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SearchCap: Google expands featured snippets voice search ranking study & Rand Fishkin moves on2/28/2018 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:
The post SearchCap: Google expands featured snippets, voice search ranking study & Rand Fishkin moves on appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2HPb3qR Backlinko has done an extensive analysis of “voice search ranking factors” and identified 11 variables tied to appearing in Google Home results. The company examined 10,000 results delivered over the smart speaker. What Backlinko found was consistent with what many others have been saying but there were also a few surprises. For example, the study discounts the impact of Schema to some degree and page authority. Here’s a partial, paraphrased list of the ranking factors:
Google has made page speed an explicit mobile ranking factor. Backlinko found that the page-load time for a voice result was almost 2X faster than traditional webpages. Not a surprise. What may be a surprise are the findings around Schema. The company found that Schema was used on slightly more than a third of pages delivered over Google Home, somewhat more than in general results. Accordingly it discounted Schema as a voice search ranking factor:
Below are Backlinko’s findings around Schema distribution in voice search results. There are plenty of reasons to use Schema generally so this finding shouldn’t be seen as an argument against it. And many will question the validity of this finding. It may also be that Schema pages don’t appear more because they aren’t more prevalent and there are other important variables. Among them, links matter for voice results as well. Domain authority was high but page authority was relatively low by comparison:
Backlinko speculated that the voice algorithm was relying upon domain authority (over page authority) because that provided a higher level of confidence in the accuracy of results. Long form content was also correlated with voice results. “Google voice search results predominately come from pages with a high word count,” the study asserts. In addition, “FAQ pages tend to perform particularly well in voice search.” Keywords were somewhat less important: “only 1.71% of voice search results use the exact keyword in their title tag.” The company advises, “[D]on’t worry about creating individual pages that are each optimized around individual keywords. Instead, write in-depth content that can answer several different voice search queries on a single page.” Finally, content that ranks well on the desktop appears to also rank well in voice results. This is logical. Nearly 75 percent of voice results on Google Home “came from a page ranking in the top 3 for that keyword.” SEOs should review the post and do their own evaluations of the findings and recommendations. While it’s not clear whether smart speakers will siphon off some query volume or merely be additive to the overall pie, at least two studies have shown that owners of Alexa and Google Home devices are spending somewhat less time with their smartphones. Regardless, virtual assistants are emerging as an important consumer discovery tool and marketers need to take these platforms seriously and adapt accordingly. In Google’s case, the Assistant (which powers Google Home) is now available on 400 million devices. The post Study: 11 voice search ranking factors analyzed appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2FbMh5T A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign. One would think any reasonably large and successful business would have a good handle on their unit economics, and that this knowledge will be shared down the chain of command to the mid and lower levels of the marketing team. But time and time again, I have found this critical foundation is missing, miscommunicated, insufficient or is so outdated as to make it worse than worthless. “Worthless” in this case means that bad data does no actual harm. “Worse than worthless” means the utilization of the wrong KPI goals resulting in media waste and — more importantly — missed revenue and profit opportunity. In other words, the company’s health is at actual risk because the marketing team and the business team aren’t on the same page. In some cases, members of the marketing team may be working at cross-purposes, using incompatible KPIs and metrics. Silos standing in the way of marketing AI?I had the privilege of attending a lunch recently with members of the Direct Marketing Club of New York, the Interactive Advertising Bureau (IAB), and other marketers, including MediaMath CEO Joe Zawadzki. Although we attended the lunch to discuss the power of artificial intelligence (AI) and machine learning to solve marketing problems, the consensus was many brands aren’t ready to empower decision-making with AI. Their organizations were often so siloed that the inertia of departments and organization charts were a big factor slowing down the adoption of AI and machine learning in terms of optimizing marketing spend. A common theme across the table was the winners and disrupters in many industries are the ones without any legacy departmental structure. These included Tesla, the Dollar Shave Club, Casper & Purple, and even Amazon. How does this all relate to pay-per-click (PPC) search engine marketing campaigns? Well, the influence of legacy structures affects your ability to grow yourself as a marketer and business person and directly influences your ability to communicate — with rational questions — up the chain of command (while following protocol), even if those communications might decrease your own departmental budget. Rational questions for marketers to askLet’s use some common KPIs as examples of how things are often done now in SEM campaigns and how one might apply smarter business unit economics by asking some rational questions in the following scenarios: PPC account (typically retail) managed by return on advertising spend (ROAS) with last click attribution Rational questions to ask include:
PPC account managed based on last click attribution around cost per action (CPA) or lead gen Not all businesses make the sale online, so marketing teams running campaigns used to generate leads and are given a cost-per-lead or CPA target to hit. Rational questions to ask include:
Fixed budget PPC account Rational questions to ask include:
There’s probably another column that could be written on the nuances of applying unit economics to marketing, but this should give you a solid start toward a good SEM campaign. The post Unit economics: The foundation of a good SEM campaign appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2sZubiM Google has been rolling out many new search features over the past few months related to images, featured snippets, and the knowledge graph. Today the search giant released another feature called “multifaceted featured snippets.” Multifaceted featured snippets will be surfaced for queries that are sufficiently broad enough to allow for more than one interpretation of what was submitted. In these instances, the SERP returned will include more than one featured snippet, with the original query rewritten as the questions the algorithm assumes the user may have intended, and the results displayed in the multifaceted snippet will reflect those new questions. From the announcement:
For example: Multifaceted Featured Snippets vs. Multi-Perspective AnswersBack in December, Bing began rolling out AI-powered multi-perspective answers as part of its “Intelligent Search” set of new features, which includes Intelligent Answers, Intelligent Image Search and Conversational Search. Multi-perspective answers are just one of the “Intelligent Answers” features that has been live since the rollout. These results surface two (or more) authoritative sources on a topic, and will typically include differing perspectives/answers to the query. Bing leverages its deep recurrent neural network models to determine similarity and sentiment among authoritative sources, and extracts the multiple viewpoints related to a topic — providing the most relevant set of multi-perspective answers (covered in more detail here). Google’s multifaceted featured snippets may appear not too dissimilar from Bing’s multi-perspective answers, in that they also provide multiple rich results for a single query, but they are instead based on the presumed multiple intentions of a query (resulting in both multiple queries and results) vs. multiple viewpoints resulting from a single query. With these types of broad queries, many interpretations of what the user is actually asking can exist. Multifaceted snippets aim to provide a more comprehensive and actionable set of results for these multi-intent query scenarios. They differ from multi-perspective intelligent answers in that they presume a different question might be being asked altogether, and surface responses for each of the queries the algorithm assumes the user may have actually intended, as the screenshot below demonstrates: Google plans to expand multifaceted featured snippets throughout 2018 to include other nuanced query types — beyond those that could have multiple intentions — and lists guidance-seeking queries as one example. From the post:
With both Google and Bing having fully adopted deep learning methods and using artificial neural networks to drive search advancements, we can expect to see a steady stream of changes in search results enhancements and improved information discovery. As always, Google encourages users to submit feedback on these new search features as you encounter them in the SERPs. Read Google’s full announcement here. The post Multifaceted featured snippets begin rolling out in Google search results appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2F4k3XC Rand Fishkin, the co-founder of Moz, announced his new company after officially leaving his day-to-day operations at Moz yesterday. He is starting a company named SparkToro, a technology platform in the influencer and audience intelligence marketing space. Fishkin started the well-known SEO platform over a decade ago with his mother, Gillian. In fact, he dropped out of college to make the company now known as Moz about 17 years ago. Last July we learned he was leaving Moz after stepping down as CEO back in 2014. Fishkin described his departure from Moz as a four out of 10 on a scale of zero to 10 where zero is “fired and escorted out of the building by security” and where 10 is “left entirely of his own accord on wonderful terms.” He wrote:
Fishkin said he still owns about 24 percent of Moz in outstanding shares, is still on Moz’s board of directors as the chairperson and remains the single largest shareholder. Because of his stake and the people there, Fishkin says he wants to see Moz succeed and continue to do well. You can read more about Fishkin’s thoughts on leaving and his future plans on his new blog. The post Rand Fishkin leaves Moz, announces a new start-up appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2FeA7sO In my experience, creative writing pros have an endless appetite for writing advice. How to add more color and texture to your writing, storytelling techniques, endless discussions about the serial comma and finer points of usage. Elements like copywriting and conversion strategy? That tends to start to divide people up. Some writers want to pick The post Do Content Writers Really Need to Think about SEO? appeared first on Copyblogger. via Copyblogger http://ift.tt/2GMSu5e 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:
The post SearchCap: Google right to be forgotten, Google Word Coach game & German ruling appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2GOHNPO This report from Adthena reveals the extent to which Amazon has been capturing text ad click share in major retail categories. Analysis of consumer electronics, and department store retail categories in the US and UK, suggests that Amazon’s paid search ad spend is behind the e-commerce giant’s continued market growth, with the scale and impact of their paid search investments eclipsing their closest rivals. Featured in this report:
Visit Digital Marketing Depot to download “How Amazon Dominates the Competitive Search Landscape.” The post How Amazon dominates the competitive search landscape appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2FC3bsd We all want to rank well, but there are times when it seems nearly impossible to do so. There can be many causes for rankings shortfalls, and as I pointed out recently, sometimes it seems Google is just not interested in ranking businesses like yours for a target query. That can be frustrating for anyone which is why my previous article suggested a way to determine if your target keyword phrase was a good fit for the terms you want to rank for. Sometimes it’s better to pursue keyword phrases for which you know have a better chance of ranking than those you want to rank for. In today’s post, I’m going to talk about factors Google may use to determine if a site is reasonably relevant for the keywords it targets. Creating a webpage is not enoughJust because you create webpages targeting a certain keyword phrase or in a specific topic area does not mean you will rank for those terms. In short, we don’t know if Google is “buying” it. Let’s set the context here:
Now that we have an outline, let’s dig in. Ranking analysisOne of the best ways to see the ranking potential for a webpage is to see what it already ranks for. This sounds simple and obvious, but I’m going to take it a bit deeper than simply looking at the top keywords to your site. It’s worth digging a bit deeper to see what insights we can get, not only by looking at what we rank for, but what the competition ranks for, and the makeup of the words in those phrases. The first step is to pull the phrases you currently rank for. Once you have the basic ranking data, the next step is to manipulate the data to find additional keyword sets. To do this, we’re going to focus on the phrases our site ranks for (in the top ten) and then count of all the individual words included with those keyword phrases. Let’s say you want to rank for “manufacturer’s blue widgets”. The end result should look something like this: Now, repeat the process for your competitors ranking for the target phrase “manufacturer’s blue widgets”. When you’re done, it should look something like this: At this point, we have a lot of information which tells us what Google thinks about your site, or not. Do you show up for a number of related phrases? If yes, then your target keyword is probably fairly possible for you to rank for, even if you don’t currently show up in the top 50 for that target. If you’re ranking for related words, Google at least sees you as being relevant. Scenario #1, we need helpBut there’s a problem with the data showing above. Notice how the site on the left is ranking only for keywords that include the company’s brand name. This is not good since we are trying to rank for the phrase “manufacturer’s blue widgets” and that term is nowhere to be found. This tells us Google doesn’t equate this website with our target phrase. Ouch! If you don’t see your target keywords showing in the search results that may be a sign ranking is going to be tough. You either have major content problems related to the target keyword or a general authority problem related to the topic area. Scenario #2 much betterLet’s take a look at a scenario where our prospects are better: The data shows we’re in much better shape, and our prospects are reasonably good. Tuning and tweakingIf you find you rank for a number of related terms, your next steps are pretty straightforward. You should look to improve the content related to the target page on your site by improving the depth of supporting content on other pages of your site. You may also need to do some public relations (PR) or related link building that supports your stance as a relevant resource. The scope of this effort is along the lines of tuning and tweaking, not a complete overhaul. When to do an overhaulIf you didn’t rank for much in the way of related terms, the steps you need to take are basically the same as tuning and tweaking but with more intensity. You need an overhaul because Google just doesn’t look at your pages as being relevant to the topic/phrase. This means the program is going to cost significantly more to execute, and it will take longer to show results. If you don’t have the budget or patience for that, you may need to consider a different keyword target. Some cost perspectiveLet’s put this in perspective and see what each scenario may cost you. In the first scenario where you didn’t rank for any relevant terms, the work involved to rank may cost $250K, and you might have to campaign for ten to twelve months to see the results you’re looking for. In the second scenario, you rank for relevant terms so your costs to continue ranking or rank ahead might be $50K and might take three to four months to achieve results. The analysis is actually fairly simple, but the benefits are high. When Google relates keywords to your webpages, your search engine optimization (SEO) costs should be lower. Focusing on what you already rank for allows you to budget more accurately for your campaigns, and to focus on tactics to help you achieve your goals. The post An easy way to see if Google thinks your webpages are keyword relevant appeared first on Search Engine Land. via Search Engine Land http://ift.tt/2GO19EO |
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