an additional benefit, but kind of hurts everyone else that you're normally following on the network. </p><h3>LinkedIn</h3><p>LinkedIn, LinkedIn's algorithm includes extra visibility in the feed for self-contained post content, which is why you see a lot of these posts of, "Oh, here's all the crazy amounts of work I did and what my experience was like building this or doing that." If it's a self-contained, sort of blog post-style content in LinkedIn that does not link out, it will do much better than posts that contain an external link, which LinkedIn sort of dampens in their visibility algorithm for their feed. </p><h2>Play to the algos?</h2><p>So all of these sites have these components of their algorithm that basically reward you if you are willing to play to their algos, meaning you keep all of the content on their sites and platform, their stuff, not yours. You essentially play to what they're trying to achieve, which is more time on site for them, more engagement for them, less people going away to other places. You refuse or you don't link out, so no external linking to other places. You maintain sort of what I call a high signal to noise ratio, so that rather than sharing all the things you might want to share, you only share posts that you can count on having relatively high engagement. </p><p>That track record is something that sticks with you on most of these networks. Facebook, for example, if I have posts that do well, many in a row, I will get more visibility for my next one. If my last couple of posts have performed poorly on Facebook, my next one will be dampened. You sort of get a string or get on a roll with these networks. Same thing is true on Twitter, by the way. </p><h2>$#@! the algos, serve your own site?</h2><p>Or you say, "Forget you" to the algorithms and serve your own site instead, which means you use the networks to tease content, like, "Here's this exciting, interesting thing. If you want the whole story or you want to watch full video or see all the graphs and charts or whatever it is, you need to come to our website where we host the full content." You link externally so that you're driving traffic back to the properties that you own and control, and you have to be willing to promote some potentially promotional content, in order to earn value from these social networks, even if that means slightly lower engagement or less of that get-on-a-roll reputation.</p><h2>My recommendation</h2><p>The recommendation that I have for SEOs and content marketers is I think we need to balance this. But if I had to, I would tilt it in favor of your site. Social networks, I know it doesn't seem this way, but social networks come and go in popularity, and they change the way that they work. So investing very heavily in Facebook six or seven years ago might have made a ton of sense for a business. Today, a lot of those investments have been shown to have very little impact, because instead of reaching 20 or 30 out of 100 of your followers, you're reaching 1 or 2. So you've lost an order of magnitude of reach on there. The same thing has been true generally on Twitter, on LinkedIn, and on Instagram. So I really urge you to tilt slightly to your own site. </p><p>Owned channels are your website, your email, where you have the email addresses of the people there. I would rather have an email or a loyal visitor or an RSS subscriber than I would 100 times as many Twitter followers, because the engagement you can get and the value that you can get as a business or as an organization is just much higher. </p><p>Just don't ignore how these algorithms work. If you can, I would urge you to sometimes get on those rolls so that you can grow your awareness and reach by playing to these algorithms. </p><p>So, essentially, while I'm urging you to tilt slightly this way, I'm also suggesting that occasionally you should use what you know about how these algorithms work in order to grow and accelerate your growth of followers and reach on these networks so that you can then get more benefit of driving those people back to your site. You've got to play both sides, I think, today in order to have success with the social networks' current reach and visibility algorithms. </p><p>All right, everyone, look forward to your comments. 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><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> 5 rules for writing effective onboarding emails https://marketingland.com/5-rules-writing-effective-onboarding-emails-2-232290 Marketing Land urn:uuid:877e0805-0f94-4ef2-a8a1-2b683475c5aa Thu, 18 Jan 2018 22:59:00 +0000 Contributor Brent Sleeper reveals how the language and content of great onboarding emails reflect essential secrets for driving user engagement, conversion and growth. <p><img class="aligncenter size-large wp-image-203279" src="https://martechtoday.com/wp-content/uploads/2017/08/emails-fly-II-800x450.png" alt="" width="800" height="450" />Advice for tech marketers rarely covers the words they should be using.</p> <p>Perhaps that’s not surprising in a business that takes perverse pride in its jargon, acronyms, neologisms and quirky branding. But bear with me, because I’m going to bring my inner word nerd out to play. Don’t worry &#8212; I’ll balance that with a hefty dose of actionable information, too.</p> <p>English speakers aren’t shy about borrowing words from other languages that capture a specific idea that’s otherwise hard to describe. Many of them famously come from German: angst, wanderlust, realpolitik, zeitgeist&#8230; and the delicious, vicious concept of schadenfreude.</p> <p>But there’s another one that product and marketing teams should understand: <i>gestalt</i>. That word refers to the indivisible form and impression of a thing: the whole that’s greater than the sum of its parts. It’s a fancy word that does a good job of capturing how people use and perceive the value of software.</p> <p>As marketers, we need to remember that word, gestalt, whenever we’re tempted to lean on a checklist of features or specs to market a product. The reason is quite simple: user and customer experience (CX) is <a href="https://marketingland.com/dark-matter-defines-great-cx-220929">far more than the sum of its features</a>. That’s critical in today’s cloud economy, where <a href="https://marketingland.com/brand-x-customer-experience-cloud-marketing-must-196191">CX has become an essential quality of successful apps and services</a>.</p> <p><a href="https://martechtoday.com/5-rules-writing-effective-onboarding-emails-209488?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> Snapchat updates app install ads with quicker deep links, deeper analytics https://marketingland.com/snapchat-updates-app-install-ads-quicker-deep-links-deeper-analytics-232459 Marketing Land urn:uuid:806ffdf1-99ec-ca80-233b-b2634960d576 Thu, 18 Jan 2018 22:31:01 +0000 Snapchat will automatically create the deep links for brands’ app install campaigns and give advertisers a fuller view of their ads’ performance. <img class="alignnone size-large wp-image-213883" src="https://marketingland.com/wp-content/ml-loads/2017/05/snapchat-iphone-earbuds-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/05/snapchat-iphone-earbuds-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/05/snapchat-iphone-earbuds-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/05/snapchat-iphone-earbuds-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>A year ago Snapchat enabled app advertisers to attach deep links to their campaigns, so people could swipe up on an ad and open to a specific place within the advertisers’ app. The move was an attempt to make Snapchat’s app-install ad format useful for not only getting people to download an app but to actually use it. Now Snapchat is improving these ads’ ability to perform the latter and advertisers’ ability to evaluate how their ads perform.</p> <h2>Quicker deep links</h2> <p>Snapchat will automatically create the deep links for advertisers’ campaigns so that swiping up on an ad will immediately open a brand’s app, assuming the app is already installed on a person’s phone. Previously swiping up on an ad would display a web page featuring a button that a person then had to tap in order to open the brand’s app, and the brand was responsible for creating the intermediary web page. If a person has not yet installed the app, swiping up on the ad will open to its listing in Apple’s or Google’s app stores.</p> <h2>Ad-to-install attribution windows</h2> <p>Snapchat will also give advertisers new windows into how many installs their ads generated over time, even if people didn’t directly install the app from an ad. Brands will be able to see how many times people swiped up on an ad to install their app in the past day, seven days or 28 days. And if a brand has enabled a Snapchat-approved mobile measurement firm to trace app installs to ad impressions, they will be able to see how many people who installed the app had seen its corresponding Snap Ad and analyze these view-through attribution stats for the past hour, three hours, six hours, day, seven days or 28 days.</p> <h2>Post-install event reporting</h2> <p>Finally app install advertisers will be able to use Snapchat’s Ads Manager self-serve tool to see how the people who installed their app through Snapchat use their app through the ads&#8217; <a href="https://businesshelp.snapchat.com/en-US/article/specs-app-install?_ga=2.178194467.706412232.1516301076-1974209033.1491440534">in-app event tracking</a>. For example, a gaming app whose Snapchat campaign deep-linked to a certain level will be able to see how many of the people that swiped up on the ad completed that level. That information can come in handy if the gaming app is running multiple campaigns linking to different levels and wants to see which succeed in getting people to actually play the game.</p> <p>App advertisers were already able to see these post-install event stats through the mobile measurement firms they use to track their Snap Ads’ performance. And while Snapchat’s Ads Manager will only report totals for each event category, the measurement firms are able to trace the relationship between events so that advertisers can see information like, of the people that opened an app, how many completed a level or added a product to a shopping cart.</p> The technology behind AI in PPC https://marketingland.com/technology-behind-ai-ppc-232270 Marketing Land urn:uuid:6b5ccfb0-417a-b15d-5c6e-f15891445d84 Thu, 18 Jan 2018 21:59:00 +0000 Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years and what's next for AI in paid search <img class="aligncenter size-large wp-image-287357" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-800x450.jpg" alt="" width="800" height="450" /> <p>I believe artificial intelligence (AI) will be a key driver of change in PPC in 2018 as it leads to more and better PPC intelligence.</p> <p>So far, I’ve discussed the <a href="https://searchengineland.com/ppc-agencies-will-play-4-roles-automation-takes-287059">roles humans will play</a> when PPC management becomes nearly fully automated and <a href="https://searchengineland.com/6-ways-ad-agencies-can-thrive-ai-first-world-288703">six strategies</a> agencies can take to future-proof their business. In this final post on the state of AI in PPC, I’ll cover the technology of AI.</p> <h2>Why AI took years to matter to PPC</h2> <p>AI has been around since 1956, and PPC has existed since the late 1990s. So why did it take until now for AI&#8217;s role in paid search to become such a hot topic in our industry?</p> <p>It’s because we’ve recently hit an inflection point where, due to the exponential nature of technological advances, we’re now seeing improvements that used to take years happen in weeks.</p> <p><a href="https://searchengineland.com/technology-behind-ai-ppc-289777?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on Search Engine Land.]</a></p> Google adds keyword functionality to the AdWords app https://searchengineland.com/google-adds-keyword-functionality-adwords-app-290032 Search Engine Land urn:uuid:1ef5fb6a-57a5-65d0-e582-f0157d809fd4 Thu, 18 Jan 2018 21:43:46 +0000 <p>Advertisers can make more on-the-go changes. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-adds-keyword-functionality-adwords-app-290032">Google adds keyword functionality to the AdWords app</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920.png"><img class="aligncenter size-large wp-image-269871" src="https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>We haven&#8217;t heard much about development on the AdWords app lately, but there&#8217;s a new update out today that makes the app more useful.</p> <p>Advertisers can now add, edit and remove keywords from their campaigns using the AdWords app.</p> <div class="fit-embeded"> <blockquote class="twitter-tweet" data-width="500"> <p lang="en" dir="ltr">You can now add, edit or remove keywords on the go using the AdWords app. Learn more: <a href="https://t.co/CHjsn1uZHr">https://t.co/CHjsn1uZHr</a> <a href="https://t.co/ZhMzM6IaiL">pic.twitter.com/ZhMzM6IaiL</a></p> <p>&mdash; Google AdWords (@adwords) <a href="https://twitter.com/adwords/status/954035663464255489?ref_src=twsrc%5Etfw">January 18, 2018</a></p></blockquote> <p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script></div> <ul> <li>To add a keyword, simply click the new round blue &#8220;plus&#8221; button that appears in the bottom right corner of the various Keyword views in the app.</li> <li>To delete existing keywords, click on the keyword you want to delete and then on the trash can icon in the upper right corner of the screen.</li> <li>From that same specific keyword screen, advertisers can edit the word itself or change the match type. That&#8217;s also where advertisers can pause or enable a keyword and change manually set bids.</li> </ul> <p>For full instructions, see the help center <a href="https://support.google.com/adwords/answer/7454124?hl=en">page</a>.</p> <p>The AdWords app can be downloaded from the iOs and Google Play app stores.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-adds-keyword-functionality-adwords-app-290032">Google adds keyword functionality to the AdWords app</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Bizarre review schema implementation spotlights gaps between Google’s guidelines & how rich results really work https://marketingland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-232252 Marketing Land urn:uuid:94554733-84d8-5567-4377-e9e973b7d4fc Thu, 18 Jan 2018 21:36:00 +0000 Google has made its review markup guidelines fairly clear and has even issued penalties to sites that utilize spammy or misleading structured data markup. But columnist Andrew Shotland points out that many sites are still violating these guidelines, intentionally or unintentionally <img class="aligncenter size-large wp-image-236521" src="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-800x450.png" alt="" width="800" height="450" /> <p>Review snippets, in which review stars appear next to your SERP listing, have long been among the most coveted <a href="https://searchengineland.com/google-launches-new-rich-results-testing-tool-rebranding-288610">rich results</a> sought out by SEOs. Unfortunately, the pursuit of these review snippets over the years led to a lot of abuse &#8212; webmasters and SEOs would attempt to gain the rich result by implementing deceptive structured data on their web pages.</p> <p>Eventually, Google started to crack down on structured data manipulation by issuing <a href="https://searchengineland.com/guide/google-penalties/incorrect-structured-data">manual actions</a> (i.e., penalties) in Google Search Console. Since then, we have seen a wide variety of problems with rating and review schema &#8212; many of which were quite unintentional.</p> <p><a href="https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on Search Engine Land.]</a></p> Marketing Day: WhatsApp Business app, competitive research & voice search in retail https://marketingland.com/marketing-day-whatsapp-business-app-competitive-research-voice-search-retail-232438 Marketing Land urn:uuid:8bdee895-0863-a69d-4f82-0fb01f288a25 Thu, 18 Jan 2018 21:00:23 +0000 Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. <p><img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /><br /> Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a href="https://marketingland.com/whatsapp-officially-launches-app-profiles-businesses-232423" title="WhatsApp officially launches app, profiles for businesses">WhatsApp officially launches app, profiles for businesses</a></strong><br /><!-- byline -->Jan 18, 2018 by Tim Peterson<!-- end byline --> <p>Marketers can use the WhatsApp Business app to create business-specific profiles and manage their conversations with customers</p> <p><!--end ml posts--></li> <li><strong><a href="https://marketingland.com/google-introduces-cloud-automl-employing-machine-learning-without-experts-232311" title="Google introduces Cloud AutoML for employing machine learning without experts">Google introduces Cloud AutoML for employing machine learning without experts</a></strong><br /><!-- byline -->Jan 18, 2018 by Barry Levine<!-- end byline --> <p>The first offering in this new service, AutoML Vision, can be trained via a graphical interface with a few dozen images.</p> <p><!--end ml posts--></li> <li><strong><a href="https://marketingland.com/competitive-research-3-free-steps-better-brand-strategy-231993" title="Competitive research: 3 free steps to a better brand strategy">Competitive research: 3 free steps to a better brand strategy</a></strong><br /><!-- byline -->Jan 18, 2018 by Sam Welch<!-- end byline --> <p>You can learn a lot from your competitors. Columnist Sam Welch discusses easy ways to gather data on the competition without using third-party tools or paid subscriptions.</p> <p><!--end ml posts--></li> <li><strong><a href="https://marketingland.com/optimize-holiday-marketing-dollars-christmas-lights-dim-232304" title="Optimize your holiday marketing dollars – long after the Christmas lights dim">Optimize your holiday marketing dollars – long after the Christmas lights dim</a></strong><br /><!-- byline -->Jan 18, 2018 by Jordan Elkind<!-- end byline --> <p>Retailers see lots of new customers during the holiday shopping season. Contributor Jordan Elkind explains how to keep the momentum going into the new year.</p> <p><!--end ml posts--></li> <li><strong><a href="https://marketingland.com/voice-search-retail-evolving-customer-experience-2-232133" title="Voice search in retail: Evolving the customer experience">Voice search in retail: Evolving the customer experience</a></strong><br /><!-- byline -->Jan 17, 2018 by Steve Tutelman<!-- end byline --> <p>Contributor Steve Tutelman explains how voice search is bringing marketers closer to the customer.</p> <p><!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="OpenX announces full GDPR compliance ahead of May deadline" href="https://martechtoday.com/openx-announces-full-gdpr-compliance-209640">OpenX announces full GDPR compliance ahead of May deadline</a></strong><br /> <!-- byline -->Jan 18, 2018 by Robin Kurzer<!-- end byline --><br /> The ad tech provider says it’s one of the first global ad exchanges to announce full compliance.</p> <p><!--end ml posts--></li> <li><strong><a title="Aligning with sales: Stop saying and start doing in 2018" href="https://martechtoday.com/aligning-sales-stop-saying-start-2018-209548">Aligning with sales: Stop saying and start doing in 2018</a></strong><br /> <!-- byline -->Jan 18, 2018 by Peter Isaacson<!-- end byline --><br /> Thanks to AI and intent data, marketers have the opportunity to align with their sales teams better than ever before. Columnist Peter Isaacson outlines the steps marketers can take to get there.</p> <p><!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="http://chiefmartec.com/2018/01/11-habits-highly-effective-marketing-technologists/">11 Habits of Highly Effective Marketing Technologists</a>, Chief Martech</li> <li><a href="https://www.thinkwithgoogle.com/advertising-channels/video/future-online-video-trends/">3 industry leaders predict the online video trends that will shape 2018</a>, Think with Google</li> <li><a href="https://digiday.com/marketing/amazons-ad-business-growing-faster-googles-facebooks-although-duopoly-still-dominates/">Amazon&#8217;s ad business is growing faster than Google&#8217;s and Facebook&#8217;s, although the duopoly still dominates</a>, Digiday</li> <li><a href="https://www.searchenginejournal.com/buyer-personas/232341/">Buyer Personas: A Beginner&#8217;s Guide for Marketers</a>, Search Engine Journal</li> <li><a href="https://3qdigital.com/blog/contextual-commerce-ready-take-2018">Contextual Commerce Is Ready To Take Over 2018</a>, 3Q Digital</li> <li><a href="http://www.clixmarketing.com/blog/2018/01/18/googles-custom-intent-audiences-what-they-are-how-to-use-them/">Google&#8217;s Custom Intent Audiences: What They Are &#038; How To Use Them</a>, Clix Marketing</li> <li><a href="https://www.marketingprofs.com/articles/2018/33471/how-to-maintain-brand-authenticity-in-todays-politically-polarized-climate">How to Maintain Brand Authenticity in Today&#8217;s Politically Polarized Climate</a>, MarketingProfs</li> <li><a href="https://www.theverge.com/2018/1/18/16905776/instagram-activity-status-new-feature">Instagram now shows when users were last active</a>, The Verge</li> <li><a href="http://mediakix.com/2018/01/youtube-includes-paid-promotion-tag-ftc/">Is YouTube&#8217;s &#8220;Includes Paid Promotion&#8221; Tag Sufficient FTC Disclosure?</a>, MediaKix</li> <li><a href="https://newsroom.fb.com/news/2018/01/upcoming-community-boost-events/">Upcoming Facebook Community Boost Events and What We&#8217;ve Learned So Far</a>, Facebook Newsroom</li> </ul> SearchCap: Google Home queries, Google My Business video bug & YouTube ad rules https://searchengineland.com/searchcap-google-home-queries-google-business-video-bug-youtube-ad-rules-290030 Search Engine Land urn:uuid:a28ac58a-04f8-27fb-e833-85e2542c61eb Thu, 18 Jan 2018 21:00:01 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-home-queries-google-business-video-bug-youtube-ad-rules-290030">SearchCap: Google Home queries, Google My Business video bug &#038; YouTube ad rules</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/study-80-google-home-results-come-snippets-289992" title="Study: 80% of Google Home results come from snippets">Study: 80% of Google Home results come from snippets</a></strong><br /><!-- byline -->Jan 18, 2018 by Greg Sterling<!-- end byline --> <p>But they aren&#8217;t always the source of answers for Google Home. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/turn-finger-traffic-foot-traffic-290000" title="Turn finger traffic to foot traffic">Turn finger traffic to foot traffic</a></strong><br /><!-- byline -->Jan 18, 2018 by Digital Marketing Depot<!-- end byline --> <p>Gone are the days when a consumer casually pops into a store and walks the aisles until she finds a product that suits her. Life is more hectic now, technology is more accessible, and consumers are becoming more purposeful in how they shop. According to an Adlucent survey, 70 percent of shoppers are multichannel consumers [&hellip;]</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/whats-next-technical-seo-289510" title="What&#8217;s next for technical SEO?">What&#8217;s next for technical SEO?</a></strong><br /><!-- byline -->Jan 18, 2018 by Patrick Stox<!-- end byline --> <p>As web technologies continue to grow and evolve, interest in technical SEO is growing along with it. Columnist Patrick Stox looks ahead to see what advancements are on the horizon and how these may impact technical SEO.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/3-adwords-features-youre-probably-underutilizing-289796" title="3 AdWords features you&#8217;re probably underutilizing">3 AdWords features you&#8217;re probably underutilizing</a></strong><br /><!-- byline -->Jan 18, 2018 by Brett Middleton<!-- end byline --> <p>Columnist Brett Middleton explores three commonly underused AdWords features that can have a big impact on performance: ad variations, Gmail ads and campaign experiments.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/youtube-sets-stricter-rules-videos-can-carry-ads-289891" title="YouTube sets stricter rules on videos that can carry ads">YouTube sets stricter rules on videos that can carry ads</a></strong><br /><!-- byline -->Jan 18, 2018 by Ginny Marvin<!-- end byline --> <p>Advertiser brand safety concerns are driving more changes at YouTube.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-business-videos-not-showing-local-listing-google-bug-289956" title="Google My Business videos not showing up on your local listing? It&#8217;s a Google bug">Google My Business videos not showing up on your local listing? It&#8217;s a Google bug</a></strong><br /><!-- byline -->Jan 18, 2018 by Barry Schwartz<!-- end byline --> <p>No, you probably did not upload your videos incorrectly to Google My Business. Google confirmed a bug with the videos now showing and is working on fixing the issue.</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/whatsapp-officially-launches-app-profiles-businesses-232423" title="WhatsApp officially launches app, profiles for businesses">WhatsApp officially launches app, profiles for businesses</a></li> <li><a href="https://marketingland.com/google-introduces-cloud-automl-employing-machine-learning-without-experts-232311" title="Google introduces Cloud AutoML for employing machine learning without experts">Google introduces Cloud AutoML for employing machine learning without experts</a></li> <li><a href="https://marketingland.com/competitive-research-3-free-steps-better-brand-strategy-231993" title="Competitive research: 3 free steps to a better brand strategy">Competitive research: 3 free steps to a better brand strategy</a></li> <li><a href="https://marketingland.com/optimize-holiday-marketing-dollars-christmas-lights-dim-232304" title="Optimize your holiday marketing dollars – long after the Christmas lights dim">Optimize your holiday marketing dollars – long after the Christmas lights dim</a></li> <li><a href="https://marketingland.com/voice-search-retail-evolving-customer-experience-2-232133" title="Voice search in retail: Evolving the customer experience">Voice search in retail: Evolving the customer experience</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="https://www.seroundtable.com/google-be-yourself-not-your-keywords-25091.html">Google: Be Yourself &amp; Not Your Keywords</a>, Search Engine Roundtable</li> <li><a href="https://adwords.googleblog.com/2018/01/adwords-machine-learning-part-2.html">Grow your business faster with machine learning: Part II</a>, Inside AdWords</li> <li><a href="http://www.stateofdigital.com/can-google-assistant-and-voice-search-really-help-those-who-need-it-the-most/">Can Google Assistant and Voice Search Really Help Those Who Need it the Most ?</a>, State of Digital</li> <li><a href="https://www.bloomberg.com/news/articles/2018-01-18/google-braced-for-england-s-first-right-to-be-forgotten-trial">Google Braced for England&#8217;s First &lsquo;Right to Be Forgotten&rsquo; Trial</a>, Bloomberg</li> <li><a href="https://www.ppchero.com/moving-from-last-click-to-position-based-attribution/">Moving from Last Click to Position-Based Attribution Modeling</a>, PPC Hero</li> <li><a href="https://yoast.com/seo-basics-what-is-ux/">SEO basics: What is UX (and why bother)?</a>, Yoast</li> <li><a href="https://www.wordstream.com/blog/ws/2018/01/18/over-optimized-ppc">The Great PPC Diet: How to Correct Over-Optimization in Paid Search</a>, WordStream</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-home-queries-google-business-video-bug-youtube-ad-rules-290030">SearchCap: Google Home queries, Google My Business video bug &#038; YouTube ad rules</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> WhatsApp officially launches app, profiles for businesses https://marketingland.com/whatsapp-officially-launches-app-profiles-businesses-232423 Marketing Land urn:uuid:a1774eaa-858a-849c-166f-1f39156ba6a8 Thu, 18 Jan 2018 20:37:26 +0000 Marketers can use the WhatsApp Business app to create business-specific profiles and manage their conversations with customers <img class="alignnone size-large wp-image-232424" src="https://marketingland.com/wp-content/ml-loads/2018/01/WhatsApp_Logo-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/01/WhatsApp_Logo-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/01/WhatsApp_Logo-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/01/WhatsApp_Logo-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Four months after WhatsApp <a href="https://blog.whatsapp.com/10000633/Building-for-People-and-Now-Businesses">announced</a> that it would introduce tools for businesses, on Thursday the Facebook-owned messaging service officially rolled out business-specific profiles and a mobile app for marketers to manage their WhatsApp accounts.</p> <p>The <a href="https://www.whatsapp.com/business/">WhatsApp Business</a> app is initially only available on Android and to businesses in the US, UK, Mexico, Italy and Indonesia. It will become available globally “in the coming weeks,” according to a <a href="https://blog.whatsapp.com/10000637/Introducing-the-WhatsApp-Business-App">company blog post</a>, but it’s unclear if and/or when an iOS version will roll out.</p> <p>Aimed at small and medium-sized businesses, the app offers relatively basic features. For example, marketers will still need to manually type their messages instead of automating conversations through chatbots. And the app only offers general analytics, such as how many messages have been sent, delivered, read and received.</p> <p>Marketers can use the app to create business-specific WhatsApp profiles that can feature a description of the business and its category, as well as its email address, physical address (which will be shown on a map), hours of operation and a link to its site. WhatsApp will distinguish companies’ profiles as “Business Accounts” within its app. Eventually, it will add its own form of verified profiles, called “Confirmed Accounts, “once it’s been confirmed that the account phone number matches the business phone number,” according to the company blog post.</p> <p>WhatsApp has taken into account that businesses’ phone numbers typically correspond to a landline, not a cell phone. Businesses can link their accounts to a landline phone number so that people can message or call a business using that number through WhatsApp.</p> <p>The app will enable marketers to more easily manage their conversations with customers. Businesses can create welcome messages and set away messages when they are unable to respond. They can also configure so-called “quick replies,” in which a business sets a keyword shortcut that corresponds to a longer message so that it can type “/hours” instead of “We are open from 9 a.m. until 5 p.m., Sunday through Saturday.” Businesses will also be able to send and receive messages through WhatsApp’s desktop site.