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    PPC 2022 in review: Performance Max, Apple Search, chaos at Twitter, and more

    Written on December 27, 2022 at 7:27 am, by admin

    2022 was a wild ride and we’re not just talking about NyQuil chicken or the slap heard ‘round the world at the Oscars. The digital marketing world was inundated with a new Chief twit, old platforms making comebacks (enter Microsoft), and more campaign automation features then we really care for.

    As the year comes to a close, let’s take a look at some of the most headline-worthy, controversial, biggest-impacting changes that rocked the PPC world over the last 12 months.

    The bigger picture

    We asked and you answered. This year marketers told us that although the adoption of Google Ads automation is high, it’s their least favorite part of PPC. The gradual loss of control, as well as forcing automation and broad targeting on marketers, doesn’t give us that warm and fuzzy feeling after all. Who knew? 

    But automation and economic uncertainty aside, search advertising is thriving and spending in 2023 could hit $112 billion (nearly double the spend in 2019). Google dominates that spend, holding over 56% of ad revenue. Even Black Friday and Cyber Monday hit record numbers this year. So it’s no surprise that digital marketing ranks in the top 3 hottest skills Americans are learning in 2022. 

    Speaking of skills, our Search Engine Land PPC Award winners were announced. NP Digital was the big winner this year, taking home Agency of the Year along with 2 other awards. Streamline Results took Small Agency of the Year, and Workshop Digital blew us away with Best B2B Search Marketing Initiative. And who can forget Melissa Liu from RPA taking home Search Marketer of the Year. Congrats to all of our winners! 

    Security concerns and legal woes

    Google had to tighten their policies surrounding explicit content after Reuters found illicit ads advertising liquor, sex toys, and high-risk investments. Large brands are even leaving Twitter after finding their ads next to adult, harmful, or violent content. More about Twitter later. 

    Google security remained in the spotlight when Senator Richard Blumenthal (D-Conn) wrote a letter to CEO Sundar Pichai claiming that Google wasn’t doing enough to crack down on deceptive ads originating from their platform. The claim was citing an investigation from last year claiming that Google advertisers are impersonating government websites and purchasing ads in an effort to scam consumers. 

    Location data concerns also plagued Google and they were sued by Washington D.C. attorney general Karl Racine. Lawsuits were also filed in additional states. 

    But Google users concerned about privacy and security may be happy to know that Google updated their My Ad Center features to allow for more control. 

    TikTok, though making aggressive moves toward a more secure and safe platform, isn’t a stranger to security flaws. The FCC even told (recommended?) that Google and Apple remove it from their app stores for breaching user data. The request claims that U.S. data had been accessed by China and that “TikTok poses an unacceptable national security risk due to its extensive data harvesting being combined with Beijing’s apparently unchecked access to that sensitive data.”

    Speaking of TikTok, in an effort to play nice, the social media platform banned political fundraising and started requiring accounts that belong to U.S. government departments, politicians, and political parties to be verified. 

    We can’t talk about safety and security without talking about Meta. From 12:01 AM PT on Tuesday, November 1, 2022, through 11:59 PM PT on Tuesday, November 8, 2022, no new ads about social issues, elections, or politics were allowed to be published, and most edits will be prohibited. This policy runs every year and is likely in response to the 2016 presidential election. 

    Hot topics

    Russia declared war in Ukraine. In response, Google and Microsoft Bing halted ad sales in Russia. A smart, necessary move to protest Russia’s actions in Ukraine, but they also help search engines avoid brand safety debacles like misinformation campaigns making it through their automated systems and showing to users.

    In July Google eased ad restrictions for at-home abortion providers, making it easier for at-home abortion providers to distinguish themselves from other services that try to discourage the practice. Telemedicine providers who mail FDA-approved medications to people looking for at-home abortions previously weren’t allowed to label themselves as abortion providers. But in the aftermath of the Supreme Court overturn of Roe v. Wade, Google has amended its policies.

    Gmail, YouTube, Smart Shopping updates; and is Google Search getting worse?

    Freakonomics podcast asked us if Google Search was getting worse. What do you think? According to their research, maybe. 

    Gone but not forgotten

    Automation & Performance Max

    New & improved

    YouTube

    Cookies

    Cookies will remain active on Chrome until 2024. In July, Google announced that their Sandbox 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 – not 2023 like originally planned.

    Microsoft is making a giant comeback

    Microsoft isn’t new to PPC. But over the years it’s become third, fourth, or even fifth string to Google, Meta, twitter, LinkedIn, and even TikTok. But 2022 impressed us with just the sheer volume of new, improved, and updated features that Microsoft released. 

    One of the biggest announcements this year was the acquisition of AT&T’s Xandr. By joining forces, Microsoft hopes to combine their audience intel and technology with Xandr’s powerful platform. This could allow Microsoft to leverage their audience network and provide additional inventory such as native video and digital TV.

    Microsoft even announced plans to double the size of its ad business to $20 billion. I’d say they’re on the right track, since they also launched in 29 more countries in Europe and Africa. 

    As if this year couldn’t be any more busy, they also won the bid to partner with Netflix for their ad supported tier. The deal gives Microsoft access to a quality streaming video inventory – something they previously lacked. 

    New launches

    Housekeeping

    Meta takes a backseat

    Meta stayed pretty quiet in 2022. With Zuck focusing so much time and resources on the Metaverse, they didn’t launch as many new products or features as Google or Microsoft. That said, there were still a few new developments. 

    Twitter – where do we even begin

    Twitter has had an interesting year. It’s not even over and new Chief twit Elon Musk is still making headlines. As always, we try our best to keep you updated with the latest news, as it happens. But Twitter updates are happening faster than we can report, so thanks for sticking around while we try to navigate what’s post-worthy and what’s too ridiculous to even mention. 

    After the Musk takeover, security policies seemed to loosen and 30+ brands suspended their marketing campaigns after finding their ads next to child pornography accounts. 

    But despite all the drama, Twitter has released a few new useful tools and features. Let’s take a look.  

    TikTok shopping debacle, longer videos, and unhappy creators

    TikTok continued to compete against Facebook and Instagram to gain an edge over the short form video market. In doing so, they extended the length of their videos to 10 minutes, and updated the description character limit to 2,200.

    But the longer videos and descriptions wasn’t enough to keep creators happy. In July we reported that TikTok’s history of low Creator Fund payouts were forcing some influencers to leave the platform for good. Some creators claim they’re paid between $0.02 – $0.03 per one thousand video views. Yikes!

    Shopping confusion

    You would think that TikTok would be doing everything they could to get a leg up on other social and ad platforms. So it was surprising when Meta announced their plans to scale back on shopping, TikTik followed suit with its own announcement to abandon plans to bring shopping into the US. Though, understandably after a disastrous launch in the UK. 

    But just one month later, TikTok announced three new shopping ad features, including video, catalog, and LIVE ads. So what gives?

    For their LIVE feature, they aimed at enhancing the experience and promoting greater brand safety, something that the app has been accused of neglecting in the past.

