Daily Archives: November 19, 2021

Rank Ranger Integrates the Top Email Marketing Platforms

By | November 19, 2021


Email marketing is not dead. Far from it, email marketing is an integral part of any marketing plan. If done right, pushing your brand, service, or product via an email campaign can score big payoffs ranging from increased sales to increased brand awareness and authority. That said, email campaign effectiveness hinges on learning what went right, as well as what went wrong, during an email campaign. To give you the ability to track your email effectiveness we were set on integrating a series of automated email marketing platforms into Rank Ranger. We looked at a whole heap of platforms and narrowed our integration partners down to Constant Contact, AWeber, and MailChimp.

Constant Contact Data

Constant Contact can be found at the top of countless lists analyzing the best email automation platforms. Integrating this automated email service into Rank Ranger lets you compare each of your email campaigns across multiple metrics inside the Compare Email Campaign Performance report.   

Specifically, you can analyze and compare each of your Constant Contact campaigns by: 

  • Sends
  • Opens
  • Clicks
  • Forwards
  • Unsubscribes
  • Bounces
  • Spam Count 

With this data appearing inside a table that can be sorted by any of the metrics in either ascending or descending order, you can easily execute a campaign analysis from multiple perspectives. 

Constant Contact Data

The table within the Compare Email Campaign Performance report displaying Constant Contact email campaign data

The data you choose to show within the above shown table is entirely up to you. That is, you can select which email campaigns you wish to have shown within the report’s table.   

AWeber Data 

The data within the AWeber report, while similar to that of Contact Contact, is different in that it is organized on a per list basis. Meaning, the data seen within the Compare Email Broadcast Performance report shows data metrics for those broadcasts sent to a specific list of users. Once a list is selected, all of the broadcasts sent to that list can be compared against each other according the following qualifiers and metrics: 

  • ****
  • Time
  • Campaign Name 
  • Sent
  • Opens
  • Clicks
  • Undelivered 
  • Unsubscribes
  • Spam Complaints
  • Spam Score 

Additionally, the AWeber Compare Email Broadcast Performance report presents a List Overview that contains aggregate, list-wide data on:

  • Total Subscribers
  • Unconfirmed
  • Unsubscribed 

AWeber Email Campaign Data

Track AWeber email marketing campaigns with the Compare Email Broadcast report 

MailChimp Data 

Some of you Rank Ranger faithfuls might be scratching your heads, since we integrated MailChimp into Rank Ranger a few months ago. Quite right, but as we mentioned, we were intent on offering a few options via multiple platforms from the get-go. So after making MailChimp the email platform integration guinea pig, we introduced Constant Contact and AWeber to Rank Ranger as well. With that, we thought it would make sense to show you what you can do with your MailChimp integration alongside that of the other two email platforms (as shown above). 

With that little introduction, the MailChimp Campaign Performance Overview report is broken into four data-filled sections. 

1) MailChimp Overview Data: The Overview element gives you a general look at your MailChimp email success by reporting the following data in aggregate: 

  • Emails Sent
  • Opened
  • Open Rate
  • Clicked
  • Click Rate
  • Unsubscribed 
  • Unsubscribed Rate
  • Abuse Reports
  • Abuse Rate
  • Bounced 
  • Soft Bounces 
  • Hard Bounces 

MailChimp Overview Data
Aggregate MailChimp email performance data 

2) 24-Hour Performance Graph: Like it sounds, the 24-Hour Performance Graph gives you an hour-by-hour visual snapshot of your opens and clicks for the last email you sent, covering the first 24 hours of its release.

24-Hour Performance Graph

The 24-Hour Performance Graph within the MailChimp Email Performance Overview report

3) Top Links Clicked: This MailChimp report element provides you with live links, along with the number of clicks each link received, for the top links within the last email you sent out. 

Top Links Clicked

See an email’s top links with Top Links Clicked element of our MailChimp reporting 

4) Locations by Opens Map: Here you are presented with an interactive map that offers deep data insights in relation to the last email sent with the service. Via the map, and its hover ability, you can determine which locations throughout the world have garnered you the most clicks down to the exact number (via the hover function). 

Locations By Opens Map

Gain audience insights with the Locations By Open Map 

Advanced Email Marketing Reporting

 

In typical Rank Ranger fashion, we wanted to provide you with a set of advanced and custom email campaign reporting capabilities. It’s this sort of thinking that resulted in you being able to create custom email marketing graphs (AWeber only) as well as showing your email performance within white label reports. 



AWeber Email Campaign Data in the Insight Graph & Metric Widgets   

We **** the Insight Graph, and by adding AWeber email campaign data to it we **** it that much more. With the versatility of the Insight Graph you can do things like compare multiple email marketing metrics over a prolonged period of time. Of course, you could also compare your email campaign success to any other dataset available in the graph, such as rank, Analytics, Google Search Console, Bing Webmasters Tools, AdWords, Bing Ads, CallTrackingMetrics, CallRail, Facebook, Twitter… we could go on.   

AWeber Data on the Insight Graph



AWeber comparative data as shown within the Insight Graph 

With the Metric Widgets, you can do everything you can with the Insight Graph, just widget by widget. That is, as opposed to creating custom visuals with cross dataset ability on one graph, you can do the same via series of comparative metrics.

AWeber - Single Metric Widgets

Track and compare AWeber email campaign performance by using Metric Widgets 


Custom Email Campaign White Label Reports

 

So you’ve achieved email marketing success, but how do you go about reporting it, whether internally or externally? Well, you have a few options available to you. The data you’ve tracked, for any of the three email marketing platforms integrated into Rank Ranger, can be sent out monthly as part of a white label PDF report or included within our Client Dashboard, an online white label reporting option. 

Lastly, and if you want to report with style, you could show your email marketing metrics within the 100% white label Marketing Dashboard. With full access to the dashboard’s HTML and CSS, this multi-page dashboard can be designed to look and feel like any site you want. To top it all off, you can showcase your email marketing success alongside custom content such as videos, surveys, and forms that can be embedded into the dashboard in an effort to tell a truly unique and comprehensive success story.   

White Label Email Marketing Data

MailChimp email marketing data as seen inside the 100% white label Marketing Dashboard

Email Marketing Mania Comes to Rank Ranger 

 

Access your client’s AWeber, MailChimp, and Constant Contact campaigns. If you’re tracking email campaigns for multiple clients, you’re in luck. Now you can track email campaigns for all of your clients without having to jump from platform to platform. Throw your email marketing data across the various platforms into one of our white label options and you’re ready to showcase email campaign success to your clients in style. It’s like some sort of email marketing data bonanza. 

