AMP-lify Your Digital Marketing in 2018

Posted by EricEnge

Should you AMP-lify your site in 2018?

This is a question on the mind of many publishers. To help answer it, this post is going to dive into case studies and examples showing results different companies had with AMP.

If you’re not familiar with Accelerated Mobile Pages (AMP), it’s an open-source project aimed at allowing mobile website content to render nearly instantly. This initiative that has Google as a sponsor, but it is not a program owned by Google, and it’s also supported by Bing, Baidu, Twitter, Pinterest, and many other parties.


Some initial background

Since its inception in 2015, AMP has come a long way. When it first hit the scene, AMP was laser-focused on media sites. The reason those types of publishers wanted to participate in AMP was clear: It would make their mobile sites much faster, AND Google was offering a great deal of incremental exposure in Google Search through the “Top Stories news carousel.”

Basically, you can only get in the Top Stories carousel on a mobile device if your page is implemented in AMP, and that made AMP a big deal for news sites. But if you’re not a news site, what’s in it for you? Simple: providing a better user experience online can lead to more positive website metrics and revenue.

We know that fast-loading websites are better for the user. But what you may not be aware of is how speed can impact the bottom line. Google-sponsored research shows that AMP leads to an average of a 2X increase in time spent on page (details can be seen here). The data also shows e-commerce sites experience an average 20 percent increase in sales conversions compared to non-AMP web pages.

Stepping outside the world of AMP for a moment, data from Amazon, Walmart, and Yahoo show a compelling impact of page load time on metrics like traffic, conversion and sales:

You can see that for Amazon, a mere one-tenth of a second increase in page load time (so one-tenth of a second slower) would drive a $1.3 billion drop in sales. So, page speed can have a direct impact on revenue. That should count for something.

What do users say about AMP? 9to5Google.com recently conducted a poll where they asked users: “Are you more inclined to click on an AMP link than a regular one?” The majority of people (51.14 percent) said yes to that question. Here are the detailed results:

This poll suggests that even for non-news sites, there is a very compelling reason to do AMP for SEO. Not because it increases your rankings, per se, but because you may get more click-throughs (more traffic) from the organic search results. Getting more traffic from organic search, after all, is the goal of SEO. In addition, you’re likely to get more time on site and more conversions.


How the actual implementation of AMP impacts your results

Before adopting any new technology, you need understand what you’re getting into.

At Stone Temple Consulting, we performed a research study that included 10 different types of websites that adopted AMP to see what results they had and what challenges they ran into. (Go here to see more details from the study.)

Let’s get right to the results. One site, Thrillist, converted 90 percent of their web pages over a four-week period of time. They saw a 70 percent lift in organic search traffic to their site — 50 percent of that growth came from AMP.

One anonymous participant in the study, another large media publisher, converted 95 percent of their web pages to AMP, and once again the development effort as approximately four weeks long. They saw a 67 percent lift in organic search traffic on one of their sites, and a 30% lift on another site.

So, media sites do well, but we knew that would be the case. What about e-commerce sites? Consider the case of Myntra, a company that is the largest fashion retailer in India. Their implementation took about 11 days of effort.

This implementation covered all of their main landing pages from Google, covering between 85% and 90% of their organic search traffic. For their remaining pages (such as the individual product pages) they implemented a Progressive Web App, which helps those pages perform better as well. They saw a 40% reduction in bounce rate on their pages, as well as a lift in their overall e-commerce results. You can see detailed results here.

Then there is the case of Event Tickets Center. They implemented 99.9% of their pages in AMP, and opted to create an AMP-immersive experience. Page load times on their site dropped from five to six seconds to one second.

They saw improvements in user engagement metrics, with a drop in bounce rate of 10%, an increase in pages per session of 6%, and session duration of 13%. But, the stunning stat is that they report a whopping 100% increase in e-commerce conversions. You can see the full case study here.

But it’s not always the case that AMP adopters will see a huge lift in results. When that’s not the case, there’s likely one culprit: not taking the time to implement AMP thoroughly. A big key to AMP is not to simply use a plugin, set it, and forget it.

To get good results, you’ll need to invest the time to make the AMP version of your pages substantially similar (if not identical) to your normal responsive mobile pages, and with today’s AMP, for the majority of publishers, that is absolutely possible to do. In addition to this being critical to the performance of AMP pages, on November 16, 2017, Google announced that they will exclude pages from the AMP carousel if the content on your AMP page is not substantially similar to that of your mobile responsive page.

This typically means creating brand-new templates for the major landing pages of your site, or if you are using a plugin, using their custom styling options (most of them allow this). If you’re going to take on AMP, it’s imperative that you take the time to get this right.

From our research, you can see in the slide below the results from the 10 sites that adopted AMP. Eight of those sites are colored in green, and those are the sites that saw strong results from their AMP implementation.

Then there are two listed in yellow. Those are the sites that have not yet seen good results. In both of those cases, there were implementation problems. One of the sites (the Lead Gen site above) launched pages with a broken hamburger menu, and a UI that was not up to par with the responsive mobile pages, and their metrics are weak.

We’ve been working with them to fix that and their metrics are steadily improving. The first round of fixes brought the user engagement metrics much closer to that of the mobile responsive pages, but there is still more work to do.

The other site (the retail site in yellow above) launched AMP pages without their normal faceted navigation, and also without a main menu, saw really bad results, and pulled it back down. They’re working on a better AMP implementation now, and hope to relaunch soon.

So, when you think about implementing AMP, you have to go all the way with it and invest the time to do a complete job. That will make it harder, for sure, but that’s OK — you’ll be far better off in the end.


How we did it at Stone Temple (and what we found)

Here at Stone Temple Consulting, we experimented with AMP ourselves, using an AMP plugin versus a hand-coded AMP web page. I’ll share the results of that next.

Experiment No. 1: WordPress AMP plugin

Our site is on WordPress, and there are plugins that make the task of doing AMP easier if you have a WordPress site — however, that doesn’t mean install the plugin, turn it on, and you’re done.

Below you can see a comparison of the standard StoneTemple.com mobile page on the left contrasted with the default StoneTemple.com page that comes out of the AMP plugin that we used on the site called AMP by Automatic.

You’ll see that the look and feel is dramatically different between the two, but to be fair to the plugin, we did what I just said you shouldn’t do. We turned it on, did no customization, and thought we were done.

As a result, there’s no hamburger menu. The logo is gone. It turns out that by default, the link at the top (“Stone Temple”) goes to StoneTemple.com/amp, but there’s no page for that, so it returns a 404 error, and the list of problems goes on. As noted, we had not used the customization options available in the plugin, which can be used to rectify most (if not all) of these problems, and the pages can be customized to look a lot better. As part of an ongoing project, we’re working on that.

It’s a lot faster, yes… but is it a better user experience? Looking at the data, we can see the impact of this broken implementation of AMP. The metrics are not good.

Looking at the middle line highlighted in orange, you’ll see the standard mobile page metrics. On the top line, you’ll see the AMP page metrics — and they’re all worse: higher bounce rate, fewer pages per session, and lower average session time.

