Learn what rank transition is, according to Google's Ranking Documents patent, and what it means for SEO.
The post What Is Rank Transition & What Does It Mean for SEO? by @SEOGoddess appeared first on Search Engine Journal.
Learn what rank transition is, according to Google's Ranking Documents patent, and what it means for SEO.
The post What Is Rank Transition & What Does It Mean for SEO? by @SEOGoddess appeared first on Search Engine Journal.
Les KPI sont très utilisés dans le pilotage des sites internet et le marketing digital. Chaque structure est unique et la stratégie marketing doit l’être aussi. Il faut choisir et utiliser les bons indicateurs pour mesurer facilement les performances et garantir la réussite de chaque action.
Ces dernières années, le digital offre de nouvelles possibilités favorisant le développement d’une entreprise. Et donc, il est devenu nécessaire d’avoir une stratégie marketing digital. Avec le digital marketing, tout est quantifiable. L’équipe marketing peut mesurer l’efficacité d’une action ou d’une campagne marketing. En plus d’être mesurables, les résultats sont aussi visibles.
Avec le marketing digital, les KPI traditionnels évoluent et de nouveaux apparaissent. Les KPI qu’une entreprise choisit doivent être fiables, mesurables et engager des actions. Ces indicateurs doivent montrer un résultat concret que l’entreprise peut améliorer. Il faut choisir les meilleurs indicateurs pour éviter de mesurer des choses inutiles et pour garantir la réussite de l’opération. Comme les KPI traditionnels, il y a des étapes à suivre pour choisir les KPI dans le marketing digital.
Même si l’entreprise doit choisir l’indicateur adapté à ses objectifs digitaux, certains indicateurs apparaissent toujours dans la liste. Le premier c’est l’indicateur de notoriété ou de visibilité. Quels que soient l’objectif et la nature de l’activité d’une entreprise, la visibilité est incontournable dans le marketing digital. Publicité, conversions ou prospection, etc. il faut mettre en place un plan pertinent pour un résultat satisfaisant.
Les indicateurs spécifiques au marketing digital c’est la considération. Ces indicateurs sont étroitement liés aux objectifs de l’entreprise. Au-delà des autres indicateurs, il y a les indicateurs financiers. Incontournables, ils jouent un rôle majeur à tous les niveaux d’objectifs. Si vous parvenez à calibrer les seuils budgétaires d’une campagne, ce serait plus facile d’atteindre vos objectifs. Il faut souligner que chaque jour les experts trouvent de nouveaux indicateurs beaucoup plus performants. Avant de les tester, vous devez évaluer leurs mérites et faire une comparaison avec vos objectifs.
Les indicateurs de performance d’une entreprise ne doivent pas être sélectionnés au hasard. Et il ne faut pas faire référence aux indicateurs utilisés par les concurrents directs. Votre entreprise est unique et vous ne devez pas faire référence aux KPI standard. Si vous désirez avancer dans votre activité, vous devez définir les objectifs de votre entreprise : générer des leads, gagner en influence, augmenter le chiffre d’affaires, promouvoir ou annoncer un évènement.
Puisqu’il s’agit d’une stratégie marketing digital, vous devez traduire les précédents objectifs en objectifs digitaux. La troisième étape est le choix et la hiérarchisation des KPI. C’est loin d’être un jeu d’enfant et chaque indicateur doit permettre l’atteinte des objectifs digitaux et l’évaluation des résultats. La quatrième étape c’est la quantification des KPI. Cela dépend également de vos objectifs digitaux.
Pour y parvenir, il faut avoir la maîtrise des chiffres du marché, des chiffres générés par votre société ainsi que les standards des canaux. La dernière étape consiste à définir les canaux pertinents sur lesquels vous allez appliquer les clés d’indicateurs de performance ainsi sélectionnés.
La différence entre le marketing traditionnel et le marketing digital est qu’en digital il est possible de tout mesurer au risque de suivre un ensemble de KPI non pertinents. Lorsque vous pilotez une campagne digitale, limitez-vous à un certain nombre de KPI en fonction de vos objectifs. Ne sélectionnez que les KPIs vraiment importants. C’est notamment dans cet esprit que nous avons mis en place la Score Card Plus d’1min30. Elle vous permet de mesurer l’efficacité d’une campagne digitale ou de vos actions sur le long terme en fonction de 3 critères :
En limitant vos objectifs à ces 3 KPI (qui comprennent des sous-objectifs) vous ne suivrez que ce qui est important et limiterez le suivi de KPI non pertinents.
Si cet article vous a plu, je vous propose de contacter notre agence de marketing à la performance mais aussi de télécharger notre livre blanc sur l’inbound marketing, ainsi que notre Scorecard Plus d’1min30 afin de mesurer efficacement les KPI de votre entreprise.
La semaine dernière, nous avons décrit les différents modes de de fonctionnement du correcteur orthographique de Google. Il nous faut maintenant réfléchir à la meilleure façon de se positionner sur d'éventuelles fautes d'orthographe ou de frappe. Ou pas... C'est à vous de faire le choix qui vous convient le mieux. On connait tous le correcteur […]
L’article Correcteur orthographique et SEO (2ème partie) – Vidéo SEO numéro 114 est apparu en premier sur Abondance.
Boost your website's conversions with the help of WordStream’s CRO Toolkit.
The post Turn Site Visitors into Sales with WordStream’s CRO Toolkit by @wordstream appeared first on Search Engine Journal.
Comment aligner les ventes et le marketing ? Alexandre Barthel de WebHelp nous donne justement les principales étapes pour aligner les démarches Marketing et Commerciale. Avant de commencer, rappelons la définition de l’alignement marketing – ventes : c’est la collaboration et la coordination étroite et équilibrée entre le Service Marketing et le Service Commercial. Cela […]
The post Les clés pour aligner (enfin) le Marketing et les Ventes ! appeared first on ConseilsMarketing.com.
These new features are likely on the way to Google Search Console, according to code discovered in the interface.
The post New Features Possibly Coming to Google Search Console by @MattGSouthern appeared first on Search Engine Journal.
A new patent application from Google tells us about how the search engine may use context to find query suggestions before a searcher has completed typing in a full query. After seeing this patent, I’ve been thinking about previous patents I’ve seen from Google that have similarities.
It’s not the first time I’ve written about a Google Patent involving query suggestions. I’ve written about a couple of other patents that were very informative, in the past:
In both of those, the inclusion of entities in a query impacted the suggestions that were returned. This patent takes a slightly different approach, by also looking at context.
We’ve been seeing the word Context spring up in Google patents recently. Context terms from knowledge bases appearing on pages that focus on the same query term with different meanings, and we have also seen pages that are about specific people using a disambiguation approach. While these were recent, I did blog about a paper in 2007, which talks about query context with an author from Yahoo. The paper was Using Query Contexts in Information Retrieval. The abstract from the paper provides a good glimpse into what it covers:
User query is an element that specifies an information need, but it is not the only one. Studies in literature have found many contextual factors that strongly influence the interpretation of a query. Recent studies have tried to consider the user’s interests by creating a user profile. However, a single profile for a user may not be sufficient for a variety of queries of the user. In this study, we propose to use query-specific contexts instead of user-centric ones, including context around query and context within query. The former specifies the environment of a query such as the domain of interest, while the latter refers to context words within the query, which is particularly useful for the selection of relevant term relations. In this paper, both types of context are integrated in an IR model based on language modeling. Our experiments on several TREC collections show that each of the context factors brings significant improvements in retrieval effectiveness.
The Google patent doesn’t take a user-based approach ether, but does look at some user contexts and interests. It sounds like searchers might be offered a chance to select a context cluster before showing query suggestions:
In some implementations, a set of queries (e.g., movie times, movie trailers) related to a particular topic (e.g., movies) may be grouped into context clusters. Given a context of a user device for a user, one or more context clusters may be presented to the user when the user is initiating a search operation, but prior to the user inputting one or more characters of the search query. For example, based on a user’s context (e.g., location, date and time, indicated user preferences and interests), when a user event occurs indicating the user is initiating a process of providing a search query (e.g., opening a web page associated with a search engine), one or more context clusters (e.g., “movies”) may be presented to the user for selection input prior to the user entering any query input. The user may select one of the context clusters that are presented and then a list of queries grouped into the context cluster may be presented as options for a query input selection.
I often look up the inventors of patents to get a sense of what else they may have written, and worked upon. I looked up Jakob D. Uszkoreit in LinkedIn, and his profile doesn’t surprise me. He tells us there of his experience at Google:
Previously I started and led a research team in Google Machine Intelligence, working on large-scale deep learning for natural language understanding, with applications in the Google Assistant and other products.
This passage reminded me of the search results being shown to me by the Google Assistant, which are based upon interests that I have shared with Google over time, and that Google allows me to update from time to time. If the inventor of this patent worked on Google Assistant, that doesn’t surprise me. I haven’t been offered context clusters yet (and wouldn’t know what those might look like if Google did offer them. I suspect if Google does start offering them, I will realize that I have found them at the time they are offered to me.)
Like many patents do, this one tells us what is “innovative” about it. It looks at:
…query data indicating query inputs received from user devices of a plurality of users, the query data also indicating an input context that describes, for each query input, an input context of the query input that is different from content described by the query input; grouping, by the data processing apparatus, the query inputs into context clusters based, in part, on the input context for each of the query inputs and the content described by each query input; determining, by the data processing apparatus, for each of the context clusters, a context cluster probability based on respective probabilities of entry of the query inputs that belong to the context cluster, the context cluster probability being indicative of a probability that at least one query input that belongs to the context cluster and provided for an input context of the context cluster will be selected by the user; and storing, in a data storage system accessible by the data processing apparatus, data describing the context clusters and the context cluster probabilities.
It also tells us that it will calculate probabilities that certain context clusters might be requested by a searcher. So how does Google know what to suggest as context clusters?
Each context cluster includes a group of one or more queries, the grouping being based on the input context (e.g., location, date and time, indicated user preferences and interests) for each of the query inputs, when the query input was provided, and the content described by each query input. One or more context clusters may be presented to the user for input selection based on a context cluster probability, which is based on the context of the user device and respective probabilities of entry of the query inputs that belong to the context cluster. The context cluster probability is indicative of a probability that at least one query input that belongs to the context cluster will be selected by the user. Upon selection of one of the context clusters that is presented to the user, a list of queries grouped into the context cluster may be presented as options for a query input selection. This advantageously results in individual query suggestions for query inputs that belong to the context cluster but that alone would not otherwise be provided due to their respectively low individual selection probabilities. Accordingly, users’ informational needs are more likely to be satisfied.
The Patent in this patent application is:
(US20190050450) Query Composition System
Publication Number: 20190050450
Publication Date: February 14, 2019
Applicants: Google LLC
Inventors: Jakob D. Uszkoreit
Methods, systems, and apparatus for generating data describing context clusters and context cluster probabilities, wherein each context cluster includes query inputs based on the input context for each of the query inputs and the content described by each query input, and each context cluster probability indicates a probability that at a query input that belongs to the context cluster will be selected by the user, receiving, from a user device, an indication of a user event that includes data indicating a context of the user device, selecting as a selected context cluster, based on the context cluster probabilities for each of the context clusters and the context of the user device, a context cluster for selection input by the user device, and providing, to the user device, data that causes the user device to display a context cluster selection input that indicates the selected context cluster for user selection.
The patent tells us that context clusters might be triggered when someone is starting a query on a web browser. I tried it out, starting a search for “movies” and got a number of suggestions that were combinations of queries, or what seem to be context clusters:
The patent says that context clusters would appear before someone began typing, based upon topics and user information such as location. So, if I were at a shopping mall that had a movie theatre, I might see Search suggestions for movies like the ones shown here:
One of those clusters involved “Movies about Business”, which I selected, and it showed me a carousel, and buttons with subcategories to also choose from. This seems to be a context cluster:
This seems to be a pretty new idea, and may be something that Google would announce as an availble option when it becomes available, if it does become available, much like they did with the Google Assistant. I usually check through the news from my Google Assistant at least once a day. If it starts offering search suggestions based upon things like my location, it could potentially be very interesting.
The patent tells us that context clusters selected to be shown to a searcher might be based upon previous queries from a searcher, and provides the following example:
Further, a user query history may be provided by the user device (or stored in the log data) that includes queries and contexts previously provided by the user, and this information may also factor into the probability that a user may provide a particular query or a query within a particular context cluster. For example, if the user that initiates the user event provides a query for “movie show times” many Friday afternoons between 4 PM-6 PM, then when the user initiates the user event on a Friday afternoon in the future between these times, the probability associated with the user inputting “movie show times” may be boosted for that user. Consequentially, based on this example, the corresponding context cluster probability of the context cluster to which the query belongs may likewise be boosted with respect to that user.
