Friday’s daily test of SEO for continuous improvement.

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Good morning, marketers, and I won’t lie.

Whenever I write a Friday newsletter, it takes a long time not to type, “It’s Friday. Friday! I have to get down on the grass on Friday. Everyone is looking forward to the weekend, the weekend. I sing it in the newsletter every Friday. So there. I hope you sing it for yourself all day long.

It makes me wonder when this song first came out. It went viral very quickly. We all listened because it wasn’t. Good But it was Pleasant. If you’ve been in marketing for a while, chances are you’re asking how to make a client’s or company’s assets “viral” like this song.

Of course, we know it’s not that easy. There is a special combination of factors (often completely out of our control) that puts an end to events like Rebecca Blake’s “Friday.” Search marketing (even PPC) is more about a long game – testing, learning duration, slow accumulation of links and content, and so on.

But in the end, slow construction is better than crackers. Although the viral song only appears when I force it on people, what we’re creating will keep us, our businesses and searchers looking for answers online.

Oh, and I hope your weekend is all celebrated. Yes! Fun, fun, fun!

Caroline Leiden,
Director of Search Content.

How to test your content site strategy for continuous improvement.

Assessing the effectiveness of your content strategy is an essential part of increasing your organic visibility as well as your capabilities as an SEO. Techniques such as predictions can help you estimate the value of a piece of content or site change for your business, but fail to record the real-life performance associated with those changes and Comparing them to your predictions may mean that you are ignoring the techways and can be used to improve future actions.

In SMX Convert, Merkel’s SEO Director Alexis Sanders shared the strategies she uses to analyze the site’s strategies for continuous improvement. Although the techniques are mostly content related, they can also be applied to other aspects of a site, such as the user experience.

  • prediction: Estimating the clickthrough rate curve can help you predict an increasing traffic lift. “We [calculate] “Using search volume that multiplies the clickthrough rate of our predicted rankings,” Sanders said.
  • Case studies: Keep a record of your internal case studies and keep in touch with relevant articles on the steps you would like to try in the future. Gathering all of this information will help you better understand how your proposed content might perform.
  • Competitive research: Competitors are going to be a very useful metric for predicting rankings, estimated traffic and search volume. You can use this information to gauge whether you will outperform a competitor based on what you are going to do and your level of authority in space.
  • Already reads: Interviewing a small sample of your target audience can help you gather feedback and improve your content, as well as alert you to potential barriers such as readability and accessibility.
  • Split testing: Make sure the search engine bots are getting the experience you want. If search engine bots have the ability to find your alternate experimental URL, it is best to send the 302 to the main URL.

Read more here.

How and why you should stop seeking compensation (for science)

With the right structure and parameters, stopping the search for payments can be an invaluable source of data for PPC professionals.

When it comes to demonstrating a return, John Smith, senior paid search analyst at APR, tells most PPC professionals to measure some variation of total revenue compared to total value: “If it’s high We are doing well. If not, we think again and work again until we hit our desired ROAS.

This is not a bad thing at all. It’s a quick estimate of the utility, and Smith says he’s been able to do it himself, but “the problem is that the numbers don’t tell us much. It doesn’t tell us if we actually bought the money.” Has lost customers who would have changed anyway, and it doesn’t show what would have happened if we hadn’t just spent.

Read more here.

Search Shorts: A title tag case study, why no one cares about your content and limits PPC waste.

  • Rewriting 8000 title tags: a case study. Dr. Pete recently tagged more than 50,000 banana titles to understand the impact of Google’s rewrite update.
  • Want to know the truth about content marketing? No one cares about your products or services.
  • A new way to approach your PPC personalities. Learning from the sales process to limit waste and accelerate ROI.

What we’re reading: The United Nations says we need to cool down on AI, which could potentially affect human rights.

UN High Commissioner for Human Rights Michelle Bachelet on Wednesday called for a ban on the sale and use of artificial intelligence (AI) systems that would endanger human rights unless Technology should not be misused. To Al Jazeera

The AI ​​in question refers to those who “receive public services and decide who has the opportunity to be hired” with the idea that data collection is not entirely private and that online May be at risk of discrimination against

But there could be even wider implications for search engines and search marketers if the suspension is actually enforced. Bachelet released a report stating “the dangers of AI technologies, and emphasizing that AI can act as a good force, if used irresponsibly it can be devastating.” It can also cause effects. “

The complexity of the data environment, algorithms and models that develop and operate the AI ​​system, as well as the deliberate privacy of public and private actors, are factors that help the public understand the impact of the AI ​​system on human rights and society. Harmful to meaningful ways. “The report says.

Yes, AI helps marketers find out, but Google’s unconventional and anonymous use of it could potentially contribute to this discrimination. We’ve seen this before when Google AdWords settings allow advertisers to discriminate against people multiple times.

Will the suspension really take effect? maybe not. AI is now part of our technology. But we can benefit from greater transparency in how big technology is using it.

Hats off to Doug Thomas On this news

About the Author

Caroline Leiden works as the Director of Search Content for Search Engine Land and SMX. With expertise in SEO, content marketing, local search and analytics, she focuses on facilitating marketers’ jobs with breaking news and educational content.

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