Monday 17 June 2019 - 09:30
Si la première étape pour gagner de l’argent en marketing digital est de créer votre site Internet, la seconde est d’améliorer votre visibilité. Et pour cela, il est essentiel d’optimiser ses techniques de référencement dans le but de ...
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Monday 17 June 2019 - 09:00
Google made an announcement at Google I/O in early May of 2019 that Googlebot is now evergreen. What does it mean for the search community?
In this episode of the popular Here’s Why digital marketing video series, Eric Enge, together with Google’s Martin Splitt, explains of the new evergreen Googlebot in search including rendering hash URLs, <div> tags, and infinite scroll.
Don’t miss a single episode of Here’s Why. Click the subscribe button below to be notified via email each time a new video is published.
Eric: Hey, everybody. My name is Eric Enge and today I’m excited to bring to you Martin Splitt, a Google Webmaster trends analyst based out of Zurich, I believe.
Eric: Say hi, Martin.
Martin: Hello, everyone. Very nice to be here. Thank you very much, Eric, for the opportunity to be a guest here as well. And yes, I am, in fact, based in Zurich.
Eric: Awesome. Great. Today, we want to talk a little bit about what happened to Google I/O related to the announcement that Googlebot became evergreen, which means that it will be on an ongoing basis on the latest version of Chrome— in this case, Chrome 74, for right now. So, what are some of the things that that means, and what are some of the things that still won’t be supported as a result of this move?
Eric: Got it. There are some other common things that I’ve seen that people do that maybe you could comment on. I’ll give you three. One is putting or having URLs that have hash marks in them and rendering that as separate content. Another one is infinite scroll, and then a third one is links, implemented as <div> tags.
Martin: All of the examples you gave us, we have very good reasons not to implement. The hash URLs—the issue there is that you’re using a hack. The URL protocol was not designed to be used that way. The hash URL— the fragments these bits with a hash in front of them—they are supposed to be a part of the page content and not different kinds of content. Using hash URLs will not be supported still. Using links in things that are not links, like buttons or <div> tags or anything else, would still not be supported because we’re not clicking on things—that’s ridiculously expensive and also a very, very bad accessibility practice. You should definitely use proper links. What was the third one?
Eric: Infinite scroll.
Martin: Yes, infinite scroll is a different story. Googlebot still doesn’t scroll, but if you’re using techniques such as the Intersection Observer that we are pointing out in our documentation, I highly recommend using that and then you should be fine. You should still test it and we need to update the testing tools at this point. We’re working on that sooner rather than later. But generally speaking, lazy loading and infinite scroll is working better than before.
Martin: Yes. Absolutely. As you know, we have been talking about this last year as well as this year. Again, we do have render queue. It’s not always easy to figure out when rendering is the culprit or when crawling is the culprit because you don’t see the difference necessarily or that easily. But basically, we are working on removing this separation as well, but there’s nothing to announce at this point. If you have a site that has a high-frequency change of content—let’s say, a news site where news stories may change every couple of minutes—then you are probably well off considering something like server-side rendering or dynamic rendering to get this content seen a little faster. If you are a site like an auction portal, you might want to do the same thing. Basically, if you have lots of pages—and I’m talking about millions—that content basically continuously changes. Then you probably want to consider an alternative to client-side rendering.
Eric: Right. One of the things that used to be recommended was this idea of dynamic rendering. If you have one of these issues where you’re using infinite scroll or you have real-time content or some of the other things that we talked about, dynamic rendering allows a already pre-rendered, if you will, version of the content to be delivered to Googlebot. Is that something that you still recommend?
Eric: Awesome. Thanks, Martin.
Martin: You’re welcome, Eric.
Don’t miss a single episode of Here’s Why. Click the subscribe button below to be notified via email each time a new video is published.
Monday 17 June 2019 - 08:30
Le web est devenu une grande cacophonie. Face à une gigantesque quantité d’informations sur le web, il est difficile pour un internaute de trouver LA bonne information, comme il est compliqué pour une marque de se positionner, tant les sujets sont traités, recyclés et de nouveau repris. Pourtant, appliquer une véritable stratégie de content marketing demeure possible et c’est même devenu le meilleur moyen de se différencier avec du contenu qualifié et pertinent.
Même si une bonne stratégie de content marketing demande du temps, une analyse de fond, de la réflexion et de l’investissement, le retour sur investissement est assuré pour qui sait user des bonnes pratiques : une vraie stratégie éditoriale, un positionnement original et différenciant, un plan d’action, un suivi de son positionnement et une analyse de ses KPI.
Dans cet article, je ne vous dit pas seulement quelles sont les mauvaises pratiques à éviter, mais plutôt les bonnes pratiques à respecter, ainsi que la raison pour laquelle certains font fausse route tandis que d’autres sortent du lot.
1# Ne pas prévoir de stratégie éditoriale
Se lancer dans du content marketing sans avoir de stratégie éditoriale c’est comme partir à l’aventure au milieu de nulle part sans carte et sans boussole !
Comprendre que le content marketing est important pour votre activité est déjà un bon point et un excellent début. Néanmoins, vous comprendrez que si vous avez des objectifs à atteindre, il ne faut pas se lancer sans savoir quel chemin emprunter.
Définir une stratégie éditoriale, c’est avant tout comprendre en quoi le content marketing vous aidera à atteindre vos objectifs. Par ailleurs quels sont vos objectifs et sont-ils réalisables ?
Ensuite il vous faudra connaître vos cibles, votre environnement et sélectionner les supports en conséquence.
Pour illustrer mes propos, je prends en exemple une entreprise proposant des services à la personne et souhaitant se faire connaître auprès d’une cible plus large pour étendre sa clientèle. Dans ce cas, elle devra analyser l’existant (interne et externe à son entreprise) :
- sa base de clients actuelle pour définir ses personas
- son positionnement et celui de la concurrence
- le marché actuel et les cibles non explorées
- les secteurs géographiques dans lesquels elle souhaite se développer
- sa présence dans les médias online et offline
- le ROI des campagnes déjà réalisées
Une bonne analyse de départ met en lumière ce qui a fonctionné, ce qui n’a pas fonctionné, les pistes à explorer et le potentiel encore inexploité.
Enfin une stratégie éditoriale donne des réponses claires quant aux moyens à mettre en oeuvre pour toucher une audience cible et les convertir en clients via des articles de blog, des tribunes, des livres blancs, des vidéos, de l’emailing, des relations presse et bien d’autres médias ou les cibles seront au rendez-vous.
Pour en revenir à notre fameuse entreprise de services à la personne, elle pourrait tout à fait conclure par son analyse qu’une des cibles inexplorée serait les jeunes cadres désireux d’améliorer le confort de vie de leurs grands-parents. Elle appliquerait alors une stratégie éditoriale combinant des conseils sur leur blog basés sur des thématiques familiales, ou encore alliant réduction d’impôts et service à la personne, puis couplerait cette stratégie SEO à une campagne sponsorisée sur les réseaux sociaux visant les jeunes cadres de 30 à 35 ans, ainsi que des publicités dans des magazines prisés par cette cible.
Ce n’est, bien entendu, qu’un vague exemple permettant d’illustrer la démarche et qui demande en réalité des données concrètes pour déterminer une vraie stratégie.
Ce qui est important à retenir c’est que le content marketing sans stratégie éditoriale ne sert qu’à faire du bruit et non à adresser un message clair au bon destinataire.
2# Penser uniquement aux moteurs de recherche
Concernant le content marketing sur le web, il faut penser aussi bien à la personne qui vous lira qu’aux moteurs de recherche qui vous analyseront.
Un contenu bien optimisé qui comporte les mots clés essentiels à votre référencement ne sera pas forcément pertinent et perçu comme qualitatif s’il n’a pas de fond. Les moteurs de recherche considèrent votre contenu comme étant qualitatif et pertinent selon plusieurs critères visant à offrir la meilleure expérience possible à un internaute.
Autrement dit, il ne faut pas chercher à faire plaisir à Google pour toucher une audience mais il faut plutôt faire plaisir à son audience pour susciter l’intérêt des moteurs de recherche. Si vous connaissez votre cible, vous savez quelles questions elle se pose et êtes en mesure d’y répondre tout en démontrant votre expertise. Car lorsque vous répondez à de vraies questions régulièrement posées sur le web il y a un effet boule neige.
En supposant que votre article est pertinent : l’internaute passera du temps à le lire et restera longtemps sur votre page, il partagera le contenu sur d’autres canaux et/ou interagira avec ; d’autres internautes exposés au partage feront la même chose, d’autres sites feront le relais et incluront un lien vers le contenu d’origine, etc.
Finalement, le temps passé sur votre page sera important, les partages seront nombreux, des liens externes pointeront vers votre site et votre trafic augmentera.
Si on cumule ces événements et que votre contenu respecte les normes d’ergonomie exigées par le web (hiérarchie des titres, balises alt, meta title, meta description, etc) alors les moteurs de recherche considèreront votre contenu comme important et le classeront dans les premières positions.
Donc, vos écrits doivent être pensés pour votre audience et non pour les robots. N’hésitez donc pas à donner des réponses, à argumenter et exprimer vos points de vue ! (un peu comme dans cet article )
3# S’inspirer de ce que font les autres
En soi, il n’y a rien de mal à s’inspirer mais il y a des limites. S’inspirer pour comprendre ce qui se dit, ce qui se fait ou pour justement ne pas faire comme les autres, peut être une bonne chose. Mais vous en conviendrez vous-même : il n’y a rien de pire que d’effectuer une recherche sur le web et de tomber sur des dizaines de sites disant la même chose.
Sans réinventer la roue, il est toujours possible d’aborder un sujet de façon plus personnelle, d’y apporter son regard, son analyse, son expertise et son vécu.
Un sujet peut être abordé de plusieurs façons et lorsqu’il s’agit de votre expertise, vous pouvez tout à fait y répondre de telle façon que votre lecteur se sente guidé, obtienne plus d’éclaircissements ou se retrouve dans vos valeurs parce qu’il les partage.
En l’occurrence, si vous créez du contenu non différenciant et qui ressemble fortement à celui de vos concurrents ou de vos confrères, aucun de vos lecteurs ne percevra la valeur ajoutée de votre message, mais en plus il vous oubliera parce qu’en définitive vous ne serez qu’une pâle copie des autres.
Ce qu’il faut retenir dans cette partie, est que votre contenu doit être original, différenciant, pertinent, refléter qui vous êtes, et surtout donner une vision nouvelle même lorsque vous traitez un sujet récurrent.
4# Ne pas suivre l’évolution de son positionnement
Mettre en place une stratégie de content marketing demande du temps et de l’investissement. Un investissement qui, pour être rentable, devra donner les résultats attendus.
Afin de mesurer la qualité de votre stratégie et votre retour sur investissement, il faudra donc piloter la stratégie dans le temps et en connaître l’impact régulièrement. En effet, obtenir les meilleurs résultats possibles nécessite des KPI pour analyser les retombées et ajuster vos pratiques.
Analyser vos résultats via les KPI que vous aurez fixés vous offrira une vision détaillée des contenus qui ont produit les résultat escomptés, vous permettra de retenir les meilleures pratiques et de mettre au placard les moins rentables.
Qu’il s’agisse de trafic, d’impressions, de CTR ou de nombre de leads acquis, les indicateurs choisis mettront en évidence les thématiques, les sujets, les mots clés, les supports et les meilleurs canaux à utiliser. Ils seront pertinents ou non pour plusieurs raisons : les plus courantes étant parce qu’ils suscitent ou non l’engagement ou parce qu’ils ne vous ont pas permis de toucher votre cible.
Le suivi de votre positionnement sur le web pour votre content marketing en ligne est indispensable pour comprendre comment votre audience interagit ou non avec vos contenus afin d’ajuster vos actions.
Lorsque vous aurez trouvé les bonnes pratiques et les dispositifs les plus rentables, le suivi de votre positionnement sera tout aussi important pour améliorer, optimiser ou conserver votre positionnement (mots-clés, longues traînes, positions naturelles mais aussi de vos campagnes sponsorisées sur Google).
Parmi les outils adaptés pour réaliser un suivi de votre positionnement mais également celui de vos concurrents vous pouvez utiliser SEMRush qui vous permet de suivre la progression de votre site web sur une liste de mot-clés que vous aurez définis, la progression de vos campagnes sponsorisées, le nombre et la pertinence des backlinks. Vous pourrez également faire l’analyse de ces mêmes données pour vos concurrents et les contextualiser par comparaison avec eux.
Est-il utile de préciser que les outils de Google sont également indispensables pour le suivi de vos performances en ligne ? Google Analytics et Search console le sont pour la mesure des performances de votre site web.
5# Ne pas intégrer le content marketing à d’autres dispositifs
Se lancer dans le content marketing est un acte qui est au coeur d’une relation : une audience en recherche de réponses car elle a des besoins, et un expert prêt à en donner de pertinentes.
Et c’est une relation sans équivoque puisque finalement, le but en démontrant son expertise est tout de même d’aller plus loin pour une éventuelle collaboration. Que votre contenu serve à valoriser votre savoir-faire auprès de potentiels prospects, futurs collaborateurs, futurs partenaires ou autre, le but est de vous faire connaître pour susciter l’intérêt et pousser à l’action.
Votre contenu ainsi déployé, il serait inefficace dans une stratégie marketing s’il n’était intégré à des dispositifs permettant d’aller au-delà d’échanges platoniques. Il faut donc penser à la façon dont votre contenu va pousser votre audience à passer à l’étape suivante et s’engager dans une vraie relation.
Une bonne stratégie de content marketing a pour but la prise de contact. Pour ce faire, un maillage bien rodé contient à minima :
- des posts sur les réseaux sociaux avec des liens vers votre site ou vos articles,
- puis vos articles contiendront des liens vers votre page de contact et vers des ressources téléchargeables plus complètes afin de recueillir des leads.
- des campagnes sponsorisées qui redirigent vers les contenus de destination cible ou possèdent des formulaires prêts à traiter un accord de prise de contact, etc.
Après le recueil d’informations via un formulaire, l’acceptation de recevoir des emails donnera lieu à des propositions de valeur personnalisées selon le profil de chaque contact.
A noter qu’il est important de laisser le choix à votre audience de se désinscrire, de demander consultation/modification ou suppression de leurs données personnelles à tout moment, sans réserve et sans difficulté. Pour cela, vos communications par emails doivent contenir un lien de désinscription à une éventuelle liste de diffusion, et vos coordonnées doivent être facilement trouvables par vos contacts s’ils le souhaitent.
