It’s an understatement to say that the martech landscape is crowded. In fact, the most recent martech LUMAscape acknowledges over 8,000 solutions and a few thousand may classify themselves as ABM technology players. Why so much hype on ABM? Thanks to the Covid-19 pandemic accelerating a migration to a digital-first approach, many Sales and Marketing teams turned to “flipping the funnel” and focusing on their target accounts as the path to higher conversions rates and closed sales. But it has its limitations in both its scope and its technology. Scott Vaughan, recently wrote that ABM shouldn’t be a replacement for your demand strategy, and I would argue that your tech shouldn’t follow suit either. In today’s digital landscape where everything is interconnected, you should take a closer look at how your technologies can come together to maximize your efforts. This means broadening your horizons beyond ABM into something more sophisticated and harmonious – Precision Demand Marketing. Precision Demand Marketing is about bringing together your demand strategies into a coordinated motion. This means being able to:
Target – Where and when to find your buyersMost ABM tech companies have targeting capabilities, where they have either developed a user interface or acquired technology to expose any firmographic data points (domain, industry, company size, etc.) for sales and marketing teams to create their ideal target list. The problem is that this utopia of creating that perfect ABM strategy doesn’t exist if the data provided from these platforms isn’t marketable or the accounts aren’t ready to engage. It’s important to score both individual and account-level engagement data, so when the next campaign is ready to launch, marketers have the right targets in place. Some ABM platforms can help you reach your accounts at the right time, but because the data is aggregated at the account level, providing persona-based messaging can be difficult. Activate – Unify your demand campaignsABM has been the B2B buzzword for a few years now and, traditionally, has been associated with single-channel display advertising efforts. Today, a number of platforms are great at enabling marketers to build campaigns based on a singular channel, whether it’s content syndication or events. However, if you’re looking to execute in multiple demand channels at the same time, most of the ABM platforms fall short. “Speed to Market” is crucial to get your message in front of your prospects in different environments, so jumping between platforms hinders that efficiency. True cross-channel activation should be about sequencing your demand strategy effectively by understanding how they consume content and how one channel influences another. This allows for the flexibility to quickly react to buyer’s needs, invest where needed, and orchestrate connected buying experiences with less waste. Connect – Link your data where it mattersMany technologies, even outside of Martech, are able to connect your systems together. Data can be retrieved from essentially any platform (social, webinar, or forms) and send it to MAPs, CRMs and, more recently, CDPs (Customer Data Platforms). It’s important to connect across your Martech ecosystem, including your data, technology, and consulting providers to streamline your demand efforts and allow you to execute more effectively. Most ABM platforms have several connectors to and from various MAPs and/or CRMs, but if the data sent through is siloed and unstructured, having automation in place can cause numerous headaches. Measure – Defend your spendAnalytics are vital to what adjustments are needed both during and post-execution with your strategy. It’s crucial as a successful B2B marketer to not only measure KPIs per channel but represent how the performance across multiple or all channels are in symphony. However, this is where most ABM platforms fall short. Many ABM platforms today report only on the channels they are activating and cannot report on the entire multichannel impact. They lack the ability to, in one environment, combine multi-channel TOFU (Top of Funnel) metrics to the KPIs aligned to the buyer’s journey, applied against bothindividuals and accounts. Govern – 100% marketability with complianceGoverning and being compliant with your promotional methods and data make up the most important pillar in Precision Demand Marketing. Data governance is at the core of being able to effectively target, activate, connect, and measure. One wrong outreach or data exposure to someone not privy to such information can decimate your organization. Most ABM platforms who are data controllers understand the importance of data security and will receive SOC2 compliance to showcase to customers. However, data security and data marketability, meaning the cleanliness of customer data, don’t always go hand-in-hand, so leveraging a technology that does both is hard to come by. To be sure, most ABM technologies accomplish one, maybe two, of these pillars well, but they fall short on the whole. In order to execute on a Precision Demand strategy, it’s imperative to bring these components together. But before you start burning budget on your tech stack, keep the following points in mind:
The past year has shown us how technology can help us adapt to a new world, including in B2B marketing. Market shifts will continue to happen, and our strategies will need to evolve alongside the changing environment. ABM will continue to play an important and complementary role in our omni-channel demand strategy, but just be sure to not let it consume it. Keep Calm and Tech on! The post ABM tech is on fire, but don’t get burned appeared first on Search Engine Land. via Search Engine Land https://ift.tt/34n8lFE
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In an effort to make paid search and social media advertising accessible to businesses of all sizes, Microsoft Advertising announced the pilot program for a single streamlined place to manage all of a business’s advertising campaigns. Interested parties can complete the online questionnaire to get early access. For businesses just starting out with advertising, paid search marketers can enter the business URL and their advertising goals, and Microsoft will automatically create a campaign based on the website content. Before the campaign goes live, advertisers can review key elements like when ads are shown, suggested keywords, suggested budgets, and more. Text ads are automatically created but can be edited by the advertiser at any time. The ads will show up on Microsoft’s Search Network, but advertisers can also choose to display their ads on Google, as well. Manage social media ads in the same platform. Along with search ads, the single point of management also allows advertisers to create image and video ads for Facebook and Instagram. Microsoft Advertising includes image suggestions from their partnership with Shutterstock. Reporting in a single place. Along with being able to manage multiple, cross-channel campaigns in a single platform, small business advertisers can also see their reporting for these search and social media advertising campaigns in one place. Consolidated inbox and post scheduling for Facebook, Instagram, Twitter and LinkedIn. Businesses can also manage their organic social engagement in the same place with a consolidated inbox through Microsoft. Businesses can also manage and schedule social media posts for the above platforms through the same management tool. Organic social media reporting. Along with paid search and social media advertising reports, businesses can also see their social media insights including engagement such as likes, comments, shares, retweets, and more. Why we care. This solution will make it much simpler for small business marketers to begin advertising if they haven’t already and to manage their campaigns in a single place. Monitoring campaigns and making adjustments won’t require SMBs to log in to multiple platforms and eliminates the need for a third-party reporting software, too. We do encourage small business advertisers to watch and tweak their campaigns carefully, though. Microsoft Advertising uses AI technology to automatically manage keyword, bids, and budgets. So if you’re not careful or comfortable with AI, these tools can sometimes make recommendations that don’t fit your business exactly. If this sounds like a good fit for your small business, apply for the pilot program. The post Microsoft Advertising announces Unified Smart: A single management solution for multi-channel paid advertising and social media appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3ut3AF7 Announcements at Google I/O last week include those by the Google Chrome Team about the availability of technologies in a session titled: “What’s new for The Web Platform.” It’s no coincidence that the two primary speakers of the session, Ben Galbraith & Dion Almaer, co-wrote a book about AJAX and Web 2.0 back in the early days. The Web Platform consists of open web technologies that allow the web to function as a virtual stand-in for an operating system and browsers delivering application-like experiences, something users have come to expect from the likes of Google. Other important sessions have gotten coverage, including the “What’s new in Web Vitals” session. We’ll review important points from any session that relate to SEO development work. ChromiumGoogle’s Chromium powers more than Chrome alone as a leading Web browser. It also powers Microsoft’s Edge and others. Chrome’s browser market share lead over its rivals is now like that of Google Search’s lead over its other rivals. Microsoft is shuttering Internet Explorer. Chrome has become the principal browser to write code for while taking care to provide a fallback for unsupported features or sticking entirely to technologies also supported by Safari and Firefox. The only competing browser not flagging in single-digit user market share is Safari buoyed, no doubt, by WebKit which powers the in-app WebView of iOS. It’s important to realize Google’s latest development feats announced at Google I/O coincide with unprecedented increases in browsing activity. Coronavirus multi-market study (GlobalWebIndex) indicates a rapid growth at a milestone moment, July 2020.
