Archive for the ‘seo news’ Category
Sunday, June 11th, 2023
Google has begun the rollout of the new perspectives filter in the mobile search results this weekend. This feature was announced at Google I/O and we have seen previews and tests from Google over the past months related to this feature and now it is live.
What it looks like. Here is a screenshot of the feature, you can see it by searching on mobile and sliding the search bar filters until you see a “perspectives” option. Click on the “perspectives” option to load those results:
More about perspectives. Searchers can filter their search results to show results to see videos, blogs and forums. These results aim to show people a more “lived experience” to their search queries, Liz Reid, VP of Search at Google, told Search Engine Land at Google I/O. These searchers are able to see answers from people who are sharing their own personal perspectives and these answers are provided in a user interface that is more friendly and consumable to the younger searcher.
When you tap on the perspectives filter, you will see more long and short-form videos, images, and written posts that people have shared on discussion boards, Q&A sites, and social media platforms, Google explained.
We saw Google testing perspectives early on, but those two examples are different from what we covered here. I spotted this in early May.
Hat tip to Kumarpal Shah for spotting this on Saturday.
Why we care. Here is a new way to see content within forums, videos, blogs and other formats where people are giving their view and perspectives on a specific topic.
The filter is deep inside the search filter bar, so it is not clear how many people will use it but it is rolling out now and some of you may be able to play with it to see if your content shows up for some queries.
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Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Saturday, June 10th, 2023
TikTok is reportedly planning to quadruple its global ecommerce operations, with the goal of selling $20 billion in merchandise.
The ByteDance-owned social media app will rely heavily on rapid growth in Southeast Asia to reach its optimistic target. TikTok also hopes to also boost sales in the U.S. and Europe, Bloomberg reported.
Why we care: TikTok had the highest app store spend across the U.S., UK, France, Germany and Indonesia in the first quarter of 2023, according to Data.ai. Teaming up with the social media giant could not only help advertisers reach a huge audience on the most addictive social app in the world, but also a consumer base who are more likely to spend, which could result in higher conversions.
How does it work? TikTok Shop shows ads to users on its main social media app while they scroll through a never-ending feed of short video clips and livestreams. The business model, which combines entertainment with impulse buying, has already helped Douyin (TikTok’s sister app) establish itself as a major ecommerce player in China, competing against the likes of Amazon and Shopee – an achievement it hopes to repeat in the U.S.
Why now. Revenue from TikTok’s advertising business, which has historically been its primary source of income, is reportedly falling due to a worldwide slowdown in ad sales. So the app is now focusing its efforts on making the $17 trillion online ecommerce arena its main revenue driver instead.
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Is TikTok banned in the U.S.? The state of Montana is imposing a ban on TikTok downloads from next year. Lawmakers in other states have also proposed similar bills for a nationwide ban across the U.S. – but a final decision is yet to be made by President Joe Biden.
TikTok fighting a potential U.S. ban. TikTok has 150 million U.S. users and is actively taking steps to prevent the ban, including introducing a range of security measures to address national security concerns raised by American politicians. It is giving partners like Oracle Corp. the right to review its technology and cordoning off American TikTokers’ data.
What TikTok has said. TikTok has declined to comment on its ecommerce plans. However, the social media did release a statement about its future in the U.S.:
- “A US ban on TikTok is a ban on the export of American culture and values to the billion-plus people who use our service worldwide. We’re disappointed to see this rushed piece of legislation move forward, despite its considerable negative impact on the free speech rights of millions of Americans who use and love TikTok.”
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Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Saturday, June 10th, 2023
Google and Microsoft are placing ads into AI experiments without giving brands the choice to opt out. Advertisers are now concerned that their products and services could be promoted next to inappropriate content.
Why we care: Brands could potentially be at risk of damage to their reputation should their products or services be advertised next to unsuitable content. Digital marketers are calling on Google and Microsoft to give them the chance to opt out of their ad placement experiments in response.