It’s not easy to tell whether the examples I provided about movies above are related to this patent or if it is tied more closely to the search results that appear in Google Assistant results. It’s worth reading through and thinking about potential experimental searches to see if they might influence the results that you may see. It is interesting that Google may attempt to anticipate what is suggests to show to us as query suggestions, after showing us search results based upon what it believes are our interests based upon searches that we have performed or interests that we have identified for Google Assistant.
The contex cluster may be related to the location and time that someone accesses the search engine. The patent provides an example of what might be seen by the searcher like this:
In the current example, the user may be in the location of MegaPlex, which includes a department store, restaurants, and a movie theater. Additionally, the user context may indicate that the user event was initiated on a Friday evening at 6 PM. Upon the user initiating the user event, the search system and/or context cluster system may access the content cluster data 214 to determine whether one or more context clusters is to be provided to the user device as an input selection based at least in part on the context of the user. Based on the context of the user, the context cluster system and/or search system may determine, for each query in each context cluster, a probability that the user will provide that query and aggregate the probability for the context cluster to obtain a context cluster probability.
In the current example, there may be four queries grouped into the “Movies” cluster, four queries grouped into the “Restaurants” cluster, and three queries grouped into the “Dept. Store” cluster. Based on the analysis of the content cluster data, the context cluster system may determine that the aggregate probability of the queries in each of the “Movies” cluster, “Restaurant” cluster, and “Dept. Store” cluster have a high enough likelihood (e.g., meet a threshold probability) to be input by the user, based on the user context, that the context clusters are to be presented to the user for selection input in the search engine web site.
I could see running such a search at a shopping mall, to learn more about the location I was at, and what I could find there, from dining places to movies being shown. That sounds like it could be the start of an interesting adventure.
Google published a 30-page white paper with details about how the company fights disinformation in Search, News, and YouTube.
The post Google Explains How it Weeds Out Disinformation in Search Results by @MattGSouthern appeared first on Search Engine Journal.
How much do you know about your website?
It may sound like a simple question, but you’d be surprised how many people aren’t able to answer it. Sure, you probably know everything about the layout, design, content, and navigation on your site. But I’m referring to your website’s performance.
Here’s the thing: Unless you’re bombarded with sales, signups, or comments on a daily basis, it’s difficult to know what’s happening on your website. For those of you who have a new website, you’re probably wondering if your site is even working.
Now, let’s get back to the initial question about how much you know, though this time I’ll be more specific.
As you can see, these questions are a bit more in-depth. The knowledge required to answer these goes far beyond being able to regurgitate the titles of your last few blog posts.
But this isn’t something you can track or measure by hand. You’ll need to take advantage of online tools and resources. That’s why you need to set up a Google Analytics account.
If you’re using WordPress, you can integrate Google Analytics with your site to view all of these insights without having to leave your WordPress administrative dashboard. The solution? Plugins.
It doesn’t matter if you’re website is new or old. It doesn’t matter if you have an ecommerce site or blog. Every website can benefit from Google Analytics plugins. So check out my list to determine which plugin is best for your situation. I took the time to research and identify the best Google Analytics plugins for WordPress.
Formally known as GADWP, the Google Analytics Dashboard for WP by ExactMetrics is definitely one of the most popular options. This plugin has more than one million active installations.
With the Google Analytics Dashboard for WP, you’ll be able to use the latest Google Analytics tracking code to monitor your WordPress site. This is great for those of you who don’t want to manually insert the tracking code. Once installed, you’ll be able to view all of your Google Analytics statistics from the WordPress dashboard. This makes things much easier for you.
You’ll be able to track key stats in real-time, such as:
The plugin also helps you track specific events on your site. Some of these include emails, downloads, page scrolling depth, and affiliate links. You can even create notated HTML elements that allow you to track custom events and actions.
One of the key features of this plugin is the front-end viewing option. As an administrator, you can set up your reports on the front-end of any page on your site. You can also allow these front-end viewing permissions for other people who work on the website like editors, authors, and contributors.
Some of the most popular reports you can view with the Google Analytics Dashboard for WP include:
Why is this information so important? The data allows you to learn more about the browsing behavior of people on your website. You can use these insights to create a customer persona that improves conversion rates.
Just like Google Analytics, the Google Analytics Dashboard for WP plugin is also free. So it’s a great option for those of you are looking for a free Google Analytics plugin for WordPress. Overall, it’s a top option for any website.
More than two million WordPress websites are using the MonsterInsights plugin. I love this plugin because it’s so easy to install and use. You can get the plugin configured in just minutes.
This is much simpler than having to manually add your Google Analytics code, set up your event tracking, configure your ecommerce tracking (if applicable), and deal with the learning curve of Google Analytics.
MonsterInsights simplifies everything for you, directly from your WordPress dashboard. You can enable specific Google Analytics features with just one click. There is no coding required.
The plugin provides you with extensive reports about your website. I’ll go through each one briefly and list the benefits.
You could learn that the majority of your traffic is coming from men in the United States between the ages of 25 and 34. These users are browsing from mobile devices.
If you identify specific outbound links on your website that are very popular, you can use that as a potential partnership opportunity. You’ll also be able to focus on referral channels that are driving the most traffic.
The content report shows you the top performing landing pages. You’ll see the visits, average duration and bounce rate for each page. Based on these results, you can optimize those pages to drive conversions.
Obviously, this report is specifically for ecommerce websites. It’s useful information that will help you increase conversions and revenue.
You can’t go wrong by installing the MonsterInsights plugin. The only catch is that it’s not free. Pricing starts at $99.50 per year. But if you have an ecommerce site, you’ll want to go with the pro version that’s $199.50 annually. MonsterInsights even has a plan for agencies and developers, which costs $499.50. That’s not bad considering you can use it on 25 sites.
Like the other plugins we’ve seen, Analytify also eliminates the need for you to manually add your Google Analytics tracking code to your site. All you need to do is install the plugin and authenticate it with one click to automatically add the code. This is a relief for those of you who are hesitant to add code to your WordPress site. Without any coding experience, even a simple copy and paste can be a bit intimidating.
Analytify has all of the standard Google Analytics reports and statistics. You can view all of them from your WordPress dashboard. What makes this plugin stand apart from other options are the extras. They offer premium add-ons for things like WooCommerce and Easy Digital Downloads integrations.
Depending on the type of website you have, you may want to show website visitors your statistics as well. For example, let’s say you have a business directory site. The companies that are listed on your site would want to know certain metrics. So you can enable front-end viewing reports.
The Analytify WordPress plugin is great for ecommerce businesses. They have enhanced ecommerce tracking. You’ll know how many visitors added items to their shopping cart and also gain insights for when people are leaving the cart. This information will help you reduce shopping cart abandonment by optimizing your checkout process.
You’ll also see things like:
Another reason why I recommend this plugin is because it provides you with automated email reports. You can gain deeper insights for specific campaigns, posts, and pages.
The shortcodes offered by Analytify allow you to integrate your data into custom templates.
Furthermore, you can manage your UTM campaigns with Analytify as well. For those of you who aren’t familiar with this or want to learn more, refer to my guide on how to track your leads with UTM parameters. It’s nice knowing that you can monitor those campaigns directly from this WordPress plugin.
Pricing for Analytify starts at $39 for one site. Add-ons are purchased separately. Those all fall within the $19 to $49 range. Analytify also offers an all-in-one bundle for $129 per year that includes your Analytify install and every add-on. This is the most cost-effective deal if you’re planning to purchase add-ons.
Google Analytics already offers insights for event tracking that allow you to monitor specific user interactions with content on your website. Think: clicks, downloads, flash element or AJAX embedded element interactions, video plays, and gadgets. Events are made to help you monitor custom metrics that aren’t based on something simple, like page views. Just because someone navigated to your homepage, it doesn’t tell you if they scrolled to view your pricing table.
The only problem is these events can be tough to manually set up and configure with Google Analytics.
Without a plugin, you’ll have to some extra work based on the type of event that you want to track:
Then you’ll have to write commands. When it’s done, it will look something like this:
Here’s another example:
Again, it’s complicated. Even the Google Analytics developer page with these instructions says, “tracking outbound links and forms can be tricky.”
The WP Google Analytics Events plugin simplifies this process. You can do all of this without having to worry about any coding.
So if you want more detailed information with how users are interacting with specific pages on your website, you’ll want to install this plugin. It’s much easier and less complex than the standard coding process for event tracking. You can download and install the WP Google Analytics Events plugin to your WordPress site for free.
In case the name didn’t give it away, the Enhanced Ecommerce Google Analytics Plugin for WooCommerce is designed specifically for ecommerce sites. Google Analytics recently launched a new feature for enhanced ecommerce statistics. That’s what this plugin focuses on.
I like this plugin because it’s so fast and easy to install. Once you install it, you’ll be able to track the behavior of your website visitors across your entire ecommerce site. You’ll learn about everything they do from the home page to the product views, all the way to the thank you pages.
These are some of the detailed reports you’ll get:
The plugin tracks product impresses, clicks, and add-to-cart rates on every page. If you don’t want to bounce back and forth between your WordPress dashboard and Google Analytics dashboard, this plugin will let you view everything from one place.
Every website can benefit from Google Analytics. (You’ve already installed, right? If not, do it now. Right now. Go. Install it now.)
But you can simplify your insights by getting all of your reports and information directly from your WordPress dashboard. All you need to do is install a plugin. So what’s the best Google Analytics plugin for WordPress?
For those of you who want a free all in one plugin, you should consider Google Analytics Dashboard for WP. If you’re a developer, have an agency, or want added reports for an annual premium, you should look into MonsterInsights.
Ecommerce websites would benefit from plugins like Analytify or the Enhanced Ecommerce Google Analytics Plugin for WooCommerce.
Maybe you don’t want all of these features, and you’d rather focus on something specific, like event tracking. If that’s the case, WP Google Analytics Events will be your best bet.
No matter what type of website you have, I know there’s a Google Analytics plugin for you on this list.
Should you write content for people or content that's designed to rank in search engines? Find the answer here.
The post Should We Write Content for People or Search Engines? by @searchmastergen appeared first on Search Engine Journal.
Here's what every marketer should know about the coming integration of Facebook Messenger, Instagram, and WhatsApp.
The post 6 Things Marketers Should Know About Facebook’s App Integrations by @virginianussey appeared first on Search Engine Journal.
Dernièrement au salon des entrepreneurs de Paris, j’ai rencontré une ancienne directrice commerciale dans le secteur énergétique qui m’a dit : « Le dirigeant de TPE est un couteau suisse. Il doit tout gérer. Mais, il doit se débrouiller avec 4 lames seulement… « . Elle a raison. Elle vient de créer son entreprise et travaille […]
L’article TPE et marketing digital : Une opportunité de business est apparu en premier sur Neocamino.
The post Break Free of Boring B2B with Interactive Influencer Content appeared first on Online Marketing Blog - TopRank®.
Want to create and implement a sustainable PPC strategy that drives more profits? Learn how at our next webinar.
Popularity can sometimes lead to negative outcomes. It can be destructive at times especially when handling a successful ecommerce store. Ever wonder if the high number of sales could lead to an increase in the amount of fraudulent activities? This article highlights ways to reduce the fraudulent ecommerce behavior.
Criminal activities are gaining momentum in the virtual world like never before. Unlawful crooks are trying to take advantage of companies by completing unwarranted chargebacks or using fraudulent payment techniques. The term fraud doesn’t end here it also ties in with identity theft, and unauthorized use of credit cards for purchases and sales.
Setting up an ecommerce store has become more like a cakewalk these days, but at the same time, organizations need to ensure security measures are in place to sustain business.
The tools and weapons needed
One of the prime steps to reduce the risk of fraud is setting up the correct fraud screening tools within an account. Most payment service providers will offer some basic level of fraud protection. However, there is a plethora of fraud screening tools that range from basic to advance.
Five steps to take to fight against ecommerce fraud
#1 Select a secure ecommerce platform
Nothing is secure, whether online or offline. However, one can get pretty darn close. Select an ecommerce partner who adheres to the PCI security compliances and offers a platform with features such as:
PCI compliance checklist:
#2 Utilize CVV and AVS
Card Verification Value (CVV), the small three-digit code present on the back of a credit card can be configured with advanced technology; and it is very important to select an app or service to do so. In fact, incorporating a third-party app is the best way to prevent fraud from people who have stolen the credit card numbers and not the CVV.
Address Verification System (AVS) is a bit different. Nothing is visible on the frontend of the site, but it definitely safeguards credentials. It checks if the address given in the billing address field matches that of the address on file for the credit card.
