Daily Archives: November 9, 2021

Google Will Be Testing IndexNow

By | November 9, 2021


Microsoft Bing announced in October the development of a new crawling protocol called IndexNow that promises to make crawling and indexing more efficient. Google however has remained silent about whether they will adopt it or not until now.

A Google spokesperson issued a statement affirming that Google will be testing the new IndexNow protocol.

IndexNow

Microsoft Bing and Yandex introduced a new open-source protocol called IndexNow that allows publishers to notify search engines when a web page is updated or a new page is added.

IndexNow alleviates the need for search engines to crawl websites to check if they’ve been updated, saving bandwidth and resources at the search engine side and on the publisher side.

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Major content management systems, Content Delivery Networks and SEO companies have announced support for the new protocol.

The list of companies adopting IndexNow protocol includes:

  • Wix
  • Duda
  • Cloudflare
  • Akamai
  • Botify
  • oncrawl
  • onely
  • Yext

Google is Already Proactive on Crawl Efficiency

The widespread acceptance of IndexNow has somewhat hinged on what Google would do and until today, Google has not commented on the new protocol.

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Sustainability and efficiency are top concerns at Google so it would seem that IndexNow would be a good fit.

According to a spokesperson from Google:

“Google’s crawling mechanism is highly efficient and it’s still being improved.

For example, last year we announced that Googlebot supports HTTP/2, the next generation of the fundamental data transfer protocol of the web.

HTTP/2 is significantly more efficient than its predecessors and it saves resources for both Google and web sites. We use HTTP/2 in over half of all crawls.”

Google Announces It Will Be Testing IndexNow

For now Google appears to be taking a measured approach to the new protocol, which makes sense. Crawling the web is the backbone of a search engine, so any changes in protocol should be accompanied by clear benefits.

According to Google:

“We take a holistic approach to sustainability at Google, including efforts to develop the most efficient and accurate index of the web.

We have been carbon neutral since 2007 and we are on pace to be carbon-free by 2030 across both our data centers and campuses.

We’re encouraged by work to make web crawling more efficient, and we will be testing the potential benefits of this protocol.”

Waiting for WordPress

The next most influential entity, behind Google, is WordPress. WordPress is still talking about it and they seem to be encouraging the development of a plugin instead of rushing to integrate it into the WordPress core itself. WordPress is also looking for wider industry buy-in, which of course means Google but also the other search engines.

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A lead developer at WordPress commented:

  • I’m still not 100% convinced that having WordPress ping each of the engines individually is ideal, however, it’s not the worst.
  • I’m still not 100% convinced that having an API key / verification callback should be allowed.
  • All supported providers would need to be defaulted in core, so as not to preference any given engine

I think this should be developed as a plugin first, and then proposed to WordPress core as a feature plugin, to allow development of it to occur separately and then a suggestion to add it to core once feature complete.

That would also allow site owners to opt-in to using this prior to WordPress fully implementing it (Which would be in WordPress 6.0 at the absolute earliest, Q2ish 2022 at a guess).

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Google Will Be Testing IndexNow

Adoption of IndexNow by Google would be a big deal for the entire industry, perhaps enough to move WordPress to include it into their core and if not, into a plugin. It makes sense for Google to test it. There is no word as to how long this testing will last.





Source link : Searchenginejournal.com

Google Update March 2019 (Who & What Was Impacted)

By | November 9, 2021


The first official Google algorithm update of 2019 has arrived! With it, of course, comes much speculation over its enormity as well as what niches and sites were the most impacted. Throw the Medic Update into the mix and we have ourselves quite a bag of potential SEO tinder on our hands here. 

However, just how big was this update compared to the Medic Update? Were YMYL sites targeted? Were certain niches more affected than others? Was the March update some sort of reversal? Once the dust settled who were the big winners and losers? 

Let’s have at it then, shall we? 

March 2019 Core Update Impact Banner

Comparing Google’s March 2019 Core Update to the Medic Update – A Niche Analysis 

The Medic Update was one of the most cataclysmic algorithmic events to hit the SERP for quite some time and it’s important to remember that. Much of the worry and intrigue surrounding the March 2019 Core Update gains its context from what occurred in August of 2018. I, therefore, want to specifically deal with the latest core update relative to the Medic Update. In the process of doing so we’ll be able to get a better sense of how “large” the March 2019 Core Update actually was and if any niches were targeted relative to others. Of course, in doing this I’ll also show you how the niches fared. 

The Overall Size of the March 2019 Core Update

Ironically, being that most updates go unconfirmed, the one official update we’ve had thus far in 2019 was not anything extraordinary, at least not in terms of the length of its roll-out and overall fluctuation levels. 

The March 2019 Core Update only lasted four days and produced a rank fluctuation high of 89/100 on the Rank Risk Index:

March 2019 Core Update Rank Fluctuations 

By contrast, the unconfirmed algorithm update that took place at the end of February hit a fluctuation level of 91/100 at its peak:

Rank Fluctuations February 2019    

To be fair, the Medic Update of August 2018 also ran its course over but four days. Here, however, rank fluctuation levels hit 94/100:

Rank Fluctuations for the Medic Update

Perhaps, though, the best comparison is to the first of the confirmed core updates, which coincidentally took place exactly a year before the March 2019 Core Update. Back in March of 2018, the core update was a massive 14-day algorithmic event that had fluctuation levels hitting 99/100! What a difference a year makes!

Rank Fluctuations March 2018

 

 

The point is, the most recent core update incarnation is hardly distinguishable from the average (substantial) run of the mill Google update. It is certainly, again from an overall fluctuation level perspective, not on par with the Medic Update. 

The Impact of the March 2019 Core Update by Niche 

To analyze the impact of the update on rank stability I analyzed the SERP according to six metrics: 

  • 1st Result Exact Match
  • 2nd Result Exact Match
  • 3rd Result Exact Match 
  • Top 3 Results Exact Match
  • Top 10 Results Exact Match

The ‘Exact Match’ metrics look at the percentage of occurrences where rankings at one point in time exactly matched (i.e., domains in the same order) the rankings at another point in time. For example, if on January 1 sites a,b, and c are the top three ranking sites for keyword “X” and are again the same top 3 sites (in the same order) for the same keyword on January 2, that is an exact match. 

For our purposes, I analyzed two dates where normal levels of rank fluctuations were observed. I then recorded the percentage of “exact matches” for the six metrics listed above. This data served as my baseline. 

After collecting my baseline data, I executed the same process. However, this time the two dates I compared were not days where normal fluctuations were observed. Rather, rankings on a day noted to be stable were compared to rankings tracked during the core update. As a result, I was able to see, by comparing the baseline data to that seen during the update, if the percentage of ranking matches was altered by the algorithm change, and if so to what extent. A lower percentage of exact matches would clearly indicate an increase in rank movement. 

For our purposes here, the following niches were analyzed: 

  • Travel
  • Home & Garden/Retail
  • ********
  • Finance 
  • Health

Travel Niche Volatility Data 

There was a fair amount of consistency within the volatility displayed by travel sites. As shown below, even the top ranking position underwent a fair amount of rank changes (relatively speaking). 

