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How to overcome imposter syndrome in SEO and digital marketing
I have spent most of my life feeling driven by the idea that I am not enough.
Whether I’m applying for an award or talking about my career with someone over drinks, I don’t really feel comfortable listing my accomplishments.
Even writing this article, I don’t feel my voice is particularly useful or cogent.
Of course, I don’t just let these feelings win. I sit with them, challenge them, and try to write or say the words my feelings deny. And I know I’m not alone.
These emotions are the classic markings of “imposter syndrome,” a term bandied about corporate offices almost as often as words like “synergy” or “optimization.” And at this point, everyone in the digital marketing industry has heard of imposter syndrome.
I surveyed over 150 digital marketers online, and 90% of the responses were positive: “Yes, I have experienced imposter syndrome in my digital marketing career.”
I'm writing an article for @sengineland about the infamous imposter syndrome.
— Harmony Huskinson
Have you ever experienced imposter syndrome in a digital marketing job?(@hhuskins) June 12, 2023
I ran two polls that confirmed the overwhelming experience of Imposter Syndrome – with 85% of Twitter respondents and 97% of LinkedIn respondents saying they experienced it in a digital marketing job.
So, most other people in digital marketing also feel like they aren’t enough.
We’re all silently berating ourselves, exhausted by self-doubt and internal criticism.
But why? Why do so many people feel like they’re trapped in the deepest well of their personal misgivings? How can we get out?
I spoke with numerous professionals in the digital marketing industry about their experiences with imposter syndrome, and I’ve uncovered three perspectives to consider when you’re facing imposter syndrome:
Remember: Imposter syndrome won’t just disappear. It’s not an on-off switch. But our awareness of its place in our lives is crucial to managing it.
1. Look within
When imposter syndrome is defined in various papers, online forums, and discussions with my peers, it’s usually described as a feeling. It’s an emotion rooted in one’s sense of lacking, unbelonging, and inherent deficiency.
“It’s a feeling of discomfort, of agitation – it’s not a nice feeling,” Tazmin Suleman said.
A former SEO analyst, Suleman now runs a business coaching SEO practitioners on their confidence at work and in their personal lives.
She has dedicated her career to combating imposter syndrome in the SEO industry through mindfulness training and soft skills growth. After being laid off amid the pandemic, Suleman knew it was time to direct her energy toward helping others overcome their doubts.
“If you get something wrong and say horrible things about yourself – which you wouldn’t say to someone else – how can you trust yourself?” Suleman said.
Growing as a person isn’t about critiquing oneself to the point of exhaustion but giving yourself enough grace to learn and grow.
Suleman acknowledges that it can feel impossible to keep up in an industry beleaguered by algorithm updates, legal rulings, and the latest technical buzz (read: AI).
“You can learn and learn and learn, but the thing that’s going to make you progress is action. And the way to take action is to feel confident,” Suleman said.
Information about the SEO industry flows infinitely, but one’s empowerment from that information can only be found by turning inward.
Imposter syndrome begets burnout
When left unchecked, imposter syndrome inevitably mutates into burnout.
When a person doesn’t feel like they’re enough, they don’t have to care about depleting their energy, relationships, or sense of self. It’s easier to be a machine when you ignore the body’s warning signs.
Adrijana Vujadin, SEO manager at Affirma, was driven by her burnout to examine imposter syndrome and find a way past it.
“I was hoping that one day I would open my laptop and just feel good about myself. But that didn’t happen. It was just more frustrations, more negative thoughts, more sabotaging,” Vujadin said.
She didn’t listen to her body’s anxiety attacks, ending her days covered in sweat from stress.
“I was ready to quit even my career, my job, because I realized that my mental health and the health of my body has been impacted by my work,” Vujadin said of her SEO career.
Then she took a break and read some books about taking control of her thoughts. One year later, she’s leading a talk at Search London called “How to be SEO Confident.”
Vujadin took the time to rest and began to realize that none of the work she does in SEO matters if she’s driven to the brink of exhaustion.
“Ninety-nine percent of people are talking about technical things and years of experience,” but this isn’t enough, Vujadin said. People can have 20+ years of experience and still feel imposter syndrome.
By posing a few questions toward one’s self-talk, a person can gain confidence and find meaning in their career:
Questions to pose against imposter thoughts
- Is this thought useful?
- Is this thought accurate?
- How many times in the past have you proven yourself good enough, despite thinking you weren’t?
These questions posed by Vujadin have helped her emerge from her lowest point to her current recognition as a stronger, more confident strategist.
2. Look around you
In many ways, the concept of imposter syndrome is a cultural lie. It didn’t start out with the name “imposter syndrome” – it evolved into this concept as part of office culture.
Originally described as the “imposter phenomenon,” in the late 1970s, the ideas of imposter syndrome have been coopted by numerous self-help books, office support groups, and therapy sessions.
Browsing iStock, I can choose from more than 1,300+ stock photos depicting imposter syndrome.
Today, “imposter syndrome” is used as a go-to phrase for anyone facing their first day at a new job or prepping for a public speaking gig.
The term “syndrome” implies an individual faces an issue they can treat. It can be as simple as a brief feeling of nervous anxiety or as complex as a six-month depressive episode.
Blaming oneself for imposter syndrome is self-defeating. It’s only going to create more problems.
People too often blame themselves for feeling imposter syndrome, according to Michelle Stinson Ross. As CMO of Feelalytics, Stinson Ross gathers data surrounding mental health and culture in the workplace.
“Being made to feel I’m an imposter is actually external,” Stinson said. “That’s the community’s fault that somebody feels like an imposter. Syndrome is a misnomer … because it is not internal, it is not a malfunction of the individual. It is a malfunction of the community."
According to Stinson Ross, the SEO community is rooted in the technology and start-up industries. Its roots can be associated with a more analytical mindset that is traditionally perceived as male.
These origins create an environment where certain types of people might struggle to feel welcome.
Thank you so much for sharing your story, it's greatly appreciated.
— Harmony Huskinson
George Nguyen is the director of editorial at Wix and a former editor at Search Engine Land. Despite his impressive resume, he still felt isolated because others did not look like him.
