Daily Archives: November 12, 2021

In Search SEO Podcast 06: Why Zero Organic Result SERPs Are Back!

By | November 12, 2021


Don’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 Poll Question of the Week!

In Search Poll Question 6

Let us know to what extent you think zero results SERPs will actually affect sites so that we can feature you on the next episode of In Search! 


Summary of Episode 06 of The In Search SEO Podcast


The In Search SEO Podcast

In Episode 06 of the In Search SEO Podcast our hosts, Mordy Oberstein and Jacqueline Harkham, explore: 

Zero Result SERPs!

  • Why Google brought them back
  • How this instance is different from when Google first tried zero organic result SERPs
  • The overall impact of no organic results on the SERP 

Why Google Brought Zero Organic Result SERPs Back! [1:37 – 17:06]

Back in March of 2018 Google tested SERPs that contained no organic results. After some outcry from the industry, Google’s Danny Sullivan announced that the test was pulled back “for now” as Google had collected enough data. 

“For now” clearly meant until November 2018 when resultless SERPs were spotted once again for **** and calculation queries. This time around, however, Google has not only indicated that this is the new norm for certain queries, but is only showing these resultless SERPs on mobile, not desktop. 

The question is, why? Why just mobile, why not show zero organic results SERPs
on
desktop
as well, as Google did previously? 

Mordy has a theory!

Per Google’s own statements, there has been a shift from a “mobile focus” to “AI focus.” Of course, at the center of Google’s AI world stands voice search, which Google still sees (per its own statements) as being in its early stages. The problem for Google’s voice search efforts has always been one of trust. Do users trust voice search devices and do they trust the one true answer they offer as there are no other results to choose from. 

Mordy has long believed that Google’s initial run of resultless SERPs had to do with testing the extent to which user trust Google’s one true answer. Running SERPs without organic results, and with just an Answer Box is a way to simulate the one true answer of voice search. In such a construct, Google could clearly see how many people clicked to see the organic results vs. how many were happy with the one true answer Google was showing.  

Still, why just test user’s trust levels on mobile as Google is doing now? Why not run the test on
desktop?

According to Mordy’s research between 50% – 75% of voice assistant use comes via a mobile device. With that, Mordy is of the opinion that this recent incarnation of resultless SERPs is all about targeting. Previously Google cast a wide net, collected data, and analyzed the results. Now, as the theory goes, Google is honing in on the specific demographic that makes use of voice assistants, i.e., mobile users.  

More, Mordy speculates that once again we will see Google do away with zero organic
result SERPs. He feels that since this may just be another run of gathering data, once Google is done, the format will disappear. 


What Effect Will Zero Organic Results Have? 

While there may be a knee-jerk response of outcry against the resultless SERPs, our hosts don’t think this is the real issue of concern. That is, even with organic results on the page, how many users are clicking on them once they have already received the information via an Answer Box?! Rather, our hosts thought the true impact of zero organic results has more to do with a new trend. Whereas with the first crack at resultless SERPs Google was quick to pull back after hearing the feedback from within the SEO community, this recent incarnation seems to ignore that outcry altogether. Google seems intent on going in this direction regardless of what anyone thinks. To our hosts, this signifies certain “taboos” being now more acceptable. Just a few months ago it felt as if Google would never consider permanently running something like no organic result SERPs, yet here we are. This breaking down of walls could signify a new direction for the search engine and might as such mean a whole heap of further changes or shifts in strategy. 

How to Deal with SEO Theories [17:07 -21:12]

As our hosts reiterated numerous times, the above is a theory on why Google has gone about bringing zero organic
result SERPs back. That is, at times there is hard data to utilize… and at times not. Mordy, in particular, was adamant that people consider that we don’t always “know” the answer in a definitive manner. More, he advocated that the SEO community should make sure to respect the fact that people out there take their own personal time to put out helpful SEO content (unlike Mordy who gets paid to do this).

In specific, Mordy saw a fantastic article my Marie Haynes where she outlined anything and everything about E-A-T! It was a great piece that got a lot of well-deserved praise. The piece also advocated that some of the elements that Google calls for in its Quality Rater Guidelines may, in some way, be part of the actual algorithm (a view Mordy personally subscribes to). As a result, Mordy saw quite a few negative comments that knocked the piece for continuing this “saga” of Google’s algorithmic abilities in relation to the guidelines. But as Mordy asked, is that really fair? All that happened here is that someone released their expert opinion on a *** topic, and you can take it or leave it. Mordy advocated that perhaps we should be a bit more understanding in that we don’t always have concrete answers and sometimes a good theory is all we have… and that’s all it is a theory. 

SEO News and Analysis [21:13- 24:53]

Search Console Better Reflects Mobile Indexing: Per Google, Search Console has been updated to better align to mobile-first indexing. Now, error counts and new issues will no longer be reflective of the site on
desktop, but rather on mobile (for those sites that have been moved to the mobile-first index). 

Google Hub Supports Speakable Markup: Publishers can now use schema markup that would enable Google Hub to read content from their site. As has been discussed on the podcast previously, Google wants to offer deeper content to its voice device users. Having news content available would certainly help users access deeper content for more complex voice queries. 

Google Forms New Partnership with Disney: Google has formed a new partnership with Disney that would allow Google to serve ads across Disney’s online properties. This is huge since Disney owns ESPN, ABC, Marvel, Pixar, and more. It was actually a bit surprising that the story did not get more coverage considering the position it puts Google in, as all of Disney’s online advertising will now fall under the “Google umbrella.” 

Google Ad Location Extention Conversions: A new change has made it that calls via the ad extension with Google Ads will now be considered a conversion. This should alter Google Ads reporting, giving a conversion boost to those that use the extension. 

The Google SERP Gets a New Design: After heavy testing, Google has released a new design for the SERP. Among other updates is a sticky search box that follows you down the SERP.

Diving Into the New Design on the Google SERP [24:53 – 26:46]

 

In his article entitled Is Google About to Launch a New Design, SEO Brodie Clark takes a deep look at the changes Google was about to make. (Of course, Google has since released these changes). In the article, Brodie goes into great detail showing the updates to the SERP’s design. Part of those updates is that PLAs now seem to be able to take up two rows of SERP space, not just one. 

This is the perfect example of why tracking the changes Google makes to its SERP design is so important. Other than at times offering insight into Google’s strategy and the like, these design changes can have a big impact. Here, PLAs now have the potential to be far more visible and space consuming. Our hosts compared these sort of changes to when a company makes some small alterations to its logo. In that case, we generally understand that it keeps the brand looking fresh and that even small changes can make a big impact on how attractive the brand looks. The same applies here. Even small changes to the boxes used to house SERP features (as has occurred with the recent redesign) can have a big impact. Even a small change can make a SERP feature stand out more or look more desirable, resulting in more clicks! The moral of the story is, small changes do matter. 