March 2019 Core Update Travel Data

Of course, as is clearly shown, as is expected, and as will be seen in the other niches, as you move down the SERP rank instability increases. Here, the instability reaches a pinnacle when analyzing the percentage of SERPs where the top 10 results all matched from one point to the next during the baseline and update periods. In this instance, the baseline period showed that 35% of the dataset’s keywords producing exact match SERPs while the same occurred just 13% of the time during the update period, a 63% increase in volatility. 

Home & Garden/Retail Niche Volatility Data 

The data seen within the Home & Garden/Retail niche was similar to that shown above for the Travel industry. While in this case, the top result on the SERP saw more volatility than that exhibited within the Travel niche, the other metrics were very closely aligned. To the exclusion of the Top 5 Results Exact Match metric, all of the volatility increases shown as part of the Home & Garden/Retail niche were within five percentage points of the Travel niche. 

March 2019 Core Update Retail Data

 

******** Niche Volatility Data 

 

The volatility increases within the ******** niche were quite similar to the niche’s discussed above until we get to the top 5 and top 10 results on the SERP. When looking at both the Top 5 Results Exact Match and the Top 10 Results Exact Match metrics, the ******** niche puts some distance between itself and the niche’s presented thus far. 

March 2019 Core Update ******** Data

 

Whereas the Travel and Home & Garden/Retail niches showed a 32% and 40% volatility increase respectively when analyzing the top 5 results on the SERP, the ******** niche showed a 50% volatility increase. At the same time, the niche produced a volatility increase of nearly 80% when analyzing the percentage of top 10 results that exactly matched while the Travel niche showed a 63% increase and the Home & Garden/Retail niche produced a 59% volatility increase. 

The bottom line, when looking at the top 5 and top 10 results, the ******** niche was considerably more volatile than the two niches shown earlier.

Finance & Health Niche Volatility Data 

Finally, I analyzed both the Finance and Health niches in order to see if YMYL sites were more heavily affected (in consideration of the Medic Update). Let me state for the record, that the Medic Update did not specifically target the Finance and Health industries. Rather, YMYL sites appeared to be at greater risk due to the nature of the algorithmic changes. 

For some reason, the issue of YMYL sites during the Medic Update has been viewed within a zero-sum framework, one with hardly any nuance. Interestingly enough, most of this discussion has not come from those producing the actual data. Neither extreme, in my estimation, is at all correct. The Finance and Health niches clearly displayed a greater tendency towards high levels of rank volatility. This, however, does not necessitate the conclusion that YMYL sites were targeted. Rather, what is far more likely is that the changes Google made to the algorithm were more “applicable” to such sites, thus, any drawbacks these sites displayed were all the more accentuated (relative to their peers within other niches). 

With that, there is an obvious intrigue in knowing if the March 2019 Core Update adhered to the same construct. 

 

Based on the data collected, and unlike the Medic Update, there appears to be no divergence between YMYL type niches and any other industry. The data for the Finance and Health niche either shows it to be consistent with the level of volatility seen within the other niches or in some instances, a bit less volatile. 

The Health niche showed the lowest levels of rank volatility at both the first, second, and third ranking positions when compared to all the other niches I analyzed. Even when looking at the Top 5 Exact Match metric, the Health niche only saw a 25% increase in volatility during the update whereas the Travel niche came in at a 33% increase for the same metric. When looking at the first page of the SERP overall, i.e., the top 10 results, the Health niche, which saw a 71% increase in rank volatility was in the same ballpark as the Travel and ******** niches, which saw a 65% and 79% spike in volatility respectively. 

March 2019 Core Update Health Data

In contradistinction to the Health niche, rank volatility within the Finance industry was more apparent towards the top of the SERP with the 1st and 2nd Exact Match metrics reflecting a 9% and 26% increase respectively. These figures are a bit higher than what was observed within most of the other niches. That said, the Home & Garden/Retail niche displayed the same rank volatility increase at the first position. 

March 2019 Core Update Finance Data

Despite some divergence at the very top of the SERP, the remaining volatility metrics placed the Finance niche within the same “stability departure” standard set by the other niches. 

How the March 2019 Core Update Compares to the Medic Update 

Now for the moment of truth… How did the March 2019 Core Update stack up to the Medic Update? To answer this, I simply took the data I analyzed for the Top 3 Exact Match, Top 5 Exact Match, and Top 10 Exact Match metrics during the Medic Update and plotted it against the volatility increases seen during the March update for the very same metrics. I know, I double-dipped!  

Here’s the data for the niches mentioned above which, of course, includes data on Health and Finance sites: 

March 2019 Core Update vs. Medic Update Volatility

Across the board, with just two exceptions, the volatility increase between the baseline and update periods for the Medic Update were far more dramatic than what was recorded during the March 2019 Core Update. However, that does not really tell the story here. What better reflects the disparity between the two updates is the gap between the volatility increases shown during the Medic Update relative to the March 2019 Core Update. That is, the volatility increases seen during the Medic Update were at least, in each instance, 10 percentage points greater than those tracked during the March update. 

What should really tell you that the narrative and magnitude of the Medic Update was something else entirely is the disparity between the Health and Finance niches. The smallest difference between the volatility increases seen for the above-shown metrics was 21 percentage points (see Top 3 Results Exact Match within the Finance niche), with the Medic Update being 21 points more volatile. The largest gap recorded was a 40 percentage point gap between the volatility increase seen for the Top 5 Results Exact Match metric within the Finance niche (with again, the Medic Update volatility increase being greater). 

Simply put, the increases in rank volatility seen during the Medic Update were far steeper than what was recorded during the March 2019 Core Update. 

Winners and Losers of the March 2019 Core Update

Identifying the sites that were more greatly impacted by the Medic Update was pretty easy all things considered since so much movement was recorded. The same sort of prodigious movement among a single site’s visibility was not as apparent with this update. Still, there were some big “winners” as well as some big “losers.” 

Before I showcase the lists of winners and losers, let me briefly explain what you’re looking at here. The sites listed below are sites that underwent either sharp visibility increases or visibility decreases as a result of the March 2019 Core Update.

That said, the visibility increases and decreases noted do not simply reflect the visibility changes from before the update to after the update. Rather, and because there was a significant amount of algorithmic activity that transpired in the time that directly preceded the March 2019 Core Update, the visibility increase/decrease is as compared to the preceding month. That is, the visibility changes below compare the sites scores from the day after the March update to that of the period prior to algorithm updates that dominated the latter part of February. 

In doing as such, you can see the site’s true gains or losses over the entire period of increased rank fluctuation activity, not just the March 2019 Core Update. What I wanted to avoid was showing you a site that displayed a huge uptick in visibility as a result of the core update but that was simply a return to normal levels as the site was hit hard towards the end of February by another unconfirmed update.

Below is an example of such a site: 

Visibility Foodnetwork.com

While there was a sharp increase in the site’s visibility as a result of the core update, it is not what I would consider a real “gain” and as such the site is not what I would consider to be a “winner.” 

Caveats aside, here are the overall winners and losers of the March 2019 Core Update: 

March 2019 Core Update Winners & Losers

Note, just because a site is listed above does not indicate that it was not impacted at all by the algorithm updates that dominated late February and early March. As you can see below for the site rehabmart.com, the site was affected by the update that occurred on March 2nd. That said, the gains saw as a result of the March 2019 Core Update were true gains and not a mere reversal. 