Rather than expecting people to conform to one type of logical, data-driven SEO, perhaps we can broaden our understanding of SEO as a practice and skillset.
“The imposter syndrome is not because I’m deficient, it’s because I’m trying to fit into some perception of myself that is not entirely authentic,” Stinson Ross said.
Allowing people to feel like their authentic selves at work creates a sense of belonging. And it is only through this sense of belonging that people can truly feel free from imposter syndrome.
Ultimately, the SEO community and employers in the digital marketing space need to take responsibility for making others feel welcome.
While it’s an individual’s responsibility to combat negative thoughts, it’s a culture’s responsibility to support each other.
3. Make others feel seen
There are three steps to addressing imposter syndrome:
- Step 1: Manage your internal self-talk. Tell your imposter syndrome thoughts to chill.
- Step 2: Acknowledge external factors contributing to your imposter syndrome. Who’s making you feel unwelcome?
- Step 3: Build a community.
Kristal Audain is a product manager and former senior SEO analyst at Groundworks. She’s faced multiple hurdles throughout her digital marketing career, from getting rejected for pay raises at a previous job to getting furloughed at the start of the pandemic.
Despite these challenges, she’s grown a presence on Twitter and has appeared on popular podcasts like The SEO Rant.
“It is humbling to receive compliments and there are days where it is still hard to have my voice heard as a black woman on a male-dominated team. However, my best piece of advice to anyone that thinks you aren't enough, talk to your community and we will help light that voice in your head with a match and blow it up,” Audain said.
It’s impossible to feel like an imposter if you’ve found your people. The SEO community is like any other group of humans – we are bettered by our support and how we make each other feel seen.
Here are a few SEO communities that are available to folks based on their unique backgrounds:
In this list, I focused on diversity, highlighting groups for folks who might struggle with belonging. But there are many groups outside of this, from those specializing in a particular discipline of SEO to an organization’s internal Employee Resources Groups.
When we show up for each other, amazing things can happen. Whether you’re telling someone they did a great job with a presentation or reaching out to get a second perspective, everyone in SEO should feel like there’s a community to back them up.
“You’re modeling the types of behavior and communication that can foster belonging,” Stinson Ross said.
It is only through building true, authentic relationships with others that we can grow the SEO community into a space where everyone belongs.
The post How to overcome imposter syndrome in SEO and digital marketing appeared first on Search Engine Land.
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Heavy Rain Continues In Mumbai; Road Traffic Local Train Services Hit
Thursday, June 29, 2023
Mumbai Got 95% Of Rainfall Recorded This Month In Just 6 Days
Google rolls out brand restriction settings to all advertisers
Google is broadly rolling out brand exclusions in Performance Max and broad match brand restrictions in Search to all advertisers.
Following successful pilots for both, the search engine announced that the move would help marketers with guiding Google AI and where their campaigns appear online.
Up until now, both features were only available in beta.
Why we care: Brand restrictions with broad match will help marketers increase the reach of their campaigns, while brand restrictions give marketers control over their Performance Max campaigns. By using these settings, advertisers can increase the reach of their campaigns and take steps to stop their ads from serving branded queries they may wish to avoid on Search.
What has Google said? A Google spokesperson told Search Engine Land:
- “[Advertisers can] expand the reach of your brand campaigns with new brand restrictions for broad match. Broad match gives you the most relevant reach and conversions within your performance goals.”
- “In the past, it may have been difficult to use broad match in campaigns with specific brand needs. That’s why we’re rolling out brand restrictions. This new feature will help you get the additional reach of broad match, while ensuring it is only matching to relevant brand traffic that you’ve specified.”
Why now? The general rollout comes just two weeks after Google started testing its automatically created assets feature on Performance Max campaigns. Google launched the pilot after receiving feedback from marketers who wanted more control when it comes to brand traffic. Google decided to expand the initiative following a successful trial.
Go deeper: You can read Google's Brand Settings for Search and Performance Max guide for more information.
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How Facebook ranks content in 2023: Feed Stories Reels and more
Facebook has updated its resource explaining how it ranks content across its website, including Feed, Stories and Reels.
Meta has also announced new tools and features for improved transparency on the social network, which will better assist marketers.
Why we care. Marketers and advertisers need a strong understanding of how Facebook ranks content in order for them to make informed decisions about their campaigns to achieve maximum visibility and engagement.
What’s new? Meta published a number of new features designed to provide greater clarity on its ranking factors via its digital newsroom:
- System Cards: Facebook has created 14 system cards to help marketers understand how Facebook uses AI to rank content and create feeds that are tailored to individuals. The cards also explain how individuals can control what they see.
- ‘Why Am I Seeing This?’: Meta is expanding this feature to Facebook Reels in the coming weeks. It enables people to understand how their previous activity on the site has influenced what content AI is currently deeming relevant to them and subsequently serving on their accounts.
- ‘Show more, show less’: Facebook plans to make this feature, which is currently available on all posts in Feeds, Videos and Reels via the three-dot-menu, more prominent.
- Meta’s Content Library and API: Facebook plans to roll out a new suite of tools for researchers called Meta’s Content Library and API in the next few weeks. The new library is set to include data from public posts, pages, groups, and events on the social networking site.
System cards
Facebook’s new system cards are the biggest update to its resource center. This system consists of 14 cards:
- Feed: Facebook uses AI to calculate a relevance score for about 500 posts and then ranks them in descending order. The system is built to show a variety of content in the feed, meaning a user shouldn’t see multiple video posts in a row.
- Feed Ranked Comments: AI ranks comments in order of what it deems will be most relevant to each user. It does this by examining factors such as how popular other comments are and whether they have been published by someone in their network.
- Feed Recommendations: AI will determine what content users are most likely to engage with by looking at factors such as groups they have recently joined and posts they have liked. It then uses this information to decide what content (e.g., posts, reels, live videos) to recommend.
- Reels: AI selects what reels are served and in what order by determining what a user is most likely to be interested in. It makes these predictions by examining factors such as accounts the user has followed, liked or recently engaged with.
