Google’s “First Click Free” (FCF) policy was intended to provide a better experience for Google users and for premium content and news publishers (e.g., the Wall Street Journal) by allowing their content to be indexed and exposed for subsequent sale to consumers. However, as most of you are aware, the publisher pay walls are going up, led by Rupert Murdoch’s News Corp. Murdoch is also the mastermind behind the Google “de-indexing” strategy. Google is modifying the FCF approach, as the Webmaster Central Blog explains: As most users are generally happy to be able to access just a few pages from these premium content providers, we’ve decided to allow publishers to limit the number of accesses under the First Click Free policy to five free accesses per user each day. This change applies to both Google News publishers as well as websites indexed in Google’s Web Search. We hope that this encourages even more publishers to open up more content … [Read more...] about Google Modifies “First Click Free” Policy To Accommodate Publishers Gating Their Content
During 2015 we began to see signs of the content marketing industry maturing. There has been a shift away from creating content for contents’ sake and a much greater emphasis on the value of creating content with specific goals for specific people. Brands have begun to see the value of using search and social intelligence to guide content marketing planning decisions. When the world of content marketing first became popular, many companies set out to produce as much material as possible. They understood the value that the content could offer, but mistakenly thought that adding a few keywords into their material would be enough to see real returns from their efforts. As the digital ecosystem becomes more crowded, brands must learn how to get their content heard above the noise. It is this competition that has forced brands to look towards intelligent content creation. Many companies are still struggling to see real returns from their content marketing efforts. Only an estimated … [Read more...] about Intelligent content creation in 2016: engagement and experiences
These “content thieves” are able to do damage to the original site’s rankings, causing a loss of search visibility, potential sales, and leads. The examples here call into question the effectiveness of Google’s handling of content scrapers. At the moment, Google seems to be unable to recognize the original source of content consistently. This is a real problem for content creators. In advance of Pi Datametrics’ talk at last week’s Brighton SEO conference, we devised a test to see how easy it was to disrupt another site’s rankings by copying their content. In this post, I’ll look at the results of these tests and discuss what publishers can do to combat the problem. Note: these examples are from Google.co.uk. Can Copycat Sites Outrank the Originals? The original idea for the test came when Pi Datametrics noticed the volatility of a client’s search rankings. After some investigation, they found the cause was content thievery. Example … [Read more...] about Is Your Content Working Better for Someone Else?
It’s time to plan the year ahead, so how about starting with a look at the content marketing trends that will make 2017 easier and more effective? Content marketing is an integral part of a digital marketing strategy, and as it grows even more popular in 2016, it’s time to maximise its effectiveness in 2017 and examine all the new possibilities that may be useful for your brand. Next year closer than you think, so here are our suggestions on the biggest trends in content marketing. Creating a documented content marketing strategy According to CMI and its B2B content marketing report for 2017, only 37% of B2B marketers have a documented content marketing strategy, while 41% of them have a strategy in mind, but it’s not documented. Moreover, 17% of them don’t currently have a content marketing strategy, but they are planning to set one in the next 12 months. It can be very useful to document your content marketing strategy, as it allows you to have a clear … [Read more...] about Eight content marketing trends to think about in 2017
Digital (and in our case search and content) data holds the keys to marketing success. It contains the critical patterns on consumer intent and behavior, preferences, and content/topics that brands need to provide customers with that critically personal, one-to-one experience that people today want to see. The problem, however, is that the human brain is only capable of processing 1m gigabytes of memory. In other words, the amount of information available far exceeds the processing ability of humans. The term ‘Big data’- although often overused and misunderstood – is the science that drives the art of content marketing creation and engagement. However, it can only solve the critical questions of the modern marketer if people can learn how to use it. In 2017, the key to effective content marketing – that attracts, resonates and converts – is incorporating machine learning and automation into the production process. The role of machine learning As we head … [Read more...] about 2017: The Year of Machine Learning, Intelligent Content and Experiences