In this case study, a focus on keywords and cleaning up data to better understand CRO led to a 55 percent decrease in purchase CPA and larger deal size leads.
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Do you need to remove a lot content from Google quickly? Here is how to do it if you own the site.
Please visit Search Engine Land for the full article. via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://searchengineland.com/need-to-expedite-page-removal-in-googles-search-index-try-a-temporary-sitemap-file-310131 Posted by willcritchlow Much has been written and spoken about the interplay of SEO and CRO, and there are a lot of reasons why, in theory, both ought to be working towards a shared goal. Whether it's simple pragmatism of the business benefit of increasing total number of conversions, or higher-minded pursuits such as the ideal of Google seeking to reward the best user experiences, we have many things that should bring us together. In practice, though, it’s rarely that simple or that unified. How much effort do the practitioners of each put in to ensure that they are working towards the true shared common goal of the greatest number of conversions? In asking around, I've found that many SEOs do worry about their changes hurting conversion rates, but few actively mitigate that risk. Interestingly, my conversations with CRO experts show that they also often worry about SEOs’ work impacting negatively on conversion rates. Neither side weights as highly the risks that conversion-oriented changes could hurt organic search performance, but our experiences show that both are real risks. So how should we mitigate these risks? How should we work together? But first, some evidenceThere are certainly some SEO-centric changes that have a very low risk of having a negative impact on conversion rates for visitors from other channels. If you think about changing meta information, for example, much of that is invisible to users on the page—- maybe that is pure SEO: And then on the flip side, there are clearly CRO changes that don’t have any impact on your organic search performance. Anything you do on non-indexed pages, for example, can’t change your rankings. Think about work done within a checkout process or within a login area. Google simply isn’t seeing those changes: But everything else has a potential impact on both, and our experience has been showing us that the theoretical risk is absolutely real. We have definitely seen SEO changes that have changed conversion rates, and have experience of major CRO-centered changes that have had dramatic impacts on search performance (but more on that later). The point is, there’s a ton of stuff in the intersection of both SEO and CRO: So throughout this post, I’ve talked about our experiences, and work we have done that has shown various impacts in different directions, from conversion rate-centric changes that change search performance and vice versa. How are we seeing all this? Well, testing has been a central part of conversion rate work essentially since the field began, and we've been doing a lot of work in recent years on SEO A/B testing as well. At our recent London conference, we announced that we have been building out new features in our testing platform to enable what we are calling full funnel testing which looks simultaneously at the impact of a single change on conversion rates, and on search performance: If you’re interested in the technical details of how we do the testing, you can read more about the setup of a full funnel test here. (Thanks to my colleagues Craig Bradford and Tom Anthony for concepts and diagrams that appear throughout this post). But what I really want to talk about today is the mixed objectives of CRO and SEO, and what happens if you fail to look closely at the impact of both together. First: some pure CRO. An example CRO scenario: The business impact of conversion rate testingIn the example that follows, we look at the impact on an example business of a series of conversion rate tests conducted throughout a year, and see the revenue uplift we might expect as a result of rolling out winning tests, and turning off null and negative ones. We compare the revenue we might achieve with the revenue we would have expected without testing. The example is a little simplified but it serves to prove our point. We start on a high with a winning test in our first month: After starting on a high, our example continues through a bad strong — a null test (no confident result in either direction) followed by three losers. We turn off each of these four so none of them have an actual impact on future months’ revenue: Let’s continue something similar out through the end of the year. Over the course of this example year, we see 3 months with winning tests, and of course we only roll out those ones that come with uplifts: By the end of this year, even though more tests have failed than have succeeded, you have proved some serious value to this small business, and have moved monthly revenue up significantly, taking annual revenue for the year up to over £1.1m (from a £900k starting point): Is this the full picture, though?What happens when we add in the impact on organic search performance of these changes we are rolling out, though? Well, let’s look at the same example financials with a couple more lines showing the SEO impact. That first positive CRO test? Negative for search performance: If you weren’t testing the SEO impact, and only focused on the