What is happening? Google announced last month that it was planning to use existing search ads in experiments with its new Search Generative Experience. The search engine also said that advertisers would not have the choice to opt out, however, it would be closely monitoring the performance of ad placements during the experimental phase.
Meanwhile, Microsoft is experimenting with ads in its Bing AI chatbot. Advertisers once again are not being given the choice to opt out. However, despite their concerns, the new Bing chatbot has so far received positive feedback from searchers, with 71% giving it the thumbs up in its launch week.
Have Google or Microsoft responded to concerns? Both tech giants have said that they are listening to issues raised by advertisers and are actively working on addressing their feedback. However, as these ad placement experiments are still in the very early stages of testing, marketers still will not be given the choice to opt out.
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How have advertisers responded? Digital marketers are concerned about the content their brands could potentially be associated with and are eager to take back control over where their ads appear online. Some businesses have temporarily pulled their ad spending in response to such restrictions, according to Reuters. Others have described the practices as “not industry standard”.
What have Google and Microsoft said? We’ve asked Google and Microsoft to comment on our story and will update if we hear back.
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Saturday, June 10th, 2023
Reddit launched two new ad products today – Contextual Keyword Targeting and Product Ads. The new features have been rolled out to help advertisers reach higher-value customers and to simplify the Reddit Ads Manager tool.
Why we care. Advertisers will be able to reach their target audience more easily and accurately, which could lead to increased conversions.
What’s new? Reddit’s new ad products enable brands to better connect with consumers already in research mode with the intention of making a purchase. These are:
Contextual Keyword Targeting. This new feature will help you reach consumers in active conversations on Reddit by choosing specific keywords you want their brand to be associated with. You will also be able to align keywords with creative ad copy for increased relevance.
As Reddit threads often become evergreen sources of information, Contextual Keyword Targeting will also provide long-term advertising opportunities.
Product Ads. This new ad format will let you target consumers already in the midst of their shopping journey. It will display information such as product descriptions and pricing (in local currency).
Product Ads will also feature call-to-action buttons that will direct users to a brand’s product page. Also, you will also be able to create ads directly from existing catalogs, quickly and easily with no need for additional resources.
In addition, if you are simultaneously activating ad campaigns on competitor platforms, you will be able to easily import the same catalogs to the Reddit Ads Manager.
What Product Ads look like. Here’s an example of a Reddit Product Ad:
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What has Reddit said? Reddit Chief Revenue Officer, Harold Klaje, told Search Engine Land:
- “These updates will uplevel the search-and-discover experience for both brands and our users by tapping into our differentiated value as a hub for actionable conversation.”
- “Our approach to this next phase of our Ads Product offering is to help brands help people make informed decisions, find answers to their questions, and discover products they care about – while in the process enabling advertisers to build connections with new and valuable new audiences,” Klaje added.
Interesting stats:
- Redditors make 2x more category purchases than other online customers.
- Redditors spend 2.5x more per purchase.
- Redditors are more than 56% more likely to talk about a brand online positively.
- Redditors are more than 46% more likely to trust a brand that advertises on Reddit.
Redit’s announcement: Investing in what makes Reddit unique: Introducing Contextual Keyword Targeting and Product Ads.
The post Reddit launches new ad products to boost conversions appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Saturday, June 10th, 2023
Bing Chat now supports voice chat from the desktop version of the interface. That means you can click on the microphone icon in the input box and speak your question to Bing Chat.
What it looks like. Here is a GIF of this in action, as provided by the Bing Blog.
Supported languages. This feature works in the following languages:
- English
- Japanese
- French
- German
- Mandarin
Microsoft said more languages will be supported in the future.
Speak back. Microsoft said it also supports speaking back the answers to you using text-to-speech answers. Bing chat “will respond to your questions in its own voice,” Microsoft said.
