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In an article entitled "SEO: Where Have All the Poker Players Gone?" iGaming Business enlisted the aid of Luke Ormerod, the director of Blueclaw in the United Kingdom (a company that analyzes companies and their reach through search engine optimization (SEO) reviews), to look into the history of poker, at least online through its searches. The original searches were for "poker" and "online poker," with poker overall peaking massively in 2007 while "online poker" showed a slight uptick that same year. Since that point, however, the picture painted is a dismal one.
By 2015, searchers for "poker" have become miniscule compared to their 2007 peak and "online poker" basically doesn't exist. Blueclaw and iGaming Business then set out to figure out where these players went – a sizeable bloc of people just don't dry up and go away – and the team found some other interesting data.
In looking for particular disciplines of poker (such as Texas Hold'em), the research showed the same predominant peak of search engine results pages (SERPS) in 2007 and a similar decline to 2015. The Blueclaw/iGaming Business team then decided to look at the major players in the arena – PokerStars, Sky Poker and 888 Poker – with the interest peaking in 2011 (perhaps because of "Black Friday?") and declining through 2015 (PokerStars has been able to maintain about half of its peak interest since 2011, but searches for both Sky Poker and 888 are way under their previous highs).
With the advent of cellphones, the researchers thought that maybe "mobile poker" was where everyone had headed. After not even registering in 2006, the search for "mobile poker" rocketed out of the gates in 2007 and has been on a steady decline ever since. The research began to take a turn, however, when Blueclaw and iGaming Business started looking at today's world.
Initially the partners found that the search term "sit and go" had kept its numbers fairly steadily since 2009, with wavering numbers over the past six years indicative of possible marketing trends. Looking a bit deeper, Blueclaw and iGaming Business looked into the PokerStars lottery style "Spin and Go" development (a traditional sit and go where the players do not know what they are playing for until the single table tournament starts). This is where the numbers started to change.
In reviewing the statistics, Blueclaw and iGaming Business show that the popularity of the "spin and go" poker format has gone through the roof since the beginning of 2014 and completely reverses the trend in other poker search metrics. Currently, the "spin and go" format is extremely popular not only at PokerStars but at any of the popular online rooms in the international online poker industry.
The news is also good when it comes to another search metric whose true potential may not have been totally tapped yet. In searching for "poker twitch," Blueclaw and iGaming Business found a tremendous spike in searches since 2013. It is also demonstrating that this metric is still on the climb, especially over the 2015 calendar year. Not coincidentally, Twitch has become a popular platform for poker players to reach their fans directly and for companies and poker tours to broadcast their content directly to a waiting audience.
So what does the research from Blueclaw and iGaming Business state? "The online poker sector will likely never return to its pre-2007 glories but that doesn't mean there aren't still opportunities to be exploited," the researchers state. "Instant 'Sit and go' games are proving that there is still an eager market out there and it will be interesting to assess whether brands are able to leverage the rising popularity of poker on the Twitch TV platform by converting that interest into new signups."
Want the latest poker news in your twitter feed? Follow PokerNewsDaily on Twitter.
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This week, Google unveiled its newest ranking signal, RankBrain, which has been working in conjunction with Google algorithms for the past few months. This machine-learning tool attempts to better understand queries. RankBrain has already carved its place as the third-most important ranking signal influencing SERPs, according to the Google team. Google Senior Research Scientist Greg Corrado says turning off RankBrain would be like "forgetting to serve half the pages on Wikipedia."
RankBrain is the first version of a new method of search ranking. It perhaps foreshadows what's next in how Google search returns information, and it's raising major implications for how we as marketers need to approach our content strategies.
What is RankBrain & how does it work? RankBrain differs from Google's more traditional "things not strings" efforts because of its use of artificial intelligenceIf you've asked Google a simple question in the past few years, you may have noticed that it gives fairly intelligent answers. Since 2012, Google has become more adept at recognizing synonyms, proper nouns and basic concepts. It makes use of stemming – correlating morphologically related words with other terms to offer more complete results, mostly thanks to manual human work.
The difference between this "things not strings" mentality and RankBrain is artificial intelligence. About 15 percent of Google's 3 billion daily queries have never been seen before. That's about 450 million queries – many of them specific, niche, long-tail, multi-word phrases – far too many to manually analyze.