- Stories: The AI system automatically shows Stories from people or pages by predicting what a user most likely to be interested in. The system also applies rules to make sure users are served a balanced mix of content in Stories.
- People You May Know: AI tried to determine people who may be of interest by looking at factors such as people who are friends with a user’s friends or people that are in the same groups as the user.
- Video: When users view and interact with Facebook Video, one of the underlying AI systems delivers a range of video types that may match their preferences. This content is found in the Video tab. It might include reels, music, gaming or shows. This is content users may be interested in from creators that they may not follow.
- Marketplace: When a user views and interacts with Facebook, including Facebook Marketplace feed, one of the underlying AI systems recommends relevant Marketplace listings. For example, users can see items for sale in categories such as home goods, pet supplies and sporting goods. Users’ feeds might also include other recommendations, such as sellers and content that they may be interested in.
- Notifications: AI chooses what notifications to send and ranks notifications in order of what it deems will be most relevant to the user. Meanwhile, previously viewed notifications are displayed in the order in which they were received.
- Search: AI awards each potential search result a score relating to how relevant that content is to a user by examining factors such as content type. It will then serve users the results in order of relevancy based on this scoring
- Groups Feed: AI automatically determines which posts appear in the Groups feed, and in what order, by scoring content by relevancy.
- Individual Group Feed: AI predicts what content users are most likely to engage with and then ranks it according to relevancy in their individual group feed. Relevancy factors include what and whom users have recently followed, liked or engaged with.
- Suggested Group: Facebook’s AI will look at factors such as groups a user’s friends are members of and related topics to products a user may have recently engaged with, then use this data to identify other groups that may be of interest.
- Pages You May Like: AI will suggest pages to follow based on pages a user’s friends have recently liked or pages that might relate to products and posts the user has recently engaged with.
Meta’s Content Library and API
Another big update to Facebook's resource center is Meta's new Content Library and API. The database is set to include data from:
- Public posts
- Pages
- Groups
- Events
People will be able to use the library to search, explore and filter on a graphical user interface or through a programmatic API.
However, under current guidelines, this tool has been set up specifically for researchers from qualified academic and research institutions pursuing scientific or public interest research topics. In order to gain access to this data, researchers will need to apply.
Personalizing the user experience
Facebook confirmed that in addition to providing greater transparency into its ranking factors, it also wanted to give users the tools to take back control of the content they see – for example, the 'Why Am I Seeing This?" feature.
These tools give Facebook users the ability to shape their own experiences, and choose what what they do and don't want to see. People can make changes by visiting their Feed Preferences on Facebook as well as through Settings.
What has Facebook said? Nick Clegg, Meta's president of Global Affairs, shared details on the Meta digital newsroom about how AI is ranking content and how it'll be easier for users to control what they see moving forward. He said:
- "[Our AI] systems make it more likely that the posts you see are relevant and interesting to you. We’re also making it clearer how you can better control what you see on our apps, as well as testing new controls and making others more accessible. And we’re giving more detailed information for experts so they can better understand and analyze our systems."
- "Our AI systems predict how valuable a piece of content might be to you, so we can show it to you sooner. For example, sharing a post is often an indicator that you found that post to be interesting, so predicting that you will share a post is one factor our systems take into account."
- "As you might imagine, no single prediction is a perfect gauge of whether a post is valuable to you. So we use a wide variety of predictions in combination to get as close as possible to the right content, including some based on behavior and some based on user feedback received through surveys."
- "We hope by introducing these products to researchers early in the development process, we can receive constructive feedback to ensure we’re building the best possible tools to meet their needs".
Deep dive: You can find a more detailed explanation of the AI behind content recommendations on the Meta AI blog. For more information on how AI uses signals to make predictions, you can visit Meta's Transparency Center.
The post How Facebook ranks content in 2023: Feed, Stories, Reels and more appeared first on Search Engine Land.
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Wednesday, June 28, 2023
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Google recommends importing GA4 conversion data into Google Ads
Google has urged marketers to import their web and app conversions from Google Analytics 4 into Google Ads.
Advertisers that have a linked Google Ads account may have already received a message advising of the new import conversions recommendation.
If your GA4 account is eligible for the import, a card will likely appear at the top of the Advertising snapshot page, as a card on the Home page, or as a card on the Insights Hub page.
Why we care. Importing the data will make life easier for marketers as they can access their web and app conversion in Google Ads, meaning they don’t need to revert back to GA4. It will also help advertisers to better optimize bids which will potentially result in improved performance.
How does conversion data help marketers? Tracking conversions is how marketers understand which of their ads are actually resulting in sales. So it's essential they have easy access to this data to make adjustments to campaigns where necessary, such as amending keywords, budgets, bidding and more. This ultimately results in maximizing profits and cutting costs in Google Ads.
Deep dive. To get the most useful and accurate data and take advantage of Google's latest features, read the search engine's GA4 Recommendations guide.
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Google accused of mis-selling ads on third-party websites for years
Google has allegedly been mis-selling video ads to marketers for the last three years.
Advertisers working for small businesses, Fortune 500 companies and even the U.S. Federal Government have all been impacted, with the Google violating its own standards approximately 80% of the time, according to an Adalytics study.
Dozens of marketers expressed their regret over purchasing Google’s True View ad product as a result.
Why we care. Advertisers have been paying premium prices for a service that Google has allegedly failed to deliver, costing them up to billions of digital ad dollars. After reading the reactions from advertisers impacted by the substandard service they received from Google, it may make other marketers think twice before deciding to place ads with the Google Video Partners program.
How does True View work? True View is Google’s primary video ad product, which is featured on YouTube as well as third-party websites and apps. Users can skip True View ads after five seconds, but marketers only have to pay for the product when a video watches at least 30 seconds (or the length of the ad if it’s less than 30 seconds). Marketers can only be charged if their ad also plays with audio and isn’t activated accidentally by a user scrolling a page.
Google charges high prices when ads tick all of these boxes and the deal is brokered through a program called Google Video Partners.
In exchange for coughing up these expensive fees, advertisers are promised:
- Ads will play on high-quality sites.
- Ads will play before a page’s main video content begins.