Why we care. Chat assistants and search engines are probably smarter at giving answers when the questions asked are more human-like and verbose. Speaking your query or questions will likely drive a more human-like and verbose type of question, which should help the AI provide a better response.
The post Bing Chat gains voice search on desktop interface appeared first on Search Engine Land.
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Friday, June 9th, 2023
LinkedIn is testing generative AI and will soon give advertisers in-stream video ads, Conversation Ads and Thought Leader Ads.
Why we care. LinkedIn continues to test and roll out new tools and ad formats that could help advertisers more efficiently reach their target audience on the platform, improve ROI and increase revenue.
Testing Generative AI. LinkedIn is starting to test what it calls AI Copy Suggestions. It suggests headlines and text copy for ads based on your LinkedIn Page. Advertisers can select from five options, make edits and then apply the copy to a campaign.
Here’s what it looks like:
Only a limited number of North American advertisers have access to AI Copy Suggestions in LinkedIn Campaign Manager. But the company indicated it plans to roll out the feature to more languages and regions in the coming months.
LinkedIn joins Google Ads, Meta, Amazon and other platforms that now (or soon will) offer generative AI to advertisers.
In-Stream Video ads. LinkedIn is bringing pre- and mid-roll ads to its network of third-party publishers:
- “These ads, which will appear on mobile or desktop apps and sites, will play at the beginning (pre-roll) and middle (mid-roll) of long-form video content on trusted publisher sites across the LinkedIn Audience Network,” LinkedIn said.
Conversation Ads and Thought Leader Ads. These two new ad formats are not new, but they will become generally available starting in July.
- Conversation Ads let you set up multiple call-to-action buttons (for content or offers) and collect leads. Here’s an video showing how it works:
The announcement. You can LinkedIn announcement here.
The post LinkedIn Ads rolling out generative AI, new ad formats appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
Friday, June 9th, 2023
Google Ads API version 14 has been rolled out with several major updates, including new features to support the move from Universal Analytics to Google Analytics 4.
Why we care. Version 14 of Google Ads API offers an improved user experience by enhancing both campaign management and performance.
What’s new? Here are just a few highlights of the 2023 update.
- Account-level negative keywords: This new feature will enable advertisers to retrieve, create and update account-level negative keywords. This means that users will be able to exclude specific keywords from targeting not just a single ad group or campaign, but a whole account.
- New recommendation types: This includes DynamicImageExtensionOptInRecommendation for advertisers whose accounts will benefit from enabling dynamic image extensions. It also includes LowerTargetRoasRecommendation and RaiseTargetCpaRecommendation, which will help users to tweak their return on ad spend.
- New conversion action types: These new features will help advertisers to identify conversions imported from Google Analytics and determine if a conversion is from a GA4 or Universal Analytics property. This is particularly important as GA4 is replacing Universal Analytics on July 1, and so these changes need to be reflected in Google Ads API v14.
- Offline conversion clients summaries: This is a brand new field in customer resources that offers information about the offline conversion process, such as how many conversions were uploaded successfully and how many failed when the offload jump was executed.
- Keyword planning space: Google Ads API V14 features a new method called GenerateForecastKeywordMetrics, to support keyword forecast metrics without needing to create a keyword plan first.
What Google said. Mattia Tommasone, Senior Developer Relations Engineer on the Google Ads API team, told Search Engine Land:
- “As you can see, there are many updates, changes, improvements and new ways to retrieve information from Google Ads API, version 14. The ones we have mentioned are just a few highlights. And we can’t wait to see you try out all of the new features in this version.”
Timeline:
- June 2023 – Google Ads API version 14 is released
- April 2023 – Google Ads API version 13.1 is released
- October 2022 – Google Ads API version 12 is released
- August 2022 – Google Ads API version 11.1 is released
- June 2022 – Google Ads API version 11 is released
- April 2022 – Google Ads API version 10.1 is released
- February 2022 – Google Ads API version 10 is released
Further reading: For the complete list of changes made to Google Ads API in version 14, read the full release notes.