</p> <p>WhatsApp Business marks the latest opportunity for brands looking to communicate with customers through the messaging apps those customers use to communicate with their friends and family. And its initial business-facing features mimic those of other messaging platforms, such as <a href="https://marketingland.com/facebook-messenger-new-ways-brands-meet-900-million-users-172260">Facebook’s Messenger</a> and <a href="https://marketingland.com/twitter-will-automate-brands-customer-service-dms-welcome-messages-quick-replies-196765">Twitter’s direct-messaging service</a>. While messaging has been <a href="https://marketingland.com/inside-chatbots-year-growing-pains-210182">slow to get off the ground</a> for many marketers on those other platforms, WhatsApp offers a unique opportunity because it appeals to a more global user base that’s more accustomed to messaging businesses and people alike, <a href="https://martechtoday.com/marketers-make-whatsapps-plans-businesses-204482">according to agency executives</a>.</p> Study: 80% of Google Home results come from snippets https://searchengineland.com/study-80-google-home-results-come-snippets-289992 Search Engine Land urn:uuid:0eb2f875-3903-23bf-d6e6-7f485c49cd8b Thu, 18 Jan 2018 20:13:25 +0000 <p>But they aren't always the source of answers for Google Home. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/study-80-google-home-results-come-snippets-289992">Study: 80% of Google Home results come from snippets</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-282916" src="https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM-800x541.png" alt="" width="800" height="541" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM-800x541.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM-592x400.png 592w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM-768x519.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM.png 926w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Digital agency ROAST has released a <a href="http://weareroast.com/voice-search">Voice Search Ranking Report</a> (registration required), which seeks to categorize and understand how Google processes and responds to voice queries. It also tries to determine when Google Home uses <a href="https://searchengineland.com/library/google/google-featured-snippets-answers">featured snippets/Answer Box</a> results and when it does not.</p> <p>The company used keyword analytics to compile a list of &#8220;616 key phrases in the UK featuring snippet answer boxes.&#8221; It then determined the top phrases by query volume across a range of verticals (e.g., medical, retail, travel, finance). The tests were run in November and compared Google Home and traditional search results.</p> <p>The study sought to answer the following questions:</p> <ul> <li>How many of the key phrases were answered [on Google Home]?</li> <li>Do the answers given match the answer boxes&#8217; results?</li> <li>Which key phrases prompt Google not to user answer boxes?</li> <li>Can we compare visibility on voice search to answer boxes? Is there a difference?</li> </ul> <p>In the majority of cases, the Google Home result mirrored the snippet/Answer Box, according to the study. But in a number of cases, when there was a snippet, Home provided no answer or a different answer.</p> <p style="text-align: center;"><strong>Comparing Desktop Search Results with Google Home </strong></p> <img class="aligncenter size-large wp-image-289995" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM-800x474.png" alt="" width="800" height="474" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM-800x474.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM-600x355.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM-768x455.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM.png 898w" sizes="(max-width: 800px) 100vw, 800px" /> <p>I didn&#8217;t do any testing of ROAST&#8217;s findings, but in two ad hoc cases where the company said there was no answer, my questions received the same answer featured in the snippet. It&#8217;s also the case that rephrasing questions can yield results that initially received an &#8220;I can&#8217;t help with that yet&#8221; response.</p> <p>The report grouped <a href="https://searchengineland.com/library/google/google-google-home">Google Home</a> answers into six different categories:</p> <ul> <li>Standard answer (referencing a source/domain, the most common type of response).</li> <li>Location result.</li> <li>Action prompt (suggestion).</li> <li>Definition.</li> <li>Flight search.</li> <li>Similar question (&#8220;I’m not sure, but I can tell you the answer to a similar question&#8221;).</li> </ul> <p>Google Home answered just under 75 percent of the queries in the test. When Home provided an answer, roughly 80 percent of answers were the same as the Answer Box, according to ROAST. In 20 percent of those cases, however, answers came from different data sources (e.g., local, flight search).</p> <p>There&#8217;s more detailed discussion of these findings in the report. However, here are ROAST&#8217;s verbatim conclusions:</p> <ul> <li>Just because you occupy the featured snippet answer box result, doesn’t mean you own the voice search result. Sometimes the assistant won’t give any answer or it references a different domain.</li> <li>Watch out for key phrases where Google doesn’t use answer box information for results &#8212; for example, fights, locations, actions.</li> <li><a href="https://searchengineland.com/library/google/google-google-my-business">Google My Business</a> is key to any local related searches.</li> <li>You need to start to develop a key phrase list specifically for tracking in voice search reports &#8212; this list will be different to your normal key phrase list for search.</li> </ul> <p>ROAST says it intends to produce more such reports in different verticals in 2018. I would also encourage others to do similar testing to add more insight to the conversation.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/study-80-google-home-results-come-snippets-289992">Study: 80% of Google Home results come from snippets</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Survey of 1,000 Small Businesses Reveals Surprising Digital Marketing Trend by @martinibuster https://www.searchenginejournal.com/small-businesses-digital-marketing/232653/?utm_medium=feed&utm_source=feedpress.me&utm_campaign=Feed%3A+searchenginejournal Search Engine Journal urn:uuid:24ada0ef-10ec-aa82-1c7e-c35ec71af64e Thu, 18 Jan 2018 20:05:21 +0000 <p>U.S. Chamber of Commerce survey of 1,000 small businesses reveals surprising Internet marketing trend for small businesses that is spurring growth.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/small-businesses-digital-marketing/232653/">Survey of 1,000 Small Businesses Reveals Surprising Digital Marketing Trend by @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p> Turn finger traffic to foot traffic https://searchengineland.com/turn-finger-traffic-foot-traffic-290000 Search Engine Land urn:uuid:be0eaeaf-418b-a2a7-aa4e-d0e20700c063 Thu, 18 Jan 2018 19:27:49 +0000 <p>Gone are the days when a consumer casually pops into a store and walks the aisles until she finds a product that suits her. Life is more hectic now, technology is more accessible, and consumers are becoming more purposeful in how they shop. According to an Adlucent survey, 70 percent of shoppers are multichannel consumers [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/turn-finger-traffic-foot-traffic-290000">Turn finger traffic to foot traffic</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><a href="http://downloads.digitalmarketingdepot.com/ADL_1712_FingerFoot_landingpage.html?utm_source=sel&amp;utm_medium=newspost"><img class="alignright size-full wp-image-290005" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920.jpg" alt="" width="1920" height="1080" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920.jpg 1920w, https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920-768x432.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920-800x450.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" /></a>Gone are the days when a consumer casually pops into a store and walks the aisles until she finds a product that suits her. Life is more hectic now, technology is more accessible, and consumers are becoming more purposeful in how they shop.</p> <p>According to an Adlucent survey, 70 percent of shoppers are multichannel consumers &#8212; purchasing products using a combination of online and in-store shopping. Is your digital strategy reaching the omnichannel consumer?</p> <p>This white paper from Adlucent will walk you through:</p> <ul> <li>six ways retailers can use location-based digital ads to drive purchases in physical stores.</li> <li>success stories from companies that have mastered location-based advertising.</li> <li>reporting methods to show how digital campaigns are contributing to purchases in physical stores.</li> </ul> <p>Visit Digital Marketing Depot to download <a href="http://downloads.digitalmarketingdepot.com/ADL_1712_FingerFoot_landingpage.html?utm_source=sel&amp;utm_medium=newspost" rel="nofollow">&#8220;From Finger to Foot Traffic: Reaching the Omnichannel Consumer.&#8221;</a></p> <p>The post <a rel="nofollow" href="https://searchengineland.com/turn-finger-traffic-foot-traffic-290000">Turn finger traffic to foot traffic</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> What’s next for technical SEO? https://searchengineland.com/whats-next-technical-seo-289510 Search Engine Land urn:uuid:94a40c64-6b6b-1273-ca89-32f0f632223f Thu, 18 Jan 2018 19:25:02 +0000 <p>As web technologies continue to grow and evolve, interest in technical SEO is growing along with it. Columnist Patrick Stox looks ahead to see what advancements are on the horizon and how these may impact technical SEO.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/whats-next-technical-seo-289510">What&#8217;s next for technical SEO?</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-257577" src="https://searchengineland.com/figz/wp-content/seloads/2016/08/automation-technology-gear-ss-1920-800x420.png" alt="" width="800" height="420" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/08/automation-technology-gear-ss-1920-800x420.png 800w, https://searchengineland.com/figz/wp-content/seloads/2016/08/automation-technology-gear-ss-1920-600x315.png 600w, https://searchengineland.com/figz/wp-content/seloads/2016/08/automation-technology-gear-ss-1920-768x403.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>It seems as though technical SEO is experiencing a resurgence in popularity. In 2016, <a href="https://searchengineland.com/author/michael-king">Mike King</a> believed that we were on the cusp of a technical SEO renaissance due to the rapid advancement of web technologies. And in 2017, interest continued to boom. Needless to say, spirits are high going into 2018 with a renewed passion for learning and the importance of technical SEO.</p> <p>I love the new energy and focus, but I also realize that people have limits on their time and effort, and I wonder how far people are willing to go down the rabbit hole. The web is more complex than ever and seems to be scaling and fracturing exponentially. At the rate we’re going, I’m not sure it’s possible to keep up with everything &#8212; and I believe we will start seeing more specialization within technical SEO.</p> <h2>More data</h2> <p>Everyone is creating (and being able to access) more data than ever before. With this expansion, we have to make sense of more data and expand our skills in order to process this amount of information. We’re getting more data about customers, websites, the web itself, and even how people use the web.</p> <p>One of the most exciting prospects for me is in using clickstream data for customer journeys. No longer do we have to guess where people came from and what actions they took in some idealistic view; we can see all the different paths people took and their messy journeys through the web, our site, and even competitor websites. We’re seeing a lot more SEO tool companies starting to use clickstream data, and I’m curious to see what uses they will have for this data.</p> <p>Google is ramping up their efforts on data as well, including sourcing more data than ever before from users. Google is gathering more data with things like <a href="https://searchengineland.com/google-questions-answers-local-businesses-now-available-android-280605">Google My Business Q&amp;A</a> that will likely be used for voice search if it’s not already. Google Webmaster Trend Analyst Gary Illyes stated at Pubcon Vegas in 2017 that there will be more focus on structured data and more applications for the data this year.</p> <p>Eventually, Google will be able to understand our websites well enough that they won’t need the structured data. We’ve already seen Google provide more and more Knowledge Graph information and rich results, showing other people’s data on their pages like weather, song lyrics, answers and much more. It seems Google is rapidly expanding showing other people’s data on their pages and eventually, as Barry Adams put it, they will likely <a href="http://www.stateofdigital.com/websites-as-data-sources/" rel="nofollow">treat websites as data sources</a>.</p> <p>I don’t know if I love the prospect of this or hate it. On one hand, I hate that they can scrape and use our data; on the other hand, I think it would be amazing to see a whole new kind of search where facts, opinions, POVs and more are aggregated and broken down into a summary of a topic. Having everything provided for me instead of reading through a bunch of different websites (and likely dealing with a bunch of different ads and pop-ups) sounds pretty good to me as a user. If Google doesn’t go this route, that leaves a space for a competitor to do this and actually differentiate themselves in the search space.</p> <h2>Mobile, speed, security</h2> <p><a href="https://searchengineland.com/faq-google-mobile-first-index-262751">Google’s mobile-first index</a> is rolling out and will be for quite awhile. This is going to take a shift in thinking for SEOs and tool providers from desktop to mobile. Even Google, in presentations, now mostly talks about &#8220;taps&#8221; instead of &#8220;clicks,&#8221; which I’ve found to be an interesting shift.</p> <p>The mobile-first index is going to create havoc for technical SEOs. Many sites will have issues with pagination, canonicalization, hreflang, content parity, internal linking, structured data and more. One positive change that I like is that content hidden for UX reasons will be given full weight in the mobile-first index, which means we have <a href="https://searchengineland.com/designing-content-mobile-first-index-280071">a lot more options for content design and layout</a>.</p> <p>Google has also been saying it will look into speed being a more prominent metric for the mobile-first index. Right now, it&#8217;s basically on/off, and you&#8217;re only hurt by speed if you’re really too slow &#8212; but they may actually weight this heavier or change how they handle the weight based on the speed in the future.</p> <p>Security is top of mind for a lot of people right now. Last year saw some of the biggest breaches of data in history, such as the Equifax hack. Google has been pushing <a href="https://searchengineland.com/http-https-seos-guide-securing-website-246940">HTTPS everywhere</a> for years, and now <a href="https://searchengineland.com/google-emails-warnings-webmasters-chrome-will-mark-http-pages-forms-not-secure-280907">Chrome has started marking pages as “Not Secure”</a> in a good first step for mostly form pages, but eventually, they plan to show this on all HTTP pages and with a more noticeable red warning label.</p> <p>The EU also has new rules in place around privacy, known collectively as <a href="https://martechtoday.com/guide/gdpr-the-general-data-protection-regulation">GDPR (General Data Protection Regulation)</a>. The push for security and privacy may take away a lot of the data that we currently have available to us and make maintaining the data we have more complex, as there may be different rules in different markets.</p> <h2>The expanding and fractured web</h2> <p>I don’t even know where to start with this. The web is growing, and everything is changing so fast. It seems like every week there’s a new JavaScript (JS) framework. They’re not just a fad &#8212; this is what the websites of the future will be built with. All of the search engines have seen this and have made great strides in crawling JS. (Yes, even Bing.)</p> <p>We have all sorts of new technologies popping up, like <a href="https://searchengineland.com/library/google/google-amp-project">AMP</a>, <a href="https://searchengineland.com/google-publishes-best-practices-search-engine-friendly-progressive-web-apps-pwas-262871">PWAs</a> and GraphQL. The web is fractured more than ever before, and a lot of these new technologies are more technical than ever before and seem to constantly change. (I’m looking at you, AMP!) We may even see more around VR (virtual reality) websites and AR (augmented reality) websites, as some of these devices are becoming more popular.</p> <h2>Rise of tools</h2> <p>I expect to see a lot of changes in tools and in different systems this year. I’ve seen a few systems recently that specify in the HTTP header when they fire a redirect, which helps to troubleshoot when redirects can be at multiple levels and there is a lot of routing. This is one trend I wish would become a standard. I think we’re going to see more things at the CDN level as well. I don’t think many SEOs are offloading redirects and processing them at the edge yet, but that’s generally the best place for them.</p> <p>I’m really excited for all the advancements in JavaScript as well and seeing what everyone will do with Service Workers, and especially things like Cloudflare Workers, which allow you to process JS at the edge. I’ve seen an uptick in posts using JS injection through things like Google Tag Manager, but processing this change is slow and happens after the page load. Changing the same thing before it’s delivered to the user, which would be possible at the edge, will be a much better solution.</p> <p>I’m also excited to see what SEO tools are going to come up with. There’s more data available than ever before, and I’m seeing an increased interest in machine learning. I would like to see more tools build in things like workflow and processes, or even understanding, rather than just being data dumps, as they mostly are now.</p> <p>The class of tool I’m most excited about and expect to really come into its own this year, I don’t even know what to call. These tools are basically systems that sit in between your server and CDN (or could also act as a CDN) that allow you to make changes to your website before it is delivered. They can be used for testing or just to scale fixes across one or multiple platforms. The most interesting part of this for me will be how they differentiate themselves, as in what kind of logic, rules and suggestions will they make and whether they will have any error discovery.</p> <p>The tools I’m talking about are Distilled ODN, Updatable from Ayima, RankSense and RankScience. They give you full control of the DOM (Document Object Model) before the website is served. It’s like having a prerender where you can change anything you want about your website. These systems have the potential solve a lot of major issues, but I wonder about their longevity, even though they are fairly new, as the previously mentioned Cloudflare Workers could do these changes as well.</p> <h2>Google will help</h2> <p>I talked about smarter tools with more understanding, but Google has tons of data as well. Their goal is to serve the best page for the user, regardless of who optimized the best. As they see the same problems on websites over and over, I fully expect them to start ignoring or correcting more technical SEO problems on their end. We’ve seen this time and time again in how they handle <a href="https://searchengineland.com/myth-duplicate-content-penalty-259657">duplicate content</a>, <a href="https://searchengineland.com/google-no-pagerank-dilution-using-301-302-30x-redirects-anymore-254608">301/302 redirects</a>, parameters and so much more. For now, we still do everything we know we should do, but I wonder how many of the things we fix now won’t need to be fixed in the future.</p> <p>Google is also giving us more data than ever before. In the <a href="https://searchengineland.com/google-roll-new-search-console-features-upcoming-weeks-289184">beta for Google Search Console</a>, we have a lot of new tools for technical SEO, including the Index Coverage and AMP Status reports. These are great for showing the types of problems on the website, but the interesting thing to me is that Google has identified and categorized all these different problems. If they know the problems, they could correct for them &#8212; or maybe, as an intermediate step, make suggestions in GSC for webmasters.</p> <h2>Conclusion</h2> <p>Technical SEO has a brilliant future ahead of it. I see so many new people learning and adapting to challenges, and the energy and excitement in the space is incredible. I’m looking forward to a great 2018, seeing what advancements it will bring and what new things I can learn.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/whats-next-technical-seo-289510">What&#8217;s next for technical SEO?</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google introduces Cloud AutoML for employing machine learning without experts https://marketingland.com/google-introduces-cloud-automl-employing-machine-learning-without-experts-232311 Marketing Land urn:uuid:c60783f5-67c7-324b-2d88-3dd720399190 Thu, 18 Jan 2018 17:50:52 +0000 The first offering in this new service, AutoML Vision, can be trained via a graphical interface with a few dozen images. <img class="alignnone size-large wp-image-232392" src="https://marketingland.com/wp-content/ml-loads/2018/01/machine-learning-1920-1080-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/01/machine-learning-1920-1080-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/01/machine-learning-1920-1080-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/01/machine-learning-1920-1080-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Machine learning has become essential to digital marketing because it allows the generation of predictive models from past data. These predictions allow marketers to target the right offer at the right time, and they help systems recognize things in the real world.</p> <p>This week, Google Cloud is taking another step toward making machine learning accessible to every level of business.</p> <p>It is <a href="https://www.blog.google/topics/google-cloud/cloud-automl-making-ai-accessible-every-business/">introducing</a> its Cloud AutoML service, which provides access to custom machine learning models that the company says can be trained “with minimum effort and machine learning expertise.”</p> <p>This complements the Google Cloud Machine Learning Engine, released last year, that lets developers with machine learning expertise create models for any kind of data. As part of this service, Google has already made available via APIs pre-trained models in Vision, Speech, Natural Language Processing, Translation and Dialogflow (for voice- and text-based dialogues) for business applications.</p> <p>The idea with Cloud AutoML is that developers who don’t have a lot of experience with machine learning can still join the game.</p> <p><a href="https://martechtoday.com/google-introduces-cloud-automl-employing-machine-learning-without-experts-209576?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> Competitive research: 3 free steps to a better brand strategy https://marketingland.com/competitive-research-3-free-steps-better-brand-strategy-231993 Marketing Land urn:uuid:a819b784-2a24-c895-cea7-7e1b36fe8801 Thu, 18 Jan 2018 16:54:00 +0000 You can learn a lot from your competitors. Columnist Sam Welch discusses easy ways to gather data on the competition without using third-party tools or paid subscriptions. <p><img class="aligncenter size-large wp-image-232221" src="https://marketingland.com/wp-content/ml-loads/2018/01/concept-1868728_640-1-800x533.jpg" alt="" width="800" height="533" srcset="https://marketingland.com/wp-content/ml-loads/2018/01/concept-1868728_640-1-800x533.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/01/concept-1868728_640-1-600x400.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/01/concept-1868728_640-1-768x511.jpg 768w, https://marketingland.com/wp-content/ml-loads/2018/01/concept-1868728_640-1.jpg 1200w" sizes="(max-width: 800px) 100vw, 800px" />In the course of my work, I get the chance to help companies of all shapes and sizes get on track to achieve long-term, sustained growth. One of my most requested services is the gathering of competitive intelligence. Clients have a fervent desire to better understand the competitive landscape, but they often lack the resources to obtain this information and effectively integrate it into their marketing strategies.</p> <p>This series of articles will focus on some simple ways you can gather actionable data on your competitors &#8212; without the use of third-party tools or paid subscriptions &#8212; and weave it into your own marketing efforts.</p> <p>A few months back, I was having a conversation with a client about competitor research, and he made a comment that stuck with me. He compared the methodology of a project I had just presented to that of a Walmart marketing executive spending most of her day at Target.</p> <p>In my eyes, this was an apt analogy. Nearly all the data I had gathered was publicly accessible and came from his competitors&#8217; websites. I had spent hours looking at product features, messaging and site architecture and had analyzed it all against his company&#8217;s own user experience and product offerings to come up with (I hoped) at least a few actionable insights.</p> <p>Luckily, I illuminated some not-so-obvious weaknesses that warranted immediate attention from his team. The client was happy, and I got to keep my job.</p> <p>Simply stated, there is a lot that can be learned from immersing yourself in the lives of your competitors.</p> <p>And to clarify, I am not recommending you go to your competitor&#8217;s office and drink all the LaCroix in their microkitchen. Through this article, however, I will demonstrate how you can leverage your competitors&#8217; strengths, weaknesses and unique selling points to better position yourself in the market.</p> <h2>Gather the data</h2> <p>Before you begin the actual competitor research, take time to refamiliarize yourself with your company&#8217;s product offerings, site features, value propositions and perceived competitive advantages. List and categorize everything you can think of, and be as detailed as possible. The granularity will become important later, when you analyze your data against your competitors&#8217;.</p> <p>Below is an example list of features that you could explore. (This is in no way comprehensive.) Note that your categories should be tailored to your specific product.</p> <ul> <li>Pricing/cost (examples: a product&#8217;s price, a bank&#8217;s fees, different financing options for a subscription plan).</li> <li>Site resources (examples: blogs, FAQs, reviews, calculator tools &#8212; anything that is not human aid).</li> <li>Customer support (examples: online chat, 24/7 phone support).</li> <li>Rewards/bonuses/discounts (examples: signup bonus, loyalty rewards programs, referral bonuses).</li> <li>Security features (examples: site encryption, guarantees/warranties).</li> <li>Experience/certifications/licenses/awards &#8212; pretty much anything that shows off accolades.</li> </ul> <p>If you have multiple discrete products, consider completing this exercise for each of them.</p> <p>Next, choose up to three competitors you believe to be the most similar in terms of customers and product. Navigate to their websites and dive in head-first. Start recording everything you can across the previously established categories, making additions wherever appropriate.</p> <p>The goal at this stage is to collect as much information as possible because you never know what might be significant when you perform cross-analysis.</p> <h2>Connect the dots</h2> <p>Now that you have your list of product features and offerings mapped out for you and your competitors, it&#8217;s time to connect that information to what your ideal customer cares about and their decision-making process. I recommend making a prioritized list of the criteria customers use when deciding to purchase your product or use your service.</p> <p>Here are some typical examples:</p> <ul> <li>Quality of service/product.</li> <li>Price.</li> <li>Security.</li> <li>Overall ease of the service.</li> <li>Customer support.</li> </ul> <p>A list like this probably already exists at your company. However, I encourage you to conduct your own research to ensure its validity, as assumptions are often made about customers that aren&#8217;t rooted in hard data.</p> <p>Survey your own customer base to learn more about their motivations and how they evaluate your product against the competition. If surveys are not feasible, consider secondary sources like online publications, blog posts, or even customer reviews. A lot of valuable information is revealed when customers voice their satisfaction or discontent.</p> <p>Once you are comfortable with your list, determine its alignment with your product data and think critically about the implications.</p> <ul> <li>Are your competitors doing a better job at speaking to what truly matters to customers?</li> <li>Have you failed to address key customer decision criteria on your website and in messaging?</li> <li>Is there a product feature that differentiates you from the pack that you could bring to the foreground?</li> <li>What are your true competitive advantages? Are they the same as before?</li> <li>Where are your biggest weaknesses?</li> <li>What are the table stakes? Are there things that every company must do well to compete?</li> </ul> <p>These are only a few of the questions you should be asking. I encourage you to find your own meaning in the data and to think about the broader impact it has on your marketing strategy and site experience.</p> <h2>Take action</h2> <p>Congratulations! You&#8217;ve made it this far and now have a newfound grasp on the competitive landscape, and perhaps you&#8217;ve gained a few insights that will effect positive change for your business.</p> <p>Take what you&#8217;ve learned, package it, and share it with other teams at your company. New sets of eyes on the data might shine light on details or implications you overlooked.