New security featuresSecurity. The Chrome Team’s first announcement has to do with a new security sandbox feature that isolates instances of inline frames. That is, cross-site Cookies. Google also provided notice that the previously announced change to its default cookie handling behavior for third-party website access is now going live in Firefox, was live previously in Chrome and Edge. If you haven’t heard about SameSite cookie requirements for operational third-party cookie access then now is the time to figure it out, unless you don’t access third-party cookies or provide third-party websites access to your own site’s cookies. SameSite directives govern browser handling behavior. APIs. Given that third-party cookies have been so prevalent, the Chrome Team announced a new “family of APIs” such as federated login, personalized ads, and conversion tracking that can provide alternate pathways for use cases that might have previously required a third-party cookie implementation. The “Attribution Reporting” API proposal, for example, would shift the burden of conversion tracking from cookies tracking users across websites to the browser itself. Tracking prevention. To prevent trackers from tying together personally identifying data with conversion event times, transmissions from the Attribution Reporting API introduce time-delays and noise to undermine anyone from successfully tracing particular users and conversions that way. The API, along with a handful of other APIs, are available in origin trials to test with your own website in preparation for when if they launch. New progressive web app featuresContext menu and badges. Progressive web apps, once installed with an icon on home screens and desktops, now allow you to write “shortcuts” that expose “quick actions” as context menu items (right-click or two-finger tap) with supporting operating systems that include Android, Chrome OS, Windows, and macOS. A new Badging API also allows you to decorate your app’s icon with a notification number. Declarative Link Capturing. A proposed “Decorative Link Capturing” API will soon be available in origin trial form. The proposed API allows links outside of the PWA context to open the PWA like what you might have experienced when clicking a link to a YouTube video URL that opens an installed YouTube app instead of a browser tab opening with the YouTube website. This is something excellent like deep-linking but in an app context. The manifest file. Chrome on desktop and Android web app installation user interfaces are getting shiny new dialogs and information panels to provide users more detail and instructions for making the installation procedure easier for them. Developers can provide custom text and images by specifying them in the web app’s manifest file. Multi-Screen Window Placement API. This new API enables progressive web apps to discover all connected displays and control where the window is placed on those screens. It is noted that this feature ought to be handy for web-based presentations and video conferencing. Again, these developments coincide nicely with the dramatic browsing activity increases seen from 2020 onward. File System Access API. Last, but not least, web apps can now access the user’s file system. What could go wrong? Your app will be able to work with existing files and persist state to disk. A new File Handling API can register your web app as a file type handler so users open files launching your web app to handle them, just like a native app. An experimental release is due to ship later this year. The Web Platform is fast becoming the “web as operating system” with application-like experiences as intended, at least theoretically speaking. Expect early experiences to be a bit quirky with a developer learning curve and a fair amount of work to implement. But these are really promising times for web developers to do fascinating things with cutting edge web technologies. Web Assembly newsThe promise of Web Assembly (Wasm) is compiling code to binary executables that will run in JavaScript engines. One of the chief complaints, performance issues, may be resolved now that V8 supports modern CPUs with SIMD instructions for improving performance of multimedia. The neatest thing about Wasm is compiling down to the binary specification you can code web applications using virtually any language, not just JavaScript. There are notable projects written in Rust, for example. It compiles down to binaries runnable using JavaScript in modern browsers. Knowing what you’re limited to when using a language like Rust, however, is critical for not going beyond what’s possible in the Wasm spec. Core Web VitalsThe biggest Core Web Vitals announcement is that performance improvements from optimizing web vitals not only benefit mobile rankings, they will also improve