#3 Have a backup plan
Although fraud doesn’t typically bother existing content, hacking does. Even with tight security, professional hackers can hamper an existing site and cause great loss. Thus, it becomes very important to have a backup plan in the event a re-launch of the site is needed.
#4 Watch high-risk regions
With ecommerce expanding at a phenomenal rate, several high-risk regions such as Southeast Asia, the Middle East, Africa, Eastern Europe, and Central America are within grasp.
Apart from this, there are times when a purchaser has tried and failed to place multiple orders with an online store. Chances are there they’re attempting ecommerce fraud.
#5 Trust your gut
When in doubt, give your customer a call. Most honest customers will appreciate your diligence. Deploy human as well as digital mechanism in order to monitor every customer activities for fraud tracking. Make sure to analyse the following filters for alert mechanism:
Whether conducting business in the physical or digital world, there’s no substitute for human interaction.
There is no way to detect fraud 100% all the time, but with the help of the aforementioned ways, businesses can definitely protect themselves to the fullest.
A Googler answers the question of how to recover from Google's Medic Update.
The post Googler on How to Recover from Medic Update by @martinibuster appeared first on Search Engine Journal.
Google is no longer just a search engine; it’s a discovery engine as well. The question for brands and sites today is: are you worth discovering?
In this episode of the popular Here’s Why digital marketing video series, Eric Enge explains what a discovery engine is and why SEOs should be optimizing not just for keywords but as useful, valuable entities as well.
Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published.
Mark: Eric, what do we mean by user discovery experience?
Eric: User discovery experience is about Google’s increasing shift for many queries from being a search engine to a discovery engine.
Mark: What’s the difference?
Eric: Traditionally a search engine provides the user with a large number of links to web pages that might satisfy the user’s query. A discovery engine is more about helping users to find or explore things that they may not have been explicitly searching for, but which have a good chance of being of interest to the user.Google is becoming a discovery engine, helping people find content that might interest them before they search for it.Click To Tweet
Mark: What are some examples of Google’s discovery engine at work?
Eric: As SEO Hannah Thorpe explained at SMX East, the most obvious example is Google’s own discovery feed on its mobile app, which displays articles and news items about topics Google thinks are of high interest to the user. We’re looking at an example of that feed right now.
But Google is also helping users with discovery in more subtle ways such as neural matching.
Mark: What is neural matching?
Eric: According to Google’s Danny Sullivan, neural matching is an AI method that attempts to connect words to concepts.
For example, as we see here, a user doesn’t know the name for a specific phenomenon.
He or she searches using a very human description like, “Why does my TV look strange?” Google’s AI neural matching knows that this fits with something called the “soap opera effect” and so displays results for that even though the phrase and the query may not actually appear on those pages.
Mark: It’s kind of like me saying, “Did you see that movie? Oh, you know, the one where a bunch of rebels are fighting against an evil galactic empire? What’s the name of it?”
Eric: Star Wars, Mark.
Mark: Nice neural matching there, Eric. Where else is Google helping with user discovery?
Eric: One fascinating area is Google’s interest in entities.
Eric: Entities are identifiable things in the world. They could be people, places, organizations, or even concepts. Google is building an ever-expanding database of such entities. We see a direct display of entities in Google when it displays a knowledge panel directly in the search results, like the one we see here for Yorkshire Terrier.
Mark: Okay. Now let’s get practical with this. What should SEOs do as Google increasingly tries to create a user discovery experience?
Eric: First of all, don’t for a moment think that the traditional search methods are going away. Actually, as Hannah Thorpe explained, search and discovery each have their own unique value depending on the query and the user intent.
In discovery, the entity holds the value, while in search, the domain is the valuable thing. So discovery is not query-based; discovery is all about a journey–a user journey–while search is the quest for a single best answer.
Mark: Each has its value to the end user.
Eric: Exactly. As SEOs, we’re pretty experienced on the search side of things. We know to optimize for popular keywords that are relevant to your business, but we need to learn also how to optimize as entities to show up more on the discovery side of things.
Winning businesses in the future will be high performers in both search and discovery. So, while you need to keep working hard at ranking for your keywords, you also need to work to earn Google’s respect as a relevant, respected, authoritative brand entity that Google users will be glad to discover.
Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published.
1min30 inaugure un nouveau cycle de formation destinée aux spécialistes RP. Lancée en partenariat avec Cision, cette formation unique en Europe comble les faiblesses du secteur professionnel des relations publiques (difficulté à mesurer les résultats des actions RP menées et leur retour sur investissement) et capitalise sur ses forces (qualité de l’influence et création de contenus). Cette nouvelle formation continue vise à améliorer l’employabilité des chargés de relations publiques dans un marché de plus en plus digitalisé. La première session de formation se tiendra à Paris dans notre Marketing Space le 14 mars prochain.
Le secteur des relations publiques est en pleine évolution. Les bonnes vieilles tactiques intrusives n’ont plus la cote auprès des journalistes et des médias du 21e siècle. L’influenceur actuel déteste consommer les messages commerciaux distillés par les marques car il n’est pas rémunéré pour assurer leur promotion. Au lieu de cela, le journaliste d’aujourd’hui est soumis à des conditions de travail de plus en plus pénibles et est à la recherche de contenus intéressants susceptibles d’étoffer les sujets sur lesquels il travaille.
Pour résumer, I’Inbound PR veille à créer autant de relations et de valeur avec les personnes de contact des médias, renversant ainsi le rapport traditionnel consistant à interrompre des journalistes ou des influenceurs dans leur tâche et à les relancer sans fin, uniquement lorsqu’il faut présenter un discours ou une actualité.
Voyons certaines caractéristiques de l’inbound PR :
La différence réside dans l’évolution de perspective. Dans les relations publiques traditionnelles, nous disposons d’un argumentaire (le pitch) et nous assurons sa promotion avec des appels impromptus, des e-mails intrusifs, etc. jusqu’à ce que quelqu’un s’attribue ce contenu et le publie pour ses lecteurs/auditeurs/téléspectateurs. Le succès de ce genre de démarchage interruptif est relativement faible. En pratiquant de la sorte, notre tir manque de précision et nous risquons d’abîmer notre réputation en nous adressant à de mauvaises personnes qui ne s’intéressent pas à notre marque, à nos produits ou à nos services. Heureusement, l’inbound PR échappe à ce cercle vicieux. Dans ce nouveau cadre, nous créons et gérons notre plate-forme, notre public, puis nous adaptons notre contenu aux besoins du journaliste ou de l’influenceur concerné, en nous transposant dans sa tête. Vous remarquerez les premiers fruits de l’inbound PR le jour où vous recevrez des messages proactifs de leur part, vous demandant si vous pouvez les mettre en contact avec certains de vos clients ou leur transmettre des contenus convenant à un projet sur lequel ils planchent.
Pour résister à la montée en puissance du marketing digital et des médias sociaux, les relationnistes doivent acquérir de nouvelles compétences et refaire leurs preuves pour regagner de l’influence auprès de leur direction générale. Ils y arriveront en comblant leur principale faiblesse : apprendre à produire des résultats mesurables sous forme de chiffres, de données et de résultats concrets obtenus dans le cadre de leurs campagnes. A une période ou le SEO est prioritaire dans le rayonnement de l’influence numérique, notre nouvelle formation duale, unique en France, allie travail personnel, formation à distance, ateliers de groupe et formation présentielle dans les locaux de notre Marketing Space à Paris.
Pour convenir aux indépendants, freelances et attachés RP en entreprise, cette nouvelle formation se déroule sur un mois complet, dont 8 journées présentielles à Paris, réparties sur 4 semaines. Pour consolider leurs acquis, les preneurs de cours effectueront un travail personnel réparti en 23 étapes thématiques à couvrir le même mois pour remplir leur carnet de bord personnel du spécialiste en inbound PR. Ouvert sur l’Outre-Atlantique, ce programme de formation intègre les derniers travaux des meilleurs experts nord-américains du domaine.
Last but not least, en participant à la formation vous bénéficiez également de tarifs préférentiels sur les solutions Cision !
Quelques infos sur Google et son moteur de recherche, glanées ici et là de façon officieuse ces derniers jours, avec au programme cette semaine quelques réponses à ces angoissantes questions : Un site de test, non indexé par Google, peut-il faire l'objet d'une propriété Search Console ? Est-il efficace de "switcher" souvent le contenu de […]
L’article Goossips : Sites de test et Balise Meta Robots Noindex est apparu en premier sur Abondance.
J’ai le plaisir de recevoir Aurélien Amacker, Blogueur et Entrepreneur, et créateur de Systeme.io, un outil de création de tunnels de ventes spécialement dédié pour les Web Marketeurs qui veulent un outil simple tout en 1. Dans cet article, Aurélien explique pourquoi et comment mettre en place 3 tunnels de vente (upsell, crossell et offre […]
The post 3 tunnels de vente ultra-efficaces pour vendre sur internet appeared first on ConseilsMarketing.com.
L’article Ranxplorer un outil d’optimisation de référencement naturel pas comme les autres est apparu en premier sur Formation webmarketing.
Posted by scott.taft
We've been talking a lot about search intent this week, and if you've been following along, you’re likely already aware of how “search intent” is essential for a robust SEO strategy. If, however, you’ve ever laboured for hours classifying keywords by topic and search intent, only to end up with a ton of data you don’t really know what to do with, then this post is for you.
I’m going to share how to take all that sweet keyword data you’ve categorized, put it into a Power BI dashboard, and start slicing and dicing to uncover a ton insights — faster than you ever could before.
Every great search analysis starts with keyword research and this one is no different. I’m not going to go into excruciating detail about how to build your keyword list. However, I will mention a few of my favorite tools that I’m sure most of you are using already:
Please note that these tools are a great way to scale your keyword collecting but each will come with the need to comb through and clean your data to ensure all keywords are at least somewhat relevant to your business and audience.
Once I have an initial keyword list built, I’ll upload it to STAT and let it run for a couple days to get an initial data pull. This allows me to pull the ‘People Also Ask’ and ‘Related Searches’ reports in STAT to further build out my keyword list. All in all, I’m aiming to get to at least 5,000 keywords, but the more the merrier.
For the purposes of this blog post I have about 19,000 keywords I collected for a client in the window treatments space.
Bucketing keywords into categories is an age-old challenge for most digital marketers but it’s a critical step in understanding the distribution of your data. One of the best ways to segment your keywords is by shared words. If you’re short on AI and machine learning capabilities, look no further than a trusty Ngram analyzer. I love to use this Ngram Tool from guidetodatamining.com — it ain’t much to look at, but it’s fast and trustworthy.
After dropping my 19,000 keywords into the tool and analyzing by unigram (or 1-word phrases), I manually select categories that fit with my client’s business and audience. I also make sure the unigram accounts for a decent amount of keywords (e.g. I wouldn’t pick a unigram that has a count of only 2 keywords).
Using this data, I then create a Category Mapping table and map a unigram, or “trigger word”, to a Category like the following:
You’ll notice that for “curtain” and “drapes” I mapped both to the Curtains category. For my client’s business, they treat these as the same product, and doing this allows me to account for variations in keywords but ultimately group them how I want for this analysis.
Using this method, I create a Trigger Word-Category mapping based on my entire dataset. It’s possible that not every keyword will fall into a category and that’s okay — it likely means that keyword is not relevant or significant enough to be accounted for.
Similar to identifying common topics by which to group your keywords, I’m going to follow a similar process but with the goal of grouping keywords by intent modifier.
Search intent is the end goal of a person using a search engine. Digital marketers can leverage these terms and modifiers to infer what types of results or actions a consumer is aiming for.
For example, if a person searches for “white blinds near me”, it is safe to infer that this person is looking to buy white blinds as they are looking for a physical location that sells them. In this case I would classify “near me” as a “Transactional” modifier. If, however, the person searched “living room blinds ideas” I would infer their intent is to see images or read blog posts on the topic of living room blinds. I might classify this search term as being at the “Inspirational” stage, where a person is still deciding what products they might be interested and, therefore, isn’t quite ready to buy yet.
There is a lot of research on some generally accepted intent modifiers in search and I don’t intent to reinvent the wheel. This handy guide (originally published in STAT) provides a good review of intent modifiers you can start with.
I followed the same process as building out categories to build out my intent mapping and the result is a table of intent triggers and their corresponding Intent stage.
There are tons of resources on how to get started with the free tool Power BI, one of which is from own founder Will Reynold’s video series on using Power BI for Digital Marketing. This is a great place to start if you’re new to the tool and its capabilities.