    They did this by introducing:

    I think they were hoping that brands that saw features being cut on Meta would abandon the platform and move to TikTok. But has that happened? We shall see. 

    And to further compete with Meta, TikTok also launched Photo Mode as well as 7 other photo editing features including:

    Look familiar?

    Competing with Amazon, too?

    But Meta isn’t the only media giant TikTok is going after. In November, they launched TikTok Shop, where users can now make purchases directly through the app. At the time of this publishing, TikTok is currently inviting select U.S. businesses to participate in the initiative. That means live streamers from places where the feature is not live will need to continue directing shoppers to third-party websites.

    Apple

    Apple is trying its hardest to join the ad game, but unless you’re a publisher or game developer, there aren’t a ton of options for you right now. But nevertheless, Apple made some noteworthy changes and updates this year. Let’s take a look. 

    Apple is expanding ads on iPhone and iPad.  Display ads are currently shown in the search tab. But soon Apple will expand the ads to the main Today tab as well as in third-party app download pages, according to Bloomberg. For search ads in the app store, developers can pay to have their apps featured in the results when users search terms related to the app.

    Four new Apple Search Ad placement options. Apple released four new options for advertisers to drive visibility and downloads in the App Store. The new placements are:

    Apple could be building an ad network for live TV. In November we reported that Apple was holding discussions with advertising partners and MLS sponsors with the plan to launch next February.

    Apple Search campaigns shifting to cost-per-tap (CPT) pricing model. Starting in June, Apple shifted their model to Cost-per-Tap, or CPT. CPT is Apple’s version of CPC, or cost per click. It is calculated by dividing your total spend by the number of taps your ad received. 

    Other platforms making headlines

    We would be remiss if we didn’t mention that there are plenty of other platforms that made waves in 2022. Although these may not have been big enough to deserve their own category, they definitely deserve mentioning. 

    Best Buy

    Best Buy to sell search ads under its own in-house media company. Best Buy has launched Best Buy Ads, its own in-house media company. Best Buy Ads offers paid search ads and sponsored product listings on Best Buy’s website, among other ad offerings.

    Instacart

    Walmart

    LinkedIn

    Pinterest

    Pinterest is doubling down on Shopping by adding 4 new features. Pinterest introduced four new merchant features to help retailers promote their stores. 

    Reddit

    Uber

    Uber ads are coming, and they’re already raising privacy concerns. Ubers’ new journey ads will be shown in the Uber app at least three times during the riders’ journey. The new feature will let brands place ads using data drawn from riders’ travel history and their precise geographic destinations, according to Uber. 

    SMX Advanced and SMX Next

    We can’t wrap up our 2022 year in review without talking about SMX. We had 2 epic virtual conferences this year with expert speakers discussing topics such as how to leverage automated bidding to finding success with an audience-first strategy. Let’s take a look back. 

    SMX Advanced

    SMX Next

    Did you miss SMX Next, or wanna watch it again? You still can. Registration is free. 

    Well that’s a wrap on 2022. What a year it’s been. Looking forward to 2023 I think we’re going to see more automation, a bigger push into GA4 as Universal Analytics gets sunsetted, big moves from Microsoft and other smaller platforms like Walmart and Instacart, and privacy-first strategies as third-party cookies finally retire.

    The post PPC 2022 in review: Performance Max, Apple Search, chaos at Twitter, and more appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




    How Google Autocomplete works

    Written on December 23, 2022 at 7:22 pm, by admin

    When you go to the Google homepage, you’ll most likely know what you’re about to type into the search box – whether you’re checking in on the weather forecast, looking for a business or service, or want to find out where you recognize that actor from. (Unless you’re “feeling lucky,” that is.)

    You enter a word or a single letter, and Google will populate the search box with a list of “predictions” before you’ve even finished typing. This Google feature is called Autocomplete.

    But what exactly is it? How does Google come up with those predictions? Read on to find out how Google Autocomplete works.

    What is Google Autocomplete?

    Autocomplete is a feature within Google Search that, in Google’s own words, is “designed to make it faster to complete searches that you’re beginning to type.”

    Starting as an experimental feature in 2004, it was fully introduced four years later as Google Suggest and was renamed Autocomplete in 2010.

    It is available anywhere you can expect to find a Google search box, including:

    Begin typing, and you’ll see predictions appear.

    Google Search - Autocomplete for 'new y'

    In the screengrab above, you can see that by typing “new y” Google brings up predictions such as “new york times” or “new york Yankees.”

    This makes it easy to finish entering your search on these topics without typing all the letters. The predictions change in real-time in response to each character being typed into the search box. 

    The user then has the option to continue typing their desired query or choose from the dropdown selection.

    But if you know what you’re searching for, why do you need Google to tell you? 

    It saves time. While Autocomplete began as a desktop search feature all those years ago, it has become a popular time-saving feature on mobile devices.

    Google estimates that, cumulatively, it saves the equivalent of over 200 years of typing every single day and, on average, reduces typing overall by about 25%.

    How Google Autocomplete works

    Google Search doesn’t quite know how to read minds. Instead, it makes calculated predictions by looking at searches made by real people.

    Autocomplete displays common and trending queries relevant to the characters entered into the search bar. 

    Here are some key factors used by Autocomplete to predict search queries:

    Put simply, the results shown are influenced by things you’ve previously searched for, the location you’re searching from, and the search term data that Google has gathered – using all of this data to automatically predict what you’re looking for. 

    Let’s take a closer look at each factor.

    The popularity of search queries

    When it comes to predicting search queries, popularity often walks hand in hand with what’s trending. But trends can fade over time, whereas one or more subjects might always be commonly linked together. 

    While some searches are far more common than others, some less popular searches might be shown above more common ones if Google deems them more relevant, the company says. In short, personalized > popular.

    Trending searches

    We’ve all heard of Google Trends, the website that analyzes the popularity of top search queries across various regions and languages. Well, this isn’t that.

    A current trending search is a term or phrase that suddenly spikes in popularity. As people flock to Google to ask the same question, the query can appear as a suggestion, even if it hasn’t gained long-term popularity. 

    Google uses the following example to explain:

    When actress Anna Paquin was getting married, “Anna Paquin wedding” began appearing as a suggestion just before her big day. The term was useful to suggest, as many people were starting to search for it.

    If Google had relied solely on long-term data, then the “suggestion” wouldn’t have appeared as an option in the search box, as it hadn’t widely been searched for previously.

    And today, Autocomplete no longer offers the term as it didn’t harness enough long-term popularity (though “Anna Paquin married” has stuck).

    Previous search queries

    The predictions dropdown list will include a variation of topics and questions depending on who is doing the searching. To speed up the search process and identify what you might be looking for, Google sifts through your past searches.

    In the example below, you can recognize that a previous search result appears because the text is highlighted in purple.

    Desktop view of Google search bar with autocomplete

    On desktop, you’ll also see the word “Remove” appear next to the prediction, which you can click if you want to delete the past search.

    However, on mobile, things look a little different. You’ll see a clock icon on the left for previous searches and an X button on the right to remove it. 