desktop rankings later this year. It was always weird to think affected rankings was only going to be for mobile search since desktop users browse under spotty network conditions, too. Rankings. We have some clarification around lab test scores. Rankings will adjust according to scores gathered in the field. The good news it that Lighthouse is “calibrated to be representative of a user in your upper percentiles.” That means if you get good lab scores, then nine times out of 10, users in the field will transmit even better scores to Google for your User Experience ranking factor adjustment. Background images. When trying to decipher what your Largest Contentful Paint element might be has been tough. Luckily, Lighthouse will soon provide you with a thumbnail and will be adjusted for better accuracy when dealing with backgrounds and carousel images. Layout shifting. Another pesky problem that is being corrected for includes changes to how Cumulative Layout Shift is calculated. It has been that shifting was getting accumulated through the entire lifetime of the page browsing session. Since some users load and bail while others can browse and scroll up and down, the score didn’t reveal the level of accuracy needed to account for a change to your rankings as a consequence. Google now samples s 5-second range that tabulates to the highest shift score. Content visibility. The relatively new Prerendering. While several browsers have implemented prerendering capability, allowing developers to signal urls in, say, your top navigation to get stored in browser cache for fast loading on the click, there are some issues with cross-site security, multimedia that might suddenly playback, and even unintentionally log users out of authentication. Google plans to provide an improved prerendering API later this year. Why we careThere are lots of things to look forward to that Google is introducing as it brings us greater browser and API support for Web Platform technologies. Many of these technologies are available today and several of these announcements tell us more technologies are available for us to use this year. All of the announcements covered here will either help you with your rankings or provide you with new ways to engage your site audience. In order to keep up with the rapid pace of these changes in website development, web app authoring, and technical SEO work for rankings don’t forget to sign up and attend our SEO for Developers Workshop coming up at SMX Advanced on June 15th and 16th with our workshops on June 17th and 18th! The post News from Google I/O for technical SEO practitioners and site developers appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3oRGZkt The SMX single-day learning journey events, SMX Report and SMX Create, have been a hit with attendees eager to learn an end-to-end approach on in-depth search marketing topics. The third event in the SMX learning journey series will be SMX Convert taking place on August 17th, which will continue in the same format. The event will offer search marketers both a PPC and SEO track with learning segments focused on the different stages of the customer journey from awareness to conversion–whether that be a sale, a reservation, a filled-out lead form, webinar signup or any other ways attendees define a conversion for their business. The SEO track will tackle keywords and copy that convert, content marketing and link building, navigation and CTAs, as well as testing. The PPC track will cover copy that converts, audiences and targeting, landing page design and CRO. If you specialize in any of these areas and are interested in speaking, please submit a pitch on one of these topics right away. The deadline for SMX Convert pitches is June 10th! Here are a few tips for submitting a compelling session proposal:
Jump over to this page for more details on how to submit a session idea, or directly to this page to create your profile and submit a session pitch. If you have questions, feel free to reach out to me directly at [email protected]. I’m looking forward to reading your proposals! The post SMX Convert: Submit your session ideas now appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3fOnOno Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, Corporate moved me to the Wednesday slot for the newsletter – to cheer you up on hump day. In my newsletter on Friday, I covered how busy Google was this month with pushing out unconfirmed Google Search algorithm updates. Well, guess what, this past weekend? On May 22nd, Google had one of its biggest and most volatile unconfirmed updates in a while. I asked Google about it, but I did not hear back from them. (Surprise, surprise.) The weird part is that with the May 22nd update, although the tracking tools were mostly all “off the charts,” the chatter within the SEO