KrISS feed 8 - A simple and smart (or stupid) feed reader. By Tontof
  • Wednesday 12 December 2018 - 15:25
    We've all seen examples of Google showing too many search results from a single domain name for one query. But here is one where the search results are simply really not that diverse. And the query itself is not that incredibly obscure.
  • Wednesday 12 December 2018 - 15:25
    Since before October we have been covering issues uncovered by news publishers that their content is not being properly indexed and ranked in both Google News and Google web search. Well, after Google said they fixed it numerous times, there are still publishers who claim the issue is not resolved.
  • Wednesday 12 December 2018 - 15:25
    Since the Penguin 4.0 update Google devalues bad links versus demoting the pages they link to. So when John was asked why Google Search Console doesn't have a way to notify webmasters of bad links pointing to their site, John said "If we recognize them, we can just ignore them - no need to have you do anything in most cases."
  • Wednesday 12 December 2018 - 15:25
    Bing's Frédéric Dubut said on Twitter and in a quote at Search Engine Journal that machine learning helps with scaling generalizing, which is how humans would manually rank search results. So using machine learning to rank search results is a good way to get Bing's search results to look more human tailored and thus better.
  • Wednesday 12 December 2018 - 14:45
  • Wednesday 12 December 2018 - 14:32
    Avec Google qui détient le titre de moteur de recherche le plus populaire sur internet, il a la capacité d'offrir une grande perspicacité dans les centres d’intérêt des gens partout dans le...

  • Wednesday 12 December 2018 - 14:29
    L’annonce légale est une obligation de la plupart des formalités administratives et juridiques de la vie des entreprises. Elle permet de faire connaître au tiers les événements de la vie de la société qui pourraient être pertinents pour eux ...

    Cliquez sur le titre pour la suite...
  • Wednesday 12 December 2018 - 13:45
  • Wednesday 12 December 2018 - 13:25
    Google has published their annual "Year in Search" - their old Google digest, which sums up the most searched for keyword phrases over 2018. To be clear, these are top trending searches, which takes into account an increase in interest from 2017 to 2018 around a specific topic.
  • Wednesday 12 December 2018 - 13:15
    L’appli Google My Business offre désormais la possibilité d'échanger des messages avec les clients qui trouvent votre fiche d'établissement sur Google. Lire la suite »

  • Wednesday 12 December 2018 - 13:00

    Originally published on BloomReach senior manager of site merchandising, Robelle Mancilla shared how her small ecommerce team embraced data to scale conversion just in time for the holiday season.

    Like many teams today, the site merchandising team at were expected to do more with less. What typically takes a team of 20 to perform, Mancilla’s team of five were tasked with managing everything from the homepage to the category pages – with delivery expectations to remain the same, growth plans to continue, and the demand for quality just as high. These five rock star merchandisers had to step up to the plate. And that they did.

    With the holidays fast approaching, Mancilla acknowledges how this new challenge was daunting, but she knew the power of her team and reacted with determination.

    In the BloomReach article, she explains how her team tackled these new expectations and made their approach to merchandising more effective in the process. She also shared valuable key learnings picked up during this time that can be valuable to everyone in the merchandising space, lean team or not.

    Starting with the data_Sam's ClubStarting with the data

    In order to be more effective with lean resources, the team’s first order of business was to analyze the trends around holiday shopping.

    From here, they noticed the influence marketing campaigns had on their website traffic. Mancilla notes, “The main thing we saw was our traffic spiking when there was marketing, which is great because that means the marketing works.”

    However, solely relying on marketing was not a sustainable ecommerce strategy for The bursts of customer acquisitions these campaigns brought in were great but, in parallel, the team set about building a powerful brand that would drive traffic to the site continuously and regularly.

    Building a powerful brand

    To create this brand the team narrowed their focus to a select number of themes rather than trying to transform their entire offering. Mancilla shared that, “One of our goals is how do we highlight and showcase that is the one stop shop destination for everything people need for the holiday.”

    The team then reflected on how this intention could be demonstrated through their online experience and Mancilla concluded, “for us, it’s about the merchandise, it’s about the gifting, and it allows us to showcase the breadth of our assortment.”

    From the customer point of view, they wanted to create more personalization with a “story of connection for our customers that we are the one destination for all their holiday entertaining needs.”

    Optimizing the customer journey

    After deciding their direction from a brand angle, Mancilla’s team started to adjust their digital experience with their brand story always at the forefront.

    They examined the data and noted the high traffic web pages – from the homepage to category pages – to look for opportunities to highlight these brand themes. The merchandisers altered their site to tell visitors (through product suggestions, CTA buttons, and inspiring content) the story of and in the end “we reduced a lot of friction points,” says Mancilla. The team made sure this narrative carried over to every device, ensuring cohesion across their mobile, app and desktop sites to guarantee a seamless experience.

    Conversion results_Sam's ClubThe results

    Taking this granular approach to the customer journey (with a lot of testing and iterating along the way) proved effective. Mancilla shared her metrics with us, reporting “At the end of the holiday, we’ve seen a good increase in our visits for those specific categories. It was up by 300% and we also increased conversion by around 14%.”

    Mancilla credits the team’s success with “focusing on what the key elements of the business and the brand were, our stories were a lot more engaging and robust. They were focused on the key things that mattered the most for us.”

    Key Takeaways:

    1) Scale back and look at the big picture

    When trying to do more with less, it’s important to shift your focus to the areas that really matter.

    Once you realign and focus mainly on what the company stands for, it’s time to make some cuts in your everyday tasks and question, “Do the things that we’re doing still matter? Do they still align with the business in general?” Without strongly uniting over core areas that tie in and are supported by the whole business, it’s impossible for a small team to make their mark.

    2) Leverage data

    Mancilla and team took two approaches when it came to analyzing their data. First, they looked at it from the perspective of the customer’s shopping experience.  Leveraging insights from past sales, they asked the broad question of, “How do customers shop our experiences and how do you optimize those experiences?”

    Second, the team looked at the problem internally. From an operational standpoint they questioned, “How does a group of five people manage the same demand and workload the 19 people have done before?” Leading them to the conclusion that it would be impossible. To overcome this hurdle, they took an effective approach and understood “It was a matter of looking at the 20 percent that’s really going to drive 80 percent of the business.”

    3) Over-communicate

    To ensure that everyone in the organization could follow and understand the ecommerce team’s efforts, they set about improving communication and ultimately creating transparency on all levels of the company.

    One example was to use an Excel sheet that records all of the changes that occur on the website. This included homepage updates and all the different category updates. The sheet was shared across the organization, with VPs, executives and the people ecommerce worked with on a daily basis like operations, project management, engineering and supply chain.

    The company-wide document also built up the team’s and the whole organization’s confidence, acting as “a security blanket for a lot of people to know that they have access to what the site merchandising team is doing and they’re confident that our actions can drive revenue and growth for the company.”

    Next Steps

    From these lessons, the team is planning to use the same strategy and improve on it. This holiday season, Mancilla’s (slightly enlarged) team will follow the same way of thinking, but further optimize and personalize the experience for their customers.

    She also added that this time around, the team is looking into the possibilities of site search and how this tool can contribute to the buying journey and help to build out their brand story.

    The post Doing more with less: How Sam’s Club scaled up conversion by embracing data appeared first on Get Elastic Ecommerce Blog.

  • Wednesday 12 December 2018 - 12:13

    SEO Trends & Predictions 2019

    SEO Trends & Predictions 2019 The year-end hustle and bustle is on, marketers. We’re all finalizing next year’s tactical mix and strategy, refining targets, and setting goals—all with the intention of driving bigger, badder, and better results in the new year. When it comes to setting your SEO strategy for 2019, here’s an important stat to keep in mind: 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. For more than two decades, SEO has been a foundational digital marketing tactic. And as algorithms have been refined, content has proliferated, and innovation and technology have changed how we search—competition in the organic search landscape has hit an all-time high. What does 2019 have in store for us in the SEO realm? Here are our top SEO predictions and trends marketers should know now and keep an eye on into the new year.

    #1 - The Mobile-Friendly Flag Will Fly Higher Than Ever

    After more than a year of experimenting, Google released its mobile-first indexing in March 2018. With over half of all web traffic coming from mobile devices, this move reflects Google’s continued commitment to serving the best quality content to searchers when and where they’re searching. Mobile-first indexing simply means that Google is now using the mobile version of a given page for crawling, indexing, and ranking systems—rather than the desktop version, which had previously been the default. According to Google, mobile-indexing doesn’t provide a ranking advantage in and of itself, and is separate from the mobile-friendly assessment. However, as mobile web traffic has begun to dominate the search landscape, sites need to be mobile-friendly to remain competitive and consistently show up in mobile search results. A poor mobile experience can lead to a decrease in other ranking factors, like bounce rate—as illustrated below. Page Load Times and Bounce Rate Source: Think with Google While many search marketers have seen this shift coming, Google’s research showed that “for 70% of the mobile landing pages we analyzed, it took more than five seconds for the visual content above the fold to display on the screen, and it took more than seven seconds to fully load all visual content above and below the fold.” The mobile benchmark they’re setting for load time is under three seconds. All this means that 2019 is absolutely the time to firmly plant your flag strongly in the mobile-friendly camp. This will mean evaluating your web presence, SEO strategy, and content to ensure you’re able to provide the best possible mobile experience. If you’re unsure where you stand, you can start with Google’s Mobile-Friendly Test tool to test how easy it is for your audience to visit pages on your website.

    #2 - Voice Search Will Continue to Raise the Content Stakes

    The metaphorical cat is out of the bag when it comes to the ease of voice search. One in six Americans now owns a smart speaker, according to TechCrunch. By 2020, Gartner predicts that 30% of web browsing sessions will be done without a screen. Finally, there were over one billion voice searches per month as of January 2018. And with voice search platforms recording an error rate of under 5% with natural language processing (in English, at least) it stands to reason this trend will continue to grow as users find more reliable results. However, the switch to voice search will come with a new set of challenges for marketers—and that’s natural language. As of May 2017, almost 70% of requests to the Google Assistant are expressed in natural language versus typical keyword-based searches like those typed into a search bar. As a result, in 2019 and beyond it will be increasingly important for marketers to optimize and create content that lends itself to voice search. From a technical perspective, the usual suspects of page speed, site security, and domain authority will play an important role here. But at the end of the day, it’s all about ensuring your site content can be easily found via voice search. What will that content need to look like? Backlinko found that the average word count of a voice search result page is a whopping 2,312 words—and those words are written at a ninth grade level. In addition, considering and striving to match search intent will be more important than ever. Marketers will need to focus on what we like to call “being the best answer.” This means focusing on answering those question your ideal audience is and will be asking—whether they’re speaking to a smart speaker, smartphone, or web browser. “Google is essentially an answer engine,” TopRank Marketing CEO Lee Odden said not long ago. “If companies want to be the ‘best answer’ for what their potential customers are looking for, they’ll want to invest in content that is comprehensive and engaging on the topic.” [bctt tweet="If companies want to be the “best answer,” they’ll want to invest in #content that is comprehensive and engaging on the topic. - @leeodden #SEO #SearchMarketing" username="toprank"]

    #3 - Increasing Privacy Demands Will Tip the Search Scales

    From the two recent Google Plus data leaks affecting over 50 million users to massive data breaches at some of the world’s largest companies, we’re all increasingly aware of the amount of personal data floating about the digital realm. This coupled with an innate distrust in marketing messages—not to mention the “creep factor” of being followed around by ads—consumers and B2B buyers alike are looking for more privacy and protection on the web. For several years, HTTPS has been considered a ranking signal. And Google made their stance on HTTPS encryption well known this year. Ahead of the release of Chrome 68, Google strongly advocated websites make the HTTPS switch by July 2018—or risk their site being stamped “not secure” in the browser. In 2019 and beyond, marketers can expect Google and perhaps other browsers to double down on this. In addition, with new data protection laws like GDPR in the European Union, marketers can expect new privacy and security to take shape. This will certainly continue to impact paid search efforts, as new rules and restrictions will cause platform target changes. And that means that smart organic SEO will see a revival. Of course, GDPR doesn’t technically affect US-based customers, following data protection guidelines can only help your cause in building trust and keeping Google happy.

    #4 - Expanding Market of Alternative Search Platforms

    Google is still the king of search. But its market share is being challenged by more traditional search engines with a twist, as well as “non-traditional” search platforms. Case in point: Amazon. A recent eMarketer report shows that Amazon is now the third-largest digital advertising platform, behind Google and Facebook. In addition, according to Kenshoo, a whopping 72% of shoppers now use Amazon to find products, and 56% shared that they typically look on Amazon before any other sites. So, as Amazon search continues to find its legs in the digital advertising market, it’s worth considering their audience size and growth as your finalize your 2019 budget. As for those engines that resemble Google, Bing will continue to be a key player in SEO and paid search marketing in 2019. It accounts for about 22% of the desktop search market in the US and 4.1% of the mobile search market. With their recent rollout of LinkedIn profile targeting, their offerings are becoming increasingly attractive to the B2B market. Finally, alternative search platforms such as DuckDuckGo, StartPage, and Mojeek are growing in adoption—and you can bet that trend will continue in 2019. In fact, DuckDuckGo is will hit record traffic by the end of 2018, according to AdWeek. At the time of this post’s publishing, the “internet privacy company” had recorded more than 8.5 billion direct queries in 2018. DuckDuckGo Example While Google still reigns supreme, boasting well over half of the search market, marketers need to take note and consider additional platforms when designing their SEO and search marketing (and content) strategies—and no just because usage is rising. If you’re looking to get the most bang for your paid search buck, competition on alternative platforms is much lower right now—making it ripe with opportunity.

    #5 - Raise The Bar on Content—Or Your Competitors Will E-A-T Your Lunch

    While it makes a delightful pun, E-A-T is a serious concept in the SEO game. Google has told us many, many, many times that quality content will help shield from algorithmic changes and updates. Your content simply needs to follow three basic principles: Expertise, Authority, and Trustworthiness. In 2019, this means that it’s time to double-down on quality content creation. As we mentioned earlier, that quality content needs to meet relevant search intent and strive to provide the best answer for the searcher. But it shouldn’t simply be a concern for brands that are creating content, E-A-T also applies to individual authors. Creating quality content isn’t just a question of long-form or short-form. It’s content that’s created with the end-user in mind. High quality content should inform, entertain, or otherwise provide value to those reading it. That’s what ultimately ends up being shared socially, which is another factor in how Google views your content’s trustworthiness.

    #6 - ‘Internetization’ Offers New Opportunities, But Requires Smart SEO Strategies

    Our world is more connected than ever, thanks to what Constantine Passaris, Professor of Economics at University of New Brunswick, calls “internetization.” “Globalization is not an accurate descriptor of the 21st century and the internet-driven transformational change sweeping the international economic landscape,” he wrote in a World Economic Forum article. “Internetization is the contemporary face of globalization. It includes the modern tools of electronic globalization and embraces the digital connectivity and empowerment of the internet and the World Wide Web.” And as internetization continues to proliferate, B2B brands of all sizes have the opportunity to broaden their global footprint. But when it comes to reaching new audiences whenever and wherever their searching, you’ll need a smart global SEO strategy in 2019 and beyond. “Serving a global audience begins with understanding them,” Eli Schwartz, Director of SEO & Organic Product at SurveyMonkey, told us in an interview earlier this year. “By gaining insights on your audience through People Powered Data, you can create an SEO strategy that matters to them and reaches them in the vernacular in which they speak.” He added: “Depending on the potential value of these global users, it may not be prudent to translate the full site or offer free global shipping, but translating that one page that targets the most important international keywords is not that complicated. Additionally, companies can take the very first step towards global SEO by just having a look at where and how their website ranks on Google internationally. They may very well find some low hanging fruit worth building a strategy around.” [bctt tweet="By gaining insights on your audience through People Powered Data, you can create an #SEOStrategy that matters to them and reaches them in the vernacular in which they speak. - @5le" username="toprank"]

    A Little Reminder to Take the SEO “Basics” into 2019

    There are plenty of new and flashy trends to keep us all busy in the coming year, but that doesn’t mean that we should forget about the foundational elements of SEO. The Ranking Factors SEMRush Study 2.0 provides an excellent reminder of what truly matters to Google: Domain authority, direct traffic, content quality and website security. The SEMRush study shows one clear winner in the ranking factors category—direct traffic. This metric is typically a measure of brand awareness, and thus domain authority. Focusing on direct traffic as a KPI for your overall marketing awareness isn’t likely to go out of style any time soon. Another key factor along the lines of domain authority is the amount of backlinks to your site. “Every domain that ranks for a high-volume keyword has on average three times more backlinks than the domains from the three lower-volume groups on the same position,” says SEMRush in the same study. Along with having an authoritative domain, it’s also important to provide quality content. Time on site, pages per session, and bounce rate remain in the top 5 ranking factors this year. Content length is also a factor, as the same study shows that there’s a 45% difference in content length between the top 3 and the 20th SERP position. If you want your content to rank, make it worth reading and engaging with. “The data is there,” Lee said not too long ago. “Customers are telling you what they want. The question is, how to connect those dots of data to understand and optimize customer experiences?” Using data to understand customer preferences for search discovery and intent will help you optimize content to become the best answer buyers are looking for.

    Ready. Set. Let’s Go, 2019

    As you gear up for 2019, keep these trends—and the basics of SEO and search marketing—in mind. Providing the right information, quickly and in a way that is easy will always be in style. The ways we get there may change with time (or algo updates), but the focus remains the same. Content is SEO’s beautiful stepsister. What’s on tap for 2019 in the content marketing realm? Check out our picks top content marketing trends and predictions to watch in 2019.

    The post TopRank Marketing’s Top 6 SEO Predictions & Trends for 2019 appeared first on Online Marketing Blog - TopRank®.

  • Wednesday 12 December 2018 - 12:11

    Café, catch up… Prends 3 minutes pour lire quelques news avant d’y retourner !


    News fatigue

    Internet et la presse, ce tandem souffre de maux qui menacent la vérité et donc la démocratie. Le diagnostic d’Eric Scherer, Directeur de la prospective à France Télévisions, est inquiétant quand il annonce l’ère post news : un citoyen replié sur sa bulle numérique, désintéressé d’une actu (inter)nationale trop accablante ; une info numérique fragmentée ultra-personnalisée où finalement chaque individu construit sa propre vision, parfois tronquée, du monde ; une défiance grandissante vis-à-vis des rédactions suivistes et fautives. Le pire n’est pas tant la fake news en elle-même mais la difficulté à convaincre une opinion sceptique avec une véritable info sourcée, vérifiée, réelle. Le remède : davantage d’investigation, moins de off, accepter la complexité, privilégier l’exactitude à la rapidité, … l’ordonnance est longue.

    Ces symptômes sont ceux d’un secteur des médias atteint d’une crise aux multiples facettes : modèles économiques, qualité des contenus, mutations technologiques. Le passage de Gutenberg à Zuckerberg se fait dans la douleur pour beaucoup. Pierre Louette défend la stratégie de son groupe Les Echos. Il explique notamment que « Monétiser l’information ça veut dire continuer à vendre des journaux papiers et développer un journal de plus en plus numérique ». La transition est inexorable mais les idées florissent. La preuve, les bordelais de Poool proposent un système de paywall dynamique personnalisable selon le profil lecteur. Une alternative au « abonne-toi ou pars » que les éditeurs devraient sérieusement étudier.


    Tête en l’air

    Interrompus en moyenne toutes les 3 minutes (comptez 23 minutes pour vous reconcentrer), une moyenne de 150 consultations de notre smartphone par jour… Nos cerveaux tournent à plein régime pour emmagasiner la surinformation. Conséquence de ces bombardements informationnels : qualité du travail en baisse, erreurs répétées, pics de stress et même réduction de notre QI de 10 points en moyenne. L’attention, denrée rare, est une faculté cognitive menacée. Ou plutôt « monopolisée » par quelques-uns. « Limiter le temps d’écran est finalement peut-être moins important que limiter la surpuissance de quelques empires sur notre attention ! » s’interroge Hubert Guillaud. Il s’appuie sur les écrits de Tim Wu qui dénonce les abus de position dominante des « courtiers » de l’attention qui nous privent de notre liberté de penser, sans pouvoir lutter. Il parle même de « vol attentionnel ». Il incite les régulateurs à réaffirmer la question du consentement (perdu) du consommateur. Il la place au même niveau des réglementations relatives au bruit dans l’espace commun. Chut !


    Plus avec moins (de data)

    70 % des consommateurs veulent que les entreprises ciblent mieux leurs actions marketing, mais dans le même temps 88 % se disent inquiets du partage de leurs données avec une entreprise tierce. Paradoxe ou ambiguïté qui laisse le marketeur, un poil fébrile, car sommé de faire mieux avec moins de données. Mais finalement : inutile d’en avoir des tonnes, si le résultat est médiocre… #frugalité. La qualité de la donnée (fiabilité, exactitude, fraicheur, exhaustivité) est désormais LE paramètre de confiance entre marques et consommateurs. La dimension Privacy-RGPD entre directement en compte dans la stratégie marketing. Pour certains comme une opportunité (à 55 %), et pour d’autres comme un frein à leur développement. Le monde se divise en 2 catégories…


    Crash test

    Hommes, femmes, jeunes, vieux, riches, pauvres, humains ou animaux… qui doit être épargné par une voiture autonome (en cas de pépin) ? Pour les français, ce sera les femmes et les enfants d’abord. Jetez un œil à cette étude du MIT.


    Formule ou A la carte ? 

    Quand Gartner demande aux marketeurs ce qu’ils préconisent en matière d’investissements martech : c’est l’option « best-of-breed » qui l’emporte. Traduction : je choisis les meilleurs outils et technos du marché qui répondent à mes besoins (donc plusieurs prestataires), plutôt qu’une suite marketing intégrée (d’un seul et même presta) qui met tous mes œufs dans le même panier. Non seulement ils préfèrent à 59 %, mais ils estiment que c’est le seul moyen de défendre et promouvoir un véritable Internet (libre et ouvert). Dixit Gartner…



    Après les concerts live de Air guitares, le championnat du monde de pulls moches. Attention ça pique.


    A très vite sur les Internets !


    Crédits :

    L'article Le catch up : médias blues, monopoles, moralité et pulls moches est apparu en premier sur Blog Digital Analytics.

  • Wednesday 12 December 2018 - 11:00
    Vous le savez, en matière de marketing digital, il est essentiel d’avoir des statistiques pertinentes pour mieux piloter ses campagnes. C’est le cas aussi pour vos actions de community management sur Instagram. ...

    Cliquez sur le titre pour la suite...
  • Wednesday 12 December 2018 - 10:34
    Google a lancé, au mois de Mars 2018, son programme Google Shopping Actions, qui se traduit par la transformation de Google Shopping en véritable marketplace. Lire la suite »

  • Wednesday 12 December 2018 - 10:03
    Un petit groupe d'utilisateurs Instagram de haut profil teste les nouveaux profils "Creator Account" ou compte créateur, qui proposent des outils adaptés aux influenceurs. Lire la...

  • Wednesday 12 December 2018 - 09:49
    Though it was hard to see Matchy McMatchFace miss the boat, we do have a winner in our bid to rename the search company’s not-so-exact match.