    Mobile view of Google search bar with autocomplete

    You can also delete all your previous searches in bulk or by particular dates or those matching particular terms using My Activity in your Google Account, regardless of the device you use to search.

    Language and location

    With a service that seems so personalized, it’s perhaps no surprise that not everyone receives the same suggestions. Among the factors that can tailor your experience is the language you’re searching in and the location you’re searching from.

    The country, the state or province, and even the city can all produce different suggestions – whether it’s where you currently live or are originally from. 

    Different suggestions will also appear if you’ve told Google that you prefer to search in a particular language or based on the language Google assumes you use, as determined by your browser’s settings.

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    Why are some predictions removed?

    Google outlines that Autocomplete makes “predictions” rather than “suggestions.”

    This could be due to several controversial and legal claims previously made which suggested that Google was promoting harmful, offensive and/or inaccurate information by suggesting certain search queries.

    When rebranding in October 2010, Google moved away from “Suggest” since it’s not always offering the most thoughtful, caring, or appropriate term.

    The company prefers to use “predictions” and is committed to bettering the service by taking on feedback and monitoring searches.

    In addition, Autocomplete is designed to help people complete a search they intended to do. The feature offers predictions based on the query you were likely to continue entering. 

    While the results show depend on several factors outlined above, Google removes predictions that are against its autocomplete policies, which block:

    Google may also remove predictions considered spam, closely associated with piracy, or in response to valid legal requests.

    How do inappropriate Autocomplete predictions happen?

    While Google has systems designed to automatically catch inappropriate predictions, the search engine processes billions of daily searches.

    Billions of searches mean billions of predictions, which means that sometimes, inappropriate predictions can slip through the net.

    While some predictions may seem odd, shocking or make you question why someone might want to search for it, looking at the actual search results generated sometimes provides needed context. 

    In some cases, the search results themselves may make it clearer that predictions don’t necessarily reflect awful opinions which some people may hold but instead may come from those seeking specific content that’s not problematic. 

    This is why popular searches measured in our Google Trends tool might not appear as predictions within Autocomplete.

    Google Trends is a tool designed as a way for anyone to research the popularity of search topics over time, regardless of the search intent.

    How to report inappropriate Autocomplete predictions

    If you spot something which doesn’t feel right, makes you uncomfortable or might offend someone, you can report using the “Report inappropriate predictions” link, which appears below the search box on desktop.

    Report inappropriate predictions

    For those searching on mobile or using the Google app for Android, long press on a prediction to get a reporting option. Those using the Google app on iOS can swipe to the left to get the reporting option.

    Google reassures users that they don’t just remove a reported prediction that violates their policies but also investigate closely related predictions to provide a broader solution and prevent inappropriate predictions from being made in the future.

    More than just Autocomplete

    Google Autocomplete benefits all types of users, helping them to make searches and load pages more quickly.

    Whether you’re looking to inform your marketing strategy, generate content ideas, research keywords or explore search intent, Autocomplete can be a valuable tool.

    Search and digital marketers use it to find out what people are actively searching for so they can better meet their customers’ needs.

    The post How Google Autocomplete works appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




    Google updates ad policies to allow more CBD promotions

    Written on December 22, 2022 at 3:11 pm, by admin

    On January 20, 2023, Google will update its Dangerous Products and Services and Healthcare and Medicines ads policies to allow for the promotion of FDA-approved pharmaceuticals containing cannabidiol (CBD) and topical, hemp-derived CBD products with THC content of 0.3% or less in California, Colorado, and Puerto Rico. 

    Why we care. If you’re a brand or advertiser for CBD products in the three approved locations, the new policies will allow you to advertise if you are certified by Google. Advertisers can request certification with Google starting on January 20, 2023, when the form is published.

    Certification from LegitScript. Google will only allow CBD products that have been certified by LegitScript to be promoted. The certification process will require that any product that is going to be advertised adhere to the following:

    Still not allowed. Certain formats, including YouTube Masthead, will not be eligible for serving. CBD will be removed from the Unapproved Pharmaceuticals and Supplements list. All ads promoting other CBD-based products, including supplements, food additives, and inhalants, remain disallowed.

    Dig deeper. Review the announcement from Google here.

    The post Google updates ad policies to allow more CBD promotions appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




    Merchant Center Feeds issue

    Written on December 22, 2022 at 3:11 pm, by admin

    Just in time for the holidays, Google has reported a Feeds issue in Merchant Center. The following is a screenshot from the status dashboard.

    Why we care. This issue could affect your product feed. Keep an eye on the dashboard for a resolution.

    The post Merchant Center Feeds issue appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




    GA4 now lets you recreate Universal Analytics audiences, and personalize the Home page

    Written on December 22, 2022 at 3:11 pm, by admin

    GA4, everyone’s favorite new Google Google Analytics product, will now let you use the Migrator for Google Analytics Google Sheets add-on tool to recreate many of your Universal Analytics properties into a GA4 property. You can also personalize the content on your home page to make what’s shown more relevant. Let’s take a look.

    Why we care. First, these new tools attempt to make GA4 tolerable by allowing you to customize your dashboard and properties as close to UA as possible. Though not perfect, this should at least bring a little more familiarity into the mix. Advertisers who have been slow to implement or learn GA4 might find solace in these familiar features.

    If you haven’t implemented GA4 yet, this is your sign.

    Recreate Universal Analytics audiences in Google Analytics 4

    Audiences based on dimensions and metrics that are the same in UA and GA4 can be recreated just as they are. When the audiences use dimensions or metrics that differ between UA and GA4, you can edit the audience definitions in the spreadsheet to use the relevant GA4 dimensions and metrics.

    For each audience, the spreadsheet includes information about whether the audience is available for recreation; if it isn’t, the spreadsheet has information about why. Editable audience conditions are included so you can modify them before recreating them.

    More information on the Migration tool can be found here.

    Personalize the Home page

    Keep in mind that when you personalize your homepage, the customization is only visible to you. Other users will not see your dashboard.

    The following information is from the Google Analytics Help documentation.

    Personalize the metrics and dimensions

    You can now change the metrics on the overview and realtime cards. On the overview card, hover over a metric to see a drop-down menu so you can change the metric.

    On the realtime card, you can also choose from a number of dimensions (e.g., Audience, City) or let us choose a dimension for you (i.e., Choose for me).

    Restore your choices

    Whether you change the metric, dimension, or date on a card, we’ll restore your choices in future sessions. For example, we’ll populate a card with City the next time you visit Google Analytics when you choose the dimension in your current session.

    Additionally, when you return to a report using the Recently accessed section, you’ll see all the changes you made to the report. For example, if you changed the primary dimension, you’ll see the dimension applied when you select the report from the Recently accessed section.

    Try Suggested cards

    When you’re new to a property and haven’t viewed a card frequently, a new Suggested for you section will appear. The section surfaces cards that are popular across all Google Analytics 4 properties to help you find useful information in your property.

    Provide feedback

    You can now give a thumbs up or thumbs down when hovering over the top right of a card in the Suggested for you, Because you view frequently, and Insights sections. The feedback options allow Google Analytics to provide you with more helpful information in the future.