The In Search Podcast’s Fun SEO Send-off [26:47 – 30:22]

Yet another “interesting” one from Mordy! This week he asked: 

If Google were a condiment – if it were a sauce, which sauce would it be? 

Jacqueline put her foot down here and demanded she do the send-off question next week as these absurd questions are starting to get out of control! 

Still, she said Google would be honey, because it’s sticky… dense… closely linked together… just like Google is dense (filled with) content!

Mordy went with pancake syrup… because it tastes so good, but you kind of wonder what’s really in it… Just like Google is so good, but you kind of wonder what’s really in its algorithm! 

Oh, Mordy, please let Jacqueline come up with the questions! 

 

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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How to Decorate your Living Room like a Pro

By | November 12, 2021

No doubt, Living Room is the most utilized space in your house. Whether you are starting from scratch or planning to renovate your living room, you have to google a lot of home decor ideas for the living room; for a satisfactory redesigning. Although the process of decorating your large spaces can be daunting, you can easily manage to renovate your living room if you have a proper mindset and a tight grip on interior design.

In Search SEO Podcast 07: Does Google’s Search Philosophy Leave It Predisposed to Filter Bubbles?

By | November 12, 2021


 

Don’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 Poll Question of the Week!

In Search Poll Question 7

Let us know what you think about Google’s filter bubble. Does it exist? How big of a problem is it? Let us know so that we can feature you on the next episode of In Search! 


Summary of Episode 07 of The In Search SEO Podcast

The In Search SEO Podcast

In Episode 07 of the In Search SEO Podcast our hosts Mordy Oberstein & guest host Kim Rognes explore: 

  • Search filter bubbles & the possibility of Google’s approach to search resulting in them 
  • Huge decreases in ads on the SERP worldwide!
  • What happens when Google tries to meet too many user intents on the same SERP? 
  • Is the Reserve with Google program heading towards monetization? 

Google Ads and PLAs Disappear from the Face of the SERP! 

Despite it being the heart of the holiday shopping season, our SERP Feature Tracker has recorded an enormous decrease in both Google Ads and PLAs! The dip was seen both on desktop and mobile (though to a lesser extent in some instances) and impacted markets around the world. Starting around December 3rd we recorded Google Ad losses of 70% in the US and 40% in the UK on
desktop. On mobile, we tracked markets like Sweden showing a 27% loss while Turkey posted a 34% Google Ad decrease. PLAs took an even bigger blow with an 80% loss in the UK, an 83% loss in Canada, and a 40% loss in the US (desktop). The same was seen on mobile as markets such as Germany, Norway, and the US posted an over 40% PLA loss.  

At the time of the podcast’s recording, we did see both ads and PLAs regain some of their losses. For example, on
desktop in the US, we saw Google Ads bounce back to showing on 21% of page one SERPs, up from just 9% (though still not near their “normal” 35% showing). PLAs also saw a bounce back, but a far more minimal one. Take desktop in the US again. Here we saw PLAs dive from showing on 16% of page one SERPs to just 4.3%. In the days that followed PLAs have “bounced back” to a 5.5% SERP showing. 

Getting the Real Story on Google’s Filter Bubbles

The search engine, DuckDuckGo, released a study indicating that Google’s “filter bubble” exists and is pervasive. For those of you not familiar, the “filter bubble” refers to an over-personalization of search results. It is alleged that when a user shows a search pattern that indicates the user is interested in a certain view or angle on a topic, Google will show results for subsequent queries related to that topic that would consider that “slant.” 

Mordy took up the topic from two perspectives: Google’s handling of the controversy as well as why Google’s search philosophy leads to the possibility of filter bubbles. 

On the former, Mordy was a bit critical of the way Google handled the claims made against it. To be fair, Mordy was also critical of the timing of the study as it was released but a week before Google goes to the US Congress to discuss this very issue (meaning, this was not a purely altruistic offering by DuckDuckGo). That said, Google, in Mordy’s opinion, was a bit too defensive in how it responded. He cited an article from SERoundtable comparing how Google dealt with the recent claims to how it handled the very same topic under Matt Cutt’s watch. Mordy noted that back in 2011, Google took a more “educational” approach, trying to explain its position and thereby letting the reader make an informed decision about the issue. Fast forward to 2018, and as Mordy was apt to point out, Google takes a far more aggressive approach, trying to both delegitimize the DuckDuckGo study as well as show that the privacy-oriented search engine falls into the same trap it accused Google of. The point our host was trying to make was that such an aggressive approach doesn’t help Google’s case. Whether Google is in the right or the wrong, coming off as hyper-defensive can present an optic of guilt. 

As to how we got to this point where Google has been called out on the issue, not just by DuckDuckGo, but by Congress themselves, Mordy is of the opinion that Google’s very search philosophy predisposes it to such allegations. In his opinion, and per its 20th-anniversary announcements, Google has adopted a new search philosophy, that of search as a journey. The search as a journey philosophy is one geared towards guiding the user in a certain
direction, so that the user finds what they want in order that they end up where they want to ultimately go. With such a philosophy it is not a big jump to the ‘filter bubble’ issue, as if Google is not careful, this search philosophy naturally leads to them! This is in contrast to what Mordy coined as a “search as discovery philosophy.” Such a search philosophy aims to not to guide users on any journey, but to offer or to facilitate a user’s overall understanding of what is out there vis-a-vis a particular topic and the like. In our host’s personal opinion (one not reflective of where Rank Ranger stands on the issue in any way), the truth is somewhere in the middle with certain instances of filter bubbles existing, though probably not to the extent shown in the study. This as Mordy sees the possibility of a  filter bubble as being a natural consequence of Google moving away from a “search as discovery philosophy.” As an aside, Mordy mentioned that this is not to say that personalization is “bad.” Rather, personalization is a search necessity, it’s just a matter of search engines finding the right balance. 

What Happens When Google’s Intent Parsing Goes Too Far? 

Our hosts analyzed the SERP for the simple query of notebook since the search term produced: 

  • PLA for notebooks (as in the computer form)
  • A Knowledge Panel on the movie, The Notebook
  • A Local Pack to get a notebook (computer) fixed
  • Related Questions with boxes related both to the movie The Notebook & notebook computers
  • A Discover More Places carousel related to the Local Pack 
  • An Image Box containing actual notebooks (the paper kind)

The issue here is that the SERP, with its multiple meetings of intent, does not satisfy any one of them to a certain extent. That is, most users will need to refine their query if they want a reasonably broad look at the topic. For example, in many instances a user looking for The Notebook the movie would need to execute another search as the PLAs, Local Pack, Image Box, are totally irrelevant to that user. 

