Category: optimize

04- Aug2016
Posted By: Guardian Owl
412 Views

The continuing rise of voice search and how you can adapt to it | Search Engine Watch

Google’s I/O developer conference brought several huge announcements about Google’s future direction and projects, including two new technologies which demonstrate just how importantvoice search and natural language processing are to the company’s future development.

The first, Google Assistant, is a voice-activated digital assistant which builds on “all [Google’s] years of investment in deeply understanding users’ questions”, as Google’s blog declared. It takes Google’s voice search and natural language capabilities to the next level, while also allowing users to carry out everyday tasks like booking cinema tickets or restaurant reservations.

The second is Google Home, Google’s long-awaited smart home hub to rival the Amazon Echo, which comes with Assistant built in. Google Home – which will be “unmatched in far-field voice recognition”, according to VP of Product Management Mario Quieroz – will give users access to Google’s powerful search capabilities in answering their questions as well as linking together smart devices all over their home.

google assistant

It’s no surprise that Google is focusing heavily on voice search and natural language going forward when you consider that in 2015 alone, voice search rose from “statistical zero” to make up 10% of all searches globally, according to Timothy Tuttle of the voice interface specialist MindMeld. That’s an estimated 50 billion searches per month.

Indeed, Google CEO Sundar Pichai revealed in his keynote speech at I/O that 1 in every 5 searches made with the Google Android app in the US is a voice query. Bing produced a similar statistic earlier this month when it announced that a quarter of all searches on the Windows 10 taskbar using Bing are voice searches. And statistics like these are only like to increase further as search engines, apps and developers respond to this trend.

Digital assistants: The agents of voice search

Siri. Cortana. Google Now. Alexa. Google Assistant. These are only the names of the most well-known digital assistants from the major technology companies; a search for “digital assistant” on the iOS or Android app store shows just how many different varieties of these voice-controlled AIs there are.

Digital assistants are overwhelmingly the medium through which we interact with voice search and carry out natural language queries, so it makes sense that they, too, are on the rise as companies compete for the biggest share of this rapidly expanding market.

The figures show just how recent much of this uptake of voice search is. Late last year, MindMeld published a study of smartphone users in the U.S. and their use of voice search and voice commands. It found that 60% of smartphone users who used voice search had begun using it within the past year, with 41% of survey respondents having only begun to use voice search in the past 6 months.

mindmeldImage: MindMeld

With that said, digital assistants are not just confined to smartphones any more, increasingly integrated into devices like smart home hubs and game consoles. And the more that we speak to and interact with assistants, pushing the limits of what they’re capable of, the more sophisticated they become.

The newest generation of digital assistants, including Google Assistant and Viv, a new AI from the creators of Siri, are capable of interpreting and responding to long, multi-part and highly specific queries. For example, during a public demonstration in New York, Viv showed off its ability to accurately respond to queries like, “Was it raining in Seattle three Thursdays ago?” and “Will it be warmer than 70 degrees near the Golden Gate Bridge after 5PM the day after tomorrow?”

At the demonstration of Google Assistant at Google’s I/O conference, Sundar Pichai made much of the fact that you can pose follow-up queries to Assistant without needing to restate context. That is, you can ask a question like, “Who directed the Revenant?” and then follow up by saying, “Show me his awards,” and Assistant will know that you are still referring to director Alejandro Iñárritu in the second query. (It’s worth noting, though, that Bing’s web search has been able to do this for a while).

follow-up
Continuing the conversation: Google’s Assistant can now handle follow-up questions to a previous query without needing to hear the subject again

How voice queries are changing search

So how is this upswing in voice queries and technology’s increasing ability to respond to them changing the way that users search?

We don’t search with voice the same way that we search with a keyboard. Computer users have evolved a specific set of habits and expectations for web search based on its limitations and capabilities. So we would start off by typing a quite generalised, keyword-based search query like “SEO tips”, see what comes back, and progressively narrow down through trial and error with longer search terms like “SEO tips for m-commerce” or “SEO tips for beginners”.

