Advanced Data Analysis, formerly known as Code Interpreter, is an official OpenAI plugin that uses Python to allow for file uploads and downloads. It’s available to ChatGPT Plus and Enterprise users as a beta feature. This plugin is a big deal for SEO professionals. As someone who has been using Python for years to help with data analysis and automation, this essentially rules a lot of my code defunct – but in a good way. This enables us to tap into the latest and greatest AI technology to help us analyze large files much faster. How to access Advanced Data Analysis on ChatGPTChatGPT Advanced Data Analysis is only available to paying customers using ChatGPT Plus or Enterprise. (If have not yet subscribed, trust me, it’s worth it!) To get started with it, here are the steps to access the Advanced Data Analysis plug-in: Step 1: Log in to ChatGPT and select Settings & Beta. Step 2: Select Beta features in the submenu and activate Advanced Data Analysis. (This is also a good opportunity to activate Plugins and explore those.) Step 3: Start a new chat and hover over the option for GPT-4, and you’ll see a menu appear with the option to select Advanced Data Analysis. Step 4: Once you’ve selected Advanced Data Analysis, you should see a plus button on the left of the input box, allowing you to upload files. From here, you’re all set to get started. 5 ways to use Advanced Data Analysis for SEOThe possibilities for this new feature are still being explored, so I encourage you to explore and share with the world what you find. Below are some ways I’ve gotten immediate value from this new feature.
1. Visualize internal linking on a websiteWith the plugin, you can take your tracked internal link data and let AI do its thing. You can have it create visuals or even point out opportunities that you’re missing. The prompt to useYour file can be formatted however you want. ChatGPT is pretty good at interpreting your column headers, but you can provide additional clarification. Below is my recommended starting prompt.
Make sure you’ve uploaded your internal link file, and let it run! The resultsWhen asking for multiple charts, I like to have ChatGPT's Advanced Data Analysis export the results in an HTML file with the ability to hover. This makes it easy to really customize for reporting screenshots. Here are some examples of visualizations you can get from this prompt. Internal linking heatmap This chart lets us quickly identify pages that could link to other pages. The chart is set up as follows:
That light yellow color on the right shows several spots for internal link opportunities. Link placement distribution This chart is relatively easy to break down. It simply shows where the majority of your internal links are. I tested this on my personal site, so it’s really small, which is why the navigation is the majority. On larger sites, you may want to flip that to have the content section be the most link dense. Most common anchor text This can easily be done by downloading your Screaming Frog report and running a pivot table. But it’s cool to see ChatGPT able to generate similar charts like this. Relationship between anchor text and link placement We want to see our more valuable keywords as anchor text within the content section. This can help point that out. 2. Perform server log analysisThere are several tools on the market to help monitor server log analysis, many of them freemium. Using ChatGPT’s Advanced Data Analysis enables you to bypass many of the limits of the freemium tools and generate charts. This technique can help investigate how Google is crawling your site and what their experience may be like. The prompt to use
The resultsHits over time This chart helps illustrate how many times Google crawls your website over time. Additionally, I added a separation to show status 200 hits versus non-200 hits. (You can request ChatGPT to change the colors if they’re too similar.) Top hit pages This chart shows the top 20 pages crawled by Google on the site during the time period. 3. Identify themes in keyword researchI’ve written about this before using Python to identify keyword themes. However, using Advanced Data Analysis removes many complex elements and makes it more user-friendly. This process helps quickly analyze large sets of keywords, highlight recurring themes, and even group keywords into similar topic clusters. The prompt to use
If you have several thousand keywords in your list, you may need to warn ChatGPT and ask it to implement error-handling procedures to prevent memory-limit errors. The resultsI took a sample list of 6,257 keywords and ran it through ChatGPT several times. ChatGPT struggled to process the larger list due to memory limits. But because I gave it a heads-up, it was able to set up the necessary data batching required to get through the list. It even named the clusters for me. Dig deeper: How to use ChatGPT for keyword research (with actual prompts) 4. Optimize title tags and meta descriptionsAI can be your friend if you run a large site and need to optimize title tags and meta descriptions in bulk. Yes, doing them manually will ensure better quality, but if you need a quick fix, this may be your solution. This can help specifically when you have titles and meta descriptions that may be too long or too short. The prompt to use