</p> <p>In my next article, I will dive into the world of value propositions and show the importance of aligning your messaging with what consumers value most.</p> 3 AdWords features you’re probably underutilizing https://searchengineland.com/3-adwords-features-youre-probably-underutilizing-289796 Search Engine Land urn:uuid:4c133a91-762f-5068-6e60-9a44f61dd85d Thu, 18 Jan 2018 16:16:10 +0000 <p>Columnist Brett Middleton explores three commonly underused AdWords features that can have a big impact on performance: ad variations, Gmail ads and campaign experiments.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/3-adwords-features-youre-probably-underutilizing-289796">3 AdWords features you&#8217;re probably underutilizing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-230759" src="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-blue3-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-blue3-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-blue3-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>The wonderful thing about AdWords is that we all have our favorite ways to utilize it. We PPC practitioners each have our favorite reports and features, and we all have our own personal preferences for how we like to build and manage our campaigns.</p> <p>Unfortunately, this means we&#8217;re prone to getting stuck in our ways, often neglecting to explore features, reports and methods that we&#8217;re not familiar with.</p> <p>These will differ from person to person, of course, but below, I&#8217;ll discuss three AdWords features you are very likely not paying enough attention to &#8212; and explain why you should be.</p> <h2>Ad variations</h2> <p>A few months ago, <a href="https://searchengineland.com/google-rolls-promotion-extensions-custom-intent-audiences-ad-variations-testing-286942">Google announced the rollout of ad variations</a> in the new AdWords experience. This feature allows you to test ad variations across your text ads at scale; you can now easily test changes to your headlines, descriptions or display paths, and Google will share the results of your test once the results are statistically significant.</p> <p>This new feature seems simple enough, but the amount of time it saves shouldn&#8217;t be overlooked. If you&#8217;re managing a larger account, keeping up with continuously testing ad copy becomes a challenge, but AdWords has decided to throw us a bone and simplify the entire process.</p> <p>With this change, there is no excuse for not developing a consistent string of ad variation tests. (There really wasn&#8217;t before, either &#8212; it&#8217;s important, people!)</p> <p>Organizations that are lagging behind in search need to utilize ad variations to find quick wins when it comes to increasing ad relevance and CTR.</p> <p>If you&#8217;ve endlessly tested tweaks to your ad copy in hopes of achieving a performance boost, you may feel that there&#8217;s no point in continuing extensive testing. But, per Google&#8217;s announcement, &#8220;some advertisers have set up variations for more than 1 million ads in less than a minute.&#8221; That&#8217;s a small amount of time to spend on ad testing that could potentially have a real impact on the bottom line.</p> <h2>Gmail ads</h2> <p>We, as advertisers, can be hesitant to test out new placements and channels &#8212; and that&#8217;s perfectly reasonable. Gmail ads require navigating to the Promotions tab, and that is another reason adoption is slow. But the news that Google is now allowing retargeting (and dynamic retargeting) in Gmail ads means you can no longer afford to completely ignore this placement opportunity.</p> <p>If your business relies on multiple touch points to create sales or leads, retargeting is essential &#8212; and placement bias needs to become a thing of the past.</p> <p>Gmail ads can be attractive and engaging, and when coupled with a broad and intelligent retargeting campaign (that ties in nicely to your email workflow), you can really create an unforgettable experience for users. Seriously, they won&#8217;t be able to forget your brand because you&#8217;ll be everywhere.</p> <p>I&#8217;ve had my own problems with Gmail ads in the past, as they have often been anything but intuitive to set up. But Google is showing a renewed focus on expanding the capabilities of advertisers to utilize Gmail, and this is something we should take notice of as marketers. Users in email have an entirely different context than on social media or other channels, and Gmail ads do not have an invasive feel, especially since the experience is limited to only one ad in Gmail per instance.</p> <h2>Experiments</h2> <p>By this point, I&#8217;d like to imagine that the vast majority of advertisers working in AdWords have at least tried creating and running one experiment &#8212; but can we really be happy with just running one experiment?</p> <p>Experiments are run for one specific purpose, and as such, they can often be wrapped up quickly. But there is always something to test. This is something that should have been hammered into us search marketers by now. If you can consistently have one experiment running (and not just one experiment that runs endlessly &#8212; don&#8217;t be that person!), you&#8217;re taking a step that should only improve performance.</p> <img class="size-full wp-image-289798 aligncenter" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/beakerandbunsen.gif" alt="" width="500" height="250" /> <p><a href="https://searchengineland.com/adwords-campaign-drafts-and-experiments-242831">AdWords campaign experiments</a> were given to us as a way to take more control over the fundamentals of introducing new tactics and strategies. Controlling the budget mix (for example, starting at 80/20 when introducing a riskier tactical change) is just smart optimization and is something we should take advantage of constantly.</p> <h2>What should you do?</h2> <p>It&#8217;s never a bad idea to look over AdWords features that you haven&#8217;t utilized enough (or at all) and identify those that seem like the biggest areas of opportunity to introduce for your business or client. It&#8217;s time, now that 2018 is upon us, to give up on the comforting habits of 2017 (complaining about the new AdWords platform, for one) and embrace the changes and tools we are being given.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/3-adwords-features-youre-probably-underutilizing-289796">3 AdWords features you&#8217;re probably underutilizing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> YouTube sets stricter rules on videos that can carry ads https://searchengineland.com/youtube-sets-stricter-rules-videos-can-carry-ads-289891 Search Engine Land urn:uuid:898781d5-38f9-a46d-ce38-3e8f7e8d01d3 Thu, 18 Jan 2018 15:07:12 +0000 <p>Advertiser brand safety concerns are driving more changes at YouTube.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/youtube-sets-stricter-rules-videos-can-carry-ads-289891">YouTube sets stricter rules on videos that can carry ads</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><a href="https://searchengineland.com/figz/wp-content/seloads/2014/08/youtube-logo-1920.jpg"><img class="aligncenter size-large wp-image-198726" src="https://searchengineland.com/figz/wp-content/seloads/2014/08/youtube-logo-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2014/08/youtube-logo-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2014/08/youtube-logo-1920-600x337.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /></a>Google has announced several significant changes to how it will be monetizing content on YouTube. The changes come after a <a href="https://marketingland.com/google-youtube-brand-safety-timeine-218317">series of updates</a> the company has implemented in response to repeated advertiser backlash over the past year.</p> <p>In a blog post Wednesday, Paul Muret, VP of display, video and analytics <a href="https://adwords.googleblog.com/2018/01/a-new-approach-to-youtube-monetization.html">acknowledged</a> &#8220;2017 was a difficult year, with several issues affecting our community and our advertising partners&#8221;.</p> <p>The problems &#8212; namely brand advertisements appearing on extremist, racist and other objectionable content, badly behaving YouTube stars whose channels are part of the Google Preferred premium advertising program, and alarming content involving and/or targeted to children &#8212; largely stem from a lack of oversight, controls and transparency.</p> <p>Muret outlined three primary changes to further address these challenges.</p> <p>&nbsp;</p> <p><a href="https://marketingland.com/youtube-sets-stricter-rules-videos-can-carry-ads-232241?utm_src=sel&amp;utm_medium=textlink&amp;utm_campaign=selxpost">[Read the full article on Marketing Land.]</a></p> <p>The post <a rel="nofollow" href="https://searchengineland.com/youtube-sets-stricter-rules-videos-can-carry-ads-289891">YouTube sets stricter rules on videos that can carry ads</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 7 Types of Content That Dominate Position Zero by @ab80 https://www.searchenginejournal.com/content-types-position-zero/232453/?utm_medium=feed&utm_source=feedpress.me&utm_campaign=Feed%3A+searchenginejournal Search Engine Journal urn:uuid:60753b22-83db-599b-70b9-074c13ee5bfc Thu, 18 Jan 2018 14:00:18 +0000 <p>Learn about the most snipp-able types of content you can create to win position zero.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/content-types-position-zero/232453/">7 Types of Content That Dominate Position Zero by @ab80</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p> Google My Business videos not showing up on your local listing? It’s a Google bug https://searchengineland.com/google-business-videos-not-showing-local-listing-google-bug-289956 Search Engine Land urn:uuid:c20220c9-3e80-b51d-4240-96ec7a9038c8 Thu, 18 Jan 2018 13:41:55 +0000 <p>No, you probably did not upload your videos incorrectly to Google My Business. Google confirmed a bug with the videos now showing and is working on fixing the issue.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-business-videos-not-showing-local-listing-google-bug-289956">Google My Business videos not showing up on your local listing? It&#8217;s a Google bug</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="alignnone size-large wp-image-253477" src="https://searchengineland.com/figz/wp-content/seloads/2016/07/video-production-camera-desktop-computer-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/07/video-production-camera-desktop-computer-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/07/video-production-camera-desktop-computer-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2016/07/video-production-camera-desktop-computer-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Last Friday, Google launched a feature to <a href="https://searchengineland.com/google-business-video-uploads-now-available-business-owners-289679">upload videos to Google My Business</a> local listings. Google said that videos would be processed and live within 24 hours of being uploaded. That, however, is not the case; there is a bug that is preventing the videos from showing up on the local listings in Google Maps or Google web search.</p> <p>Google My Business confirmed the bug last night on Twitter:</p> <div class="fit-embeded"> <blockquote class="twitter-tweet" data-width="500"> <p lang="en" dir="ltr">We&#39;re experiencing an issue with video uploads but the videos team is already aware and working on it. We&#39;ll follow up here when the issue has been resolved. Thanks!</p> <p>&mdash; Google My Business (@GoogleMyBiz) <a href="https://twitter.com/GoogleMyBiz/status/953709380851118080?ref_src=twsrc%5Etfw">January 17, 2018</a></p></blockquote> <p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script></div> <p>Many business owners who have uploaded videos to their Google My Business listings are reporting that those videos, even a few days after they were uploaded, are still not showing up. I uploaded a video to my listing, which I demonstrated in the post on Friday, and almost a week later, that video is still not visible on my business&#8217;s local listing in Google.</p> <p>It is unclear when the bug will be fixed, but Google is now aware of it and is working on a resolution.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-business-videos-not-showing-local-listing-google-bug-289956">Google My Business videos not showing up on your local listing? It&#8217;s a Google bug</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Optimize your holiday marketing dollars – long after the Christmas lights dim https://marketingland.com/optimize-holiday-marketing-dollars-christmas-lights-dim-232304 Marketing Land urn:uuid:34e61fb7-a713-66ea-7fdb-1c5595093128 Thu, 18 Jan 2018 13:41:00 +0000 Retailers see lots of new customers during the holiday shopping season. Contributor Jordan Elkind explains how to keep the momentum going into the new year. <p class="dn-file-id-273314081"><img class="aligncenter size-large wp-image-219950" src="https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-santa-shopping-online-trans-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-santa-shopping-online-trans-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-santa-shopping-online-trans-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-santa-shopping-online-trans-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></p> <p>E-commerce marketers had a lot to be thankful for in 2017.</p> <p>According to <a href="https://marketingland.com/cyber-monday-online-sales-record-6-59-billion-2-billion-mobile-229181">statistics from Adobe Digital Insights</a>, digital transactions on Cyber Monday were up 16.8 percent year over year in 2017 &#8212; making it the largest online shopping day in US history. (Mobile sales cracked a record $2 billion on Cyber Monday.) Online sales on Black Friday were also up 17 percent over the previous year. In fact, overall, it was <a href="https://marketingland.com/adobe-reports-2017-holiday-e-commerce-revenue-climbed-108-2b-beating-forecasts-nearly-1b-232193">a record holiday season for e-tailers</a>, with the National Retail Federation saying nearly $140 billion was spent online during the period.</p> <p>These are hard-won gains for retail marketers, who have been navigating a growing number of ad formats and digital media investments in order to acquire and retain customers. According to research by Magna, 2016 was the year when digital ad spending finally surpassed TV ad sales in the US.</p> <p>But while holiday time can feel like a spending spree for marketers, now we&#8217;ve reached the onset of the post-holiday hangover: that lull in retail demand in January that has marketers scrambling to drum up sales.</p> <p>Wouldn’t it be great to be able to wring more value out of every holiday marketing dollar, long after the holidays are over? The secret, according to retail experts, is maximizing the long-term value of customers acquired during the holiday period.</p> <p>Here are three lessons from industry leaders on how to do exactly that:</p> <h2>1. PLAN: Sort holiday friends from those with year-round potential</h2> <p><b>Why it matters:</b></p> <p>After spending so much on customer acquisition, it can be tempting to invest more in cultivating all customer relationships post-holiday. For many brands, though, it makes more sense to invest strategically in those customers who have the potential to become year-round shoppers, while waiting until the tinsel is hauled out again next year to engage with holiday-only friends.</p> <p>The rationale? Focusing on customers who actually have year-round potential can maximize ROI when budgets are tight. And even in a low-cost direct channel like email, over-engaging with holiday-only customers off-season &#8212; when they’re not interested &#8212; may negatively impact deliverability or lead them to unsubscribe, cutting off the chance to engage with them when it actually matters.</p> <p><b>Why it’s difficult:</b></p> <p>With so many new customers acquired, it can be difficult to identify which customers actually have the potential to engage year-round.</p> <p><b>How to do it: </b></p> <p>A predictive analytics platform can leverage machine learning to identify hidden relationships in customer data, highlighting how likely different individual customers are to engage in the future. But even teams without this kind of software can make inroads.</p> <p>Simply divide customers acquired from previous holiday seasons into segments &#8212; those who went on to repeat at other times of the year, and those who only engaged around holiday time &#8212; and compare attributes.</p> <p>One retailer, for example, discovered that holiday shoppers with year-round potential tended to come from different acquisition channels and buy different categories from holiday-only shoppers. These kinds of insights can help with early identification of year-rounders for post-holiday investment.</p> <h2>2. STRATEGIZE: Identify common post-holiday journeys</h2> <p><b>Why it matters:</b></p> <p>Determining which customers to focus on cultivating for a post-holiday relationship is only the first step. Understanding how to communicate with different customers is crucial to boosting key customer-centric metrics like the <a href="https://marketingland.com/5-customer-centric-metrics-implement-today-170548">Early Repeat Rate</a>.</p> <p>For example, let’s say that a customer comes in buying a gym bag on promo during the holidays. How should the retailer introduce her to its larger brand story and highlight other products that she might find relevant &#8212; say, athletic apparel?</p> <p><b>Why it’s difficult:</b></p> <p>Achieving personalized customer relationships requires that data be centralized into clean customer profiles. And it requires the ability to sift through lots of data to look for patterns around common post-purchase journeys</p> <p><b>How to do it:</b></p> <p>Here again, a predictive analytics platform can be valuable in distilling vast amounts of data into concrete insights on common customer journeys. For those without access to such technology, historical analytics can begin to provide visibility. Focus on the most important longitudinal patterns in three core areas of the customer experience: <b>product</b>, <b>channel</b> and <b>promotion</b>.</p> <p>For example, what do customers who come in buying chunky jewelry tend to buy during the rest of the year? Customers who first engage via the affiliate channel during the holidays &#8212; do they tend to prefer engaging via email or the app? And what’s the promotional behavior of customers who first came in for holiday steals?</p> <h2>3. EXECUTE: Test and optimize high-impact channels</h2> <p><b>Why it matters:</b></p> <p>Now that the marketing team knows which customers to focus on and how to communicate with different customers, it’s time to put the post-holiday cultivation plan into action. But the timing is tough.</p> <p>The influx of traffic and demand over the holidays typically leaves a trail of marketing detritus (like abandoned cart emails and retargeting ads) well into January. Amid this wasteland, being able to connect with customers in channels that break through the noise is crucial for post-holiday cultivation.</p> <p><b>Why it’s difficult:</b></p> <p>It can be challenging for marketing teams to operationalize a multichannel cultivation strategy; it requires coordination (and ideally, <a href="https://martechtoday.com/people-based-measurement-new-black-199083">incrementality testing via controlled experiments</a>) across multiple channels.</p> <p><b>How to do it:</b></p> <p>A customer data platform can help with experimental design, distribution of segments to different marketing tools and automated campaign measurement. Test into the channels that make sense for your business.</p> <p>Some inspiration: Direct mail has long been a mainstay of CRM, but for the first time, the rise of <a href="https://marketingland.com/pebbleposts-updated-platform-makes-direct-mail-like-digital-ads-182034">programmatic direct mail</a> is making it possible to deploy perfectly timed post-purchase triggers.</p> <p>Similarly, the convergence of ad tech and CRM has opened up new possibilities for retailers: Facebook Custom Audiences, Google Customer Match, and non-retargeting display via CRM onboarding providers like LiveRamp.</p> <p>Ultimately, identifying the pockets of customers to invest in, mapping out personalized customer journeys and delivering relevant experiences on the right channels can help maximize the effectiveness of holiday marketing dollars well into the new year.</p> Buyer Personas: A Beginner’s Guide for Marketers by @AdamHeitzman https://www.searchenginejournal.com/buyer-personas/232341/?utm_medium=feed&utm_source=feedpress.me&utm_campaign=Feed%3A+searchenginejournal Search Engine Journal urn:uuid:44d22201-06c6-6483-4cb0-553f9a004502 Thu, 18 Jan 2018 13:00:03 +0000 <p>Here's how to find the data you need about your target audience and how to start creating your buyer personas.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/buyer-personas/232341/">Buyer Personas: A Beginner&#8217;s Guide for Marketers by @AdamHeitzman</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p> Getting Things Done: The Journey, Episode 13 https://www.socialmediaexaminer.com/getting-things-done-the-journey-episode-13/ Social Media Examiner urn:uuid:4f65201f-5038-4b4a-1a54-a6c2b1867b44 Thu, 18 Jan 2018 12:00:51 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=aDhCtbRB1jE Watch The Journey: Episode 13 Episode 13 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to <a class="read-more" href="https://www.socialmediaexaminer.com/getting-things-done-the-journey-episode-13/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/getting-things-done-the-journey-episode-13/">Getting Things Done: The Journey, Episode 13</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> Top Blogging Trends: Longer, Fresher Content & More Images [PODCAST] https://www.searchenginejournal.com/content-editors-media-blogging-podcast/232447/?utm_medium=feed&utm_source=feedpress.me&utm_campaign=Feed%3A+searchenginejournal Search Engine Journal urn:uuid:5fb8ffd6-eeda-2840-6189-52e0481b7d28 Thu, 18 Jan 2018 12:00:22 +0000 <p>Andy Crestodina talks about the latest blogging statistics and trends.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/content-editors-media-blogging-podcast/232447/">Top Blogging Trends: Longer, Fresher Content &#038; More Images [PODCAST]</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p> How to Generate More Leads From Your Blog https://www.socialmediaexaminer.com/how-to-generate-leads-from-blog/ Social Media Examiner urn:uuid:38f70c53-279b-97aa-1a80-83a99c36f45a Thu, 18 Jan 2018 11:00:25 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Need your blog posts to generate more leads? Looking for tips to turn more readers into loyal email subscribers? In this article, you&#8217;ll learn how to combine blog posts and content upgrades into a package that generates warm leads. #1: Review Multiple Platforms to Find Popular Topics To convert more customers through blogging, you need <a class="read-more" href="https://www.socialmediaexaminer.com/how-to-generate-leads-from-blog/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-generate-leads-from-blog/">How to Generate More Leads From Your Blog</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> Free Local SEO Tools That Belong in Your Kit https://moz.com/blog/free-seo-tools-local Moz Blog urn:uuid:061ed830-dd5b-c729-1556-6217e7738d4c Thu, 18 Jan 2018 00:03:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/13017\">MiriamEllis</a></p><p>What a lot can change in just a few years! When I wrote the original version of this post in January 2014, the local SEO industry didn’t have quite the wealth of paid tools that now exists, and many of the freebies on my previous list have been sunsetted. Definitely time for a complete refresh of the most useful free tools, widgets, and resources I know of to make marketing local businesses easier and better. </p><p>While all of the tools below are free, note that some will require you to sign up for access. Others are limited, no-cost, or trial versions that let you get a good sense of what they provide, enabling you to consider whether it might be worth it to buy into paid access. One thing you may notice: my new list of local SEO tools offers increased support for organic SEO tasks, reflective of our industry’s growing understanding of how closely linked organic and local SEO have become. </p><p>Now, let’s open this toolkit and get 2018 off to a great start! </p><hr><h2>For Research</h2><h3><a href="https://www.census.gov/data/data-tools.html" target="_blank">US Census Bureau Tool Set</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d61d4783.93354628.jpg"> </p><p>Looking to better understand a target community for marketing purposes? You’ll find 20+ useful resources from the US Census Bureau, including population statistics, economic data, mapping and geocoding widgets, income and language information, and much more. </p><h3><a href="https://moz.com/blog/local-seo-client-discovery-questionnaire" target="_blank">Client Onboarding Questionnaire & Phone Script</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d6acca88.00753176.jpg"> </p><p>Onboarding a new client? Reduce repetitious follow-ups by asking all of the right questions the first time around with this thorough <a href="https://docs.google.com/document/d/10QZQGH9BM3Xk3_lDSGEmk8oKMlLcRzlSx0Npww1IVUM/edit" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Client Questionnaire']);">questionnaire</a> and easy-to-follow <a href="https://docs.google.com/document/d/16C4JlkX9YRw3gts2gohWhkRbmQD0IkKyLpxeU8zyGq8/edit#heading=h.msyajpo07qb3" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Phone Call Script']);">phone call script</a> from Moz. Includes helpful tips for why you are asking each question. As local SEO veterans will tell you, a missed question can lead to unhappy (and costly) surprises down the marketing road. Be sure you have the total picture of an incoming client in clear view <em>before</em> you begin strategizing. </p><h3><a href="https://docs.google.com/spreadsheets/d/1FLBMDEwl4RGxUY2p5qBNnOS8xEEcVuoW8iffj7r-Tmo/edit#gid=0" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Location Info Spreadsheet']);">Location Information Spreadsheet</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d737f4b4.92167689.jpg"> </p><p>Vital when marketing multi-location businesses, this free Moz spreadsheet will ensure that you’ve got all the info at your fingertips about each locale of a company. </p><p>*Pro tip: When working with large enterprises, be certain that the data you’re inputting in this spreadsheet has been approved by all relevant departments. It’s really no fun to find out six months into a marketing campaign that there’s internal disagreement about company NAP or other features. </p><h3><a href="https://docs.google.com/spreadsheets/d/1ZOQABbh3sPAvYwx4DFZILe0QTcN22oYmX_Zw2CpS_34/edit?usp=sharing" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Local Competitive Audit Spreadsheet']);">Local Competitive Audit Spreadsheet</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d7c07af7.71359855.jpg"> </p><p>Now we’re really getting down to brass tacks. When you need to look for answers to the perennial client question, “Why is that guy outranking me?”, this free Moz spreadsheet will help you document key competitive data. The end result of filling out the sheet will be two columns of stats you can compare and contrast in your quest to discover competitors’ ranking strengths and weaknesses. Need more guidance? <a href="https://moz.com/blog/basic-local-competitive-audit" target="_blank">Read my blog post</a> in which I put this audit spreadsheet into action for two San Francisco Bay Area Chinese restaurants. </p><h3><a href="https://chrome.google.com/webstore/detail/manual-geolocation/jpiefjlgcjmciajdcinaejedejjfjgki?hl=en" target="_blank">Manual GeoLocation Chrome Extension</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d8a31632.81017289.jpg"> </p><p><a href="https://twitter.com/DarrenShaw_/status/933375714744602624" target="_blank">Watch Darren Shaw demo using this tool</a> to show how a local pack changes when a user virtually crosses a street and you’ll quickly understand how useful this Chrome extension will be in approximating the impacts of user-to-business proximity. Works well on desktop devices. </p><p>Our industry still hasn’t fully recovered from Google removing the Local Search filter from its engine in 2015, and I still live in hope that they will bring it back one day, but in the meantime, this extension gives us a good sense of how searcher location affects search results. In fact, it may even be a superior solution. </p><h3><a href="https://moz.com/products/pro/seo-toolbar" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'MozBar']);">The MozBar SEO Toolbar</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d941f317.07138345.jpg"> </p><p>Local businesses in competitive markets must master traditional SEO, and the free MozBar provides a wonderful introduction to the metrics you need to look at in analyzing the organic strengths and weaknesses of clients and competitors. On-page elements, link metrics, markup, HTTP status, optimization opportunities — get the data you need at a glance with the MozBar. </p><h3><a href="https://moz.com/blog/mastering-google-search-operators-in-67-steps" target="_blank">Google Advanced Search Operators</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d9c89011.46887725.jpg"> </p><p>Not a tool, per se, but the best tutorial I have ever seen on using Google advanced search operators to deepen your research. Dr. Pete breaks this down into 67 steps that will enable you to use these search refinements for content and title research, checking for plagiarism, technical SEO audits, and competitive intelligence. Be totally wizardly and impress your clients and teammates, simply by knowing how to format searches in smart ways. </p><h3><a href="https://www.google.com/webmasters/tools/home?hl=en" target="_blank">Google Search Console</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9da3b4285.07807536.jpg"> </p><p>Apologies if it already seems like a no-brainer to you that you should be signed up for Google’s console that gives you analytics, alerts you to serious errors, and so much more, but local SEO is just now crossing the threshold of understanding how deeply connected it is to organic search. When playing in Google’s backyard, GSC is a must-have for businesses of every type. </p><h3><a href="https://www.brightlocal.com/local-search-results-checker/" target="_blank">BrightLocal’s Search Results Checker</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dabf0e39.60215349.jpg"> </p><p>This