Or if we were looking to buy a pair of red shoes, we might search for “red shoes” and then navigate to a specific website, browse through their shoes and use the site interface to narrow down by style, size and designer.

Whereas now, with the advanced capabilities of search engines to understand longer, more specialised searches and the advent of voice search making natural language queries more common, we might start off by searching, “Quick SEO tips for complete beginners”, or, “Show me wide-fit ladies’ red shoes for under £50.”

voice vs keyword searchWe search differently with a keyboard to the way we search with voice

The increasing rise of voice search brings with it a wealth of new data on user intent, habits and preferences. From the first query about SEO, a site owner can see that the searcher is not just a novice but a complete novice, and is not looking to spend a lot of time researching in-depth SEO guides; they want a list that’s easy to digest and quick to implement.

From the second query, a shop owner can tell exactly what type of shoes the consumer is looking for, down to the fit and colour. The price range indicates a budget and an intent to buy.

When mobile users are conducting voice search with location enabled, site owners and business owners can also gain valuable location data. Often, the voice query will contain the important phrase “near me”, which shows that the searcher is looking for local businesses. Mobile voice searches are three times more likely to be local than text, so optimising for local search and mobile will also help you to rank for many voice searches.

A mobile screenshot of a Google search for "Marks and Spencer near me", showing the three-pack of local results below a small map of the area.

With the growth of voice search, we can expect to see more and more long-tail search keywords and natural language queries, which give increasing amounts of contextual information and useful data about searcher intent. The addition of voice assistants to smart home hubs like Amazon’s Echo and Google Home (Apple is also reported to be developing its own smart hub with Siri built in) will also give the companies behind them access to untold amounts of data on users’ daily life and habits, purchases, interests and more, opening up new avenues for marketing.

How can you capitalise on voice search?

With all of that in mind, what practical things can website owners do to take advantage of this new search frontier?

Look out for natural language queries in your site analytics

At the moment, there’s no way to tell outright which users are reaching your site through voice search, though Google is rumoured to be developing this feature for Google Analytics. But by looking out for natural language queries in your search traffic reports, you can start to get a feel for what users might be asking to find your site, learn from it and use it to inform your SEO strategy.

Think about how people are likely to phrase queries aloud

We need to start moving our approach from thinking of endless variations on different keywords to thinking about different types of questions and phrases that users might search. Ask yourself which questions might bring a user to your site, and how they will speak them aloud. What are the extra words, the ones that wouldn’t appear in a regular keyword search, and what information do they give you about the user’s intent on your site?

Make sure your site is set up to answer searchers’ questions

Once you’ve considered the types of questions a user might be asking, consider whether your site will satisfy those queries. Rob Kerry, in a presentation on the future of search at Ayima Insights, advised website owners to start integrating Q&A-style content into their sites in order to rank better for natural language searches and better satisfy the needs of users who are asking those questions.

Q&A-style content can also be excellent material for featured snippets, which is another great way to gain visibility on the search results page.

Develop content with a conversational tone

Because natural language queries reflect the way that people speak, they aren’t just longer but more colloquial. So consider if there are ways that you can create and incorporate content with a more conversational tone, to match this.

Use voice search!

One of the best ways to understand voice search, how it works and what kind of results it returns is to use it yourself. Search the questions you think might bring people to your site and see what currently ranks top, to get a sense of what works for others. Are there questions that aren’t being addressed, or answered very well? You can take this into account when creating content that is geared towards voice search.

Source: The continuing rise of voice search and how you can adapt to it | Search Engine Watch

03- Aug2016
Posted By: Guardian Owl
374 Views

7 e-commerce SEO trends we’re seeing in 2016

Few types of online business can benefit from SEO more than e-commerce websites that allow for direct consumer transactions. Not only can you secure more web traffic (and a larger stream of revenue), you can also optimize specific product pages to funnel traffic to your most profitable or popular pages.

