Daily Archives: November 30, 2021

Google November Core Update Is Over – What Happened?

By | November 30, 2021


It’s official, Google’s November core algorithm update is over today on Tuesday, November 30, 2021, the day after the popular Cyber Monday shopping day. Sites that experienced an up or downward shift in rankings should not expect additional changes to their status until the next algorithm update.

Google announced the end of the core update rollout on Twitter:

“The November 2021 Core Update is now rolling out live. As is typical with these updates, it will typically take about one to two weeks to fully roll out.”

It’s possible that changes in traffic around the time of the algorithm might not be related to the update. Coincidences do happen but it’s a slim hope.

The changes seen today can be said to be permanent and until the next update there should only be the daily up and down in rankings that are characteristic of a constantly updated search index.

Unlike in the past where the search index remained fixed for a month at a time, today’s search engine is more dynamic and responsive to links and content.

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What doesn’t change is the underlying processes themselves.

Read more: Google Update Slapped Your Rankings: What’s Next

What Was The November Update?

Search Community Shares Insights

Many search marketers agreed that the November core algorithm update did not have the disruptive impact of a major update.

Japan-based SEO Kenichi Suzuki (@suzukik)

Kenichi Suzuki, a respected Japanese search marketer offered his observations of the impact to the Google search results in Japan.

Kenichi shared:

“The November 2021 Core Update seems to have made much less impact on rankings, compared with other core updates.

The ranking changes are not that different than daily fluctuations.

That said, we’ve seen Google look at who (author/company) publishes the content more carefully.”

Jason Barnard (@jasonmbarnard)

Jason Barnard noticed wild fluctuations in Google’s Knowledge Graph on November 16th, the day before the update:

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Is that related to the update that would be released on the following day?

Nobody knows for certain but it’s an interesting sideshow accompanying the main event.

Jason offered his thoughts on what happened in the Knowledge Graph:

“Here we had Google announce a core update on the 17th of November and the knowledge graph went crazy beginning the day before.

There was also a “deepening” of the Knowledge Graph that same day (ie queries returned 6% more results on average…).

That number had not changed for at least 2 years. So that 6% is big news.”

Ammon Johns (@Ammon_Johns)

I asked widely respected search marketer, Ammon Johns, about the update.

Ammon shared:

“There’s no single unifying theme (yet), no suddenly recurring problem or symptom surfacing in the various SEO groups.

Only the ongoing mass of issues many smaller site owners had in the weeks running up to the update where crawling was reduced, and sites with lower crawl priorities found they couldn’t get their new content indexed.”

Ammon is referencing the growing concern in the worldwide search marketing community about how Google seems to be indexing less content.

That’s something that began peaking in October 2021 and continues to be a source of anxiety for many publishers.

Steven Kang (@SEOSignalsLab)

Steven Kang is the administrator of the wildly popular SEO Signals Lab Facebook community. His community has thousands of members and countless discussions every day. If anyone has the pulse of the search community on social media, it’s Steven Kang.

Here is what Steve observed about the core update:

“I’m seeing mixed results. Some went up and some down. I’m not seeing the seismic difference…”

Jim Boykin (@jimboykin) – Founder of Internet Marketing Ninjas

Jim Boykin has been in SEO for over twenty years and one thing I have observed about Jim is that he’s open minded to changes and is quick to adapt, which to me makes his opinions matter all the more.

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These are Jim’s observations on Google’s November update:

“We had 12 clients that had really nice ranking/traffic improvements, and about 25 clients that didn’t see much either way, and we had 7 clients that saw a bit of a drop. About 5 of the 7 that dropped fell 1-3 ranking positions lower. Two of those seven had bigger drops.

Overall, this is just another algo update… there will always be winners and losers each time… I just try to keep making the sites better and stress doing that to those who were negatively effected.”

Bill Hartzer (@bhartzer)

Bill Hartzer, another search marketer with over twenty years of experience concurred with the observation that this update had a small impact.

Bill observed:

“I feel as if it’s been a low impact update.”

Was The Update Partly An Infrastructure Update?

This update is generally agreed by many in the search industry to have been a relatively mild one. That in itself is very interesting because it could suggest a shift in the underlying algorithm architecture where it still does the same thing, relatively, but it does it more efficiently and faster.

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The core algorithm update was preceded by a spam update which presumably cleared the table of negative influences to the search index, to make the search index more pure and less spam.

FLAN Machine Learning Research Paper

It’s especially interesting because Google AI has published research on new machine learning ****** that do not specialize at doing many things really well, which is a change from previous ****** that did one thing really well and required an army of multiple ****** to do all these different things.

One such model is called FLAN that was introduced as a research paper in October. What FLAN does is focuses the natural language training on solving different kinds tasks and then generalizing the method so that it can apply to a wide variety of tasks.

Read More: FLAN: Google Research Develops Better Machine Learning

Google Introduced Pathways, A New AI Architecture

The November core algorithm update began on November 17, 2021 and finished nearly two weeks later on November 30th.

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If Google were to introduce a new more efficient way to accomplish the same thing it was already doing, then that might require clearing the board of spam with a spam update and then introducing the new algorithm architecture slowly across the entire system.

Perhaps not coincidentally, around the same time as the FLAN research was published Google officially announced a new AI Architecture called Pathways that seems to do many of things that FLAN claims to improve on.

The Google Pathways announcement states:

“Too often, machine learning systems overspecialize at individual tasks, when they could excel at many.

That’s why we’re building Pathways—a new AI architecture that will handle many tasks at once, learn new tasks quickly and reflect a better understanding of the world.

….Today’s AI ****** are typically trained to do only one thing.

Pathways will enable us to train a single model to do thousands or millions of things.”

One thing to note is that the Pathways article, published in October 2021, refers to things they are going to build, not to things that they have already introduced.

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So it’s entirely possible that Pathways was not introduced in the mid-November 2021 core algorithm update.

Ammon Johns Is Reminded of Hummingbird Update

Ammon Johns remarked that the November 2021 core algorithm update felt like an infrastructure update.

Ammon shared his thoughts:

“I’m reminded a bit of the Hummingbird Update, where it had actually been live for a couple of months or something like that before the news broke, and nobody had noticed.”

I agree with Ammon. In general terms, the November 2021 update had a relatively gentle impact on the search results.

And that is what makes it feel like an infrastructure related update that makes Google’s algorithms more efficient.

Google November 2021 Core Update Takeaways

I think most people would agree that Google’s core update was somewhat odd.

  • Kenichi Suzuki, the search marketer in Japan, feels that Google was focusing a little more on authorship signals.
  • Jason Barnard noticed extreme volatility in the Knowledge Graph, sharing that Google was returning 6% more knowledge graph-based results. Jason says a 6% increase is huge and a scale he’s never seen before.
  • Ammon Johns feels, like I do, that the quiet nature of this update might indicate that Google made more infrastructure-related changes.
  • Social media has been relatively quiet this update, suggesting that whatever impact it had was not widely felt  in the way that a major update would feel.
  • Lastly, Google published an article and a research paper that both signal improvements to Google’s algorithms that can dramatically speed up current question answering tasks and in the future greatly increase Google’s ability to answer more complex questions.