- Ads will play only with the audio on.
- Ads play only after viewer initiation.
- They will only have to pay for ads that aren’t skipped.
Has Google broken its promise to advertisers? Google has been accused of violating its own standards the majority of the time while still charging marketers a premium fee, according to the Adalytics report.
Google was accused of misleading advertisers by:
- Playing premium ads without the promised audio.
- Placing ads in small videos in low-value places such as the side of a page’s main content.
- Placing ads in automatically-played videos.
- Placing ads on websites that don’t meet Google’s standards for monetization.
Several dozen advertisers claimed they would never have purchased ad space through the Google Video Partners program had they been made aware of these issues in advance. Advertisers also said they were shocked and didn’t want their ads to play without audio, and that doing so contradicted their understanding of the ad space they had purchased.
What Google is saying. Marvin Renaud, Google's Director of Global Video Solutions, issued a statement to deny the claims on the Google Ads & Commerce Blog shortly after the Adalytics report was published. He said:
- "Brands care deeply about where their ads are placed and so do we. A recent report by a third party used unreliable sampling and proxy methodologies and made extremely inaccurate claims about the Google Video Partner (GVP) network."
- "The report wrongly implies that most campaign spend runs on GVP rather than YouTube. That’s just not right. The overwhelming majority of video ad campaigns serve on YouTube."
- "Video advertisers can also run ads on GVP, a separate network of third-party sites, to reach additional audiences, if it helps them meet their business objectives. While only a small percentage of video ads appear on GVP, it’s effective: we’ve seen adding GVP to YouTube campaigns increases reach by over 20% for the same budget."
- "Ad inventory across the Google Video Partner network is more than 90% viewable. This is well above industry norms. The claims in the third-party report simply aren’t right. Put simply, over 90% of ads on GVP are visible to people across the web — and advertisers are only paying for ads when they are viewed."
- "In addition to the high bar we set on YouTube, we have strict policies that all third-party publishers, including Google Video Partners, must follow. We actively enforce these policies. Our policies prohibit made for advertising (MFA) content. To give you a sense of how serious we are about this, in 2022 we stopped serving ads on more than 143,000 sites for violating our policies."
- "We offer third-party validation for ads running on Google Video Partners content. We partner with outside organizations to help us ensure publishers are complying with our policies. Google Video Partners supports independent, third party verification from DoubleVerify, Integral Ad Science, and Moat for viewability and invalid traffic. These partnerships, combined with the work we already do internally to enforce our policies, give advertisers reassurance about their ad placements."
Who is Adalytics? Adalytics is a crowd-sourced advertising performance optimization platform that was set up to review and improve the digital advertising landscape. The company conducted this research by investigating campaigns for more than 1,100 brands that achieved billions of ad impressions between 2020 and 2023.
Deep dive. You can learn more about Adalytics' investigation by reading its report, Did Google mislead advertisers about TrueView skippable in-stream ads for the past three years? You can also read Google's 'Transparency and brand safety on Google Video Partners' statement which was made in response to the report.
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TikTok invites creators to make ads for marketers in new pilot
TikTok is testing a new feature that connects advertisers and creators in a financially beneficial way for both parties.
Under the new program, titled TikTok Creative Challenge, marketers can share ad briefs with relevant U.S.-based creators, who will then have complete creative freedom to make a video entry for consideration.
Should their submission get approval from the marketer, that creator will then receive payment based on the video’s performance.
Why we care. Advertisers will have access to influencers with already established followings and a deep understanding of the TikTok audience. Not only will this type of collaboration potentially give brands better insight into their target audience, which could result in higher engagement, but the fee they have to pay is dependent on ad performance, which reduces financial risk.
How it works. The TikTok Creative Challenge is an in-app feature that creators must sign up for. Once enrolled, they will have access to briefs posted by marketers, which should include reward pool details, rules and requirements.
Here’s a step-by-step breakdown of what happens next:
- If creators are interested in applying to a marketer’s brief, they will need to submit a video entry that meets the requirements specified in the ad.
- For each brief, advertisers will receive up to 30 ad creatives within 10 days.
- Should advertisers wish to ask creators for revisions or modifications, they have the option to notify them.
- If the final entry is given the green light, approved videos will run as ads on the For You feed.
- Videos will not be displayed on the creator’s profile.
- Creators will be able to track the performance of their submissions on the in-app feature, including views and monthly earnings.
@tiktoknewsroom ♬ original sound – TikTok Newsroom
TikTok Creative Challenge
How much will advertisers need to pay creators? Rewards will differ from project to project as multiple variable factors are considered, such as:
- Qualified video views.
- Clicks.
- Conversions.
However, creators will not just benefit financially from signing up to this feature. Once enrolled in the TikTok Creative Challenge, they will also have access to a number of rich resources, including a dedicated Creator Community group and a Mentor Program to connect with other creators.
The rules. Content creators wishing to take part in the TikTok Creative Challenge must adhere to certain rules and regulations set out by the platform:
- Creator must be at least 18 years old.
- Creator must also have a U.S.-based account.
- Creator needs to have a minimum of 50,000 TikTok followers.
- All videos submitted for the TikTok Creative Challenge must abide by the platform’s Community Guidelines.
- Videos should be high-quality, well-edited, original content.
What has TikTok said? TikTok explained via a statement posted in its digital Newsroom that the TikTok Creative Challenge is aimed at helping all parties involved – however, the initiative remains a pilot for now, which is still under review:
- "TikTok Creative Challenge is currently in testing as we explore this new solution with select brands."
- "We will continue to listen to the feedback of our community to further develop the program and continue to make it easier to advertise and drive results on TikTok. We're committed to working with our community to bring new features that enrich the TikTok experience and look forward to continuing that journey with the TikTok Creative Challenge."
- "TikTok Creative Challenge provides brands with authentic, high-performance and easy-to-use creative content at scale to help drive their performance advertising campaigns."
- "By simply creating a creative challenge on the platform, advertisers are given up to 30 ad creatives within 10 days created specifically for the TikTok audience developed by creators who truly understand the community."