But SEO (and e-commerce in general) is always evolving. New technologies, new insights and new best practices emerge on a regular basis, and the best e-commerce webmasters are jumping on these changes to stay ahead of the competition.

Below, I’ve compiled a list of seven important SEO trends in the e-commerce industry you should be paying attention to:

1. Out-of-the-box SEO is better than ever

SEO technology is developing just as quickly as the search engines that have inspired them. What do I mean by “SEO technology”? I mean the third-party apps, widgets and tools webmasters can use to optimize their sites and improve results — with minimal manual input required.

In fact, some “out of the box” solutions have emerged in the template web design industry, enabling webmasters to ensure the on-site optimization of their sites in just a few steps upon launch. WordPress plugins have also been around for a while that handle a good amount of on-site SEO automatically, such as Yoast SEO.

These products and developments are tempting, and in fact useful, but currently, there’s no solution that can automatically perform every on-site function. You’ll still need to customize things like your title tags, navigation, rich snippets and so on, if you want to see the best possible results.

2. Long-form content is crucial

Until recently, product pages on e-commerce sites were places for short-form content: a title, a brief description, a handful of photos and a few customer reviews. However, user demand and search engine favoritism have shifted toward long-form content in almost every niche.

Longer-form content provides more detail, more long-tail and conversational phrases (which lend themselves to more relevant search queries) and more market differentiation from the increased competition that has arisen in recent years.

I strongly encourage you to develop more long-form content on your company blog, describing your products and offering insights on your company, provided your topics support that length without unnecessary fluff.

3. Sharability is key

Social media has been popular for many years, but it’s still somehow escalating in importance. In a recent survey I conducted of 357 online marketers, What Works in Online Marketing, 52 percent of respondents said they are currently seeing a positive ROI from social media marketing, while 65 percent believe it will become even more important over the course of the next five years. Most notably, 96 percent of respondents said they planned to increase their budgets or keep them the same over the next year.

More users are signing up for high-popularity standbys like Facebook, and newer, cutting-edge platforms like Instagram and SnapChat are shaping up to be major hits for younger generations.

One of the best ways to generate more visibility and more primary and secondary ranking signals (like inbound links and social signals, respectively) is to encourage more social sharing throughout the shopping and checkout process.

Have your users share your products. Have them share reviews. Have them share when they check out or when their products arrive. Keep your audience engaged with social opportunities throughout your site, and your visibility across search engines and social media channels will thrive.

4. Video content is outperforming pretty much every other kind of content

As mobile devices, WiFi availability and video sharing capabilities become more advanced and prominent, users are demanding more video content. Video content can show up as rich media in search results (if it’s hosted on YouTube) and has more potential for virality than any other type of content.

In fact, if you aren’t using video content on your product pages and in your company blog, you’re already behind the times. Video content is only going to become more popular, so get moving.

5. Mobile optimization is now absolutely critical

The basics of mobile optimization were already solidified by Google’s Mobilegeddon update, but merely meeting Google’s thresholds for mobile optimization is no longer enough to stand out in the search world.

Mobile optimization is about offering the best possible content and functionality experience to mobile users, who grow in numbers compared to desktop users by the day.

Mobile optimization is also starting to include app optimization, which Google is favoring heavily with developments like app streaming — and one day soon, e-commerce platforms may need to develop their own mobile apps just to survive in terms of visibility.

6. Voice search and digital assistants are gaining popularity and usage

Just a few years ago, digital assistants seemed like useless gimmicks that failed to recognize voices accurately and provided less-than-stellar results even when they did. Now, more people are relying on voice search, and every major tech company seems to have their own digital assistant capable of extraordinary feats, including Siri, Alexa, Cortana and Google Now.

Savvy e-commerce marketers are beginning to capitalize on this trend, offering more colloquial phrasing, more optimization for long-tail phrases and more “rich answers” that digital assistants can provide directly.

7. Local results are becoming more prominent

Local SEO has undergone a handful of overhauls in the past few years, and it’s likely that new technologies (like wearable tech) will increase the importance of local results even further.

