Archive for the ‘seo news’ Category
Wednesday, August 3rd, 2022
Twitter announced last week they were testing a new feature that would allow images, videos and GIFs in one tweet.
How it works. Multimedia tweets cannot be created or viewed on a desktop at the moment, and are only available to on the Twitter app. Additionally, the feature is only available to a handful of users at the moment with no word on when the company plans to make the feature public.
I wasn’t able to find any examples of a multimedia tweet on my own feed and didn’t have access to create my own, but the screenshot below from Alessandro Paluzzi shows what it looks like.
What Twitter is saying. In a statement reported to TechCrunch, Twitter said:
We’re testing a new feature with select accounts for a limited time that will allow people to mix up to four media assets into a single tweet, regardless of format. We’re seeing people have more visual conversations on Twitter and are using images, GIFS and videos to make these conversations more exciting. With this test we’re hoping to learn how people combine these different media formats to express themselves more creatively on Twitter beyond 280 characters.
Tests continue on the edit feature. Additionally, Twitter continues to test the edit feature on a limited number of accounts. Jane Manchun Wong found that when you edit a Tweet, the original one doesn’t disappear, but shows a notification that says “There’s a new version of this Tweet” just below it, and the new, edited Tweet is then shown above.
Embedded Tweets will show whether it’s been edited, or whether there’s a new version of the Tweet
When a site embeds a Tweet and it gets edited, the embed doesn’t just show the new version (replacing the old one). Instead, it shows an indicator there’s a new version pic.twitter.com/mAz5tOiyOl
— Jane Manchun Wong (@wongmjane) August 1, 2022
Initial testing. Twitter began testing the edit feature back in April to Twitter Blue subscribers only. 73% of the 4 million voters that replied to an Elon Musk poll replied that they wanted an edit option. The day after the poll, Twitter responded that they were in fact testing an edit feature and that it had nothing to do with Musk’s poll.
Why we care. Twitter users have been asking for an edit option for a long time. There is no indication that non Twitter Blue users will have access, so this could be their way of enticing users into paying for the subscription. As for multimedia posts, it could be a fun feature for brands to showcase their products, but likely won’t move the revenue needle much.
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Wednesday, August 3rd, 2022
Marketers are being asked to do more with available resources while still delivering against tough targets. Pivoting this from a no-win mission to a job-well-done scenario is a no-brainer.
During this webinar, you’ll learn how Hertz has tackled their ESP sprawl, grew its marketing team and scaled operations through consolidation efforts.
Register today for “Why Finding the Right Platform is the Key to Winning in Email Marketing,” presented by Salesforce.
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Wednesday, August 3rd, 2022
Microsoft has just announced nine (9!) new updates on their blog. The updates include new Automotive Ads, vertical-based ads, and more. Let’s dive in.
Automotive Ads
The new Automotive Ads are specific ad formats that are unique to the auto industry. The new ad format will display a photo of the vehicle for sale, the year, make, and model, condition, dealer website, price, and a short description. After a North American and Europe test, the ads will be rolled out to advertisers in the Asia Pacific and Latin American markets in the coming weeks.
Learn more about Automotive Ads and how to set them up here.
Vertical-based ads
Vertical ads are created from dynamic feeds and appear in different formats depending on what the user is searching for. The ads use intent data and the user needs to create the ad. Microsoft AI uses the data feed to source the necessary information to display in the ad. Microsoft claims that the new ad format will minimize the time and resources required to set up and manage campaigns.
Learn more about Automotive Ads and how to set them up here.
Audience network updates
Market expansions
The Microsoft Audience Network connects advertisers to MSN, Outlook, Microsoft Edge, and other publisher partners. Now Microsoft is expanding to 64 markets, with more coming later this year.
New ad formats
Dynamic Remarketing will be expanded to verticals outside of just retail. You can now use Dynamic remarketing for travel, auto, and event ads. When the dynamic feed is set up, advertisers will have two options to set up Dynamic remarketing.
- Standard Universal Event Tracking (UET). Using the UET tag, you can send ads to users who have been on your website. The tag will not need to be updated if the product ID is presented. Microsoft will know if a visitor has been to the website if the product ID shows in the URL
- UET with additional parameters. Updating your UET tag to pass back additional parameters will give advertisers access to more audiences. With those parameters, you can access:
- General visitors
- Product searchers
- Product viewers
- Cart abandoners
- Past buyers
Additional bidding solutions
For video ads, there are now three different bidding options.