Visibility rehabmart.com

As an aside, you may have noticed that some of the sites on the above list were heavily impacted by the Medic Update. Indeed, sites like draxe.com and medicalnewstoday.com have seen a reversal of their ranking fortunes. That said, I don’t see enough evidence, either in the sites per se or at the niche level to consider the March 2019 Core Update to be a reversal of the Medic Update. 

Visibility Draxe.com

Putting the March 2019 Core Update into Perspective 

There is no hard fast rule that says a core update must be of a larger scale than any other unconfirmed change to Google’s algorithm. That is not to say I would consider the March 2019 Core Update to be “small.” That, of course, would be incorrect. The March 2019 Core Update resulted in a sizable increase in rank fluctuations, just not beyond those seen as the consequence of many other unconfirmed updates. Certainly, as seen, the March 2019 Core Update was significantly less formidable than the Medic Update. 

What is interesting to note is that the March 2019 Core Update hit the SERP exactly a year after the core update that was confirmed in March 2018. Does this signify a new algorithmic pattern where core updates are scheduled if not built into “the system?” That’s a good question and one that will be easily answered by the time August 2019 rolls around! 

About The Author

Mordy Oberstein

Mordy is the official liaison to the SEO community for Wix. Despite his numerous and far-reaching duties, Mordy still considers himself an SEO educator first and foremost. That’s why you’ll find him regularly releasing all sorts of original SEO research and analysis!



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13 Ways to Use CTR Data for Your SEO Campaigns

By | November 9, 2021


What is Organic CTR?

Organic click-through rate, or CTR, is the number of searchers who clicked on your organic listing out of the total number of searchers who saw it.





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Moving Beyond the Clichés of Enterprise SEO: In Search SEO Podcast

By | November 9, 2021






D
on’t forget, you can follow the In Search SEO Podcast by subscribing on iTunes or by following the podcast on SoundCloud

The In Search SEO Podcast ‘Tip Share’ of the Week!

Tip Share Episode 19

How do you go about ensuring your SEO team is efficient, cohesive, and just plain happy?!

Summary of Episode 19: The In Search SEO Podcast 

In Search SEO Banner 19

Today we smash enterprise SEO cliches with all-star expert Eli Schwartz!

  • Going beyond writing more content… how enterprise sites should think about content creation
  • The issue of user intent facing enterprise sites
  • What brings true efficiency to an enterprise SEO team & how they can best allocate limited resources!

Plus, we discuss
large-scale increase to mobile Image Thumbnails! 

Product Queries Push Image Thumbnails to New Heights [1:28 – 4:47]

On March 7th, our Mobile SERP Feature Tracker caught a large increase in mobile Image Thumbnails. Specifically, the average number of thumbnails jumped from 4 to 5 while the feature went from showing on 45% of page one SERPs to a whopping 65%!!!

That is a 45% increase! Mordy dug into this one and… guess what kind of keywords brought Image Thumbnails on mobile to new heights?

Product keywords!

Which is surprising because we just assumed every product on the planet already had Image Thumbnails on the SERP! But alas that was not the case…

By the way, not all of the product keywords put up image thumbnails of products. For example, Mordy noticed that for product related keywords with local intent, such as electric *** water heater Raleigh NC, a lot of those keywords brought up images related to the business showing in the organic results and not the product.

The weirdest one Mordy saw while sifting through 16K or so keywords was for septic tank
alabama
. As if you needed to see an image of septic tanks right? Well, you don’t because instead Google gives us images of PDFs
related Alabama’s waste regulations.

Also, modifiers did not seem to impact the showing of Image Thumbnails. In other words, if you searched for either RENT a boom lift or HOW TO rent a boom lift you got thumbnails for both boom lift keywords.

Enterprise SEO Beyond the Cliches a Conversation with Eli Schwartz [4:47 – 26:48]

[This is a general summary of the interview and not a word for word transcript. You can listen to the podcast for the full interview.]

Mordy: I cannot be more excited about this In Search SEO podcast interview. Today we have a true SEO guru (and yes I know that’s a buzzword thrown around way too often) but when you’re a contributor to SEL, SEJ, a regular speaker at events like PubCon and SMX… when you’re a judge for the US Search Awards… you’re an SEO guru, I’m sorry. And who better to talk about enterprise SEO than SurveyMonkey’s Director of Growth and SEO, Eli Schwartz.

Can I ask you, before we start getting into enterprise SEO, as someone who speaks at a ton of events, do you have a cool story from a conference, something funny, tragic, exciting, or behind the scenes juicy?

Eli: I do like going to conferences and I feel like everyone in the search marketing field should go to conferences because otherwise, you’re sitting in your own bubble. You’re reading books on SEO and trying to figure out how all of these things work. But when you go to conferences you’re learning from what other people are doing and hearing from speakers, meeting speakers. I learned so much from conferences. I remember my first conference about 11 years ago and I was baffled to hear that other companies have the same questions and issues as I have.

I was at a conference that had a speaker that talked about how to **** other websites and inject keywords and backlinks to other websites. Literally, all the coolest things I have learned have been from conferences.

M: Okay, so let’s get into some of the myths or watered down truths of enterprise SEO. Let’s settle things once and for all… I want to start by talking about content.

When you look around for enterprise SEO tips you always hear that every enterprise site needs to write content. Like a lot of content. This sounds like a plan for content saturation to me. Sounds a little too simple and linear.

So what are some specific ways enterprise sites can leverage content both for the sake of content and for the sake of link building?

E: So I think it’s important to first define what is an enterprise site. The way I define it is any site that has over 100,000 quality pages. And when it comes to content for that it comes to leveraging the right content. The larger the company the more content that is being produced.

For example, at SurveyMonkey, we have a core domain, we have our domain replicated 16 times for other languages, we have multiple products, acquisitions over time, and we have our Help Center that is running on Salesforce for each of our core products. And that is all content.

So when we’re doing SEO we’re trying to tie it all together with a cohesive campaign on what should rank for what. And not just for rankings but to also provide the best experience. For example, a logged in user will want help while a potential user will want to learn more about the product.

There will always be content for an enterprise site. Enterprise has more of a challenge of wrangling content than producing content. I have a client that has over a billion impressions a month on their site. For them, the question isn’t how to get a keyword ranking higher rather it’s how to get this 50,000 collection of pages ranking better or how do I make sure they all get crawled.

M: This is topic I hear about from sites big and small and it’s one of the topics of topics in SEO these days and it’s, “You have to target user intent” which to me is a meaningless statement. What does user intent look like to Google? How to do you accurately determine how Google sees the latent intents within content and keywords?

That said… how does intent impact enterprise sites differently than a small site, and what do these sites need to do to play the intent game?

E: As far as intent you really have to see what Google ranks for specific things. For SurveyMonkey, we rank for the keyword customer satisfaction, but we don’t rank for our customer service page rather for our marketing page that discusses customer satisfaction. And when you look at all the other sites that are ranking for customer satisfaction you can see that they all have a variation of the word “important.” So Google has determined that when people search for customer satisfaction they want to know why is it important or necessary as opposed to what is the definition.