The resultsChatGPT was able to work quickly and create an optimized CSV export for me. 5. Automate redirect mappingHow annoying are redirect maps? Important, yes, but so tedious. What if we could automate the process to get 60% of the way there? By tapping into ChatGPT, we can help automate the redirect map process. Now a huge downside here is that ChatGPT can’t crawl webpages without using a plugin. Right now, we cannot combine plugins and the Advanced Data Analysis. We’ll have ChatGPT look at the URL slugs to map the pages to get around this. The prompt to use
The resultsMaking SEO analysis more straightforward with ChatGPTThe future's looking pretty bright for SEOs leveraging AI. We're on the brink of a new era where AI isn't just some fancy tool but a game-changer, making our jobs much easier. Sure, we're just getting started, but from where I'm standing, the view's pretty amazing. The post 5 SEO use cases for ChatGPT’s Advanced Data Analysis plugin appeared first on Search Engine Land. via Search Engine Land https://ift.tt/IdU2EVZ
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Google is testing a new search snippet feature titled “mentioned in.” This feature adds a new section to a search result snippet that lets the searcher expand and see the websites on which this site is also mentioned. What it looks like. Here is a GIF of it in action provided by Brodie Clark: You need to click the arrow-down to expand the feature to see the carousel of sites that the search result is mentioned in. Then you can slide through a carousel of sites that this website is mentioned in. Why we care. This feature seems to help searchers trust and validate the search result snippet by giving the searcher more information about if other reputable websites mention the site. This seems to be a limited test and it reminds me of the goal Google has with the about this result feature. I do wonder how many searchers will actually spend the time clicking the arrow to see more details but that is why Google tests these features. The post Google Search “Mentioned in” search snippet shows other web pages a site is mentioned appeared first on Search Engine Land. via Search Engine Land https://ift.tt/A91n6hd LinkedIn is a powerful way to connect with a targeted B2B audience through its advertising capabilities. However, LinkedIn ad campaigns can sometimes stumble even with the best intentions. If you’re puzzled by your LinkedIn Ads setup going awry, you’re not alone. This article will dissect the critical factors that can undermine your once-promising ad setup, leading it down an unfortunate path. By identifying these pitfalls, you’ll uncover the challenges and actionable solutions to steer your campaign back on track. 1. Insufficient audience targetingIf you’re new to B2B marketing or used to seeing Meta’s audience sizes of millions of people, you may be surprised to learn that audience size is way too broad for anything on LinkedIn – even if you’re aiming for pure awareness. The beauty of LinkedIn is that you can get very specific while casting a wider net that extends beyond your buying committee. Ultimately, your target should encompass anyone capable of interacting with your business, whether directly or indirectly. As a general rule, anything greater than 300,000 is too broad. LinkedIn won’t show you all the job titles, job functions, or seniorities that genuinely engage with your content unless you have API access, making it even more crucial to apply filters for effective targeting. 2. Restrictive audience targetingFollowing the last point, the opposite is also true: avoid creating hyper-restrictive campaigns. If you have an audience of only 15,000, you might only receive 10 clicks daily. LinkedIn’s algorithm and ad placement optimization rely on volume to work effectively. A small audience might not provide enough data for the algorithm to gauge user preferences and behaviors, resulting in underwhelming performance – even if your content is highly relevant. Striking the right balance between specificity and audience size is key. This can help you achieve the twin goals of reaching the right people while driving the desired level of interaction with your business. Don’t rely solely on job titles as the primary targeting criterion. This approach is expensive and unreliable, as LinkedIn often faces challenges in accurately categorizing numerous common job titles. Instead, consider utilizing job seniorities and job functions and employ job titles to exclude irrelevant categories. You could also explore leveraging seniority levels and member skills to achieve a higher level of specificity. 3. Neglected mobile optimizationWith the growth of mobile device usage, a seamless and user-friendly mobile experience is paramount. If your ads and landing pages are not optimized for mobile devices, you risk alienating a substantial portion of your target audience. A clunky or unresponsive mobile interface discourages users from engagement, leading to a higher bounce rate and lower conversion rates. An engaging mobile experience ensures your ads reach your target audience and deliver a positive interaction that fosters meaningful engagement and drives conversions. A common pitfall many marketers encounter today is the use of lead generation forms pointing to PDFs. Traditionally formatted PDFs are challenging to read on mobile devices, often necessitating constant zooming in and out. Create content within HTML pages that offer a comfortable reading experience while on the go. 4. The audience is not in-marketUp to 95% of your B2B audience is consistently out of the market, per a LinkedIn B2B Marketing Institute report. So, why do we continually focus on features or merely 'solving' someone's workplace problems? Instead of dismissing those not yet in the right funnel stage, focus on cultivating potential relationships and staying top of mind. This will organically put your products in a prospect’s consideration set when they are ready to buy. The essence lies in crafting connections that transcend the transactional and embrace the emotional, using memory metrics to leave an indelible imprint on the B2B users you’re targeting. 