If you’re working in-house and using but one of the above platforms, you’re still in luck! Whether it be via custom charting inside the Insight Graph or Metric Widgets, or by showcasing email campaign success alongside your rank, social media, or paid search prowess inside of tremendous white label reporting, using Rank Ranger opens up your email marketing to deep and particularly broad analysis. It’s pure email marketing mania!

{Rank Ranger’s email marketing integrations are found within the “Other Integrations” section of our UI, under the “Email Marketing” heading.}

 

About The Author

Rank Ranger

Rank Ranger is an SEO Platform designed to standardize management and reporting for the digital marketing world by filling the need for a comprehensive online marketing platform capable of tracking & monitoring campaign data, integrated with 3rd party software and services, providing fully personalized and customized reporting, 100% white label automated reports and a branded web interface.



Source link

How How-to Differs Between Industries. Investing Content Is Not the Same as Rock Climbing Content — Boris Wartenberg // Searchmetrics

By | November 19, 2021


GUESTS & RESOURCES

Episode Overview:

Boris Wartenberg, SEO specialist at Searchmetrics, and Ben continue their conversation about the subtleties of crafting how-to content. Your how-to content answers your audience’s questions and needs. As all industries are in search of distinct solutions, it is bound to differ between industries. Today, Boris and Ben discuss how to create industry-specific how-to content.


Want to make sure your content matches search intent? Read our blogpost on how to use Searchmetrics Content Analysis to repurpose your content!




Source link

8 Top Google Business Profile Updates of 2021

By | November 19, 2021


Google continues to evolve and enhance its technology to better meet the needs of searchers and businesses alike. This year there was no shortage of new features and enhancements. In fact, the updates came fast and furious and continue to roll out even as this year quickly comes to a close. With all the abundance of new updates, it was easy to miss some of the most impactful changes made. 

We recently gathered a panel of Google Business Profile (GBP) Product Experts to dive deeper into the noteworthy updates your business needs to know. These updates may present your business the opportunity to further enhance your Google business listings and help you prepare your 2022 marketing strategy.

During the webinar, we were joined by:

In this post, we will break down some of the top GBP updates shared during the webinar as well as other key takeaways. You can also watch the full webinar now by clicking the button below.

The Google Local 3-Pack May Shift to 5-Pack

In the tail-end of 2021, Google has been testing and potentially rolling out several noticeable new features. From indented results to some seeing 5-pack local pack results, it’s clear Google is testing how search results will appear in the future. 

Historically, Google surfaced three businesses Google considers most relevant to the searcher’s intent and location. This was known as the Local 3-Pack. 

Now it appears a 5-pack may be in store for the future.

Attributes Continue to Change and Evolve

Google continues to introduce new attributes for different categories. Attributes help your business better define how you operate, who operates the business, and how you handle current pressing health and safety matters. When selected, these attributes display prominently on your GBP and are clear for the searcher to see.

In 2021, Google introduced certain attributes to highlight the diversity and the demographics of your ownership, such as Latino-owned. The wording of some attributes has also been tweaked. For example, the “Women-led” attribute is now “women-owned”. The “Identifies as women-owned” attribute also has a purple heart next to it as a further distinction.

As Stefan shares, these attribute updates are made based on data on how people are searching to align with current search trends.

Women-owned business attribute

More Updates Likely to Come With the Google Business Profile Rebrand 

For smaller businesses, the GBP rebrand from Google My Business is less about a change in name than it is a change in functionality. Now, Google recommends “small businesses manage their profiles directly on Search or Maps”. “And in 2022, we’ll retire the Google My Business app so more merchants can take advantage of the upgraded experience on Search and Maps,” says Matt Madrigal, VP, GM Merchant Shopping for Google.

Our panel notes you can also verify your listing and fix suspension issues directly from search. The panel also shares engagement rates for claiming business listings have been low historically, which may have prompted this change. They anticipate more changes will come to GBP in 2022, and to continue to look out for these changes as they may impact your business.

Customers Can Now Reach You in Real-Time

Businesses can now easily communicate with customers through their web browser and mobile app. This improvement allows businesses to see and respond to customer requests more easily and faster by typing on a full-size keyboard when responding to customer requests. 

As with most messaging services, this tool allows you to give customers a quick response. And, Google expects you to reply fast. Google notes if you don’t respond within 24 hours, they may turn off this feature. Our panel agrees businesses who enable this feature should respond to customer messages as quickly as possible and have the right support in place to do so.

As Stefan shares, Google calculates response time on a rolling average. If you ignore a spam message you receive, this is factored into this average. However, if you mark a spam message as spam, this won’t factor into your response time. Read this resource to learn how to read and reply to messages from your Business Profile.

Review Context Gets More Real Estate in Knowledge Panel

In February, Google began showing the star ratings in their review snippets section of the Knowledge Panel. This is beneficial for brands with positive reviews, however, this can have a negative impact on businesses with negative reviews. 

As Colan shares, review snippets that appear on discovery (un-branded) searches, seem to be query-dependent. For example, if a searcher is looking for “best tv sales near me”, the review snippets that appear may have the word “best” and “tv” in the review context. For branded searches, however, it seems to be more random.

Colan recommends ensuring any negative review your business receives doesn’t violate Google’s list of prohibited and restricted content. If it doesn’t, he recommends checking the history of the person who left the review to ensure their profile seems legitimate.

New Functionality Continues for Some Industries

The hotel industry was one of the industries most impacted by the pandemic, and Google prioritized adding new features and functionality specifically for this industry. As Sherry shares, at the start of the pandemic hotels were given the ability to mark their hotel as temporarily closed for short-term closures, or permanently closed. Next, Google added new COVID-19-specific attributes for hotels. A few of these health and safety attributes include:

  • Employees wear masks, face shields, and/or gloves
  • Hand-sanitizer and/or sanitizing wipes in common areas
  • Guest occupancy limited within shared facilities
  • In-room hygiene kits include masks, hand sanitizer, and/or antibacterial wipes
  • No-contact check-in and check-out
  • Additional safety measures during food prep and serving

Sherry also points out that hotels can now change their hours of operation. This feature was not available prior to COVID-19 for the hotels’ category.

Restaurant Brands Have New Features Available As Well

Food ordering on Google has increased more than 230% since last year. To help handle the demand, Order with Google lets food businesses accept orders for takeout and delivery directly through their Business Profile on Google Search and Maps. 