conversion uplift, you’d have rolled this one out. Carrying on, we see that the next (null) conversion rate test should have been rolled out because it was a win for search performance: Continuing on through the rest of the year, we see that the actual picture (if we make decisions of whether or not to roll out changes based on the CRO testing) looks like this when we add in all the impacts: So you remember how we thought we had turned an expected £900k of revenue into over £1.1m? Well, it turns out we've added less than £18k in reality and the revenue chart looks like the red line: Let’s make some more sensible decisions, considering the SEO impactBack to the beginning of the year once more, but this time, imagine that we actually tested both the conversion rate and search performance impact and rolled out our tests when they were net winners. This time we see that while a conversion-focused team would have rolled out the first test: We would not: Conversely, we would have rolled out the second test because it was a net positive even though the pure CRO view had it neutral / inconclusive: When we zoom out on that approach to the full year, we see a very different picture to either of the previous views. By rolling out only the changes that are net positive considering their impact on search and conversion rate, we avoid some significant drops in performance, and get the chance to roll out a couple of additional uplifts that would have been missed by conversion rate changes alone: The upshot being a +45% uplift for the year, ending the year with monthly revenue up 73%, avoiding the false hope of the pure conversion-centric view, and real business impact: Now of course these are simplified examples, and in the real world we would need to look at impacts per channel and might consider rolling out tests that appeared not to be negative rather than waiting for statistical significance as positive. I asked CRO expert Stephen Pavlovich from conversion.com for his view on this and he said: Most of the time, we want to see if making a change will improve performance. If we change our product page layout, will the order conversion rate increase? If we show more relevant product recommendations, will the Average Order Value go up? Most importantly, we wouldn’t just throw away a winning SEO test that reduced conversion rate or a winning conversion rate test that negatively impacted search performance. Both of these tests would have come from underlying hypotheses, and by reaching significance, would have taught us something. We would take that knowledge and take it back as input into the next test in order to try to capture the good part without the associated downside. All of those details, though, don’t change the underlying calculus that this is an important process, and one that I believe we are going to need to do more and more. The future for effective, accountable SEOThere are two big reasons that I believe that the kind of approach I have outlined above is going to be increasingly important for the future of effective, accountable SEO: 1. We’re going to need to do more testing generallyI talked in a recent Whiteboard Friday about the surprising results we are seeing from testing, and the increasing need to test against the Google black box: I don’t see this trend reversing any time soon. The more ML there is in the algorithm, and the more non-linear it all becomes, the less effective best practices will be, and the more common it will be to see surprising effects. My colleague Dom Woodman talked about this at our recent SearchLove London conference in his talk A Year of SEO Split Testing Changed How I Thought SEO Worked: 2. User signals are going to grow in importanceThe trend towards Google using more and more real and implied user satisfaction and task completion metrics means that conversion-centric tests and hypotheses are going to have an increasing impact on search performance (if you haven’t yet read this fascinating CNBC article that goes behind the scenes on the search quality process at Google, I highly recommend it). Hopefully there will be an additional opportunity in the fact that theoretically the winning tests will sync up more and more — what’s good for users will actually be what’s good for search — but the methodology I’ve outlined above is the only way I can come up with to tell for sure. I love talking about all of this, so if you have any questions, feel free to drop into the comments. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. 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Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
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A new “From the manufacturer” section in Google Shopping product pages can feature brand-supplied rich content.
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You can now edit the code in the rich results test and see what those edits do in real time.
Please visit Search Engine Land for the full article. via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://searchengineland.com/googles-rich-results-testing-tool-now-supports-code-editing-310076 Leading local SEO predictions: Reserve with Google will grow real-time local inventory gets real1/7/2019
GMB messaging, voice search optimization, local inventory data, Q&A and the decline of SMB websites are all explored.
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The tool provides an on-the-spot way to take action on performance changes in your accounts.
