Refreshing Old Content: Update Old Content to Gain More Traffic

Some content pieces are too good to be forgotten. You may be proud of an article, or tutorial and you want to update old content without throwing out the work you’ve already done.  Updating old posts with new SEO keywords, links, and multimedia can be very helpful since Google’s SERP favors updated links.

Based on recent data, 92% of marketers have reported content as a valuable business asset. As of this year, 56% are planning to spend more on content. SEO matters considerably as some reports indicate that updating old content can increase organic traffic by 106% with 93% of online experiences beginning with search engines.

Why is it Important to Refresh Your Content?

Search engines love fresh articles. Google admitted to favoring fresh articles using the freshness algorithm with an approximate 35% impact on searches. In other words, the more recent your content, the more Google and other search engines favor it in search results. Thus, it is an effective way to improve traffic to your website.

Constantly refreshing those content improves your content quality, makes them more insightful and relevant to the present need of your audience. Hence, updating your content implies that you care about your audience getting useful and up-to-date information.

Successful website admins know these rules and take advantage of them to rank high on result pages. This article highlights seven tips to refresh your old posts effectively.

Select the Posts You want to Repurpose

You have to figure which material on your website packs the biggest punch, gets people talking, and does the most in conversion. The best way to get this information is through analytics.

The best analytics out there is by Google console. Go to the traffic option and click on search analytics. You can check all the boxes you need data on, download the file, and have it on a spreadsheet.

The deal here is to work on niche related content in the top 40 on Google searches with low traffic but a high conversion rate. You should also look for those with high impression rates. These stats show that people find your post helpful. Hence, making it better will only improve its impact.

The best way to create these kinds of content from the beginning would be to create evergreen material. These are content you find helpful even after years of publication. They aren’t bubbles or news that become irrelevant in no time.  Subsequently, you can update and improve them by adding relevant links, data, explanations, and dates.

Get More Words into Them

Studying Google search results has shown that most articles that make it to the first page on Google have an average of 2000 – 2500 words. You can develop it by adding relevant info if your article doesn’t meet this standard.

Here’s a hack for you – get the top three ranked content on Google for your content category. Then, find the average word count for all three articles. The result you get is your target word count. You can also throw in an extra 100 words, to be sure.

Revise Your Keyword Targeting

This is another way to use Google Console to improve your content refreshment task. Click on the content that needs a keyword revision and select queries. Sort the queries by impression and choose those with the highest impact. Focus on these new keywords that have the highest relevance to improve the page’s SEO.

Target new long-tail keywords you might have also come across that can help you get more visits.

You can also update your Meta-description with this method by inserting the most searched keywords.

Keep Your URL the Same but Optimize Your CTA

As we stated earlier, it is best to refresh evergreen articles that have generated traction over time. It means the content has a history to back it up and has spent enough time ranking on Google. It is not advisable to create a new post and compete with your existing post. This will just create more problems.

Get Rid of Old Content

Even when updating your content seems like the easier option, some outdated ones have to go. These include job postings, time-limited offers, and other content that have lost relevance.

An effective tactic to employ is the 301-error. When someone searches for the old page, it quickly leads them to the more recent and closely related topic.

Follow up on Old Posts with a Second Part

You can create a new article that’s a sequel to an older one that you previously created. Don’t forget to include a ‘Part 2’ at the end of the title.

Now, you can link both content by including links to the other on each one. So the old post becomes more relevant because it’s linked to an even more recent and fresh article. You can also optimize keywords and edit the old post to boost its visibility and freshness, which in turn boosts the newer post.

Repurpose Your Old Content as Emails or YouTube Videos

Website admins usually repurpose to generate traffic and promote their old content. Some old materials are best refreshed as emails and videos. For example, you can turn lengthy web content into a series of promotional or informative emails to keep your list engaged.

Making videos from content is quite easy. It is also a great way to reach another set of audiences with the same message. You can also make cameo appearances on other social media platforms with nuggets from your web content that send them back to the original material.

Google and other search engines love fresh content. Complying with their requirements and constantly updating your posts keeps you on their radar. Successful website admins keep up to date with the latest best practices. One of these practices is keeping your content fresh. Make Google console your friend and use it to identify content with the greatest potential for refreshing.

Repurposing old content is very simple and profitable. There are many options to choose from on what to do with your old material. Try checking your analytics with the SEO tools mentioned above or if not, just contact an SEO agency to do it for you.

When is an XML sitemap important to have and How can you Properly Set One Up

Every day, there’s almost something new about the web. These constant developments result in changes in the way Google and SEO works. It’s gradually becoming more human-centered.

Even though the Sitemaps have been around for ages, the advances of SEO have caught up with them. The process of sorting valuable advice from misinformation becomes complicated.

This is where the sitemap steps in. It helps search crawlers discover areas of your website that they haven’t visited before and ensure they don’t miss the crucial pages.

What are the Sitemaps?

Just like a book and its ‘table of content,’ Sitemaps are specific files with a list of all links containing additional information about the pages. It is used to tell both crawlers and users about the available pages for crawling.

Types of Sitemaps

Although the sitemaps can be grouped into multiple categories based on their purpose, there are two main types HTML sitemaps and XML sitemaps. Search engines will find your pages, more importantly, if they are all in a sitemap, whether it’s HTML or XML.

HTML sitemaps

HTML sitemaps are meant for both users and the search engine. These are web pages with href tags to link to other pages. Usually, when a crawler clicks from link to link and discovers your site, they keep moving to other likes while learning the important sections and pages of your website until there’s no new link to be found.

Using simple HTML codes in the backend, the design of the HTML sitemap is to quickly help people and not robots navigate across the main sections of the website. Also, you can always add CSS to style the HTML sitemap page and include navigation menus, titles, or structure.

XML sitemaps

The XML sitemap is a type of XML file found in the website’s root folder. It specifies the links, titles, page modification dates, and other parameters that the search engines might need. In other words, the XML sitemap is a way for search engines to find and read more information about a page directly from the sitemaps.

The XML code contains all the metadata about the page in a standardized format making it difficult to write and even look unappealing. However, there’s too much SEO value in it to be ignored. It gives crawlers a better understanding of the structure, exposes them to new content, presents your website in a holistic view, and much more.

While we already understand the importance of submitting a sitemap to Google, you need to know when to have an XML sitemap and how to properly set one up in a way that can drive SEO performance.

When is an XML sitemap important to have?

From search engine optimization’s point of view, Sitemaps are always needed. It may not have much impact on search ranking. But it helps search engines locate pages on your site that are not indexed.

The XML sitemaps are most valuable when you first start a blog or when you have just created a new website. Since these new websites don’t yet have backlinks, the search engines find it difficult to locate all the content.

Google and Bing also try to help their search engine bots easily discover content from new websites by allowing their owners to submit a sitemap in their webmaster tool. This doesn’t mean that they are not necessary for established websites. They enable search engines to visit and index your content by highlighting your more relevant pages and the parts that get more frequent updates.

That being said, let’s see how you can properly set up an XML sitemap

How to properly set up an XML sitemap

One of the most straightforward ways to set up the sitemap is the content management system (CMS). The CMS already has all data about all pages on the website and every adjustment you make. It can feed all this information into the dynamic sitemap.

Some popular CMS such as WordPress, Joomla, Open cart, and a few others can generate sitemaps, but you will need to use special plugins. When selecting the one for your site, check out the plugin features. Look out for those that are SEO-friendly and allows you to exclude 404, non-index, redirected, canonicalized, and other inappropriate pages from your sitemap. You may also want to amend the list of pages in the sitemaps, and these CMS have customization capabilities to make it easy.

There are also many free and paid options of sitemap generator tools available in the market for non-CMS-based websites. Only that you may have to deal with the basic nature and lack of some crucial features if you go for the free solution. You may even end up with redirect URLs, canonicalized, and non-indexed pages. But with one of the paid generators, you should be able to generate a customizable dynamic sitemap.

How to submit your XLM sitemap to Google

The sitemaps should already be on your site, but you need to manually add them if it isn’t. Generally, if you used a CMS to generate the XML sitemap and it’s automatically added to your website, you should find your sitemap at yoursite.com/sitemap. 

However, if you used one of the tools to generate the XLM sitemap file, you should go to your website’s root folder and manually do the upload. Use your cPanel or an FTP client like Total Commander or FileZilla. But before uploading, check the sitemap’s validity to ensure it operates as you have intended.

You can also add a reference in the Robot.txt file to your sitemaps. Once the sitemap is validated, you should submit it to Google Search Console (GSC). The status will be ‘Success’ if it goes right. However, if there are errors, ensure to fix them until your sitemap status reads ‘success.’

 

Reference:

Page Experience Will Surely Affect Rankings

Page Experience comprises signals that measure users’ experience when they interact with a web page. This assessment goes beyond the quality of the web content and the amount of information the web users can get, evaluating how the users truly feel when they interact with a web page. Google launched this initiative in 2020 and planned to adopt it fully by August 2021.