Deep dive. To find out more about how creators can monetize or collect rewards on TikTok, including Series, Creativity Program Beta, Pulse and LIVE Subscription, visit the platform's Creator Portal.
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Tuesday, June 27, 2023
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Reshape your marketing with GPT by Cynthia Ramsaran
While AI can assist in drafting marketing materials and offering prompt responses to customer inquiries, its capabilities extend far beyond these basic functions.
Join this webinar as experts as they explore how GPT empowers marketers with powerful tools to act upon real-time insights and deliver personalized experiences on a large scale.
Register and attend “Reshape Your Marketing with GPT,” presented by Salesforce.
Click here to view more Search Engine Land webinars.
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GA4 launches AMP support
Google has rolled out AMP support in Google Analytics 4 (GA4) for all publishers.
If you’re still using AMP you will now be able to continue measuring your performance in the same way as Universal Analytics (UA) when the forced GA4 migration deadline arrives on Saturday.
Why we care. Bringing this integration to GA4 allows for parity with Universal Analytics, helping publishers to make a seamless transition when UA is permanently retired this weekend.
What has Google said? Google announced that it had rolled out AMP support in GA4 wide to publishers with less than four days to go until the sunset of Universal Analytics. It said in a statement:
- “The GA4 migration deadline is just days away, but that hasn’t meant a slowdown of new updates for the platform.”
- “We announced support for AMP in GA4, rolling out wide to publishers today.”
- “AMP has helped publishers of all sizes achieve great user experiences for their readers and this integration is critical for publishers who choose to use AMP to help continue to track their metrics within GA4.”
Why now? Failure to do so would have caused huge problems for publishers using AMP, as they would no longer have been able to track their performance when GA4 permanently replaces UA this weekend.
Deep dive: For more information about making the switch to GA4, read Google's How to migrate to Google Analytics 4 guide. You can also read Google's Measurement of Accelerated Mobile Pages guide for more detailed instructions on how to implement AMP integration on GA4.
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Is Google Analytics 4 right for you? What you need to consider
Google is officially sunsetting Universal Analytics (UA) this Saturday, July 1. And if you haven’t yet switched to Google Analytics 4 (GA4), Google will do it for you.
GA4 is a powerful analytics platform – but is it the right solution you – even if it is free?
Fundamentally different from UA, GA4 requires you to learn a new way of tracking data and new interfaces. So, even if you’ve been using Google Analytics for years, GA4 is an entirely new system you need to learn.
Now is the perfect moment to be sure this new analytics system is the right one.
Here is a guide to determining that for yourself.
GA4 weak spots
“There are definitely reasons to look elsewhere, depending on your budgets, depending on the type of tracking that you need,” says Sharon Mostyn, CEO of Mostyn Marketing Group. “The one that I’m seeing with a lot of healthcare clients is that Google has said blatantly we are not HIPAA compliant. So that’s a good reason to consider alternatives.”
GA4 is a fundamentally different platform from Universal Analytics. It uses event-based tracking, which means that it tracks user interactions with your website or app as individual events. This is in contrast to Universal Analytics, which tracked user sessions as a series of hits.
The event-based tracking model in GA4 has several advantages. It:
- Allows you to track a wider range of user interactions.
- Provides more granular data about user behavior.
- Is less reliant on cookies, making it more future-proof.
But there are disadvantages to consider with GA4.
In addition to privacy issues, controlling your data is one of many things to be concerned about.
No support
“There’s a thresholding that occurs depending on whether you’ve got Google Signals on,” Mostyn said. “So if you’re looking for all of your data there can be a bit of a black box with GA4.”
Another issue: GA4’s lack of dedicated support or onboarding. This means a lot of work for large businesses with complex websites and data that must install and customize it.
Businesses of all sizes need to keep in mind that there is now a cost for long-term data storage. While GA4 comes with a free connection to BigQuery, Google’s data warehouse, there can be fees for accessing and processing your data.
Questions to consider
Here are a few other questions to consider when deciding on a web analytics platform:
- Business goals and objectives. What do you want to achieve with your analytics? Do you need to track specific metrics, such as sales, leads or website traffic?
- Features and functionalities. Does it have the features you need, such as event tracking, integration with other tools or advanced analytics?
- Learning curve. How easy is it to learn? Do you need to spend hours on courses or tutorials?
- User-friendliness. How easy is it to use? Can you easily track the metrics you need and generate reports?
- Cost. How much does it cost? Does it offer a free plan or a trial version? Are there maintenance or other long
- The future. Is the platform future-proof? Will it be able to handle your changing business needs?
- Support. Is support available? How quickly can you get help if you have problems?
- Data. How does it handle large amounts of data? How easy is it to export data?
- Stack integration. How easily can it be integrated with other marketing tools?
By considering these factors, you can choose a web analytics platform that meets your specific needs and helps you achieve your business goals.
The post Is Google Analytics 4 right for you? What you need to consider appeared first on Search Engine Land.
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YouTube Test & Compare helps you pick the best video thumbnail
YouTube is piloting a new feature to help marketers pick the perfect thumbnail for their videos.
The Test & Compare tool, also known as A/B thumbnail testing, will provide performance data, revealing which designs drive the highest click through rates (CTRs).
Why we care: This new feature will help advertisers better understand the behaviour of their audience, so that they can create a winning thumbnail, potentially resulting in a higher CTR and improved engagement.
How it works: Marketers will be able to upload a maximum of three thumbnails per video using the Test & Compare tool. YouTube bots will then run experiments on these images to identify which one is the strongest performer, allowing advertisers to make an informed decision when selecting which thumbnail they’d like to accompany their video.
What’s new? Currently, the pilot is only being tested on a few hundred creators, however, YouTube is planning to launch a beta version in the coming months to expand the scheme to thousands more. Next year, the video platform is planning to the feature more broadly available next year.
Why now? According to YouTube, the Test & Compare tool has been one of its most top requested features and so it is responding to consumer demand.
What has YouTube said? "The team is working to make the tool available more broadly starting next year, but we wanted to share that testing is officially underway because we know that this is a top requested feature and it will help you make more data driven decisions about your thumbnail strategy," a YouTube spokesperson said. "We know that you have been anxiously waiting this capability so thank you to our community for your patience and feedback along the way."
