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Public Google+ content is getting archived for future generations

Your public Google+ posts will be saved for posterity with the Internet Archive.

Please visit Search Engine Land for the full article.

Reblogged 3 days ago from feeds.searchengineland.com

Yelps says Google trying to bring back ‘discredited’ rival links EU antitrust remedy

Company says the approach only delivers marginally better traffic to competitors’ sites.

Please visit Search Engine Land for the full article.

Reblogged 3 days ago from feeds.searchengineland.com

Google Ads vs. AdSense: We Break Down the Differences

When most people think of advertising on Google, they picture the text ads that show up at the top of Google’s search engine results pages. But Google actually has another advertising program that they released three years after Google Ads’ inception. It’s called Google AdSense.

Below, we’ll go over the main differences between Google Ads and AdSense, from whom they’re geared toward, how their bidding works, and how much money they can make and cost you. Read on to learn more.

How Does Google Ads Work?

With over 3.5 billion search queries on Google everyday, Google Ads is one of the most popular and effective types of online advertising.

Google Ads

Naturally, there’s enormous demand for the top ad rankings, so Google triggers an auction anytime there are at least two advertisers bidding for keywords that are related to search queries that users consistently enter into Google.

Google Ads Keywords

Image Credit: WordStream

Advertisers can then categorize keywords and their corresponding ad copy and web page into groups, pick the group they want to bid on, and choose their maximum bid. Next, Google will select a keyword from the advertiser’s ad group that they deem most relevant to users’ search queries and enter it into the auction.

A Google auction isn’t like your typical auction for antiques, though. They want to level the playing field when it comes to leveraging the size of their reach, so instead of the highest bidder always winning the auction, the bidder with the highest Ad Rank always wins.

AdRank is calculated by multiplying your maximum cost-per-click bid with the quality score of your ad, which is calculated by measuring your page’s relevance to the keyword, user experience, and click-through-rate. This means organizations can’t acquire the top ranking for any keyword they want just because they have the biggest ad budgets. Their content has to be engaging.

Google Ads AdRank

Image Credit: WordStream

Google AdWords wants to incentivize the best advertisers to advertise the best content on their search engine results pages, so they reward ads that have high quality scores with higher ad rankings and lower cost-per-clicks.

In the same vein, they also want to discourage bad advertisers from advertising bad content, so advertisers with low quality scores will usually only acquire a high ad position if they pay a huge cost-per-click bid. If they want to pay lower a cost-per-click, they have to settle with stooping at the bottom of the ad rankings.

If you win a Google auction, your actual cost-per-click is calculated by the second highest ad rank divided by your quality score, plus one cent. The only time you’ll pay your maximum bid is if you’re the only bidder in the auction or if you make the highest bid in the auction, but you have the lowest ad rank. In this case, you’ll acquire the last ad rank.

Google Ads Bid Pricing

Image Credit: WordStream

How Does Google AdSense Work?

Just like Google Ads, advertisers bid on publishers’ ad space in the Google Ads auction. They bid on certain keywords, and if a publisher’s content has the same or similar keywords, Google will sell their ad space to the highest bidder and pay the publisher a small portion of the bid whenever people click the ad on their website.

Google AdSense Ads

Image Credit: Google AdSense

However, AdSense doesn’t optimize the ads that they display on publishers’ website for a maximum return on investment like Google Ads does for its advertisers when they want to optimize their ad campaigns. So, essentially, the amount of money a publisher can earn with AdSense hinges on how well advertisers can craft their ads.

Publishers do have control over the types of ads that display on your website, though. They can choose from text ads, display ads, rich media ads, and more. They can also customize their ad’s style or create their own, which gives them the ability to change the size, color, textual, background, and border details of the ads that display on their website. Additionally, they can only place three content ads, three link ads, and two search boxes on each of their web pages.

If you want to sign up for the Google AdSense program, submit an application here.