Mordy had an interesting solution for Google. He recommends that Google align the SERP to multiple “strands of intent” but offer a large and visually noticeable carousel at the top that lets the user choose what they meant, sort of a larger and more pronounced Disambiguation Box that puts the user in the driver seat.

Search News and Analysis



New Structured Data for Q&A Pages:
Though having shown rich carousels for forum results for some time, Google has introduced Q&A structured data to make picking up forum answers easier. Currently, Google only shows a tease of each forum answer. This means that a click is still needed to get any content of real worth. Our hosts hope this will continue, otherwise, it would hamper a forum site’s traffic. 

Google Posts Gets a Like Button: A “Like button” has been spotted in some Google Posts. This, by its very nature, brings the SERP feature closer to being a true social media element. With the shuttering of Google+ pending, we’ve seen a few instances of Google trying to gain some more social media foothold. While Google Posts are a great opportunity for brands, who are already starved and looking for some social media success, our hosts wondered if enough businesses are aware that the feature exists. 

Local Packs Get a “Sold Here” indicator: In what looks to be a new feature, Google is showing what products a store offers within the Local Pack. As will be discussed later on, this is another instance of Google going “commerce” with many of its local SERP features. 

Search Console Bugs Results in Image Search Data Gap: It appears a bug has resulted in a loss of some of Search Console’s image search data. How much data has been lost is still a bit of a mystery as Google has not quantified the gap. 

Local Service Ads Hit Canada: Google is testing Local Service Ads for various vendor type in Vancouver, the first market to see the ad format outside of the US. One would have to speculate that Google will only bring this to more and more markets as time goes on. 

Chrome 71 Released: Google releases Chrome version #71. With the new version comes what seems to be an end of Google ad properties on abusive sites. Google defines these as sites that aim to do harm, such as tricking users into handing over personal information. This makes a good deal of sense
as why would Google want to show any of its properties on such sites? That said, and with all such initiatives ranging from the Chrome Ad Blocker to the mobile interstitial ad penalty, Google needs to walk a careful line in how it chooses to either prevent or show ads. 

Google to Shelve Old Search Console Reports: As of December 13th users will only be able to make use of the new Search Console reports in many instances. Google says the reason behind the move is so that it no longer has to support what are for all intents and purposes duplicate reports.  

Are We Heading Towards a Monetized Reserve With Google Program

In his article, Reserve With Google – Which Categories & Services are Eligible, local SEO guru Mike Blumenthal goes through which businesses are eligible for the program and which cannot partake of it. He also lists some of the larger companies expected to enter the program in the near future. More, Mike asks a very pointed question as to if Google will monetize the program in earnest? The question comes as we’ve seen more and more commerce elements added to “local” SERP features. The idea of a monetized Reserve With Google program fits in with a belief Mordy has long held, namely that Google is greatly interested in moving beyond ad revenue per se. According to him, this is why we have so many upgrades to Google Flights and hotel listings, as both are instances where Google can earn revenue outside of Google Ads or AdSense. The idea being, that as Google needs to filter more and more ads for quality purposes (Chrome 71 being case in point), Google wants to more heavily invest in other revenue sources. Monetizing the Reserve With Google program seems to be a natural next step. It’s not hard to imagine Google looking to charge either its participating software partners or the businesses themselves. Per Mordy, how hard is it to conceive of Google saying something like, “After X number of bookings, a business will incur a fee of Y for any further bookings made via the program.” Time will tell we guess!  

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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How to Measure Content Marketing ROI (With Real Metrics)

By | November 12, 2021


Additional Resources

For instance, if you spend $10,000 on a content marketing campaign and it generates $20,000 in revenue, your ROI is 100%. To be clear, there is more to content marketing ROI than simply how much revenue it generates.

A particular piece of content, for example, might be one of several customer touch points that ultimately leads to a sale. So, it is important to measure ROI within the context of your other digital marketing strategies.

However, if your content marketing produces no significant ROI, it’s critical to reevaluate your methodology for measuring its effectiveness as well as your execution.

Brands generally believe that a great content strategy is valuable. In fact, Content Marketing Institute (CMI) found that 49% of respondents had used content marketing successfully in 2020. But, there’s a difference between trust and proof.

There is no denying that great content can make a positive impact on your business. But, understanding what content is making that impact, and how great the results are, allows you to replicate your success!

How to calculate content marketing ROI

image of an ATM to show how to calculate content marketing roi

You can calculate the ROI on your content marketing in four simple steps.

Step 1: Calculate the cost to create the content

First, determine the costs to actually produce your content. This needs to include all associated costs, such as writing, design, video, audio, outsourced tasks, specialized tools, etc.

For example, creating a blog post often involves:

  • Keyword research
  • Writing
  • Editing
  • Image design
  • Supplemental video creation
  • On-page SEO

The total cost needs to include everyone who worked on these tasks, as well as any tools used to perform them.

Step 2: Determine the amount spent to distribute the content

Next, you need to determine the amount you spent distributing your content. Total up the costs of tools, advertising, or services used to create and promote the content.

Step 3: Determine how much in sales were received from your content

The third step is to calculate how much revenue your content generated. This can be a bit complicated at times since there isn’t always a clear connection between a specific piece of content or a content program overall, and a sale.

We’ll talk about the various metrics you can use to measure content marketing ROI in a bit. For now, let’s assume you already know the total sales attributed to your content.

Here’s an example of what that could look like.

Looking to reach high-level marketing executives, a B2B marketing company invested in a content marketing strategy. The campaign included the creation of white papers, infographics, a webinar, a SlideShare and a live presentation to spotlight their tools. The campaign generated 1,700 leads, 125 webinar attendees, and $1 million in new business for the company.

Step 4: Calculate your ROI

The content marketing ROI formula is simple. Take your return, subtract the amount you invested in it, divide by the investment, and multiply by 100:

((Return – Investment) / Investment ) * 100

This formula will provide you with your ROI as a percentage. For example:

  • Return = $5,000
  • Investment = $1,000
  • $5,000 – $1,000 = $4,000
  • $4,000 / $1,000 = 4
  • 4 * 100 = 400% content marketing ROI

How can you know if the time and money you spent on content marketing was worth it? Content marketing is a long term strategy that will rarely see immediate results. This is why measuring ROI can be so challenging. While there are no hard and fast rules, comparing the ROI from your content marketing to that of your other marketing efforts over an extended period of time can give you a good sense of its effectiveness.

Regardless of the short term, over the long term the ROI can be amazing.

