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RankBrain Judgment Day: 4 SEO Strategies You'll Need to Survive | WordStream - 0 views

www.wordstream.com/...rankbrain-seo seo
shared by Rob Laporte on 29 Apr 20 - No Cached
  • The future of SEO isn't about beating another page based on content length, social metrics, keyword usage, or your number of backlinks. Better organic search visibility will come from beating your competitors with a higher than expected click-through rate.
  • In “Google Organic Click-Through Rates” on Moz, Philip Petrescu shared the following CTR data:
  • The Larry RankBrain Risk Detection Algorithm. Just download all of your query data from Webmaster Tools and plot CTR vs. Average Position for the queries you rank for organically, like this:
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  • Our research into millions of PPC ads has shown that the single most powerful way to increase CTR in ads is to leverage emotional triggers. Like this PPC ad: Tapping into emotions will get your target customer/audience clicking! Anger. Disgust. Affirmation. Fear. These are some of the most powerful triggers not only drive click through rate, but also increase conversion rates.
  • No, you need to combine keywords and emotional triggers to create SEO superstorms that result in ridiculous CTRs
  • Bottom line: Use emotional triggers + keywords in your titles and descriptions if you want your CTR to go from "OK" to great.
  • Bottom line: You must beat the expected CTR for a given organic search position. Optimize for relevance or die.
  • Let's say you work for a tech company. Your visitors, on average, are bouncing away at 80% for the typical session, but users on a competing website are viewing more pages per session and have a bounce rate of just 50%. RankBrain views them as better than you – and they appear above you in the SERPs. In this case, the task completion rate is engagement. Bottom line: If you have high task completion rates, Google will assume your content is relevant. If you have crappy task completion rates, RankBrain will penalize you.
  • 4. Increase Search Volume & CTR Using Social Ads and Display Remarketing People who are familiar with your brand are 2x more likely to click on your ads and 2x more likely to convert. We know this because targeting a user who has already visited your website (or app) via RLSA (remarketing lists for search ads) always produces higher CTRs than generically targeting the same keywords to users who are unfamiliar with your brand. So, one ingenious method to increase your organic CTRs and beat RankBrain is to bombard your specific target market with Facebook and Twitter ads. Facebook ads are proven to lift mobile search referral traffic volume to advertiser websites (by 6% on average, up to 12.8%) (here’s the research). With more than a billion daily users, your audience is definitely using the Social Network. Facebook ads are inexpensive – even spending just $50 dollars on social ads can generate tremendous exposure and awareness of your brand. Another relatively inexpensive way to dramatically build up brand recognition is to leverage the power of Display Ad remarketing on the Google Display Network. This will ensure the visitors you drive from social media ads remember who you are and what it is you do. In various tests, we found that implementing a display ad remarketing strategy has a dramatic impact on bounce rates and other engagement metrics. Bottom line: If you want to increase organic CTRs for your brand or business, make sure people are familiar with your offering. People who are more aware of your brand and become familiar with what you do will be predisposed to click on your result in SERP when it matters most, and will have much higher task completion rates after having clicked through to your site.
  • UPDATE: As many of us suspected, Google has continued to apply RankBrain to increasing volumes of search queries - so many, in fact, that Google now says its AI processes every query Google handles, which has enormous implications for SEO. As little as a year ago, RankBrain was reportedly handling approximately 15% of Google's total volume of search queries. Now, it's processing all of them. It's still too soon to say precisely what effect this will have on how you should approach SEO, but it's safe to assume that RankBrain will continue to focus on rewarding quality, relevant content. It's also worth noting that, according to Google, RankBrain itself is now the third-most important ranking signal in the larger Google algorithm, meaning that "optimizing" for RankBrain will likely dominate conversations in the SEO space for the foreseeable future. To read more about the scope and potential of RankBrain and its impact on SEO, check out this excellent write-up at Search Engine Land.
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Beyond conventional SEO: Unravelling the mystery of the organic product carousel - Sear... - 0 views

searchengineland.com/rganic-product-carousel-321227 site code & design ppc seo
shared by Rob Laporte on 14 Feb 20 - No Cached
  • How to influence the organic product carouselIn Google’s blog post, they detailed three factors that are key inputs: Structured Data on your website, providing real-time product information via Merchant Center, along with providing additional information through Manufacturer Center.This section of the article will explore Google’s guidance, along with some commentary of what I’ve noticed based on my own experiences.
