- Create the file \app\code\InventorySuccess\
- Create the file \app\code\InventorySuccess\Observer\
Bing Ads has rolled out a handy update, bringing the ability to copy and paste keywords and ads within the web interface.
You’ll now be able to add keywords and ads to new campaigns and ad groups without having to either use Bing Ads Editor or enter everything in manually in the UI. Just as in Google AdWords, there are now new copy and past options under the “Edit” tab on the Campaigns tab. Control+C and Control+V also work.
Once you copy what the ads or keywords you want to add, just navigate to the ad group where you want to include them and paste. You can opt to pause them once added and choose whether to include the keyword bids and destination URLs.
A few months ago, the Content Marketing Manager at a client’s organization reached out to me, asking if we could provide his copywriting team with an SEO training session.
I was floored! We had been optimizing the majority of their content for years, but they had never shown any interest in doing it on their own.
Why the sudden change? A new VP of marketing had come on board with search experience and wanted to make SEO a priority across the entire marketing department.
After years of trying to get them engaged, all it took was a new person to come in and make it happen. And now, it’s become the norm for individuals within the department to consult us on SEO matters. Amazing!
Coincidentally, this all occurred as I was reading The Power of Habit by Charles Duhigg, a book that looks at habits, how those habits are formed and how businesses have used the habits of their consumers to market to them
It got me thinking… How do we make SEO a company-wide habit within our organizations? After all, we know that the SEO team can’t do it alone.
While I don’t have all the answers (yet), I think a few of these can help:
In the story I mentioned above, SEO became a department-wide initiative because the new VP made it so.
The problem is that not every executive is going to come in and advocate for you. In fact, the majority probably won’t. So, how do you get them on your side?
Work with your internal advocate
If you work at an agency, you have a contact within your client’s organization who works to get your recommendations implemented and keeps the program moving. In my experience, they are usually organized, knowledgeable and amazing at managing relationships within the company.
They are also key to the agency’s success. To help them advocate for you (and themselves), make sure they have the information they need to present to the higher-ups. Find out what KPIs the exec is tasked with hitting, and put together some data around how the SEO program can help them reach that goal.
Show them the results
Whether you are on the agency side or the in-house SEO manager, executives care about money. If you can show them your efforts are driving sales and revenue, and it’s a key part of the marketing program, it’ll be hard for them to deny the need.
However, if you want them to be the SEO habit-driver, you also need to show them how everyone within the team is involved.
They need to understand why the web development team should be thinking about SEO implications and why the PR team should be working with the SEO team to acquire not just mentions, but bylines around key themes and topics.
You know what people hate? More work. It’s often the reason other departments don’t want to work with SEOs. They think they will get more work.
The thing is, they aren’t wrong. Adding an extra step to a process is, in fact, more work — but when that little bit extra pays off, the results can be beneficial for everyone.
To make SEO easy for those around you, consider the following:
Dedicated SEO email or chat. If you can get a person even thinking about SEO, you want to make sure you answer any questions they have as soon as possible. If they have to email your contact, who then has to forward it on to you, too much time can pass — and by the time they hear from you, they’ve already gone ahead and implemented what they were doing without your input.
To avoid this issue, set up a dedicated email that can shared be shared across the team (ex: email@example.com) or give them a dedicated Skype/chat name they can use when they have questions.
The less friction people encounter, the easier it will be to form a habit.
Have you ever trained a puppy? Just kidding. But in all seriousness, as Duhigg points out in the book, the more positive reinforcement you can surround yourself with, the easier it is to break a bad habit or create a new one.
So make sure you are giving your team as much positive reinforcement as possible when they are making SEO part of their process, make sure you
Make it about them. Your success is often dependent on theirs, so show them how they are making a difference.
Truthfully, they may have no idea. The development team has been amazed when we showed them how a redirect they implemented helped drive a huge number of new visits and leads. While they aren’t on our side for everything, they now often consult with us before making changes.
As SEOs, we know we must be continually working to make our sites and brands better. It’s certainly not a “set it and forget it” type of program.
However, I do find we’ll often work with a department on a specific item and then never follow up again. That’s not how you build relationships, and it’s certainly not how you help drive habits.