Capgemini is a great example. They were facing a lack of ROI on existing marketing channels and feared their brand was trailing the competition. This prompted them to take a gamble on content marketing that was more storytelling in nature and answered potential customers’ questions.

That gamble paid off with the first year resulting in a million new visitors to their website and the addition of 3-4,000 new followers on LinkedIn being added each week. By the end of year two, it is estimated that their metrics increased 8x over year one.

Unprecedented ROIExplore Terakeet’s customer success stories to see how we deliver massive ROISee Case Studies

Why it’s hard to measure content marketing ROI

A survey on MarketingCharts.com shows that 54% of marketers find measuring the effectiveness of their content marketing “moderately difficult”. In another survey it was found that only 43% of B2B marketers even measure content marketing ROI.

So, if you find it difficult to determine the impact content has on revenue, you are not alone.

chart showing the difficulties of measuring content marketing roi

Marketing vehicles like PPC make it easy to calculate ROI. But, content marketing is more difficult to measure. In fact, Tim Soulo of Ahrefs made a good point about tracking the ROI of content marketing.

But your content marketing should be measured in some way.

Determine what your key content metrics are and then use them to evaluate whether the content you’re creating is moving the needle for your company. By measuring your content marketing ROI, you’ll start to see patterns emerge that can help refine your digital marketing plan. For example, will your audience respond better to a live webinar or a recorded video?

With time it will become easier to determine what works and what doesn’t. Then you can use this information to better allocate your resources toward content that truly drives results.

Content marketing metrics to measure

metrics to measure content marketing roi

Most folks define content marketing success by the financial impact it has on your bottom line. But, there are so many other ways to measure content performance.

Measuring different data points can inform the attribution model you use in your analytics tool. This, in turn, can feed back into your ROI calculation which helps you better understand how impactful your content is throughout the customer journey.

Search engine visibility

Increased search engine visibility is an ideal way to measure the ROI of content marketing. It’s the direct result of both ranking higher for keywords and ranking for more keywords. That’s because you’re actually competing for clicks in the SERPs. And the higher you rank in Google, the more available clicks you’ll win.

So, although you could measure specific keyword rankings, your organic search visibility score is a broader lens through which to view your overall content performance.

Furthermore, because visibility is more closely tied to market share and revenue, it’s a better metric to share if the CMO or CEO ever asks you “what is the ROI of content marketing?”

Grow brand awareness

One of the most common goals of content marketing is to build brand awareness. The more someone knows, likes and trusts your brand, the more likely they are to become a customer.

There are a number of ways you can measure brand awareness, including:

  • Brand-related search volume
  • Social media following
  • Direct visits to your website
  • Media mentions

A noticeable increase in any of these things following a content marketing campaign indicates that brand awareness has increased and the campaign was successful.

Increase website traffic

A common goal of content marketing campaigns is to increase website visitors. After all, if no one is seeing your content there is no way to make a sale! However, it’s critical that you analyze traffic data in conjunction with other key performance indicators (KPIs) to ensure that your website gets the right traffic.

For example, if a particular page generates significant traffic but none of those visitors ultimately convert to leads or sales, then the traffic isn’t doing you much (or any) good. You need to make sure the right people are coming to your site and that these visitors’ actions align with your overall business goals.

Understanding where your website visitors come from and how they interact with specific content will help you identify which of your content marketing efforts are generating conversions or qualified leads.

If your website traffic is increasing but your conversion rate remains low, there’s a good chance you’re targeting the wrong audience or that your content doesn’t speak to the pain points and desires of your audience.

Consider revisiting your customer personas, buyer’s journey, and empathy map to ensure that you truly understand your customers.

Earn backlinks

A backlink is when another website links to your content. This signals that your content is valuable, authoritative, and worth sharing with others.

Backlinks also play a significant role in SEO, helping to increase your content’s visibility on search engines, which leads to more organic search traffic.

If you publish two pieces of content on your website and one generates a significant number of backlinks and the other doesn’t, use a tool like Ahrefs to determine where the backlinks to the first piece are from.

This can provide valuable insights into what content your audience considers to be valuable and why they value it. This can then shape future content marketing decisions.

Improve engagement

woman laughing and looking at her mobile phone

Engagement is a metric that helps you understand the success of your content for your audience. We know that getting people to your website is an important goal, but how you plan on keeping them there is just as important.

Using analytical tools will help you understand how visitors are interacting with your content and how engaged they are with it.

Different types of content will require looking at different metrics to understand engagement.

  • Blog posts can be measured by looking at time on page, bounce rate, page views or scroll depth. You can also check for social shares which is a sign your audience considers your content high-quality and valuable.
  • Videos will require tracking things like view duration and total number of views.
  • Social media posts would be evaluated by impressions, likes, re-shares, comments, etc.

The goal is to understand how deep into your content visitors are going. Do they abandon a blog post after reading just a few paragraphs? Does the average viewer only watch the first minute of a video?

Higher levels of engagement mean that the content resonates with your target audience and that your content marketing efforts are trending in the right direction.

Generate qualified leads

Generating leads is often one of the most common benchmarks used in evaluating the success of a content marketing campaign.

Attracting the right audience starts with great content. Converting that audience to qualified leads often involves engaging lead magnets and well planned sales funnels. If a particular piece of content such as case studies generates a significant number of leads, you may want to consider doubling down on that type of content.

Keep in mind however, where the content sits in the context of your marketing funnel. Top of the funnel content is less likely to generate leads, but it often leads to visitors consuming content that is further down the funnel and does generate leads.

Like the other metrics we’ve discussed, measure lead generation in conjunction with other relevant metrics to ensure you’re getting the full picture.

Grow sales and revenue

yellow store sale sign

Though your content may not immediately produce a sale, it should help your audience advance through the customer journey. 

This might include:

  • Subscribing to your email newsletter
  • Engaging with another piece of content
  • Opting in to receive your downloads

Tools like Google Analytics can provide clarity regarding which content and channels are assisting with conversions, even if they weren’t the final touchpoint before a sale. If a piece of content plays little to no role in moving prospects toward a conversion, it doesn’t matter how much traffic it gets.

Non-performing content should be improved or removed altogether.

It’s also important to track the performance of content over time. If your content starts to generate fewer conversions or traffic, it is a sign that something has changed since you published it. Your target audience may have shifted, making the content less relevant, or the information might be outdated.

Brand affinity and loyalty

Perhaps the hardest content marketing ROI to measure is improved brand sentiment. However, as your sales team can attest, any improvement in this metric translates directly to more revenue.

Your current customers are more receptive to your marketing efforts than those who haven’t done business with you before. They’re also more inclined to share high-quality content and engage with your brand online.