    The post GA4 now lets you recreate Universal Analytics audiences, and personalize the Home page appeared first on Search Engine Land.

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    Why SEO experts rarely share actual success stories

    Written on December 22, 2022 at 3:11 pm, by admin

    Most SEO experts are still afraid to publish their success stories, with a few notable exceptions. 

    Many are simply unable to share their work even when it’s successful. How can SEOs stop practicing “ghost optimization”? 

    Before we dive into this question, let’s look at the reasons for the ongoing secrecy and still prevailing negativity among SEO practitioners.

    SEO horror stories, anyone?

    One of the most popular SEO hashtags within the industry over recent years has been #seohorrorstories. 

    Why are SEO experts much more likely to share the horrible failures of the industry and their colleagues than their own success stories? 

    Is this the overall prevailing negativity of society as a whole? Or do we have an internal problem aggravating the situation? 

    I think it’s probably both.

    First off, the recent years have led to a never-ending, downward spiral of public debate. Diplomacy has made way for trolling. 

    When even presidents provoke people online to get attention, how is everybody else meant to stay civil in day-to-day conversations? 

    Also, social media like Facebook and Twitter have been capitalizing on fear and anger.

    Such “bad news” goes straight to our lizard brain and elicits fearful and angry reactions without consulting the parts of the brain responsible for logical thinking.

    No wonder that even within the relatively professional SEO industry, the discourse has degenerated into the realm of “OMG! Look at that nonsense! How stupid!”

    I’m exaggerating a bit, but that’s the essence of most shares where #seohorrorstories are involved. 

    These are more than cautionary tales. It’s also a way of ridiculing those reckless enough to get caught red-handed while employing outdated SEO tactics.

    Perhaps the thought process is that when one can’t shed light on their actual successes, then highlight others’ failures. This way, they indirectly stand in a better light by sheer comparison.

    Of course, this is merely guesswork. The motivation behind the many horror stories may vary. It won’t simply gloat or malice, in most cases. 

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    ‘Look at this random graph, please – the growth is stellar!’

    There is also a compromise, anonymized “success” stories – where the alleged success can’t be fully reviewed by peers.

    Such stories seem to be the middle ground between failure and success stories. So what is the logic behind them, then?

    You will find lots of social media posts shared of random graphs without any URL connected to them.

    It’s usually an analytics screenshot clumsily anonymized before publication. Ultimately, the stellar growth they exhibit lacks any credibility. 

    I’m usually acquainted with those who share such success stories, so I know they won’t lie.

    In most cases, they also add as much context as possible without giving away any meaningful detail so that you cannot track down the website they’re talking about.

    What about industry outsiders and potential clients?

    They have no idea who the people sharing the graphs are and how trustworthy the information is.

    What is the purpose of sharing graphs without any context?

    Again, I can only guess. 

    Take note that #seohorrorstories are quite often anonymous. That way, some limited peer review does happen within a very small perimeter. It’s better than nothing, right?

    Are there any SEO hero stories? 

    Some of you may have noticed. I have been looking for SEO hero (as in superhero) stories for two months and have been quite aggressive about it. 

    There were far fewer success stories than bad news from the SEO industry. Yet, I was astounded that even the prospect of getting additional free publicity did not motivate many SEO companies, in-house SEOs or SEO consultants to divulge their success stories or share their case studies with me.

    I started a similar hashtag inspired by #seohorrorstories called #seoherostories to encourage sharing such positive examples, but it seemed like I was the only one using it.

    Are SEO experts ashamed of their work or afraid to show it?

    Given the poor reputation of the SEO industry in the last 25 years, it’s no wonder some people are not keen on outing themselves as SEO practitioners. 

    Numerous SEOs still engage in unethical practices, which might be why they are ashamed to show what they do.

    Still, others may simply be afraid. I probed about the reasons behind this fear, and here are the obvious ones.

    Manual Google penalties

    This is an age-old fear of SEO practitioners stemming back from the early days. Sometimes, outing yourself as a practitioner of the dark arts of SEO – and mentioning the actual website you’re working on – was akin to suicide for your project. 

    Even before the somewhat weird term “manual action” was introduced by Google, penalties have been known to hit out of the blue and after too much publicity for SEO practitioners’ work. 

    This fear is no longer reasonable. And like most fears, it’s rather irrational.

    SEOs are not criminals, and hiding is not necessary in most cases.

    ‘Secret sauce’ copycats

    Another albeit more likely scenario is that the competition may steal your “secret sauce” and copy your SEO techniques. 

    While this is possible, it’s important to realize who your competition on the web is. Most SEOs would still say something like “businesses who sell the same thing in the same area.” 

    The reality of Google SERPs or the “SERP real estate” is that you mainly compete against the web giants:

    Would a competitor or colleague who happens to have a similar business as you really hurt you that much by looking at your site’s SEO? 

    Also, anybody can look up your secret sauce by using a tool like Semrush and find out about on- and off-page SEO with ease. So, why hide your success from the general public?

    Client-stealing competitors

    The other fear relating to the competition is that other SEOs may see who you work with and, thus, contact them and “steal your clients.”

    People do this. I have had several clients notifying me of such attempts over the years. 

    I don’t think I lost any clients that way, though. Why? Is it just because I’m such an expert?

    Probably not. I was a beginner at the time as well. 

    It’s such a sneaky practice that business people are not fond of offers made that way. If they are, you may be lucky to get rid of them. 

    Toxic clients often hurt you more than they help financially. I had to learn that lesson the hard way over the years, trying to satisfy everybody.

    I believe the above common “reasons” for not sharing SEO work are often irrational fears and traditions – merely excuses.

    One reasonable explanation for why someone would not want to share the actual website address or their “stellar growth” chart is that the work is still in progress. 

    Many other parts of the project were far from ready for prime time, and it was not a good idea to share them prematurely. I’ve only heard that justification once, though, even when I asked many times.

    NDA: The dreaded acronym

    A common explanation for not publishing actual results or disclosing website addresses and client names is the typical non-disclosure agreement (NDA). It may as well be called a “gag order,” as most SEO experts have to shut up completely about their work. 

    Some popular search marketers, including John Doherty and Brendan Hufford, emphasized this point on LinkedIn.

    For those in creative industries, being unable to share their work or having to do so anonymously would be virtually impossible. 

    Imagine the following scenario if designers, architects and programmers were involved.

    So why do we have to sign so many NDAs forbidding us to show our actual work or even sometimes tell our friends and families about it?

    What’s with the high level of confidentiality? Are we secret agents? 

    Clients who demand that SEOs do not talk about their projects may be due to any of the following reasons:

    The common logic is, of course, about “trade secrets.” But as noted above, many tools allow you to analyze those supposed secrets.

    The bright side: 3 inspiring case studies that welcome peer review

    After talking so much about the issues surrounding (the lack of) success stories in the SEO industry, let’s focus on a few actual case studies that inspired me this year. 