    Please visit Search Engine Land for the full article.
  • Wednesday 12 December 2018 - 09:30
    Rédiger une plaquette commerciale, une brochure, un dépliant ou un flyer sans la préparation nécessaire, c’est comme décocher une flèche avec les yeux bandés: dans les deux cas, la cible est rarement atteinte. Voici un mode d’emploi en 14 ...

    Cliquez sur le titre pour la suite...
  • Wednesday 12 December 2018 - 09:00

    Every day, people turn to Search to explore the world of information on the web. They come looking for everything from news and helpful how-tos to song lyrics and easy dinner recipes.

    As each year closes, Google Trends data reflects not only these everyday queries, but also the moments, people, ideas, and questions that made that trip around the sun so unique. During a year of highs and lows, the Year in Search highlights all the ways people continued to search for “good”—and this year, it was more than ever.
    Searching for good

    2018 saw a number of major elections around the world—in the U.S. the top searched “how to” question was “how to register to vote.”  In a year when we said goodbye to many cultural icons, like Anthony Bourdain and Aretha Franklin, people searched for how they, too, could influence the next generation, asking ”how to be a good role model.” And when first responders rescued a team of soccer players from a cave in Thailand, the world was inspired — searches for “scuba diving lessons near me” increased by 110% that week.

    We searched for good news of championships, medal counts and royal weddings, and sought out bright spots throughout the year. We also searched for how to be a good citizen, how to be a good friend, and how to be a good dancer. (Perhaps with the help of some Fortnite GIFs.)

    Celebrate all the good the world searched for in 2018, and explore the top trending lists this year at

  • Wednesday 12 December 2018 - 08:30

    Le marketing associatif est l’utilisation des techniques marketing par des organisations à but non lucratif, telles que beaucoup d’associations et d’ONG, dans le but de se promouvoir et de promouvoir un message.

    Le marketing est très important car elles ont un besoin permanent de promouvoir leurs causes pour attirer des bénévoles et des donneurs.

    Marketing associatif et marketing de contenu

    Le marketing de contenu convient aux organismes à but non lucratif, car ils ont généralement de vraies histoires à raconter.

    Ces organismes interviennent dans des domaines auxquels la société est confrontée : les problèmes sociaux, sanitaires, environnementaux. C’est ce qui rend leurs missions inspirantes et crée des histoires pleine de sens pour beaucoup de personnes.

    Les organismes à but non lucratif connaissent les mérites du marketing de contenu, c’est pourquoi 79 % l’utilisaient déjà en 2016.

    Néanmoins, 24 % seulement de ces marketers décrivent leur approche globale du marketing de contenu comme très réussie. *Chiffres de l’enquête annuelle de CMI sur le marketing de contenu (été 2016)

    Cela s’explique aisément par les défis auxquels ces organismes sont confrontés pour accéder au succès du marketing de contenu.

    Le marketing associatif : des défis à relever

    À la différence de nombreux spécialistes du marketing B2B et B2C, les organisations à but non lucratif ont une raison d’être qui ne se résume pas à la vente d’un produit ou d’un service.

    Ces organismes ont un but qui leur permet de créer et de mettre en avant une histoire sur laquelle développer du contenu marketing de manière efficace.

    Mais ces organisations manquent de deux choses par rapport aux structures traditionnelles du marketing ; elles manquent de personnel adéquat, de budget (elles doivent veiller à leur équilibre financier et à leur pérennité) et connaissent des problèmes de gouvernance.

    Le marketing associatif doit relever ce défi et réussir à promouvoir les causes des organisations à but non lucratif. Pour cela ces organisations peuvent élaborer un plan marketing à long terme, favorisant leurs causes et renforçant leur communauté.

    Comment relever ces défis

    • Résoudre le problème du personnel

    Pour résoudre le problème du manque de personnel adéquat, l’organisation peut créer un compte Instagram, propice au marketing de contenu, et exprimer le besoin d’un stagiaire d’une vingtaine d’années, âge très présent sur les réseaux sociaux.

    • Résoudre les problèmes financiers

    Pour résoudre les problèmes financiers il faut utiliser les outils gratuits ou peu onéreux pour communiquer. Par exemple, une organisation pourrait produire une newsletter, alimenter un blog et communiquer via les réseaux sociaux.

    • Résoudre les problèmes de gouvernance

    Pour résoudre les problèmes de gouvernance, il faut d’abord en prendre conscience. Cette prise de conscience est généralement provoquée par un problème au sein de l’organisation, qui décide de le régler. Il peut s’agir par exemple d’un bénévole qui publie un article en n’utilisant pas le langage, le ton de l’organisation, et qui ne respecte donc pas son identité.

    De manière générale, voici quelques idées pour surmonter ces obstacles en se concentrant sur ces 3 aspects : documenter sa stratégie, réévaluer son budget, doter son équipe en personnel.

    La place des réseaux sociaux dans le marketing associatif

    C’est bien plus difficile pour une organisation à but non lucratif de gagner en visibilité et d’acquérir une audience comme le ferait une entreprise ou une marque qui promeut un produit ou un service.

    Cette visibilité difficile à atteindre vient d’abord du fait que ces organisations ne suscitent pas énormément l’attention des réseaux sociaux et ne bénéficient pas de la publicité pour se promouvoir.

    C’est pourquoi il est sage pour les associations d’économiser temps et argent sur ces canaux et de concentrer leur énergie pour être entendues.

    Le but du marketing associatif est de disposer des outils et des manières de promouvoir des causes pour les organisations à but non lucratif, de manière à engager les cibles dans ces causes et de les pousser à agir en leur faveur.

    C’est une application du marketing bien différente du marketing traditionnel.

    Un secteur qui embauche

    Un secteur concurrentiel

    Le marketing associatif est un secteur qui embauche ! Et oui, en France les associations se tournent de plus en plus vers le marketing pour se promouvoir, alors qu’il y a encore quelques années, elles ne s’intéressaient pas à ce domaine trop éloigné d’elles par sa nature.

    Idée fausse puisque les associations ont également besoin de professionnels du marketing pour promouvoir leur image et leurs causes.

    Des outils, à l’origine destinés à vendre, peuvent être utilisés ailleurs que dans les entreprises. Par exemple, les associations font face à une concurrence toujours plus grande due à leur nombre croissant. Elles doivent donc se positionner sur ce marché concurrentiel.

    Le marketing doit alors appliquer une stratégie permettant à l’association de se démarquer, ce qui justifie le besoin d’experts en marketing dans ce domaine.

    Des compétences nécessaires

    Pour intégrer le marketing associatif, il faut, comme tout expert en marketing, savoir définir les objectifs de la structure, étudier les comportement de la cible, promouvoir l’association et réaliser des campagnes de communication.

    Mais certains besoins sont spécifiques au secteur de l’associatif :

    • Recruter des bénévoles
    • Collecter des fonds
    • Nouer des partenariats

    Cet article vous a intéressé, retrouver notre Livre Blanc : Ligne éditoriale et stratégie social media. Vous pouvez également contacter notre agence d’Inbound marketing.

  • Wednesday 12 December 2018 - 08:19

    recherche vocale

    Google développe actuellement un prototype d'application vocale visant à créer un journal d'actualité sur mesure, en fonction des choix et goûts de l'utilisateur de l'assistant vocal. Les premiers tests ont démarré aux Etats-Unis...

    Google a dernièrement annoncé qu'il développait actuellement une application vocale permettant de créer un journal "sur mesure" pour l'utilisateur d'une des enceintes connectées ou, plus généralement, de l'assistant vocal de la firme de Mountain View.

    L'application, développée avec plusieurs partenaires (voir liste dans l'illustration ci-dessous), démarre avec les "Unes" du jour, puis propose des actualités configurées sur mesure selon vos goûts et continue éventuellement avec des articles vocalisés pour rentrer de façon plus approfondie dans certaines thématiques. Le tout en utilisant l'intelligence artificielle de Google News.

    Google a également créé des spécifications techniques que les sites et organes de presse (en langue anglaise) peuvent utiliser afin de participer à ce projet.

    Pour l'instant, il ne s'agit que d'un prototype disponible uniquement aux Etats-Unis et en langue anglaise. Mais on peut parier que le projet s'ouvrira au monde entier une fois qu'il sera techniquement prêt.


    Les partenaires de l'application d'actualités sur l'assistant vocal Google. Source de l'image : Google

    Vidéo expliquant l'application vocale sur l'actualité pour l'assistant vocal Google. Source de l'image : YouTube

    L’article Google News bientôt audible est apparu en premier sur Abondance.

  • Wednesday 12 December 2018 - 08:07
    Google a annoncé l'arrivée imminente de Google Pay en France, après déjà de nombreux mois d'existence aux Etats-Unis et dans d'autres pays. Le service Google Pay a pour but de faciliter et d'accélérer les paiements en magasin, en ligne, dans les applications mobiles et dans les services de Google. Toutes les transactions sont enregistrées (tickets de reçu par exemple) et le service permet également d'enregistrer les cartes de fidélité pour ne plus avoir à tout transporter (à l'image de l'application Stocard). [...]
  • Wednesday 12 December 2018 - 08:00

    Google a annoncé que suite à la découverte d'un nouveau bug, la date de fermeture de son réseau social Google+ est avancée au mois d'avril. Les API seront supprimées encore plus tôt...

    En octobre dernier, on apprenait que Google allait fermer son réseau social Google+ suite à la découverte d'une faille de sécurité et aussi, il faut bien le dire, parce qu'il actait ainsi un constat d'échec de son outil qui était devenu évident depuis bien longtemps. La date de fermeture annoncée était le mois d'août 2019.

    Cette semaine, on apprenait que cette date allait être avancée au mois d'avril 2019 suite à la découverte en novembre dernier d'un nouveau bug qui affectait une des API du réseau social et générait des risques pour les données privées des utilisateurs. Ce bug, touchant 52,5 millions d'utilisateurs, a été corrigé mais il a été la goutte d'eau qui a fait déborder le vase et a amené à une mise à la trappe plus rapide de l'outil. Google+ (dans sa version Grand Public en tout cas) sera donc tué (RIP) dans 4 mois. Les API, pour leur part, fermeront plus tôt, dans 90 jours.


    RIP Google+ et ses API. Source de l'image : Ktla

    L’article Google accélère la fermeture de Google+ est apparu en premier sur Abondance.

  • Wednesday 12 December 2018 - 07:40

    Google propose désormais de nouvelles balises de données structurées pour signaler un contenu disponible sous la forme d'une vidéo en direct live. L'Indexing API permet également et notamment de signaler ce type de contenu au moteur de recherche...

    Google a annoncé sur son blog pour webmasters la disponibilité d'une API et de balises de données structurées pour les contenus disponibles en direct live (livestreams).

    Pour mieux traiter ces vidéos en direct, de plus en plus souvent disponibles sur le Web, les développeurs peuvent donc utiliser dorénavant les balises de données structurées adéquates dans les pages les affichant, ces vidéos apparaîtront alors avec un bandeau "LIVE" en blanc sur fond rouge dans les SERP (voir illustration ci-dessous).

    Les développeurs pourront également utiliser l'Indexing API qui s'ouvre désormais à ce format pour mettre en place des applications spécifiques, mais également pour signaler le Direct au moteur de recherche afin qu'il le crawle dans les meilleurs délais.


    Exemple de vidéo en Direct Live affichée dans les SERP. Source de l'image : Google

    L’article API et nouvelles balises de données structurées pour les contenus en Direct Live est apparu en premier sur Abondance.

  • Wednesday 12 December 2018 - 06:41
    Vous êtes un entrepreneur à la tête d’une entreprise individuelle commerciale ou d’une Société (SARL, SA, SAS, SE, etc…) ou d’une Association sans but lucratif ou d’un établissement public français à caractère industriel ou commercial, alors vous avez dû obligatoirement

    [[ This is a content summary only. Visit my website for full links, other content, and more! ]]
  • Wednesday 12 December 2018 - 01:01

    Posted by MiriamEllis

    64% of 1,411 surveyed local business marketers agree that Google is becoming the new “homepage” for local businesses. Via Moz State of Local SEO Industry Report

    ...but please don’t come away with the wrong storyline from this statistic.

    As local brands and their marketers watch Google play Trojan horse, shifting from top benefactor to top competitor by replacing former “free” publicity with paid packs, Local Service Ads, zero-click SERPs, and related structures, it’s no surprise to see forum members asking, “Do I even need a website anymore?”

    Our answer to this question is,“Yes, you’ve never needed a website more than you will in 2019.” In this post, we’ll examine:

    • Why it looks like local businesses don’t need websites
    • Statistical proofs of why local businesses need websites now more than ever
    • The current status of local business websites and most-needed improvements

    How Google stopped bearing so many gifts

    Within recent memory, a Google query with local intent brought up a big pack of ten nearby businesses, with each entry taking the user directly to these brands’ websites for all of their next steps. A modest amount of marketing effort was rewarded with a shower of Google gifts in the form of rankings, traffic, and conversions.

    Then these generous SERPs shrank to seven spots, and then three, with the mobile sea change thrown into the bargain and consisting of layers and layers of Google-owned interfaces instead of direct-to-website links. In 2018, when we rustle through the wrapping paper, the presents we find from Google look cheaper, smaller, and less magnificent.

    Consider these five key developments:

    1) Zero-click mobile SERPs

    This slide from a recent presentation by Rand Fishkin encapsulateshis findings regarding the growth of no-click SERPs between 2016–2018. Mobile users have experienced a 20% increase in delivery of search engine results that don’t require them to go any deeper than Google’s own interface.

    2) The encroachment of paid ads into local packs

    When Dr. Peter J. Myers surveyed 11,000 SERPs in 2018, he found that 35% of competitive local packs feature ads.

    3) Google becoming a lead gen agency

    At last count, Google’s Local Service Ads program via which they interposition themselves as the paid lead gen agent between businesses and consumers has taken over 23 business categories in 77 US cities.

    4) Even your branded SERPs don’t belong to you

    When a user specifically searches for your brand and your Google Knowledge Panel pops up, you can likely cope with the long-standing “People Also Search For” set of competitors at the bottom of it. But that’s not the same as Google allowing Groupon to advertise at the top of your KP, or putting lead gen from Doordash and GrubHub front and center to nickel and dime you on your own customers’ orders.

    5) Google is being called the new “homepage” for local businesses

    As highlighted at the beginning of this post, 64% of marketers agree that Google is becoming the new “homepage” for local businesses. This concept, coined by Mike Blumenthal, signifies that a user looking at a Google Knowledge Panel can get basic business info, make a phone call, get directions, book something, ask a question, take a virtual tour, read microblog posts, see hours of operation, thumb through photos, see busy times, read and leave reviews. Without ever having to click through to a brand’s domain, the user may be fully satisfied.

    “Nothing is enough for the man to whom enough is too little.”
    - Epicurus

    There are many more examples we could gather, but they can all be summed up in one way: None of Google’s most recent local initiatives are about driving customers to brands’ own websites. Local SERPs have shrunk and have been re-engineered to keep users within Google’s platforms to generate maximum revenue for Google and their partners.

    You may be as philosophical as Epicurus about this and say that Google has every right to be as profitable as they can with their own product, even if they don’t really need to siphon more revenue off local businesses. But if Google’s recent trajectory causes your brand or agency to conclude that websites have become obsolete in this heavily controlled environment, please keep reading.

    Your website is your bedrock

    “65% of 1,411 surveyed marketers observe strong correlation between organic and local rank.” - Via Moz State of Local SEO Industry Report

    What this means is that businesses which rank highly organically are very likely to have high associated local pack rankings. In the following screenshot, if you take away the directory-type platforms, you will see how the brand websites ranking on page 1 for “deli athens ga” are also the two businesses that have made it into Google’s local pack:

    How often do the top 3 Google local pack results also have a 1st page organic rankings?

    In a small study, we looked at 15 head keywords across 7 US cities and towns. This yielded 315 possible entries in Google’s local pack. Of that 315, 235 of the businesses ranking in the local packs also had page 1 organic rankings. That’s a 75% correlation between organic website rankings and local pack presence.

    *It’s worth noting that where local and organic results did not correlate, it was sometimes due the presence of spam GMB listings, or to mystery SERPs that did not make sense at first glance — perhaps as a result of Google testing, in some cases.

    Additionally, many local businesses are not making it to the first page of Google anymore in some categories because the organic SERPs are inundated with best-of lists and directories. Often, local business websites were pushed down to the second page of the organic results. In other words, if spam, “best-ofs,” and mysteries were removed, the local-organic correlation would likely be much higher than 75%.

    Further, one recent study found that even when Google’s Local Service Ads are present, 43.9% of clicks went to the organic SERPs. Obviously, if you can make it to the top of the organic SERPs, this puts you in very good CTR shape from a purely organic standpoint.

    Your takeaway from this

    The local businesses you market may not be able to stave off the onslaught of Google’s zero-click SERPs, paid SERPs, and lead gen features, but where “free” local 3-packs still exist, your very best bet for being included in them is to have the strongest possible website. Moreover, organic SERPs remain a substantial source of clicks.

    Far from it being the case that websites have become obsolete, they are the firmest bedrock for maintaining free local SERP visibility amidst an increasing scarcity of opportunities.

    This calls for an industry-wide doubling down on organic metrics that matter most.

    Bridging the local-organic gap

    “We are what we repeatedly do. Excellence, then, is not an act, but a habit.”
    - Aristotle

    A 2017 CNBC survey found that 45% of small businesses have no website, and, while most large enterprises have websites, many local businesses qualify as “small.”

    Moreover, a recent audit of 9,392 Google My Business listings found that 27% have no website link.

    When asked which one task 1,411 marketers want clients to devote more resources to, it’s no coincidence that 66% listed a website-oriented asset. This includes local content development, on-site optimization, local link building, technical analysis of rankings/traffic/conversions, and website design as shown in the following Moz survey graphic:

    In an environment in which websites are table stakes for competitive local pack rankings, virtually all local businesses not only need one, but they need it to be as strong as possible so that it achieves maximum organic rankings.

    What makes a website strong?

    The Moz Beginner’s Guide to SEO offers incredibly detailed guidelines for creating the best possible website. While we recommend that everyone marketing a local business read through this in-depth guide, we can sum up its contents here by stating that strong websites combine:

    • Technical basics
    • Excellent usability
    • On-site optimization
    • Relevant content publication
    • Publicity

    For our present purpose, let’s take a special look at those last three elements.

    On-site optimization and relevant content publication

    There was a time when on-site SEO and content development were treated almost independently of one another. And while local businesses will need a make a little extra effort to put their basic contact information in prominent places on their websites (such as the footer and Contact Us page), publication and optimization should be viewed as a single topic. A modern strategy takes all of the following into account:

    • Keyword and real-world research tell a local business what consumers want
    • These consumer desires are then reflected in what the business publishes on its website, including its homepage, location landing pages, about page, blog and other components
    • Full reflection of consumer desires includes ensuring that human language (discovered via keyword and real-world research) is implemented in all elements of each page, including its tags, headings, descriptions, text, and in some cases, markup

    What we’re describing here isn’t a set of disconnected efforts. It’s a single effort that’s integral to researching, writing, and publishing the website. Far from stuffing keywords into a tag or a page’s content, focus has shifted to building topical authority in the eyes of search engines like Google by building an authoritative resource for a particular consumer demographic. The more closely a business is able to reflect customers’ needs (including the language of their needs), in every possible component of its website, the more relevant it becomes.

    A hypothetical example of this would be a large medical clinic in Dallas. Last year, their phone staff was inundated with basic questions about flu shots, like where and when to get them, what they cost, would they cause side effects, what about side effects on people with pre-existing health conditions, etc. This year, the medical center’s marketing team took a look at Moz Keyword Explorer and saw that there’s an enormous volume of questions surrounding flu shots:

    This tiny segment of the findings of the free keyword research tool, Answer the Public, further illustrates how many questions people have about flu shots:

    The medical clinic need not compete nationally for these topics, but at a local level, a page on the website can answer nearly every question a nearby patient could have about this subject. The page, created properly, will reflect human language in its tags, headings, descriptions, text, and markup. It will tell all patients where to come and when to come for this procedure. It has the potential to cut down on time-consuming phone calls.

    And, finally, it will build topical authority in the eyes of Google to strengthen the clinic’s chances of ranking well organically… which can then translate to improved local rankings.

    It’s important to note that keyword research tools typically do not reflect location very accurately, so research is typically done at a national level, and then adjusted to reflect regional or local language differences and geographic terms, after the fact. In other words, a keyword tool may not accurately reflect exactly how many local consumers in Dallas are asking “Where do I get a flu shot?”, but keyword and real-world research signals that this type of question is definitely being asked. The local business website can reflect this question while also adding in the necessary geographic terms.

    Local link building must be brought to the fore of publicity efforts

    Moz’s industry survey found that more than one-third of respondents had no local link building strategy in place. Meanwhile, link building was listed as one of the top three tasks to which marketers want their clients to devote more resources. There’s clearly a disconnect going on here. Given the fundamental role links play in building Domain Authority, organic rankings, and subsequent local rankings, building strong websites means bridging this gap.

    First, it might help to examine old prejudices that could cause local business marketers and their clients to feel dubious about link building. These most likely stem from link spam which has gotten so out of hand in the general world of SEO that Google has had to penalize it and filter it to the best of their ability.

    Not long ago, many digital-only businesses were having a heyday with paid links, link farms, reciprocal links, abusive link anchor text and the like. An online company might accrue thousands of links from completely irrelevant sources, all in hopes of escalating rank. Clearly, these practices aren’t ones an ethical business can feel good about investing in, but they do serve as an interesting object lesson, especially when a local marketer can point out to a client, that best local links are typically going to result from real-world relationship-building.

    Local businesses are truly special because they serve a distinct, physical community made up of their own neighbors. The more involved a local business is in its own community, the more naturally link opportunities arise from things like local:

    • Sponsorships
    • Event participation and hosting
    • Online news
    • Blogs
    • Business associations
    • B2B cross-promotions

    There are so many ways a local business can build genuine topical and domain authority in a given community by dint of the relationships it develops with neighbors.

    An excellent way to get started on this effort is to look at high-ranking local businesses in the same or similar business categories to discover what work they’ve put in to achieve a supportive backlink profile. Moz Link Intersect is an extremely actionable resource for this, enabling a business to input its top competitors to find who is linking to them.

    In the following example, a small B&B in Albuquerque looks up two luxurious Tribal resorts in its city:

    Link Intersect then lists out a blueprint of opportunities, showing which links one or both competitors have earned. Drilling down, the B&B finds that is linking to both Tribal resorts on an Albuquerque things-to-do page:

    The small B&B can then try to earn a spot on that same page, because it hosts lavish tea parties as a thing-to-do. Outreach could depend on the B&B owner knowing someone who works at the local Marriott personally. It could include meeting with them in person, or on the phone, or even via email. If this outreach succeeds, an excellent, relevant link will have been earned to boost organic rank, underpinning local rank.

    Then, repeat the process. Aristotle might well have been speaking of link building when he said we are what we repeatedly do and that excellence is a habit. Good marketers can teach customers to have excellent habits in recognizing a good link opportunity when they see it.