popular tool does an excellent job of replicating local search results at a city or zip code level. In some cases, it’s best to search by city (for example, when there are multiple towns covered by a single zip code), but other times, it’s better search by zip code (as in the case of a large city with multiple zip codes). The tool doesn’t have the capability to recreate user-level results, so always remember that the proximity of a given user to a business may create quite different results than what you’ll see searching at a city or zip code level. I consider this a great tool to suss out the lay of the land in a community, identifying top competitors. </p><h3><a href="https://whitespark.ca/offline-conversion-tracker/" target="_blank">Offline Conversion Tracker Form</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9db36c2e9.88442569.jpg"> </p><p>Give this handy Whitespark form to anyone who answers your phone so that they can document the answer to the important question, “How did you hear about us?” Submitted information is saved to Whitespark’s database and tracked in Google Analytics for your future reference and analysis. For local businesses, knowledge of offline factors can be priceless. This form provides a simple point of entry into amassing real-world data. </p><hr><h2>For Content</h2><h3><a href="https://answerthepublic.com/" target="_blank">Answer the Public</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dbbb07d8.42934229.jpg"> </p><p>One of the best-loved keyword research tools in the digital marketing world, Answer the Public lets you enter a keyword phrase and generate a large number of questions/topics related to your search. One of the most awesome facets of this tool is that it has a .CSV download feature — perfect for instantly generating large lists of keywords that you can input into something like <a href="https://moz.com/explorer" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'KWE']);">Moz Keyword Explorer</a> to begin the sorting process that turns up the most powerful keywords for your content dev and on-page optimization. </p><h3><a href="https://app.buzzsumo.com/research/most-shared" target="_blank">Buzzsumo</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dc47c142.38580727.jpg"> </p><p>Another great content inspiration tool, Buzzsumo shows you lets you enter a keyword, topic or domain name, and then shows you which pieces are getting the most social shares. For example, a search for wholefoodsmarket.com shows that a highly shared piece of content at the time of my search is about an asparagus and broccoli soup. You can also sort by content type (articles, videos, infographics, etc.). Use of Buzzsumo can help you generate topics that might be popular if covered on your website. </p><h3><a href="https://www.osha.gov/pls/imis/sicsearch.html" target="_blank">OSHA Standard Industrial Classification (SIC) System Search</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dcbf5205.13174375.jpg"> </p><p>Another interesting resource for brainstorming a wide pool of potential keywords for content dev consideration, OSHA’s SIC search returns big, comprehensive lists. Just <a href="https://www.osha.gov/pls/imis/sic_manual.html" target="_blank">look up your industry’s SIC code</a>, and then enter it along with a keyword/category to get your list. </p><h3><a href="https://whitespark.ca/google-review-link-generator/" target="_blank">USPS Look Up a ZIP Code Widget</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dd5159d0.10527524.jpg"> </p><p>Working with service area businesses (SABs)? Note the second tab in the menu of this widget: Cities by zip code. When you know the zip code of a business you’re marketing you can enter it into this simple tool to get a list of every city in that zip. Now, let’s not take a wrong step here: don’t publish large blocks of zips or city names on any website, but do use this widget to be sure you know of all the communities for which an SAB might strategize content, link building, brand building, real-world relationship building, social media marketing, and PPC. </p><hr><h2>Schema/JSON-LD Generators</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9ddd935e0.32152757.jpg"> </p><p>Rather than list a single tool here, I’m going to take the advice of my friend, schema expert <a href="http://www.touchpointdigitalmarketing.com/" target="_blank">David Deering</a>, who has taught me that no one tool is perfect. In David’s opinion, there isn’t currently a schema/JSON-LD generator that does it all, which is why he continues to build this type of markup manually. That being said, if you’re new to Schema, these generators will get you started: </p><ul> <li><a href="https://webcode.tools/json-ld-generator" target="_blank">https://webcode.tools/json-ld-generator</a></li> <li><a href="http://microdatagenerator.com/generator.html" target="_blank">http://microdatagenerator.com/generator.html</a></li> <li><a href="https://technicalseo.com/seo-tools/schema-markup-generator/" target="_blank">https://technicalseo.com/seo-tools/schema-markup-generator/</a></li> <li><a href="http://tools.seochat.com/category/schema-generators" target="_blank">http://tools.seochat.com/category/schema-generators</a></li> </ul><hr><h2>For Citations</h2><h3><a href="https://moz.com/local/search" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Check Listing']);">Moz Check Listing</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9de717938.94141751.jpg"> </p><p>I can say without bias that I know of no free tool that does a better job of giving you a lightning-fast overview of the health of a local business’ listings. On the phone with a new prospect? Just plug in the name and zip and see how complete and accurate the company’s citations are on the sources that matter most, including the major local business data aggregators (Acxiom, Factual, Infogroup, Localeze) plus key platforms like Google My Business, Facebook, Yelp, YP, and more. </p><p>Literally at a glance, you can tell if inconsistencies and duplicate listings are holding a business back. It can also be used for competitive analysis, defining whether a clean or messy citation set is impacting competitors. The value of the free Check Listing tool becomes most fully realized by signing up for the paid <a href="https://moz.com/products/local" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Moz Local']);">Moz Local</a> product, which automates aggregator-level listing management even at an enterprise level with hundreds or thousands of listings, and offers options for review monitoring, ranking analysis, and more. </p><h3><a href="https://whitespark.ca/local-citation-finder/" target="_blank">Whitespark’s Local Citation Finder</a> (free version)</h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9df0a3a61.61536361.jpg"> </p><p>The free version of this cool tool from our friends at Whitespark will give you a sense of how the paid version can help you discover additional places, beyond the basics, where you might want to get listed. It also analyzes your competitors’ citations. </p><hr><h2>For Reviews</h2><h3><a href="https://www.thehoth.com/online-review-tool/" target="_blank">The Hoth’s Online Business Review Checker Tool</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9df869138.62739624.jpg"> </p><p>You’ll have to sign up, but this free tool gives you an overview report of a local business’ reviews on a variety of platforms. This is a smart thing to do for every incoming client, to gauge reputation strengths and weaknesses. The state of a company’s reviews indicates whether it has an offline problem that needs to be corrected at a real-world structural level, or if its core challenge is a lack of strategy for simply earning a competitive number of positive reviews. </p><h3><a href="https://www.freereviewmonitoring.com/" target="_blank">Free Review Monitoring</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e01ece49.20702780.jpg"> </p><p>Need to know when a new review comes in on a major or industry-specific review site? Signing up for this free tool will send you email alerts so that you can respond quickly. Watch the little video and pay attention to its statement that the majority of unhappy customers will consider visiting a business again if it quickly resolves a complaint. Good to know! </p><h3><a href="https://whitespark.ca/review-handout-generator/" target="_blank">Review Handout Generator</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e093d836.05675490.jpg"> </p><p>Another freebie from Whitespark in partnership with <a href="http://localvisibilitysystem.com/" target="_blank">Phil Rozek</a>, this very simple resource lets you enter some business info and generate a printable handout your public-facing staff can give to customers. Active review management has become a must in even moderately competitive geo-industries. How nice to have a physical asset to offer your customers to get more of those reviews rolling in! </p><h3><a href="https://whitespark.ca/google-review-link-generator/" target="_blank">Google Review Link Generator</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e12ddad7.77684093.jpg"> </p><p>Google’s local product has gone through so many iterations that finding a link to point consumers to when requesting a GMB review has been foolishly difficult at times. Whitespark helps out again, at least for brick-and-mortar businesses, with this easy widget that lets you enter your business info and generate a shareable link. Unfortunately, SABs or home-based businesses with hidden addresses can’t use this tool, but for other business models, this widget works really well. </p><hr><h2>For social</h2><h3><a href="https://notify.ly/" target="_blank">Notify</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e1a42b11.96060509.jpg"> </p><p>Whenever your business gets mentioned on Facebook, YouTube, Twitter, Linkedin, Reddit, and a variety of other platforms, Notify uses Slack or HipChat to send you an alert. By being aware of important conversations taking place about your brand, and participating in them, your business can achieve an excellent status of responsiveness. Social media has become part of the customer service environment, so a tool like this comes in very handy. </p><h3><a href="https://followerwonk.com" target="_blank">Followerwonk</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e22182d5.90736626.jpg"> </p><p>A free trial is available for this app which acts as serious analytics for Twitter. If Twitter is a favorite platform in your industry, definitely give this resource a spin. Understand the characteristics of your followers, find and connect with influencers, and use data to improve your outreach. </p><h3><a href="http://www.charactercountonline.com/" target="_blank">Character Count Online</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e29540e1.73097797.jpg"> </p><p>I use this ultra-basic tool all of the time for three specific tasks. Some social platforms either have character limits and don’t always have counters, or (like Google Posts) truncate your social messaging so that only a limited snippet appear at the highest interface. Just plug in your text and see the character count. </p><p>And, of course, you’ll want a character counter to be sure your on-page title tags and meta descriptions read right in the SERPs. </p><p>My third use for this counter relates to content marketing. Most publications have character count parameters for the pieces they will accept. Here on the Moz Blog, we’re not into length limits, because we believe thorough coverage is the right coverage of important topics. But, when I’m invited to blog elsewhere, I have to rein myself in and be sure I haven’t galloped past that 800-character limit. If you’ve found that to be a problem, too, a character counter can keep you on-track as you write. <em>Whoa, horsie!</em> </p><hr><p><em></em> </p><h2>So, what did I miss?</h2><p>If you’re saying to yourself right now, “I can’t believe this totally awesome free local SEO tool I use every week isn’t included,” please <a href="https://moz.com/blog/free-seo-tools-local#comments">share it with our community</a> in the comments. One thing I know I’d love to find a free solution for would be a tool that does review sentiment analysis. Paid solutions exist for this, but I’ve yet to encounter a freebie. </p><p>My criteria for a great tool is that it makes work better, stronger, faster… or is that the intro to <a href="https://www.youtube.com/watch?v=HoLs0V8T5AA" target="_blank">The Six Million Dollar Man</a>? Well, Steve Austin had some amazing capabilities (and a cool 70s jogging suit, to boot!), and I’m hoping you’ll feel kitted up for success, too, with this list of free tools in the year ahead. </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/13017\">MiriamEllis</a></p><p>What a lot can change in just a few years! When I wrote the original version of this post in January 2014, the local SEO industry didn’t have quite the wealth of paid tools that now exists, and many of the freebies on my previous list have been sunsetted. Definitely time for a complete refresh of the most useful free tools, widgets, and resources I know of to make marketing local businesses easier and better. </p><p>While all of the tools below are free, note that some will require you to sign up for access. Others are limited, no-cost, or trial versions that let you get a good sense of what they provide, enabling you to consider whether it might be worth it to buy into paid access. One thing you may notice: my new list of local SEO tools offers increased support for organic SEO tasks, reflective of our industry’s growing understanding of how closely linked organic and local SEO have become. </p><p>Now, let’s open this toolkit and get 2018 off to a great start! </p><hr><h2>For Research</h2><h3><a href="https://www.census.gov/data/data-tools.html" target="_blank">US Census Bureau Tool Set</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d61d4783.93354628.jpg"> </p><p>Looking to better understand a target community for marketing purposes? You’ll find 20+ useful resources from the US Census Bureau, including population statistics, economic data, mapping and geocoding widgets, income and language information, and much more. </p><h3><a href="https://moz.com/blog/local-seo-client-discovery-questionnaire" target="_blank">Client Onboarding Questionnaire & Phone Script</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d6acca88.00753176.jpg"> </p><p>Onboarding a new client? Reduce repetitious follow-ups by asking all of the right questions the first time around with this thorough <a href="https://docs.google.com/document/d/10QZQGH9BM3Xk3_lDSGEmk8oKMlLcRzlSx0Npww1IVUM/edit" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Client Questionnaire']);">questionnaire</a> and easy-to-follow <a href="https://docs.google.com/document/d/16C4JlkX9YRw3gts2gohWhkRbmQD0IkKyLpxeU8zyGq8/edit#heading=h.msyajpo07qb3" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Phone Call Script']);">phone call script</a> from Moz. Includes helpful tips for why you are asking each question. As local SEO veterans will tell you, a missed question can lead to unhappy (and costly) surprises down the marketing road. Be sure you have the total picture of an incoming client in clear view <em>before</em> you begin strategizing. </p><h3><a href="https://docs.google.com/spreadsheets/d/1FLBMDEwl4RGxUY2p5qBNnOS8xEEcVuoW8iffj7r-Tmo/edit#gid=0" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Location Info Spreadsheet']);">Location Information Spreadsheet</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d737f4b4.92167689.jpg"> </p><p>Vital when marketing multi-location businesses, this free Moz spreadsheet will ensure that you’ve got all the info at your fingertips about each locale of a company. </p><p>*Pro tip: When working with large enterprises, be certain that the data you’re inputting in this spreadsheet has been approved by all relevant departments. It’s really no fun to find out six months into a marketing campaign that there’s internal disagreement about company NAP or other features. </p><h3><a href="https://docs.google.com/spreadsheets/d/1ZOQABbh3sPAvYwx4DFZILe0QTcN22oYmX_Zw2CpS_34/edit?usp=sharing" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Local Competitive Audit Spreadsheet']);">Local Competitive Audit Spreadsheet</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d7c07af7.71359855.jpg"> </p><p>Now we’re really getting down to brass tacks. When you need to look for answers to the perennial client question, “Why is that guy outranking me?”, this free Moz spreadsheet will help you document key competitive data. The end result of filling out the sheet will be two columns of stats you can compare and contrast in your quest to discover competitors’ ranking strengths and weaknesses. Need more guidance? <a href="https://moz.com/blog/basic-local-competitive-audit" target="_blank">Read my blog post</a> in which I put this audit spreadsheet into action for two San Francisco Bay Area Chinese restaurants. </p><h3><a href="https://chrome.google.com/webstore/detail/manual-geolocation/jpiefjlgcjmciajdcinaejedejjfjgki?hl=en" target="_blank">Manual GeoLocation Chrome Extension</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d8a31632.81017289.jpg"> </p><p><a href="https://twitter.com/DarrenShaw_/status/933375714744602624" target="_blank">Watch Darren Shaw demo using this tool</a> to show how a local pack changes when a user virtually crosses a street and you’ll quickly understand how useful this Chrome extension will be in approximating the impacts of user-to-business proximity. Works well on desktop devices. </p><p>Our industry still hasn’t fully recovered from Google removing the Local Search filter from its engine in 2015, and I still live in hope that they will bring it back one day, but in the meantime, this extension gives us a good sense of how searcher location affects search results. In fact, it may even be a superior solution. </p><h3><a href="https://moz.com/products/pro/seo-toolbar" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'MozBar']);">The MozBar SEO Toolbar</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d941f317.07138345.jpg"> </p><p>Local businesses in competitive markets must master traditional SEO, and the free MozBar provides a wonderful introduction to the metrics you need to look at in analyzing the organic strengths and weaknesses of clients and competitors. On-page elements, link metrics, markup, HTTP status, optimization opportunities — get the data you need at a glance with the MozBar. </p><h3><a href="https://moz.com/blog/mastering-google-search-operators-in-67-steps" target="_blank">Google Advanced Search Operators</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d9c89011.46887725.jpg"> </p><p>Not a tool, per se, but the best tutorial I have ever seen on using Google advanced search operators to deepen your research. Dr. Pete breaks this down into 67 steps that will enable you to use these search refinements for content and title research, checking for plagiarism, technical SEO audits, and competitive intelligence. Be totally wizardly and impress your clients and teammates, simply by knowing how to format searches in smart ways. </p><h3><a href="https://www.google.com/webmasters/tools/home?hl=en" target="_blank">Google Search Console</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9da3b4285.07807536.jpg"> </p><p>Apologies if it already seems like a no-brainer to you that you should be signed up for Google’s console that gives you analytics, alerts you to serious errors, and so much more, but local SEO is just now crossing the threshold of understanding how deeply connected it is to organic search. When playing in Google’s backyard, GSC is a must-have for businesses of every type. </p><h3><a href="https://www.brightlocal.com/local-search-results-checker/" target="_blank">BrightLocal’s Search Results Checker</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dabf0e39.60215349.jpg"> </p><p>This popular tool does an excellent job of replicating local search results at a city or zip code level. In some cases, it’s best to search by city (for example, when there are multiple towns covered by a single zip code), but other times, it’s better search by zip code (as in the case of a large city with multiple zip codes). The tool doesn’t have the capability to recreate user-level results, so always remember that the proximity of a given user to a business may create quite different results than what you’ll see searching at a city or zip code level. I consider this a great tool to suss out the lay of the land in a community, identifying top competitors. </p><h3><a href="https://whitespark.ca/offline-conversion-tracker/" target="_blank">Offline Conversion Tracker Form</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9db36c2e9.88442569.jpg"> </p><p>Give this handy Whitespark form to anyone who answers your phone so that they can document the answer to the important question, “How did you hear about us?” Submitted information is saved to Whitespark’s database and tracked in Google Analytics for your future reference and analysis. For local businesses, knowledge of offline factors can be priceless. This form provides a simple point of entry into amassing real-world data. </p><hr><h2>For Content</h2><h3><a href="https://answerthepublic.com/" target="_blank">Answer the Public</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dbbb07d8.42934229.jpg"> </p><p>One of the best-loved keyword research tools in the digital marketing world, Answer the Public lets you enter a keyword phrase and generate a large number of questions/topics related to your search. One of the most awesome facets of this tool is that it has a .CSV download feature — perfect for instantly generating large lists of keywords that you can input into something like <a href="https://moz.com/explorer" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'KWE']);">Moz Keyword Explorer</a> to begin the sorting process that turns up the most powerful keywords for your content dev and on-page optimization. </p><h3><a href="https://app.buzzsumo.com/research/most-shared" target="_blank">Buzzsumo</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dc47c142.38580727.jpg"> </p><p>Another great content inspiration tool, Buzzsumo shows you lets you enter a keyword, topic or domain name, and then shows you which pieces are getting the most social shares. For example, a search for wholefoodsmarket.com shows that a highly shared piece of content at the time of my search is about an asparagus and broccoli soup. You can also sort by content type (articles, videos, infographics, etc.). Use of Buzzsumo can help you generate topics that might be popular if covered on your website. </p><h3><a href="https://www.osha.gov/pls/imis/sicsearch.html" target="_blank">OSHA Standard Industrial Classification (SIC) System Search</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dcbf5205.13174375.jpg"> </p><p>Another interesting resource for brainstorming a wide pool of potential keywords for content dev consideration, OSHA’s SIC search returns big, comprehensive lists. Just <a href="https://www.osha.gov/pls/imis/sic_manual.html" target="_blank">look up your industry’s SIC code</a>, and then enter it along with a keyword/category to get your list. </p><h3><a href="https://whitespark.ca/google-review-link-generator/" target="_blank">USPS Look Up a ZIP Code Widget</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dd5159d0.10527524.jpg"> </p><p>Working with service area businesses (SABs)? Note the second tab in the menu of this widget: Cities by zip code. When you know the zip code of a business you’re marketing you can enter it into this simple tool to get a list of every city in that zip. Now, let’s not take a wrong step here: don’t publish large blocks of zips or city names on any website, but do use this widget to be sure you know of all the communities for which an SAB might strategize content, link building, brand building, real-world relationship building, social media marketing, and PPC. </p><hr><h2>Schema/JSON-LD Generators</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9ddd935e0.32152757.jpg"> </p><p>Rather than list a single tool here, I’m going to take the advice of my friend, schema expert <a href="http://www.touchpointdigitalmarketing.com/" target="_blank">David Deering</a>, who has taught me that no one tool is perfect. In David’s opinion, there isn’t currently a schema/JSON-LD generator that does it all, which is why he continues to build this type of markup manually. That being said, if you’re new to Schema, these generators will get you started: </p><ul> <li><a href="https://webcode.tools/json-ld-generator" target="_blank">https://webcode.tools/json-ld-generator</a></li> <li><a href="http://microdatagenerator.com/generator.html" target="_blank">http://microdatagenerator.com/generator.html</a></li> <li><a href="https://technicalseo.com/seo-tools/schema-markup-generator/" target="_blank">https://technicalseo.com/seo-tools/schema-markup-generator/</a></li> <li><a href="http://tools.seochat.com/category/schema-generators" target="_blank">http://tools.seochat.com/category/schema-generators</a></li> </ul><hr><h2>For Citations</h2><h3><a href="https://moz.com/local/search" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Check Listing']);">Moz Check Listing</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9de717938.94141751.jpg"> </p><p>I can say without bias that I know of no free tool that does a better job of giving you a lightning-fast overview of the health of a local business’ listings. On the phone with a new prospect? Just plug in the name and zip and see how complete and accurate the company’s citations are on the sources that matter most, including the major local business data aggregators (Acxiom, Factual, Infogroup, Localeze) plus key platforms like Google My Business, Facebook, Yelp, YP, and more. </p><p>Literally at a glance, you can tell if inconsistencies and duplicate listings are holding a business back. It can also be used for competitive analysis, defining whether a clean or messy citation set is impacting competitors. The value of the free Check Listing tool becomes most fully realized by signing up for the paid <a href="https://moz.com/products/local" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Moz Local']);">Moz Local</a> product, which automates aggregator-level listing management even at an enterprise level with hundreds or thousands of listings, and offers options for review monitoring, ranking analysis, and more. </p><h3><a href="https://whitespark.ca/local-citation-finder/" target="_blank">Whitespark’s Local Citation Finder</a> (free version)</h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9df0a3a61.61536361.jpg"> </p><p>The free version of this cool tool from our friends at Whitespark will give you a sense of how the paid version can help you discover additional places, beyond the basics, where you might want to get listed. It also analyzes your competitors’ citations. </p><hr><h2>For Reviews</h2><h3><a href="https://www.thehoth.com/online-review-tool/" target="_blank">The Hoth’s Online Business Review Checker Tool</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9df869138.62739624.jpg"> </p><p>You’ll have to sign up, but this free tool gives you an overview report of a local business’ reviews on a variety of platforms. This is a smart thing to do for every incoming client, to gauge reputation strengths and weaknesses. The state of a company’s reviews indicates whether it has an offline problem that needs to be corrected at a real-world structural level, or if its core challenge is a lack of strategy for simply earning a competitive number of positive reviews. </p><h3><a href="https://www.freereviewmonitoring.com/" target="_blank">Free Review Monitoring</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e01ece49.20702780.jpg"> </p><p>Need to know when a new review comes in on a major or industry-specific review site? Signing up for this free tool will send you email alerts so that you can respond quickly. Watch the little video and pay attention to its statement that the majority of unhappy customers will consider visiting a business again if it quickly resolves a complaint. Good to know! </p><h3><a href="https://whitespark.ca/review-handout-generator/" target="_blank">Review Handout Generator</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e093d836.05675490.jpg"> </p><p>Another freebie from Whitespark in partnership with <a href="http://localvisibilitysystem.com/" target="_blank">Phil Rozek</a>, this very simple resource lets you enter some business info and generate a printable handout your public-facing staff can give to customers. Active review management has become a must in even moderately competitive geo-industries. How nice to have a physical asset to offer your customers to get more of those reviews rolling in! </p><h3><a href="https://whitespark.ca/google-review-link-generator/" target="_blank">Google Review Link Generator</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e12ddad7.77684093.jpg"> </p><p>Google’s local product has gone through so many iterations that finding a link to point consumers to when requesting a GMB review has been foolishly difficult at times. Whitespark helps out again, at least for brick-and-mortar businesses, with this easy widget that lets you enter your business info and generate a shareable link. Unfortunately, SABs or home-based businesses with hidden addresses can’t use this tool, but for other business models, this widget works really well. </p><hr><h2>For social</h2><h3><a href="https://notify.ly/" target="_blank">Notify</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e1a42b11.96060509.jpg"> </p><p>Whenever your business gets mentioned on Facebook, YouTube, Twitter, Linkedin, Reddit, and a variety of other platforms, Notify uses Slack or HipChat to send you an alert. By being aware of important conversations taking place about your brand, and participating in them, your business can achieve an excellent status of responsiveness. Social media has become part of the customer service environment, so a tool like this comes in very handy. </p><h3><a href="https://followerwonk.com" target="_blank">Followerwonk</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e22182d5.90736626.jpg"> </p><p>A free trial is available for this app which acts as serious analytics for Twitter. If Twitter is a favorite platform in your industry, definitely give this resource a spin. Understand the characteristics of your followers, find and connect with influencers, and use data to improve your outreach. </p><h3><a href="http://www.charactercountonline.com/" target="_blank">Character Count Online</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e29540e1.73097797.jpg"> </p><p>I use this ultra-basic tool all of the time for three specific tasks. Some social platforms either have character limits and don’t always have counters, or (like Google Posts) truncate your social messaging so that only a limited snippet appear at the highest interface. Just plug in your text and see the character count. </p><p>And, of course, you’ll want a character counter to be sure your on-page title tags and meta descriptions read right in the SERPs. </p><p>My third use for this counter relates to content marketing. Most publications have character count parameters for the pieces they will accept. Here on the Moz Blog, we’re not into length limits, because we believe thorough coverage is the right coverage of important topics. But, when I’m invited to blog elsewhere, I have to rein myself in and be sure I haven’t galloped past that 800-character limit. If you’ve found that to be a problem, too, a character counter can keep you on-track as you write. <em>Whoa, horsie!