5. Poor ad creativeWhen designing creative for your campaigns, follow the well-studied best practices. Visual appeal is paramount, so ensure your images are high-quality, relevant, and aligned with your brand's identity. Images that include real people or showcase your product/service in action tend to have a stronger impact. Pair your visuals with concise, compelling messaging. Your ad copy should be succinct yet persuasive, addressing your audience's pain points and presenting a clear value proposition. Remember: LinkedIn users swiftly scroll through their feeds, so your ad must grab their attention swiftly and effectively. Per the previous pitfall, stop focusing on features or ease of use. Instead, create a valuable relationship and show that you know and understand them. This will help your brand stand out. 6. Inadequate budgeting and bidding strategyThe most common issue I see in companies determining a LinkedIn Ads budget is simply allocating “leftovers” after budgeting all other channels. This undercuts LinkedIn’s potential, as it often represents the most cost-effective way to reach a B2B audience effectively. While LinkedIn Ads' CPCs can be expensive (as high as $11.03, per a 2021 Metadata study), they carry substantial value. The cost per opportunity and pipeline tends to be lower than any other advertising channel. LinkedIn continues to be a dependable source for industry-related information, according to an eMarketer report. In North America, 91% of marketers stated that the platform is the most effective channel for their brand this month. Let's allocate an adequate and appropriate budget for it. 7. Lack of continuous monitoring and optimizationCreating and launching a compelling ad campaign is just the beginning – long-term success comes from its subsequent monitoring, analysis, and optimization. Setting a static budget without periodic review hampers your campaign’s effectiveness. The B2B world is ever-evolving, with audience behaviors, trends, and competition shifting rapidly. Neglecting to adapt your strategy can lead to underperformance. Regularly reassess your budget allocation, refine targeting parameters, and fine-tune your ad content. The power of LinkedIn's platform lies in its audience reach and robust tools for analysis and refinement. Leveraging these tools and committing to an ongoing optimization process ensures that you're capitalizing on the full potential of your investment. My favorite LinkedIn report is the Website Demographic report, which offers an insightful analysis of the audience engaging with your ads. It's essentially the Google Ads search term report equivalent for LinkedIn. Have you ever wondered whether the job functions or skills mentioned at the top of the article effectively target the right personas? This report will provide you with an answer. Avoiding the common pitfalls of LinkedIn ad campaignsRecognizing and addressing the potential pitfalls that can undermine your campaigns is essential for connecting with your B2B audience. Each aspect shapes an effective LinkedIn Ads strategy, from audience targeting and mobile optimization to thoughtful budgeting and monitoring. Applying these tips to your LinkedIn Ads strategies will help you avoid common pitfalls and leverage this powerful platform's full potential to foster meaningful connections, drive conversions and ultimately achieve your B2B marketing goals. The post 7 LinkedIn advertising pitfalls: Where your B2B ads setup might stumble appeared first on Search Engine Land. via Search Engine Land https://ift.tt/4Ur1ltT Two groundbreaking developments have taken center stage in the ever-evolving digital advertising landscape: Performance Max and Google’s Black Box. These innovations are reshaping how businesses approach online marketing and redefining the boundaries of success in an increasingly competitive digital realm. In this article, we delve into the intricacies of these game-changing concepts, exploring their significance and potential impact on the advertising industry. Elevating advertising effectivenessPerformance Max is a revolutionary ad campaign type introduced by Google, designed to maximize the efficiency of advertisers’ efforts while minimizing the complexities associated with campaign management. The essence of Performance Max lies in its ability to streamline and synergize the advertising process across multiple Google networks, including Search, Display, YouTube and Discover. Advertisers provide the creative assets, goals and budget, and machine-learning algorithms manage the rest, dynamically allocating the budget across various networks, formats and devices. The enigma of Google’s Black BoxIn parallel with Performance Max, Google’s Black Box has emerged as an enigmatic concept with far-reaching implications for advertisers. The term refers to the intricate algorithms and machine-learning models that power Google’s ad platform. While advertisers can interact with the platform and set parameters, the inner workings of these algorithms remain hidden, locked within the “black box.” This