Note: it’s not about the tool necessarily (although Power BI is a super powerful one). It’s more about being able to look at all of this data in one place and pull insights from it at speeds which Excel just won’t give you. If you’re still skeptical of trying a new tool like Power BI at the end of this post, I urge you to get the free download from Microsoft and give it a try.
Power BI’s power comes from linking multiple datasets together based on common “keys." Think back to your Microsoft Access days and this should all start to sound familiar.
First, open Power BI and you’ll see a button called “Get Data” in the top ribbon. Click that and then select the data format you want to upload. All of my data for this analysis is in CSV format so I will select the Text/CSV option for all of my data sources. You have to follow these steps for each data source. Click “Load” for each data source.
In the Power BI ribbon menu, click the button called “Edit Queries." This will open the Query Editor where we will make all of our data transformations.
The main things you’ll
want to do in the Query Editor are the following:
Close and apply your changes by hitting the "Edit Queries" button, as seen above.
On the left side of Power BI is a vertical bar with icons for different views. Click the third one to see your relationships view.
In this view, we are going to connect all data sources to our ‘Keywords Bridge’ table by clicking and dragging a line from the field ‘Keyword’ in each table and to ‘Keyword’ in the ‘Keywords Bridge’ table (note that for the PPC Data, I have connected ‘Search Term’ as this is the PPC equivalent of a keyword, as we’re using here).
The last thing we need to do for our relationships is double-click on each line to ensure the following options are selected for each so that our dashboard works properly:
We are now ready to start building our Intent Dashboard and analyzing our data.
In this section I’ll walk you through each visual in the Search Intent Dashboard (as seen below):
Visual type: Stacked Bar Chart visual
Axis: I’ve nested URL under Domain so I can drill down to see this same breakdown by URL for a specific Domain
Value: Distinct count of keywords
Legend: Result Types
Filter: Top 10 filter on Domains by count of distinct keywords
Visual type: Donut chart
Legend: Result Types
Value: Count of distinct keywords, shown as Percent of grand total
Sum of Distinct MSV
Because the Top 20 report shows each keyword 20 times, we need to create a calculated measure in Power BI to only sum MSV for the unique list of keywords. Use this formula for that calculated measure:
Sum Distinct MSV = SUMX(DISTINCT('Table'[Keywords]), FIRSTNONBLANK('Table'[MSV], 0))
This is just a distinct count of keywords
Slicer: PPC Conversions
Visual type: Slicer
Drop your PPC Conversions field into a slicer and set the format to “Between” to get this nifty slider visual.
Visual type: Table or Matrix (a matrix allows for drilling down similar to a pivot table in Excel)
Values: Here I have Category or Intent Stage and then the distinct count of keywords.
This dashboard is now a Swiss Army knife of data that allows you to slice and dice to your heart’s content. Below are a couple examples of how I use this dashboard to pull out opportunities and insights for my clients.
With this data we can quickly see who the top competing domains are, but what’s more valuable is seeing who the competitors are for a particular intent stage and category.
I start by filtering to the “Informational” stage, since it represents the most keywords in our dataset. I also filter to the top category for this intent stage which is “Blinds”. Looking at my Keyword Count card, I can now see that I’m looking at a subset of 641 keywords.
Note: To filter multiple visuals in Power BI, you need to press and hold the “Ctrl” button each time you click a new visual to maintain all the filters you clicked previously.
The top competing subdomain here is videos.blinds.com with visibility in the top 20 for over 250 keywords, most of which are for video results. I hit ctrl+click on the Video results portion of videos.blinds.com to update the keywords table to only keywords where videos.blinds.com is ranking in the top 20 with a video result.
From all this I can now say that videos.blinds.com is ranking in the top 20 positions for about 30 percent of keywords that fall into the “Blinds” category and the “Informational” intent stage. I can also see that most of the keywords here start with “how to”, which tells me that most likely people searching for blinds in an informational stage are looking for how to instructions and that video may be a desired content format.
Whether you’re in-house or at an agency, time is always a hit commodity. You can use this dashboard to quickly identify opportunities that you should be prioritizing first — opportunities that can guarantee you’ll deliver bottom-line results.
To find these bottom-line results, we’re going to filter our data using the PPC conversions slicer so that our data only includes keywords that have converted at least once in our PPC campaigns.
Once I do that, I can see I’m working with a pretty limited set of keywords that have been bucketed into intent stages, but I can continue by drilling into the “Transactional” intent stage because I want to target queries that are linked to a possible purchase.
Note: Not every keyword will fall into an intent stage if it doesn’t meet the criteria we set. These keywords will still appear in the data, but this is the reason why your total keyword count might not always match the total keyword count in the intent stages or category tables.
From there I want to focus on those “Transactional” keywords that are triggering answer boxes to make sure I have good visibility, since they are converting for me on PPC. To do that, I filter to only show keywords triggering answer boxes. Based on these filters I can look at my keyword table and see most (if not all) of the keywords are “installation” keywords and I don’t see my client’s domain in the top list of competitors. This is now an area of focus for me to start driving organic conversions.
I’ve only just scratched the surface — there’s tons that can can be done with this data inside a tool like Power BI. Having a solid data set of keywords and visuals that I can revisit repeatedly for a client and continuously pull out opportunities to help fuel our strategy is, for me, invaluable. I can work efficiently without having to go back to keyword tools whenever I need an idea. Hopefully you find this makes building an intent-based strategy more efficient and sound for your business or clients.
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!
Posted by rjonesx.
Over 7 years ago, while still an employee at Virante, Inc. (now Hive Digital), I wrote a post on Moz outlining some simple methods for detecting backlink manipulation by comparing one's backlink profile to an ideal model based on Wikipedia. At the time, I was limited in the research I could perform because I was a consumer of the API, lacking access to deeper metrics, measurements, and methodologies to identify anomalies in backlink profiles. We used these techniques in spotting backlink manipulation with tools like Remove'em and Penguin Risk, but they were always handicapped by the limitations of consumer facing APIs. Moreover, they didn't scale. It is one thing to collect all the backlinks for a site, even a large site, and judge every individual link for source type, quality, anchor text, etc. Reports like these can be accessed from dozens of vendors if you are willing to wait a few hours for the report to complete. But how do you do this for 30 trillion links every single day?
Since the launch of Link Explorer and my residency here at Moz, I have had the luxury of far less filtered data, giving me a far deeper, clearer picture of the tools available to backlink index maintainers to identify and counter manipulation. While I in no way intend to say that all manipulation can be detected, I want to outline just some of the myriad surprising methodologies to detect spam.
You don't need to be a data scientist or a math nerd to understand this simple practice for identifying link spam. While there certainly is a great deal of math used in the execution of measuring, testing, and building practical models, the general gist is plainly understandable.
The first step is to get a good random sample of links from the web, which you can read about here. But let's assume you have already finished that step. Then, for any property of those random links (DA, anchor text, etc.), you figure out what is normal or expected. Finally, you look for outliers and see if those correspond with something important - like sites that are manipulating the link graph, or sites that are exceptionally good. Let's start with an easy example, link decay.
Link decay is the natural occurrence of links either dropping off the web or changing URLs. For example, if you get links after you send out a press release, you would expect some of those links to eventually disappear as the pages are archived or removed for being old. And, if you were to get a link from a blog post, you might expect to have a homepage link on the blog until that post is pushed to the second or third page by new posts.
But what if you bought your links? What if you own a large number of domains and all the sites link to each other? What if you use a PBN? These links tend not to decay. Exercising control over your inbound links often means that you keep them from ever decaying. Thus, we can create a simple hypothesis:
Hypothesis: The link decay rate of sites manipulating the link graph will differ from sites with natural link profiles.
The methodology for testing this hypothesis is just as we discussed before. We first figure out what is natural. What does a random site's link decay rate look like? Well, we simply get a bunch of sites and record how fast links are deleted (we visit a page and see a link is gone) vs. their total number of links. We then can look for anomalies.
In this case of anomaly hunting, I'm going to make it really easy. No statistics, no math, just a quick look at what pops up when we first sort by Lowest Decay Rate and then sort by Highest Domain Authority to see who is at the tail-end of the spectrum.
Success! Every example we see of a good DA score but 0 link decay appears to be powered by a link network of some sort. This is the Aha! moment of data science that is so fun. What is particularly interesting is we find spam on both ends of the distribution — that is to say, sites that have 0 decay or near 100% decay rates both tend to be spammy. The first type tends to be part of a link network, the second part tends to spam their backlinks to sites others are spamming, so their links quickly shuffle off to other pages.
Of course, now we do the hard work of building a model that actually takes this into account and accurately reduces Domain Authority relative to the severity of the link spam. But you might be asking...
These sites don't rank in Google — why do they have decent DAs in the first place?
Well, this is a common problem with training sets. DA is trained on sites that rank in Google so that we can figure out who will rank above who. However, historically, we haven't (and no one to my knowledge in our industry has) taken into account random URLs that don't rank at all. This is something we're solving for in the new DA model set to launch in early March, so stay tuned, as this represents a major improvement on the way we calculate DA!
One of the most exciting new additions to the upcoming Domain Authority 2.0 is the use of our Spam Score. Moz's Spam Score is a link-blind (we don't use links at all) metric that predicts the likelihood a domain will be indexed in Google. The higher the score, the worse the site.
Now, we could just ignore any links from sites with Spam Scores over 70 and call it a day, but it turns out there are fascinating patterns left behind by common link manipulation schemes waiting to be discovered by using this simple methodology of using a random sample of URLs to find out what a normal backlink profile looks like, and then see if there are anomalies in the way Spam Score is distributed among the backlinks to a site. Let me show you just one.
It turns out that acting natural is really hard to do. Even the best attempts often fall short, as did this particularly pernicious link spam network. This network had haunted me for 2 years because it included a directory of the top million sites, so if you were one of those sites, you could see anywhere from 200 to 600 followed links show up in your backlink profile. I called it "The Globe" network. It was easy to look at the network and see what they were doing, but could we spot it automatically so that we could devalue other networks like it in the future? When we looked at the link profile of sites included in the network, the Spam Score distribution lit up like a Christmas tree.
Most sites get the majority of their backlinks from low Spam Score domains and get fewer and fewer as the Spam Score of the domains go up. But this link network couldn't hide because we were able to detect the sites in their network as having quality issues using Spam Score. If we relied only on ignoring the bad Spam Score links, we would have never discovered this issue. Instead, we found a great classifier for finding sites that are likely to be penalized by Google for bad link building practices.
We can find similar patterns among sites with the distribution of inbound Domain Authority. It's common for businesses seeking to increase their rankings to set minimum quality standards on their outreach campaigns, often DA30 and above. An unfortunate outcome of this is that what remains are glaring examples of sites with manipulated link profiles.
Let me take a moment and be clear here. A manipulated link profile is not necessarily against Google's guidelines. If you do targeted PR outreach, it is reasonable to expect that such a distribution might occur without any attempt to manipulate the graph. However, the real question is whether Google wants sites that perform such outreach to perform better. If not, this glaring example of link manipulation is pretty easy for Google to dampen, if not ignore altogether.
A normal link graph for a site that is not targeting high link equity domains will have the majority of their links coming from DA0–10 sites, slightly fewer for DA10–20, and so on and so forth until there are almost no links from DA90+. This makes sense, as the web has far more low DA sites than high. But all the sites above have abnormal link distributions, which make it easy to detect and correct — at scale — link value.
Now, I want to be clear: these are not necessarily examples of violating Google's guidelines. However, they are manipulations of the link graph. It's up to you to determine whether you believe Google takes the time to differentiate between how the outreach was conducted that resulted in the abnormal link distribution.
For every type of link manipulation detection method we discover, we scrap dozens more. Some of these are actually quite surprising. Let me write about just one of the many.
The first surprising example was the ratio of nofollow to follow links. It seems pretty straightforward that comment, forum, and other types of spammers would end up accumulating lots of nofollowed links, thereby leaving a pattern that is easy to discern. Well, it turns out this is not true at all.
The ratio of nofollow to follow links turns out to be a poor indicator, as popular sites like facebook.com often have a higher ratio than even pure comment spammers. This is likely due to the use of widgets and beacons and the legitimate usage of popular sites like facebook.com in comments across the web. Of course, this isn't always the case. There are some sites with 100% nofollow links and a high number of root linking domains. These anomalies, like "Comment Spammer 1," can be detected quite easily, but as a general measurement the ratio does not serve as a good classifier for spam or ham.
Moz is continually traversing the the link graph looking for ways to improve Domain Authority using everything from basic linear algebra to complex neural networks. The goal in mind is simple: We want to make the best Domain Authority metric ever. We want a metric which users can trust in the long run to root out spam just like Google (and help you determine when you or your competitors are pushing the limits) while at the same time maintaining or improving correlations with rankings. Of course, we have no expectation of rooting out all spam — no one can do that. But we can do a better job. Led by the incomparable Neil Martinsen-Burrell, our metric will stand alone in the industry as the canonical method for measuring the likelihood a site will rank in Google.