Google is set to implement this web optimization and ranking algorithm later this year, which will assess Core Web Vitals. Core Web Vitals refer to a series of standards each web page ought to meet to rank well in Google search engine results pages. These standards measure quick accessibility to web pages, responsiveness, and visual stability.

Page Experience integrates some other existing search signals, including mobile-friendliness, safe browsing, Hypertext Transfer Protocol Secure (HTTPS), and intrusive interstitial guidelines. Most of them are current search signals and are necessary to be adopted for the new Page Experience algorithm. When these signals are good, they provide easy access to web pages for users and ensure search integrity by downgrading questionable web pages. We will discuss all of these in this article.

Core Web Vitals

Core Web Vitals is the series of metrics Page Experience uses in determining the loading time of web pages, user interaction, and visual stability. Page Experience uses these three factors in measuring the accessibility and responsiveness of web pages, and it uses different indexes (called Core Web Vitals) to determine them. Core Web Vitals include:

1. Largest Contentful Paint (LCP) used when analyzing how quickly web pages load;

2. First Input Delay (FID) used to determine the interactivity or responsiveness of web pages, and

3. Cumulative Layout Shift (CLS) is used to determine a web page’s visual stability.

Factors Considered By Page Experience In Determining User Experience

The following are the factors Page experience measure using Core Web Vitals in an attempt to determine user experience:

Loading of Web Pages

For a web page to rank higher on Google search results pages, quick accessibility to the page is essential. With Page Experience, the faster the page loads, the higher the likelihood of the page ranking higher when there is a related search on Google. To measure how quickly a page loads, Page Experience uses Largest Contentful Paint (LCP). The web page content must fully load within 2.5 seconds of clicking the link for a good page. If the page loads above 2.5 seconds but below 4 seconds, it scores the web page fair. Anything over 4 seconds is poor.

Page Interaction

After loading a page, the user should be interested in interacting with the web page immediately by clicking on a link or viewing an image. Whatever form the user’s first interaction takes, Google wants such interaction to be swift and done within a blink of an eye. First Input Delay (FID) measures the responsiveness of the web page to the first interaction of the user. For the web page to get a good grade when First Input Delay carries out its analysis, it must be interactive, and the web user must interact within the first 100 milliseconds. Any interaction between 100 milliseconds and 300 milliseconds is fair, and interactions above 300 milliseconds are poor. SEO, web designers and developers should do their best to ensure their web pages meet this requirement.

Visual Stability

Cumulative Layout Shift (CLS) is a tool Page Experience uses to measure the visual stability of web pages by examining the number of layout shifts that occur when users browse the page. Layout shifts refer to the changes that appear on a web page when browsing through it. These changes could mean movement of text, resizing of images, the clicking of wrong links, etc. While it may be tough to make a web page void of these changes, you can minimize the frequency of these layout shifts. This is why CLS measures the visual stability of the page. When the web page has a score less than 0.1, the web page is good; and a score above 0.1 but below 0.25 is scored fair. It is scored poorly when the score is above 0.25.

Existing Web Signals Used By Page Experience

Page Experience also integrates several existing signals to proffer an effective way of ranking web pages in the Google search engine. Some of the signals are important because they provide security and safety for the users. They include:

1. Mobile Friendliness

Page Experience conducts a Mobile-Friendliness Test on a website to determine if the web page is mobile-friendly enough for mobile phone users. Most of the earliest websites and web pages were developed to have the desktop mode as their default viewing mode. However, with most users accessing the internet for information through their mobile phones, building web pages that accommodate this structure and adopt a mobile-friendly mode for users is essential. The quick adaptability of a web page to a mobile phone user increases its ranking prospect in the Google search engine.

2. Safe Browsing

Safe-browsing is another vital signal Google uses to determine its web page SEO ranking, and with its integration into the Page Experience tool, the effectiveness is heightened. The tool probes the content of web pages to ensure they do not contain malicious content that would adversely affect the user’s experience. The absence of intrusive interstitials enables users to easily access the content of a web page on their mobile. These intrusive interstitials could be in the form of pop-ups that cover the whole page and leave the users frustrated when they cannot access the information or contents they needed at that time as quickly as they would want. Nonetheless, some pop-ups, such as the requirement of age to access the web page, are allowed.

3. Hypertext Transfer Protocol Secure (HTTPS)

HTTPS is a signal used to determine the security of a connection made on the internet. Web browsers and the Google search engine encourage websites to use trusted organizations’ certificates so that the search engine can determine the website’s identity.

Page Experience is one of the hundreds of signals Google uses to determine a web page’s ranking in search engine results pages (SERPs). However, it is a tool that promises to affect rankings on Google search results positively. With the combination of the new Core Web Vitals with several existing signals, Page Experience is more efficient at doing the existing individual or grouped signals previously.

While a great page content might override Page Experience in several search results, you cannot diminish the importance of a good Page Experience. It makes a web page (no matter the content) so efficient and easy to use.

An SEO Advantage – A Guide on How to Guest Post for Top Sites

Do you want to Guest post for top sites but don’t know how? Have you ever wondered what it takes to Guest post for top sites? In this article, you will not only learn how to write an SEO article but also learn the several rules and policies that guide the posting on each site.

Guest posts like every other writing have rules. And to make the matter more serious, several top sites have additional preferences when it comes to posting on their sites. It does not matter what topic you want to write on, these rules must be followed. These rules obey google search engine optimization policies. Therefore when followed, they make the indexing of the article on google ad word easier.

Below, you will learn the following:

  • The top sites that exist
  • The rules that govern their guest posts
  • How to make an article search engine optimized

General Rule for Guest Posts

Before we begin to look at the top sites and how to guest post for them, let’s first walk through some basic rules of guest posting.

The following rules are referred to as basic because they cut across all sites. As long you are doing a Guest post, you must obey them. They include the following:

Every Post Must Be Thoroughly Edited

Nothing beats a well-edited article. No matter how what you are writing on and how well organized your ideas are if your article is not well-edited, it may not stand a chance for considerations. Mostly, editors have lots of projects to handle, and they would not spare much time for poorly edited work. The best that could happen is to have the work returned to you. To learn more about editing, visit the writing center

Every Guest Post Must Be Duly Formatted

The place of formatting cannot be overemphasized. In addition to an edited work, formatting is one thing Top sites look for in a guest post. Although most sites have different preferences when it comes to formatting, few things are common:

  • Use headings, bullets, and tables to simplify information: When information is clustered, most readers lose interest, especially mobile phone users. The use of headings helps to break the information into sections which increases understanding. Whereas the bullets and tables simplify the data analysis and main points easily.
  • The paragraphs must not more than 6 in a section: A heading can introduce a section, but every section starts with a paragraph. However, too many paragraphs in one section would be counter-productive. The fewer the paragraph, the better in a section.
  • Each paragraph should not contain too many sentences: The goal of every paragraph is not words but information. Therefore, the focus must be on passing the information. And as soon as the information is passed, the paragraph must terminate. Every paragraph must contain at least one major idea and other ideas spread to other paragraphs. If a sentence can stand alone, it should let it stand alone.

Every Guest Post Must be Devoid of Plagiarism 

Top sites look for Guest Posts with original content. Plagiarism affects credibility. Therefore, to be sure that each article qualifies for public domain, it is subjected to a plagiarism test. To learn how to avoid plagiarism visit the UCLA library guide

There are different kinds of plagiarism. They include:

  • Copy and paste: This is the most common of all. It is a situation where a writer lifts a part of an entire article from a different source without due acknowledgment.
  • ParaphrasingGoogle regards paraphrasing as plagiarism and several writers are not yet aware of it. Simply re-writing a piece of work but maintaining the same idea does not make it original. The originality of work starts from the use of words but does not end there. It goes down to originality of idea and general presentation of same.
  • Unrestrained citation: It is not a bad practice to quote another source in your article. However, the quotes must be minimal and of course necessary. Best practices to have two or fewer posts in one piece of work. Where the quote becomes too much, google can flag it as plagiarism.

Now that this is understood, we’ll spend the remaining part of this article reviewing the various top sites and their specific guidelines on every guest post.

1. Guest Post Guidelines for New York Times

Unlike other top sites, the New York Times only allows submissions to their Op-Ed Section. As for rules, they are not particular about topics. Their major focus is on what the audience would find interesting. This is summed in the statement of Trish Hall, the Sunday review editor, when she said, ‘anything can be an op-Ed; we’re not interested in policy, policies or government. We’re interested in everything if it’s opinionated and we believe our readers will find it worth reading

Submission

Guest are allowed to send articles to [email protected] for review. And if more convenient, fax to +(212) 556 4100.

Hint: Articles that take the conversational format to stand a better chance. Make your article very appealing to the readers from the onset.

2. Guest Post Guidelines for Inc.com

They major in content that seeks to encourage small businesses. These could come in form of advice, suggestions, strategies, and services. As far it is geared towards building small businesses.

