Posts

Showing posts from July, 2022

SEO webinar on getting quality backlinks

Image
Getting backlinks is one of the most challenging and time-consuming tasks in SEO. So how do you get started on creating a successful outreach program that brings in quality links? Join Purelinq’s Kevin Rowe, who will walk you through creating a scalable outreach program to create a natural link profile, meet minimum quality requirements and drive maximum impact. Register today for “ Everything You Should Know About Building Quality Links at Scale ,” presented by Purelinq. The post SEO webinar on getting quality backlinks appeared first on Search Engine Land . Via Search Engine Land https://ift.tt/WzvesVZ

21 PPC lessons learned in the age of machine learning automation

Image
What you’re about to read is not actually from me. It’s a compilation of PPC-specific lessons learned by those who actually do the work every day in this age of machine learning automation. Before diving in, a few notes: These are “lessons already learned.” Things change (the platforms giveth, taketh, and sometimes just plain change the way campaigns need to be managed). Below are a mix of strategic, tactical, and “mindset-approach” based lessons. Lesson 1: Volume is critical to an automated strategy It’s simple, a machine cannot optimize toward a goal if there isn’t enough data to find patterns. For example, Google Ads may recommend “Maximize Conversions” as a bid strategy, BUT the budget is small (like sub $2,000/mo) and the clicks are expensive. In a case like this, you have to give it a Smart Bid strategy goal capable of collecting data to optimize towards. So a better option might be to consider “Maximize Clicks” or “Search Impression Share”.  In small volume accounts,

Responsive Search Ads take center stage – are you prepared?

Image
Responsive Search Ads – RSA for short – are not the new kids on the block. RSAs have been a part of the PPC ecosystem for a few years. That being said, RSAs have been a hot topic in 2022. Why all the hubbub about them now? This summer, the preceding ad type, Expanded Text Ads, is being deprecated. This puts Responsive Search Ads front and center for advertisers as the singular text ad type for search campaigns. Let’s dig in a little bit deeper on RSAs, the change and how you can maximize your potential with RSAs. Why RSAs matter Responsive Search Ads are all about serving the right message at the right time. RSAs are a flexible ad experience that show more customized content to reach your customers. These ads adapt your text ads to closely match what someone is searching for when they search for it. Further, RSAs can help to reduce bulky operations and save time. Advertisers provide up to 15 headlines and up to four descriptions. All of these components can create over 40,000 po

How I earned a knowledge panel without a Wikipedia page

Image
Knowledge panels are one of the most coveted, yet mysterious elements in organic search. Brands desire to have their own robust Knowledge Panel entry, but are left with little to no control over what appears in them.  By this point, we should all have a basic understanding of entities within Google’s Knowledge Graph. Consider that required reading for this article. Where does Google pull entity data from? We all know that Google pulls information from their Knowledge Graph for knowledge panels, but where do they pull information for the Knowledge Graph?  Technically, Google can use information from any crawlable website for their Knowledge Graph. However, we most often see Wikipedia as the dominant source of information. The types of websites Google likes to pull from are typically directory-style websites that provide information that is: Accurate. Structured. Consistent. Jason Barnard’s Kalicube has an awesome resource that tracks entity sources for the past 30 days. I

Webinar: The genius behind QR-code marketing

Image
QR codes are shaking up the marketing world (did you see that Coinbase Superbowl commercial?). This seminar will teach you everything you need to know about how QR codes can be used to unlock mobile engagement and revenue, channel attribution, and first-party data in a cookieless world. Join QR marketing expert Brian Klais, CEO of URLgenius, to learn enterprise-grade QR strategies and best practices you won’t hear anywhere else and change how you think about QR code opportunities. Register today for “ Unlock the Cutting-Edge Potential of QR Codes ” presented by URLgenius. The post Webinar: The genius behind QR-code marketing appeared first on Search Engine Land . Via Search Engine Land https://ift.tt/AdwfXaN

Google search quality rater guidelines update: What has changed

Image
Google has made a variety of significant updates to its Search Quality Rater Guidelines . The most significant overhauls were to Google’s definitions of YMYL (Your Money, Your Life), and the extent to which E-A-T matters as a matter of page quality. Google provided new, clear definitions for what it means for content to be YMYL, mostly framed around the extent to which the content can cause harm to individuals or society. Google also provided a new table establishing clear examples of what it means for content to be YMYL or not. In the newest update to the guidelines, Google also explained that for highly YMYL content – E-A-T is crucial above all other factors. Google also explained that it’s possible to have low-quality content on otherwise trustworthy and authoritative sites. Your Money, Your Life (YMYL) Topics – Section 2.3 Google completely reframed its definition of YMYL (Your Money, Your Life). In the previous version of the Quality Rater Guidelines, YMYL topics were broken