    Taken altogether

    Without a website, a local business lacks the brand-controlled publishing and link-earning platform that so strongly influences organic rankings. In the absence of this, the chances of ranking well in competitive local packs will be significantly less. Taken altogether, the case is clear for local businesses investing substantially in their websites.

    Acting now is actually a strategy for the future

    “There is nothing permanent except change.”
    - Heraclitus

    You’ve now determined that strong websites are fundamental to local rankings in competitive markets. You’ve absorbed numerous reasons to encourage local businesses you market to prioritize care of their domains. But there’s one more thing you’ll need to be able to convey, and that’s a sense of urgency.

    Right now, every single customer you can still earn from a free local pack listing is immensely valuable for the future.

    This isn’t a customer you’ve had to pay Google for, as you very well might six months, a year, or five years from now. Yes, you’ve had to invest plenty in developing the strong website that contributed to the high local ranking, but you haven’t paid a penny directly to Google for this particular lead. Soon, you may be having to fork over commissions to Google for a large portion of your new customers, so acting now is like insurance against future spend.

    For this to work out properly, local businesses must take the leads Google is sending them right now for free, and convert them into long-term, loyal customers, with an ultimate value of multiple future transactions without Google as a the middle man. And if these freely won customers can be inspired to act as word-of-mouth advocates for your brand, you will have done something substantial to develop a stream of non-Google-dependent revenue.

    This offer may well expire as time goes by. When it comes to the capricious local SERPs, marketers resemble the Greek philosophers who knew that change is the only constant. The Trojan horse has rolled into every US city, and it’s a gift with a questionable shelf life. We can’t predict if or when free packs might become obsolete, but we share your concerns about the way the wind is blowing.

    What we can see clearly right now is that websites will be anything but obsolete in 2019. Rather, they are the building blocks of local rankings, precious free leads, and loyal revenue, regardless of how SERPs may alter in future.

    For more insights into where local businesses should focus in 2019, be sure to explore the Moz State of Local SEO industry report:

    Read the State of Local SEO industry report

    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!

  • Tuesday 11 December 2018 - 22:25

    Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web...

  • Tuesday 11 December 2018 - 22:11

    by Robert Clough

    With a 23 percent gain over 2016, Google raked in $110.9 billion in 2017. While Google has many free products including the Chrome web browser and their popular search engine, they are still bringing in major revenue.


    ECommerce SEO experts know Google is the place to be when you want to draw in traffic from SEO. Google served 63.2 percent of searches performed in the U.S. and having your website at the top of the search engines is a wise move.

    Even if you've optimized your website for search already, there are new developments taking place every day. Google spends a great deal of time and money on the development of their technology and continues to update for the best user experience.

    Continue reading to learn what you need to know to have a successful eCommerce store in the upcoming year.

    What eCommerce SEO Experts Know

    If you aren't learning the next wave of SEO, you are likely to find your website buried deep within the Google search results. While it would be nice to think all of our hard work would continue to be rewarded year after year, that isn't always the case.

    Getting out in front of the trends is best, but if you're a little behind, you need to get started right away. Let's get into the changes you need to pay attention to in 2019.

    1. Voice Search Is Taking Over

    SEO experts have been talking about voice search optimization for a while now, but the major hit will happen in 2019. If you were working at your optimization strategy while everyone else was running around trying to figure out what to do, you might already notice you're reaping the benefits. 

    Voice search involves more natural searches like you would ask a human. For instance, instead of typing in Chinese food Brooklyn, someone would voice search what is the best Chinese food in Brooklyn? 

    Even going back into your old posts and adding in questions strategically can help you optimize for voice search. 

    2. Links Play a Lesser Role

    If you started in the online world around or before 2010, you remember how important link building to your website was. It didn't matter what kind of links you built; it just mattered that you built links. As the years progressed, the weight links carried in overall SEO began to decrease.

    In 2019, links will continue to play a lesser role. While links may play a lesser role, that doesn't mean you should discontinue your link building efforts. What this news means is you should be very strategic about how you build links.

    Having the right mix of links along with other important SEO factors in place can be the perfect recipe for skyrocketing your website to the top of the search engines.

    3. Relevance and Context is Key

    If you are building links, you should know relevance and context is vital to your strategy. While building links from articles talking about dog food and linking to your site about financial tips may have worked in the past, it isn't working anymore.

    When you build links, you should find other websites in your niche or close to your niche. Make sure the content on the page is relevant to your topic and that the context around any link that is built to your site is right.

    4. Social Signals Continue to Gain Weight

    When Google sees a piece of content has a lot of shares, they pay attention. When a lot of people like content, Google knows it is providing what the people want. Google's goal is to give the people what they want.

    To encourage social shares, make sure you put easy social share buttons so people can click to share. You should also ask for shares in your content or when you promote it through your social media channels.

    Don't forget to share your own content. Many people create their content and forget to promote it on their social media. Whatever social media channels you have, it should be promoted throughout all of those channels.

    5. Brands Stand Out

    People trust brands or they don't. It is one of those love or hate situations, so you want to not only create your brand, but you need to work on how people feel about your brand. If people don't love or trust your brand, they aren't going to buy from you, and they are not going to recommend you.

    When Google sees people like your brand by giving you high ratings on review sites and raving about your brand on social media, they are more likely to give you a bump in the SERPs.

    Google will also be picking up brand mentions which will carry similar weight to backlinks. For instance, if your brand is mentioned without a link on a website, Google will count that mention. They may also have ways to figure out whether the mention is positive or negative.

    Making sure you are building a brand and that your audience loves you is highly important. Keep customer experience and customer support top of your list of priorities for the best results.

    Building a brand isn't only about logos, colors, and messaging but those things are important. Make sure your website and marketing materials match nicely and are sending the message you want your potential clients to take away. Interact with your followers on social media and continue to build goodwill through your communication.

    6. User Experience for the Win

    User experience is the holy grail of Google. Google knows when users have a great experience, they will come back. They didn't become a verb by giving people a bad experience on their search engine.

    What does a good user experience mean online?

    Your eCommerce stores should be easy to navigate. If people can't figure out how to use your website or where to go, Google can tell from how they use it. The algorithms within Google are very smart and can tell when users aren't happy with your website.

    If people come to your store, click one or two things and bounce away quickly, this isn't a good Google signal. There is likely to be tracking to see how many people return to your site vs. those that are one-off users. Your goal should be to provide the best experience, so people want to bookmark and revisit your website.

    Site speed is a huge part of offering a great user experience. When going through eCommerce web development, you need to make sure you keep speed in mind.

    How your website is built has a lot to do with the speed of your website. Speak with your developer and make sure they understand the importance of speed and how to set your site up for success.

    As you continue to add images, videos, pages, and other content to your site, keep a check on your site speed. Various free sites will allow you to check your site speed but Google Pagespeed is a good resource. 

    Optimizing images, making sure your website is cached and that you have a hosting provider that is top notch are all important parts of having a fast site.

    Besides for your site speed, the way your content is structured has a lot to do with user experience. Use images, break up text and make your navigation easy so they can find what they want without hassle.

    Having a mix of content types will make your site more attractive and interesting.

    7. Website Security Non-Optional

    If your website visitors use Google Chrome, to the left of your website URL will either be a lock showing your site is safe or there will be text there saying not secure. You need to make sure your site has a lock box there. Not only will the lockbox make your customers feel more confident when making purchases, but it will have more weight in the algorithm in 2019.

    Make sure all of your plugins and add-ons are updated, so no hackers or viruses make it into your site. Keeping up regular site maintenance will make sure your site is functioning at its best which means your rankings won't suffer.

    Preparing for a Banner Year in 2019

    Many people won't bother to put the new best practices into play so when you do implement them, that means you'll be out in front. The best time to start preparing for the changes is now and at least get a plan of action going.

    There are so many different things to take away from this article, so which one is most important? All of the above steps are important, but if you want to pick one to start on, go with site security. Keeping your site safe and secure for your eCommerce customers is a must.

    Increase Your Search Marketing IQ

    Now that you know what the eCommerce SEO experts know about the changes happening in 2019, what else do you need to learn?

    Take a look through our search marketing archives and level up your marketing skills today.

    Be sure and visit our small business news site.

  • Tuesday 11 December 2018 - 21:37

    The Awesome List: WordPress SEO Plugins was originally published on, home of expert search engine optimization tips.


    WordPress is a simple-to-use content management system that’s also free. It offers everyone from solo bloggers to the world’s leading brands a platform to create custom and powerful websites. No wonder almost a third of all websites run on WP!

    Still, WordPress was made for users, not for Google or SEOs. That’s why SEO plugins exist — to plug in the holes with added functionality that helps your content be indexed by search engines and found by searchers.

    As a marketer, content creator or analyst, how do you choose the best SEO plugin for your sites? Here, we’ll take a look at six plugins, their many features, and finally a price comparison chart so that you can compare them:

    1. Yoast SEO
    2. All-In-One SEO Pack
    3. SEO Ultimate
    4. SEO Squirrly
    5. SEOPressor Connect
    6. Bruce Clay SEO WP (our own)

    Plugins often come in both free and premium versions; the premium versions unlock more functionality and service. I’ll address both versions where appropriate.

    Plugin No. 6 is our soon-to-be-launched WP plugin, Bruce Clay SEO, which fills in the gaps left by other plugins on this list (see our list of what your SEO plugin is missing).

    1. Yoast SEO

    Yoast SEO website logo
    Yoast SEO is the most popular SEO plugin. It’s easy to use, driven by a simple user interface. The majority of people use the free version.

    Here’s what the free version offers (from its plugin page):

    • XML sitemaps functionality at the push of a button
    • Full control over site breadcrumbs
    • Set canonical URLs to avoid duplicate content
    • Title and meta description templates
    • Content & SEO analysis to write SEO-friendly text
    • Snippet preview to show how your post or page will look in the search results (also on mobile)
    • Cornerstone content and internal linking features help optimize your site structure
    • Integrates with Google Search Console
    • Manage SEO roles to give people access to specific sections of the Yoast SEO plugin
    • Bulk editor to make large-scale edits to a site

    Strengths: As a leading plugin, it’s driven by market awareness and brand presence. It’s easy to use. The free version is typically enough for most users.
    Weaknesses: It’s built for everyone and no one industry in particular. As a result, some users feel the SEO recommendations are too generic. In addition, even though it’s fairly simple to use, the features may seem overwhelming to beginners.
    Active installations: 5+ million
    Rating on WordPress: 5 stars

    Yoast’s Paid Version

    Yoast offers a premium version for annual fees ranging from $89 for one site up to $756.50 for 15 sites. Additional offerings of the premium version include:

    • News SEO, video SEO, local SEO and WooCommerce SEO extensions
    • Premium users get one year free access to a support team
    • Insights tool shows you what your text is focusing on so you can keep your article in line with your keywords
    • Multiple focus keywords to optimize your article for synonyms and related keywords
    • Automatic internal linking suggestions of posts to link to
    • Social previews to help manage the way a page looks when shared on social networks like Facebook and Twitter
    • Redirect manager to address redirect errors from Google Search Console, deleted pages and changed URLs

    2. All-In-One SEO Pack

    All-In-One SEO Pack website logo
    All-In-One SEO Pack offers entry-level features to assist with SEO for beginners. It also has advanced features and an API for developers.

    Here’s what the free plugin offers (from its plugin page):

    • XML sitemap support
    • Image XML sitemap submitted to Google and Bing
    • Google AMP support
    • Google Analytics support
    • Support for SEO on custom post types
    • Advanced canonical URLs
    • Redirect attachment pages to parent post
    • Automatically notifies search engines about changes to your site
    • Built-in API so other plugins/themes can access and extend functionality
    • Provides SEO integration for e-commerce sites, including WooCommerce
    • Nonce Security built in
    • Automatically optimizes titles for search engines
    • Generates meta tags automatically
    • Avoids typical duplicate content found on WordPress blogs
    • For advanced users, fine-tune everything to optimize SEO
    • Override any title and set any meta description and keywords
    • Compatible with many other plugins
    • Translated into 57 languages
    • PHP 7 100 percent compatible

    Strengths: As a leading plugin, it’s driven by market awareness and brand presence. Some users appreciate that you can turn off features you won’t need to use.
    Weaknesses: This plugin is built for everyone and no one industry in particular. Some people comment that the user interface is not as friendly as they would like it to be, and say that for true beginners, it might be too complex to understand.
    Active installations: 2+ million
    Rating on WordPress: 4.5 stars

    All-In-One’s Paid Version

    All-In-One SEO Pack offers a pro version for annual fees ranging from $97 for an individual to $699 for an agency. Additional offerings of the pro version include:

    • Advanced support for WooCommerce
    • SEO for categories, tags and custom taxonomies
    • Video SEO module
    • Access to video screencasts
    • Access to premium support forums
    • Access to knowledge center

    3. SEO Ultimate

    SEO Ultimate website logo
    SEO Ultimate has the most robust feature set of the all-in-one-type WordPress SEO plugins. Check out its plugin page for more details on each of the following features.

    Here’s what the free plugin offers (from its plugin page):

    • Title tag rewriter and meta description editor
    • Deeplink juggernaut
    • Open graph integrator
    • Rich snippet creator
    • Author highlighter
    • Link mask generator
    • Canonicalizer
    • 404 monitor
    • Permalink tweaker
    • Meta robot tags editor
    • SEO ultimate widgets
    • Plugin settings manager
    • SEO/SEM-enhancing custom HTML
    • .htaccess editor and the robots.txt editor
    • Textboxes to the end of your posts/pages that contain automatically generated link HTML
    • Meta keywords for posts, pages, categories, tags, terms and the homepage auto-generated and editable
    • “Read more” links include the posts’ keyword-rich titles in the anchor text
    • Rel=”nofollow” settings when migrating from other SEO plugins
    • Dashboard of green/yellow/red indicators for SEO-friendliness
    • Buttons that make it easy for visitors to share content on social
    • Remove customizable “filler words” (like “the,” “with,” “and,” etc.) from post/page URLs
    • Access search engine webmaster tools

    Strengths: This plugin has a nice set of robust SEO features. Also, the ability to import and export data from other sources, including other SEO plugins, is something users find handy.
    Weaknesses: The free version is no longer being updated for WordPress. Because the tool is advanced, it requires training to get the most out of it.
    Active installations: 100,000+
    Rating on WordPress: 4 stars

    SEO Ultimate’s Paid Version

    SEO Ultimate+ costs from $49 for one site to $249 for 20 sites annually. $500 will get you unlimited sites. Additional offerings of SEO Ultimate+ include:

    • Structured data, schema and rich snippets
    • Global canonical manager
    • Alt attribute mass editor for images
    • Improved open graph options for social networks
    • The code inserter+ module
    • HTML and XML Sitemaps
    • Rel previous and next pagination optimization
    • SEO data transporter

    4. SEO Squirrly

    SEO Squirrly website logo
    SEO Squirrly is an SEO plugin that aims to be an SEO advisor.

    Here’s what the free plugin offers (from its plugin page – check it out for more in-depth information on each feature):

    • Keyword research
    • SEO Live Assistant
    • Audit Suite
    • Briefcase, keyword strategy assistant
    • Twitter Cards
    • Facebook Open Graph support for both images and video
    • LinkedIn titles, images and description for better sharing
    • Rich Pins for Pinterest
    • Snippet preview
    • Customize meta title and description
    • Sitemap
    • Blog feeds
    • SEO settings
    • Performance analytics
    • Works with multisites
    • Blogging assistant to help keep readers on the page longer

    Strengths: Robust features. Works well with the WooCommerce e-commerce plugin.
    Weaknesses: The plugin is free if you do less than five posts per month on one site; otherwise, you need to upgrade to the paid version. Some features that used to be included free are now separate paid products, such as search engine rank tracking.
    Active Installations: 30,000+
    Rating on WordPress: 4.5 stars

    SEO Squirrly’s Paid Version

    SEO Squirrly offers a premium version for monthly fees of $29.99 for pro and $71.99 for business. Additional offerings of the premium version include:

    • Up to seven sites
    • Full access to SEO Live Assistant
    • Unlimited optimized articles
    • Research on hundreds of keywords
    • Free images; find/insert tweets; find/insert wikis; find/insert news; find/insert blog articles
    • Advanced site analytics
    • Weekly audits on hundreds of pages

    5. SEOPressor Connect

    SEOPressor Connect website logo

    SEOPressor Connect is the most advanced of these SEO plugins, in my opinion.

    This is a paid plugin ($9 per month), and just some of the things it offers include:

    • Multiple keywords analysis
    • XML Sitemap generator
    • SEOpressor over-optimization check
    • Canonical link
    • Progressive LSI keywords engine
    • 301 URL redirect
    • SemantiQ density tells you if the content is related to keywords
    • On-page robot rules
    • Schema and Dublin Core markup support
    • SEOpressor site audit
    • SEOpressor local SEO
    • SEO trends
    • Google Knowledge Graph help
    • SEOpressor score manager for optimization
    • Optimize the homepage
    • SEOpressor smart link manager
    • On-page meta settings
    • Sitewide link policy
    • Facebook Open Graph customization
    • Automatic smart linking
    • Twitter Card customization
    • SEOpressor role settings

    Strengths: Can be used on multiple domains and works well with other SEO plugins. Many people find it easy to use with a strong user interface.
    Weaknesses: Computes its own scores and tracks them over time, but lacks a connection to performance analytics data or search results. This means that the trends could be misleading since they don’t reflect how your content is actually performing in the search engines.
    Active installs & ratings: The plugin does not appear in WordPress’s plugin directory, so this data is not available.

    6. Bruce Clay SEO for WordPress (now in beta)

    While many of the above plugins compete with each other, our approach is different. Bruce Clay SEO WP™ is meant to supplement and extend the free versions with powerful needed features.

    We gathered input from industry practitioners on what they wanted to see in an SEO plugin. Then we designed our plugin not to replace the plugins you may be using, but to provide much more data than is available today.

    Of course, our plugin provides capabilities similar to others as well, but that is just in case you’re not using any other SEO plugins.

    What makes this plugin unique: It enriches your publishing workspace with SEO insights based on real-time search results and analytics. In other words, you can see beyond the page you’re working on, without leaving WordPress. It’s the integration with our SEOToolSet™ and Google Search Console/Analytics that makes this possible.

    The Bruce Clay SEO plugin works like software as a service (SaaS). Rather than a static one-size-fits-all checklist approach to optimizing a page or post, our plugin uses a live connection with the SEOToolSet software to analyze your keywords and competition in real time.

    As a result, the optimization recommendations you see are customized. So your page can better compete in its specific ranking environment.

    There’s no free version, but it’s priced affordably at $24.95/month per domain. (Try it! The first week is free — then you can decide if you want to keep it.)

    As a bonus, plugin subscribers can also use the SEOToolSet itself. Data is shared between the plugin in WordPress and the user’s SEOToolSet account. Those who want to can run domain ranking reports and take advantage of many other external tools.

    Bruce Clay SEO features are powered by patent-pending technology. WordPress users can:

    • Optimize a page or post for more than one keyword.
    • See clearly where keywords appear in the content through color coding.
    • Know which pages and posts are your top performers.
    • Identify problems with mobile usability and performance.
    • Check the site for duplicate content.
    • Evaluate top-ranked pages for your keywords in real-time.
    • Get recommendations for keyword usage in tags and content (even word count) based upon competitors.
    • Find out how much content has been written on your site per keyword.
    • See how each of your pages or posts is performing, using integrated Google Analytics data.
    • View top-performing posts or pages per author/contributor to the website as measured by visitors over a selectable period of time.
    • Find out when there is a possibility of duplicate content, like meta information or the content on a page.
    • Discover the page or post’s readability and compare it to keyword competitors.
    • Use along with Yoast, if desired. Compatibility is built in.

    Want to be one of the first to get the Bruce Clay SEO plugin? We ship soon. You can watch our preview video and pre-register here!

    Comparing Your Options

    Now that you have a sense of what these 6 awesome WordPress SEO plugins do, here is a quick price comparison chart:

    Plugin Free Version? Paid Version Cost SaaS? Domains Allowed
    Yoast SEO Y $89-$756.50 annually N 1 to 15
    All-In-One SEO Pack Y $97 to $699 annually N 1 to unlimited
    SEO Ultimate Y $49-$500 annually N 1 to unlimited
    SEO Squirrly Y $29.99-$71.99 monthly Y 1 to 7
    SEOPressor Connect N $9 monthly N 1 to unlimited
    Bruce Clay SEO WP N (first 7 days free) $24.95 monthly per domain Y 1 to unlimited

    I want to know: Have you used any of the plugins in this list? Where do you think they have strengths and weaknesses?

  • Tuesday 11 December 2018 - 17:00
    Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

    Please visit Search Engine Land for the full article.
  • Tuesday 11 December 2018 - 17:00
    Quicksprout is reader-supported. That means we use affiliate links. When you click, we sometimes earn a commission. Learn more.

    Starting a business is daunting.

    There is so much to think about and so much to do.

    It’s hard enough trying to figure out how to build and grow a business. The last thing we want to think about is figuring out how to put together an operating agreement or picking the right accounting system.

    The good news is that all of the things that need to get done in order to start your business have been done a million times before. You don’t need to reinvent the wheel or waste brain power on figuring out what to do.

    There are at least 23 things that you should do when starting a new business and we can walk you through each one of them step-by-step.

    I’m going to assume you already have a business idea, and I’m not going to show you how to build or grow your business in this article. These are the practical steps, necessary to begin operations.

    Note: I cannot stress the value of building like you are going to grow from day one enough. I get that you are probably the only person in your business right now. You should operate as if you are an organization of people, not just yourself. This will save you an incredible amount of headache down the road, and also leave you room to try and fail in areas that you won’t want to fail when you do have a sizable organization.

    1: Put together a very high level and basic business plan

    Don’t overthink this. You just need to be able to answer two big questions:

    1. What do you need to do in order to get to profitability?
    2. How are you going to pay for the things that you need to do in order to get to profitability?

    If you think long and hard about these questions, you’ll end up with a good starting plan. Be realistic about what it’s going to take. Do your research, and know your numbers. Put it all to paper, and the business plan will evolve into a useful tool and true north for at least the first 6–12 months.

    2: Come up with a name

    Coming up with a name can be harder than doing the business plan! Your name is…well…your name. It has to be good. It does not have to be perfect and it does not have to be a fancy, made up word like Google or Yahoo. Generally speaking, here is what matters:

    • You have to be confident in the name. Honestly, this is probably all that really matters. It’s definitely the most important aspect of coming up with a name. If you don’t love it, then you can’t sell it. You’re going to be selling it 24/7/365 for a long time. At least that is the plan!
    • You need to pick something unique. The general rule of thumb is that when you search Google for the name there isn’t an established business or product that already has the same name.
    • Your name must be memorable, brandable and simple. You don’t want to make it harder than it already is to be found and known.
    • You need to have the .com of your name. This is critical! It’s unbelievable how many people take this for granted and just completely disregard their domain name. If you want people to take your business seriously, make sure you have the .com.