We're launching Domain Authority 2.0 on March 5th! Check out our helpful resources here, or sign up for our webinar this Thursday, February 21st for more info on how to communicate changes like this to clients and stakeholders:
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!
« Référencement Google mode d’emploi » un livre d’Olivier Andrieu destiné aux débutants en SEO pour tout savoir sur Google ! Référencement Google : le livre Non vous ne rêvez pas, j’ai lu un livre !!! Bon, ce n’est pas n’importe quel livre, mais un livre écris par Olivier Andrieu, c’est même la 3ème édition de ce […]
Dans cet article je vais vous expliquer comment télécharger une vidéo Wistia, même si vous n’avez pas d’option de téléchargement sur la page. En effet, Wistia.com est l’un des services de streaming de vidéo les plus appréciés par les marketeurs, car il offre énormément d’options très pratiques pour les marketeurs (appels à l’action inclus…). Cependant […]
A study on the impact of accelerated mobile pages on search performance shows positive correlation between AMP and organic traffic.
The post Study Shows AMP Can Lead to Increase in Organic Search Traffic by @MattGSouthern appeared first on Search Engine Journal.
Google's John Mueller addressed an issue site owners might run into where expired product pages are reported as soft 404s.
The post Google’s John Mueller Explains Why Expired Product Pages May Become Soft 404s by @MattGSouthern appeared first on Search Engine Journal.
Every web-browsing human being reads a product description, almost every day. Most product descriptions are eye-bleeding horrors of lousy copy and unclear information. That means some of the most-read digital content is some of the worst.
We can do better.
This is my sort-of-system for better product descriptions. Use as you see fit.
You’re writing two product descriptions:
Both impact rankings. But writing just for rankings will kill sales, and vice-versa. You have to find the right balance.
I beg of you, please don’t go and rewrite 10,000 product descriptions to the exact formula I outline here. It’s a starting point. Be creative.
This is the classic “product description.” Folks read it when they’re making their buying decision. They’re looking at two things that your writing can impact:
If UX is solid and the product is good, a great description will explain features and establish value so well that the customer clicks buy.
I focus on three elements of the product description page:
If you don’t have bullets, may I suggest adding them?
There’s lots of other stuff: Images, call to action, price, for example. I’m not writing about those here. I know my limitations.
If you’re rewriting an existing description, check for duplication.
Do these sentences appear on other sites? That might be OK. But for SEO, duplicate content is a problem. Also, ask yourself: If your product description matches one or more other sites, what reason do folks have to buy from you, instead of them? If you can’t answer, you need to rewrite.
If you need to rewrite the description, don’t worry. Follow the rest of these recommendations, and it’ll happen naturally.
Note: Writing titles for Amazon is an entirely different discipline. Start with these recommendations, but you’ll need to include more product detail. It’s annoying, I know.
Your on-page product title starts as the product name:
Fast Roller TX 1000
But it must pass the Blank Sheet of Paper Test: The title, written on a blank sheet of paper, should make sense to a knowledgeable stranger. The Fast Roller is a road bicycle tire. Try this:
Fast Roller TX 1000 Road Bicycle Tire
That sounds like an SEO wrote it. When you’re wearing your SEO hat, though, you don’t write copy. You optimize it. Never optimize while you write.
I want something tighter. Remember, the blank sheet of paper test says a knowledgeable stranger. So this will work:
Fast Roller TX 1000 Road Tire
Maybe there are two TX 1000s, though: One for each valve type. Then I end up with:
Fast Roller TX 1000 Road Tire: Presta; and
Fast Roller TX 1000 Road Tire: Schrader
You want higher rankings, though, so you’re tempted to write a fifty-word title. Use your judgment. An overweight title won’t pass the blank sheet of paper test:
Fast Roller TX 1000 Road Bicycle Tire Flat Proof Presta 700C 150TPI Bike Rolling Thingie With A Valve And Tube And Stuff
The knowledgeable stranger will give up. Think before you start keyword stuffing.
Fill the blanks:
If [thing or need] then this is a perfect [product].
"If you [want puncture-resistance] then this is a perfect [road bike tire].”
That’s your appeal. It’s not the only way, but it’s a robust introduction.
You can combine multiple appeals:
“If you want puncture resistance and great handling, then this road bike tire is perfect.”
“The TX 1000 provides puncture resistance without sacrificing weight, for a tire that delivers great handling and low rolling resistance.”
Again, I plead. I beg. I implore. Don’t use this as a formula.
Something about this product makes it uniquely valuable. I hope.
Tell me how you outperform:
“In testing, the TX 1000 showed greater flat-resistance than all major competitors.”
Describe unique features. Get specific!!!
“The TX 1000 is the only tire with an unobtainium valve for greater durability and easier inflation.”
I won’t call this the USP because the term’s so overused it makes me ill.
Find one important unnoticed feature related to the appeal. For example threads per inch (TPI) affect a road cycling tire’s puncture-resistance and handling. If no competitors talk about TPI, we should:
“150 TPI means a supple, flat-resistant sidewall.”
Now, I have:
“If you want to balance puncture resistance and performance, then this is a perfect road bike tire. 150 TPI means a really supple, flat-resistant sidewall that doesn’t sacrifice handling or increase rolling resistance. The TX 1000 is also the only tire with an unobtanium valve for greater durability and easier inflation.”
Plague words. Ew. Additionally, really, indeed, obviously. Shudder. Dump them all.
I’ve got a whole list of plague words right here. If you use ’em, delete ’em.
“If you want puncture resistance, then this is a perfect road bike tire. 150 TPI means a
really supple, flat-resistant sidewall that doesn’t sacrifice handling or increase rolling resistance. The TX 1000 is also the only tire with an unobtanium valve for greater durability and easier inflation.”
I also dislike overuse of unrivaled, unmatched, best, fantastic, or any other phrase that doesn’t apply to your product or your category of product. If you’re Rolex, maybe you can say unrivaled. If you sell shoelaces, stop it.
Avoid the painfully obvious. Without bicycle tires, I get sparks and hemorrhoids. And only an idiot wants a tire that combines high rolling resistance with vulnerability to sharp objects. I get it.
Don’t tell me I’ll love this product, either. You’re already implying that. Saying it out loud seems needy and pushes me away.
In cycling, tires are important. Performance and flat resistance matter. If you want to balance puncture resistance and performance, then this is a perfect road bike tire. 150 TPI means a really supple, flat-resistant sidewall that doesn’t sacrifice handling or increase rolling resistance. The TX 1000 is also the only tire with an unobtanium valve for greater durability and easier inflation. You’ll love this tire!”
I know I need a bicycle tire. Tell me why I need this bicycle tire.
Here’s what we’ve got:
“If you want to balance puncture resistance and performance, then this is a perfect road bike tire. 150 TPI means a supple, flat-resistant sidewall that doesn’t sacrifice handling or increase rolling resistance. The TX 1000 is also the only tire with an unobtanium valve for greater durability and easier inflation.”
On to the bullets.
Bullets are punchy little bits of information. Readers scan for them. Use them to dispel concerns and answer questions. Finding good bullet content is easy:
Go to Amazon.com. Search for your product, or a relevant one. Scroll down to “questions.”
If there are any, find the five most-read and most-asked. Write a brief response to each one. Keep those answers handy.
Do the same on other sites: Walmart, Jet, and vertical-specific sellers all have “questions” sections.
Those will become bullets in your product description. You might even repeat items from the blurb, like “150 TPI.” Use your judgment.
I found many questions about tire weight, tube versus tubeless, and sidewall color. So my bullets could be:
You can skip bullets if you want. Maybe you don’t need them. That’s fine. I mean, who needs to answer all those pesky customer questions, right? That’s my over annoying parental way of saying you need bullets. Bribe the developer. Get the branding team drunk and ask for written approval. Whatever you have to do.
The FAQ is where copywriters go to die. If there are frequently asked questions about a product, write brief answers for those, too. Add them to your bullets, or the product description. Or add a separate section for related FAQ.
If you’re reselling someone else’s product, look at the manufacturer’s FAQ.
Those can become more bullets or part of the blurb.
Everyone wants to know if we guarantee this tire. We provided this answer, so I turned it into a bullet:
Product specifications? Your call. I don’t think you need specs for a capybara plushie. You might if you sell roofing shingles.
Product ingredients? I like to put them after the bullets, but it depends on the product. A bag of popsicle sticks doesn’t need a list of ingredients. I hope.
If you did all of the above, you’ve got an optimized product description page. If you want to take it further:
And, you need to work on your SERP snippet:
The product description page is your pitch. The snippet is about search visibility and clickthru.
I’m going to focus on the title element and meta description. They’re usually the bulk of the snippet:
It may include reviews and other bits, too. That’ll be another post.
If you don’t know what a title element/tag (same thing, different names) is, here’s a primer.
First, follow the Blank Sheet Of Paper Test. I like to start with the product description page title:
Fast Roller TX 1000 Road Tire: Presta
But I probably need to include “bike” or “bicycle” to separate me from motorcycles and cars:
Fast Roller TX 1000 Road Bicycle Tire: Presta
I also found a lot of folks search for quantitative features:
I might add these to my description:
Fast Roller TX 1000 Road Bicycle Tire – Presta – 700c – 110psi
Remember to check the current maximum title element length. We have a nifty SERP preview tool that can help.
Turns out my title is too long, so I have to get ruthless. I remove the less-important feature:
Fast Roller TX 1000 Road Bicycle Tire – Presta – 700c
OK. Title complete.
If you’re not sure what a meta description tag is, read this.
The meta description has zero direct impact on rankings. It does, however, impact clickthru. These are a few things I try to do:
First: Include the features for which you believe people will search. Those get bolded. Their presence will reinforce that this is the right product. If someone searches for “rolling resistance,” “presta,” and “schrader,” and I have that word in my meta description, the search snippet will look like this:
The searcher is more likely to click.
Second: Use the highest-performing ad text. A few years ago, Wil Reynolds made this recommendation. It blew my mind: Use the highest-performing PPC ad text as your description tag. You’ve already tested that text. You know it gets high clickthru from a SERP. Blew. My. Mind.
I don’t recommend doing this for the on-page, visible product description. Ad text is optimized for search results, not a product page.
Finally: If it’s relevant, include differentiators: Shipping time, available colors/sizes, genuine original, etc. Anything that matters to your audience. On the other hand, don’t tell me you have genuine original socks. I care exactly not at all.
Try to use all available characters. As I write this, the accepted maximum is 300 characters. It changes all the time. Do your research.
You’ve written a great product description page. You’ve got a great SERP snippet. Nice!
Keep an eye on page performance. Look at clickthru rates. Revise. Keep trying to beat previous performance.
Writing descriptions can be tedious, but it’s a solid conversion win with SEO implications. Done right, it can strengthen your brand.
What’s not to like?
Just please, don’t ask me how many times to repeat a keyword.
Creating a website used to be a massive project.
And expensive too.
Everything had to be built by hand and businesses needed to work with an online marketing agency that would charge them tens of thousands of dollars to build the site. If you wanted a professional-looking site, that was your only option.
Things have gotten a lot cheaper over the years.
Now it’s possible to get a polished site for less than $100. About $10 to buy the domain, $30–60 for a good template, and $5–10/month to host it. It’ll look so good that people won’t even realize that you built it yourself. It’ll look like some high-flying marketing agency built it for you.
Not only has it gotten cheaper, it’s also gotten a lot easier.
I’ve broken down the 9 simple steps to create your website from scratch. You’ll easily be able to run through these steps over the next 120 minutes.
These are not two separate steps, unfortunately.
I really wish I could sit down, pick any name that I want for my business, and be able to create the site that I want around that name. Now that the internet is a couple of decades old, we all have to face the reality that most of the good domains have been taken.
Here’s how a naming session always seems to go for me:
Websites have also become so embedded in our day-to-day lives that it’s better to change the name of the business to match an available domain than it is to pick a poor quality domain. Through this process, I almost always end up with a completely different name than I originally intended.
This is why I consider the “naming my business” and “buying the domain” steps for creating a business to be the same step. I try to only lock myself into a name once I have the domain.
We put together an in-depth guide on buying domains here.
The good news is that the rest of these steps are a breeze once you have your domain purchased. It’s the first and hardest step.
Real quick, let’s sort out the difference between a domain registrar and a web host.
A domain registrar is a company that specializes in buying (registering) domains.