    Hopefully, these SEO hero stories encourage you enough to follow in their footsteps.

    Example 1: Missguided 

    Dogs and owners often become very similar to each other, even by their looks. I am one and can tell you that it often happens “accidentally.”

    But there’s an artistic photo series taking it to the extreme, where dog owners and their pets dress up and get their hair done in the same style. 

    UK-based SEO agency Rise at Seven made this the idea behind a very successful campaign:

    As CEO Carrie Rose reports in her case study, the results have been more than impressive:

    “865% increase YoY traffic to this area of the site, 134,757 page views to be exact.”

    She goes into great detail to explain how it worked and what exactly happened to make it such a success, so make sure to read the entire case study.

    Example 2: LiberEat

    Semrush topic research - avoid gluten

    Olga Andrienko, well-known for her leadership role at Semrush, showcased the success story of LiberEat, made possible by Mich McClure and the team behind Hoojy. 

    “1000% organic traffic growth in 3 months”.

    While this might sound too good to be true, especially given the approximate numbers, she goes to great lengths to highlight what happened, why and how in her extensive Twitter thread.

    If that’s still not enough, check out the full-fledged case study with lots of screenshots, keyword examples and figures over at Semrush.

    Example 3: Unbeatable Blinds

    The folks over at Boom Online have many case studies, but their campaign for Unbeatable Blinds made me feel good. It might be the artistic quality of the images they have shared as part of the campaign. 

    While they did not divulge the numbers, the links they attracted speak for themselves:

    “The content was covered by a number of high-profile publications such as Design Taxi, Bored Panda, Line Today & The York Press among others.”

    Given such attention from popular blogs and local press alike, I’m confident that the traffic and other metrics will follow suit.

    How to get clients who are proud to work with you

    As a writer, I do not offer ghostwriting services.

    Ghostwriters tend to become invisible. Someone else gets the credit for their work.

    Nobody knows what they have done, so they can’t prove their expertise. 

    It’s pretty straightforward when it comes to writing.

    Potential clients usually tell you upfront that they are looking for a ghostwriter. You can just ignore such offers unless your financial situation forbids you to.

    With SEO services, it’s much trickier. Nobody will tell you they are looking for a “ghost optimizer.” 

    Often, after plenty of discussions and only when you are short of signing a contract will you get a cryptic NDA full of legalese meant to hide its true scope.

    In other cases, you get the NDA, or they don’t talk to you at all. Either way, you risk losing a lot of time and money and not getting the client.

    Some NDAs are meant to protect trade secrets. Yet, most of them usually grant sweeping powers to the client to ban you from disclosing much of anything. 

    No wonder people working in SEO and adjacent industries (think marketing or advertising) are simply shutting up in general in order not to breach their agreements.

    You never really know what goes too far, so you play it safe by keeping quiet.

    So what can you do to identify clients who undermine your status as an industry expert? 

    You can prepare upfront, be clear during the preliminary talks and stand firm once you start working. Below are four specific tips.

    Work on your own projects first

    Always work on your projects first or at least keep them going in the background. 

    Once you have independent revenue sources and ways of gaining status outside client work, you can rest assured when choosing to engage with others.

    Having to work for third parties out of necessity is never a good place to be at. 

    Whenever possible, work for others because you love the challenge and variety, not because you need the money. Ideally, clients seek you out because they are fond of your personal projects.

    Build your authority in the industry and beyond

    Visibility is not limited to client work. Many practitioners attend conferences, trade fairs or meetups to show up and teach others what they know.

    Some hoard knowledge and keep it to themselves so that nobody can “steal their ideas.” This is a short-sighted approach. 

    Ideas can be discovered by more than one person at any given time. But the one who publishes it first or does so more widely is usually credited with the “invention.” 

    It’s crucial to become an authority within your industry, and beyond the narrow field you specialize in. 

    When I started out in SEO, I made sure to keep branching out into broader yet more popular areas like web development, marketing and blogging. 

    SEO is often viewed as merely “technical SEO” and a small subset of actual search engine optimization, in my opinion. The number of people interested in what you are talking about is very small.

    By sharing your knowledge, you are enabling those unfamiliar with your work to understand what you do. 

    Introverts can share and teach on the web. You don’t have to show up in person, shake hands and pat backs.

    You can also network online with like-minded individuals. LinkedIn is your best bet here.

    Charge more for ‘ghost optimization’

    A simple yet powerful way to make a point is to charge more money for something harder or more valuable. 

    Usually, ghostwriters are underpaid young writers who have no name yet so that they are forced to write in the shadows of the bigger names. But once you’ve built a name for yourself, you have to be proud enough to charge accordingly. 

    Almost nobody will think you are valuable as long as you undercharge or are too timid.

    The few who know will be glad to exploit your expertise for low fees and shut up about your true worth in most cases.

    Similarly, you have to make it clear that you charge more for ghost services from the start.

    With “ghost optimization” being much more complex and riskier than mere writing, it’s even more important to charge your true value.

    There are far fewer high-quality SEO practitioners out there, so don’t be afraid to get what you deserve.

    Flatly refuse to do the dirty work 

    Once you have worked with a client for a while, some drop their masks or become more daring.

    Others might get frustrated with the slow pace of SEO progress and demand you do what the competition does. 

    Riskier tactics may get their domain banned or penalized, but in the short term, the results may look impressive. 

    Now you have to keep your integrity. How?

    Flatly refuse to make your hands dirty and to use questionable means of SEO. 

    The client feels safe due to the NDA, so they think they can get away with it. But SEO does not happen in a vacuum. 

    Just because you don’t tell anybody that you have to spam doesn’t mean it’s invisible. 

    As noted above, publicly available tools give you an X-ray vision of any website’s SEO.

    Google also has human quality raters and increasingly sophisticated algorithms to find the bad apples.

    The post Why SEO experts rarely share actual success stories appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




    How the TikTok algorithm works: Everything you need to know

    Written on December 21, 2022 at 11:11 am, by admin

    Since its initial release in 2016, TikTok has become the fastest-growing social media platform.

    If you’re looking to learn more about the popular short-form video app and how your brand can use it, you’ve come to the right place.

    We read TikTok’s creator guidelines and newsroom documentation, so you don’t have to. 

    In this article, we’re sharing everything we learned – along with insights from the TikTokers well-versed in increasing views, engaging users and growing a following.

    Find out how the TikTok algorithm works, what you need to do to create a winning video, and decide whether TikTok can benefit your brand.

    In this article:

    What is the TikTok algorithm?

    The TikTok algorithm is a recommendation system that determines the videos you see on your app. Like any good algorithm, it works to bring relevant content that you enjoy based on your interests.

    Recommendation systems are used all around us in the digital world and not new. Many platforms, including Netflix, use them to deliver you the content you like the most.

    The purpose of a recommendation system is to share content that users like based on their preferences and those of people in similar demographics.

    The TikTok recommendation system and algorithm centers around the “For You” page.

    What is the For You feed?

    The For You feed (a.k.a., For You page or FYP) is a curated stream of videos, a unique and tailored feed to the user’s interests.