Additionally, a pilot for automated bidding has just been launched. You can use Enhanced CPC to help maximize conversions on audience campaigns. Microsoft says that more automated bidding solutions will be released soon.
Customer data platform integrations for Customer Match
Last month Microsoft announced that they were expanding Customer Match to new markets. Today they announced that if you use a Customer Data Platform you can connect it to Microsoft Advertising to import your customer lists. Current integrations include Ampertiy and Adobe Ad Cloud for Search. More integrations will be available soon.
Expanding audience targeting new markets
In-market Audiences are now available in:
Latin America: Aruba, Bahamas, Bolivia, Cayman Islands, Costa Rica, Dominica, Dominican Republic, Ecuador, El Salvador, French Guiana, Guatemala, Guyana, Haiti, Honduras, Martinique, Montserrat, Panama, Paraguay, Puerto Rico, Trinidad and Tobago, and Uruguay.
Asia Pacific: Bangladesh, Brunei, Fiji, French Polynesia, Guam, Maldives, Mongolia, Nepal, New Caledonia, Papua New Guinea, and Sri Lanka.
Similar Audiences are now available in more markets
Albania, Bosnia and Herzegovina, Hong Kong, Iceland, Japan, Montenegro, North Macedonia, Serbia, South Africa, Taiwan, and Turkey.
Smart Campaigns are expanding to new markets
Microsoft is now piloting new markets in France, Germany, Ireland, Italy, The Netherlands, New Zealand, and Singapore.
Reporting experience updates
There is a new drop-down menu that will help advertisers access all reports. Those reports can be found on the updated landing page grid. You can also filter the grid to quickly access the reports you need.
RSA reminder!
Microsoft also added a reminder that August is the last month to migrate your Expanded Text Ads (ETAs) to Responsive Search Ads. Starting on August 29, RSAs will be the only search ad type that can be created or edited in standard search campaigns. Existing Expanded Text Ads will still serve, but you won’t be able to edit or add them.
You can read the entire announcement from Microsoft, with all of the updates here.
Why we care. Microsoft continues to release numerous updates and products, which is giving Google a run for its money. Microsoft and their partner networks reach about 724 million users each month and these new features could be good news for advertisers looking for Google alternatives, or to expand their impression share.
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Monday, August 1st, 2022
Whenever I visit LinkedIn lately, I almost always see an update from Sara Taher, the SEO Team Lead at Flywheel Digital.
And many of her posts tend to get a lot of engagement. Her updates regularly attract hundreds of reactions, comments and shares.
So what’s her secret to posting effectively on LinkedIn and being so visible? Has she figured out the LinkedIn algorithm?
Taher was kind enough to give a little insight into her LinkedIn posting strategy. What follows are highlights of our Q&A. You may notice that much of the advice Taher shares aligns with LinkedIn’s advice for creators.
Pick your LinkedIn goal(s). Taher’s biggest goal on LinkedIn? To build her personal brand.
- “My audience is SEO and digital marketers mainly, but I was able to attract some tech-savvy business owners and some marketing managers looking for SEO consultants,” Taher said.
Keys to a successful LinkedIn post. Taher said she doesn’t use a schedule. She writes based on inspiration. Very often, Taher said she gets an idea for a post from something she is actively working on.
So what formula works for Taher?
- “The formula is four things. Provide 1. relatable and 2. actionable information. 3. Be yourself and 4. be real.”
- “SEOs can understand my posts, I make sure it’s easy and simple to understand. They also find it relevant to everyday SEO tasks.”
This post is one example of her doing that, when she discussed content audits.
Here’s another, in which she discussed optimizing the homepage:
In addition to sharing SEO insights and tips, Taher opens up about herself.
In this post, she noted how posting something about herself made her feel “seen” as a person for the first time.
And in this post, she discussed confidence, which she admitted she struggles with.