opaqueness has sparked debates about transparency and control. Advertisers are left to trust that Google’s algorithms will optimize their campaigns effectively without a clear understanding of the decision-making process. The symbiotic relationshipWhile Performance Max and Google’s Black Box may appear to be separate concepts, they share a symbiotic relationship that underscores the future of digital advertising. Performance Max leverages the power of Google’s advanced algorithms housed within the black box to optimize campaign performance across various networks. This integration highlights the role of machine learning in driving advertising success while raising questions about the balance between automation and transparency. As the advertising landscape evolves, marketers must adapt strategies to leverage these innovations effectively. While the black box remains a mysterious element, embracing Performance Max as a tool for harnessing its capabilities can propel brands to new heights of online visibility and engagement. Navigating the uncharted territoryPerformance Max and Google’s Black Box represent a compelling convergence of technology and marketing. While Performance Max empowers advertisers with a simplified and holistic approach to campaign management, the black box introduces an element of uncertainty and trust in algorithmic decision-making. The key to success lies in finding a balance between embracing the power of automation and maintaining a degree of control, visibility and understanding. As the industry continues to grapple with these advancements, marketers must navigate this uncharted territory with a willingness to experiment, adapt, and innovate. Only by doing so can they truly unlock the potential of Performance Max and Google’s Black Box and chart a course toward a future of advertising excellence. For proven tactics to improve precision, visibility, and control in your Performance Max campaigns, check out Adthena’s guideUnlock the black box: Four ways to get more from Performance Max. The post The secrets behind Performance Max and Google’s Black Box: Decoding the future of digital advertising appeared first on Search Engine Land. via Search Engine Land https://ift.tt/M6Ckr5b X, formerly known as Twitter, is lifting its ban on political advertising in the US. The Elon Musk-owned platform famously banished political ads back in 2019 when former CEO Jack Dorsey was still in charge. Explaining his decision at the time, Dorsey posted: “This isn’t about free expression. This is about paying for reach. And paying to increase the reach of political speech has significant ramifications that today’s democratic infrastructure may not be prepared to handle. It’s worth stepping back in order to address.” However, less than a year after taking over the platform, Musk has reversed that decision as part of his “commitment to free speech”. Why we care. If you’re part of a cause-driven organization, this might be good news. But if your brand has nothing to do with politics, it might give you a reason to worry – as you probably wouldn’t want your products and services to be associated with a platform that spreads political messages conflicting with your business’s principles and values. Why now? The announcement comes after X announced it was relaxing its policy for cause-based ads in the US back in January, hinting that a policy change was on the horizon. Notably, this policy adjustment is occurring slightly over a year ahead of the upcoming US Presidential election. What has X said? A spokesperson for X said in a statement:
Deep dive. Read X's Safe Political Discourse blog for more information. The post X (Twitter) is bringing back political ads appeared first on Search Engine Land. via Search Engine Land https://ift.tt/GD19uL3 Making the most of your SEO strategy with limited resources can be challenging. However, there are simple and cost-effective actions you can pursue to tackle common hurdles in resource-constrained enterprise organizations. Incorporating AI to save time and establishing smoother cross-department communication for enhanced efficiency are some effective steps. Jessica Bowman, an enterprise SEO consultant, and Sara Resnick, global head of organic growth at Shutterstock, shared 30 valuable tips and actionable techniques you can immediately implement at SMX Advanced. 1. Differentiate yourself when using AIWhen using AI for content, add unique facts, data, and expertise your brand possesses rather than letting the AI recycle the same generic information – which it may also offer to your rivals. 2. Use AI as your content internTreat AI like an intern gathering basic information. Then make the content uniquely yours by adding proprietary data, fresh angles and expert polish. AI gets you started, but partnering it with human creativity produces distinctive content that stands out. 3. AI prompts for content assistanceAI can greatly assist SEOs and make their jobs easier in many ways using prompts, such as:
4. Use AI prompts for HTML assistanceYou can use AI prompts for HTML assistance, such as requesting header tags for breaking up articles and generating headlines. But it’s essential to proofread and view AI as collaborative support rather than a word-for-word substitute. Additionally, schema markup simplification, especially for events, is facilitated by AI, aiding in generating schema markup for specific scenarios. 5. Content inventory and upcyclePerform a content audit and refresh to make existing content relevant again by following these steps:
6. Internal and external linkingMake sure you are leveraging internal linking to connect priority pages. Over-educate teams on key pages and terms they should be linking to – especially those that may not have a solid understanding of SEO. Also, cross-collaborate on SEO to inform content and PR, and encourage external partnerships to link for greater brand authority. Don’t forget to monitor changes to top navigation links. This can sometimes change without your knowledge, so make sure that everyone is aware of how important interlinking and anchor text is. 7. Social in searchBe aware of your social media presence in search engine results pages (SERPs). Test how your brand appears on platforms like Instagram, Facebook, TikTok and YouTube when you perform branded searches. And make sure you take note of the differences between mobile and desktop results. YouTube, being the second-largest search engine, holds particular significance. Make sure your brand’s visibility is consistent and effective across these platforms to enhance your brand authority. 8. Testimonials and reviewsThe introduction of the additional E in E-E-A-T refers to experience, which is why ratings and reviews are so important. On Amazon, in particular, these elements have a significant influence on converting browsers into customers. Implementing schema reviews markup can significantly boost click-through rates. Additionally, focusing on branded queries and combining them with reviews and customer service is crucial. Ensuring the right teams are involved helps maintain brand authority and reputation alignment. 9. Trustworthy branding
Also, remember to be responsive to unhappy customers. This not only relates to customer service but impacts search results and shows your commitment to customer care, enhancing trustworthiness. 10. Automation and bulk realizationsWhen you’re dealing with limited bandwidth, automation becomes a key player in streamlining processes. Think about categories as a whole, such as the background category, and identify related pages. Analyze associations, prioritize interlinking, and optimize your keyword set across pages for a comprehensive strategy. Simplify title tag adjustments in a spreadsheet for bulk uploads – this is an efficient approach to fine-tune your strategy. Also, consider seasonal cleanups, especially for large websites where crawlability is a concern. Review pages with no clicks over 12 to 16 months, tailor your strategy, communicate it internally, and ensure no one else needs the page before retiring it. 11. Everything is connected: Look at your site as a wholeRemember, your website is a network of connections. When optimizing, think big and tackle multiple pages at once. When launching new collections, cover everything: title tags, descriptions, on-page content, team communication and interlinking. But watch out for content overlap. Introduce new pages smartly by identifying competing topics that need interlinks. Keep the site clean by retiring old elements. 12. Scaling content tipsHere are three helpful ways to scale your content effectively:
Adapting your processes to include SEO is crucial. 13. Integrate SEO into official processes/workflowsTake a broader view across the organization to spot recurring workflows that might be causing SEO issues and nip those problems in the bud. The goal is to seamlessly incorporate SEO into these processes and tackle problems head-on. An audit of these workflows is key. Often, this means focusing on content creation, development and more. Consider what needs to be done for SEO at each step, clarifying roles for the SEO team and others. Here are a few common workflows to consider:
14. Get product managers to own certain metrics important to SEOSome metrics vital for SEO success don’t necessarily need SEO expertise to act upon. These are like indicators of your website’s health. Product managers or developers can take the reins here. The trick is to add these metrics to their dashboards and prompt them to take action if things go awry. The key? Get executive backing to make this happen. Product managers don’t need to be SEO gurus, but they should understand the importance. Think of it this way: you’re entrusting them with responsibilities, not passing the buck. Consider metrics like core web vitals, site errors and XML site issues. Set up dashboards, maybe using tools like Domo, and trigger alerts for problem thresholds. Remember, it’s about delegation, not just handing off. The best SEO managers stay watchful while sharing the load. 15. Teach other roles to recognize when to pull in the SEO teamTrain other departments to recognize when they should pull in the SEO team on a particular project or task. Consider creating a cheat sheet to use to help them identify these situations. 16. Automation from product and developmentTest how you can speed up some of your processes for best practices. For example, if you have an XML sitemap, see if your tech teams can automate the process and that you’re continuously checking on them. You can also call in AI for help on tasks like cranking out schema markup. However, make sure that your product team’s in on this too, aligning the stars with IT rules. And don’t forget inventory management, a big deal for what’s in and out of stock. Everyone should be on the same page, and automation can make sure your SEO game stays strong, even if something’s temporarily missing or gone for good. 17. Commit to training every new hire that influences SEOThe duo shared three ways to make this happen:
18. Set up SEO certification for all rolesFor the roles that impact SEO the most, certify them but have the certification ready to go immediately after the SEO training. But make participation meaningful. Perhaps, give some type of reward for completion (e.g., gift cards). 19. Train executives on the right thingsGet executives to start thinking like SEO leaders. During their training, encourage them to ponder important questions:
The goal is to make them think not just about the basics of SEO, but about where their teams fit within the entire organization. 20. Related SEO elements cheat sheetsResnick shared a handy cheat sheet for SEO: Explain to your team how the elements listed impact SEO but make sure you tailor the sheet first for your company’s specific needs. 21. Create a chat channel for SEOGet your team excited about SEO by cultivating a supportive environment, such as an SEO-dedicated Slack channel. This will help ensure the SEO department is easy to approach, quick to answer queries and have backup teammates for when you’re busy. 22. Send SEO updates to each role as they are relevantKeep your SEO team in the loop with timely updates. For instance, let them know that Google’s replacing importance on FID with INP and Core Web Vitals. If you use internal trackers, ensure the updates are accessible. Once news hits, spread the word to developers, product managers, and relevant teams, and make sure they’re discussing it in their meetings. 23. Get really good at writing SEO ticketsMaster the art of writing SEO tickets – it’s a key area where many SEO teams run into problems. Dedicate time to not only improve your skills but also to craft effective tickets. This can help improve efficiency and prevent unnecessary delays. 24. Get really good at QA testingThe best-in-class SEO teams do their own QA testing, Bowman said. This is crucial for validating the accuracy of your SEO tickets. Often, SEO teams struggle with QA testing due to incomplete tests or lack of time and expertise. Rushing, inadequate knowledge or delayed testing can result in critical issues being discovered too late. Some SEO team members might lack the technical SEO knowledge, while others are simply too busy for thorough testing. It’s important to acknowledge that the SEO team should take the lead in comprehensive QA testing. While some tests can involve QA testers, top-notch SEO teams handle their own QA testing, as leaving it entirely to QA testers might lead to important issues being overlooked. 25. Get really good at writing user acceptance criteriaThis is closely tied to strong QA testing. In an agile setup, your role includes composing the user story and its acceptance criteria. These criteria serve as the developers’ reference for ensuring their code aligns with expectations. Every SEO ticket must include these requirements and acceptance criteria to prevent errors during development. Becoming proficient in this process is vital to minimize mistakes and ensure seamless implementation. 26. If development introduces problems, get a tool to monitor the codeIf you’ve ever encountered problems (e.g., launching new feature on site only for them to vanish a few months later due to development-related issues), get a code-monitoring tool. Your IT department might already have one, so it’s worth exploring to save costs. However, you won’t have full control to set up tests yourself; so collaboration with IT is essential. Alternatively, you can opt for a tool like SEO Radar, which validates SEO and detects changes. This is particularly useful when things suddenly disappear from your site, as in the case of my client’s missing hreflang sections. 27. Send dashboard alertsInstead of having everyone constantly log into an SEO tool for alerts, set up dashboard notifications. Send these alerts directly to the teams that can address them. Collaborate with executives to ensure they take action on issues that don’t demand SEO expertise. You can easily distribute this responsibility among developers, product owners and managers. 28. Mashup data from different toolsYou might be juggling five different SEO monitoring tools. Grab their APIs and bring all the data into a single tool, preferably the one that your product managers and developers are already using, like Domo. This way, it’s a breeze to hold other teams accountable since they’re already accustomed to checking these dashboards regularly. 29. Annotations and event trackingIn the fast-paced world of SEO, a lot is going on. So keeping tabs on your events is crucial. For example, a list of Google algorithm updates can be shared with your teams, encouraging them to add these events as annotations in tools like Google Analytics or your chosen tracking platforms. Another valuable practice is implementing event tracking across your website, especially for product releases. This allows you to identify correlations between events and any observed decreases in performance. 30. Maximize your time managementTo get the most bang for your buck, ensure you efficiently use the time of your SEO team, internal colleagues, agencies and freelancers. Recognizing the strengths of different team members, from senior experts to those newer to the field, enables you to leverage their skills effectively. For agency collaborations, prioritize higher-level tasks that align with your budget allocation. Additionally, smart time management and execution are key, particularly for launches and projects. When working within tight timelines, the following are essential for successful execution:
This approach underscores the importance of efficient time allocation for accomplishing goals. The post 30 ways enterprise organizations can grow SEO with limited resources appeared first on Search Engine Land. via Search Engine Land https://ift.tt/xbVufRU Google Ads has confirmed a technical issue that is impacting Discovery campaigns. The platform is in the process of trying to resolve the error, which is causing some account-level site and app category exclusions to prevent the delivery of Discovery ads to Google properties such as Gmail. A spokesperson explained that these exclusions “aren’t intended to apply to Google properties”. The notification from Google Ads was shared on X (formerly known as Twitter) by digital advertising expert, Menachem Ani: Why we care. Discovery campaigns maximise results by delivering ads to YouTube, Gmail, and the Discover feed. If an error is preventing the tool from delivering ads to Google properties, it will negatively impact reach, which will subsequently affect conversion and ROI. When will the problem be fixed? Google Ads has not yet shared when a fix can be expected, however, we’ll be keeping an eye on things. Deep dive. Read Google’s Excluding Placements at Account Level guide for more information. The post Google Ads fixing Discovery campaign technical issue appeared first on Search Engine Land. via Search Engine Land https://ift.tt/OZmJ1r3 Title tags that include keywords rank in the top 5 positions of Google 85% of the time. That’s according to new research on title tags and meta descriptions shared with Search Engine Land by enterprise SEO platform BrightEdge. Why we care. While you probably won’t find that 85% number too shocking, it’s always good to revisit fundamental SEO elements like title tags and meta descriptions to confirm whether your data indicates keyword usage (or lack of) could possibly be impacting your ranking. Yes, you can rank for a keyword without ever using that keyword on your page. But clearly, that happens more rarely. Other key elements. Aside from the correlation between keywords in title tags and positioning:
100% agreement. I never thought I’d see the day when an SEO survey found one thing everybody could agree with, but here it is: 70% of enterprise marketers believe having correct titles and meta descriptions is a key priority, while the other 30% of respondents said it was either important or very important. That’s 100% of respondents agreeing that having correct title tags and meta descriptions is important. Zero respondents selected “neutral” or “not a major priority.” Hours invested. Writing title tags and meta descriptions remains a significant time investment for enterprise marketers. Every week:
About this research. It is a combination of an analysis of 10,000 keywords across various major verticals (including finance, retail, travel, insurance) and a survey of 300 enterprise marketers. Both were conducted this month. But. Correlation is not causation. Keywords are just one single ranking signal and may or may not be the reason why some webpages appear in the top 5 positions of Google. The post 85% of titles feature keywords in Positions 1-5 of Google appeared first on Search Engine Land. via Search Engine Land https://ift.tt/d7ZRABk Gen Z aren’t just tuning into YouTube for the videos – they’re watching the ads too. Six in ten teens would opt to watch a YouTube ad rather than skip it, while almost half can recall an ad they’ve seen on the platform, according to research from Precise TV and Giraffe Insights. The news comes after YouTube reported a 4.4% increase in ad revenue for the second quarter of 2023. Why we care. Brands wishing to connect with Gen Z may want to consider transitioning their ad spend away from traditional TV and into YouTube for stronger engagement, recall and purchase influence. Interesting stats. The research identified a number of findings that may be of interest to advertisers hoping to target the Gen Z audience, including:
A shift in ad spend. Precise TV's Chief Commercial Officer. Denis Crushell, explained that advertisers are now shifting budgets from traditional TV to YouTube ads. He said:
Deep dive. Read the Precise Advertiser Report in full for more information. The post Majority of Gen Z teens watch YouTube ads – and almost half can recall campaigns appeared first on Search Engine Land. via Search Engine Land https://ift.tt/iF4Px1H Optimizing your social media pages can help boost your visibility in search engine results and attract more organic traffic to your website. Whether it’s Instagram, Facebook, LinkedIn or a different platform, below are some tips to optimize your social media profiles and content for the best SEO results possible. Optimizing your social media information for searchGetting your profile information right at the onset can provide an edge over competitors. Here’s a concise checklist for creating a new social media profile:
Many best practices will apply to the profile and individual posts (content). However, the optimized profile is the foundation for success of social media and SEO integration. Best practices for creating SEO-friendly social media contentOnce you’ve established your social media profile, it is time to post relevant, optimized messaging and content. Double down on content and contextCreate content that aligns with your audience and consider the context in which your content will be viewed. For instance, a long-form video on “how to do an oil change” might land better on YouTube, whereas “Everything you need to buy to do an oil change,” might work better as a bite-sized informational video. Incorporate organic search keyword dataEach social media platform has its unique style and limitations for messages. For instance, every character counts on short-text platforms. Integrating organic search keyword data into your social media posts (scripts, captions, locations, etc.) can significantly increase your visibility. Monitor the popular search terms related to your brand, industry, or topic, and use them strategically within your posts. In other words, the content should be written naturally and engagingly, as the use of too many keywords can make it sound like it was written by a machine rather than a human. Here are some tools you can use to surface SEO and social media keywords:
For website metadata and content, hashtag trends on platforms can also be useful in informing your keyword strategies and blog or article topics. Master the art of using hashtags and category tagsUsing relevant tags and hashtags in social media posts can increase discoverability. When users search for a specific tag or hashtag, your posts will appear in the search results, enhancing your visibility. On YouTube, categorial tagging happens behind the scenes, too. Still, some platforms may not have tags at all. Using popular and relevant hashtags could quickly increase your post's exposure. However, avoid using too many unrelated hashtags as it can make your post seem cluttered and less engaging. A branded or pro-social hashtag may also make sense to include on your website. If people are “Googling” your hashtag, tastefully place it in site content and metadata on your website. Choose user-friendly linksThe right links enhance the user experience by leading to content that aligns with audience interests and needs, boosting engagement. Meanwhile, incorporating relevant links in tagged and hashtagged posts increases their discoverability. Say you want to highlight a product your website offers in an Instagram story post. It would be wise to add a “clickable link” to the product detail page instead of the homepage (a common mistake!). Conversely, keeping your website’s OG/X (formerly Twitter) card metadata tags up to date is equally important. These tags indicate to a social media platform how a webpage should appear when shared, offering control over a featured image, title, description, and more. Consider the timing of your posts based on platform and audiencesUnderstanding audience behavior is essential to enhance the visibility of your content. The timing of your posts needs to consider not only the hour of the day but also the day of the week and seasonal variations. Each social media platform has unique peak times, influenced by user behavior which can vary on weekdays, weekends, and during different seasons. The key is to experiment and adjust your posting schedule based on platform-specific insights and market trends, rather than adhering strictly to preset rules. As audience behaviors (and algorithms) can shift over time, it's crucial to stay adaptable and regularly reassess your strategy to maximize engagement. Use the power of alt text whenever availableAlt text, used to describe images for visually impaired users and search engines, is another aspect to consider while optimizing social media content for SEO. When posting images or videos, include relevant keywords in the alt text to improve your content's visibility. Be sure to recall the primary purpose of alt text, though – to describe the image for those who cannot see it. Engage with your audience across platformsEngagement is a key indicator of the relevance and quality of your content. High levels of engagement can lead to improved visibility on social platforms and search engines alike. Think of what your audience needs and wants to know when looking for and coming to a profile; if a platform offers a way to “pin” or highlight relevant content, use it. Encourage user interaction by posting engaging content, asking questions, and responding promptly to comments and messages. Brand-answered questions in the comments of a well-regarded social media post can replicate the impact of a well-optimized FAQ on the web. Leverage social media for improved Google SERP visibilityWhen optimized effectively, social media content can impact your visibility on Google SERPs, especially for branded queries. While social media signals aren't a direct ranking factor, the information shared across social platforms can help you show up on search results. For instance, many brand videos on “how to do something” appear on Google SERP from YouTube, TikTok, and Facebook. The videos may very well “outrank” any on-the-website articles of a similar nature, even if the video is posted on the page. Optimizing your social media pages for search visibilityCreating SEO-friendly social media profiles and content will enhance your visibility on search engines and draw organic traffic to your website. Remember, a strong profile foundation, content aligned with your audience, strategic keyword integration, user-friendly links, and consistent engagement are vital in driving your success. Make the most of these techniques and be flexible as you fine-tune your approach. The post How to optimize your social media pages for search appeared first on Search Engine Land. via Search Engine Land https://ift.tt/xC8ZoTP |
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