Wednesday, 31 May 2017

Yandex Opens Up Content Distribution Platform “Yandex Zen” by @MattGSouthern

Search engine Yandex has launched a platform for content creation and distribution, which it calls Yandex Zen.

Yandex Zen is an AI-powered and personally targeted content feed which goes out to millions of users worldwide. The platform is open to anyone from large media companies to ordinary bloggers.

In addition to potentially expanding a publisher’s audience, there is also the opportunity to monetize content published on Yandex Zen, as the company explains.

“Companies can use it to tell their stories, promote their brands, distribute marketing materialS and use native advertising to engage with their customers. For independent authors, Yandex Zen offers a means to earn money from advertising while publishing their stories to a wide audience.”

Unlike other content distribution platforms, Yandex Zen will present content in a flip-through format with screens that allow for photos, GIFs, and videos. Pieces of content being published on Yandex Zen are called “Narratives.”

In addition to being published on the Yandex Zen domain, content from the platform will be recommended to those who use the Yandex browser, the Yandex mobile app, and Yandex’s own home page. The company’s recommendation engine is powered by AI, so recommendations will be personalized for each individual user.

Yandex Zen currently boasts a respectable time-on-site metric at an average of 20 minutes per user per day. That suggests once readers are in the Yandex Zen ecosystem they are likely to click around and read more than one piece of content.

For now, Yandex Zen is only available in Russia, but the company assures other markets are to follow.

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Author: Matt Southern

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Google Enhances Knowledge Panels for Art-related Searches by @MattGSouthern

Google is catering to the art aficionados with its latest update to organic search results.

The art-loving audience might be larger than you may think, with some 500 million art-related searches being performed on Google on a monthly basis.

Now, when you conduct art-related searches, you’ll get a more interactive page of search results than ever before. In addition, Google has enhanced Street View to give more informative inside tours of the world’s most famous museums.

Google’s Search team and Arts &a Culture team worked together to improve how the company’s systems recognizes pieces of art, the places where they can be viewed in person, the artist who created it, materials used, and art period it belongs to.

“Now when you search an artist like Gustav Klimt, you’ll see an interactive Knowledge Panel that will highlight ways you can explore on a deeper level… and for some pieces, you can click through to see picture-perfect high-resolution imagery right from Google Arts & Culture.”

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Author: Matt Southern

The post Google Enhances Knowledge Panels for Art-related Searches by @MattGSouthern appeared first on On Page SEO Checker.


Google AdWords’ Smart Bidding Sets the Ideal Bid for Each Auction by @MattGSouthern

In an effort to help AdWords users get the most out of their advertising budget, Google is introducing Maximize Conversions.

The new technology utilizes smart bidding to automatically set the right bid for each auction, so you can get the maximum amount of conversions that your daily budget allows for.

“For example, if you’re a clothing retailer trying to quickly sell last season’s styles, Maximize Conversions will help you get you the most number of sales from your existing budget by factoring signals like remarketing lists, time of day, browser and operating system into bids.”

With the help of Google’s machine learning technology, Smart Bidding can optimize for conversions across every ad auction.

Setting up Maximize Conversions is as easy as going to your campaign’s page, clicking “Change bid strategy”, and then selecting “Maximize Conversions.”

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Author: Matt Southern

The post Google AdWords’ Smart Bidding Sets the Ideal Bid for Each Auction by @MattGSouthern appeared first on On Page SEO Checker.


SearchCap: Google’s latest Smart Bidding option, Zaha Hadid Google Doodle & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:


Local & Maps


SEM / Paid Search


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Author: Amy Gesenhues

The post SearchCap: Google’s latest Smart Bidding option, Zaha Hadid Google Doodle & more appeared first on On Page SEO Checker.


Marketing Day: YouTube SEO, how to track conversions & an ad-blocking report

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Online Marketing News From Around The Web:

Business Issues

Content Marketing

Conversion Optimization

Copywriting, Design & Usability


Email Marketing

Internet Marketing Industry


Mobile/Local Marketing

Other Items

Social Media


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Author: Amy Gesenhues

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7 great reasons to attend SMX Advanced in 2 weeks

Search Engine Land’s SMX Advanced is just 2 weeks away. Don’t miss your only opportunity this year to attend the conference designed for experienced SEOs and SEMs!

Fewer than 150 tickets are remaining. Register now!

Here are 7 reasons you should attend:

  1. Start with a deep dive. Attend a pre-conference workshop. Choose from full-day, rock-star seminars on Google AdWords, advanced SEO, social media advertising, Google Analytics, mobile optimization or content marketing. See the lineup and descriptions.