E-commerce companies often don’t think about a local strategy, since they operate on a national level and therefore want to target a larger national audience. However, pursuing a local strategy in addition can help e-commerce companies differentiate themselves from the competition and target a smaller, possibly more relevant niche that their competitors are deliberately trying to avoid.

There may be a clustering effect as more e-commerce companies begin to realize the benefits here, which is good motivation to get involved as early as possible.

Final thoughts

Keep an eye on these seven trends to ensure that your campaign remains relevant and visible in the modern era. Depending on your goals and how heavy a role SEO plays in your overall business growth, the suggestions above should take a high priority in your marketing spend.

That being said, these certainly aren’t the only trends I anticipate developing for e-commerce, and it’s hard to predict exactly what’s around the corner — so keep your campaign flexible, and always be on the lookout for the next breakthrough development.

For those managing search engine optimization for e-commerce websites, contributor Jayson DeMers has some advice for what to focus on to stay ahead of the competition.

Source: 7 e-commerce SEO trends we’re seeing in 2016

21- Feb2016
Posted By: Guardian Owl
382 Views

Google AdWords Switching to 4 Ads on Top, None on Sidebar

It seems that Google is rolling out a change to Google AdWords that sees 4 ads at the top of the search results, none on the sidebar at all, and an additional 3 ads at the bottom of the search results.  This replaces the usual mix of top, bottom and sidebar-heavy AdWords ads, depending on the specific search result.

Many of the ads do have additional features like sitelinks, but it is hard to tell if those have increased or not.

It was huge news in December when Google began testing 4 ads at the top of the search results, and quite a controversial one for many.  While advertisers loved it, regular SEOs weren’t so happy since it pushed the organic search results even further down the page.

AdWords hasn’t confirmed it publicly yet, but multiple advertisers are confirming this is what their AdWords reps are telling them.

Dr. Pete Meyers from Moz is reporting their Mozcast data went from less than 0.1% of their tracked search results having 4 ads above the fold to 19% of them.

Which equals a 19,000% increase.

From AdWords:

And then they seemed to be taking a joke in stride while #ppcchat’ers were waiting for the official announcement (even though all evidence points to the change being made).

 

This isn’t a huge surprise when you really think of it.  Google has been bringing their search results closer to the mobile experience over the past year, and this definitely qualifies for it.

It also leaves more room for Google’s Product Listing Ads to show in the sidebar – they are still being run in the sidebar even with 4 ads above the fold. And it shows more PLAs since Google often shows two rows of PLAs in the sidebar while only one row at the top of the search results.  PLAs can still appear above the search results though.

Google Adwords switches to 4 ads top with pla

And also makes it available for other features such as the knowledge panel.

Some are saying the rollout is expected to complete by February 22nd, which is a few days from now.

We will update if/when AdWords confirms the changes.  But all evidence from what people are seeing in the search results currently is that most people worldwide are seeing this change to 4 ads on top, 3 on bottom but none at all on the sidebar.

Update from Google: A Google spokesperson reached out to The SEM Post with the following.

“We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.”

Update from Google #2: this change is global and impacts all languages. I asked for clarification on the commercial queries, and they are queries where people express a deep intention to buy.

Source: Google AdWords Switching to 4 Ads on Top, None on Sidebar

19- Feb2016
Posted By: Guardian Owl
429 Views

App Store SEO: The Inbound Marketer’s Guide to Mobile – Moz

As the app ecosystem grows, many marketers are turning their sights towards mobile app marketing. Today’s post provides a high-level view of App Store Optimization, and gives tips on how to break into the rapidly expanding world of apps.

How to Optimize for App Store Search Engines

Let’s dive into search in the app stores, and how the search engines differ based on platform.

First things first; remember I mentioned that the app ecosystem reminds me of the web in the mid-to-late 90’s? Keep that picture in your head when you think of search. App store search hasn’t been “figured out” in the same way that Google “figured out” search on the web. Simply put, we’re still in AltaVista mode in the app ecosystem: something better than Yahoo’s directory provided, but not incredibly sophisticated like Google would become in a few more years.