Please visit Search Engine Land for the full article. via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://searchengineland.com/bing-ads-ai-powered-performance-insights-now-available-globally-310043 Posted by MiriamEllis Let’s go back in time 20 years so I can ask you the question, “How often do you look at a paper map every month?” Unless you were a cartographer or a frequent traveler, chances are good that your answer would be, “Hmm, maybe less than once a month. Maybe once or twice a year.” But in 2019, I’d wager there’s scarcely a day that goes by without you using Google Maps when planning to eat out, find a service provider, or find something fun to do. That web-based map in your hand has become a given. And yet, there’s one thing you’re still not using the Internet for. And it’s something you likely wonder about almost daily. It starts with the question, “I wonder who around here carries X?” A real-world anecdoteAfter the tragic fires we’ve had this year in California, I wanted to wet mop all the floors in my house instead of vacuuming them, due to my concerns about particulate pollution in the air. My mother recommended I buy a Swiffer. I needed to know where I could find one locally, but I didn’t turn to the Internet for this, because the Internet doesn’t tell me this. Or at least, it hasn’t done so until now. Few, if any, of the local hardware stores, pharmacies, or big box retailers have reliable, live online inventory. At the same time, calling these places is often a huge hassle because staff isn’t always sure what’s in stock. And so I ended up going to 3 different shops in search of this particular product. It wasn’t a convenient experience, and it was an all-too-common one. The next big thing in local already existsMy real-world anecdote about a wet mop is exactly why I’m so pleased to be interviewing Mark Cummins, CEO of Pointy. 90% of purchases still take place in physical stores and it’s Mark who has seen this gap in available online knowledge about offline inventory and has now set out to bridge it. I predict that within a few years, you’ll be using the Internet to find local inventory as frequently and easily as you’ve come to use its mapping capabilities. This chat with Mark explains why. The real-world roots of an existing local needMiriam: Mark, I understand that you were formerly a Google Search Team member, with a background in machine learning, but that your journey with Pointy began by walking into retail shops and talking face-to-face with owners. What did these owners tell you about their challenges in relation to offline/online inventory? A memorable real-world anecdote would be great here. Mark: I started thinking about this problem because of an experience just like your story about trying to find a Swiffer. I’d recently moved to a new country and I had to buy lots of things to set up a new apartment, so I had that kind of experience all the time. It felt like there was a huge gap there that search engines could help with, but they weren’t. I had been working at Google developing what became Google Lens (Google’s image recognition search feature). It felt strange that Google could do something so advanced, yet couldn’t answer very basic questions about where to buy things locally. So I started thinking about ways to fix that. Initially I would just walk into retailers and talk to them about how they managed their inventory. I was trying to figure out if there was some uniform way to bring the inventory information online. I quickly learned that it was going to be hard. Almost every retailer I spoke to had a different method of tracking it. Some kept records on paper. Some didn’t count their inventory at all. My first idea was a little crazy — I wanted to build a robot for retailers that would drive around the store every night and photograph all the shelves, and use image recognition to figure out the inventory and the prices. I spent some time seriously thinking about that, but then landed on the idea of the Pointy box, which is a much simpler solution. Miriam: Can you briefly describe what a typical Point of Sale system is like for retailers these days, in light of this being technology most retailers already have in place? Mark: Well, I would almost say that there isn’t a typical Point of Sale system. The market is really fragmented, it sometimes feels like no two retailers have the same system. There’s a huge range, from the old-style systems that are essentially a glorified calculator with a cash drawer, up to modern cloud-connected systems like Clover, Square, or Lightspeed. It’s very disruptive for retailers to change their POS system, so older systems tend to stay in use for a long time. The systems also differ by vertical — there are specialized systems for pharmacies, liquor stores, etc. Dealing with all of that variation is what makes it so hard to get uniform local inventory data. A simple inventory solution is bornMiriam: So, you spoke with retailers, listened to their challenges and saw that they already have Point of Sale systems in place. And Pointy was born! Please, describe exactly what a Pointy device is, how it solves the problems you learned about, and fits right in with existing Point of Sales technology. Mark: Right! It was pretty clear that we needed to find a solution that worked with