Thursday, August 31, 2023
Thane Woman Jumps Off Building With 1 Year-Old Son; Both Dead
Discover the benefits of consent-based marketing: Privacy and personalization by Cynthia Ramsaran
In the age of data privacy regulations and increasing consumer concerns, brands must find ways to use first-party data while protecting consumer rights.
Join experts who will dive into the power of first-party data and how to use it in a privacy-first manner. The panel will explore the importance of transparency, consent, and data security and offer practical tips for implementing responsible data practices.
Learn more by registering and attending “Privacy & Personalization: How to Benefit from Consent-Based Marketing,” presented by OneTrust.
Click here to view more Search Engine Land webinars.
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Drunk Men Attack CNG Station Staff On Delhi-Jaipur Highway In Gurugram
Lawyer Shot Dead In Ghaziabad Court Complex, Brother-In-Law Arrested
Behind Amazon Manager's Murder, 'Maya Gang' Led By 18-Year-Old
Wednesday, August 30, 2023
Road Rage Behind Amazon Manager's Murder In Delhi, Teen Is Prime Accused
Google Search Generative Experience officially rolls out links to webpages within answers
Google is now rolling out links to webpages within the Search Generative Experience AI-powered answers.
You will see the AI-powered overview answers have these down-arrow icons; when you click on them, Google will show you the relevant webpages used to help form that part of the answer.
- “Starting today, when you see an arrow icon next to information in an AI-powered overview, you can click to see relevant web pages, and easily learn more by visiting the sites. This is launching first in the U.S. and will roll out to Japan and India over the coming weeks,” said Hema Budaraju, Senior Director of Product Management at Google Search.
What it looks like. Here is a screenshot of an example of what this feature looks like:
Google also shared a GIF showcasing how it works:
Previous tests. Google started testing links within AI-generated answers in SGE in three different formats earlier this month. Google paused the test 16 days later, but continued testing the down-arrow cards test. Now, Google has decided to go with the down-arrow format with link cards.
Google said it will continue to test various formats:
- “We’ll continue testing different ways of presenting results and listening to feedback, while prioritizing approaches that continue to drive traffic to relevant websites.”
Launching in Japan and India. Google also said that SGE is launching as a beta in more countries and languages, including Japan and India. While Japanese users will be able to use generative AI capabilities in their local language, Google said in India users will be able to use SGE in English and Hindi.
Voice search. Google said SGE will also allow voice search “so users can simply speak their query instead of typing it and listen to the responses, which are both popular preferences in both countries.”
Ads. Ads will remain to be seen in the dedicated spots in the SGE AI-generated answer interfaces.
Early data from SGE. Google also shared some generic feedback on its “earliest experiments” with SGE.
- Searchers have a positive experience.
- 18- to 24-year-olds enjoy the SGE experience the most.
- Searchers enjoy the follow-up questions within SGE, letting them refine and explore their queries more.
- Ads are also helpful, according to Google, specifically that they are placed above or below the AI-powered overview helpful.
Why we care. It is great to see Google officially add links to webpages in the SGE AI-powered answers. The lack of citations has been frustrating for search marketers, publishers and searchers in general. Google added it will continue “prioritizing approaches that continue to drive traffic to relevant websites.”
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Teen Allegedly Raped By Gurugram Coaching Centre Employee, Man Arrested
UP Businessman Robbed Off Rs 26 Lakh, 6 Arrested: Police
Tuesday, August 29, 2023
10-Year-Old Among 4 Of Family Killed In Dawn Fire At Pune Store
Amazon Manager Dies Of Headshot After Men On Bike Open Fire In Delhi
X (Twitter) is bringing back political ads
X, formerly known as Twitter, is lifting its ban on political advertising in the US.
The Elon Musk-owned platform famously banished political ads back in 2019 when former CEO Jack Dorsey was still in charge.
Explaining his decision at the time, Dorsey posted: “This isn’t about free expression. This is about paying for reach. And paying to increase the reach of political speech has significant ramifications that today’s democratic infrastructure may not be prepared to handle. It’s worth stepping back in order to address.”
However, less than a year after taking over the platform, Musk has reversed that decision as part of his “commitment to free speech”.
Why we care. If you’re part of a cause-driven organization, this might be good news. But if your brand has nothing to do with politics, it might give you a reason to worry – as you probably wouldn’t want your products and services to be associated with a platform that spreads political messages conflicting with your business’s principles and values.
Why now? The announcement comes after X announced it was relaxing its policy for cause-based ads in the US back in January, hinting that a policy change was on the horizon. Notably, this policy adjustment is occurring slightly over a year ahead of the upcoming US Presidential election.
What has X said? A spokesperson for X said in a statement:
- "Building on our commitment to free expression, we are going to allow political advertising."
- "Starting in the US, we’ll continue to apply specific policies to paid-for promoted political posts. This will include prohibiting the promotion of false or misleading content, including false or misleading information intended to undermine public confidence in an election, while seeking to preserve free and open political discourse."
- "We’ll also provide a global advertising transparency center so that everyone can review political posts being promoted on X, in addition to robust screening processes to ensure only eligible groups and campaigns are able to advertise."