Source link : Searchenginejournal.com

SERP News: Brand Names Added, Titles Truncated

By | November 30, 2021


As June rolled in and May ebbed away the SERP continued to change, evolve, and serve as Google’s guinea pig. In this SERP Snapshot we have the distinct honor of welcoming in the month of June and saying goodbye to dear ‘ol May.

In what SERP shape did May leave us and where is June seemingly taking us? So enough with the pleasantries, let’s plot a bit of data using Rank Ranger’s Insight Graphs and get down to business.

Truncated Title Test to SERP Leaves Titles a Bit Cut… 

First a bit of monkey business as Google was at it yet again with their latest test to the layout of the SERP. Last week reports came out that Google was truncating result titles in searches related to brand names. Google is/was not just shortening the titles in this case, but actually tacking the site’s name to the end of the title. In other words, if your query was related to, or specifically included a brand name, Google was/is truncating a section of the titles within the results and replacing that section with the site’s name (at times).  

Truncated Result Title with Site Name Replacement 

 

Site Name Added on to Truncated Result Title

Fig 1. A query that included a brand name shows a result with a truncated title with the site name added to the title itself

I for one find this format annoying for a few reasons of varied importance. First off, wouldn’t it be nice to know if the full title of a link read 10 Easy Ways to Click on Links That Give Your Computer a Nasty Virus? Well, with the new truncated title format you may see something like, 10 Easy Way to Click on Links That – Insert Super Safe Website Name Here. Additionally, when you create a title you want my readers to be able to see it in full. The last word could have been your call to action, and now it’s not there – of course if you use our On-Page Keyword Optimization Tool then you would have known in advance what Google was going to display. 

Lastly, look back at Figure 1, you’ll notice the second result has the brand name there already, no Google necessary. If I want my brand name there, I can set it up to display as part of the title on my own, and I for one prefer to keep the choice mine, not Google’s. 


Google Ads – Hitting a New Low

As June rolled in it seems that Ads rolled off, off the SERP that is. Ads on Google in the USA began the week at “normal” levels and even increased between May 30 and May 31. This brief increase actually makes sense as it coincided with Memorial Day and all of its subsequent sales. But it was all downhill from there. By June 4 Ads in the USA had hit a low of showing within only 30.33% of all searches, a new low relative to more recent trends. 


Ads on Google USA Show a Downtrend

Ads in Google USA Show Relative Low

Fig 2. Ads in the USA in comparison to Ads in the UK, plotted against Ads in the USA during the week of May 22 (on a secondary axis)

Between the 29th of May and the 4th of June Ads in the USA showed an approximate 9% decrease. What is even more interesting is that Ads in the USA have not performed so sparsely for a a bit of time already, even beyond the 22nd of May as indicated in Figure 2. 

 

When plotted on our SERP Features tool, we can see that the drop-off that culminated on June 4 reflects a significant shift in the data trajectory of Ads in the USA. 

Ads Performance May 7, 2106 – June 4, 2016 

Ads Data Trajectory on the SERP Features Tool

Fig 3. Ads follow a new data trajectory as they show a significant shift between May 31 – June 4

What’s peculiar is that the absence of Ads didn’t run concurrent to any increase in SERP real estate monopolizers like SiteLinks, Local Pack, Answer Box, etc. There was not even a significant increase in Results Per Page. It would seems as if the space just went empty, which is what makes this data a bit of an enigma. 


Monthly (SERP) Monitoring in the Month of May 

Enough about last week already! With the conclusion of May we have a whole month of SERP data and trends to analyze. Looking back at the month of May, we see some interesting global data and shifts when monitoring Featured SnippetsRelated Search, and SiteLinks

Featured Snippet Double Shifts

One of the more interesting sets of data I noticed when looking back at May as a whole relates to Featured Snippets. Back on May 23rd I presented you with some data regarding Featured Snippets taking on a shift in the data throughout various countries. True to my word to keep an eye on this facet of data, we see that this shift appears to be a new trajectory for Featured Snippets (for a select group of countries). 


Featured Snippet Mid-Month Spike: May 2016

Mid- May 2016 Global Featured Snippet Shift

Fig 4. Featured Snippets in Canada, Australia, the UK, and the US spike and consistently show at a higher data plateau

As with the data that I first reported to you on May 23, the percentage increase in the feature’s SERP presence is nothing to write home about. Even in Canada, which displayed the largest spike, we are only talking about a 1% increase.  The significance of the data is its timing, i.e. that the feature essentially rose within all of these countries simultaneously.  

Perhaps more significant than the timing per se is the “trending.” What we see here is a not a one day spike, a blip on the radar sort to speak. The data indicates that Featured Snippet in these countries is set to perform at the increased levels. Other than for relatively incidental shifts, the feature has sort of plateaued at its higher levels within these countries. 

A Focus on Featured Snippet

  

Adding fuel to the fire that Google is specifically focusing in on Featured Snippet is the data coming out of South Africa, India, and Ireland, data which constitutes our “double spike.” 

Featured Snippet End of May 2016 Data Spike 

End of May 2016 Data Increase: Featured Snippet

Fig 5. Featured Snippet undergoes a late month spike in India and Ireland, while slowing rising in South Africa 

By May 25 Featured Snippet in both India and Ireland underwent a significant increase with the feature showing a more than threefold increase in both countries (though India lost some of its gains, Ireland essentially maintained its increase). This spike and trend shift is easy to notice when displayed against a moderate and gradual increase like the one noted in South Africa. Unlike the shifts noted in Figure 4, the increase in India and Ireland resulted in the feature displaying at a significantly higher rate of occurrence. 

With two May shifts, both resulting in new data trajectories, there is a case to be made that a meta-shift over at Google could have taken place in regards to the feature. 

Related Search Global Reactions 

 

For the better part of the month of May a period of warm/*** risk levels dominated the SERP chatter. It was a dramatic period in the SEO world. The *** levels went unexplained as Google rolled-out a slew of changes to the SERP all while denying any major algorithm update. 

By chance, when reviewing the month, I noticed that Related Search in a variety of countries took a bit of a stumble. When I plotted the data on the Insight Graph I saw something quite intriguing, a host of the downtrends coincided with this “undisclosed” Google activity. 

Related Search Downtrend May 2016

Related Search Downtrend Run Parallel to Undisclosed Google Activity

 Fig 6. Related Search shows a downtrend in the Czech Republic, Belgium, and Brazil that coincided with a set of undisclosed Google activity

Between May 10th and 11th, Related Search in the Czech Republic, Belgium, and Brazil showed a slight increase before downtrending, with the three countries leveling off by the 14th (if not earlier). 

While the drop-off in the case of Belgium only resulted in a roughly 2% decrease in the number of times Related Search appeared on the SERP when compared with its data on May 8, the dip for the Czech Republic and Brazil was a bit more significant. By May 16 the Czech Republic saw an approximate 5% decrease when compared with its previous data plateau, while Brazil saw a roughly 7% decrease.

Thailand showed a bit of a different data scheme, fluctuating up and down over the course of the month, ending May with an approximate 2% decease in the appearance of Related Search on the SERP. 