What's next? According to YouTube, there will be more announcements as testing gets underway later this year with regards to a more general roll out in 2023. A spokesperson added: "If you'd like to help us test features like this in the future, you can sign up to be considered on our Creator Research page."
Deeper dive: For more information from the YouTube Creator technical team and the wider Creator community, check out Creator Insider's YouTube channel.
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How to manage crawl depth for better SEO performance
One often overlooked aspect of website management is managing crawl depth, the level at which search engine bots explore and index a site’s pages.
Understanding how to control and optimize crawl depth can significantly impact your website performance and search rankings.
This article will provide you with valuable guidance and actionable SEO tips to optimize crawl depth effectively.
Crawl depth: What is it and why does it matter?
Crawl depth refers to the level or distance of a webpage within a website’s architecture from the starting point or root.
It indicates the number of clicks or steps required for a search engine crawler to reach a specific page from the homepage or any other starting point.
The crawl depth of a page is determined by the number of links it takes to navigate from the homepage to that particular page.
For example, a page that can be accessed directly from the homepage without any intermediary clicks is considered to have a shallow crawl depth.
On the other hand, a page that requires multiple clicks or traversing through several intermediary pages to reach it is considered to have a deeper crawl depth.
The crawl depth of a page is significant because it affects how search engine bots discover and index web content.
Pages with shallow crawl depth are more easily and frequently crawled by search engine crawlers, leading to faster indexing and improved visibility in search results.
Conversely, pages with deeper crawl depth may experience delayed or limited crawling, potentially affecting their visibility and ranking in search engine results.
It is important to note that crawl depth is not the same as the depth of a website structure or the depth of a URL.
Crawl depth specifically refers to the distance of a page from the starting point in terms of clicks or links required to reach it during the crawling process.
In comparison, website depth refers to the hierarchical structure and organization of content within a website. It represents the levels of pages or sections a user must navigate to reach a particular piece of content.
Why should you manage crawl depth?
Improved indexing and visibility
Ensuring that important pages have a shallow crawl depth increases the likelihood of their timely discovery and inclusion in search engine indexes.
A shallow crawl depth enables search engine bots to efficiently traverse a website, indexing pages and making them visible to potential visitors.
Better user experience and navigation
A shallow crawl depth facilitates a user-friendly experience, allowing visitors to find relevant content quickly.
Easy navigation enhances user engagement and reduces the likelihood of users abandoning the website due to difficulties locating desired information.
How to influence crawl depth
Optimizing crawl depth involves ensuring that important pages, such as cornerstone content or high-priority landing pages, have a shallow crawl depth.
This can be achieved through the following:
Streamline your internal linking structure
The organization and hierarchy of internal links significantly impact crawl depth.
Well-structured internal linking, with clear and logical navigation paths, can reduce crawl depth and help search engine bots discover and index pages more efficiently.
You can improve crawl efficiency by strategically linking relevant pages and creating a logical hierarchy.
Distribute internal links throughout your website to ensure all pages receive sufficient link equity.
Avoid situations where certain pages are isolated or receive limited internal linking, hindering their discovery and indexing.
Prioritize important pages
Pages that are considered important, such as the homepage, cornerstone content, or frequently updated content, should have a shallow crawl depth.
This ensures that search engine bots can easily access and index these crucial pages.
Consider your website’s size and complexity
Larger websites with a complex hierarchy may naturally have deeper crawl depths.
It is important to strike a balance between organizing content effectively and minimizing crawl depth for essential pages.
Implement XML sitemaps
Utilizing XML sitemaps can help search engines understand the structure and hierarchy of a website.
Including important pages in the sitemap can increase their visibility to search engine crawlers.
Optimize your URL structure
A well-optimized URL structure can contribute to a more efficient crawl process.
Clear and descriptive URLs that reflect the content and hierarchy of a page can aid search engine crawlers in understanding the website structure.
Fix broken links
Regularly check for broken links and fix them promptly.
Broken links can hinder search engine bots from efficiently crawling your website, resulting in incomplete indexing.
Improve site speed
A fast-loading website enhances user experience and improves crawl efficiency.
Learn more tips for making your website faster in “Page speed and experience in SEO: 9 ways to eliminate issues.”
Monitor and resolve crawl errors
Use Google Search Console to monitor crawl errors. Investigate and resolve these errors by fixing broken links, redirecting pages, or resolving server issues.
Minimizing crawl depth for crucial webpages
By following the tips above, you can improve how search engines crawl your website and increase the visibility of your content.
Doing your part in making the crawling process more efficient improves the chances of your webpages being indexed and appearing in search results.
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ChatGPT for Google Ads: How to enhance campaign creation
Using ChatGPT can transform how PPC marketers design their Google Ads campaigns through enhanced strategy development, time and cost savings, customized ad creation, and improved efficiency.
This article will explore how you can harness ChatGPT to create better Google Ads campaigns.
Target audience insights
Understanding your target audience is paramount to running successful Google Ads campaigns.
ChatGPT can provide valuable insights into your target audience, helping you refine your campaign targeting and reach the right people at the right time.
Here are some ways ChatGPT can assist you:
Demographics and interests
Sample prompts:
- “What are the characteristics of my ideal target audience?”
- “Which demographics and interests should I focus on for better engagement?”
ChatGPT will analyze data and provide valuable insights about your target audience.
You can then use this information to refine your targeting criteria and create more effective campaigns that resonate with your audience.
Audience segmentation
Sample prompts:
- “How can I segment my audience for better targeting?”
- “Which audience segments are most likely to convert?”
ChatGPT can suggest how to segment your audience based on factors such as demographics, interests, or buying behavior.
This segmentation enables you to create personalized campaigns that speak directly to the needs and preferences of each segment.
Competitor research
Sample prompts:
- “What are my competitors’ target audience demographics?”
- “How can I differentiate my ad campaigns from my competitors?”
Understanding your competitors’ strategies and audience targeting is crucial for gaining a competitive edge.