These searches are RankBrain's specialty. It intelligently interprets the vast number of new queries, and translates them to other related queries to bring the best pages to the searcher – and can do it as naturally as a human could.
Google receives about 450 million never-before-seen queries daily. Many are too specific or niche for manual analysis, but this is one of RankBrain's strengths.
RankBrain is not replacing Google's Hummingbird algorithm – it works in conjunction with it. Hummingbird strives to match a query with keywords and content on the internet, while RankBrain intelligently extracts meaning from queries so Google's search algorithms can then find optimal results throughout the internet.
What does RankBrain mean for your content/keywords? When search queries are analyzed, RankBrain asks: "What was the intent of this search?"Hummingbird first raised the question of keywords' role in SEO, and RankBrain reinforces that exact-match is less important than in the past. While it's still important to try to match the phrasing that users search for, it's becoming equally important to have content and keywords that satisfy the phrases users aren't necessarily googling, but are truly seeking.
RankBrain seeks to get to the bottom of what users mean by their specific search query. RankBrain can attempt to re-rout mistaken, or misguided searches to find satisfying results.
RankBrain seeks to adjust and refine search terms to:
Content is more important as ever. While on-page SEO has its place and RankBrain didn't drastically change how we run our SEO overnight, it does introduce machine learning in search technology, as well several implications for content marketing strategies.
Search algorithms are getting more accurate, more agile, more human. This rewards good SEO practices, which go beyond link-building and URL-streamlining. Good, honest content is what people are searching for, and it's what Google RankBrain strives to deliver to them. Keep on managing and improving your SEO the right way – with click-worthy content – and you'll be in good shape as the machines begin taking over our searches.
Question-Mapping to provide content that answers queries The best way to put your content in front of Googlers' eyes is to write what they're looking for (even if they don't realize it)When selecting topics, it's often easy to bucket content into categories or subcategories of your choosing. Now that RankBrain is intelligently mapping users' queries to other terms that might offer a smarter yield, it's more important than ever to determine how people ask their questions – or better, what answers they want. It's up to content marketers to match Google's robotic mapping procedures through strategic research to develop content that meets their goals.
Our question mapping strategies, outlined in detail here, include:
RankBrain makes using schema markup even more important for marketing content. Schema markup helps your page's listing on SERPs give rich, informative results for searchers. If you've ever used rich snippets, you'll understand exactly why schema markup is so effective and attractive as a search result. As Google's AI search gets smarter about semantics and meaning, rich schematic results become increasingly relevant for ranking because Google may tend to favor them as desirable, "smart" results.
High-quality SEO will help to make sure that content is as accessible as possible rather than being optimized for crawlers.
Looking to integrate schema markup? Here is some helpful info about coding it into your site.
SEO implications:Marketers often worry that "SEO is dead" after a major Google update to an algorithm or ranking formula that demonstrates Google wants to answer questions like a human. If you think that SEO strategies will face major changes now that this update has been rolled out, think again – it's been out for at least two months already. We just didn't know about it.
Content, design, creativity, fast page loading, and links are still dominant factors in your page's SEO – Google is just better at understanding and ranking your content now. If you only remember one thing about SEO in the age of AI ranking systems, it's that:
Consistently posted high-quality content, and research into topics are still paramount to your web presence. The better your content, the better your SEO.
Ben Silverman is Brafton's Marketing Writer. His writing experience dates back to his time reviewing music for The UMass Daily Collegian at UMass Amherst. Ben joined Brafton with a background in marketing in the classical and jazz industries. When he's not writing, he's playing drums, guitar, or basketball.
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We will send the script to your PayPal email within few hours,Please add FullContentRSS@gmail.com to your email contact.Expert publishing blog opinions are solely those of the blogger and not necessarily endorsed by DBW.
When we talk about something being "meta," we are aware of the self-referential nature of the object—a movie about a movie, a song about a song, etc. And when the prefix "meta" is used to talk about Search Engine Optimization (SEO), it is being self-referential in relation to your website.
In this part of my blog series on SEO for independent publishers, I encourage you to be as self-referential as possible. Because when writing great meta description tags, it's imperative that you have content located in your HTML code that best describes a specific page on your website, as you need to talk about the books in your catalog and your company in the most descriptive way possible.