industry was not. SEOs were not talking about ranking changes in forums or on social media much. Makes you scratch your head as to what really happened on May 22nd. (And no, this is not related to MUM. It is not live yet.) Anyway, if you noticed big changes on May 22nd, you are not alone. If Google does confirm it, we will let you know. Barry Schwartz, Google is removing data from Search Console’s performance reportThe other day Google gave us practice problem filters in the Google Search Console performance report, and today Google said it will be removing the generic rich results filter. Truth is, it makes sense. Google is already reporting on almost all of the specific rich result types, so removing the generic version may remove confusion around this reporting. Google said it is removing this filter because it has breakout filters and reports for most individual rich results, such as event rich results, how to rich results and others. This does not impact rankings or traffic to your site. It is just a reporting change. When is it going away? August 1st Google will remove it from the Search Console interface and from the Search Console API. LinkedIn introduces Event Ads and “boosted” postsLinkedIn’s latest ad products are designed to simplify post promotion and drive event registrations. Brands can now promote their posts directly from their LinkedIn page using the “Boost” button, which creates a campaign in an ad account associated with the page. This enables marketers to broadcast their post to a wider audience without having to learn any new marketing tools, which can be especially useful for businesses that are short on resources or just looking to promote a one-time event or product launch. Event Ads is a new format that appears in the LinkedIn feed and highlights details like date, time, how to register and whether mutual connections have expressed interest in attending. Alongside Event Ads, the platform is also launching an Event Analytics tool to enable advertisers to see attendee/visitor engagement with their Event posts, total number of attendees, unique event visits, attendees’ top job functions and viewer count at the peak of a live stream. Not everything is on mobile-first indexing at Google yetDespite Google already moving the deadline for all sites being migrated to mobile-first indexing from September 2020 to March 2021, Google is still not 100% indexing from a mobile-first POV. Yes, this process began over 4.5 years ago, and Google still has a number of sites that have not been migrated yet. “It looks like the team is still working through some issues with some sites, so it’s all a bit behind,” John Mueller of Google said on Twitter. This was when he was asked why Google Search Console is still showing a site as desktop indexing and not mobile indexing. So how much longer? Your guess is as good as mine, but even when Google missed the March 2021 deadline, we thought it would be completed by the end of May. I guess not. Some core web vital tidbits for yaJust last week we reported that sometime in the future the page experience update will be applied to your desktop pages as well. But how well do you need to do with your scores in the core web vitals reports to see any ranking benefit, even if that ranking benefit is a tiny “tie breaker” benefit? Well, Google won’t say, Google won’t tell us the math behind how the ranking benefit works and how far you need to take your core web vital scores. John Mueller of Google said on Twitter “Whether “2 red + 1 green = 3 yellow” is not something we plan on documenting/announcing. It’s like if “1 word in title + 1 in body = 2 keywords in h1″: chances are, there are tiny differences, but they’re not by definition, stable, nor documented.” But one additional tidbit is that if you redirect page A to a new page B, Google will pass page A’s core web vital scores for ranking purposes to Page B, at least for the short term. Typical Google not to share their secret algorithm details with us, SEOs. Off-topic blog posting, punctuation links and Google Ads political policies.Unrelated blog posts. John Mueller of Google said that if you build blog posts that are unrelated to your company, that it is a “wasted opportunity.” Google will likely begin to confuse the context of your site and those links might drive traffic to your site that does not convert. Instead, build content on your site related to your site’s topic area. Google Ads political policy update. Google made a change to its Google Ads political policy specific to state and local election ads in New Jersey and Nevada. Now Ads related to ballot measures and candidates for state elections in New Jersey and Nevada will be permitted but for local elections it will remain prohibited. We’ve curated our picks from across the web so you can retire your feed reader.