The post Google Ads API v.14 is here, with 5 big updates appeared first on Search Engine Land.
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Friday, June 9th, 2023
Amazon is reportedly planning to launch ads on its Prime Video streaming service. The move, which would see the introduction of short commercial breaks, has been in discussion for weeks, the Wall Street Journal reported.
Amazon has not officially confirmed the news, but industry insiders have said that Prime subscribers would have the option to pay extra for ad-free shows and films if plans do go ahead.
Why we care: Both Netflix and Disney launched ad tiers to their streaming services last year. Netflix’s ad tier already has nearly 5 million monthly active users. Meanwhile, Disney expects up to 70% of subscribers to switch to its ad-supported tier.
If Amazon follows in its rivals’ footsteps, it would create huge opportunities for digital marketers to team up with the third fastest-growing ad business in the U.S., having made $9.5 billion in the first quarter of 2023 (a year-on-year increase of 21%). Currently, the company sells the majority of ads to retailers looking to promote products on Amazon’s search results. But more doors could open for premium advertising if plans go ahead.
Why the change? An increasing number of streaming giants have been introducing ad-supported tiers to increase revenue and grow subscribers, such as HBO’s Max and NBCUniversal’s Peacock.
Amazon has been exploring new ways to boost revenue after the company made tens of thousands of layoffs, which impacted its ad division in April. It was the largest number of layoffs in the business’ 29-year history following a recruitment surge during the COVID pandemic.
The company is now shifting its focus on investing in new original shows, concerts and live sports, which premium advertising can be sold around.
What has Amazon said? Amazon has reportedly been in discussions about Prime Video ad tiers with Warner Bros, Discovery and Paramount Global. However, as talks are believed to be in the very early stages, representatives from all three brands have refused to comment just yet.
However, in April, Amazon CEO Andy Jassy hinted at the huge potential he sees in ads, despite the recent layoffs. He said: “Even in difficult economies, most people still shop and with the largest e-commerce shopping venue, we have a lot of customers that companies seek to reach.”
How else will things change for advertisers? In addition to creating more advertising opportunities on Prime Video, Amazon has confirmed that it is working on giving digital marketers the tools to create AI images and videos in ad campaigns. This could significantly help boost listings and sales. However, a timeline is yet to be confirmed.
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Friday, June 9th, 2023
Microsoft Store Ads will now appear in Bing search results, the company announced. Previously only available in the U.S., Microsoft will also open access to Store Ads to advertisers around the world.
Why we care. Aside from expanding the reach of Store Ads campaigns beyond the Microsoft Store to Bing’s search results, advertisers will now have the opportunity to reach customers outside of the U.S. as Microsoft Store Ads is going global this month, with plans to expand to 150 new regions.
How it works. Developers can promote their apps built for Windows on Microsoft Store Ads by following a few simple steps.
What’s next? Microsoft announced at Build 2023 that it is also planning to launch additional features to simplify its existing process for advertisers.
- Premium Search Ads: Available through the Microsoft Store, this feature has been created to offer a visual and prominent ad placement to help advertisers reach more customers and increase downloads.
- Microsoft Advertising Software Development Kit (SDK): Advertisers will be able to use this tool to re-target audiences on the Microsoft Network.
- Simplified user interface: The new design enables advertisers to link their apps with one click once. This will make looking up app information easier as digital marketers will be able to track and analyze app installations, in-app purchases, as well as monitor customer engagement.
The announcement. You can read more about Store Ads in Microsoft’s announcement.
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Thursday, June 8th, 2023
The significant value of B2B content marketing is paving the way to the new wave of content-first link building.
A targeted Google search will return lists of articles around topics like “lists of,” “alternative,” or just “how to.” With the right search queries, you can find an endless list of prospective domains to pitch.
SaaS companies can target these prospects by producing a wide range of content types and topics, which provides a unique opportunity to find link prospects across a wide range of niche topics.