  1. Enjoy breathtaking sights. Elliott Bay and the Seattle waterfront are awesome! And the Bell Harbor International Conference Center has undergone a $30 million facelift. Take in the spectacular sights from this world-class facility.
  1. Stay connected and fully fueled. Free wifi, the best conference food you’ll ever have and all-day snacks are all part of the SMX experience.
  1. Explore the possibilities. Get demos from over 30 leading solutions providers that will help target your audience, convert visitors to buyers and maximize ROI. Also, Google and Bing will be presenting full days of sessions for SEM. Access to the expo and Bing/Google sessions is included with All Access and Networking passes. Compare those pass options here.
  1. Connect with search marketing leaders. You’ll get facetime with renowned speakers and the Search Engine Land editorial team. They’ve shared their knowledge and wisdom with you virtually — attend and meet them in person!
  1. Meet others in your tribe. You’ll spend two days with pros who speak your language and share the same passion for tackling the challenges of SEO and SEM. You’ll participate in multiple networking events like the Meet & Greet on the Bell Harbor rooftop, SMX After Dark @ MoPOP, Janes of Digital, and closing night bash sponsored by Moz and STAT Search Analytics.
  1. Get actionable tactics you won’t learn anywhere else. 40+ presentations, keynotes and panels featuring brand and agency search marketers revealing advanced tactics in SEO, PPC, social, mobile and analytics you won’t hear anywhere else. See the agenda at a glance.

What are you waiting for?

There’s still time to register, but fewer than 150 tickets are available.

P.S. – Have additional questions? We can help! Email or call (877) 242-5242, Monday through Friday, 9am-5pm ET.

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Author: Search Engine Land

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Google adds Maximize Conversions automated bid strategy in AdWords

Smart Bidding strategies in AdWords use machine learning to adjust bids tailored for every auction. The algorithms take a number of factors into account, including, of course, the type of bid strategy. The newest addition to AdWords Smart Bidding strategies is Maximize Conversions.

From this week’s announcement:

Maximize Conversions will help you get you the most number of sales from your existing budget by factoring signals like remarketing lists, time of day, browser and operating system into bids.

Maximize Conversions also takes historical performance into account. Unlike Target ROAS or Target CPA bid strategies, Maximize Conversions is concerned with conversion volume rather than return on investment goals. Maximize Conversions will spend the daily budget in pursuit of more conversions.

Google says decking company Trex saw a 73 percent increase in conversions, a 59 percent increase in conversion rate and a 42 percent lower CPA in its first test using Maximize Conversions.

A few things to note for Maximize Conversions:

  1. AdWords conversion tracking needs to be set up.
  2. The campaign must have its own budget, not share a budget with any other campaigns.
  3. Maximize Conversions will stay within the set budget but will aim to meet that daily budget. If a campaign is currently under-spending, expect to see spend increase when switching to Maximize Conversions.

Maximize Conversions is now listed as a Bid strategy option under campaign settings in Search campaigns.

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Author: Ginny Marvin

The post Google adds Maximize Conversions automated bid strategy in AdWords appeared first on On Page SEO Checker.


5 Crucial Elements for Selling Success

Sale promotion is a good way to make customers take a crucial action. If you decide to invest into a sale promotion without completely understanding key elements, you can risk losing a lot of potential clients. Sale promotion helps online businesses to break the ice with the main goal to boost short-term and long-term sales numbers.

To tell the truth, it is quite difficult to list all elements that can guarantee a successful sale regardless of the situation. Even if it is a hard task, we still want to try it out and provide 5 crucial elements of selling success.

#1. Personalization

One of the major mistakes that a lot of sales personnel make is to include a detailed history of their brand and an extended list of features that they offer what can spoil the prospect. The ideal presentation should be brief based on the brand’s possibilities and it should be focused on the crucial features of the product.

The main goal in sales is to determine how the product can meet the unique needs and resolve their problems. Amerisleep perfectly shows the main character of their product here:

Description: seochat.png

There are additional benchmarks that can be used to make your sales presentation push closer to the prospect:

  1. Case studies. Based on the recent research many salespeople aren’t able to present relevant case studies or examples. Each seller should have a bunch of relevant examples and case studies in his arsenal that can be used for different types of practices and can work well for other people. Personal relevance is must-have for dealing with the prospect and make people use their products.
  2. Sales Tools: Having right sales tools, salespeople can make powerful presentations for each prospect. Good individual presentations can quickly show people their top features and make them take a crucial action.
  3. Unique interests. The research may disclose unique interests of your prospects. In that case, the presentation should emphasize these interests. No matter what the prospect is, the presentation must be personalized and focused on those interests.