    A good process for coming up with a business name:

    1. Brainstorm words, concepts, ideas, beliefs, descriptors, etc.
    2. Brainstorm names based off your initial brainstorm in step 1.
    3. Check the names in Google. Delete any options that are already a known business — especially not one in your space.
    4. Make sure the domain name can be acquired. Check out our guide on how to buy a domain name for help here. Do not expect to register a domain name for $7/yr and call it a day. You really need to invest in a domain name for your business name. If you have a tight budget, get creative! You can get a great name that checks off all the boxes for under $1,500 if you put in the effort.

    More tips for coming up with a name:

    • Imagine your name with a logo on a big sign in your future office space.
    • Imagine your name on a T-shirt.
    • Say your name out loud. “Hi, I’m Name from Business Name.” How does it feel? Do you like how it sounds?
    • Bounce your options around and talk to people about it.
    • Spend some time thinking about it and let it sit for a while. Do you continue to come back to the same name?

    3: Buy your domain name

    Again, do not take this lightly! It is not an area that makes sense to be cheap. We use Namecheap to buy our domains — you can read more about why in our review of the best domain registrars.

    4: Set up social media accounts

    It’s tough enough to find a good name where buying the .com is possible. Chances are, you won’t get exact match social media handles as well. Do everything you can to get them, but if that fails — get creative. Your social media handles / urls are much less important than your website, but they’re still worth putting effort into.

    5: Develop a brand identity

    It’s nice to have a logo, colors, fonts and a general look and feel to go along with your name. You can always update your brand identity down the road, so the initial run just needs to be good enough. 99 Designs is a great option for a full brand identity package. You can run a design contest that allows you to pick from hundreds of options.

    6: Get some business cards

    Your brand identity package from 99 Designs will come with business card designs. You can use them to get business cards printed online by Vista Print.

    7: Find an accountant and an attorney

    This one is easy to put on the back burner. You’ll save yourself a lot of hassle and potentially save your business altogether by getting ahead here. Line up the legal and tax pros ahead of time. There are lots of great options and your accountant and attorney can both be remote.

    We haven’t personally used it, but we’ve heard a lot of good things about Upcounsel.

    8: Set up an LLC

    You can use your attorney for this, or you can use a service like Legal Zoom. Setting up an LLC is simple, so it’s a good spot to save some money by using a service like Legal Zoom.

    9: Get an EIN

    Getting your Employer Identification Number is something you can take care of along with the LLC. They typically go hand-in-hand. You’ll need that to do just about everything, including business banking.

    10: Create an operating agreement

    Even if it’s just you, an operating agreement is needed. Unless you have other people involved with your business, you can definitely get away with Legal Zoom here. Chances are, things will evolve and you will update your operating agreement down the road anyway. If you do have other people involved, have your attorney help out here.

    11: File necessary paperwork with your state

    If you’re using a lawyer, they can do all of this for you. Otherwise you’ll need to do some research into the requirements in your state, which also vary depending on the type of business you’re starting.

    12: Set up 1Password

    By now you are starting to see the theme here: Reduce future headache! Set up your systems now and you’ll be able to focus on growth moving forward.

    1Password is an excellent tool for managing all of your passwords and sensitive data. It makes it easy to securely share logins with your team — which is key because Centrify estimates that lost passwords cost $416 in productivity per person.

    13: Open a business bank account

    Pretty straightforward. You’ll need that EIN. It’s typically most convenient to go with the same bank you’re already using for your personal accounts.

    One thing to watch out for is a the upselling that many of the bigger banks do. For example, with Bank of America, we went ahead and took them up on an offer for Intuit Payroll. It ended up being a terrible user experience. The people at Intuit recommended that we sign up for a new account directly with Intuit because they couldn’t figure out how to solve some of the problems we were having. They put the blame on Bank of America. This ended up working out because instead of signing up for Intuit Payroll, we researched other options and found Gusto, which is much better.

    The point here is to use your bank account for a bank account and be wary of using them for other offers or services.

    14: Setup a G Suite account

    G suite is the most important tool for our business. We do almost everything using G Suite. Our emails and calendars are all on G suite. We also rely heavily on Google Drive / Docs.

    You’ll need to get this set up as soon as you have your domain name. Then you can easily get your business accounts set up.

    15: Create a basic, foundational website

    Your website can be a very big project depending on your business. In some cases your website could be the business. That’s why the focus here is simply on a basic, foundational website.

    It’s good to have a one-page site live with information about your company. Then you can build further from there.

    You can be up and running in the matter of minutes with Wix. Once you’re ready to do a full feature website, it’s easy to switch over to WordPress.

    16: Set up a payroll service for employees and contractors

    We like Gusto. They are very good. We use them and find their service to be superior to Intuit Payroll.

    You won’t need to worry about this until you start paying employees or contractors. It’s good to have it ready and on deck though. Not only will the service automate your payroll, but it will also take care of taxes and forms that need to be filed.

    17: Set up Quickbooks

    A Quickbooks account is essential from day one. This is how you’ll manage your books and ensure you always have good records. Going back and importing historical data isn’t fun. The sooner you get it set up the better.

    18: Put a basic accounting system in place

    The best bet here is to work closely with your accountant. A good approach is to ask your accountant what you need to be doing throughout the year to make things easier when tax season comes and to make sure all quarterly obligations are met.

    Quickbooks does all of the heavy lifting, but there are still things you’ll need to stay on top of. There is some crossover with what’s already been outlined here, but Shopify put together a good guide on small business accounting.

    19: Create a subscription tracker

    This is easy but often overlooked. 1Password is great for keeping track of your subscription logins. You still need some way to quickly see everything you have and what you are paying for, especially as you grow and have more people using and signing up for different tools and subscriptions.

    A simple spreadsheet is all you need. Track the subscription, cost per month or year, terms (if any), payment method (what account or card is it tied to?), and renewal date.

    20: Start using a project management solution from day one

    The biggest thing here is to get in the habit of tracking all of your work. Even if you are the only person in your company, you should operate like an organization because someday you will have no choice. The other benefit besides creating good habits is the historical information and data that will come from working like this starting day one.

    It’s very valuable for new people to come into your organization and be able to look back at what work has been done in the past. It’s context that will help them (and your business) be successful going forward.

    It doesn’t matter what tool you use. You’ll likely change it a bunch of times anyway. We use Trello. There are dozens of great tools.

    21: Build an internal wiki system from day one

    Just as you should use a project management tool from the very early stages, it’s extremely valuable to start documenting everything right away.

    If you ever want to scale your startup, you’ll need your brain to scale too. Your internal wiki is like your brain. Giving your future team instant access to your brain is huge. If you already have a disciplined approach to documenting things in the wiki, your team will follow suit.

    It’s not fun figuring out the value of a wiki system 3 years down the road, 50 people deep. You’ll think of an endless number of documents you wish you’d have written out as you went along.

    We use Confluence.

    22: Set up a Slack account

    Everyone loves Slack. It just works. Mobile communication is key.

    23: Create a strategic plan for the next 12 months

    Like your business plan, your strategic plan doesn’t need to be complicated.

    Here’s how to write a simple startup business plan for year one:

    1. Come up with one big goal for the next 12 months.
    2. Determine what you need to do in order to reach your goal. What projects or activities will you need to perform?
    3. Figure out what metrics or parameters you can use to monitor progress. Put in place a system for tracking them.
    4. Review and challenge monthly. Make any necessary adjustments.

    Even in a one-person shop, taking the time to do this will force strategic thinking and purposeful action. It will help you avoid being reactive and randomly doing whatever comes your way.

    It becomes even more important when you have a team that needs to know what direction to march. They will need that context in order to do their jobs.

    Other guides written on how to start a business are pretty general. I don’t see a lot of value in reiterating what is already out there, so here is a list of guides that I would recommend for further reading on how to start a business:


  • Tuesday 11 December 2018 - 16:55
    Elevate your career with 30+ sessions, 50+ expert speakers, networking, clinics, meetups and more!

    Please visit Search Engine Land for the full article.
  • Tuesday 11 December 2018 - 16:18
    The test inventory will be available in Facebook and Marketplace search results.

    Please visit Search Engine Land for the full article.
  • Tuesday 11 December 2018 - 15:45
  • Tuesday 11 December 2018 - 15:22
    De nombreux annonceurs Google Ads ont été victimes d’une tentative d’escroquerie. Nous tenons donc à vous mettre en garde à ce sujet. Vous avez peut-être reçu des emails et/ou des appels téléphoniques de la part d’individus se faisant passer par Google, et vous demandant d’actualiser vos informations de paiement. Comment identifier une communication frauduleuse ? […]
  • Tuesday 11 December 2018 - 14:58
    La page blanche pour aller dans wp-admin d'un wordpress est un classique. Plein de solutions sont décrites sur le web. Les choses peuvent se compliquet quand systématiquement, une tentative d'accès...

    ...Tubbydev: web , développement, audience et référencement, blogs et entreprises
  • Tuesday 11 December 2018 - 14:25
    Back in January, we reported that when you look at the new Google Search Console Performance report and compare it to the old Search Analytics report, they do have the same data but the day they plot the data is a day off from each other. With Google shutting down the old Search Analytics report in two days from now, this is a concern for some.
  • Tuesday 11 December 2018 - 14:25
    Google Lens, the tool to have your camera look at objects and detect what they are, is now available on iOS devices. Bing's search app had many of these features for iOS but now Google does as well.
  • Tuesday 11 December 2018 - 14:25
    Google's John Mueller said that moving to a new hosting company doesn't cause ranking declines. Of course he means if the new hosting company doesn't prevent GoogleBot from crawling your site. But in general, moving hosts doesn't have a negative impact on your rankings.
  • Tuesday 11 December 2018 - 14:25
    Google announced they are expanding the "For You tab" in the Google search app to iOS devices and over 130 countries. Specifically adding For You to over 40 countries on iOS and 130+ new countries on Android. I am not sure why iOS has fewer than Android.
  • Tuesday 11 December 2018 - 14:25
    We knew Google+ was shutting down but Google announced they are now expediting this process since a new security bug was discovered with the Google+ API. 52.5 million users in connection with a Google+ API potentially had their name, email address, occupation, age and other information stolen.
  • Tuesday 11 December 2018 - 13:45
  • Tuesday 11 December 2018 - 12:20

    Votre page “catégorie de produits” doit être simple, claire et efficace, puisqu’elle représente une étape supplémentaire dans le tunnel d’achat. Bien souvent, les pages “catégorie” sont négligées au profit des fiches produits. Pourtant, les pages “catégorie” répondent à une double exigence : elles sont supposées faciliter l’accès du visiteur à ce qu’il recherche mais aussi […]

    L’article Comment créer une page catégorie e-commerce efficace ? est apparu en premier sur Neocamino.

  • Tuesday 11 December 2018 - 11:35

    One could say that we’ve become addicted to constant and never-ending self-improvement. But there’s a more important and more meaningful reason behind a continuous quest for self-improvement. It’s the very reason we get into the tech business in the first place: we see something in the environment that can be made better and we think we can provide a tool for that.


    And, as the environment changes, so do we. The key is in that very word: “better” – not “good”, but “better”, which comes with the promise of continuous improvement.



    This is why after creating the cognitiveSEO tool we have never really stopped working on new ideas. Sure, there was plenty of tinkering with the existing tool, in trying to give you the best analysis of off-page SEO issues, overlooking the quality of referring domains, your backlink profile, potentially broken links and so on. But a comprehensive SEO audit isn’t complete without looking at the on-site elements related to site architecture: the website pages, their loading time, the xml sitemap, meta tags and meta descriptions, content quality, etc. And this is how the cognitiveSEO Site Audit was born. 


    We’ve worked a lot (please read tremendously) to make this new Site Audit tool and give it all sorts of unique features.


    What’s it all about?


    In short, our brand new SEO website audit tool flags ALL possible OnPage SEO issues a site might have and provides recommendations on how to fix them. Putting it simply, the new tool allows you to improve your website’s onpage SEO performance, at the highest level of detail.


    Therefore allow me to present you just some of the things our built-with-sweat Site Audit can do for you: 


    1. Find All Possible SEO Issues of Any Website and Get Recommendations on How to Fix Them
    2. Use cognitiveSEO’s Site Audit to Get Improved SEO Results and Conversions
    3. Improve User Experience by Correcting Site Architecture Problems
    4. Cutting-Edge Technical Yet User Friendly Site Audits for Both Marketers and Professionals
    5. Why cognitiveSEO Is the Only SEO Tool You’ll Ever Need


    The addition of the Site Audit feature makes cognitiveSEO the only SEO software you’ll ever need. 


    What does this mean in terms of wins for you? At cognitiveSEO you now have everything SEO related all together: backlink analysis, technical SEO Audits, content audits, keywords research & rank tracking, content optimization, Google Penalty prevention and recovery, and much much more.


    1. Find All Possible SEO Issues of Any Website and Get Recommendations on How to Fix Them


    Although the title might be self explanatory, you need to know that the title is also very accurate. 

    Our website audit gives you a much wider array of SEO items to look at and can analyse issues of all types that might prevent you from reaching your best possible ranking.

    Of course, off-page issues are highly important to work on at times, but they won’t target all the important search engines ranking factors. Here’s where the on-site factors step in. To make sure you’re not missing anything, you should be aware 24/7 of the offpage and onpage factors that influence your website’s performance.


    The truth is, that with the ever-evolving search engines algorithms you need an efficient solution to keep your rankings safe. And cognitiveSEO does exactly that: it lets you know all the issues that might prevent your online business from getting the organic traffic and the high rankings you deserve. 


    cognitiveSEO Site Audit


    Even more, cognitiveSEO’s technical SEO audit tool helps you detect all the weak points of your website before your users do, giving you a competitive advantage on the competitive market we are swimming in. Our SEO Audit Tool crawls all the pages it finds on your website, regardless of the size of your website, and provides a fully customized set of data easy to comprehend and visualize.


    While knowing the exact problems your site encounters is great, just half of the job is done. But we take care at the other half as well, as we offer you precise recommendations on how to fix the error on your site so you can outrank your competitors and quickly increase your overall website performance. So, all you have to do is crawl your website with our SEO auditing tool. Pretty neat, right? 


    how to fix your site


    cognitiveSEO’s onpage analysis offers a set of unique features and numerous parameters that allows you to see what’s under the hood of your entire website and your SEO campaigns. Below are just some of the features that our comprehensive audit checklist contains.


    • ✅ Duplicate Content & Duplicate Meta Tags
    • ✅ Offpage & Onpage Ranking Factors
    • ✅ Broken Internal & External links and Landing Pages
    • ✅ Website Speed & Loading Time Issues
    • ✅ AMP & Mobile Friendly Analysis
    • ✅ HTTP Status Code Implementation Issues
    • ✅ Incorrect Canonical Tags
    • ✅ Website Architecture Issues
    • ✅ Indexability Audit Reports
    • ✅ Hreflang & International SEO Reports
    • ✅ Linking Structure Problems
    • ✅ Meta Descriptions, Title Tags & Content Issues
    • ✅ Anchor text issues
    • ✅ Social Media Issues
    • ✅ Image Attributes Problems
    • ✅ Malware Threats
    • ✅ Unsecured Content Issues
    • ✅ Google PageSpeed Integration
    • ✅ XML Sitemap Issues
    • ✅ Structured Data Problems



    2. Use cognitiveSEO’s Site Audit to Get Improved SEO Results and Conversions


    At the end of the day (or of the year) there are a lot of metrics we look at to measure our website’s success. But there is a particular one that is on everybody’s lips and which actually pays the bills: the conversion rate. 


    We are not going to talk about incredible tips and tricks on how to deliver overnight magic solutions for boosting your conversions. But about the tangible, actionable things that you ca do to improve you sales and conversions. 


    cognitiveSEO Audit Fix issues


    Performing a complete website audit will give you a deeper understanding of why your site is not generating the organic traffic you think it should or why your sales and conversions are not improving.


    Let’s take for example the situation from the screenshot below. The analyzed website has pages that are really really difficult to reach. There are even pages you can reach after more than nine or ten clicks. In an era of instant data and solutions, having these type of pages could be a buzz killer…not to mention a conversion killer. One of those hard to reach pages could be an important one for you; one from which you would expect to generate conversions or any type of transaction. 

    cognitiveSEO Audit website errors


    Knowing what’s holding your conversions at a low rate is the first step for increasing them. Look for your website elements that could yield your biggest wins.


    Once you run a complete website audit you will figure out that there is so little effort you can invest and the results could be so huge. 

    Audit & Fix Your Site Now



    3. Improve User Experience by Correcting Site Architecture Problems


    An excellent site architecture is mandatory for both search engines and for user experience. Why, you might ask.


    If we think about the site architecture issues many websites encounter, we can understand how they can mess both search engine crawlers and the user’s experience.


    Here are just a few examples: 


    3+ Clicks to reach any page –  It’s known that pages that are 3 to 7 clicks away from the homepage are harder to reach while pages that are more than seven clicks away from the homepage may never be reached by a visitor that lands on the homepage. You should check that no important pages are too far aways from a click path point of view from the homepage. This way, both your visitor and the search engine could easily get to that page. 


    Internal anchor text bombing – Internal links are highly important; yet, if your landing page is not Wikipedia, having tons of internal links could do you more harm than good. Your best bet is to write internal anchor text for both visitors and engines.

    internal links

    The URLs are not search or user friendly – We’ve even conducted a study on this matter a while ago, finding out that the more concise and self explanatory the URL, the greater the chance to be higher up on ranks. Google loves shorter URLs but also your users. Really, as long as the length falls between 50 and 60 characters, you’re probably in a good spot. But as long as your URL looks something like this,, you might want to reconsider your choices. Luckly, our Site Audit will let you know on any issues you might encounter with your URLs. 


    Dynamic URLs – If it’s even remotely possible, avoid them completely for your user and the search engine’s sake. Yet, knowing what URLs are dynamic can save you from lot of troubles. 


    URLs site issues


    With the flood of gigabytes and gigabytes of new information being created every second, search engines took on tremendous importance. Some even became so ever-present in our lives that we take their search results for granted, not wondering how they are produced or how the silent and irregular algorithmic update might influence them. So understanding why something is relevant, while something else is not, has become a separate mode of innovation and improvement in itself. It’s rank high in the search results or perish.


    Our onpage SEO audit helps you diagnose all the SEO errors and problems with your site structure or website architecture so that you can deliver the best UX for your users. Our SEO checker also performs an in-depth competitor analysis so you can check what your competitors are doing and how can you beat them at their own game.



    4. Cutting-Edge Technical Yet User Friendly Site Audits for both Marketers and Professionals


    How do you recognize a good Site Audit tool? To be honest, there are many step by step guides on how to do that but one of them is by checking if it fits the needs of both marketers looking to improve the overall performance of a website and a skilled technical SEO who wants to dig deeper into the analysis. 

    cognitiveSEO’s powerful Site Audit offers you the exact customized data that fits your needs.


    SEO audits are for both savvy, super technical SEO gurus and digital marketers or for content marketers coordinators. While speaking the language of all could be hard and why not, tricky, when it comes to SEO we need to understand that search engine optimization is a mean and not a purpose. Therefore, regardless of your job title, as long as you are part of the “online business team”, or you’re on the “improving your site” side,  then you should take a sneak peak at a comprehensive website audit. 


    cognitiveSEO Site Audits for everybody



    5. Why cognitiveSEO Is the Only SEO Tool You’ll Ever Need

    By adding the new Site Audit onpage module, cognitiveSEO will be the only tool you’ll ever need, a complete toolset that will serve for all your SEO needs – both on and off page. Within the ever-growing tools landscape of SEO, it can be very comforting to be able to rely on a single provider for all your needs.


    It’s not just comfort – relying on a single ecosystem means better integration, more efficiency and increased simplicity.


    cognitiveSEO the only SEO tool you'll need


    And if you don’t believe me yet, here is a short list of the features cognitiveSEO provides:

    • Technical SEO Website Audit
    • In-depth Backlink Analysis
    • Content Audit
    • SEO Visibility
    • Site Health Audit
    • Desktop, Mobile and Local Rank Tracking Tool
    • Keywords Research
    • Content Optimization
    • Social Visibility
    • Automated Digital Marketing Reports
    • Quick Backlink Checker
    • Shareable SEO Dashboard
    • Google Algorithm Changes


    Audit & Fix Your Site Now


    You need to know that the idea of having an all-in-one SEO analysis toolset started seven years ago from one man’s passion for SEO and digital marketing and his desire to find a cost-efficient solution that could meet all his professional requirements. Years have passed and cognitiveSEO has grown stronger each year, with lots of awesome users confirming the same need: an all-inclusive SEO software that would be reliable, accurate, affordable and would integrate anything an SEO Pro, webmaster or digital marketer would need. 


    We are proud to be standing here today, knowing that we’ve created something that both ourselves and our customers can use to improve their business.


    With no hidden tricks and no shortcuts, but by using a powerful SEO software and the greatest tool of all: our brain.  


    The post cognitiveSEO Launches The Site Audit Tool That Fixes Your Site & Increases Your Ranks appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.

  • Tuesday 11 December 2018 - 11:30
    Instagram a ajouté une fonctionnalité de messagerie vocale aux messages privés via Direct. Lire la suite »

  • Tuesday 11 December 2018 - 10:43
    Now that Lens is no longer buried in Google Photos we’ll see more rapid adoption of visual search.

    Please visit Search Engine Land for the full article.
  • Tuesday 11 December 2018 - 10:33
    Dès lors qu’il s’agit des avis locaux, la récence est d’une importance capitale. Lire la suite »

  • Tuesday 11 December 2018 - 10:18
  • Tuesday 11 December 2018 - 09:30
    Le domaine digital contient encore bien des vides juridiques et le marketing d’influence n’est pas épargné par cette situation. Cependant, vous souhaitez sceller la collaboration avec votre influenceur aussi bien sur la forme que sur le fond, ...

    Cliquez sur le titre pour la suite...
  • Tuesday 11 December 2018 - 09:14
    Nous savions déjà que Google+ va définitivement s’arrêter, mais suite à la découverte d'une seconde fuite de données, Google a annoncé que son réseau social allait finalement fermer plus tôt que...

  • Tuesday 11 December 2018 - 09:10
    Learn how third-party sellers, backlinks and a clearly defined niche can leverage SEO opportunities.

    Please visit Search Engine Land for the full article.
  • Tuesday 11 December 2018 - 08:30
    Sometimes humans and machines disagree about what content is duplicate content. Here’s why–and how to beat the system when it happens.

    Please visit Search Engine Land for the full article.
  • Tuesday 11 December 2018 - 08:30

    L’e-mail marketing est l’un des moyens les plus puissants en termes de retour sur investissement brut. Ces quatre dernières années, les entreprises ont quadruplé leur taux d’acquisition client par e-mail. Malgré les 294 milliards d’e-mails envoyés par les entreprises, très peu d’entre elles investissent dans l’A/B testing dans leurs campagnes de marketing par e-mail, pour augmenter leurs conversions. Voici 5 conseils issus de la méthode CRAFT (Colorful, Relevant, Actionable, Forceful, Targeted) pour optimiser vos conversions par e-mail (CTA). 