This list provides methods to identify link opportunities based on the type of content typical for SaaS brands.
Identifying link opportunities for SaaS brands
Although using Google search operators will yield the largest list of opportunities, the following link building tools will reduce the time to organize and outreach to each prospect.
- BuzzStream: Low-cost list building and outreach CRM. This is a fast way to get started.
- Pitchbox: Robust list-building and outreach campaign management. Use this tool for custom prospecting, outreach, and reporting features. The default campaigns can reduce the time for new link builders to build a list and start outreach.
Whether you use Google or a tool, the type of content created on the software’s site will determine the success of a link building campaign.
Note that some pages yield more links than others. Most of your focus will be on high-authority homepage links and deep links to blogs and informational articles.
1. Statistical roundup links for unique research
A “statistical roundup” article that collects and presents statistical data from various sources relevant to a particular topic or field.
These articles provide an informative, insightful and potentially compelling overview of a topic from a data-centric perspective.
Statistical roundup articles are often used in fields including business and economics, sports, health and medicine, science and education.
They often present data in a visually compelling format, including charts, graphs, tables and infographics that enhance reader comprehension.
This Top 50 Cybersecurity Statistics article might be a target to secure links to your company’s unique research in cybersecurity.
Finding these links is a simple Google search away for “{keyword} statistics.” Or get more specific with a search operator:
- intitle:”statistics” intext:{keyword}
Or narrow the list down to focus on company blogs with:
- inurl:blog intitle:”statistics” intext:{keyword}
2. Blogger outreach to hybrid commercial + informational pages
Bloggers and many publishers will likely link to content that clarifies or enhances the concepts they are writing about.
These pages are optimized to convert traffic to leads or demo requests with informational content that can be used to acquire links.
I see this used heavily in cyber security, with NordVPN having a great example of a hybrid page.
Use these pages to find bloggers that have written about the topic and request that they link to your hybrid page.
- Identify the bloggers by searching Google with the blogger search operator:
- inurl:blog intitle: {keyword}
- Copy the top 100 URLs over to Ahrefs’ batch analysis.
- Export list.
- Filter down by metrics.
- Repeat this process for each target keyword.
3. Product alternatives for the product page or homepage links
Find blog articles that list alternatives to a competitor. These articles list all the alternative direct competitors or processes that can yield the same results.
- Intitle:{competitor name} alternatives -{your company name}
Although this method isn’t scalable, it can yield high-quality traffic-driving links.
This example from AuthorityHacker shows a list of Ahrefs alternatives that may be an outreach target for a new SEO SaaS product.
AuthorityHacker’s founders are known to produce actionable and relevant content on affiliate and SEO topics. If you have a truly useful tool, they may even add your site to the list.
4. Link insert requests to integration pages
Integration pages are fodder for articles about the integration partner. Articles that mention features, how to use them, or even negative reviews.
In this example with Zapier, articles about Slack or Google Drive might make sense to approach for backlinks.
To find link opportunities for an integration page, use the search operator:
- Intitle:{keyword} -{your domain} -{integration partner domain}
Example: intitle:automate slack -zapier.com -slack.com
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5. Competitors mention links to product comparison content
Product or feature comparison pages is either blog article or webpage that compares various features of your software to a direct or indirect competitor.
Monday.com, a project management software, has a single comparison page where users can select a dropdown of some direct competitors.
Creating a single page for each competitor is also common.
The project management niche is highly competitive, with plenty of helpful content being produced. This includes bloggers writing about ways to optimize time management to breakdowns down agile methodologies.
Use these article topics to build an outreach list. Create a variation of the following example of a search operator that a project management website could use.
- intext:asana intitle:project management -Monday.com -asana.com
6. Case study blog articles with social ads
Case studies are a coveted asset because they tend to have actionable takeaways from real-world learnings.
SaaS companies have access to unique data and case studies using their software to gather data. Because of their unique value, these assets can be used in social ads to attract readers and links.