Submission

Their rules are not stringent:

3. Guest Post Guidelines Entrepreneur.com 

As the name implies, Entrepreneur.com is a site for entrepreneurs. They provide content helpful for those who to start, sustain or expand their business.

Submission
  • You will be asked to supply your details and proof of your competence on your chosen topic.
  • Along with that, you will submit validation links like your Linkedin and Twitter profiles.
  • All submissions will be received at [email protected]

4. Guest Post Guidelines for Forbes.com

Contributors who have something along the line of business and finances stand a chance. Forbes.com also are into content about technology, stock markets, culture, and lifestyle.

Submission
  • The length of the article does not count
  • Every submission would be reviewed for five business days before feedback is given
  • Follow up emails are not allowed
  • Every submission should be forwarded to [email protected]

5. Guest Post Guidelines for HBR.Org

The Harvard Business Review (HBR) online covers a wide range of business topics. This ranging from business strategy, tactics, operational model, business leadership and expansion, pitching, and innovation to decision making and team management.

Submission:
  • Send a short pitch to them and wait for feedback.
  • If your submission did not scale through you would be asked to try again
  • The length of the article does not count

We must state that other top sites are not mentioned in this article. But the rule is the same, ‘find out their guideline and follow it. To want to write for a site without understanding their guideline is a venture into futility.

What Can We Learn from the June 2021 Google CORE Update?

Every now and then, Google does a broad Core Update to improve the platform’s efficiency and provide users with the best search results. This has been an ongoing procedure for the last two years. It rolled out the previous Core update in December 2020, and just six months later, it announced that there would be further updates on the search engine.

According to their official tweet on 2nd June 2021, Google informed the public that they’d be releasing a broad core update. It named the new update ‘June 2021 Core Update,’ and it was meant to make a few changes in the algorithm of Google’s platform.

Moreover, Google also mentioned that the broad core algorithm update was rolled out in two concurrent phases within two months. One happened in early June, and the other one is yet to occur on an unknown date in July.

The June 2021 Core Update is different from the expected Page Experience Update that’s yet to come. The latter is meant to focus on the Accelerated Mobile Pages (AMP) and Core Web Vitals. Google is yet to launch the Page Experience Update, so it is essential to keep in mind that the new Core Web Vitals metrics don’t apply in June 2021.

The June 2021 Core Update was officially wholly rolled out on 12th June 2021. This act put digital marketers and website owners to the test as they constantly prepare to put more effort into optimizing their websites. However, the main challenge has been keeping up with the continuous Google algorithmic changes.

The primary task for these website owners and digital marketers is to ensure they conform to the new changes and immediately seek adaptive measures to overcome the unique challenges to increase traffic. Others come from the point of recovery where previous Core updates hit them hard enough that they recorded massive declines in traffic.

What Does the New Google Core Update Entail?

It is unfortunate that there are usually changes in website rankings on Google after every core update roll-out. This makes it challenging and impossible to isolate what qualifies websites for higher ranking and what Google aims to achieve. In addition, each core update calls for specific changes which can be eligible or drop off websites in top rankings.

The Page Experience Update will precede June 2021 in a couple of days. It will call for drastic changes in the performance and ranking of websites. Therefore, the data presented will be subject to significant changes in a couple of weeks. In addition, Google even declared that some sites might experience a complete reversal in their performance after the core updates between June and July.

So, what changes does the June 2021 Core Update entail, and who are the biggest winners and losers?

An Eye-Opener Tip

Looking at the performances of different websites in different categories can be an eye-opener on what core updates mean to websites and how they affect the ranking. You can realize some existing patterns if you analyze data from different sources that showcase the impact of core updates before and after they were launched.

You can do a proper analysis with the Sistrix Visibility Index score of a specific root domain, displaying the major winners and losers after a Google Core Update roll-out. The score reflects how well a domain ranks in the Sistrix index of a particular number of keywords and a particular region.

You further use Similarweb Categories to collect each domain’s category. The reason for using Similarweb Categories is to observe if changes are caused by a core update affect specific niches or categories more than they affect others.

Our analysis is based on the visibility index scores of about 1900 domains in 31 different categories. It also prioritizes domains with visibility index scores of .25 plus because they have SEO visibility and reliable data.

Biggest Winners

Between 4th and 14th June 2021, multiple domains recorded a total increase and percentage increase in visibility. The data below is in respect to the Sistrix Visibility Index score.

Total Visibility Increase

The domains with the most significant increase in visibility are;

  1. wikipedia.org (87.8)
  2. amazon.com (62.1)
  3. cambridge.org (52.2)
  4. lifewire.com (36.2)
  5. dictionary.com (33.5)
  6. facebook.com (26.7)
  7. collinsdictionary.com (26.7)
  8. thefreedictionary.com (25.3)
  9. imdb.com (25.1)
  10. merriam-webster.com    (21.4)

Percentage Increase in Visibility

The domains with the highest percentage increase in visibility are;

  1. storables.com (843.68%)
  2. mapcarta.com (693.77%)
  3. gadgetreview.com (481.63%)
  4. debt.org (465.84%)
  5. thelendersnetwork.com (429.32%)
  6. whereig.com (416.56%)
  7. dayoftheweek.org (379.18%)
  8. moovitapp.com (372.30%)
  9. listoffreeware.com (367.42%)
  10. photoworkout.com (357.07%)

Biggest Losers

On the other hand, still in the same period, some domains recorded significant drops in both their total and percentage visibility.

Total Visibility Decrease

The ten biggest losers in total visibility are;

  1. tripadvisor.com (-75.6)
  2. wiktionary.org (-63.7)
  3. quora.com (-20.1)
  4. techradar.com (-19.5)
  5. youtube.com (-18.2)
  6. yelp.com (-14.7)
  7. lyrics.com (-11.8)
  8. yourdictionary.com (-11.7)
  9. thebalancecareers.com (-11.4)
  10. metrolyrics.com (-11.3)

Total Decrease in Visibility

The ten domains that recorded the highest percentage decrease in visibility are;

  1. smashingmagazine.com (-59.94%)
  2. belfortfurniture.com (-55.06%)
  3. onlineradiobox.com (-52.71%)
  4. lanefurniture.com (-50.72%)
  5. onlineslangdictionary.com (-48.01%)
  6. theblondeabroad.com (-46.87%)
  7. amoyshare.com (-46.08%)
  8. apkpure.com (-45.89%)
  9. handluggageonly.co.uk (-43.67%)
  10. blinkhealth.com (-43.57%)

From the data above, some of the categories involved include;

  • Reference materials
  • E-commerce & shopping
  • Science & education
  • Computers, electronics, & technology
  • Arts & entertainment
  • Law & government
  • Hobbies & leisure
  • Music
  • Games.

Impact of the June 2021 Core Update

The update aligns with the other previous algorithm updates that caused various organic visibility impacts. However, it emphasized particular categories of domains as it mainly had a disproportionate effect on Your Money, Your Life websites. Some statistical observations of the update’s impact include;

a) Dictionaries and reference sites have recorded more visibility. Supposedly, Google wants its users to get search results from highly ranked reference websites.

b) Websites in the travel category have recorded a significant decrease in visibility since Google search results rank travel destinations higher than the agencies.

c) The finance and business websites had a share of both good and bad news. The websites dealing with financial management and debt solutions had more visibility than websites with multiple financial tips that don’t address a given problem.

d) The websites with user-generated content recorded a decline in visibility as Google believes they don’t provide reliable data to users.

e) The affiliate and product review websites got a significant increase in visibility as the customers’ reviews are more reliable than the marketing information by manufacturers.

f)  There were different impacts on the parenting, health, and wellness websites. Most fitness websites had a decrease in visibility, while those for parenting and healthy living recorded positive changes. It all went back to the relevance of the content.

g) The media, news, and publishing websites also recorded different results. Some particular websites increased while others decreased in visibility. The primary consideration was in the proper selection and use of keywords.

The June 2021 core update is still surfacing in different domains with multiple ongoing changes. However, it’s still at the early stages, and the Page Experience Update is yet to be launched – which will record further changes in the algorithm of search results and website ranking.

Ensure you consider your category and the particular possible impacts if you are to make the most out of these frequent core updates.

 

Reference:
https://www.amsivedigital.com/insights/seo/winners-and-losers-of-googles-june-2021-core-update/

Google Page Experience and Why It Matters

Google Page Experience

Have you realized that your website’s traffic has neither increased nor reduced in the last couple of months? Well, that’s something every website developer or manager is experienced at the moment because Google held their launch of a new program. Expected to be rolled out in 2021, Page Experience Algorithm Update is a new inclusion that will be introduced to change the whole perspective of using websites and how they’ll be ranked on SEO.

The ongoing pandemic is why the delay happened, but Google was kind enough to update the future algorithm update and what it constitutes. That will equip all website developers with the necessary tips to make adjustments on their website to create more traffic on web pages.