    1. Coloré : vos CTA pour une meilleure conversion

    Lorsque vous optimisez vos campagnes d’e-mail marketing pour les conversions, la première chose à faire est sans aucun doute votre appel à l’action (CTA). Vous pouvez obtenir beaucoup de conversions supplémentaires par quelques modifications simples.

    Votre CTA doit être accrocheur et se démarquer du reste de l’e-mail. Faire ressortir le CTA peut être aussi simple que d’utiliser le «texte de lien bleu» par défaut dans un e-mail HTML de base.

    Vous pouvez également faire ressortir le CTA en ajoutant un bouton dans votre e-mail. L’important est de faire ressortir le CTA du reste de votre e-mail aux yeux du lecteur.

    2. Pertinent : votre CTA doit être pertinent par rapport à l’objet du message

    Mettre en avant le CTA est une bonne chose, mais pourquoi le destinataire prendrait-il la peine de cliquer dessus ? Il faut que le CTA soit pertinent avec le reste du e-mail et du message.

    Par exemple, si vous envoyez une newsletter avec vos articles, plutôt que de mettre un simple appel à l’action du genre “en savoir plus”, vous pouvez intituler votre bouton “continuer d’apprendre”. Ce simple verbe “apprendre” induit un bénéfice client et l’incite à cliquer car il aura une réelle valeur ajoutée à poursuivre sa lecture.

    3. Actionnable : votre CTA doit être clair ou direct

    En plus d’être pertinent et lié au message, un bon CTA doit être exploitable.

    Ici, le terme «actionnable» signifie clair ou direct. Un bon exemple pour expliquer cela est Amazon. Lorsque vous achetez un objet chez Amazon, vous recevez un e-mail vous demandant de noter le produit acheté. L’e-mail de notation du produit ne comporte rien d’autre qu’un lien vers la section review du produit.

    Un autre moyen de rendre vos CTA actionnables est le fait, par exemple, de demander au client de noter un produit ou un service entre 0 et 10. Cela est simple et ne demande qu’une seule action.

    4. Énergique : votre CTA doit être persuasif

    Outre le fait d’être pertinent pour votre lecteur, le CTA doit aussi être énergique, c’est à dire puissant, persuasif et efficace. S’il n’est pas puissant en termes de valeur ajouté client, ce dernier n’aura aucune envie de poursuivre sa lecture ou d’acheter votre produit.

    5. Ciblé : un e-mail est égal à un objectif

    Pour des e-mails plus efficaces, ne multipliez pas les CTA : un seul suffit. Gardez les choses simples.  Soyez clair sur le message que vous livrez. Mieux vaut plusieurs e-mails avec des CTA différents qu’un seul e-mail avec 10 CTA. Vous allez me dire que cela va faire trop ? Oui mais, encore une fois, si vous segmentez votre base de données, toute votre base client ne recevra pas tous les e-mails. Par exemple, un retailer aura une newsletter pour les hommes et une pour les femmes : d’où un meilleure taux de conversion. Plutôt qu’une seule et même newsletter pour une population qui ne se retrouvera pas dans votre e-mail.

    Ne faites pas réfléchir vos clients ! Ce n’est que la pointe de l’iceberg de ce que vous pouvez faire avec un outil de test AB. Il existe de nombreuses façons d’augmenter vos conversions de marketing par e-mail et, avec un peu d’attention, vous êtes sur le point d’accroître vos revenus en un rien de temps. Je couvrirai plus de stratégie de messagerie et de conseils dans les publications futures.

    Si cet article vous a plu, je vous invite à télécharger notre livre blanc “Marketing automation : transformez votre site en machine à vendre”. Si vous désirez plus d’informations, n’hésitez pas à contacter notre agence marketing automation.

  • Tuesday 11 December 2018 - 08:20
    Comme je te l’ai raconté dans mon précédent article, je suis passé par trois autres auto-répondeurs avant de rejoindre Aweber : MailChimp (2012/2013), SG Autorépondeur (2014/2015) et GetResponse (2016/2017). J’utilise désormais Aweber depuis mars 2018 et il est temps pour moi de te présenter la bête, ce que tu peux faire avec, combien ça coûte […]
  • Tuesday 11 December 2018 - 08:14
    Google a publié un communiqué le 10 décembre 2018 pour confirmer et avancer la date de fermeture du réseau social Google+ dans sa version grand public. Dans le même temps, les API relatives au réseau social seront également inaccessibles dans trois mois pour lutter contre un bug persistant de l'outil. [...]
  • Tuesday 11 December 2018 - 06:38
  • Tuesday 11 December 2018 - 05:30

    Ce jeudi, plusieurs outils de l'ancienne Google Search Console ayant aujourd'hui leur équivalent dans la nouvelle version des outils pour webmasters de Google vont migrer et ne seront plus disponibles que dans leur nouveaux habits. Logique...

    Si vous vous intéressez un tant soit peu au SEO et que vous n'avez pas passé les 12 derniers mois dans votre cave sans connexion Internet, vous devez savoir que la Search Console de Google est en train d'opérer une migration vers une nouvelle version, plus précise, plus technique et avec plus de fonctionnalités.

    Dans ce cadre, jusqu'à maintenant, certaines fonctions étaient encore disponibles dans l'ancienne version, alors que leur nouvelle mouture était également en ligne sur la nouvelle version, avec souvent des chiffres légèrement différents (plus précis, parfois calculés différemment). Un doublon qui générait parfois certaines incompréhensions. Il fallait donc s'attendre à ce que certains outils "basculent" définitivement vers leur nouveaux atours, ce qui était tout à fait logique.

    C'est désormais prévu pour le jeudi 13 novembre prochain, comme l'affichent des messages dans l'ancienne Search Console (voir illustrations ci-dessous). A cette date, les applications suivantes n'apparaîtront plus dans l'ancienne Search Console et ne seront plus disponibles que dans la nouvelle :

    • Apparence dans les résultats de recherche > Rapport sur les cartes enrichies ;
    • Apparence dans les résultats de recherche > Rapport sur AMP ;
    • Trafic de recherche > Analyse de la recherche ;
    • Trafic de recherche > Liens vers votre site ;
    • Trafic de recherche > Liens internes ;
    • Trafic de recherche > Actions manuelles ;
    • Trafic de recherche > Ergonomie mobile ;
    • Index Google > Etat de l'indexation.

    En revanche, les rapports sur les Sitemap XML et les erreurs d'exploration (tous deux dans la zone "Exploration"), déjà disponibles sous une forme plus ou moins différente dans la nouvelle Search Console, ne semblent pas touchés par cette migration. Le doublon devrait donc rester pour eux.

    Pour toutes les autres fonctionnalités actuellement disponibles dans l'ancienne Search Console et qui n'ont pas encore leur équivalent dans la nouvelle, elles resteront disponibles comme actuellement, sans changement.


    2 exemples de messages actuellement affichés dans l'ancienne Search Console pour annoncer la migration.
    Source : Abondance

    L’article Certaines fonctionnalités de la Search Console vont migrer définitivement ce jeudi (13 novembre) est apparu en premier sur Abondance.

  • Tuesday 11 December 2018 - 03:47
  • Tuesday 11 December 2018 - 01:53
  • Tuesday 11 December 2018 - 01:06

    Posted by matthew_jkay

    Keyword research has been around as long as the SEO industry has. Search engines built a system that revolves around users entering a term or query into a text entry field, hitting return, and receiving a list of relevant results. As the online search market expanded, one clear leader emerged — Google — and with it they brought AdWords (now Google Ads), an advertising platform that allowed organizations to appear on search results pages for keywords that organically they might not.

    Within Google Ads came a tool that enabled businesses to look at how many searches there were per month for almost any query. Google Keyword Planner became the de facto tool for keyword research in the industry, and with good reason: it was Google’s data. Not only that, Google gave us the ability to gather further insights due to other metrics Keyword Planner provided: competition and suggested bid. Whilst these keywords were Google Ads-oriented metrics, they gave the SEO industry an indication of how competitive a keyword was.

    The reason is obvious. If a keyword or phrase has higher competition (i.e. more advertisers bidding to appear for that term) it’s likely to be more competitive from an organic perspective. Similarly, a term that has a higher suggested bid means it’s more likely to be a competitive term. SEOs dined on this data for years, but when the industry started digging a bit more into the data, we soon realized that while useful, it was not always wholly accurate. Moz, SEMrush, and other tools all started to develop alternative volume and competitive metrics using Clickstream data to give marketers more insights.

    Now industry professionals have several software tools and data outlets to conduct their keyword research. These software companies will only improve in the accuracy of their data outputs. Google’s data is unlikely to significantly change; their goal is to sell ad space, not make life easy for SEOs. In fact, they've made life harder by using volume ranges for Google Ads accounts with low activity. SEO tools have investors and customers to appease and must continually improve their products to reduce churn and grow their customer base. This makes things rosy for content-led SEO, right?

    Well, not really.

    The problem with historical keyword research is twofold:

    1. SEOs spend too much time thinking about the decision stage of the buyer’s journey (more on that later).

    2. SEOs spend too much time thinking about keywords, rather than categories or topics.

    The industry, to its credit, is doing a lot to tackle issue number two. “Topics over keywords” is something that is not new as I’ll briefly come to later. Frameworks for topic-based SEO have started to appear over the last few years. This is a step in the right direction. Organizing site content into categories, adding appropriate internal linking, and understanding that one piece of content can rank for several variations of a phrase is becoming far more commonplace.

    What is less well known (but starting to gain traction) is point one. But in order to understand this further, we should dive into what the buyer’s journey actually is.

    What is the buyer’s journey?

    The buyer’s or customer’s journey is not new. If you open marketing text books from years gone by, get a college degree in marketing, or even just go on general marketing blogs you’ll see it crop up. There are lots of variations of this journey, but they all say a similar thing. No matter what product or service is bought, everyone goes through this journey. This could be online or offline — the main difference is that depending on the product, person, or situation, the amount of time this journey takes will vary — but every buyer goes through it. But what is it, exactly? For the purpose of this article, we’ll focus on three stages: awareness, consideration, & decision.


    The awareness stage of the buyer’s journey is similar to problem discovery, where a potential customer realizes that they have a problem (or an opportunity) but they may not have figured out exactly what that is yet.

    Search terms at this stage are often question-based — users are researching around a particular area.


    The consideration stage is where a potential consumer has defined what their problem or opportunity is and has begun to look for potential solutions to help solve the issue they face.


    The decision stage is where most organizations focus their attention. Normally consumers are ready to buy at this stage and are often doing product or vendor comparisons, looking at reviews, and searching for pricing information.

    To illustrate this process, let’s take two examples: buying an ice cream and buying a holiday.

    Being low-value, the former is not a particularly considered purchase, but this journey still takes place. The latter is more considered. It can often take several weeks or months for a consumer to decide on what destination they want to visit, let alone a hotel or excursions. But how does this affect keyword research, and the content which we as marketers should provide?

    At each stage, a buyer will have a different thought process. It’s key to note that not every buyer of the same product will have the same thought process but you can see how we can start to formulate a process.

    The Buyer’s Journey - Holiday Purchase

    The above table illustrates the sort of queries or terms that consumers might use at different stages of their journey. The problem is that most organizations focus all of their efforts on the decision end of the spectrum. This is entirely the right approach to take at the start because you’re targeting consumers who are interested in your product or service then and there. However, in an increasingly competitive online space you should try and find ways to diversify and bring people into your marketing funnel (which in most cases is your website) at different stages.

    I agree with the argument that creating content for people earlier in the journey will likely mean lower conversion rates from visitor to customer, but my counter to this would be that you're also potentially missing out on people who will become customers. Further possibilities to at least get these people into your funnel include offering content downloads (gated content) to capture user’s information, or remarketing activity via Facebook, Google Ads, or other retargeting platforms.

    Moving from keywords to topics

    I’m not going to bang this drum too loudly. I think many in of the SEO community have signed up to the approach that topics are more important than keywords. There are quite a few resources on this listed online, but what forced it home for me was Cyrus Shepard’s Moz article in 2014. Much, if not all, of that post still holds true today.

    What I will cover is an adoption of HubSpot’s Topic Cluster model. For those unaccustomed to their model, HubSpot’s approach formalizes and labels what many search marketers have been doing for a while now. The basic premise is instead of having your site fragmented with lots of content across multiple sections, all hyperlinking to each other, you create one really in-depth content piece that covers a topic area broadly (and covers shorter-tail keywords with high search volume), and then supplement this page with content targeting the long-tail, such as blog posts, FAQs, or opinion pieces. HubSpot calls this "pillar" and "cluster" content respectively.

    Source: Matt Barby / HubSpot

    The process then involves taking these cluster pages and linking back to the pillar page using keyword-rich anchor text. There’s nothing particularly new about this approach aside from formalizing it a bit more. Instead of having your site’s content structured in such a way that it's fragmented and interlinking between lots of different pages and topics, you keep the internal linking within its topic, or content cluster. This video explains this methodology further. While we accept this model may not fit every situation, and nor is it completely perfect, it’s a great way of understanding how search engines are now interpreting content.

    At Aira, we’ve taken this approach and tried to evolve it a bit further, tying these topics into the stages of the buyer’s journey while utilizing several data points to make sure our outputs are based off as much data as we can get our hands on. Furthermore, because pillar pages tend to target shorter-tail keywords with high search volume, they're often either awareness- or consideration-stage content, and thus not applicable for decision stage. We term our key decision pages “target pages,” as this should be a primary focus of any activity we conduct.

    We’ll also look at the semantic relativity of the keywords reviewed, so that we have a “parent” keyword that we’re targeting a page to rank for, and then children of that keyword or phrase that the page may also rank for, due to its similarity to the parent. Every keyword is categorized according to its stage in the buyer’s journey and whether it's appropriate for a pillar, target, or cluster page. We also add two further classifications to our keywords: track & monitor and ignore. Definitions for these five keyword types are listed below:

    Pillar page

    A pillar page covers all aspects of a topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page. A keyword tagged with pillar page will be the primary topic and the focus of a page on the website. Pillar pages should be awareness- or consideration-stage content.

    A great pillar page example I often refer to is HubSpot’s Facebook marketing guide or Mosi-guard’s insect bites guide (disclaimer: probably don’t click through if you don’t like close-up shots of insects!).

    Cluster page

    A cluster topic page for the pillar focuses on providing more detail for a specific long-tail keyword related to the main topic. This type of page is normally associated with a blog article but could be another type of content, like an FAQ page.

    Good examples within the Facebook marketing topic listed above are HubSpot’s posts:

    For Mosi-guard, they’re not utilizing internal links within the copy of the other blogs, but the "older posts" section at the bottom of the blog is referencing this guide:

    Target page

    Normally a keyword or phrase linked to a product or service page, e.g. nike trainers or seo services. Target pages are decision-stage content pieces.

    HubSpot’s target content is their social media software page, with one of Mosi-guard’s target pages being their natural spray product.

    Track & monitor

    A keyword or phrase that is not the main focus of a page, but could still rank due to its similarity to the target page keyword. A good example of this might be seo services as the target page keyword, but this page could also rank for seo agency, seo company, etc.


    A keyword or phrase that has been reviewed but is not recommended to be optimized for, possibly due to a lack of search volume, it’s too competitive, it won’t be profitable, etc.

    Once the keyword research is complete, we then map our keywords to existing website pages. This gives us a list of mapped keywords and a list of unmapped keywords, which in turn creates a content gap analysis that often leads to a content plan that could last for three, six, or twelve-plus months.

    Putting it into practice

    I’m a firm believer in giving an example of how this would work in practice, so I’m going to walk through one with screenshots. I’ll also provide a template of our keyword research document for you to take away.

    1. Harvesting keywords

    The first step in the process is similar, if not identical, to every other keyword research project. You start off with a batch of keywords from the client or other stakeholders that the site wants to rank for. Most of the industry call this a seed keyword list. That keyword list is normally a minimum of 15–20 keywords, but can often be more if you’re dealing with an e-commerce website with multiple product lines.

    This list is often based off nothing more than opinion: “What do we think our potential customers will search for?” It’s a good starting point, but you need the rest of the process to follow on to make sure you’re optimizing based off data, not opinion.

    2. Expanding the list

    Once you’ve got that keyword list, it’s time to start utilizing some of the tools you have at your disposal. There are lots, of course! We tend to use a combination of Moz Keyword Explorer, Answer the Public, Keywords Everywhere, Google Search Console, Google Analytics, Google Ads, ranking tools, and SEMrush.

    The idea of this list is to start thinking about keywords that the organization may not have considered before. Your expanded list will include obvious synonyms from your list. Take the example below:

    Seed Keywords

    Expanded Keywords

    ski chalet

    ski chalet

    ski chalet rental

    ski chalet hire

    ski chalet [location name]


    There are other examples that should be considered. A client I worked with in the past once gave a seed keyword of “biomass boilers.” But after keyword research was conducted, a more colloquial term for “biomass boilers” in the UK is “wood burners.” This is an important distinction and should be picked up as early in the process as possible. Keyword research tools are not infallible, so if budget and resource allows, you may wish to consult current and potential customers about which terms they might use to find the products or services being offered.

    3. Filtering out irrelevant keywords

    Once you’ve expanded the seed keyword list, it’s time to start filtering out irrelevant keywords. This is pretty labor-intensive and involves sorting through rows of data. We tend to use Moz’s Keyword Explorer, filter by relevancy, and work our way down. As we go, we’ll add keywords to lists within the platform and start to try and sort things by topic. Topics are fairly subjective, and often you’ll get overlap between them. We’ll group similar keywords and phrases together in a topic based off the semantic relativity of those phrases. For example:



    ski chalet

    ski chalet

    ski chalet rental

    ski chalet hire

    ski chalet [location name]

    catered chalet

    catered chalet

    luxury catered chalet

    catered chalet rental

    catered chalet hire

    catered chalet [location name]

    ski accommodation

    ski accommodation

    cheap ski accommodation

    budget ski accommodation

    ski accomodation [location name]

    Many of the above keywords are decision-based keywords — particularly those with rental or hire in them. They're showing buying intent. We’ll then try to put ourselves in the mind of the buyer and come up with keywords towards the start of the buyer’s journey.



    Buyer’s stage

    ski resorts

    ski resorts

    best ski resorts

    ski resorts europe

    ski resorts usa

    ski resorts canada

    top ski resorts

    cheap ski resorts

    luxury ski resorts




    skiing guide

    skiing beginner’s guide


    family holidays

    family holidays

    family winter holidays

    family trips


    This helps us cater to customers that might not be in the frame of mind to purchase just yet — they're just doing research. It means we cast the net wider. Conversion rates for these keywords are unlikely to be high (at least, for purchases or enquiries) but if utilized as part of a wider marketing strategy, we should look to capture some form of information, primarily an email address, so we can send people relevant information via email or remarketing ads later down the line.

    4. Pulling in data

    Once you’ve expanded the seed keywords out, Keyword Explorer’s handy list function enables your to break things down into separate topics. You can then export that data into a CSV and start combining it with other data sources. If you have SEMrush API access, Dave Sottimano’s API Library is a great time saver; otherwise, you may want to consider uploading the keywords into the Keywords Everywhere Chrome extension and manually exporting the data and combining everything together. You should then have a spreadsheet that looks something like this:

    You could then add in additional data sources. There’s no reason you couldn’t combine the above with volumes and competition metrics from other SEO tools. Consider including existing keyword ranking information or Google Ads data in this process. Keywords that convert well on PPC should do the same organically and should therefore be considered. Wil Reynolds talks about this particular tactic a lot.

    5. Aligning phrases to the buyer’s journey

    The next stage of the process is to start categorizing the keywords into the stage of the buyer’s journey. Something we’ve found at Aira is that keywords don’t always fit into a predefined stage. Someone looking for “marketing services” could be doing research about what marketing services are, but they could also be looking for a provider. You may get keywords that could be either awareness/consideration or consideration/decision. Use your judgement, and remember this is subjective. Once complete, you should end up with some data that looks similar to this:

    This categorization is important, as it starts to frame what type of content is most appropriate for that keyword or phrase.

    The next stage of this process is to start noticing patterns in keyphrases and where they get mapped to in the buyer’s journey. Often you’ll see keywords like “price” or ”cost” at the decision stage and phrases like “how to” at the awareness stage. Once you start identifying these patterns, possibly using a variation of Tom Casano’s keyword clustering approach, you can then try to find a way to automate so that when these terms appear in your keyword column, the intent automatically gets updated.

    Once completed, we can then start to define each of our keywords and give them a type:

    • Pillar page
    • Cluster page
    • Target page
    • Track & monitor
    • Ignore

    We use this document to start thinking about what type of content is most effective for that piece given the search volume available, how competitive that term is, how profitable the keyword could be, and what stage the buyer might be at. We’re trying to find that sweet spot between having enough search volume, ensuring we can actually rank for that keyphrase (there’s no point in a small e-commerce startup trying to rank for “buy nike trainers”), and how important/profitable that phrase could be for the business. The below Venn diagram illustrates this nicely:

    We also reorder the keywords so keywords that are semantically similar are bucketed together into parent and child keywords. This helps to inform our on-page recommendations:

    From the example above, you can see "digital marketing agency" as the main keyword, but “digital marketing services” & “digital marketing agency uk” sit underneath.

    We also use conditional formatting to help identify keyword page types:

    And then sheets to separate topics out:

    Once this is complete, we have a data-rich spreadsheet of keywords that we then work with clients on to make sure we’ve not missed anything. The document can get pretty big, particularly when you’re dealing with e-commerce websites that have thousands of products.

    5. Keyword mapping and content gap analysis

    We then map these keywords to existing content to ensure that the site hasn’t already written about the subject in the past. We often use Google Search Console data to do this so we understand how any existing content is being interpreted by the search engines. By doing this we’re creating our own content gap analysis. An example output can be seen below:

    The above process takes our keyword research and then applies the usual on-page concepts (such as optimizing meta titles, URLs, descriptions, headings, etc) to existing pages. We’re also ensuring that we’re mapping our user intent and type of page (pillar, cluster, target, etc), which helps us decide what sort of content the piece should be (such as a blog post, webinar, e-book, etc). This process helps us understand what keywords and phrases the site is not already being found for, or is not targeted to.

    Free template

    I promised a template Google Sheet earlier in this blog post and you can find that here.

    Do you have any questions on this process? Ways to improve it? Feel free to post in the comments below or ping me over on Twitter!

    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!

  • Monday 10 December 2018 - 23:58

    Part of my role as a Client Partner at Portent is to stay up-to-date with marketing platforms and channels so I may determine which ones to recommend to my clients. Recently, I’ve focused on learning as much as I can about advertising through Amazon.

    Amazon’s expansion and transformation are intriguing. The twenty-year-old company’s growth from an online bookstore to a publicly traded empire currently valued at over $995 billion is fascinating. Since Amazon’s CEO and founder, Jeff Bezos, announced Amazon’s  IPO in 1997, the company has expanded its portfolio to include: cloud computing (AWS), a crowdsourcing API (Amazon Mechanical Turk), eBooks (Amazon Kindle), tablet computers (Amazon Kindle Fire HD), streaming services (Amazon Music and Amazon Instant Video), wireless smart speakers (Amazon Echo) and more.