En bref, le content marketing sert à séduire votre audience mais ce jeu de séduction ne doit pas durer éternellement au risque de tomber dans l’oubli. D’autant plus que le web offre une multitude de contenus et que l’internaute est devenu volage. Le content marketing doit s’intégrer dans une machine de dispositifs intelligents qui doit conduire au passage à l’action pour une prise de contact et enfin, la conversion pour une relation durable.
Monday 17 June 2019 - 05:15
Etre au plus près de la requête du visiteur avec la bonne correspondance du mot clé, au meilleur prix, c’est un peu l’obsession du gestionnaire de campagne, sur la recherche pure Google ou sur du « shopping ». Une des méthodes d’optimisation s’intitule SKAG adaptable facilement sur une campagne search ou sur le comparateur de prix de […]
L’article Skag ou une idée de structure de campagne google ads est apparu en premier sur Formation webmarketing.
share read star Google Accused of Scraping Content from Song Lyrics Site ‘Genius’ via @MattGSouthernMonday 17 June 2019 - 02:24
Leading song lyrics site Genius.com has accused Google of stealing its content and publishing it in search results.
The post Google Accused of Scraping Content from Song Lyrics Site ‘Genius’ via @MattGSouthern appeared first on Search Engine Journal.
Monday 17 June 2019 - 02:05
Posted by TheMozTeam
In August 2017, a Think With Google piece stated that local searches without “near me” had grown by 150 percent and that searchers were beginning to drop other geo-modifiers — like zip codes and neighborhoods — from their local queries as well.
Since we can’t always rely on searchers to state when their intent is local, we should be looking at keywords where that intent is implied. But, before we start optimizing, we need to know whether Google is any good at interpreting implicit local intent and if it’s treated the same as explicit intent.
Consider these queries: [sushi near me] would indicate that close proximity is essential; [sushi in Vancouver] seems to cast a city-wide net; while [sushi] is largely ambiguous — are they hungry for general info or actual sushi? And what happens with [best sushi], where quality could take priority over proximity? Google decides what these queries mean, so it’s important for us to understand those decisions.
In this whitepaper, we put local packs under the microscope to determine:
- How Google interprets different kinds of local intent.
- How geo-location and geo-modification influence local packs and organic results.
- How distance, Google ratings, and organic rank shape a local pack.
- How Google handles competing needs.
Plus, we’ll make the case for tracking local and show you how to set up your own local tracking strategy.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
Sunday 16 June 2019 - 17:16
L’inbound recruiting est une stratégie de recrutement de plus en plus utilisée que ce soit par les grands groupes ou les start-ups. Cette stratégie est basée sur la création de contenu et la promotion de la marque employeur auprès des candidats actifs et passifs. L’inbound recruiting est donc un mode de recrutement s’inspirant de l’inbound […]
Sunday 16 June 2019 - 14:00
Looking for content marketing ideas to boost your brand? Get inspired by these seven websites doing ecommerce content marketing well.
The post 7 Awesome Ecommerce Content Marketing Examples for 2019 via @josephrobison appeared first on Search Engine Journal.
Sunday 16 June 2019 - 08:43
Vous voulez vous lancer dans la création d’une boutique en ligne et on vous a parlé des avantages du drop shopping comme stratégie commerciale ? Si vous ne savez pas encore comment procéder, je vous livre ici un mode d’emploi
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Saturday 15 June 2019 - 11:30
Google's John Mueller answered the question of what can be done when broad core algorithm update affects traffic.
The post Google’s John Mueller Discusses June 2019 Update Recovery via @martinibuster appeared first on Search Engine Journal.
share read star Google’s John Mueller Predicts Dynamic Rendering Won’t Be Needed in a Few Years via @MattGSouthernSaturday 15 June 2019 - 02:45
Friday 14 June 2019 - 21:29
by Robert Clough
Enterprise resource planning (ERP) doesn't come cheap.
For example, businesses can pay anywhere between $150,000 and $10 million for implementation alone! Then there the costs of database management, infrastructure updates and ongoing ERP-related expenses to cover as well.
Clearly, an ERP system is a major financial investment. On top of all the other essential business overheads, this expense might seem unfeasible. It can be tempting to try and run the business without ERP in place.
Before you settle on that decision though, it's worth running a costs-benefits analysis. Indeed, ERP systems offer a plethora of benefits to any company that utilizes one.
Interested in finding out more?
Keep reading to discover the top benefits of ERP for your business.
What is ERP?
Let's begin with a look at ERP itself.
An initial definition should help someone new to ERP better understand the benefits involved.
As we've already noted, ERP is an acronym for enterprise resource management.
The clue to its purpose is in the name. ERP systems are designed to facilitate the management of core business activities. Everything from accounting and finance to project management and compliance can be effectively controlled and supervised using the software.
These essential and diverse systems are brought together into one place. Processes are streamlined and access to up-to-date information is simplified.
All told, ERPs offer a host of advantages to any company that utilizes them.
5 Top Benefits of ERP for Business
Time to move on to how ERP can support the running of your company.
If you're ever in need of advice and problem-solving, then an ERP consultant, such as Epicor Consultants, can help. For now, let's consider the benefits of using the systems themselves.
1. Access to Information
ERPs offer total visibility across the organisation.
All data and information are accessible by each department. As opposed to individual offices working in silo, one system integrates everything into a single location. This unification simplifies teamwork and facilitates decision-making across the company.
For example, someone from finance is able to identify how budgets are being spent by each separate department. If there are any problems, they can work to create a solution. With the ERP, that information would have been far harder to come by.
Such insight is invaluable for management purposes. They can be a fly on the wall, looking into the happenings of the entire company from a strategic vantage point. That enables sound decision making, accurate tracking of company matters, and greater efficiency all-round.
2. Reduced Costs
As we've seen, ERP systems are expensive to set up.
However, once they're in place they can provide numerous cost-savings elsewhere.
For example, all IT matters are brought into one centralised location. Multiple IT systems are no longer required to cater for varying needs. That means fewer technicians needed to maintain it, and less training for employees. After all, there's only one system in place to maintain and get trained on. This inevitably leads to financial savings.
It's also worth noting the cost benefits of an efficient system. Unifying complex business activities makes everyone's life easier. Complexity is a recipe of mistakes, and mistakes cost money. Furthermore, any problems that do occur are easy to identify.
Managers can see where exactly in the organisation an issue originates from. Rapid discovery of problems mitigates the potential financial fall-out from them.
3. Straightforward Product Tracking
ERP systems provide 'eyes-on' to the movement of products.
Inventory can be tracked in real-time. From start to finish it's possible to see where exactly a product is through the business. It's simply a matter of checking a dashboard on the screen. Every element can be observed and traced. From orders to inventory, and onto revenue, managers can keep an eye on it all.
That has a major impact on the delivery of a product or service. Delivery times are of the essence these days. The quicker the better. Imagine how much harder it would be to enhance delivery times without an ERP system (and the tracking abilities it provides) in place.
4. Ability to Follow the Rules
The ability to accurately track all aspects of a business has knock-on benefits.
For example, consider the numerous government regulations almost every business must abide by. It's essential to have near instant access to financial accounts, users' personal data and so on. ERP systems allow companies to generate reports at the push of a button.
Being able to track products makes it easier to identify where and when particular problems might have occurred too. They can then take active steps to stop any problems happening again. This is a particular help in abiding by quality control standards.
Non-compliance becomes a non-issue as ERP systems cover you from the outset.
5. Increased Data Security
ERP systems provide companies with far greater security over sensitive data.
That's good news for both the organisation and the customers that provide their personal information to them. ERPS simple provide greater protection from both internal and external threats versus unsecured services like Google Documents. For instance, user permissions can be set up to ensure there are no breaches from inside or outside the company.
Furthermore, ERP software companies generally offer ongoing support to rectify any problem that does occur. Likewise, ERP systems often have online forums and communities set up around them. These are another invaluable source of advice and support.
Time to Wrap Up
There you have it: 5 key potential benefits of ERP for your business.
It's true the ERP systems can be exorbitantly expensive. However, the costs of opting against the expense, and forgoing the advantages they provide, may have an even costlier overall impact.
As we've seen, the ability to unify and integrate all essential business activity has a wide range of advantages. Through accurate product tracking, the facilitation of communication between departments, and cost minimization, ERP often pays for itself over time.
Hopefully, this piece has highlighted the key business incentives for making this investment. Many companies simply couldn't operate without it.
Like this article? Want more business-related advice? Be sure to head on over to the 'small business' section of the blog.
Be sure and visit our small business news site.
Friday 14 June 2019 - 21:08
The post Infographic: 5 Must Have Ingredients for a Great Content Marketing Strategy appeared first on Online Marketing Blog - TopRank®.
Friday 14 June 2019 - 19:58
Google has rolled out a new design for desktop search results which features colorful icons in the top navigation bar.
The post Google Rolls Out a New Look for Desktop Search Results via @MattGSouthern appeared first on Search Engine Journal.
Friday 14 June 2019 - 19:53
When a Google Patent uses the word “Content” they often mean advertisements, rather than just the content on a website. That was true when I wrote about a Google patent about combining advertisements and organic results in the post Google to Offer Combined Content (Paid and Organic) Search Results
I don’t often write about paid search here, but sometimes see something interesting enough to write about. We’ve been seeing some of the features from organic search appearing in paid search results, such as sitelink extensions, and Structured Snippets extensions. Google has written up extensions, which are ways of adding additional information to advertisements “to maximize the performance of text ads.”
One specific type of extension is a location extension. Location Extensions can add information to an advertisement that you bid upon that can exhibit more information to your ad, such as:
Google Ads location extensions allow you to show your business address, phone number and a map marker along with your ad text.
That information isn’t shown to everyone but may be shown to people within a threshold distance from an advertiser’s location. The location extensions page doesn’t provide much in the way of details as to when location extensions might be triggered which is why I thought it helpful to write about this patent application that appears to cover location extensions.
A Google patent application was published this week about location augmented advertisements. The patent tells us about when a location extension that could be shown with an ad might be triggered to show:
The method includes receiving a request for content from a user device. The method further includes identifying, by one or more processors, a content item for delivery to the user device responsive to the request. The method further includes determining a location of the user device. The method further includes determining a threshold distance that a user is likely willing to travel when visiting a physical location associated with the content item or content sponsor. The method further includes identifying a bounding region associated with the location of the user device. The method further includes identifying one or more location extensions that are associated with the content item. The method further includes determining, by one or more processors, when one of the one or more location extensions is included in the bounding region and when a distance between the location extension and a current location of the user is less than the determined threshold distance. The method further includes augmenting, based on the determining when the distance is less than the determined threshold, the content item with the one location extension.
A Think with Google article on location extensions provides more information about ways to use location extensions.
The location extensions patent application provides more details on how location extensions work. It points out the following features:
- The request for content can be associated with a search query, a map request or page request.
- The user device can be a mobile device, and location information for the user can be provided as part of the request.
- Determining the threshold distance can include evaluating requests from plural users and determining the threshold distance as a mathematical function derived from the evaluating.
- Evaluating can include evaluating driving direction requests received from users that terminate at a location associated with the one location extension.
- The mathematical function can be a numeric average and the threshold distance can represent an average distance a user would drive to visit the location.
- The threshold distance can be determined based on a characterization associated with a sponsor of the content item.
- The characterization can be based on a type of product or service offered by the sponsor.
- Identifying one or more location extensions can include identifying plural location extensions that are included in the bounding region and selecting one of the plural regions.
- The selecting can be a random selection.
- Augmenting can include providing the one location extension for presentation in proximity to the content item when displayed on the user device.
- Identifying a bounding region can include: identifying a first bounding region; determining that no location extensions for the content item are included in the first bounding region; identifying, based on determining that no location extensions for the content item are included in the first bounding region, a second larger bounding region; determining when one of the one or more location extensions is included in the second larger bounding region; and augmenting the content item with the one location extension.
The underlying purpose of this patent about location extensions is that they will show location information to searchers who are within a certain distance from an advertiser based upon travel time, and what they are offering. The patent application is:
Determining Relevant Business Locations Based on Travel Distances
Inventors: Derek Coatney, Eric L. Lorenzo, Yi Zhu, Amin Charaniya and Gaurav Ravindra Bhaya
Assignee: Google LLC
US Patent Application: 20190180326
Published: June 13, 2019
Filed: February 19, 2019
Methods, systems, and apparatus include computer programs encoded on a computer-readable storage medium, including a method for providing content. A request for content is received from a user device. A content item is identified for delivery to the user device responsive to the request. A location of the user device is determined. A threshold distance is determined that a user is likely willing to travel when visiting a physical location associated with the content item or content sponsor. A bounding region associated with the location of the user device is identified. Location extensions are identified that are associated with the content item. A determination is made when one of the location extensions is included in the bounding region and when a distance between the location extension and a current location of the user is less than the determined threshold distance. The content item is augmented with the one location extension.
A query that triggers a location extension on an advertisement can be a query that includes a location such as [italian resturants in Carlsbad, Ca.] or it could involve a query that doesn’t include a location such as [French food].
It appears that to have working location extensions as an advertiser, you need to register your location with Google My business (and link that account with Adwords) and you have to set up location extensions in adwords. You can have multiple locations displayed as well if you have those.
Location extensions look like they could be helpful in attracting attention to local consumers who may be interested in what you offer on your site.
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Friday 14 June 2019 - 17:45
Google’s John Mueller recently stated that self-referencing canonical tags are not absolutely necessary, but they do help.
The post Google: Self-Referencing Canonicals Are Not Critical via @MattGSouthern appeared first on Search Engine Journal.
Friday 14 June 2019 - 16:55
Update: A Mozzer pinged me in a private Slack channel to lmk that they they are punting on listings management and working on relaunching MozLocal with more valuable features. This is slightly at odds with my guess at what happened below (but hey, #blogger), but it sounds like they are looking at baking more “Local” data into their SEO tool suite which kind of fits with my take that that is where they have the biggest advantage/opportunity. Here’s what they said:
“Moz promised to re-focus on SEO 2 or so years ago. This was the impetus behind Keyword Explorer, Link Explorer, and On-Demand Crawl. Listings management is tangential to SEO, so rather than continue to maintain a service that is utterly distinct from everything else we do at Moz, we decided to partner so that we could put more energy into improving the Local Search product outside of listings management. I think customers will be very pleased when they see what we have in store for the coming months”
Just saw the news that Moz appears to have basically outsourced Moz Local functionality to Uberall. I guess it was announced last week, but the fact that there has been zero chatter and zero news reports about this until yesterday may be indicative of what drove this deal. I have no inside knowledge of why it happened, but I have a blog so I can pretend like I know (see E-A-T).