Our panel recommends always ensuring, regardless of industry, that your GBP information is current and up to ****. For restaurant brands, this means ensuring you have the right attributes selected for your current business operations. Some of the attributes your restaurant business can select are: 

  • Mask required
  • Temperature check required
  • Appointment required
  • Reservations required
  • Surfaces disinfected between visits
  • Dine-in
  • Takeout
  • Delivery

Restaurant attributes

Restaurants can also accept food orders on their listing, providing a more seamless experience for your guests. In addition, you can get access to online orders for takeout or delivery directly from Google Search and Maps. To participate, you must sign up with an authorized third-party provider.

The Page Experience Was Our Audience’s Top Google Update

During the webinar, we polled our audience to find out what Google update resonated with their business most. They were given seven choices and were told to select the one most applicable to their business. Over a quarter of our respondents indicated that the Page Experience Update was the Google update that impacted them most. Here is the remainder of the updates that impacted our respondents most:

What Google update impacted you most this year poll

Watch the Webinar On-Demand



Source link

Google Alters SERP Feature Trends with ccTLD Shake-Up

By | November 19, 2021


Accessing country-specific Google search results has been turned a bit on its head recently. When Google announced that you could not use a specific ccTLD to access a country’s search results, international SEO underwent a dramatic change (for the record there is a workaround that gives you access to country-specific results). Though, in typical Google fashion, accessing international search results was not the only thing to change. With the domain change, Google changed the data trends of some of the most important features on the SERP across the globe. Beyond the inherent interest in tracking such changes, these alterations present both new SERP feature trends as well as insight into the very domain-level change Google made in late October. 

Google Pushes More Ads After Restricting ccTLD Access  

In many ways, Ads are the most important feature on the SERP for obvious reasons. Thus, knowing that the display trends of AdWords ads across the world have changed in a variety of ways is significant. There were in fact numerous changes to the data path of ads on the SERP. These new trends have showed various levels of consistency, with some trends reverting back to previous showings faster than others. Looking at the full picture, some interesting insights start to emerge. 

Large Ad Spikes with Strong Initial Gains 

 

On just the second business day after Google changed its ccTLD policy in an effort to keep search more localized, ads began appearing on more Page Ones in multiple countries. The increase was beyond dramatic. Just by way of example, in the US, the percentage of Page One SERPs (desktop) that contained at least one ad increased 342%! I don’t know how else to describe that other than by saying, that’s a lot more Page Ones that have ads on them, and that’s an understatement. 

This though is not the new trend. Over the next few days, i.e., November 1st and 2nd, the percentage of ad-filled Page One SERPs declined. However, the two-day decline, in relative terms, was not overly significant. By the end of the drop, the US was still up 280% relative to the pre-spike data trends. 

Other countries that showed a similar data path are: Canada, the UK, Australia, South Africa, Singapore, Hong Kong, and India. Thus, in general, this AdWords data path impacted countries whose official language is English, as it is in Singapore, Hong Kong, and India.   

Ad Spike - English Speaking Countries

Desktop ads in the US, UK, Australia, and Singapore show a huge spike followed by a gradual decrease.

That data from November 2nd and on fluctuates up and down slightly with a steeper decline between November 6th – 8th.

10 days after the initial spike, the increases in the percentage of Page Ones showing ads for selected countries were as follows:

US: 121%

Canada: 11%

UK: 62%

Australia: 131%

South Africa: 10% 

Singapore: 20%

Hong Kong: 66%

Despite the spikes, it would appear, that ads are slowly reverting back towards previous levels (more on this later). Whether or not ads do revert to previous trends, the downright enormous increases shown above are significant given their proximity to Google’s updated policy towards ccTLDs (more on this later as well).

Check out our guide to SERP feature rank tracking.

The Divergent Trend in Non-English Speaking Countries 

There is another group of countries that also saw huge ad spikes, but ultimately only saw minimal ad gains. Interestingly, these countries are not tied by language, but by region, Europe to be specific. Denmark, Germany, Spain, Netherlands, and France all saw their Page One ad trends alter dramatically.  

Again, seeing a huge spike in Page Ones showing at least one ad, in Europe the spike began on the 30th, the first day back to business after Google’s industry altering geolocation shakeup. Again by way of example, Germany saw a shift from 5.1% of all Page One SERPs showing an AdWords ad to 34% of Page Ones containing an ad, a 580% increase on desktop. 

Minimal Ad Gains After Spike

Desktop ads in some European countries showing a spike followed by a quick reduction and an eventual return to its original data trend

Unlike the English speaking countries above, after two days of climbing, the ad gains in Europe were significantly diminished by November 2nd and in some cases completely gone by the 9th. 

10 days after undergoing  the spike, the percentage increases and decreases were as follows: 

Denmark: 32%

Germany: 12% 

Spain: -48%

Netherlands: 0% 

France: -13% 

So, unlike what I’m about to show you, the increase in ads wasn’t all but gone right away, it took some time. This is an important point (and again, more on this later). I’ll just say it once more, the proximity to the change in accessing international search results made by Google on October 27th makes this data all the more significant. I can’t highlight that enough. 


Large Ad Spikes with an Immediate Reversal 

In a way, the data below is the most interesting of all. Austria, Finland, Norway, Sweden, and Switzerland all saw ad spikes on October 30th, and all saw those gains totally disappear via a succession of large and small data dips. Why is that so interesting? Well aside from a country like Norway jumping from showing ads on just 6% of Page One SERPs to a respectable 27% (a 350% increase), a very significant trend was broken here. Traditionally, the Northern European countries all followed the same SERP feature data trends and underwent the same changes in those trends (and quite often all of Europe moved uniformly). Here, Denmark (see graph below) and the Netherlands (see graph above) displayed an entirely different trend. 

Ad Spike with Immediate Reversal

Ads on desktop in Austria, Finland, Norway, and Sweden show huge increases that were immediately reversed. 

Why is that so significant? Well other than the fact that it shows Google is going about grouping roll-outs a bit differently, it highlights and perhaps gives insight into recent changes in the behavior on their country code top level domains. How so? Previously, countries close in proximity and language would “share” results. In other words, a country like Belgium, which is close to France and has a large French speaking population, would often show French results. After Google’s October 27 international update, this is not the case (or at least such occurrences are far less frequent). Meaning, when Google went hyper local with its results, it segmented those countries that had what I’ll call a “search overlap.”

The segmentation of the overlap is illustrated here with ads, where Google has separated traditional SERP feature trend partners. As such, you now see geographically and linguistically associated countries (such as Denmark and the Netherlands) drifting apart (at times) vis a vis their SERP feature trends. In other words, you can actually see the location segmentation of October 27th occur by tracking the ad trends on the SERP, how cool is that?! 

It’s worth noting by the way, Peru, Colombia, Mexico, and Brazil (all South American countries of course), showed the same initial spike as was seen in the countries listed above, as well as the same ultimate loss, but as shown below did so through a series of more radical spikes and decreases. 