The post May 22 Google update was big, despite Google’s being mum about it; Wednesday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3yPX7HQ Most of the Content Management Systems (CMSs) businesses use today were originally built for a single purpose — delivering content to a desktop web browser. Looking closer, WordPress — the open-source platform now used for everything from e-commerce to massive corporate sites and owning 65% of the CMS market (see the image below) — was built in 2003 as a blogging platform, competing with names you rarely hear today outside of a historical discussion. The progress WordPress has made since its inception is undeniably admirable — it has nearly singlehandedly democratized web publishing and has remained incredibly versatile, in part because of a developer ecosystem responsible for nearly 60,000 plug-ins. This ecosystem enables the platform to be very responsive to trends — features often start as plug-ins and, as they gain popularity and utility, are later written into the core platform. The flip side of this strength is a debilitating weakness. Bolting-on functionality inevitably results in code bloat, which means slow-loading pages that could hinder high search engine rankings — the opposite of what marketers are looking to accomplish by focusing on Core Web Vitals. Meanwhile, this vast ecosystem of plug-ins brings with it a not-insubstantial number of security vulnerabilities. Combine this with marketers’ need to deliver content to more platforms than ever before, and you’ll understand why many are looking for an alternative to “traditional” Content Management Systems. With a value proposition similar to a customer data platform or a digital asset management platform, the headless CMS serves as a repository for all of a company’s content — mostly textual, but also including images and other formats. It’s meant to be the “single source of truth” for content marketers and it incorporates an application programming interface (API) that allows the CMS to deliver content to any channel. I’ll be sharing more of the results of this recently-launched research in the coming weeks. In the meantime, you can download our MarTech Intelligence Report on Headless & Hybrid Content Management Systems! The post Looking to leave WordPress behind? You’re not alone appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3flUFkI Your chance to save up to $50 on actionable, advanced search marketing tactics and training expires this Saturday night! Secure your SMX Advanced All Access pass now for just $219 and join us online, June 15-16, to dive deep into the latest, sophisticated search marketing topics and trends, hear what the best in the business are up to, and validate your SEO and PPC instincts and activities. Nearly 50 expert-level sessions will equip you with actionable tactics and insights on…
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If you’re planning to join us at SMX Advanced, do yourself and your wallet a favor: Secure your pass now to save up to $50 on this unrivaled training experience. Early Bird rates end this Saturday, May 29… and once they’re gone, they’re gone. The post Book now for SMX Advanced – rates increase next week! appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3yCP017 LinkedIn has introduced Event Ads and the ability to “Boost” organic posts from within a brand’s page, the company announced Tuesday. Alongside these ad products, the professional networking platform also announced Custom Streaming integrations and Mobile Page Analytics. “Boosted” posts. Brands can now increase their post’s reach directly from their LinkedIn page. This feature, known as “Boost,” creates a campaign in an ad account associated with your page. To boost a post, click on the Boost button above the post you’d like to promote. Next, you’ll select an objective for your post (website visits, post awareness, event awareness, post engagement or video views). Then, you’ll select the type of audience for your boosted post (profile-based, interest-based or LinkedIn Audience template). You’ll also need to designate your audience’s profile language and location, select or exclude more targeting criteria, set a daily budget and schedule the post. Note: Posts can only be boosted once and only events and posts with a single image can be boosted at this time. Posts that include a poll, document, job ad or Pulse article are ineligible for boosting currently. Event Ads. This new ad format appears in the LinkedIn feed and highlights important event details like date, time and how to register. If a user’s mutual connections have expressed interest in attending, that will be shown as well. LinkedIn is also launching an Event Analytics tool that provides event organizers with metrics such as attendee/visitor engagement with your Event posts, total number of attendees, unique event visits, attendees’ top job functions and viewer count at the peak of a live stream. Custom Streaming and Mobile Page Analytics. Alongside its latest ad products, LinkedIn also announced two features that improve the platform’s usability: Custom Streaming and Mobile Page Analytics. Custom Streaming allows users to live-stream with LinkedIn Live via Zoom, WebEx and OBS, with an integration for Microsoft Teams planned to