Here again, what is interesting is that the dip was not the usual one or two day event. After these countries dipped around mid-month (excluding Thailand), they maintained their new data trajectories. This is a pattern we saw earlier in regards to Featured Snippets. It was only at the end of the month that we started to see the data shifting a bit as Brazil rose back to early May levels with the Czech Republic and Belgium shifting slightly as well. 


SiteLinks Global Data Trajectory 

Rounding off this trend of global data shifts is SiteLinks. Again coinciding with this “Undisclosed Activity” over at Google, Sitelinks showed some global movement.


SiteLinks Mid-May 2016 Data Shift 

 

SiteLinks Data Shift by Country

Fig 7.  SiteLinks in multiple countries underwent a shift in conjunction with undisclosed Google activity

Except for Singapore, who shifted later in the month, New Zealand, Canada, Mexico, Hong Kong, and Turkey all began a simultaneous data ascent in the percentage of times SiteLinks appeared on page one of the SERP. Between May 11 and 12 these locations began to show some significant movement.

New Zealand bumped up just under 6 percentage points having gone from 50.9% on the 9th to 56.6% on the 12th. Canada gained about 3% between the 9th and the 12th, while Mexico jumped from 37.7% on the 9th to 41.2% on the 12th. 

Turkey actually completed its data climb on May 13, moving up slightly from May 12. Thus, between May 11 and 13 the country had moved from 31.88% to 35.46%. Though the real winner was Hong Kong, which went from showing SiteLinks at 31.88% on May 9 to 38.67% by May 12. What separated Hong Kong from the pack is that it maintained its SiteLinks gains (for the most part) undergoing a data trajectory shift.

Singapore, which as mentioned did not shift along with the mysterious Google activity, also took on a new data trajectory, dipping between May 17 – 18. Again, the percentage points are not the news here per se, it was only about a 2% decrease. Rather, like Hong Kong, we see yet another location, with yet another feature, moving onto a new data trajectory in the month of May.

May, the month where new data trajectories were born. 

Hong Kong: Bright City, Bright SERP 

All this talk about SiteLinks brings us to our next SERP destination, Hong Kong,  which as I mentioned sported a new trajectory for the feature last month. Hong Kong is famous for its ***** skyline full of dazzling lights set against the water, all aimed to mesmerize. The same was true for the SERP here in what was this merry, merry month of May. As the SERP in Hong Kong lit up, let’s take a look at its performance, prepare to be blinded by the light

Hong Kong SERP Activity: May 2016 

May 2016 SERP Trends in Hong Kong

Fig 8. Answer Box, Local Pack, SiteLinks, and Related Search undergo data shifts in Hong Kong throughout May 

OK, so the data is not blinding (but it is colorful)! All kidding aside, the SERP in Hong Kong went for a wild ride last month. Let’s start with Answer Box which displayed in about 4% less queries by month’s end when compared with a May 10th showing of 8.72%. As we noted last week, there is a strong correlation between Answer Box and Local Pack. Hong Kong exemplifies this pattern as Local Pack also dropped approximately 4% by the time May 31 rolled around (when again compared with May 10 levels). 

Having already discussed SiteLinks in detail, let’s move right to Related Search. Like its counterparts in Figure 6, Hong Kong saw a drop in the percentage of SERPs that displayed the feature, a drop that correlated with the enigmatic Google activity so appropriately labeled “Undisclosed Activity” within Figure 8. 

Displaying within a whopping (but expected and reasonable) 91.95% of queries on May 10, Related Search tanked (too dramatic?) hitting a monthly low of 83.28% by May 21. Though the feature did have a slight second-coming between the 21st and 28th, it fell out of Google grace again between the 28th and 29th. Sloping upwards slightly between the 29th – 31st, the feature showed a just over 7% decrease for the month overall, ending off at showing within 84.79% of queries. This for a feature, that generally speaking, is more stable that some of its counterparts out there in SERP-land. 

Saying Goodbye to May Mischief 

Oh, how we might miss the merry and mild month of May, with its majestic and marvelous spring-like manner, but will you really miss its maniacal and maddening (and ever mysterious) SERP maneuvers?

As June progresses how do you think Ads will perform? Are the recent Ads trends present to pave the way for other features, or to perhaps limit supply and up demand (and increase revenue)? 

What other SERP trends, events, and surprises do you predict will occur this June as the summer weather begins to heat up? 

Thoughts? Comments? Questions? Send them my way! 

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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The Best Places to Buy Stylish, Affordable Large Area Rugs

By | November 30, 2021

Changing out your Large Area Rugs is one of the simplest ways to dramatically transform a room. If you can’t afford to paint the walls or buy new furniture, it adds color. If you don’t want to commit to wallpaper, it adds pattern. It also aids in the creation of vignettes if you live in a small space or have an open-plan home. However, large area rugs and even rug runners may be quite costly, especially if you are looking for genuine vintage carpets. As a result, we’ve combed the web for the best places to shop for economical Large Area Rugs, ranging from budget-friendly Large Area Rugs to affordable vintage rugs to style dupes that simply appear vintage. Check out our recommended sources for finding inexpensive Large Area Rugs and sprucing up your home on a budget.

Custom Marijuana Packaging and brand concepts

By | November 30, 2021

Scratch is a scratch record. Weeds have a bad reputation. And it’s not just the Nixon, DARE, and Above the Influence administrations’ deceptions. The scanner was created using Custom Marijuana Packaging. So, while the plant is green and the leaves have seven points, that does not imply that it is the logo for marijuana-infused specialty coffee beans. If you’re a winemaker, it’s the equivalent of saying that the only logo you can put on your bottle is a Microsoft grape engraving.

Untwisting Twitter Metrics: A Terminology Trek

By | November 30, 2021


If you’re a Twitter marketer, then your ever-potent Replies Reach has likely garnered you excessive amounts of Favorites Gained, which has only been outdone by your Retweets Gained I’m sure. Our Twitter Analytics report is a powerful tool for monitoring your progress on the social media giant. But for many, with terms like Replies Reach, Favorites Gained, and even Retweets Gained, trekking through Twitter data can feel more like trudging through mud than skiing down a beautiful slope fancy-free. Not to worry, we’re here to help take the mystery out of, and bring meaning to, those metrics that comprise your Twitter life. 

Twitter Analytics Dashboard 

Fig 1. The Twitter Analytics Dashboard showing Lifetime Totals, a graph showing Total Posts relative to Mentions, and Engagement data 

What are Lifetime Totals?

When it comes to tackling Twitter’s metrics, there is a lot to chew on. Terms such as Mention Replies or Mentions Reach might not exactly be intuitive. On the other hand, Lifetime Totals is a bit more comprehensible off the the cuff and might be a good place to start our journey through Twitter.

Like it sounds Lifetime Totals provide you with aggregate Twitter data, simply showing data that represents the entire life of your Twitter account. In specific, Lifetime Totals show your total Followers (i.e., those who follow your Twitter account and have your Tweets appear within their stream), Following (i.e., the number of Twitter accounts you follow), Favorites (i.e, the total number of those little “hearts” you’ve clicked), Tweets (yours), and Lists (a List is sort of a secondary Twitter stream of sorts that allows you to see Tweets from the users on that specific list and only from that specific list). Now, if some of the terms here are not 100% clear, don’t fret, we’re going to see them again shortly within a more detailed explanation. 