    Not to mention, the giant has further diversified its investments with the purchase of multiple high-earning businesses (ex. Zappos, IMDb, and Audible). And that isn’t even the half of it. In fact, Amazon recently surprised the market when it acquired Whole Foods (August 2017).

    Amazon’s empire not only offers marketers reach but also access to a broad wealth of data.

    And, as you know, data is the sexiest commodity in digital marketing.  

    Amazon is so appealing that CNBC reported earlier this month that notable advertisers are moving half of their search budget from Google to Amazon.

    In short, B2Cs who are not selling or advertising through Amazon may be losing out on an opportunity to diversify their marketing channel portfolio, and as a result, reach fewer potential customers – especially if they are a small to mid-sized business.

    Do I Have to Sell on Amazon to Advertise on Amazon?

    No, you do not have to be a seller on Amazon to advertise through Amazon. However, it does limit the amount of Amazon advertising channels which will be available to you. For instance, you will be unable to build a Store or Sponsored Ads (these two options are only available for sellers and vendors).

    Why Should I Advertise with Amazon?

    Amazon advertising offers a broad reach and unique data set.

    WordStream recently reported has over 300 million Amazon users. And according to,150 million unique visitors per month come directly from the United States.

    These millions of users are interacting with on a daily basis – purchasing, discovering, learning. By placing your ads on this platform, your company will be uniquely positioned to capture their attention.

    Not only that but as an Amazon advertiser, you’ll be able to harness the user data behind these experiences to smartly build and optimize your advertising campaigns.

    This is a significant reason why Amazon is now on pace to become the 3rd-largest digital ad platform by the end of the year (behind Google and Facebook).

    What Advertising Channels are Available Through Amazon?

    There are currently five marketing channels available to advertisers through with Amazon:

    Sponsored Ads

    Promote your products and brand through Sponsored Ads – Sponsored Product, Sponsored Brand (formerly Headline Search Ads), Product Display Ads – which appear within the Amazon search engine pages (SERPs) and on relevant product pages. Users who click on these ads will be sent directly to your Amazon product listing page. As such, this advertising feature is only available to those who have their products listed on Amazon. Sponsored ads are budget friendly as marketers are only charged when a customer clicks on the ad.

    Display Ads

    Amazon Display Ads are formatted similarly to Google Search and Display Ads. For instance, you’re able to customize the audiences you advertise to based on Amazon shopping insights. The most significant difference is that Amazon Display Ads only appear within the Amazon network: on, Amazon owned and operated sites, Amazon devices, and across the Amazon network. You do not need to sell on Amazon to advertise using Amazon Display Ads. However, you must have a budget of $35k or more in the United States to run Amazon Display Ads.

    Video Ads

    As marketers, we know video is essential to our content marketing strategy. For instance, Hubspot reported that 81% of businesses now use video as a marketing tool and 76% of marketers saw an increase in sales from using video. Harness this power for yourself using Amazon video ads. Easily tell a story about your product and/or your brand and capture your audience’s attention. Your Amazon video ads may appear on both, across the Amazon network, and on Amazon devices, like Fire TV. As with Display Ads, you must have a budget of $35k or more in the United States to run Amazon Display Ads.


    Amazon Sellers, vendors, and vendor agents are eligible to build free multi-page sites, otherwise known as Amazon Stores, within to feature their brand and products. Amazon Stores are easy to assemble (no coding necessary) and feature custom URLs. Think of Amazon Stores as a landing page hosted on which you can directly drive Amazon advertising traffic to, to offer a unique customer experience.


    The Amazon DSP is a programmatic platform which employs Amazon shopping data to reach customers on, Amazon Apps, and through third-party partners.

    How Do I Measure My Amazon Campaigns?

    Advertisers on Amazon have access to Amazon’s Advertising measurement solutions – a platform built and maintained by Amazon to measure the performance of advertisements. Amazon’s first-party data will provide your team with the insights they need to understand the impact of Amazon ads on your brand’s reach and conversions. In addition, third-party data is available to provide a holistic view of how your ads are performing.   

    Should I Advertise Through Amazon?

    Yes, if you’re a B2C e-commerce site, you should consider advertising through Amazon.

    What are the Cons to Advertising Through Amazon?

    Amazon does not (yet) have the reach of Google.

    For context, Google – the largest search engine – processes an average of 3.5 billion daily searches worldwide (Smart Insights). In comparison, has an average of five million visits per day from the United States.

    • Amazon’s Advertising Console is not yet as granular as other platforms (such as Google AdWords).
    • The ad infrastructure
      with Amazon is clunkier and more manual than those of competitors like Facebook and Google.

    How Can I Start Advertising Through Amazon?  

    Start advertising with Amazon today by visiting the Amazon advertising registration page.

    If you’re already a registered Amazon seller, vendor, or vendor agent, you’ll be easily able to set-up a Store or advertise with Sponsored Ads. Otherwise, you’ll only be able to promote through the Amazon DSP, Display and Video ads until you set-up an Amazon Brand Registry account.


    Amazon advertising is not a fit for every brand and product. Reach out to Portent to learn more about advertising with Amazon and determine whether or not it fits in with your company’s overall goal and digital marketing strategy.

    The post A Marketer’s Intro to Advertising on Amazon appeared first on Portent.

  • Monday 10 December 2018 - 23:25

    Here is a recap of what happened in the search forums today...

  • Monday 10 December 2018 - 22:55
  • Monday 10 December 2018 - 18:30

    by Robert Clough

    So, what does the internet think about quality?

    Depends on who you ask!


    Ranking on internet searches is not a get rich quick scheme. Some people may approach SEO in this manner, but quality does not always equal quantity.

    In fact, engaging in a race to get your website ranked may do more harm in the long run. Search engines are smart and eventually, they might notice that something is amiss. So, when you're focused on quality, you can rest assured that you're focusing on the right SEO strategy

    Backlinking is one SEO strategy in which you will need to strive for quality. Backlinking means that other websites are linking your website's content into theirs. A quality backlink is achieved organically and authentically, which in time can put your website on the map!

    So, how can we distinguish a low-quality backlink from a high-quality one?

    Read on to find out! 

    How to Identify a Quality Backlink

    Don't settle for low-quality just to get your name out there. Building quality backlinks take time. Find out how to make the distinction below.

    1. Good Reputation

    Consider the reputation of the website who is backlinking to your business's site.

    Do they seem to be a trustworthy source? Would you consider linking to their website? Do they reflect your own brand's reputation and values?

    If not, then it's likely that this backlink isn't a quality backlink at least for your site. A backlink should enhance your website's content and rankings. They should also enhance your business's reputation.

    A low-quality backlink may confuse the values, message, and tone of your business. It may still help your rankings, but consider if it's helping your business as well. 

    2. Based on Authenticity

    Ideally, the website backlinking to your page would be doing so for authentic reasons. Simply, because they believe your content is worthy of being referenced on their website!

    A low-quality backlink lacking authenticity might also have an ulterior motive such as hoping you'll backlink to their website as well. However, keep in mind that even if the website backlinking to your website is a trusted source, exchanging backlinks won't necessarily help your website to rank higher. The highest quality of backlink are links from a number of unique trusted sites. 

    3. Location

    As they say in real estate, "location, location, location!"

    The same philosophy applies to backlinks. When a backlink is placed within organic content search engines assume it's an important link. Even better is when the link appears near the top of the article. 

    A great example of a prime location for a backlink is at the beginning of a blog post or article. Backlink management software can also help you to find guest blog post opportunities to naturally backlink to your website's content.

    The location of the website backlinking to your website on the search engine results also plays a large role in determining quality. The higher the ranking, the higher the quality of the backlink. 

    Quality Backlink and Growing Your Business

    To acquire a quality backlink, you must also be willing to build relationships with business owners and influencers in your industry.

    This can be as simple as writing them an email telling them you linked to their website or sharing your content with them. It takes time to build backlinks, so if it seems to be moving slowly, then it's probably because you're aiming for quality, not quantity. 

    To learn more about long-term and short-term SEO, check out our blog post!

    Be sure and visit our small business news site.

  • Monday 10 December 2018 - 18:26

    by Robert Clough

    Finding content without keywords is like searching for a quarter in a sack of nickels.


    Keywords help people find your brand by ranking you in search engines. Good content is created around keywords that people are searching for.

    Any industry must know how to find it's people. Industries as competitive as cryptocurrency are no exception.

    Keep reading to start your path toward SEO success with these bitcoin basics.

    Follow Industry Trends

    This doesn't mean monkey see monkey do. By keeping your ear to current news in the crypto industry, you find ideas about the future. These ideas can be used to generate content that your site visitors will find useful. 

    Professions like crypto trading, see here, depend on the latest industry news.

    Google Trends is a tool that can help you keep track. Input a term in the search field and it will tell you how popular the term is over a period of time. It also gives you several related keywords. 

    Check out the Competition

    The success of your competitors gives you clues to what's working. While you don't want to copy them right out, you can learn from the models they create. For instance, if their content is shared often, you can create content on the same topic. 

    This way, you discover what people are searching for.

    You have to offer unique value for visitors to stick around. Knowing why a topic works will help you create more content to attract visitors. 


    Ubersuggest is a free tool that assists you in finding hundreds of keywords in seconds. Plug any term into the search bar and it immediately gives you a list. Under each word, you have a choice to keep expanding it.

    You then have the choice of viewing the word in Google Trends to see how it performs over time.

    From there, plug the word into a search engine. This will give you an idea of what information is already available.

    Another free tool called KWfinder tells you how difficult it is to rank for a certain keyword.

    User Intent

    When you search for things online you have an intention behind why you are looking. Are you searching for information? Are you wanting to make a purchase? This is user intent.

    Choose keywords based around what the intention of the end user is. If you deal in e-commerce, choose words that will relate to this purpose. This way your time will be used more efficiently for your goals. If you have a blog, your words should lead visitors to informational content.

    Evaluate the goals of your website. Your goals will inform the decisions you make in regards to content and keywords.

    SEO in Bitcoin Basics

    Ranking in search engines can seem confusing. Though it's a lot of legwork, the main key is to use relevant keywords. Free tools like Google Trends, Ubersuggest, and others make the job a little easier.

    By monitoring the industry and your competitors, you get a feel for what people find valuable.

    Whether your site is about bitcoin basics or opportunities, you can benefit from SEO.

    Get more free SEO strategy advice here.

    Be sure and visit our small business news site.

  • Monday 10 December 2018 - 17:00

    As we close out 2018 and enter a new year, it’s time to look toward the future.

    Many of you might be making some new year’s resolutions such as diet changes, workout routines, and quitting bad habits.

    But outside of your personal goals, you also need to keep an eye on your business operations. More specifically, you must focus on your marketing department.

    Marketing continues to change over time. Each year we’re seeing new trends.

    What worked for your company in 2010 may not work in 2019.

    Don’t get me wrong. I’m not saying you need to completely abandon or change your strategy that worked in 2018. But you need to at least recognize the newest trends.

    It will be up to you to make any necessary adjustments based on what’s trending.

    Here’s the thing. Other marketers are already jumping on board with new trends and technology.

    To gain an advantage over your competitors, you want to prepare yourself to adapt to these trends before they have the chance.

    I’ve narrowed down the top ten marketing trends you need to look out for in 2019.

    1. Chatbots

    Chatbots and live chat isn’t new technology by any stretch. However, we’re definitely seeing a shift in the way these are being used from a marketing perspective.

    Have you seen chatbots recently when visiting websites?

    According to stats, 1.4 billion people interact with chatbots each year.

    And 80% of companies say they’re already using or plan to use chatbots by 2020.

    I’m expecting to see a huge increase in chatbots being used for marketing purposes in 2019 in order to reach that number by 2020.

    You should consider using this technology in your business if you’re not already doing so. That’s because implementing live chat provides better customer service.

    It’s much easier for customers to communicate with chatbots online than to send an email or call a representative.

    Using chatbots has many potential benefits:


    You can have a chatbot window automatically pop up once a visitor lands on your website.

    This will make it much easier for them to reach your customer service team.

    Chatbots also help drive conversions.

    Live chat makes it three times more likely that your customers will complete the purchase process. Furthermore, live chats generate a 20% increase in conversions and a 305% increase in ROI.

    Marketers have recognized these advantages and acted accordingly.

    I’m expecting to see more websites with chatbots in 2019. You should consider using this marketing strategy as well.

    2. Interactive video content

    Video marketing has been trending upward for years now.

    We’re seeing an increase in videos on social media, websites, and blogs. People are even running successful video blogs.

    But in 2019, we’ll start seeing additional changes in the way video is consumed. I’m talking about interactive videos.

    The Washington Post uploaded this 360-degree video to its YouTube page:

    washington post

    As the video plays, users have a chance to view the entire area by clicking the navigation button in the top left corner of the screen.

    You can start using interactive videos for all other purposes I mentioned earlier:

    • email
    • website
    • social media
    • blog

    The idea behind interactive videos is to increase engagement:


    They perform better than regular videos. There is a greater chance that people will finish watching a 360-degree video and you’ll get a higher return on your investment.

    In fact, 98% of people in the United States believe that 360-degree videos are more exciting than traditional video formats.

    And 90% of people say content is better when it can be viewed with a 360-degree view. It should be no surprise that 360 videos have a click-through rate eight times greater than that of traditional videos.

    Furthermore, 70% of marketers say interactive videos have had a positive impact on their businesses.

    Audiences are 65% more likely to interact with a 360-degree video.

    Given these numbers, we’ll see more of this content in the coming years, starting in 2019.

    3. IGTV

    Have you heard of IGTV?

    It’s a standalone app owned and operated by Instagram.

    This concept launched in June 2018 and was specifically made for mobile devices.

    This app is similar to YouTube. One of the major differences is that all of the videos are vertical since they are made for phones.

    Video content plays as soon as you open the app, similarly to the way a video would be playing if you turned on a TV in your house.


    Instagram has seemingly taken over social media.

    Everything the team touches turns to gold.

    Its active users have been trending upward since its inception in 2010:

    IG users

    I don’t see any signs of this slowing down.

    Even if it can get only a fraction of those 1+ billion users to download and use IGTV, the new app will be a big hit in 2019.

    Marketers will need to adjust their strategies accordingly.

    They’ll need to have a presence on IGTV in addition to Instagram.

    This will force marketing teams to produce more video content specifically for this app.

    You’ve got to follow the consumer. If your target audience and current customers are using IGTV, you need to do the same.

    Since the platform is so new, you can get ahead of the game right now by familiarizing yourself with the app and producing more content for it.

    4. Enhanced personalized recommendations

    Artificial intelligence algorithms are making it possible to offer more personalized content than ever before.

    Your company can increase sales by personalizing the customer experience.

    I’m sure you’ve seen this in your own life. For example, when watching Netflix, you get recommended movies and TV shows based on what you’ve watched so far.

    Businesses use this on their websites as well.

    Again, this isn’t necessarily new. I’m sure some of you might even be using this strategy on your sites.

    But in 2019, the technology will make these recommendations better and more accurate than ever before.

    Consumers are willing to share personal data if they can benefit from a more personalized experience.


    As you can see from the graph above, younger generations are much more accepting of this technology than older ones.

    That said, everyone needs to jump on board now.

    This marketing strategy will be the way of the future.

    5. Facebook and Instagram ads

    Paid social media ads aren’t new, but the trends are definitely changing.

    More businesses are focusing on Facebook and Instagram ads than on other social media platforms.


    As you can see, Instagram and Facebook are the only two social sites that more businesses are planning to use paid ads for than not.

    And ads on other social sites such as Twitter, Pinterest, and Snapchat are slowly becoming obsolete.

    In fact, 31% of brands on Instagram are currently using ads.

    That number is up from 24% in 2017, 12% in 2016, and just 4% in 2015. The volume of ads on this platform has grown nearly eight times in just four years.

    It doesn’t surprise me that Facebook and Instagram are the two platforms trending upward for paid advertisements.

    Since Facebook owns Instagram, businesses manage ads on both of these social sites in the same place. The format makes it much easier for businesses to create ads that target the right audience, based on its needs.

    You even have the option to use lifetime value to create a Facebook audience that actually converts.

    Those same benefits aren’t offered when you advertise on other social sites.

    The types of ads that can be run between Facebook and Instagram are also versatile. Businesses can experiment with these formats to see what gives them the best results.

    What does this mean for you?

    If you’re currently using other social media platforms to advertise, you may want to consider switching to those trending.

    If you are not running any paid ads, you should at least try them, or your competition might steal your customers on social media.

    6. Beacon technology

    Beacon technology is similar to GPS, but it’s not quite as complex.

    Businesses are leveraging beacon technology to target customers, especially in retail stores. Here’s how it works.

    First, companies need to encourage their customers to download their mobile apps.

    Once the app is installed on a user’s device, it will track their location. When an app user walks by a beacon in a store, the company knows exactly where the customer is within that store.

    It’ll be able to tell when the person is shopping for a specific product. Then, the brand can send the user a promotion via a push notification that’s related to what they’re looking at.


    It’s a great way to improve the profitability of your small business mobile app.

    Ecommerce businesses can use this technology too, even without a physical store.

    If you have an ecommerce platform, you can place beacons in public areas relevant to what your company offers. Then you can send targeted push notifications when app users are in the vicinity of those beacons.

    The reason why this technology will increase in popularity in 2019 is because mobile app popularity is growing as well.

    And 42% of small businesses already have mobile apps.

    An additional 30% of companies plan to build an app in the future. Further, 55% of businesses owned by Millennials have mobile apps.

    Younger generations have recognized the importance of this technology. That’s why they are adapting sooner.

    Your company needs to jump on board as well. You won’t be able to leverage beacon technology without a mobile app.

    7. Voice search

    Between smartphones and products such as Amazon Echo or Google Home, voice search is booming.

    Voice recognition software isn’t new. You’ve been able to use the speech to text function of your phone for years now, but you’ve probably experienced its imprecision.

    Technology has evolved. Google Home has 95% word level accuracy.

    Voice search will have a direct impact on ecommerce sales.


    Experts predict that by 2020, 50% of searches will be voice searches.

    Last year, 13% of households in America owned a smart speaker. This number is expected to reach 55% by 2022.

    As of January 2018, voice search was conducted 1 billion times a month. I predict that number to be higher in 2019.

    8. Predictive analysis

    Predictive analysis is somewhat related to personalized recommendations.

    But the AI and machine learning algorithms used for predictive analysis can be used for many other things.

    Here’s a look at how businesses are already using this technology:

    predictive analysis

    As you can see, 23% of businesses are using predictive analysis, while 90% of businesses believe it’s important to use this technology.

    Since business owners recognize its importance, but less than a quarter of them are actually using the technology, it’s only a matter of time before they jump on board.

    As you can see from the graph, only 26% of businesses surveyed have no plans to use predictive analytics in the near future. Everyone else is either currently using it or has plans to use it for marketing.

    Predictive analysis will help you segment your customers better.

    This technology can help improve your automation efforts and reduce churn.

    One of the best ways to use predictive analysis is to prequalify your leads. Algorithms and software can help you come up with a better lead scoring system.

    By prioritizing your leads and identifying top prospective customers, you’ll be able to generate more conversions.

    9. Mobile payments

    Does your business currently accept mobile payments?

    If not, you need to plan on it soon. This will be a growing trend in 2019.

    Just look at these numbers:

    mobile pay

    One portion of mobile payments allows customers to pay for goods and services directly from a mobile app.

    Businesses such as Starbucks have an app that allows customers to buy coffee in their storefronts by paying with their mobile phones in advance.

    Another portion of mobile pay comes from alternative payment methods.

    Roughly 440 million users across the world used contactless pay options in 2018, such as Apple Pay, Google Pay, and Samsung Pay.

    That number is expected to increase to 760 million by 2020.

    To go from 440 million users to 760 million users, 2019 will have to be a huge year for mobile payments.

    Your business should adapt and be prepared to accept these types of payments.

    Consumers are getting used to it. If you don’t have their preferred payment option, they may take their business elsewhere.

    10. AI and machine learning adaptation

    Many trends on my list use AI and machine learning.

    This technology has been around for quite some time, but it continues to improve and evolve each year.

    There are many different uses for AI in the future:


    Lots of these functions can be applied to your marketing strategy.

    You need to learn the marketing skills you need to survive in the age of AI.

    Furthermore, AI is the fastest growing marketing technology:

    fastest growing

    It has the highest year-over-year growth compared to all other technologies on the list.

    Your company can no longer afford to ignore adapting to the new technologies, such as AI and machine learning.

    If you do, you won’t be able to keep up with your competitors.


    2019 is going to be a big year for marketers.

    New technology and ease of accessibility have made marketing more competitive than ever before. That’s why you need to recognize the newest trends.

    If you’re not sure what to expect in 2019 from a marketing perspective, you can use this guide as a reference.

    This isn’t a list of bold predictions or trends that I pulled out of thin air.

    Everything I listed above is backed by data that’s trending upward. It’s a safe bet to follow these trends if you want to be successful.

    What marketing trends is your brand planning to follow in 2019?

  • Monday 10 December 2018 - 17:00
    Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

    Please visit Search Engine Land for the full article.
  • Monday 10 December 2018 - 15:45
  • Monday 10 December 2018 - 15:25
    After much testing, it appears that the URLs in the Google search results are now clickable. I noticed it last week, I assumed it was a continuation of the test but I still see it today as do others like Ari Roth.
  • Monday 10 December 2018 - 15:25
    Google posted on the data anomalies page that Google Search Console AMP error reporting starting today, December 10th, will become more generic in nature. Specifically Google said "AMP enhancement report will now combine some over-specific issue types into fewer generalized issue types."
  • Monday 10 December 2018 - 15:25
    Google's John Mueller had to say on Twitter that people scraping your content is not a signal that Google will rank your content better. John Mueller said "Scrapers copy all kinds of content without judging the quality, so I don't think that would be a really useful signal."
  • Monday 10 December 2018 - 14:54

    I was fortunate enough to be able to interview Google’s John Mueller at SearchLove and quiz him about domain authority metrics, sub-domains vs. sub-folders and how bad is ranking tracking really.

    I have previously written and spoken about how to interpret Google’s official statements, technical documentation, engineers’ writing, patent applications, acquisitions, and more (see: From the Horse’s Mouth and the associated video as well as posts like “what do dolphins eat?”). When I got the chance to interview John Mueller from Google at our SearchLove London 2018 conference, I knew that there would be many things that he couldn’t divulge, but there were a couple of key areas in which I thought we had seen unnecessary confusion, and where I thought that I might be able to get John to shed some light. [DistilledU subscribers can check out the videos of the rest of the talks here - we’re still working on permission to share the interview with John].

    Mueller is Webmaster Trends Analyst at Google, and these days he is one of the most visible spokespeople for Google. He is a primary source of technical search information in particular, and is one of the few figures at Google who will answer questions about (some!) ranking factors, algorithm updates and crawling / indexing processes.


    New information and official confirmations

    In the post below, I have illustrated a number of the exchanges John and I had that I think revealed either new and interesting information, or confirmed things we had previously suspected, but had never seen confirmed before on the record.