A web host, on the other hand, specializes in running servers that host websites.
Every web host will desperately try to get you to also registrar a domain through them. The reason is that it’s a great upsell for them. They’ve spent most of their resources building out a hosting service, then they offer domain registration as a convenience, increase the price a bit, and collect a nice chunk of extra profit from you.
My philosophy is to buy things from businesses that specialize in that exact thing. Prices will be better and so will quality. That’s why I also use a domain registrar for buying domains and a web host for hosting. I never mix up the two.
We put together a detailed review of domain registrars here.
Most guides on creating a website will push you into using WordPress. It’s the most popular and flexible website builder. And that’s usually a good recommendation.
But there are a few situations where I recommend different options.
Many businesses need a simple website that tells people a few things:
This kind of site gives the basic info for the business, nothing more. If this is what you need, Squarespace is your best option for creating your website. It’s incredibly simple to use and will give you a professional site at a very low price. It’s perfect for small businesses.
Squarespace will try to convince you that they can handle everything. That’s not true.
They’ve created the simplest and easiest website builder out there. Truly, it’s a joy to use.
However, they completely lack all the advanced features that an online business needs. The ecommerce functionality is extremely limited, and I don’t know any serious online marketer that uses Squarespace for a content site. If your business an online business, Squarespace isn’t a legitimate option. You’ll hit the limits of its features too fast.
Squarespace makes the most sense when you just need a clean, professional-looking site that gives some basic info on your business. It’s perfect for small businesses, freelancers, and artists.
Here’s another way to think about it: If you’re building a business that doesn’t live and die on its website, it just needs a website in case anyone looks for it, like a business card, then go with Squarespace. But if you’re website is your business, use one of the more tailored platforms.
If you’re planning on building an ecommerce store for your site, don’t use WordPress. We have an entire post here on when to use WordPress for ecommerce and when not to. The short story: it rarely makes sense to use WordPress for ecommerce.
The best option, by far, is Shopify. There used to be more competition in the ecommerce tool space but Shopify got too far ahead. Now they’re really the only option and they have an incredible reputation. You won’t regret using them for an ecommerce site.
If you’re going this route, we have a 9-step guide on how to create an ecommerce website. We also have a guide on how to start a store that drives real sales. Both of those guides will get you pointed in the right direction.
If you want to create a blog with a bunch of content, you need to use WordPress. We have a detailed guide on starting blogs here.
WordPress powers over 30% of the entire internet. So it’s the only real option for starting a blog these days.
What about Joomla or Drupal? Or Typepad?
WordPress left all those other platforms in the dust about a decade ago. They’re not even legitimate options at this point. Pick WordPress — there isn’t a single situation where you’ll regret it.
When I originally started with this online thing, Drupal sites were still pretty common. I partnered up with an engineer friend of mine and we did a lot of freelance work migrating sites from Drupal to WordPress. Even back then, WordPress was a clear winner.
Now when I come across a site on any of these other tools, it’s kind of exciting. It’s like finding an ancient artifact. “This still exists!? How fascinating!”
Don’t use any of these other tools, stick to WordPress.
If you’re not sure or have another vision for your site outside the categories above, use WordPress. It’s the most flexible platform out there. It will do ecommerce, it’ll do simple portfolios, it’ll do massive content sites, it’ll do Fortune 500 marketing sites, it’ll do it all.
You might have to customize it more than other platforms in some situations but you can make WordPress do whatever you want it to. And just about anyone in online marketing knows their way around WordPress so you’ll be able to find plenty of people to help you when the time comes.
Whether you want to build your site by hand or you have an online marketing agency to do it for you, you should still build on top of WordPress. It’ll shortcut a lot of the programming work and give you the ability to edit basic items on your site without having to edit any code. I’ve managed marketing sites of venture-backed tech startups that employed dozens of engineers — we still had our marketing site built on top of WordPress. It’s the standard choice.
For the rest of this guide, I’m going to assume that you’ve picked WordPress to build your site. If you want an ecommerce site, skip the rest of this guide and follow our guide on creating an ecommerce site.
WordPress is the tool that you’ll use to build your website. But you also need a host that will store your site and make it available to anyone who visits.
Hosting plans usually start around $5/month.
Just about every website host has a 1-click install of WordPress. It’s usually under a section called Tools, Website, Software, or Content Management Systems (CMS). It’ll look something like this:
If you have trouble finding it, contact support at your host and they’ll be able to walk you through it.
Let’s do a quick recap.
Now you’re going to connect all that stuff together by pointing your domain to your host. Then when people go to your domain, they’ll end up on your site.
There are a few technical settings you need to apply. This involves configuring a few nameserver settings on your domain registrar for your domain. Your host will give you the correct settings; you’re looking for their nameserver settings.
If you get stuck, contact your host and they’ll give you all the info you need.
Once you have the nameserver info from your host, go into your domain registrar and configure those settings for the domain that you want to point at your site. Once you’re done, it’ll look something like this:
Think of WordPress as the guts of your site, it’s all the pumping that makes your site work.
WordPress uses themes to determine how your site looks. This makes it really easy to change how your site looks without having to rebuild your site from scratch. Swap out your old theme for a new one and ta-da! Your site will look completely different.
These days, I purchase all my themes from StudioPress.
Heads up, WP Engine bought StudioPress and now includes all the StudioPress themes in its hosting plans. WP Engine is more expensive but it’s perfect for serious bloggers. It’s a great way to save money on your theme if you are planning on building a large site to begin with. WP Engine is our recommended host if you’re looking for the best. The downside is that WP Engine tends to be more expensive than other hosts.
Back to themes, are there other options?
You betcha. ThemeForest has a marketplace of WordPress themes. There are literally tens of thousands of themes to pick from. They’re usually in the $30–60 price range. When looking for theme, I rank them by the most popular or the highest rating. Then I pick one I personally like.
After you’ve purchased a theme, go to the WordPress Theme settings and upload your theme. The Theme settings are under Appearance in the WordPress sidebar menu. You’ll have to click through “Add new” and “Upload Theme” in order to see this option to upload:
Go ahead and upload the .zip file you received when you purchased your theme.
After it’s uploaded, you’ll also have to click “activate” on the theme in WordPress to make it go live.
Now the fun part — it’s time to create the individual pages of your site.
You’ll do this within WordPress.
WordPress has two types of content: pages and posts.
Think of posts as blog posts that are published under a “blog” section of a site. If you’re not planning on having a blog, then you can skip posts entirely.
Pages are the more permanent pages on your website. Like your About or Contact Us pages. When you’re first creating your site, you want to get a batch of pages live so your site feels real.
Every website has a few standard pages you should create:
This list will get you started. You can always add more later.
At this point, you have a fully functioning site that looks great.
I’m not going to lie, there’s a lot of extra configuration you can do to your site: you can add WordPress plugins that upgrade your site, build out a blog, add an email list, grow traffic, the list is endless.
You don’t have to do any of this extra stuff — it’s all optional. It depends on your priorities and goals.
When you’re ready, these guides will walk you through the extra stuff that’s worth considering:
Search Console is rapidly evolving. Find out everything you need to know about all of the latest feature changes here.
The post The Latest Google Search Console Updates: What You Need to Know by @sam_marsden appeared first on Search Engine Journal.
A mystery health crisis nearly killed me and my business. Here's what I learned about business from my battle.
The post What a Health Crisis Taught Me About Business by @jeremyknauff appeared first on Search Engine Journal.
Bien choisir vos mots clés est la première étape d’un référencement naturel réussi. Les mots clés sont des « expressions clés » en fait. L’important n’est pas de faire une liste de mots que vous mettrez sur votre page mais de choisir une expression clé qui sera le sujet de votre page et sera donc répétée tout […]
L’article Choisir ses mots clés : les 3 critères à prendre en compte est apparu en premier sur Neocamino.
Here are the best ways for companies to help improve their employees' physical health, according to SEJ's Twitter community.
The post How Could Your Company Help You Improve Your Physical Health? [POLL] by @A_Ninofranco appeared first on Search Engine Journal.
Here's how to maximize sponsorships to help you to achieve your content marketing and SEO goals.
The post How to Activate a Sponsorship to Achieve Content Marketing & SEO Goals by @TomBaker_84 appeared first on Search Engine Journal.
Nos Product managers vous font un topo rapide sur les nouveautés de l’Analytics Suite. Toute l’actu produit, c’est par ici !
Nous sommes heureux d’annoncer la fin de la phase bêta de User Insights et Navigation ! Dorénavant, ces outils sont accessibles à tous dans Explorer avec des données à partir du 1er janvier 2018.
De belles choses arrivent dans les prochains mois : bientôt, vous pourrez faire des analyses multisites agrégées basées sur les sites de niveaux 2. Mais d’abord, vous devez uniformiser les libellés de vos sites de niveaux 2.
Pour comprendre tout ce qui vous attend, rendez-vous sur cette page.
Cette intégration vous permet d’explorer, d’interpréter et de partager vos données AT Internet dans l’outil de Data Visualization Klipfolio. Visualisez en un coup d’œil vos informations stratégiques dans des tableaux de bord personnalisés et dynamiques. Associez vos data AT Internet avec vos autres sources de données pour d’obtenir des KPI décisionnels.
En savoir plus
La segmentation monte en puissance ! Au-delà de la portée Visites, les segments peuvent maintenant aussi s’appliquer sur des cohortes de visiteurs ou de visiteurs identifiés. Toute l’ergonomie du système de segmentation a été améliorée pour l’occasion. Résultat : un accès plus facile et plus rapide à vos segments.
Allez plus loin dans l’exploitation de vos résultats ! Les données de vos analyses sont maintenant directement téléchargeables au format CSV afin de les réutiliser facilement dans d’autres outils. Cette fonctionnalité est une alternative aux différentes options d’extraction des données Explorer dans un tableau de bord ou dans une requête Data Query disponibles avec le bouton Envoyer vers….
Après une mise à jour majeure de l’outil Tableaux de bord en fin d’année, nous travaillons maintenant sur diverses améliorations fonctionnelles et ergonomiques. Parmi elles, la possibilité de choisir le mode d’affichage du chapitrage dans les jeux de données portant sur les dimensions de type pages.
Plus besoin d’être en mode édition pour supprimer un tableau de bord ! La suppression se fait directement depuis l’espace Documents de l’Analytics Suite. Cette suppression est possible dès lors que vous êtes propriétaire du document concerné.
Rémy, notre chef de marché e-commerce, a récemment animé un webinar pour partager avec vous quelques analyses clés proposées par Sales Insights, le nouveau module e-commerce de l’Analytics Suite. Prenez quelques minutes pour regarder ce replay !
Sauvegardez vos séquences clés directement depuis les onglets Vue d’ensemble ou Exploration pour les analyser ultérieurement ! Vos séquences sauvegardées seront disponibles via l’onglet Mes séquences.
Le maillage interne est un point important en SEO, parfois un peu trop négligé dans la construction ou la maintenance d'un site web. Voici en infographie les principales erreurs commises par les éditeurs de sites à l'heure actuelle dans ce domaine... Notre infographie du vendredi est proposée aujourd'hui par le site SemRush et propose les […]
L’article Infographie : Les erreurs les plus courantes dans le maillage interne est apparu en premier sur Abondance.
Retour sur investissement. Retour sur image. Retour sur l’interactivité. La règle des 3R doit être appliquée pour créer de la valeur de marque. Pourquoi la valeur de marque compte plus encore aujourd’hui ? Eh bien, 93 % des marques qui font le paysage européen aujourd’hui pourraient disparaître sans que le consommateur s’en souvienne. La raison : le grand écart entre les attentes des consommateurs et la promesse des marques. Donc, la valeur qu’une marque véhicule sera un des enjeux pour survivre.
Les marques ont envahi notre intimité. Si les moins de 30 ans ne peuvent pas le connaître, il fut un temps, pas si lointain, où les consommateurs allaient à la rencontre de la marque, parce que l’expérience et le spectacle publicitaires qu’elle proposait nous/vous incitait à partager un moment en magasin à la rencontre de ses valeurs.
Aujourd’hui, dans le flux de votre page Facebook, sur les autres réseaux sociaux, dans votre boîte mail, en retargeting sur Google, préférence produit sur Amazon, les marques se comportent en parfaites inconnues, offrant un discours distancié, un ton corporate déshumanisé, parfaitement connecté pour rendre l’expérience d’achat complètement déconnectée de la valeur de marque.
La valeur de marque et la personnalité sont le terreau sur lequel il faut s’appuyer.
Mais à chaque acte de communication, chaque plan marketing, il faut se poser 3 questions pour répondre à la règle des 3R : Retour sur investissement. Retour sur image. Retour sur l’interactivité et augmenter la valeur de marque.