Lifetime Totals Twitter Metrics 

Twitter Lifetime Metrics

Fig 2. Data for each of the Lifetime Totals metrics on Twitter 

As general as the information within Lifetime Totals may be, it does give you a nice overall picture of where you stand on Twitter. How many likes (in Twitter terms, Favorites) have you doled out, or in real terms, how interactive are you with the Tweets you encounter on a basic level? Noting how many followers you have is invaluable. Sure you have thousands of lifetime Tweets, but if you have no Followers they become like the tree falling in the forest that no one can hear, do they really make a sound?  So getting a glimpse of your overall, or lifetime data has its advantages. 

Total Twitter Followers 

 

Twitter Lifetime Metrics Graph

Fig 3. Lifetime Followers data compared to the previous period on the Twitter Analytics report 

Account Performance Metrics

Unlike Lifetime Totals, your Account Performance data is period specific. For arguments sake, say you like seeing your Twitter data over a 30 day period, the metrics within Account Performance will be relegated to that specific time frame. 

Account Performance Metrics 

Account Performance Twitter Metrics

Fig 4. Data for each Account Performance metric 

Very nice, but what exactly is Account Performance data? Noticed I asked, what it is, not what constitutes the data set. It’s important to have a general understanding of what the set of data as whole is before going into the specific metrics. With that introduction… Account Performance data basically tells you how people reacted to your Twitter content and in turn how you reacted to the content of others. Did they just **** what you had to say? Like good gossip (unfortunately), did people feel like they needed to share it with everyone they know? However, social impact is a two way street, because in reality Twitter is a way to build relationships through conversation. In terms of conversation/relationship building it becomes important to know what others have said and how it impacted you. How many times during the period did you feel the need to share something someone else Tweeted with everyone you know? How often did you engage in a conversion per se by replying to other “Tweeple” (i.e. people on Twitter) directly? 

Knowing what Account Performance is, we need to know how it is measured. Essentially, this data dynamic is measured in five ways: 

  • Tweets
  • Retweets
  • Replies
  • Favorites Gained
  • Retweets Gained 

Tweets: The Source of Life on Twitter 

Tweets are the basic building blocks of all Twitter life, without them the “Twitterverse” would cease to exist. A Tweet is a short snippet of information, often containing a link to a web page, or accompanied by an image or video, that users on Twitter thought so very important that they had to share it with everyone they know (on Twitter that is). So let’s just say you saw a sale online that had a good ‘ol Yankee swivel plow for 50% off. Being as adverse to technology as you are, you decided to buy one… who needs modern farm equipment you thought! Not only that, but you decided to share your aversion to modern technology by Tweeting information about the sale to all of your buddies on Twitter. By doing so you put content out there into the great expanse known as Twitter…. content that we need to know how others felt about. 


Favorites Gained: Do People Like What They See in Your Content?  

 

For the sake of our little narrative let’s go slightly out of order and deal with Favorites Gained. So you Tweeted all about the sale on awesome plows from the 1890’s. Shockingly, people loved what you shared and they “Favorited” your Tweet. Slow down smokey, what’s a Favorite? See that image directly below, that’s a real Tweet, it’s live, so let’s play with it a bit. Go ahead, read through the Tweet. Did you like what you just read and/or saw? Hover your mouse over the little heart icon at the bottom of the Tweet, you’ll notice it turns red as you do. If you liked what you just read, click on the heart. If you did click on the heart, then you just “Favorited” something. A Favorite is just another way of saying that you liked a Tweet. 

Let’s get back to the case at hand, old plows. Say that 15 people liked what you wrote about the sale on plows and clicked the little heart. Well if that is the case, you just gained 15 favorites. Favorites Gained is how many times people “liked” any of your tweets within the reporting period by clicking on the cutesy little heart icon. 

Retweets Gained: How Powerful is Your Content Really?  

Now this one is really important. People can Favorite your Tweets for all sorts of reasons, social pressure, they want you to follow their own feed, etc. I’m not saying that Favorites don’t show a genuine affinity to the content they are attached to, I’m just saying that there can be a lot of ulterior motives behind clicking that heart icon. 

Not so with Retweets (or not as much perhaps).

But, what’s a Retweet? OK, let’s take another of our live Tweets:

Do you see that set of inverse arrows to the left of the heart icon at the Tweet’s bottom. Go ahead, hover over it, it should turn green… this is the Retweet button. Clicking it will post what you see here, on your own Twitter feed. 

Retweeting something is a bold statement. It’s basically taking the content that someone else posted, and making it your own. So unless you’re really sure about the content, unless you really believe in it, unless you really see it as significant and true, you generally won’t Retweet it. After all, by Retweeting something, your own reputation is at stake. 

That’s why I mentioned that Retweets Gained is a significant metric. In Retweets Gained, you will see how many times your Tweets were Tweeted by others and placed on their own feed within a reporting period. This is an authentic (or more authentic) way to see if people really liked what you had to say in a Tweet. 

So it should come as no surprise that your Tweet about a sale on ancient plows gained 0 Retweets. Sure, people may have Favorited your tweet, old plows are kind of cool and all, but no one is going to stick that on their own feed and make themselves look the fool. Thus, Retweets Gained gives you a real and powerful insight into the hearts and minds of your Followers on Twitter. 

Retweets: Why It Matters

Having tackled Retweets Gained, understanding Retweets themselves becomes much easier. Remember, Twitter is not just about sharing information, it’s also about community, interaction, and relationship building. Nothing says “I loved your Tweet” like sharing it on your feed, i.e., Retweeting it. Retweeting other people’s content is a valuable way of not only increasing the value of your own feed by including the thoughts of others, but also presents a solid Twitter relationship building technique. Thus, knowing how many times you Retweeted the content of others becomes a significant benchmark of your Twitter health. As a result, the Retweets metric you see on your Twitter Analytics report provides you with something deeper than just the number of times you Retweeted content during the reporting period. 

Retweet Notification 

Retweet Notification: Twitter

Fig 5. Twitter notification indicating a Tweet was Retweeted by two separate users

 

Replies: Why It Equals Full Twitter Engagement 

The significance of this metric follows what we discussed in Retweets and takes what we said there one step further. I’ll say it again if I have to, Twitter is not just about content, but relationships. Think about it from a branding perspective. Say you offer a service within a nice little niche market, perhaps personal finance consulting. You would most certainly want people to view you as a leading expert in personal finance consulting. By sending out Tweets that highlight your expertise you are certainly on the path of creating a name for yourself. As much as “Tweeting” will help build your brand, nothing compares to actually engaging others. Imagine that potential customers or even other experts in your field are posting their personal finance questions on Twitter, and you are the one who is actually answering them, what would that do for your brand? 

Replying to other people’s Tweets is a vital part of the Twitter picture and the above illustration is just one of the impacts doing so can have on your business. Nothing builds connection to others on Twitter more than actually engaging with them in a back and forth conversation. Tracking how many times you have replied to Tweets within a reporting period is an easy way to see just how engaged your Twitter presence really is. Noting how many times you have replied to Tweets, especially in comparison to other reporting periods, can tell you if your Twitter presence is a stale stream of Tweets or an engaged and dynamic presence that is full of life. In this sense Replies qualifies your Account Performance

Mentions Performance: What Does this Data Do for ME?!