Local listings management is a crazy game. On the one hand you’ve got YUGE brands (think Target, Kohls, Macys, etc.) who have a hard time managing the location data for thousands of businesses and would probably love to outsource the NAPPITA as much as possible. In most organizations I have been exposed to, “Local” is the red-headed, bastard stepchild. Think more Theon than Ramsey. Most digital orgs that have thousands of locations think of themselves as ecommerce first and “local” a far-distant second. So a service like Moz Local makes sense to keep an eye on the bastards for the brands.
On the other hand, you’ve got SMBs which everyone thinks is a gold mine because there are so damn many of them. But once you get into trying to acquire and service them, you realize it is death by 20 million cuts. So maybe you come up with this brilliant idea to partner with agencies and let them incur the hassle of servicing these SMBastards ® only to find that they have their hands full acquiring, servicing and maintaining clients and don’t always appreciate giving a cut of the revenue to another vendor, particularly for something as hard to measure as NAP consistency. And when an agency’s client churns after a few months, I imagine they are looking at annual subscription services they signed that client up for and thinking not positive thoughts.
The problem is well-funded competitors like Yext* and Uberall are playing a global game and trying to grab as much big-brand market share as they can. It’s a big market to be sure, and there’s a ton of opportunity, but there are also plenty of competitors right behind them like Brandify, Rio, Reputation.com, SweetIQ, entire villages in the Philippines, etc. making it hard to stand out.
There’s a saying in Local, “SMBs don’t buy anything, they’re sold.” Same goes for big brands for anything they can’t put on the corporate credit card. So you need a salesforce. Which costs a lot of Benjamins.
So if you’re Moz, you’re hoping that your brand equity flows over to Moz Local and all of those big brands with locations that are subscribing to your SEO tools will naturally buy MozLocal because who wants to deal with multiple vendors?
Except you’ve got well-funded and scrappy competitors on the SEO tool suite side like BrightEdge, Conductor, OnCrawl, Botify, DeepCrawl, SEMrush, Ahrefs and on and on who are likely grabbing a lot of the big brands who might use MozLocal.
So Moz has to pick its battles. And typically when that happens, the core business wins.
Acquiring GetListed (and David Mihm) to create Moz Local was a great move on Moz’ part, but it seems clear from this deal that the market has changed significantly since then. The assumptions that went into that deal likely no longer apply. Moz, like any other business, needs to focus on its biggest opportunities for future growth. It seems clear from this deal that Local, or at least this PITA part of Local, is not Moz’ future.
As for Uberall, this seems like a great move for them. With their acquisition of NavAds last year , Uberall emerged as the feisty number 2 in this game. It will be exciting to see them, Yext and the other players duke it out. The ultimate winner will likely be the popcorn industry…
*FYI LSG does consulting for Yext and our blog format is still screwed up from a PHP upgrade. Who has time to deal with this crap?
share read star Search Buzz Video Recap: Google Core Update News, Icons In Search Bar, Bing Bulk URLs, Google Conferences & My New VlogFriday 14 June 2019 - 16:26
This week I am testing out a new camera, not sure if I will use it for this format but I will for the new vlog. Google finished rolling out the June 2019 core update on June 8th...
Friday 14 June 2019 - 16:26
I am pretty sure the "full coverage" button for the Top Stories section is new but it is not exactly what was demonstrated at Google I/O a few months ago. Glenn Gabe spotted this yesterday and I can replicate it - where Google shows a larger Top Stories with a big Full Coverage button that takes you into Google News.
Friday 14 June 2019 - 16:26
I am hearing reports of two separate increases or sudden spikes across both Google Search Console and Google My Business. Some are reporting that within Google Search Console there has been a sudden spike in errors within the error reports. And some are reporting massive increases in suspension notifications within Google My Business.
share read star What Can You Do If Your Dream Marketing Job Turns Out to Be a Nightmare? via @Carolyn_LydenFriday 14 June 2019 - 15:45
These tips will steer you in the right direction to find the career solution that works best for you.
The post What Can You Do If Your Dream Marketing Job Turns Out to Be a Nightmare? via @Carolyn_Lyden appeared first on Search Engine Journal.
Friday 14 June 2019 - 15:07
It doesn’t matter what type of business you have or what industry you’re in; everyone needs to incorporate email campaigns into their marketing strategy.
There’s a common misconception that email marketing is dead. That’s just simply not the case.
So for those of you who are struggling with your email strategy, there’s a good chance that you’re making some mistakes. Don’t get me wrong—I’m not saying this to discourage you.
This is actually good news. All this means is that you need to make some adjustments with your approach to have more success.
One of the reasons why email marketing is so useful is because it delivers a high ROI. For every $1 you spend on email campaigns, you can expect an average return of $32.
81% of small business owners say they rely on email as their primary customer acquisition method. Additionally, 80% of small businesses say that email marketing is their primary method for customer retention as well.
Even if you’ve been having decent success with your email marketing campaigns in the past, you can still benefit from this guide.
Without even realizing it, you might be making mistakes that are holding you back. So if you’re ready to take your email strategy to the next level, review and correct these eight mistakes that should be avoided at all costs.
1. Not welcoming your subscribers
You just added a new subscriber to your email list. That’s great news!
This person was navigating through your website, made their way to a landing page, saw your email value proposition, and filled out the form fields required to sign up. They took a lot of steps, so clearly they’re interested in your website and brand.
If you’re not planning to contact them until you send your next newsletter or coupon, then you’re making a big mistake. Welcome emails should be triggered immediately after a sign-up. That’s because they have the highest open rates compared to every other email category.
This makes a lot of sense. Think about it for a second.
Why did this person sign up?
Maybe you have an ecommerce shop and you promised something along the lines of exclusive discounts or offers for people who opt-in to your email list. Obviously, this visitor wants to buy something.
They’re on your site right now, and probably still have the browser open. But if you wait a day or a week to send that email, it’s going to be extra steps for that person to go back to your site and make a purchase. By now, the want or need for whatever you’re offering might be out of their mind.
Furthermore, welcome messages have a 336% higher transaction rate as well as a 196% higher click-through rate than any other email you send.
You need to take advantage of this. Yes, ideally you want this subscriber to be engaged with all of your emails down the road. But there’s no reason for you to wait. Get them to convert now by triggering a welcome as the first message in a drip campaign as soon as they sign up.
2. Forgetting a call-to-action
You think about your business and website all day, every day. Nights, weekends, holidays, it doesn’t matter; your business is always on your mind.
While it would be nice to think that your customers feel the same way as you do, that’s just not the case. So sending them a “hello” or “just checking in” message for no reason doesn’t add any value to their life.
All of your emails need to have a purpose and include a clear CTA that drives your goal home.
Otherwise, what do you expect the recipient to do with the message? Even if you’re sending a newsletter or some type of breaking news update, there should still be something in the message that entices conversions.
That’s not the only CTA mistake I see people make. On the flip side, instead of forgetting to include a CTA altogether, some site owners will go overboard and have four or five in the same message.
- Shop now
- Join our loyalty program
- Forward this message to a friend
- Share this on social media
- Sign up for our upcoming event
Alone, all of these CTAs are just fine. But when you add all of them to one message, the reader will get overwhelmed. Too many conflicting CTAs will just confuse your subscribers and end up hurting your conversion rates.
The content of the message should be priming and setting up the call-to-action. For example, if you’re releasing a new product, the CTA should be about buying. If you’re hosting an event, the CTA should be about signing up. For those of you who want to promote both of these, it needs to happen in two independent email campaigns.
3. Sending too many emails
Just because someone subscribed to your email list, it doesn’t give you the right to bombard them with messages all day.
The average person who works in an office receives 121 emails per day. That’s more than 44,000 emails each year!
So it’s no surprise that the number one reason why people unsubscribe from email lists is because they get too many messages.
Think about this for a moment. Put yourself in the shoes of a consumer.
How often do you check your emails and feel annoyed about all of the messages you have? This drives me crazy.
You don’t want people to have that association with your website and brand.
They should be happy when they get a message from you, not feel annoyed. Remember, they signed up to get messages from your website, so they obviously have some interest in your content.
Realistically, people aren’t going to shop every day or visit your website every day. This is something that you need to accept.
So I would limit your email promotions to once per week at the most.
You can even allow subscribers to set up their preferences when they sign up. Ask them the communication frequency that they want, as well as the type of messages that they prefer. Then segment your subscribers accordingly based on their answers.
4. Not segmenting subscribers
If you have one long master email list where every subscriber receives the same content at the same time, you’re doing it wrong. This is a huge mistake.
I just briefly explained during my last point how some people may want messages more or less frequently than others. Some subscribers may only want promotions and coupons, while others want your newsletter. Everyone has different needs and preferences.
For example, let’s say you run an ecommerce shop. A 20-year-old male subscriber isn’t interested in the same products as a female subscriber in her 50s. So sending them the same message is not a winning strategy.
Take a look at how these marketing metrics increase as the result of segmenting emails.
You’ll get more opens, revenue, and leads, while simultaneously increasing customer retention, acquisition, and transaction rates.
Furthermore, studies show that 60% of people will delete an email that they find irrelevant. 27% of people unsubscribe from irrelevant emails and 23% mark them as spam.
That’s right. Even if you’re not sending emails too frequently, your subscribers can still unsubscribe. But segmenting subscribers decreases the likelihood that your content will be perceived as irrelevant.
- Sales cycle
- Lifetime value
- Browsing behavior
- Previous purchases
These are all common starting points for segmenting your email lists. Learning how to deliver relevant content by segmenting your email subscribers needs to be a priority.
5. Delaying campaigns
I regularly consult with lots of different website owners and businesses. When we talk about email marketing, lots of them have the wrong impression about when email campaigns should be sent.
Let me give you an example. I’ll use nice and round numbers to make it easy.
Say you have 1,000 email subscribers currently on your list. You sent out a message to all of them last week. You’re ready to run a new campaign this week, but you only gained ten new subscribers since your last campaign.
That’s not an excuse to put off the campaign.
But all too often I see business owners delay campaigns until they get more subscribers. As long as you’re not sending the messages too frequently, you can still deploy a new campaign to the same people, regardless of how many subscribers you gained or lost in between messages.
Your current subscribers are already familiar with your brand. The probability of selling to a current customer is 60 to 70%. But the chances of selling to a new customer is just 5 to 20%.
Based on these numbers, there’s no reason for you to hold off. Plus, any new subscriber should be getting a welcome email, which we discussed earlier in this guide. So you’ll be able to target them with an offer right away. For everything else, pick a schedule and stick to it. Stop coming up with excuses for delaying new campaigns.
6. Neglecting mobile users
I’m assuming that most of you will be using a computer to craft your email marketing messages. On these devices, everything looks great.
Time to send it out to your subscribers, right? Not so fast.
You need to check and see how your message looks from mobile devices. Most email marketing software out there will have mobile-optimized features.
But the best way to do this is by sending a test email to yourself. I have a category on my email marketing list for office and executive. Basically, it’s just a few of my email addresses. I always send content to this group first, so I can check everything before it goes out to the masses.
Look at which devices people use the most to check their emails.
Smartphones are by far the most popular devices for people of all ages.
So even if your message is technically mobile-friendly based on the test run through your email software, there are other things you should keep in mind.
Avoid long blocks of text. Something that’s two or three lines on a desktop computer could up being ten lines on a 4-inch smartphone screen.
Your email should have visuals, but don’t rely too heavily on images. Here’s what I mean by this. Some email apps won’t automatically display images. So if your entire message is based on the context of your picture, you might be out of luck.
To fix this mistake, you’ve got to know how to boost sales by accommodating the needs of mobile users.
7. Sending unprofessional messages
Earlier I explained why you shouldn’t delay campaigns. But with that said, emails shouldn’t be sent in a matter of minutes either. Take the same approach that you would if you publishing a blog or adding anew landing page to your website.
Plan it out. Create an outline. Write the copy. Put it through some editing software. Proofread, and then proofread it again. Slang, spelling errors, and improper formatting will not reflect well on your business.
Imagine getting an email from a high-end brand trying to sell you a $2,500 watch. But the message is filled with type-os and grammar mistakes. Are you going to buy that watch?
Probably not. It looks like a poor reflection of that company as a whole.
People think that if you don’t take the time to do something as simple as writing an email, what other shortcuts are you taking?
The reply to address for the email should be your business. Not your old screen name @hotmail.com. You should also A/B test all of your emails for formatting purposes. All of this will ensure that your messages look as professional as possible.
8. Not prioritizing sign-ups
Your email marketing campaigns will only be as good as your subscriber list.
It doesn’t matter if you have great content in your mobile-optimized message with the perfect CTA and professional design. If you only have 30 people to send it to, you can’t expect great results.
I realize that email lists don’t get built overnight, but this needs to be something that you’re always working at. No number is ever high enough.
If you just have “sign up for our emails” buried somewhere in the corner of your website, it won’t generate subscribers.
Remember, people are getting bombarded with nearly 1,000 emails per week. They won’t be signing up to receive more unless they have a good reason.
Check out his popup from the Blenders Eyewear homepage.
It’s a creative approach to collect emails.
First of all, you can’t miss it because it takes up nearly the whole screen while a user is browsing. Since they operate an ecommerce site, it’s safe to assume that the visitors are interested in their products.
By offering a discount in exchange for an email sign up, they’re essentially killing two birds with one stone.
- Add an incentive for purchases
- Gain email subscribers
Refer back to what we discussed earlier in terms of a welcome message. When a visitor signs up in a situation like this, it’s absolutely necessary that they are welcomed with the discount immediately.
Even if you don’t have an ecommerce shop, you still need to prioritize sign-ups and add value to potential subscribers. Offer them free downloads, video tutorials, or other types of exclusive content for email opt-ins.
Email marketing is still alive and thriving. Everyone needs to make this a priority.
But some people are doing email marketing wrong. After reviewing this guide, you might have just realized that you fall into that category.
Don’t worry. These common mistakes are fairly easy to correct.
Identifying them is the hardest step. But now that you know what needs to be done, you can make those adjustments and apply the changes to your email marketing strategy moving forward.
Friday 14 June 2019 - 14:45
Here are 10 recipes for results-driving Facebook bots you can clone for your own business or clients today.
The post 10 Profit-Driving Chatbot Campaigns You Can Copy Today via @virginianussey appeared first on Search Engine Journal.
