As the world becomes increasingly connected, it’s becoming more vital than ever for virtually all businesses, regardless of size, to have a global online presence. As Search Engine Land columnist Brendan McGonigle rightly notes, if you only advertise in the United States, you’re missing out on billions of potential customers. But taking a one-size-fits-all approach won’t cut it. For example, while Google has a considerable presence in Russia, you won’t want to overlook the SEO and SEM options offered by market leader Yandex. And if you want to venture into China, it’s critical to know the ins and outs of the dominant search platform that serves the country, Baidu. At SMX East, three acknowledged global search marketing experts will discuss how to jump-start your multinational campaigns. In “Why Going Global Is Essential To Your Business,” you’ll hear Frederic Schaub, a partner at the Swiss-based Consultancy Group and former senior manager of global strategy for Marriott Digital Services, discuss the right (and wrong!) approaches to international SEO, PPC, social and content, and how marketers can win when going global. Then you’ll hear from Andy Atkins-Kruger, group CEO of WebCertain, an agency with clients in dozens of countries worldwide, and Aleyda Solis, an international SEO consultant based in Spain. They’ll take a deep dive into the important technical aspects of implementing multinational SEO during their “Speaking In Tongues: Mastering Multinational Search” presentation, including how to effectively use Hreflang annotations, ensuring proper translation and cultural localization, mastering hosting issues and working with different currencies, tariffs and payment systems, and much more. Net, you’ll come away from these sessions knowing how to master the lingua franca of the international marketplace without making costly mistakes. Don’t delay. Register today!SMX East is just a month away, and the best preconference rate is still available. So be sure to register for SMX East now. The post Why going global is essential to your business appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2xyghCB
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According to Bloomberg, Google is going to create a separate business unit to manage shopping content in search results to comply with the European Commission’s recent antitrust decision. This unit will reportedly be required to compete in the auction against shopping competitors. The unit will apparently use its own budget and revenues to bid in the auction and will only exist in the EU. Shopping search will continue as is in other markets, including the US. Reuters had earlier reported that Google was going to “display rival shopping comparison sites via an auction.” That approach appeared to be similar to the earlier “rival links” proposal that failed to settle the antitrust dispute before the formal complaint (statement of objections) was filed in 2015. Google was fined roughly $2.7 billion (€2.4 billion) for abuse of market position in shopping search. The fine was the largest antitrust penalty in EU history. The previous record was $1.3 billion against Intel. As part of the decision, Google is compelled to offer a remedy, even as it appeals that decision. Failure to comply would subject Google to daily financial penalties. The specifics in the Bloomberg article suggest the new business unit concept is an updated proposal vs. the earlier Reuters report. However, Reuters may have incompletely or inaccurately described the Google proposal. Here’s what shopping search results in France currently look like: According to Bloomberg’s report, the new configuration will feature 10 slots that would be made available through the auction. Each result would display the name of the shopping site offering the product and link to those websites. You can see some potential presentations of Google Shopping results on the s360 blog and below: Google Shopping results will be branded “by Google,” and those from other sites will be labeled accordingly. Bloomberg quotes several shopping site competitors who express displeasure with the proposed solution because it involves paid advertising rather than organic traffic. However, the report also says “[EU] regulators have accepted that the panel is for advertising and slots cannot be given away.” The post Alphabet to create separate business unit in Europe to run Google Shopping appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2y6V7yF Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land:
Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:
Search News From Around The Web:Industry
Link Building
Searching
SEO
SEM / Paid Search
Search Marketing
The post SearchCap: Smart speaker stats, link building AI & Google doodle appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2xzvCmJ
As a small business owner or entrepreneur, you’ve probably been spending a lot of time at your business or in your office. Most likely, it’s too much time. This is not the best way to grow your business or build your brand. One major way to flourish is through networking. There are a lot of […]