 

Actually, “me” is the right word here. If the metrics within Account Performance measures your interaction with other people’s Twitter content and vice versa, then Mentions Performance measures “you,” your Twitter “you” that is. Let’s get cosmic for a second and define your account on Twitter as a “Twitter entity,” a 140 character being of sorts. This being the case, wouldn’t you want to know how “you” are doing on Twitter? Do people respect you? Notice you? Consider your voice significant and wish to include you in the conversation? To measure you existentially on Twitter (could you imagine limiting someone like Kierkegaard to 140 characters?), we use the metrics within Mentions Performance

Mentions Performance Metrics 

Twitter Mention Performance Metrics

Fig 6. Data displaying for the metrics within Mention Performance 

To paint this self-portrait of sorts, the following metrics are employed: 

  • Mentions
  • Mention Replies
  • Retweets Gained 
  • Mentions Reach 
  • Replies Reach 
  • Favorites Gained 

Mentions: Why You Should Care If People Talk About You Behind Your Back 

What Tweets are to Account Performance data, Mentions are to Mentions Performance. Forming the very foundation of this group of metrics, Mentions is one of the most important elements of your Twitter existence. A Mention is simply when another Twitter user indicates your @username (i.e., the name you use on Twitter, @johndoe, etc.) within one of their Tweets. So for example, if someone were to create a Tweet that said, “@SuperDuperAntiquePlowPerson Did you see that sale on sulky hay rakes?“… well then @SuperDuperAntiquePlowPerson just notched a Mention 

Sample Twitter Mention 

Fig 7. Rank Ranger’s @username is mentioned within a Tweet 

You might be asking yourself… So what? Why do I care if other people recognize me? I’m OK as I am without other people validating me, why do I care about Mentions? I’ll tell you why. Contrary to real life, where we all have inherent worth etc., being mentioned on Twitter means you’re a somebody! All joking aside, Mentions can indicate that people consider you an important member of your Twitter community, that you, not just your content per se, are a significant Twitter entity, possibly an authoritative one at that. 

So when our Twitter Analytics report indicates how many times you have been mentioned within a Tweet, by another person within your Twitter community, it’s important. It’s important because it shows you have social standing in some way and simply because it gets your name out there. If you’re trying to build your brand up wouldn’t you want your name out there as much as possible? Wouldn’t you want to know how many times people talked about you, mentioned you? Aren’t you itching to go check your Mentions for the current reporting period right now? 

Mention Replies: How It Introduces You to Others

 

Mention Replies are really an extension of what we discussed in regards to Mentions. As opposed to Mentions per se which would place your @username within a Tweet, Mention Replies places the @username within a reply. For example, say someone Tweeted, “Where can I find a good price on a Yankee swivel plow?” while another Twitter user subsequently replied back, “@SuperDuperAntiquePlowPerson always know where to find the best price,” then @SuperDuperAntiquePlowPerson has garnered what I am sure is one of many Mention Replies

The upshot of a Mention Reply is that it very well may introduce you to people within your niche that may not have heard of you before. Within the business setting, this introduction of sorts often comes within a problem-solving dynamic and can present you as an authority and more within your industry. 

Retweets Gained: The Significance of Spreading Your Good @username

 

Though you have seen this metric within the context of Account Performance, here, within Mentions Performance, Retweets Gained takes on a slightly different meaning. In this metric set, Retweets Gained refers to the number of times a Tweet that mentioned your @username was Retweeted within a reporting period. In other words, earlier we saw that you can track how many times your content was Retweeted. Here you can see how many times your “name,” so to speak, was Retweeted. It’s really a way of seeing how many times you, as a Twitter “entity” were introduced to various Twitter feeds outside of any connection to your content. 

Retweet of a Mention 

 

Retweet of a Mention on Twitter



Fig 8. A user Retweets a Tweet containing the account holder’s @username

Say we only tracked how many times your content was Retweeted. Sure you would know that your content has spread its wings, but vis a vis brand recognition do you really care about content per se, inherently? Couldn’t your name being spread about Twitter in the context of you being an industry authority, as a person with industry know-how, who is able to solve complex problems be just as impactful for your business? 


Mentions Reach: How to See the True Value of a Mention

 

OK, so via the Mentions metric you know exactly how many times your @username was mentioned in a Tweet within a reporting period. But is there really inherent value in this? I mean let’s say you were mentioned twice, and by two separate people at that. However, let’s also say that both of these folks each have one follower apiece, and that each of these followers have no followers themselves whatsoever. Well then, the maximum reach of your being mentioned in this Tweet is not very large if only two other people are going to see it, theoretically! 

This is what makes Mentions Reach so important, it shows you the true value of your Mentions. The Mentions Reach metric tells you the number of users who could potentially see the Tweets that mentioned your @username. 

Replies Reach: Maximum Reply Mention Potency  

 
 
Fantastic, your @username has been mentioned within a reply to a Tweet, but just like a Mention itself, we still don’t know the actual power behind your @username being indicated here. How many people really have access to your @username as a result of it being mentioned within this conversation?

The Replies Reach metric, like its Mentions Reach counterpart, will tell you just how many potential users were in the audience when your @username was mentioned in replies within a reporting period. In more pragmatic terms, the Mentions Reach metric will tell you just how many people could have actually seen your @username as a result of it being within a given number of replies among the specific group of people. Or in other words, just how many people could have potentially learned who you, and your business are, as a result of your @username being indicated within replies!

Favorites Gained: Why You Should Feel Validated  

Favorites Gained is another metric we saw earlier within Account Performance, and one that yet again takes on new meaning here within Mentions Performance. Whereas the metric within Account Performance indicates how favorable your content was in the eye’s of others, Favorites Gained here is more like being “Favorited” by association. 

Favorite Gained Example

Favorite of a Mention on Twitter

Fig 9. A user Favorites a Tweet containing the account holder’s @username 

Whenever someone clicks the Favorite (heart) icon on a Tweet that mentions your @username, you are considered to have received a Favorites Gained. Now obviously, the “Favorite” that was applied to the Tweet reflects that user’s opinion of the Tweet’s content. Except in this case, your @username was a part of that content and often enough in a vital way. In other words, all things being equal, your @username wasn’t mentioned willy-nilly, it was there because it played a role within the content. When someone “Favorites” that content they are in a real way validating your presence within that content, an act which for obvious reasons you might want to know about!

My Best Twitter Blessings and Wishes to You

 

I hope you have found this journey through the Twitter metrics of our Twitter Analytics report helpful. These Twitter terms can be a mental tongue twister! At least now you know that they don’t have to be. Though, what I really hope is that by understanding these metrics your Twitter content will be that much more impactful and your @username will be brought to new existential heights! 

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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Introducing Schema Performance Analytics

By | November 30, 2021


Schema Performance Analytics (SPA) is a structured data reporting solution that is powerful enough to scale with your online business. With benefits of Google Search Console plus more data and more customization, you can use these insights to inform your content strategy and overall business strategy. SPA enables your digital team to track schema markup efforts, to compare trends over different time periods, and to visualize your growth and results from structured data.

