Google Search Console (GSC) is powerful and provides a boatload of data directly from Google. One of my favorite reports in GSC is the Search Analytics report, which enables you to drill into queries that your site ranks for and the landing pages ranking for those queries, then slice and dice that information by device, country, date and more. You can also compare queries, pages, countries and devices by date, which is extremely helpful when diagnosing surges or drops in traffic. When analyzing websites, I often export data from GSC to Excel for further analysis. For example, when helping companies with website redesigns or CMS migrations, it’s important to have a solid understanding of all landing pages ranking for queries and receiving Google traffic. You can find that data in the Search Analytics reporting by selecting the Pages group. See below. There’s a nifty Download button at the bottom of the report which enables you to export a spreadsheet with your landing page … [Read more...] about How to download all of your landing pages from Google Search Console via Analytics Edge — and I mean ALL of them!
Optimize google search
Google recently made some under-the-radar changes to sitelinks in the organic search results. The first change removed small sitelinks from below regular organic blue links that render for high search volume queries (Google has since fixed this glitch). The second change adjusted the number of large sitelinks being displayed for branded searches (this is most likely a test). Even though it does not look like either of these changes will have a significant impact on traffic, they have caused dramatic fluctuations in impressions and average position in Google Search Console (GSC). If you experienced that moment of panic when you did your last GSC check-in, take a look at this article to better understand: what happened with sitelinks in the search results. what effects the changes had on GSC data. how to check your site for declines. what the changes mean for SEO. What happened to sitelinks? Google made two changes that reduced the number of sitelinks being shown on search engine … [Read more...] about Recent changes to organic sitelinks cause major drops in impressions in Google Search Console
Google’s new “Google Home” device may be one of the most popular holiday gifts this year, but some marketers are not going to be celebrating in 2017. For instance, if you ask Google Home, “What is Bing?” its response is, “Indicating a sudden event or action.” If you ask, “What is Yahoo?” its response is, “A rude, noisy, or violent person.” Interestingly enough, Google Home responds to the question, “What is Google?” with “search for information about (someone or something) on the Internet using the search engine Google.” Instead of treating examples like these as branded queries, Google Home responds with dictionary-like definitions. Unfortunately, there is not much marketers can do in this scenario other than ensuring the definition of their brand is branded like the definition of “Google.” Where Google Home’s answers come from Google Home is powered by the same Google Assistant … [Read more...] about Optimizing Google Home search responses
Human behavior flows from three main sources: Desire, emotion, and knowledge. And Google seems to know this better than anyone. What made the difference between Google and other now left behind search engines was its ability to produce highly relevant results and the constant attention directed to the user’s needs and desires. With the new Knowledge Graph technology, Google redesigns the world of search by trying not only to understand its users but also to anticipate their wishes. What is the Knowledge Graph? Wouldn’t it be great if Google could “understand” YOU? The words you use aren’t just words … they are entities and they refer to real things in the world. Actually, this is possible as Google takes the concept of the traditional search engine and turns it into a knowledge engine that provides users with smarter and more relational search results. The Knowledge Graph might be one of the most revolutionary technologies used in the search … [Read more...] about Can You Optimize Google’s Knowledge Graph?
Despite advanced tools, A/B testing, and years of experience, most search marketers are optimizing on incomplete data. If you’re not accounting for offline conversions — like phone calls — you’re missing an entire class of data required to optimize paid search campaigns, more accurately measure ROI, and prove your search budget. According to BIA/Kelsey, calls to businesses from mobile devices will reach 162 billion by 2019. This is more than double the roughly 77 billion calls generated last year from mobile devices. With the rise in mobile device usage, and particularly mobile search, digital marketing is driving phone calls. In fact, Invoca’s analysis of 32 million phone calls found that more than half of all calls (54 percent) stem from engagement on a mobile device. Mobile search marketing is the top driver, responsible for 45 percent of inbound phone calls. Buyers often need to speak to a sales rep during their path to buy, and while prospects … [Read more...] about 5 Steps for Optimizing Paid Search ROI with Calls