So to understand intent you really have to look at what is currently ranking using a Rank Tracker.

Now, speaking about intent at scale, it’s a little bit different. For another company I used to work with, they’re in commoditized space and have about 12 million URLs. For
them it’s about outranking all the other sites that are also selling this commoditized product. And it’s not about intent, it’s about filling in blanks in SEO. How do they fill in blanks? By figuring out how Google tries to rank and replicate that at scale.

So for the larger company, it’s less about intent while for smaller companies it’s important to figure out intent for specific pages and having more keywords come to that same page.

M: I take back what I said a bit earlier… the topic of topics in SEO these days is Featured Snippets. “Get more Featured Snippets. Nothing is more important.” Nothing is more cliche, but when should enterprise sites go after the zero position box and, more importantly, when shouldn’t they?

E: I think sites should always go after it because it’s great for branding. For example, when you do a voice search Google will announce the brand that has the Featured Snippet. There are best practices you can follow to get the Featured Snippet like bullet lists or ordered lists. I’ve even seen a site get a Featured Snippet with H3 headers. With enterprise, it’s hard to do it at scale though.

M: Let’s talk efficiency which is self-evidently important the larger your site and organization
is.

Obviously, an enterprise site needs a good CMS and it needs a solid underlying template. But other than the cliche advice advising just that, what’s important when creating mass content via a CMS template?

E: So every enterprise is probably going to build its own CMS or modify its CMS. And the more visible, influential, and authoritative the person doing SEO is, whether it’s an external SEO agency or an internal employee, the more they can influence the decisions around the CMS.

Now more than likely the person doing SEO is disconnected to the engineering or purchasing team that purchased the CMS so the best thing to do is work with those engineering teams to modify the CMS so that it’s better optimized for SEO.

I’ve worked with companies that had a CMS that was very inflexible where even changing something as simple as a title tag involved a complex ticket process. Or the CMS was built with Ajax and pulling that apart was very difficult.

As the SEO, you have to be a “stakeholder” in the decision process of the CMS. Your role is to influence in baby steps getting to a better CMS. If you’re in a company that’s building a new CMS stand on the mountaintops and scream about how important it is that you need to be in those meetings.

M: You hinted about the cumbersome nature of larger organizations. Everyone will tell you that your SEO team must be running like a smooth SEO machine… that you have to provide training, encourage creativity…
yada
yada
yada. I can say the same about a McDonald’s. What unique factors does an enterprise SEO team need to consider and what must the team leader consider that is unique to running an SEO team?

E: I’d say there
are two way I’ve seen enterprise teams run. The first is
like an agency. Let’s say you’re a company like Microsoft or Intel. The SEO team is an internal agency. When someone launches a new page they file a ticket to the SEO team asking them to please optimize it. So the SEO team will work on best practices, send back the ticket, and tell them how to launch the new page.

The way I structure my teams is that we are a revenue driver. We own the organic revenue number so we need that seat at the table and if you want organic revenue to climb you’ll want to work with the SEO team. We’re functioning more as a product team. We’re building a product around the SEO to achieve our SEO number. We’re actively working with engineers to build SEO projects and we have data engineers on the team to grab the data on how to best optimize and grow traffic.

So if you’re in a McDonald’s and it’s your job to slap the ketchup and pickle on you don’t have much influence on the actual burger. You want to be in front of the house. You want to show your recipe and be the chef.

M: So you’re talking about real political leveraging here?

E: Yes, you can’t win in a large company without having that political leverage. If you’re sitting behind the scenes you’re not going to be successful if you’re furthest off from the revenue, from the traffic. You’re just checking the box on what SEO is. But if you want to be driving that organic revenue number you need that seat at the table. If you’re that far behind the scenes… the next thing you know some huge agency is doing your job. You want to be the one who will say that you’re capable of doing this, of driving that organic revenue number. You’ll want to present to the executive team as to how much of an impact you’re bringing to the bottom line.

And especially for promotions and progressing in your career, to be able to show those numbers that you were able to grow the company by tens of millions of dollars from your personal efforts is a huge plus.

M: Does it become easier over time?

E: Once you win it’s easier to keep winning. Yes, making that argument when no one is listening can be challenging but when people are listening you can get more resources and keep on winning.

M: I can’t leave this discussion without talking dinero… money… budget… Let me ask you straight up What’s the biggest waste of an SEO budget for an enterprise site? And to be balanced… What’s the best budgetary investment that an SEO team can make for an enterprise site?

E: The biggest investment companies can make is on teams. You want to use that effectively. Getting the right SEOs on your team is important as the smartest people are going to be the most expensive. You want to have internal content writers and those people can be expensive. And then there’s software, it’s not as nearly as expensive as people but it can be an area of a budgetary waste if you’re not using the right software. If you’re using
software as a “temperature check” then it’s not worth it but if you’re using you it for research, showing your rankings and giving you the ability to get more rankings, showing Featured Snippets and showing ways to get more Featured Snippets then it’s paying for itself.

M: So basically, people should be using Rank Ranger (cough, plug, cough).

E: If you’re using Rank Ranger and it’s generating you more money and it’s paying for itself then it’s worth it. If you’re using a tool and you’re not logging in ever then you’re wasting your budget. As an SEO I got pitch offered a lot of services and my metric is will I ever log into this tool?

M: It’s funny you mentioned crawling. We just had an integration with a software company and we noticed it’s not being used the way we thought it would be. We figured it’s too complicated for what our clients want. So we created the Rank Ranger Site Crawler that is a much more stripped down version of a crawler that offers the same data but in a more visual and simplistic way. And the usage went up through the roof.

Optimize It or Disavow It [26:48 – 29:45]

M: A solid PPC strategy or page speed improvement….

You can only work on one… PPC or page speed…

If you’re an enterprise site which is more important to you… do you focus on PPC at the expense of page speed or does PPC have to be sacrificed for page speed?

E: It depends. I personally believe that page speed is a waste of time to optimize because it only hurts you if you are too slow. However, when it comes to enterprises they are the only companies that can qualify as too slow because they are the ones that have huge websites. The problem with these sites is that they are loading too many things. The biggest problem is that they buy so many enterprise tools and have so many enterprise tracking pixels that it really slows everything down. So I would say for an enterprise website to optimize for page speed.

For a non-enterprise
website I would say always go for PPC because you will get more bang for your buck compared to page speed improvement.

M: Thank you so much, Eli. I really do appreciate the time you took to come on. We hope to have you on again.

E: Would **** to. Thank you, Mordy.

SEO NEWS [32:03 – 35:33]

Product Collections in Knowledge Panels: Now when you see a product collection within a Knowledge Panel you can click to see the entire collection. Mordy found it “odd” to have something like that on the SERP. We haven’t heard much about more opportunity for product placement on the SERP at ALL lately. He was, of course, being facetious. (See last week’s podcast.)

The First Major Google Update of 2019!: Google has rolled-out another core update that began on March the 12th before tapering off by the 15th. There was a bit of confusion as to the name of the update with the industry first calling it Florida 2. However, the update has nothing to do with the first Florida update which is why it was confusing. Google actually weighed in and said it shall be called the March 2019 Core Update!