Whether it’s weekly, monthly, bimonthly or whatever, don’t forget to check in with the folks you aren’t working with on a daily basis. A quick email or phone call just to say “Hi,” thank them for something they did or ask if you can help with something can go a long way.
The point is to keep yourself and SEO top of mind. Plus, if they like you, they’re more apt to help.
Creating a new habit is hard, and doing more work isn’t always fun. The key is to make everyone part of not just the process, but the success. If you want others to believe in SEO, you need to show them why they ought to — and more importantly, how it benefits them.
Hopefully, these tips can get you started, and SEO will become a company-wide habit in your organization!
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Driving traffic through earned/owned and paid social media advertising is the beginning of the journey. The rubber meets the road when visitors interact with landing pages and become customers. And social media marketers need to prove their mettle, not just speculate about their accomplishments.
SocialPro has sessions designed to help you demonstrate the results you’re achieving and report it effectively to your managers. Topics include:
We’ve are excited to announce that Wei Kuan Lum, head of Facebook’s SMB business marketing, will be delivering our opening keynote. She is a growth hacking evangelist (acquisition, retention, content, programmatic) focused on driving growth for B2B and B2C startups and Fortune 100 companies.
See the entire speaker lineup here.
The early bird gets the savings
You’ll get two days of keynotes, measurable tactics, networking with the pros and conference amenities for an exceptional value. Register Now!
–The SocialPro Conference Team
I recently attended a search conference and had the opportunity to converse with attendees from a wide range of fields, with varying SEO backgrounds and experiences. After many interesting and engaging conversations, a common takeaway stood out to me:
People are hung up on technical SEO metrics.
I remember multiple questions like, “What’s your minimum threshold for Trust Flow?” or, “Okay, you get relevant links, but what is the average Domain Authority?”
I shared my observation with our sales team when I returned, and they confirmed this was a common theme among their contacts. It seems my peers in the SEO industry have noticed this trend as well.
While I do believe SEO metrics like Domain Authority or Trust Flow are important and useful, I also believe they require context — and there is more to the story when it comes to evaluating link prospects.
Link acquisition is a nuanced, difficult practice, but I want to walk through my own perspective on the link metrics that lead to securing real links that will make a lasting difference.
The number one key to acquiring worthwhile links is relevance.
Relevance provides both a starting point for evaluating your campaign and a continuing guide. Above all other factors, relevance should be the North Star of your link campaign.
SEOs have a propensity to get caught up in technical metrics (Domain Authority, PageRank, Trust Flow, anchor text, co-citation and so on) and only think about Google’s algorithm. But if you pursue links purely from an SEO perspective, you’re going to make mistakes. Serious mistakes.
For example, consider Domain Authority (DA) from Moz. Domain Authority is a helpful metric and provides a useful barometer to evaluate the perceived authority of a site.
But Moz is not Google; Moz has a much smaller index of the web. Domain Authority does not directly equate to PageRank, much less the other hundreds of factors Google uses to evaluate a given site. Judging sites purely by Domain Authority is a mistake.
SEOs can obsess over Domain Authority and conflate DA with site quality, but that is simply not the way this metric should be used. Rather, as Nick Eubanks points out, Domain Authority works best as an indicator for ranking potential.
Moz itself agrees with this assessment that DA is a high-level metric for gauging ranking potential:
While specific metrics like MozRank can answer questions of raw link popularity — and link counts can show the raw quantities of pages/sites linking — the authority numbers are high-level metrics that attempt to answer the question, “How strong are this page’s links in terms of helping them rank for queries in Google.com?”
Domain Authority is a helpful metric and is worth considering in your link acquisition, but don’t discard potential link prospects simply because they have a low DA.
Relevance should trump all other metrics, particularly in regard to your audience. As my colleague, Nicholas Chimonas, stated, “I will never avoid a site that is under DA 25 if it is highly relevant, high-quality, and my target audience is there.”
Technical metrics, such as Domain Authority, Page Authority, Majestic Trust Flow, SEMrush traffic levels and so on, are helpful tools that provide signals and indications of the authority and reputation of a site. But at the end of the day, relevance should ultimately guide your decision-making process within link building.
The goal, after all, is to bring relevant traffic into your site — people who are interested in your company and might actually become a client/customer. What better way to accomplish that than to build relationships and links across your industry, where your audience lives?