Is there a “best time” to post on LinkedIn? I know, I know. Posting at mid-morning, midweek guarantees nothing in terms of visibility or engagement for your LinkedIn post. But I was curious if Taher had noticed any days or times that worked generally for her. Here’s what she said:
- “My audience is international with different time zones and even sometimes different weekend days (some countries take Friday and Saturday off as weekend). I just found that posting first thing in the morning my time, and generally posting on Sundays, Tuesdays and Wednesdays, would get the most engagement.”
What to avoid. Taher also has some advice on what doesn’t work:
- “Definitely trying to be like someone else. Don’t try to imitate other people’s style,” Taher said.
Taher said she learned a lot by following other SEO experts on LinkedIn and connecting with them. But you can learn from others without copying them.
Defining success. Success will depend on your goals. So how does Tahker measure “success” for her LinkedIn post?
- “Success for me is when I get engagement on a post. And when I get positive feedback from followers.”
One final bit of advice. And this is something more people in our space need to hear:
- “Posting and becoming a public figure in the SEO community is a responsibility, as people actually follow your advice. So don’t post anything you are not 100% sure of.”
The post Tips for how to post effectively on LinkedIn from SEO Sara Taher appeared first on Search Engine Land.
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Monday, August 1st, 2022
MarTech recently surveyed nearly 300 marketers from brands across the U.S. to uncover their most significant challenges and strategies for overcoming them.
Join our panel to learn more about how marketers overcome their biggest challenges and the technology they adopt to drive results. Attendees will receive a copy of the report.
Register today for “What Marketers Must Know to Rise Above Economic and Buyer Uncertainty,” presented by Highspot.
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Monday, August 1st, 2022
FLEDGE is a Privacy Sandbox proposal for remarketing and audiences. It’s designed so that it can’t be used by third parties to track user browsing behavior across websites. Google will begin testing the API on AsSense accounts on August 28.
What is FLEDGE. The API uses interest groups to enable sites to display ads they believe are relevant to their users. According to Google, when a user visits a website that wants to advertise its products, an interest group owner (such as a DSP working for the site) can ask the user’s browser to add membership for the interest group. The group owner (in this example, the DSP) does this by calling the JavaScript function navigator.joinAdInterestGroup(). If the call is successful, the browser records:
- The name of the interest group: for example, ‘custom-bikes’.
- The owner of the interest group: for example, ‘https://dsp.example’.
- Interest group configuration information to enable the browser to access bidding code, ad code, and real-time data, if the group’s owner is invited to bid in an online ad auction. This information can be updated later by the interest group owner.
Later when a user visits a website that sells ad space, the seller for the website can use FLEGDE to run an ad auction to select the most appropriate ads to display to the users. Bidding is only run for the interest groups the user is a member of, and whose owners have been invited to bid.
Learn more about FLEDGE. You can learn more about the API here.
AdSense testing. Testing for FLEDGE will begin on August 28 in AdSense. Google does not predict any revenue change or performance impacts “for now.” You can turn off access to FLEDGE on your Chrome browsers by following the instructions here.
Why we care. Google announced last week that cookies will remain in Chrome until at least mid to late 2024. However, if the FLEDGE API test is successful, audiences and remarketing ads may become less specific and advertisers could have a tougher time converting. On the other hand, as users are added to interest groups like “running shoes” for example, they could possibly be served additional ads whose products are in the same category. If you’re an advertiser, learn how the FLEDGE API could categorize your product or service and how this may impact your remarketing ads.
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Monday, August 1st, 2022
Instead of using the Google Tag Manager or global site tag code for cookie expiration or settings, you can now update them in GA4.
Google announced last week that if you want to make changes to the default cookie settings, you can do so right in the GA4 property column section of your account.
Read the announcement and help guide. You can read the announcement and learn how to change these settings here.
Why we care. Making these changes can now be done faster and easier through GA4 instead of contacting your developer or making updates to the global site tag.
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Friday, July 29th, 2022
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.
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Thursday, July 28th, 2022
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 measurable.
- Experience: Content delivers a great user experience and is scannable.
- Engagement: Helps drives engagement and guides the visitors to the desired goals – sign-ups, purchases, form fills, calls, etc.
The most common struggle we all face is determining what type of content to create or add.
Aligning strategies with search engines
Search engines are evolving and content marketing strategies need to align across all verticals from popularity and quality to the intent behind the query and the overall page experience.
