MarketingTumbler.com

With over 7,000 MarTech companies battling each other to win a spot in the technology stack of businesses today, sticking out from the crowd has never been more difficult. Almost every industry under the MarTech umbrella is saturated, so traditional inbound marketing can only turn so many heads.

Fortunately, computer hardware, operating systems, and cloud platforms have decided to help their smaller tech counterparts out. In recent years, these platforms have built marketplaces where MarTech companies can offer their software solutions to the platforms’ unique customers, which has increased a lot of MarTech companies’ visibility and, in turn, their revenue.

These MarTech companies who partner with computer hardware providers, operating systems, and cloud platforms to resell their software solutions on their marketplaces are called independent software vendors. Read on to learn exactly what an ISV is, what it means to be ISV certified, and what an ISV partner is.

For instance, any company that offers their software solution on a marketplace like HubSpot Connect or Salesforce AppExchange is an ISV.

For example, Microsoft, a company that develops computer hardware (Xbox), operating systems (Windows), and a cloud platform (Azure), offers silver and gold ISV certifications to independent software vendors whose products can pass their rigorous quality tests and prove they can offer the top software solutions to Microsoft’s customers on each of their marketplaces.

For instance, if you want to get into Dell’s or Red Hat’s ISV partner program, you just need to verify your organization, apply to the program, get accepted, agree to their terms and conditions, and stay in good standing with the platform to maintain your membership.

Reblogged 4 days ago from blog.hubspot.com

Posted by Dr-Pete

In 2018, Google reported an incredible 3,234 improvements to search. That’s more than 8 times the number of updates they reported in 2009 — less than a decade ago — and an average of almost 9 per day. How have algorithm updates evolved over the past decade, and how can we possibly keep tabs on all of them? Should we even try?

To kick this off, here’s a list of every confirmed count we have (sources at end of post):

• 2018 – 3,234 “improvements”
• 2017 – 2,453 “changes”
• 2016 – 1,653 “improvements”
• 2013 – 890 “improvements”
• 2012 – 665 “launches”
• 2011 – 538 “launches”
• 2010 – 516 “changes”
• 2009 – 350–400 “changes”

Unfortunately, we don’t have confirmed data for 2014-2015 (if you know differently, please let me know in the comments).

A brief history of update counts

Our first peek into this data came in spring of 2010, when Google’s Matt Cutts revealed that “on average, [Google] tends to roll out 350–400 things per year.” It wasn’t an exact number, but given that SEOs at the time (and to this day) were tracking at most dozens of algorithm changes, the idea of roughly one change per day was eye-opening.

In fall of 2011, Eric Schmidt was called to testify before Congress, and revealed our first precise update count and an even more shocking scope of testing and changes:

“To give you a sense of the scale of the changes that Google considers, in 2010 we conducted 13,311 precision evaluations to see whether proposed algorithm changes improved the quality of its search results, 8,157 side-by-side experiments where it presented two sets of search results to a panel of human testers and had the evaluators rank which set of results was better, and 2,800 click evaluations to see how a small sample of real-life Google users responded to the change. Ultimately, the process resulted in 516 changes that were determined to be useful to users based on the data and, therefore, were made to Google’s algorithm.”

Later, Google would reveal similar data in an online feature called “How Search Works.” Unfortunately, some of the earlier years are only available via the Internet Archive, but here’s a screenshot from 2012:

Note that Google uses “launches” and “improvements” somewhat interchangeably. This diagram provided a fascinating peek into Google’s process, and also revealed a startling jump from 13,311 precisions evaluations (changes that were shown to human evaluators) to 118,812 in just two years.

Is the Google algorithm heating up?

Since MozCast has kept the same keyword set since almost the beginning of data collection, we’re able to make some long-term comparisons. The graph below represents five years of temperatures. Note that the system was originally tuned (in early 2012) to an average temperature of 70°F. The redder the bar, the hotter the temperature …

You’ll notice that the temperature ranges aren’t fixed — instead, I’ve split the label into eight roughly equal buckets (i.e. they represent the same number of days). This gives us a little more sensitivity in the more common ranges.