Links should be first and foremost for people, not robots and search crawlers.
As SEOs, we’re not blind to search. Of course, the goal of link acquisition should be to influence rankings and search visibility. But those rankings should flow from building real human connections. Otherwise, you’re building rankings on a house of cards.
Build a real network for your website. That’s what links are: a digital network of connections which tie your site to others.
Build links you would want even if they didn’t increase rankings.
Trust and authority metrics shouldn’t be ignored — these metrics can play an important part in evaluating sites — but you shouldn’t rule out sites that have an active audience and community.
When judging a prospect, think about whether someone would ever actually click on your link. To determine human value, gauge user engagement on a given site. Here are some methods to measure user engagement on a site:
Sites with low authority signals but high engagement can still be viable link targets.
Human value also comes into play when Google evaluates sites and links. Google has always advocated for focusing on users, and they uphold this philosophy when assessing links. With another Penguin update on the horizon, taking a page from Google’s guiding principle in your link development certainly seems like a good idea.
Links should be built by humans, for humans. Every link should add value to the web.
Every campaign needs clearly defined goals.
Establishing goals and expectations at the onset of a campaign will provide an overarching guide for all aspects of your project. Every link you secure should, in one way or another, contribute to the larger goals of your campaign.
The odds of achieving success without a clearly defined goal are minimal. And even if you achieve success, you probably won’t know or appreciate it — and thus will have trouble communicating it to your client/boss. You need to set specific goals with specific timelines, and then you can measure progress and report appropriately.
Whether your goal is to improve traffic, increase conversions, support a new initiative or grow brand exposure and affinity, each link secured should be acquired with that specific goal in mind.
This is not to say that every individual link will directly lead to more conversions or increased rankings. But rather the amalgamation of your efforts should develop a diverse link profile that, as a whole, helps you achieve your objectives.
Different links will serve different goals, such as:
Each link you secure should build toward your greater business goals. And you need a diverse mix of links to achieve the specific goals of your campaign.
To ensure you’re employing the most effective tactics and building the right types of links, it’s important to track progress. You can measure a wide variety of metrics, analytics and data (depending on your project’s goals), but here are a few main aspects worth tracking for nearly every campaign:
Monitoring these metrics will inform whether or not your project is achieving results.
Of course, you can (and should) add other KPIs to provide a more complete picture. For example, if one of your main goals is to improve engagement on your site, you might track bounce rates, average time on page, pages per session and returning visitors.
Determining appropriate KPIs for your campaign will ensure you stay on course to reach your goals.
This post covers my opinions on what metrics really matter within a link campaign. However, I’m not alone. Many of the same opinions are shared by industry experts and luminaries.
Of course, having more authority links to your site means better rankings and traffic. No one is silly enough to think that a website with a Domain Authority of 65 isn’t a very powerful one in many ways.
However, rankings are not all that matter. Traffic isn’t all that matters, either. What matters is relevant traffic that has the potential to convert.
In general, though, focus on relevance above all else. It’s tempting to just shoot for the big, authoritative opportunities, but by doing so you run into a few issues. The first is that you limit yourself to a smaller pool of prospects, so you generally end up with less links (in some low-quality niches, this can leave you with next to none). Second, relevance is having a much bigger impact in the algorithm moving forward. And third, by targeting more relevant opportunities, you’ve got a bigger chance of having the webmaster say Yes.
Domain authority is a powerful, directional measure of trust and authority — but it cannot be used in a vacuum. There are other link strength and contextual signals that need to be considered to get a full picture of a domain’s ability to move the needle, rank on its own or prop up other pages for rankings.
The internet is always going to be about people connecting with other people, or connecting with content written by people (sorry, Narrative Science). And while I agree there are many link-building strategies, tactics and techniques that need to die a slow and painful death, the process of one person sharing with another person an incredibly useful piece of content that will resonate with that person and result in a link will never go out of style and will never be obsolete.
I’ve been doing this for 20 years. I can assure you that while the methods for identifying the right people have become more challenging, at the end of the day, the end game is still the same: I need to get in touch with the person who will most likely care about what it is I’m sharing or seeking links for.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Earlier this week, Chinese government officials announced an investigation into the way Baidu presents paid search results following the death of college sophomore Wei Zexi. He died after pursuing a bogus cancer treatment advertised on the site.