Friday 14 June 2019 - 14:41
Google a démarré une actualisation en Material Design de son interface utilisateur de recherche desktop l’automne dernier comprenant des mises à jours que tous les utilisateurs voient maintenant, y...
Friday 14 June 2019 - 14:26
After a few months of testing, Google has officially launched the new icon based top menu search bar on desktop search. So instead of it just showing text for the search categories or verticals, i.e. news, videos, images, maps, shopping, finance, etc - there are cute little icons that accompany those text links.
Friday 14 June 2019 - 14:26
A month ago, Google launched their FAQ schema which essentially gave you a way to markup your FAQ content and Google would show those FAQs in the search results snippets. Well, as expected, it seems to result in less traffic to your web site. Which may or may not be a good thing.
Friday 14 June 2019 - 14:26
We all know that Google has said numerous times that you cannot fix core ranking algorithm updates. But John Mueller from Google this morning said in a webmaster hangout that there is a reason for this - he said it is not just one thing to fix but many fundamental issues you need to fix or improve on your site so Google can trust the site.
share read star B2B industry expert, Brian Beck on why flexibility in an ecommerce platform is crucial to future-proofing business [video]Friday 14 June 2019 - 14:00
Industry expert and author, Brian Beck caught up with Get Elastic and shared his criteria for B2B organizations evaluating a commerce platform.
In the video, he advises organizations to carefully think about their customers’ use case when they’re first evaluating a B2B ecommerce platform or thinking about replatforming. It’s critical to center that on the customers’ needs.
Listen in as he explains more ecommerce platform selection and reveals his number one feature requirement when it comes to a commerce platform.
Friday 14 June 2019 - 13:45
Here’s how one agency owner survived the most chaotic, emotion-filled time of her life – and the life lessons learned.
The post How to Slow Down While Getting It All Done via @ashleymadhatter appeared first on Search Engine Journal.
Friday 14 June 2019 - 12:44
Vous êtes formateur ou souhaitez le devenir, bien animer une formation ne s’improvise pas. De la conception des supports pédagogiques au suivi post-formation, en passant, bien sûr, par l’animation en elle-même de la formation professionnelle, ...
Cliquez sur le titre pour la suite...
share read star Digital Marketing News: Facebook’s Video Creation Kit, New Mary Meeker & Adobe Trends Reports, Google Buys Looker, & AV StudiesFriday 14 June 2019 - 12:30
Friday 14 June 2019 - 11:33
Les éditeurs de contenu ne vont certainement pas apprécier cela. La dernière grande fonctionnalité de Google Chrome était le mode sombre dans Chrome 73 et 74, et la version 75 n’a pas apporté...
Friday 14 June 2019 - 09:34
eCommerce navigation or faceted navigation in SEO. There are phrases the Gods of SEO themselves squint at when they hear them. Why? Because it involves duplicate content and very big sites. And we all know how difficult that is to fix.
The subject is hard to master and it comes with a lot of confusion on the side. Faceted search or filtered search? What is the difference between facets and filters? Which pages should I index? These are all questions webmasters ask themselves.So prepare for a ‘headachy’ journey as we’ll try to explain a couple of things in this article, such as the difference between filters and facets, which pages you should and shouldn’t index and best practices for different scenarios.
Hopefully, by the end of this article you’ll have understood everything you need to know about how to set up facets for eCommerce websites and how to manage your URL parameters for best SEO results and Google rankings.
Beware: This article is about very advanced stuff and it will twist your brain a little. It can also twist your rankings, in a good way or in a bad way, depending on whether you implement modifications the right way. The best implementation depends on the website and it differs from one case to another. If you don’t know what you’re doing, it’s better to ask for an expert’s opinion!
- Faceted Search vs. Filtered Search: What Is the Difference Between Search and Filters?
- Faceted Search Problems & Challenges
- How Google Handles URL Parameters & How It Affects SEO
- Which URL Parameters to Index & Which Ones to Not
- How to Fix Faceted Search Issues & Have a Good Navigation Structure
1. Faceted Search vs. Filtered Search:
What Is the Difference Between Search and Filters?
It took me myself a long time to figure out this difference. Why? Because I didn’t know what facet means. And I’m not talking about its meaning in eComm, I’m talking about its meaning in general.
So let’s start with that:
A facet is one side of a many-sided thing. Like a gem or a dice. We can also say it’s a particular aspect or feature of something.
Ok, so what does that have to do with filters and search?
Well, in eCommerce, the products of a website are usually split into categories. Sometimes, that’s enough to be able to browse it. However, in cases where there are very many products, it might not be enough.
In order to be able to browse the website efficiently, you’ll have to be able to sort those products according to different attributes. You know, like size, color, weight, etc.
To see only results that match certain criteria, you have to apply something which is known as a filter. A filter can include items that only contain the specified attribute, or it can exclude items that don’t.
Ok, so what does that have to do with facets?
Well, when you apply a filter, you can call each result page returned a facet of the category you’re currently browsing.
There are many websites that try to explain the difference between filters and facets. One explanation is that facets are unique pages and they are extensions to the category pages, while filters are just used to refine item listings.
While that’s true, one thing they seem to get wrong is that facets should be indexed and filters should not be indexed.
In the articles I’ve found (not going to give the names, though) the writers used the following example:
- Going out
- View all
- Filter by
- Brand A
- Brand B
- Brand C
The writers argued that Dresses and Brands are Facets, therefore they should be indexed, while Shipping, Size and Price are filters and should not be indexed.
My counterargument is: What if a lady searches for “evening dresses size M under 400$”?
Now this might be far fetched, but it can very well be the case! The best example I personally know is in the used car industry. People search a lot for things like “used cars under xxx”.
In the following example you can clearly see that Google auto-suggests these types of results:
So we can clearly see that people search for these keywords. Let’s do a search for “used cars under 10000” and see what results we get:
I’ve highlighted the URL above to show which site is ranking in the answer box. Carmax is also ranking #1 so it has multiple positions on Google.
But wait! Is that a URL parameter? Could it be a filter for price? It sure looks like it. Let’s check out the site.
It’s seems they consider it a filter! Had Carmax taken the advice above and used a noindex tag on their price filters, they wouldn’t be ranking #1 right now and we would not have landed on their page.
Good thing they didn’t do that. Actually, Carmax does a pretty good job at telling Google which pages it actually wants indexed and which it doesn’t. We’ll use it more as an example.
So the difference between filters & facets is that facets are a result of filtering products. You use filters and they generate facets.
While the definition of facets in search is “sorting by multiple dimensions simultaneously”, which actually means using multiple filters, I like to define facets as the pages that result from filtering a search.
In my opinion, it’s not about having one filter or multiple filters. I can have a single filter: it will still create a facet. This way, it’s very easy to differentiate between them.
For example, I can apply a single sorting filter, by price, which will create a facet. The problem, however, is that the facet isn’t unique! And that’s when Google has a problem with it.
2. Faceted Search Problems & Challenges
Faceted navigation and search are great. They help you find exactly what you need pretty easily. In the following video you can see how you can take advantage of faceted search to filter out exactly the books you might want to read, from over hundreds of thousands of results to only 7.
Ideally, the site shouldn’t create these types of pages at all. Sure, we might think it’s mostly bad for search engines but useful for users.
However, search engines try to favor the user. If you think about it, how good would a user’s experience be if you kept showing them the same products every time they apply a new filter?
Or how good is it for them if no products are shown? For example, if you don’t have any products Size M, should you show that size as being available?
The problem with faceted navigation search is that it can cause duplicate content issues. And with facets, the number of pages grows exponentially.
Hypothetically, let’s say you have two filters in a book store:
If we were to combine them, you’d probably say that there are 3 possible options:
- Only Fiction
- Only Historical
- Both Historical & Fiction
However, there is a 4th option: it’s Both Fiction & Historical.
So if you have 5 attributes (color, size, weight…), each containing about 5-10 variables (red, green, M, S, 10kg, 20kg…) you would have to multiply the variables to get the total amount of possible facets that can be generated.
If we have 15 colors, 10 sizes we already have 150 possible combinations. Add another 3 types of material and we end up with 450 combinations. Sort that by 8 different brands and we already have 3,600 products which is exactly the number of seconds there are in an hour… the Illuminati must be on me.
You get the point, too many filters, too many facets, too many URLs with duplicate content.
But aren’t those pages the same? I mean… both 1+2 and 2+1 equal 3, right? Well, while users might find those pages as being the same, search engines don’t! Why? Because of URLs.
3. How Google Handles URL Parameters & How It Affects SEO
Depending on which order the users choose to select the filters of a facet, some platforms generate different URLs for the same content. This is usually done using parameters.
Google treats URLs with parameters as separate pages, not an extension of the root URL, unless a canonical tag is specified.
So, in Google’s eyes, domain.com/books?filter=historical&fiction and domain.com/books?filter=fiction&historical are separate pages with duplicate content.
This is an issue because one of the pages doesn’t provide any extra value to the user.
Google doesn’t like duplicate content because it doesn’t provide much value to the users.
If you already have a page covering a set of products, why would you have a second page covering the exact same set? Why would Google want to display the exact same thing from the exact same website twice?
Sure, that happens, but Google is always trying to fix it. For example, Mihai Aperghis from Vertify notified John of some issues that kept appearing in the search results in Romania. After not much time, Dan Sullivan announced that they’re working on a diversity change. Sure, these two things might be unrelated, but it sure seems like a big coincidence.
There are ways to fix that. For example, you can use a canonical tag from one version to another to tell Google which is the original version that should be indexed and ranked. But Google sees canonical tags as recommendations, not as absolute rules, so it might ignore them!
However, there is another issue that content duplication creates, which won’t be fixed by adding canonical tags: Burning through Crawl Budget.
When Google crawls your site, it allocates a certain budget for how many pages it will crawl, depending on certain factors, such as how popular your site is, how much traffic it gets how big it is and how relevant it is.
If you’re wasting that budget on pages that will anyway perform poorly because they don’t provide any value, important pages that are unique and relevant might not get crawled, losing the chance to rank higher.
That’s why it’s important to address these issues and make sure you don’t index irrelevant pages. But which parameters and facets should you index and which should you not? How do you deal with these problems? And why do some sites, like Amazon, index everything and do so well?
4. Which URL Parameters to Index & Which Ones to Not
Deciding which pages you should let Google index and which pages you shouldn’t is important for best SEO performance.
If you’re thinking about indexing ‘facets’ but not indexing ‘filters’ think again. Indexation has nothing to do with those things, but with search intent, volume and product supply.
If your site has very many pages, then you should only let Google index the ones that either:
- Have enough demand: These pages should actively target a specific keyword or set of keywords that has a search demand. If users don’t search for it or never reach that page through organic search (you don’t see any impressions or clicks for it in Google Search Console) then maybe it’s a better idea not to index them.
- Have enough supply: These pages should not result in empty pages. If you only have 1-2 products or none at all in the facet while other facets provide 10-20 results, then maybe it’s a better idea not to index it.
- Are unique in the most part: These pages should not be very similar. Sure, there will be similarities, but if applying a second or third filter only results in a 5-10% difference, then maybe it’s better to not index those pages. This usually is also related to supply. Not enough products might lead to duplicate results.
That’s exactly why Amazon is doing so well, even though they are indexing all their pages. It’s because they have such a big supply of products that most of their facets have enough uniqueness to not be considered duplicate.
Sure, some are probably identical but, for example, even after filtering by 7-8 different dimensions I still get about 7 results, which is great.
Amazon is also a very popular site with high amounts of traffic going to it each day, which means Google will allocate more crawl budget for it that it will allocate for a smaller eCommerce site.
But for smaller sites, this might not always be the case. So you want to follow the best practices for best results.
5. How to Fix Faceted Search Issues & Have a Good Navigation Structure
Fixing a complex duplicate content issue might require both time and budget. It’s not easy to manage hundreds of thousands of pages.
Here are Google’s official tips on faceted navigation pages. However, Google gives more specific examples on how things should look, but not on how to implement them.
There’s a very big difference between the effects of 301 redirects, canonical tags, noindexing and disallowing pages entirely in Robots.txt.
Unfortunately, I can’t tell you exactly how to implement things, because this can differ from one case to another. However, I can outline the best practices and give you a hint on how implementation could be done.
But the first thing you have to do is create a spreadsheet of your categories, subcategories and filters. Then you should do an extensive keyword research and map keyword clusters to the categories and filters.
Did You Know
To have a general idea of which facets you should index and which not, you need to perform an in-depth keyword research. You can use tools like the CognitiveSEO Keyword Tool or even the Google Search Console to find keywords. Along with other keyword ideas, the tool will give you great keyword insights, such as the volume of the search, their relevancy, the cost per click, etc.
The quickest solution would be to not have any filters at all. Just use category pages with enough demand & supply. If you don’t have many products, not having filters might work for you. Simply create categories for the keywords that users search for and add products in multiple categories.
A nicely implemented example comes from FilmJackets, a site that sells leather jackets.
It only took me a couple of scrolls on a desktop to see all the jackets, although on a mobile device that might be harder. Anyway, the site’s design is visually oriented, which makes me want to see all the jackets to see which design I like.
However, if they had had a lot more products and a bigger variety (such as multiple materials), filters might have been useful. The user is also led to believe that the store has all the sizes and colors in stock, as that type of filtering is made on the product page, right before placing the order.
But overall, the user experience with the current amount of products should be good. It’s a simple solution for a smaller eCommerce website and it is elegantly implemented on this website.
If you’re a big site, then you have multiple options of dealing with the problem, depending on your platform’s possibilities. Serge Stefoglo from Distilled.net did a great post on Moz showcasing the effects of different methods that deal with/fix duplicate content.
However, this can lead to another problem. Faceted pages can’t be found by search engines anymore! That’s because the JS doesn’t generate <a> tags in the HTML anymore, so Google’s crawler might have a hard time getting to the important pages.
Carmax does this flawlessly, by stating its most important facets near the Homepage, at just 1 click away on their cars page. There are also some footer links to different locations on category or facet pages.
With this implementation, Google won’t have to crawl millions of possible combinations and it will still find the most important facets the site wants indexed. The same result can be obtained with a sitemap, but it’s better if you have a direct crawl path to them.
But what if someone links to those pages? Can they still get indexed? Yes. As long as they don’t have a noindex meta tag or are blocked in robots.txt, they can. But that’s not an issue because you can use canonical tags!
Pages can still get indexed if other websites link to them. Using canonical tags can help prevent duplicate content issues.
Carmax also takes advantage of canonical tags. For example, the page /cars?location=norcross+ga&price=10000 is canonicalized to /cars?price=10000&location=norcross+ga.