So what is this Google Page Experience anyway?

What is Google Page Experience?

According to Google, the algorithm update will include a page experience signal. This signal will be responsible for measuring how your website users perceive the interactive experience with a particular webpage. By optimizing on these factors, the web will be more enjoyable across all surfaces and web browsers.

It’ll also help many sites to focus not only on the desktop version but also evolve in the direction of user expectations on mobile. Google also mentioned in their statements that they strongly believe that this approach will help businesses achieve more success and on their websites because users will become more engages and can make transactions with minimal friction. In general, Google is seeking to find perfect website usability.

What Makes Up Google Page Experience

While mentioning what’s expected will be better when the update is launched, you need to know what to avoid. This is a massive ask for the top websites because they are thought to have the best information and features for their users. With that in mind, any website that ranks at the top should pay more attention to avoid any featured disliked by users. The tables will be turned from the usual keyword capacity consideration to becoming based on a user-friendly basis. That will create a new era for SEO.

So let’s take a look at what you should not do. Consider this example: You’re looking for new patio furniture, and you decide to go for an online store, because well, there are restricted movements at the moment. As you browse different web pages, you come across various unique designs that might work for your outdoor space. So you decide to save the alternatives on your cart so that you can determine what you’ll eventually get after going through all the products available.

When you’re done with your selection, you head out to your cart list to see which one will work for you. Delete several others then you’re left with one that you’ve decided on. So you head over to the payment process to finalize the order. But before the last procedure, you remember that you forgot to input a coupon to enjoy a discount. So you decide to click on ‘No, go back so that you can input the coupon. However, before you click on that section, an ad pops at the top of the page, and it drops the option ‘Yes, place my order” to the same height where your mouse pointer is, and you end up placing the order.

From that experience, the user and potential customer will be frustrated that the ad popped up at the wrong time, and it shouldn’t be there anyway. With such an experience, it is unlikely that that user will ever order something else from you regardless of if you appear first in the list of Google search. That is precisely what the Google Page Experience algorithm update wants to address that the results ranking will depend on your website’s user-friendly experience.

Why It Matters

Let’s begin to address this with a simple question; how do websites rank? The considerations of backlinks and keyword density are now a thing of the past. Google is trying to transition that by bringing in this new update. While you can use the best keywords and a significant number of backlinks, you won’t rank if you don’t cut the requirements.

Take a look at this: When you’re looking for men’s pants, you will consider a brand like Zara, and if you’re going for a lady’s make-up kit, Fenty might be the first thing that comes to mind. So these brands also rank not that they have big names; it is mainly because people look for them. Why? Their services, products, and most importantly, you can easily place an order, and it’s processed quickly. That’s what many customers are looking for.

When a customer searches for a particular product, they are looking to get it from the best supplier, and you might behave ranked because of various issues. However, when they visit your website, the overall shopping experience will matter more than the product. No one wants to settle for a well-known brand but fails in service delivery and has a terrible webpage experience. This will open up room for every vendor since websites will be ranked using customer reviews of the webpage experience.

Google, as a platform, wants to give users what they love. There are two approaches that they can use, either by using brand queries or through user experience.

So that said, how can you optimize your user experience?

How to Optimize Page Experience

According to the original article posted by Google, the update signal will check on both website experience and page experience. This shows how tips to improve a user-friendly experience on your website should be put to good use. However, it seems like Google will focus the algorithm more on the page experience than the general website.

There are a few marks that your website might miss out on in terms of offering an overall good experience. Nonetheless, Google will probably consider which side outweighs the other. If you have more user-friendly pages than those with a poor experience, you will rank because the total score is above average. But moving forward, you should consider making your pages more user-friendly.

So the steps to follow for optimizing the user experience on your website are;

Minimize 440 Errors and Optimize Your Speed: The moment a user opens your webpage, it is crucial that it loads quickly. A faster-loading website is conducive for users because they can get what they are looking for quickly. That also helps you clear off any sluggish or freezing behavior, which might top some processes that a user is trying to make. Let’s consider an important tool that can help you with this.

Ubersuggest is a chrome extension that can help you track the progress of your website. After you add it on chrome, you can manually input your website URL then do a search audit. You’ll get results that cover different aspects of your website and simple ways which you can use to improve the performance. The following are some of the information that you’ll get as a result;

i. On-page SEO score – This is the score of the overall efforts that you have put in to optimize your SEO.

ii. Organic monthly traffic – It shows you the average traffic that you create every month.

iii. Organic keywords – It records the organic keywords used in the articles or blogs shared on your web pages.

iv. Backlinks – It indicates the number of backlinks that you have received.

v. It also indicates the number of pages found on your website.

vi. There’s a health check done that gives analysis on your healthy pages, broken, redirects, blocked, and those with issues.

vii. You also get results on different barriers; critical errors (have a high impact on SEO health and require a web admin for fixing), warning (more minor impact errors on SEO health and needs less technical fixing), and recommendation (minimum or zero impact and most straightforward to correct).

viii. You also receive an analysis of your website’s speed. It analyzes and gives both the desktop and mobile loading times, which are ranked from poor to excellent (depending on the seconds to load). The speed analysis of both is broken down to first contentful paint, first meaningful paint, speed index, first CPU idle, time to interactive, and estimated input latency.

ix. The results also show top SEO issues with the difficulty of fixing them and the SEO impact. These issues include a low word count, no meta description, short title tags, H1 missing, and no title tags.

In all this data, two-point mainly affect the user’s experience. If any, work on the broken pages because they create bad experiences. Another factor is the site’s load time – the faster your site loads information, the better experience for the users. One second is the perfect loading time because even a delay of 0.5 seconds is enough to increase the percentage of people to leave your site.

1. Consider Your Experience and Compare it To Your Competitors

You can assume that everything’s working out well for you, but ideally, it might not be the case if compared to what your competitors are doing. As much as the user experience looks awesome from your end, you have to consider what your competitors are doing and compare it to rate where you stand. You can use the same Ubersuggest tool to check what your competitors’ performance looks like.

You’ll do so by shifting to the ‘Traffic Analyzer’ section, type in your major competitor, and select ‘Top Pages.’ A page will load that offers the data for your search results. The information will include top pages by countries and the list of all your competitors. It will be ranked using the SEO title URL, the estimated visits, number of backlinks, and their Facebook and Pinterest activity.

You can further click on the page to get more details about it. The tool will tell you the average number of visits that the page brings in a month from Google. You’ll also get further information such as the keywords used on the page, the volume, ranking position, estimated visits, CPC, paid difficulty, and SEO difficulty.

You’ll then compare this data with that from your site and see where you are at. If they are beating you in selected sections, it’s vital to go through their top pages and see what they are doing correctly. That will help you develop a strategy to improve in that sector and do better to be more competitive.

2. Analyze Your Design

The best way to analyze the graphics in your design is by use of heat maps. You can check for usability issues by using Crazy Egg. The procedure you will follow is you will have to Log in > ‘Create New’ > ‘Snapshot’ > ‘Multiple Snapshot. You will then add the most popular URLs on your site, then click ‘Next.’ You’ll create snapshots then review them. The last step is to create a tracking script. Snapshots will show you all clicks and scrolls made by users.

3. Install the Ubersuggest Chrome Extension

This extension will give you all the information about the search results. Most importantly, after searching for something on Google, you can see the domain score (authority of a site), links (number of links), and influence made on Facebook and Pinterest.

Benefits of Google Page Experience

There’s no doubt that the anticipated Google page experience algorithm update will benefit websites in multiple ways. Some of the methods include;

• They will automatically have to improve to make their websites user-friendly.

• There will be healthy competition.

• Ranking will not depend on brands or keyword density alone

• It will enhance SEO.

Google page experience is about to be the next big thing immediately it is launched. While there are websites out there giving their best to ensure that users get a good experience, the rules are about to change. The creating of healthy competition since all websites will meet at the same ground of operation will ensure space for those small brands and young businesses.

The page experience will also benefit website users because they will enjoy smooth and quickly surfing through multiple websites as they seek to get information, products, or services. Moreover, there will be a constant upgrade in the functionality of websites, making Google an excellent platform for sourcing information. It’s only a matter of time, and we’ll welcome this new update and open doors for changes.

E-A-T and SEO Can Help Create Content That Google Approves

Content That Google Approves

In the past few months, you must have seen the acronym, “E-A-T” flying around. Although this term has been in the vocabulary of several SEOs for a long time now, since the major Google algorithm update that took place in August 2018,  the spotlight has turned to  Google’s “E-A-T” and been on the lips and fingertips of many SEOs since then.

So why is it suddenly relevant now? It’s because the days when you could show up on Google overnight are far gone. If you want to rank high in Google, you must nurture your brand through building your E.A.T which stands for expertise, authority, and trustworthiness.