South American Ad Spikes



Desktop ads in South America generally followed a similar, but slightly divergent data path as was seen in Austria, Finland, Norway, and Sweden

The Impact of Google’s Location Update on Ads

 

What’s going on here? Spikes that take days upon days to come down, spikes that come down quicker, spikes that come down immediately… what is going on with ads? It’s not as if we’re dealing with a country here and a country there, we’re talking about downright crazy ad patterns across the planet! What’s the deal? 

Here’s the deal.

On October 27th, Google SERPs, like Elvis, were all shook up. Google, despite selling the update as a way to make sure you see relevant results, turned the international SEO world on its head by eliminating global access via a ccTLD. The update changed everything. Sites that once appeared for a query were suddenly gone, replaced. How Google goes about showing results for a query, totally changed. Simply, the Google search engine underwent an overhaul. But AdWords didn’t. As Google tries to emphasize, the ad team and the search team don’t conspire together to give big paid search spenders organic preference. As such, the Google organic and paid search teams don’t interact, at least not as you would think.   

I think this is a classic case of the right hand not talking to the left. The search team over at Google pushed the geolocation upheaval out, and the ad team was caught off guard in the sense that it inherently could not go about adjusting ad patterns until after the roll-out. Now, all of the sudden, there’s a schism that manifested itself as a spike. In some countries, the fix was more seamless and you saw the ad gains disappear overnight. In other locations, syncing the two search elements was a bit harder, and the reversal took longer. Still, in countries like the US and the UK, getting everything back on the same page appears to be either taking even longer, or is a more delicate process that demands a more gradual fix. 

There is one more element here to take into account (and like a good storyteller, I’ve kept it up my sleeve until now). In those markets where ads were quick to come down after the spike that correlated with the ccTLD update, ads are now showing on even less SERPs than before the data spike. Meaning, in these countries, ads did not only revert back to previous levels, they went below them. 

Swiss Ad Drop

Page One ads in Switzerland show on just 2.1% of all SERPs, a 5 point drop from October 29th and a 73% decrease as shown on the Google SERP Feature Tool

As of November 11th, Austria, Finland, Norway, Sweden, Switzerland, Peru, Colombia, Mexico, and Brazil all show less SERPs with ads than right before the “ccTLD associated spike.” I would strongly speculate that other markets (i.e. the US, UK, Australia, etc.) that are still on the decline down from the initial spike, will eventually manifest the same data trend.

It could be, as I’ve radically suggested previously, Google is moving away from AdWords ad revenue… you can stop shaking your head…. Instead, Google is pursuing a new revenue strategy that includes an increased emphasis on SERP feature revenue. Part of the new revenue picture also includes Local Service Ads, which are set to spread to 30 more cities by the end of the year, which is just in time for Google’s Chrome ad blocker to roll out. Ah, now it makes a bit more sense to say Google is moving away from ads a bit! There’s a method to my madness!  

Local Pack Shifts with Google Location Emphasis and Limitation 

 

What would an emphasis in localization look like without changes to the Local Pack? Google’s updating of its country-specific search results accessibility had an international ripple effect on the Local Pack. Here, like ads, there were a few different trends that present some pretty interesting insights. 

Let’s take a look at the trends, shall we? First up, The UK, Australia, Singapore, and oddly enough, Norway (see my earlier point about Google’s new country segmentation), all saw a reduction of Page One SERPs that contained the Local Pack. The trend towards less Local Packs began on October 30th, which of course was everyone’s first day back to work after Google’s “location shuffle.” By the 31st, Singapore had gone from showing Local Packs on nearly 30% of Page One SERPs to just 20%, a 10 percentage point swing. 

Local Pack Prolonged Decrease



Local Packs in the UK, Australia, and Singapore show a decrease that correlates to the October 27th ccTLD update

The following is the decrease in the percentage of Page One SERPs showing a Local Pack for the aforementioned countries 10 days after the reduction initiated: 

UK: -19%

Australia: -13%

Singapore: -25%

Norway: -15%

Interestingly, these countries have started to show a Local Pack resurgence on November 9th (see above graph) that could signify that Google is working to bring the feature back to previous levels. Norway however, at the time of the writing of this article, has yet to rebound at all.

Local Pack Trends Norway

 

The Local Pack in Norway still shows at low levels as of November 11th. 

 

While the above trends show a connection to the geolocation update Google executed on October 27th, the data trends for Local Packs in Denmark, the Netherlands, and to a lesser extent Austria, highlight this correlation all the more so. 

As the new location based results scheme was set to roll-out, Local Packs in the above countries already began to show some downward movement. As the change goes into effect, the feature stabilizes a bit, and by the time we hit October 31st, Local Packs have been restored to previous levels. However, the dips were substantial, at least in Denmark and the Netherlands where Local Packs saw a roughly a 2 and 3 percentage point dip respectively. The timing here is all but perfect in that it indicates the Local Pack movement was surely related to the changes Google made to international SERP access. 

Local Pack Short Decrease



Austria, Denmark, and the Netherlands all see a short-lived dip in Page One Local Packs that correlates to Google’s ccTLD update

France saw a strikingly similar Local Pack data trend as well. The main difference in this instance is that the dip in Page One Local Packs began about a day after Google’s location update, not before. However, here too, after a dip and period of leveling out, French Local Packs moved upwards towards previous levels. 

French Local Pack Trends



Local Packs in France show a similar, yet delayed, data trend to that seen in Austria, Denmark, and the Netherlands

Similarly, Local Packs in Poland, Hungary, and Switzerland saw a similar data trend as well. Here however, the decline in the SERP feature’s presence began as early as October 19th, with an extended period of stability that lasted through the 26th. With the change to Google’s ccTLD policy, Locals Packs in these markets underwent a second, but smaller, decrease. After Google’s location alterations, the feature spiked back up on the 30th (yes, the first business day after the update). In this instance, Local Packs did revert back to previous highs. 

Local Pack Pre-ccTLD Decline

Though showing an earlier downtrend in Local Packs, the reduction that correlates with Google’s ccTLD update is still clearly visible in Poland, Hungary, and Switzerland 

Local Pack Fluctuations – What Does the Data Indicate? 

One of the most important things to notice here is that the already fragmented country groupings seen in regards to ads were even more splintered here, with the Local Pack. There seems to almost no regional logic to the trend shifts. As someone who has a constant eye on SERP feature trends, I can tell you, that is very peculiar. 