I should be honest from the start and say that meta description tags will not help your SEO, per se. They don't affect your rankings. At all.
So why are they so important?
Instead of affecting your rankings, they will make your webpages stand out in Search Engine Results Pages (SERPs) and potentially improve your Click Through Rate (CTR) by providing potential customers a quick snapshot of your page information and bringing more of them to your site. Your descriptions give you an opportunity to have "selling" text that will induce someone to actually click on your link over competing sites' pages that are also displayed in the SERPs.
The 12 participants in our evaluation of SEO factors scored an average of 1.5 (an "F" grade) on meta description tags. This was mostly due to the meta tags being absent from the page code (more than half the participants were missing meta tags). But this is a good opportunity to make some changes, write some great content and improve your CTR.
That Is So Meta
As mentioned above, meta description tags are found in the page code and used to define and describe that specific page. Think of it as conveying a summary of what that page has to offer a customer, like a one-line synopsis. Similar to how a page title would define a page's content in less than 60 characters, a meta description tag needs to do that in less than 160 characters (including spaces). (In reality, like the page/link's title, the search engines actually calculate the number of pixels the text will use, but for our purposes, the 160-character limit should suffice.)
Meta description tags are important for the following reasons:
• Meta tag descriptions show up in the SERPs: When a user types a search term into a search engine, the results that are returned (the SERPs) contain brief descriptions of each page populated from the meta tags. These descriptions help a user further define what they are looking for. For example, a search for author "Lida R. Baker" will return a result from Wayzgoose Press that briefly defines her qualifications found on her author's page. Of course, one of the issues is that it is about the 150th search result, so it's doubtful that anyone would actually see it. (There's another issue of the actual page this content is on, which we discussed in the URL Structure and Site Architecture post.)
• Search terms appear as bold text in the SERPs: As a way to further highlight search terms in the generated SERPs, Google will present search terms that are found in the meta description in bold text. This encourages the user to click on the search result that includes their search terms in bold. The more search terms highlighted, the better. In the example above, Lida R. Baker would show as bold text in the SERPs.• Social networks love meta descriptions: When a customer or author shares one of your webpages through Facebook or Twitter, the meta description of that page goes with it (unless of course you have told the social platforms to use something different—which you can do—but that's another blog post). If Wayzgoose Press adds social integration to its pages (an SEO Factor we will discuss in further posts ), a full meta description would accompany that link any time the Lida R. Baker page is shared.
Writing the Meta Way
When adding meta description tags to your pages, you need to develop content that is equal parts creativity, sales pitch and conversation. Meta tags can give you an advantage over your competitors in the SERPs if you a) use descriptions that are different from standard, boilerplate text, b) use descriptions that make use of words and phrases that your customers are looking for and c) use descriptions that meet standard sentence structure, convey information in a natural way of writing or speaking and are both relevant and engaging.
Here are some guidelines to consider when writing (or revising) meta descriptions:
• Understand Keywords – When you are writing for your website, you need to have keywords at the ready to add to your content. In the case of meta descriptions for independent publishers, keywords could include the genre (fiction, non-fiction), book author, title and subject, awards or achievements. The important thing to remember: don't just jam a lot of keywords together. It looks bad on the page and can confuse your potential customers. It is best to create a unique, readable sentence that describes the page and uses keywords where applicable.• Mind Your Letters and Spaces – Just like page titles, meta description tags are limited to a specific number of characters (including spaces) before they are cut off or truncated by a search engine. Most SEO experts agree meta tags that are under 160 characters are best. While these constraints can sometimes hamper good meta tag creation, it's best to think of multiple, concise and complete sentences for meta tags. That way, if the content is truncated, at least some of the important information will be presented in the SERPs. Note: don't make your descriptions too short either. They should not mirror the page title in length or breadth.• Don't Duplicate – As I have mentioned in many of these blog posts, duplicate content is not your friend. In the case of page content and titles, it can devalue your search ranking. For meta descriptions, it can confuse your customers. On InterVarsity Press, most of the meta tags areRemember, you want each meta tag to accurately describe a specific page in your website. Repeating these tags will prevent potential site visitors from knowing what's on your page, and they may go to a competitor's site that has a more robust description.