Just like the web has on-page and off-page SEO, apps have on-metadata and off-metadata ASO. On-metadata ASO include factors totally within your control and are often things dealing with your app store presence. Off-metadata ASO include factors that might not be entirely in your control, but which you can still influence. Here are a few of the most important knobs and levers that you as a marketer can turn to affect your search performance, and some quick tips on how to optimize them.

On-Metadata

App Title

An app’s title is the single most important metadata factor for rank in ASO. It’s equivalent to the <title> tag in your HTML, and is a great signal to the app stores as to what your app is about. On the web, you want your title to include both a description of what you do (including keywords) as well as some branding; both elements should also exist in the app store. Be sure to include the keywords, but don’t be spammy. Make sure it parses well and makes sense. Example: “Strava Run – GPS Running, Training and Cycling Workout Tracker

Description

Patrick Haig, our VP of Customer Success, likes to break descriptions down into two sections: above the fold and below the fold (sound familiar?). He says, “Above the fold language should be 1-2 sentences describing the app and its primary use case, and below the fold should have a clear and engaging feature set and social proof.” We’ll dig into some of the differences about the description field across platforms below.

Keyword Field

The Keyword Field in iOS is a 100 character field which you can use to tell iTunes search for which keywords you should show up. Since you only get 100 characters, you must use them wisely. A few tips:

  • When choosing your keywords, just like on the web, focus on relevancy, search volume, and difficulty.
  • Don’t use multiple word phrases; break out to individual words (Apple can combine them for you).
  • Don’t repeat keywords that are already in your title (and put the most important ones in your title, leaving the keyword field for your secondary keywords).
  • Separate keywords with commas, and don’t use spaces anywhere.

Icon

Consumers are finicky. They want apps which are beautiful, elegant, and simple to understand. Your icon is often their first interaction with your app, so ensure that it does a great job conveying your brand, and the elegance and usefulness of your app. Remember, in search results, an icon is one of the only ways you can convey your brand and usefulness. Think of it as part of the meta description tag you’d create in SEO. For example, SoundCloud does a great job with their icon and branding.

Screenshots

The most important rule to remember when creating your screenshots is that they should not be screenshots. They are, instead, promotional graphics. That means you can include text or other graphics to tell your app’s story in an interesting, visual way.

Especially in iOS, where the card layout shows your first screenshot, it is incredibly helpful when an app displays a graphic which explains the app right up front, increasing conversions from search results to viewing the app page and, ultimately, installing the app.

The best app marketers also use their screenshots promotional graphics together to create a flow that carries the user through the story. Each graphic can build off the previous graphic, giving the user a reason to continue scrolling and learning about your app.

Here’s a great example of using the screenshots effectively by our friends at Haiku Deck.

As the app ecosystem grows, many marketers are turning their sights towards mobile app marketing.

Off-Metadata

Outside of your direct control, you’ll also want to focus on a few things to ensure the best performance in ASO.

Ratings

Average Ratings

Every app has a rating. Your job as a marketer is to ensure that your app gets a great overall rating. Rating is directly tied to performance in app store search, which leads us to believe that rating is a factor in app store search rankings.

Reviews

Similar to ratings, you want to ensure that the reviews your users write about your app are positive. These reviews will help increase your conversion rate from app page views to downloads.

For a great product to help you increase your rating and reviews, check out Apptentive.

Link-building

This is discussed further below, but suffice it to say, link building to your app’s page in the app store matters for Google Play apps. Given you all are SEOs, you know all about how to rock this!

How Do iOS and Google Play Differ In App Store Search?

The differences in the platforms mean that there are different levers to pull depending on the platform. Google Play and iOS act completely independently, and often, quite differently. The differences are wide-ranging, but what are a couple of the main differences?

In general, the way to think about the differences is that Google is Google and Apple is Apple. Duh, right? Google has the built the infrastructure and technology to learn from the web and use many different data points to make a decision. Apple, on the other hand, doesn’t have indexes of the web, and comes from a background in media. When in doubt, imagine what you’d do if you were each of them and had the history each of them has.