Whichever the personalization methods used, the final result should present and shows the prospect that introduces their online business and invests into it that help them succeed.

#2. Effective storytelling

Each salesperson has a lot of stories that are ready to disclose. Interesting and magical stories attract potential customers’ attention and encourage them to take a key decision. As you know great stories sell well.

Some stories work successfully, while other stories fail to exert influence. But each story includes additional elements that can make it more persuasive and engaging. Stories should grab customers’ attention. Everyone loves a good story that’s why people love watching shows and movies. They sound compelling and breathtaking.

Adding emotional impact can make your story arouse trust and empathy and create a close connection with your target audience. Facts and features can add more relevance to the story. For example, the OverTheTopSEO company used figures to attract more customers’ attention and find more potential clients:

Description: seochat1.png

Motivation is another driving force to action. People are inclined to make emotional sales and explain their decisions with logic.

The following elements can turn a simple story to an effective selling technique:

  1. Structure. As you know that all stories must have a good structure: beginning, middle and end. Without the structure, a story can’t fail to engage.
  2. Objective. Each story should have the objective of the story. Clearly defining the purpose can help people get the main message.
  3. Find a hero. Each salesperson often makes their product a hero in the story. But it isn’t about the product, it is about the prospect.
  4. Conflict. Each successful story should include a full of challenges and needs that each hero meets on a regular basis or in the time of crisis.
  5. Worry. Good stories have an element of worry what make them addictive.  Worry suggest heroes bridge the challenge and find the solution to the problem
  6. Word picture. A great word picture is necessary to engage the audience in the story. Word picture is often associated with senses and feelings that can enhance the impact and make your story more persuasive.

#3. Visual materials

The success of most presentations lies in including some visual materials, for example, product demo or PowerPoint presentation. Visual materials help people retain their wandering eye and trigger buying feelings. Scientifically, this kind of materials can improve the effectiveness of your overall presentation.

As you know that 30% of our brain used to process visual information in comparison with only 3% for hearing. As our brain is so dedicated to this sort of information, our visual perception is very essential. That’s why many marketing companies and Seo software use visual materials in order to be a big winner among their competitors. For example, SE Ranking and WorkExaminer fall into this category:

Description: seochat2.png

Description: seochat3.png

We have a good memorial faculty on images what improve information retention. Due to the use of pictures, people will be more likely to keep in mind your presentation rather than using of words. The survey showed that people can remember 65% of the information if you add more visuals.

Visual materials have a great emotional impact on your story, motivate your audience to take an action and make your material more memorable.

#4. Scientific explanations

To make your presentation credible and jaw-dropping, you can add more scientific materials that work well for your products. Using scientific material together with visual ones can simplify the explanation of complex information and improve the understanding of your key points.

Make sure that not all scientific materials can be good for your presentation, they must be accurate. Inaccurate information can spoil your reputation, trust and decrease the chances of successful sales. That’s why it is better to hire specialists with a good knowledge and background to create accurate scientific and visual materials.

#5. Time frames

Defining and managing your selling time frame is pretty much important before preparing your online business and start advertising to your potential clients. Try to maximize your time as a seller. Make it clear about your time frames for a specific business sale. You can offer some reasonable prices, attractive business conditions and good discounts that can increase buyers’ interest and speed up the sale process.

Description: seochat4.png

If you want to retain your customers, you should provide the bailout points that can highlight your business qualifications and capabilities. You need to create comfortable conditions for your buyers to make them get a right purchase decision and reach your selling goal.

Bottom Line

A successful sales promotion always requires budgeting and planning. Before investing money, you should get a good feel about your potential customers and know all risks that can prevent your product from losses. Take enough time to do it right. A good selling experience is where everyone benefits either you or your customers. We hope that the following five elements can improve your sales promotion experience.

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Author: Irina Weber

The post 5 Crucial Elements for Selling Success appeared first on On Page SEO Checker.


Google’s latest search update gives art lovers a deeper dive into the masterpieces

Google is rolling out a new update for art-related searches today.

According to the announcement, the Google Search team joined up with Google’s Arts and Culture team to improve how its systems “understand and recognize” artwork — offering more relevant results.

“When you search an artist like Gustav Klimt, you’ll see an interactive Knowledge Panel that will highlight ways you can explore on a deeper level,” writes product manager Marzia Niccolai. “Like seeing a collection of the artist’s works or even scrolling through the museums where you can view the paintings on the wall.”

Google says its search results will now include more information about the artwork and the artists, offering up details on the materials used to create specific pieces of art, when the art was created, and where it resides now.