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Reblogged 3 days ago from blog.hubspot.com

7 Content Projects, If You Managed Marketing for a Local Café

I live around a lot of coffee shops. The most inexpensive and convenient is Starbucks. “Inexpensive” is self-explanatory, but it’s…

The post 7 Content Projects, If You Managed Marketing for a Local Café appeared first on Copyblogger.

Reblogged 3 days ago from feeds.copyblogger.com

Google Florida 2.0 Algorithm Update: Early Observations

It has been a while since Google has had a major algorithm update.

They recently announced one which began on the 12th of March.

What changed?

It appears multiple things did.

When Google rolled out the original version of Penguin on April 24, 2012 (primarily focused on link spam) they also rolled out an update to an on-page spam classifier for misdirection.

And, over time, it was quite common for Panda & Penguin updates to be sandwiched together.

If you were Google & had the ability to look under the hood to see why things changed, you would probably want to obfuscate any major update by changing multiple things at once to make reverse engineering the change much harder.

Anyone who operates a single website (& lacks the ability to look under the hood) will have almost no clue about what changed or how to adjust with the algorithms.

In the most recent algorithm update some sites which were penalized in prior “quality” updates have recovered.

Though many of those recoveries are only partial.

Many SEO blogs will publish articles about how they cracked the code on the latest update by publishing charts like the first one without publishing that second chart showing the broader context.

The first penalty any website receives might be the first of a series of penalties.

If Google smokes your site & it does not cause a PR incident & nobody really cares that you are gone, then there is a very good chance things will go from bad to worse to worser to worsterest, technically speaking.

“In this age, in this country, public sentiment is everything. With it, nothing can fail; against it, nothing can succeed. Whoever molds public sentiment goes deeper than he who enacts statutes, or pronounces judicial decisions.” – Abraham Lincoln

Absent effort & investment to evolve FASTER than the broader web, sites which are hit with one penalty will often further accumulate other penalties. It is like compound interest working in reverse – a pile of algorithmic debt which must be dug out of before the bleeding stops.

Further, many recoveries may be nothing more than a fleeting invitation to false hope. To pour more resources into a site that is struggling in an apparent death loop.

The above site which had its first positive algorithmic response in a couple years achieved that in part by heavily de-monetizing. After the algorithm updates already demonetized the website over 90%, what harm was there in removing 90% of what remained to see how it would react? So now it will get more traffic (at least for a while) but then what exactly is the traffic worth to a site that has no revenue engine tied to it?

That is ultimately the hard part. Obtaining a stable stream of traffic while monetizing at a decent yield, without the monetizing efforts leading to the traffic disappearing.

A buddy who owns the above site was working on link cleanup & content improvement on & off for about a half year with no results. Each month was a little worse than the prior month. It was only after I told him to remove the aggressive ads a few months back that he likely had any chance of seeing any sort of traffic recovery. Now he at least has a pulse of traffic & can look into lighter touch means of monetization.

If a site is consistently penalized then the problem might not be an algorithmic false positive, but rather the business model of the site.

The more something looks like eHow the more fickle Google’s algorithmic with receive it.

Google does not like websites that sit at the end of the value chain & extract profits without having to bear far greater risk & expense earlier into the cycle.

Thin rewrites, largely speaking, don’t add value to the ecosystem. Doorway pages don’t either. And something that was propped up by a bunch of keyword-rich low-quality links is (in most cases) probably genuinely lacking in some other aspect.

Generally speaking, Google would like themselves to be the entity at the end of the value chain extracting excess profits from markets.

This is the purpose of the knowledge graph & featured snippets. To allow the results to answer the most basic queries without third party publishers getting anything. The knowledge graph serve as a floating vertical that eat an increasing share of the value chain & force publishers to move higher up the funnel & publish more differentiated content.