Chinese advertising regulations reportedly don’t currently include search results. The case has sparked an outcry in China amid concern that Baidu is misleading Chinese consumers because many people may not be aware that results at the top of the page are paid search advertising. However, the site does label ads in search results.
According to published reports, Wei Zexi pursued a cancer treatment advertised on Baidu at a military hospital that claimed an experimental cure developed in collaboration with Stanford Medical School. That was a false statement (There was no collaboration), but Wei Zexi relied on it, underwent the treatment and died on April 12 this year.
Many Chinese have expressed anger at the government for not doing more to protect consumers who may be confused by the accuracy or veracity of search results.
Baidu controls more than 70 percent of the Chinese search market and serves roughly 600 million monthly users. News of the Chinese investigation caused Baidu’s stock to drop on fears that the government intervention might impact the company’s search advertising business.
At a minimum, Baidu’s reputation has been harmed with Chinese consumers. Despite this, Baidu’s market share is unlikely to suffer given the relative weakness of its competitors.
Online payment method iDeal from the Netherlands registered the billionth transaction that happened via its system. The milestone was reached during King’s Day in the Netherlands, the national holiday that marks the birth of King Willem-Alexander. The online payment system has a market share of 56 percent and is being used since 2005.
The milestone was shared by iDeal, which announced the billionth transaction happened at a New York Pizza franchise during King’s Day on the 27th of April last month. According to iDeal, the amount of transactions increased by almost 25 percent during 2015.
Betaalvereniging Nederland, which facilitates iDeal together with the national banks, thinks we can expect a strong growth in mobile payments. All banks in the Netherlands now offer the option to pay for mobile orders with the payment method iDeal. Last year, the number of mobile payments in the Netherlands increased by 53 percent. “A quarter of all iDeal payments is already done using a smartphone or tablet”, says Piet Mallekoote, manager of Betaalvereniging Nederland. “This will only increase in the near future, as consumers increasingly use their mobile devices for shopping, ordering and completing purchases.”
According to the European Institute for Brand Management, iDeal is one of the most indispensable brands in the Netherlands, together with major brands such as Hema and Albert Heijn. The local payment method is also being used in foreign web stores in more than fifty different countries around the world. As a matter of fact, one in five payments that are completed using iDeal, takes places at a foreign ecommerce website.
With a market share of 56 percent, iDeal is the most popular online payment method in the Netherlands.
Tags The Netherlands
Google has updated how they calculate the clicks and impressions in the Search Analytics report within the Google Search Console. Google updated their data anomalies page explaining:
We refined our standards for calculating clicks and impressions. As a result, you may see a change in the click, impression, and CTR values in the Search Analytics report. A significant part of this change will affect website properties with associated mobile app properties. Specifically, it involves accounting for clicks and impressions only to the associated application property rather than to the website.
If you login to your Google Search Console account, you will see a line that reads “update” in your Search Analytics report. That line represents that going forward, past April 26th, the new metrics come into play.
Google’s John Mueller added some additional insight on Google+ explaining that Google also now is tracking and reporting clicks and impressions in the search results for when your URLs show up in the knowledge panel, rich snippets and local results. John wrote, “Other changes include how we count links shown in the Knowledge Panel, in various Rich Snippets, and in the local results in Search (which are now all counted as URL impressions).”
He added what it means by URLs showing up and being counted:
FWIW one question that has come up a few times regarding Search Analytics is how local results are handled. Luckily, it’s pretty straightforward: if a URL from your site is included in the local result, it’s counted as an impression. If the same URL is included multiple times (eg, multiple franchises in the same area with a shared web URL), that URL is just counted once. If a local result (w/web link) + a natural web result are included in the same results page, then that’s counted as 1 site impression (which is used for the view by query, for example), and the URLs individually get the page impressions (which is used in the per-page view).
Most people shouldn’t see a significant change in their Search Analytics report but Google did add that mobile apps might show the largest discrepancy.
DHL says the test it run with its Parcelcopter drone between January and March has been completed successfully. The German company claims it’s the first time worldwide that a parcel service provider has directly integrated a parcelcopter logistically into its delivery chain.