ChatGPT can give you valuable insights into your competitors’ target audience, allowing you to identify gaps and opportunities in the market.
These insights can inform your campaign strategy and help you create unique and compelling ads that set you apart.
By leveraging ChatGPT’s ability to provide target audience insights, you can better understand your ideal customers, the competitive landscape, and the opportunities to differentiate your campaigns.
This empowers you to refine your campaign targeting, distinguish your ads, and create personalized campaigns that resonate with your audience, increasing the chances of driving engagement and conversions.
Keyword research and ad group creation
Choosing the right keywords and organizing them into well-structured ad groups is crucial for campaign success.
ChatGPT can assist you in generating relevant keywords and structuring your ad groups effectively. Here’s how ChatGPT can help:
Top keywords for your industry
Sample prompts:
- “What are the top keywords for my industry?”
- “Which keywords have the highest search volume and relevance?”
ChatGPT will analyze industry data and provide you with keyword suggestions that can drive valuable traffic to your website.
Keyword grouping and organization
Sample prompts:
- “How should I group my keywords for better organization?”
- “What is the most effective way to structure my ad groups?”
ChatGPT can offer suggestions on grouping keywords based on themes, relevance, or search intent, helping to ensure your ads are highly targeted and relevant to the keywords you’re bidding on.
Negative keyword identification
Sample prompts:
- “Which keywords should I exclude to prevent my ads from showing for irrelevant searches?”
- “How can I identify negative keywords that can help improve the quality and relevance of my ads?”
ChatGPT can suggest negative keywords based on your industry, target audience, and campaign goals.
By incorporating negative keywords, you can prevent your ads from showing for irrelevant searches, improve ad targeting, and increase the quality and relevancy of your campaigns.
ChatGPT’s ability to analyze data and generate suggestions can help you optimize your keyword selection, refine your audience targeting, and create well-structured ad groups.
These enhancements will ultimately lead to improved campaign performance, higher click-through rates (CTR), and lower costs per acquisition (CPA).
Ad copy generation
Compelling ad copy is essential for capturing the attention of your target audience and driving conversions.
ChatGPT can assist you in generating ad copy, headlines, and descriptions that target specific audiences. Here's how ChatGPT can help with ad copy generation:
Responsive search ads (RSAs)
Sample prompts:
- "Generate variations for my RSA headlines based on my target keywords"
- "Create descriptions that highlight the unique features of my product or service."
Responsive search ads allow you to write up to 15 headlines and 4 descriptions. Google will then optimize each ad by showing the headlines and descriptions likely to perform the best.
ChatGPT will generate headline options and descriptions, saving you time and effort crafting compelling ad copy. However, ChatGPT may not always accurately count the character limits, so it's important to review and ensure that the generated headlines and descriptions comply with Google's requirements.
Dig deeper: A Google Ads script that uses GPT to write RSAs
Audience-specific messaging
Sample prompts:
- "Create ad copy for a luxury travel audience."
- "Generate headlines that appeal to a tech-savvy demographic."
ChatGPT leverages its understanding of your target audience to generate ad content that resonates with them. Tailoring your ad copy to specific audiences can help create more personalized and engaging ads that increase the likelihood of conversions.
Language optimization
Sample prompts:
- "What language should I use to create a sense of urgency in my ads?"
- "How can I make my ad copy more persuasive?"
ChatGPT suggests wording, phrases, and calls to action that align with your audience's language and preferences.
Incorporating ChatGPT's language optimization suggestions can improve the effectiveness of your ad content and strengthen your brand's connection with potential customers.
Using ChatGPT for ad copy generation can help you create compelling and tailored ads that resonate with your target audience and increase the chances of capturing their attention and driving conversions.
ChatGPT for Google Ads success
Using ChatGPT for Google Ads campaigns can streamline your workflow, save time, and improve advertising effectiveness. It empowers marketers to create compelling campaigns that resonate with their target audience.
While ChatGPT is a powerful AI model, it may not always give the perfect answer immediately. You might need to refine your questions and provide clarifications for more accurate suggestions.
Iteration and fine-tuning are crucial for optimizing ChatGPT's results. Experimenting with different prompts and adding context can also enhance the quality and relevance of the insights it provides.
It's important to exercise critical thinking when reviewing ChatGPT's outputs. Always evaluate and validate the suggestions to align them with your goals and brand identity.
The post ChatGPT for Google Ads: How to enhance campaign creation appeared first on Search Engine Land.
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GA4 gives marketers choice in Google Ads conversion credit eligibility
Google is rolling out changes that will give advertisers better insights into conversion performance.
For the first time, marketers working with GA4 will be able to choose which of their channels should be eligible to get conversion credit for web conversions shared with Google Ads. This applies to Google paid channels (formerly, Ads-preferred) and Paid and organic channels (formerly, Cross-channel).
Why we care. This new capability will tell you which channels contribute to a conversion, helping you better understand and measure the impact of your campaigns. This data will prove incredibly useful to advertisers as they’ll be able to create new strategies to increase conversions and revenue with more confidence and certainty.
How it works. Advertisers can view which of their channels are eligible for credit for each conversion in Google Ads, under the Conversions summary, Conversions detail, and Campaigns tabs. In Google Analytics, this information can be found in the Attribution settings page.
Which channels are eligible. There are two channels to be considered in this insatnce:
- Google paid channels: Only Google Ads paid channels are eligible to receive conversion credit.
- Paid and organic channels: Paid and organic channels are eligible to receive conversion credit, but only credit assigned to Google Ads channels will appear in your Google Ads accounts.
Advertisers should note the default channel is Google paid channels, however, marketers do have the option to choose PPC and organic channels instead.
How to change the setting. In Google Analytics, this set-up can be edited at any time by going to the Admin > Attribution settings page. Once you have updated your preferences, changes will take effect on conversions moving forward.
What Google has said. The search engine explained in a statement:
- "You can now select which channels are eligible for conversion credit for web conversions shared with Google Ads: Google paid channels (formerly, Ads-preferred) or Paid and organic channels (formerly, Cross-channel)."
Deep dive: Click here for more information about what channels are eligible to receive credit for conversions and how to import conversion into Google Ads.