roll out in the coming months. Mobile Page Analytics brings the data from LinkedIn Page Analytics to the platform’s mobile app, enabling users to see visitor and follower metrics and content insights. Why we care. Boosted posts can enable brands to broadcast their message to a larger audience without having to learn or use any new marketing tools, which can be especially useful if you’re just looking to promote a one-time event or product launch. B2B event marketers are the most likely to benefit from the new Event Ads. This format can be used to promote digital or in-person events and 40% of beta customers saw their cost per registration decrease when using this format compared to Sponsored Content Single Image event campaigns, according to LinkedIn. The post LinkedIn introduces Event Ads and “boosted” posts appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3oQIf7y Google announced it is removing the generic rich results filer in the search appearance section within Search Console‘s performance report. This means you will no longer be able to see in an aggregate how your rich results are performing. Google said it is removing this filter because it has breakout filters and reports for most individual rich results, such as event rich results, how to rich results and many others, so this is not a real loss in reporting. When it is being removed. Google said this filter is going away on August 1, 2021 both within the Google Search Console interface and API. Google said it is being removed because Google already reports in the individual rich results and Google said it realizes “that grouping data for rich results is not ideal, as each type may have a significantly different behavior. Therefore we decided to sunset the Rich result search appearance.” What it looks like. After August 1st, you will no longer see a search appearance filter for “rich results” and be able to report on that generic type. Instead, you will only see specific rich result types that your site qualifies for under the search appearance filter. No ranking changes. With this reporting change, Google made it clear that this does not impact your rankings or traffic. Google said “the removal of the search appearance does not affect your traffic in any way; it is only a reporting change.” More to come. Google said it will keep adding more rich result types and reporting on those types in Search Console. Just because Google is removing the generic rich results filter, it does not mean that it will stop reporting on specific rich results. Google wrote “we’ll keep investing in adding more rich result types to Search Console, and hope the reports will continue being a source of insights for you.” Why we care. Technically, you are losing a filter within Google Search Console’s performance report. But that filter, according to Google, was not super useful for you. Instead you should filter on the specific rich result types instead of just a generic rich result category. The post Google removing generic rich results filter from Search Console performance report appeared first on Search Engine Land. via Search Engine Land https://ift.tt/3fI0PdG Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, were you surprised at YouTube’s updated terms of service announcement? If you didn’t catch our newsletter yesterday, the TL;DR of it is that YouTube may now show ads on your videos even if you’re not part of the YouTube Partner Program (YPP). As someone who writes about digital marketing, I wasn’t surprised, but as a user, it certainly leaves a bad taste in my mouth. Gone are the days of brands delivering ad-free video experiences hosted on YouTube, but they shouldn’t have counted on that anyway because of the control they give up in exchange for discoverability on the world’s biggest video website. Creators and users have little choice but to accept the change, and if your brand’s videos are getting strong views, you’re incentivized to join YPP to get your cut of the ad revenue. One has to imagine that this means more ads, which would mean more inventory. Would that lower the cost of ads, though? And, how might a heavier ad experience affect YouTube’s user base? We’re going to ask those questions and get back to you. If there are other questions you want me to ask, shoot me a note at [email protected] (subject line: You can skip this ad in 500 seconds). George Nguyen, Yelp adds the LGBTQ-owned attribute and rainbow-colored map pins for Pride MonthYelp’s profile attributes continue to grow. Yesterday, the company announced the LGBTQ-owned attribute to enable businesses to self-identify as such, adding to its existing women-owned, Black-owned, Latinx-owned and Asian-owned attributes. In addition, during Pride Month (the month of June) Yelp is also featuring rainbow-colored map pins to highlight businesses that are LGBTQ-owned or “Open to All” (a non-profit, anti-discrimination campaign). These attributes appear on business profiles in both Yelp’s mobile app and the Yelp website, and both the attribute and Pride Month map pin can help you stand out to customers looking to support LGBTQ-owned businesses. Domestic searches on Yelp’s platform for LGBTQ+-owned businesses rose by more than 150% in April, compared to the same period last year, so there’s new demand that