Looking back to the image of the two web pages, you can see why. We were offering an inferior user interface because we weren’t giving the user any opportunities to interact. Therefore, we got predictable results.

Experiment No. 2: Hand-coded AMP web page

One of the common myths about AMP is that an AMP page needs to be a stripped-down version of your site to succeed. To explore whether or not that was true, we took the time at Stone Temple Consulting to hand-code a version of one of our article pages for AMP. Here is a look at how that came out:

As you can see from the screenshots above, we created a version of the page that looked nearly identical to the original. We also added a bit of extra functionality with a toggle sidebar feature. With that, we felt we made something that had even better usability than the original page.

The result of these changes? The engagement metrics for the AMP pages on StoneTemple.com went up dramatically. For the record, here are our metrics including the handcrafted AMP pages:

As you can see, the metrics have improved dramatically. We still have more that we can do with the handcrafted page as well, and we believe we can get these metrics to be better than that of the standard mobile responsive page. At this point in time, total effort on the handcrafted page template was about 40 hours.

Note: We do believe that we can get engagement on the AMP by Automatic plugin version to go way up, too. One of the reasons we did the hand-coded version was to get hands-on experience with AMP coding. We’re working on a better custom implementation of the AMP by Automatic pages in parallel.


Bonus challenge: AMP analytics

Aside from the actual implementation of AMP, there is a second major issue to be concerned about if you want to be successful: the tracking. The default tracking in Google Analytics for AMP pages is broken, and you’ll need to patch it.

Just to explain what the issue is, let’s look at the following illustration:

The way AMP works (and one of the things that helps with speeding up your web pages) is that your content is served out of a cache on Google. When a user clicks on the AMP link in the search results, that page lives in Google’s cache (on Google.com). That’s the web page that gets sent to the user.

The problem occurs when a user is viewing your web page on Google’s cache, and then clicks on a link within that page (say, to the home page of your site). This action means they leave the Google.com page and get the next page delivered from your server (in the example above, I’m using the StoneTemple.com server.)

From a web analytics point of view, those are two different websites. The analytics for StoneTemple.com is going to view that person who clicked on the AMP page in the Google cache as a visitor from a third-party website, and not a visitor from search. In other words, the analytics for StoneTemple.com won’t record it as a continuation of the same session; it’ll be tracked as a new session.

You can (and should) set up analytics for your AMP pages (the ones running on Google.com), but those are normally going to run as a separate set of analytics. Nearly every action on your pages in the Google cache will result in the user leaving the Google cache, and that will be seen as leaving the site that the AMP analytics is tracking. The result is that in the analytics for your AMP pages running on Google.com:

  • Your pages per session will be about one
  • Bounce rate will be very high (greater than 90 percent)
  • Session times will be very short

Then, for the AMP analytics on your domain, your number of visitors will not reflect any of the people who arrive on an AMP page first, and will only include those who view a second page on the site (on your main domain). If you try fixing this by adding your AMP analytics visit count to your main site analytics count, you’ll be double counting people that click through from one to the other.

There is a fix for this, and it’s referred to as “session stitching.” This is a really important fix to implement, and Google has provided it by creating an API that allows you to share the client ID information from AMP analytics with your regular website analytics. As a result, the analytics can piece together that it’s a continuation of the same session.

For more, you can see how to implement the fix to remedy both basic and advanced metrics tracking in my article on session stitching here.


Wrapping up

AMP can offer some really powerful benefits — improved site speed, better user experience and more revenue — but only for those publishers that take the time to implement the AMP version of their AMP site thoroughly, and also address the tracking issue in analytics so they can see the true results.

Sign up for The Moz Top 10, 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!

Source: SEOmoz Daily SEO Blog (Original

How to Kickstart Your Growth Process

At TelTech, it took our product-marketing organization more than a year to get to something that resembled a true growth team, running high tempo testing.

So, if you are struggling to implement the growth hacking methodology, I get it. We assembled a team, achieved product-market fit, and identified our growth levers, but got stuck when we tried to put process behind our testing.

If you’re at a similar stage in your development, you’ll probably get stuck there too. Eventually, we found some practical methods to help us succeed.

You can benefit from some of the things we learned along the way:

  • You can’t get around it; you have to be relentless in your efforts to drive growth.
  • Developing documents and practices to organize your testing process can really help.
  • You can’t be stupid about data; you need the right data people and tools to grow.

Don’t substitute passion for practical solutions – you need both!

Being relentlessly driven in our growth efforts was easy, and if you need a pep talk in this area, you’re probably not the cheerleader for growth that your team needs.

Blog posts, speakers at conferences, and anecdotes in books often make the growth process sound formulaic and easy, but it’s hard and you know it!

So, if you are not going to put your head down and work at it every day, none of this is going to help you, so I’m not going to focus on that.

What will help you is organizing tests around a process that forces you and your team to make sure the fundamentals of your experiments are sound.

For us, “vision documents” cemented the consistent process we desperately needed to get out of our own way.

In a bit, I will explain what a vision document is, how to get value from it, and all the things it can do to ensure that you start with a proper hypothesis, success metrics that can actually be measured, and a solid plan for getting something valuable from each test.

Don’t substitute anything for professional data analysis

Even if you are disciplined with documentation and structure, you can’t substitute that for the data analytics skill set you need to run the growth hacking process.

There’s a huge chasm between aspiring to be data-driven and actually being data-driven. If you aren’t a real data analyst – as in, you don’t know the difference between predictive and inferential analysis – then you aren’t a data analyst.

That skill set is not optional in the growth methodology, so you need to either hire, borrow, or kidnap the right people, and appropriately leverage them as part of your team.

Develop tools that force your team to organize around growth

You need a system to manage and prioritize tests, and you should consider purpose-built tools like Growthhackers Projects once your process has matured. But when you are trying to build the growth process, start simple with Google Sheets or Trello Boards.

For us, the growth management tool was the least of our problems.

Managing the experiment flow is secondary to defining the experiments themselves in meaningful ways that you and your team can rally around. For that, you need your own tool, and for us, that tool is a vision document.

Before we had vision documents, we defined experiments on cards in our product management tool (probably Trello at that point).

We tried a couple of different formats, but mostly we focused on a summary, start and end dates, and what we thought at the time was a hypothesis.

The problem was that this was good for moving the test around a board, but not for properly planning experiments.

Learn to ‘speak in hypotheses’ that will shape your experiments

We just didn’t have a good hypothesis format to follow, which meant that most of our tests were just exploratory in nature: “By changing X, we expect to see something happen.”

That may sound kind of stupid to you, but take a look at your tests and see if your hypotheses are really any better.

The problem is that with this kind of lazy hypothesis something might happen, but even if it does, you may not be able to really learn anything from it.

When I attended CXL Live 2015, Michael Aagaard of Unbounce defined a good hypothesis as, “By changing X into X, I can get more prospects to X, and thus increase X,” and for me, that was a pivot point.