This can lead to positive brand exposure for you and more organic traffic and leads. Measure brand affinity and loyalty by segmenting your audience and then analyzing how your existing customers engage with your content.

Do they consistently read and share your blog posts? How far do they get when watching videos? Do they share your content on social media and click on your emails? These data points can help you evaluate whether your content is valuable to your existing customers and leading to greater brand affinity and loyalty.

In addition, you can track and measure NPS scores to find out if your customers would recommend your business.

Fuzzy numbers are okay

blurry vision with glasses

When you’re responsible for allocating millions of dollars in marketing budget to various activities, you should usually use hard data and facts. For example, how does your content return on investment compare to the ROI of Google Adwords, email marketing, or non-digital channels like direct mail? That’s especially important if your primary objective is conversions.

However, don’t be afraid to use fuzzy math if your marketing goals are centered around brand awareness.

Remember, content marketing ROI isn’t always about dollars in vs dollars out. And brand-related goals are incredibly hard to quantify. Yet, improved brand sentiment can have a massive impact on your business’s ability to win in the marketplace.

So, use hard numbers as much as possible, but don’t be afraid to put your finger on the scale if need be from time to time as well.

Unmatched Marketing ROITerakeet unlocks greater content marketing ROI for your brand.Learn How





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Why Ranking Above The Fold Matters More Than Ever – Experts Respond

By | November 12, 2021


Above the Fold Roundup Banner

First, it was getting your site on page one of the SERP, then it was being among the top few results on the page, and now we’re here again with a new metric for measuring ranking success. As time has gone on, how we measure effective Google rankings has evolved. We’re at one of those moments in time (again) where the ranking paradigm is changing/has changed. As you’ll soon see, ranking above the fold is more important than ever. It’s why we created a tool as part of our Beta Blitz SEO reporting initiative that tells you just that: Are you ranking above the fold or can no one see your site despite it ranking so well? 

So then, why is ranking above the fold so important and how do you get there? The experts weigh in. 

Ranking Above the Fold – A New Concern in a New Era of Search 

How did we get here? How did we get to the point where it’s not so much are you #1 on the SERP but is that position even above the fold? Well, simply, because it started to become the case that you could indeed rank #3, #2, or even #1 on the SERP, yet not be part of what a user initially sees, as crazy as that sounds.

Above the Fold Ranking Report

The all-new Above the Fold Ranking report showing a page ranked #1 on the SERP that still shows below the fold due to numerous SERP features being present 

As Google started offering bigger (literally) and better SERP features, the chances of a site being part of a user’s first look at the SERP decreased exponentially. I feel like a broken record saying this, but Google has gotten far more energetic in how it uses its SERP features to target users across multiple intents. This, of course, means that getting users to see and click on your site has gotten harder. SERPs that are heavily laden with SERP features present real problems to sites. It means that Google, via its features, has become a formidable source of SERP competition. And as Google gobbles up space towards the top of the SERP, the value of what were before considered to be “solid” rankings are now subject to extreme scrutiny. In other words, the value of ranking “well” on the SERP is now subject to reinterpretation. Whereas but a few years ago a top spot ranking was an automatic win, that is no longer the case. Now, more often then you might think, remaining competitive, remaining in view (next to some seriously attractive page features), means appearing above the fold. 

There’s more to it, however. That’s why I’ve asked some of the SEO industries most notable experts to weigh in, to offer a perspective on not only
why above the fold ranking is so important, but how to take action in a variety of circumstances. What follows is the perfect blend of SEO understanding and action. 

Without further adieu, here’s a deep look at above the fold ranking, why it matters and what you can do to get your URL where the eye can see it:   

Above the Fold Ranking: The Why & How According to the Experts

Izzi Smith

SEO Manager: SixtUSA & SixtUK

Determining which of your queries are ranking “above the fold” allows you to better prioritize your SEO efforts as you get a clear indicator of which of your high ranking results may be getting crushed by SERP features or which lower rankings need more attention. Combine your “below-the-fold” rankings with CTR data and knowledge of whether a Search Feature is pushing you down (e.g., a Featured Snippet, Local Pack, or
news features, etc.) and do what’s necessary to get your result as prominent and enhanced as possible to maximize your incoming organic traffic. Not only
this, but getting yourself above the fold is also vital in being able to generate user engagement and meaningful visits that train the AI into recognizing that you deserve to remain in a high position (if not higher!). With so many SERP Features existing these days, you simply can’t rely on just average position reports to measure your ranking success. If there are other features visible that are taking away your clicks, achieving a high ranking could have been for nothing. All in all, above-the-fold ranking is an important SEO KPI you should be focusing on.

Cindy Krum

CEO & Founder: MobileMoxie 

Ranking above the fold is especially important on mobile because it is where most of the users are looking. Often, mobile searchers are just looking for a quick answer or information, so Google has started to show ‘Position Zero’ results that try to provide this kind of information. These are also often what Google is providing for voice search results. Remember that more than 61% of mobile searches don’t result in a click. That means that most SEOs who only look at analytics rather than doing extensive mobile search testing of queries are making judgment calls about their mobile SEO based on only 49% of mobile searches. That is a recipe for a bad decision calculus. Beyond that, at MobileMoxie, we believe that there are fundamentally different algorithms and ranking factors that drive Position Zero results, compared to regular organic search results – a bit like the title of the book, ‘What Got You Here, Won’t Get You There!’

James Norquay

SEO Director: Propensity Media 

It is important to rank above the fold for high-volume terms, as well as for mid-tail and long tail keyword (in my eyes). If you have a high-volume term with commercial intent you will see 3 – 4 PPC listings, so you want to be in at least the top three organic results on desktop and mobile. Getting above the fold involves having a solid onsite SEO strategy, which you can refine using your own analysis of who is already ranking for a query or by using a tool. If it’s a fresh site and you are competing with authority laden sites it can take some time to get visibility depending on how competitive the term is. You can also think about local SEO and ranking in the maps pack (as it appears above the fold), which is another great strategy and can be an effective way for a fresh site to rank above the fold.

Simon Cox

SEO Consultant: Cox & Co Creative 

Getting above the fold on the SERP is where your clients need to be – we all know that the higher the better. But what if you are a small local company setting out and don’t have the budgets of the multinational competitors in your space? Well, think local! Google My Business is currently a sure fire way to get small local businesses ranking above the fold for local searches. Also, getting into the Local Map Pack where your competition should be a lot easier to beat is key.