The trend is pretty clear. The latter half of this 5-year timeframe has clearly been hotter than the first half. While warming trend is evident, though, it’s not a steady increase over time like Google’s update counts might suggest. Instead, we see a stark shift in the fall of 2016 and a very hot summer of 2017. More recently, we’ve actually seen signs of cooling. Below are the means and medians for each year (note that 2014 and 2019 are partial years):

• 2019 – 83.7° / 82.0°
• 2018 – 89.9° / 88.0°
• 2017 – 94.0° / 93.7°
• 2016 – 75.1° / 73.7°
• 2015 – 62.9° / 60.3°
• 2014 – 65.8° / 65.9°

Note that search engine rankings are naturally noisy, and our error measurements tend to be large (making day-to-day changes hard to interpret). The difference from 2015 to 2017, however, is clearly significant.

Are there really 9 updates per day?

No, there are only 8.86 – feel better? Ok, that’s probably not what you meant. Even back in 2009, Matt Cutts said something pretty interesting that seems to have been lost in the mists of time…

“We might batch [algorithm changes] up and go to a meeting once a week where we talk about 8 or 10 or 12 or 6 different things that we would want to launch, but then after those get approved … those will roll out as we can get them into production.”

In 2016, I did a study of algorithm flux that demonstrated a weekly pattern evident during clearer episodes of ranking changes. From a software engineering standpoint, this just makes sense — updates have to be approved and tend to be rolled out in batches. So, while measuring a daily average may help illustrate the rate of change, it probably has very little basis in the reality of how Google handles algorithm updates.

Do all of these algo updates matter?

Some changes are small. Many improvements are likely not even things we in the SEO industry would consider “algorithm updates” — they could be new features, for example, or UI changes.

As SERP verticals and features evolve, and new elements are added, there are also more moving parts subject to being fixed and improved. Local SEO, for example, has clearly seen an accelerated rate of change over the past 2-3 years. So, we’d naturally expect the overall rate of change to increase.

A lot of this is also in the eye of the beholder. Let’s say Google makes an update to how they handle misspelled words in Korean. For most of us in the United States, that change isn’t going to be actionable. If you’re a Korean brand trying to rank for a commonly misspelled, high-volume term, this change could be huge. Some changes also are vertical-specific, representing radical change for one industry and little or no impact outside that niche.

On the other hand, you’ll hear comments in the industry along the lines of “There are 3,000 changes per year; stop worrying about it!” To me that’s like saying “The weather changes every day; stop worrying about it!” Yes, not every weather report is interesting, but I still want to know when it’s going to snow or if there’s a tornado coming my way. Recognizing that most updates won’t affect you is fine, but it’s a fallacy to stretch that into saying that no updates matter or that SEOs shouldn’t care about algorithm changes.

Ultimately, I believe it helps to know when major changes happen, if only to understand whether rankings shifted due something we did or something Google did. It’s also clear that the rate of change has accelerated, no matter how you measure it, and there’s no evidence to suggest that Google is slowing down.

---

Appendix A: Update count sources

2009 – Google’s Matt Cutts, video (Search Engine Land)
2010 – Google’s Eric Schmidt, testifying before Congress (Search Engine Land)
2012 – Google’s “How Search Works” page (Internet Archive)
2013 – Google’s Amit Singhal, Google+ (Search Engine Land)
2016 – Google’s “How Search Works” page (Internet Archive)
2017 – Unnamed Google employees (CNBC)
2018 – Google’s “How Search Works” page (Google.com)

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Posted by Cyrus-Shepard

In SEO, speed is a competitive advantage.

When you publish new content, you want users to find it ranking in search results as fast as possible. Fortunately, there are a number of tips and tricks in the SEO toolbox to help you accomplish this goal. Sit back, turn up your volume, and let Cyrus Shepard show you exactly how in this week’s Whiteboard Friday.

[Note: #3 isn’t covered in the video, but we’ve included in the post below. Enjoy!]

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. I’m Cyrus Shepard, back in front of the whiteboard. So excited to be here today. We’re talking about ten tips to index and rank new content faster.