Deep dive. Read X's Safe Political Discourse blog for more information.
The post X (Twitter) is bringing back political ads appeared first on Search Engine Land.
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Google Ads fixing Discovery campaign technical issue
Google Ads has confirmed a technical issue that is impacting Discovery campaigns.
The platform is in the process of trying to resolve the error, which is causing some account-level site and app category exclusions to prevent the delivery of Discovery ads to Google properties such as Gmail.
A spokesperson explained that these exclusions “aren’t intended to apply to Google properties”.
The notification from Google Ads was shared on X (formerly known as Twitter) by digital advertising expert, Menachem Ani:
Why we care. Discovery campaigns maximise results by delivering ads to YouTube, Gmail, and the Discover feed. If an error is preventing the tool from delivering ads to Google properties, it will negatively impact reach, which will subsequently affect conversion and ROI.
When will the problem be fixed? Google Ads has not yet shared when a fix can be expected, however, we’ll be keeping an eye on things.
Deep dive. Read Google’s Excluding Placements at Account Level guide for more information.
The post Google Ads fixing Discovery campaign technical issue appeared first on Search Engine Land.
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85% of titles feature keywords in Positions 1-5 of Google
Title tags that include keywords rank in the top 5 positions of Google 85% of the time.
That’s according to new research on title tags and meta descriptions shared with Search Engine Land by enterprise SEO platform BrightEdge.
Why we care. While you probably won’t find that 85% number too shocking, it’s always good to revisit fundamental SEO elements like title tags and meta descriptions to confirm whether your data indicates keyword usage (or lack of) could possibly be impacting your ranking. Yes, you can rank for a keyword without ever using that keyword on your page. But clearly, that happens more rarely.
Other key elements. Aside from the correlation between keywords in title tags and positioning:
- 95% of pages ranking in the top 10 have meta descriptions.
- 90% of the rankings in the top 1-5 consistently capitalize, using either title or sentence case (e.g., capitalizing brand/product names) in titles and meta descriptions.
- 25% of pages that appear lower in search results are more likely to have grammar errors in their titles and/or meta descriptions. (However, Google has repeatedly indicated that grammar isn’t likely a ranking signal, most recently in 2017.)
100% agreement. I never thought I’d see the day when an SEO survey found one thing everybody could agree with, but here it is: 70% of enterprise marketers believe having correct titles and meta descriptions is a key priority, while the other 30% of respondents said it was either important or very important.
That’s 100% of respondents agreeing that having correct title tags and meta descriptions is important. Zero respondents selected “neutral” or “not a major priority.”
Hours invested. Writing title tags and meta descriptions remains a significant time investment for enterprise marketers. Every week:
- 50% invest 4-6 hours.
- 30% invest 7-9 hours.
- 20% invest 1-3 hours.
About this research. It is a combination of an analysis of 10,000 keywords across various major verticals (including finance, retail, travel, insurance) and a survey of 300 enterprise marketers. Both were conducted this month.
But. Correlation is not causation. Keywords are just one single ranking signal and may or may not be the reason why some webpages appear in the top 5 positions of Google.
The post 85% of titles feature keywords in Positions 1-5 of Google appeared first on Search Engine Land.
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Monday, August 28, 2023
Assam Floods: Nearly 2 Lakh People Affected, Death Count Rises To 15
14 Stab Man To Death In Mumbai Over Old Police Complaint By His Brother
Using ChatGPT to drive technical SEO
Integrating generative AI into search presents a compelling value proposition.
If SEOs figure out how to adopt this technology effectively, it could revolutionize the industry and fundamentally change how people interact with search.
While there are still some concerns around the accuracy of AI-generated content, as well as omissions leading to some information being taken out of context, SEO expert Eric Enge explained that the technology is still a fantastic tool for creative inspiration and saving time.
Below is a summary how generative AI can be used to drive your technical SEO strategy, as presented by Enge at SMX Advanced.
1. Coding
One of the impressive aspects of ChatGPT is its proficiency in coding, according to Enge. He explained:
- “Chat GPT gives you a very good starting place for your code. Sometimes, it can be a little buggy and needs to be debugged, but it’s a really good place to start – and that’s how I advise you to use it.”
- “If you use it to generate schema markup, remember, it is just a starting place. So make sure you have someone who knows how to read schema markup to validate that it’s right. Using generative AI just speeds up the process.”
2. Generating Hreflang tags
Enge shared an example of a scenario where he used generative AI to create Hreflang tags for different webpages:
- “I had four different languages. It gave a bunch of tags and they all look pretty good. This is an example of how [generative AI] can help speed things up for you.”
3. Translation
Generative AI produces accurate results when used for translation purposes. Enge said:
- “I used it to translate keywords from English to French and it produced a really strong set of results.”
- “This sort of thing could really help from the point of view of operations or speeding up the operations of your business because these are fairly common applications.”