But what if your keyword is really competitive? Go for the longtail approach. Great informative content with the right longtail phrases for your market will bring in traffic. Check your analytics for conversion rates where you will find what your audience is really looking for, that makes them convert – evergreen your content with suitable longtail phrases. But you can go further –
optimised images, size, names, good descriptive alt text, can get your images into image search as well and that can reap rewards as the big **** rarely consider image search important. Does it matter though? Not to everyone. Brand recognition is just as important as rankings and time should be spent building your brand as well.

Bill Widmer

Content & SEO Consultant – Bill Widmer Consulting 




It’s always important to rank above the fold on Google. Something like 60% or more of all clicks go to the top three search results. That number is diminished further on searches with a lot of ads. To get above the fold, above all else, you need to match the search intent of the keyword you’re targeting and create the absolute best content for that keyword. One simple way to figure that out is to simply research the top three search results in order to see what they’re “about.” Then, make something better! Answer all the same questions they answer. Go beyond that to YouTube and forums to see other questions people ask about the topic you’re trying to rank for. Answer those too.

Of course, in addition to answering all the questions people may have around that search term, you should format your post so it’s easy to digest and make it look professional. First impressions matter – the better your page looks, the better your bounce rate and engagement rate will be. You can literally outrank someone with a better answer if yours is better formatted and nicer to look at. Of course, if you have a great page, it doesn’t hurt to have links directly to the page you’re trying to rank (unless you already have a very high brand awareness & domain authority, or the keyword isn’t difficult to rank for).

If you have great content that answers every question you can think of, is formatted well, and you have a few links, but you’re STILL not ranking – it could just be a matter of time. Sometimes you’ll rank for highly competitive keywords days after publishing. Other times it will take 3-6 months to crack page one for a low difficulty keyword. That’s just how Google is; it’s a long-term play and can be unpredictable. But hey – that’s what makes it fun!

Valentin Pletzer

Head of SEO: BurdaForward

There is a big bias amongst Google users that the results above the fold are the best (and often they are). Therefore, being among the first results is probably the biggest traffic driver for websites and of high importance to publishing businesses who are still ad-driven (as ad clicks from the site first demand traffic to that site). What we have been seeing for quite a while now is that Google is reordering the rankings in a way that the results above the fold (on average) are the ones which fit the search intent best.

So what we try to do at BurdaForward is:

  • Be honest with ourselves! Can we really satisfy the intent with our existing content and UX? If not improve or discard.
  • Find the topics for which we can satisfy the intent and create content for it.

However, content alone won’t result in you making the cut (above the fold). Technical excellence is the foundation of all
pages

Joe Youngblood

Founder: Joe Youngblood SEO & Digital Marketing Consulting

If you’re just starting out doing SEO or working on ranking for a new keyword then watching your site rank above the fold should be a big milestone for you to aim for. Ranking for a keyword above the fold most often signifies that you’re moving in the right direction with your SEO efforts and that you are on the cusp of the more coveted top spots on the SERPs. Once your website goes from ranking on the bottom of page 1 to the section above the fold, then it should see a significant increase in traffic and conversions.

If you’re not ranking above the fold and you think the keyword should bring in sales or conversions then you might also use this information to experiment with ads targeting the query or queries. Running a PPC campaign on keywords that aren’t on page 1 of Google or even above the fold can help you prioritize your SEO efforts allowing you to focus on keyword rankings you know will bring in more conversions or sales.

Eric Enge

General Manager: Perficient Digital

I’m going to focus on three areas:

1. Featured Snippets (FS) change the game for ranking above the fold. If you’re not spending a lot of attention on how to create content that helps you earn these, you’re making a big mistake. Their very appearance above the rest of the organic search results gives you by far the best chance of getting above the fold.

How does Google’s FS algorithm work? In rough terms, the
algo relies on Google’s traditional search algorithms to surface up 10 candidates, i.e., those results that show up on the first page of the SERPs. So your first step in earning a Featured Snippet is to create a site and a page that is good enough to get you in the top 10 of the SERPs for your target query.

The second part of the FS
algo is that it then analyzes the content on each of those top 10 pages to see what it thinks provides a
best fit answer to the user’s query. The
algo is clearly looking for a sense of the completeness of the response provided by the content. Important: in our studies at Stone Temple of approximately 1.5M queries that we run every year, we’ve seen that the pages that are most likely to get, and keep, FS do more than answer the user’s direct question. They go broader and deeper and answer what
are likely to be the user’s related questions as well.

2. The World of Voice is coming. This is one of the new *** areas that has become in vogue to address. Frankly, it’s still early days, but we already live in a world where 67% of the world’s Internet-connected devices is something other than a PC, Smartphone, or Tablet. That means that the browser is not the primary way of providing input to that device. Voice is going to provide a whole new interaction paradigm between humans and devices.

So how/when will this happen? The fundamental threshold is when the voice input becomes fundamentally easier/more efficient than the existing options. We’re not quite there yet, so this may take a few years to truly unfold – but it is coming. The investments in this technology will continue at a very high rate – Why? Because when it comes, it will represent a major disruption, and fortunes will be mad, and new market leaders will be created.

How do you win in this world? Well now, we’re back to talking about FS again. If you’re the provider of the best single answer to a question, then you’ll have a very strong answer of being the provider of that answer in a voice-centric world.

3. What is the fold anyway? Google Discover was recently announced, and in this
work Google will seek to proactively deliver the content that you want. In this world, there is no fold. The entire optimization process is then that of being seen as authoritative enough that you are selected to provide the content that Google delivers to users based on their interests.

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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How To Create A Room Highlighting On Mayfair Area Rugs

By | November 12, 2021

Exclusively featuring home decor products from sundialhome.com (which carries a wide variety of fabulous products, offered at affordable prices), the look of this room was inspired by the selected Mayfair Area Rugs highlighted in this decor scheme.
An area rug is a fantastic element that can not only visually bring a room together, it can also act as an inspiring focal piece. When choosing area rugs, there are a few things to keep in mind.
First, think about the size of the room you are looking to decorate. Is the room large or small? Will the Mayfair area rugs be covering a significant amount of space, or just highlighting a particular area (such as a dining table)?
Second, take into consideration the other types of decorative pieces you plan on including in the room. To ensure that your artwork and furniture don’t conflict with the chosen area rug, think carefully about the colors and print of the Mayfair Area Rugs that you are selecting. The key to creating a cohesive design is to bring various elements of the room together (such as complementary colors, repetitive patterns, and ornamental accents). That’s where a great pattern (such as the abstract printed Mayfair Area Rugs featured in this design) is a fabulous place to start.
To combine modern elements with comfortable style, opt for a simple, understated dining set (featuring a steam-lined design) with cushy seating. This type of dining set will not only make it easy to accessorize your table (with floral centerpieces, colorful tableware, and statement-worthy vases), it will also encourage your guests to relax and enjoy themselves.
Mayfair Area Rugs that look good inside or outside.
Get yourself a rug that can do both—i.e. work in both indoor and outdoor spaces. This one is weather- and stain-resistant, making it the perfect accent near an outdoor seating set or under a backyard dining table. The contemporary design of this Mayfair Area rug would work well with modern styles, and reviewers say it’s quite soft for an outdoor rug.
A faded rug that adds a touch of brightness.
This simple Mayfair Area Rugs is faded in all the right places and comes in several neutrals and cool blues. It’s the perfect piece to add some extra detail without detracting from the decor of your space. According to reviews, it’s not super thick but will still brighten up your space.