DHL Parcel conducted the trial run between January and March this year in Reit im Winkl, a community in the German state of Bavaria. Private customers in the region tested out the the specially developed Packstations, which were called the Parcelcopter Skyport. By inserting their shipments into the Skyport, automated shipment and delivery per drone was initiated. During the test period, DHL was able to perform 130 autonomous loading and offloading cycles with its Parcelcopter.
The DHL drone could deal with heavier loads, longer distances and delivery to an alpine region. And the latter could have been a big game breaker, as the drone had to deal with the rapidly changing weather conditions and severe temperature fluctuation that occurred in the test area. “With that achieved, the DHL Parcelcopter then performed a series of flawless flights. Each round trip from valley to plateau at roughly 1,200 meters above sea level covered eight kilometers of flight. The drone’s cargo was typically either sporting goods or urgently needed medicines and it arrived at the Alm station within just eight minutes of take-off”, the company proudly announced. “The same trip by car takes more than 30 minutes during winter.”
Jürgen Gerdes from DHL thinks the company has now reached a certain level of technical and procedural maturity with its Parcelcopter, that it could eventually allow for fields trials in urban areas as well. The company will now analyze performance data and use these findings to select other potential areas for testing.
After several months of testing with over 100 advertisers, Yahoo has launched custom audience targeting for search and native image and video ads on Yahoo Gemini in the US.
Yahoo first announced custom audience targeting in September, and has been testing it with advertisers since January. Advertisers can retarget site visitors — segmented by page visited or action taken — or import app customer lists for retargeting using mobile advertiser IDs.
Audience creation in Gemini is fairly straightforward. From the Tools tab, click Custom Audience to set up an audience of past site visitors or app customers.
Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
Google testing going from blue hyperlinks to black hyperlinks, and searchers don’t seem to be happy with the change.
Google may bring voice query reporting to the Google Search Console’s Search Analytics report; when is unclear.
Bing is testing a partnership with Twitter to show tweets in their search results listing pages, similar to how Google displays them.
Small businesses can see how their ads convert from the AdWords Express dashboard.
Nearly 75% of the tickets for Search Engine Land’s SMX Advanced are sold and rates increase next week. Don’t miss your only opportunity this year to attend this unique event experience, which has sold out each of the last 10 years! Register now and save $400 off on-site rates. Here’s what you get: Tactic-rich and fast-paced sessions […]
We all know that high-quality content is crucial for SEO, and columnist Winston Burton discusses how to prioritize content creation and promotion efforts.
SEO spend has been steadily growing since the early days of search engines, but is there an end in sight? Columnist Jayson DeMers looks at what factors might impact the growth of SEO in the near future.
With expanded local source tag support, local news is now more important to Google.
Doodler Sophia Diao says today’s Mother’s Day doodle, “…harkens back to a time in my youth when following Mom around was all I knew.”
Local & Maps
SEM / Paid Search
A Microsoft spokesperson has confirmed with Search Engine Land that they are indeed testing displaying tweets, Twitter results, in the Bing search results pages. This was first reported this morning by Ruben Gomez during his testing.
Bing is using a carousel box, similar to how Google shows tweets in their search results, to include these tweets in the Bing search listing page.
Here is a picture from Ruben:
This is what it looks without the Twitter results:
A Microsoft spokesperson told us, “We’re constantly updating and refining the Bing search experience. We’ll share more information when available.”
Small businesses using AdWords Express to advertise on Google, can now see goal tracking data in their Express dashboards.
Businesses can set up a new Google Analytics account, if needed, from AdWords Express. After setting up goal tracking in Google Analytics and linking it to the AdWords Express account, goal completion data as well as behavior metrics like new visits driven from the ad, time on site and page view averages will show in the Express dashboard.
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Online consumer spending in the United Kingdom increased by 8.4 percent in April compared to the same month last year. This annual increase was the fastest seen in the UK ecommerce industry since December 2014. In Ireland, consumers even spent 18.7 percent more in April than they did one year ago.