Schema Performance Analytics vs Google Search Console

Schema Performance Analytics provides similar data to Google Search Console, but with the added ability to dig a little deeper into the data with different visualizations and customizable reports. We put an infographic together to explain these benefits:

SPA Infographic Blog Post

With SPA, you are able to see performance (clicks, impressions, rich results) over a myriad of visualizations. You have the flexibility to select one, two or more time periods and compare how metrics have performed over the periods selected. You can also compare how different search types, search appearances, and branded vs non-branded keywords have performed over time.

 

SPA Overview

You’re able to see the growth of your schema markup efforts over time with high level insights.

SPA Business Review

All of these insights can then help you to enhance your website content, so that you’re actually using structured data opportunities to inform your content strategy. Many users have reported using the data from SPA during their periodic reporting, comparing data from specific marketing periods and also identifying their highest performing Schema App templates.

Learn more about Schema Performance Analytics here.

Why Schema Performance Analytics?

At Schema App, we **** using data to support our customers and to help them reach their online business goals. That’s why we created Schema Performance Analytics! Use the data to:

  • Identify structured data opportunities on your website
  • Use structured data opportunities to inform your website content strategy
  • Quantify the results of your schema markup efforts

Who is Schema Performance Analytics for?

Schema Performance Analytics is offered to enterprise-level customers with growth mindsets, looking for a scalable structured data reporting solution. This expert tool empowers your SEO team to visualize the performance of their schema markup efforts, and to use that data to inform their content strategies.

Are you ready to unleash the power of structured data through Schema Performance Analytics? Reach out to your customer success manager to get started!

If you aren’t yet a Schema App customer, we’d **** to help you reach your structured data potential. Let’s start building some meaningful connections.

Excited by this meaningful discussion? Share it with your team!

 

As the digital marketing manager for Schema App, Elise Marion digs into the details of SEO, content marketing, and authorship for the Schema App website. She has a Bachelor of Arts in English and Classics from McMaster University, a Masters of Arts in Comparative Literature from Dublin City University, and a post-grad certificate from Conestoga College in Integrated Marketing Communications. In her spare time, you can find Elise enjoying a good book, planning her next trip, or taking long walks with her Labrador Retriever Jude.



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Affiliate marketing for ecommerce

By | November 30, 2021


Nov 30, 2021 | 14 min read

Affiliate marketing involves two actors. An affiliate can be a blogger, a website, a publisher and, on the other hand, there is the ecommerce brand (also known as the publisher) selling products online. There are always two sites involved in affiliate marketing and these two sites are always connected with an affiliate link. 

The ecommerce brand creates an affiliate program and provides a unique affiliate link to each individual blog, which can track their user, attribute sales, and get paid the agreed commission. 

Why should ecommerce brands use affiliate marketing?

Affiliate marketing is going to become an $8.2 Billion industry next year in 2022.

Affiliate marketing has been growing at a rate of approximately 12% annually. This growth is also reflected in the search trend for the past 5 years, worldwide.

Growth of affiliate marketing

Not only affiliate marketing is growing annually, but also:

  • Advertisers generate between 15% and 30% of all sales from affiliate programs (Uniqodo). Although the percentage may appear low, when compared to the rates of other marketing tactics, it is fairly substantial. Paid searches, for example, account for 20% of all online orders, which is roughly identical to orders generated through other methods such as email marketing.
  • Affiliate marketing is responsible for 16% of global ecommerce sales (Fetch Profits). As a result, successful affiliate marketers are responsible for one out of every ten ecommerce sales worldwide.

Successful examples of affiliate marketing in ecommerce

There are a few brands that are nailing it with affiliate marketing. Let’s have a look at the top two to dig deeper and see why they are successful. 

WireCutter.com is probably one of the biggest success stories of affiliate marketing for ecommerce. Launched in 2011, it was acquired by The New York Times in 2016 for $30 million. They have a strong reputation with consumers for providing a comprehensive and educative review of different products.

WireCutter successfully implemented affiliate marketing

Virtually every ecommerce brand can be featured on WireCutter and many brands want to be reviewed, thanks to WireCutter’s renewed reputation for being impartial and extremely thorough in their product reviews. This leads to a huge number of referral sales to ecommerce websites across many categories.

Benefits of affiliate marketing for ecommerce brands

No sale no commission

One of the main reasons why affiliate marketing is so attractive for brands is because of the no sale no commission approach. While other marketing channels are becoming more and more expensive, affiliate marketing positively contributes to your ROAS and customer acquisition costs.

Another benefit of affiliate marketing is that you can build credibility with bloggers and influencers in your industry. There is nothing better than other people talking about your business online.

Scale and distribution

The most important benefit of all, in my opinion, is the ability to scale and distribute your sales force. You can’t be everywhere online, your website cannot rank for every possible query on search engines. 

Say, you sell camping tents and you have an online store. Your prospect customers searching for the query “camping tents” are going to find bloggers, aggregators, reviews, ecommerce brands, and many other different things. But with affiliate marketing, you scale and distribute your message, and you control how much you spend on it.

You are able to get featured on websites where you have never had any visibility before.

Let’s make an example. Most bloggers and affiliates earn their commission with reviews. 

Affiliates start by conducting keyword research in their area, looking for product-related terms. These are keywords that are used by people looking for product reviews and frequently contain the word “best.”

Product comparison blogs provide an even larger potential to sell since if a visitor decides one product isn’t for them, they have numerous options to pick from. It’s a win-win situation for everyone, and it’s a great method to generate more referrals.

Their query with “best” is transactional in nature.

Take a look at what comes up when you Google “best website builders”:

Search results for "best website builders"

The top search results are dominated by affiliates:

  • Websitebuilderexpert.com
  • Pcmag.com
  • Sitebuilderreport.com
  • Cnet.com
  • tooltester.com

And these affiliates are making money any time that someone signs up via one of their affiliate links.

Example of affiliate links

This affiliate mechanism helps generate 16% of sales in the United States and Canada.

Plan your affiliate program

In this section, we are focussing on how to plan your affiliate marketing program.

Conduct competitor research

Before you even start to plan your affiliate program, you need to look at your competitors and check the following info:

  • What are their offers?
  • How long is the cookie duration?
  • What is the commission they offer?

Normally you find this information at the footer of their website, in the section called “Affiliate Program”.

Once you know who your competitors are, you are in a position to define your objectives and KPIs. The objectives can vary from brand to brand, but mostly they answer questions about how much affiliate marketing contributes to the overall revenue. And you can put a number to that question, establishing, for example, that affiliates should contribute to 20% of all of your online sales in 3 months.

Another objective can be to reduce the ad spend because you are probably spending too much on Google Ads. With affiliate marketing, you can now control your ad spend by setting the fixed commission per sale, which leads to figuring out how much your cost per acquisition should be.

Figure out the CPA

You really need to know your costs and your margins to figure out the CPA. If you, for example, sell a $200 product and spend $100 CPA on PPC ads, it’s 2 to 1 ROAS. Typically a good number for pay per click is 3 to 1, to make sure the business is sustainable and you can continue to trade online.

However, with affiliate marketing, you can spend 20% in commission which means your ROAS can be 5 to 1. So with this channel, you have better performance and you also pay after the sale, not before.

Plan your commission rates

These vary by industry. Electronics is a lower rate because margins are lower so commissions are around 2-5% of the sale amount.