That being said, I’ve tried to rack my brain around the trends here from multiple perspectives. When I have a decent theory, I’m happy to of course offer it. Here, in all honesty, it’s tough. What I can say is, the fact that countries around the word saw a decrease in Local Packs just as Google changed its ccTLD policy, cannot be a coincidence.

What we do know is that Google overhauled its SERPs on October 27th to be more locally centered. That its one local SERP feature shifted along with such an update can’t be accidental, and reflects the type of change Google made on 27th. Why did the feature restore so quickly in some countries and not in others, why did some markets see a preliminary decrease, etc., all all good questions. I personally think all of the preceding and subsequent Local Pack data changes are related to the ccTLD change, I just can’t put my finger on exactly what transpired (we’re all human, right?).  

Knowledge Panel Undergoes a Significant Global Increase 

 

With all of the various trends and inconsistencies, there was one SERP feature that took on a definitive new international trend. In fact, the very day after Google updated its location scheme, Knowledge Panel saw a noticeable spike.

Using the US as a benchmark, on October 27th, the day Google’s update went into effect, Knowledge Panels appeared on just over 8% of Page One SERPs in US. One day later and the feature spiked to showing on approximately 9.5% of Page One SERPs, a big spike for a feature where a half a percentage point shift is volatile. After a few days of little movement, Knowledge Panels underwent a second spike. By October 31st, the US had a Knowledge Panel on 11% of its desktop SERPs, up three percentage points from just five days prior. Since then, as of the writing of this article, the feature has leveled-off and has taken on a new data trend.  

Global Knowledge Panel Spike



The Knowledge Panel underwent two spikes, with the first strongly correlating to Google’s international search result update

As I mentioned, the increase in Knowledge Panels was a global event, with few exceptions (such as the Netherlands, where the feature spiked and then dipped a few days later). As such, countries like Canada, Australia, Brazil, Colombia, Ireland, Denmark, South Africa, Switzerland, Israel, Poland, India, Turkey, Germany, Spain, Russia, Sweden, etc., etc., etc., have all seen a spike in Knowledge Panels that aligns to that mentioned above in the US.   

Below are some of the larger increases in the percentage of SERPs showing the Knowledge Panel 14 days out: 

US: 38% 

Mexico: 101% 

UK: 56%

Ireland: 112% 

India: 160% 

Spain: 113% 

Poland: 83%

Does Location Really Matter as Much as Google Says It Does? 

This is a funny question to ask. I know, you’re thinking, “Of course location matters Mordy.” I don’t argue, who could or would? But, there is a bit of sleight of hand here (I don’t mean that in a malicious way). Google touts location specific results constantly. The recent geolocation reshuffling was all about increasing the relevancy of results by making them more local. One might walk away from all of this talk (and action) thinking that Google is a seriously diverse search engine that runs a plethora of algorithms, each suited to better deal with showing results for a specific location. I think we’d all like to think this.

Data Thought

Let me ask you one question: If Google was this diverse local machine, then why are all of the SERP feature trends universal? Why do ads spike around the world all at once? Why is there a universal shift in the Local Pack? Why doesn’t the Knowledge Panel spike in just a few countries, or a group of related countries? 

It’s because fundamentally, at its base, Google is one thing for every location. Imagine it like this: Google has a center, a core, and this core is how it fundamentally functions. Built on top of that core, layered on top of that foundation, are local parameters that give Google some location-based versatility. But does that make it a diverse, location specific, search engine? No. The local layers are in a way ancillary to the core of how Google goes about not just determining rank, but presenting its SERP, ads, etc. That’s a very different way to look at Google. Google’s SERP presentation does not hinge on local considerations, as you may think it does. It is the result of a unified way of displaying the SERP. Within that construct, yes, there may be variation in how the SERP and its features are presented, but that’s just top layer.   

Well, look at that, from a few SERP feature trend changes, to watching as Google struggles with a local update roll-out, to seeing the search engine in a whole new light. Not bad for a few paragraphs of work (OK more than few) if I don’t say so myself. 

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!



Source link

Determining What Type of Content Is Best for Your Audience — Boris Wartenberg // Searchmetrics

By | November 19, 2021


GUESTS & RESOURCES

Episode Overview:

Boris Wartenberg, SEO specialist at Searchmetrics, and Ben continue their conversation about the subtleties of crafting how-to content. How can you obtain relevant data and make the best of it to create high-performing how-to content for your audience?


Want to learn how to conduct keyword research in Searchmetrics? Take an inside look and make the most out of the Suite by reading our blogpost!




Source link

5 Biggest Things That Tank SEO in a Platform Migration

By | November 19, 2021


SEO Tips for Website Relaunch

Author - Volume Nine

If you’ve ever had to do a platform migration, you know the challenges that come along with it. An SEO migration involves transferring search engine ranking, authority, and indexing signals to reflect a change in your website or website URL structure. It can be a tedious process and if not done correctly, can negatively impact your SEO. To preserve your search engine rankings, here are the top things you want to avoid.

  1.   Changing URLs without a redirect strategy 

A common mistake made is having no plan of action in redirecting URLs and sending them all to the homepage. This may save you time initially, but it directly affects your rankings and link authority. Each link on your current site already has a ranking in search engines, and redirecting a link to an irrelevant or unrelated page (such as the homepage) will impact the performance in search engine results. Where possible, you should try to retain existing URL structures to maintain search rankings. If you cannot keep current URLs, they should always be 301 redirected and linked to relevant content pages on your site. A 301 redirect tells users and search engines a new version of the content found elsewhere on your site. 

  1.   Deleting content 

It is recommended to back up files before starting the migration since there is a risk, however minimal, of data loss during the transition. You also need to assess your content before migrating, as some of it may need to be redirected, consolidated, or rewritten but not erased completely. You can evaluate content using a crawler and other SEO tools to see how it currently ranks. Although removing and deleting content can sometimes negatively affect SEO rankings, so can outdated content. Outdated content is viewed as low quality, and the more low-quality content your site has, the less authoritative it will be to Google and other search engines and therefore harder to rank. Get started early, so you aren’t rushing to make critical decisions against tight timelines. 

  1.   Changing website architecture 

Having an organized website structure is essential to SEO. A well-defined system allows users to easily find content, engage, and creates a positive experience. Website architecture includes site crawlability, or how well a search engine can easily access and crawl your site without encountering dead ends or broken links. Creating internal links to other pages within your site helps users easily navigate through it. URLs also play an important role in website architecture. They need to be simple, easy to read, and accessible for search engines to target. Consider submitting a new XLM sitemap, which is a blueprint of the most important pages within your website, to Google to increase page rankings. 