Aagard suggested that this would force you to know what you were changing, how it would affect users, and the impact it could have. It did that for sure, but two other positive things came out of it as well:

1. We began to see where our data collection and analysis was too deficient to support a proper test. This was especially evident in measuring app installs from web to mobile, then tracking those installs to conversions. The hypothesis format forced us to address these weaknesses, and ultimately we turned to solutions like Segment.io and Mode Analytics to address these problems.

2. We stopped shaping results to fit our narratives and started shaping our narratives to fit our results. Before we adopted this hypothesis format, we mistakenly believed that our marketers and product owners could own the data analysis process. But this format makes it obvious when you are shaping, instead of measuring, results.  That is when I knew I had to hire data analysts, which I will discuss momentarily.

If you start “speaking in hypotheses” that fit Aagaard’s format, you and your team will challenge each other to start experimenting only after you know you have the data available to answer the questions at hand.

You will force yourselves to define what success should look like, and from there you can build a roadmap of where you want to go based on the results.

This made a huge difference for us, especially when we started codifying the answers to those questions as success metrics within our vision documents.

A good hypothesis informs good success metrics

Here’s an example of a hypothesis we used for TrapCall (our app which unmasks blocked caller ID), that helped us properly set up an experiment:

“By changing TrapCall’s test call into a live practice call, users will learn the call unmasking process earlier in their journey, thereby reducing short-cycle cancellations by 75%.”

We knew there were many things we could learn about this hypothesis: does a practice call education process reduce immediate user cancellations?

Would a better onboarding experience improve month-one retention? Could the improved onboarding process reduce tech support tickets?

From there, we started challenging each other to see which of these questions were actually measurable and whether our data could support that learning. We then were able to formulate coherent and measurable success metrics, such as:

1. Reduction in cancellations will meet or exceed our 75% goal.
2. Month-one retention will improve between  4 – 7%.
3. We will see a 9 – 12% reduction in tech support tickets.

Good hypotheses inform good success metrics, and together they’re the foundation of a solid vision document. We keep our vision documents to just over a page, and we require them for every test (within reason). The information includes:

1. A Summary of the Experiment — Limited to one or two short paragraphs.
2. Hypothesis — Following the formula described above.
3. Success Metrics — Always tied to specific numbers and vetted by our data analysts.
4. Timeframe — An ETA to get started and an estimation of how long the test must run.
5. Tasks — High-level project needs that help each stakeholder know their role.
6. Notes — Usually questions that need to be thought about before the test starts

When your whole team is working around vision documents, everyone has a stake in making each test a success.

Getting everyone involved in the testing process makes it work

Sean Ellis and Morgan Brown do a great job of explaining the process and value of high-tempo testing in their book, “Hacking Growth.”

The methodology they describe is as close to a prescription for growth as you’re going to find, but getting all the pieces to fit together is much tougher than it sounds if your growth organization is still in the maturation process.

Rigorously adhering to vision documents helped us make our tests more viable. In many cases, just because they got us all talking about the tests, they helped reduce the scope of our tests from full-scale development projects to simpler MVP-style tests.

However, vision documents alone didn’t make our high-tempo testing efforts successful.

Be prepared for the obstacles between you and high-tempo testing

We really struggled with testing cadence and consistency. If we had three tests planned, inevitably we ran into issues:

  • One might get delayed because we had to restart it after a week when we realized we had failed to properly set up a goal on our testing platform or consider a database attribution limitation.
  • Another might not net results as quickly as expected because we forgot to consider how few people saw a particular screen in a given time frame.
  • And one might fail because an engineer unilaterally made a decision. This happened to us once while testing a free one-week upgrade for users that was supposed to start three days prior to a user’s renewal. Because it was an easier database change, the engineer started the test eight days before the user’s renewal date and completely screwed up the test.
  • Vision documents definitely helped reduce some of these issues, but getting tests off the ground was always tricky. It would be easy to suggest simply lowering the bar, but in reality, if you want to grow, you can’t limit your testing to button and color changes. You have to be able to do bigger, more meaningful tests, too.

Everyone must embrace their role in growth

What helped us get past the inconsistency was getting our whole team–from product owners and marketers to designers and developers–more involved in the growth process.

When I started building a growth team, Sean Ellis told me, “The most important thing you can do is to help everyone in the organization learn their role in growth.” That has definitely proven itself to be true.

Getting people on the team to own tests that they themselves are passionate about drives individual growth that is contagious within our organization.

When testing is one person’s responsibility, tests become assignments, but when testing is everybody’s responsibility, tests become a team sport.

Now we have data analysts leading pricing tests, product owners driving feature experiments, and everyone collaborating to make each test a success. This has had a profound effect on our testing cadence and consistency.

Build your data approach around team education

Just as everyone has a role in growth, everyone has a role in making sure your organization is data-driven.

But, since not everyone is a data analyst, until we invested in that skill set and hired two data analysts, we really were just scratching the surface when it came to experimentation.

We all believed in the value of data, and we all tried to make data-driven decisions, but we were amateurs. Fortunately, when we got serious about hiring data specialists, we did two things right:

1. We said that data wasn’t going to be one person’s job. The right data person would be someone who would teach us all how to better integrate and use data.

2. We made our data analysts a part of the testing process from end-to-end. We decided that data analysis would begin at the hypothesis stage of our process.

The only way testing will provide any value is if it asks a question that can be quantified. Data analysts are really good at telling you if you have the tools to answer the questions you are asking before you waste time and resources.

Once tests are in progress, data analysts become instrumental in ensuring that experiments stay on track and run to statistical and logical completion.  Finally, if all goes well, they can help you account for both expected results and unintended consequences.

The benefits of employing data analysts in this manner are most evident for us with pricing tests. Pricing is complicated when you have multiple plans, durations, and set-up fees. Before hiring data analysts, we were guessing.

We could see the short-term effect on revenue or signups when we made a change, but we couldn’t see the effect on other variables such as lifetime value.

Our data analysts helped design tests and employ machine learning tools to identify how any one lever affected another, and this has helped us optimize pricing more effectively than we thought possible.

Don’t try to do it in pieces – keep adapting

Part of what makes implementing the growth methodology so difficult is that it’s a bit of an all-or-nothing proposition.

Since it’s an organizational mindset and structure, you can’t just do a little bit of testing, or have part of your team “trialing” the concepts. You have to get a full buy-in, get your team excited about the vision, and introduce the tools and ideas before you get going.

Of course, with so many things being implemented simultaneously, your own process will inevitably break down, especially in the beginning.

Relentless drive and passion for growth do help, but like us, to get through the breakdowns, you’ll have to constantly adapt and change based on where your team is effective or deficient.

Conclusion

What I’ve described here represents some of the larger corrections we had to make along the way to find success. By applying our learnings to your organization, you’ll likely streamline the process and build a true growth team that runs effective high-tempo testing.

The post How to Kickstart Your Growth Process appeared first on CXL.

Source: CXL (Original

6 AdWords & Bing Ads Secrets Every PPC Marketer Should Know by @LisaRocksSEM

If you work in PPC, you’re probably always in search of great tips to improve performance or streamline management.