    I thought I’d start, though, by outlining what I think were the most substantial details:

    Confirmed: Google has domain-level authority metrics

    We had previously seen numerous occasions where Google spokespeople had talked about how metrics like Moz's Domain Authority (DA) were proprietary external metrics that Google did not use as ranking factors (this, in response to many blog posts and other articles that conflated Moz's DA metric with the general concept of measuring some kind of authority for a domain). I felt that there was an opportunity to gain some clarity.

    "We've seen a few times when people have asked Google: "Do you use domain authority?" And this is an easy question. You can simply say: "No, that's a proprietary Moz metric. We don't use Domain Authority." But, do you have a concept that's LIKE domain authority?"

    We had a bit of a back-and-forth, and ended up with Mueller confirming the following (see the relevant parts of the transcript below):

    1. Google does have domain level metrics that “map into similar things”
    2. New content added to an existing domain will initially inherit certain metrics from that domain
    3. It is not a purely link-based metric but rather attempts to capture a general sense of trust


    Confirmed: Google does sometimes treat sub-domains differently

    I expect that practically everyone around the industry has seen at least some of the long-running back-and-forth between webmasters and Googlers on the question of sub-domains vs sub-folders (see for example this YouTube video from Google and this discussion of it). I really wanted to get to the bottom of this, because to me it represented a relatively clear-cut example of Google saying something that was different to what real-world experiments were showing.

    I decided to set it up by coming from this angle: by acknowledging that we can totally believe that there isn’t an algorithmic “switch” at Google that classifies things as sub-domains and ranks them deliberately lower, but that we do regularly see real-world case studies showing uplifts from moving, and so asking John to think about why we might see that happen. He said [emphasis mine]:

    in general, we ... kind of where we think about a notion of a site, we try to figure out what belongs to this website, and sometimes that can include sub-domains, sometimes that doesn't include sub-domains.

    Sometimes that includes sub-directories, sometimes that doesn't include specific sub-directories. So, that's probably where that is coming from where in that specific situation we say, "Well, for this site, it doesn't include that sub-domain, because it looks like that sub-domain is actually something separate. So, if you fold those together then it might be a different model in the end, whereas for lots of other sites, we might say, "Well, there are lots of sub-domains here, so therefore all of these sub-domains are part of the main website and maybe we should treat them all as the same thing."

    And in that case, if you move things around within that site, essentially from a sub-domain to a sub-directory, you're not gonna see a lot of changes. So, that's probably where a lot of these differences are coming from. And in the long run, if you have a sub-domain that we see as a part of your website, then that's kind of the same thing as a sub-directory.

    To paraphrase that, the official line from Google is:

    1. Google has a concept of a “site” (see the discussion above about domain-level metrics)
    2. Sub-domains (or even sub-folders) can be viewed as not a part of the rest of the site under certain circumstances
    3. If we are looking at a sub-domain that Google views as not a part of the rest of the site, then webmasters may see an uplift in performance by moving the content to a sub-folder (that is viewed as part of the site)

    Unfortunately, I couldn’t draw John out on the question of how one might tell in advance whether your sub-domain is being treated as part of the main site. As a result, my advice remains the same as it used to be:

    In general, create new content areas in sub-folders rather than sub-domains, and consider moving sub-domains into sub-folders with appropriate redirects etc.

    The thing that’s changed is that I think that I can now say this is in line with Google’s official view, whereas it used to be at odds with their official line.

    Learning more about the structure of webmaster relations

    Another area that I was personally curious about going into our conversation was about how John’s role fits into the broader Google teams, how he works with his colleagues, and what is happening behind the scenes when we learn new things directly from them. Although I don’t feel like we got major revelations out of this line of questioning, it was nonetheless interesting:

    I assumed that after a year, it [would be] like okay, we have answered all of your questions. It's like we're done. But there are always new things that come up, and for a lot of that we go to the engineering teams to kind of discuss these issues. Sometimes we talk through with them with the press team as well if there are any sensitivities around there, how to frame it, what kind of things to talk about there.

    For example, I was curious to know whether, when we ask a question to which John doesn’t already know the answer he reviews the source code himself, turns to an engineer etc. Turns out:

    1. He does not generally attend search quality meetings (timezones!) and does not review the source code directly
    2. He does turn to engineers from around the team to find specialists who can answer his questions, but does not have engineers dedicated to webmaster relations

    For understandable reasons, there is a general reluctance among engineers to put their heads above the parapet and be publicly visible talking about how things work in their world. We did dive into one particularly confusing area that turned out to be illuminating - I made the point to John that we would love to get more direct access to engineers to answer these kinds of edge cases:

    Concrete example: the case of noindex pages becoming nofollow

    At the back end of last year, John surprised us with a statement that pages that are noindex will, in the long run, eventually be treated as nofollow as well.

    Although it’s a minor detail in many ways, many of us felt that this exposed gaps in our mental model. I certainly felt that the existence of the “noindex, follow” directive meant that there was a way for pages to be excluded from the index, but have their links included in the link graph.

    What I found more interesting than the revelation itself was what it exposed about the thought process within Google. What it boiled down to was that the folk who knew how this worked - the engineers who’d built it - had a curse of knowledge. They knew that there was no way a page that was dropped permanently from the index could continue to have its links in the link graph, but they’d never thought to  tell John (or the outside world) because it had never occurred to them that those on the outside hadn’t realised it worked this way [emphasis mine]:

    it's been like this for a really long time, and it's something where, I don't know, in the last year or two we basically went to the team and was like, "This doesn't really make sense. When people say noindex, we drop it out of our index eventually, and then if it's dropped out of our index, there's canonical, so the links are kind of gone. Have we been recommending something that doesn't make any sense for a while?" And they're like, "Yeah, of course."

    More interesting quotes from the discussion

    Our conversation covered quite a wide range of topics, and so I’ve included some of the other interesting snippets here:

    Algorithm changes don’t map easily to actions you can take

    Googlers don’t necessarily know what you need to do differently in order to perform better, and especially in the case of algorithm updates, their thinking about “search results are better now than they were before” doesn’t translate easily into “sites that have lost visibility in this update can do XYZ to improve from here”. My reading of this situation is that there is ongoing value to the work SEOs to do interpret algorithm changes and longer-running directional themes to Google’s changes to guide webmasters’ roadmaps:

    [We don’t necessarily think about it as] “the webmaster is doing this wrong and they should be doing it this way”, but more in the sense “well, overall things don't look that awesome for this search result, so we have to make some changes." And then kind of taking that, well, we improved these search results, and saying, "This is what you as a webmaster should be focusing on", that's really hard.

    Do Googlers understand the Machine Learning ranking factors?

    I’ve speculated that there is a long-run trend towards less explainability of search rankings, and that this will impact search engineers as well as those of us on the outside. We did at least get clarity from John that at the moment, they primarily use ML to create ranking factors that feed into more traditional ranking algorithms, and that they can debug and separate the parts (rather than a ML-generated SERP which would be much less inspectable):

    [It’s] not the case that we have just one machine learning model where it's like oh, there's this Google bot that crawls everything and out comes a bunch of search results and nobody knows what happens in between. It's like all of these small steps are taking place, and some of them use machine learning.

    And yes, they do have secret internal debugging tools, obviously, which John described as:

    Kind of like search console but better

    Why are result counts soooo wrong?

    We had a bit of back-and-forth on result counts. I get that Google has told us that they aren’t meant to be exact, and are just approximations. So yeah, sure, but when you sometimes get a site: query that claims 13m results, you click to page 2 and find that there are only actually 11 - not 11m, actually just 11, you say to yourself that this isn’t a particularly helpful approximation. We didn’t really get any further on this than the official line we’ve heard before, but if you need that confirmed again:

    We have various counters within our systems to try to figure out how many results we approximately have for some of these things, and when things like duplicate content show up, or we crawl a site and it has a ton of duplicate content, those counters might go up really high.

    But actually, in indexing and later stage, I'm gonna say, "Well, actually most of these URLs are kinda the same as we already know, so we can drop them anyway."

    So, there's a lot of filtering happening in the search results as well for [site: queries], where you'll see you can see more. That helps a little bit, but it's something where you don't really have an exact count there. You can still, I think, use it as a rough kind of gauge. It's like is there a lot, is it a big site? Does it end up running into lots of URLs that are essentially all eliminated in the end? And you can kinda see little bit there. But you don't really have a way of getting the exact count of number of URLs.

    More detail on the domain authority question

    On domain authority question that I mentioned above (not the Moz Domain Authority proprietary metric, but the general concept of a domain-level authority metric), here’s the rest of what John said:

    I don't know if I'd call it authority like that, but we do have some metrics that are more on a site level, some metrics that are more on a page level, and some of those site wide level metrics might kind of map into similar things.

    the main one that I see regularly is you put a completely new page on a website. If it's an unknown website or a website that we know tends to be lower quality, then we probably won't pick it up as quickly, whereas if it's a really well-known website where we'll kind of be able to trust the content there, we might pick that up fairly quickly, and also rank that a little bit better.

    it's not so much that it's based on links, per se, but kind of just this general idea that we know this website is generally pretty good, therefore if we find something unknown on this website, then we can kind of give that a little bit of value as well.

    At least until we know a little bit better that this new piece of thing actually has these specific attributes that we can focus on more specifically.

    Maybe put your nsfw and sfw content on different sub-domains

    I talked above about the new clarity we got on the sub-domain vs. sub-folder question and John explained some of the “is this all one site or not” thinking with reference to safe search. If you run a site with not safe for work / adult content that might be filtered out of safe search and have other content you want to have appear in regular search results, you could consider splitting that apart - presumably onto a different sub-domain - and Google can think about treating them as separate sites:

    the clearer we can separate the different parts of a website and treat them in different ways, I think that really helps us. So, a really common situation is also anything around safe search, adult content type situation where you have maybe you start off with a website that has a mix of different kinds of content, and for us, from a safe search point of view, we might say, "Well, this whole website should be filtered by safe search."

    Whereas if you split that off, and you make a clearer section that this is actually the adult content, and this is kind of the general content, then that's a lot easier for our algorithms to say, "Okay, we'll focus on this part for safe search, and the rest is just a general web search."

    John can “kinda see where [rank tracking] makes sense”

    I wanted to see if I could draw John into acknowledging why marketers and webmasters might want or need rank tracking - my argument being that it’s the only way of getting certain kinds of competitive insight (since you only get Search Console for your own domains) and also that it’s the only way of understanding the impact of algorithm updates on your own site and on your competitive landscape.

    I struggled to get past the kind of line that says that Google doesn’t want you to do it, it’s against their terms, and some people do bad things to hide their activity from Google. I have a little section on this below, but John did say:

    from a competitive analysis point of view, I kinda see where it makes sense

    But the ToS thing causes him problems when it comes to recommending tools:

    how can we make sure that the tools that we recommend don't suddenly start breaking our terms of service? It's like how can we promote any tool out there when we don't know what they're gonna do next.

    We’ve come a long way

    It was nice to end with a nice shout out to everyone working hard around the industry, as well as a nice little plug for our conference [emphasis mine, obviously]:

    I think in general, I feel the SEO industry has come a really long way over the last, I don't know, five, ten years, in that there's more and more focus on actual technical issues, there's a lot of understanding out there of how websites work, how search works, and I think that's an awesome direction to go. So, kind of the voodoo magic that I mentioned before, that's something that I think has dropped significantly over time.

    And I think that's partially to all of these conferences that are running, like here. Partially also just because there are lots of really awesome SEOs doing awesome stuff out there.

    Personal lessons from conducting an interview on stage

    Everything above is about things we learned or confirmed about search, or about how Google works. I also learned some things about what it’s like to conduct an interview, and in particular what it’s like to do so on stage in front of lots of people.

    I mean, firstly, I learned that I enjoy it, so I do hope to do more of this kind of thing in the future. In particular, I found it a lot more fun than chairing a panel. In my personal experience, chairing a panel (which I’ve done more of in the past) requires a ton of mental energy on making sure that people are speaking for the right amount of time, that you’re moving them onto the next topic at the right moment, that everyone is getting to say their piece, that you’re getting actually interesting content etc. In a 1:1 interview, it’s simple: you want the subject talking as much as possible, and you can focus on one person’s words and whether they are interesting enough to your audience.

    In my preparation, I thought hard about how to make sure my questions were short but open, and that they were self-contained enough to be comprehensible to John and the audience, and allow John to answer them well. I think I did a reasonable job but can definitely continue practicing to get my questions shorter. Looking at the transcript, I did too much of the talking. Having said that, my preparation was valuable. It was worth it to have understood John’s background and history first, to have gathered my thoughts, and to have given him enough information about my main lines of questioning to enable him to have gone looking for information he might not have had at his fingertips. I think I got that balance roughly right; enabling him to prep a reasonable amount while keeping a couple of specific questions for on the day.

    I also need to get more agile and ask more follow-ups and continuation questions - this is hard because you are having to think on your feet - I think I did it reasonably well in areas where I’d deliberately prepped to do it. This was mainly in the more controversial areas where I knew what John’s initial line might be but I also knew what I ultimately wanted to get out of it or dive deeper into. I found it harder where I found it less expected that I hadn’t quite got 100% what I was looking for. It’s surprisingly hard to parse everything that’s just been said and figure out on the fly whether it’s interesting, new, and complete.

    And that’s all from the comfort of the interrogator’s chair. It’s harder to be the questioned than the questioner, so thank you to John for agreeing to come, for his work in the prep, and for being a good sport as I poked and prodded at what he’s allowed to talk about.

    I also got to see one of his 3D-printed Googlebot-in-a-skirt characters - a nice counterbalance to the gender assumptions that are too common in technical areas:

    Things John didn’t say

    There are a handful of areas where I wish I’d thought quicker on my feet or where I couldn’t get deeper than the PR line:

    "Kind of like Search Console"

    I don’t know if I’d have been able to get more out of him even if I’d pushed, but looking back at the conversation, I think I gave up too quickly, and gave John too much of an “out” when I was asking about their internal toolset. He said it was “kind of like Search Console” and I put words in his mouth by saying “but better”. I should have dug deeper and asked for some specific information they can see about our sites that we can’t see in Search Console.

    John can “kinda see where [rank tracking] makes sense”

    I promised above to get a bit deeper into our rank tracking discussion. I made the point that “there are situations where this is valuable to us, we feel. So, yes we get Search Console data for our own websites, but we don't get it for competitors, and it's different. It doesn't give us the full breadth of what's going on in a SERP, that you might get from some other tools.”

    We get questions from clients like, "We feel like we've been impacted by update X, and if we weren't rank tracking, it's very hard for us to go back and debug that." And so I asked John “What would your recommendation be to consultants or webmasters in those situations?”

    I think that's kinda tricky. I think if it's your website, then obviously I would focus on Search Console data, because that's really the data that's actually used when we showed it to people who are searching. So, I think that's one aspect where using external ranking tracking for your own website can lead to misleading answers. Where you're seeing well, I'm seeing a big drop in my visibility across all of these keywords, and then you look in Search Console in it's like, well nobody's searching for these keywords, who cares if I'm ranking for them or not?

    From our point of view, the really tricky part with all of these external tools is they scrape our search results, so it's against our terms of service, and one thing that I notice kind of digging into that a little bit more is a lot of these tools do that in really sneaky ways.

    (Yes, I did point out at this point that we’d happily consume an API).

    They do things like they use proxy's on mobile phones. It's like you download an app, it's a free app for your phone, and in the background it's running Google queries, and sending the results back to them. So, all of these kind of sneaky things where in my point of view, it's almost like borderline malware, where they're trying to take user's computers and run queries on them.

    It feels like something that's like, I really have trouble supporting that. So, that's something, those two aspects, is something where we're like, okay, from a competitive analysis point of view, I kinda see where it makes sense, but it's like where this data is coming from is really questionable.

    Ultimately, John acknowledged that “maybe there are ways that [Google] can give you more information on what we think is happening” but I felt like I could have done a better job on pushing for the need for this kind of data on competitive activity, and on the market as a whole (especially when there is a Google update). It’s perhaps unsurprising that I couldn’t dig deeper than the official line here, nor could I have expected to get a new product update about a whole new kind of competitive insight data, but I remain a bit unsatisfied with Google’s perspective. I feel like tools that aggregate the shifts in the SERPs when Google changes their algorithm and tools that let us understand the SERPs where our sites are appearing are both valuable and Google is fixated on the ToS without acknowledging the ways this data is needed.

    Are there really strong advocates for publishers inside Google?

    John acknowledged being the voice of the webmaster in many conversations about search quality inside Google, but he also claimed that the engineering teams understand and care about publishers too:

    the engineering teams, [are] not blindly focused on just Google users who are doing searches. They understand that there's always this interaction with the community. People are making content, putting it online with the hope that Google sees it as relevant and sends people there. This kind of cycle needs to be in place and you can't just say “we're improving search results here and we don't really care about the people who are creating the content”. That doesn't work. That's something that the engineering teams really care about.

    I would have liked to have pushed a little harder on the changing “deal” for webmasters as I do think that some of the innovations that result in fewer clicks through to websites are fundamentally changing that. In the early days, there was an implicit deal that Google could copy and cache webmasters’ copyrighted content in return for driving traffic to them, and that this was a socially good deal. It even got tested in court [Wikipedia is the best link I’ve found for that].

    When the copying extends so far as to remove the need for the searcher to click through, that deal is changed. John managed to answer this cleverly by talking about buying direct from the SERPs:

    We try to think through from the searcher side what the ultimate goal is. If you're an ecommerce site and someone could, for example, buy something directly from the search results, they're buying from your site. You don't need that click actually on your pages for them to actually convert. It's something where when we think that products are relevant to show in the search results and maybe we have a way of making it more such that people can make an informed choice on which one they would click on, then I think that's an overall win also for the whole ecosystem.

    I should have pushed harder on the publisher examples - I’m reminded of this fantastic tweet from 2014. At least I know I still have plenty more to do.

    Thank you to Mark Hakansson for the photos [close-up and crowd shot].

    So. Thank you John for coming to SearchLove, and for being as open with us as you were, and thank you to everyone behind the scenes who made all this possible.

    Finally: to you, the reader - what do you still want to hear from Google? What should I dig deeper into and try to get answers for you about next time? Drop a comment below or drop me a line on Twitter.

  • Monday 10 December 2018 - 14:45
  • Monday 10 December 2018 - 14:24
    Learn the benefits of using a customer data platform and compare 22 top vendors.

    Please visit Search Engine Land for the full article.
  • Monday 10 December 2018 - 14:00
    Le copywriting n’est pas une science. C’est un art. Et comme toute discipline, celle-ci requiert de la travailler encore et encore pour se surpasser. Il n’est pas toujours simple de transmettre un message efficace dans un slogan, dans ses ...

    Cliquez sur le titre pour la suite...
  • Monday 10 December 2018 - 13:53
    Google shopping competitors now 32 percent of results in UK, Germany, France.

    Please visit Search Engine Land for the full article.
  • Monday 10 December 2018 - 13:45
  • Monday 10 December 2018 - 13:25
    Google has renamed the communication manager to site manager in Google My Business. With that site managers can create posts to promote events, share news, and more, update business hours, address, and phone number and manage information about amenities.
  • Monday 10 December 2018 - 13:25
    Today on Google's home page is a special typewriter looking Doodle, special Google logo, for the Jewish German-Swedish poet and playwright Nelly Sachs' 127th birthday. She was born on December 10, 1891 in Berlin, Germany.
  • Monday 10 December 2018 - 13:19
    Au cours des dernières années, la diffusion de vidéos en direct sur Internet est devenue de plus en plus courante, des événements spéciaux aux messages communiqués par des célébrités. Or, pour les utilisateurs, il n'est pas toujours facile de déterminer quelles vidéos sont diffusées en direct, et à quelle heure.

    Aujourd'hui, nous lançons de nouveaux outils pour aider les internautes à découvrir vos diffusions en direct dans nos résultats de recherche et avec Assistant. Avec les données structurées et l'API d'indexation (Indexing API) pour les diffusions en direct, vous pouvez nous informer lorsque votre vidéo est en ligne. Elle pourra ainsi apparaître avec un badge rouge affichant "en direct" :

    Ajouter des données structurées pour diffusions en direct à votre page

    Si votre site Web diffuse des vidéos en direct, utilisez la documentation pour les développeurs à ce sujet pour signaler que votre vidéo est un programme diffusé en direct et pour désigner les heures de début et de fin. Vous devez également intégrer les données structurées VideoObject pour préciser à Google qu'il existe une vidéo sur votre page.

    Informer Google rapidement avec l'API d'indexation

    L'API d'indexation peut désormais être utilisée avec des pages intégrant des données structurées pour diffusions en direct. Nous vous encourageons à appeler l'API d'indexation pour demander que votre site soit exploré avant la date de votre diffusion. Nous vous recommandons d'appeler l'API d'indexation au début et à la fin de votre diffusion, et lorsque les données structurées sont modifiées.

    Pour plus d'informations, consultez notre documentation pour les développeurs. Et n'hésitez pas à poser vos questions dans le Forum d'aide pour les webmasters. Nous avons hâte de voir vos vidéos en direct sur Google !

    Ecrit par Danielle Marshak, responsable produit
  • Monday 10 December 2018 - 13:07
    Snapchat est clairement passé derrière Instagram dès lors il s'agit de la croissance des utilisateurs. Lire la suite »

  • Monday 10 December 2018 - 13:00

    B2B ecommerce has exploded to become a major force in the US Economy, and an exciting new selling channel in many traditional industries.  Forrester Research reports that the B2B ecommerce market totaled $889 billion in 2017.  By 2020, that number is projected to eclipse $1.2 trillion.  B2B ecommerce has quietly grown to surpass the size of the more visible B2C ecommerce marketplace, today accounting for 2.5 the volume of B2C online purchases.  While surprising to many people, the fact is that selling fasteners, medical equipment, electrical components, and other business-specific products online dwarfs the volume of shoes, make-up, and music to consumers via the Internet.

    Recognizing this volume, more and more manufacturers and distributors in traditional industries are launching B2B ecommerce efforts.  Unfortunately, many companies don’t do their due diligence ahead of launching an ecommerce initiative.  This results in less than optimal ecommerce platform deployments, ineffectively structured organizations, and missed opportunities – which all create inefficiencies and stifle growth.

    By understanding these common mistakes, you can avoid the common pitfalls associated with implementing B2B ecommerce.  With this in mind, let’s look at three of the most common mistakes companies make when implementing B2B ecommerce—and what you can do to avoid them.

    Mistake #1: Failing to Define Your Requirements in Detail

    B2B ecommerce_Mistake #1_Failing to Define Your Requirements in DetailAll too often, I see companies fail to put in the time required to create a thorough set of requirements for their ecommerce system, grounded in a solid understanding of business objectives. In doing so, these firms drastically increase the likelihood they will choose the wrong platform —which prevents them from being able to take full advantage of their ecommerce opportunity.

    Taking the plunge into ecommerce for the first time is an extremely time-consuming process. The last thing you want to do is have to replatform shortly after launching because you made the wrong choice to begin with.

    Because so much is at stake, it is imperative that you choose the right platform the first time—one you can live with for five to ten years, or even longer. The only way you can ensure this is done correctly is by extensively documenting your requirements up front.  Be sure to include information about features, workflows, pricing, contract support, flexibility, integrations, and more.