via Lawrence Tam http://ift.tt/2e7Af0h There are roughly 20 million smart speakers now in the US. And more than half of device owners have used them to buy something, according to survey data from NPR and Edison Research. The data released this week is part two of a report first introduced in July. Called “The Smart Audio Report,” the data are based on a survey of 800 people who owned at least one smart speaker and an equivalent number who did not. Part one of the report found very high levels of satisfaction among device owners: 65 percent of smart speaker owners said “they would not want to go back to their lives before getting one of these devices” and 42 percent said they were now “essential” to daily life. But the core of the second report is demographics and purchase behavior. It’s somewhat surprising is that consumers have started to buy things through these devices. But the report confirms their potential as e-commerce drivers. The survey found that 57 percent of smart speaker owners have ordered something using the device, while a majority of them have bought something they had never purchased before (as opposed to just reordering a regularly used product). People aren’t spending trivial amounts of money either. Almost 25 percent of these voice-purchasers said they spent between $100 and $199 for single purchases. I’m speculating but I suspect most of the purchase behavior is through Amazon, though the study doesn’t discuss purchases made via Google Home vs. Amazon devices or their specific sources. Among those making purchases through smart speakers, the largest single group is the coveted 18 to 34 cohort (45 percent) followed by those 35 to 54 (39 percent). Among those over 55, 16 percent of owners had made a purchase. Clearly smart speakers are taking hold. The holiday quarter should see more of these devices as gifts and more voice shopping as well. In roughly a week Google is expected to introduce a lower-priced “Home Mini,” while Apple is bringing out its higher-priced HomePod at some point in the next couple of months. There will also be an array of third party, virtual assistant powered hardware devices available for holiday shoppers — some powered by Google Assistant, some by Alexa and some by Cortana. And all these cumulatively are training people to conduct more voice searches across the board. The post Report: 57% of smart speaker owners have bought something with their voice appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2wUf8n0 The use of artificial intelligence (AI) has permeated the mainstream, as companies like Apple, Microsoft, Amazon and Google work diligently to make voice commands and voice search integrative parts of their OS and user experience. AI’s applications in the search engine optimization (SEO) world are continuing to expand to new horizons. Many have likely heard of the Y Combinator-backed RankScience, which uses thousands of A/B tests to determine how best to positively influence search engine rankings. Complete handling of SEO from AI is likely not going to catch on quickly, however, and there isn’t software currently that handles many of the important aspects of SEO. While no software exists that leverages AI to build links, we can nonetheless use multiple types of software for various stages of the link building process, including:
This means that AI can be used to augment, automate or automatize processes. Link building specifically can’t be a fully autonomous process, but we can leverage AI to augment human processes to increase efficiency of finding bloggers/influencers and improve the quality of sites that we approach for links. Below is the process for leveraging existing AI in link-building campaigns. 1. Prospect new sitesFirst, you need to look at websites as a whole, which likely have multiple contributors or people on staff. These can be good link-building opportunities through sponsored or contributed content. This can be done by finding industry publications or other informative sites that appeal to your target audience. Try searching by industry keyword plus terms like “magazine,” “journal,” “digest,” “newsletter” or “information” in Google to find possible fits. Things to look at include:
If these sites look like they are a good fit, add them to a potential candidate spreadsheet, with notes and contact information. To keep this going on a rolling basis, consider using Google Alerts to be notified when these types of searches have new results. 2. Identify blogs and influencersThe next target for link building is more specific influencers and their blogs, which are usually smaller in manpower than publications but might have larger networks. To find influencers and blog content that hit your target market, you can use text-processing analytics like Watson Analytics, which can be used to search for your industry terms in the context of natural language (i.e., the way people talk online). For instance, someone might not always say, “I am interested in polymer manufacturing,” online, but using AI tools that can predict related text patterns and speech, you might be able to find more influencers who haven’t directly used the terms you’re looking for. Software that makes connections between what you’re searching for and what related people are actually saying online can help you broaden your net for more link-building opportunities. Things to look at include:
Once you’ve analyzed the possibilities and weeded out blogs or influencers that won’t work, add potential blogs and influencers to your potential candidate spreadsheet as mentioned above. 3. Analyzing the sites to determine impactNow that you’ve compiled a list of publications, influencers and blogs, it’s time for the hard part: determining if they will have an impact on your ranking for your target keywords. This is the powerful part of AI — the part that can improve the impact of the links. AI can process data from multiple sources to identify likely variables or variable clusters that correlate with ranking in Google. AI can also identify patterns that you might not have even known existed (e.g., generating links from sites with a DA of 40+ if the site is about shoes, but with a DA of 20-30 if the site is about blue shoes). You can use software to process this data (I use Rulex). But you’ll need to gather the data for the software to process. Most of this data exists through APIs for sites and tools like these:
Final thoughtsArtificial intelligence is a priority for search engines and big technology companies, and voice assistants are getting more and more robust to help users control their online experience. As AI continues to weave its way into connected apps (through the Internet of Things), smartphones and more, we SEOs need start thinking about how AI can make our work easier to help us get better results for our customers or business. The post How to use AI for link building and improve your search rankings appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2wiUgGq Today’s Google doodle celebrates the author and political theorist Gloria E. Anzaldúa on what would have been her 75th birthday. Born on this date in South Texas, Anzaldúa grew up on both sides of the America-Mexico border. She graduated from the Panamerican University in 1969 and moved to California in 1977, focusing her writing on a number of political disciplines, including Chicano studies, women’s studies and LGBT theory. In 1987, she penned her semi-autobiographical novel, “Borderlands/La Frontera: The New Mestiza” — arguably Anzaldúa’s most well-known work. From Google Doodle blog:
As Google notes, Anzaldúa was both American and Mexican and chose to live her life neither as one or the other, but as both. “I am a border woman. I grew up between two cultures, the Mexican (with heavy Indian influence) and the Anglo (as a member of a colonized people in our own territory),” writes Anzaldúa in the preface of “Borderlands/La Frontera: The New Mestiza.” “I have been straddling the tejas-Mexican border, and others, all my life. It’s not a comfortable territory to live in, this place of contradictions. Hatred, anger and exploitation are the prominent features of this landscape.” The doodle leads to a search for “Gloria E. Anzaldúa” and includes the usual sharing icon to post the image on social pages or send via email. Here is the full doodle artwork highlighting Anzaldúa and the landscape of her birthplace: Google says today’s doodle celebrates Anzaldúa’s ability to live across borders as “… both native and foreigner.” The post Gloria E. Anzaldúa Google doodle marks 75th birthday of ‘Borderlands/La Frontera: The New Mestiza’ writer appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2huyBsz How Blogging Boosts the Profitability of Your Ecommerce Website (and 8 Ways to Get Started)9/26/2017 With the release of the Outfitter Pro Premium WordPress theme, Rafal Tomal and I have been talking a lot about ecommerce websites. Naturally, Rafal has great ideas about designing a t-shirt store, while I’m interested in how I can market an ecommerce store with, yes, geeky merchandise, but also robot kits and other nerdery for The post How Blogging Boosts the Profitability of Your Ecommerce Website (and 8 Ways to Get Started) appeared first on Copyblogger. via Copyblogger http://ift.tt/2htRFXS The post Watch This Before You Give Up! appeared first on Matt Morris. via Matt Morris http://ift.tt/2xACRfu Apple has switched back to using Google for their search results needs in both iOS and their Mac operating system over Spotlight search, TechCrunch reports. The “search the web” results you get in both search interfaces will no longer be pointing to Bing, but rather will show you results from Google. In 2014, Apple officially dropped Google results and switched to Bing. Google and Apple have a deal that’s been estimated to be worth $3 billion, and it is unclear if this is part of that deal or not. Here is a statement TechCrunch received from Apple:
Here is a screen shot of iOS showing YouTube results, and then the “Search Web” button that takes you to Google results: It is reported that this began rolling out at 9 a.m. PT in the US and should roll out to the entire world by this afternoon. The results are all encrypted on the iOS and Mac side, but once you go to Google, Google can then start tracking search behavior. The post Apple switches back to Google search results for iOS & Mac appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2fMoSdf |
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