Google’s latest update also includes a new Street View feature that doubles as a virtual museum tour guide.

“Now as you walk through the rooms of the museums on Google Maps you’ll see clear and useful annotations on the wall next to each piece,” writes Niccolai. Available on desktops using Chrome and mobile, it allows users to click on the annotations to find more information or zoom into a high-res image of the artwork.

Google shared the following video to show how the new Street View feature works:

To develop the new Street View feature, Google says it used visual recognition software to scan the walls of participating museums and categorize more than 15,000 works of art.

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Author: Amy Gesenhues

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Survey shows US ad-blocking usage is 40 percent on laptops, 15 percent on mobile

Some in the industry argue that ad-blocking is motivated primarily by user experience issues (page speed, data usage) rather than by consumer ad-aversion. However, a new report (registration required) from AdBlock Plus and Global Web Index argues that ad avoidance is the core issue for most ad blockers.

The data come from a survey of over 1,000 US internet users. Roughly 40 percent of all respondents said they have used an ad blocker in the past month. However, most of that is on laptops and desktop computers. Among those using ad blockers, 22 percent were doing so on mobile devices. (According to PageFair, mobile ad blocking is significantly higher in Asia.)

Low levels of mobile ad blocking in the US usage may be a function of ignorance. A slight majority of US internet users are unaware of the potential to block ads on mobile devices. The greatest levels of awareness are among those under 35.

Ad blocking skews much more heavily male than female, nearly 60-40. And the highest concentration of ad blocking is apparently among those 25 to 34, even though those in the 16 to 24 age category have higher levels of awareness of ad-blocking software.

As mentioned, the industry has taken comfort in some prior survey data showing that page/ad load times were a primary factor in ad blocking. Part of Google’s motivation in creating AMP for ads is to create faster-loading ads.

The AdBlock Plus survey shows, however, that page-load time and battery drain are not as prominent as ad-blocking users’ desire to avoid advertising itself: 47 percent of the smartphone owners in the survey agreed with the statement “I would prefer to block all ads completely on my mobile device.”

Mobile users appear to dislike interstitial ads in particular, which interrupt access to content.

According to PageFair, more than 600 million devices globally were running ad-blocking software as of December 2016. A majority (62 percent) of those globally were mobile devices.

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Author: Greg Sterling

The post Survey shows US ad-blocking usage is 40 percent on laptops, 15 percent on mobile appeared first on On Page SEO Checker.


How to use SEO to influence B2B buyers at every stage of the buyer’s journey

Content marketing isn’t a new strategy anymore, and as every corner of the web fills up with content, marketers increasingly need to prove ROI and drive revenue. Modern SEO has, for years, been the secret weapon for creating content that stands out above the noise — and now that B2B marketers are discovering the value of mapping content to the buyer’s journey, SEO is already equipped to help.

Why align content marketing to the buyer’s journey?

Among other benefits, mapping marketing activities to the buyer’s journey has proven to increase upsell and cross-sell opportunities by 80 percent.

seo buyer journey benefits

And that’s because the buyer’s journey has changed. The internet puts all of the info directly into buyers’ hands, which has shifted most of the traditional buyer’s journey into marketing’s territory.

modern buyer journey chart

Now, 77 percent of B2B purchasers won’t even speak to a salesperson until they’ve done their own research first, and they might be performing as much as 90 percent of the journey on their own. The question for marketers, then, becomes, Are those buyers consistently finding your brand along their journey?

Because if they’re not finding your company, they’re finding your competitors. Talking to prospects throughout the buyer’s journey means defining the path, discovering how prospects are navigating it online, creating content that finds them when they want it and adjusting with the market.

1. Define and understand the buyer’s journey

We all know what a basic buyer’s journey looks like, but mapping marketing activities to that journey means digging in and uncovering some specific details about the journeys that your unique buyer personas are taking. The buyer’s journey for someone investing in a tech platform, for example, might be very different from the buyer’s journey for someone hiring a logistics partner.

When defining the specifics of your audience’s unique buyer’s journey (and there may be more than one if you are targeting different personas within the purchasing team), ask yourself and your team:

  • What problems are buyers becoming aware of?
  • Is internal or external pressure driving them to find a solution?
  • How are they exploring solutions?
  • What type of content do they desire and respond to?
  • What are the most important factors as they compare vendors (pricing, customer support, reviews or something else)?

Answering these questions as specifically as possible for your audience will help you create a solid foundation from which to optimize content.