Well, today I’ve got six great PPC tips for you.

Read on to check out these awesome PPC secrets, insights, and wisdom from some of today’s top paid search experts.

But first I want to share my own tip. This one can be incredibly powerful for e-commerce marketers, especially during the holiday season.

1. Countdown Timer

One shiny little-known PPC gem is called the countdown timer.

This is a dynamic ad customizer that can be used to communicate urgency to a sale, event, or anything with a deadline. For example:

  • Sale or rebates: “Hurry, sale ends in 2 days”
  • Application deadline: “Deadline to apply is in 3 weeks”.
  • Event date or registration: “Register now, webinar is in 4 days”

This great feature is available right now in AdWords and Bing Ads.


2. In-Market Audiences

Purna VirjiPurna Virji, Senior Engagement Manager, Microsoft Bing

Many people still don’t know in-market audiences exist or are unsure about how to set them up. As the name says, these are lists of people who are in the market to buy and thus have a higher likelihood of engaging with your ads.

Unlike remarketing audiences, these lists are not limited to just people who have been to your website before. Rather these are broader and can help you get exposure to people who may not have known about your brand before.

Lists exist across dozens of verticals such as automotive, finance, retail, and more. Set-up couldn’t be easier; it takes 5 min to add a pre-created list into the ad group.

There’s no need for tracking codes and no need to wait for the audience list to reach over 1,000 cookies before it can be added to the ad group. These lists are fully ready and raring to go. Add them in to help give your campaigns a boost in click-through rate and conversion rates.

The best way to get started is to layer them on as bid only, and as they prove themselves out you can move them to their own ad groups with target and bid.  It’s easy to get start and can improve your conversion rates. Why not give it a shot?


3. Similar Audiences Using Customer CRM Data

Samantha NobleSamantha Noble, MD & Founder, Biddable Moments

One of my favorite things at the moment in AdWords is that we now have the ability to build out Similar Audiences using Customer CRM data that we can then use within our search campaigns.

For brands that want to increase awareness on some of the more expensive and high traffic terms, but don’t want to advertise to an entire marketplace, this feature narrows down the targeting to only show ads to those that have similar traits, demographics, and physiographic to actual customers.

On average Google are able to match just over 50 percent of a database that gets uploaded (more in some industries and less in others obviously) but even a sample base of 50 percent gives them a very good idea of the likes and dislikes of your customers and they supply you with a new to brand audience to market to.

If you are unable to use your own customer CRM data, then the same methodology can be applied to RLSA lists of converting customers, too.


4. Manage Your Keyword Conflicts Properly

Keyword conflicts occur when your negative keywords stop your carefully chosen keywords from display ads. While AdWords and Bing both show conflicts in reports or opportunities, there are some problems with how they display them that cause marketers to ignore this information.

First, if you have one ad group with exact match and another with phrase/modified, in your phrase/modified ad group, you have the exact match negative in that ad group to manage which ad group shows an ad. In this, case, you often see a conflict as you are stopping your phrase/modified from being displayed. While technically this is a conflict, it’s a false positive as you are showing your ads properly and thus you start to ignore conflict reports and then miss the times you really do have a conflict.

The other issue arises when you use negative keyword lists. These lists are ignored in Google’s conflict reporting.

At Adalysis, we do intelligent conflicts based upon match types and all levels of negatives. We have yet to see an account with more than two negative lists that doesn’t have at least one conflict (and many times there are thousands).

Because your exact match term can show for variations (plurals, misspellings, different word orders), your exact match keyword can be in conflict yet have data. This happens when you are showing up for the query variations, but not the actual term. When these keywords get impressions; it’s easy to miss the fact that you are actually not showing for your chosen term, but instead, for all of its variations.

You should use software or scripts to examine your keyword conflicts as almost every large account has them, but they are easy to miss; and then your ads are not showing for your carefully chosen keywords, causing you to miss valuable traffic.


5. AdWords Scripts for Repetitive Tasks

If you’re spending a good amount of time managing AdWords campaigns, you should check out AdWords Scripts. They’re a great way to automate some of the more repetitive tasks you’re doing.

I tried Scripts a few years ago when I was a PPC consultant shortly after leaving Google. I had a hard time keeping up with routine maintenance of accounts because I spent most of my days talking to clients and then I’d run out of time to apply common best practice optimizations.

When someone told me about the power of AdWords Scripts, I spent an afternoon reading the documentation and building some simple scripts of my own and it was magic. All of a sudden, I could automate half my work without buying a server or installing new software on my computer.

Seeing the power of automation in PPC led me to create Optmyzr, where advertisers can subscribe to our scripts and tools. But I’m always most excited when I hear about a non-technical marketer who was brave enough to try and cobble together some code from the many samples that you can find online, and created a time-saving tool that will save them time every day.

Here’s a specific example that’s really nice to automate with Scripts: budget management. When Google changed the overdelivery rules for daily budgets, that got some advertisers worried. But with a simple script that’s just 30 lines long, you can revert back to how budgets worked before. I shared the code in case you want to grab it and try it for your account.

I’ve also built budget pacing scripts, URL checkers, campaign builders, reports, and much more so the sky’s the limit once you know where to go to write your own code to work with AdWords.


6. Negative Keywords in Google Display Network

Be careful about using negative keywords in Google Display Network campaigns. Negative keywords tell AdWords, “Don’t show my ad on any pages that contain any of these words.”

In fact, negative keywords and negative placements should almost never be used in audience-targeted GDN campaigns. The audience targeting methods are:

  • Remarketing
  • Similar Audiences
  • Customer Match
  • In-market Audiences
  • Affinity Audiences
  • Custom Affinity Audiences

Remember, when using audience targeting, you are concerned with showing ads to groups of people, regardless of what GDN sites they’re visiting.

So it seldom makes sense to exclude particular pages or sites using negative keywords or placements.

The exception is when you (or your client) wants to restrict ads from showing on questionable sites or pages.

Want to see your audience-targeted campaigns grow dramatically in reach? Just delete any negative keywords or placements you’re now using!


More PPC Marketing Resources Here:

Source: Search Engine Journal (Original

Google to Go After Sites That Use AMPs as Teaser Pages by @MattGSouthern

Google will start penalizing sites that use Accelerated Mobile Pages (AMP) as teaser pages starting February 1, 2018.

A policy change will require that content on an accelerated mobile page be comparable to the original content on the canonical page.

In the event that Google finds an AMP which doesn’t contain the same key content as the original page, Google will direct users to the original page instead of the AMP.

Google emphasizes that this will not affect the organic search ranking of the AMP.

However, AMPs that do not meet Google’s new policy will not be considered for search features that require AMP. This includes features outside of organic search, such as the Top Stories carousel.

Publishers found to be in violation of Google’s new AMP policy will receive a manual action notification in search console.

At that time, publishers will have the opportunity to correct the issue if they wish to have their AMPs featured in search again.

Why is Google Doing This?

When AMP technology was introduced two years ago, the goal was always to give searches access to full-length content at lightning fast speeds.