What Do You Do With a 1099 Form?

By | November 12, 2021

A 1099 form file pay that you’ve gotten, and that pay then should be remembered for your expense form. For instance, on the off chance that you performed website composition work for a customer and they paid you $2,500, they’ll likewise send you 1099-NEC Online Filing detailing that sum.

You’ll then, at that point, need to ensure that you’ve remembered that pay for your expense form for the year, as you’ll have to pay a personal assessment on it.

SEOblog Interview: Portland SEO Expert Kent Lewis from Anvil Media | SEOblog.com

By | November 12, 2021


We’re excited to have interviewed Portland SEO Expert Kent Lewis, from Anvil Media, for the next installment of our Featured SEO Expert Series!

Anvil Media is one of SEOblog’s Top SEO companies in Portland.

As president and founder of Anvil Media, Lewis oversees the strategic direction of the company, with a focus on sales and marketing. He speaks internationally, writes for industry publications and has been an adjunct professor at Portland State University since 2000. He’s founded and co-founded four agencies and two organizations since 1999, including pdxMindShare and SEMpdx in Portland. He’s been named a Top 40 Under 40 and Marketer of the Year by AMA Oregon and was BuzzSumo’s Top 100 Digital Marketing Influencer in 2019. Outside of work, Lewis enjoys consulting with startups and spending time with family.

What would you say is unique and/or challenging about the Portland area SEO industry?

“The greatest challenge facing SEO professionals in Portland is market saturation. There are too many SEO pros in such a small market, even when many of the service providers support clients outside of Greater Portland.”

How does your agency stand out in a crowded market like Portland with so many good agencies in the region?

“As one of the oldest SEO/SEM agencies in Portland, we’ve won more awards and generated more press coverage and credibility as thought leaders than any other firm in the market. We’re also actively involved in the community (SEMpdx, pdxMindShare, EO Portland, Portland Business Journal Leadership Trust, etc.) which helps differentiate us from competitors.”

Can you share a success story from a local SEO campaign centered around your area? 

“I first started working with Travel Portland in 1998. Since then, I’ve worked with them at three different agencies. Prior to COVID, the organization tapped us to ensure their website outranked all other Portland-related tourism resources. For the past decade or more, we’ve helped them maintain a top position for Portland tourism search terms. They are not an active client currently, so I don’t have current data, but you can check Google yourself to verify they still own top ranking for most Portland searches.”

What is the best advice you ever received in business?

“The best business advice I’ve received is ‘there is margin in mystery’ – which fueled my pursuit of ‘web marketing’ back in 1996, when there were no books, conferences or classes on the topic.”

What do you think is the most important quality that makes an agency truly great?

“I believe the number one quality an agency needs to have to be truly great is curiosity. Agencies that focus too much on growth or profit tend to forget the importance of staying relevant in a dynamic industry. At Anvil, we’ve embraced leading-edge technology and trends to ensure our clients are well-served. Twenty years ago, it was social media, email marketing and online PR. Fifteen years ago, it was video and mobile marketing. Ten years ago, it was marketing automation. Five years ago, it was Amazon and voice search. This year, we’ve focused on NFT marketing.”

Any predictions for the future of SEO? 

“I believe Google will continue to shift ranking focus from on-site (keywords and site speed) and off-site factors (links and mentions) to user behavior (click-throughs, time-on-site, social sharing, reviews, etc.).”

What is your reaction when you hear that “SEO is dying”? 

“If I had a nickel for every time I’ve heard that, I’d be retired. A decade ago, I got into a big argument with a very senior marketer at a global tech giant about the death of SEO. He predicted a six-month time horizon. I disagreed. I was correct. SEO will continue to evolve for sure, but it hasn’t changed dramatically since I first started optimizing websites in 1996. The fundamentals still revolve around Content, Code and Credibility. “

What do you think is the most important contributor to keeping clients happy?

“My mantra is to delight, then elevate. If you don’t build respect and likability with a client early in the relationship, it doesn’t matter if you generate a strong ROI. I’ve lost most of my clients the past 25 years due to lack of delight. I’ve lost a handful of those clients due to lack of results (elevation).”

Interested in being considered as an SEOblog “Featured SEO Expert”? Reach out to our team at [email protected]! We’d **** to hear from you and give you a high-traffic platform to share your SEO agency’s story and insights.





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In Search SEO Podcast 08: Another Big Google Ad & PLA Shift as Google Goes to Congress!

By | November 12, 2021


 

Don’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 Poll Question of the Week!

In Search Poll Question 8

Let us know what you think about Google being subject to more regulation. Would more regulation benefit search? Would it hurt search? Let us know so that we can feature you on the next episode of In Search! 


Summary of Episode 08: The In Search SEO Podcast

The In Search SEO Podcast

In Episode 08 of the In Search SEO Podcast our hosts Mordy Oberstein & Jacqueline Harkham explore: 

  • Big Google Ad and PLA swings (again)! What’s going on? 
  • Google goes to Washington but did anything come of it? 
  • What happens when SEO theory becomes a reality for booking sites? 
  • Is blogging still worth it?!

Google Ads and PLAs Rebound in a Big Way but What’s Going on 

In last week’s episode of In
Search we spoke about Google Ads and PLAs undergoing a massive SERP drop-off. On December 11th Google Ads were subject to yet another massive data change. This time ads on the SERP spiked incredibly. At the time of this writing, Google Ads now show on roughly 65% of page one SERPs (US desktop). That’s a 590% increase from their December 4th low and a 77% increase from where Google Ads trended before the drop-off. This pattern holds true on desktop and mobile as well as in markets around the globe. Google Ads are back and are far stronger than before! 

PLAs also saw a strong rebound, but not in the same way. As opposed to Google Ads, PLAs saw a slow and incremental return to normalcy. The shopping ads have returned to their previous display levels of 16% on
desktop in the US. Similar to Google Ads, this return to prior performance is true on both desktop and mobile and in most markets. Unlike Google Ads, however, PLAs (at the current time) have not surpassed the display level seen prior to the December 4th fall-off. 

