A quick guide to understanding Google’s quality rater guidelines

A quick guide to understanding Google’s quality rater guidelines

“You can view the rater guidelines as where we want the search algorithm to go,” Ben Gomes, head of search for Google, once explained to CNBC. Gomes’ statement highlights the document’s relationship with Google’s algorithm, yet despite its relevance for publishers and SEOs, the quality rater guidelines (QRG) remain an intimidating resource for many digital marketers. At SMX West in San Jose, Jennifer Slegg, editor for The SEM Post, discussed how Google views the QRG, what quality raters do, and explained four of the guidelines’ most important themes for publishers. Quality raters are not SEO professionals and do not know whether algorithm changes that get tested will actually go live. […]

How digital commerce marketing is reshaping search, marketplaces and social

How digital commerce marketing is reshaping search, marketplaces and social

SAN JOSE – The rise of digital commerce is causing a sort of “renaissance” in today’s largest digital marketplaces, Search Engine Land Editor-in-Chief Ginny Marvin said Wednesday during her keynote at SMX West. This rebirth is driven by retailers that, seeing the monumental growth of Amazon, are seeking out richer ways to integrate and monetize their own first-party shopper data. Walmart Marketplace is one example, as is Microsoft’s acquisition of PromoteIQ which powers sponsored product ads that can be attributed to in-store and online sales among other capabilities for retailers like Kroger. First-party data is powerful – and is enabling brands to own direct, one-on-one relationships with consumers. Marvin also […]

E-commerce category pages outperform product detail pages in SERPs

E-commerce category pages outperform product detail pages in SERPs

E-commerce category pages represent a larger opportunity for ranking and driving organic search traffic than product detail pages, according to research unveiled at SMX West 2020 on Thursday. Across nearly 30 top U.S., e-commerce sites ranking for more than 25 billion keywords, category pages outperformed product detail pages, driving more keyword rankings and estimated traffic, as well as showing higher potential to capture additional traffic with optimization. The data – culled by JumpFly and seoClarity from Google’s rankings in the U.S. – highlight the outsized role that category pages play in upper-funnel marketing efforts to drive brand awareness and interest. Specifically, e-commerce category pages – which include parent category, subcategory […]

Google: Spam less than 1% of Maps content

Google: Spam less than 1% of Maps content

Google posted about how it continues to build out Maps with community content on Thursday. It cited the myriad contributions made by its more than 120 million Local Guides. It also discussed spam, which it said represents less than 1% of the 20 million daily contributions it receives on Maps. Machine learning to detect spam. To combat listings spam, policy-violating images and fake reviews, the company says it uses “a combination of people and technology.” In addition to community reported spam (e.g., reviews), Google says its machine learning models “watch out for specific words and phrases” and various content patterns to detect suspicious content. Despite Google’s claims of diligence, there’s […]

How to Increase Your Organic Growth by Over 400%, According to the SEO Lead at Nextiva

How to Increase Your Organic Growth by Over 400%, According to the SEO Lead at Nextiva

Here’s a reality check for 2020 — only one-third of businesses make it to the 10 year mark. No market demand, running out of cash, and getting out-competed are among the leading reasons businesses fail. The good news? You don’t have to figure it all out on your own, because I’ve done a lot of the legwork for you. When I served as the VP of Marketing at Sales Hacker (a publication and community for B2B salespeople), I uncovered strategies and processes that exploded our growth. In fact, the results were outstanding: in just over a year, we were able to grow Sales Hacker’s traffic from 19,000 monthly organic sessions […]

How to Install a WordPress Plugin – Step by Step for Beginners

How to Install a WordPress Plugin – Step by Step for Beginners

After installing WordPress, the first thing every beginner needs to learn is how to install a WordPress plugin. In simple words, WordPress plugins are like apps for your WordPress website. They allow you to add new features to WordPress like a contact form, slideshow, shopping cart, and more. There are thousands of free and paid plugins available for WordPress. In this step by step guide, we will show you how to install a WordPress plugin. Before You Start If you are using WordPress.com, then you cannot install plugins. We often get complaints from users saying that they can’t see the plugins menu in their WordPress dashboard. It is because you […]

Is Negative SEO Hurting Your Traffic? What It Is & How to Avoid It

Is Negative SEO Hurting Your Traffic? What It Is & How to Avoid It

Back in the late ’90s (way back when), SEO was in its infancy. It was almost like the Wild West — anything goes. Since the rules were loose, both white hat and black hat SEO tactics began to develop. While white hat tactics are an ethical way of improving your organic traffic and search rankings, black hat tactics go against guidelines set by search engines in an unethical way. However, as the industry has rapidly changed and search engine algorithms improved, it’s become harder to use black hat SEO tactics. And thus a new, unethical strategy was born: negative SEO. Below, let’s learn more about negative SEO from what a […]

What are Private Marketplaces (PMP) & Why Should Advertisers Care?

What are Private Marketplaces (PMP) & Why Should Advertisers Care?

At a quick glance, it’s hard to pinpoint the downside to programmatic advertising on the open marketplace. In exchange for your budget, you get unparalleled access to countless internet users in the spaces they frequent, in contexts that boost the odds of conversion. So why, then, are advertisers shifting their dollars from the open exchange to private marketplaces? What is a private marketplace? A private marketplace (PMP) refers to a digital marketplace where advertising is bought and sold programmatically between exclusive parties. As opposed to the open marketplace, where all advertisers have access to inventory across the web, private marketplaces are invite-only environments where publishers offer premium ad space to […]

Why Website Indexation Is A Must-Have for Marketers

Why Website Indexation Is A Must-Have for Marketers

How much do you know about website indexation? If it’s next to nothing, you’re not alone. Website indexation is not something you do as a marketer, but a process the search engine carries out when you publish new content online. What marketers need to know is how to ensure you’re set up correctly for indexation. An indexed website helps a site or page actually appear in search engine results — which is typically the first step to ranking and generating traffic. Now that we’ve covered why an indexed website matters for SEO, let’s explore how you can prepare to index your own site, next. What Does It Mean to Index […]

How to Explain Secondary Audiences to Anyone

How to Explain Secondary Audiences to Anyone

When I was a child, I really wanted an Easy Bake Oven. Every time I saw a commercial for one, I was glued to the TV, marveling at the kids on the screen baking mini treats with their friends and parents. Seeing those ads, I knew they were made just for me. In reality, though, the main — or primary — audience was my parents. I was the secondary audience. As a child, I had no buying power, so I wasn’t going to be a good Easy Bake Oven consumer. I was the secondary audience for toy commercials. My parents, with the power to make purchase decisions, were ultimately the […]