    Although TikTok users will see the same videos, your FYP is totally unique and curated only for you. 

    When you open the app, you land on this feed first. The great news is that you can curate your own FYP by interacting with the app. 

    When you first join TikTok, your FYP will likely be curated by the interests within your demographic based on the information you gave (i.e., age, gender and interests).

    It’ll be a broad approach until you show TikTok what you want to see more of.

    Let’s take a look at the actions that influence the algorithm.

    How does the TikTok algorithm work?

    TikTok documentation states three core factors that influence the algorithm:

    1. Factor: User interactions

    User interaction includes actions that users take on a particular video. These interactions can be negative or positive.

    A positive interaction will cause the app to show you more of the same, and a negative interaction will do the opposite. More on negative actions and their impact on “What the algorithm won’t show.”

    Positive interactions include engagements like:

    As a creator, knowing how the TikTok algorithm works means that you know what to ask from your viewers to increase the right sort of engagement. 

    User interactions in practice

    User engagements are certainly a factor in the algorithm, and TikTokers know it.

    The TikTok algorithm got it right when it put the below viral video on my FYP a few weeks ago. I don’t engage with TikTok videos very often, but I did like the below video and left a comment about how wholesome the content was. I didn’t want to follow the creator, but I enjoyed the brief interaction.

    @brialem

    ????????

    ♬ original sound – bria lemirande

    The video amassed 785,200 links, 9060 comments, 76,900 saves and 5,579 shares. Most impressively, the video has 6,000,000 views.

    Thanks to my like and comment, when the creator made a second, similar/follow-up video, it landed on my FYP.

    The second video didn’t quite have the same magic, but the virality of video one certainly helped the creator’s second video land in the right places based on previous user interaction.

    To TikTok’s credit, there seems to be a level of trust in the TikTok algorithm. 

    On some of the most engaging videos – or videos made in a series – you’ll often see comments like, “Trusting the algorithm to bring me back.”

    TikTokers might comment something like this when they want to show the algorithm that they’re interested in the content but (perhaps) don’t want to follow the creator.

    In the video below, a creator reminds viewers they can hit the follow instead of trusting the algorithm. A follow is a desirable action for creators as it almost guarantees the user will see more of their content. 

    @molzysketch its there for a reason guys ???? #tiktokartist #tiktokart #handsofthedsmp ♬ Luna, amore e no – Piero Piccioni

    How to encourage user interactions

    As a creator, you want to encourage user interactions. You can achieve this by creating great content, but you can inspire meaningful action from passive viewers with a call to action.

    TikToker Tyla Brimblecombe from Styla Socials explains the importance of a call to action in her TikTok.

    @stylasocials 3 more quick points in the comments ???????? Send this to someone who would benefit from this ???? #tiktokcontentcreator #viraltips #growontiktok ♬ In a French Cafe – Relaxing Piano Waltz – Classical Piano Music Masters

    She says:

    2. Factor: Video information

    According to TikTok documentation, video information includes:

    Video information in practice

    TikTok is well known for its association with trending sounds. With a trending sound, the TikTok algorithm can identify a group of people who are likely to engage with a video based on previous user interactions. If a user watches a video to the end each time a certain sound is used, they are likely enjoying the content and want to see more of it.

    It’s important to note that trending sounds are not just viral dances. Brands can use sounds to get fast visibility to a wider audience.

    Kristyn Higginson, Skinician’s TikTok creator, says:

    With early adoption of a trending sound, Skincian’s most viral video received 50,900 views, 2,142 likes, and 40 engaged comments. The video introduced the brand to their TikTok audience.

    @skinician Get to know us! ☘???????? #skinician #skincare #localbrand #beautytok #skincaretok ♬ เสียงต้นฉบับ – [FS]ICHIGO_TH ???????????? – 「 saijoutakato7 」°• ⚘

    TikTok creators are finding that video information contributes significantly to video success. 

    Kate Smoothy from Web Hive Digital is a TikTok creator.

    Smoothy shares that captions, hashtags, and video descriptions are a core part of her strategy. She says:

    Smoothy credits the inclusion of video information tactics with the success of her “super low effort marketing hack video.”

    @webhivedigital Not enough people know about this super low effort marketing hack to get interactive video on your website. I’ve got it on mine ???????????? #websitetips #websitetipsandtricks #digitalmarketing #marketingtips #websitesyouneedtoknow ♬ original sound – Kate Smoothy | Websites & SEO

    The video has 92,400 views, and amassed 5,913 likes, 91 comments, and 740 shares. 

    The keywords used in the video description, within the text overlay and within the video description have communicated to TikTok what the video is about. This resulted in the video ‘ranking’ for the search term ‘marketing hack’ and ‘marketing tips’ within TikTok’s search feature. 

    How to use video information 

    The top tip from TikTok experts is to conduct keyword research using the TikTok app, then use keywords in your video, captions and hashtags.

    @socialby.lu Take advantage of the search bar results to see what others are looking for and create content to attract the right audience, make your account relevant, get more views and more followers! This is the easiest way to create a TikTok strategy aligned with your niche and according to the platform’s enhanced SEO! #tiktokseo #tiktokcontentideas #contentcreatortips2022 #growyourtiktok #socialmediastrategist #ugccreator #socialmediatipsandtricks #greenscreen ♬ Hold Me Closer – Elton John & Britney Spears

    3. Factor: Device and account settings

    TikTok is clear that device and account settings receive lower weight in the algorithm. 

    Some of the more obvious factors include language preference and country setting. It makes sense that users want to see videos in the language they speak.

    TikTok also includes device type in its algorithm. They may prefer to show you videos that your device can play seamlessly since this would lead to a positive user experience for people using older phones or smaller screens.

    Keywords and the TikTok algorithm

    In recent months there has been a lot of talk from TikTokers about a change in the TikTok algorithm and how TikTok now prioritizes keywords.

    If you search “TikTok Algorithm Change,” you’ll find people saying a lot of the same thing – TikTok SEO is becoming more prevalent. 

    @coach.alexrob NEW algorithm changes for TikTok! If you are a business owner or content creator, in this video I break down all the new changes happening to TikTok, you definitely want to make sure you are using some of the key features such as SEO, improved analytics and making your content longer form. #tiktokforbusiness #tiktokforcreators #socialmediaforbusiness #tiktokseo ♬ Trap Sax – Nish

    Interestingly, TikTok doesn’t seem to mention “keywords” in relation to their algorithm anywhere in their documentation.

    But that doesn’t mean that keywords aren’t important.

    It’s no coincidence that TikTok increased video descriptions to 2,200 characters. In their announcement via the app, TikTok did say:

    “Increased characters gives creators a chance to ‘generate engagement while becoming more searchable and better recommended by TikTok to viewers.”

    TikTok also mentions captions and hashtags, which both contribute to FYP.

    Captions and hashtags are words that help contextualize videos. If captions are a contributing factor, it suggests that words – or keywords – contribute to the TikTok algorithm. 

    We also know that TikTok users can limit content based on keywords (more on that later).