Clothing is in the middle range between 5% and 10% while health and beauty are in the higher range with 10%-30% commission on the sale.

In my experience, I have worked for an online store that paid 100% of the sale, the average order value was $120 per year and the commission paid was exactly $120. As a result, the revenue was $0.

This worked because the ecommerce brand wanted to increase the number of customers, not their revenue, and they were backed by investors. In fact, a few years later, it was sold for an undisclosed amount.

This is not the objective everyone has, maybe a company is bootstrapped and needs to be profitable quicker. In which case your CPA is probably much lower.

Join an affiliate network

In your journey to start an affiliate program, this is the first step: you are ready to join an affiliate network. A network connects ecommerce brands to an affiliate. 

Here are the steps:

  1. An ecommerce merchant joins an affiliate network
  2. The merchant puts all of their information on the network
  3. Affiliates can sign up, grab their links, and promote them using their banners and other creative materials

There are a lot of different networks, such as CJ.com, ImpactRadius, Shareasale, and many more. It depends on your vertical, for example, Shareasale is probably best for fashion, while cj.com is better for software brands.

Onboard with an account manager

Every network has an Account Manager that guides the brand through the process. 

Recruiting affiliates, negotiating deals, maintaining creative design, and ensuring affiliates are paid are all typical responsibilities. In other words, the Account Manager is your point of contact.

Set up your company’s account

Normally, when you create your profile, this includes your website name, company information, business description, category and a few more details about your ecommerce store.

Company's profile on an affiliate platform

This admin part can be lengthy and tedious so prepare all of the information before you start the process. I recommend contacting the network account manager to make sure you are provided with a list of things you can prepare so that the signup process is more efficient.

Create the IO and payouts

IO stands for Insertion Order, which is a contract that can be agreed upon between the network and the brand. If you, for example, sell coffee machines online and want to offer a 20% payout, this % is visible to all affiliates as agreed in your IO. 

Pro tip: check in the contract for exclusive relationships with the network and ask your Affiliate Manager to remove the exclusivity. You don’t want to be tied up to one network only and not be able to open your chances with other networks as well.

Create ads

In this step, you can create your own ads. There are a lot of Google standard banners, such as leaderboards, skyscrapers, side banners, squares, and many more typologies.

My recommendation would be to create and share your own text links, which is the unique URL your affiliates can grab and share, that will determine where your users will land.

Research affiliates 

Expect to send a lot of outreach emails because, especially for a new brand that is not well known, affiliate marketers will not reply to you. Spend some time understanding and choosing the right affiliates as this process can be long and unfruitful otherwise.

A good idea would be to see which affiliates your competitors are using, so do make this research and you can raise your chances to be chosen.

Recruit and message affiliates

Another thing you can do on the platform is recruit and message affiliates. Use the search options to find affiliates you want to work with, such as bloggers, SEO or product experts.

You can send a custom message such as this one for example:

Hey, 
We are [company name] and we sell [company products]. We would like you to come work with us, please have a look at our IO and our commission is 20% of the total sale. 
Our conversion rate is 5% across the whole website, with some landing pages converting up to 20%.

In the recruiting email, you need to give yourself a chance of being chosen by the affiliate so explain why they should be working with you.

Manage the program

Expect to send a lot of outreach emails because, especially for a new brand that is not well known, affiliate marketers will not reply to you. Spend some time understanding and choosing the right affiliates as this process can be long and unfruitful otherwise.

A good idea would be to see which affiliates your competitors are using, so do this research and you can raise your chances to be chosen.

Market and promote your offers

Once you have agreed to work with some partners, the next step is to use the following strategies for promoting your offer. It’s important to get this right. 

Promote your AOV products

Let’s take the example of a low-value product: if you sell $10 socks and you offer a 20% payout, your affiliate will earn $2, which is not worth it.

Affiliates want money, they want the highest commission they can get. So my recommendation is to pick your highest average order value products, paired with those products that have the highest conversion rates.

Reward the best affiliates

You are free to reward the best affiliates with custom deals. Before you do this, you need to create custom deals and commission rates. This can be inserted in the IO or you can create a new IO and change the 20% to 25%, for example. 

Leverage high ranking blogs

As we have seen before, bloggers are very good at writing articles about “top 10” products or brand A vs brand B type of posts. Such pages tend to rank very high on search engines and this means your brand should be included in these posts, in order to gain visibility and referral traffic to your landing page.

If there is already a major site that is promoting ecommerce products, that is the ideal opportunity to start. In case your brand is new, I would recommend making your commissions really aggressive, as it’s all about how much money the affiliates make. 

Going back to the bloggers that write articles about “top 10 men shoes” or similar, it’s rare that the top brands that are promoted within that article are actually the best products. The reality is that the brand paying affiliates the most is ranked high in the top 10 articles. So what affiliates do is promote the best commission product, which is not always of the best quality.

Provide free products to affiliates

You can also provide free products to affiliates, if you think this helps in promoting your ecommerce business. Sometimes they can be incentivised to write a better review after having tested your product inside out.

Plan your inbound strategy

The last part of your affiliate marketing strategy is to plan your inbound strategy. In my experience, 90% of the affiliates you work with come from outside the affiliate networks.

In my blog, I have a guide that can help you with outreach strategies and guest blogging, if you decide to hire affiliates directly. I use outreach tools like Hunter.io (no affiliation), where you can insert a website and job role and the tool will provide you with their email address.

Another way is to check the companies you want to work with on your affiliate network, then search for their Affiliate Manager employees on LinkedIn. 

This is what outbound marketing looks like, but what you need to do is put a link at the footer of your website that says “Become an Affiliate” or “Affiliate Program”.

Affiliate link in the footer

Create an affiliate sign-up page

Most affiliate networks have a sign-up page, so you don’t have to create one yourself. But if you want to go down that route, you can use affiliate software such as PostAffiliatePro (no affiliation) to build your landing page, create your own affiliate links, and manage the entire program in-house.

When it comes to the content of your landing page, I recommend talking about the commission you offer, which should be very aggressive if you do affiliate marketing for the first time. 

Here you can see how the affiliate landing page looks like for one of the authorities in the industry:

Post Affiliate Pro landing page

Add social proof

What makes a landing page highly effective is the presence of social proof, one of the 6 persuasion principles used in psychology and marketing. Here is the definition:

“Social proof is a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation.”

The term was coined by Robert Cialdini in his 1984 book Influence

Social proof has mainly three forms: 

  • Testimonials: stories of customers that have tried and liked your product
Example of ecommerce testimonials
  • Reviews: experiences of your previous customers
  • Trust icons: icons that summarise the benefits of your ecommerce store
Trust icons for an ecommerce website

Provide an account manager

Same as the network, you need to hire an Account Manager that will actively recruit and manage the affiliates for you. Their job is essentially to make the life of affiliates incredibly easy, hold regular meetings, provide incentives to the best affiliates, and offer incredible value.

Conclusion

Affiliate marketing is an under-utilized but highly effective marketing channel with some of the highest ROAS. Because of the complexity of setting up a strategy, it’s not always on top of mind for ecommerce brands, but I hope this article has given you some new actionable tips.