You publish some new content on your blog, on your website, and you sit around and you wait. You wait for it to be in Google’s index. You wait for it to rank. It’s a frustrating process that can take weeks or months to see those rankings increase. There are a few simple things we can do to help nudge Google along, to help them index it and rank it faster. Some very basic things and some more advanced things too. We’re going to dive right in.

Indexing

1. URL Inspection / Fetch & Render

So basically, indexing content is not that hard in Google. Google provides us with a number of tools. The simplest and fastest is probably the URL Inspection tool. It’s in the new Search Console, previously Fetch and Render. As of this filming, both tools still exist. They are depreciating Fetch and Render. The new URL Inspection tool allows you to submit a URL and tell Google to crawl it. When you do that, they put it in their priority crawl queue. That just simply means Google has a list of URLs to crawl. It goes into the priority, and it’s going to get crawled faster and indexed faster.

2. Sitemaps!

Another common technique is simply using sitemaps. If you’re not using sitemaps, it’s one of the easiest, quickest ways to get your URLs indexed. When you have them in your sitemap, you want to let Google know that they’re actually there. There’s a number of different techniques that can actually optimize this process a little bit more.

The first and the most basic one that everybody talks about is simply putting it in your robots.txt file. In your robots.txt, you have a list of directives, and at the end of your robots.txt, you simply say sitemap and you tell Google where your sitemaps are. You can do that for sitemap index files. You can list multiple sitemaps. It’s really easy.

You can also do it using the Search Console Sitemap Report, another report in the new Search Console. You can go in there and you can submit sitemaps. You can remove sitemaps, validate. You can also do this via the Search Console API.

But a really cool way of informing Google of your sitemaps, that a lot of people don’t use, is simply pinging Google. You can do this in your browser URL. You simply type in google.com/ping, and you put in the sitemap with the URL. You can try this out right now with your current sitemaps. Type it into the browser bar and Google will instantly queue that sitemap for crawling, and all the URLs in there should get indexed quickly if they meet Google’s quality standard.

Example: https://www.google.com/ping?sitemap=https://example.com/sitemap.xml

3. Google Indexing API

(BONUS: This wasn’t in the video, but we wanted to include it because it’s pretty awesome)

Within the past few months, both Google and Bing have introduced new APIs to help speed up and automate the crawling and indexing of URLs.

Both of these solutions allow for the potential of massively speeding up indexing by submitting 100s or 1000s of URLs via an API.

While the Bing API is intended for any new/updated URL, Google states that their API is specifically for “either job posting or livestream structured data.” That said, many SEOs like David Sottimano have experimented with Google APIs and found it to work with a variety of content types.

If you want to use these indexing APIs yourself, you have a number of potential options:

• Richard Baxter wrote an excellent post on using SEO Tools for Excel with Google’s API
• Google’s Indexing API documentation

Yoast announced they will soon support live indexing across both Google and Bing within their SEO WordPress plugin.

Indexing & ranking

That’s talking about indexing. Now there are some other ways that you can get your content indexed faster and help it to rank a little higher at the same time.

4. Links from important pages

When you publish new content, the basic, if you do nothing else, you want to make sure that you are linking from important pages. Important pages may be your homepage, adding links to the new content, your blog, your resources page. This is a basic step that you want to do. You don’t want to orphan those pages on your site with no incoming links. 

Adding the links tells Google two things. It says we need to crawl this link sometime in the future, and it gets put in the regular crawling queue. But it also makes the link more important. Google can say, “Well, we have important pages linking to this. We have some quality signals to help us determine how to rank it.” So linking from important pages.

5. Update old content 

But a step that people oftentimes forget is not only link from your important pages, but you want to go back to your older content and find relevant places to put those links. A lot of people use a link on their homepage or link to older articles, but they forget that step of going back to the older articles on your site and adding links to the new content.

Now what pages should you add from? One of my favorite techniques is to use this search operator here, where you type in the keywords that your content is about and then you do a site:example.com. This allows you to find relevant pages on your site that are about your target keywords, and those make really good targets to add those links to from your older content.