Some publishers have taken it upon themselves to use AMPs as teasers— presenting a snippet of content before directing users to click through to the original page.

Needless to say, making a user click through twice to access the content they want to see is slowing down the experience rather than speeding it up.

With that said, Google is implementing this policy change to help ensure the best user experience for searchers.

What Should Publishers Do?

Publishers currently in violation of Google’s forthcoming policy change technically do not have to do anything until February 1.

Although I would be remiss not to say it is always a recommended best practice to adhere to Google’s policy changes sooner than later.

As I see it, there are three options for publishers.

Make No Changes
If a publisher chooses to make no changes, then AMPs will not show up in places like the Top Stories carousel but will theoretically maintain their organic search rankings.

Conform to Google’s Policies 
Another option is to conform to Google’s policy change by converting AMP teasers into full-length content. This should, in theory, help ensure AMPs continue to show up where they always have.

Ditch AMP Altogether
If a publisher doesn’t feel it’s worth their time and effort to create canonical AMPs for every original page, and AMPs have not been a significant traffic driver in organic search, then it may be time to ditch the technology altogether.

Publishers have just over two months to decide what to do. Of course, if AMPs and original pages already contain equivalent content then there is nothing to worry about.

Source: Search Engine Journal (Original

How to Audit & Gain Insights from Your Keyword Lists by @sllewuy

Keyword lists are important. They are the backbone of any SEO campaign.

We create our keyword lists initially through a series of known understandings about our business, our industry, and using a set of tools to help us determine which terms to optimize for.

Over time it’s easy to forget that your keyword lists need to evolve as your company grows or as your industry changes.

If your business develops new products, enters new industries, or discontinues services, you need to account for that in your keyword tracking lists.

Keyword auditing should be done periodically (e.g., every six months or once a year) so you can really assess whether your existing campaigns are doing well for the original set of terms you optimized for.

The timeframe you choose will depend on what efforts you’re currently taking to boost those rankings.

It’s easy for us to look at our keyword lists and just look at the positioning numbers on a week-to-week basis and play the waiting game.

But our keyword reports should always offer us some insights whenever we look at them.

This post will help you find some of those insights.

Getting Insights From Your Keyword Reports

What you should look for when doing a keyword audit:

  • Page 1 rankings – are there any patterns with the terms ranking on page 1?
  • Page 1 rankings split between positions 1-3 and buckets between 4-10
  • Page 2 and 3 rankings for terms you are tracking – are there patterns here?
  • Keywords that are not ranking at all – are there patterns here?
  • Discovery of new keywords that you were not optimized for, but are somehow ranking for.

This list should be standard when evaluating any keyword report.

Do you see progress in your initial assessment of valuable keywords?

I mention looking for patterns because I believe it’s important to understand how Google might be viewing your business on a much more granular level.

The examples to view here are:

  • Do you offer multiple services?
  • Do you sell multiple products?
  • Do you sell multiple products across multiple categories?

One pattern to look for:

Has the search algorithm shown a ranking preference for a certain line of services or products? This will allow you to get an idea of what your domain has built relevancy for over the web and allow you to prioritize your SEO campaign moving forward.

Example: A business offers a multitude of home services – heating, cooling, electrical, plumbing, landscaping, and home remodeling. These are all different services, but they are all core value propositions to the business. The business optimizes each page the same way, the content is structured the same, the same amount of videos and images are being used, and the pages have a similar amount of links.

Each page is optimized for a keyword and they are optimized consistently using traditional on-page SEO. You have a good sample size to work with if that is the case, because if you’re noticing patterns for some of the services but not all of them, it may be because Google thinks those services you’re ranking well for are the foundations of your business.

Having this information readily available is extremely valuable because the insights taken can help you prioritize how you build content and how you build links moving forward. If a business consistently ranks for broad terms in heating and cooling it might be a wise business decision to capture more customers across the journey of wanting to hire a contractor.

This doesn’t have to be the road you travel though because an equally valid business decision would be to try to build up the other services, add more content to those pages, and try to get a hold of trying to rank better for those services. But this will establish that your on-page optimization strategies are in fact working just might not be working across the board, due to Google’s relevancy factors and how it views your business as a whole.

Discovering New Keywords

If you have a good keyword discovery tool, it may have the ability to tell you what keywords your core pages are already ranking for.

You may make the discovery that your core pages are generating traffic from keywords you weren’t optimized for. If you see that your core pages are ranking for terms you are not optimizing for, but are positioned well for a variety of other terms, it could be a good idea to consider re-optimizing those pages for these terms and add the new terms to your keyword list.

It could a be a synonym of the term you were optimizing for, but the query for that synonym is less competitive than the head term you were originally optimizing for. There are always slight variations in the SERPs for semantically similar keywords, and if you are able to rank for a closely relevant term, it might be more valuable to go for the term with less search volume if you have a better chance of capturing a customer from it, instead of fighting to get a spot on the first page for the higher volume keyword.

You can discover new keywords with a host of different paid tools.

If you’re new to SEO (or want to be able to do this on a budget) you can always use free tools like Google Search Console to gain some valuable insights into how your pages are doing through the search analytics report. All you really need is a good amount of time after you optimized your pages (90 days) and see what search console can tell you about the pages in your domain.

  1. Go to Search Traffic option within your Google Search Console account.
  2. Select the Search Analytics report
  3. Filter to the last 90 days
  4. Select another filter within the pages tab and filter to the URL string of your core pages
  5. Look at the queries tab to show what has generated clicks and impressions to those pages
  6. Download all the query reports for each core page

Take the downloaded queries with the clicks and impression data and evaluate what queries have generated a click to your pages.

Take note of:

  • Branded Queries
  • Short Tail – Head Terms
  • Long Tail Queries
  • Misspelled Words

You especially want to take note of the branded queries, even if the branded query shows up multiple times. It’s important to know how much brand influence your domain has in driving traffic to your website.

If branded terms are driving most of the clicks to your webpage, then you can assess that your pages are performing well more because people are actively looking for that page, and not because your domain has built a strong relevancy for any term that page is trying to rank for.

These branded insights are instrumental to getting a full view picture of how your site is doing in showing up for an initial discovery. It will allow you to see past the keyword ranking data you have and give you a clear picture of what’s going on with your pages and how they are generating traffic in organic search.

If you removed branded terms and still see that even if the brand is generating over 50 percent of the traffic the click totals are still more than your other pages than it means you have a strong brand and a strong relevance affinity for that bucket of keywords.

If you have a strong brand and strong relevancy to get natural visits through organic discovery then you can again choose to build out your authority for that page’s subject or decide to build out your lesser pages that are not doing as well.

Aligning Your Keyword Tracking Reports with Performance Analytics

Align your keyword tracking lists with the analytics that relate back to your key performance metrics.

When looking at your keyword report, does it align well with your top performing pages according to your analytics?

If your keyword report says your top performing keyword is “x” and its allocated to this page, does your analytics align to say that the page is indeed a high performing page? This will help you determine the accuracy of the keyword list you have built. When comparing your keyword lists with your performance reports, it will provide an assessment of whether you need to audit your keyword list.