    TikTok SEO and Google

    To further explore TikTok SEO and how this transpires on the world’s most loved search platform, Google. We ran some tests to explore Google’s indexation of TikTok videos.

    When you search for “TikTok recipes” on Google, you’d expect to return TikTok videos. But what we found was the contrary. 

    Google prioritized websites sharing TikTok’s viral recipe trends. TikTok ranked with a tag page in the eighth search position. Considering the relevancy to the search term, this isn’t an overly strong rank.

    In the Video results, TikTok ranked sixth below five YouTube videos. It makes sense that Google would prioritize its owned channel, YouTube, above TikTok.

    It is worth noting that videos featured in the TikTok recipes tag all featured the hashtag #recipes in the caption. Captions help the TikTok algorithm sort videos by topic and could even boost visibility via Google search.

    Paneer recipe screenshot from TikTok video that ranked within the TikTok Recipe Tag.

    As shown in the screenshot, the caption includes the hashtag #recipes, suggesting that keywords are relevant to the TikTok algorithm.

    So, what does this mean?

    Get the daily newsletter search marketers rely on.

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    See terms.

    TikTok algorithm myths debunked

    Let’s clear up some commonly held misconceptions about TikTok.

    Myth: You need to post daily

    Posting 1-3 TikTok videos daily is a common recommendation for new TikTokers. However, TikTok’s guidelines make it clear that it’s not required for growth.

    That said, it may be useful to test different videos. TikTok’s documentation advises that experimenting with videos you share and posting quality content is more useful to keep an audience engaged.

    Myth: Creators in the TikTok Creator Fund get more discoverability

    The good news is: you do not need to be in the creator fund to increase your chances of discoverability. 

    Those in the TikTok Creator Fund are more likely to earn increased engagement, but this is because these TikTokers know how to create great content that engages the community.

    Myth: TikTok is only for short-form videos

    Although TikTok started as an app with seven-second videos, the maximum video length has since increased. 

    Within the app, you can create videos that are 15 seconds, 60 seconds, or three minutes long.

    Alternatively, you can create extended videos and upload them to the TikTok app.

    TikTok doesn’t mention longer videos earning favor in the algorithm, but they do seem to be sharing reasons why longer videos are engaging with creators.

    @rachforaday make longer videos to get more views - it’s not me saying it - it’s the algorithm ! #tiktoktips #socialmediatips #makelongertiktoks #tiktokhacks #getmoreviews ♬ longer TikToks getting more views - Rach • Social SEO Expert

    What the algorithm won’t show

    To give TikTok credit, it’s taking action to safeguard and diversify recommendations in the FYP. 

    With a recommendation system, it would be easy for TikTok to become repetitive, showing only similar videos. Equally, it could be easy for TikTok to show unwanted content to its viewers. 

    TikTok is taking measures to make TikTok a better place for everyone. Here’s what TikTok won’t show in the FYP.

    Duplicate content

    TikTok says that too much of anything can get tiresome.

    For this reason, TikTok won’t show duplicate content in the FYP. Plus, diversifying the FYP keeps users exposed to a range of ideas and perspectives. 

    Potentially problematic clusters

    The TikTok algorithm works to deliver the platform’s mission to inspire creativity and bring joy. 

    To achieve this, TikTok avoids recommending similar content around potentially problematic subjects such as extreme dieting or fitness, sadness, or breakups. 

    TikTok wants to protect its users from viewing content that may cause distress if viewed together but might be okay as a single video. 

    This type of restriction is positively compounded by the “not interested” and “keyword filtering” features.

    Content marked ‘Not interested’

    TikTok lets users control what they want or don’t want to see on the platform. 

    Viewers can press and hold the screen on any TikTok video and select any of the following options:

    save video, clear mode, report and not interested. All, but clear mode, influence the algorithm.

    If a viewer clicks “Not interested,” you can expect this to influence the algorithm and their FYP.

    Content including filtered keywords

    Users can tell TikTok what they don’t want to see by heading to the menu in the top right and navigating to Settings and privacy > Content preferences > Filter video keywords. 

    Here, you can add keywords and filter videos from users you’re following and/or the FYP. 

    Gif of the process of filtering videos by keyword.

    Content created by those under 18

    In its commitment to keeping the app a safe place for all, TikTok introduced measures to protect its younger users. 

    Children or teenagers under 18 can’t feature content on the Explore feed – meaning their content and profiles are not so easy for other TikTok users to come across.

    7 tips for working with the TikTok algorithm and going viral

    Some top TikTok creators provide some best practices for creating video content that might gain the algorithm’s favor. 

    Tip 1: Switch to a TikTok Pro account

    TikTok Pro Accounts provide more detailed analytics to creators. 

    By creating one, you’ll be able to see insights on:

    If you’re a lover of in-depth analytics, this might be for you. 

    But it’s important to note that TikTok’s guidance advises against creating content primarily around analytics. Instead, think of the bigger picture when creating content.

    Tip 2: Find your niche

    Finding a niche on TikTok gives you a greater understanding of the bigger picture. 

    If you know what niche you fall into, you can explore topics using the search bar and see exactly which videos perform well, so you can recreate something like them.

    @secretsocialari You Just Need To Learn The Right Way! #tiktokgrowth #tiktokgrowthtips #socialmediatips #viraltiktok ♬ Lookmeinmyeyes - Iloveslowedmusic????

    Tip 3: Use the right hashtags, add captions and write video descriptions

    Keywords clearly have advantages, as shared above. 

    Remember to opt for hashtags highly relevant to your video or niche for a chance to feature in the top lists for keywords.

    @brooklynsocial.co How to find trending hashtags for your niche @Brooklyn Social | TikTok Coach @Brooklyn Social | TikTok Coach #trendinghashtags #socialmediacoaching #marketingtips ♬ original sound - Brooklyn Social | TikTok Coach

    Tip 4: Use trending sounds and music

    No matter how much the algorithm changes, music and trending sounds are likely to have a place on the TikTok platform. 

    Remember, trending sounds and music aren’t always about voiceovers and viral dance moves. 

    You can use them to introduce your brand, make them relatable in your niche and stand out.

    Tip 5: Create high-quality videos 

    TikTok’s editing tools allow users to create and edit eye-catching, high-quality videos within the app. 

    TikTok creators express the importance of creating engagement early on, so try to edit your videos in a way that captures the user’s attention in the first three seconds.

    @jimmy_talbert 9 video hook templates. #marketing #socialmediamarketing #videomarketingtips #tiktokmarketing ♬ Shout Out (No Vox) - Chris Alan Lee

    Tip 6: Engage with other TikTok users

    Your comment section is a trove of video ideas! And you can reply to comments with a video. 

    This feature puts your reply in the comment section in video format. 

    You can bet other commenters have the same questions, so they’re likely to click through and join you in your next video.

    Tip 7: Publish a series

    Somewhat contrary to the long-form video format, shorter videos in series can still be effective. 