    Your company is not likely an expert in ecommerce, so choosing the right platform from the start can be a tricky and taxing process. Because of that, many companies outsource these responsibilities to companies that are experts in the space.  Yes, this requires additional upfront investment and time, but the ROI and risk reduction make it worthwhile.

    Mistake #2: Underestimating the Importance of the User Experience

    B2B ecommerce_Mistake #2_Underestimating the Importance of the User ExperienceI have observed that B2B companies tend to have a nasty habit of putting up ecommerce storefronts that are difficult-to-use, bolt-ons to their existing ERP (Enteprise Resource Planning) systems, and simply expecting orders  to come flowing in. When they don’t, they either blame their customers or figure that ecommerce won’t work for them.

    They’re wrong on both counts.

    When implementing an ecommerce system, it’s critical to focus on the user experience (UX). Today’s B2B buyer expects the digital user experience to make their jobs’ easier, and reflect consumer-like online shopping experiences.  If the UX is poorly executed and the resulting web site is difficult to use, how can you expect customers to actually use it?

    Keep in mind that business buyers’ expectations are set by their personal experiences in buying from the most advanced ecommerce sites in the world. Retailers like Amazon continue to set the bar extremely high for online retailers—which includes your company, whether you like it or not.  While B2B web sites must accommodate B2B buying workflows and nuances such as customer-specific pricing, custom catalogs, and payment on credit terms, the foundational elements of a B2C web site are also critical to incorporate. If your site search, navigation, product details, listing pages, shopping cart, and checkout aren’t optimized to meet the standards of modern online buyers, your ecommerce site will not be effective.

    Invest heavily in building a desirable UX, and customers will keep coming back.

    Mistake #3: Neglecting to Involve Your Sales Team

    B2B ecommerce replatforming_mistake 3_not involving your sales teamYour sales team is nervous. They hear the word “ecommerce” and they think competition and lost commissions.

    Fear isn’t warranted in the vast majority of cases.  However, many B2B ecommerce replatforming efforts are launched without input from the sales team—at least when  it comes to planning and implementation. As a result, a large amount of value is left on the table, and sales teams will fight against adoption of ecommerce among your customer base once you have launched your site.

    In reality, ecommerce is a force multiplier for the sales team by allowing associates to spend more time on strategic issues with key accounts.  An effective ecommerce web site eliminates time spent on low value, routine tasks such as entering orders or answering order status questions. And, if sales team members are commissioned for sales made to their accounts via ecommerce, economic incentives are aligned as well.

    Don’t keep your ecommerce replatforming initiative isolated to a few top executives or driven solely by the marketing team. Instead, use your sales team strategically.  Real value unlocks are available when selling channels are in sync, and getting the sales team involved early in defining your requirements and setting objectives will enhance your return when you launch.

    Benefits of Successful Replatforming

    The B2B ecommerce market is growing bigger every day. Frost and Sullivan projects that 27% of all B2B transactions will be conducted online by 2020.  Think about what this type of sales penetration could mean for your business.  Not only are sales transacted via ecommerce more efficient to process, but they often occur at higher gross margins.  Online sales also frequently represent incremental revenue – either via increased share of wallet from your existing customers or from new customers.

    Capturing these results for your company requires significant investment of internal and external resources. However, real return on investment exists for companies that diligently plan for and execute on this opportunity. Do it right, and you’ll be eating your piece of the pie in the near future.

    The post The Top 3 Mistakes Companies Make in Implementing B2B Ecommerce appeared first on Get Elastic Ecommerce Blog.

  • Monday 10 December 2018 - 12:28
    A few days ago, Fatih Ozkosemen and I led an episode of the AdSense On Air series. This program consists of monthly videos which cover many topics of interest to online publishers (we recommend you sign up if you use Google AdSense). The November 2018 version was dedicated to HTTPS migrations.

    You can find the whole session, about one hour long, in this video:

    The video covers the following topics:
    • What HTTPS encryption is, and why it is important to protect your visitors and yourself,
    • How HTTPS enables a more modern web,
    • What are the usual complaints about HTTPS, and are they still true today?
      • “But HTTPS certificates cost so much money!”
      • “But switching to HTTPS will destroy my SEO!”
      • “But “mixed content” is such a headache!”
      • “But my ad revenue will get destroyed!”
      • “But HTTPS is sooooo sloooow!"
    • Some practical advice to run the migration. Those are an aggregation of:

    We hope that this sort of content is useful. Don’t hesitate to let us know if you like it and if we should do more! You can reach out to us directly on Twitter (Vincent & Fatih). Let us know which topics are of interest to you by commenting here or on the YouTube page. If you have questions when you plan your own HTTPS migration, don’t hesitate to ask in our Webmaster Help Forums.

    Posted by Vincent Courson, Search Outreach Specialist
  • Monday 10 December 2018 - 12:23

    The volume and velocity of the data at our fingertips today has the power to transform the way we do marketing. Armed with the right data about our target audience, we can reach them at the right time, in the right place, with the best tailored messages. Given the deluge of marketing messages inundating consumers and B2B buyers at every moment, it’s critical that your marketing messages be the most relevant in order to break through the clutter. However, many of us still aren’t using data to its full potential. Only 30% of B2B marketers use data to inform decision-making. That’s because harnessing data is hard. Over 2.5 quintillion bytes of data are generated every day, across so many different people, channels, devices, and technologies. And nearly 50% of marketers say they don’t have the the right people, processes, and technologies in place to make use all of that data to make an impact. To continue to thrive in a crowded market place, and to truly show the impact of marketing as a revenue generator, it will be critical to get the people, process, and technology in place to make your data work for you. Of course, it won’t happen overnight. But regardless of where you are in your journey to data sophistication, you can start solving your challenges now. Below, we dive into five frequent data challenges and how you can put yourself on a path to overcome them.

    Challenge #1 - The data you need doesn’t exist.

    Despite all of that data being generated and captured, you could still be experiencing gaps in your data reporting. Typical data holes, include:
    • Lack of attribution
    • Incomplete contact records
    • Not all marketing and buying activities are being tracked
    These data holes are usually caused by a lack (or non-adherence) of process by both sales and marketing teams. The result is an incomplete picture, which can lead to inaccurate data analysis. Unsurprisingly, if your marketing activities aren’t properly tracked, you’re not able to truly measure the result of one marketing activity over another. But the good news is that this is one of the easiest challenges to overcome.

    Start Solving The Data Gap Challenge

    First, examine the process and governance around your tracking and database. If you don’t have one, create a policy around data governance focusing on getting top-down buy-in on the importance of collecting and maintaining accurate data. For your database:
    • Ensure new records are complete by reviewing data input requirements with the sales team, ensuring all know how and why complete data records are critical. And ensure your CRM and website forms are set up properly to ensure mandatory data is collected and entered.
    • Consider a major scrub if you have a lot of bad data. There are a variety of CRM services or add-on tools to help clean up inaccurate or duplicate records. Manually fixing thousands of records will be nearly impossible in most cases, so consider bringing in outside help.
    For marketing activities:
    • Create and enforce a process within your marketing team so tracking is in place on every activity possible.
    • If you you’re already using Google Analytics, make the most out of it by:
      • Ensuring goals and events are setup to track major conversions (like a contact form completion) and micro-conversions (like a video play).
      • Use Google URL builder for improved campaign tracking. Unique URLs can help you pinpoint which marketing activities are driving the most activity.
    • Identify other key data points that you’re not currently able to track with your existing set of tools. From there, research free tools to help you fill in gaps or set aside budget to make an investment in new technology.

    Challenge #2 - You have data silos.

    Many of you are dealing with multiple legacy systems, perhaps put in place by different teams, that don’t necessarily work together. Between your CRM, analytics platform, marketing automation, and social listening tools, data and platform integration may not be happening—and it’s holding you back. Finding a solution to this challenge will enable your data to become incredibly powerful. Integrating data across systems gives you the opportunity to create a more complete view of a customer or prospect, connecting activity throughout the buying journey and enabling you to reach them with the most relevant messages.

    Start Solving the Data Silo Challenge

    Start breaking down data silos by creating a list of data collection processes and tools across departments. Once you have the list, you can start to identify if any systems can be merged together. Many stand alone CRM, marketing automation, and analytics tools offer integration capabilities with other common platforms. Or you may already have a tool in place you are using for one function, that can be used for other jobs. If merging isn’t possible, then consider an alternative tool that can integrate with your other systems or do multiple things. This is also a good time to evaluate communication and processes across departments. Opening up silos between teams will help minimize new silos from forming and open up communication and access to data, which can improve the effectiveness of marketing activities. Read: How to Become a Better Data-Informed Content Marketer

    Challenge #3 - The data is tough to analyze.

    Anyone who has ever attempted to analyze thousands of rows of marketing data within an Excel spreadsheet can attest that it can be cumbersome and time consuming. For many of us, data volumes have accelerated much more quickly than our tools and abilities to analyze that data. Even if you have the most accurate, complete data, if you don’t have the right skills and strategies in place to analyze it, you can’t make an impact.

    Start Solving the Data Analyzation Challenge

    First, ask yourself if you have the right people in place to solve this problem. Data and technology has likely opened up the need for new positions within your team. An experienced analyst (or team of analysts) can manipulate large volumes of data and serve up insights to help your content marketing, social, advertising, and other teams make more informed decisions and show the impact of your work. Data scientist is another in demand title within marketing. The right person in this role can help you evaluate tools, manage data sources, and create process and strategies to turn formless data into a powerhouse of insight to change how your team uses data. From there, assess your technology stack to determine if you have the right tools in place to enable your current or future analysts understand and visualize the data.

    Challenge #4 - You don’t trust your data.

    It’s safe to say that you and your organization believe data and analytics are critical. In fact, a survey of some of the world’s leading businesses showed that 97% were making big investments in data and analytics this year. However, despite the need and the investment, the degree of confidence in data could be low. According to a recent survey by KPMG and Forrester Consulting, just 38% of respondents said they have a high level of confidence in their customer insights. Furthermore, only a third seem to trust the analytics they generate from their business operations. This gap in trust can be a result of lack of transparency or governance around data sourcing and analysis. And present a significant opportunity for organizations to create, refine and circulate policies for data and analytics management.

    Start Solving the Data Trust Challenge

    If you’ve already head nodded to one of the first three challenges presented, you likely need to start there. A legacy of incomplete and inaccurate data and analytics has driven the current lack of trust. KPMG recommends taking a systematic approach to building trust within data and analytics, by examining trust in data across four pillars:
    1. Quality (Are your tools and data quality?)
    2. Effectiveness (Is the data analysis useful and accurate?)
    3. Integrity (Are data and analytics being used in an acceptable and ethical way?)
    4. Resilience (Are long-term operations optimized?)

    Challenge #5 - You can’t make the predictive leap.

    If you have the right people, processes, and tools in place to effectively report on and analyze data across channels, that’s fantastic. You’re likely leveraging your historical data along with human insight to create more effective messaging and showcase the ROI of your marketing activities. But the question is: Are you in a position to get ahead of your audience’s needs? More than likely, you’re “guessing” at what your audience needs and wants based on what’s already happened, and you haven’t made the predictive leap to uncover deeper trends that will require changes in your mix.

    Start Solving the Guessing Game Challenge

    Start thinking about how machine learning (ML) and artificial intelligence (AI) can be implemented to help you predict future outcomes. ML and AI technologies not only have the ability to automate data crunching, but they can also create models using your multi-channel data to determine what is likely to happen if you stop or start using a tactic. For many marketers, AI and ML are daunting solutions to implement, as they are new and can require a significant investment. But the good news is that you can dip your toe in the waters by outsourcing to an established vendor. If you want to get something going in-house, Microsoft, IBM, and Amazon all have machine learning solutions you can research, consider, and test. Read: This Changes Everything: How AI Is Transforming Digital Marketing

    Overcome Your Data & Analytics Challenges in 2019

    Without a doubt, the importance of data and analytics will continue to increase as we go forward. Start now to identify what challenges are holding your marketing team back from making the most out of your data. With the right people, process, and tools and technologies in place, you can solve current challenges and evolve a powerful data and analytics operation—ultimately setting you up for more success now and into the future. What are some of the specific strategies and tactics for optimizing performance with data? Our CEO Lee Odden dives into three ways content marketers can leverage data right now.

    The post 5 Common Digital Marketing Data & Analytics Challenges and How to Start Solving Them appeared first on Online Marketing Blog - TopRank®.

  • Monday 10 December 2018 - 12:02
    Selon un article du JDD, "La jonction des réseaux sociaux et des télés en continu est un poison pour la démocratie", estime Emmanuel Macron.. Hé non, cette façon de voir...

    ...Tubbydev: web , développement, audience et référencement, blogs et entreprises
  • Monday 10 December 2018 - 11:52
    For those under 55, the majority of review consumption now occurs on smartphones.

    Please visit Search Engine Land for the full article.
  • Monday 10 December 2018 - 10:49
    The personalized recommendations tool will be available in 130 countries on Android and 40 on iOS devices.

    Please visit Search Engine Land for the full article.
  • Monday 10 December 2018 - 10:45
    Avec les #giletsjaunes, sur le web :-) -->

    ...Tubbydev: web , développement, audience et référencement, blogs et entreprises
  • Monday 10 December 2018 - 10:41
    Sur la base de vos commentaires afin d'améliorer le rôle de responsable de la communication sur Google My Business, celui-ci sera renommé en "Site Manager"ou Responsable...

  • Monday 10 December 2018 - 10:13

    Video content is one of the most popular mediums for businesses today, and for good reason. Video is more engaging, more memorable, and more popular among consumers than any other type of content.

    And there’s data to back that up, too!

    For example, did you know that 76% of businesses say video has helped them increase sales? Or that 80% of marketers say video has increased time spent on their website?

    This week we’re looking to help you increase brand awareness and product sales using the highly-engaging format of video. No matter what industry or vertical you’re in, video can help you promote your business in fresh and effective ways.

    Let’s dive in!

    How to use video content to increase brand awareness and sell your product

    What follows is a lightly-edited transcript of the Buffer Podcast episode #125 for your reading pleasure.

    Table of Contents

    Hailley: As marketers and business owners, one of the most common roadblocks we face is trying to drive engagement and traffic around our key products. It’s common across B2B and B2C! We think that video is one of the best way to solve that challenge.

    A warm welcome to the show – Let’s kick it off.

    Brian: The stats supporting the effectiveness of video marketing go on and on.

    • 81% of people have been convinced to buy a product or service by watching a brand’s video.
    • 85% of people say they’d like to see more video from brands in 2018.

    And get this, when both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.

    Video Content and Video Marketing Guide

    Hailley: Of course, the number one question we get about video (and one we struggled with in the past) is: where do I start?

    Where to start with video content

    We’ve talked about using video on social media in episodes 90 and 110, but we’ve never really gotten into the specifics of using video to do one of the most important things for your business – actually selling your product.

    Brian: It’s what pays the bills after-all.

    Everything we’re about to share applies to selling your products with video. These videos can then be shares on social media, of course, as well as your website, landing pages, blog posts, etc, etc.

    So with that being said, let’s get started with the very first video principal and that’s showing your product in action.

    Showing your product in action

    Hailley: One of the best things you can do to increase the success of your videos is to help people visualize what their lives would be like with your product.

    Giving viewers a sneak peek of your product can be a nice visual companion to a landing page or product description.

    Showing your product in action will make your video more interesting for users to watch. It also makes the video valuable because it shows us how the product works and what we can expect in real life.

    Brian: First thing that comes to mind here is a product tutorial.

    Utilizing product tutorials

    Believe it or not, people LOVE product tutorials just about anywhere they can find them. Social media, your website, YouTube, you name it.

    Just think about BuzzFeed tasty and their recipes. That’s essentially a tutorial sped up to make it fun. Speeding things up does seem to make them more fun!

    Hailley: The best part of tutorials or explainer videos, is that it helps to move people quickly down the funnel into buyer consideration.

    Again another argument for the power of video. Instead of reading 1,000 words on why your product works or why people should buy it, they can watch a 15 second video and get the exact same amount of information.

    Brian: The last two things I’ll say about tutorial videos are one, they help to sell your product without sounding like it’s a sales pitch. You’re simply showing them how the product works, not saying “hey buy my product.”

    A great example from company MuleSoft:

    The second thing is that they work for both physical products and services. With services, it’s a bit tougher to show in action, but you can get creative with things like Q&As, ask the experts, an educational series, and more.

    It just takes a little bit of brainstorming to open up the possibilities.

    Featuring customer testimonials

    Hailley: Next up, if you’re looking to sell your products or services with video content, is to create customer testimonials.

    If you have raving fans who are always singing your praises, or even other industry experts who would be happy to give your business a testimonial, then these are an awesome addition to your overall video content strategy.

    What customer testimonials help to do is show proof of demand, which is a valuable type of social proof showing others that you have lots of happy, satisfied customers.

    Brian: As many of you know, social proof is absolutely critical in selling your product.

    Studies show nearly 70 percent of online consumers look at a product review prior to making a purchase.

    Even more telling is the fact that product reviews are 12-times more trusted than product descriptions and sales copy from manufacturers.

    Hailley: Customer testimonials don’t have to be anything too fancy.

    Even something simple like shooting a video content with your customers in-store and asking them their favorite products or opinions, and then mashing up the results into one video can work great for this purpose.

    Or you could incentivize people to send you a video review with coupons and prizes. Or host a contest on social media.

    Brian: At the end of the day, all your potential customers want to know is that your product can (and will) solve their specific problem.

    One of the best ways prove this is by creating case study videos that feature your satisfied, loyal customers. These people are your best advocates.

    Developing entertaining and unique product video ideas

    Hailley: Moving on in our video journey, let’s talk about using entertainment and creativity in product videos that help to sell your product.

    As we talk about all the time, online audiences love short, snackable content.

    With this shorter format, you can create entertaining videos that make your audience laugh or get inspired or take an action.

    It’s important to remember with entertaining videos, that they should be created as a part of a larger campaign, showcasing your business’s high-level vision, mission, or products and services.

    Brian: Right. And that’s the key part. We’re not saying to go out and create the next viral animal video content, but we do believe there is a way to get creative with video with the goal of attracting an audience that will be interested in purchasing your products.

    Naturally, that starts with an understanding of your core audience. Research where they hang out online. Where they shop. What they watch and listen to. What they purchase and what keeps them up at night.

    I know that sounds creepy, but there is so much information online today that it’s possible to know your audience on a granular level.

    Hailley: Once you know that, you can create videos that your audience will enjoy watching – videos that will imprint your brand in their mind and keep them coming back for more.

    So I know that all sounds hypothetical at the moment, which is why we’ve gathered a few examples of what that might look like.

    A great one is Starbucks that created an adorable animated video series called 1st and Main. The video series entertains the audience and showcases Starbucks as a ‘the third place’ between home and work.

    Brian: There’s another example I saw recently from a company called LucidChart. LucidChart is a software system that allows businesses to visualize charts. And they created this hilarious video content about different kind of snakes (or what they call “sneks”) and named them all sorts of funny things:

    And it’s not until the very end of the video where they finally say, “visualize your sneks and anything else with LucidChart.”

    It’s just brilliant and goes to show how entertaining videos can capture your audience’s attention and make them want to find out more.

    Hailley: The key point here is that videos like these work because they make your brand non-intrusive, and they let you have fun with your target audience. No matter what type of business you are, this kind of content is a perfect way to strengthen brand rapport.

    And the last point here is to remember that while entertainment videos aren’t necessarily the strongest content for the bottom part of your funnel, they are great for the attention stage of the buyer’s journey. And equally important part!

    Brian: I think many of us try to skip that attention/awareness stage and it becomes tough to make the sale down the road.

    But anyways, quick summary. We’ve talked about tutorials, testimonials, and entertainment, but we haven’t covered one that I think is crucial for brands when it comes to advertising, and that’s your “commercial” for lack of a better word.

    Creating your brand’s video “commercial”

    Think Dollar Shave Club or Chatbooks – videos that went viral, but still focus on the company’s core product.

    Hailley: Your branded company video or commercial like you said, Brian, can be whatever you want it to be. And these can be used to sell your product just about anywhere.

    They can be funny, emotional, or inspirational and are a great way to portray your product in an artistic way or link it to a particular lifestyle.

    Similar to what we were talking about with showing your product in action, this combines all of that.

    Brian: In order to create a compelling brand video you’ll want to make sure it tells some sort of story with a beginning middle and end.

    You should be able to communicate a coherent narrative through images, footage, and simple editing.

    What is your business all about? Who are the people that use your product? What about your product makes their lives better? Why would they choose your product over another?

    Hailley: Exactly but it’s important to not simply provide people with a bullet point list of reasons of why your product is great.

    You have to convey your brand message in a way that is creative and doesn’t come across as sales-y.

    That Chatbooks example you mentioned is a great one. Instead of saying “hey, you can create beautiful photo albums in minutes because our product makes it easier than our competitors.”

    They feature a Mom in a house full of children and why SHE would use it.

    Brian: Videos bring the product to life in a way that wouldn’t otherwise be achievable.

    It’s also super relatable for parents!

    Alright so a few quick tips on the video content creation process before you go:

    First is that shorter is usually better. Unless you’re diving into a complicated tutorial, shorter is better when it comes to most things on social media, and that’s true for most video as well.

    Hailley: Depending on what the video is, you’ll have different maximum time lengths you can get away with. A purely promotional product video? Twenty seconds or less is best. If you’re creating a video tutorial, a minute is a good point, but if it’s really appropriate you can go up to around a minute and thirty seconds.

    Another thing to keep in mind, and I know we sound like broken records here, but a majority of videos are watched on mobile devices.

    Create your videos in square or vertical format to make sure it looks and feels native to the platform you are posting to.

    Brian: Finally, we recommend staying nimble and trying a bunch of different types of video content.

    Chances are you probably won’t strike gold with your first product video.

    Keep experimenting with formats, style, content, themes, and stories until you find one that resonates with your audience. You can quickly test the performance on social media organically or with ads, which is exactly what we do here at Buffer.

    Hailley: We hope that 2019 is the year where video content marketing becomes a staple part of your overall marketing strategy.

    How to say hello to us

    We would all love to say hello to you on social media – especially Twitter!

    Thanks for listening! Feel free to connect with our team at Buffer on TwitterBuffer on Facebook, our Podcast homepage, or with the hashtag #bufferpodcast.

    Enjoy the show? It’d mean the world to us if you’d be up for giving us a rating and review on iTunes!

    About The Science of Social Media podcast

    The Science of Social Media is your weekly sandbox for social media stories, insights, experimentation, and inspiration. Every Monday (and sometimes more) we share the most cutting-edge social media marketing tactics from brands and influencers in every industry. If you’re a social media team of one, business owner, marketer, or someone simply interested in social media marketing, you’re sure to find something useful in each and every episode.  It’s our hope that you’ll join our 18,000+ weekly iTunes listeners and rock your social media channels as a result!

    The Science of Social Media is proudly made by the Buffer team. Feel free to get in touch with us for any thoughts, ideas, or feedback.

  • Monday 10 December 2018 - 09:40
    Beware, Google is making some changes to the AMP report – this is what you need to be on the look out for.

    Please visit Search Engine Land for the full article.