If you see strong growth in your keyword rankings but a noticeable decline in your traffic, then the two reports are contradicting each other. You need to re-evaluate the terms you’re tracking and optimizing for.

This could mean you’re optimizing for keywords that offer little SEO value and don’t have enough volume to help you reach your performance metrics.

If your keyword list shows a decline in keyword rankings but your analytics is showing a strong growth in traffic, it could also mean you aren’t tracking the right keywords for your site.

Growth in organic traffic should align with the growth in keyword positions that you are tracking. Being able to explain the growth in organic traffic is also very important in any SEO campaign, and your keyword list should be a tool to help you paint the full picture.

Final Thoughts

Give your campaign time to rank for the keywords you’re optimized for, then track the performance of those pages. Your keyword lists should help you explain your performance to stakeholders and provide you insights on how Google is viewing your site.

Understanding how the algorithm views your site will allow you to make strategic decisions on how to allocate your resources to help strengthen specific pages. Building and adjusting your keyword lists are essential for building out your SEO roadmap.

More SEO Audit Resources Here:


Image Credits
Featured Image: Created by Wells Yu, November 2017.
In-Post Images: Screenshots by Wells Yu. Taken November 2017.

Source: Search Engine Journal (Original

How to Combine SEO & Content for Bigger Wins by @lorenbaker

Companies of all sizes – from SMBs to large enterprises – need a cohesive approach to truly dominate the digital marketing front.

If you want to achieve online success, aligning your SEO and content marketing strategies is crucial.

But how exactly can it be done?

On November 15, I had the pleasure of moderating a sponsored SEJThinkTank webinar presented by ScribbleLive’s Christopher Hart and Chris Trappe. Hart and Trappe talked about how companies can make their SEO and content teams work together to score bigger marketing wins. Here is a recap of the webinar presentation.

seo-content-bigger-wins

Understanding Today’s Customer-Driven World

We live in a customer-driven world. Users are now in control of their buying decisions. Their journeys are much more dynamic and, at times, complicated.

Communication has evolved throughout the years.

  • In the 1980s, broadcast media was the main source of information and entertainment for most people.
  • The development of Internet 1.0 in the 1990s added new, interesting means for tech-savvy individuals to acquire data and communicate with others.
  • By the 2000s, mobile technology has fully grown and eventually paved the way for the development of social networks.
  • Today, it is more about great content experiences across various channels that relate to the end user. Wherever your consumers are, that’s where you need to be.

The Importance of Content Experiences

Content experiences fuel the new demands of marketing.

The more relevant your content is, the better it is for your brand. Therefore, you need to target your customers at the right time, with the appropriate content, when it matters to them.

According to a Forrester study, 71 percent of buyers begin their purchase journeys by using a search engine. This is why optimizing your brand’s web presence is essential.

On the other hand, the average B2B purchase group involves about five stakeholders – each of whom has different content needs that you need to fulfill.

When competing on content experiences, you need to be:

  • Data-driven
  • Strategic
  • Relevant
  • Engaging
  • Omnichannel

“We believe content is the fourth dimension of competition and the key differentiation opportunity for today’s enterprise,” Hart said.

Owning the Journey

You need to know which types of content to produce for your users. Prospective customers typically consume a wide array of content as they go through the buyer’s journey.

Interacting with your customers doesn’t end when they purchase your product or service. At this point, you have the opportunity to keep them loyal members of your community by providing additional content that will keep them engaged.

scribble-live-journey

How to Get Bigger Marketing Wins

Breaking Down Internal Silos

Companies face internal obstacles that hamper efficient collaborations. Employees and teams may not have the right tools, structures, and systems in place to work together, leading to a poor, disjointed content marketing performance.

Likewise, brands face the challenge of keeping all content up to date, but they don’t have complete data when they need it. Long ramp times also don’t help.

The key is to increase efficiencies.

Do away with individual marketing channels being the thought process.

Instead, collaborate across different teams to take the expertise that each individual has. Break down the tribal knowledge and apply it to multiple disciplines.

Building & Monetizing Audiences Through Content

In some organizations, content creation happens in silos. The lack of transparency in teams leads to wasted budget and resources. In effect, the content distribution doesn’t have much impact.

Disconnected messaging leads to confusion among audiences. Content produced don’t speak to end users and there is no way to truly engage with the brand.

The ideal way to go about this is to incorporate a data-driven strategy and integrate the channels you use in your workflow. If you produce content that adds value to and encourages engagement with your audience, they will be able to build a relationship with your brand.

The opportunity to monetize will follow.

More Effective User Engagement

Engaging your users would not be possible if the social experience is out of context. This brings us back to the beginning stages of creating the content strategy. A lack of central strategy will leave key stakeholders out of the loop and produce limited content that doesn’t speak well to the audience.

In contrast, if you ensure that key stakeholders are all in the loop and there is an existing, data-driven central strategy that drives consistent content and messaging, you can maximize your audience reach and engagement. Your users will have consistent content experiences across all channels, consequently eliminating confusion and disconnect.

A Better Way to Create Content

Whether you have an internal content team or you’re outsourcing this process to freelancers or agencies, we all know that content development and production can take up so much time and resources.

If you’re looking for a better and more efficient way to create content, you might want to consider using a content experience platform. Software and talent are indispensable parts of the mix that will help you maximize and streamline the creative process.

Key Takeaways

  • Competing on content experiences entails being data-driven, strategic, relevant, engaging, and omnichannel.
  • You don’t have to create more content, you just have to create better content. Better content is focused and relevant to your end users.
  • Having a data-driven central strategy is crucial to maximizing your audience reach and engagement. The goal is to implement cohesive content and messaging across various marketing channels so that your end users have a consistent and engaging content experiences.
  • Using a content experience platform can streamline your content creation process. If you want a better way to develop and produce content, look for a software provider that has powerful features and can help your company be efficient, scale and get results.

Video Recap: How Successful Companies Combine SEO & Content for Bigger Wins [Webinar]

Below is the video recap of the webinar presentation and Q&A.

VIDEO

You can check out the SlideShare of the presentation as well.

Join Us for Our Next Webinar!

Join the next SEJ ThinkTank webinar on Wednesday, December 6 at 2:00 PM Eastern featuring Loren Baker Founder at SEJ and VP/Co-founder at Foundation Digital. Learn how to grow your content marketing services beyond link building and turn it into a total omnichannel package.

SEO & Content: How to Build More Than Just Links

Source: Search Engine Journal (Original

6 Influencer Marketing Mistakes That Are Crippling Your Campaigns

6 Influencer Marketing Mistakes That Are Crippling Your Campaigns

Influencer campaigns are a major trend, one which show no signs of slowing down. If you open your Instagram, Twitter, Facebook or just about any social media account, you’ll see influencers from all walks of life promoting various products or services.

So what’s the secret behind successful influencer campaigns? It’s simple – the brands and businesses behind them found out how to avoid the common pitfalls when constructing their campaigns. The good news is, you can too.