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Google November 2021 core update is finished rolling out

By | November 30, 2021


Google has confirmed that the November 2021 core update is now finished rolling out.

The announcement. “The November 2021 Core Update rollout is now complete,” Google wrote on the Google Search Central Twitter account.

November 2021 core update. As a reminder, the November 2021 core update started to roll out at about 11 a.m. ET on November 17, 2021. This update took 13 days to roll out after it was announced. So this update started on November 17, 2021 and lasted through November 30, 2021.

When and what was felt. Based on early data, this update seemed to roll out fast and in a significant manner for many queries the data providers track. We did see some “tremors,” shifts in volatility, after the initial update the day before and the day of Thanksgiving, as well as on November 30th, these are the final sets of volatility you would see from the initial broad core update release.

More on the November 2021 core update

The SEO community. The November 2021 core update, like I said above, was felt fast and hard. Not just in terms of the ranking impact but the timing. I was able to cover the community reaction in one blog post on the Search Engine Roundtable. It includes some of the early chatter, ranking charts and social shares from some SEOs.

What to do if you are hit. Google has given advice on what to consider if you are negatively impacted by a core update in the past. There aren’t specific actions to take to recover, and in fact, a negative rankings impact may not signal anything is wrong with your pages. However, Google has offered a list of questions to consider if your site is hit by a core update. Google did say you can see a bit of recovery between core updates but the biggest change you would see would be after another core update.

Why we care. Whenever Google updates its search ranking algorithms, it means that your site can do better or worse in the search results. Knowing when Google makes these updates gives us something to point to in order to understand if it was something you changed on your website or something Google changed with its ranking algorithm.

If your site saw any changes between November 17 and November 30, it was likely related to the November core update.

More on Google updates

Other Google updates this year. This year we had a number of confirmed updates from Google and many that were not confirmed . In the most recent order, we had: The July 2021 core update, Google MUM rolled out in June for COVID names and was lightly expanded for some features in September (but MUM is unrelated to core updates). Then, the June 28 spam update, the June 23rd spam update, the Google page experience update, the Google predator algorithm update, the June 2021 core update, the July 2021 core update, the July link spam update, and the November spam update rounded ou the confirmed updates.

Previous core updates. The most recent previous core update was the July 2021 core update which was quick to roll out (kind of like this one) followed by the June 2021 core update and that update was slow to roll out but a big one. Then we had the December 2020 core update and the December update was very big, bigger than the May 2020 core update, and that update was also big and broad and took a couple of weeks to fully roll out. Before that was the January 2020 core update, we had some analysis on that update over here. The one prior to that was the September 2019 core update. That update felt weaker to many SEOs and webmasters, as many said it didn’t have as big of an impact as previous core updates. Google also released an update in November, but that one was specific to local rankings. You can read more about past Google updates over here.


About The Author

Barry Schwartz a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry’s personal blog is named Cartoon Barry and he can be followed on Twitter here.



Source link : Searchengineland.com

2021 Holiday Shopping Habits & Supply Shortages

By | November 30, 2021


The Supply Shortage and Shopping Habits

Christmas is the busiest holiday of the year with retail sales for 2021 predicted to rise towards $859 billion from $777.3 billion in 2020.





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Campaign Rank Export Gets New Capabilities

By | November 30, 2021


In an effort to offer extensive data exporting abilities we are happy to announce that our Campaign Rank Export tool has been updated to field a prolific set of new options and capabilities.  
 


Original Campaign Rank Export 

Standard Campaign Export CSV

Fig 1. A CSV downloaded via the Campaign Export tool showing the display columns available in Rank Snapshot prior to the tool’s update

CSV for All (Campaigns)! 

 

The most exciting and dynamic update to our Campaign Rank Export tool is the ability to add multiple campaigns to one CSV. As always, the tool provides you with two data options, Rank Snapshot and Domain Metrics. Previously, the tool only enabled one campaign to be exported per CSV. However, after the recent update, this utility now offers you the ability to consolidate multiple campaigns into one CSV. 


Campaign Export: Multiple Campaigns

 

Campaign Export Tool: Multiple Campaigns

Fig 2. An exported CSV showing data for three campaigns 

Capitalize on Campaign Export Aggregation 

The beauty of being able to add multiple campaigns to a single CSV export lies in comparability. Consider the very likely scenario that you have set up numerous campaigns to track a single site’s performance in different locations. By exporting the data from each of your localized campaigns you can engage in a location-by-location comparison. By adding multiple campaigns to a single CSV you have essentially combined each individual campaign and have formed a single meta campaign of sorts. Having your data unsegmented allows for easy data comparison between the various locations you are tracking.

The update to the Campaign Rank Export tool is significant to any form of segmentation of a site into multiple campaigns. For instance, if a site’s performance were segmented by product type, with each form of product placed within its own campaign, the newly added multiple campaign capability serves as a way to reunite the various products under one roof. The same would hold true when managing the SEO of a parent company and its various properties. You can aggregate the data across all of your campaigns via the Campaign Export tool’s One CSV for all campaigns option. 

Campaign Export Tool – File Options 

Campaign Export Tool: One CSV for All Campaigns Option

Fig 3. The File Options within the Campaign Export tool selected to show multiple campaigns within a single CSV


Rank Snapshot Display Columns 

Also new to the Campaign Export tool is a slew of additional reporting information. Applicable to the Rank Snapshot data option are a set of new display columns. These columns include: 

  • Campaign Manager 
  • Campaign Reference ID 
  • Keyword Tags 
  • Search Volume 
  • Total Results 
  • Average Rank 


New Columns Added to the Rank Snapshot Data Option 

Fig 4. Highlighted within an exported file are the newly added columns that are part Rank Snapshot   

In a very meaningful way, the addition of this data allows for a more profound look at your data across multiple campaigns. That is, the new updates allow you to not only see a deeper set of data via Search Volume, Total Results, Average Rank, etc., but to easily reference these metrics across multiple associated campaigns by simply scrolling down a spreadsheet. 

The Average Rank Rules Addition 

With the Average Rank display column selected, the newly updated Campaign Export tool allows you to activate Average Rank Rules. Should you wish to calculate Average Rank differently than the actual average rank of all your keywords, you can enter a Rank Threshold number. Doing so will enable you to calculate any keyword above the Rank Threshold at a specific Rank Value


Custom Average Rank Rules

 

Average Rank Rules at a Custom Rank Threshold and Value

Fig 5. Average Rank Rules with a Rank Threshold set to less than or equal to a rank position of 100 with a Rank Value of 101 

For example, should a Rank Threshold of less than or equal to 100 be entered, any keyword above 100 can be set to have a matching Rank Value. The updated Campaign Export tool allows you to set a custom Rank Value. If a Rank Value of 101 were entered (and accompanied by a Rank Threshold of less than or equal 100), any keyword ranking above 100 would be averaged in with a Rank Value of  101. 


Export Multiplicity

Don’t let your associated campaigns remain a group of split personalities. Use the new updates to the Campaign Rank Export tool to turn campaigns from multiple personalities into harmonious wholes. Take advantage of the One CSV for all campaigns option to create a unified data painting, that now includes Search Volume, Total Results, Average Rank, etc. Most of all, change your perspective by reuniting the whole campaign family under one reporting roof!

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.



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