Mordy added that just because it’s a core update doesn’t mean it’s a gargantuan update. The fluctuations were very similar to other unconfirmed updates that Google ran. In other words, this one was not like the cataclysmic Medic Update.

Book Hotels with Google!: Google has given us a new hotel booking site which gives you the options you normally would associate with the deeper elements of hotel listings accessed via the Local Finder, etc.

People have been asking how will this impact sites like Expedia and Travelocity and the first thing to know is that this new deeper set of hotel info has actually been around since November. The only difference we can tell is that now you can start your hotel search with the new site whereas before you could only access it via a hotel listing on the SERP, but the insights are the same.

Do Hotel Sites Need to do More? Mordy’s Pet Peeve [35:33 – 38:10]

Below is Mordy’s rant on booking sites not offering deep insights. We take no responsibility for Mordy’s ranting.

In terms of the insights you often hear people say, “Oh it’s not fair Google is offering so many insights.” Really? Seriously? What, Expedia couldn’t offer deep insights? Why don’t these bookings sites get off their rear ends and start competing with Google by offering actual travel
insights. Almost none of them do, at least not from what I’ve seen!

Quit trying to shove a car rental or a hotel room down my throat when I’m looking for a flight and am staying at my sister’s place in the middle of NY freaking city (i.e., I don’t need a car). I’ve seen the Expedia CEO or
whomever complain about Google, but stop complaining. Stop thinking so short term when it comes to revenue. Meaning, stop asking me if I want to rent a car for the 80th time and offer users deep travel insights. You mean to tell me Expedia can’t tell me if $5K from JFK in NY to LAX is a bad deal?! C’mon man!

You can’t complain about Google when all Google is doing is picking up the slack from the lousy job you’re doing!

Mic drop!

FUN SEO Sound-Off [38:10 – 40:19]

What would Google eat for breakfast? 

Kim thinks Google would go with a protein shake. It has everything you need: it is a full meal, and you can take it with you on the subway, driving, or wherever you go AND you can drink it and type at the same time! It’s all you need!

Mordy was thinking the same thing but old school. Eggs in a glass straight up Rocky style.

Thanks for joining us for this episode of The In Search SEO Podcast. Tune in next Tuesday for a new episode!

About The Author

The In Search SEO Podcast

In Search is a weekly SEO podcast featuring some of the biggest names in the search marketing industry.

Tune in to hear pure SEO insights with a ton of personality!

New episodes are released each Tuesday!



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Different Types of Western Home Decor Explained

By | November 9, 2021

Western interior is easy to achieve for every room of your residence. It can be executed with a few different add-ons and in classic western, contemporary western, or modern western–because there are different approaches to achieve this style. Doesn’t matter if you live in the west and trying to pay tribute to your elders or you are just found old cowboy movies attractive, you can transform your home into a western design. The majority of landlords don’t even realize that various styles of western home decor remain alive. Nothing to doubt in the fact that Western movies, with their stories of brave cowboys, riding horses, and houses on the range, have glamorized the traditional American way of life, and for good reasons. Not only is the landscape a breathtaking view, but their style—both personally and on their ranches—has become iconic around the globe. No one said that rustic Western decor can’t be fascinating. The vogue that initiated back in twenty fourteen; is still a participant in the designing category. You should consider various styles when decorating your western-inspired living place. Elect from a rustic cowboy den in the hills to a Western lodge style, or cattle grange. Each design comes with the warmth and charm of western decor. In the simple dialog, there are various techniques you can decorate in cowboy appeal without letting yourself feel that you are living in the past. For a better comprehension of each styles’ protocols, let’s have a brief overview of some western decor styles.

RAVISHING CUSTOM CBD LOLLIPOP BOXES TO CAPTIVATE SHOPPERS

By | November 9, 2021

People across the world have used CBD for the ease of body, mind, and soul. The public is becoming more aware of the advantages of CBD, which is why more businesses are launching CBD products. The increasing demand for the product has increased the needs of the companies, and it isn’t easy to stay ahead.

Attracting shoppers isn’t an easy task for the businesses that are just starting as established ones provide services to the customers. However, packaging can aid in keeping the customers interested and convince them to purchase. Here are the suggestions for creating stunning Customized CBD Lollipop Boxes to calculate the sales.

10 Things You Can Do With Google Analytics You Didn’t Know About | SEOblog.com

By | November 9, 2021


If you’ve been doing search engine optimization (SEO) for years, you probably think you know everything there is to know about Google Analytics (GA). But this post offers some interesting insights into this powerful tool that not a lot of marketers have fully embraced or integrated into their marketing initiatives. 

GA is an analytics service offered by Google. The analytics tool mainly focuses on the marketing data of a website. This data allows site owners and marketers to generate various reports and gauge the website’s performance.

GA is a complex set of tools that can prove to be a complete miss for a noob. With layers and layers of features under the GA belt, one can easily go astray. However, with practice and patience, you can master the art of using GA efficiently.

GA has two versions available for its users. One is the free version, which is suitable for small and medium businesses.

The second version comes for a hefty amount of $150,000 a year and is used by large enterprises that need more in-depth analyses of their business websites.

Almost everyone in the digital marketing field knows about GA’s basic report generation powers, but there are things Google Analytics can do you didn’t know about.

Here are some of them:

1. Measure Social Media Engagement

Previously, it was believed that Google Analytics couldn’t measure anything outside the website’s activity, but this has been proven wrong. GA is also well-equipped to measure your social media performance and engagement through eight different types of reports:

Overview reports tell the GA user about the conversion that came through social media posts. These conversions can either come directly through engagement on the social media platforms or your website. Both of these indicators are reported through this feature.

Data hub activity report shows the number of people engaging with your social media platforms and sharing your content. There are some specific indicators that measure this aspect of your social media accounts, such as the number of times your website’s URL was shared.

Network referral reports give an insight into which social media platforms are performing better in terms of ROI so that you can direct your efforts towards that platform.

With this report, you can see the engagement on each landing page on your website.

You can see who is linking back with your website (the influencer who keeps sharing your stuff) and direct your efforts towards them.

This one is a very interesting report that gives you insight into the clickthrough rate of your social sharing buttons. It also tells you which content got the most shares from each of those buttons.

This report shows your social media posts’ conversion rate. It’s especially useful for social media marketing agencies since they can directly gauge the effectiveness of each campaign.

Lastly, this report shows a user’s path on your website, from where they entered the website to their exit point. How is this relevant to social media engagement? Well, it can show you the impact of a social media campaign you’re running and how it is affecting the path of your visitors.

2. Check Multi-Device Activity Through a Unique User ID

You can enable user ID on your Google Analytics account that will allow you to track the activity of a user on all the devices they are using.

This data will help you understand the thought process of your visitor and the device through which you’re getting the most conversion.

For example, you can see the activity of a user with this alpha-numeric ID across their cell phone and desktop whenever they switch between the two. This tracking data will allow you to market your products on the crucial touchpoints.

3. Track Cart Abandonment Through GA

Over 75 percent of the people who visit a website leave it after filling up their carts. Google Analytics can give you clear data-driven reports about how many users left the web page after initiating the sales.

Cart abandonment rate is a simple ratio of the successful purchases and the users who left the website after filling their carts.