</em> </p><hr><p><em></em> </p><h2>So, what did I miss?</h2><p>If you’re saying to yourself right now, “I can’t believe this totally awesome free local SEO tool I use every week isn’t included,” please <a href="https://moz.com/blog/free-seo-tools-local#comments">share it with our community</a> in the comments. One thing I know I’d love to find a free solution for would be a tool that does review sentiment analysis. Paid solutions exist for this, but I’ve yet to encounter a freebie. </p><p>My criteria for a great tool is that it makes work better, stronger, faster… or is that the intro to <a href="https://www.youtube.com/watch?v=HoLs0V8T5AA" target="_blank">The Six Million Dollar Man</a>? Well, Steve Austin had some amazing capabilities (and a cool 70s jogging suit, to boot!), and I’m hoping you’ll feel kitted up for success, too, with this list of free tools in the year ahead. </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> Voice search in retail: Evolving the customer experience https://marketingland.com/voice-search-retail-evolving-customer-experience-2-232133 Marketing Land urn:uuid:38af5b0b-be19-9072-e91b-9fcb612de514 Wed, 17 Jan 2018 21:48:00 +0000 Contributor Steve Tutelman explains how voice search is bringing marketers closer to the customer. <p><img class="aligncenter size-large wp-image-203923" src="https://martechtoday.com/wp-content/uploads/2017/09/echo-800x450.png" alt="" width="800" height="450" /><a href="https://martechtoday.com/voice-search-data-two-trends-will-shape-online-marketing-2017-196949">Voice search</a> stands to live at the heart of how retail marketers guide the customer experience into the future.</p> <p>Behind every voice query lies data riper with real-time intent and context than perhaps any other source of shopper information. A spoken query is a direct window into what consumers want at that moment, how they think about a topic &#8212; or product &#8212; and their emotional state of mind.</p> <p>As a result, voice queries are leading to new pools of intent-driven, contextual, real-time data that marketers can use to develop more customer-centric engagement strategies.</p> <p>To be sure, voice technology has come a long way, and it still has a way to go. But its upward trajectory is poised to deliver better content and interactions in the near term that will increase adoption of spoken search, and in turn, enable marketers to evolve their approach to the customer experience.</p> <p><a href="https://martechtoday.com/voice-search-retail-evolving-customer-experience-209420?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> SearchCap: Google Speed Update, schema reviews & PPC artificial intelligence https://searchengineland.com/searchcap-google-speed-update-schema-reviews-ppc-artificial-intelligence-289949 Search Engine Land urn:uuid:7b2a4866-20be-2676-f880-b95ce7c13eae Wed, 17 Jan 2018 21:00:55 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-speed-update-schema-reviews-ppc-artificial-intelligence-289949">SearchCap: Google Speed Update, schema reviews &#038; PPC artificial intelligence</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904" title="The Google Speed Update: Page speed will become a ranking factor in mobile search">The Google Speed Update: Page speed will become a ranking factor in mobile search</a></strong><br /><!-- byline -->Jan 17, 2018 by Barry Schwartz<!-- end byline --> <p>Starting in July 2018, Google will finally use mobile page speed as a ranking in their mobile search results.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/faqs-new-google-speed-update-amp-pages-search-console-notifications-desktop-pages-289929" title="FAQs on new Google Speed Update: AMP pages, Search Console notifications &#038; desktop only pages">FAQs on new Google Speed Update: AMP pages, Search Console notifications &#038; desktop only pages</a></strong><br /><!-- byline -->Jan 17, 2018 by Barry Schwartz<!-- end byline --> <p>A page with AMP but a slow canonical URL will not be impacted by this update, assuming the AMP URL is not slow, Google told us.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/survey-smart-speaker-ownership-steals-time-smartphones-tv-radio-289916" title="Survey: Smart speaker ownership steals time from smartphones, TV, radio">Survey: Smart speaker ownership steals time from smartphones, TV, radio</a></strong><br /><!-- byline -->Jan 17, 2018 by Greg Sterling<!-- end byline --> <p>The study suggests there are about 40 million devices in US homes today. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/technology-behind-ai-ppc-289777" title="The technology behind AI in PPC">The technology behind AI in PPC</a></strong><br /><!-- byline -->Jan 17, 2018 by Frederick Vallaeys<!-- end byline --> <p>Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years, and what&#8217;s next for AI in paid search.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691" title="Bizarre review schema implementation spotlights gaps between Google’s guidelines &#038; how rich results really work">Bizarre review schema implementation spotlights gaps between Google’s guidelines &#038; how rich results really work</a></strong><br /><!-- byline -->Jan 17, 2018 by Andrew Shotland<!-- end byline --> <p>Google has made its review markup guidelines fairly clear and has even issued penalties to sites that utilize spammy or misleading structured data markup. But columnist Andrew Shotland points out that many sites are still violating these guidelines, intentionally or unintentionally.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/10-great-reasons-book-ticket-now-smx-west-289849" title="10 great reasons to book your ticket NOW for SMX West!">10 great reasons to book your ticket NOW for SMX West!</a></strong><br /><!-- byline -->Jan 16, 2018 by Search Engine Land<!-- end byline --> <p>The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to SMX West for three days of unrivaled training alongside industry experts in a warm, welcoming environment. But that’s not the only reason to secure your seat now. In fact, here [&hellip;]</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/adobe-reports-2017-holiday-e-commerce-revenue-climbed-108-2b-beating-forecasts-nearly-1b-232193" title="The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season">The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season</a></li> <li><a href="https://marketingland.com/search-strategies-worked-didnt-2017-holiday-season-232153" title="Search strategies &#8212; What worked and what didn’t for the 2017 holiday season">Search strategies &#8212; What worked and what didn’t for the 2017 holiday season</a></li> <li><a href="https://marketingland.com/four-ways-fix-social-data-disconnect-231817" title="Four ways to fix the social data disconnect">Four ways to fix the social data disconnect</a></li> <li><a href="https://marketingland.com/adobe-launches-commerce-based-microservices-across-clouds-232171" title="Adobe launches commerce-based microservices across its clouds">Adobe launches commerce-based microservices across its clouds</a></li> <li><a href="https://marketingland.com/contentsquare-adds-ai-become-fully-automated-provider-experience-insights-232228" title="ContentSquare adds AI to become a &#8216;fully automated&#8217; provider of experience insights">ContentSquare adds AI to become a &#8216;fully automated&#8217; provider of experience insights</a></li> <li><a href="https://marketingland.com/freckle-ceo-every-single-online-kpi-goes-away-better-offline-attribution-232118" title="Freckle CEO: Every single online KPI goes away with better (offline) attribution">Freckle CEO: Every single online KPI goes away with better (offline) attribution</a></li> <li><a href="https://marketingland.com/youtube-sets-stricter-rules-videos-can-carry-ads-232241" title="YouTube sets stricter rules on videos that can carry ads">YouTube sets stricter rules on videos that can carry ads</a></li> <li><a href="https://marketingland.com/understanding-adwords-keyword-match-types-manufacturers-232111" title="Understanding AdWords keyword match types for manufacturers">Understanding AdWords keyword match types for manufacturers</a></li> <li><a href="https://marketingland.com/10-great-reasons-book-ticket-now-smx-west-232195" title="10 great reasons to book your ticket NOW for SMX West!">10 great reasons to book your ticket NOW for SMX West!</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="https://www.seroundtable.com/google-algorithm-update-january-15th-25084.html">Google Algorithm Update January 15th &#8211; More Tweaks &amp; Chatter</a>, Search Engine Roundtable</li> <li><a href="https://www.hallaminternet.com/8-useful-tools-from-google-for-seo-beginners/">8 Useful Google Tools for SEO Beginners</a>, Hallam Internet</li> <li><a href="http://www.thesempost.com/bing-adds-appointment-booking-local-panel/amp/">Bing Adds Appointment Booking to Local Panel in Search Results</a>, The SEM Post</li> <li><a href="https://www.engadget.com/2018/01/17/google-shenzhen-office/">Google opens an office in China&#8217;s Silicon Valley</a>, Engadget</li> <li><a href="http://blumenthals.com/blog/2018/01/17/google-updates-gmb-websites-to-include-posts/">Google Updates GMB Websites to Include Posts as They Pass 1.25 Million Sites Created</a>, Mike Blumenthal</li> <li><a href="https://clutch.co/seo-firms/resources/how-organic-paid-search-inform-seo-strategy">How Organic and Paid Search Inform SEO Strategy</a>, Clutch.co</li> <li><a href="https://amphtml.wordpress.com/2018/01/17/measuring-amp-performance/">Measuring AMP Performance</a>, Accelerated Mobile Pages Project</li> <li><a href="http://searchresearch1.blogspot.com/2018/01/searchresearch-challenge-11718-how-do-i.html">SearchResearch Challenge (1/17/18): How do I find this song that&#8217;s become an earworm?</a>, SearchReSearch</li> <li><a href="https://www.semrush.com/blog/top-10-important-seo-tips-for-your-magento-2-e-commerce-website/">Top 12 Important SEO Tips for your Magento 2 E-Commerce website</a>, SEM Rush</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-speed-update-schema-reviews-ppc-artificial-intelligence-289949">SearchCap: Google Speed Update, schema reviews &#038; PPC artificial intelligence</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Marketing Day: A holiday e-commerce wrap up, Freckle CEO interview & YouTube’s new rules for advertisers https://marketingland.com/marketing-day-holiday-e-commerce-wrap-freckle-ceo-interview-youtubes-new-rules-advertisers-232325 Marketing Land urn:uuid:eaf11548-b694-1c78-37ba-4cbe4d1a777f Wed, 17 Jan 2018 21:00:15 +0000 Here&#8217;s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season Jan 17, 2018 by Amy Gesenhues Adobe reports 2017 holiday e-commerce revenue climbed to $108.2 billion, [&#8230;] <p><img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /><br /> Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season" href="https://marketingland.com/adobe-reports-2017-holiday-e-commerce-revenue-climbed-108-2b-beating-forecasts-nearly-1b-232193">The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season</a></strong><br /> <!-- byline -->Jan 17, 2018 by Amy Gesenhues<!-- end byline --><br /> Adobe reports 2017 holiday e-commerce revenue climbed to $108.2 billion, beating forecasts by nearly $1 billion.<!--end ml posts--></li> <li><strong><a title="Search strategies — What worked and what didn’t for the 2017 holiday season" href="https://marketingland.com/search-strategies-worked-didnt-2017-holiday-season-232153">Search strategies — What worked and what didn’t for the 2017 holiday season</a></strong><br /> <!-- byline -->Jan 17, 2018 by Digital Marketing Depot<!-- end byline --><br /> This Thursday, join our experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off.<!--end ml posts--></li> <li><strong><a title="Four ways to fix the social data disconnect" href="https://marketingland.com/four-ways-fix-social-data-disconnect-231817">Four ways to fix the social data disconnect</a></strong><br /> <!-- byline -->Jan 17, 2018 by Nate Elliott<!-- end byline --><br /> When companies try to use social data for providing insights, they very often fail. Contributor Nate Elliott offers four ways to fix this problem.<!--end ml posts--></li> <li><strong><a title="Adobe launches commerce-based microservices across its clouds" href="https://marketingland.com/adobe-launches-commerce-based-microservices-across-clouds-232171">Adobe launches commerce-based microservices across its clouds</a></strong><br /> <!-- byline -->Jan 17, 2018 by Barry Levine<!-- end byline --><br /> Other enhancements include Sensei AI-powered image optimization and personalized Fluid Experiences, plus a preview of profile targeting in physical stores.<!--end ml posts--></li> <li><strong><a title="ContentSquare adds AI to become a ‘fully automated’ provider of experience insights" href="https://marketingland.com/contentsquare-adds-ai-become-fully-automated-provider-experience-insights-232228">ContentSquare adds AI to become a ‘fully automated’ provider of experience insights</a></strong><br /> <!-- byline -->Jan 17, 2018 by Barry Levine<!-- end byline --><br /> New Auto-Zone algorithm automatically categorizes and learns components in a site, removing the need to configure new elements via a dashboard.<!--end ml posts--></li> <li><strong><a title="Freckle CEO: Every single online KPI goes away with better (offline) attribution" href="https://marketingland.com/freckle-ceo-every-single-online-kpi-goes-away-better-offline-attribution-232118">Freckle CEO: Every single online KPI goes away with better (offline) attribution</a></strong><br /> <!-- byline -->Jan 17, 2018 by Greg Sterling<!-- end byline --><br /> In a wide-ranging interview, Freckle founder and CEO Neil Sweeney offers his provocative assessment of location data, beacons, programmatic, multi-touch attribution and where it’s all going.<!--end ml posts--></li> <li><strong><a title="YouTube sets stricter rules on videos that can carry ads" href="https://marketingland.com/youtube-sets-stricter-rules-videos-can-carry-ads-232241">YouTube sets stricter rules on videos that can carry ads</a></strong><br /> <!-- byline -->Jan 17, 2018 by Ginny Marvin<!-- end byline --><br /> Advertiser brand safety concerns are driving more changes at YouTube.<!--end ml posts--></li> <li><strong><a title="Understanding AdWords keyword match types for manufacturers" href="https://marketingland.com/understanding-adwords-keyword-match-types-manufacturers-232111">Understanding AdWords keyword match types for manufacturers</a></strong><br /> <!-- byline -->Jan 16, 2018 by Dianna Huff<!-- end byline --><br /> With much of AdWords’ help documentation geared towards retailers, it can be confusing for manufacturers to figure out how best to utilize the platform. This guide to match types for manufacturers from columnist Dianna Huff can help.<!--end ml posts--></li> <li><strong><a title="10 great reasons to book your ticket NOW for SMX West!" href="https://marketingland.com/10-great-reasons-book-ticket-now-smx-west-232195">10 great reasons to book your ticket NOW for SMX West!</a></strong><br /> <!-- byline -->Jan 16, 2018 by Marketing Land<!-- end byline --><br /> The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to SMX West for three days of unrivaled training alongside industry experts in a warm, welcoming environment.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="Google announces its first turnkey integration with Salesforce" href="https://martechtoday.com/google-announces-first-turnkey-integration-salesforce-209567">Google announces its first turnkey integration with Salesforce</a></strong><br /> <!-- byline -->Jan 17, 2018 by Robin Kurzer<!-- end byline --><br /> Data from Salesforce Sales Cloud is now available in Google Analytics 360.<!--end ml posts--></li> <li><strong><a title="Google introduces Cloud AutoML for employing machine learning without experts" href="https://martechtoday.com/google-introduces-cloud-automl-employing-machine-learning-without-experts-209576">Google introduces Cloud AutoML for employing machine learning without experts</a></strong><br /> <!-- byline -->Jan 17, 2018 by Barry Levine<!-- end byline --><br /> The first offering in this new service, AutoML Vision, can be trained via a graphical interface with a few dozen images.<!--end ml posts--></li> <li><strong><a title="5 rules for writing effective onboarding emails" href="https://martechtoday.com/5-rules-writing-effective-onboarding-emails-209488">5 rules for writing effective onboarding emails</a></strong><br /> <!-- byline -->Jan 17, 2018 by Brent Sleeper<!-- end byline --><br /> Contributor Brent Sleeper reveals how the language and content of great onboarding emails reflect essential secrets for driving user engagement, conversion and growth.<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://simplymeasured.com/blog/5-strategies-get-instagram-followers/#sm.00001r2szghcitd7hs1gk9ba1dw8v">5 Strategies to Get More Instagram Followers</a>, Simply Measured</li> <li><a href="https://www.facebook.com/business/news/get-the-most-out-of-your-bid-in-the-facebook-ad-auction">Get the Most Out of Your Bid in the Facebook Ad Auction</a>, Facebook Business</li> <li><a href="http://tubularinsights.com/media-companies-social-video/">How the Big Media Companies Are Winning at Social Video</a>, Tubular Insights</li> <li><a href="https://smallbiztrends.com/2018/01/2018-mobile-marketing-tips-small-business.html">How to Make Your Mobile Marketing Amazing in 2018</a>, Small Biz Trends</li> <li><a href="https://www.searchenginepeople.com/blog/rank-videos-number-one-youtube.html">How To Rank Your Videos Number One In Youtube</a>, Search Engine People</li> <li><a href="https://3qdigital.com/blog/top-ecommerce-companies-utilize-cro-stay-ahead">How Top eCommerce Companies Utilize CRO to Stay Ahead</a>, 3Q Digital</li> <li><a href="http://socialmediaexplorer.com/content-sections/tools-and-tips/implementing-your-social-media-strategy-2018/">Implementing Your Social Media Strategy for 2018: What You Should Know</a>, Social Media Explorer</li> <li><a href="https://www.wsj.com/articles/the-antitrust-case-against-facebook-google-amazon-and-apple-1516121561">The Antitrust Case Against Facebook, Google and Amazon</a>, Wall Street Journal</li> <li><a href="https://techcrunch.com/2018/01/16/twit-is-suing-twitter-alleging-breach-of-contract-and-copyright-infringement/">TWiT is suing Twitter, alleging breach of contract and trademark infringement</a>, TechCrunch</li> <li><a href="https://ignitevisibility.com/best-times-post-facebook/">What Are The Best Times To Post On Facebook</a>, Ignite Visibility</li> </ul> Survey: Smart speaker ownership steals time from smartphones, TV, radio https://searchengineland.com/survey-smart-speaker-ownership-steals-time-smartphones-tv-radio-289916 Search Engine Land urn:uuid:5321efd6-2c17-627b-3154-8d7b8c7502fe Wed, 17 Jan 2018 20:50:10 +0000 <p>The study suggests there are about 40 million devices in US homes today. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/survey-smart-speaker-ownership-steals-time-smartphones-tv-radio-289916">Survey: Smart speaker ownership steals time from smartphones, TV, radio</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-283503" src="https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM-800x552.png" alt="" width="800" height="552" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM-800x552.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM-580x400.png 580w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM-768x530.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM.png 1372w" sizes="(max-width: 800px) 100vw, 800px" /> <p>In a follow-up to <a href="https://searchengineland.com/npr-survey-americans-love-smart-speakers-42-call-essential-279514">mid-2017 research</a> on US smart speaker ownership, NPR and Edison Research have released <a href="http://nationalpublicmedia.com/smart-audio-report-fall-winter-2017/">new findings</a> indicating that nearly 40 million Americans now own the devices. That number is roughly double what it was in July 2017 and shows the impact of 2017 holiday sales on the market.</p> <p>The new survey was conducted in two parts, online and by telephone, in November and then in late December. It reflects that satisfaction with these devices is high, and people are using them more frequently and gradually expanding the use cases. Another striking finding is that smart speaker ownership is impacting (read: decreasing) usage of other media and devices.</p> <img class="aligncenter size-large wp-image-289927" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM-800x383.png" alt="" width="800" height="383" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM-800x383.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM-600x287.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM-768x368.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM.png 906w" sizes="(max-width: 800px) 100vw, 800px" /> <p>As one might expect, smart speakers tend to be placed in the living room and then the kitchen. Other <a href="https://searchengineland.com/amazon-just-upped-ante-battle-virtual-assistants-283481">research</a> found that smart speaker ownership triggered smart home appliance and fixture purchases. In the NPR survey, a significant percentage (31 percent) of owners reported that they had &#8220;controlled household devices with a Smart Speaker in the last week.&#8221;</p> <p>Nearly 40 percent (38 percent) of NPR survey respondents also say they plan to buy additional devices. It&#8217;s reasonable to assume that most smart speaker homes will have at least two devices. And research from <a href="https://www.prnewswire.com/news-releases/loyalty-or-lock-in-most-smart-speaker-users-wont-budge-from-amazon-or-google-300576409.html?mkt_tok=eyJpIjoiWlRCaVl6Vm1aREEyTWpNMiIsInQiOiJjSVB4UDdzNGN6eDJXVlVadVpyTzJQZUxmYjRMR2lmWGtNd1J5TjRpMVVacWdGK3dsMVhMTTdNaWprUXF0aXdxcm5HM25KeTRHT3JUdUR6RjdQS3UyMHphdXROaWc3R01QTm9qWUlJdm9OTmFNc2Z1eDZHaWxWMm0wRUJvK0o1TyJ9" rel="nofollow noopener" data-wpel-link="external">Strategy Analytics</a> found that most buyers will be loyal to their existing brand. That&#8217;s great news for Amazon, good news for Google and bad news for Apple, Samsung and Microsoft.</p> <img class="aligncenter size-large wp-image-289919" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM-800x420.png" alt="" width="800" height="420" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM-800x420.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM-600x315.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM-768x403.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM.png 1209w" sizes="(max-width: 800px) 100vw, 800px" /> <p>NPR determined, at least among its sample, that roughly three times more folks own Alexa than own Google Home. In practical terms, that means roughly 28 million Amazon devices and more than 10 million Google Home devices in US households.</p> <p>This argues Google may have closed the market-share gap somewhat. Earlier estimates, including from NPR, suggested that Amazon had a 70 percent to 75 percent market share. Google itself says that its Assistant is <a href="https://searchengineland.com/google-says-assistant-now-400-million-devices-289337">now on 400 million devices globally</a>, though most of this is on smartphones.</p> <img class="aligncenter size-large wp-image-289921" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM-800x366.png" alt="" width="800" height="366" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM-800x366.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM-600x275.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM-768x351.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM.png 1331w" sizes="(max-width: 800px) 100vw, 800px" /> <p>NPR created a dayparting graphic of the smart speaker functions most commonly utilized and time slots during the day. It&#8217;s a broad and diversified mix, though actions/skills discovery remains a problem on both Google Home and Alexa devices. People are not entirely sure about all the things smart speakers can do, and there&#8217;s no great discovery mechanism right now.</p> <p>As you can see, some of the usage is search-like and informational, some is entertainment-oriented and some is transactional.</p> <img class="aligncenter size-large wp-image-289920" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM-800x281.png" alt="" width="800" height="281" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM-800x281.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM-600x211.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM-768x270.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM.png 1385w" sizes="(max-width: 800px) 100vw, 800px" /> <p>There is a range of findings in the market around purchase behavior: how many have bought items using the devices and what they&#8217;ve purchased. But whatever study you consult, you&#8217;ll find that users are buying things (and researching products) through these devices. According to the NPR survey, respondents said they have:</p> <ul> <li>added an item to their cart so they could review it later for purchase &#8212; 31 percent.</li> <li>researched an item they might want to purchase &#8212; 29 percent.</li> <li>reordered an item they have previously purchased &#8212; 22 percent.</li> <li>ordered a new product they have not previously purchased &#8212; 22 percent.</li> </ul> <p>Perhaps it&#8217;s obvious, but it&#8217;s also important to point out that Amazon is the most common beneficiary of this behavior, given the company&#8217;s device market share and its position as the default e-commerce solution on Alexa.</p> <p>Another important finding for marketers is that &#8220;43 percent of Smart Speaker owners would be interested in using skills from companies or brands they follow on social media.&#8221;</p> <p>The brand and commerce implications of these devices are immediately clear. And unlike other new technologies, which saw huge hype but disappointing sales to date (e.g., wearables and VR), smart speakers are quickly becoming a fixture in US homes.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/survey-smart-speaker-ownership-steals-time-smartphones-tv-radio-289916">Survey: Smart speaker ownership steals time from smartphones, TV, radio</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season https://marketingland.com/adobe-reports-2017-holiday-e-commerce-revenue-climbed-108-2b-beating-forecasts-nearly-1b-232193 Marketing Land urn:uuid:f3fcc087-42b8-bf48-0814-7026002a47db Wed, 17 Jan 2018 20:44:23 +0000 Adobe reports 2017 holiday e-commerce revenue climbed to $108.2 billion, beating forecasts by nearly $1 billion. <img class="aligncenter size-large wp-image-219949" src="https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-santa-shopping-online-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-santa-shopping-online-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-santa-shopping-online-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/07/holiday-retail-santa-shopping-online-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>The 2017 holiday season was another record-breaker in online sales.</p> <p>Adobe reported $108.2 billion in online sales generated between November and December of last year, an increase of 14.7 percent year over year. Adobe&#8217;s final numbers were nearly a billion dollars more than what the company had predicted back in November, when it <a href="https://marketingland.com/holiday-e-commerce-revenue-will-surpass-100b-according-adobe-228434">forecast online holiday sales</a> would reach $107.4 billion.</p> <p>Adobe&#8217;s online sales results are more than $30 billion less than the holiday online &#8220;and other non-store&#8221; sales of $138.4 billion that the National Retail Federation <a href="https://nrf.com/media/press-releases/holiday-retail-sales-increased-55-percent-2017-exceeding-nrf-forecast-and">(NRF) reported</a>, The NRF numbers represent an increase of 11.5 percent year over year.</p> <p>Why the gap? While Adobe&#8217;s numbers are based on 80 percent of online transactions for the largest 100 online US retailers, NRF&#8217;s Craig Shearman, vice president for government affairs public relations, says his organization uses official government data from the Census Bureau.</p> <p>&#8220;Census only reports online sales as such on a quarterly basis. On a monthly basis they report non-store sales,&#8221; says Shearman, &#8220;The bulk of non-store sales are online sales. The rest are channels such as mail-order catalogs, telephone sales, kiosks at the mall and vending machines.&#8221;</p> <p>The NRF&#8217;s final sales numbers also came ahead of its earlier projection of $137.7 &#8212; by nearly $700 million.</p> <p>NRF president and CEO Matthew Shay says that 2017&#8217;s booming holiday e-commerce results prove retail is the most nimble industry in the economy.</p> <p>&#8220;Retail today doesn&#8217;t look like retail 10 years ago, and it certainly won&#8217;t look the same in another 10 years,&#8221; says Shay, noting how the retail industry continues to transform and reinvent itself to meet consumer demands.</p> <p>Search marketing agency <a href="https://www.netelixir.com/blog/put-bow-2017-holiday-season-e-commerce-recap-insights/">NetElixir also released</a> 2017 holiday e-commerce findings, focusing on growth rates versus final sales numbers. Analyzing 400 million e-commerce visits from holiday traffic across its client base, NetElixir says e-commerce sales were up 13 percent year over year, falling in the middle of Adobe&#8217;s and NRF&#8217;s reported growth rates.</p> <h2>Mobile holiday activity continues to rise</h2> <p>In addition to overall growth, NetElixir reports mobile visits jumped across most retail categories, with apparel seeing the largest growth at 32 percent.</p> <p>&#8220;All other categories saw single-digit increases for mobile visits, indicating that shoppers were using mobile devices more for browsing and product research this holiday season than before,&#8221; says NetElixir.