Ideally, the links should always be generated in the same order. For example, if I choose the order to be price, location, size, then even if the user selects location first and then price and size, the URL will still be generated in the initial order.
If you have a lot of pages, you want to focus on fixing the crawl budget issue. On the other side, if you have a lot of backlinks pointing to different filters of your pages, then you want to also pass link equity from external websites.
Start with canonical tags. These should be set up regardless if you then decide to index those pages or not.
Most pages should have a self referencing canonical, but if these pages are duplicate, then a canonical version is required.
However, also take into account that using Robots.txt will dilute link equity, so make sure those pages don’t have internal links nor backlinks pointing to them.
A good way of doing this is by adding an extra parameter (noindex=1) to facets with more than 1 or 2 filters. Then you can add the following line:
This way, any URL which contains the noindex=1 string will be blocked from crawling.
So for example, search by size will be:
Search by color will be:
Search by size and color will be:
However, keep in mind the supply and demand rule, if there are searches for “black category size m” then maybe you should not block those pages!
If your pages are already indexed and you want them to not get indexed and not burn crawl budget, you’ll first have to set up a noindex meta tag on the page and then add the pages to robots.txt.
Since robots.txt block crawling altogether, there’s no way for the search engine crawler to see the noindex meta tag!
So first, make sure you let the search engine find those pages to see the noindex meta tag, and after they’re removed from the index, you can add them to the robots.txt file to prevent them from burning the crawl budget.
Hopefully, you now have a better idea on which pages in your faceted search navigation menu you should index and which ones you should not.
You can also use robots.txt to disallow crawlers from accessing those URLs, saving up crawl budget. However, keep in mind that if you have or get backlinks to those pages, they won’t help your site anymore!
Friday 14 June 2019 - 09:30
Atteindre le milliard d’installations sur Google Play Store est aujourd’hui si "dépassé", qu’actuellement, plus de 30 applis Android ont déjà franchi ce cap. Lire la suite »
Friday 14 June 2019 - 09:30
Lorsque j’étais au lycée, je me souviens d’un camarade de classe qui semblait être torturé. Il était brillant, notamment en dissertation. Cela fait un peu cliché, mais c’est un fait. En ce qui me concerne, j’étais plutôt bon. Lorsque ...
Cliquez sur le titre pour la suite...
Friday 14 June 2019 - 08:30
LinkedIn compte aujourd’hui plus de 500 millions d’utilisateurs. Parmi eux, figurent des travailleurs indépendants, des grandes marques, des chasseurs de têtes… et des particuliers. Tous, ou presque, s’inscrivent sur la plateforme pour un seul objectif : trouver les meilleures opportunités professionnelles. C’est pourquoi ce réseau social est incontournable en matière de génération de leads B2B.
Adopter un langage courtois, direct et professionnel
LinkedIn est un site à part parmi les réseaux sociaux. On y discute de thèmes et de sujets à mille lieues des propos tenus sur Facebook ou Instagram, par exemple. Les « Ice Bucket Challenges », Tigh Gap et autres Mannequin Challenges y sont tapissés par des graphiques, des rapports d’études et des checklists en tout genre.
Le monde professionnel capte l’attention de tous les utilisateurs du site. On y parle de KPI, d’Ebitda, de R.O.I, de rendements, de targeting, de relations publiques et de toute autre question censée améliorer la compréhension de l’univers de l’entreprise et de l’entrepreneuriat. Adopter le même langage est donc le meilleur moyen de se fondre dans la masse tout en attirant l’attention sur votre marque.
Dans vos publications, comme dans vos messages ou vos écrits diffusés via Pulse, évitez les formulations informelles ou trop personnelles. Montrez-vous professionnel, courtois et empathique, en évitant les fautes de français et les approximations. Répondez rapidement aux messages, aux demandes de contact et aux commentaires dans les groupes ou sous vos posts. Le meilleur moyen de s’attirer les faveurs des professionnels sur LinkedIn est de vous comporter en professionnel.
Identifiez vos prospects pour mieux les cibler
Vous avez sûrement un profil type de client correspondant aux caractéristiques de votre offre. Sur LinkedIn, vous avez de multiples opportunités pour vous adresser à ces acheteurs potentiels. Mais ne brûlez pas les étapes : Assurez-vous d’abord de mieux connaître ceux à qui vous vous adressez. L’outil de recherche par mot-clé ou par secteur d’activité de LinkedIn est parfait pour cela.
En quelques clics, vous obtiendrez une liste des profils susceptibles de réagir à vos stimuli. À vous de trier et de classer ces comptes en fonction de leur parcours professionnel, de leur liste de contacts, de leur communauté (groupes de discussion, etc.) et de leurs centres d’intérêt. Analyser les autres comptes de vos cibles sur Facebook, Twitter ou Instagram vous donne une idée plus claire de leurs idées et préférences personnelles. Ainsi renseigné, vous enverrez le bon message lors de votre prise de contact.
Exploitez le potentiel d’InMail pour générer des leads B2B
LinkedIn est bien plus qu’un réseau social dédié aux professionnels. La plateforme dispose de sa propre messagerie. Avec InMail, tous les utilisateurs du site peuvent communiquer directement, même sans se connaître. Pour les entreprises, ce canal de discussion privé est une aubaine.
Les destinataires potentiels se comptent par dizaines de milliers, et ne sont pas vraiment des inconnus. Votre entreprise n’a pas besoin de connaître l’adresse de messagerie des prospects. Il suffit de cliquer sur un profil qui vous intéresse et de lui envoyer un message.
Le profil du destinataire contient souvent des renseignements précieux sur ses préférences, son activité et ses compétences. Les messages InMail de votre entreprise peuvent être personnalisés en conséquence. Le prospect se sentira ainsi en confiance, clé de toute bonne relation. Vous pouvez vous présenter simplement dans vos InMails. Il est aussi possible d’envoyer des aimants à leads, comme un lien pour un e-book gratuit ou un code promo.
Participez aux groupes de discussion
Comme sur Facebook, Twitter et Reddit, LinkedIn est aussi un endroit où les utilisateurs aiment discuter et échanger leurs idées sur un sujet précis. Les thèmes évoqués sur la plateforme touchent tous les secteurs d’activité. Une rapide recherche par thématique ou par mot-clé indique les sujets et groupes de discussion où votre marque aura sa place.
S’inscrire à ces groupes n’est pas suffisant. Votre marque consolidera sa réputation en se distinguant par ses réponses et son professionnalisme dans ces forums fréquentés par de potentiels leads B2B. N’oubliez pas de parler de temps en temps de votre entreprise et de vos activités, si les circonstances vous l’autorisent.
Attention toutefois à la tentation de la promotion gratuite ou abusive. Ce genre de comportement est assimilé à du spamming chez les utilisateurs de LinkedIn – et des internautes en général d’ailleurs. Restez-en donc aux faits. Partagez votre expérience, le point de vue de votre marque ou votre expertise dans 90 % de vos réponses. Les publications promotionnelles ne devraient jamais dépasser 10 % de vos contributions dans ces groupes de discussions.
Utilisez le sponsoring pour vos publications importantes
LinkedIn offre la possibilité de booster la portée et la visibilité de certaines publications. Cela garantit une diffusion à grande échelle d’une nouvelle importante, comme le lancement d’un produit, une promotion ou un changement stratégique. Certes, votre marque communique sans doute déjà ces informations importantes par voie de presse ou sur d’autres réseaux.
Les publications stratégiques méritent néanmoins d’être vues et diffusées auprès d’un large public sur LinkedIn. Ce réseau compte des millions d’utilisateurs qui sauront lire entre les lignes de vos publications stratégiques. Ils y verront peut-être des opportunités, des défis ou des solutions à leurs problèmes. Pensez à rédiger vos communications importantes dans un langage formel et compris par tous les utilisateurs de LinkedIn.
Le sponsoring sur LinkedIn peut être facturé au Coût par Clic ou au Coût pour Mille Impressions. Donc, vous maîtrisez le budget de votre communication. Et vous vous assurez en même temps une bonne visibilité auprès de vos potentiels leads B2B.
Envie d’en savoir plus ? Retrouvez notre livre blanc Ligne Éditoriale et Stratégie social media et contactez notre agence Social Marketing Opérationnel !
Friday 14 June 2019 - 07:52
Le site Ahrefs a publié dernièrement une étude comparative des résultats SEO entre les sites construits sous Wix et WordPress. Sans surprise, WordPress écrase Wix à plate couture. Mais l'étude n'est-elle pas biaisée dès le départ ?... Le site Ahrefs a a publié récemment une étude intéressante qui compare la visibilité Google des sites faits […]
Friday 14 June 2019 - 07:29
Cela fait 8 ans que le site Search Engine Land nous propose sa table périodique des éléments SEO, en la remettant parfois à jour. Et cette dernière version, pour 2019, est très intéressante et pertinente. Raison de plus pour la télécharger en version complète... Notre infographie du vendredi est proposée aujourd'hui par le site Search […]
L’article Infographie : La Table Périodique des Éléments SEO est apparu en premier sur Abondance.
Friday 14 June 2019 - 02:04
Posted by BenjaminEstes
We've all agreed that technical SEO is integral, and many of us know at least a little bit about the subject if we're not already practitioners. But have you considered that the way you think about technical SEO could be hindering or helping your success? Today, Ben Estes from Distilled shares the agency's tried-and-true framework for tackling technical SEO quandaries strategically.
Click on the whiteboard image above to open a high-resolution version in a new tab!
Hi. Welcome to another Whiteboard Friday. My name is Ben, and I'm a principal consultant at a company called Distilled. Today I'd like to talk to you about how we think about technical SEO at Distilled. Now, technical SEO is something that a lot of people know a lot of stuff about.
You accumulate knowledge over time from a lot of different sources, and that's where a lot of the value that we deliver comes from. But not everyone can think about technical SEO from a strategic perspective, and that's the skill that I think we should talk more about.
Framing the problem
Let's start by framing the problem. So look at these charts. Now, I would argue that most people's mental model of technical SEO matches this first chart.
So in this chart, the solid black line is the actual traffic that you're getting, whereas the dotted line is the hypothetical traffic you could be getting if all of the technical problems on your site were resolved. So some people see this and say, "Well, you know, if I can just keep fixing technical things, I can keep getting more traffic to my site."
That's one way of looking at it, but I would argue that it's not the best way of looking at it, because really there are only so many technical things that can go wrong with your site. There's a finite number of problems. It's not an opportunity so much as an issue that needs to be resolved. So what I try and encourage my clients and colleagues to do is think about it in this way.
So it's the same chart and the same situation. Here's the actual traffic that you're getting and the hypothetical traffic you could be getting. But really what's happening is your technical problems are keeping you from realizing the most potential traffic that you could be capturing. In other words, there are technical issues preventing us from capturing all the traffic that we could. Now, once you've framed the problem in this way, how do you solve it?
So some people just say, "Well, I've got this big problem. I need to understand how all the things that could be wrong with this site. I'm just going to dive in. I'm going to go through page by page, and I'll finish when either I run out of pages or more realistically I run out of time or I run out of the client's budget. So what if there's a better way to actually solve that problem and know that it's been solved?
Well, that's what this framework that I'm going to present to you is about. The way that we would recommend doing that is by taking the big problem, the overall problem of technical SEO and breaking it down into subproblems and breaking those down again until you have problems that are so small that they are trivially solvable. Now, I'm going to explain to you exactly how we accomplish that, and it's going to be a little bit abstract.
So if you want something concrete to follow along with, I'd recommend checking out the blog post at this URL. That's dis.tl/tech-audit. Okay. So when you have a big problem that you're trying to break down, many people's first attempt winds up looking something like this Venn diagram. So we take one problem, break it down into three subproblems, but there's some sort of overlap between those problems.
Once there's overlap, you lose a lot of confidence. There is, are you duplicating effort across these different areas? Or did you miss something because these two things are kind of the same? Everything just gets a little hazy very quickly. So to get past that, what I've used at Distilled is this consulting concept called MECE.
Mutually exclusive and comprehensively exhaustive
MECE stands for mutually exclusive and comprehensively exhaustive. That's a lot of fancy words, so I'll show you pictorially what I mean. So instead of having a Venn diagram like this, what if each of the problems was completely independent? Now they still cover the same area. There's just no overlap between them, and that's what MECE means.
Because there is no overlap between them, they are mutually exclusive. Because they cover all of the original problem, they're comprehensively exhaustive. So what does this mean in technical SEO specifically? Now remember the problem that we're dealing with is that there are technical issues preventing us from capturing traffic that we would otherwise be able to. So what are the three ways that that could happen?
- Maybe our content isn't being indexed. There's a technical reason our content isn't being indexed.
- Our content doesn't rank as well as it could, and therefore we're losing this traffic.
- There is a technical reason our content isn't being presented as well as it could be in the SERPs.
This is things like having rich snippets, stars, things like that that could increase click-through rate. These things seem kind of trivial, but actually all of the technical problems that you can find on your site contribute to one or more of these three categories. So again, that was pretty abstract. So let's talk about an example of how that actually plays out. This is actually the first technical check in this audit at that blog post.
So, for instance, we're starting by considering there is a technical reason our content isn't being indexed. Well, what are all the ways that that could happen? One of the ways is that URLs are not discoverable by crawlers, and, again, that is a whole thing in itself that can be broken down further.
So maybe it's that our XML sitemaps aren't uploaded to Google Search Console. Of course, this isn't a guarantee that we have a problem. But if there's a problem down here, there's a pretty good chance that that trickles back up to a problem up here that we're really concerned about. The beauty of this isn't just that it winds up helping us create a checklist so that we know all of the technical issues we ought to be looking at.
But it also helps us convey exactly what the meaning is of our findings and why people should care about them. So this is the template that I encourage my colleagues to use at Distilled. "We are seeing ________. This is a problem because something.You should care about that because something else." The way this works is like Mad Lib style, except we work like inside out.
So we start with this point here. We are seeing that our XML sitemaps aren't uploaded to Google Search Console. This is a problem because maybe URLs are not discoverable by crawlers. We should care about that because there is a technical reason our content isn't being indexed, and that right there is exactly the message that you deliver to your client.
So again, this is exactly the framework that we use for our technical audits at Distilled. It's given us a lot more confidence. It's given us a lot more insight into how long this process should take for our analysts and consultants, and it's also got us better outcomes particularly because it's helped us communicate better about what we found. Thank you very much. I would love if more people use this, and feel free to reach out to me personally if you have any thoughts or questions.
