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Google Search News, il recap video di novembre

John Mueller racconta le novità di Google

Scusate il ritardo, si potrebbe dire citando il grande Massimo Troisi: a distanza di circa un mese e mezzo dal primo episodio arriva il secondo video di Google Search News, la serie pubblicata sul canale YouTube di Google Webmasters in cui John Mueller ricapitola i principali sviluppi del lavoro sul motore di ricerca e sull’intero ecosistema Google.

I temi del nuovo recap di Google Search News

Una sorta di Google TG, come dicevamo in presentazione dell’iniziativa, con cui il team di Mountain View vuole dare un “resoconto regolare” di quello che succede intorno al sistema Search per offrire un supporto in particolare a webmaster, editori e SEO. In questa seconda puntata si parla dei principali interventi di ottobre e novembre, e in particolare di Google Site Kit, degli aggiornamenti in Search Console, del lancio definitivo dei nuovi snippet tags e dell’addio a Flash.

Il rilascio del plugin Google per WordPress

Il primo punto trattato dal Webmaster Trends Analyst è il plugin sviluppato per la piattaforma WordPress (che in poche settimane ha già superato i 60mila download) che “connette facilmente il tuo sito o blog WordPress con una serie di servizi di Google”.

Con Site Kit si impiega pochissimo tempo per verificare il sito in Search Console e per agganciarsi ad altri strumenti come Google Analytics, Adsense e PageSpeed insights, mentre dalla dashboard si può scoprire come sta andando il sito a livello generale e sul motore di ricerca, per consentire di tenere sotto controllo il traffico e altri dettagli utili alla crescita del progetto.

Prosegue l’evoluzione della Search Console: i nuovi report

Non si sono fermati, in questi mesi, gli aggiornamenti della Search Console e il team impegnato su questo strumento ha continuato a “rendere più facile per tutti creare grandi siti web che ottengono buoni risultati nella Ricerca”.

Le ultime feature sono un report per la velocità del sito, che permette di capire meglio come questo parametro influisce davvero sul sito, individuando eventuali colli di bottiglia ed errori e aiutando a correggerli; inoltre, il report delle performance ora presenta dati molto più aggiornati, fino a sei ore precedenti, e sono presenti molte più informazioni sui video pubblicati sul sito e presenti nel sistema di video search.

Il punto sulle Conferenze di Google in giro per il mondo

Il videogiornale prosegue poi a raccontare gli ultimi appuntamenti di Google Webmaster Conference, organizzati nelle settimane scorse a Singapore, Bangkok e Jakarta, oltre che – come abbiamo raccontato – anche nella casa storica della compagnia a Mountain View; entro la fine dell’anno ci sono altri due eventi in calendario, a Zurigo e Tel Aviv, e si prevede di aggiungere molti altri incontri per il 2020.

La nuova serie YouTube per i principianti

John Mueller accenna anche all’altra serie lanciata sul canale YouTube di Google Webmasters, ovvero “Search for Beginners“, dedicata appunto ai principianti che si affacciano sul motore di ricerca con un sito e vogliono informazioni semplici per far crescere il proprio progetto, anticipando che nelle prossime settimane ci saranno nuovi video specifici.

Sono ufficiali i tag per gli snippet

Non è una notizia, ma piuttosto una conferma, quella relativa ai tag per gli snippet con cui i webmaster possono comunicare a Google quanta parte del contenuto on page può mostrare nei “frammenti” di anteprima delle SERP: ora il loro uso è ufficiale, ma sappiamo che già in queste settimane hanno avuto un ruolo centrale soprattutto per le vicende legate a Google News France e alle polemiche con gli editori francesi (e non solo).

Addio a Flash

L’ultimo punto dell’aggiornamento riguarda la tecnologia Flash, che non è più supportata da Google per l’indicizzazione: John Mueller dice che “Flash ci ha portato tantissime cose cool, come giochi, video ospitati sul web e, ovviamente, siti interattivi e raffinati“, ma da tempo ormai queste funzioni sono disponibili direttamente nelle pagine HTML con un po’ di JavaScript.

Quindi, visto che molti browser non supportano più i contenuti Flash, è arrivato (per Google e forse per tutti) il momento di dire addio a Flash, che il Googler ringrazia per aver contribuito “a rendere il Web un mondo fantastico e interattivo”.

L’articolo Google Search News, il recap video di novembre proviene da SEOZoom.

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To Pop Up or Not to Pop Up

With all the websites out there, you’ve likely by now stumbled upon a few riddled with frustrating pop ups. These sudden, unwelcomed blurbs asking if you need help, to subscribe or to download a whitepaper disrupt your reading and either startles or annoys you. Why do companies use these on their websites? Are there any purpose or effectiveness to a pop up?