The recent figures are from the UK Consumer Spending Index [pdf], which is compiled by Markit on behalf of Visa Europe. The month of April signaled a solid rise in overall UK household expenditure, with a 2.5 percent year-on-year increase. But through ecommerce channels, the expenditure growth was more impressive. In the United Kingdom, consumers spent on average 8.4 percent more than they did twelve months ago. This was up from a 4.1 percent increase in March, but it also means the strongest growth rate since December 2014.
“A very strong month for online sellers suggests much of the experience economy is being driven by pre-booking of activities online”, comments Kevin Jenkins, UK & Ireland Managing Director at Visa Europe. “While online prospered, face-to-face spending was relatively flat, highlighting the current discussion about the future shape of the high street as well.” Since May started sunny, it could mean consumers will spend some of their money on the high street again instead of online, but nice weather could also boost online sales of restaurants and hotels.
More ecommerce spending in Ireland
In Ireland, the expenditure growth in April was even better than in the UK, with consumers spending 18.7 percent more than they did one year ago. Philip Konopik, Visa Europe’s country manager for Ireland, also thinks the weather may have had something to do with the impressive growth rate. “Poor weather will have contributed to the ecommerce spike, but also the strong increase in recreation and culture spend, particularly on cruises and travel to the United States, is a clear sign of increased optimism among households”, he explains.
Many SEOs these days are focused on content marketing. This involves building out high-quality content optimized for searcher intent, then amplifying that content through social to capture end users in their moment of need.
But what are the right steps to prioritize and amplify content? Read on.
At one point in SEO, all we talked about was being “relevant” in order to rank. However, modern SEO is about being both relevant and useful; content that achieves this is exactly what Google is looking for.
You can prioritize based on intent, striking distance, search volume and (if you have them) conversion metrics. I recommend that you remove branded keywords and low search volume keywords to get a more accurate picture.
Let’s look at your goals. If your goal is to increase traffic by 15 percent year over year, you need to put together a plan to see where you can drive incremental traffic: local, optimizing existing landing pages, building out new content, optimizing videos and so on.
As a first step, I recommend taking a look at your website analytics and ranking tools to see what opportunities there are to drive incremental traffic with your existing assets. This could be done by looking at “striking distance” keywords, which are those that rank on page 2 of the major search engines (Google, Bing and Yahoo). Moving striking distance keywords from page 2 to page 1 can drive incremental revenue and traffic, especially for keywords that have a lot of volume and transactional intent.
Pro tip: Focus on keywords that convert well from paid search and drive a lot of volume based on intent. These keywords should be your target for SEO, especially with Google’s new paid search layout pushing organic search further down the page.
Determine where you need to develop useful content by conducting a gap analysis. All brands need to develop content around each stage of the buyer’s journey, as this allows you to capture search queries for many different kinds of user intent.
While many businesses understand the need to appear in search results for high-converting keywords (i.e., queries that signal intent to purchase), they often overlook the value of being visible in SERPs during the research phases of the buyer’s journey. In the digital era, this journey is not linear, but is a fragmented path to purchase — so you’ll want to be present at all stages in order to keep your brand top of mind.
Review your existing content and segment it based on intent — in other words, what stage of the buyer’s journey does it map to? From there, figure out where gaps exist, and build out content to fill in those gaps.
You can also see how your competition is doing using a tool like SEMrush, which allows you to see which keywords your competitors are ranking for. Determine where they’re visible and where they have no presence across the buyer’s journey. Take advantage of where they aren’t present by building quality content in those areas (or greatly improving existing content).
Despite the push towards omni-channel digital marketing, many SEOs still find themselves in a silo. Having open communication with other departments (if you are in-house) or your client and their vendors (if you’re at an agency) will ensure that you are aware of any important content initiatives that need to be further optimized and prioritized.
Evaluate the content other departments are producing, prioritize it based on intent, search volume and opportunity and promote it through paid social and your existing social profiles.
Listening to customers and finding influencers can impact visits and engagement. Social listening can give you a detailed review of your owned social landscape and competitive set. Plus, it can identify key social trends from the millions of conversations happening every day, which can help drive your content strategy by uncovering new keywords and trends that are happening now.
Now that you have prioritized and created your content, it’s time to promote it. The saying, “If you build it, they will come,” is sadly inaccurate. Content needs to be promoted, and a catalyst is needed to get things started.