6. Share socially

Really obvious step, sharing socially. When you have new content, sharing socially, there’s a high correlation between social shares and content ranking. But especially when you share on content aggregators, like Reddit, those create actual links for Google to crawl. Google can see those signals, see that social activity, sites like Reddit and Hacker News where they add actual links, and that does the same thing as adding links from your own content, except it’s even a little better because it’s external links. It’s external signals.

7. Generate traffic to the URL

This is kind of an advanced technique, which is a little controversial in terms of its effectiveness, but we see it anecdotally working time and time again. That’s simply generating traffic to the new content. 

Now there is some debate whether traffic is a ranking signal. There are some old Google patents that talk about measuring traffic, and Google can certainly measure traffic using Chrome. They can see where those sites are coming from. But as an example, Facebook ads, you launch some new content and you drive a massive amount of traffic to it via Facebook ads. You’re paying for that traffic, but in theory Google can see that traffic because they’re measuring things using the Chrome browser. 

When they see all that traffic going to a page, they can say, “Hey, maybe this is a page that we need to have in our index and maybe we need to rank it appropriately.”

Ranking

Once we get our content indexed, talk about a few ideas for maybe ranking your content faster. 

8. Generate search clicks

Along with generating traffic to the URL, you can actually generate search clicks.

Now what do I mean by that? So imagine you share a URL on Twitter. Instead of sharing directly to the URL, you share to a Google search result. People click the link, and you take them to a Google search result that has the keywords you’re trying to rank for, and people will search and they click on your result.

You see television commercials do this, like in a Super Bowl commercial they’ll say, “Go to Google and search for Toyota cars 2019.” What this does is Google can see that searcher behavior. Instead of going directly to the page, they’re seeing people click on Google and choosing your result.

1. Instead of this: https://moz.com/link-explorer
2. Share this: https://www.google.com/search?q=link+tool+moz

This does a couple of things. It helps increase your click-through rate, which may or may not be a ranking signal. But it also helps you rank for auto-suggest queries. So when Google sees people search for “best cars 2019 Toyota,” that might appear in the suggest bar, which also helps you to rank if you’re ranking for those terms. So generating search clicks instead of linking directly to your URL is one of those advanced techniques that some SEOs use.

9. Target query deserves freshness

When you’re creating the new content, you can help it to rank sooner if you pick terms that Google thinks deserve freshness. It’s best maybe if I just use a couple of examples here.

Consider a user searching for the term “cafes open Christmas 2019.” That’s a result that Google wants to deliver a very fresh result for. You want the freshest news about cafes and restaurants that are going to be open Christmas 2019. Google is going to preference pages that are created more recently. So when you target those queries, you can maybe rank a little faster.

Compare that to a query like “history of the Bible.” If you Google that right now, you’ll probably find a lot of very old pages, Wikipedia pages. Those results don’t update much, and that’s going to be harder for you to crack into those SERPs with newer content.

The way to tell this is simply type in the queries that you’re trying to rank for and see how old the most recent results are. That will give you an indication of what Google thinks how much freshness this query deserves. Choose queries that deserve a little more freshness and you might be able to get in a little sooner.

10. Leverage URL structure

Finally, last tip, this is something a lot of sites do and a lot of sites don’t do because they’re simply not aware of it. Leverage URL structure. When Google sees a new URL, a new page to index, they don’t have all the signals yet to rank it. They have a lot of algorithms that try to guess where they should rank it. They’ve indicated in the past that they leverage the URL structure to determine some of that.

Consider The New York Times puts all its book reviews under the same URL, newyorktimes.com/book-reviews. They have a lot of established ranking signals for all of these URLs. When a new URL is published using the same structure, they can assign it some temporary signals to rank it appropriately.

If you have URLs that are high authority, maybe it’s your blog, maybe it’s your resources on your site, and you’re leveraging an existing URL structure, new content published using the same structure might have a little bit of a ranking advantage, at least in the short run, until Google can figure these things out.

These are only a few of the ways to get your content indexed and ranking quicker. It is by no means a comprehensive list. There are a lot of other ways. We’d love to hear some of your ideas and tips. Please let us know in the comments below. If you like this video, please share it for me. Thanks, everybody.

Video transcription by Speechpad.com

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Digital ad fraud in the U.S. is worth more than $7 billion annually, according to third party estimates.