    Henry Purchase from A Couple Things To Do has grown a TikTok following to 193,000 followers. Purchase shares destination and activities for couples. He says:

    @acouplethingstodo Replying to @metaltirana_al our most popular question answered! Have you guys been? ✌???? #milan #fyp #italy #qctermemilano #stormroom #travelcouple #acouplethingstodo #traveltips ♬ original sound - Ian Asher

    Why brands should care about TikTok

    Love it or hate it, TikTok is standing the test of time as its generous algorithm lends itself well to fast growth. 

    With a little commitment, brands can reach thousands of people in no time.

    Although high-quality videos are preferred, simple to-the-camera videos can earn just as much visibility.

    The post How the TikTok algorithm works: Everything you need to know appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




    Ranking data during the December 2022 Google helpful content update and link spam update

    Written on December 21, 2022 at 11:11 am, by admin

    Google is now rolling out two different Google search algorithm updates simultaneously, the December 2022 helpful content system and the December 2022 link spam update. The helpful content update started on December 5th, and the link spam update started on December 14th. Both updates are not finished rolling out, in fact, Google said that the helpful content update “is going to take longer” to complete than the two-week timeline previously given.

    I asked several data providers to send me data on what they are seeing with the Google search results during these updates, keep in mind, it is somewhat hard to look at data in aggregate and say this ranking volatility is related to one update over another. But nevertheless, I wanted to share what the data providers are noticing.

    Data providers

    RankRanger. Let’s start with RankRanger who sent us data broken out by the start of each update. Generally, but not always, the first few days after an update is rolled out by Google is where you’d see the most volatility. So they went with that premise and sent us data on each update.

    Here is an overview of the RankRanger risk index showing volatility by day:

    The December 2022 helpful content update was less impactful and less volatile than the first helpful content update, according to RankRanger. You can see from the chart below the average position change was less in December than in August.

    Diving deeper, you can see that the average top three, top five and top ten search results, the data says the December update fluctuations were lower in the top five results and substantially lower in the top three.

    RankRanger also showed the volatility of the December helpful content update by niche or industry:

    The December 2022 link spam update was less impactful and less volatile than the July 2021 link spam update, according to RankRanger. You can see from the chart below the average position change was less in December than in July 2021.

    Diving deeper, you can see that the average top three, top five and top ten search results, the data says the December update fluctuations were lower in the top five results and substantially lower in the top three.

    RankRanger also showed the volatility of the December link spam update by niche or industry:

    Semrush. The folks at Semrush did not try to break it out by the helpful content update versus link spam update, and I don’t blame them for not doing that. They just had their data for the past few weeks since that is when the two December algorithm updates began.

    The Semrush sensor has been pretty calm, with a little blip today into the “high” volatility range:

    If you drill into each niche or industry, you will see some categories were more impacted than others. It is interesting to see it differ by mobile and desktop search:

    SISTRIX. SISTRIX also sent over some data in a different format. Steve Paine from the company told us that they did find evidence of volatility in their data for the link spam update but when it came to the helpful content update, finding such evidence was harder. He said “overall there isn’t a huge movement in SERPs,” the company posted some examples on their blog.

    SISTRIX sent me these two additional examples of specific sites hit by these updates:

    Moz. Dr. Pete Meyer from Moz told us, “I’m seeing some pretty heavy algorithm flux over this past weekend,” but he has not have had enough time to dig through all the data. Overall, Moz data shows that it has been “a noisy month, Google-wise,” he said. The issue is that it “hasn’t been easy to separate things,” like the other data providers showed as well.

    You can see that Mozcast showed a lot of hot weather on December 14th, which is likely related to the link spam update.

    seoClarity. The folks at seoClarity sent me a graph showing the day-over-day change in Google search results they calculated across all the keywords in their data. They noticed a spike on December 2nd and then “gyrations” on the 7th, 8th, and 9th and then a massive change on December 15th.

    Other data providers. Here is a list of other data providers charts that are available publicly.

    SERPmetrics:

    Advanced Web Rankings:

    Accuranker:

    CognitiveSEO:

    Why we care. As I said above, both updates are still rolling out at the time this was published. It is very hard to accurately say that one ranking change in aggregate is related to a specific ranking update when both are rolling out at the same time. That being said, it is likely easier to look at individual sites and know if the site was hit by a link algorithm versus a helpful content algorithm, especially if you look at the links and content for that site.

    So you will need to do the due diligence and dig into sites impacted by each update on an individual basis. This just shows you that it appears that these updates did show movement and did cause ranking volatility in aggregate.

    The post Ranking data during the December 2022 Google helpful content update and link spam update appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




    Google updates Ads Policy Requirements

    Written on December 21, 2022 at 11:11 am, by admin

    Google has just released updated policy requirements for the month of December.

    Their help page reads:

    On February 21, 2023, the About Our Policies section of the Google Advertising Policies Help Center will be updated to include the following language:

    Advertisers have a responsibility not to promote content or engage in behavior that risks harm to our users, employees, or the Ads ecosystem. If we see such content or behavior, we may take action, including but not limited to restricting or blocking your ads or suspending your account.

    Why we care. All advertisers, even those for Display and Video 360 must adhere to the policies or risk their accounts being suspended. You can review the full policies here.

    The post Google updates Ads Policy Requirements appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




    Google Search testing search in video

    Written on December 20, 2022 at 7:00 am, by admin

    Google is testing the ability to search for spoken words in a video through a new “Search in video” feature. This is officially being piloted in India, but some are also seeing this feature being tested in the United States.

    The announcement. Google posted this news on the Google India blog, writing, “besides images, videos are also a rich source of visual information but it’s often hard to find something buried inside a long clip. For example, perhaps you’re watching a long video about Agra, and you’re curious if it also covers Fatehpur Sikri. With a new feature we’re piloting, you’re now able to search for anything that’s mentioned in a video, right from Search. Simply enter a search term using the ‘Search in video’ feature and quickly find what you’re looking for.”

    “Use the ‘Search in video’ feature beneath a video, enter a term, and quickly find what you’re looking for within the video,” Google added.

    What it looks like. Here is a video showing this feature in action:

    Like Google key moments. This, at least to me, isn’t too far off from the technology Google uses for key moments in a video. Google is able to isolate what sections of a video are talking about, without even having to be fed chapters these days. Plus, with YouTube’s advanced transcriptions, it is no wonder Google Search is able to do this.

    US searchers. Searchers in the United States are also seeing this feature. Glenn Gabe tweeted that he saw it as well:

    Here is an example of the "Search in video" feature in the SERPs. You will see an "expand" icon in the SERPs & then you can tap "Search in video". Here I searched for "404" in one of @johnmu's older videos. It highlights the text & the time code. And I can jump right there. pic.twitter.com/gqJSK87wV7

    — Glenn Gabe (@glenngabe) December 20, 2022

    Why we care. Besides this being simply cool and, for some, mind-blowing, it also shows how far search technology has come over the years. It also may mean that marketers who post videos should ensure the language used is clear and that Google is able to properly and accurately transcribe the words spoken in the video.

    The post Google Search testing search in video appeared first on Search Engine Land.

    Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing




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