This Ahrefs case study analyzes Linktree’s traffic drop using several reports in Ahrefs, including the Top Pages and Avg. organic traffic reports. The screenshot below shows the steep increase in traffic along with a rapid decline.
This sort of trendline entices an SEO to look deeper.
They took the case study and ran ads on Facebook – and potentially other platforms.
Plugging the case study URL into Ahrefs Site Explorer, I find that the article received links from 65 unique referring domains.
Although it doesn’t appear to generate much organic traffic, it will increase the overall site’s topical relevancy for SEO topics. Thus, other optimized pages will rank more easily.
7. Listicle outreach for product and homepages
Content listing out companies or expert roundups in niche markets has become very popular.
Listicles are a popular form of content because they’re easy to read and digest. They’re often used in content marketing and journalism as a way to present information in a concise, organized, and engaging way.
A cybersecurity digital marketer can build a campaign to find listicles around general or vertical-specific article searches.
Build a list of these opportunities with the “intitle:” search operator. However, the more niche the niche or keyword used to search, the fewer articles will be available. Repeat this article search for all relevant product keywords.
- intitle:”supply chain cybersecurity” intitle:top
- intitle:”cybersecurity” intitle:top
To expand opportunities, replace “top” with “best,” “tools” or other generally descriptive terms for your niche.
8. Executive and team guest posting byline for high-authority sites
Securing a guest post on high-authority publications often means a valuable byline, complete with a branded link to your homepage.
However, it’s important to note that earning a spot in these high-traffic platforms necessitates real expertise and considerable time commitment to develop quality content.
While these links hold significant value in terms of SEO, their principal objective goes beyond that. Primarily, these articles serve as a strategic tool for enhancing brand visibility and establishing thought leadership.
For instance, as you can see at the bottom of this article, my byline in Search Engine Land includes a link that directs readers to my company’s homepage.
9. Passive PR request for homepage links
In public relations (PR), a “passive journalist PR request” typically refers to a situation where a journalist seeks information, quotes, or a story from PR professionals, companies, or individuals, usually via social media or other public platforms.
These requests are “passive” because the journalist is not actively reaching out to specific individuals or companies with a pitch or query but rather posting a broad request to which any relevant party could respond.
This approach can benefit journalists by enabling them to access a wider variety of sources and stories than they might be able to through direct outreach.
For PR professionals, these requests present opportunities for their clients or organizations to gain exposure.
Although passive PR isn’t specific to SaaS, creating content around various topics will allow for many more placement opportunities.
Two methods to find these requests are with Help a Report Out (HARO) or searching the hashtag #journorequest on Twitter.
10. Non-competing Informational links, Internal linking to commercial pages
This method entails building links to informational content, then placing internal links to the target ranking pages.
The reasoning is that bloggers and publishers are more likely to link to informational articles than commercial pages, thus increasing the total volume of link opportunities in less time. More so, this method also uses internal linking to pass PageRank and topical relevancy to the commercial pages from the linking site.
The outreach will focus on related but non-competitive articles. An article that is not competing for the same target keywords is more likely to link to content than content that is competing for the same keywords.
For example, an article about “Top 10 HR Management Software” will not easily link to another listicle about HR management software, but it might link to an article detailing the software’s features.
To find these types of articles, use this search operator template with your own keywords:
inurl:blog intitle:HR software -top
Content-first link building in B2B SaaS
SaaS websites have the unique ability to target a wide range of topics and content, which is aligned well with the new wave of content-first link building.
Tools like Buzzstream, Pitchbox, and Respona can streamline the prospecting and outreach process, but having the right content is important to a high response rate.
Use search operators to find these opportunities, but test multiple quires to find as many sites to pitch as possible.
Link building is critical in B2B SaaS traffic generation, and those companies that get it right will drive real growth.
The post 10 ways B2B SaaS companies can use link building for better rankings appeared first on Search Engine Land.
Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