As Google adds features to the search results (flight price trends, a hotel booking service on the day AirBNB announced they acquired HotelTonight, ecommerce product purchase on Google, shoppable image ads just ahead of the Pinterest IPO, etc.) it forces other players in the value chain to consolidate (Expedia owns Orbitz, Travelocity, Hotwire & a bunch of other sites) or add greater value to remain a differentiated & sought after destination (travel review site TripAdvisor was crushed by the shift to mobile & the inability to monetize mobile traffic, so they eventually had to shift away from being exclusively a reviews site to offer event & hotel booking features to remain relevant).

It is never easy changing a successful & profitable business model, but it is even harder to intentionally reduce revenues further or spend aggressively to improve quality AFTER income has fallen 50% or more.

Some people do the opposite & make up for a revenue shortfall by publishing more lower end content at an ever faster rate and/or increasing ad load. Either of which typically makes their user engagement metrics worse while making their site less differentiated & more likely to receive additional bonus penalties to drive traffic even lower.

In some ways I think the ability for a site to survive & remain though a penalty is itself a quality signal for Google.

Some sites which are overly reliant on search & have no external sources of traffic are ultimately sites which tried to behave too similarly to the monopoly that ultimately displaced them. And over time the tech monopolies are growing more powerful as the ecosystem around them burns down:

If you had to choose a date for when the internet died, it would be in the year 2014. Before then, traffic to websites came from many sources, and the web was a lively ecosystem. But beginning in 2014, more than half of all traffic began coming from just two sources: Facebook and Google. Today, over 70 percent of traffic is dominated by those two platforms.

Businesses which have sustainable profit margins & slack (in terms of management time & resources to deploy) can better cope with algorithmic changes & change with the market.

Over the past half decade or so there have been multiple changes that drastically shifted the online publishing landscape:

  • the shift to mobile, which both offers publishers lower ad yields while making the central ad networks more ad heavy in a way that reduces traffic to third party sites
  • the rise of the knowledge graph & featured snippets which often mean publishers remain uncompensated for their work
  • higher ad loads which also lower organic reach (on both search & social channels)
  • the rise of programmatic advertising, which further gutted display ad CPMs
  • the rise of ad blockers
  • increasing algorithmic uncertainty & a higher barrier to entry

Each one of the above could take a double digit percent out of a site’s revenues, particularly if a site was reliant on display ads. Add them together and a website which was not even algorithmically penalized could still see a 60%+ decline in revenues. Mix in a penalty and that decline can chop a zero or two off the total revenues.

Businesses with lower margins can try to offset declines with increased ad spending, but that only works if you are not in a market with 2 & 20 VC fueled competition:

Startups spend almost 40 cents of every VC dollar on Google, Facebook, and Amazon. We don’t necessarily know which channels they will choose or the particularities of how they will spend money on user acquisition, but we do know more or less what’s going to happen. Advertising spend in tech has become an arms race: fresh tactics go stale in months, and customer acquisition costs keep rising. In a world where only one company thinks this way, or where one business is executing at a level above everyone else – like Facebook in its time – this tactic is extremely effective. However, when everyone is acting this way, the industry collectively becomes an accelerating treadmill. Ad impressions and click-throughs get bid up to outrageous prices by startups flush with venture money, and prospective users demand more and more subsidized products to gain their initial attention. The dynamics we’ve entered is, in many ways, creating a dangerous, high stakes Ponzi scheme.

And sometimes the platform claws back a second or third bite of the apple. Amazon.com charges merchants for fulfillment, warehousing, transaction based fees, etc. And they’ve pushed hard into launching hundreds of private label brands which pollute the interface & force brands to buy ads even on their own branded keyword terms.