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The future of loyalty: Metaverse AI and post-pandemic challenges by Comarch
Our understanding of customer relations has undergone a remarkable transformation in recent years. In the face of the enduring impact caused by the Covid-19 pandemic and the imminent threat of an economic downturn, we are now reassessing the concept of brand loyalty and exploring new avenues to achieve it. To assess the industry condition, we can rely on reports like The Forrester Wave: Loyalty Technology Solutions, Q1 2023 – an overview of the most significant loyalty software vendors on the market. While the primary aim of the Forrester study was to assist buyers in making informed decisions about technology purchases, it also offers valuable perspectives on the current loyalty landscape. Are you ready to explore further?
The importance of loyalty in times of crisis
Economic stability significantly impacts how customers behave – and the past years haven’t made it easy on them. Due to the pandemic and soaring inflation, people are becoming more and more careful with their spending habits. According to Forrester’s July 2022 Consumer Energy Index And Retail Pulse Survey, the majority of online adults in the U.S. (64%), the U.K. (59%) and France (55%) are anxious about the possibility of a recession, and are on the lookout for new ways to save money.
Hence, the increasing importance of discounts. Always efficient in attracting new customers, right now, promotions are even more crucial for drawing a new crowd – but they need to be thought-out and smartly distributed.
What does it mean?
First, companies should focus on giving discounts to clients who actually “deserve it” – e.g., those who stay loyal to their brands and engage in long-term business with them, as they are the ones to invest in. Furthermore, discounts need to be offered adequately to each customer’s profile. By using AI for data analysis at the single customer level and recommendation engines to build individual discount promotions based on their needs, price sensitivity, and value to the company, you can cut out so-called “cherry pickers” and invest in loyal customers. At the same time, allocating the promotional budget effectively to customers with the most significant ROI can aid you in protecting the brand’s margins and profits.
Marketing without cookies
Financial upheaval is one of many challenges the marketing world has to face. With a cookieless future getting closer and closer (Google plans to stop using third-party cookies in Chrome by the end of 2024), marketers are now trying to figure out the most efficient way to gather customer data. Considering how much digital marketing relies on information obtained from cookie tracking to identify customers and hit them with personalized offers, this new-found reality may pose a severe threat to advertisers.
How to deal with it?
Again, the answer lies in customer loyalty. Building strong client relations inspires the trust necessary for people to share information about themselves. And since as much as 92% of clients claim they will trade their personal data for loyalty points, creating engaging loyalty programs is the key to obtaining the most reliable zero-party data, which can later be used to optimize marketing activities.
Furthermore, marketers can now depend on cutting-edge AI tools that efficiently analyze the customer information they have acquired. These advanced solutions streamline data management and offer predictive capabilities, propelling marketing efforts to new heights. By harnessing these tools, businesses can tap into the wealth of accumulated knowledge and access nearly limitless resources. The era of disregarded data is behind us, as we now possess the means to analyze information and generate personalized content simultaneously effectively.
But none of that can’t happen without trust and loyalty imperative for gathering this info in the first place.
Will loyalty enter the metaverse?
The metaverse reality may be the biggest yet among all the challenges and trends surrounding customer loyalty. A vague-sounding concept that took the world by storm in 2021 when Mark Zuckerberg decided to rebrand Facebook to Meta is now on its way to revolutionize all web-based activities as we know them.
But what does metaverse actually mean? Well, that depends on whom you ask.
The metaverse definitions vary from video game settings to virtual workplaces – however, all of them regard online environments providing digital experiences as an alternative to reality accessed via VR, AR, PCs, game consoles or even smartphones.
The potential of this virtual reality parallel to what we see in the actual world is really vast – it’s no surprise that key players have already jumped at the chance to tap it. From Zuckerberg’s Meta, through Microsoft and Apple, to Fortnite and Roblox, there are many iterations of a metaverse in work. Differing by purpose, functionality scope, tech required, and values, those platforms are fighting for supremacy in the market. But to achieve it, they have to attract users for the long haul.
And that can’t happen without loyalty.
Loyalty is crucial to building trust and creating value that will make members share all necessary metaverse data, the significance of which cannot be overestimated. The information obtained directly from clients is thought to become the primary currency of mainstream metaverse commerce. Why? Because zero-party data will be essential to design a space tailored to users’ wants, needs, interests, and preferences, ultimately determining its success or failure.
But the relationship between loyalty and metaverse is a two-way street. As much as loyalty benefits the metaverse, a metaverse can also aid loyalty. With the rise of digital ownership, blockchain and NFTs, loyalty programs are already drawing from the potential of the metaverse. For example, brands like Balenciaga and Adidas have been investing in digital products that are becoming increasingly popular among the youngest generation of consumers. The Obsessar study – “The Metaverse Mindset: Consumer Shopping Insights” – showed that nearly 75% of Gen-Z shoppers had purchased a digital item within a videogame. As much as 60% think brands should sell their products on metaverse platforms.
The research found that most participants perceived the virtual shopping experience as highly engaging, personalized, and immersive – all factors contributing to a boost in customer loyalty. And since the value of the metaverse in ecommerce is growing, marketers need to adapt their strategies to explore the options this new reality presents. Otherwise, they may miss out on countless opportunities to create a mesmerizing experience that takes customer engagement to a new level.
New tomorrow of loyalty
Customer loyalty can grow in various directions, which may be difficult to predict. We can safely assume that AI and the metaverse will play a crucial role in shaping the future of marketing. Still, given the accelerating development in these areas, it’s hard to be sure about their full impact.
There’s still much uncertainty surrounding the subject – the only clear thing is that brands must stay open to new solutions and be willing to incorporate them into ensuing promotional activities. The Forrester Wave: Loyalty Technology Solutions, Q1 2023reportshows who has the best chance to stay on top of those dynamic changes. Recognized as one of the top 5 most significant loyalty vendors on the market, Comarch is proud to be among companies that aptly find their ways in the new reality and provide tools suitable for modern loyalty challenges.
The post The future of loyalty: Metaverse, AI and post-pandemic challenges appeared first on Search Engine Land.
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