Search helps social. Brands should always focus on creating high-quality and engaging content. Engaging content will be shared through social media to attract social endorsements and links, which will help improve your visibility in the search engine result pages from prioritized content.
Paid social is a cost-effective way to help promote priority content and to drive more traffic and sales. Since paid social is relatively inexpensive, I recommend testing it to see what results you can get from paid social campaigns (e.g., an increase in links, social mentions and traffic, since they all can influence rankings).
I would only recommend putting paid support behind engaging and useful content that answers users’ questions throughout the user journey.
Prioritizing content is a must for every SEO campaign to drive incremental traffic and revenue. As SEOs, we must continue to focus on building out high-quality content based on user intent that can move the needle and help our clients achieve their goals.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
I rarely encounter marketers who have YouTube retargeting on their digital marketing plan. People try this once and usually 'aren't ready' to waste their money for an existing audience. Why is that? Lack of knowledge or curiosity? In this post I'd like to fight this unwillingness to try new features and explain the this remarketing feature for everyone (a pretty tough task knowing the difference in backgrounds and goals in our professional lives).
Let's begin with the basics. Retargeting can help to re-engage your audience and assist every stage of the conversion funnel. It's as simple as that. When creating campaigns in Google AdWords for YouTube, you can use the standard audiences (provided by Google) and custom tailored to target on YouTube. What's an audience? People with similar behaviors, similar watching history or simply the visitors of your webpage. For this post, we'll concentrate on the audience segments provided by YouTube, which are:
Sequential retargeting, one type of remarketing, allows you to segment your audience into different categories, and also include, and of course exclude, different sections of that audience based on the previous actions they have taken. For instance, a user who clicks on the ad may be shown one version, while another user who not only clicked on the ad but also went on to add a product to the shopping cart may be shown another version.
Let's assume you run a small local company - you and one of your college pals run a car converting business taking old garbage on wheels and making it electro. Simple idea - you start filming the process and publishing these episodes on your channel. People like it. People share it. After some time you are able to buy the garbage, convert it and finally sell as your own inventory. You have a place to store these little VW bugs and they really make your storefront alive. How to sell these cars? That's where your growing channel can help.
If people like something - they share it. A shared video gets additional views, and, the content is good, subsequent video content from the channel gets a bigger chunk of coverage because of growing amount of subscribers. But the process can take years to bring a substantial support for your business. To make it faster and more creative we have to use retargeting for our YouTube audience. Let's think how:
1) We can publish a series of episodes about the new project you build gradually revealing the details about it in every next episode. Using the so-called 'sequential' retargeting you can show every new episode to the viewers of the previous episode only. This will urge viewers to watch all of them but you won't be sure that they won't miss an episode making them frustrated and unmotivated to follow the sequence further.
2) You can announce the secret project and target your preroll video ads to the subscribers only forcing everyone to follow your channel in order to keep up with your updates. This makes people feel themselves special and 'chosen'. Good tactics. And you can make these videos public and available for everyone after you publish the last episode of the series.
3) You can create an interactive game and spend some money running the first video in the sequence as a preroll ad for your subscribers.
4) You can target likers, video viewers and commenters and mix these lists together (it makes sense for you of course)
5) You can negatively target the existing viewers of your channel in your new YouTube advertising campaign if you try to reach new people (potential customers, subscribers, viewers etc). For example you want to gain more subscribers and you run a campaign targeted to technofiles in Austin (you know from your YouTube Analytics that this city doesn't really know about your business) and you exclude people from the targeting who already watched your videos. Does it make sense?
Sequential retargeting is an enormous video advertising opportunity that many brands aren't picking up on. If you are part of a marketing team here are some thing to seriously consider if you decide to test this approach:
Since its early days, search engine optimization (SEO) has always had naysayers insisting that this marketing discipline is a passing fad, or that it’s dead.
Not only has SEO survived this long, it’s thriving: According to a recent study by Borrell Associates, companies are going to spend $65 billion on SEO in 2016. This is more than triple what they predicted for this year back in 2008, before major game-changers like Panda and Penguin even entered the equation.
What’s more, the company is predicting that the SEO industry will continue to grow to an estimated $72 billion by 2018 and $79 billion by 2020.