They’ve recently jumped the shark by adding a bonus feature where even when a brand paid Amazon to send traffic to their listing, Amazon would insert a spam popover offering a cheaper private label branded product:

Amazon.com tested a pop-up feature on its app that in some instances pitched its private-label goods on rivals’ product pages, an experiment that shows the e-commerce giant’s aggressiveness in hawking lower-priced products including its own house brands. The recent experiment, conducted in Amazon’s mobile app, went a step further than the display ads that commonly appear within search results and product pages. This test pushed pop-up windows that took over much of a product page, forcing customers to either click through to the lower-cost Amazon products or dismiss them before continuing to shop. … When a customer using Amazon’s mobile app searched for “AAA batteries,” for example, the first link was a sponsored listing from Energizer Holdings Inc. After clicking on the listing, a pop-up window appeared, offering less expensive AmazonBasics AAA batteries.”

Buying those Amazon ads was quite literally subsidizing a direct competitor pushing you into irrelevance.

And while Amazon is destroying brand equity, AWS is doing investor relations matchmaking for startups. Anything to keep the current bubble going ahead of the Uber IPO that will likely mark the top in the stock market.

As the market caps of big tech companies climb they need to be more predatious to grow into the valuations & retain employees with stock options at an ever-increasing strike price.

They’ve created bubbles in their own backyards where each raise requires another. Teachers either drive hours to work or live in houses subsidized by loans from the tech monopolies that get a piece of the upside (provided they can keep their own bubbles inflated).

“It is an uncommon arrangement — employer as landlord — that is starting to catch on elsewhere as school employees say they cannot afford to live comfortably in regions awash in tech dollars. … Holly Gonzalez, 34, a kindergarten teacher in East San Jose, and her husband, Daniel, a school district I.T. specialist, were able to buy a three-bedroom apartment for $610,000 this summer with help from their parents and from Landed. When they sell the home, they will owe Landed 25 percent of any gain in its value. The company is financed partly by the Chan Zuckerberg Initiative, Mark Zuckerberg’s charitable arm.”

The above sort of dynamics have some claiming peak California:

The cycle further benefits from the Alchian-Allen effect: agglomerating industries have higher productivity, which raises the cost of living and prices out other industries, raising concentration over time. … Since startups raise the variance within whatever industry they’re started in, the natural constituency for them is someone who doesn’t have capital deployed in the industry. If you’re an asset owner, you want low volatility. … Historically, startups have created a constant supply of volatility for tech companies; the next generation is always cannibalizing the previous one. So chip companies in the 1970s created the PC companies of the 80s, but PC companies sourced cheaper and cheaper chips, commoditizing the product until Intel managed to fight back. Meanwhile, the OS turned PCs into a commodity, then search engines and social media turned the OS into a commodity, and presumably this process will continue indefinitely. … As long as higher rents raise the cost of starting a pre-revenue company, fewer people will join them, so more people will join established companies, where they’ll earn market salaries and continue to push up rents. And one of the things they’ll do there is optimize ad loads, which places another tax on startups. More dangerously, this is an incremental tax on growth rather than a fixed tax on headcount, so it puts pressure on out-year valuations, not just upfront cash flow.

If you live hundreds of miles away the tech companies may have no impact on your rental or purchase price, but you can’t really control the algorithms or the ecosystem.

All you can really control is your mindset & ensuring you have optionality baked into your business model.

  • If you are debt-levered you have little to no optionality. Savings give you optionality. Savings allow you to run at a loss for a period of time while also investing in improving your site and perhaps having a few other sites in other markets.
  • If you operate a single website that is heavily reliant on a third party for distribution then you have little to no optionality. If you have multiple projects that enables you to shift your attention toward working on whatever is going up and to the right while letting anything that is failing pass time without becoming overly reliant on something you can’t change. This is why it often makes sense for a brand merchant to operate their own ecommerce website even if 90% of their sales come from Amazon. It gives you optionality should the tech monopoly become abusive or otherwise harm you (even if the intent was rather than outright misanthropic).

As the update ensues Google will collect more data with how users interact with the result set & determine how to weight different signals, along with re-scoring sites that recovered based on the new engagement data.