retailers’ existing systems. So we developed the Pointy box. The Pointy box is a small device that attaches to a retailer’s barcode scanner. Basically it links the barcode scanner to a website we create for the retailer. Whenever the retailer scans a product with their barcode scanner, we recognize the barcode, and list the product on the website. The end result is live website listing everything in the store — here’s an example for Talbot’s Toyland, a toy store in San Mateo. They have over ten thousand products listed on their site, without any manual work. The experience is pretty much seamless — just plug in Pointy, and watch your store website build itself. The Pointy box connects directly via the cell phone network, so there’s really nothing to set up. Just plug it in and it starts working. New products automatically get added to your store page, old products get removed when you no longer sell them, item stock status syncs automatically. We did quite a bit of machine learning to make that all automatic. Once the site is live, we also have some SEO and SEM tools to help retailers drive search traffic for the products they sell. Miriam: My understanding is that the Pointy Team had to do a ton of legwork to put together various product catalogues from which data is pulled each time a product is scanned so that its information can be displayed on the web. I’m not familiar with this concept of product catalogues. What are they, what types of information do they contain, and what did you have to do to pull all of this together? Also, is it true that your team hand-reviews all the product data? Mark: If you’re working in shopping search, then product catalogs are really important. Every mass-market product has a unique barcode number, but unfortunately there’s no master database where you can enter a barcode number and get back the product’s name, image, etc. So basically every retailer has to solve this problem for themselves, laboriously entering the product details into their systems. Pointy helps eliminate that work for retailers. There are some product catalogs you can license, but each one only covers a fraction of products, and errors are common. We built a big data pipeline to pull together all of this product data into a single catalog and clean it up. We automate a lot of the work, but if you want the highest quality then machine learning alone isn’t enough. So every single product we display also gets approved by a human reviewer, to make sure it’s accurate. We’ve processed millions of products like this. The end result for the retailer is that they just plug in a Pointy box, scan a product, and their website starts populating itself, no data entry required. It’s a pretty magical feeling the first time you see it. Especially if you’ve spent countless hours of your life doing it the old way! Where real-time local inventory appears on the webMiriam: So, then, the products the retailer scans create the brand’s own inventory catalogue, which appears on their Pointy page. What tips would you offer to business owners to best integrate their Pointy page with their brand website? Linking to it from the main menu of the website? Something else? And do these Pointy pages feature SEO basics? Please describe. Mark: Some retailers use Pointy as their main website. Others have it as an additional profile, in the same way that they might have a Facebook page or a Yelp page. The main thing Pointy brings is the full live inventory of the store, which generally isn’t listed anywhere else. To integrate with their other web presences, most just link across from their main sites or social media profiles. A few also embed Pointy into their sites via an iframe. We work a lot on making these pages as SEO-friendly as possible. The queries we focus on ranking for are things like “product name near me” or “product name, location.” For example, a query like “rubber piggy bank san mateo” currently has the Pointy page for Talbot's Toyland in #1 position. We have an engineering team working on this all the time, and we’ve actually discovered a few interesting things. Miriam: And how does this work when, for example, a product goes out of stock or goes on sale for a different price? Mark: We keep that information updated live. The stock status is updated based on the information from the Pointy box. We also handle price data, though it depends on what features the retailers is using. Some retailers prefer not to display their prices online. See What's In Store: Google totally sees the opportunityMiriam: I was fascinated to learn that Pointy is the launch partner for Google’s See What’s In Store feature, and readers can see an example of this with Talbot’s Toyland. Can you explain what’s involved for retailers who want their inventory to appear in the SWIS area of the Google Business Profile (aka “Knowledge Panel”) and why this represents such an important opportunity? Also, does the business have to pay a commission to Google for inclusion/impressions/clicks? Mark: This is a pretty exciting feature. It lets retailers display their full product catalogue and live inventory information in the Business Profile on the Google search page. It’s also visible from Google Maps. I’m guessing Google will probably start to surface the information in more ways over time. It’s