In this article, I’ll discuss the three pillars of E-A-T and give you tips on how to incorporate each into your content strategy so that you can get high rankings on Google for your niche.

The “Medic Update”

At first, the “medic” update seemed to have hit several websites especially those offering health and medical advice.  That’s why the renowned search engine marketing journalist Barry Schwartz called it “the medic update.”

Yet, even though this update affected many medical websites, it hit a host of other websites that could be grouped under what Google terms “YMYL sites”.

Digital marketers have a knack for using jargon and having lots of acronyms, but this time, it was Google themselves who added YMYL and E-A-T to the ever-growing list of potentially confusing digital lingo.

YMYL is a quality rating for web content. It is an acronym for “Your Money or Your Life”. Google isn’t only concerned with delivering the most relevant information; they also want to deliver accurate information. With some types of searches, there is a big possibility to negatively impact users’ happiness, health, or wealth. If these pages were of low quality, they have the potential to impact a user’s well-being.

Google’s E-A-T and Y.M.Y.L

Google search quality evaluator rules

E-A-T and YMYL came from a vital Google archive known as “the Google Search Quality Evaluator Guidelines”. Back in 2015, Google formally delivered its Search Quality Evaluator Guidelines, and this gave us a thought of what is considered to be a high (or bad) quality site, from Google’s point of view.

The documents were written for their human rating group, who are performing significant searches throughout the day and assessing sites that top the Google results for those searches. Google uses about 10,000 individuals to complete these spot-checks, which is intended to determine the effectiveness of the ranking algorithms in assessing web page quality. The data from the quality rating group educate Google’s architects on the best way to improve the ranking algorithms. As the people at Google frequently remind us, their ranking algorithm is ever-changing with frequent updates.

The 2018 google update.

Seven days after the July 2018 update to the rules, Google made a few additional changes that had significant effects: The quality evaluators would now be required to audit a site’s E-A-T as well as the content authors’ E-A-T as well. This is vital information.

From now on, Google needs to see who the author of a page’s principal content is and what their certifications are concerning the topic, especially if it’s a YMYL niche.

This implies that we should now develop author E-A-T just as site E-A-T. A few different ways you may accomplish this is by having author boxes, with links to author profiles somewhere else on the web and using author construction markup, for example, organized information that tells Google about the author, making it easier to associate the author with some other power signals (such as author profiles on authority sites, online media profiles, and so on).

So what exactly is E-A-T and why is it important? Let us discuss each of them.

1.Expertise

The Oxford word reference defines an expert as someone who is “entirely educated about or handy in a specific subject”. But having this information alone won’t get traffic flooding to your site from Google.

You need to figure out how to communicate this information in a manner that connects with your audience. It boils down to having the data as well as understanding the needs of your audience and how best to convey the data to them.

Whenever a Googler asks “How might my site improve its rankings?” the stock answer frequently is something like: “Make great content that your audience loves.” While this may appear to be an excessively oversimplified answer (and it will be), it’s an answer which summarizes what I’m discussing in this post.

How would we make great content? Here are a couple of tips to help you deliver great content to your audience:

  • Discover what your audience is looking for, and talk about it. This starts with keyword research. Try to understand the searcher’s goal behind the terms you find during that keyword research.
  • You also have to understand where they are at in their journey as a consumer or as someone interested in your niche. There are plenty of circumstances here, depending on your unique situation but for instance, you are inquiring about a term that is for someone new to the topic, at that point, avoid using a lot of languages or focusing on terms that a beginner will find it difficult to understand.
  • Discover the harmony between being extensive while keeping it straightforward. This comes down to organizing your content so it’s consumable, using visual guides or other media like video or sound. An ideal illustration of this is Moz’s Whiteboard Friday series. We need the reader to genuinely comprehend the content from beginning the end, without making it excessively arduous.
  • Consider the subsequent questions a searcher may have and prepare content to respond to them, as well. Add links to supporting content that is easy to find and access. Your goal is to become the go-to source of data in your field.

2.Authority

Being an expert in your niche is great but it is only a start. When other experts and influencers in your niche begin to refer to you as a credible source of data or your brand becomes synonymous with various topics, then you have become an authority and not just an expert.

Here is a list of some of the KPIs that determine your authoritativeness:

Links from important and legitimate sites are a big factor with regards to positioning sites and we surely can’t examine any structure for SEO success without emphasizing this.

Note: When we talk about links, the goal is to build your domain’s authority. This implies that we need important sites that have acquired expertise in a particular field to recommend us and what better recommendation can a site get from another website owner than a link.

While links are essential, essentially being referenced in the information or on definitive sites in your space will help to boost your authority, in Google’s eyes. So mentions are also welcome.

We can use the Moz Domain Authority score to help us understand the authority of a site. It can also be used for a glance at our site or the sites connected to us and gives us an inkling of our current degree of authority.

Another dependable measure of authority and dependability is the Majestic ‘trust radio’ score. If you score at least 1.0, then it means things are looking good. If your content is widely shared ac ss various online media, this is also an indication of increasing authority.

Building a brand is an excellent idea for many reasons, not least for SEO authority. Branded search volume is another factor that measures the growth of your brand authority. If an ever-increasing number of individuals are looking for your brand on the net, it is a great development. If they’re looking for your brand name with an important keyword attached, that is even better.

Having a Wikipedia page for your brand as well as individuals in your organization is a major sign that you’re an authority. Remember, getting a Wikipedia page isn’t easy except if you’re a recognized individual/brand. Nonetheless, this comes up inside the Google raters’ guidelines, so it is something to strive for.

3.Trustworthiness  

Proven trustworthiness is highly essential. While expertise and authority are factors that support your rankings, trust or the lack of it can reduce your rankings on Google.

If you don’t take care of any negative impression around your business, you will find it difficult to build your brand on Google. Generally, you should make your clients happy and if you receive any protests, you should address them before you end up with a myriad of negative comments connected to your brand. Google is exceptionally clear about this in their rules: too many negative reviews is a sign of low quality.

Positive reviews on places like Tripadvisor, Trustpilot, Facebook, Google My Business, etc. will truly help your brand. If you’re working in the US, Canada, or Mexico, you ought to be supporting good reviews esp, especially on bbb.org. The Better Business Bureau is the go-to hotspot for client feedback for Google, as referred to a few times in their search evaluators guidelines.

There are many ways you can build trustworthiness for your brand. Here are some tips on how to get people to trust your brand:

  • You must have a clear means of making contact with the website owners.
  • Link your website to a physical location. For instance, you should have an office or store address and it should be visible on your website.
  • You should also have a precise term of business or T&Cs page, which is easily accessible to users (this is usually found in the footer).
  • Make sure that your website’s domain is secure. Accurately implement all HTTPS as this is something that Google takes very seriously. It also helps to ensure that any data your users provide will be safe from any nefarious 3rd party entity.
  • You must also have a privacy policy that is accessible (usually found in the footer).
  • If you’re accepting transactions, you must have clear refunds and returns policies.
  • If you’re selling products, make sure to include comprehensive specifications of the product and add any safety advice that might be relevant.
  • If you’re sharing knowledge, in general, it’s a good idea to have an author biography included in the post. Also, ensure to cite external sources where relevant. Linking out to authority sites is a great thing and will help to build your authority. Remember what we talked about earlier concerning mentions? Linking to authority sites will overtime build the authority of your brand.

In case you’re posting content on a specific niche especially on medical, health and, finance- topics, you need to have shown your expertise, authority, and trustworthiness for Google to recommend your content.

When Google suggests a page to a searcher, they don’t need them to scan through bogus data (fake news!) particularly when it could affect their wellbeing, finance, or happiness, ss. Bad guidance is unacceptable, however, with regards to these subjects, it’s the worst thing.

Using E-A-T as a system when working on your Brand’s digital marketing strategies will help you take a holistic approach to your SEO and content promotion. Taking note of these three pillars is essential especially when you want to rank high on Google for the best search terms in your niche.

However, if you’re in this for the quick win, then there is bad news for you. Building expertise, authority, and, worthiness takes a lot of time. There are no shortcuts and you must obey the rules. We’re no longer in those days when you can just take over Google’s search pages overnight. The EAT strategy will help you build a profitable and successful brand naturally. Building an online presence that will last for a very long time is what you should be striving for. The good news is that if you can master and build an unshakeable EAT, nothing will be able to knock you down from the number 1. spot on Google.

A Better Understanding of Searches: What is Bert?

People back in the days used to do their research using the old-fashioned way, from books and published articles, since they were the most reliable resources. However, ever since the internet was introduced, people run to their smartphones if they have any burning query that needs a quick response. Google Search is the most dependable search engine, and it is utilized by millions of users worldwide.

It’s fascinating if you get to know just how curious people are out there. People Google almost everything, from simple questions to complex ones, and they expect this engine to continually give them a proper answer. Multiple users fill the search engine with billions of searches daily, and approximately 15% of the questions are always new to the guys working on the search engine. This has forced the team to resort to working toward giving results to searches they weren’t anticipating.