  1.       Metadata

Metadata is data that provides information about other data. It’s important to SEO because providing appropriate metadata such as keywords, descriptions, titles, etc., makes it easier for search engines to “read” your content and encourages users to click through search engine result pages. This data in SEO is referred to as meta tags, invisible tags that provide details about your site and can be optimized to highlight the most important aspects of your content. There are several types of meta tags, but the most frequently used are:

  • Title tags provide the header of a web page and are found in the search engine results.
  • Meta descriptions give a brief description and summarize the contents of your page. 
  • Meta robot tags tell search engines which pages of your site should be indexed. 
  • Alt text or image optimization gives a short description of an image for users who cannot see them. 
  • Canonical tags help prevent duplicate content and tell search engines which content to prioritize with similar or near-identical content on a site.  
  • Header tags organize pages by separating headings and subheadings and are ranked in order of importance from H1 to H6. 
  1.   Site Speed

Both site speed and page speed are how fast your content loads. Site speed is the average of several sample pages on a website. It is one of the measurements Google uses to rank sites and is becoming increasingly more important in search engine results pages. In 2021, Google introduced Page Experience to its algorithm, which measures a website’s browsing experience using loading speed, responsiveness, and visual stability on desktop and mobile devices. Slow site speed means search engines crawl through fewer pages causing rankings to drop and an increased bounce rate. Sites that deliver content fast are more efficient and provide an added user-friendly experience. 

  1.       *Bonus* Google Analytics Implementation

 Implementing Google Analytics to improve your SEO is a no-brainer. It is a powerful tool with many features that provide insights and data on site performance. One area to evaluate is landing pages and how much time users are spending on these pages. High bounce rates indicate users cannot find what they are looking for and are exiting your site. You can create SEO-related goals and compare your rankings against other sites. Another helpful feature is finding keyword opportunities by tracking internal site searches. These provide insights on what users are searching for and if your site has relevant content that translates into conversions. Another tool is setting up 404 alerts. The “404 Page Not Found” error is common in platform migration and should be monitored regularly. The best part is that Google Analytics is free and should be used as a resource to improve SEO continuously.



Source link

Decoding Algorithm Updates in the RankBrain Era {Case Study}

By | November 19, 2021


We’ve become a bit shortsighted, and it’s not our fault. Each and every month you can count on Google pushing a series of new algorithm updates. Month in and month out, industry news sources report on what seems to be a constant stream of rank fluctuation events. In such an environment, it’s easy to become fixated on a website’s single visibility spike (or hit) and attribute the site’s fluctuations to a single algorithmic act and declare insight victory. But that’s not how Google’s algorithm updates really work. While we may analyze a given site’s visibility within one moment of time, Google quite often doesn’t, and what looks like a site getting hit or boosted by a specific update is really part of a much larger algorithmic relationship. 

In this case study, I’ll highlight why analyzing a site’s fluctuations in relation to one specific update often creates an incomplete picture that discounts Google’s overall algorithmic relationship to the site (i.e. get ready for some myth busting action).  

Mistake # 1: Sudden Drops in Rank Mean Google Has Hit Your Site Hard   

In September 2017, Google rolled-out a series of one day algorithm updates in what I thought was some of the oddest Google behavior I’d seen in a while. During the second half of the month Google pushed update after update, with the roll-out of each not lasting more than a day. I was determined to find out what Google was up to. So, after digging and digging through data and following through on some pretty “*** leads,” I came up with… nothing, or nothing I was confident enough in to share with you. 

September 2017 Rank Fluctuations

A series of one day Google updates in close proximity to each other as shown in September 2017

However, along the way, I did find a few sites impacted by the September updates, but not in the traditional sense. That’s because, instead of looking at a site’s data over the past few months, I decided to look back, way back, almost two years back, and it was well worth it!

The common notion is that if a site sees a large drop in rank/visibility in concurrence with an update, that Google has hit that site. Like a Hulk Hogan, Google has body-slammed that site down to pages unknown! But thinking of a Google update in this way, while correct at times, can also be like putting a pair of horse blinders on. With a bit of context, what may seem as cataclysmic, is just a hiccup that may be a part of the site’s ranking trend. 

Allow me to share two examples with you: 

1) ******.org: Here, a picture is worth a thousands words and tells the whole story. One look at the site’s visibility since January 2016 and you start to gain some perspective on the September update’s impact on the site. 

******.org Algorithm Pattern

Google’s September 2017 algorithm updates echos an early 2017 update that impacted the site ******.org in the same manner 

Since the start of 2016 the site saw a steady and gradual visibility increase, that is until March 2017 where the site’s visibility was slashed in half. You can see the clear reversal that occurred with the site seeing a visibility restoration just a month later. 

Fast-forward to September 2017, and after a few months of stability, the exact same algorithmic pattern manifests itself once again. This time the hit was a bit larger, and so too was the the reversal shown the next month. 

If you were to look at this site’s visibility trends in relation to the September 2017 Google updates alone, you would miss the entire point. This site’s ranking behavior has less to do with what happened one autumn day in September, but is a continuation of the algorithmic relationship that first emerged way back in March of 2017. 

In this instance, you cannot look at what happened in September 2017, you have to go back earlier in the year to glean genuine insight. Why Google’s algorithm reran itself in September, is a great question. That being said, if I were this site, and I saw my rankings drop one month out of nowhere, I wouldn’t push the panic button just yet. I wouldn’t take my site and change this and optimize that in some sort of SEO frenzy (not that this is ever a good idea). If you’re optimizing a site, and you think you were hit by an update, I would highly recommend going back, way back in the data, and having a look to see if there was a similar pattern in the past. 

2) emedicinehealth.com: Similar to what I highlighted above, analyzing this site’s September visibility data in isolation can be misleading.  

Google Update Pattern - edmedicinehealth

Visibility for the site emedicinehealth.com is reduced to levels seen before a September 2016 update, but is quickly reversed with visibility seeing a dramatic increase

It’s quite clear looking at the above data, the site was hit hard by the algorithm updates Google ran in September 2017. Interestingly enough, the visibility hit the site underwent this past September seems to be a reversal of the increase the site saw in September 2016. Notice though, despite momentarily undergoing a visibility reversal relative to September 2016, Google’s true relationship to the site quickly emerges with a dramatic visibility uptick. 

Google Update Action Tip # 1

Don’t look at algorithm updates in a vacuum. While harping on grandiose one-time spikes makes for good news, it may not actually help you. Actually, getting caught up in the Google update hype and freaking out when you see your site drop suddenly might actually hurt your site. 

If you look back, and I mean way back, not just 120 days out, and you see something along the lines of the patterns I showed above, you might want to hold off and wait to see how the pattern plays itself out. 