completely free for retailers, which is pretty interesting. Google Shopping has always been a paid service, so it’s notable that Google is now offering some organic exposure with this new feature. I think that this is going to become table stakes for retailers in the next year or two, in the same way that having your opening hours online is now. Consumers are simply going to expect the convenience of finding local product information online. I think that’s a good thing, because it will help local businesses win back customers that might otherwise have gone to Amazon. We’ve worked a lot with Google to make the setup experience for local retailers very simple. You just link your Pointy account to Google, and your live inventory appears in the Google Business Profile. Behind the scenes we do a lot of technical work to make that happen (including creating Merchant Center accounts, setting up feeds, etc). But the user experience is just a few clicks. We’ve seen a lot of uptake from Pointy users, it’s been a very popular feature. We have a bit more detail on it here. What about special retail scenarios?Miriam: So, basically, Pointy makes getting real-world inventory online for small and independent retailers who just don’t have the time to deal with a complicated e-commerce system. I understand that you have some different approaches to offer larger enterprises, involving their existing IT systems. Can you talk a bit about that, please? Mark: Yes, some larger retailers may be able to send us a direct feed from their inventory systems, rather than installing Pointy boxes at every POS location. We aim to support whatever is easiest for the retailer. We are also directly integrated into modern cloud POS systems like Clover, Square, Lightspeed, Vend, and others. Users of those systems can download a free Pointy app from their system’s app store and integrate with us that way. And for retailers not using those systems, they can use a Pointy box. Miriam: And what about retailers whose products lack labels/barcodes? Let’s say, a farm stand with constantly-changing seasonal produce, or a clothing boutique with hand-knit sweaters? Is there a Pointy solution for them? Mark: Unfortunately we’re not a great fit for those kind of retailers. We designed the experience for retailers who sell barcoded products. Miriam: You’re a former Google staffer, Mark. In local search, Google has become aggressive in taking a cut of an increasing number of local consumer actions and this is particularly hard on small businesses. We’ve got Local Service Ads, paid ads in local packs, booking buttons, etc, all of which struggling independent businesses are having to pay Google for. Right now, these retailers are eager for a competitive edge. How can they differentiate themselves? Please, share tips. Mark: It’s true, lots of channels that used to be purely organic now have a mix of organic and paid. I think ultimately the paid ads still have to be ROI-positive or nobody will use them, but it’s definitely no fun to pay for traffic you used to get for free. On the positive side, there are still plenty of openings to reach customers organically. If small businesses invest in staying ahead of the game, they can do very well. Lots of local product searches essentially have no answer, because most retailers haven’t been able to get their inventory online yet. It’s easy to rank well for a query when you’re the only one with the answer. There’s definitely still an opening there for early adopters. “Pointing” the way to the futureMiriam: Finally, Pointy has only been available in the US since 2016, and in that short amount of time, you’re already serving 1% of the country’s retailers. Congratulations! What does the near future look like to you for retailers and for Pointy? What do you see as Pointy’s mission? Mark: We want to bring the world’s brick-and-mortar retailers online and give them the tools they need to thrive. More than 90% of retail goes through brick and mortar stores, so there’s no reason they shouldn’t have an amazing technology platform to help them. The fragmentation and difficulty of accessing data has held everyone back, but I think Pointy has a shot at fixing that. Miriam: Thank you, Mark. I believe Pointy has what it takes to be successful, but I’m going to wish you good luck, anyway! Summing upIn doing this interview, I learned a ton from Mark and I hope you did, too. If a local retailer you market is seeking a competitive advantage in 2019, I’d seriously be considering early adoption of Google’s See What's In Store feature. It’s prime Google Business Profile (formerly Knowledge Panel) real estate, and so long as SWIS is free and Pointy is so affordable, there’s a pretty incredible opportunity to set yourself apart in these early days with a very modest investment. I’m feeling confident about my prediction that we’re on the verge of a new threshold in user behavior, in terms of people using local search to find local inventory. We’ll all have the enjoyment of seeing how this plays out over the next couple of years. And if you heard it first at Moz, that will be extra fun! Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. 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The speculation is that Superpod founders and assets will be used to improve Google Assistant.