While many marketers have become aware of the displeasure pop ups cause to visitors to their website, they are still nevertheless used. This is because pop ups get conversions. According to Sumo, the average pop up gets a 3.09% conversion rate, with the top 10% of pop ups getting a decent 9.3% click through rate. The very best pop ups that are near perfect in every way can get an astronomical 50% conversion rate! This means that pop ups certainly don’t hurt your marketing efforts. The conversion potential of pop ups can be huge with adequate time and effort.

To understand how to best utilize pop up ads, it helps to understand that not all pop ups are equal and that its success is dependent on the appropriate wording, context, location, size and timing of the pop up. For instance, the top performing pop ups such as those with a 40% conversion rate appeared on pages with corresponding, relevant content and only 8% of the top 10% of pop ups appeared for less than 4 seconds.

Types of Pop Ups

There are three main types of pop ups: the new page pop up, the in-browser pop up, and the full page pop up.

New Page Pop Up

Like the name indicates, a new page pop up creates a new page in a new tab or window. The use of this type of pop up has pretty much gone by the wayside as these pages are often blocked by a user’s computer’s built-in pop up blocker. If the pop up page is not blocked, the configuration is poor as it gets covered behind the main window and won’t come back up again after the user closes it. New page pop ups are also poor on the small screens of mobile devices. This type of pop up, however, stays open even when the web user goes to a different website on the main window. As these pop ups aren’t commonly used, there aren’t many cases of their effective usefulness.

In-Browser Pop Up

In-browser pop ups are the most commonly used type of pop up. These pop ups are the small dialogue boxes that appear either along the side in the form of a chat box, as a floater on the side or as a tiny text box when one hovers their cursor over a “trigger” word. These types of pop ups are more effective than new page pop ups and are less distracting and disruptive than full page pop ups. Some of the benefits of in-browser pop ups include:

  • They are small, contained and only fill up a small part of the page
  • Does not force a user to take an action or even to open it
  • Acts as a single, stand-alone element
  • Its content is context dependent, with the content in the pop up relating to the content either of the page or “trigger” word

These types of pop ups are great for subscriptions, remote, on-demand chat help, and free download offers.

Full Page Pop Up

Full page pop ups are the ones that make one cringe as they cover the whole page and prevent the user from reading the content or navigating the website unless an action is taken. These are common for subscriptions and appear when a user is about to navigate away from a webpage. These specific types of pop ups are often overused and misused by advertisers and third parties and have contributed to a poor online experience for the user.  Because of their disruptive, distracting nature, they should be used sparingly. Instances with license agreements and payment processing are the most appropriate uses for full page pop ups.

Pop Up Advantages

Now that you know that each type of pop up has its purpose and place, here are some of the advantages pop ups have in general:

  1. Catch visitors’ attention
  2. Remind visitors of important/urgent information
  3. Can keep a visitor on the page longer and stop them from exiting
  4. Engage the visitor and encourage interaction
  5. Interrupt “attention blindness” of visitors
  6. Encourage conversions
  7. Are effective in gathering small amounts of information that can be used as a stepping stone to sales and marketing conversions
  8. Are good gateways that require visitors leave information in order to proceed

Pop Up Disadvantages

Each type of pop up has its advantages and appropriate time and place to be used. However, pop ups in general have some great disadvantages that warrant their careful, sparse use. Some of the top disadvantages include of using pop ups include:

  1. Pop Ups Are Annoying. Regardless of the size and location of the pop ups, the vast majority of website visitors find them annoying and unwelcomed. Some web users will be so annoyed by them that they will immediately exit the site once the pop up appears.
  2. Pop Ups Can Distract and Confuse Visitors. In addition to pop ups being annoying to site visitors, they can also distract, confuse, frustrate and scare site visitors if they have irrelevant messaging or if the messaging appears at the wrong time on the buyer’s journey or appear on the wrong page of the website. This is most commonly seen in pop ups with asks that are either too small or two big based on the funnel stage.
  3. Pop Ups Can Lower Your UX and SEO Rankings. Some pop ups can slow down your website’s load time which annoys and frustrates impatient, time-crunched site visitors who will likely exit your site to visit a competitor’s site if the page doesn’t load quickly. Page load speed is also a ranking factor Google uses in its search results page ranking algorithm. Slower loading websites won’t appear high in the search results which means less website traffic.

Conclusion

The best pop up for your marketing strategy will depend on a variety of factors including your company’s buyer’s journey, market, brand, the objective of the marketing strategy and purpose of the pop up. JustUno has some excellent examples of different pop ups with different personalities, asks and purposes to help spur those creative juices.