I know it’s tempting to look at a large ranking fall that coincides with an update and think that Google has specifically gone after your site. However, your site may have just fallen into a weeding out process. It’s possible that Google is not interested in your site at all, but has lumped your site together with other sites based on some unknown criteria and is weeding out which sites to hit.

I speculate that in cases like the sites shown above, Google hits a certain site as part of the process of separating out which sites it truly wants to push down the rankings. Those sites that Google does not really want to hit, see a downturn that is quickly reversed. Thus, the moral here is, and like my 7th grade teacher used to always tell me, patience is a virtue (actually, he used to tell me neatness is a virtue since as my 6th grade math teacher would scream, “Oberstein, your handwriting is chicken scratch”). 

Mistake # 2: Algorithm Updates Are a One Shot Deal   

Due to the sensationalism associated with Google updates, and the ranking fluctuations that can come with them, and as I’ve already alluded to, we tend to think of these algorithmic shifts as one shot deals. Tell me I’m wrong when I say that most of our associations to an update are a sudden shift in the rankings that drops a site hard and leaves it glued to the pavement FOREVER!   

Yes, it is true, an update can hit a site hard and pin it down. Just take a look at etsy.com. It got slammed in July and lost a great deal of its visibility. It didn’t recover or reverse, but was put down and stayed down. But this is not always the case, not by a long shot. These are the cases we all like seeing because it’s dramatic and simplifies our very complicated Google worlds.  

etsy.com


etsy.com Site Hit by Google Update



Late 2016 visibility gains for the etsy.com site are reversed almost a year later, with a Google update putting the site’s visibility on a new and lower trend

That being said, there are plenty of cases where an update’s initial impact is just the beginning. Take Yelp for example. Over the past few months, Yelp has been one of our biggest “winners” and “losers.”   

After seeing a boost in early 2017, the site saw its visibility steadily increase until July 2017, whereupon the site downshifted significantly after a powerful Google update. 

However, as you’ll notice in the graph below, the mid-summer hit the site saw was not the end of the story. Since then, the site has clearly fluctuated on the SERP to a far greater extent than it traditionally had before the July algorithm update. Which is why the site has at times been a big “winner,” coming back up after a downturn, and vice versa (which also shows us that sometimes a big winner isn’t really a SERP champ… and vice versa).  

yelp.com



Google Update Impact - Yelp



A July 2017 update continues to manifest itself by setting yelp.com’s visibility on a more unstable path 

Let’s take another example, real estate site redfin.com. Like Yelp, the site had been steadily increasing in visibility for some time. However, in August 2017, and as you can see in the visibility graph below, the site suddenly starts undergoing increased fluctuations. In this case though, the ups and downs are part of an overall trend to higher levels of visibility. The sudden and larger ups and downs point towards the site being impacted by a Google update. The point is that an update’s impact and presence is not a one-time event, but can manifest itself over the course of months. 

redfin.com 



Visibility Upward Trend - Redfin



Redfin’s visibility fluctuates on an upward trend as a Google algorithm update continues to impact the site

 

The same trend seen with the Redfin site presents itself on the health advice site healthline.com: 

healthline.com 



Google Update Impact - Healthline



Like the Redfin site, healthline.com shows fluctuating visibility increases that are the result of a Google algorithm update

After seeing big visibility increases in 2016, the site began to level off. Then, exactly like redfin.com, the site sees more and larger fluctuations that are part of an upward trend. The trend has already manifested itself for three months and could continue well into the future for all we know. What we do know is that algorithmic shift has, and continues to, impact the site.  

Same pattern for the site mapquest.com (does anyone still use that?). There was a big ‘ol spike in visibility after March 2017 (aka the Fred update). However, the site was already on the decline by June 2017 and in the following months saw some significantly large losses. But that’s not what I want to focus on here. 

Take a look at the site’s visibility: 

mapquest.com 



Mapquest Google Algorithm Update Trends



After seeing sharp visibility increases and decreases, Google’s algorithm changes have resulted in continued fluctuations for mapquest.com 

After undergoing some quick and large visibility losses, from August 2017 and on the site has not leveled out on a new and lower trajectory. Rather, the ongoing algorithmic impact is still felt as the site undergoes a visibility seesaw ride each month.  

Google Update Action Tip #2 

 

Sure, there are big fluctuations that come from an update, both up and down. But, as shown here, those bigger sort of movements can be just the beginning of an update’s impact. When analyzing the impact of an update make sure to pay attention to the subsequent spikes. What may seem like a quick rebound after an algorithm hits your site may just be part of the fluctuations that are now your new norm. That is, don’t necessarily attribute your success in rising a bit after a hard-hitting update to any tweaks you may have made. If you see a pattern of not immensely huge, but larger than normal fluctuations emerge, this may be the update still playing itself out. Which means, there may be a fundamental issue you need to still address, and that a fix here or there won’t help you much, because this algorithm was not a one shot deal.  

Mistake # 3: Google Updates Always Cause Big Fluctuations in a Site’s Rank & Visibility

Wrong! If you noticed above, redfin.com and healthline.com, while showing larger and quite significant visibility fluctuations as the result of an update, didn’t undergo one enormously massive change. That is, the “typical” gargantuan increase or decrease in rank/visibility didn’t happen. But Mordy, doesn’t a Google update mean seismic shifts in a site’s rankings? No. Not in the real world. We like to use those examples because it’s clear what happened in those instances. If a site shows a huge rank or visibility decrease out of nowhere, and the news is filled with chatter about a Google update, it’s pretty easy to say 1 + 1 = 2. Quite often real-life is not as dramatic as the sites highlighted in studies. These sites are generally highlighted because the conclusions seem clear, but what about those sites that are a bit more ambiguous?    

Quite often, a site will be impacted by an algorithm, but the extent of that impact will take time to see as each of the movements that resulted are within normal ranges. That is, the impact of the update is not its quick and hefty influence on rank. Rather, the update causes a gradual, but highly noticeable and irregular trend to emerge. In other words, the algorithm update is ever-present as I mentioned earlier, which is not how we usually think about an update. 

Take wine.com for example. As the below visibility graph illustrates, the site clearly was impacted by an algorithm that rolled out in February 2017. However, if you look at the months that followed, you’ll see a very gradual reversal. It wasn’t until September 2017, and the updates that were releasd then, that we see a sharp decrease.

wine.com



Slow Visibility Decline - Wine.com

Wine.com sees a gradual visibility reduction following a sharp increase that resulted from a Google update until September 2017, where visibility saw a steep decline

If you were to look at the data after February 2017 on a month-to-month basis, you wouldn’t see much in the way of change, at least nothing that seemed that unusual. Clearly, algorithmic impact can be slow, gradual, and inconspicuous.    