Please visit Marketing Land for the full article.

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Multi-channel analytics are also available in a closed beta.

Please visit Search Engine Land for the full article.

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The updates add guidelines on content expertise and interstitial pages, while lumping “E-A-T” in with “Page Quality.”

Please visit Search Engine Land for the full article.

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The post How to Grow Your Blog’s Traffic and Income by Setting Goals appeared first on ProBlogger.

This post is based on episode 135 of the ProBlogger podcast.

What does it take to make a full-time living for your blog?

I know some bloggers who managed it with hundreds of daily readers, while others needed tens of thousands of daily readers.

The amount of money you make from your traffic depends things such as:

• the monetization model you have
• the income streams you use
• your readership, and how engaged they are.

But no matter how much you need, more traffic is generally better. And more income definitely is.

To grow your traffic and increase your income I suggest setting some goals for yourself, which is what I’ve been doing for a decade and a half now.

How I Started Setting Goals for My Blogging

Back in 2004, when I’d been blogging for about 18 months, I started experimenting with AdSense and Amazon’s affiliate program. I wanted to know how much traffic it would take for me to go full time.

Google Analytics wasn’t around at the time. However, using a tool called Site Meter I could view the stats of both my own blog and other people’s. And I fell into the trap of comparing my traffic and my income to that of other bloggers.

It was depressing and frustrating.

So instead I started comparing my monthly traffic against that of the previous month, and set myself the goal to having my traffic increase each time.

To begin with my goal was to simply increase it, no matter how much that increase was. But as I repeated the exercise I realized my blog was growing naturally by about 5% each month.

At this point I began setting specific goals. The first was to increase my traffic by 10% each month. If I had 3,000 visitors in the first month, I wanted 3,300 the next month, then 3,630, then 3,993, and so on.

Sometimes it was easy to hit that 10% increase. Sometimes I hit 30%. Other months, 10% seemed impossible. But having that figure in my mind meant I could always see whether I was on track.

I did something similar with my income, which at the time was largely from AdSense. I realized that if I could increase my traffic by 10% every month my AdSense income would generally go up by 10% too.

That being said, I set my earnings goal at 15% increase each month. One obvious way to increase earnings was to increase the traffic on my site. But I found I could go further than that by positioning the ads better, changing the design of the ads, and so on.

I also started adding other income streams. I focused more on Amazon’s affiliate program, and started experimenting with other advertising networks (such as Chitika) and selling ads direct to advertisers. I found that 15% was quite achievable for me, and some months I managed a 30%, 50% or even 100% increase.

How to Set Your Own Goals for Your Blog

When it comes to traffic and income, don’t compare yourself with other bloggers. Instead, compare your stats for this month with your stats for last month. (Or, if you’ve been blogging for a while, compare April this year with April last year.)

Aim to increase your traffic and income each month. You might aim for a 10% or 15% increase like I did. Or depending on the stage you’re at in your blog’s lifecycle you might aim for 40%, 50% or more.

You can use this technique for other metrics, too. For instance, you might try to improve your bounce rate, or increase the number of pages viewed. On social media you might look at the number of new followers you’re getting, or the number of new newsletter subscribers.

Ultimately, you want each month to be better than the previous month. Try to set goals that are not only realistic but also stretch you a bit. Even if you don’t quite reach them, having that goal in mind will help you go further than you would have otherwise.

How to Reach Your Goals

Just setting goals won’t get you far. You need to be specific about how you’ll achieve them.

For instance, if you want to get 10% more traffic each month ask yourself:

• “What blogs will I guest post on?”
• “What forums will I start interacting with?”
• “What influencers will I reach out to?”
• “Who will I email to share links to the things I’ve written?”
• “What shareable content will I create?”

Each month, try to come up with three or four things you’ll do to get closer to your goal.