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Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
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Check out the rapid growth of this privacy focused search engine.
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Monitoring performance and making adjustments when necessary is important to do now, as the TV screen device type will be growing.
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A target account strategy can be a game-changer for your B2B sales team. Here’s what you need to know about measuring account-based success.
Please visit Search Engine Land for the full article. via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://searchengineland.com/3-things-sales-leaders-should-know-about-abm-measurement-309842 Posted by BritneyMuller Whew! We made it through another year, and it seems like we're past due for taking a close look at the health of our on-page SEO practices. What better way to hit the ground running than with a checklist? In today's Whiteboard Friday, the fabulous Britney Muller shares her best tips for doing effective on-page SEO in 2019. Video TranscriptionHey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we're going over all things on-page SEO, and I've divided it into three different sections:
So let's just jump right in, shall we? Crawler/bot-accessible☑ Meta robots tag allows crawlingMaking sure your meta robots tag allows crawling is essential. If that's blocking Googlebot from crawling, your page will never be in search. You want to make sure that's all panned out. ☑ Robots.txt doesn't disallow crawlingYou want to make sure that let's say this page that you're trying to get to rank in search engines, that you're not disallowing this URL from your robots.txt. ☑ URL is included in sitemapSimilarly you want to make sure that the URL is in your site map. ☑ Schema markupYou also want to add any schema markup, any relevant schema markup that you can. This is essentially spoon-feeding search engines what your page is about and what your content is about. ☑ Internal links pointing to your page with natural anchor textSo let's say I am trying to rank for chakra stones. Maybe I'm on a yoga website and I want to make sure that I have other internal pages linking to chakra stones with the anchor text "chakra crystals" or "chakra stones" and making sure that I'm showing Google that this is indeed an internally linked page and it's important and we want to give it some weight. ☑ HTTPS - SSLYou want to make sure that that is secure and that Google is taking that into consideration as well. User experience☑ Meets Web Content Accessibility GuidelinesDoes it meet Web Content Accessibility Guidelines? Definitely look into that and make sure you check all the boxes. ☑ Responsive mobile design with same content and linksIs it responsive for mobile? Super important with the mobile-first indexing. ☑ Clear CTAIs there one clear call to action? A lot of pages miss this. So, for this page, maybe I would have a big "Buy Chakra Crystals Here" button or link. That would be a clear CTA. It's important to have. ☑ Multimedia: Evaluate SERP and add desired mediaAre you providing other desired media types? Are there images and video and different forms of content on your page? ☑ Page speed: utilize CDNs, compress images, use reliable hostingAre you checking the page speed? Are you using CDNs? Are you compressing your images? You want to check all of that. ☑ Integrate social sharing buttonsIt's the easiest thing. Make sure that people can easily share your content. Content and valueThis is where it gets really fun and strategic too. ☑ Unique, high-quality contentAre you providing high-quality content? So if you go to Google and you search "chakra stones" and you take a look at all of those results, are you including all of that good content into your page? Then are you making it even better? Because that should be the goal. ☑ Optimize for intent: Evaluate SERP and PPC, note which SERP features show upYou want to also optimize for intent. So you want to evaluate that SERP. If that search result page is showing tons of images or maybe videos, you should be incorporating that into your page as well, because clearly that's what people are looking for. You also want to evaluate the PPC. They have done so much testing on what converts and what doesn't. So it's silly not to take that into consideration when optimizing your page. ☑ Title tags and meta descriptionsWhat are those titles? What are those descriptions? What's working? Title tags and meta description are still so important. This is the first impression to many of your visitors in Google. Are you enticing a click? Are you making that an enticing call to action to your site? ☑ Header tagsH1, H2, and H3 header tags are still super important. You want to make sure that the title of your page is the H1 and so forth. But just to check on all of that would be good. ☑ Optimize images: compress, title file names, add alt textImages are the biggest source