Google Analytics’ tracking data gives you a better picture of your site’s cart abandonment rate. With the right setting, you can view how many users left your website after visiting and filling up their carts on your e-store.

(Image source: brilliance.com)

4. Track Your Top-Selling Products

For e-commerce businesses, it’s hard to track top-selling products with revenue accumulation. If an e-commerce business is not using any analytics tools, it is almost impossible to track which products are performing well and which need a boost.

With GA in action, it is possible to generate reports of a specific product’s sales volume that will allow you to determine your bestsellers.

The business can then increase its marketing efforts towards the top-selling product categories instead of wasting resources on underperforming products.

5. Track Your Website’s Changes in Real-Time

This one is an interesting feature of Google Analytics. With most of the performance depending on the A/B testing in the digital world, Google Analytics enables its users to track all the changes a website encounters upon the introduction of a new attribute.

For example, if you want to see how conversions worked after changing the product descriptions on your website with a more keyword-centric approach, GA can give you that.

This exciting feature lets you test different variables in real-time without waiting for the data to accumulate over time.

6. Benchmark Your Website’s Performance Across Your Industry

Benchmarking is a process of assessing your website against all the other industry key players. With Google Analytics, not only can you track the individual website performance through different reports and metrics, but you can also share your website’s data for a comparison with that of your competitors. This feature fosters healthy competition among the businesses operating in the same industry.

7. Track Your Top-Performing Web Pages

With Google Analytics, you can track which web page on your website performs well and which pages need restructuring.

The analytics reports will give an in-depth overview of how a page is performing across different metrics. This, in turn, will allow you to monitor a page’s performance for deploying content and testing it continuously with other variables to enhance its performance. With this, you can easily make changes in the structure and content of the underperforming web pages.

8. Setup an Email Alert To Save Time

With the myriad of data you can access on Google Analytics, it’s inevitable to get lost. The data reports are tough to analyze and before you know it, you’re spending more time on GA than you ought to.

To save your precious time and energy, GA now allows you to set up email alerts for every change you want to track on your website. This way, you or an analyst won’t get stuck in front of the computer screen for hours.

Whenever a desired change happens, you will be immediately notified through an email alert.

9. Get Your Hands On Search Term Reports

Under normal circumstances, nobody will bother to sift through every page of your site to find a certain web page. Instead, the user wants to get information directly from the page they’re already on. How does a user achieve it? Of course, by typing a search query on the website.

This is where GA becomes useful. It can track the exact search terms each one of the users entered on your website. With this data, you can increase the SEO strength of your website by using customer-driven search terms and building content around those terms.

The search terms can also help you push the products on your website that your users searched for.

10. Analyze Sales Between Hand-Held Devices and Laptops

Google Analytics gives you an option to generate a Mobile overview report. You can easily set your goals to track your mobile phone sales, tablet sales and desktop sales. All these data can be utilized to see which devices are converting more leads.

With a changing digital landscape, it is evident that mobile usage is increasing especially for online purchases. Thus, focusing on the mobile-friendliness of your website is an absolute necessity.

If you’re still unsure of the fact that smartphones have left desktops behind, a quick look at your Google Analytics Mobile Overview report will surely erase all those doubts.

Bottom Line

Google Analytics is a unique combination of amazing search features which, if used properly, can unlock treasures for businesses. The tools might be hard to use, and the reports are even harder to analyze. But you can’t ignore the importance of GA’s data-driven reports in terms of supporting your SEO initiatives. Plus, Google tends to update its analytics services regularly. So, if you want to get the most out of this amazing set of tools, never stop exploring.





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How to Get Content Marketing Right: In Search SEO Podcast

By | November 9, 2021






D
on’t forget, you can follow the In Search SEO Podcast by subscribing on iTunes or by following the podcast on SoundCloud

The In Search SEO Podcast ‘Tip Share’ of the Week!

Tip Share Episode 20

Considering that Google recently confirmed yet another broad core update, what are some of the ways you best deal with large adjustments to the algorithm? 

Summary of Episode 20: The In Search SEO Podcast 

In Search SEO Banner 20

In this episode, we welcome content strategist supreme Liraz Postan who:

  • Analyzes the latest trends in content & voice search
  • Breaks down which content marketing KPIs are worth your while
  • How to consider your audience’s post-click behavior

Plus, we bite into some of the data we analyzed on the March 2019 Google Core Update! 

Looking Back on Google’s March 2019 Core Update

The March 2019 Core Update was the first confirmed Google algorithm update of 2019. Per the Rank Risk Index, the update did not appear to be larger than many substantial unconfirmed updates. That said, there has been a bit of speculation that the update was a reversal of August’s Medic Update. Accordingly, we have a few pertinent questions related to the latest broad core update:

  • How big was the March 2019 Core Update?
  • Was any niche more impacted than the next?
  • Was the update indeed a reversal of the Medic Update?

 
The length and fluctuations levels of the March 2019 Core Update was not at all different from your average unconfirmed, yet substantial Google update (as mentioned above). For example, the core update here ran for four days and brought our index’s fluctuation levels to a high of 89. The update we saw at the end of February, the unconfirmed update, ran for five days and saw a fluctuation level of 91! Now, the Medic Update also lasted just four days… but hit rank fluctuation levels of 94/100! By the way, the first of the confirmed broad core updates, the March 2018 update, lasted two full weeks and had fluctuation levels hit 99/100!

Unlike the Medic Update, there were no standout niches. In fact, the Health niche was a bit more stable than some of the others we looked at. For example, the Travel niche showed a volatility increase of 5% at the top spot on the SERP while the Health niche showed a marginal 1% increase. Of course, as we went down the SERP volatility picked up. In the case of the Health niche, when looking at the top 10 results overall, there was a 70% increase in rank volatility during the update. Keep in mind, the ******** industry saw an 80% increase for the same metric. So there was not a focus on YMYL sites… in case you were curious! The same metric during the Medic Update (the volatility for the top 10 results) stood at 94% within the Health niche (as opposed to the 70% we saw here)! 

That said, there were sites that did get hit by the Medic Update that saw a bit of a rebound. The most obvious was draxe.com which got slammed during the Medic Update. The data showed the site getting a 90% boost to its visibility as compared to the previous month as a result of the March 2019 update. That does not mean that the site was restored to its former glory… it was not. The site, despite the gains during the March 2019 Core Update, has a visibility score that is well below what it was prior to the Medic Update.

There were other sites that showed the same pattern, but again in most cases, full visibility was not restored. Thus, even when dealing with sites that were hit by the Medic Update and did rebound it’s hard to qualify the behavior as a “reversal.” 

From the Latest Content Creation Trends to Choosing the Right Content KPIs – A Conversation with Liraz Postan

[This is a general summary of the interview and not a word for word transcript. You can listen to the podcast for the full interview.]

Mordy: She is an international SEO and content consultant… she is a speaker at BrightonSEO (among other conferences), she is a contributor to SEJ and Marketing Profs… she is the great Liraz Postan who joins us to talk all about content! Tell us about yourself! 

Liraz: Well I’ve been working almost 12 years in the industry doing content and international SEO. And now I’m in my last days at Outbrain where I worked for three years as the head of content and SEO. I’m now starting my own firm as a consultant for marketing, SEO, and content strategy to help B2B companies.