For more help on traffic, check out these episodes of the ProBlogger podcast:

• Episode 33: 2 Questions to Ask to Help You Find Readers for Your Blog
• Episode 34: 2 Types of Content that Help You to Find Readers for Your Blog
• Episode 35: Turn Surfers into Blog Readers by Building a Sticky Blog
• Episode 36: Find Readers for Your Blog Through Commenting and Relationships
• Episode 37: Grow Traffic to Your Blog Through Guest Posting and Creating Content for Other Blogs, Forums, Media and Events

For more help growing your income, listen to episode 48, How to Make $30,000 a Year Blogging, where I talk about how to make a full-time income from blogging by breaking down that goal and diversifying your income streams.

What’s your goal for the next few months? Share it with us in the comments, and let us know what you’ll be doing to reach it.

Image credit: Jesper Aggergaard

The post How to Grow Your Blog’s Traffic and Income by Setting Goals appeared first on ProBlogger.

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Even if you don’t know what an API is, you’ve undoubtedly interacted with one.

Today, we take connectivity between technology largely for granted. For instance, we don’t question when we use OpenTable to make a reservation at a nearby restaurant.

Alternatively, if you use Kayak.com to book flights, you’ve probably never wondered, Wait a minute … how does Kayak know JetBlue has an open seat in 27A?

Ultimately, any time you need applications to communicate with one another, you need an API, or application programming interface.

Here, we’re going to explore what an API is, and why you’d need to use one. Even if you’re not a programmer and don’t need to know extensive technical jargon, you should still understand the basics, since nowadays, integrations between technology are often critical components of anyone’s job.

What is an API?

At its most basic definition, an API lets one piece of software talk to another piece of software.

To understand an API in action, let’s consider a real-life example — HubSpot’s integration with Typeform. Typeform, a tool that supplies mobile-ready quizzes, contact forms, and signup forms, needs to integrate with HubSpot’s Forms API to to interact with the forms tool and seamlessly send submissions from Typeform forms into the HubSpot CRM.

To do this, Typeform’s API and HubSpot’s API need to talk. An integration can act as a translator, ensuring each API’s information is correctly translated for the other application — in this case, the integration may ensure that Typeform form fields are correctly mapped to the corresponding HubSpot fields.

Isaac Takushi, a HubSpot Developer Support Specialist, explains — “You can think of APIs and the ‘endpoints’ they comprise as access points for different information. Each API endpoint may only have one specific job. When combined, however, different endpoints can support powerful, multifaceted integrations.”

Kayak.com, for instance, needs some API to communicate with JetBlue’s systems. When you search “Boston to Charlotte” in Kayak, JetBlue’s booking API will essentially receive this request from Kayak, pull up information related to that request, and send it back. However, Kayak will need its own API or code to understand and act on the information the JetBlue API returned.

To use an API, you’ll want to check out the API’s documentation for access requirements. For instance, HubSpot’s Contacts API requires authentication:

Similarly, you’ll need an API key to access Google’s API, Facebook’s API, and Twitter’s API.

Once you have access requirements, you can use a tool like Postman or Runscope to manually interact with an API. These third-party tools, or “REST clients,” allow you to make one-off requests to API endpoints without coding. They’re great for getting a feel for what your backend systems may do automatically. Check out this resource on how to make your very first API request with Postman.

If you’re not quite ready to jump in on the deep end with a REST client, try punching the following into your browser:

https://restcountries.eu/rest/v2/name/united

This is a public API endpoint from the free REST Countries service. Specifically, we’re using the “Name” endpoint, which accepts country names as search queries. A successful search will return potential country matches, along with key information about each nation. In this case, we’re searching for countries with names that contain the word “united.”

You should see following block of JSON data returned:

Congratulations! You just made an API request from your browser!

The endpoint returned raw data (formatted in JSON) on countries with “united” in the name.

It may not look pretty, but remember that APIs are designed for applications, which don’t require the styling humans expect on an HTML web page. While you can easily Google “countries that begin with ‘united’,” applications cannot. They might have to rely on services like REST Countries to look up that information.

If you’re unsure whether you should use your in-house developers to create APIs or look externally, check out First vs. Third-Party APIs: What You Need to Know.

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Claiming pages and managing your reputation with customer ratings and reviews on this hyperlocal platform calls for a closer look from local business.

Please visit Search Engine Land for the full article.

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The company teases publishers with more traffic data and then retracts that offer.

Please visit Search Engine Land for the full article.

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