What’s the real impact of machine learning on SEO? This has been one of the biggest debates within SEO over the last year. Please note, this article was originally published on the Wordstream blog; it is reprinted with permission. I won’t lie: I’ve become a bit obsessed with machine learning. My theory is that RankBrain and/or other machine learning elements within Google’s core algorithm are increasingly rewarding pages with high user engagement. Basically, Google wants to find unicorns – pages that have extraordinary user engagement metrics like organic search click-through rate (CTR), dwell time, bounce rate, and conversion rate – and reward that content with higher organic search rankings. Happier, more engaged users means better search results, right? So, essentially, machine learning is Google’s Unicorn Detector. Machine Learning & Click-Through Rate Many SEO experts and influencers have said that it’s totally impossible to find … [Read more...] about Does dwell time really matter for SEO?
What does fixed rate mean
As the dust begins to settle on the Microsoft-Yahoo search deal, we’re finding that this week’s announcement raised as many questions as it answered. The companies told Danny and Greg that the agreement covers “web, image, and video search.” But what about the many search verticals that Yahoo and Microsoft are involved in? These are areas that, if not technically covered by the “web, image, and video search” label, are certainly highly connected to those products. And they’re likely to feel the impact of Micro-Hoo’s plans in some way, at some point. One of those verticals is the Local/Maps space. Below are my thoughts on what the Microsoft-Yahoo deal could mean for local search, but first something of a disclaimer: I have no insider knowledge on what will happen, only speculation and even a wish list of what I’d like to see happen. At the same time, I think it might be fair to say that many inside the walls at Microsoft and Yahoo … [Read more...] about What Micro-Hoo Might Mean For Local Search
A Google spokesperson has confirmed with Search Engine Land that users do not have to have an active campaign to use Keyword Planner. On social media, Google told users that the error was the result of a technical issue that was being fixed. When Keyword Planner launched inside AdWords in 2013, replacing the open Keyword Tool, it got a cool reception. So there was alarm when some users got the error message telling them they’d also have to have an active AdWords campaign to use it. The error didn’t affect all accounts; still it got people speculating whether it just a glitch or Google backtracking. Either way, for now at least we can move on. So, to close variants and the resulting combined search volume results. Google isn’t commenting the move; we asked. Close variants grouping is not necessarily unexpected — Google replaced exact match targeting with close variants in ad campaigns in 2014 — and yet it is often inconsistent. Sometimes plurals are … [Read more...] about What the heck is going on with Google Keyword Planner?
Email is the preferred method of communicating with businesses for 72% of adults in the United States, according to a recent study conducted by MarketingSherpa. Like any other marketing initiative, email requires a strategy to inspire your audience and grab their attention. When used correctly, email has proven to be the most influential and cost-effective marketing platform. The goal is not to get your message into that crowded inbox. Your goal is to have your subscribers open your message, and it is the content’s job to reel them in and complete that call to action. The standard open rate for a marketing email message is 11-15%, with a click-through-rate of just 2-5%, laid out in an infographic by MarketingProfs. If you’re falling behind the curve, you need to fine-tune your strategy, adding personalized and humanization to your campaigns. To increase open rates, you need to inspire your customers to click your message. Half of all emails will be opened within the first … [Read more...] about 7 Email Marketing Strategies to Increase Open Rates
According to a recent study conducted by Compass, the average conversion rate for e-commerce stores is just 1.4%, with top performers achieving around 3%. While this may come as no surprise to anyone who manages or markets an e-commerce store, the reality is that the average marketer sees only one sale delivered from every 100 visits. Do you want to be just average? Or do you want to be better than the rest? Better than your competitors? If so, you need to ensure that your conversion rate is better than average and converts as many visitors into purchasers as possible. You need to aim to achieve a conversion rate which exceeds 1.4% and comes in closer to 3%. Achieving higher may be possible in some industries, however for the most, 3% should be seen as the upper target. Luckily (or perhaps unluckily), most e-commerce stores suffer from some common issues. Issues which, in many cases, are relatively quick and easy to fix. Here are 10 tips for mastering e-commerce conversion rate … [Read more...] about 10 Tips for Mastering E-Commerce Conversion Rate Optimization