M: That’s great! So I do my research on my guests. I take pride in being as well prepared as an overworked fellow with extremely limited time can be… and in the course of being a good boy scout, I stumbled upon your YouTube channel and at
first I thought I had the wrong channel. The videos were all music related and I really thought I was in the wrong place until I saw videos that said the music was composed by you. I even saw a video of you singing on the Israeli version of American Idol and in a professional play! It was amazing! You have to tell me about this. I had no idea.

L: Oh, wow. Yeah, basically, 15 years ago I was a singer and actress. My studies included dramatic art so I was a professional singer and actress in Israel. I was in the Israeli version of American Idol’s first season with Ninet Tayeb and Shiri Maimon. Music is my life. Eventually, I was cast with the Voca People. I was traveling with them around the world and eventually, I found myself thinking of settling down, meeting my husband, and having kids. I ended up with 888 starting my content career and since then I’ve been doing SEO. It was definitely a weird story.

M: Wow! People should really check that out. Okay, let’s get into some content trends, data measurement, and so forth. Let me start with some of the more recent trends in the world of content & SEO as I see them. There are a lot of mixed messages out there. Content creators are being hit from all sorts of directions with all sorts of advice. One recent study I’ve seen was from Brian Dean that showed data that longer posts get more links. Then you have people who recommend shorter content for shorter stories due to people’s short attention spans. Can you walk me through a few areas where you see a conflicting message and walk us through how to create that content balance we all want?

L: That’s a good question. I don’t think we’ll find that magic formula we’re always looking for. It always depends on what business you have or what audience you’re trying to target. Every site has a different view than the other and we need to try to include different content goals into the mix. Take
for example, Buzzfeed. They have varying types of content. Sometimes they don’t have any text at all and just have images and Javascript. You can imagine that their site is getting a ton of backlinks because their content is engaging and emotional. So if you can identify what your readers want then you can determine what length you need for this specific article. I don’t like having a blog post site where I determine that my articles need to be a minimum of 1,600 words. It’s not like that, there’s no formula. So yes, there is a justification to have more words and things like research pieces naturally get more backlinks, but, of course, it’s fine to have quizzes and polls as well as interactive content that will have more engagement.

M: Speaking of trends, what are your thoughts on voice search? How do you think content creators should go about considering voice search?

L: When I first saw the voice search trend I was so happy because for me it equals a “no fluff policy.” Meaning, it forces the content creators to cut the nonsense from their content. Just give straight answers to the user. I’m all up for that. Before that, I had to read a whole article just to understand one point. Now I can get the specific answer I want right away so I really **** voice search.

M: Do you think it will change the way people write content?

L: Totally. It forces them to give more straight answers, more to the point content and to serve the search query very fast and not have the whole article journey until you get the answer you need.

M: So basically storytellers, like myself, are in big trouble.

L: It really depends. If someone is looking for a story it won’t work for voice search. If someone wants a specific answer they should get it right away.

M: Before we move on, aside from voice search what other trends do you think are important in 2019?

L: Well talking about content creators in the last question, they will need to know how to create content throughout all marketing channels, not just blog posts. Even seven years ago if I did two blog posts a month that’s great. Now that’s just the basics. Now you have to have blog posts in your business and also add email marketing, ads, social, short videos, stories, everything. Everything that’s coming in now they have to create with the same talent and the same audiences. What we need to do is forget the well-produced slide videos because what we’re seeing is that 80% of brand audiences would rather watch a live video from a brand than read a blog post. We need to forget about the well-produced videos. It can be imperfect. It can be a jump in office tour, a surprise interview, inside jokes, or the atmosphere inside the office. That could make the brand audience more engaged and create this intimacy around and with them. A lot of brands worry about this and are thinking they need to make good videos, but it’s fine to make something that’s human and imperfect.

M: Yeah, you’re totally right about that. And this kind of makes it less work for content creators. It’s much less work doing a live show than having to take the time creating a professional video.

L: Yeah and at the end of the video you want people to see your content so you’re reaching your goal but with a cheaper budget.

M: So let’s talk about metrics. There are so many KPIs out there to determine how your content is doing. When looking at content marketing what KPIs do you consider to be vanity metrics?

L: What I look for is raw pages. This is how I know my content performs. Then I look at downloads or registered users, any type of conversion that shows how my content is doing. I would say the number of engagements is a vanity metric. 

M: How do you separate out metrics like bounce rate, time on page, etc. when dealing with various types of content as they don’t equally apply to each content category? For example, if your webpage is a short paragraph then the time on page will be much less then let’s say a medical article.

L: First I group different types of content and then compare the metrics for each one. For example, some content should have a higher bounce rate and some more interactive content should have more engagement. So let’s say I have an interactive quiz inside my blog post I will see the analytics of more people on the site and engaged, but when it comes to other blog posts they will be judged by other metrics and I try to group them in my reporting.

M: That’s a great idea. So you’re basically aggregating all of the different types of content and creating a baseline. That’s a great idea. Let’s talk about ‘reach.’ How do you understand metrics such as reach? How are you supposed to qualify that in that not everyone you reach is equal? One person is a more relevant reader than another.

L: I think reach is a measurement of potential audience size. Of course, a large audience is good but reach alone doesn’t tell you everything. Reach is popular when it’s compared to other engagement metrics. For example, let’s take some engagement metrics like clicks, retweets, or replies and then we divide them by reach. You calculate an engagement perspective. So now we know how many people have participated in my campaign. Reach helps me contextualize other engagement metrics. It’s a basic metric that I need to play with more to get actionable insights.

M: I have to ask. Do you think we’ve gone too far with the KPIs? If yes, in what ways may you need to go beyond KPIs? If not, how do KPIs offer such a complete picture?

L: I always have this debate because I have a more holistic approach to SEO and I don’t separate SEO from marketing strategy. They go hand in hand. For me, we have to go beyond KPIs because cannot rely on simple reporting or business results, etc. We can identify certain behaviors or actions that lead to great KPIs and measure them as well. For instance, if I know the internal education inside of an organization about a certain topic like PPC, SEO, or sales tips, it may increase sales or the business or it may produce concerns or maybe grow someone else’s self-esteem. Then we should make it into an account link building or a performance plan. Everything should tie up into a holistic approach.

M: Right. It’s so easy to fall into a KPI or get too focused on data because it’s easy or clear. I think they’re great and planting flags, investigating more, and create a more holistic and foundational way of understanding of where things are heading directionally.

L: Right and it’s really hard to implement as you don’t always have enough resources, but it should definitely go into your regular reporting when planning.

M: So the last thing I wanted to go over with you was what happens after the click. Let’s start off what do you think the most important thing to consider is when addressing user behavior post-click?

L: For me, what I’m looking for, is the callback. I’m looking for how many people are reading the article and the bounce rate. I’m interested in knowing if the content was “UNCLEAR” or too long to digest or did the user eventually reach the target. Did I serve the search query or did the content provide the user with what they were searching for? This is what I’m looking for. I’m also looking for user recordings, how users are behaving in your article or a specific page. My goal is to see if I’m getting the right content or information that the user is looking for. Sometimes the content reads well but isn’t designed to be understood. So scanners, people who don’t have time to read the whole article, just give up, go away, and search for another competitor.