4. Implementing .htaccess rules
Enge added that generative AI can also be used to help speed up the process of implementing .htaccess rules:
- “If you have somebody who’s saying that they’re GoogleBot, but they’re not from one of Google’s IP addresses, that’s generally speaking not a good thing. I don’t know explicitly what harm could come from it, but there isn’t any good that will come from it. So you can it to block those.”
- “You can just routinely do a run through to find the the people who are doing that to you and then just block them. This is a pretty good thing to be able to do.”
5. Creating title tags
Enge recommended using generative AI to get creative inspiration for title tags – but stressed that SEOs should also take into account other factors before publishing anything:
- “It came up with a bunch of great titles as prospects to use. It’s great for brainstorming ideas but I would recommend applying search volume analysis too because we don’t really have that data from ChatGPT yet.”
- “But what this technology does let us do is just get some ideas of what we want from the title from the user perspective – and that’s an important perspective to bring.”
6. Producing meta descriptions
When generative AI is used to create meta descriptions, additional prompts can fine-tune the result until you’re happy with it. Enge added:
- “I just kept throwing these little wrinkles at it and it gave decent suggestions for six different meta descriptions.”
- “The best way to create a meta description is to create something that compels a user to want to click through – because we know it has no influence on ranking. So we want to make it enticing to the user so that they have an understanding of what they’ll get if they click on your result. Generative AI can be used to create examples that might be closer to what we might want to use.”
7. Summarizing content
Enge said generative AI is accurate when summarizing content as it carries out this task solely using content you have entered, leaving no room for confusion, date omissions or false information:
- “It’s a great tool for summarizing content because there are no issues with hallucinations.”
8. Keyword grouping
Enge also shared examples of him using ChatGPT prompts to classify and cluster keywords into groups. He added:
- "It actually did quite well – although it wasn't perfect – with classifying keyword list and groups based on their search intent for the commercial transaction."
- "However, for clustering the keywords into groups based on relevance, ChatGPT did a really good job. In fact, I would say it was 100% accurate with the answers it gave me."
9. Content assistance
Generative AI is also a useful tool for generating content ideas. You can ask ChatGPT to create a list of popular questions related to a topic to get a list of potential article ideas:
- "You can use this technique when you're just beginning to build out a new topic area on your site. You still need to have a subject matter expert go through the details and definitely don't assume the list it gives you is comprehensive."
- "However, it can speed up your brainstorming process and I think this is a pretty interesting aspect of this tool."
Watch: Using ChatGPT to drive technical SEO
Below is the complete video of Enge's SMX Advanced presentation.
The post Using ChatGPT to drive technical SEO appeared first on Search Engine Land.
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Bengaluru Man Kills Live-In Partner With Pressure Cooker, Arrested
Sunday, August 27, 2023
Man Arrested For Killing Live-In Partner With Pressure Cooker In Bengaluru
Navi Mumbai Man Rapes 14-Year-Old After Befriending Her On Instagram: Cops
Video: Doctor Dragged For 50 Metres On Car Bonnet In Road Rage Shocker
4-Year-Old Girl Dies In Navi Mumbai Park After Cement Bench Falls On Her
2 Labourers Killed After Petrol Pump Roof Collapses In Punjab: Report
Decomposed Body Of Man Found In Flat In Maharashtra's Thane: Cops
3 Killed, 2 Injured After Fire Breaks Out In Mumbai Hotel
Ahead Of G20 Summit, Pro-Khalistan Slogans At Delhi Metro Stations
79-Year-Old Man Stabs Ailing Wife, Tries To Die By Suicide In Mumbai
Homeless Man Sleeping On Kolkata Footpath Killed In Vehicle Pile-Up
From Bulgaria To India: A Remarkable Transplant Journey Of Hope And Unity
Saturday, August 26, 2023
Mumbai Roads Will Be Free Of Potholes in 2-2.5 Years: Eknath Shinde
Mobile Internet Suspended, Gatherings Banned In Nuh Till Monday
People In Delhi May Face Inconvenience During G20 Summit, But...: PM Modi
Lt Governor Has Only Limited Powers In Services Matters: AAP Leader Atishi
Friday, August 25, 2023
10 Dead, 20 Injured In Massive Fire In Train Compartment In Tamil Nadu
Jammu Groups Call Bandh Today Over Smart Meters, Toll Plaza
UP Teenager Gets Life In Jail In Gang-Rape, Double Murder Case
Thursday, August 24, 2023
19-Year-Old Girl Gang-Raped In Jharkhand, 4 Arrested: Cops
Meta rolls out new search tool to track branded content campaigns
Meta has launched a new search tool that tracks branded content campaigns.
The feature, titled “Search Branded Content”, is located in the Ads Library and gives users the option to filter the database by platform, date range (currently, only the previous seven days is available) and username.
From here, you’ll get deeper insights into competitor strategies, including details on their approach, creator-business relationships and campaign frequency.
Why we care. Gaining insights into the influencers your competitors collaborate with and staying informed about rival campaigns can serve as valuable inspiration. This information can influence your brand’s decisions regarding partnership choices.