Search engine priorities, results, algorithms and needs have evolved over time.
Evolution of search engines and impact
As users search on screenless devices and spoken queries increase, search engines use artificial intelligence and machine learning to try and replicate how humans think, act and react.
Search engines must decode a sentence (or paragraph) long query and serve results that best match it. This is where entities come in.
Entities are things search engines can understand without any ambiguity independent of language. Even when a website has a wealth of content, search engines need to understand the context behind it, identify the entities within the content, draw connections between them and map them to the query of the searcher.
Deploying schemas and marking up the entities within your content gives search engines the context and helps them understand your content better.
A convergence of technology and content
Content, where entities are not marked with schemas, tends to underperform.
Similarly, deploying schemas on content that does not contain all the relevant entities or does not provide all the information will also not have maximum impact.
Entity optimization uses advanced nested schemas deployed on content that meets the searchers’ needs and contains all the relevant topics and entities.
Let’s use a live project as an example and show what we accomplished for one of our clients.
8 steps to developing an entity-first strategy
We deployed the eight steps given below as an entity-first-strategy for one of our client in the health care vertical to help them get the best topical coverage and visibility. We started by identifying the most relevant schema in their industry followed by determining the gaps within their content for both schema and entities.
Eight steps for an entity-first strategy
1. Identified schema vocabulary
We created a list of all applicable schemas in the healthcare industry.
2. Determined the schema gaps
We identified the schema gaps by comparing the current site content against the applicable schemas.
3. Mapping schema
Once we identified the schema gaps, we identified the most relevant pages to deploy the unused schemas.
4. Market opportunity and potential sizing
We used in-depth keyword research and analysis of current content performance.
Map content based on informational, navigational and transactional content.
It is critical to see how your current branded and non-branded content is performing and what your focus should be based on business goals.
Market opportunity and potential sizing
We identified the pages that could see the most impact and potential from topic, entity, and schema optimization.
5. Map topic gaps
Once we identified the best potential pages, we cross-referenced the gaps in the content by analyzing the topics and entities covered by other ranking websites.
6. Identify Content Opportunities
We enhanced the page architecture by adding relevant content elements, such as images, headings and lists.
Page layout showing schema and content opportunities
Topic/entity gaps covered:
- care plan
- Treatment
- Treatment center
- ABA services
- Behavior technician
- Autism spectrum disorder
- BCBA
- ABA therapist
- ABA services
Schema gaps covered:
- Medical organization
- SiteNavigationElement
- Medical clinic
- availableService
- hasmap
- FAQ
- ItemList
7. Content enhancement
Optimized the content by incorporating missing topics and entities
8. Create better than the best website page
We then created the perfect in-depth page, rich with relevant topics the target audience is searching for.
Measuring entity strategy Impact
When we measured the impact of adding entities and schema into our strategy for this healthcare company, we saw a 66% lift in visibility and inclusions in rich results.
Overall impact of new page.
While the above image is just one example of the impact entities and schema can have, you can see below how many different industries benefit by deploying schema and entity coverage.
Impact of schemas across various industries.
Key takeaways
Creating content is more than writing. It is robust when you add in all the elements from design, development, topical entity coverage and schema. All these elements need to align to give optimum results.
Keeping organization in mind, cluster pages of relevant content and connect them through pillar pages, ensuring to take advantage of the interlinking opportunities.
Treat each page as the main category page with several relevant pages linked. Adding interlinking helps in discovery and relevancy.
Once you have an entity-first strategy for content, you need to think about how to scale the process of:
- Understanding the entity.
- Tagging schema.
- Pruning broken links or errors as they come.
- Continuing to add more meaningful content.
Entity optimization frameworks for large enterprise sites
In my next article, we will explore how you can deploy, measure and report performance, enhance where needed and scale your entity-first strategy.
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Thursday, July 28th, 2022
With 800 million active users worldwide, TikTok is influencing a whole new generation of social media users and consumers.
This webinar will break down how content and influencers drive engagement and influence consumer behavior. Learn how to measure your competitive share of voice, engage consumers and drive revenue growth for your business.
Register today for “Unlock the Power of TikTok for Your Social Strategy” presented by NetBase Quid.
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Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing
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