While pop ups are commonly looked down upon by consumers, they can be an effective way to boost one’s marketing and sales campaigns if used appropriately. There are three main types of pop ups with each having a specific purpose as well as pros and cons. If you’re thinking of implementing a pop up on your website, take time to consider the purpose and goal of the pop up, the pop up’s messaging, size and page location. Keep the user’s experience in mind when rolling out a pop up.

If you need help with brainstorming and implementing pop ups on your website or need additional help in other areas of your marketing or SEO campaign, contact us at SEO.com. We are a full-service online marketing firm that has extensive experience in online marketing campaigns and we’d be glad to help you get the leads and conversions you’re looking for.

The post To Pop Up or Not to Pop Up appeared first on SEO.com.

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Here’s How Learning SEO Changed My Life

Hey,

Nathan Gotch here.

I founded Gotch SEO back in 2013 within one mission: to help as many businesses as I can achieve SEO success.

I then pursued that goal by packing my stuff up and driving from California to St. Louis.

Drive

I had no clients, no prospects, and no money (except for a credit card with $500 limit).

I was also $40,000 in debt because of student and car loans.

I’ll be honest with you:

I was scared and I had every possible limiting belief enter my mind during that 27 hour drive…

“What if I fail?”… “What will people think about me?”

I could have crumbled from a case of “what ifs”, but I pushed through it.

As I result… I landed my first several SEO clients within 30 days of moving to St. Louis. I even took a picture of the first “big” check I ever received:

Check

I then grew Gotch SEO to six figures (profit) in less than 6 months and my life was never the same:

IMG_1834-1

(1st full year of running Gotch SEO)

I also eradicated my debt and exploded my net worth:

Net Worth

Bought my wife her dream engagement ring:

Ring

And a new mom ride:

Car

Also went on my first ever official vacation to St. Thomas:

Ritz Carlton St Thomas

And then to Mexico:

El Dorado Maroma Mexico

We even moved into my dream house (with my own office and dream basement).

House

I’m not telling you this stuff to brag.

In fact:

I’m a very introverted and private person (ask my wife). I literally had knots in my stomach deciding whether or not to show you the stuff above.

Here’s the truth:

I wanted to show you these things because I’m no different than you are. I was raised by a single mother in a low-income household. We actually lived in a trailer park at one point, here’s an aerial look:

trailer

I also got horrible grades in school…

GPA

…and nearly got kicked out of college for my poor writing skills.

I sometimes go through funks and question everything I’m doing.

And I still, to this day, make TONS of mistakes in my business.

Why the hell am I telling you this?

Because if I can learn SEO, get real results, and grow hundreds of companies, then there’s nothing stopping you from doing the same.

There’s one other thing I want to tell you:

I’m not motivated by material stuff.

What motivates me is FREEDOM.

Learning SEO helped me reach that goal.

I went from stressing out about paying bills…

…to never even thinking about them.

I went from feeling trapped at a job I hated…

…to jumping out of bed to work on a business that I love.

I went from never being able to do anything I wanted…

…to always being able to do what I want, when I want.

I went from a life of scarcity and fear…

…to a life of abundance and unlimited opportunity.

The truth is that learning how to drive consistent SEO results made it all possible.

If you’de like to learn how to drive consistent SEO results, then check out Gotch SEO Academy.

Over 700 other entrepreneurs have already joined and I hope you do the same.

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How to Communicate the Importance of SEO to Your Boss

If you’ve been in SEO for any amount of time, chances are you’ve ran into others who just don’t seem to geek out about 404s, redirects, backlinks, spiders, canonicals, and indexing the way you do. Instead, when you discuss any on of these elements in public, you probably just get a blank, confused look in return.

This is pretty standard, but when you’re getting that same look from the decision makers in your company, that may be more of a problem.

SEO is an important component to any business’s success. Many small business owners and CEOs, however, are often uninformed and uneasy about diving into SEO. They know that they need it, but they don’t know how it works or understand the great time commitment and value of it.

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Whether you work for an agency or an in-house marketing team, trying to convince executives to bolster their SEO budget can be a good challenge. There are some simple tricks, though, that can help you communicate the importance of SEO and the reasoning behind your tactics and choices.

1.  Help Them Understand the Terminology

Every field has its own industry jargon. The SEO industry isn’t any different. The same way your eyes glaze over when the accountants start getting excited about their extensive spreadsheets, someone from another department will easily get lost when you start busting out the industry lingo.

Coming into the SEO conversation with this realization will help you lay a good starting point.

Take time to teach and educate your audience about the basics of SEO and clearly define any and all jargon terms. Clarifying, defining and discussing relevant metrics can also be handy in helping your audience get a better grasp of what you’re doing and why you’re doing it.