How it works. Social media expert, Lindsey Gamble, shared a screenshot of what the new search tool looks like on X (formerly known as Twitter):
Within the post, Gamble shared a video demonstration illustrating the new feature’s navigation. The video showcases how users can use the tool to gain insights into campaigns involving specific influencers and brands.
When applying the influencer filter, the tool presents an overview of their ongoing campaigns and brand collaborations. Conversely, users can also opt to filter results by brand, revealing the influencers associated with their current campaigns.
Why now? Meta’s decision to improve transparency around branded content campaigns comes as the European Union brings the Digital Services Act into force on Friday – a regulation that puts more onus on large platforms with more than 45 million regional users to create safer digital spaces.
What has Meta said? Commenting on the new Branded Content search feature, Meta said:
- "Ads are just one way for businesses to promote a product or service on Facebook and Instagram. They can also work together with a content creator to promote something in a post, story, video or reel. Meta provides transparency about this type of content by showing a paid partnership label on it and by including it in the Ad Library."
- "Use the branded content search to find posts, stories, videos and reels on Facebook and Insatgramt that involved a Paid Partnership. You can filter by app and date."
- "[This tool] is for anyone who wants to see content from a creator who has worked together with a business."
Deep dive: Check out Meta's new Branded Content search tool in the Ads Library to see how it works.
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Google Business Profile robocall scams are increasing
Google Business Profile and other types of Google-related phone scams are on the rise in 2023, according to data shared with Search Engine Land by voice security service Hiya.
Why we care. If anyone calls you about your listing – telling you it “needs to be verified,” “has been flagged for review,” or “may be suspended” and promises to help you for a fee, it’s a scam. Google Business Profiles are free, but that hasn’t stopped scammers from trying to profit from them for years.
17,000. More than 2,000 Google Business Profile scams were reported every month this year through July, for a total of more than 17,000, according to Hiya.
Robocall examples. Here are two examples out of more than 100 variations of messages people have received from these fake “Google partners”:
- “Business owners, your Google Business Profile has not been registered with Google. Please press 1 to be transferred to a business listing specialist to assist you in registering your Google Business Profile, or press 2 to be placed on the do not call list.”
- “Hello. We’re calling from Online Listing Group because your Google Business listing needs attention. If your listing is not showing up properly, customers will not be able to contact you or find your location. If you are the business owner, press 1 now to verify or update your business. Press 9 to opt out.”
Sorry, Kentucky. The four U.S. states that get the most Google scam calls, per person:
- Kentucky
- Rhode Island
- Hawaii
- Wyoming
Past action. Google filed a lawsuit against the company G Verifier in November for allegedly charging business owners money for free Google Business Profiles, selling fake reviews and promising first-page rankings.
Google is aware of these robocalls and has a help document, Help protect against fraudulent calls, which reads:
“Unfortunately, there are many unscrupulous individuals and companies who make fraudulent and misleading calls. Sometimes, callers or pre-recorded robocalls falsely claim to be working “with Google” or “for Google” in an attempt to sell different schemes and online marketing services to unsuspecting individuals and companies.
Many of these types of calls are not allowed under U.S. law (unless you have given permission to receive them), and Google is never behind them.”
Dig deeper. The anatomy of an SEO robocall scheme
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Landlord Rapes Specially Abled Minor Girl In Punjab: Police
5 things ecommerce advertisers can do with first-party data
First-party data is a valuable and essential resource to leverage across PPC ad platforms.
It used to be a “nice-to-have,” particularly in Google Ads for ecommerce advertisers with limited value in using interest audiences or audiences generated from these lists.
But in this automation era, data enriches the quality of your targeting, whether you use it directly or not.
Below are five fundamental actions you can take to improve the quality of your ad account with first-party data strategies.
1. Get your data directly integrated into all of your ad platforms
It’s no longer just about getting first-party data added, but how.
Exporting and uploading your data is a good starting point.
But your audiences will change over time, so the best way to get the most updated list is by integrating your web platform with your ad accounts.
With the recent deprecation of similar audiences in Google Ads, first-party audience segments will be added as a signal to optimized targeting as a targeting criterion for audience expansion.
This increases the importance of high-quality first-party audience data.
All the top ecommerce platforms provide direct integrations into the main advertising channels.
Some involve more attention than others to set up and can be temperamental and drop off occasionally.
Still, most are straightforward and worth any hassle in the long run.
Dig deeper: The search marketer’s new imperative: Capturing first-party data
2. Turn on conversion-based customer lists in Google Ads
Technically, this counts as integrating first-party into Google. This time, rather than your web platform feeding Google the data, they generate it through the enhanced conversion tag.
A new added benefit to enhanced conversions is that Google automatically creates a conversion-based customer list with the correct tag implementation.
You can opt into this feature at an account level.
As with integrating your first-party data, this will further enrich your audience data.
Depending on how your enhanced conversions are set up, you can bring in additional data that your platform integration won’t.
Even if it’s not, it’s good to have a fail-safe in case of any platform integration issues. (Beware of the bespoke platform!)
3. Focus more on first-party lookalike audiences in Meta
Google might no longer have similar audiences, but Meta still has its lookalike audience feature.