Read on to learn about the most common influencers marketing mistakes and how to avoid them easily.

But first, why is influencer marketing a big deal?

If you have tried dipping your toe into influencer marketing without success, you may be a bit bitter. However, when conducted properly, it can help you improve your brand’s reputation (which is always important), generate more traffic, turn more leads into customers, and promote your business to achieve the success you deserve.

No, this is not just mumbo-jumbo! The numbers don’t lie, and the diagram presented below will tell you everything you need to know about the importance of this marketing strategy.

So even if you’ve been burnt, it’s worth trying again – and even more important to identify which mistakes you’re making so you can avoid them.

Mistake #1 – Lacking a detailed campaign plan

Having a battle plan for influencer marketing is a must! You don’t want to implement an influencer campaign just because everyone else is doing it. This is not about jumping on the bandwagon. Collaborating with any old influencer is not what it takes to succeed.

Before you conduct social media outreach and start working with an influencer, nut out a clear vision of the campaign in question. Be decisive, set up measurable and realistic goals, and list all important points to cover. Having a detailed plan will give the campaign a vital dose of purpose and navigation, and ensure that both you and the influencer can work toward achieving a scaleable goal instead of just posting aimlessly.

Mistake #2 – Focusing solely on follower counts

Social media influencers are targeted by brands and different companies primarily because of their follower count. Therefore it is easy to conclude that the more followers, the better. Not necessarily!

Of course, follower count matters, but it is not the only factor to take into account when looking for an influencer. Don’t forget that the success of your campaign depends entirely on choosing the ideal person for the job.

If you focus on the number of followers primarily, you probably ignore engagement rates. It is not enough to have a lot of followers on the influencer’s account; the ideal influencer is one who also motivates and engages their audience.

To get the most out of your campaign, don’t ever overlook the power of engagement. Occasionally, someone with a lower follower count will have more engagement than those who are followed by more people. Instagram is the perfect example of the micro-influencer effect in action.

Image Source: SocialMediaToday.com

Mistake #3 – Sticking to one social media platform

Even when you have a presence on all social media platforms, there’s always one where you have more followers than anywhere else. This often makes marketers feel like they need an influencer who is also popular there, which can lead to the focus falling purely on that platform. Not only does this prevent you from achieving the success you want with influencer campaigns, but it also doesn’t allow your business to reach new and different groups of people.

If you already have a strong presence on one platform, try choosing an influencer from a different platform to branch out and increase the traffic and follower count on your other social media accounts.

Mistake #4 – Making the collaboration a one-time deal

You have a successful influencer campaign with one person yet decide to find someone else for the next gig. Sounds familiar? This is a common scenario primarily because marketers and business owners tend to believe that social media websites are a buffet, and they must try every meal on the menu. While this may seem like fun, it is not overly practical.

You see, just because one campaign ends according to the expectations, there is no guarantee that some other influencer would be the right fit and help you achieve your goals again. When you find an influencer that fits all the criteria and impeccably promotes your business, focus on establishing a long-term relationship. Future influencer campaigns will feel more natural as they truly understand your brand, and less forced or fake.

Mistake #5 – Assuming you ‘own’ an influencer

The ‘I pay you, so I own you’ mentality should not exist in 2018. Under no circumstances should you ever go ahead and assume that you are more important than an influencer, or that they have no power in the equation. They do, and that’s why they’re influencers in the first place.

Influencer marketing is all about forming relationships where both sides have equal power. Remember, you need an influencer just as much he or she needs you.

If you fail to acknowledge this, then your influencer campaign will inevitably not be fruitful due to all the negative energy. There’s an easy fix to this problem: collaborate with your influencer, exchange ideas, try to get to know him or her as a person and, most importantly, trust them. Influencers need creative freedom. Bear in mind that they gained thousands of followers primarily due to their creativity, and that they already know how different people respond to different posts.

Mistake #6 – Ignoring FTC endorsement rules

The days when posting a photo or a post on social media without flagging it as a paid or sponsored post are long gone. Now, influencers have to specify endorsements and sponsored content. Although both you and the influencer may find the legalities boring, they shouldn’t be messed with.

According to the changes in the US Federal Trade Commission’s rules for endorsements, failing to identify which posts are sponsored or act as an endorsement could lead to big trouble. Make sure you give your influencer (or influencers) precise instructions on how to label content associated with your products and services. It’s your responsibility.

In conclusion

Influencer campaigns can work wonders for brands and businesses when run effectively. It’s vital to avoid the common pitfalls that can prevent you from achieving your desired results.

Now that you know the mistakes to avoid, it’s time to renew your efforts with this marketing strategy. Let me know how you go.

Guest Author: Stevan Mcgrath is a digital marketing professional who has expertise in brand design and development. He is passionate about utilizing his diverse skill set in new and innovative online marketing strategies. He has worked as a freelancer and a contributor to Provenseo, and seeks client satisfaction as his topmost priority. He writes blog posts on digital marketing trends which you can find by following him on Facebook, Twitter, LinkedIn and Google+.

The post 6 Influencer Marketing Mistakes That Are Crippling Your Campaigns appeared first on Jeffbullas’s Blog.

Source: Jeffbullas’s Blog (Original

5 things you can do to improve your content for visitors AND search engines




Weekly SEO news: 21 November 2017


Welcome
to the latest issue of our newsletter!

Here are the latest website promotion
and Internet marketing tips for you.


We hope that you enjoy this newsletter
and that it helps you to get more out of your website. Please forward
this newsletter to your friends.

Best regards,

Andre Voget, Johannes Selbach, Axandra CEO

Links are still the most important
factor in Google’s ranking algorithms. That’s why most webmasters focus
on building links that point to their web pages. That is a very good
idea because it will have a very positive influence on your rankings if
you do it right. Unfortunately, many people focus on the wrong metrics
and that can lead to problems.


Some websites are not as good as they seem

You probably know the following
situation: you search something on Google and there seems to be a good
website on the first results page. You click through to the website
just to find out that the page seems to consist of ads and boilerplate
text (or even worse: ‘lorem ipsum’ text).

Sometimes, these pages also contain
broken images, non-working search forms, and other things that don’t
seem quite right.

Theoretically, it would be a good idea
to get a link from that page. After all, it has been listed on Google’s
first results page and it’s likely that the website also has good
metrics (otherwise, it wouldn’t have high rankings).

Nevertheless, it’s better not to get a
link from that site. Would you trust a website that is listed on a
spammy or low-quality site? If you want to get long term results, it’s
better to skip that site.

this is a good link

Three things to
consider when getting backlinks

Judging the quality of a website isn’t
difficult. Basically, you have to check three simple things:

1. Check the
content of the web page

Of course, the content of the linking
page should be related to the topic of your website. It also helps a
lot if the content is good. It should have a clear structure and there
shouldn’t be too many typos in the text.

If the link to your website can be
found on a page with good content, chances are that people will trust
that link. It’s pointless to get a link from a website that people do
not trust.