Most of us approach the search engine with little or no knowledge of what we want to learn, but isn’t that the sole purpose of using Google Search? Most of the words or phrases used on the search bar are usually off or incorrect since we’re researching something new. We often don’t even know how to formulate and structure the questions that we want to ask nor the right words and spellings to use for the query.

Have you ever written down a phrase on the search bar only to have the results based on a corrected version of the question you were implying? It is correct if we would say that Search is all about understanding the language of a user. Understanding in the sense of getting clarity of the user’s intentions and coming up with the best results for the same.

The Google Search team’s work is to analyze your statement, figure out what you’re trying to search for, and provide helpful info from the web. This is regardless of how you combine or spell the words used on the question. The team’s notable effort is their consistent improvement in their language understanding and analyzing capabilities done over the past few years. However, setbacks include getting false interpretations, especially on complex words and questions.

Have you ever heard of keywords? Do you know why they are so crucial in websites and articles? Now that it’s pretty challenging for Google Search to understand complex questions, people have opted for keyword-use to refer to what they would want to know. They are usually phrases, even though quite different from how one would ask a question, but relatively simple for the team to understand what you’re interested in learning about.

One of the latest improvements of the Google Search research team is machine learning in the science of language understanding. They are making progress in finding ways of understanding queries, which is the most significant leap in the history of Search. So what is it all about? What should you expect? Read on to find out.

How to Apply Bert Models to Search

Bidirectional Encoder Representations from Transformers, BERT, is a network-based neural NPL technique (Natural Language Processing) per-training. This open-source technology was introduced in 2018 to help any user to train their own question-answering system. The invention was a breakthrough from the Google research team on the models that process words to the rest of the terms in a statement rather than singling each word in order (transformers).

Therefore, BERT models are meant to analyze the entire context depending on the words that precede and come after it. This technique is ideal for considering the full possibilities of the user’s intention while asking a particular question using a specific word. It better understands the intent behind asking for a specific question.

However, the team realized that they needed some software advancements and a set of new and improved hardware. Some BERT models are pretty complex in that they push the limits of the traditional hardware capabilities. As a result, Cloud TPUs were introduced to get relevant information for the search results quickly.

Cracking Your Questions

Well, that might have been a lot of shocking technical information for you, so here is a piece of explanation of what you stand to gain from it all. When you head over to Google Search, you expect to get answers to the queries that you type on the search bar. Despite your spelling mistakes or having sentence structure that might not be correct, as a user, you expect Google to answer your question accurately so that you can get on with life after learning something new.

When BERT models are applied to your Search’s feature snippets and ranking, Google Search can do a better job in providing you with valuable results to your questions. As a start, BERT can help understand searches in US English, about one in each ten. You’ll also be comfortable searching for any queries as you can phrase a question naturally.

The technology can even analyze complex queries where prepositions matter to develop the best results for you. This gives a user the freedom to be as raw as possible in formulating the question, knowing that accurate results will be provided to them. Before the program’s launching, a lot of testing was done to ensure that it would be practical and valuable once released to the public.

Examples

The following are examples that show the significantly different part that BERT has made a change in search results. They each demonstrate BERT’s ability to understand your query and provide relevant answers to it ideally.

1. Let’s consider the query – ‘2019 brazil traveler to the USA need a visa.’

Typically, before BERT models were introduced, the phrase ‘to’ would usually be ignored in the sentence, and the query will produce answers that will not address the user’s intent. The significance of the phrase ‘to’ is so huge because it draws the line on what the actual question implies. Formerly, the results would twist to providing solutions for American citizens traveling to Brazil.

However, with BERT models, there is a more defined clarity on the user’s needs. So when it comes to issuing results, the phrase ‘to’ will be put into considerations, and the results will be more accurate. In this case, you might be directed to websites with the requirements of attaining a visa to the US, qualifications of traveling to the US, the application process, and the costs that you might incur for the visa.

2. Let’s put another query in the picture – ‘do estheticians stand a lot at work.’

In the past couple of years, the kind of results you might get for such a query might have shocked you. Well, it is not the user’s fault when they happen to construct a sentence poorly since they mostly have an idea of what they want but letting it out is quite different. Previously, before BERT models were introduced, the word ‘stand’ was related to the phrase ‘stand-alone,’ and results would reflect the latter.

Ever since the technology was launched, the words’ actual placement mattered in the delivery of the results. In this case, the stand will be more in the context of a job’s physical demands so that the results will be directly related to that. It makes it easier for the user to learn and spend less time trying to figure out the correct way of phrasing a question to get the kind of answer they are expecting.

3. Here’s an additional question – ‘can you get medicine for someone pharmacy.’

Such a query will generally be answered by getting a prescription from a pharmacy if we were using the older methods. It explains how the results have neglected the word ‘someone’ in the question and focused on getting medicine from a pharmacy. But all that was changed when BERT models were introduced.

You can now get more satisfying results that directly address the context of the question without emitting any vital words. BERT will influence how someone can get a prescription for a friend or family member from the pharmacy. They will also detail the proper procedures to follow, what you might require to make the process smooth, and the kind of medicines you can take for someone else.

4. Another question – ‘parking on a hill with no curb.’

Without BERT models, you’ll get results to give you tips on how to park on both an uphill and downhill. The guidance will include a step-by-step guide to follow to ensure that you perfectly park your car on the curb in a proper manner. However, that will not address the user’s query who wants a solution to such an urgent matter, and it might mislead him/her leading them to curse the internet and the tips offered there. This shows how the word ‘no’ was ignored in the question, leading to incorrect results.

After BERT was introduced, the results were more straightforward, and they address the question directly as it is without paraphrasing or changing it to a different perspective. In such a question, the results will be centered on parking at a parking lot that does not have a curb, which is the question’s primary intention. You will get instructions and guides to follow on how to do it, which will satisfy your needs perfectly.

5. An added query – ‘math practice books for adults

Before BERT models were introduced, the word ‘adult’ matched with the word ‘young,’ and all results were centered on ‘young adults.’ This made it difficult for any learner to get reading materials for grownups since the age bracket for young adults is still below 12 years. In such a search, you’d get results that will recommend books for ten-year-olds, eight years, and even six-year-old children. That will not be the kind of results that you were expecting.

However, on the other hand, with BERT, there is a better understanding of the word ‘adult,’ and it categorizes them as grownups or mature people. With that in mind, the results provided will be for the group of already learned people. They are seeking either to remind themselves of some things that they might have forgotten or further knowledge. That is the significance of having BERT models in Google Search.

Improving Search in More Languages

The Google research team intends to expand its boundaries and make Search become a better experience for users worldwide. As much as English is the widely used language for searches, it is only fair if other languages were included to make it comfortable for every user. Some people cannot correctly read or write English, and it is imperative if we took Search to their doorstep.

One of the improvements currently undergoing is providing room for users to learn from language, translate, and apply the result to other languages. It will also help Google to return results that are accurate in multiple languages without misleading the user. Currently, Google uses snippets in 24 countries where the feature is readily accessible, and there is an excellent noted improvement in Hindi, Korean, and Portuguese languages.

Search is not a Solved Problem

Regardless of the language that you speak or whatever you’re searching for, Google has made it possible for you to let off the keyword-use and use the natural words you are comfortable with. However, BERT is not always effective as sometimes it can disappoint you on the Search. Language understanding is an ongoing challenge that keeps the team on toes trying to make things better for the user and improve Search.

Ultimately, things will improve as the team works in getting the most accurate results for every query keyed in on Search! We ought to be patient with the team as they are working tirelessly to ensure that we get the best results for each query posted on Search. Moreover, we are encouraged to use our natural filler words to gather enough data to improve the Search in multiple local languages.

How well does it sound when you get the accurate results you’ve been looking for on Google? So far, how can you rate the success rate of BERT models? Is it good enough? Has it made a significant change? Leave a comment.

What to Focus on This Year? – 7 Digital Marketing Trends you don’t want to Miss

Digital marketing has several moving parts, and with every new phase, trends continue to evolve at an astonishing pace. It’s no longer a mere element of marketing. Marketers now employ automation to save time, increase engagement, and become more creative in every aspect possible.

Everyone is looking for ways to learn more and find a gaining edge by understanding digital marketing patterns and strategies over the years. However, 2020 was an unpredictable year. The global pandemic reshaped several elements of the marketing landscape and led marketers towards a new shift.

With the lockdown as a contributing factor, people spent more time on social media and adapted to video conferencing. Since brands had to devise new methods to connect and meet their customers’ needs, eCommerce sales began to have the upper hand.

Now, even with 2020’s chaos behind us, marketers are still scrambling to keep up. The resultant effects of last year’s global pandemic on the global economy have brought about several peculiar changes in digital marketing trends this year.