might benefit your business. And, as the pandemic subsides, consumers may look to express pent-up demand by traveling or patronizing businesses they were previously reluctant to due to safety concerns — distinguishing yourself can enable you to make the most out of that pent-up demand. Practice problem rich results now viewable in Google performance reportGoogle launched a new search appearance filter in the performance report within Search Console for practice problem rich results. If you have rich results for practice problems, then you may see this new search appearance filter in the performance report. You can access it by clicking on the “+ NEW” button and then selecting the “Search appearance” option; there it should list “practice problems.” Back in March, Google introduced debugging tools for the practice problems in Search Console. Now, Google has added performance reporting to the mix. Why we care. Now you can see if adding practice problem structured data is having a positive impact on your click through rate and Google organic search traffic. Google News Showcase now available on desktop, adds enhanced panels on mobileGoogle launched its desktop News Showcase option for publishers yesterday. The desktop News Showcase is available in the same countries where the mobile version is: the U.K., Australia, Germany, Brazil, Argentina, Italy, Czechia and India. The new desktop option allows publishers to reach potential readers on multiple devices and includes a new sidebar panel to help users discover more national and local news. Publishers will also get a News Showcase tab on their News landing pages. “Here, readers can see all their News Showcase panels: the latest Rundown panel, covering the most important issues for a publisher every day, and their story panels, which give readers deeper context on important articles,” wrote Alex Cox, Product Manager of News. Why we care. If you’re a publisher that relies on Google’s News Showcase for a chunk of your traffic, the addition of desktop could mean a larger potential audience to drive to your site (from a new device type). It also means to ensure that your news site is still performing well on desktop too (no intrusive interstitials, make sure it loads quickly, make sure ads aren’t annoying). @AdsLiaison has arrived, WTS turns two and Sundar sits down with MKBHDSundar Pichai talks tech and AI with MKBHD. MKBHD is my favorite YouTube tech reviewer. He’s interviewed Elon Musk, Satya Nadella, Mark Zuckerberg and now, Sundar Pichai. In the YouTube video, Pichai discusses the announcements from I/O last week (LaMDA), his views on the potential downsides of AI as it continues to advance, tech CEOs as celebrities and more. PPC pros, follow @AdsLiaison. Many of you may already be following Ginny Marvin, ads product liaison at Google and former Search Engine Land editor-in-chief on her personal Twitter account, but starting yesterday, she began tweeting from an official account: @AdsLiaison. Hopefully, this account will facilitate greater transparency and more communication between Google and advertisers. Women in Tech SEO turns two. This week, Women in Tech SEO, a support network for women in the technical SEO space, will be celebrating its second anniversary — congratulations! In that short time, the community has grown to include over 4,000 members, hosted two dozen virtual workshops and built a wonderful speaker hub, to name a few of its accomplishments. Consider joining yourself or just following the community on Twitter to help this much-needed resource continue to flourish. GPT-3 can write convincing disinformation postsWe’ve spilled a good amount of ink covering GPT-3, OpenAI’s algorithm that can be used to generate text, images, fill in code and so much more. In its current state, search marketers can use it to create ad copy or content briefs, but the technology seems to struggle with long-form content. So, where is short-form content most dangerous? A team at Georgetown University’s Center for Security and Emerging Technology has used GPT-3 to generate misinformation, ranging from false narratives to altered news articles to — you guessed it — tweets. “In experiments, the researchers found that GPT-3’s writing could sway readers’ opinions on issues of international diplomacy,” Will Knight wrote for Wired. The GPT-3-written sample tweets shown to study participants were about U.S. sanctions on China and the withdrawal of U.S. troops from Afghanistan. “In both cases, they found that participants were swayed by the messages,” Knight said, “After seeing posts opposing China sanctions, for instance, the percentage of respondents who said they were against such a policy doubled.” The article makes it clear that fine-tuning GPT-3 to create such content is quite a challenge: “[Georgetown University professor Ben Buchanan] notes that the algorithm does not seem capable of reliably generating coherent and persuasive articles much longer than a tweet.” But, where there’s a will, there’s a way. Let’s just hope our resolve to fight misinformation is just as strong. The post Will YouTube’s new ToS increase ad inventory and lower prices?; Tuesday’s daily brief appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2Srx34Q |
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