</p> <p>Adobe&#8217;s digital insights managing analyst, Siddharth Kukami, says consumers spent more time and money on their mobile device this holiday season than ever before. According to Adobe&#8217;s findings, mobile accounted for 33.1 percent of the total $108.2 billion generated, bringing in $35.9 billion.</p> <p>Salesforce also teased it saw a surge in holiday mobile purchases. The company isn&#8217;t releasing its full 2017 holiday e-commerce report until later this month but did share a few bullet points around its holiday e-commerce results with Marketing Land.</p> <p>According to Salesforce, 46 percent of all online orders on Thanksgiving Day 2017 happened on a mobile device. Christmas Day experienced the biggest jump in mobile shopping, with 50 percent of all online orders happening on mobile devices.</p> <h2>2017&#8217;s biggest revenue drivers during the holidays: paid search &#038; email campaigns</h2> <p>Adobe says organic and paid search brought in the most revenue during the 2017 holiday season, with search driving 44.8 percent of all online holiday visits &#8212; paid search at 23.5 percent and organic at 21.3 percent.</p> <p>Email was also a big driver of holiday revenue, accounting for 20 percent of online holiday site visits.</p> <p>NetElixir says search marketers saw a 19.4 percent increase in average order values (AOV) during the 2017 holiday season, with conversions up 15.6 percent and impressions up 12.8 percent. The average cost per click also increased by 14.2 percent.</p> <p>Udayan Bose, NetElixir&#8217;s CEO, says retailers should be paying special attention to the nearly 20 percent increase in AOVs it tracked.</p> <p>&#8220;This dramatic increase implies that consumers are growing more comfortable making expensive purchases online,&#8221; says Bose, &#8220;The overall positive trend of other search marketing metrics indicate[s] that digital marketing is growing in effectiveness, leading consumers to the brands and products they are interested to purchase.&#8221;</p> <p>Looking at 2017 online holiday AOVs for large retailers versus small retailers, Adobe says larger retailers&#8217; AOV was two times higher than small retailers&#8217; overall.  For desktop holiday purchases, large retailers&#8217; AOV was $176 compared to small retailers&#8217; AOV of $86. On tablets, large retailers saw AOVs of $169 versus small retailers&#8217; AOV of $79.</p> <p>On mobile phones, small retailers&#8217; AOVs were still less than large retailers&#8217;, but the margin was narrower at $149 versus $75.</p> <p>Adobe found small retailers had the advantage when it came to converting online holiday visits to purchases, outperforming large retailers across the board on desktops, tablets and mobile phones.</p> <p style="text-align: center;"><strong>Adobe: Average Conversion Over 5-day Holiday Weekend by Retailer Size</strong><br /> <img class="aligncenter size-large wp-image-232292" src="https://marketingland.com/wp-content/ml-loads/2018/01/Adobe-holiday-conversion-data-800x348.png" alt="" width="800" height="348" srcset="https://marketingland.com/wp-content/ml-loads/2018/01/Adobe-holiday-conversion-data.png 800w, https://marketingland.com/wp-content/ml-loads/2018/01/Adobe-holiday-conversion-data-600x261.png 600w, https://marketingland.com/wp-content/ml-loads/2018/01/Adobe-holiday-conversion-data-768x334.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></p> <h2>What about Amazon?</h2> <p>Amazon says it experienced its biggest holiday season in 2017, with more than a billion items ordered from small businesses around the world. The e-commerce giant also reported a nearly 70 percent increase in the number of global shoppers using the Amazon app this holiday season.</p> <p>&#8220;Prime membership continued to grow this holiday,&#8221; said <a href="http://phx.corporate-ir.net/phoenix.zhtml?c=176060&#038;p=irol-newsArticle&#038;ID=2324045">Amazon announcing</a> its 2017 holiday results. &#8220;In one week alone, more than four million people started Prime free trials or began paid memberships.&#8221;</p> <p>Slice Intelligence, a digital commerce analytics agency, says Amazon&#8217;s holiday sales were 25 percent compared to overall channel growth of 24 percent.</p> <p>&#8220;November is actually Amazon&#8217;s weakest point of the year in terms of market share,&#8221; <a href="http://intelligence.slice.com/blog/2018/holiday-2017-wrap-up-late-season-surges-an-amazon-prime-now-killer-new-hope-for-brick-and-mortar-and-its-not-just-click-and-carry">wrote Slice Intelligence</a> principle analyst, Ken Cassar. &#8220;Amazon’s share January through October of 2017 was 37 percent, compared with 32 percent during November.&#8221;</p> <p>Cassar says aggressive promotions and advertising initiatives from brick-and-mortar stores like Target, Walmart and other Amazon competitors helped these retailers take back market share during the holiday season.</p> <p><em>If you&#8217;re curious about how search marketing strategies impacted this year&#8217;s holiday retail season, be sure to register for the SMX-sponsored webinar, &#8220;Holiday Retail Search Strategies 2017: What worked, what didn’t&#8221; on January 18. Marketing Land associate editor Ginny Marvin will join Brad Geddes, co-founder of Adalysis, Elite SEM’s Aaron Levy and CommerceHub’s Elizabeth Marsten to discuss how search marketing strategies performed during the 2017 holiday season and share results from SMX&#8217;s year-end <a href="https://www.eiseverywhere.com/esurvey/index.php?surveyid=55271">Holiday Retail Search Marketing Survey</a>.</em></p> <p><em>You can register for the webinar at <a href="https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&#038;partnerref=slsitepost010418&#038;eventid=1568941&#038;sessionid=1&#038;key=91184B20B9EE7BF098517F71669BFA70&#038;regTag=&#038;sourcepage=register">Holiday Retail Search Strategies 2017: What worked, what didn’t</a>.</em></p> Google to Use Page Speed as Ranking Signal in Mobile Search by @MattGSouthern https://www.searchenginejournal.com/google-use-page-speed-ranking-signal-mobile-search/232553/?utm_medium=feed&utm_source=feedpress.me&utm_campaign=Feed%3A+searchenginejournal Search Engine Journal urn:uuid:1ab5cdc8-e81c-34a2-8d52-94894112ba1b Wed, 17 Jan 2018 20:31:41 +0000 <p>Google has announced that, starting July 2018, page speed will become a ranking factor in mobile search.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-use-page-speed-ranking-signal-mobile-search/232553/">Google to Use Page Speed as Ranking Signal in Mobile Search by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p> FAQs on new Google Speed Update: AMP pages, Search Console notifications & desktop only pages https://searchengineland.com/faqs-new-google-speed-update-amp-pages-search-console-notifications-desktop-pages-289929 Search Engine Land urn:uuid:ea6e1cf3-8ade-3afb-f1b6-7cfae286be39 Wed, 17 Jan 2018 20:01:36 +0000 <p>A page with AMP but a slow canonical URL will not be impacted by this update, assuming the AMP URL is not slow, Google told us.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/faqs-new-google-speed-update-amp-pages-search-console-notifications-desktop-pages-289929">FAQs on new Google Speed Update: AMP pages, Search Console notifications &#038; desktop only pages</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="alignnone size-large wp-image-238209" src="https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-fast-speed-travel-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-fast-speed-travel-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-fast-speed-travel-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google has just announced its latest algorithm update, named the <a href="https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904">Speed Update</a>, that will be launching in July of this year. We asked Google several questions about this update, including how this impacts desktop pages, whether pages with AMP URLs but slow canonical URLs will be impacted, if webmasters will get Search Console notifications and more.</p> <p>Here are the questions and answers from a Google spokesperson:</p> <p><strong>1. Are you still going to be using the desktop speed factor for the desktop index?</strong><br /> Correct, no changes to announce for desktop.</p> <p><strong>2. With the mobile-first index, will desktop rankings use mobile page speed and not use desktop page speed?</strong><br /> No, this change is about the mobile search results. As mentioned in our mobile-first indexing blog post, while our index will be built from mobile documents, we&#8217;re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices.</p> <p><strong>3. What about the sites that get the <a href="https://searchengineland.com/google-pagespeed-insights-now-uses-real-data-chrome-browser-users-289583">&#8220;unavailable&#8221; message</a> in the PageSpeed Insights report? How do they properly prepare for this? </strong><br /> Developers are encouraged to think broadly about how performance affects a user’s experience of their page and to consider a variety of user experience metrics. We encourage developers to use all the tools that make sense to them.</p> <p>PageSpeed Insights uses data from the Chrome User Experience Report. For sites that are not in the Chrome User Experience Report data set, we recommend using Lighthouse to evaluate the performance of a page.</p> <p><strong>4. Can you give us a percentage of queries impacted by this?</strong><br /> This will affect a small percentage of queries.</p> <p><strong>5. Will there be a significant drop in ranking if the site is impacted?</strong><br /> Speed is just one of many signals that are used to rank pages. Keep in mind that intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.</p> <p><strong>6. Will there be a notification of some sort in Google Search Console, or it is completely algorithmic? </strong><br /> This is completely algorithmic. There is no tool that directly indicates whether a page is affected by this new ranking factor.</p> <p><strong>7. Is it using the same data you use in the PageSpeed Insights tool? The Chrome User Experience Data?</strong><br /> The intent of the signal is to improve the user experience on search. While we can’t comment on the types of data, we encourage developers to think broadly how about performance affects a user’s experience of their page and to consider a variety of user experience metrics when improving their site.</p> <p><strong>8. What if the site has AMP URLs but the canonical URLs are super slow? How does a site with AMP get impacted by this? </strong><br /> The same standard is applied to all pages, regardless of the technology used to build the page. The goal of this change is to improve the search user experience. In this example, since users from Search would be seeing an AMP page, the speed of the AMP page would be taken into account. However, if a page built with AMP provides a slow experience to users, it may also rank lower in the results.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/faqs-new-google-speed-update-amp-pages-search-console-notifications-desktop-pages-289929">FAQs on new Google Speed Update: AMP pages, Search Console notifications &#038; desktop only pages</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> What is a Core Algo Update and How to Diagnose Ranking Changes? by @martinibuster https://www.searchenginejournal.com/diagnose-algo-update/232511/?utm_medium=feed&utm_source=feedpress.me&utm_campaign=Feed%3A+searchenginejournal Search Engine Journal urn:uuid:ce49714a-55bc-777e-0f7e-24372047ca61 Wed, 17 Jan 2018 19:19:38 +0000 <p>A review of what an update to Google's core algorithm can be and how to diagnose changes in web page rankings.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/diagnose-algo-update/232511/">What is a Core Algo Update and How to Diagnose Ranking Changes? by @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p> Search strategies — What worked and what didn’t for the 2017 holiday season https://marketingland.com/search-strategies-worked-didnt-2017-holiday-season-232153 Marketing Land urn:uuid:68dc1924-1320-0bf1-1859-b31c0a213ba0 Wed, 17 Jan 2018 18:16:30 +0000 This Thursday, join our experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off. We’ll also [&#8230;] <p><a href="https://event.on24.com/wcc/r/1568941/91184B20B9EE7BF098517F71669BFA70?partnerref=mlsitepost011618"><img class="aligncenter wp-image-216643 size-large" src="https://marketingland.com/wp-content/ml-loads/2017/06/webinar-reminder-439624993-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/06/webinar-reminder-439624993-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/06/webinar-reminder-439624993-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/06/webinar-reminder-439624993-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></a>This Thursday, join our experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off. We’ll also examine best practices for search marketing for the 2018 holiday shopping season.</p> <p>Register today for &#8220;<a href="https://event.on24.com/wcc/r/1568941/91184B20B9EE7BF098517F71669BFA70?partnerref=mlsitepost011618" rel="nofollow">Holiday Retail Search Strategies 2017: What worked, what didn’t,</a>&#8221; produced by Digital Marketing Depot and sponsored by SMX.</p> <hr /> <p>Speakers:<br /> Brad Geddes is a co-founder of Adalysis, an ad testing and recommendation platform. Brad is the author of Advanced Google AdWords, the most in-depth book ever written about Google’s advertising program. He has been working in paid search since 1998.</p> <p>Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.</p> <p>Aaron Levy is senior team leader for paid search at Elite SEM. He has worked in search for more than a decade, managing PPC campaigns for Fortune 50 companies as well as startups and small businesses.</p> <p>Elizabeth Marsten is the senior director of e-commerce growth services at CommerceHub and author of &#8220;Web Marketing All-in-One for Dummies.&#8221;</p> The Google Speed Update: Page speed will become a ranking factor in mobile search https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904 Search Engine Land urn:uuid:42a06d80-b2e3-55a3-2594-20d8a24f726c Wed, 17 Jan 2018 17:30:05 +0000 <p>Starting in July 2018, Google will finally use mobile page speed as a ranking in their mobile search results.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904">The Google Speed Update: Page speed will become a ranking factor in mobile search</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="size-large wp-image-238206 aligncenter" src="https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-speed-fast-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-speed-fast-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-speed-fast-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google today announced a new ranking algorithm designed for mobile search. The company is calling it the &#8220;Speed Update&#8221; and it will only impact a small percentage of queries, Google reiterated to us. Only pages that &#8220;deliver the slowest experience to users&#8221; will be impacted by this update, the company says.</p> <p>The update goes live in July 2018, so webmasters have time to prepare their web pages.</p> <p>Google <a href="https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html">recommends</a> you use the new <a href="https://searchengineland.com/google-pagespeed-insights-now-uses-real-data-chrome-browser-users-289583">updated PageSpeed report</a> and tools like <a href="https://developers.google.com/web/tools/lighthouse/">LightHouse</a> to measure page speed and make improvements.</p> <p>Google&#8217;s Zhiheng Wang and Doantam Phan wrote:</p> <blockquote><p>The “Speed Update,” as we’re calling it, will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.</p></blockquote> <p>The issue with the PageSpeed Insights report is that, because it&#8217;s using data from the Chrome Browser, it <a href="https://searchengineland.com/google-pagespeed-insights-now-uses-real-data-chrome-browser-users-289583">doesn&#8217;t have enough data to reliably measure smaller sites</a>, so the speed portion of the report is unavailable for those users. Optimization scores are still available, but that&#8217;s not enough to allow sites to tell if they have slow pages or not.</p> <p>Back in 2010, Google said <a href="https://searchengineland.com/google-now-counts-site-speed-as-ranking-factor-39708">page speed was a ranking factor</a> but it &#8220;was focused on desktop searches&#8221; only. Now, in July 2018, it will look at how fast your mobile pages are and use that as a ranking factor in mobile search. Google has been promising to look at <a href="https://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874">mobile page speed</a> for years now and it is finally coming.</p> <p>It&#8217;s not yet clear whether these ranking factors will also be applied to desktop searches, but we&#8217;re checking with Google and will update when we receive additional information.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904">The Google Speed Update: Page speed will become a ranking factor in mobile search</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> The technology behind AI in PPC https://searchengineland.com/technology-behind-ai-ppc-289777 Search Engine Land urn:uuid:8b591bba-ac1f-b86c-89ef-e69e53dfd62b Wed, 17 Jan 2018 16:47:16 +0000 <p>Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years, and what's next for AI in paid search.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/technology-behind-ai-ppc-289777">The technology behind AI in PPC</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-287357" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>I believe artificial intelligence (AI) will be a key driver of change in PPC in 2018 as it leads to more and better PPC intelligence.</p> <p>So far, I’ve discussed the <a href="https://searchengineland.com/ppc-agencies-will-play-4-roles-automation-takes-287059">roles humans will play</a> when PPC management becomes nearly fully automated and <a href="https://searchengineland.com/6-ways-ad-agencies-can-thrive-ai-first-world-288703">six strategies</a> agencies can take to future-proof their business. In this final post on the state of AI in PPC, I’ll cover the technology of AI.</p> <h2>Why AI took years to matter to PPC</h2> <p>AI has been around since 1956, and PPC has existed since the late 1990s. So why did it take until now for AI&#8217;s role in paid search to become such a hot topic in our industry?</p> <p>It’s because we’ve recently hit an inflection point where, due to the exponential nature of technological advances, we’re now seeing improvements that used to take years happen in weeks.</p> <p>What’s driving this is the exponential growth explained by Moore’s Law, the principle that computing power doubles approximately every 18 months. The outcome of exponential growth is hard for humans to grasp, so let me give an example that doesn’t involve computing speeds since those can be a bit too conceptual. Instead, let’s apply this doubling of speed to cars, where we can more easily understand how it impacts the distances we travel and how quickly we get somewhere.</p> <p>Imagine if the first car, invented by Karl Benz in 1885 with a top speed of about 10 mph, was doubling its speed every 18 months. In 1885, we could have driven that car across a typical town in an hour. After 27 times doubling its speed (the same number of times the microchip has doubled its speed since it was invented), we could have gone to the sun in about 4 minutes. And less than 18 months later, it would take just about 2 hours to travel to Neptune, the farthest planet in our solar system. (Voyager 2 did that same trip in about 12 years.)</p> <p>Because computing speed has already doubled 27 times, every extra doubling leads to new capabilities that are beyond imagination.</p> <h2>What exponential growth means for PPC</h2> <p>So, if we&#8217;ve reached the point of PPC automation today where humans and computers are about equally good, consider that the pace of technological improvement makes it possible for the machines to leave humans in the dust later this year. That’s why it’s worth thinking about the <a href="https://searchengineland.com/ppc-agencies-will-play-4-roles-automation-takes-287059">roles humans will play in the future of PPC</a>.</p> <p>And just like the first car is not the right vehicle for a flight to Neptune, the tools you used to manage AdWords a few years ago may no longer be the ones that make sense for managing AdWords today. So let’s take a look at what AI is doing to PPC tools.</p> <h2>The technologies driving PPC intelligence</h2> <p>Just like you want to know what your employees are capable of by interviewing them before hiring them, you should understand a technology’s capabilities (and limits) before adding it to your toolkit. So let’s see how artificial intelligence works in PPC.</p> <h3>PPC intelligence through programmed rules</h3> <p>Before the advent of AI as a research field in 1956, you could make a machine appear “intelligent” by programming it to deliver specific responses to a large number of scenarios. But that form of AI is very limited because it can’t deal with edge cases, of which there are invariably many in the real world.</p> <p>In PPC, this would be akin to using <a href="https://support.google.com/adwords/answer/2497710?hl=en">Automated Rules</a> to write rules for every possible scenario an account might encounter. Rules are great for covering the majority use cases, but the real world is messy, and trying to write rules for every scenario is simply impossible.</p> <h3>PPC intelligence through symbolic representations</h3> <p>Between the 1950s and 1980s, AI evolved into using symbolic systems to be able to take heuristic shortcuts like humans do. By framing problems in human readable form, it was believed the machines could make logical deductions.</p> <p>Here’s a PPC problem: you’re adding a new keyword, but you don’t know the right bid to set because there is no historical data for it. By teaching the machine concepts like campaigns and keywords and how these relate to each other, we are providing it with the same heuristics we use to make reasonable guesses.</p> <p>So the system can now automate bid management and might set a similar bid to other keywords in the campaign because it knows that campaigns tend to have keywords that have something in common.</p> <h3>PPC intelligence through statistical learning methods</h3> <p>The type of AI that is responsible for a lot of success in PPC today is based on statistics and machine learning to categorize things. Quality Score (QS) is a great example; Google looks at historical click behavior from users and uses machine learning to find correlations that help predict the likelihood of a click or a conversion.</p> <p>By having a score for how likely it is that each search will translate into a conversion, automated bidding products like those offered inside AdWords can “think” through many more dimensions (like geo-location, hour of day, device, or audience) that might impact the likelihood of a conversion than a person could.</p> <p>Thanks to the massively increased computing power available today, these systems can also consider interactions across dimensions without getting “overwhelmed&#8221; by the combinatorial nature of the problem.</p> <h2>What’s next for artificial intelligence</h2> <p>AI systems getting a lot of attention today, like AlphaGo Zero, are no longer dependent on structured data and can become &#8220;intelligent&#8221; without being &#8220;constrained by the limits of human knowledge,&#8221; as <a href="http://www.telegraph.co.uk/science/2017/10/18/alphago-zero-google-deepmind-supercomputer-learns-3000-years/">explained</a> by DeepMind CEO Demis Hassabis.</p> <p>The team created the AlphaZero algorithm using reinforcement learning so that it could learn to win other games besides AlphaGo. They <a href="https://arxiv.org/abs/1712.01815">claimed</a> that by the end of 2017, this algorithm had learned to best humans in other games like chess and shogi in less than 1 day &#8212; a huge leap forward in AI.</p> <p>Reinforcement learning uses massive computing power to run lots of simulations until it starts to recognize actions that lead to desirable outcomes. It can be applied to games because there is a clear outcome of &#8220;winning&#8221; or &#8220;losing.&#8221; When Google figures out what it means to win or lose in the game of AdWords, I bet we’ll see a huge acceleration in improvements of their automation tools.</p> <h2>Build your own PPC intelligence</h2> <p>There are a lot of tools available to automate your PPC work, and multiple third-party vendors are starting to use AI and ML to provide stronger recommendations. But there are also many free <a href="https://searchengineland.com/ppc-2017-year-in-review-google-bing-trends-288395">tools</a> from AdWords that are getting better every day thanks to advances in AI, like Portfolio Bid Strategies, Custom Intent Audiences, optimized ad rotation, etc.</p> <p>For those willing to invest in connecting their own business data to AdWords and AI, I’m a big fan of prototyping solutions with <a href="https://searchengineland.com/library/google/google-adwords/adwords-scripts">AdWords Scripts</a> because they provide a lot of customizability without requiring a lot of engineering resources. Unfortunately, simple scripts you write will fall into the weakest category of AI, where PPC intelligence is achieved through hard-coded rules.</p> <p>But when you get a bit more advanced in your scripting abilities, you can use <a href="https://cloud.google.com/ml-engine/">Google Cloud Machine Learning Engine</a> to start enhancing your own automations with modern machine learning techniques.</p> <p>The benefit of an out-of-the box solution like this is that you don’t need to learn many types of different models. But that’s also the downside because you won’t get total control over how you set criteria and thresholds to get results that are usable. Our team at Optmyzr tried several ready-made systems but eventually decided that we needed more power &#8212; so we’re building our own AI.</p> <h2>Conclusion</h2> <p>I believe there are three pillars for being a successful PPC marketer in a world where AI takes over and I’ve now touched on each pillar in my recent posts:</p> <ol> <li>Be ready for the new <a href="https://searchengineland.com/ppc-agencies-will-play-4-roles-automation-takes-287059">roles</a> humans will play</li> <li>Have a plan for your business, and especially focus on having the best <a href="https://searchengineland.com/6-ways-ad-agencies-can-thrive-ai-first-world-288703">process</a> for leveraging AI.</li> <li>Understand the technology so you can spot opportunities faster.</li> </ol> <p>Over the coming months, I will share my own experiences with AI so advertisers ready to take the plunge will have a better understanding of what is involved in building successful companies that leverage the latest state of the art in technology, computation, and statistics.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/technology-behind-ai-ppc-289777">The technology behind AI in PPC</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Four ways to fix the social data disconnect https://marketingland.com/four-ways-fix-social-data-disconnect-231817 Marketing Land urn:uuid:dd5be963-26f6-6abc-78e9-5eace7454359 Wed, 17 Jan 2018 16:13:55 +0000 When companies try to use social data for providing insights, they very often fail. Contributor Nate Elliott offers four ways to fix this problem. <p><img class="aligncenter size-large wp-image-189967" src="https://marketingland.com/wp-content/ml-loads/2016/08/social-network-media-data-ss-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2016/08/social-network-media-data-ss.jpg 800w, https://marketingland.com/wp-content/ml-loads/2016/08/social-network-media-data-ss-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2016/08/social-network-media-data-ss-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" />For the last 15 years, we’ve been using social data wrong. We think that because social marketing programs create lots of social data these two things &#8212; social programs and social data &#8212; should fit together. But they don’t.</p> <ul> <li><strong>Social data doesn’t prove social success.</strong> And yet most marketers use engagement as their top social metric.</li> <li><strong>Social data does offer vital business insights.</strong> But few marketers understand how social data relates to customers’ preferences.</li> </ul> <p>This is the social data disconnect. Most companies try to use social data for something it can’t do: proving marketing success. And when they try to use social for something it can do &#8212; providing insights &#8212; they very often fail.</p> <h2>Social data doesn’t prove social success</h2> <p>Try as we might, we’ve never reliably connected engagement or sentiment or any other social data to the business outcomes executives demand. But we believe that because social data springs from social programs, one can prove the value of the other. Unfortunately, it doesn’t work that way.</p> <ul> <li><strong>Marketers report social data out of desperation.</strong> It’s no surprise we struggle to measure social marketing. Few marketers know how to gauge success. When our vendors, and the social networks themselves, highlight social data in their reports, we simply follow their lead. That’s why 58% of social marketers in a recent Simply Measured survey said engagement is their most important success metric.</li> <li><strong>But social data doesn’t demonstrate business value.</strong> Facebook has long known social data doesn’t prove success: In a 2014 white paper, they admitted that over 90% of the offline sales driven by Facebook ads come from <a href="https://marketingland.com/wp-content/ml-loads/2018/01/Engagement-on-Facebook-When-it-Matters_3.10.14.pdf">people who don’t engage</a> (PDF). And for years, they’ve advised brands that success “should be measured through business results and not via engagement rates.”</li> <li><strong>The result: Executives don’t think social works.</strong> Even if we believe social data proves the value of social marketing, our bosses know better. The August 2017 CMO Survey conducted by Duke University found <a href="https://www.slideshare.net/christinemoorman/the-cmo-survey-highlights-and-insights-aug-2017">just 16% of top marketers</a> say they can quantitatively prove the impact of social media on their business &#8212; and that number is falling rather than rising.</li> </ul> <h2>Social data does offer vital business insights</h2> <p>While sentiment and engagement aren&#8217;t often used properly, social data can still provide a wealth of knowledge &#8212; not just about our customers and prospects, but also about our products, our customer service, our marketing and the rest of our business, as well.