We know what worked in 2018 and could almost predict 2019, but the events of 2020 raise the curiosities of what to focus on in 2021. No one can say with 100% certainty how the future of marketing will be. We can only focus on research, statistics, and trend in data to identify the opportunities and predict the possibilities that might be available in the coming years.

Here are some valuable insights and key trends you should consider:

1. Increase Live Streaming

One of the results of the lockdown in 2020 was a lot of canceled events. Most people couldn’t socialize and attend in-person events with their family and friends as usual. The only option was to live-stream videos of online workshops or from their favorite celebrities.

During the lockdown period, Facebook recorded a 50% surge in live viewings. On Instagram, the spike was 70%. The number of times people spent watching live videos is three times the number of times they watched pre-recorded videos. Also, TikTok users went off the roof.

There’s a strong possibility 2021 may continue on these paths, and the live video industry is expected to continue to have increasing value. An excellent move is to apply this trend to your brand and use live video as a way to reach your consumers and tell them about your new products.

Compared to the pre-recorded videos, live videos have a way to grab your audience’s attention and make the video more engaging. They feel the fear of missing out like they are a part of it. Instead of just watching passively, your live videos become some exciting news they want to watch.

2.Influencer marketing

Influencers are trusted in specific fields and often have a large, active, loyal audience following them online. These people don’t necessarily have to be celebrities, but they have gained a reputation in their field and become go-to persons or consultants that provide answers to people’s needs.

Employing influencer marketing and using human-driven content creates trust between their audience and your brand. For instance, a basketballer wearing your sneaker in the pictures they post or in their live streams creates an “in-the-moment” connection that makes the viewers crave your product, such that they want to make purchases while they watch.

The influencer you engage needs to have thoughts and values relevant to our brand and your goal. Watch how they interact with their followers, and go for those with growing audiences on new platforms.

3. Goodwill services from brands

No consumer likes to deal with brands they consider ‘shady.’ Once they sense some insincerity or realize that there’s something to can’t fully trust, they back out of such deals. The need for transparency cannot be overemphasized.

Several people and businesses around the world are still trying to survive the turbulences of 2020. While brands search for means to continue flourishing, it’s important to get involved in some good contributions to recovering from the pandemic.

Even more than last year, there will be a more significant emphasis on campaigns that focus on ‘existence to serve’ rather than profit. To keep your brand as one of the trusted sources in 2021, you need to find creative ways to fit into customers’ lives and understand how to get involved in their conversations on social media.

When customers can pick from two comparable products, they would have to decide on the one they want to spend their money on. Goodwill services from your brand can open a platform where you can engage them, understand how to personalize your marketing to meet their needs, and win their hearts.

4. Enhance customer experience

Even before now, customer service has always been a priority year after year. Now in these unpredictable times and shifts in market trends, convincing people to patronize you may no longer be enough. However, maintaining a positive business culture and offering excellent services will keep people coming back for more.

Regardless of how impatient the customers seem, they still expect a seamless and memorable experience from the point of interest to after the sales. They want proof and reassurance before they buy.

From personalized messaging and throughout the customer journey until delivery, coordinate your sales, customer services, and digital marketing team to deliver quality through the process. Every aspect of your marketing strategy depends on you providing a great customer experience.

Due to the growth of online content, consumers are no longer passive parties. They don’t need you to tell them about your products since they hold the power to learn about the products directly.

While doing their research, the consumers want to see more than the product information. Since their buying decision relies strongly on what others say about their experience, several factors improve customer experiences. Some include offering efficiency, friendly and knowledgeable service, and convenience. Other factors to enhance your overall customer experience include up-to-date technology, easy mobile experience, personalization, brand image, and design.

5. User-Generated Content and Easy-to-consume content

Content has always been vital, but in 2020 the demand for more easy-to-consume content increased. People started to rely on easy-to-consume content like podcasts to get on the go or subscribe to newsletters directly into their inboxes.

Advertising your product or services via convenient and readily available content creates a ground for continued success in 2021. Newsletters or podcasts provide a more intimate way for customers to stay in touch and have a deeper connection with your brand.

User-generated content is another powerful tool for user experience and SEO on your website. It doesn’t have to be complicated or intensive. The UGC can be a simple comment on a blog article, a review of a product on your e-commerce site, or a Q&A section for people to ask questions and get answers.

Excelling in 2021 requires more social proof that the UGC can provide. When it comes to connective content, the user-generated content offers some benefits, including:

  • Building and strengthening communication
  • Generating tons of additional content and source of more discussions
  • Creating ground for face-to-face meetings between customers and brands.
  • Source of relatable and uplifting content

Asides from being an effective social tool to forging relationships with your consumers, these are some ways the UGC improves your content:

  • Google favors updated content. Every comment, review, or question added to your content at any time is regarded as an update to Google.
  • Longer content improves search engine rankings. The UGC creates room for more content to the already present one and boots the SEO.
  • With content like product description, it’s pretty difficult for your content to stand out from the others and avoid hurting your SEO. The comments and reviews enhance the uniqueness of your content and increase your search engine ranking.

The point is to ensure you implement any user-generated content to your advantage. You can also adjust your site settings to limit or filter out certain words, spam, or link posting. It can also be done manually, but moderating the massive amount of reviews and comments can be challenging.

6. Increase in voice and visual search

Most people are moving towards voice-activated tools. Spending so much time at home resulted in people having more conversations with digital assistants like Alexa, Siri, or Cortana even than their family members. Perhaps the popularity of voice search in homes and on our phones presents opportunities for changing how we use keywords.

Considering that we phrase our speech differently when using Alexa for information from typing a search into Google, we need to review our keywords when writing content. The keywords need to be based on questions people may ask when using Alexa or Siri to increase our visibility.

As the prevalence of voice search shows no sign of slowing down, our expectations for 2021 digital marketing trends is that more households will fully adapt to using voice search. However, visual search is also another method brands can employ to rise and maintain the top position.

Tools like Google Lens and Pinterest Lens enable search engine users to upload images and get information about the objects in the picture. This way, when consumers don’t need to type a complete description of the product they want. They can turn their cameras in a search bar, and the search engine presents them with similar products and links to where they can buy.

Marketers now need to prioritize visual search by introducing more high-quality images with descriptive keywords to their online inventory. Gradually, visuals are already becoming an important factor in the SEO game. By including image alt-text, descriptive filenames for images, and sitemaps for pictures and advertising on platforms like Pinterest, brands can benefit from boosted search results.

7.Emphasis on inclusivity and sustainability

It’s not surprising that most consumers believe that companies should prioritize improving the environment and participating in public movements. Even as everyone is trying to put the coronavirus’s worries behind us, some brands are already making shifts towards a more sustainable future and getting involved in some endemic issues.

It could be the packaging, the materials they use for their product, issues that are lingering within the various elements of society. Still, consumers are constantly looking out for brands that are conscious of the environment.

Although hunting for a greener planet has been the target for several people, the recent pandemic has contributed to reminding more people of the world’s fragility. One of the main focuses in 2020 includes the Black Lives Matter Movement that highlighted some prevalent issues in several social elements.

Studies show that driving your brand to follow cultural shifts influences purchase behaviors, and many shoppers are shifting away from retailers that don’t offer enough diversity. With consumers making these moves, brands that don’t reflect their views on diversity and identity or appear non-inclusive may see some impacts in 2021. On the other hand, brands who are not holding back and getting involved in inclusive cases will reap some benefits and have deeper connections with their audience.

If you intend to keep being the choice to the masses, your brand needs to make a purpose-driven contribution towards sustainability and inclusivity in 2021.

What to Focus on in 2021

Digital marketing consistently changes, and that’s normal! While digital marketing trends come and go, some basics can be developed into tactics and ideas for a massive game-changer for the foreseeable future.

However, the effects of 2020’s event have resulted in difficulties in predicting the marketing trends. People are spending more time online for entertainment, work, and other reasons. Over the next few months, we are likely to see this continue. Brands now have to reconsider their digital marketing strategies and create better ways to connect with their customers.

Understanding the digital marketing trends helps determine the right marketing strategies to focus on and get the most bang for your bucks. If you are ready to set up your site for more traffic and leads, get started with SEO vendor today. Set up a quick consultation and get all sorts of strategy testing for ON-PAGE and OFF-PAGE SEO.

Top Recommendations on How Digital Trends Will Evolve This Year

Digital Trends Will Evolve This Year

The previous year was not a normal year at the office (pun intended). Even though no calendar year is a stroll in the park, 2020 still managed to fit medical, social, and economic crisis on a global scale in twelve months. It forced every industry to do some inflection, and it was no different for marketers. It made both short and long-term planning difficult – almost impossible. Nobody knows when we can return to normal or what normal would look like then. That does not help the situation either.

However, there is a silver lining. We had a front-row seat to 2020 in the law, education, and healthcare industries. Armed with this information, we can make educated guesses about the new digital marketing trends. They are not all entirely new, but the landscape is changing, and you need to keep up with the times.