of bloat of on-page site speed. So you want to make sure that your images are compressed and optimized and keeping your page fast and easily accessible to your users. ☑ Review for freshnessYou want to review for freshness. We want to make sure that this is up-to-date content. Maybe take a look at popular content the last year or two of your site and update that stuff. This should be a continual wash and repeat. You want to continue to update the content on your site. ☑ Include commonly asked questionsIt's such an easy thing to do, but it's commonly overlooked. AnswerThePublic does a great job of surfacing questions. Moz Keyword Explorer has a really great filter that provides some of the most commonly asked questions for a keyword term. I highly suggest you check that out and start to incorporate some of that. These help to target featured snippets. So if you're incorporating some of that, not only do you get the extra traffic, but you find these opportunities of getting featured snippets, which is great. You're expanding your real estate in search. Awesome. PAA boxes are also a great way to find commonly asked questions for a particular keyword. ☑ Add summariesSummaries are also hidden gems. We see Google seeking out summaries for content all of the time. They are providing summaries in featured snippets and in different SERP features to help sort of distill information for users. So if you can do that, not only will you make your content more easily scannable, but you're also making it more accessible for search, which is great. ☑ TF-IDF (term frequency-inverse document frequency)TF-IDF stands for "term frequency-inverse document frequency." It sounds a little intimidating. It's actually pretty simple. What's the number of times that "chakra stones" is mentioned in this particular page divided by the number of times it's mentioned anywhere? This is basically just a calculation to determine relevance for the term "chakra stones." Really cool and commonly used by Google. So if you can do this on your on-page, it will just help you in the long term. ☑ LSI (latent semantic indexing) for relevanceSimilarly LSI or LSA, it sometimes referred to, is latent semantic indexing, and it's also for relevance. This helps determine, okay, if I'm talking about chakra stones, it may also incorporate those other topics that are commonly related to this topic. Relevant. ☑ Flesch-Kincaid Readability TestWhat is the readability of this page? The easier it is to read the better, but you just want to keep an eye on that in general. Bonus tip!One final tip that Kameron Jenkins put on Twitter, that I love so much, and Kameron is a world-class writer —she's one of the best I've ever had the privilege of working with — mentioned this on-page SEO trick. Find the top three ranking URLs for your target keyword. KW research tip So if I were to put in "chakra stones" in Google and pull the top three URLs, put them into Moz Keyword Explorer and I see what they're ranking for, I see what those three URLs are specifically ranking for, and I look at what they're commonly ranking for in the middle here. Then I use those keywords to optimize my page even better. It's genius. It's very similar to some of the relevant stuff we were talking about over here. So definitely try some of this stuff out. I hope this helps. I really look forward to any of your comments or questions down below in the comments section. Thank you so much for joining me on this edition of Whiteboard Friday. I look forward to seeing you all again soon, so thanks. Have a good one. Video transcription by Speechpad.com Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. 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Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
Please visit Search Engine Land for the full article. via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://searchengineland.com/searchcap-bing-robots-txt-advice-technical-seo-frameworks-309983
Pay close attention to the directives you give to Bingbot and other search engines in your robots.txt files.
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Do you work at a movie and TV streaming service? If so, take notice of this new feature Google is testing.
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Take notice, Google is testing a more prominent look for the messaging feature in the local search results. Is your business ready to manage text messages from your customers?
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Google is helping webmasters and SEOs on New Years and other holidays.
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Something major happened to Yelp’s recommendation software around late October and the update seems largely invisible.
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This year may (finally) see the end of feeds, but we can also expect an increasing adoption of smart shopping campaigns and more advanced bidding strategies with Bing Ads for smaller budgets.
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