</p> <p>Unfortunately, barely one-third of marketers in a Hootsuite survey said they grasped how social data can help them understand customers’ preferences. But the few brands that know how to turn social data into insights realize many benefits.</p> <ul> <li><strong>Better understand their customers.</strong> Unilever used social listening to study customers’ preferences for cooking oils &#8212; and social market research “delivered its findings in less than half the time and cost of a proposed conventional research approach,” according to <a href="http://www.ipa.co.uk/document/unilever-fats-insights-a-social-works-case">the IPA</a>, a UK organization for advertising and marketing professionals. Unilever reportedly saved nearly €1 million in research costs and generated eight new business opportunities that could collectively deliver €500 million in new revenue.</li> <li><strong>Build better products.</strong> Mobile phone maker ASUS used social data to gauge what customers wanted from its products — and learned its target customers most valued battery life and camera quality, according to a case study published by partner Digimind. The company used these insights to design the ZenFone Zoom S, a new phone with a two-lens camera and a high-capacity battery that’s received positive reviews.</li> <li><strong>Develop better marketing.</strong> Ever since social listening told Dolby its target audience loved Star Wars they’ve promoted their long-standing involvement with the franchise. One fan favorite: Dolby partners with filmmakers to create exclusive posters for each new Star Wars film, like this one for 2017’s &#8220;The Last Jedi.&#8221;</li> </ul> <div class="fit-embeded"> <blockquote class="twitter-tweet" data-width="500"> <p lang="en" dir="ltr">Check out our EXCLUSIVE artwork from <a href="https://twitter.com/starwars?ref_src=twsrc%5Etfw">@StarWars</a>: The Last Jedi! In one month, see why Dolby Cinema is light years ahead &#8211; get tix: <a href="https://t.co/LhN9nrF20U">https://t.co/LhN9nrF20U</a> <a href="https://t.co/uRE9piqfP4">pic.twitter.com/uRE9piqfP4</a></p> <p>— Dolby Cinema (@DolbyCinema) <a href="https://twitter.com/DolbyCinema/status/930842099620241408?ref_src=twsrc%5Etfw">November 15, 2017</a></p></blockquote> <p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script></div> <h2>Education can end the social data disconnect</h2> <p>Maybe you already know that social data doesn’t prove social success, or that it does provide vital business insights. But do your CEO and CMO know this? Do your peers in marketing or throughout your company? It’s our responsibility to educate the people around us.</p> <ol> <li><strong>Stop presenting social data as success.</strong> Although CMOs know engagement and sentiment don’t prove business value, many are still addicted to these numbers. One marketer told me his executives latch onto any social data they see, even when he includes more useful numbers in his reports. The solution: Leave these metrics out of your presentations, and deflect any requests for these numbers. One brand told me they now simply refuse to discuss engagement outside the marketing team.</li> <li><strong>Challenge those who misuse social data.</strong> When your co-worker celebrates positive sentiment, ask if they also ran a brand survey to back it up. When a conference speaker presents engagement as success, ask if they can prove they drove sales. When your vendor’s shiny new measurement tool showcases social data, ask them how to rank posts on leads rather than on likes. We must challenge the people around us to stop misusing social data.</li> <li><strong>Showcase business outcomes, even when it&#8217;s hard to.</strong> It’s easy to find social data and hard to prove business results. But an imperfect view of brand lift and sales is better than a perfect view of engagement. So use website analytics to track how many email signups or sales came from social channels. Pressure social networks into offering you brand studies. Find any business outcomes you can. Your boss will trust these numbers more than he or she trusts social data.</li> <li><strong>Use social data for what it’s good for.</strong> Bring listening and engagement data to your creative brainstorm. Make sure your customer service team sees these numbers. Put social data in the hands of your R&#038;D and product development teams. Talk to your market researchers about how they can use this information. Social data can give all these departments (and more) new insights and help them do their jobs better.</li> </ol> <p>Social data can offer our companies incredible value &#8212; but only if we use it correctly. Follow the four steps above to help fix the social data disconnect.</p> Adobe launches commerce-based microservices across its clouds https://marketingland.com/adobe-launches-commerce-based-microservices-across-clouds-232171 Marketing Land urn:uuid:2ad07d48-283d-b053-4063-f9cdda10d964 Wed, 17 Jan 2018 15:54:40 +0000 Other enhancements include Sensei AI-powered image optimization and personalized Fluid Experiences, plus a preview of profile targeting in physical stores. <img class="alignnone size-large wp-image-232259" src="https://marketingland.com/wp-content/ml-loads/2018/01/Adobe-logo-800-x-450-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/01/Adobe-logo-800-x-450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/01/Adobe-logo-800-x-450-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/01/Adobe-logo-800-x-450-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Adobe <a href="https://theblog.adobe.com/adobe-unveils-industry-first-innovations-retailers-adobe-experience-cloud/">announced</a> this week a variety of new Experience Cloud features, including the introduction of commerce-based, accessible microservices.</p> <p>Director of Commerce Program Errol Denger told me that these 20 microservices are flexible, portable small programs offering such functions as shopping cart, wish list and inventory query. He said that Adobe is the first provider of marketing-focused clouds to offer these functions as microservices.</p> <p>Each microservice consists of a business object, business logic and connectors between business and commerce platforms, and the services support unlimited loads.</p> <p>Through microservices, these commerce functions are available with identical messaging, user flow and functions across Adobe’s clouds, and the client companies that use <a href="https://martechtoday.com/library/adobe">Adobe’s platforms</a> can modify them via JavaScript in order to make messaging or user flow conform with their brand.</p> <p><a href="https://martechtoday.com/adobe-launches-commerce-based-micro-services-across-clouds-209468?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> ContentSquare adds AI to become a ‘fully automated’ provider of experience insights https://marketingland.com/contentsquare-adds-ai-become-fully-automated-provider-experience-insights-232228 Marketing Land urn:uuid:9ab7d7f1-c60b-ed85-42e8-c08f9962a986 Wed, 17 Jan 2018 15:42:30 +0000 New Auto-Zone algorithm automatically categorizes and learns components in a site, removing the need to configure new elements via a dashboard. <img class="alignnone size-large wp-image-232255" src="https://marketingland.com/wp-content/ml-loads/2018/01/AI-head-1-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/01/AI-head-1-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/01/AI-head-1-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/01/AI-head-1-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>ContentSquare makes its living by recording what users do on a website and then distilling it into insights, for such clients as Walmart, Tiffany and Unilever.</p> <p>This week, the Paris-based firm is <a href="http://blog.contentsquare.com/en/auto-zone-artificial-intelligence">adding</a> a new AI recognition algorithm that automatically learns about a site, turning the company into what it calls “a fully automated” provider of digital experience insights.</p> <p>ContentSquare’s platform is used to determine, for instance, why users sign up in a form field less often when a buy button for a new product is added to the same page.</p> <p>To acquire the user data, the Paris-based firm adds to the site&#8217;s header a tag which captures data from every page. When new elements like a form field are added to the page, the client would then have to configure the new page using ContentSquare’s dashboard.</p> <p>CMO Efrat Ravid compared this approach to some tag management firms&#8217;, where new elements sometimes mean more tags as well as configuration. AI-based analytics has then been used by ContentSquare to deliver insights, such as whether the buy button was a factor in the lower sign-ups.</p> <p>The company has launched this week a new AI-based recognition algorithm called Auto-Zone that does away with the need to configure a page in the dashboard, when new page elements like another image or a different button have been added.</p> <p><a href="https://martechtoday.com/contentsquare-adds-ai-become-fully-automated-provider-experience-insights-209511?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> Bizarre review schema implementation spotlights gaps between Google’s guidelines & how rich results really work https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691 Search Engine Land urn:uuid:10ff57ca-9406-7d3d-594f-8a79ef61ab08 Wed, 17 Jan 2018 15:16:15 +0000 <p>Google has made its review markup guidelines fairly clear and has even issued penalties to sites that utilize spammy or misleading structured data markup. But columnist Andrew Shotland points out that many sites are still violating these guidelines, intentionally or unintentionally.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691">Bizarre review schema implementation spotlights gaps between Google’s guidelines &#038; how rich results really work</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-236521" src="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Review snippets, in which review stars appear next to your SERP listing, have long been among the most coveted <a href="https://searchengineland.com/google-launches-new-rich-results-testing-tool-rebranding-288610">rich results</a> sought out by SEOs. Unfortunately, the pursuit of these review snippets over the years led to a lot of abuse &#8212; webmasters and SEOs would attempt to gain the rich result by implementing deceptive structured data on their web pages.</p> <p>Eventually, Google started to crack down on structured data manipulation by issuing <a href="https://searchengineland.com/guide/google-penalties/incorrect-structured-data">manual actions</a> (i.e. penalties) in Google Search Console. Since then, we have seen a wide variety of problems with rating and review schema &#8212; many of which were quite unintentional.</p> <p>For example, a client of ours was displaying reviews from a third-party review service on their site, in addition to their own native reviews. The deal required that the third-party reviews be hidden from Google, but the client’s site displayed the total review count and aggregate review score as the sum of their reviews plus their partner’s reviews.</p> <p>Since Google couldn’t see the partner reviews, it issued a manual action, which we guessed was for supposedly inflating the review count. Once we changed the review count to count only the client’s reviews, the manual action was lifted, even though this was now potentially confusing to users who could see all of the reviews, including the partner’s.</p> <h2>Review management companies can create issues</h2> <p>As more and more companies have begun to focus on cultivating customer reviews, the industry has seen a huge increase in review management companies, whose general purpose is to help companies obtain and manage customer reviews.</p> <p>Of course, with the growth of customer review management services, there are now a wide variety of review markup implementation systems, many with their own special way of doing things. And while it can be great to utilize review management services, you need to be careful that their way of handling reviews doesn&#8217;t conflict with Google&#8217;s guidelines, which could lead to a manual action being taken against your site.</p> <p>For example, I was recently in the market for a tank sprayer, and I came across this Lowe’s URL as the #1 result for “tank sprayers”:</p> <img class="has-border aligncenter wp-image-289698 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP-800x187.png" alt="" width="800" height="187" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP-800x187.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP-600x140.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP-768x180.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP.png 911w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Rather than a page for a specific product, what you&#8217;re looking at above is a category page result. So according to Google, the Lowe’s Tanks Sprayers category has a 3.5 rating and 244 reviews. Except it really doesn’t, because nobody reviews categories.</p> <p>Google is fairly explicit that category review markup is against its guidelines. From its list of <a href="https://developers.google.com/search/docs/data-types/review#review-snippet-guidelines">Review Snippets Guidelines</a>:</p> <blockquote><p><em>Provide review and/or rating information about a specific item, not about a category or a list of items. For example, “hotels in Madrid,” “summer dresses,” or “cake recipes” are not specific items.</em></p></blockquote> <p>There’s also this from <a href="https://developers.google.com/search/docs/guides/sd-policies#multiple-elements-on-a-page"> Google’s Structured Data Policies</a>:</p> <blockquote><p><em>You can include multiple structured data objects on a page, as long as they describe user-visible page content. However, if you mark up one item in a list you must mark up all items; marking up just one category entity from all listed on the page is against our guidelines.</em></p></blockquote> <p>So, let’s look at what’s going on over at Lowe’s. If you go to the page, you will see that every product listed displays both an aggregate rating (# of stars) and a total review count. So far, no big deal. But let’s look at the markup on these items.</p> <p>There are three main sections of products displayed on this page:</p> <ul> <li>“Featured” results (the main list of products in the category)</li> <li>A “Top Trending in Your Store” carousel</li> <li>A “Reviews on Tank Sprayers” carousel, with the first review visible on the page load</li> </ul> <p>&nbsp;</p> <img class="has-border aligncenter wp-image-289865 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews.png" alt="" width="972" height="1305" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews.png 972w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews-298x400.png 298w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews-768x1031.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews-447x600.png 447w" sizes="(max-width: 972px) 100vw, 972px" /> <p>&nbsp;</p> <p>All of the “Featured” results products are marked up with the following properties, among others:</p> <p>data-productreviews = the number of reviews the product has<br /> data-productrating = the aggregate star rating of the product</p> <p><em><strong>Note:</strong> productreviews and productrating are not supported property types mentioned in either <a href="”https://developers.google.com/search/docs/data-types/product”">Google’s Structured Data Gallery</a> or <a href="”http://schema.org/”"> Schema.org</a>.</em></p> <p>“Top Trending in Your Store” products have similar markup. So far, still no big deal.</p> <p>But when we look at the markup on the product in the &#8220;Reviews on Tank SPrayers&#8221; section, it tells a different story:</p> <img class="has-border aligncenter wp-image-289695 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/AggregateRatingSchema.png" alt="" width="625" height="207" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/AggregateRatingSchema.png 625w, https://searchengineland.com/figz/wp-content/seloads/2018/01/AggregateRatingSchema-600x199.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/AggregateRatingSchema-300x100.png 300w" sizes="(max-width: 625px) 100vw, 625px" /> <p>RatingValue, bestRating and reviewCount are all <a href="https://developers.google.com/search/docs/data-types/review">structured Aggregate Rating properties supported by Google</a>. If I didn’t know better, I’d say these products are either marked up with Aggregate Rating markup, or they are marked up in a way that makes it appear to Google like it could be Aggregate Rating markup.</p> <p>Additional observations:</p> <ul> <li>Not all items in the list are marked up per Google’s guidelines (although one could argue they marked up the entire list of reviewed products).</li> <li>I&#8217;m not sure these qualify as “user-visible page content.” I asked several people to look at this URL, and some never saw the review content. And the marked-up reviews hidden in the carousel are not user-visible, at least upon the initial page load.</li> </ul> <p>Again, if I didn’t know better, I’d say these Aggregate Ratings properties were implemented on this category page to try to get aggregate ratings and review snippets to appear in the SERPs attached to the category URL.</p> <p>But perhaps this was just some one-off result. Maybe I just stumbled onto a glitch? Not according to this #1 result in the SERPs for &#8220;Trendy Handbags&#8221;:</p> <img class="has-border aligncenter wp-image-289699 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP-800x181.png" alt="" width="800" height="181" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP-800x181.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP-600x136.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP-768x174.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP.png 967w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Or this one for &#8220;Baby Boy Footwear&#8221;:</p> <img class="has-border aligncenter wp-image-289696 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP-800x181.png" alt="" width="800" height="181" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP-800x181.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP-600x136.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP-768x174.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP.png 975w" sizes="(max-width: 800px) 100vw, 800px" /> <p>There are likely thousands, if not millions, of results like these floating around. A simple <a href="https://www.google.com/search?q=intext:bvseo_sps&amp;num=100&amp;rlz=1C1GGRV_enUS763US763&amp;filter=0&amp;biw=1280&amp;bih=680"> intext query for some of this code</a> shows a lot of notable brands using this system.</p> <p>There are four possibilities I can think of:</p> <ol> <li>This is a violation of Google’s guidelines, and Google has somehow missed these.</li> <li>This is a violation of Google’s guidelines, and Google is, for some reason, looking the other way.</li> <li>This is a violation of Google’s guidelines, and Google is working on a solution to eliminate these snippets at scale. (If this is the case and I were a brand using this system, I’d probably be working on a Plan B.)</li> <li>This is not a violation of Google’s guidelines, and I am just tilting at windmills. (And maybe this is just sour grapes on my part as none of our clients use this system and are getting out-maneuvered by those who do – Sad!)</li> </ol> <p>Pretty much every SEO I showed this to instantly felt this was a clear violation of the guidelines. Of course, guidelines are not the law, so we are all free to do what we feel is necessary to rank well in Google.</p> <p>But if Google wants to encourage us all to play by its rules, then it should clarify why this case is or is not against its guidelines. Until it does, I will have to give Google’s structured data guidelines a ⭐★★★★.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691">Bizarre review schema implementation spotlights gaps between Google’s guidelines &#038; how rich results really work</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Freckle CEO: Every single online KPI goes away with better (offline) attribution https://marketingland.com/freckle-ceo-every-single-online-kpi-goes-away-better-offline-attribution-232118 Marketing Land urn:uuid:7c895e81-d6f8-b1a7-ad7d-0b359ba5a1a1 Wed, 17 Jan 2018 14:26:39 +0000 In a wide-ranging interview, Freckle founder and CEO Neil Sweeney offers his provocative assessment of location data, beacons, programmatic, multi-touch attribution and where it's all going. <img class="aligncenter size-large wp-image-222335" src="https://marketingland.com/wp-content/ml-loads/2017/08/data-analytics-seo-audit-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/08/data-analytics-seo-audit-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/08/data-analytics-seo-audit-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/08/data-analytics-seo-audit-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>It goes without saying that smartphones have radically changed the marketing landscape. One of those changes is the capacity to determine whether and how digital ads are affecting foot traffic into stores. Location data collected from mobile devices also offer a range of other benefits: audience and operational insights, competitive benchmarking and more.</p> <p>Yet, despite these capabilities, location data and offline attribution are still not widely utilized. I recently talked with Neil Sweeney, founder and CEO at <a href="https://freckleiot.com/">Freckle IOT</a> about the current state of location intelligence, offline attribution and where things are headed in the near future.</p> <p><strong>Greg Sterling</strong>:<strong> How widely adopted is offline attribution today?</strong></p> <p><strong>Neil Sweeney</strong>: I think it is maybe 5 percent [of brands, retailers] at most. Those that are adopting offline attribution, if they are, are doing so using a standalone channel (i.e., Google) and not holistically across the board.</p> <p><strong>GS: What are some of the other current use cases you&#8217;re seeing for location data, beyond offline attribution?</strong></p> <p><strong>NS</strong>: Audits are probably the second largest. If you are a retailer and want to know who is in your location &#8212; irrespective of media &#8212; on Monday afternoon, in a specific store, how do you measure this?</p> <p>In short, you don&#8217;t. Retailers are in hand-to-hand combat right now and are in desperate need of this real-time data so they can make more intelligent decisions.</p> <p>Another thing I am seeing is location data being used as a baseline in the creation of segments, which is a completely intellectually bankrupt model. Segments are the equivalent of branding, a feel-good tactic with no science behind it. They won’t succeed due to their inability to determine their overall effectiveness in driving a sale (that is what attribution does).</p> <p><strong>GS: Which marketing channels are currently most aligned with offline attribution?</strong></p> <p><strong>NS</strong>: Digital by far the most: desktop and mobile. This makes sense, as those in this vertical are the most data- and measurement-savvy and have experience working with DMPs and third-party measurement firms, such as viewability vendors, etc.</p> <p>As you get down the tunnel of traditional media, your implementation tends to fall off. Outdoor is interesting. The industry has been buying a non-real-time, self-reported number for way too long, and this is ripe for disruption.</p> <p>Search is also starting to take form due to the overall spend levels going into search, but its challenge is the dominance of one firm.</p> <p>Terrestrial radio and TV are the hardest, but both of these mediums are moving to an OS model where that AM signal in your car will be replaced by an app that will allow for attribution to take form. The same goes for TV.</p> <p>In short: All channels are moving toward offline attribution but at different speeds. They will all end up in the same spot. When they all embrace attribution down each channel, is when it gets sexy; that is when the data science really needs to kick in. This is the part that I am excited about.</p> <p><a href="https://martechtoday.com/freckle-ceo-every-single-online-kpi-goes-away-better-offline-attribution-209443?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> YouTube sets stricter rules on videos that can carry ads https://marketingland.com/youtube-sets-stricter-rules-videos-can-carry-ads-232241 Marketing Land urn:uuid:a2898db4-47c4-b675-6a4c-614ca060f2e1 Wed, 17 Jan 2018 14:11:26 +0000 Advertiser brand safety concerns are driving more changes at YouTube. <a href="https://marketingland.com/wp-content/ml-loads/2017/08/youtube-logo-1920.jpg"><img class="aligncenter size-large wp-image-223016" src="https://marketingland.com/wp-content/ml-loads/2017/08/youtube-logo-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/08/youtube-logo-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/08/youtube-logo-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/08/youtube-logo-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>Google has announced several significant changes to how it will be monetizing content on YouTube. The changes come after a <a href="https://marketingland.com/google-youtube-brand-safety-timeine-218317">series of updates</a> the company has implemented in response to repeated advertiser backlash over the past year.</p> <p>In a blog post Wednesday, Paul Muret, VP of display, video and analytics acknowledged &#8220;2017 was a difficult year, with several issues affecting our community and our advertising partners&#8221;.</p> <p>The problems &#8212; namely brand advertisements appearing on extremist, racist and other objectionable content, badly behaving YouTube stars whose channels are part of the Google Preferred premium advertising program, and alarming content involving and/or targeted to children &#8212; largely stem from a lack of oversight, controls and transparency.</p> <p>Muret outlined three primary changes to further address these challenges.</p> <h2>1. New thresholds for channels to carry ads</h2> <p>Last year, Google <a href="https://marketingland.com/youtube-channel-10k-views-monetization-change-211364">enacted a 10,000 view minimum on YouTube channels</a> to be able to part of the YouTube Partner Program and carry advertising on their videos. That hasn&#8217;t cut it.</p> <p>&#8220;It’s been clear over the last few months that we need the right requirements and better signals to identify the channels that have earned the right to run ads,&#8221; said Muret.</p> <h3>The new requirements:</h3> <ul> <li>1,000 subscribers</li> <li>4,000 hours of watch time within the past 12 months</li> </ul> <h3>Enforcement timeline:</h3> <ul> <li>February 20, 2018, for existing YouTube Partner Program (YPP) channels</li> </ul> <h3>Three strikes rule stands:</h3> <p>The policy that calls for Google to remove user accounts and channels from YouTube after they&#8217;ve incurred three community guideline violations will continue to be in effect.</p> <p>&#8220;We will closely monitor signals like community strikes, spam, and other abuse flags to ensure they comply with our policies. Both new and existing YPP channels will be automatically evaluated under this strict criteria,&#8221; says Muret.</p> <h2>2. Manual vetting of Google Preferred channels</h2> <p><a href="https://marketingland.com/report-google-step-reviews-youtube-premium-videos-231927">As rumored</a>, monitoring will not be left to algorithms alone. &#8220;We’re changing Google Preferred so that it not only offers the most popular content on YouTube, but also the most vetted,&#8221; writes Muret.</p> <p>In December, Google said it would be increasing the number of people reviewing content to as many as 10,000 across the organization in 2018.</p> <h3>New requirement:</h3> <ul> <li>Ads will only run on videos in the Google Preferred network that have been manually reviewed and &#8220;verified to meet our ad-friendly guidelines.&#8221; That work is beginning now.</li> </ul> <h3>Enforcement timing:</h3> <ul> <li>Mid-February in the US</li> <li>End of March in all other Google Preferred markets</li> </ul> <h2>3. New brand safety controls, 3rd-party reporting</h2> <p>YouTube will give advertisers more control over where their ads can appear and more transparency into where they actually run.</p> <h3>New control:</h3> <ul> <li>A new three-tier &#8220;suitability system&#8221; will be available to advertisers to control the types of video content on which their ads can appear.</li> </ul> <h3>Timing:</h3> <ul> <li>In the coming months</li> </ul> <h3>More reporting partners:</h3> <ul> <li>For third-party reporting, a beta with Integral Ad Science continues.</li> <li>A new beta with DoubleVerify is in the works.</li> <li>YouTube may also partner with OpenSlate, comScore and Moat this year.</li> </ul> <p>&#8220;The challenges we faced in 2017 have helped us make tough but necessary changes in 2018,&#8221; concludes Muret.</p> <p>These changes will have financial implications for a large swath of YPP content creators who don&#8217;t meet the new thresholds. Advertisers will be watching closely and paying particular attention to the when the third-party reporting actually comes to fruition.</p> Understanding the Modern SERPs & Why There’s More to Ranking #1 by @TaylorDanRW https://www.searchenginejournal.com/modern-serps/228039/?utm_medium=feed&utm_source=feedpress.me&utm_campaign=Feed%3A+searchenginejournal Search Engine Journal urn:uuid:b54fd94c-a82f-4775-08c6-6d050335f865 Wed, 17 Jan 2018 14:00:25 +0000 <p>Google's SERPs, which can include several special content results blocks, make it hard to rank #1. Here's where to focus.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/modern-serps/228039/">Understanding the Modern SERPs &#038; Why There&#8217;s More to Ranking #1 by @TaylorDanRW</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p> 7 Ways to Use Instagram Video for Business https://www.socialmediaexaminer.com/7-ways-to-use-instagram-video-for-business/ Social Media Examiner urn:uuid:8ff585bc-669a-c5e9-ff8f-416a960a6463 Wed, 17 Jan 2018 11:00:54 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Wondering how to create Instagram videos that will resonate with your audience? Looking for inspiration? In this article, you&#8217;ll discover seven ways to use Instagram video to enhance your stories and timeline with engaging content. #1: Integrate Instagram Stories Video An estimated 250+ million active users view Instagram Stories every day. Because Stories content has <a class="read-more" href="https://www.socialmediaexaminer.com/7-ways-to-use-instagram-video-for-business/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/7-ways-to-use-instagram-video-for-business/">7 Ways to Use Instagram Video for Business</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> 10 great reasons to book your ticket NOW for SMX West! https://searchengineland.com/10-great-reasons-book-ticket-now-smx-west-289849 Search Engine Land urn:uuid:33b20a95-640a-a5eb-17c2-64cde9fb0642 Tue, 16 Jan 2018 21:44:38 +0000 <p>The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to SMX West for three days of unrivaled training alongside industry experts in a warm, welcoming environment. But that’s not the only reason to secure your seat now. In fact, here [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/10-great-reasons-book-ticket-now-smx-west-289849">10 great reasons to book your ticket NOW for SMX West!