M: That’s interesting. Part of the reason why I brought this up was because of search as a “journey.” At their 20th Anniversary event, Google made a shift towards catering to a user’s search journey. They’ve done this by offering the Discover Feed as part of the mobile home page, entity-specific tabs in the mobile Knowledge Panel, tabs from previous searches, etc. How do you create content for Google as a discover engine as opposed to a search engine (as the fellas over at Stone Temple have coined it.)

L: Yeah, it’s not surprising that Google is going that way because it’s getting smarter every year by analyzing our content, but in all honesty, I **** getting more personalized content especially that I worked at Outbrain. What I focus on is creating more entities, more authority to make sure the user will trust my content. If I’m going to share my content from a shady site with no authority then it’s not going to cut it. With Google’s Discovery Feed an SEO has to create engaging and fresh content and to be sure to include newsworthy content as well as evergreen content. Newsworthy content is important to include because they’re industry articles that people get involved with and engaged with. Although sometimes they don’t have the highest ROI because they have a time limitation. An SEO will try using Google Discovery to create more evergreen content and fresh content to appear there. Google loves evergreen content so the more authority and engaging content you have the better the chance you will get those limited spots.

M: Right. People don’t realize that when Google understands an entity it means they are better at understanding how authoritative you are. Your site is an entity, so to speak. So the more authoritative you are the better it is for you.

L: Yeah. And it’s hard work to become an authoritative entity but it will pay off in the long run.

Optimize It or Disavow It!

 

M: What’s a better way of measuring the success of a piece of content…. Twitter likes and retweets or page views? When trying to measure how impactful a piece of content is… what is a better way to do so… by looking at the number of likes and retweets a Tweet with a URL to a page has accumulated or at the number of Page
Views you see inside of Google Analytics?

L: I’ll tell you this. When people are sharing or retweeting it’s not really an indicator for me that the content is good because sometimes they just want to share it to sound professional and they never really read it. They just want to build their social appearance. Or sometimes they have a different intent in the article they retweeted. For example, I’m going to retweet an article about the SEO industry and the current trends but I’m really retweeting it because it mentions a Buzzfeed video. So my answer is Page Views because what users are sharing are not their real interests of what they read or consume. And there’s a whole study on how people share on social media because they know people will be looking at their profile and feed so they won’t share anything that’s shady or that doesn’t mention their profile.

M: What a great answer. I always find it funny when someone posts a 5-page article that will take 10 minutes to read and it’s instantly retweeted! There was no way they read it! Well, thank you for playing, and thank you for coming on the show.

L: Thank you have very much. Have a great day!

SEO News 

Update to the ‘Q&A on Google Feature’: A Few months back Google tested a feature where you could submit a question directly to Google to be answered (in a situation where the results were not satisfactory). Google has now reformatted what it calls Q&A on Google to look more like a permanent element on the SERP (one where you can both ask and answer questions).

For now, the feature is very limited and only shows in a select few markets. 

Knowledge Panel Language Discrepancy: It looks like there is some sort of bug that is causing Knowledge Panels that appear on the SERP for an English query but that are done in a non-English speaking market to show in the language native to the search location

Google Speaks on Neural Matching: A few months ago Google integrated neural matching into the algorithm. With the recent Google update, there’s been some discussion on how that differs from RankBrain. In a recent series of Tweets, Google’s Danny Sullivan tried to explain how neural matching differs from RankBrain.

At the end of the day, it’s all slightly cryptic in that the two seem quite similar. That said, neural matching helps Google understand what’s been said on the page via what they call “super synonyms.” In other words, neural matching tells Google that the search term is synonymous with any number of other terms. RankBrain then says what is included within the concept reflected by the term.  

rel=next/prev No Longer Used by Google: Apparently, the rel=next/prev markup that told Google that the content continues on the next page has not been something the search engine has looked at for quite some time. In fact, Google says you should not break up your content over multiple pages.  

Fun SEO Send-Off Question

What is Google’s favorite video game? 

According to Mordy, old as it is, Google loves… TETRIS! Why? Well, because Google has to get all of the pieces right when deciding what to look at when ranking sites for a query!

Kim went with Super Mario Brothers on Nintendo… because it’s fun… and the only game besides Tetris she’s familiar with! 

Thank you for joining us for this episode of The In Search SEO Podcast. Tune in next Tuesday for a new episode! 

About The Author

The In Search SEO Podcast

In Search is a weekly SEO podcast featuring some of the biggest names in the search marketing industry.

Tune in to hear pure SEO insights with a ton of personality!

New episodes are released each Tuesday!





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Bitcoin4U Bitcoin ATM

By | November 9, 2021

Address
Brothers Convenience, 273 Bay Thorn Dr,
Thornhill, ON L3T 3V8, Canada
Phone
+1 905-731-8265
Hours
Monday, to Saturday, 7am–11pm
Sunday, 8am–11pm
Description
Visit this Bitcoin ATM in Brothers Convenience in Thornhill to purchase Bitcoin (BTC), Ethereum (ETH) and Litecoin (LTC) instantly with Canadian cash. This BTC ATM is conveniently located close to Highway 407 and Highway 7, and serves Thornhill, Langstaff, Thornhill-Markham, Markham, Thornhill Woods, Beverley Glen, Newtonbrook, Westminster-Branson, Bayview Woods-Steeles, Bayview Glen, Richvale and surrounding nearby areas. This Hasty Market location has great hours and lots of local parking to serve you well.

Yoast has a new CEO: Thijs de Valk

By | November 9, 2021


As of last week, Thijs de Valk is Yoast’s new CEO. Thijs used to be the Chief Commercial Officer at Yoast. He’s very excited to start this new role of leading the company. Marieke van de Rakt, former CEO and founder of Yoast SEO academy, will be focusing mostly on content marketing as Creative Marketing Manager.

The new CEO: Thijs

Thijs first started working at Yoast right after finishing his Master’s degree in Pedagogical Sciences (which is akin to developmental psychology). This was back in 2012 when he was employee #4. In his time at Yoast, Thijs has had a lot of roles, ranging from doing support, writing reviews, and marketing and product roles. He’s actually worked at Yoast two times. He came back for his second and current “stint” nearly 3 years ago. His reasons for coming back also make his **** for the company clear:

“Yoast was my first ever real job. So it was good for me to have a few years’ worth of experience in other companies. What I’ve mostly learned is that there are few other companies that are as vision driven as Yoast. Yoast is constantly driven by their **** for the web and wanting to improve the web as much as possible. That intrinsic drive and the extraordinary people that work here meant I just had to come back. And I’m now ready and extremely honored that I get to lead this company.”

Will there be any big changes?

“In short: no. We’ve been acquired by Newfold this year, which will give us, and is already giving us, a lot of opportunities. Yoast will continue its mission as it always has. We’ll still be helping people improve their website’s SEO through our software and our academy courses. The business is really running quite well, so there’s no real need for any changes.

Having said that, there are still so many chapters for Yoast to write. And I’m extremely excited to help write those chapters. We want to keep making a positive impact on the web and we already have some amazing stuff lined up to do just that. As ever, it’s still onwards and upwards!”



Source link : Yoast.com