2.  Explain Exactly Why You’re Taking a Certain Course of Action

SEO involves a lot of work that happens behind the scenes and doesn’t often yield instant results.

Many people in business have a hard time trusting SEO because it doesn’t deliver the kind of results they want in their desired timeframe. It can be difficult to convince the boss of your proposed course of action when there is a lack of tangible benchmarks and no set timeframes.

As you explain why you chose to do something or why you made a certain decision, try to keep the overall big picture or goal in mind and to explain both what you’re doing and why you’re doing it.

For example, if you discovered an epidemic of duplicate content on the site, you might immediately set about rewriting the content or redirecting unneeded pages the ones you want to focus on. Your boss may then question you about that. After all, why not leave those pages alone because the more content – even duplicate content – is just more exposure, right?

Communicate SEO3.jpg

Well, since you’re an SEO professional, you know all the reasons why duplicate content is a bad idea.  And when they ask about it, you could fall back on the old standby reasoning: “Because Google hates it.” But that’s not enough to satisfy your boss’s need for information.

Instead, explain a little more about how Google works, how the same content would literally compete with itself on the search engines, and all the other reasons beyond “Google doesn’t like it.” They’ll have less questions when you pre-load them with the right answers.

3.  Craft the Right Explanation for the Audience

Depending on the size of your organization, you may have regular meetings with a variety of audiences. People from the IT department to the marketing department to the executive office will want to know what’s going on and why SEO matters.

People in IT would like to know the technical details as well as any fixes or bugs that need to be worked out. The marketing department would be more interested in how SEO is attracting the right audience to the website, and the executive leadership will likely care less about what your SEO plan is, as long as it boosts the company’s bottom line.

If you want higher support and buy-in of your SEO plan, you need to know your audience. Then you can format your presentation in a way that “speaks their language.”

For example, a meeting with IT personnel may entail how certain technical implementations will be needed to make the website more mobile-friendly. A similar meeting with leadership may involve discussions about the time and resources that your SEO plan will need, the opportunities that it will open up, and the potential ROI that can result should the plan be successful.

4.  Document, Document, Document

When talking to others who don’t know much about SEO, you may get a lot of blank stares and sarcastic remarks. For all they know, you could just be taking advantage of their ignorance and making things up.Communicate SEO1.jpg

This is why you need documentation and data to back up your SEO strategy, your reports, and your claims of success. Again, it is important to focus on particular metrics that would be most beneficial and interesting to the audience. Keep your explanation simple and limit SEO jargon.

5.  Build Your Personal and Your SEO Credibility

It can be difficult to prove the power of SEO to executives. It can also be just as difficult for you to be taken seriously.

How do you build your own credibility so that leadership will listen to you?

It begins by being a leader in your department. Write articles on behalf of the company, answer questions customers may have in the company’s website content, and provide valuable industry resources, such as how-to guides.

Like we mentioned above, you need to document all of this to show how your SEO efforts help contribute to increasing the company’s bottom line. To accomplish this, you may try the following:

Record conversion data from organic search traffic and equate those numbers to revenue. Get set up on Google Analytics and Google’s Search Console, so you can monitor revenue from contact forms and e-commerce, which will speak to leadership and the marketing department.

Report on how you are doing compared to competitors. Compile a list of 5-10 competitors who are currently beating your company for the top 10 keywords and show what the average monthly search volume of those keywords or terms are. Showing these lost opportunities can be enough to spur any executive to bolster and support your SEO efforts.

How CEOs See SEO

Many business executives know that SEO is a crucial component of their company’s success. However, they may not know or care to know how SEO works.

That’s why they want someone to do it for them.

However, you can geek out on them all day long about how this or that is doing great and blowing the competition out of the water, and they just won’t seem to get on board with your enthusiasm.

Again, they just care about the company’s bottom line.

Some CEOs have some knowledge of SEO and understand how it basically works. It is still a good idea to rein in your zealous enthusiasm and spare them of all the stats and numbers. You can touch on the SEO topics they are familiar with, but avoid the urge to go too deep. As much as they may be interested, they have busy schedules and want to know if the resources going to SEO is paying off.

The best way to deal with this is to agree on some clear key performance indicators before the campaign even starts. Since SEO takes time, monthly check-in meetings are also good ideas to keep leadership informed and reassured that you are gradually but consistently moving toward those KPIs.

It can be hard to get support for an SEO initiative. It can also be frustrating communicating with others who don’t understand the nature and workings of the search engines. Knowing your audience, proving the value of SEO, and always using data to back-up the successes of your strategy are some ways these difficult and frustrating conversations can become more successful.

 

Got some buy-in on SEO already? Are you ready to push for more social media action? Download your free Social Media Checklist and make sure you’re ready to get started.

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