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Thursday 13 June 2019 - 20:20
Google doesn’t specifically measure the authority of a website, according to webmaster trends analyst John Mueller.
The post Google: We Don’t Evaluate a Site’s Authority via @MattGSouthern appeared first on Search Engine Journal.
Thursday 13 June 2019 - 16:54
It seems to be true even among brands and agencies that say the three outperform other platforms.
Please visit Search Engine Land for the full article.
Thursday 13 June 2019 - 16:26
I am attempting to start a new vlog series on the topic of SEO and SEM where I interview you - the SEO/SEM community about topics on SEO/SEM. I think I am going to call it Searching The Roundtable Files Vlog or something like that (if you like it or dislike it, let me know in the comments).
Thursday 13 June 2019 - 16:00
Outreach as an SEO practice is becoming more common—and more difficult. With backlinks being one of the top Google ranking factors, the term “link building” is turning into a popular buzz word within the marketing industry. Most online marketers are desperate to build their brand’s backlink profile and are willing to do anything to get a link. But there is a fine line between how you should and shouldn’t build links, and it can drastically affect your search engine rankings. That’s where white-hat link building comes in.
What Does “White-Hat” Mean?
The term “white-hat” isn’t limited to just link building. It’s used to define agreeable SEO practices as a whole and should be an important part of any outreach strategy. Practices that align with Google’s guidelines are considered white-hat. In other words, keep it clean and play by Google’s rules. Your goal should be to focus on the user by creating a good experience and adding valuable content to the internet, not manipulate search rankings with dirty (black-hat) SEO methods.
Why Should You Engage Only in White-Hat Link Building?
While black-hat tactics are tempting and seem quicker and easier, they won’t withstand the test of time—or Google’s algorithm updates—and could cause you a manual penalty that will set you back months, if not years and have you buried trying to correct it. It’s serious stuff.
Google is constantly updating its algorithm. When it identifies spammy or low-quality backlinks pointing to your site, you will likely be penalized, and your rankings will plummet. Just ask JC Penney—they learned the hard way.
Manipulating search engines in any way is against Google’s guidelines, so make sure you aren’t using black-hat tactics. Don’t participate in link schemes, such as buying, selling, or trading links for SEO purposes, using link farms, or producing low-quality, auto-generated or spun content to place links.
If you have only authoritative, high-quality backlinks, earned naturally through a variety of white-hat link building strategies that I will go into next, you don’t need to worry about your rankings when the algorithm updates since you aren’t breaking any rules. White-hat methods are “future-proof”; they hold up in the long run.
White-Hat Link Building Techniques
If you can’t buy, sell, or trade links with other websites, then what can you do to build authoritative links? Here are a few squeaky-clean white-hat strategies that you can implement without crossing the line.
This is a slow process and yields a lower number of links, but these links can be highly valuable to your site—well worth the extra effort if they’re relevant! The links you place through guest posting should be extremely relevant and authoritative, and it allows you to control the context around your brand and include suitable related keywords. Placing guest posts on sites with greater authority will add nicely to your backlink profile and gain link equity (the value a link passes onto your page).
Your main focus in this approach is to create quality content and cater to the audience. Reach out to online media outlets, bloggers, and other websites related to your industry and ask to write an article for them. Within the article, you’ll link back to relevant content on your site as a resource. Many outlets that accept outside contributors will allow you to have a link to your site in the author bio as a way for you to gain additional exposure. This will help establish your brand as a reliable source of information and an authority in your industry.
It’s against Google’s guidelines to trade or pay for links in any way. If another site asks you to place a link on your site for them or asks for payment to place a link or publish a post, RUN. This is a clear violation of Google’s guidelines and puts your site at risk of being penalized.
Guest posting is a slow, low-volume approach, but content promotion is quite the opposite. You can place a large number of links in a short amount of time, which can result in a high volume of referral traffic and quickly expand your brand awareness.
You’ll create and publish an exceptional piece of content on your site, such as a comprehensive how-to guide, tool, or original data. Then, reach out to online media outlets, like news stations and magazines, and ask them to cover your content on their site. This tactic will showcase your brand’s expertise and help to build its authority in your industry.
Utility Link Building
If your company sells local services like home security, TV, or internet, then utility link building can be beneficial and require little effort on your part. You don’t need to write articles or create new content at all, just send a quick email.
Look for utility and resource pages on local government (like city and county) sites and real estate sites. Reach out and ask them to include your website as a resource. This is an easy way to target local, engaged audiences that are already searching for the services you provide.
Like utility link building, link reclamation doesn’t require you to create new content. It’s a simple way to turn unlinked brand mentions into links or fix broken links that should lead to your site but don’t.
Reclaiming Unlinked Brand Mentions
Using outreach tools or Google search queries, find instances online where your brand name is mentioned but doesn’t link back to your site. Email those sites and thank them for referencing your brand, then ask them if they would (pretty please) include a link to your site.
Broken Link Reclamation
You might have discontinued a product or service, removed outdated content, or re-launched your site and it affected some of your URLs so the pages they refer to no longer exist.
Use your outreach tools to find these broken links that should lead back to your site. Figure out what the links originally referenced and find a new page on your site with products or content similar to the original. Email the sites and let them know the link is broken, provide them with a link to the new page, and ask them to replace the old link with the new one.
Stick to the Guidelines
In the end, white-hat outreach is the only way to ensure your brand obtains high-quality backlinks and maintains its place in the SERPs over time. Don’t be tempted to use sloppy black-hat tactics and link schemes, or else your site will pay the price in the end. Adhere to Google’s rules and don’t be a cheater!
The post White-Hat Link Building: What Is It and Why Does It Matter? appeared first on Portent.
Thursday 13 June 2019 - 15:45
Here’s how several multimillion-dollar companies use SEO content audits to lay a foundation for consistent growth.
The post How to Build a Multimillion-Dollar Company with SEO Content Audits via @bsmarketer appeared first on Search Engine Journal.
Thursday 13 June 2019 - 14:45
Here's how to use SEO to generate awareness for important social issues without damaging your existing conversion and traffic volumes.
The post How to Use SEO Traffic to Make the World a Better Place via @s_watts_seo appeared first on Search Engine Journal.
Thursday 13 June 2019 - 14:26
One of the things I see a lot from the SEO community is that they think Google employees, Googlers, do not care when a site has to cut staff or go out of business because of a Google update. While that may be true for some Googlers, most Googlers I've met do deeply care and it impacts them emotionally when they see this happens.
Thursday 13 June 2019 - 14:26
Bing announced yesterday that you can now batch submit up to 500 URLs per API request, so do 500 URLs in a single API request - instead of an API request per URL. The 10,000 URL limit per day still applies but now you can submit more URLs in a single API request, which makes things more efficient for some sites.
Thursday 13 June 2019 - 14:26
Google's next SEO mythbusting video is on the topic of web performance. The video is with Google's Martin Splitt and Samsung's Ada Rose Cannon. They talk about web performance and usability topics around mobile, rankings and much more.
Thursday 13 June 2019 - 14:00
User experience (UX) should be the number one consideration when building your ecommerce site. The changing consumer preference has increased interest in UX and it’s expected to become more significant for years to come. Reports show that 93%of consumers base their purchasing decision on their shopping experience. More than just completing a purchase, buyers also care about the holistic experience with the website or app.
Therefore you need to create a site or app that customers will enjoy navigating. It starts with knowing the essential pages of an ecommerce website or app, and theelements that must be present on each.
- Shop name and logo
- Login or registration
- Navigation bar
- Product categories
- Customer service details
Individual Product Page
- Product name
- Ratings and reviews
- Add to cart button
- Shopping cart summary
- Unit price of each item
- Quantity of each item
- Shipping/delivery charges/taxes
- Total cost
- Edit or remove item
- Proceed to checkout button
- Security cues (SSL)
- Delivery and billing address
- Shipping and payment options
- Order summary
- Payment verification
- Customer support
Check out the infographic on the anatomy of a top-notch ecommerce website:Source: The Anatomy of a Top-Notch E-commerce Website
The post The anatomy of a top-notch ecommerce website [infographic] appeared first on Get Elastic Ecommerce Blog.
Thursday 13 June 2019 - 13:45
Discover how data plays into digital marketing and the importance of democratizing marketing data across all disciplines.
The post Keith Goode on How Data Plays Into Marketing [PODCAST] appeared first on Search Engine Journal.
Thursday 13 June 2019 - 13:43
SMX Advanced presenters Amy Bishop and Michelle Morgan outline tactics for paid media channels to effectively guide users from discovery to conversion.
Please visit Search Engine Land for the full article.
share read star Google Maps displaying redirect notice alerts when users click on business website URLsThursday 13 June 2019 - 13:27
A bug within Google Maps may be resulting in traffic loss to company websites and locations.
Please visit Search Engine Land for the full article.
Thursday 13 June 2019 - 12:30
B2B demand gen used to be easier than B2C. Because, let’s face it, so much B2B marketing was deadly boring. A cool concept, a little creative design, or a dash of humor were like water in the desert. Now, though, it’s the norm for B2B marketing to be every bit as visually and emotionally compelling as B2C. Suddenly we’re selling water by a lake, not a desert. There’s no shortage of cool content. Audiences expect more, and marketers (including your competitors) are keeping up with demand. So it’s time to take B2B demand gen to the next level.
B2B Demand Gen Tactics: The Next EvolutionWhat follows are some logical upgrades for some of your favorite time-tested tactics. That’s not to say, of course, that you should stop doing things that are already working. But it’s worth testing these evolutions out to see what works for your target audience.
#1: Influencer Marketing to Influence 2.0B2B influencer marketing has matured a great deal in the past few years. Marketers are looking at topically-aligned influencers with smaller but more relevant networks, and looking to create partnerships rather than paying for endorsements. But we still have room for improvement. Influence 2.0 seeks to build an always-on, continual process of influencer nurturing, community building, and content co-creation. Instead of individual campaigns, it’s about sustaining relationships, introducing influencers to each other, and continually producing content together. [bctt tweet="For any kind of content a business creates and publishes to the world, there is an opportunity for collaboration with credible voices that have active networks interested in what those voices have to say. - @leeodden" username="toprank"] When you have a sustainable community of influencers, you can integrate influencer content into virtually every part of your marketing efforts. That’s why I put it first on this list — you can add influencers to all of the following tactics for better amplification and engagement.
#2: eBooks to Interactive ContentThe classic PDF-format, static eBook is a B2B content marketing staple. Over the last decade, we’ve seen eBooks becoming more dynamic, more visually compelling, more creative and fun. Like, say, this one from our client Pantheon. So I’m not here to put down eBooks. But as an agency, we’re starting to lean into more interactive content, and seeing some stellar results. Interaction can be as simple as adding animation or multimedia content to a slideshow or eBook. Or you can go more complex, ditching that page-based form factor completely. Some of our best-performing agency work recently is vertically-scrolling, animated, and interactive. The core content is much the same as a conventional eBook, but it’s much more likely to earn attention. Click Here to see the Break Free from Boring B2B Guide in Full Screen Mode
#3: Gated Big Assets to Gated Bonus ContentThe time-honored tradition in B2B marketing is that you gate your most valuable stuff. Then you give away smaller bits of content to entice people to fill out your lead gen form. Which means a small percentage of people actually see the asset you spent the most time and effort on. It’s a tactic that can still work, but it’s worth trying the other way around, too. Note that none of the assets I linked in the last section are gated. We put a ton of research, creativity and effort into making each one. And then we and our clients used them for demand gen. We found that influencers were more likely to amplify an ungated asset, and that meant more people got to see the thing than if it were gated. When you put an ungated big asset out there, make sure to include an opportunity for people to convert, of course. We have found that a simple but useful downloadable, like a checklist or worksheet, works well to convert traffic from our big ungated assets. Read: To Gate or Not to Gate? Answers to an Age-Old Digital Marketing Question
#4: Everyday Blogging to Everyday MultimediaThe blog post has been the “atomic unit” of content marketing for a long time now, and it’s easy to see why. All you need to make a blog post is a computer and a WordPress site (though hopefully you also have a strategy, research time, and an editorial calendar). The barrier to entry is low and the potential for engagement is good. We’re finally seeing the democratization of video and audio content, however. It’s now potentially easier to create simple video or record a podcast than to write a substantial blog post. Video content can be embedded on social sites (more on that in the next section), and podcasts can be syndicated in dozens of directories. There’s a ton of demand gen potential in trading some of your blogging time for multimedia time. [bctt tweet="There’s a ton of #demandgen potential in trading some of your blogging time for multimedia time. @NiteWrites" username="toprank"]
#5: Social Links to Social FirstSocial media has been a demand gen staple for marketers since the early days of Facebook and Twitter. The time-honored tactic for social media is to post links to blog content or gated assets, encouraging people off of the platform and onto your own real estate. The problem is that social media sites don’t want people clicking away from their feeds. They want posts that generate engagement while keeping people firmly inside the walled garden. The sites’ algorithms will reward posts that don’t link out, while actively limiting the reach for posts with external links. We have been exploring a “social first” model for demand gen on social media, and the early results are promising. With a handful of clients, we're testing long-form content on LinkedIn, with the goal of boosting engagement right in the news feed. These posts are outperforming their average for comments and reactions, and are driving new followers for the Showcase Page, too. In other words, instead of using social media to drive traffic to your content, bring your content to social media.
Practice Next Gen Demand GenWhich demand gen tactics work best? The answer will vary depending on your industry and audience, of course. But in general, our time-tested tactics could stand to be augmented and upgraded. Marketers who can get ahead of changing audience preferences will stand a far better shot at earning and keeping attention. Looking for opportunities to evolve your content promotional strategies? Take a peek at these underutilized content promotion channels.
The post B2B Demand Gen: The Next Evolution of 5 Tried-And-True Tactics appeared first on Online Marketing Blog - TopRank®.
Thursday 13 June 2019 - 12:28
Il est maintenant plus facile de comparer 2 documents Google. Google Docs peut enfin mettre en évidence les différences entre 2 documents. Cette fonction vous montrera les différences entre les docs...
Thursday 13 June 2019 - 11:24
Google a longtemps maintenu un lien facultatif entre Google Drive et Google Photos via la fonctionnalité de synchronisation, mais cette fonctionnalité va bientôt disparaître. Lire la suite »
Thursday 13 June 2019 - 10:33
Dans le but de réduire la collecte de données par des extensions Chrome de tiers bloquant les publicités (adblockers ou bloqueurs de publicité), Google a annoncé aujourd’hui qu’il a l’intention de...