</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><img class="alignnone wp-image-288753 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West.jpg" alt="" width="1920" height="1080" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West.jpg 1920w, https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West-768x432.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West-800x450.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" />The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to <a href="https://marketinglandevents.com/smx/west/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">SMX West</a> for three days of unrivaled training alongside industry experts in a warm, welcoming environment.</p> <p>But that’s not the only reason to secure your seat now. In fact, here are 10 more for you to chew on.</p> <ol> <li><strong>Stay up-to-speed on the latest in search.</strong> The search marketing industry is defined by change. Honestly, between the time you read this email and Day 1 of the conference, something will change &#8212; and it could be something major. At SMX West, you’ll be trained on the most cutting-edge tactics, as well as the latest breaking news and developments. <a href="https://marketinglandevents.com/smx/west/agenda/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">View the complete agenda</a> and our special <a href="https://marketinglandevents.com/smx/west/seo-sessions/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">SEO</a>, <a href="https://marketinglandevents.com/smx/west/sem-sessions/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">SEM</a> and <a href="https://marketinglandevents.com/smx/west/retail-sessions/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">Retail</a> tracks.</li> <li><strong>Take a deep dive.</strong> Attend an SMX workshop. Choose from full-day, rock-star seminars on Google AdWords, advanced SEO, social media advertising, Google Analytics, mobile optimization, technical SEO or conversion rate optimization and A/B testing. <a href="https://marketinglandevents.com/smx/west/workshops/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">View the workshops lineup</a>.</li> <li><strong>Learn from the experts you trust.</strong> A session is only as good as its speakers, and we are proud to welcome some of the most professional, passionate and experienced <a href="https://marketinglandevents.com/smx/west/speakers/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">speakers</a> to the SMX stage. Plus, speakers are never paid to appear at our events, so you know you’ll be getting the unvarnished truth.</li> <li><strong>100 percent unbiased content.</strong> SMX West isn’t backed by a software company or digital agency. It isn’t a customer event that dabbles with the occasional search topic. Our unbiased, vendor-agnostic content is designed to do one thing: help you succeed. That’s our agenda.</li> <li><strong>Respected brands.</strong> The brands that flock to SMX are among the best. From esteemed boutiques and innovative providers to Google &#8212; they return to our <a href="https://marketinglandevents.com/smx/west/exhibitors/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">Expo Hall</a> and session rooms year after year because they know it’s worth it.<img class="aligncenter wp-image-289854 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/email_logo_garden-1.jpg" alt="" width="650" height="304" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/email_logo_garden-1.jpg 650w, https://searchengineland.com/figz/wp-content/seloads/2018/01/email_logo_garden-1-600x281.jpg 600w" sizes="(max-width: 650px) 100vw, 650px" /></li> <li><strong>All white-hat, all the time.</strong> SMX speakers are held to the highest standards when it comes to the quality of their presentations. You only learn tactics that are safe for your brand or clients. No get-rich-quick schemes that may land you in hot water with regulators, the search engines or your boss.</li> <li><strong>Diverse training.</strong> Our session format is carefully constructed to match each topic. Solo sessions offer expert-led deep dives. Panels provide a variety of viewpoints. Roundtables ditch PowerPoints when discussion is more valuable. Clinics address your specific case-by-case needs in a dedicated Q&amp;A environment.</li> <li><strong>Something for everyone.</strong> Single-track conferences can be a snooze because it’s hard to offer something for everyone. We get that. That’s why we offer multiple tracks that run simultaneously. There will always be sessions that interest you. Less yawning, more learning.</li> <li><strong>Zero-tolerance harassment policy.</strong> We proudly deliver a friendly, safe, <a href="https://marketinglandevents.com/smx/code-of-conduct/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">harassment-free conference experience</a> for absolutely everyone &#8212; attendees, speakers, sponsors, staff. No exceptions. Period.</li> <li><strong>Exceptional amenities.</strong> Our team works hard to make SMX as pleasant as it is productive. Top-shelf amenities are always included with your All Access registration: full breakfasts and hot lunches, built-in recharge and refreshment breaks and complimentary WiFi, to name a few.</li> </ol> <p>Coming to a conference is an investment. You put a lot in and deserve to get a lot out. Join us at SMX West and you’ll walk away armed with fresh tactics, tips and techniques that can be immediately implemented to drive traffic, convert visitors and grow your business.</p> <p>If you’re already planning to join, do yourself and your wallet a favor: Take advantage of massive savings off on-site rates. And do it now, because the same All Access pass will cost you $100 more next month than it will today.</p> <p>Convinced? <a href="https://marketinglandevents.com/smx/west/rates/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">Register now</a>! Want to learn more? <a href="https://marketinglandevents.com/smx/west/agenda/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">View the entire agenda</a>.</p> <p>See you in San Jose!</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/10-great-reasons-book-ticket-now-smx-west-289849">10 great reasons to book your ticket NOW for SMX West!</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Understanding AdWords keyword match types for manufacturers https://marketingland.com/understanding-adwords-keyword-match-types-manufacturers-232111 Marketing Land urn:uuid:5a6a4276-6914-872d-5d83-7fac70436150 Tue, 16 Jan 2018 21:10:00 +0000 With much of AdWords' help documentation geared towards retailers, it can be confusing for manufacturers to figure out how best to utilize the platform. This guide to match types for manufacturers from columnist Dianna Huff can help. <img class="aligncenter size-large wp-image-230765" src="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-yellow2-1920-800x450.jpg" alt="" width="800" height="450" /> <p>In a <a href="https://searchengineland.com/ppc-challenge-selling-manufacturing-capability-vs-stock-products-282646">previous column</a>, I addressed the challenges paid search advertising can present to industrial manufacturers who sell capabilities versus stock products.</p> <p>Another challenge is the AdWords help files themselves. As an advertising platform, AdWords is geared more to retailers &#8212; when a platform uses common retail products to illustrate keyword strategies, it’s often hard to see how the example relates to keywords for complex manufacturing capabilities.</p> <p>For example, under <a href="https://support.google.com/adwords/answer/2453981?hl=en">Basic Tips for Building a Keyword List</a>, AdWords uses the example of men’s shoes:</p> <img class="has-border aligncenter wp-image-289400 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-help.png" alt="adwords-help-file" width="771" height="263" /> <p><a href="https://searchengineland.com/understanding-adwords-keyword-match-types-manufacturers-289399?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on Search Engine Land.]</a></p> 10 great reasons to book your ticket NOW for SMX West! https://marketingland.com/10-great-reasons-book-ticket-now-smx-west-232195 Marketing Land urn:uuid:0be88c1a-8e41-d268-f5b8-d5617b3d280b Tue, 16 Jan 2018 21:05:30 +0000 The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to SMX West for three days of unrivaled training alongside industry experts in a warm, welcoming environment. But that’s not the only reason to secure your seat now. In fact, here [&#8230;] <img class="alignnone wp-image-232217 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/01/SMX-West.jpg" alt="" width="1920" height="1080" srcset="https://marketingland.com/wp-content/ml-loads/2018/01/SMX-West.jpg 1920w, https://marketingland.com/wp-content/ml-loads/2018/01/SMX-West-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/01/SMX-West-768x432.jpg 768w, https://marketingland.com/wp-content/ml-loads/2018/01/SMX-West-800x450.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" /> <p>The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to <a href="https://marketinglandevents.com/smx/west/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">SMX West</a> for three days of unrivaled training alongside industry experts in a warm, welcoming environment.</p> <p>But that’s not the only reason to secure your seat now. In fact, here are 10 more for you to chew on.</p> <ol> <li><strong>Stay up-to-speed on the latest in search.</strong> The search marketing industry is defined by change. Honestly, between the time you read this email and Day 1 of the conference, something will change &#8212; and it could be something major. At SMX West, you’ll be trained on the most cutting-edge tactics, as well as the latest breaking news and developments. <a href="https://marketinglandevents.com/smx/west/agenda/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">View the complete agenda</a> and our special <a href="https://marketinglandevents.com/smx/west/seo-sessions/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">SEO</a>, <a href="https://marketinglandevents.com/smx/west/sem-sessions/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">SEM</a> and <a href="https://marketinglandevents.com/smx/west/retail-sessions/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">Retail</a> tracks.</li> <li><strong>Take a deep dive.</strong> Attend an SMX workshop. Choose from full-day, rock-star seminars on Google AdWords, advanced SEO, social media advertising, Google Analytics, mobile optimization, technical SEO, or conversion rate optimization and A/B testing. <a href="https://marketinglandevents.com/smx/west/workshops/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">View the workshops lineup</a>.</li> <li><strong>Learn from the experts you trust.</strong> A session is only as good as its speakers, and we are proud to welcome some of the most professional, passionate and experienced <a href="https://marketinglandevents.com/smx/west/speakers/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">speakers</a> to the SMX stage. Plus, speakers are never paid to appear at our events, so you know you’ll be getting the unvarnished truth.</li> <li><strong>100 percent unbiased content.</strong> SMX West isn’t backed by a software company or digital agency. It isn’t a customer event that dabbles with the occasional search topic. Our unbiased, vendor-agnostic content is designed to do one thing: help you succeed. That’s our agenda.</li> <li><strong>Respected brands.</strong> The brands that flock to SMX are among the best. From esteemed boutiques and innovative providers to Google &#8212;  they return to our <a href="https://marketinglandevents.com/smx/west/exhibitors/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">Expo Hall</a> and session rooms year after year because they know it’s worth it.<img class="size-full wp-image-232215 aligncenter" src="https://marketingland.com/wp-content/ml-loads/2018/01/email_logo_garden-1.jpg" alt="" width="650" height="304" srcset="https://marketingland.com/wp-content/ml-loads/2018/01/email_logo_garden-1.jpg 650w, https://marketingland.com/wp-content/ml-loads/2018/01/email_logo_garden-1-600x281.jpg 600w" sizes="(max-width: 650px) 100vw, 650px" /></li> <li><strong>All white-hat, all the time.</strong> SMX speakers are held to the highest standards when it comes to the quality of their presentations. You only learn tactics that are safe for your brand or clients. No get-rich-quick schemes that may land you in hot water with regulators, the search engines or your boss.</li> <li><strong>Diverse training.</strong> Our session format is carefully constructed to match each topic. Solo sessions offer expert-led deep dives. Panels provide a variety of viewpoints. Roundtables ditch PowerPoints when discussion is more valuable. Clinics address your specific case-by-case needs in a dedicated Q&#038;A environment.</li> <li><strong>Something for everyone.</strong> Single-track conferences can be a snooze because it’s hard to offer something for everyone. We get that. That’s why we offer multiple tracks that run simultaneously. There will always be sessions that interest you. Less yawning, more learning.</li> <li><strong>Zero-tolerance harassment policy.</strong> We proudly deliver a friendly, safe, <a href="https://marketinglandevents.com/smx/code-of-conduct/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">harassment-free conference experience</a> for absolutely everyone &#8212; attendees, speakers, sponsors, staff. No exceptions. Period.</li> <li><strong>Exceptional amenities.</strong> Our team works hard to make SMX as pleasant as it is productive. Top-shelf amenities are always included with your All Access registration &#8212; full breakfasts and hot lunches, built-in recharge and refreshment breaks and complimentary WiFi, to name a few.</li> </ol> <p>Coming to a conference is an investment. You put a lot in and deserve to get a lot out. Join us at SMX West and you’ll walk away armed with fresh tactics, tips and techniques that can be immediately implemented to drive traffic, convert visitors and grow your business.</p> <p>If you’re already planning to join, do yourself and your wallet a favor: Take advantage of massive savings off on-site rates. And do it now, because the same All Access pass will cost you $100 more next month than it will today.</p> <p>Convinced? <a href="https://marketinglandevents.com/smx/west/rates/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">Register now</a>! Want to learn more? <a href="https://marketinglandevents.com/smx/west/agenda/?utm_source=ml&#038;utm_medium=textlink&#038;utm_campaign=smx+west+2018&#038;utm_content=why+attend">View the entire agenda</a>.</p> <p>See you in San Jose!</p> Marketing Day: Salesforce Commerce Cloud enhancements, new releases from IAB Tech Lab & more https://marketingland.com/marketing-day-salesforce-commerce-cloud-enhancements-new-releases-iab-tech-lab-232202 Marketing Land urn:uuid:7864b8ed-af4a-cdd2-fa35-37f8fff15bca Tue, 16 Jan 2018 21:00:42 +0000 Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. <img class="aligncenter size-large wp-image-149669" src="http://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="Be the first to see the MarTech 2018 agenda!" href="https://marketingland.com/first-see-martech-2018-agenda-232173">Be the first to see the MarTech 2018 agenda!</a></strong><br /> <!-- byline -->Jan 16, 2018 by Marketing Land<!-- end byline --><br /> The MarTech agenda is live! We’re so excited to bring 50+ sessions, presentations and keynotes from more than 75 martech experts to San Jose, California, April 23-25. Join us for an unparalleled experience designed to educate, inform, entertain and connect you to the MarTech community. Check out the complete agenda here.<!--end ml posts--></li> <li><strong><a title="4 reports you can pull from Ahrefs that you didn’t know existed" href="https://marketingland.com/4-reports-can-pull-ahrefs-didnt-know-existed-231989">4 reports you can pull from Ahrefs that you didn’t know existed</a></strong><br /> <!-- byline -->Jan 16, 2018 by Kevin Rowe<!-- end byline --><br /> Columnist Kevin Rowe points out some handy reports available in Ahrefs for helping to inform your link building, SEO and content strategy. Why not check them out?<!--end ml posts--></li> <li><strong><a title="Use your data to make 2018 the year of good business" href="https://marketingland.com/make-2018-year-good-business-231761">Use your data to make 2018 the year of good business</a></strong><br /> <!-- byline -->Jan 16, 2018 by Malcolm Cox<!-- end byline --><br /> It’s the time of year when we commit to doing better things. Columnist Malcolm Cox believes 2018 should be the year of consumer trust and data responsibility.<!--end ml posts--></li> <li><strong><a title="Salesforce Commerce Cloud integrates with Instagram, adds other enhancements" href="https://marketingland.com/salesforce-commerce-cloud-integrates-instagram-adds-enhancements-232109">Salesforce Commerce Cloud integrates with Instagram, adds other enhancements</a></strong><br /> <!-- byline -->Jan 16, 2018 by Barry Levine<!-- end byline --><br /> The new features also extend the Einstein AI layer and directly connect the Commerce Cloud with the Marketing Cloud.<!--end ml posts--></li> <li><strong><a title="IAB Tech Lab releases OpenDirect 2.0 and OpenData 1.0" href="https://marketingland.com/iab-tech-lab-releases-opendirect-2-0-opendata-1-0-232001">IAB Tech Lab releases OpenDirect 2.0 and OpenData 1.0</a></strong><br /> <!-- byline -->Jan 16, 2018 by Barry Levine<!-- end byline --><br /> OpenDirect is the latest spec for direct sales between publishers and advertisers, and OpenData offers unified terms for campaign analytics.<!--end ml posts--></li> <li><strong><a title="Automated, multichannel display advertising for small businesses finally coming to fruition" href="https://marketingland.com/automated-multichannel-display-advertising-small-businesses-finally-coming-fruition-229843">Automated, multichannel display advertising for small businesses finally coming to fruition</a></strong><br /> <!-- byline -->Jan 15, 2018 by Greg Sterling<!-- end byline --><br /> iPromote provides simplified, cross-channel campaign creation based on existing content and creative assets for ‘micro-budgets.’<!--end ml posts--></li> <li><strong><a title="The top Walmart and Amazon product page experiences of 2017" href="https://marketingland.com/top-walmart-amazon-product-page-experiences-2017-231089">The top Walmart and Amazon product page experiences of 2017</a></strong><br /> <!-- byline -->Jan 15, 2018 by Andrew Waber<!-- end byline --><br /> Columnist Andrew Waber looks at some of the highest-scoring product pages on Walmart.com and Amazon to offer tips on how you can improve the consumer experience in 2018.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="Adobe launches commerce-based microservices across its clouds" href="https://martechtoday.com/adobe-launches-commerce-based-micro-services-across-clouds-209468">Adobe launches commerce-based microservices across its clouds</a></strong><br /> <!-- byline -->Jan 16, 2018 by Barry Levine<!-- end byline --><br /> Other enhancements include Sensei AI-powered image optimization and personalized Fluid Experiences, plus a preview of profile targeting in physical stores.<!--end ml posts--></li> <li><strong><a title="Voice search in retail: Evolving the customer experience" href="https://martechtoday.com/voice-search-retail-evolving-customer-experience-209420">Voice search in retail: Evolving the customer experience</a></strong><br /> <!-- byline -->Jan 16, 2018 by Steve Tutelman<!-- end byline --><br /> Contributor Steve Tutelman explains how voice search is bringing marketers closer to the customer.<!--end ml posts--></li> <li><strong><a title="Freckle CEO: Every single online KPI goes away with better (offline) attribution" href="https://martechtoday.com/freckle-ceo-every-single-online-kpi-goes-away-better-offline-attribution-209443">Freckle CEO: Every single online KPI goes away with better (offline) attribution</a></strong><br /> <!-- byline -->Jan 16, 2018 by Greg Sterling<!-- end byline --><br /> In a wide-ranging interview, Freckle founder and CEO Neil Sweeney offers his provocative assessment of location data, beacons, programmatic, multi-touch attribution and where it’s all going.<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="http://contentmarketinginstitute.com/2018/01/brands-technology-content/">13 Smart Brands Using Technology to Power Their Content</a>, Content Marketing Institute</li> <li><a href="https://movableink.com/blog/6-rules-for-crafting-email-content-that-connects/">6 Rules for Crafting Email Content That Connects</a>, Movable Ink</li> <li><a href="http://www.evergage.com/blog/press/evergage-sophelle-one-step-retail-solutions-form-alliance-enabling-brick-mortar-retailers-deliver-11-personalized-customer-experiences/">Evergage, Sophelle and One Step Retail Solutions Form Alliance – Enabling Brick-and-Mortar Retailers to Deliver 1:1 Personalized Customer Experiences</a>, Evergage</li> <li><a href="https://www.wired.com/story/facebooks-adam-mosseri-on-why-youll-see-less-video-more-from-friends/">Facebook&#8217;s Adam Mosseri on Why You&#8217;ll See Less Video, More From Friends</a>, Wired</li> <li><a href="https://www.marketingprofs.com/articles/2018/33431/how-to-evaluate-the-company-behind-the-martech-solution-and-why-thats-critical">How to Evaluate Martech Vendors and Solutions</a>, MarketingProfs</li> <li><a href="http://klear.com/blog/state-of-influencer-marketing-2018/">Stats You Must Know about Influencer Marketing in 2018</a>, Klear</li> <li><a href="https://www.mobilemarketer.com/news/study-instagram-influencer-marketing-jumped-198-in-2017/514807/">Study: Instagram influencer marketing jumped 198% in 2017</a>, Mobile Marketer</li> <li><a href="https://www.practicalecommerce.com/will-customer-profiles-replace-marketing-personas">Will Customer Profiles Replace Marketing Personas?</a>, Practical Ecommerce</li> </ul> SearchCap: Google image bug, starting SEO & AdWords keyword matches https://searchengineland.com/searchcap-google-image-bug-starting-seo-adwords-keyword-matches-289850 Search Engine Land urn:uuid:e74de90e-d845-c364-091c-a51ed0b84427 Tue, 16 Jan 2018 21:00:25 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-image-bug-starting-seo-adwords-keyword-matches-289850">SearchCap: Google image bug, starting SEO &#038; AdWords keyword matches</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/google-fix-reverse-image-search-bug-image-thumbnails-not-included-289779" title="Google to fix reverse image search bug">Google to fix reverse image search bug</a></strong><br /><!-- byline -->Jan 15, 2018 by Barry Schwartz<!-- end byline --> <p>&#8220;Pages that include matching images&#8221; section is not showing image thumbnails as it should.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/3-ways-kick-start-seo-2018-289389" title="3 ways to kick-start your SEO in 2018">3 ways to kick-start your SEO in 2018</a></strong><br /><!-- byline -->Jan 16, 2018 by Casie Gillette<!-- end byline --> <p>The new year is a great time to take a step back and review your campaigns to see where you can make improvements. Columnist Casie Gillette shares her ideas for starting off 2018 right with SEO.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/katy-jurado-google-doodle-marks-94th-birthday-film-star-golden-age-mexican-cinema-289807" title="Katy Jurado Google doodle marks 94th birthday of film star from the Golden Age of Mexican cinema">Katy Jurado Google doodle marks 94th birthday of film star from the Golden Age of Mexican cinema</a></strong><br /><!-- byline -->Jan 16, 2018 by Amy Gesenhues<!-- end byline --> <p>Born in Guadalajara, Mexico, Jurado won a Best Supporting Actress Golden Globe Award for her role in the 1952 Hollywood classic &#8220;High Noon.&#8221;</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/martin-luther-king-jr-day-2018-google-doodle-honors-dr-king-dream-better-world-289783" title="Martin Luther King Jr. Day 2018 Google doodle honors Dr. King &#038; his dream for a better world">Martin Luther King Jr. Day 2018 Google doodle honors Dr. King &#038; his dream for a better world</a></strong><br /><!-- byline -->Jan 15, 2018 by Amy Gesenhues<!-- end byline --> <p>The image was designed by guest artist Cannaday Chapman and created in collaboration with the Black Googlers Network.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/understanding-adwords-keyword-match-types-manufacturers-289399" title="Understanding AdWords keyword match types for manufacturers">Understanding AdWords keyword match types for manufacturers</a></strong><br /><!-- byline -->Jan 15, 2018 by Dianna Huff<!-- end byline --> <p>With much of AdWords&#8217; help documentation geared towards retailers, it can be confusing for manufacturers to figure out how best to utilize the platform. This guide to match types for manufacturers from columnist Dianna Huff can help.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/zhou-youguang-google-doodle-honors-chinese-linguist-known-father-pinyin-289713" title="Zhou Youguang Google doodle honors Chinese linguist known as the &#8216;Father of Pinyin’">Zhou Youguang Google doodle honors Chinese linguist known as the &#8216;Father of Pinyin’</a></strong><br /><!-- byline -->Jan 13, 2018 by Amy Gesenhues<!-- end byline --> <p>Youguang&#8217;s work helped bridge multiple Chinese dialects into a written language. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/search-engine-lands-community-corner-holiday-retail-results-search-engine-land-awards-289676" title="Search Engine Land&#8217;s Community Corner: Holiday retail results, Search Engine Land Awards and more">Search Engine Land&#8217;s Community Corner: Holiday retail results, Search Engine Land Awards and more</a></strong><br /><!-- byline -->Jan 12, 2018 by Ginny Marvin<!-- end byline --> <p>I hope you&#8217;ve had a great week as the new year truly kicked into gear. Calling all incredible search marketers (psst, that&#8217;s you)! Entries for this year&#8217;s Search Engine Land Awards are now open! Our fourth annual awards event will be held at SMX Advanced in Seattle this June. With more than 25 categories across [&hellip;]</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/search-strategies-learn-worked-didnt-2017-holiday-season-289838" title="Search strategies &#8212; Learn what worked and what didn&#8217;t for the 2017 holiday season">Search strategies &#8212; Learn what worked and what didn&#8217;t for the 2017 holiday season</a></strong><br /><!-- byline -->Jan 16, 2018 by Digital Marketing Depot<!-- end byline --> <p>This Thursday, join our experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off. We’ll also [&hellip;]</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/4-reports-can-pull-ahrefs-didnt-know-existed-231989" title="4 reports you can pull from Ahrefs that you didn’t know existed">4 reports you can pull from Ahrefs that you didn’t know existed</a></li> <li><a href="https://marketingland.com/make-2018-year-good-business-231761" title="Use your data to make 2018 the year of good business">Use your data to make 2018 the year of good business</a></li> <li><a href="https://marketingland.com/salesforce-commerce-cloud-integrates-instagram-adds-enhancements-232109" title="Salesforce Commerce Cloud integrates with Instagram, adds other enhancements">Salesforce Commerce Cloud integrates with Instagram, adds other enhancements</a></li> <li><a href="https://marketingland.com/iab-tech-lab-releases-opendirect-2-0-opendata-1-0-232001" title="IAB Tech Lab releases OpenDirect 2.0 and OpenData 1.0">IAB Tech Lab releases OpenDirect 2.0 and OpenData 1.0</a></li> <li><a href="https://marketingland.com/automated-multichannel-display-advertising-small-businesses-finally-coming-fruition-229843" title="Automated, multichannel display advertising for small businesses finally coming to fruition">Automated, multichannel display advertising for small businesses finally coming to fruition</a></li> <li><a href="https://marketingland.com/top-walmart-amazon-product-page-experiences-2017-231089" title="The top Walmart and Amazon product page experiences of 2017">The top Walmart and Amazon product page experiences of 2017</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="https://advertise.bingads.microsoft.com/main/blog/post-en/january-2018/reflections-on-2017">Bing Ads Blog reflections on 2017</a>, Bing Ads Blog</li> <li><a href="http://searchresearch1.blogspot.com/2018/01/search-by-image-with-site-restriction.html">Search-by-Image with site restriction</a>, SearchReSearch</li> <li><a href="https://www.semrush.com/blog/new-semrush-data-fresh-keywords-precise-volumes/">SEMrush takes volume estimation to a new level</a>, SEM Rush</li> <li><a href="https://yoast.com/seo-basics-search-intent/">SEO basics: What is search intent?</a>, Yoast</li> <li><a href="https://www.wordstream.com/blog/ws/2018/01/16/ppc-predictions">8 Real, Data-Backed Predictions for PPC in 2018</a>, WordStream</li> <li><a href="https://jlh-marketing.com/damaging-industry-ranking-factors-studies/">Damaging Our Industry with Ranking Factors Studies</a>, JLH Marketing</li> <li><a href="https://www.reuters.com/article/us-google-china-maps/google-says-no-changes-to-mapping-platform-in-china-after-report-idUSKBN1F42GD">Google says &#8216;no changes&#8217; to mapping platform in China after report</a>, Reuters</li> <li><a href="https://yoast.com/semantically-link-entities/">How to semantically link entities to your content</a>, Yoast</li> <li><a href="https://blog.majestic.com/development/new-feature-categorisation-now-available-with-keyword-tagging/">New feature: Categorisation now available with keyword tagging</a>, Majestic Blog</li> <li><a href="https://www.seroundtable.com/spectre-meltdown-patches-google-rankings-25081.html">Spectre &amp; Meltdown Patches Shouldn&#8217;t Impact Your Google Rankings</a>, Search Engine Roundtable</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-image-bug-starting-seo-adwords-keyword-matches-289850">SearchCap: Google image bug, starting SEO &#038; AdWords keyword matches</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p>