2. Uncover unique insights with keyword and user intent research

With detailed buyers’ journeys in hand, the next step is understanding how your audience navigates that journey online—specifically via search engines because they are definitely using search engines. 71 percent of B2B decision-makers start the decision making process with a general web search.

And traditional keyword research is no longer enough. People use Google to ask questions, and working with Google’s algorithms to get your content to your audience requires marketers to understand the questions behind the keywords.

Google has defined four micro-moments that describe most search queries:

google micro moments

User intent starts by understanding which micro-moment is happening with each target keyword. Google your keywords and see what organic results Google provides. Those 10 links can tell you:

  • what content your audience is looking for. A definition of a term? A product? A free trial? A list of steps?
  • what type of content they prefer. Lots of videos means they watch the videos. Lots of infographics means they download infographics.
  • where they are in the buyer’s journey. Definitions are at the beginning. Pricing sheets are at the end.
  • who on the purchasing team you should be talking to. If you get big-picture content, the C-suite is probably using those terms. If you get detailed, technical instructions, the influencers who are actually doing the work are using those keywords.

A Google search for “content management,” for example, produces a definition in the featured snippet, several other “what is” suggestions and a whole page of organic listings for content that defines the term:

content management serp

If your company produces content management software, then, you know that when your audience searches this term they are looking for a clear definition. They don’t need flashy content features, they’re at the beginning of the buyer’s journey, and they’re probably managers or executives. Use user intent insights to map your keyword to buyer journeys.

keywords on buyer journey

All of these insights will help you create content that meets the right personas at the right stage of their journeys.

3. Create content for every stage in the journey

It’s time to create some content — or optimize existing assets if adequate content already exists.

First, review existing content against new user intent insights, and figure out where you do and do not have content that meets (or tries to meet) the user’s need. If a keyword has a strong Buy intent, do you have a sales/product page? If a keyword has a strong How or Do intent, do you have helpful resources? If the answer is no, it’s easy to start prioritizing.

Additionally, consider whether the content:

  • is using your audience’s prefered format.
  • is better than the content already ranking well.
  • speaks to the right audience segment.
  • includes an appropriate CTA for the buyer and journey stage.
  • performs well on mobile devices.

Optimize content you have that is already on the right track. It’s much easier and faster than starting from scratch.

Finally, create content to fill in the gaps where you don’t have anything that answers the question/pain point for a keyword/user intent combo.

You might find yourself with a long list of content that needs optimizing and/or creating — which is great! Don’t rush through the process, though, and create low-quality content. Prioritize the work, and develop a reasonable content calendar to keep the project moving.

4. Measure and adjust

As with any SEO and content marketing strategy, of course, keep monitoring engagement and conversions to make sure you’re getting the most out of your efforts. Look for signs of engagement (or lack of):

  • CTAs. If CTAs are being ignored, content isn’t connecting.
  • Forms. If prospects land on pages with gated content but don’t fill out forms, then content isn’t achieving marketing goals.

Other standard SEO metrics can also help determine how the strategy is performing before sales start increasing:

  • Organic ranking. If your content is climbing in organic search, it means your content is getting better.
  • Click-through rate (CTR). Increasing CTR means you’ve successfully targeted your users’ needs and pain points.
  • Time on site. Longer time on the site hopefully means users are engaging with your content, but it’s not a perfect measurement.
  • Bounce rate. Consider the content before you determine if a high bounce rate is good or bad. It’s traditionally considered a bad sign, but if your content is just providing a definition, it’s probably okay. Or if you’re consistently publishing blog posts, it’s probably okay if users bounce out of each one.
  • Total visitors/pageviews. If it’s consistent and/or increasing, you’re attracting better leads.

If something isn’t working — if an organic listing isn’t getting clicks or a form isn’t getting filled out — test some other options. Rewrite the title and meta description that appears in search results. Shorten the form and change the color of the button. If small changes don’t seem to help, reevaluate your user intent research and make sure you are answering your audience’s questions better than the competition.

These metrics demonstrate signals of a larger problem relating to your content not working.

Using SEO to influence B2B buyers at every stage

A company that fails to acknowledge how the buyer’s journey connects with content creation is ultimately wasting time and missing out on potential customers. Aligning SEO, content marketing and the buyer’s journey, however, is the secret to creating a brand voice and presence that nurtures leads through their own buyer journeys.

Define your buyer’s journey, uncover insights through keyword and user intent research, then create content for each step. When you go in to measure your efforts, you’ll find that the metrics speak for themselves.

Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.

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Author: Nate Dame

The post How to use SEO to influence B2B buyers at every stage of the buyer’s journey appeared first on On Page SEO Checker.