• Add a Call to Action – While it may not fit for all your webpages, a call to action within the meta tags may entice a customer to visit your site before the others. Offers may include markdowns, free evaluations of potential submissions, author workshops or limited stock for a specific book. Attractors, such as "learn more" or "find out now," are popular calls to action in the meta tags.• Sell Your Content – In addition to writing in complete sentences and thoughts, be persuasive when developing your meta content. Think about the value of your books in relation to what your customers want. A good meta description will advertise the important information while encouraging the customer to learn more about the subject. Ask yourself, "If I were a customer, would I want to click this link?"
And keep in mind, that if you don't have the meta description set, Google will choose one for you, and that might not be the text that you want. We had one client that didn't have any descriptions set, and had a drop-down at the top of the page so the user could select the country they were in. Google used the first 160 or so characters of the country list as the description whenever any of their pages showed up in the SERPs. Needless to say, they weren't getting a lot of organic traffic to their site.
Keeping It Meta
Meta tags may seem like a lot of work, especially for publishers with large catalogs and a rich roster of authors. But once you start to see results, the time and effort you spend will be worth it. I should also add that meta tags should not be part of the "set it and forget it" content of your website. Set an editorial calendar for your meta descriptions and revise them as necessary. The more meta work you do, the sharper your message will be when presented in the SERPs.
Have a look at Google Search Console Support for additional guidelines on creating great meta description tags.
It should also be noted that Google's Snippets team recommends a meta tag for a book to have much less descriptive and selling text than we usually recommend to Biztegra's Publishr clients. This would result in a meta tag code that would look like this:. This is one area where we differ in opinion from what Google tells us. In our work at Biztegra we focus on doing with clients what we've outlined in the post above.
We will be maintaining our focus on "self-referential" content and delving further into the code in our next post on creating great heading (H1, H2, H3) tags.
What do your descriptions look like? Let me know in the comments below.
Previous Article: Content – Fresh, Exciting and Inviting
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We will send the script to your PayPal email within few hours,Please add FullContentRSS@gmail.com to your email contact.The fact that content marketing and SEO have been thrown in the ring as opponents is not unknown to us, however the truth is that SEO and content marketing work hand in hand like a well-oiled machine.
SEO has always been about the content, once you get down to the nitty gritty, as terrible content won't rank no matter how well your site is optimised. In my line of work, the two cannot exist without each other. In a nutshell, they do not compete with one another in any way.My practice and belief on this matter is that SEO and content marketing are one output, we could also say that SEO should be termed "content optimisation" as if there is no content, there is no SEO. It's that simple.
Image via Pixabay
If you practiced content marketing without SEO, you would be creating "vacuum content", this is content that is created and pushed onto multiple platforms, repurposed and redistributed, but unfortunately wasn't optimised, therefore a total waste of resources and effort. All content that is created for distribution across any platform should be optimised.The dilemma that agencies and businesses are faced with is where do they put their marketing spend? In content marketing or SEO? To add to this, another issue that we are presented with is that SEO and content marketing are separated across our industry. There is a disconnect. There are few digital marketers that have both skillsets in one output.
True digital marketers will know that content marketing and SEO are a prerequisite and critical for any marketing strategy online, and that they work together like your mind and your body.
I'm not saying that there aren't any differences between the two disciplines, SEO is the technical approach to holistic content. Channelling the technical efforts into content marketing is the way to apply SEO, see the secret to content marketing success is to apply SEO techniques.
The bonuses with content marketing and SEO is the backlink opportunity, both disciplines need these to be effective. Content marketing provides the opportunity of the backlink that SEO demands. Then to add to this, content marketing demands great UX, SEO and UX are part and parcel of the SEO process. The UX is important as it helps the user find the content easier and faster, but still it all comes back to same thing... CONTENT.
An output both SEO and content marketing share. SEO requires consistent output to gain its velocity where content marketing requires this consistency to be effective, as fresh content has better chance of being quickly indexed and will register higher in SERPS.
SEO and content marketing are a marriage made in heaven, a true convergence, it would mak e sense to start thinking of the two as one output, that way you get the best out of both disciplines.
Posted on 26 Oct 2015 07:01
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