In terms of what’s behind this bizarre behavior, Mordy offered two options of various plausibility: 

  1. The recent ad ups and downs were the result of a Google bug. The only problem is, bugs are usually resolved very quickly, and you’d have to imagine one that impacts revenue would be solved even quicker. More, the fix would mean a quick and sudden return to normal levels. While this was the case with Google Ads, PLAs saw no sudden return, but rather a progressive recovery. 
  2. Google was running a specific test that resulted in lower levels of ads. The timing here, however, knocks this theory off pretty quickly as this is one of the most important shopping seasons of the year, if not the most important. 

Mordy pointed out that you could argue that the ad drop-off was related to Google testifying before Congress. This comes as the return of all things ad on the SERP began on December 11th, the same day Google sat before the Congress. While the timing does make this interesting, it does lean a bit too far into “conspiracy theory” territory. 

Did Anything Come of Google’s Congressional Hearing? 

Our hosts expressed their general skepticism of these sorts of hearings and were not surprised that not much came from Google going to Washington in order to testify before Congress. What was a bit “interesting” was that the level of questioning was not rigorous at the technical
level. While not remarkable in and of itself, one might have expected otherwise following Facebook’s trip to Congress. 

That is not to say there is no possibility of such hearings being productive. In fact, as Mordy mentioned, if Congress would have brought in experts from around the SEO industry there could have been substantial dialogue. 

One question our hosts thought the hearing naturally leads to is if Google should be regulated more than it currently is. To be clear, Mordy and Jacqueline were asking this not from a political perspective, but purely from being part of the SEO industry. That is, it would be interesting to hear
a dialogue on the question less from a political perspective and more from one considering what is best for search. 

 An SEO Reality for Booking Sites 

It’s always interesting to see something so often discussed in the SEO
industry translate into reality. In this case, we as an industry have increasingly talked about the notion that Google’s SERP features present real traffic and revenue obstacles for many sites. This, as a theory or as a more abstract conversation is certainly the truth. Still, it’s not the same as a site per se coming out and delivering the same message. 

To this extent, Expedia CEO Mark Okerstrom went on record saying that Google’s SERP features are one of its primary competitors. Such a notable figure making this statement takes the conversation and adds a lot more weight to what it means to have a more “energetic” SERP feature environment. 

To this extent, our hosts went on to discuss what they feel will be the next “big” conversation… ranking above the fold. That is, as Google continues to advance its current SERP feature strategy, ranking in view of the user’s first look at a SERP is going to be paramount. Of course, tracking above the fold ranking is also of major importance. 

SEO News & Analysis

AMP Search Console Reporting Becomes More Generalized: Google announced that it will be showing more generalized issue types in Search Console as regards AMP. What’s interesting is that generally the more specific the data the better. Though, in this instance, Google seems to feel that a bit of generalization will help keep things simpler.  

Google Expands ‘For You’ Map Tab: The Google Maps For You tab is spreading to 40 new markets. The ‘For You’ tab is similar to the Discovery Feed but with a strictly local focus. The more recent Google “Discover-
esque” expansions almost feel like the search engine’s way of tinkering with a more “social” foothold. What’s fascinating about this notion is that unlike traditional social media these elements have users engaging with a more interactive Google, not people per se. 

Google+ Getting an Early Shutdown: Due to additional security concerns, Google will be shuttering Google+ in April rather than in August as had been originally planned. 

Related Search Goes Featured Snippet: Google has released expandable Related Search results. This means that each result on mobile can be expanded to show what is all but a Featured Snippet. The question is, do users even engage with the feature enough for this to be significant? One study Mordy recalls indicated that users are not apt to use the related search results. This could be why along with the expandable feature Google has added image thumbnails to mobile Related Search results, thereby making the feature more noticeable. 

Google Now Offers Conversion Bidding: For display ads, Google is now offering conversion bidding (as opposed to pay-per-click bidding). In this instance, advertisers would set a cost per acquisition setting a limit on how much you’d be willing to pay per conversion. 

Is Blogging Still Worth All that Effort? 

In his post Can You Still Blog Your Way to Visibility & Credibility? Sparktoro’s Rand Fishkin analyzes the current state of blog posting. Through a series of data and trends, Rand points out that the viability of blog success is far more difficult than it used to be. One of the article’s true payoffs comes in its asking if blogging is still worth it?! Here, the author lists a few criteria with which to determine if “blogging is for you” as well as some other avenues content creators may wish to pursue. 

One point our hosts wanted bloggers to consider is the value a blog can bring vis-a-vis authority. Beyond any metrics such as clicks, traffic, and impressions, a blog offers the optic of being authoritative if done correctly. More, creating blog content can be a good segue into engaging with industry influencers. When appropriate, having blog content gives you the material with which to converse with an influencer while throwing in a link to your content at the same time (as our hosts cautioned, be genuine when doing so). 

The In Search Podcast’s Fun SEO Send-off

Due to her critique of Mordy’s absurd questions, this is Jacqueline’s first attempt at the Fun SEO Send-Off Question

This week Jacqueline asked: 

If Google were an actor or actress who would it be? 

Mordy had to say Jack Nickloson who’s brilliantly talented yet just not right at times. Kind of like Google is itself brilliant, but not always right! 

Jacqueline sees Google as being Chuck Norris… because he wins at everything he does (at least in the movies)! 

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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How to use Pinterest for your B2B Marketing Strategy — Serpstat Blog

By | November 12, 2021



Even high-end brands respond to users who engage with their content, and your B2B marketing strategy should promote that, Pinterest marketing aside.

Now, on Pinterest specifically, users who pin your content should have something to work with. And I’m not talking content-wise alone. As a B2B brand, a business account will allow you to DM users who have interacted with your pins.

Now, here’s where the thing gets tricky, as you want interaction, but you want to reduce the creep factor of this interaction to zero, while also you want your message to mean something and drive more engagement.

To achieve that and create a content matrix that will drive more conversion, consult your user persona templates first and see what they have in common with the followers who have interacted with your content. Then, craft a “Thank You” message that will feel personal and personalized. And of course, keep in contact with them, with links, eBooks, and lead magnets that will lead to your website.

That way, you’ll be able to nudge them gently towards your email list, have them subscribe for some valuable insights – or even exclusive benefits – and keep a loyal following of Pinterest users and, perhaps, influencers and thought leaders as well.

Another form of engagement – a great one at that – is a group board. Pinterest allows B2B marketers to create a board that’s meant to be shared around. You can team up with those who engage most with your content and share ideas on this board, have them add their pins, and turn them into brand ambassadors in no time.



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