 

Not convinced? Just look at angieslist.com:

angieslist.com



Visibility Decline - Angie's List



A gradual decrease in angieslist.com’s visibility that is the reversal of a major early 2017 increase that resulted from a Google update

There was an obvious change in the site’s visibility trends from December 2016 until April 2017. Just as there was an obvious increase that began in late 2016, there is an ongoing reversal which has resulted in the site losing a whopping 50% of its visibility. However, unlike the data for ******.org that I showed you earlier, this reversal would be nearly impossible to pick up if you didn’t look at trends over a significant period of time, as I did here. 

The decrease in the site’s visibility has been gradual, generally moving down 200 points from month-to-month. However, since April 2017, the site has seen half of its visibility fade into the ether. Thus, as the H2 says, Google updates do not always cause big one-time fluctuations. 

To make matters a bit worse, not all slow and gradual fluctuations happen after a more noticeable shift, as was seen with the two sites above. I first tracked a shift in overstock.com’s visibility back in May 2017. During a May update, I found the site’s visibility took a sudden downturn. You can actually see this initial and larger downwards shift if you look carefully at the graph below:

overstock.com 



Overstock Gradual Visibility Loss



Overstock sees their site’s visibility gradually and greatly reduced after a long period of increased visibility and after a relatively large reduction in May 2017

That is, in May 2017 we caught overstock.com undertake a steep loss in visibility relative to its previous data trends. The decrease perfectly coincided with an algorithm update Google rolled-out at the time. Between May and June of 2017, the site saw its visibility score drop 400 points, a far more radical shift than had been tracked previously, looking back all the way to January of 2016. 

Why is that important? Because that 400 point visibility drop was in reality nothing compared to the full and very subtle impact of the algorithm on the site’s visibility. Since May of 2017 the site has seen its visibility score drop 1,500 points, a roughly 55% decrease. Thus, I ask you, where was the algorithm most impactful, May of 2017? I think not. Google updates do not always manifest their algorithmic changes in one moment in time and in one fell swoop. There need not be a dramatic change that can be pinpointed to one juncture. Rather, an update can play itself out slowly, gradually, over an extended period of time with significant rank and visibility consequences.  

Google Update Action Tip # 3

The takeaway here is obvious, don’t assume you weren’t impacted by an update just because there was not some sort of immediately discernible change in your rankings. Slow, steady, and perhaps unexpected changes, that collectively result in large ranking gains or losses are equally the offspring of Google algorithm restructuring. If a month after a major update rolls-out you don’t see any major changes, don’t think you are entirely out of the woods. It’s important to keep a close eye on your data after an update for a considerable amount of time. If you start to see slow and incremental losses, go deep. Go back, perhaps months, and see if the data trends appear to be influenced by an update.  

Tracking Google Algorithm Updates in the RankBrain Era

Let’s talk about the pink elephant in the room, RankBrain. 

For whatever reason, we as an industry are still looking at algorithm updates as if we’re in the heart of the Panda and Penguin era. Of course, these algorithms are still part of the “core,” and like we’ve seen over the past year, do manifest themselves with great strength. However, I would argue, that they are not the driving force behind Google’s algorithmic presence, behavior, and trendings. This is RankBrain.  

AI

What’s behind the reversals, gradual decreases, and continuing fluctuations as shown above? RankBrain. When a site like Overstock’s sees a long and enduring decrease, that’s Google using RankBrain in order to share the ranking ****. No one site should always be dominant (with numerous exceptions). Seeing a sudden drop down the SERP? Could very, very, well be RankBrain hitting the reset button for a grouping of sites. Your site, once RankBrain has reset and weeded out the sites it wants to keep at lower rankings, could see a strong resurrection, as was shown in some of the cases above.  

So what should you do? 

 

As I’ve mentioned more than a few times above, be patient, track the trends, not the just the sudden shifts. Look long-term and try to increase your site’s visibility. Update those titles and meta-descriptions to catch a user’s attention in the hopes of accumulating more organic conversions. With a bundle of more conversions, RankBrain should take strong notice and push your site in a new (upwards) direction. I would especially recommend this if you see a stagnating pattern of relatively steep ups and downs (i.e., yelp.com). Give RankBrain a reason to change your trajectory. 


Not Coming Out in the Wash – The True Impact of Google’s Algorithm Updates 

Face in Cake

An update is not some sort of menace that swoops down to ruin your rankings in the middle of the *****. It’s a entire new way in which Google relates to your site, and is an enduring phenomenon. Sometimes, this relationship change manifests itself in a dramatic and immediate fashion. However, that this one algorithmic event is part of a larger, broader, algorithmic pattern is far more likely, as shown above.

With Google’s updates becoming more and more sensationalized (and rightly so), our concept of them becomes a bit distorted. A Google update doesn’t walk off into the sunset as rank fluctuations return to normal. The update is the new normal! Like an ever-present invisible hand, this new algorithmic construct continues to interact and impact sites. So why would this interaction be entirely relegated to the first moment of a new algorithmic pattern? Like any birth, the first moments are “special”, but the youngling continues to develop, interact, and impact those around it, i.e. your sites. The algorithm doesn’t just disappear, vanish, or walk of a cliff the second a Google weather tool normalizes the new fluctuations, no matter how much we might wish it did!  

                         

    

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!



Source link

Optimizing How-to Content — Boris Wartenberg // Searchmetrics

By | November 19, 2021


GUESTS & RESOURCES

Episode Overview:

In the final episode of how-to week, Boris Wartenberg, SEO specialist at Searchmetrics, rejoins Ben to wrap up their conversation about the subtleties of crafting how-to content. After coming up with how-to content, how can you make sure it keeps performing? Boris shares insights on when and how to update how-to content.


Want to keep up with shifts in search while staying loyal to your content? Take a look at how we have used Searchmetrics Insights to analyze COVID-19’s impact on consumer demand.




Source link

4 Benefits of Hiring an Expert Interior Designer

By | November 19, 2021

Every individual deserves to live in a marvelous space that brings him joy and comfort because home is a place where we spend most of our time. To make our home a cozy den; we have to maintain the aesthetics of our place. This is only possible if we hire a competent interior designer to decorate our house. Although the idea of hiring an interior designer might seem out of reach for most homeowners, it will save you much more bucks if you have a proper plan for your renovation or redecoration project; by hiring a professional. Interior designers not only provide you with different home decor ideas but also save your time, money, and energy. It is a great idea to hire an interior designer if you have invested a bit in your house and want it to look pleasing; both aesthetically and functionally.