These lookalike audiences are more important with audience reductions post-iOS 14.
With fewer interest audiences to choose from, I’ve been relying on them more in the past year or two than ever.
I was always more inclined to use interest audiences over all variations of lookalikes.
Still, the main thing I’ve noticed post-iOS 14 with lookalike targeting is that the best performers come from customer list audiences.
The bigger the customer list audience, the more reliable the lookalike audience will be.
4. Test first-party audience signals in your Performance Max campaigns
I’ve tested this successfully with my clients with big enough audiences (minimum 10,000 per list before importing into Google Ads).
Essentially, I combine their first-party data audiences with their third-party remarketing audiences and only run with these combined in the audience signal.
No custom intent. No in-market, affinity or demographic audiences.
Just your own data.
Results are far from conclusive, but around 60% of my asset groups running alongside an existing asset group with a more stacked audience signal perform better in terms of ROAS and revenue (which I can see because of Mike Rhodes' wonderful Performance Max insights script).
I’ve not seen any issues with fewer impressions or clicks, so the smaller audiences don't seem to be impacted on reach.
It remains to be seen how impactful audience signals are in Performance Max campaigns, especially those with Shopping feeds, as the product feed attributes such as titles and descriptions are the primary targeting weapons.
We have been told they are used to help kickstart a campaign and guide the algorithm.
Even if it gains that extra 1% in performance, I’d suggest testing out some first- and third-party data audience signals – and not just in PMax campaigns.
Dig deeper: How to track Performance Max campaigns with Google Apps Script
5. Segment your data for different user intent
If you have access to multiple lists with significant numbers, you need to segment and tailor toward your campaign objectives.
It will depend on what type of data you have at your disposal. But you should be able to filter based on user quality (i.e., users who have bought more than X amount or have spent more than X amount).
VIP lists or segments can be created with these parameters in mind within your ecommerce platform. This lets you create high-quality, high-intent lists that can be utilized for lookalike audience creation or Performance Max audience signals at the very least.
How about users who have bought your product but haven’t returned to buy again for X months?
Create a bespoke remarketing campaign with a promo code to re-engage with the brand and make them an active customer again.
How about users who have requested a product sample but haven’t bought yet?
Create some tailored creative and some unique incentives to grab their attention.
These high-intent audiences must be separated from the crowd and cultivated with different strategies if you want retention rate and lifetime value to grow.
You are likely already showing users in the upper funnel different messaging and different creative based on what stage they are in within the purchase funnel.
Extra care and attention must be taken at the bottom of the funnel, where intent is much higher.
If you have large enough data points to work from, don’t waste it.
Your data will only grow, so ensure a data funnel is in place to match your retention strategies.
You’ve more than likely paid for the customer acquisition via paid traffic, so squeeze the true value out of it.
Outside of ad campaigns, you can use these different data profiles to reach out to users via email with surveys on your customer service, product offering or anything else.
Maybe find out why they’ve bought an often replenished product once but never returned to buy again.
Even if the lists are small and you have their phone numbers and a quality sales team, go old school and follow up if the average order value is worth the chase.
The advantages are far beyond tailored targeting for your ad campaigns.
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Central Government Offices In Delhi To Be Shut From September 8-10
Oil Is 'Biggest Risk Factor' For Economic Growth, Says HDFC Bank Director
Wednesday, August 23, 2023
Delhi Police To Record Statements Of 8-10 People In Minor Rape Case
Reddit launches first-party measurement tools
Reddit has launched two first-party measurement tools, Reddit Brand Lift and Reddit Conversion Lift. These are meant to help Reddit advertisers more efficiently monitor campaign performance.
Why we care. Advertisers can now access improved campaign performance data, empowering them to validate investments, optimize strategies more efficiently, and enhance their attribution models. Ultimately, this could lead to maximizing impact and achieving higher returns on ad spend (ROAS).
Reddit Brand Lift. This tool gauges the added effect of Reddit Ads on brand perception using a randomized controlled survey overseen by Reddit’s in-house Marketing Science team. The survey examines campaign particulars, including:
- Ad format, creative
- Audience targeting
- Ad Placement
- Engagement prompts
- Audience calls to action
It also analyses campaign objectives, such as:
- Awareness
- Favorability
- Recall
- Consideration
The study looks at all of the above to understand overall brand perception after people see a campaign on Reddit.
Reddit Conversion Lift. This tool analyzes the next steps taken by users after viewing a campaign on Reddit, using the Reddit Pixel, Conversions API and/or Mobile Measurement Partner (MMP) integration. It analyzes campaign conversion metrics such as:
- App install
- Page visits
- Leads
- Add-to-carts
- Purchases
How it works. The new features work in conjunction with Reddit’s existing third-party measurement tools to give advertisers a more detailed insight into the performance of their campaign.
Reddit Brand Lift and Reddit Conversion lift are available to all Reddit managed advertisers based in the following countries:
- Australia
- Canada
- Germany
- UK
- US
Reddit Conversion Lift is only compatible with the Reddit Pixel, Conversions API, or Mobile Measurement Partners.