Recently a Bing engineer named Frédéric Dubut described how they score relevancy signals used in updates

As early as 2005, we used neural networks to power our search engine and you can still find rare pictures of Satya Nadella, VP of Search and Advertising at the time, showcasing our web ranking advances. … The “training” process of a machine learning model is generally iterative (and all automated). At each step, the model is tweaking the weight of each feature in the direction where it expects to decrease the error the most. After each step, the algorithm remeasures the rating of all the SERPs (based on the known URL/query pair ratings) to evaluate how it’s doing. Rinse and repeat.

That same process is ongoing with Google now & in the coming weeks there’ll be the next phase of the current update.

So far it looks like some quality-based re-scoring was done & some sites which were overly reliant on anchor text got clipped. On the back end of the update there’ll be another quality-based re-scoring, but the sites that were hit for excessive manipulation of anchor text via link building efforts will likely remain penalized for a good chunk of time.

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Reblogged 4 days ago from feedproxy.google.com

Google Ads now makes reporting column recommendations

With this update, Bid Strategy Type is no longer a required column.

Please visit Search Engine Land for the full article.

Reblogged 4 days ago from feeds.searchengineland.com

5 Google Business Profile Tweaks To Improve Foot Traffic

Posted by MiriamEllis

Your agency recommends all kinds of useful tactics to help improve the local SEO for your local business clients, but how many of those techniques are leveraging Google Business Profile (GBP) to attract as many walk-ins as possible?

Today, I’m sharing five GBP tweaks worthy of implementation to help turn digital traffic into foot traffic. I’ve ordered them from easiest to hardest, but as you’ll see, even the more difficult ones aren’t actually very daunting — all the more reason to try them out!

1) Answer Google Q&A quickly (they might be leads)

Difficulty level: Easy

If you have automotive industry clients, chances you’re familiar with Greg Gifford from DealerOn. At a recent local search conference, Greg shared that 40 percent of the Google Q&A questions his clients receive are actually leads

40 percent!

Here’s what that looks like in Google’s Q&A:

It looks like Coast Nissan has a customer who is ready to walk through the door if they receive an answer. But as you can see, the question has gone unanswered. Note, too, that four people have thumbed the question up, which signifies a shared interest in a potential answer, but it’s still not making it onto the radar of this particular dealership.

Nearly all verticals could have overlooked leads sitting in their GBPs — from questions about dietary options at a restaurant, to whether a retailer stocks a product, to queries about ADA compliance or available parking. Every ask represents a possible lead, and in a competitive retail landscape, who can afford to ignore such an opportunity?

The easiest way for Google My Business (GMB) listing owners and managers to get notified of new questions is via the Google Maps App, as notifications are not yet part of the main GMB dashboard. This will help you catch questions as they arise. The faster your client responds to incoming queries, the better their chances of winning the foot traffic.

2) Post about your proximity to nearby major attractions

Difficulty level: Easy

Imagine someone has just spent the morning at a museum, a landmark, park, or theatre. After exploring, perhaps they want to go to lunch, go apparel shopping, find a gas station, or a bookstore near them. A well-positioned Google Post, like the one below, can guide them right to your client’s door:

This could become an especially strong draw for foot traffic if Google expands its experiment of showing Posts’ snippets not just in the Business Profile and Local Finder, but within local packs:

Posting is so easy — there’s no reason not to give it a try. Need help getting your client started? Here’s Google’s intro and here’s an interview I did last year with Joel Headley on using Google Posts to boost bookings and conversions.

3) Turn GBPs into storefronts

Difficulty level: Easy for retailers

With a little help from SWIS and Pointy, your retail clients’ GBPs can become the storefront window that beckons in highly-converting foot traffic. Your client’s “See What’s In Store inventory” appears within the Business Profile, letting customers know the business has the exact merchandise they’re looking for:

Pointy is Google’s launch partner for this game-changing GBP feature. I recently interviewed CEO Mark Cummins regarding the ultra-simple Pointy device which makes it a snap for nearly all retailers to instantly bring their inventory online — without the fuss of traditional e-commerce systems and at a truly nominal cost.

