It is really easy for people to trust data. Perhaps too easy. A 2018 Stanford University study showed people are 70% more likely to trust statements with a number in it than one without. Even more alarming, nearly 60% of participants believed a fake headline that contained a statistic vs. only 40% who believed the same headline without the statistic. And here is the real kicker: None of that last two paragraphs, save for the first two sentences, were true. There was no Stanford study that I know of, and I made up those numbers. That hyperlink is actually a link to the infamous 1982 “band on the field” Cal/Stanford game. While I’m not that sorry for tricking you, it illustrates the point: Numbers (and people) can definitely misrepresent the truth. In the content marketing world, we see a lot of misleading numbers attempting to build trust with audiences. Even scarier, a lot of content producers don’t even realize they are doing it. Not sure what … [Read more...] about What Google Trends Teaches Us About When to Trust Data
What does pertinent mean
It's been a few months since our last share of our work-in-progress rewrite of the Beginner's Guide to SEO, but after a brief hiatus, we're back to share our draft of Chapter Two with you! This wouldn’t have been possible without the help of Kameron Jenkins, who has thoughtfully contributed her great talent for wordsmithing throughout this piece. This is your resource, the guide that likely kicked off your interest in and knowledge of SEO, and we want to do right by you. You left amazingly helpful commentary on our outline and draft of Chapter One, and we'd be honored if you would take the time to let us know what you think of Chapter Two in the comments below. Chapter 2: How Search Engines Work – Crawling, Indexing, and Ranking First, show up.As we mentioned in Chapter 1, search engines are answer machines. They exist to discover, understand, and organize the internet's content in order to offer the most relevant results to the questions searchers are asking. In order to … [Read more...] about Rewriting the Beginner’s Guide to SEO, Chapter 2: Crawling, Indexing, and Ranking
share tweet share pin it e-mail share The end of the year is a time for reflection, planning and preparation for the coming new year. But it also gives us a chance to become more mindful of our approach and seize the opportunity to do things differently. That’s why we’re rebooting our annual Searchmetrics Ranking Factors whitepaper, available for download beginning December 13. Pre-order Ranking Factors Study now! This year, the Searchmetrics Ranking Factors study opens with a bold assertion: Traditional ranking factors have become irrelevant. Technically, it’s not ‘out with the old, in with the new’; it’s a recognition of the need to adapt to new realities. There’s been a lot of activity in the search industry this year. Our whitepaper is packed with insights and trends to help you make sense of how these changes have impacted other domains, and to tell you the factors that are most important for growing … [Read more...] about Searchmetrics Ranking Factors: Rebooting for Relevance –
Whether in an agency environment or inside a business, your SEO team is affected by where it’s placed within the organization. But first, a caveat: there isn’t one correct answer for how every company or agency should do things. With that said, understanding the influences in play with certain organizational placements can help you make wiser decisions as you look at the logistics of categorizing an SEO team. So what are the options for where you locate your SEO team? Separate SEO department We’ll start with the obvious answer. Let SEO be its own department. This works for medium to large teams that are able to have their own leadership structure and growth opportunities. The benefits of having this team operate independently include being able to segment the department into functional groups, such as technical SEO, content marketing, link building, etc. Another benefit is that SEO processes are not biased by another department’s focus. When recommendations come … [Read more...] about Does it matter what department your SEO team is in?
Recently, enterprise-focused Google representatives have been encouraging a metric called “Relevance,” which is believed to be one of the three main factors that make up Quality Score. Relevance is a metric which evaluates how pertinent your ad creative is to your account structure and keywords. At AdBasis, we have spent Q1 speaking with enterprise-level advertisers about changes being implemented to account structures and to ad units (creative) in order to improve their relevancy scores as recommended by Google. This often means that advertisers need to implement hyper-specific ads to every ad group in their accounts. As a result, we have seen the demand for scaled ad implementations, ad unit management and creative optimization grow dramatically. This article is designed to give you a standard for what your creative should look like within every ad group. I’m going to dissect the anatomy of ad structure, showcase some best practices and provide some additional … [Read more...] about The anatomy of ad copy relevance: The new Google standard