Here are a couple concrete examples.

Description versus Keywords

In iOS, there’s a keywords field. It’s easy to see where this came from, especially when you think of iTunes’ background in music: a song has a title (app title), musician (developer name), and then needs a few keywords to describe the song (“motown,” “reggae,” etc.). When Apple launched their app store, they used the same technology that was already built for music, which meant that the app title, developer name, and keywords were the only fields used to understand search for an app. Note that description isn’t taken into account in iOS (but I expect this to change soon).

On the other hand, there is no keyword field in Google Play; there is only a description field. Thus, while iOS doesn’t take the description into account, in Google Play the description is all you have, so be sure to do exactly the same as you do on the web: cater your content towards your keywords, without being spammy.

Leveraging PageRank in Google Play

Another big difference in iOS and Google Play is that Google has access to PageRank and the link graph of the web, while Apple does not. Thus, Google will take into account the inbound links to your app’s detail page (for example, https://play.google.com/store/apps/details?id=com.symantec.mobilesecurity) as a factor in Google Play search, while Apple has no such factor.


How To Measure Success In App Marketing

It’s very difficult to measure success in app marketing in the same way you can measure success in web marketing. This is especially true when you’re working with inbound channels. It’s still early, but it’s continuously getting better, with more tools and services coming out all the time to help marketers understand success. Here are some of the ways I recommend measuring success in the app store today:

Search Rankings

Just like on the web, a great way to measure your success in app store search is to track your ranking for specific search terms you care about over time and versus your competition. Rank tracking is incredibly valuable for ASOs to understand their progress.

Top Charts

Top Charts, especially Top Charts within a particular category, do a great job of allowing you to understand your success in relation to the rest of the apps in your category.

As the app ecosystem grows, many marketers are turning their sights towards mobile app marketing.

Ratings and Reviews

Just as ratings and reviews will help your ASO, they are also great metrics to track over time for how you’re doing with your app marketing. Keep track of what users are saying, how they’re saying it (pro tip: listening to their language is a great way to do keyword research!), and what they’re rating your app.

Downloads

Taking it one step further, correlating your search rankings to downloads will allow you to understand the effect your increased ASO is having on your app performance. One way we do this is to integrate with iTunes Connect and overlay your search rankings with your downloads so you can visually see how closely related any one keyword is with your downloads. It’s not perfect, but it helps!

Conversion and Revenue

At the end of the day, revenue is the most important metric you should be understanding. Of course, you should be tracking your revenue and doing the same correlation with search performance. In addition, you should watch your conversion rate over time; we often see apps whose conversion rate soars with an increase in ASO because the users are so much more engaged with the app.


Tools And Resources To Use To Help With App Marketing

To conclude this post, I want to quickly talk about some tools and resources to use to help your app marketing process.

Sylvain has written some great content and has some incredible insights into app marketing and ASO on his company’s (Apptamin) blog.

I mentioned Apptentive above, and they really are the best way I know to impact your ratings and reviews, and get great feedback from customers in the process.

In addition to having a great, free, in-app analytics product (Flurry Analytics), as well as an interesting paid advertising product (AppCircle), Flurry also posts some of the most interesting data about the app ecosystem on their blog.

If you’re looking to obtain some amount of attribution for your paid advertising (inbound can’t be split out, sorry!), MobileAppTracking is where it’s at. It allows you to understand which paid channels are performing best for you based on the metric of your choosing. Best of all, you only pay for what you use.

App Marketing Tools

This is, of course, a shameless promotion. That said, our product is a great way to understand your performance in app store search, help you do keyword research, and give you competitive intelligence. We offer a free (forever!) tool for Indie developers and scale all the way up to the largest Enterprise customers.


Now It’s Your Turn–> Visit the link below to get the full list to help guide you along your optimization way!

Source: App Store SEO: The Inbound Marketer’s Guide to Mobile – Moz