  • Make sure your product markup is validatedThe key here is to make sure Product Markup with Structured Data on your page adheres to Google’s guidelines and is validated.
  • Submit your product feed to Google via Merchant CenterThis is where it starts to get interesting. By using Google’s Merchant Center, U.S. product feeds are now given the option to submit data via a new destination.The difference here for Google is that retailers are able to provide more up-to-date information about their products, rather than waiting for Google to crawl your site (what happens in step 1).Checking the box for “Surfaces across Google” gives you the ability to grant access to your websites product feed, allowing your products to be eligible in areas such as Search and Google Images.For the purpose of this study we are most interested in Search, with the Organic Product Carousel in mind. “Relevance” of information is the deciding factor of this feature.Google states that in order for this feature of Search to operate, you are not required to have a Google Ads campaign. Just create an account, then upload a product data feed.Commentary by PPC Expert Kirk Williams:“Setting up a feed in Google Merchant Center has become even more simple over time since Google wants to guarantee that they have the right access, and that retailers can get products into ads! You do need to make sure you add all the business information and shipping/tax info at the account level, and then you can set up a feed fairly easily with your dev team, a third party provider like Feedonomics, or with Google Sheets. As I note in my “Beginner’s Guide to Shopping Ads”, be aware that the feed can take up to 72 hours to process, and even longer to begin showing in SERPs. Patience is the key here if just creating a new Merchant Center… and make sure to stay up on those disapprovals as Google prefers a clean GMC account and will apply more aggressive product disapproval filters to accounts with more disapprovals. ”– Kirk WilliamsFor a client I’m working with, completing this step resulted in several of their products being added to the top 10 of the PP carousel. 1 of which is in the top 5, being visible when the SERP first loads.This meant that, in this specific scenario, the product Structured Data that Google was regularly crawling and indexing in the US wasn’t enough on it’s own to be considered for the Organic Product Carousel.Note: the products that were added to the carousel were already considered “popular” but Google just hadn’t added them in. It is not guaranteed that your products will be added just because this step was completed. it really comes down to the prominence of your product and relevance to the query (same as any other page that ranks).
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  • 3. Create an additional feed via Manufacturer CenterThe next step involves the use of Google’s Manufacturer Center. Again, this tool works in the same way as Merchant Center: you submit a feed, and can add additional information.This information includes product descriptions, variants, and rich content, such as high-quality images and videos that can show within the Product Knowledge Panel.You’ll need to first verify your brand name within the Manufacturer Center Dashboard, then you can proceed to uploading your product feed.When Google references the “Product Knowledge Panel” in their release, it’s not the same type of Knowledge Panel many in the SEO industry are accustomed.This Product Knowledge Panel contains very different information compared to your standard KP that is commonly powered by Wikipedia, and appears in various capacities (based on how much data to which it has access).Here’s what this Product Knowledge Panel looks like in its most refined state, completely populated with all information that can be displayed:Type #1 just shows the product image(s), the title and the review count.Type #2 is an expansion on Type #1 with further product details, and another link to the reviews.Type #3 is the more standard looking Knowledge Panel, with the ability to share a link with an icon on the top right. This Product Knowledge Panel has a description and more of a breakdown of reviews, with the average rating. This is the evolved state where I tend to see Ads being placed within.Type #4 is an expansion of Type #3, with the ability to filter through reviews and search the database with different keywords. This is especially useful functionality when assessing the source of the aggregated reviews.Based on my testing with a client in the U.S., adding the additional information via Manufacturer Center resulted in a new product getting added to a PP carousel.This happened two weeks after submitting the feed, so there still could be further impact to come. I will likely wait longer and then test a different approach.
  • Quick recap:Organic Product Carousel features are due to launch globally at the end of 2019.Popular Product and Best Product carousels are the features to keep an eye on.Make sure your products have valid Structured Data, a submitted product feed through Merchant Center, along with a feed via Manufacturer Center.Watch out for cases where your clients brand is given a low review score due to the data sources Google has access to.Do your own testing. As Cindy Krum mentioned earlier, there are a lot of click between the Organic Product Carousel listings and your website’s product page.Remember: there may be cases where it is not possible to get added to the carousel due to an overarching “prominence” factor. Seek out realistic opportunities.
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