La promesse produit ne se suffit pas à elle seule. Elle doit être dépassée en s’interrogeant sur la légitimité à améliorer le quotidien des gens. Les marques altruistes qui pensent aux autres au-delà de leurs produits toucheront les individus. Un engagement sociétal, un service gratuit prolongeant l’univers de la marque, sont des exemple pour maintenir sa marque en pôle position et doubler la concurrence.
Les modalités de la relation avec les consommateurs jouent un grand rôle dans le succès de votre marque. S’exprimer souvent ou au contraire réserver des effets d’annonce font partie des réflexions à prendre en compte et des budgets communication marketing à prévoir. Tout comme faire le choix d’être présent partout ou sur des lieux bien précis, être volontairement distancié ou instaurer volontairement de la proximité dans la relation client, est d’autant plus important dans votre stratégie de communication à moyen et long terme. Votre valeur de marque en dépend.
L’aspect émotionnel devrait être l’ultime point à contrôler avant de communiquer. L’objectif : toujours proposer un moment extraordinaire, un moment de joie, de bonheur, introduire une émotion sincère dans la relation. Cela, pour dépasser la dimension marchande de la démarche, rentrer dans le domaine de l’affect et non dans un relation rationnelle qui, souvent, deviendra ennuyeuse.
Inutile de faire un dessin, mais vous l’aurez compris : sans vous poser la question de l’utilité, du lien et du plaisir vous n’activerez pas simultanément les 3R et n’augmenterez pas la valeur de marque. Le retour sur investissement diminuera si le consommateur ne trouve pas une certaine utilité à la marque. Le retour sur image se dégradera si les relations ne sont pas exemplaires. Et le retour sur l’interactivité souffrira du manque de plaisir que vous n’aurez pas su partager avec les consommateurs. Il faut bien comprendre qu’ici nous allons plus loin que dans mon précédent article sur la personnalité de marque.
Pour améliorer sa connaissance client, connaître ses habitudes et les freins à l’achat de ses produits, la marque Kärcher a sorti un dispositif marketing de Data Catching, « Votre Avis Compte Pour Sophie ». Un jeu 100 % interactif, 100 % gagnant pour l’utilisateur et bien sûr 100 % gagnant pour la marque qui a ainsi affiné la connaissance de ses clients.
27 700 participants et des dizaines de milliers de data récoltées. L’objectif de data capture a été atteint dès le premier mois de l’opération.
Aux États-Unis les Oscars sont une institution. Airbnb n’étant pas sponsor de l’évènement, ne pouvait utiliser la marque pour en parler et a donc souhaité surfer dessus en s’adressant directement à son public en leur posant la question : « Dans quel film aimeriez-vous vivre ? » en utilisant le réseau Twitter, et le hashtag #LiveInTheMovies.
Au-delà du challenge, Airbnb a eu une vraie conversation avec sa communauté, créant du lien et de l’empathie autour de l’évènement, et proposant une liste de destinations aux répondants, conforme à leurs souhaits.
Les Français ! Oui le Français aime la culture et son paysage audiovisuel ! Mais il est aussi enclin au piratage. Netflix, pour devenir le top of mind français, a analysé deux ans de données pour tirer les grand traits de la personnalité des Français. Netflix a marqué les esprits par sa campagne de communication exclusivement composée de GIF.
La marque a ainsi construit sa première stratégie d’affichage digital faite à partir de GIF, directement inspirés par son public. Les GIF adaptés en temps réel au contexte local, alimentant en direct les panneaux de contenus pertinents. Plus de 63 millions d’impressions, l’obtention du prix #Creativity Award remis par Twitter, et le prix Argent des Cannes Lion.
Posted by DiTomaso
We base so much of our livelihood on good data, but managing that data properly is a task in and of itself. In this week's Whiteboard Friday, Dana DiTomaso shares why you need to keep your data clean and some of the top things to watch out for.
Hi. My name is Dana DiTomaso. I am President and partner at Kick Point. We're a digital marketing agency, based in the frozen north of Edmonton, Alberta. So today I'm going to be talking to you about data hygiene.
What I mean by that is the stuff that we see every single time we start working with a new client this stuff is always messed up. Sometimes it's one of these four things. Sometimes it's all four, or sometimes there are extra things. So I'm going to cover this stuff today in the hopes that perhaps the next time we get a profile from someone it is not quite as bad, or if you look at these things and see how bad it is, definitely start sitting down and cleaning this stuff up.
So what we're going to start with first are filters. By filters, I'm talking about analytics here, specifically Google Analytics. When go you into the admin of Google Analytics, there's a section called Filters. There's a section on the left, which is all the filters for everything in that account, and then there's a section for each view for filters. Filters help you exclude or include specific traffic based on a set of parameters.
So usually what we'll find is one Analytics property for your website, and it has one view, which is all website data which is the default that Analytics gives you, but then there are no filters, which means that you're not excluding things like office traffic, your internal people visiting the website, or home office. If you have a bunch of people who work from home, get their IP addresses, exclude them from this because you don't necessarily want your internal traffic mucking up things like conversions, especially if you're doing stuff like checking your own forms.
You haven't had a lead in a while and maybe you fill out the form to make sure it's working. You don't want that coming in as a conversion and then screwing up your data, especially if you're a low-volume website. If you have a million hits a day, then maybe this isn't a problem for you. But if you're like the rest of us and don't necessarily have that much traffic, something like this can be a big problem in terms of the volume of traffic you see. Then agency traffic as well.
So agencies, please make sure that you're filtering out your own traffic. Again things like your web developer, some contractor you worked with briefly, really make sure you're filtering out all that stuff because you don't want that polluting your main profile.
The other thing that I recommend is creating what we call a test and staging view. Usually in our Analytics profiles, we'll have three different views. One we call master, and that's the view that has all these filters applied to it.
So you're only seeing the traffic that isn't you. It's the customers, people visiting your website, the real people, not your office people. Then the second view we call test and staging. So this is just your staging server, which is really nice. For example, if you have a different URL for your staging server, which you should, then you can just include that traffic. Then if you're making enhancements to the site or you upgraded your WordPress instance and you want to make sure that your goals are still firing correctly, you can do all that and see that it's working in the test and staging view without polluting your main view.
That's really helpful. Then the third thing is make sure to test on a second property. This is easy to do with Google Tag Manager. What we'll have set up in most of our Google Tag Manager accounts is we'll have our usual analytics and most of the stuff goes to there. But then if we're testing something new, like say the content consumption metric we started putting out this summer, then we want to make sure we set up a second Analytics view and we put the test, the new stuff that we're trying over to the second Analytics property, not view.
So you have two different Analytics properties. One is your main property. This is where all the regular stuff goes. Then you have a second property, which is where you test things out, and this is really helpful to make sure that you're not going to screw something up accidentally when you're trying out some crazy new thing like content consumption, which can totally happen and has definitely happened as we were testing the product. You don't want to pollute your main data with something different that you're trying out.
So send something to a second property. You do this for websites. You always have a staging and a live. So why wouldn't you do this for your analytics, where you have a staging and a live? So definitely consider setting up a second property.
The next thing that we have a lot of problems with are time zones. Here's what happens.
Let's say your website, basic install of WordPress and you didn't change the time zone in WordPress, so it's set to UTM. That's the default in WordPress unless you change it. So now you've got your data for your website saying it's UTM. Then let's say your marketing team is on the East Coast, so they've got all of their tools set to Eastern time. Then your sales team is on the West Coast, so all of their tools are set to Pacific time.
So you can end up with a situation where let's say, for example, you've got a website where you're using a form plugin for WordPress. Then when someone submits a form, it's recorded on your website, but then that data also gets pushed over to your sales CRM. So now your website is saying that this number of leads came in on this day, because it's in UTM mode. Well, the day ended, or it hasn't started yet, and now you've got Eastern, which is when your analytics tools are recording the number of leads.
But then the third wrinkle is then you have Salesforce or HubSpot or whatever your CRM is now recording Pacific time. So that means that you've got this huge gap of who knows when this stuff happened, and your data will never line up. This is incredibly frustrating, especially if you're trying to diagnose why, for example, I'm submitting a form, but I'm not seeing the lead, or if you've got other data hygiene issues, you can't match up the data and that's because you have different time zones.
So definitely check the time zones of every product you use --website, CRM, analytics, ads, all of it. If it has a time zone, pick one, stick with it. That's your canonical time zone. It will save you so many headaches down the road, trust me.
The next thing is attribution. Attribution is a whole other lecture in and of itself, beyond what I'm talking about here today.
But what I find frustrating about attribution is that every tool has its own little special way of doing it. Analytics is like the last non-direct click. That's great. Ads says, well, maybe we'll attribute it, maybe we won't. If you went to the site a week ago, maybe we'll call it a view-through conversion. Who knows what they're going to call it? Then Facebook has a completely different attribution window.
You can use a tool, such as Supermetrics, to change the attribution window. But if you don't understand what the default attribution window is in the first place, you're just going to make things harder for yourself. Then there's HubSpot, which says the very first touch is what matters, and so, of course, HubSpot will never agree with Analytics and so on. Every tool has its own little special sauce and how they do attribution. So pick a source of truth.
This is the best thing to do is just say, "You know what? I trust this tool the most." Then that is your source of truth. Do not try to get this source of truth to match up with that source of truth. You will go insane. You do have to make sure that you are at least knowing that things like your time zones are clear so that's all set.
But then after that, really it's just making sure that you're being honest about your limitations.
Know where things are necessarily going to fall down, and that's okay, but at least you've got this source of truth that you at least can trust. That's the most important thing with attribution. Make sure to spend the time and read how each tool handles attribution so when someone comes to you and says, "Well, I see that we got 300 visits from this ad campaign, but in Facebook it says we got 6,000.
Why is that? You have an answer. That might be a little bit of an extreme example, but I mean I've seen weirder things with Facebook attribution versus Analytics attribution. I've even talked about stuff like Mixpanel and Kissmetrics. Every tool has its own little special way of recording attributions. It's never the same as anyone else's. We don't have a standard in the industry of how this stuff works, so make sure you understand these pieces.
Then the last thing are what I call interactions. The biggest thing that I find that people do wrong here is in Google Tag Manager it gives you a lot of rope, which you can hang yourself with if you're not careful.
One of the biggest things is what we call an interactive hit versus a non-interactive hit. So let's say in Google Tag Manager you have a scroll depth.
You want to see how far down the page people scroll. At 25%, 50%, 75%, and 100%, it will send off an alert and say this is how far down they scrolled on the page. Well, the thing is that you can also make that interactive. So if somebody scrolls down the page 25%, you can say, well, that's an interactive hit, which means that person is no longer bounced, because it's counting an interaction, which for your setup might be great.
But what I've seen are unscrupulous agencies who come in and say if the person scrolls 2% of the way down the page, now that's an interactive hit. Suddenly the client's bounce rate goes down from say 80% to 3%, and they think, "Wow, this agency is amazing." They're not amazing. They're lying. This is where Google Tag Manager can really manipulate your bounce rate. So be careful when you're using interactive hits.
Absolutely, maybe it's totally fair that if someone is reading your content, they might just read that one page and then hit the back button and go back out. It's totally fair to use something like scroll depth or a certain piece of the content entering the user's view port, that that would be interactive. But that doesn't mean that everything should be interactive. So just dial it back on the interactions that you're using, or at least make smart decisions about the interactions that you choose to use. So you can game your bounce rate for that.
Then goal setup as well, that's a big problem. A lot of people by default maybe they have destination goals set up in Analytics because they don't know how to set up event-based goals. But what we find happens is by destination goal, I mean you filled out the form, you got to a thank you page, and you're recording views of that thank you page as goals, which yes, that's one way to do it.
But the problem is that a lot of people, who aren't super great at interneting, will bookmark that page or they'll keep coming back to it again and again because maybe you put some really useful information on your thank you page, which is what you should do, except that means that people keep visiting it again and again without actually filling out the form. So now your conversion rate is all messed up because you're basing it on destination, not on the actual action of the form being submitted.
So be careful on how you set up goals, because that can also really game the way you're looking at your data.
Ad blockers could be anywhere from 2% to 10% of your audience depending upon how technically sophisticated your visitors are. So you'll end up in situations where you have a form fill, you have no corresponding visit to match with that form fill.
It just goes into an attribution black hole. But they did fill out the form, so at least you got their data, but you have no idea where they came from. Again, that's going to be okay. So definitely think about the percentage of your visitors, based on you and your audience, who probably have an ad blocker installed and make sure you're comfortable with that level of error in your data. That's just the internet, and ad blockers are getting more and more popular.