Thursday 13 June 2019 - 10:18
Les places de marchés, comme Amazon ou La Fnac, permettent aux sites e-commerce de vendre leurs produits sur d’autres sites que le leur. Mais ces marketplaces peuvent vous nuire avec une problématique simple : le contenu dupliqué, puisque ce sont les mêmes produits qui seront vendus, parfois avec le même descriptif, sur ces différentes adresses […]
L’article Comment gérer les marketplaces en termes de duplicate content ? est apparu en premier sur Abondance.
share read star Eric Léandri (Qwant) : « Notre objectif est d’obtenir à terme 5 à 10% du marché du search en Europe »Thursday 13 June 2019 - 10:13
Le moteur de recherche français Qwant a été dernièrement au centre de plusieurs remous suite à la signature d'un accord avec Microsoft, alors qu'il critique ouvertement Google, autre membre du Gafam. Plusieurs controverses autour de son index, de la propriété de ses algorithmes secouent également la société depuis sa naissance et de sa dépendance à […]
L’article Eric Léandri (Qwant) : « Notre objectif est d’obtenir à terme 5 à 10% du marché du search en Europe » est apparu en premier sur Abondance.
Thursday 13 June 2019 - 10:08
La découverte et la prise en compte des recommandations aux Quality Raters de Google, il y a quelques années de cela, a mis en exergue les notions de YMYL (Your Money, Your Life) et EAT (Expertise, Authoritativeness, Trustworthiness) dans la façon dont Google analyse un site web pour son moteur de recherche. Mettre en place […]
Thursday 13 June 2019 - 10:04
Grâce à LinkedIn, vous pouvez décrocher de nombreuses opportunités d'affaires si vous savez utiliser le réseau social de la bonne manière. Aujourd'hui, quand on parle de marketing, on pense à visibilité, et donc au référencement sur le moteur de recherche mondialement connu : Google. Il s'agira donc d'obtenir le meilleur positionnement pour votre profil LinkedIn […]
L’article Optimiser son profil LinkedIn pour un meilleur SEO est apparu en premier sur Abondance.
Thursday 13 June 2019 - 10:00
L'outil IBM Watson News Explorer permet, au travers d'un travail sur les entités nommées, de mettre en place une veille sur les noms de personnes, d'entreprises ou de lieux notamment, et d'en extraire les liens entre eux. Malgré un manque de mise à jour et d'évolution de ses principales caractéristiques, il reste un outil à […]
L’article IBM Watson News Explorer, un puissant outil d’exploration de l’actualité est apparu en premier sur Abondance.
Thursday 13 June 2019 - 10:00
L’inclusion de Sitemaps XML en tant que fonctionnalité WordPress Core a été proposée par un groupe de membres de l’équipe Yoast et de Google, ainsi que d’autres contributeurs WordPress. Lire la...
Thursday 13 June 2019 - 09:30
En 2018, Instagram a obtenu 100 millions d'utilisateurs supplémentaires sur sa plateforme et il n'y a aucun signe de ralentissement de croissance en 2019. Il y a une raison pour laquelle Instagram grandit à un rythme incroyable : la plateforme est ...
Cliquez sur le titre pour la suite...
Thursday 13 June 2019 - 08:30
Reddit est un site Web de médias sociaux où les gens rassemblent des liens et les partagent entre eux. Ces liens peuvent être des images, des articles, des vidéos… (vraiment n’importe quoi) partagés dans de petites communautés thématiques spécifiques appelées subreddits.
Que pouvez-vous faire avec Reddit ?
Si vous passez suffisamment de temps sur Internet, vous finirez sûrement par tomber sur Reddit, se targuant, eux-mêmes, d’être ” la page d’accueil d’Internet “. Les utilisateurs (ou rédacteurs) peuvent partager des liens, voter sur les liens, commenter les liens, et ensuite commenter et voter sur les commentaires.
Pour les nouveaux venus cela peut sembler un peu écrasant, alors voici un bref aperçu de la façon d’utiliser Reddit efficacement.
Inscrivez-vous à Reddit – Ne rôdez pas !
Dans la communauté Reddit, les personnes qui parcourent simplement le site sans faire de commentaires ni voter, sont appelées des rôdeurs. Et bien que ce soit probablement une bonne façon de commencer à comprendre le principe du site sans transgresser l’étiquette (ou reddiquette), plus tôt vous ouvrirez un compte Reddit, plus vite vous en profiterez réellement (Mais renseignez-vous sur la reddiquette avant d’utiliser le site pour de bon – les utilisateurs peuvent être durs et peu accueillants envers les non-initiés).
Une fois inscrit pour un compte gratuit, vous pouvez vous abonner à divers sous-reddits, voter pour du contenu que vous aimez ou n’aimez pas, et commenter les choses qui vous intéressent. Par exemple, si vous êtes un passionné de marketing, vous pouvez lire et profiter de tout le contenu de /r/marketing ou /r/content_marketing, mais une fois que vous avez un compte, vous pouvez poser vos propres questions ou (si vous êtes un expert) répondre vous-même.
Naviguez comme un pro avec Reddit Enhancement Suite
Bien qu’elle soit conçue pour être aussi simple que possible, l’interface de Reddit peut dérouter les nouveaux venus. Le nombre d’actions possibles sur la page a pour but d’améliorer l’expérience de l’utilisateur, mais ce florilège de possibilités peut aussi exiger une courbe d’apprentissage initialement abrupte.
L’une des meilleures façons d’améliorer et de simplifier cette expérience est d’utiliser l’extension de navigateur gratuite, Reddit Enhancement Suite (RES). L’add-on est compatible avec à peu près tous les navigateurs et ajoute une fonctionnalité qui vous permet de visualiser les images sans cliquer sur un lien et de faire défiler sans cliquer vers une nouvelle page, ainsi qu’une variété d’outils qui améliorent les commentaires.
La plupart des redditeurs soutiennent que RES est absolument nécessaire pour tirer le meilleur parti de Reddit, car il répond aux doléances les plus courantes concernant le site, comme celle de vous demander de naviguer vers une autre page pour voir les images liées.
Qu’est-ce que le karma ?
Le karma Reddit n’a pas de sens, mais pour certains, il signifie tout. Chaque fois que quelqu’un vote à la hausse un message ou un commentaire, le post ou le commentateur reçoit un point de karma. De même, quand quelqu’un dévalorise un message, le post perd son karma (c’est plafonné à 100 dévalorisations). Le karma est divisé en karma de post et de commentaire, et les utilisateurs ne peuvent voter qu’une seule fois sur un seul post ou commentaire.
Les messages et les commentaires recevant le plus grand nombre de votes positifs montent en haut de la page (bien qu’ils puissent aussi être triés par les filtres nouveau et controversé) et ceux qui ont un karma faible ou négatif vont au bas de la page. Ce karma est attribué aux utilisateurs et reste dans leur profil comme une sorte de reconnaissance du redditeur qu’ils sont.
Bien que le karma soit la base entière de l’algorithme de Reddit, la collecte du karma n’apporte finalement rien aux utilisateurs. Il y a quelques sous-reddits disponibles seulement pour les personnes avec des quantités excessives de karma, mais ils n’accordent aucun véritable privilège spécial ou fonctionnalité. Effectivement, les utilisateurs (ou super-utilisateurs) avec beaucoup de karma n’ont pas de pouvoirs spéciaux de vote, d’affichage ou de commentaires.
Dois-je utiliser un faux nom ?
Probablement. N’importe quel utilisateur peut voir tous les commentaires d’un autre utilisateur et afficher l’historique complet (à moins qu’il ne s’agisse de sous-reddits privés), ce qui signifie que chaque utilisateur de Reddit laisse une énorme trace numérique. Il n’y a absolument aucune raison d’avoir un compte Reddit associé à votre nom, sauf si vous êtes une marque ou une personnalité publique.
Reddit peut être intimidant pour les nouveaux utilisateurs, mais pas forcément. Commencez par trouver quelques sous-reddits qui vous intéressent, abonnez-vous et restez quelques semaines à l’affût. Avant que vous ne vous en rendiez compte, vous serez familier et bienvenu dans la communauté, au point d’avoir l’impression que tout ce que vous voyez en ligne d’une manière ou d’une autre commence sur Reddit.
L’article Reddit qu’est-ce que c’est ? Tour d’horizon de la page d’accueil d’Internet est apparu en premier sur 1min30.
share read star 80% des résultats vocaux sur Google Home viennent du Top 3 des résultats de rechercheThursday 13 June 2019 - 07:36
Semrush a publié dernièrement une étude sur les facteurs-clés à utiliser pour être audible sur l'assistant vocal de Google (Home, Mini, Android). L'étude confirme les résultats des autres travaux publiés depuis que le vocal a fait irruption dans nos vies... Semrush a publié dernièrement une étude dénommée Voice Search Study: Factors Influencing Search Engine Rankings […]
L’article 80% des résultats vocaux sur Google Home viennent du Top 3 des résultats de recherche est apparu en premier sur Abondance.
Thursday 13 June 2019 - 07:00
Read on to learn the key GDN trends and insights to help you make the most out of display advertising.
The post Display Advertising Stats: SEMrush Study Reveals Top GDN Trends via @semrush appeared first on Search Engine Journal.
Thursday 13 June 2019 - 02:05
Posted by allen.yesilevich
Link building is all about creating strong, reputable relationships online — but what if you took offline strategies and applied it to building your brand online? No matter the size of your company, hosting, speaking at, or attending an event is a valuable tool for bulking up your backlinks while giving your brand industry exposure.
Every stage of the event process, from promotion and beyond, provides valuable opportunities for acquiring backlinks. The trick is to apply the correct strategy. Whether you’re sharing your event on an event listing site, reaching out to influencers to spread the word, or publishing event-specific content, leveraging your face-to-face marketing efforts to gain more backlinks will help your business — no matter its size — become more visible.
Prior to the Event
Before you set out on your link-building journey, you need to establish what pages and domains you want others to share. For an event, a dedicated landing page on your website that lists key details and invites people to register is the best place to drive potential attendees. It's also easy to share for promotion.
Once you have your pages and domains set up, you can take that page to event listing sites, which offer easy link opportunities. The location of your event will determine where you choose to post. For instance, if you’re hosting a small event, region-specific event sites will earn you links that increase your visibility in local search results.
If you’re hosting a larger event with a national or global draw, Eventful or Meetup are two sites that will link out directly to your event page. As an added bonus, some larger sites will get scraped by other sources, meaning you could potentially get multiple links from one post.
Connect with influencers
Connecting with bloggers in your industry and asking them to share your event details with their followers is another way to gain links.
Before you reach out, do some research to see what types of bloggers and influencers are best suited for this; you want to make sure the backlinks you receive are valuable, from credible sites that will help you build authority and enhance your organic search visibility. While it may be more difficult to obtain links from the experts in your industry who have higher domain authorities, they'll be the most beneficial for brand building.
Once you establish your list of target industry bloggers, reach out and explain why your event is relevant to their audience and why sharing or posting about it would add value to their content.
The speakers of the next @Moz #MozCon (July 15-17, 2019) is once again impressive https://t.co/UZYKBmt8jj.— Gianluca Fiorelli (@gfiorelli1) June 11, 2019
Shame that this year I won't be able to attend it :-/, but you still can buy one of the few tickets available. Don't let pass the occasion to live 1 of the best conferences.
A big mistake people often make is expecting content without contributing anything in return. Would you show up to a potluck without a dish and eat all of the food? Consider offering an incentive, like an opportunity for cross-site promotion so that the partnership isn’t just transactional, but mutually beneficial. Not only will this help you acquire a new link, but it will also help you get more exposure to people in your target market that you may not have been able to reach previously.
During the Event
Whether your company is hosting an event or someone from your team is speaking at one, there are many opportunities to support your site’s link building efforts. Attendees can have a positive effect on your organization’s backlink profile. As the old saying goes, if you didn't post about it, were you even there? Professionals and brands alike love sharing thought leadership insights and event recaps in the form of blogs and social posts. When they do, there's a good chance they'll be sharing a link to your company's site.
Write about it
Even if you’re only attending an event, there are link building opportunities to take advantage of. Post daily blogs highlighting the key takeaways from that day's sessions or share your take on a memorable keynote. Event-specific content has a good chance of making its way to and being shared by the speakers, event host, other attendees, and your team back at the office.
"Consider offering an incentive, like an opportunity for cross-site promotion so that the partnership isn’t just transactional, but mutually beneficial."
To increase your chances of getting your content out in front of the right people, share it in a quick email or LinkedIn message to a presenter or marketing lead from the company hosting the event. Of course, you should always share your post on your own and your company’s social media channels and tag the relevant players. The hope is that, by being included and getting free publicity, these high-quality sources will feel inclined to share your content
Network, network, network
While posting about events can help you get links, you should also focus on building long-term relationships with other leaders in your industry. There is no better time to do this than when at an event. In fact, 81 percent of event-goers say they attend events for networking opportunities. If you're networking, you can set yourself up well to establish future linking partnerships with sites in similar or complementing industries.
After the Event
You can still acquire backlinks from your offline event after you’ve headed back to work. Some of the best link building opportunities have yet to come.
Follow up with email
If you spoke at an event, you can nurture the people who attended your session through email and send them relevant information. Setting up a landing page on your site with downloadable slides from your presentation can easily be shared and linked. If they haven't done so already, see if your contacts are willing to share their event experience on their blog and social pages. This will give you crowdsourced content with valuable backlinks.
Track your efforts
It's important to track your backlinks using social listening tools after the event. If you feel the linking sites could offer synergies, either for content or business purposes, reach out to discuss mutually-beneficial partnerships.
Remember, all the hard work you put in now will pay off in the future, too. Consistently acquiring backlinks has a snowball effect and will increase both your ranking positioning and attendee turnout for future events.
One of the best link-building strategies you can leverage is your real-life relationships. What are some ways you've transformed an in-life connection into a valuable, digital backlink?
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
Wednesday 12 June 2019 - 20:11
Wednesday 12 June 2019 - 18:03
Avec sa dernière mise à jour du système ITP pour iOS et macOS, Safari ouvre la voie à un renforcement de la confidentialité sur les principaux navigateurs. Un peu plus tôt, Firefox avait également révisé sa politique de confidentialité ; même Microsoft et Google s’apprêtent à accorder aux utilisateurs une meilleure maîtrise de leurs options de cookie. Serions-nous face à une nouvelle tendance du côté des navigateurs web ?