Neeva shares search rating guidelines for technical queries

Neeva has revealed how it instructs human evaluators to rate its search results, specifically for technical queries.  Like Google (which, coincidentally, updated their quality rater guidelines today ), Neeva uses human raters to assess the quality of its search results. The guidelines break down into three key areas: query understanding, page quality rating and page match rating.  Query understanding. This is all about figuring out the intent behind the user’s search query. Neeva breaks down the types of queries into the following categories: How to: User is searching for instructions to complete a task. Error/troubleshooting: Something went wrong, user is searching for a solution. Educational/learning: Who/what/where/when/why. Product seeking/comparison: User is searching for a new product/tool or comparing products/tools. Navigational: User is searching for information on a person or entity. Ambiguous: Unclear what the user is searching for. Page quality rating. N

Google search quality raters guidelines updated today

Google has updated its search quality raters guidelines today, this is an update from the October 2021 update . You can download the full 167-page PDF raters guidelines over here . This version has refreshed language in the new overview section, a refined YMYL section, with more on low-quality content, YMYL, E-A-T, and more. What is new. Google posted these bullet points on what is new on the last page of this PDF. Refreshed language to be aligned with the newly published Search Quality Rater Guidelines: An Overview Refined YMYL to focus on topics that require a high level of accuracy to prevent significant harm; added a new table of examples and refreshed existing examples Added clarifications to Low and Lowest Page Quality sections to emphasize that the type and level of E-A-T depends on the purpose of the page, and that low quality and harmful pages can occur on any type of website Refactored language throughout to be applicable across all devices types Minor changes through

8 steps to a successful entity-first strategy for SEO and content

Image
Entity search can be a massive competitive advantage. But you first need to build your entity-based strategy.  This article will cover how to create a robust entity-first strategy to help our content and SEO efforts. Most common challenges search and content marketers face Relevant, topical content, discovery based on customer intent is still the biggest challenge we face as search marketers.  Content relevancy, in my mind, means the content is personalized, must tell a story, should be scannable, readable, provides images, and the layout can be consumed on any device. Here are five outcomes we aim to accomplish with content: Discovery: Ensure content is discoverable and available across various customer touchpoints.  Relevancy : Ensure content meets all the searchers’ needs and contains all topics and sub-topics that a searcher cares about, is easy to read and understand and tells a story. Measurability: Content aligned with overall SEO strategy and is scalable and measura

Google cookies will remain active on Chrome until 2024

Google’s Privacy Sandbox initiative began with the intent to create technology to protect people’s privacy. Part of that initiative was to reduce cross-site and cross-app tracking by eliminating third-party cookies. Today it was announced that the initiative has been delayed and developers are aiming for a Q3 2023 launch. Google developers also predict that it will start phasing out third-party cookies in the second half of 2024. Why the delay. Google says that “consistent feedback” from developers, marketers, and publishers, and more testing are the reasons for the delays. The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. This deliberate approach to tr

Google releases July 2022 product reviews update

Google has begun the rollout of the fourth version of the product reviews update, a  search ranking algorithm update  targeted at ranking product review-related content on the web that is most helpful and useful to searchers. The first product reviews update was launched on  April 8, 2021 , the second was launched on  December 1, 2021 , the third has been released on March 23, 2022, and now the fourth has been released on July 27, 0222. The new is named the July 2022 product reviews update. Google announced this update on Twitter referencing the standard help document around how to write product reviews. Google product reviews update.  The Google product reviews update aims to promote review content that is above and beyond much of the templated information you see on the web. Google said it will promote these types of product reviews in its search results rankings. Google is not directly punishing lower-quality product reviews that have “thin content that simply summarizes a bun

GA4 brings new and familiar concepts to the future of analytics

Image
Many of the same concepts that you may be used to from Universal Analytics exist in Google Analytics 4. There are, however, several new concepts to GA4. This article will detail some familiar and not-so-familiar concepts that GA4 brings to the table. If you’re new to GA4, I’d encourage you to first check out this article to get up to speed on some of the differences between Universal Analytics and GA4, otherwise, read on.  Similar concepts, slightly different application Let’s start with the familiar by looking at concepts that exist in both Universal Analytics and Google Analytics 4. But first, a small caveat: Universal Analytics has the ability to filter data in a robust manner at the view level. Google Analytics 4 only has a few filters currently available at the property level (there are no views in GA4), and so any differences you may see in your data should keep your current UA filters in mind.  With that being said, let’s dive into some familiar metrics: Users In Univer

Revolutionizing customer experiences at every touchpoint

Image
Providing a memorable and consistent customer experience is more crucial and challenging than ever. Businesses must consistently adapt by adopting new technologies, reliably benchmarking performance, and listening to critical customer feedback to deliver unparalleled value and achieve positive growth. Highly personalized, seamless experiences are at the forefront of customer expectations, which means businesses must evolve to provide connected journeys every step of the way. A comprehensive set of solutions that seamlessly mix local marketing and customer experience technology wasn’t available; until now.  Local marketing and customer experience technology power unparalleled local experiences Every customer’s experience begins the moment they discover your brand. A customer may conduct an online search to learn more about a business or read customer reviews. The experience doesn’t end once a purchase is made. Customers have the power to be a brand’s best advocate or its most vocal