Stuff like Apple is changing the way that they do tracking. So definitely make sure that you understand these pieces and you're really thinking about that when you're looking at your data. Again, these numbers may never 100% match up. That's okay. You can't measure everything. Sorry.
Then the last thing I really want you to think about — this is the bonus tip — audit regularly.
So at least once a year, go through all the different stuff that I've covered in this video and make sure that nothing has changed or updated, you don't have some secret, exciting new tracking code that somebody added in and then forgot because you were trying out a trial of this product and you tossed it on, and it's been running for a year even though the trial expired nine months ago. So definitely make sure that you're running the stuff that you should be running and doing an audit at least on an yearly basis.
If you're busy and you have a lot of different visitors to your website, it's a pretty high-volume property, maybe monthly or quarterly would be a better interval, but at least once a year go through and make sure that everything that's there is supposed to be there, because that will save you headaches when you look at trying to compare year-over-year and realize that something horrible has been going on for the last nine months and all of your data is trash. We really don't want to have that happen.
So I hope these tips are helpful. Get to know your data a little bit better. It will like you for it. Thanks.
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!
Google My Business has added a new way for business owners to respond to reviews.
The post Google My Business Has New Tools and Tips for Responding to Reviews by @MattGSouthern appeared first on Search Engine Journal.
Twitter is testing a new way to view profiles of users in the mobile app without leaving the timeline.
The post Twitter is Testing a New Way to View Users’ Profiles by @MattGSouthern appeared first on Search Engine Journal.
Instagram has a confirmed bug that is causing some users to lose a significant number of followers.
The post Instagram Bug is Causing People to Lose Followers by @MattGSouthern appeared first on Search Engine Journal.
WordPress is the most popular content management system. Period. If you have a WordPress site — which you should if your site is a content site — you know how many plugins are available on this platform. There are thousands, literally thousands. I did a search today to see how many WordPress plugins there are. The number? 54,681. It can be a bit overwhelming. With so many plugins to choose from, how can you know which ones are the best?
What you do know is that you want to add a calendar feature to your website. Being able to simply add dates and times is crucial for some businesses. Not every calendar plugin is the same. Some of you will need more advanced calendar features than others. You may need a calendar to keep track of tasks — pretty basic. Or, you may need a more advanced calendar for managing events, bookings, and integrating with ecommerce platforms.
I took the time to find the best WordPress calendar plugins available. So regardless of your situation, you can use this guide to find the one that best suits your needs.
As the name implies, The Events Calendar WordPress plugin is ideal for any site that’s managing events. There are so many different uses for this feature.
It’s great for musicians who want to showcase their upcoming performances, as well as venue owners who need to display shows coming to their location. If you have a restaurant, church, or nonprofit organization, this plugin is perfect for you. If you’re an author and traveling to promote your book, or speaking at any seminars and conferences, you can benefit from the events calendar. As you can see from these examples, the possibilities are nearly limitless.
Here’s how the plugin looks once you implement it:
In addition to this month view option, you can also organize the calendar by day or list of events.
The microformats will help boost your SEO, and the plugin offers caching support as well as debug mode. It’s compatible with Google Maps, Google Calendar, and iCal as well. So events can be exported and added to other platforms.
Users who are looking at the calendar even have the option to browse for certain events. They won’t have to scroll to find something specific.
The design is fully responsive no matter what device the calendar is being used on. So you won’t have to worry if visitors are browsing from desktops, smartphones, or tablets. This is extremely important since accommodating the needs of mobile users can boost sales.
One of the reasons why The Events Calendar is so popular is because it’s easy to use right out of the box. You’ll be able to figure out how to navigate and use everything in minutes.
You can install this plugin for free, but it does have a few paid options as well. The premium upgrades are very affordable — they cost $89, $149, and $299 per year for personal, business, and agency use, respectively.
The Booking Calendar is one of the first booking systems ever developed for WordPress. It was originally released back in 2009. Over the last decade, it’s been installed on WordPress sites more than one million times.
It’s safe to say that this plugin has gone through its fair share of updates and changes over the past ten years, which has helped it keep its spot as one of the best WordPress calendar plugins in 2019.
This plugin makes it easy for website visitors to view the availability of something, such as an apartment, hotel, or service, and book directly from the calendar.
Here’s how it works: Let’s say you own a carpet cleaning business. Rather than taking appointments over the phone, which can be inefficient, it’s easy for you to add a user-friendly calendar to your WordPress site. Website visitors can select the day and time for an appointment and fill out form fields to book the cleaning. This is much more user-friendly than requiring them to pick up the phone and going back and forth about possible dates. I know I’d much rather book online. If you make me pick up a phone, I’m a lot less likely to follow through with the booking.
As you can see, the functionality of this plugin can be applied to so many different websites and businesses. From the backend, it’s easy for the admin to view, manage, and customize all of the bookings. Booking Calendar lets you set limits to avoid double bookings. Dates and times will automatically become unavailable once your limits have been reached. This calendar plugin can manage an entire year in advance.
The administrative features give you the option to approve or deny bookings as well. You can set it up so you receive email notifications when something gets added to your calendar. That way you can plan your schedule accordingly, and won’t have to keep manually checking WordPress to see if anything has been changed.
I don’t mean to be redundant, but the Simple Calendar – Google Calendar Plugin is as simple as it gets. The reason why it made my list is because it’s so easy for anyone to use, even if you don’t have any technical experience.
This plugin has more limited features compared to other calendars, but sometimes too many elements add unnecessary complexity. For those of you who don’t need all of the extras and frills, the Simple Calendar – Google Calendar Plugin is perfect.
Once you install the plugin, you’ll be able to display any event from a Google Calendar, which means you won’t need to re-create any events manually in WordPress.
You can use tags to customize your events without having to do any coding.
It’s easy to integrate this plugin with other tools to turn your calendar into a format that’s easy to distribute as a newsletter. This feature allows you to share the calendar with your email subscribers without requiring them to to visit your website.
Like most options, this plugin lets you view calendars in a monthly grid or a list view. The advanced settings will automatically adjust for time zones, as well as the date and time formats, depending on where your site visitors are located.
I’d recommend this plugin to anyone who doesn’t needed too many advanced features in a WordPress calendar. For lack of a better word, I’d describe this plugin the same way it does — simple.
As you probably guessed, the EventON WordPress plugin is made for managing events.
The design of this calendar is what makes this plugin stand apart from other options. If you want a sleek and beautifully designed calendar that fits with your pages and themes, this will be a top choice for you to consider. With this plugin you can customize the look to match with the trending color schemes on your website.
There’s a lot to like about it as well. It’s easy for users to search for events or navigate from month to month. It readily handles events lasting for multiple days, months at a time, or even all year. And, you can highlight featured events that you want to promote more and jump off of the page. Each event has a title, date, time, address, and photo. You can also add a description of the event, as well as an additional image showing the location.
People can even get directions to the location directly from the event listing on your website. All they need to do is type their address into Google Maps, which is integrated on the screen.
EventON lets users buy tickets to events with Woocommerce support. But you’ll need to pay extra for that add on.
EventON is arguably the best WordPress calendar plugin for managing and promoting events on your website. It’s not free, but there is a demo for you to try if you’re interested. All of the premium features are purchased separately, so you can customize the plugin to meet your needs.
All-in-One Event Calendar is another one of my favorite WordPress plugins. I like it because it’s so easy to use within WordPress. Just look at how simple this new event page is to configure.
Everything is so straightforward. All you need to do is fill out the form fields, add the dates and times, and you’re good to go. There are settings for the location details, contact information, as well as a section for purchasing tickets. The plugin automatically helps optimize your events for SEO purposes. You can embed Google Maps into each event as well, so it’s one less step for people who need directions. They can do this directly from your website.
You can sync All-in-One Event Calendar with other platforms, including:
Site visitors can view the calendar by month, week, day, or poster board and it’s easy to filter events. I especially like the color coding feature for grouping events in certain categories. For example, let’s say you own a restaurant. You can add different colors for things like karaoke, trivia, or happy hour, so it’s easy for people to find what they’re looking for. (For me, that’d be a hard no on karaoke, and a hearty yes on trivia and happy hour.)
The basic version of All-in-One Event Calendar is free. The pro version starts at $9 per month, but there are more advanced options for $29 and $99. But I think the majority of sites will have their needs met with the free version or the $9 pro version at most.
My Calendar is likely the best option for adding multiple calendars on your WordPress website, or if you have multiple sites that need to display the same calendar. My Calendar is multi-site friendly, so you can add calendars to a network of sites that you’re managing directly from a single WordPress install. So you can essentially share events within the network by fetching them from a remote database. Unlike other plugins that we’ve seen so far, My Calendar has a mini-calendar view, which is ideal for a compact display on your site or sites.
Once an event has been created, you can automatically have it posted to Twitter, set up email notifications whenever a new event is scheduled, and you can easily schedule and manage recurring events.
You’ll also have the option to create custom templates for your calendars. If you’re a designer or developer, this plugin will give you lots of flexibility to create custom calendars for your WordPress site.
There you have it. These are the top six WordPress calendar plugins of 2019.
Use this guide to determine which plugin is the best for your website. Not all of these plugins offer the same options and functionality. So you’ll want to make sure that you find one that covers your needs.
At the same time, you don’t want to get a WordPress calendar plugin that’s too complex. If you need something that’s simple, you can find an option that’s more on the basic side. Like I said earlier, one of my business mantras is: No unnecessary complications. Keep it simple. Whizbang features you don’t need can slow you down, instead of speeding you up.
There are tons of other WordPress calendar plugins, but in my experience, these are the best ones.
This 12-step SEO guide will help you prepare and configure your (or your client's) website properly before crawling.
The post Crawl-First SEO: A 12-Step Guide to Follow Before Crawling by @aysunakarsu appeared first on Search Engine Journal.
Ad testing can be time-consuming. This Google Ads script can help you do PPC ad tests the right way.
The post You’re Doing PPC Ad Tests Wrong – This Script Will Help appeared first on Search Engine Journal.
Here are four surefire ways to pick memorable images that will make your content more engaging for your readers.
The post How to Pick Memorable Images for Your Content by @bsmarketer appeared first on Search Engine Journal.
Once upon a time, in a land of rainbows, butterflies, and evil content overload, a gripping love story is unfolding. But this love affair isn’t what you’d expect — it’s no “Romeo and Juliet” or “Sleepless in Seattle.” Rather, it’s an unlikely courtship with a bond sealed by three little words: Business-to-Business. That’s right. We’ve said. The secret’s out. For the last decade, we’ve been head-over-heels in love with B2B content marketing. We know what you’re thinking. B2B can’t hold a candle to B2C. B2B is boring. B2B lacks sex appeal. But you don’t know B2B like we do—she’s a knockout and a showstopper. via GIPHY What’s so darn attractive about B2B content marketing? Let us remind you of all there is to fall in love with.
The post Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing appeared first on Online Marketing Blog - TopRank®.
Here's how to find your key success metric, prove the value of your work, and make your bosses happy.
The post How to Build an Executive/KPI Dashboard to Prove Your PPC Value appeared first on Search Engine Journal.
Petit rappel sur l'actualité du SEO, du référencement naturel et des moteurs de recherche en France et dans le monde pour la semaine qui vient de s'écouler (du 8 au 14 février 2019)... La newsletter "Actu Moteurs" (hebdomadaire et gratuite) numéro 1052 de cette semaine a été envoyée le jeudi 14 février. Vous pouvez vous […]
L’article Correction orthographique, Search Console et Vidéos : la semaine SEO du 8 au 14 février 2019 est apparu en premier sur Abondance.
Le nom de domaine représente une entité importante, une information et une image capitale dans la vie d'un site web, et notamment en termes de SEO. Il arrive parfois que l'on désire en acheter un déjà existant et mis en vente par son ancien propriétaire. Mais comment évaluer son prix, sa valeur ? Quels sont […]
Certains sites se doivent de mettre en place une stratégie SEO à l'international pour passer outre la frontière d'un seul pays pour leur visibilité. La prise en compte de cet aspect, de cette évolution et de cette expansion, n'est pas chose simple en SEO et il est surtout très important de partir sur des bases […]
L’article SEO International. 4ème partie : hébergement et liens est apparu en premier sur Abondance.
Le contenu est ROI ! Oui certes mais il coûte cher, voire très cher ! Réaliser une stratégie de contenu peut sembler complexe à beaucoup d'entre vous, car on imagine tout de suite des réunions qui n'en finissent plus avec des propositions de sujets qui deviennent totalement délirantes et qui s'écartent très rapidement des objectifs […]
L’article Comment mettre en place une stratégie de contenu « data driven » est apparu en premier sur Abondance.