I’ll reiterate my prediction that SWIS is “next big thing” in local, and when last I spoke with Mark, one percent of all US retailers had already adopted his product. Encourage your retail clients to sign up and give them an amazing competitive edge on driving foot traffic!

4) Make your profile pic a selfie hotspot

Difficulty level: Medium (feasible for many storefronts)

When a client has a physical premise (and community ordinances permit it), an exterior mural can turn through traffic into foot traffic — it also helps to convert Instagram selfie-takers into customers. As I mentioned in a recent blog post, a modest investment in this strategy could appeal to the 43–58 percent of survey respondents who are swayed to shop in locations that are visually appealing.

If a large outdoor mural isn’t possible, there’s plenty of inspiration for smaller indoor murals, here

Once the client has made the investment in providing a cultural experience for the community, they can try experimenting with getting the artwork placed as the cover photo on their GBP — anyone looking at a set of competitors in a given area will see this appealing, extra reason to choose their business over others.

Mark my words, local search marketers: We are on the verge of seeing Americans reject the constricted label of “consumer” in a quest for a more holistic view of themselves as whole persons. Local businesses that integrate art, culture, and community life into their business models will be well-placed to answer what, in my view, is a growing desire for authentic human experiences. As a local search marketer, myself, this is a topic I plan to explore further this year.

5) Putting time on your side

Difficulty level: Medium (feasible for willing clients)

Here’s a pet peeve of mine: businesses that serve working people but are only open 9–5. How can your client’s foot traffic achieve optimum levels if their doors are only open when everybody is at work?

So, here’s the task: Do a quick audit of the hours posted on the GBPs of your client’s direct competitors. For example, I found three craft shops in one small city with these hours:

Guess which competitor is getting all of the business after 6 PM every day of the week, when most people are off work and able to shop?

Now, it may well be that some of your smaller clients are already working as many hours as they can, but have they explored whether their hours are actually ideal for their customers’ needs and whether any time slots aren’t being filled in the community by their competitors? What if, instead of operating under the traditional 9–5, your client switched to 11–7, since no other competitor in town is open after 5 PM? It’s the same number of hours and your client would benefit from getting all the foot traffic of the 9–5-ers.

Alternatively, instead of closing on Saturdays, the business closed on Mondays — perhaps this is the slowest of their weekdays? Being open on the weekend could mean that the average worker can now access said business and become a customer.

It will take some openness to change, but if a business agrees to implementation, don’t forget to update the GMB hours and push out the new hours to the major citation platforms via service like Moz Local

Your turn to add your best GMB moves

I hope you’ll take some of these simple GBP tips to an upcoming client meeting. And if they decide to forge ahead with your tips, be sure to monitor the outcomes! How great if a simple audit of hours turned into a foot traffic win for your client? 

 In the meantime, if you have any favorite techniques, hacks, or easy GMB wins to share with our community, I’d love to read your comments!

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Reblogged 4 days ago from feedproxy.google.com

Teikametrics adds hourly bidding optimization for Amazon advertising

The solution in the Teikametrics Flywheel platform optimizes bids automatically based on a combination of Amazon and seller data.

The post Teikametrics adds hourly bidding optimization for Amazon advertising appeared first on Marketing Land.

Please visit Marketing Land for the full article.

Reblogged 4 days ago from feeds.marketingland.com

Early data on Google March 2019 Core Update show an interesting pattern

While Google would not say if the March 2019 core update was a reversal of the August 1 update, the data paint a pretty compelling picture.

Please visit Search Engine Land for the full article.

Reblogged 4 days ago from feeds.searchengineland.com

Google on the March 2019 core update: This is not the biggest update we’ve released

That being said, the data does show some sites that got hit hard with previous core updates improved with this last one.

Please visit Search Engine Land for the full article.

Reblogged 4 days ago from feeds.searchengineland.com