L’ITP ne date pas d’aujourd’hui. Dès sa publication en juin 2017, la fonctionnalité de confidentialité de Safari empêchait par défaut de déposer des cookies tiers (ou « third party ») sur un navigateur. En mars dernier, Firefox a ajouté de nouvelles règles de protection de la vie privée dans sa version 66.0, tandis que Safari a sorti la version 2.1 de l’ITP, qui encadre également les cookies internes (ou « first party »).
À raison de 14 % et de 15 %, la part des hits générés respectivement par Firefox et Safari représente près d’un tiers des accès Internet. Le blocage par défaut des cookies tiers pourrait donc avoir des répercussions majeures sur les entreprises qui appliquent un suivi multisite du trafic et des analyses de rétention.
Les conséquences techniques
L’impact de l’ITP ne se limite pas au tracking cross-site : en réduisant considérablement la durée de vie des cookies internes, cette fonctionnalité risque d’empêcher de reconnaître les utilisateurs d’une session à l’autre.
Résultat ? Des chiffres faussés par un volume excessif de visiteurs uniques, une représentation de l’audience éloignée de la réalité et une fragmentation totale des parcours de conversion. Dans la pratique, les indicateurs de base relatifs aux sessions et aux nouveaux visiteurs s’en trouvent artificiellement gonflés. Du côté de l’attribution, l’ITP (et en particulier la version 2.2) a tendance à pencher en faveur des canaux gratuits (négligence des paramètres dans les URL) et des points de contact en bout de processus (limitation de la durée des cookies).
Firefox 66 vient d’introduire dans les nouveaux paramètres des navigateurs une case précochée qui empêche automatiquement de déposer des cookies tiers ; en mode de navigation privée, tous les hits sont supprimés. Si Safari bloquait déjà par défaut les cookies third party, sa nouvelle règle consiste maintenant à effacer au bout de sept jours tous les cookies non conformes aux critères de l’ITP.
L’ITP et l’analyse des utilisateurs
Dans ce contexte, le recours à une solution analytics puissante et performante s’impose pour limiter les répercussions de l’ITP sur l’analyse du trafic. Certes, l’évolution des navigateurs web (en particulier dans le domaine en plein essor de la protection de la confidentialité) n’est pas sans conséquences pour les outils analytics. Il reste malgré tout possible de conserver une vision claire et détaillée de l’ensemble du trafic tout en respectant la vie privée des utilisateurs. La solution CDDC (Custom Domain Data Collection) d’AT Internet collecte et envoie directement les données par le biais de votre propre nom de domaine (et non celui d’AT Internet) pour éviter que les scripts de tracking ne soient désactivés. Elle permet ainsi de récupérer la majeure partie du trafic perdu à cause des bloqueurs de publicité.
Autre point clé de l’analyse, les visiteurs identifiés : en leur attribuant un ID commun sur tous vos sites, vous éviterez de diffuser leurs données auprès de sites externes. Vous pourrez ainsi effectuer une analyse multisite respectueuse de la vie privée des utilisateurs. C’est le moment ou jamais de pousser vos visiteurs à s’inscrire sur votre site.
Les jours des cookies tiers, en revanche, sont comptés. Dans le cas des visiteurs anonymisés, une mise à jour de la structure du domaine s’imposera à terme, non seulement pour l’analytics mais pour toutes les ressources. Anticipez en adaptant vos mesures aux critères de l’ITP de façon à limiter l’impact de ces restrictions continuelles. Les solutions analytics comme celle d’AT Internet offrent déjà la possibilité d’analyser les visiteurs anonymisés dont le navigateur est équipé de la fonction ITP.
La solution d’AT Internet, à la pointe du marché digital analytics, est parfaitement adaptée aux évolutions des principaux navigateurs. De plus, la fonctionnalité CDDC sera votre meilleure alliée pour gérer les ad blockers en totale adéquation avec les nouveaux critères de confidentialité des navigateurs. Certains de nos clients ont déjà retrouvé une part importante de leur trafic grâce à CDDC. Du côté de l’infrastructure technique, vous n’avez rien à prévoir : les équipes d’AT Internet s’occupent de tout.
N’hésitez pas à contacter nos équipes de support pour plus de renseignements !
L'article L’Intelligent Tracking Prevention à l’origine d’une refonte du système de cookies est apparu en premier sur Blog Digital Analytics.
share read star Google Search Console Now Shows 90 Days of Search & Discover Data via @MattGSouthernWednesday 12 June 2019 - 17:20
Google is making an adjustment to the performance report in Search Console, which now displays 90 days of data.
The post Google Search Console Now Shows 90 Days of Search & Discover Data via @MattGSouthern appeared first on Search Engine Journal.
Wednesday 12 June 2019 - 17:01
SEO consultants love the principled stand. We make recommendations like You Must Change Your Sitewide Navigation Or Die. Change Your Content Or You Are Doomed. Optimize for E-A-T.
Clients don’t want to hear it. They don’t trust us. We’re walking in off the street and making arcane, complex recommendations about a single channel. So they respond by saying “We don’t have the resources” or “Prove it first.”
They’re not bad clients. We’re lousy consultants. We need to learn to make incremental requests that will pay off, then use successes to build trust and momentum.
This is my presentation/rant on the subject:
I’ve talked about client participation and roadblocks in digital marketing, too. Have a look here: Digital Marketing Strategy That Works.
Wednesday 12 June 2019 - 16:26
Google's Pascal Birchler, who has been with Google since this past January, but worked at WordPress since 2014 prior to that, published a new project where Google and WordPress want to integrate basic XML Sitemaps in WordPress Core and introduce an XML Sitemaps API to make it fully extendable.
share read star Erepday 2019 : une journée pour décrypter les enjeux de l’e-réputation, du branding et de la relation client !Wednesday 12 June 2019 - 16:26
Save the date : c’est le 26 septembre prochain, à Mulhouse, que se tiendra la 8ème édition de l’Erepday, la journée de conférences et tables rondes organisée par Blueboat. Des invités prestigieux et des experts vous diront tout sur comment gérer sa e-réputation et optimiser sa présence sur le web. Un événement qui fédère la […]
Cet article Erepday 2019 : une journée pour décrypter les enjeux de l’e-réputation, du branding et de la relation client ! est apparu en premier sur Blueboat.
Wednesday 12 June 2019 - 15:45
How much does great SEO content cost? We surveyed SEO experts to ask how much they spend on SEO content.
The post How Much Should You Pay for SEO Content? via @https://twitter.com/seocopychick appeared first on Search Engine Journal.
Wednesday 12 June 2019 - 15:42
Whether you’re an SEO, PR or a website owner, it’s highly likely you’ve come across DA (Domain Authority). The metric, created by industry-leading platform Moz, was designed to help search marketers understand the value of a domain, at a glance and compare it with others in the same industry or niche. This was important for SEO, third party links have long been used to understand how “trustworthy” a website is and form part of Google’s “ranking criteria” (although their importance and how this works is a hot talking point in SEO).
Moz uses their index (or understanding of the web), to map out these links between sites and, alongside other factors, try to assign a “competition” score to each website they encounter. This can then be used as a proxy to determine the value of a said site.
Note: I have nothing against Moz. This piece isn’t in any way designed to be a slight on them or their work, but further insight and context into how to use the data they provide.
The eye-opener to follower deception
Last year, Social Chain opened marketers’ eyes to the murky world of follower deception. Many brands understand the importance of influencers to the digital ecosystem, but measuring the value that someone can bring prior to working with them is difficult and time-consuming. As such, often companies rely on metrics that symbolizes “reputation”, followers, engagement, and other similar indicators. However, as Social Chain asserted, the typical signposts do not always depict a true picture and if not completely understood or manipulated, can lead to large amounts of spend being wasted.
This is a common theme with SEO. Although it’s less a question of manipulation and more a question of understanding. In 2012, Penguin, Google’s “webspam” filter was rolled-out and assigned a positive or negative value to third party links. Prior to this, “trust” was judged on an arguably simpler set of volume-based criteria, but as the flaws in the system were exploited. It soon became clear that a more complex solution was required, to ensure the integrity of search results was maintained. Trust continued to be an important factor in success, but SEO’s had to start thinking more carefully about how they generated these. Here the connection between SEO and PR became more important as links could not be artificially built they had to be earned, naturally.
The two teams started to collaborate more closely, with SEOs providing PRs extra resource to contact a “lower”, but still valuable tier of influencer and PRs helping SEOs reach the higher, more widely trusted publications that they could not access before. Over time, the lines between SEO and other channels have started to blur – and as teams were pushed to operate across remits, PRs started to use SEO metrics, with DA taking precedence (as it was arguably the simplest to use), to understand more about the people they were contacting. With investment from brands increasing, more influencers started to appear, and from this grew an industry in its own right.
Fast forward to the present day
An influencer marketer will likely sit across content, Social, PR, and SEO, with the goal of engaging personalities to improve performance across all the channels they are connected to (based on the goals of the organization/campaign). For social and PR, engagement and reach can be more easily measured. But SEO has always been complicated. This is because “good SEO” has never been about links alone and the idea of a “link value” is entirely subjective, based on factors that change between industries, counties, and even search results. As such, the idea of using a single, links-based metric to determine the value a domain can provide for SEO is inherently floored – and yet, many marketers, influencers and PR teams still continue to use DA for this purpose.
To make matters more complex, the whole link-building ecosystem has been flooded with misinformation. I discussed this in a recent webinar with SEMRush, but it’s often been the case that the wider industry’s understanding of the link building practice has come through commentators on the practice and not the experts conducting the work themselves. This means, the influencers and PR teams, and not the SEO community themselves.
Why is this the case?
There’s really no simple answer, although, for a long time before the collaboration was mainstream, it would be a frequent occurrence for SEOs and PRs to clash over remit cross-over. In the agency world, this could have led to reduced budgets – why pay two agencies to do the work of one, although (from my experience), clients were very much open to creating a joined-up approach between both teams.
While conflict happened behind the scenes, uncertainty, and misinformation filtered out to the influencer market, with PRs and SEOs trying to show that they “knew enough” about the other to make a wider judgment on influencer selection for projects. This led to followers and domain authority becoming key metrics in this process which, although not unhelpful, rarely offered the truest picture of a website’s worth. In turn, this led to transactional relationships with websites, where links and shares were bought for a price that, once this became a commodity only ever increased. Instead of paying for the time and expertise of the people that were being engaged, their value became intrinsically tied to their reach or their link-equity (perceived through domain authority), two metrics that could be easily manipulated.
Now, the growing rumble of discontent within the influencer landscape has finally hit the headlines with a theatrical flourish. Unfortunately for many, this has come too late, with brands realizing the cost of investing in reach over expertise, most famously with the Fyre festival scandal. But, this doesn’t mean that influencer marketing isn’t valuable, as I wrote at the time, but that how and most importantly – the reasons as to why marketers engage with content creators need to change. We’ve seen publicly how using followers to measure reach can be folly. But there’s still time to take these learnings and apply them to domain authority too before something as equally damaging to the industry happens.
Recent legislation in the UK has started to pave the way for change in this field. It’s certainly made working with influencers harder, in large part to the ambiguity around the specifics of how the changes should be interpreted, I personally apply the principle of “better safe than sorry”, even from a search perspective. Every brand interaction should now be declared as an advert, including event invites and even in cases where the only “payment” has been a reimbursing of travel costs. With Google’s hardline view on manipulative link building, the practice of engaging “high authority” SEO influencers is slowly ending or at least, becoming incredibly risky.
Instead, we should look to engage influencers for their subject matter expertise and credibility they can lend to a story or campaign. In practice, this means killing the transactional “I give you X and you give me Y” type of relationships and seeing content creators as partners in getting your message out to the world. For SEO, this may mean using “no-follow” links (which, in basic terms, tell crawlers that they should not consider them for search benefit), but this shouldn’t be an issue. Sure, their direct value on search may be limited, but to think that the search algorithm considers the web in as simple terms as this would be myopic. There are some brilliant studies around the power of brand on search, which are worth noting in this context. Moreover, at its heart, a link is there to carry users from A to B. Adding a “no-follow” tag doesn’t stop this from happening and in this case, using domain authority as a metric often would lead to discounting a valuable traffic driving part of this ecosystem.
With this shift in the industry and better collaboration than ever between search and the wider marketing mix, the opportunity for content, search and marketing communication teams to unite is stronger than ever. So too, is the need for it, as achieving cut-through in the wall of digital noise is harder than it’s ever been. Campaigns, to be successful on all fronts, must genuinely inspire, engage or provide value to users and older-school tactics, such as product reviews and content seeding, have all but lost their ability to drive results. On this point, we simply must move away from using domain authority and followers as a metric, as neither is an effective gauge of how useful a site might be to its users.
I’d like to speak directly to influencers because without a universal change in mindset, we’ll continue to see the same practices continue and the channel will continue to be under-utilized. I’d impress upon them the need to keep an open mind and focus on becoming the best subject matter experts that they can. I’d encourage the end of any agonizing over “vanity metrics”, which are often taken out of context, and in place look to whether their users are genuinely engaging with their content, and how this impacts their value as creators. Importantly, I’d implore everyone, PRs and SEOs included, to have a little more fun, harness the incredible creativity that brand communications teams, content creators, and influencer marketers can yield and build something great together.
Ric Rodriguez is an SEO Director and winner of the 2018 Drum Search Award. He can be found on Twitter @RicRodriguez_UK.
The post Why we should stop using DA to measure influencers appeared first on Search Engine Watch.
Wednesday 12 June 2019 - 15:28
Que Facebook recueille des informations personnelles de ses utilisateurs ne devrait pas être une surprise pour vous. On pourrait même dire que c’est la raison d’être du réseau social. Lire la...
Wednesday 12 June 2019 - 14:45
Need to predict SEO results? You can use these two methods to provide the projections you need.
The post How to Predict Your Organic Traffic: Two Methods via @aaliceroussel appeared first on Search Engine Journal.
Wednesday 12 June 2019 - 14:26
Guess what - in 2019 - it turns out that links and title tags still matter to doing well in Google's search results. We had John Mueller from Google said links matter for PageRank and thus building trust. Gary Illyes from Google say that HTML title tags also matter for SEO.
Wednesday 12 June 2019 - 14:26
Danny Sullivan from Google said Google "probably will" pre-announce future Google core updates. He said this on Twitter when asked if Google will "be pre-announcing broad core updates again?"
Wednesday 12 June 2019 - 14:26
A post from a former Google search engineer, Kevin Lacker, from 2006 recounts a conversation this engineer had with the former head of Google search Amit Singhal. It discusses how sometimes these engineers just tried trial and error to see what works, even if it didn't make logical sense.