Though estimates can be fallible, this does suggest that SEO has grown even more than previously expected, with a trajectory to preserve that growth well into the future. In fact, another recent survey of 357 marketers found that more than 90 percent plan to increase their SEO budgets or keep them the same over the next year. Assuming these projections are at least roughly accurate, is there anything that will stop SEO from growing?
Let’s take a look at some of the reasons SEO might continue to grow indefinitely:
And now, some of the reasons why SEO may face an eventual halt or decline:
It’s also important to recognize what may actually qualify as “SEO” in the strict sense. Today, this term largely refers to optimizing a website to be featured higher in organic search rankings, but already it’s starting to apply to other areas, from local results to Knowledge Graph entries, and even digital assistant-based results.
As new forms of search technology evolve, it’s likely that SEO will adapt with the times, rather than dying outright. If that’s the case, spending on what we see as “SEO” today may disappear, but spending on what we label “SEO” in the future may continue to perpetually rise.
It’s hard to look more than a few years into the future with so many variables and potential technological developments in play. However, it’s likely that SEO will continue to grow in popularity, in one form or another, for the foreseeable future.
With that information, you should at least feel comfortable investing further into your existing strategy. For search optimizers, that also means a positive outlook on your job security — as long as you’re willing to adapt.
Google webmaster trends analysts, John Mueller, said on Friday in a Google hangout at the 23 minute mark that Google is looking for ways to show webmasters in the Google Search Console how people are finding their pages through voice search.
John explained that Google wants to provide a way to segment out how people search for your site using a keyboard versus voice search in the Search Analytics report. John said, Google wants to “kind of make it easier to pull out what people have used to search on voice and what people are using my typing. Similar how we have desktop and mobile setup separately.”
John added that it is “tricky” because many of the voice searches are done in much longer form sentences and thus, by default, Google Search Analytics may not see enough volume for that query and group it together with the lower volume keywords, thus not showing it in the report. But he said they did have a discussion internally about how to go about separating out voice searches in that report.
Here is the Q&A I transcribed:
(Q) Does Google plan to include Voice Search Search console reports in the future?
(A) I don’t know what the exact plans are there but we have discussed something like that. To kind of make it easier to pull out what people have used to search on voice and what people are using my typing. Similar how we have desktop and mobile setup separately. I think some of that might be trickier because in practice voice queries are more long form, they’re more like sentences and real questions. And sometimes those exact queries don’t get used that often so we might be filtering them out in search console. But it’s definitely something we’ve talked about, we’ve looked into different other types of queries or search results as well to see if there is something that we could be doing their differently. If you have any explicit examples of specifically how you think this type of feature or any other feature in such console could make it easier to to really make high-quality websites, to really get some value out of search console in in a way that makes sense for you to improve your service for users then we’d really love to see those and examples.
You can hear it yourself at the 23 minute mark.
John also added later at the 26 minute mark that Google also wants to segment out AMP results as well.
Google announced on the Google News blog that they have added a “Local Source” Tag to surface local coverage of major stories.
The tagging aspect is automated, Google said they identify automatically the “Local Source” tag of a story based on “looking at where a publisher has written about in the past and comparing that to the story location.” This “Local Source” tag is now live across all Google News editions and when you expand a story, it shows you more local stories from local publications.
Here is a screen shot provided by Google:
There is more technical help for the searcher on how to use this feature over here:
A Google News story box is a group of articles about the same news event. These boxes reflect how Google News organizes various articles and multimedia items for a given story. Here are some tips for using this feature and easily navigating between many different perspectives on one story or topic.
Clicking on the box will expand it, showing you more articles for that story. We may also show you one of several types of article that we think are relevant, for example:
Local Source: an article from a source local to the story.
Over the weekend, Google began testing a widely noticed change to their search results listing page by changing the color of the titles in the search results listings snippet from the traditional blue color to a black color.
Here is one of the many pictures and screen shots of this in action, this one is from @matibarnes:
Compare the above screen shot to what most people see, the blue links, and you can see why so many people are complaining:
We emailed Google for a comment about this on Saturday but we have yet to hear back. I suspect the response will be something like, “we are constantly testing new ways to improve the user experience, and this is just one of those many tests.”
Overall, it seems like the feedback that we’ve been hearing about the change in the color of the link is mostly negative.