What Reddit said. Understanding impact beyond traditional signals like clicks has become increasingly important to understanding campaign effectiveness, said Jim Squires, Reddit EVP of Business Marketing and Growth:
- "Through Reddit Brand Lift and Reddit Conversion Lift, we’re proving what we’ve long known to be true: that advertising on Reddit is highly measurable and highly effective, and when paired with our comprehensive suite of third-party measurement tools, our advertisers have access to holistic insights that support their investment on Reddit."
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[September 1 deadline] Are you an “award-winning” marketer?
In an increasingly crowded digital world, it’s never been more crucial to distinguish yourself from the competition. Earning an industry award is one of the best ways to quickly and affordably rise to the top of your field while impressing clients and boosting company morale.
Enter the 2023 Search Engine Land Awards by next Friday, September 1 (the final deadline), to share your work with our esteemed panel of judges and have your chance to take home the highest honor in search.
Review the 19 available categories – ranging from SEO agency of the year to best use of AI technology in search marketing – and begin your application. Choose the story you want to tell and the data you want to include. Forget complex entry forms with countless requisites. Craft your own narrative that showcases your achievements.
For nearly a decade, the Search Engine Land Awards have recognized the industry’s best, from in-house teams at Wiley Education Services, T-Mobile, Penn Foster, Sprint, and HomeToGo, to outstanding agencies representing Samsung, Lands’ End, Stanley Steemer, and many others.
This year, it’s your time to shine.
Remember to submit your entry by Friday, September 1 at 11:59pm ET! If you have any questions, just reply to this email.
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How generative AI will change SEO as a profession
Generative AI is going to revolutionize the SEO industry, but perhaps not in the way you think.
Yes, your day-to-day job as an SEO is most likely going to look different in a few years’ time. But are bots going to replace you?
“Absolutely not,” said Britney Muller, Marketing & SEO Consultant at Data Science 101, and Dave Davies, Amplification Team Lead at Weights and Biases. But there’s no denying the industry is evolving.
So how will generative AI change SEO as a profession and what can you do to stay ahead of the curve? Muller and Davies shared their thoughts on generative AI and the future of SEO at SMX Advanced.
AI is not replacing SEO
Muller was adamant that AI would not be coming for SEO jobs. However, she did note that the industry would have to adapt depending on how Google incorporates AI into search results:
- “AI is not the be-all and end-all. In fact, I think the shine will start to wear off as we continue to see the limitations of large language models (LLMs) and how much additional work is required to do things well.”
- “LLMs have so many issues that the researchers building this technology have yet to figure out. They are based on a probability distribution and are consistently not factual.”
- “Google has done information retrieval very well within search and I think LLMs could be a nice addition to really better define the questions that people have and surface additional information.”
Technical SEOs will have an advantage
Davies added that technical SEOs may be better positioned to handle the change that generative AI brings than those specializing in content SEO:
- “John Mueller from Google said that as long as machines read websites, technical SEO will remain as important as it is. I think that summarizes exactly what sort of world we’re heading into now.”
- “I think technical SEOs are going to have a bit of an advantage – but content SEO will eventually follow. It just just has to change. The structure that they’ll be optimizing for I think will change.”
Links may evolve
Both Davies and Muller agreed that links may change form and not be such a significant ranking factor in the future. Things like mentions or references to a site may become more valuable signals than traditional links. As Davies explained:
- “I’m not saying link building is dead, but I think its value is about to be significantly adjusted. It will evolve and might not look like the traditional links that we know and use today – but some version of that instead.”
- “Think about the way LLMs are constructed in this linguistic space. They use tokens and they use relationships to make connections. Those things are still very important.”
- “The whole mission of neural networks is to establish understanding between different things and so I believe that will still carry weight – but it might not look as specific as links and link building. Perhaps it could be mentions instead? Perhaps it could take the form of something else and just evolve.”
Prompt customization is key
SEOs will need to master prompt customization for AI to deliver the best results, according to Muller. Fine-tuning based on goals and data is crucial vs. a one-size-fits-all approach.
- “You really need to customize prompts, learn about prompt engineering and implement those things strategically. I know Andrew Ng just came out with a really great quick and easy course, partnered with Open AI, on that very topic and does a beautiful job explaining those key concepts. So I would definitely check that out,” Muller said.
- “ChatGPT actually has an API that you can use to customize prompts. It makes things a bit easier for the people that I work with, for my teams, for my clients, and it kind of puts the power in their hands as far as here’s how we need to approach this with an iterative process.”
Saving time on content creation
Numerous SEOs are exploring generative AI for content creation, including headlines, product descriptions and articles. There are current concerns with the quality of responses, however, these issues could potentially be resolved over time, as Davies pointed out:
- “Generative AI can write quite well. Is it right all the time? No. It’s just a little hack right now. But moving forward, this will speed things up – like with tasks that I was previously doing manually such as looking at what entities were on a page.”
- “I still need to use my brain and go OK, [generative AI] missed this and that. I then also need to fact-check. But this saves me probably half an hour per piece of research.”