2. Check the
usability of the web page

If the usability of the web page is
bad, users won’t be able to find the great content and your link. Is
the page with your link easy to navigate? Is it easy to find your link?
Does the web page load fast enough?

If your link does not look like a
link, people won’t click it and you won’t get visitors through that
link. Usability is important.

3. Check if the
page works on mobile phones

Have you ever visited a website that
does not have a mobile version with your smartphone? A web page that
looks super-tiny on a smartphone won’t send your website visitors.
Mobile users either immediately leave the site, or they cannot find
your link because it is too small.

With Google’s mobile-first index,
mobile web pages are more important than ever. People view web pages on
smartphones and it is important that your link can be seen on these
devices.

Metrics aren’t
important (and they can be harmful)

PageRank and other metrics aren’t
important when it comes to link building. It’s important that a web
page is related to your website, and it’s important that visitors trust
the linking web page. Google’s algorithms try to mimic the decisions of
real people. The better your links work with real people, the better
the links will work with Google’s algorithms.

If you’re building links based on
metrics, chances are that your rankings will drop when Google changes
the metrics. That’s what happened when Google discounted links from low
quality pages. The metrics were fine before Google updated the
algorithm. All of a sudden, the links were harmful. If you focus on
real visitors, this won’t happen.

Use the right
tools to find good web pages

SEOprofiler offers many powerful link building tools
that help you to find good web pages that could link to your website.
SEOprofiler also offers a link manager that helps you to keep track of
your link building activities. With the right tools, you can build high-quality
links
as efficiently as possible. If you haven’t done it yet,
try SEOprofiler now:

Try
SEOprofiler now


GoogleGoogle’s Gary Illyes: you do not
have to submit a disavow file if you do not have a manual penalty



“At
the Pubcon Search, Social Media, Marketing conference in Las Vegas,
Google’s Gary Illyes said that you do not have to submit a disavow file
to Google if your website does not have a manual penalty. […]



The Link Disinfection tool in SEOprofiler can help you to create a
disavow file. If your website has received a manual penalty from
Google, the white-hat tools in SEOprofiler can help you to recover your
rankings.”



Adding
structured data helps Google understand & rank webpages better

“Gary
Illyes from Google focused quite a bit of time on structured data,
stressing the importance of its use by site owners. And while schema is
popular for some types of websites, many sites are not implementing any
kind of schema at all, or perhaps only default schema their CMS adds.
[…]



Use only schema types that fit the page or the site. 
Otherwise, sites run the risk of getting a spammy structured data
manual action, which would result in the site losing all search
features like rating reviews until the manual action is lifted.”



GoogleThe
subtle ways advertisers target audiences — and why they shouldn’t

“The
internet paved the way for even
greater targeting capabilities — light-years beyond traditional
platforms like billboards, magazines and television — but millennials
and Gen Z are more aware and socially conscious of racial stereotypes
and do not like being ‘targeted.’ […]



Affinity and retargeting
are more effective than targeting based on social constructs like
ethnicity or race. As nonconformity becomes a core belief of younger
generations, creative and targeting strategies of the past will no
longer be effective.”



Has
AI changed the SEO industry for better or worse?

“Even
Google engineers are having a
hard time explaining how Google works anymore. With this in mind, is
artificial intelligence changing the SEO industry for better or worse?
 […]



As far as Google goes, the hiring of Sullivan should
be a very interesting twist to follow. Will Google try to reconcile the
highly technical nature of its new AI-based search engine, or will it
be more of the same: generic information intended on keeping these new
technologists at bay, and keeping Google’s top revenue source safe?”


+++
SEARCH +++ ENGINE +++ NEWS +++ TICKER +++

  • Google changes info command search operator, dropping
    useful links
  • Learn more about publishers on Google.
  • Twitter officially enables
    280-character limit for all accounts, including
    brands.
  • Google lets you compare stocks in web search.
  • Survey: 97% of consumers read
    online reviews for local businesses in
    2017, with 12% looking every day.
  • It’s time to stop trusting Google search already.








Source: Free Weekly Search Engine Optimization SEO News (Original

A merry mobile holiday with Google Shopping

In those spare moments between basting the turkey, assembling gingerbread houses, and planning your ugly-sweater party, you might find yourself reaching for your phone to research holiday gifts you still need to buy. You’re not alone: With information readily available at the swipe of a finger, holiday shoppers are doing more research before buying than ever before. Indeed, Black Friday searches containing “best” have more than doubled over the past two years on mobile. People are also scrutinizing products from every angle, including the packaging—mobile watchtime of unboxing videos is equivalent to watching “Love Actually” over 20 million times!

Before you head “over the river and through the woods” to deliver your presents this season, we’re introducing improvements to mobile shopping experiences on Google that’ll help you browse, research, compare, and get the items crossed off your holiday gift list.

What’s hot on the list this year  

As always, there’s a new crop of gifts climbing the trends chart. Here’s a look at popular searches going into Black Friday:

Get the shopping scoop in a snap

To help you search for gifts on the go, we recently redesigned mobile shopping on Google, bringing more product information to the forefront. Click the “Quick View” button in the Google Shopping ad to preview details like a bigger image, product description, reviews and seller rating—and to see if you can score a good deal by checking if it’s on sale. If you see an item that’s almost perfect but not quite what you want, scroll down to view visually similar or related products underneath, or to discover more products from the same brands or retailers.

1.0 - 5th ave.gif

More quickly and easily research, compare and narrow down your gift options

We know you’ve got limited time and lots of gifts to buy. Knowing that researching items and comparing prices are two of the most common mobile shopping activities, we recently introduced enhancements to the knowledge panel on Google.com to help you quickly find product photos, videos, reviews, descriptions and more.

To help you further narrow down your options and give you deeper insight into potential purchases, we’re now showing buying guides on Google for broad categories (like sewing machines or coffee grinders).

2.0 - Research.png

Also, when you search for a specific product, Google.com now shows you other helpful information, like related items, and allows you to compare reviews, prices and other specs, side by side. And if you’re searching for tech gadgets, we’ll help ensure that you’re looking at the latest and greatest. You’ll now see a label alerting you there’s a “newer model available” if you’re browsing last year’s product.

3.0 - ALL.png

Shop by voice with the Google Assistant

As much as we try to plan ahead, procrastination happens. If you find yourself looking for something at the last minute, try using your Google Assistant to see where you can purchase needed items nearby by saying “Ok Google, where can I buy…”, or to get it sent right to your doorstep by saying “Ok Google, buy…”. Heading into the holidays, we see people with a Google Home device—which enables voice shopping with the Google Assistant—are using their voice to most frequently buy or add everyday essentials like paper towels or pet food to their shopping lists. We’re also seeing people using voice to find other types of products to prep for the holidays —including kitchen tools like basting brushes to perfectly glaze those Thanksgiving dishes, toys to slip under the tree, or fuzzy blankets to keep warm by the fireplace.

Whether you’re researching on your phone or shopping with your voice, we wish you happy deal-hunting this holiday season!

Source: Search (Original