Search Engine Optimization (SEO)

SEO is an ever-changing landscape, and 2021 will be no different. There are minor glitches in the matrix, as expected. However, we’ll focus on five trends projected to be the real deal.

  • User Experience (UX) – The user’s experience has become more important than ever to get a good SEO score. Organizations can now use tools like Core Web Vitals to quantify user’s experience. User experience is a significant factor in customer satisfaction. Google recognizes this, and they are moving in that direction too. Speed, site organization, and device-friendliness are trends that will be worth the investment in the current clime.
  • Semantic Search – According to Alexa Blog, Semantic search refers to the ability of search engines to consider the intent and contextual meaning of search phrases when serving content to users on the web.” Google, arguably the biggest search engine in the world, has a lot riding on this. You cannot always trust people to search in grammatically correct and coherent language – more searches are done in natural, conversational question formats. That is why natural, topic-optimized content has to give way for simple keyword optimization. You can monitor your semantic search ratings with tools like Moz and SEMRush.
  • Search Intent – Understanding intent and optimizing to meet it has proven to be a sure way to generate traffic to your website organically. There are fundamentally four intents to cater for – informational, transactional, commercial, and local. Some websites have even reported up to a 677% increase in organic traffic after search intent optimization. Search engine results pages (SERPs) can help you identify the user’s intent.
  • Zero-Click Search Results – These are search results that do not require users to click any buttons before finding answers. About 50% of search results as of 2019 fall in this category. They include featured snippets, videos, graphs, and lists. However, because Google provides most of these results, it translates to fewer clicks to third-party websites. To have a bite of the apple, we advise that you create well-optimized videos to YouTube and update your profile on Google My Business to include your locations and events.
  • Google My Business – More Google searches are getting focused on local businesses than ever before. Services, business hours, reviews and ratings, are big components of searches now. More than one billion people and five million apps use Google maps every month. To make your business rank high on local searches, you should try to provide as much information as possible.

Pay-Per-Click (PPC) Advertising

PPC advertising continues to go strong in 2021, even though there will be some changes in methods. Below are three ways that PPCs are more likely to shift this year.

  • Privacy Concerns and Limited Data Availability – More users are concerned about how much of their data gets shared, especially in this era of internet frauds and data breaches. Google and others are becoming more stringent with the data they share. However, it remains a worthwhile investment as long as you can assure data privacy.
  • PPC Automation and AI Domination – PPC campaigns are judged by their efficiency – minimizing costs while maximizing profits. Machine learning and artificial intelligence are the trendsetting technology in PPC automation and efficiency as they allow marketers to focus on marketing. Some of the PPC parameters that you can improve to increase efficiency are – dynamically generated ad copies, bids, PPC reporting, and error checking.
  • Responsive Search Ads (RSA) – This also kinda falls under automation since it takes off some responsibility of creating ads from you. RSA from Google refines your headlines, ad copy, and call to action (CTA) bases on prevalent search trends. The data supports RSA as an upward trend too. Now, you need a proven copywriter to provide the nuggets that Google or Microsoft’s RSA needs to improve your conversion.

Conversion Rate Optimization

With the new automation processes promising to improve your website visits, how do you get them to commit? Commitment could mean making a purchase, filling a form, etc. These are some trends worth investing in 2021.

  • Mobile Optimization – The odds that someone visits your website on mobile are higher than on any other platform. This is because about three billion people have smartphones worldwide and spend more time on their smartphones now more than ever. Taking advantage of this information is to make your site more mobile-friendly and make processes less redundant and more straightforward.
  • Personalization – People have reported that they are more likely to buy stuff if the experience feels personal – less robotic. You can achieve this by finding ways to cater to users based on their access locations. A tool like Optimizely deserves a shout. This, coupled with a similar advertisement structure, can increase efficiency since you only talk to your potential customers.
  • Transparency – Privacy concerns are similar to what PPCs will face. Finding a safe ground between conversion techniques and respecting privacy will be a balancing act that can make you company. Investing in security systems to prevent breaches will save you a lot of hassle. Also will full disclosure in clear terms and keeping track of apps that have access to user data
  • Data and Design – There is a general sense of agreement between users, web designers, and copywriters on guiding user experience. Data designed to collect data on user behavior to create better user experiences? Yes, please!

Social Media Marketing

Social media remains a fast-paced revolving glass door that we must master because that is where everybody is. Below, you will find four trends that will be relevant for the fiscal year.

  • Increased Adoption – Post-COVID, more people spend more time on social media, which is almost inevitable as they have more idle time. The data shows that more people have downloaded the Facebook, TikTok, and Instagram apps. More people are seeing and engaging with your social media content now more than ever. Nobody can say how far into 2021 this trend will continue after ‘normalcy’ returns. However, we feel confident enough to add this to our list.
  • Be Socially Aware – Whether you agree with it or not, cancel culture exists. It is like public shaming, but because everybody is online now, it is digital – digital shaming. Examples of brands (MyPillow, Goya) that have taken a ton of backlash and subsequent dip due to poor association and lack of awareness should be cautionary tales for you. To avoid this bad press, keep your review team as diverse as possible to cater to as many groups as possible. Also, maintain oversight on your automated processes, so you do not show up at the wrong place at the wrong time.
  • Social Media Accountability – Not dissimilar to cancel culture, more of what you post will be checked for political and factual correctness. Even the biggest social media platforms are under more pressure than ever to control misleading and incendiary content on their platforms, even though it is a losing battle. What you can do is avoid getting caught on the wrong side of the law.

Paid Social Ad Campaigns

The expert analysts at Statista predict spending on social media advertisement will remain on the up in 2021. Company eagerness to commit to social media ads can be explained by the presence of sub-communities within social media spaces. Also, while retail is down 10%, e-commerce is up by 18%. It just makes sense to follow the trend.

  • Facebook Ads – Statista predicts that ads will generate up to $94 billion in revenue in the next year alone. If these figures are to go by, there is a sizeable cake to be shared among businesses that go this route. However, not all products sold in this current economy. Put your best foot forward, advertise your most in-demand products, and show how helpful you can be.
  • Instagram Ads – There are about one billion unique Instagram users every month. The data also shows that these people spend – about $20 billion. A good number of businesses already leverage this media-sharing platform. It is not too late to join them if you have not already.
  • LinkedIn Ads – Unlike the Facebook and Instagram ads, LinkedIn ads don’t have the same far-reaching effects. However, it is a specialist at what it does – B2B marketing. Businesses and professionals connect on LinkedIn. Advertisement is more expensive on LinkedIn, but the risks match the reward if done correctly. LinkedIn Campaign Manager can help you with a laser-focused approach at your target market than on anywhere else.

Video Marketing

Instagram, TikTok, Facebook, YouTube, Twitch, Zoom. These platforms did well in 2020 because they presented solutions to video content creation and sharing. YouTube is still the second largest search engine in the world. As more people watch videos, it makes sense for you to go with the flow.

  • More Videos appear on Search Engine Results Page (SERP) – Google will prioritize videos when they think it is needed, which is often. As more people search “how to” questions, Google will respond accordingly with content from its resources, hence, YouTube. You can optimize your content to make it to the SERPs using SEO best practices like thumbnails, descriptions, and transcriptions.
  • Pandemic Era Video Platforms – TikTok and Zoom were relative unknowns before the pandemic hit in 2020. Since then, they have experienced meteoric rises and have far-reaching influences. When used correctly, you can reach a broad audience with your content on these platforms. About 32.5% of TikTok users are teenagers, while 37% have household earnings of over $100,000. It is still not clear how you can use Zoom for marketing. However, you can always make videos that you can share on other platforms.

Email Marketing

In the face of innovation and embracing new trends, some old-timers continue to wax strong. Email marketing is the old-timer in question here. Data shows that more people are opening and acting on emails. Businesses also have an incentive to stick to email marketing because it is cheap compared to other options, and they remain the best lead generation method. Personalized emails are a safe bet to improve responsiveness. You can also find ways to re-engage users that visited you in the past.

  • Automated Email – Automation is not an option but a necessity for businesses with large customer bases. Personalized emails look like you care and take your time to reach out. People do not need to know that it was automated.
  • Omnichannel Marketing – This is an advanced form of multichannel marketing that improves conversion and retention rates for B2B ad campaigns. Some of these facets of omnichannel marketing include reaching out to people that have searched for you online, engaged with your social media content, etc. They are aimed at nurturing B2B leads as they are usually time-intensive and long-term.

Next year will be a year to test new strategies and double down on the ones that still work. However, success for digital marketers will be in how we treat people. COVID-19 has affected everybody one way or the other. Some empathy and human touch in your approach can make all the difference.

Even when we return to “normalcy,” a vast majority still plan to continue engaging with brands and shopping online. Your online presence (video, SEO, email, paid ads, etc.) will determine your success in the post-COVID-19 era. The most important thing in Digital Marketing is to find what works for you and your business. It is by no means not a one size fits all business.

Have a great year ahead!