Search may expand beyond webpages
In the future, search may move beyond webpages into new environments that don’t yet exist on the web today.
- “In the next five years, I think we’re just going to see a move into two different sorts of landscapes. I think search will diminish a little bit and move into, I don’t want to say Metaverse, but into different environments that don’t exist right now,” Davies said.
Simplifying code
Muller already uses ChatGPT extensively as a code assistant, highlighting that it’s particularly adept at tasks like generating Python scripts:
- “I think it’s important to make note that code in its nature is supposed to be unambiguous, unlike human language, and so generative AI is a lot better, in my opinion, at generating accurate code outputs for things I’m trying to accomplish, whether it be a Python script for a program or just pandas to clean up data. It’s phenomenal at those tasks.”
Judicious use is required
Although generative AI will transform SEO as a profession, careful application is still essential due to the potential for incorrect uses – and this is the reason Muller doesn't believe that this technology represents the end of SEO as a career. At least not yet.
- "Remember, generative AI is a prediction model based on a probability distribution. So if you imagine that it only read let's say 100 books that were in the realm of sci-fi, and you ask it a medical question, it's not going to do so well. But it might do really well with generating a new sci-fi character," Muller said.
- "Given that context, generative AI is only as good as the text and information it's trained on, which is inherently problematic because ChatGPT and LLMs are essentially trained on all of the Internet, which isn't the best place to grab completely factual information or have representation across marginalized groups of people and topics."
- "These models don't have emotions. They aren't reasoning. They don't have common logic like humans do. And so you have to be really, really, really careful about how you use them, because it's very easy when you enter a prompt to automate the bias that you already have by the sheer nature of how you ask a question, it's going to follow that train of thought."
The post How generative AI will change SEO as a profession appeared first on Search Engine Land.
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Tuesday, August 22, 2023
Google Search app could soon introduce a new Notes feature
Google appears to be working on a new experimental feature that would let users respond to links in search results via text, images and stickers, 9to5Google reported.
Why we care. There is already a lot of competition for attention in Google’s search results. If this search feature graduates from Labs, there will be even more competition in the SERPs, which could impact your organic search traffic.
Commentary and images. People can “leave public commentary on individual webpages that appear in Google Search results,” according to the report. This could come as a note (e.g., how you improved a recipe) or share a picture (e.g., a dish you created based on a recipe).
Friendly and helpful. The default text advises searchers to share their thoughts on links while keeping it “friendly and helpful.” Notes will be moderated.
There will also be a social component that lets you like Notes from other users. Also:
- “Once you post, your profile picture and name will be visible to other Google users. Personal details like your email address won’t be public.”
Not for all pages. The following types of pages are not eligible:
- Medical information
- Pornography.
- Violent content.
What this is not. This is not Web Stories or Post on Google for Google Business Profiles. This is a new feature that is expected to be on Android and iOS devices.
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TikTok starts serving ads in its search results
TikTok is going to start serving ads in its search results.
Brands will be able to target users specifically using the app’s search box to look up products by using a new feature on the TikTok Ads Manager program called the Search Ads Toggle. The tool is not a standalone product, but an extension of an advertiser’s TikTok video ad buy.
It leverages existing In-Feed Ad creatives to display adverts alongside organic search results from related user queries.
Why we care. Brands using the Search Ads Toggle will be able to expand the reach of their campaigns to high-intent users seeking information relevant to their business, driving incremental engagement and revenue potential.
What is the Search Ads Toggle? The Search Ads Toggle is a new tool that automatically creates ads using a brand’s existing ad content. It then serves the campaign in TikTok organic search results that meet relevant user queries.
How it works. The ads are clearly labeled “Sponsored” content and appear in different position on the results page depending on how well the ad is understood to serve the user intent. When a user clicks on a search ad, the ad mirrors the in-feed TikTok experience, with users able to continue scrolling through the search results in the order they appear on the page.
Safety features. Advertisers will have some control over ad placement on TikTok as they have the option to add “negative keywords” to prevent their campaigns running near posts that don’t align with their brand’s message.
What has TikTok said? A spokesperson from TikTok explained:
- "The Search Ads Toggle provides a unique opportunity to offer rich, relevant information and experiences to our users. Users may search on TikTok to find new content, resurface older content, or look for the latest hot trending items or ideas. The Search Ads Toggle provides advertisers a new way to assist and enhance this user journey."
- "It also drives results. TikTok internal research shows that 70% of ad groups with the Search Ads Toggle 'on' see more efficient performance when compared to not, as a result of more efficient conversions coming from search ads."
Deep dive. Read TikTok's Search Ads Toggle announcement in full for more information.
The post TikTok starts serving ads in its search results appeared first on Search Engine Land.
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7-Year-Old Girl Harassed By Neighbour In Delhi's Lodhi Colony: Cops
Why you should prep your holiday SEO campaigns now and how
Black Friday, Cyber Monday, Christmas, Boxing Day, and all the other holiday shopping days are not too far away. Really. Black Friday is just over 90 days away as of this writing.
If you have a client or business dependent on the seasonal end-of-year holidays for revenue, there are a few reasons why you should already be actively preparing your SEO campaigns for the holiday season:
- It can take eight weeks (or more) to index a page, if it gets indexed at all.
- Creating or updating related content can take time to write and approve.
- Consumers are being more intentional about purchases and researching more.
Preparing for the seasonal sale period, particularly if you have technical optimizations you want or need to implement to remain competitive, should ideally start in the first quarter of the year.
Starting in the third quarter will already be a bit of a sprint to the finish line, but it is doable.
Indexing
New pages can take time to show up in Google’s index, and we know this.
Logically, that also extends to pages that have been bounced between live and 404’d or 302’d for long periods of time.
This often happens with seasonal pages, if there’s nobody to advise otherwise.
In those instances, the state of the page has changed, and it takes Google time to reconcile that. (Remember, Google has said they’ll go back and check 404 pages regularly before delisting the page).
While many pages get indexed in a week or less, we want to be conservative and assume the worst – eight weeks or longer.
Indexing is also not ranking. Ranking in the top 10 can take much longer.
Indexing is also a new battleground for many websites with the helpful content update and Google’s push for truly unique and useful content.
All the more reason, then, to regularly maintain seasonal pages and allow them to build their authority over the years.
If you’re a business that creates new pages annually for your Black Friday or Christmas sales (I’m looking at you /christmas-2022/), please stop.
Create evergreen pages, and redirect the historical pages with links and authority to the new, evergreen page.
In an ideal world, you’d keep those pages up year-round, but sometimes that isn’t possible, often for legal or regulatory reasons.
To speed up the indexing process, you may get some internal links up to the seasonal pages before the season officially begins, which should help indicate to Google what pages are important.
This is usually easier if you work with the merchandising or sales teams.
To help maintain indexing for seasonal pages (rather than being triggered as a soft 404), here are a few suggestions:
- Immediately after the seasonal sales are over, update the metadata to reflect this and include the upcoming year if relevant.
- Include a placeholder message that allows customers to find sales or deals through copy like “Our seasonal holiday sales may be over, so browse through our current deals,” with a link to the generic sales page.
- Maintain all the internal links to the page you can.
Content
Seasonal sales content is not a one-and-done product list page with all the products you have on sale this year.
While it may sound obvious, sometimes the product or go-to-market team can miss the integration required with the content teams to create seasonal buying guides, price comparison tools, integrate social campaigns, new seasonal visuals and more.
That said, you should also be auditing your product pages to make sure they’re as tight and consumer-focused as they can be. This could include:
- Making sure images are compressed. (With Shopify, the auto-compression only works so far. If the original image is 5 MB, you could still end up with an image around 1 MB “compressed” on the website.)
- Review on-page entities and topics covered using TF-IDF and similar tools, cover any gaps.
- Include rich supplemental media for all stages of the consumer journey: videos, images, links to education-based content.
- Schema markup for product pages, including reviews.
We also see trends like “in-store” searches tripling since the beginning of 2022, so we can’t ignore cross-channel impacts and their importance.
In this instance, content is not purely content but the technical optimization behind it. For example:
- Integration of in-store availability or “Click and Collect” on the website.
- A solution to track and attribute online to in-store purchases in your CRM or analytics platform.
These items take time to justify and move through the queue with developers and other stakeholders.
If these are technical optimizations you’d like to have and you’re only starting now, it’s best to work on them as part of next year’s holiday season rather than this one.
Consumer trends
The way we shop is continuing to change and evolve, with research becoming increasingly important:
- 80% of holiday shoppers in 2022 said they researched before purchasing.
- 74% of shoppers surveyed planned their purchases ahead.
Some folks know in May what they will buy for holiday gifts at the end of the year.
If you’re a business relying on Black Friday sales, it’s safe to assume Black Friday shopping starts before, if not well before, the day after Thanksgiving in the U.S.
And it’s not just consumers that are starting early – looking at the related news for Black Friday in August 2023, we can see some interesting trends:
- Third-party comparison/review sites like Tom’s Guide just put their Black Friday predictions up.
- Media publications like GQ have likewise published their “best of” Black Friday article.
- Several retailers (Best Buy, Macy’s, Samsung) had “Black Friday in July” sales.
There’s much more to winning at seasonal sales than having a page published when the merchandising starts going live on the website a week or two before the sale.
Justifying that pre-work, learning how to manage stakeholders, and understanding how much time you need to give for some of these projects to be completed can be critical to having a successful Black Friday, Cyber Monday or Christmas sale period.
You want to:
- Give Google time to see your money page and your business’ supporting research content.
- Give your developers time to implement technical enhancements that’ve been established as best practices in the last 12-18 months.
- Work with go-to-market or other teams to align your promotion with your target market's current and expected consumer behaviors.
And whether we want to admit it or not, all those things take time and may be pushed back for other more time-sensitive work.
So give yourself a bit of grace, track all the work you do and how long things take, and report back on your successes and what it took.
This way, when you do it again the next year, you and your stakeholders will have a clearer understanding of the effort required and the impact gained when building authority for seasonal peaks in an ecommerce business.
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